The twice-a-week Twin Falls times. (Twin Falls, Idaho) 1916-1918, 1917-07-10

/ wish every business man III 'iiS
city could have driven overland with
me to the Thirteenth Annual eonven-
ton of the Associated Advertising
Clubs ofthe World, held during the
second week of June in st. Louis
more firmly believe than ever be
fore. as l have told merchants
throughout the west for the past sew
en- wears. that advertising is the most
driving force in the business worlc %
day and when rightly conducted can
not fail.
The slogan or underlying thought
of this convention was that "Advertis-
ing Lowers the Cost of Distribution
and was amply proven by such execu-
tives as Samuel S. Dobbs, vice presi-
dent and general manager of the Coca
Cola company of Atlanta, and Thomas
A. Wilson, president of Wilson & Co..
food products manufacturers OF Chi
cago, and many others.
Mr. William Rankin, prominent
advertising agent of Chicago, told how
they journeyed to Washington to ask
them to appropriate money for ddver-
Using the Red Cross in Chicago. How
in the three months they secured
$4,000 $500 memberships in New
York City. When the government did
not, or could not allow any money for
this purpose the Il will' spirit of the
windy city asserted itself, and the bus
mess men of that city subscribed
$4,000 to be used for newspaper ad
vertising and how properly con
Quoted campaign secured not only the
10000 memberships which they haC
aimed at, but 900 memberships, al
in 80 days, through direct, forcefu
full page advertisements in the dali,
newspapers. whereas they had eX
pended about $4,000 in New Yorl
City in circular letters and other lit
erature.
1t was emphasized and proved with
out doubt that the newspaper is tn
mighty and deep voice of the natior
and responsive to every honest de
mand made upon it in a legitima'
manner. ]. Murray Allison, one {
the foremost men of England, former
" advertising manager of the Londo
Times, in a very instructive addres
stated that advertising put Englan
two years ahead in the war, by flint
ing, for Instance, through advertiser
efficient workmen to be employed
the munition factories, by securir
money for England's enormous W;
loan, and many other ways.
Mr.. Emory, a publisher OF Edmo
ton, representing the Canadian Pres
told how the Canadian governme
had, since the beginning of the wa
planned and executed 1S different i
dividual advertising campaigns, ea
of which had exceeded the hope of L
originators one notably, advertiser
in this country for men, by which tn
succeeded in inducing many Amei
GdllS " CIOon lAAN INV tAAA WI n va q
farms, which were undermined.
Another, how, when the war hi
started, their market for apples,
which they raised a great many al
shipped to foreign countries, was su
denly cut off. The government
help the growers, who in many
stances feared they would have to
the fruit rot on the ground condu'
ed a systematic campaign, showi
their food value, encouraging hoI
consumption on account of the ecC
omy, the consumption of this arti'
was increased three-fold.
The business man of this day a
age who doubts advertising doul
himself and his goods. His road
success will be slow, painful a
plodding
His father may have made a s.
cess of business without advertise
but he cannot, in his modern a
even hold what his father gail
without it.
Festus ]. Wade, one of the m
prominent bankers of st. Louis ;
one of the directors of the federal
serve system, told what advertis
had done for his bank and how {
now felt they could not do with
newspaper advertising, his institut
having risen to be the largest of
kind in that city through consist'
" telling the people what his inst