The Richmond Virginian. (Richmond, Va.) 1910-1920, 1919-03-08
AUSTIN ADDRESSES

HUOIllv HUUlllOOLO
Continued From Page One.)
inch. or phase, OF the discussion
E. B. Sydnor. of the Richmond Dry
Goods company. told the advertisers
something of the purpose OF the trade
extension bureau of the chamber OF
commerce, of which organization he
lis president He gave his hearers the
benefit OF his observations and varied
experience as an executive OF the
bureau and declared his belief In the
value OF advertising.
George Mortland. one OF the hackers
of "DethoI," local disinfectsnt
which rapidly is achieving nationwide
fame which fact. the speaker declared.
In due to advertising, had a few things
to say in favor of printers ink. He
stated that his concern had spent "A
few hundred dollars advertising their
lproduct and had reaped returns a
lhundredfold.
Advertising he said, fast is becom-
ling a science. II is necessary, he
said, that business builders OF today
give serious thought TO advertising.
Imagination and suggestion, he said.
are big factors in advertising. The
Kind of advertising that pays, he de-
cleared, is e<klnd that builds
A beefsteak dinner preceded tho
business session.
Mr. AusIin's paper on Consistent
advertising and Its Results" follows;
Mr.. Austin's Paper.
Back In the days OF the sixties. the
bankrupt South began anew the build
ing up of Its homes. its agriculture.
It's educational institutions. It's faoto-
ries and it's business
These were dark days for the gene
ration preceding ours, but the busy
ISouth of today shows that our fathers
knew how TO lay soltd foundations,
Log school houses with split black
Jack seats square walled fr m q
churches and iow-roofed, one-story
, business houses dotted those sections
. of our beloved Southland; where now
! countless thousands OF busy manufac'
] tories belch forth their dense volumes
I OF smoke over thriving cities, The
busy hun, OF looms and machinery Is
heard In the land and double-tracket
trunk lines bear to the marte of the
world the products Of our industries
Our Institutions of learning send
fourth yearly the giants of business
politics. banking. surgery and law
Hospitals that rank with tho best are
and mercantile establishments with
commercial ratings of AA-i have be.
come the backbone Of her business
NE,
And amid all these busy hustlins
i busting cities, old Richmond has stood
four-square TO all the winds OF adver-
: sity. She has risen--Phoenix Like
from the charred ruins of wars hor-
rors. until today she ts recognized as
the supreme leader In many ways.
!, Her thousands OF business men and
] happy people feel that civic pride
! which comes only TO those who have
lived through the storms and emerged
smiling into the sunlight of new
prosperity. She is greater and strong.
j er because OF the struggles she has
| endured Her record ia clean and her
glory is fadeiess.
And why Is Richmond recognized
as leaders, why is she so solid In
the banking world and n recognized
! Industrial and manufacturing center!
, because she has advertised oonsis-
fentiy her many advantages and
achievements.
There Is no vainglorfous hon1 bs 81
nor questionable methods used to lure
! and disappoint: no underhand meth
DDS to obtain business or prominence;
the world to come and to trade with
us is backed by wares that are de-
I pensable and clean.
II This has not come about hv acct
dent nor by chance. but 1t was made
possible by the broad inded men
!, whose business It has been to adver-
tise Richmonds' commercial, banking
Industrial and educational insttu-
tions. And they have rung true. when
the test came: they have been consis-
tent In their statements and In their
dealings in the markets OF the world
i IT Ia not far cry to the DAYS OF
crude advertising and a limited ad-
1 writing vocabulary. We can all re-
member the old favorite motto of the
small town merchant. eve lead--oth =
ers follow" and another hackneyed
I phrase. 1.-The charest place IN town.
4 And II WAS generally go. In looks. In
methods and in ill-kept merchandise,
/, Then came the day Of illustrations
| in the ads. and we found the fat man
land che lean enc: The fat man bear
| ing a placard stating, I trade at
Smiths" and the lean one saying, Il
| don't" Yoa remember them don't
vou7 Yes. and ycu also remember the
Illustration OF the farmers family in
wagon with the team going at break
neck speed and the statement stream
/ ing from thesfarmer's mouth in a bag
like ctrcle--"You cant stop US. We are
bound for Jones's, the cheapest place
- town for boots. shoes clothing
3 groceries. and farming imple-
Blu "n days have come ana gone
i and in 1Iace of such generalities
have come times when adj, build
ing has been AZ to n science: each
display and adve4 oent being for q
dennite purpose.
spasmodic and periOj 7dvertistnx
have fallen by the waysiuv Nd per-
s'stency and consistency haNS med
hands In the noble task of bulla.@g
permanent business
Follow Your PLANS Consist~ntly.
To build up business. you must
have plans and n definite purpose
YOU must have an tmaCination--an
ideal No contractor would uniertake
to build house. store or a factory
without plans and specifcations--so IL
Ia nothing but ordinary common sense
TO say you must plan your busfness
building with a nxed purpose In view.
In building a house there are many
kinds OF material to be used: such ~
brick. mortar. roofing. glass. plaster,
aeuA scrswA sisetris wires. DluM1.s