The Semi-weekly leader., 1919-07-19

The progressive business man Of
today viii not say to you that he
does not get value received for ad-
yertialng In any legitimate channel.
That the newspaper 10 the best OF
these has been thoroughly demon
lstrated luring the past Ave years
especially the past three years. High
government of1cials unhesitatingly
state that without the cooperation
Of the press America could not have
responded ais rapidly and successfully
as she did when it came time to act
in the great world war, the curtains
OF which are Just now being lower
cd.
In the spreading OF propaganda
conducive to support Of the war and
In raising monies. the press Of the
country was unstinted. Liberal pa
tronage in the way Of advertising
was advocated by the government
and merchants anu business men re-
sponded- thus creating the success
attendant upon our Liberty Loans
and kindred efforts. So great was
the power Of advertising the govern
ment now contemplates buying out
right considerable advertising space,
as indicated by the following recent
press dispatch from Asheyille, N. N:
That for the purpose OF economy
as well as of efficiency the United
States government is likely to be-
come an extensive advertiser was
brought out here this week in re-
ports made to the convention of ad-
vertising agencies and newspaper
publishers.
UP to few months ago there was
little disposition on the part Of
washington officials to avail them
selves Of the power Of advertising in
the transaction of Uncle Sans busi-
ness and the somewhat Indifferent at
titude ON their part is attributed to
lessons learned during the war.
For 1t Is admitted on every hand
by those familiar with the giant
task Of financing the operations Of
this country in the recent great con-
fict-and in arousing American peo-
| pie to the necessity of sacrifice on
their part to win it speedily-that
advertising contributed in notable
way to the achievements Of which
the whole nation is so proud.
Following the conclusion Of the
war, it was but natural that the
same force should be looked to for
aid in solving peace-time problems
and SO 1t has come about that in
stimulating passenger traffic the
United States Railroad Administra-
tion has literally employed adver-
tising and the war department has
been using liberal space in the news
papers to encourage enlistments.
According to the information Civ
en- out here, both these campaigns
have been highly successful. Rail-
road thavel this summer will be hea-
yier than for years and the recruit
ing work for the army was the most
successful in proportion to cost Of
any for a long time. Advertising
has performed for these government
! al agencies the same character Of
Iservice 1t is all the time rendering in
private business.
Now that official Washington has
found out that by advertising hum
dreds of persons can be reached at no
greater cost than would be required
to have scores seen by personal in
terYiews, the general demand for e.
economy in the administration of af-
fairs of the government will cause
the utilization Of advertising more
and more, is the belief freely ex-
pressed by members OF the Southern
Council OF the American Association
of Adertising Agencies, and Of
the Southern Newspaper Publishers
Association.