New-York tribune., 1918-07-10
President Praises
Advertising for
Its Part i'm War
Convention of Clubs Re
ceives Warm Conlnenda-
ton for Its Aid

SAN FRANCISCO, July 9--The vital
part taken by Advertising in developing
prosecution of the war was
noted by President Woodrow Wilson
IN telegram received here to-day by
William c. Darcy, president of the AS
sociated Advertising Clubs Of the
World, in convention here
The telegram said:
Permit me to express very genu-
me interest in the success of your
great convention in San Francisco.
l realize now squarely and sponta-
neously the advertising men of the
country have stood behind tho war.
| want in particular to bear witness
to tho service which advertising has
rendered in directing the prosecu-
tion of the war through what it has
done for the sale Of Liberty bonds
and war saving stamps and in behalf
OF subscription funds for the Red
Cross and the Y. NJ. c. A., not to
speak OF many other forms Of service.
Farreaching Service
1t WAS with real satisfaction that I
created by Executive order the gov
eminent division of advertising as a
part Of the Committee Oh Public In
formation. The men appointed as
members Of that division arc all
members OF your organization, and
the work that has been done has been
OF far-rcaching service and value.
recall my pleasure in attending
Your convention in Philadelphia two
years ago, and can therefore fully
appreciate the patriotic fervor that
VIII mark your present meeting and
the sound counsel which will guide
its deliberations.
when the war for freedom j:
won," said Herbert S. Houston, New
York publisher, in his address, Ger
many must not be allowed to prepare
for another war by growing rich il
with nations whose indus
tries she has all but destroyed in this
war That would be permitting tho
robber to set up business in the store
he has robbed"
Warns OF Trade War
dent of the Associated Clubs, urged The
bISlutSS i!lci VI tut 4N4tlEN HutlOiS u
get ready to meet the German CONNER
cial drive, which, he declared, woult
come after the war.
after the tragedy Of being unprc
pared for Germany's military fist, de
spite its menacing jabs and thrusts fol
forty years." he said, "let us not be
for the blow of Germany's
commercial fist. They are both war
like fists, right and left arms of prus-
sias autocratic and ruthless power"
When the late Lord Rhondda, British
Food Controller, after hearing a dis
couraging report on wheat imports
said "The war is over: we are
beaten" the people Of America saved
the day, Ralph P. Merritt, Food Ad-
for California, told the
convention.
Rhontlda Saw the End
"In January" Mr.. Merritt said. "Mr
Hoover cabled Lord Rhondda:
Ion January ! we sent you the last
Of the surplus of the 1917 wheat har-
vest. All the wheat we can send be-
tween January and September must
come from the savings Of our people.
Upon receipt of this message, Lord
said: The war is over: we
are beaten
"The surplus Of wheat shipped up to
January 1, 1918, from the 1917 wheat
harvest was 20,000,000 bushels. By the
first of September, 1918, there will
have been landed on the other side of
the Atlantic not less than 17OOOO,00O
bushels of wheat or wheat products
Of this amount, 150,000,OO0 bushels is
directly attribu able to the voluntary
savings Of the people of America"
In the closing sessions OF the two
lay conference Of truth-in- advertising
workers, representing 1870 such organi-
cations in different parts of the coun-
.ry, disclosures We're made indicating
he growing tendency of the newspaper
md other mediums to censor their ad
'ertising columns so as to make them
Wholly trustworthy.
Newspapers Seek Truth
In many instances, it was shown by
speakers, the newspapers have made ex-
laustive investigation of claims made
~ advertisers in order 10 insure the
.reatest benefit TO the advertiser and
air treatment to the customer. In
.ities where the advertising club is
earnestly engaged in truth work hearty
is rendered by retailers
Who see in the trustworthy ADVERTISE
nent a definite way to make their ad
-ertising pull" better returns. And
$ the public responds more literally
O advertising. some of the speakers
)ointed ont. merchants sell more goods
without additional expense for rent and
Jerks and are enabled TO sell goods at
more moderate prices in spite of the
tremendous increase in the cost of the
merchandise to the retailer