Tulsa daily world. [volume] (Tulsa, Indian Territory [Okla.]) 1905-1919, 1917-11-07
PRINTERS INK IS
WISE INVESTMENT
f. S. Horn Addresses Adver-
tising Club on Subject of
Vital Import.
BENEDICT TELLS INSIDE DOPE
Worlds Washington Cores
pondent Recites Stories of
Spy System.
BENEDICT TELLS INSIDE DOPE


Z history OF me United states Chamber
OF Commerce, and a straight-from- the
| shoulder tank n Id|rTt.; ~ ly an eN-
pert Ia that line. were features Of an
exceptionally INTERESTING session u the
Advertising club of Tulsa In Hotel
Tulsa yesterday noon.
| Ralph Talbot was chairman Of The
meeting. IN hou)r of tha event lie
surprised the members by ;1aving his
! Justly famed Palace thelter orchestra
present. They PLAYED everything from
grand opera to The Kaiscrs f1Ineral
( March," the latter being a patriotic
medley.
W. II. Guiberson was elected to
membership. II was decided to issue
framed membership certificates, SO
that they can point TO It and
ask for the clul's endorsement when
approached by advertising grafters.
Stockdalc Lectures.
1t was announced that Frank Stock
dale, noted expert oa advertising and
salesmanship, would be in Tulsa, No
vember II, / 5 and IS. for a serles OF
five lectures. Nearly two hundred
season tickets were subscribed for
Clerks, window -dressers. advertising
writers and others outside OF the Ad
club will be invited TO attend the
course. Stockda is touring he ma
ton under auspices of the Associated
Advertising Clubs of the World.
Adolph Bolt. field secretary Of the
United States Chamber II Commerce
spoke for five minutes, outlining the
scope of the Organization and how IL
has become the pulse Of the business
interests OF the nation. which the gov
ernment can touch and instant y as
certain the sentiment Of these interests
on important subjects.
j. Burr Gibbons explained the sug II
shortage. and predicted relief within
few days. THE grocer who charges
121s cents n pound foe sugar when re
IL buying IL for sIS9 n hundred,
should be run out of town." said Glib
bons
Omer X Benedict, The Worlds
( Washington correspondent, home on
vacation, delighted the club with
recital OF inside details OF the unearth-
ing Of the Won Bernstorff intrigue.
THE United States secret service is
the greatest in the world" he de-
clared.
"Man of the Hour"
II have always been n Republican.
and am one now" said Benedict, but
after ten months of close observation
at Washington. | feel perfectly safe in
saying that ] believe It was Godsend
that Wilson was elected president; he
is the man OF the hour"
| L.. s. Horn, chairman of Ihe vigi-
| lance committee, the most important
of all the committees, read a paper
| that was TO the point. Among other
things, he said:
At the outset, I wish to say that i
have an abiding faith in the power
of publicity. Correctly used and under
| IA N
| almost any legitimate service for the
| human race, whether IL is the market
ing OF "a product which sells for as
| small n sum as cents or govern
ment loan of $1,000. 600. 1000.
TO every merchant and every man
ufacturer of Tulsa there should be
, carried this message: IF you are
manufacturing or selling any goods
| for which there is "A demand or for
which "a demand can be created; IL
you wish to enlarge your sales or
your output; IL you wish to build up a
| business that will Consistently in
crease and become more profitable,
the most certain method TO accom-
plish this result lis by the judicious use
of printers ink"
Daily Newspaper First.
OF equal Importance is the medium
of publicity to be used First aad
foremost (and especially is this true
i'm Tulsa where we have as yet no ad-
Vertisers who can profitahly use mag
azines or periodicals of national cir
culation) comes hte daily newspaper.
If a person reads at all, he reads the
daily newspaper, 1t is part of the
everyday life of the American people.
In on other way can you SO economi-
cally and effectively place your an
nouncement before such a large num-
Der OF people. The daily newspaper
can best give the constant repetition
that wears away forgetfulness and
forces attention.
Depending upon the field to be
covered and local conditions, the ad-
vertiser can often increase the eff
fcctiveness of his newspaper cam
paign by the use of farm. and other
weekly publications circulating in his
territory. 1t should be borne in
mind that the newspaper and period
ical publications are primary adver-
Using mediums. and these primary
mediums are the ones through which
YOU make your sales talk and direct
appeal to the public. Billboards and
street car signs are for general pub
licity purposes. and may he desig- |
mated as secondary advertising me- |
diums, to he used to supplement the |
newspaper or periodical campaign.
Must BE D.gnfied.
Make your advertising dignified. |
The public does not care to have any |
business concern get funny" as 1t |
were Unless the writer Is extremely |
clever IL is unwise TO attempt TO pre-
sent the humorous side OF life. Copy
OF a poetical nature does not tend 10
build permanent business success
and is not TO be recommended. Neither
does the advertising Of a catch
phrase" as n rule, pay unless this
catch phrase" is suggestive of either
the article itself or the use to which
II may be put. For instance, the
phrase let the Gold Dust Twins do
your work" is good because II couples
the name of the article with the idea
that II makes work easier. The catch
phrase" which was widely copied
some few years ago. THE smile that
won't come off," is practically worth
less from an advertising standpoint,
because il neither suggests the name
90 la nrsta1A 10 7