Ottumwa semi-weekly courier. [volume] (Ottumwa, Iowa) 1916-1918, 1917-09-21
future world peace as Germany hal
been under Wilhelm.
Is ruls GOOD eUslNEss?

Secretary McAdoo's announcement
to the senates finance committee that
! he had decided against employing
newspaper advertising to promote the
sale OF the second Liberty Loan indi-
Gates that the critics of the secretary's
business judgment are far from wrong.
In considering the matter The Cour-
Ter sets aside the individual interest 1t
might feel in any ordinary business
venture, and what follows is written
without regard to the portion OF any
advertising appropriation this news
paper might obtain in payment for ad-
vertising space to be devoted to the
Liberty Loan campaign. The sincerity
Of this statement will be understood
when readers are reminded OF the eff
forts which The Courier put forth, In
common with others in Ottumwa, to
assist the success OF the first loan. We
stand ready to duplicate these efforts
and to increase them. II need be- in the
interest Of subsequent loans. and will
feel entirely repaid If Ottumwa and the
surrounding territory maintain the ex-
cellent record of loyalty which already
: has been made by liberal purchases OF
Liberty Loan Bonds and subscriptions
| to Red Cross funds.
Every American citizen, whether he
realizes it or not, is. interested vitally
in the success Of the Liberty Loan. Its
oversubscr1ption is as much blow at
Prussianism as Is the equipment OF an
expeditionary army.
This being true, every citizen Is in.
terested In the methods by which the
loan is floated. If those methods are
based on sound business judgment
they will reflect credit on Mr.. McAdoo
and the men associated with him. II
they are based on anything else, the
responsibility cannot be lodged.
The government has found an ad-
vantage In calling to its assistance
men prominent in every line of bust
ness and every profession, to act In
advisory capacities during the present
crisis. The council Of national defense
is one result of this policy. the sound
ness of which is denied by none.
Secretary McAdoo has had the ad-
vice of advertising experts represent
ing some OF the greatest business con.
Germs in America, and these men with
out exception have recommended
newspaper display as the best form OF
presenting to the people at large the
nations appeal for investment in Lib
>erty Bonds. In addition to this, he has
the experience of England and Canada
for a guide, and the statement by Sir
Hedley lie Bias, who has charge OF the
publicity campaign in London, that the
English war bonds were sold at an ex-
pense of one-tenth Of / per cent of the
aggregate amount of the loans. This
is considerably less than half the cost
of floating the first Liberty Loan IN
this country, according to Mr.. Nc
Adoo's figures.
He does not say how much Of the
81, 600, 100000 which was expended to
sell 81, 900 100000 worth of bonds went
to pay for the advertising schemes
which he used and which included 18th.
ographs, lapel buttons, special train
tours by himself and staff and airrlane
trips by volunteer" boosters. Through.
out the country there are consignments
of posters, buttons and other literature
which were sent from Washington too
late for use In the campaign. and
which represent dead loss.
Instead Of haphazard, untrted and in
effective schemes, the advice OF ex-
perienced advertising experts and the
example Of every great business sue
cess in America proves the certain
effectiveness of newspaper advertis-
ing. But Mr. McAdoo sets his juds-
ment, or lack of 1t. and his experience,
or lack of it, against the judgment and
experience Of England and America.
II this is indicative Of the admins
tration of business affairs in general
by Mr.. MoAdoo and his associates.
there is reason to believe the asser-
tons OF their critics that the situation
calls for reform.