The Mankato free press. [volume] (Mankato, Blue Earth County, Minn.) 1879-1924, 1918-02-01
clubs. The clubs would give the gov
eminent powerful backing.

Continued From Page One.)
clubs. The clubs would give the gov
eminent powerful backing.
Mr.. Thompson spoke of the fact
that he was going to leave Thursday
for ST. Paul, and he took that oc-
casion to present his resignation. He
will leave the position of advertising
manager of the Hubbard mill and
will take that of sales manager for
the Buckbee-Mears company of St.
Paul, designers and engravers in the
advertising service.
On motion by Ed Brett, the club
extended to the retiring president a
vote of thanks for the work he. had
done for the organization.
Address BY M. Sultzer.
Mr.. Thompson now presented the
guest of honor of the evening, C.
S. Sultzer, president of the Redwing
Advertising company, and also presi-
dent of the National Association of
Specially Advertising Manufacturers.
Mr.. SultZer congratulated the Man
kato Advertising club on having
joined the state advertising associa-
tion, which has just been organized,
because it was a great incentive to
good advertising He said the state
association was the link between the
local clubs and the world club. In
June the world club would have it's
convention at San Francisco. If two
or three members of the local club
managed to get out and take in the
big show, it was about all that could
be expected.
Mr.. SultZer spoke of the excellent
plan followed out at the state con-
vention of breaking the meeting up
into small gatherings of the various
different classes of advertisers. There
was also general assembly for the
things in which all of the delegates
were interested.
In the old days the idea of adver-
Using was to draw the crowd and
get the patronage by any possible
means. But now the word truth has
been adopted as the watchward That
had resulted in bringing in the Wig
ilance work and the appointment of
vigilance committees. To make ad-
vertising count it must be believed
in it. For years past, truthful adj
vertising has been insisted upon in
Mexico. If man wanted to adver-
tise a four-headed horse he must
have such horse. If America had
adopted that from Mexico, it was the
only thing America had gotten from
that God -forsaken land to the south.
Watchword Should Be Truth.
Mr.. Sultzer said one more watch
word should be added to that of
truth, and that was efficiency. He
spoke at some length on speciality
advertising as an efficient method of
reaching the individual buyer. He
mentioned the effect of advertising
by gifts, such as blotters, calendars
and other useful things that kept the
advertisement before the eyes of the
recipient of the gift. Such advertis-
ing had survived through long years
of prejudice and thus demonstrated
its real merit.
Mr.. Thompson spoke of the neces-
sity of having live, active local
vigilance committee, and after some
discussion, F. E. Browder was ap-
pointed the chairman, with authority
to appoint the other members.
The president also suggested the
idea of having membership cam
paign. He said the club ought to
have thirty members instead of
twenty. At length this matter also
was left to committee, with w. E.
Van Ness as chairman, having au-
thority to name the other members.
r. R. Hamilton spoke of a solicit
tor that had come to him to get a
subscription and advertisement in a
Mankato business catalogue to be
printed in Chicago. Mr.. Hamilton
did not see why such catalogue
could not just as well be printed in
Mankato.
B. s. Boman thought that might
be good way of advertising prices.
Rev. G. J. Shut thought such a
publication could be made to show
reasons why Mankato was a good
place to shop.
The Co Operative Advertising.
Theadore Williams told how sew
eral months ago the insurance agents
of Chicago got together in a pool
and agreed to advertise Chicago as
an insurance city Not one indivi-
dual agent was mentioned in the ad-
vertisement, but an immense amount
of business was brought into Chi
cago for them.
Ed Brett did not think there was
any question that cooperative adj
vertising was the best Individual adj
vertising would bring people down
town and to the city, and stores that
did not advertise would often share
in the benefits.
Mr.. Boman said his idea was to
reach a great distance by the cata-
logue method and bring business to
the city.
C. w. Fisher declared that Man
kato was one of the very best towns
in Southern Minnesota and should
be made town of about 10000 in
stead of $4,000 He felt the popula-
tion could be doubled, if the business
interests would reach out for it. HIS
idea was to advertise through a
circle of forty to fifty miles.
j. A. Smith thought the coop
erative idea was all right.
Braden Clements thought COM
mittee of three or four should be ap-
pointed to handle this.
J. C. Marlow thought Mr.. Hamil-
tons idea could be developed into a
big thing.
After some further discussion the
- - -