The daily Gate City and constitution-Democrat. (Keokuk, Iowa) 1916-1922, 1917-05-09
New Proposition Explained to Retail
| ere by J. O. Doyd-Later
Meeting 10 to be
Hend.
BUILD UP CONFIDENCE
Club censors All Advertising Of Its
Members and Helps Build Up
Prestige Of Merchants
Of Town.

| OF oWn.
The objects and advantages of an
| advertising club for Keokuk were
i told to the Retailers last night by j.
| O. Boyd, who has made a study OF
the proposition. Mr.. Boyd told what
clubs Of this character have accom-
plished in other cities, just now local
merchants were expected to benefit
by such an organization, the require
ments for membership and other
facts concerning the proposed club.
The speaker said that good ad-
vertising club would build up the
standing, credit and prestige of it's
members and the confidence of the
community. In opening his talk, Mr..
Boyd said that every merchant pres
ent realized the value of advertising.
The object of the AID club was to
study methods of advertising and pub
licity for a more efficient handling OF
! this part Of merchants work.
Mr.. Boyd said that any retailer or
store proprietor who used advertis-
ing in any form is eligible to member
ship in the advertising club. The, an
nul dues are about Sc a year. A
percen tage of this goes to the nation
al organization and the remainder Is
used for cooperative community
work for the benefit of the members.
It was told that the Des Moines
Ad club had printed series OF ao-
vertising talks in the Des Moines
newspapers, ending up with the state
ment that all men employed in the
retail trade would from that date
forth pay cash for all bills contract
ed in the city. weekly, semi-monthly
or monthly, according to their pay
periods.
TO Study Advertising.
Members of the Ad club meet week
course Of study In publicity cam
paigns, the material of which is fur
nished by the national association,
and the points of which are based
on actual experiences. Through this
study, Mr.. Boyd said. the local mer-
chant gets the consensus of opinion
and the ideas OF merchants all over
the country.
According to the speaker the Ad
club holds a high place in the COM
munity. BY censoring all advertise
ments and guaranteeing those that 1t
passes, it creates a public confidence
that reflects on every merchant. II
a special sale is held, each merchant
pays a set sum for advertising space
and each receives the same amount
of space. The advertising for this
space is first submitted to the club
which must pass on its fairness and
truthfulness before it comes out In
the newspaper.
1.-THE Ad club builds up the stand
ing, credit and prestige Of the mer-
chant and the confidence of the buy
ing public" said Mr.. Boyd. you
can't get trade If the public hasn't
confidence in you. The Ad club idea
is one of cooperation among mer-
chants to see that there is nothing
but the truth in every advertisement
that appears in the newspapers. Ev-
cry merchant, through the Ad club
is put on parity in advertising
truth.
Fake Advertising.
''The vigilance committee Of the Ad
club looks after fake advertising. It
has a check on fake concerns, fly-by-
night merchants and strangers, who
come into the community to get it's
money by untruthfully advertising /
the things they have to sell. Where
no Ad club exists, each merchant ad |
yertises his product separately. One
may build up reputation
for fairness through his advertising.
while another may make practice
OF Misrepresentation. The AID club Is
to out every merchant on the same
basis and to establish the confidence
Of the community in the whole body
Of advertisers OF the town."
The national club, the speaker said.
would suggest sales and plans for the
extension of business that would be
beneficial to all.
It is the plan of those interested in
he Ad club proposition to hold
ater meeting at which 1t is hoped
all merchants of Keokuk will be in
attendance If the plan is favored,
an organization will be effected, Of
'icers elected, constitution and by
avs adopted and plans made for
'uture activities. Some member Of
he national club will be present to
explain the proposition in detail.
Mr.. Boyd spoke approvingly of the
course of round table discussions,
he material of which is furnished oy
he national Ad club. These practic-
lily provide course in craftsmanship
md are helpful and beneficial to. all
n embers.
Looks for Dead Spots.
"The Ad club endeavors to direct
he thought OF community" said
dr. Boyd. IF town is unprogres-
i've, 1t comes into 1t and tries to
Envelope a community spirit. Adver-
Using reflects the business prosper
ty OF the community. II the com.
nunity is prosperous. the merchants
re liberal advertisers; If the place