The Birmingham age-herald., 1917-07-17

| banks so heavily to subscribe as they
 did when the liberty loan was on the market. The secretary presumably has
 received various suggestions, especially from the managers of the federal re-
 serve banks in the United States, which refer to preparation for floating the new loan. One of the suggestions relates to
 the best method of advertising the new loan. In some respects the advertising of the liberty loan by those who' were in charge of the advertising and pub licity department was of little value to
 the men who were carrying on cam paigns of educa tion. This was espe-
 cially true of many districts in the west Frequently the material prepared in Washington came too late to be of any
 service and it seemed to be clear that those who did prepare it did not pos. sess accurate knowledge of particular conditions as these existed in various reserve districts. Necessarily the ad- vertising material was not fully adapted
 to the purpose and it is now known that considerable amount of it was dis
 carded as useless.
 VALUE OF ADVERTISING
 No doubt the managers of all the fed eral reserve banks are persuaded that | with adequate advertising and publicity carried on upon a national scale the peo- pie as a whole will be of good under | standing respecting the meaning which lies behind the second loan offering and will be the more ready to subscribe to that loan. It has been suggested that Secretary McAdoo call to his support the very expert and experienced men who in cooperation make up the national advertising advisory board. This body includes the advertising men of the United States and is said to be repre- sented by the best advertising ability in the country. Therefore it is sug-
 gested that Secretary McAdoo turn over the entire work of promotion, advertis- ing and publicity to this body and hav- ing done that, direct the body to nomi- nate a committee of five members who will sit in Washington during the period of the new loan without compensation, except, of course, their actual expenses, and who under Secretary McAdoo will take personal charge of this entire work. The suggestion is that to one member of this committee should be assigned all matters relating to display advertis- ing. He should make arrangements for campaign in the daily newspapers of the United States and various periodl- calls that are nationally distributed. He should act in an advisory capacity with the local organizations of the 78 federal
 reserve districts. A second member of the committee should take charge, iP CO., operation with committees in the F dis tricts, of posters and similar material. third member should cooperate with the F bond selling organizations so that circulars and pamphlets of explanatory nattre available for the use of the so- lctor when he approaches an individual to whom he hopes to sell bonds. A fourth member should be assigned by the secretary to act in an advisory ca pacity so that he may assist the re-
 serve district bond selling organizations in standardizing their newspaper dis play advertising and help them prepare | copy of the right kind.
 The newspapers in the next campaign will necessarily be extensively employed and the best opinion is that they should 1 be properly recompensed for this sery- l ice. In the liberty loan campaign the newspapers contributed, without cost, l considerably in excess of $1,000,o0o worth 1 of space Probably all the federal re-
 serve bank managers, certainly some of 1 them, are of the opinion that plan along this line should be adopted at 1 once although it will entail the services l of men of the best ability. For the ex- 1 perience gained in many parts of the country when various committees and 1 organizations were trying to sell liberty bonds to the people made it clear that one of the great obstacles to the early popular sale of the bonds was a lack ot publicity of the Kind which would have enabled the people to get a good under
 standing of what the bonds meant