The Washington times. [volume] (Washington [D.C.]) 1902-1939, 1919-03-07
CALLS ADVERTISING
STAGNATI0N CURE

That the bringing Of manufactures
20 Washington and the iuCi"ious use
Of advertising are among the things
that will save the Capital City from
business AMI economic Stagnatiou
after period Of abnormal prosperity.
was the declaration Of Roger w
BabsOn, director Of the information
and education service of the Depart
ment Of Labor. in speech at In9
dinner of the Advertising Club Of
Washington at Rauscher's last nigHt.
Mr.. Babson told of the ways ~
which the business interests Of the
city may continue this period of
prosperity
During boom times" he said. lit
is hard to induce a man to cut mis-
advertising and during times of de-
preston it is hard to get him to 81
crease il. Yet this is just what SHOULD
be done. Advertising is not effective
just because you are making the
money and have it to appropriate.
Useful In Stringent Times.
advertising is effective when il
sells goods which you would not sell
otherwise. When there is A money
stringency and sales arc falling off
everywhere the man who advertises
is the man who will sell his goods.
Washington has never been looked
on as an industrial city. but rather
as the seat of the Government of che
United States.
Il am glad to hear of efforts to
bring manufacturing establishments
| to Washington. l believe they will
he WashinIton' salvation ecOnom-
ically. An industrial community is
the only normal community.
The only way efficiency will ever
/ be put into the work of that lifeless,
bloOdless emplOyer-Uncle Sam-will
lie to bring him into direct contact
and competition with private enter
prise and private industry.
THE filibuster up on Capitol Hill
the other day has kept $4,000. 900
from going into the pockets of Dis
trict wage earners. This will be alb
solutely lost to Washington.
Aid to ReeOnstructIOn.
Advertising is going to play a
vitality important art in the recon-
struction. The manufacturing ca
pacity of this country has increased
from 30 to 80 per cent in the past five
years, while the population has de-
| creased.
Business may be compared to a
| hot water heating plant and the dis
tribution of commodities to the pipes.
Advertising is the safety valve which
prevents disaster by the pipes be-
coming congested at any one place.
THE Washington Advertising Club
4 ~. II.
| hands. II there ever was a club or
| ganized at the psychological moment
| ii is this group of men. When bust
ness begins to slow up. judicious adj
vertising will prevent a gIut OF any
articles on the market.
| advertising will also bring man
ufactories to Washington, which
will mean more population. more n
habitants. more efficiency in the
| Government departments and more
life and business all over the city"
DIR. Montgomery Speaks.
The Rev. Dr. James Shera Mon
Eomery. pastor of the Calvary VI. f.
Church, spoke on Truth in Advertis-
ing-Truth in Everything" He de-
scribed the man who reached success
at the expense of his honor and the
good will of men, and the other man
who placed honor first and built UP
n business, character and career
founded on truth.
He cited Peter Cooper as a man
who deserved to succeed and did sue
| coed. Peter Cooper began his rea'
career as a manufacturer of glue" he
said HE set out to make a sheet
glue so good that the trade would
prefer it to all others. Believing IN
his product he had his name stamped
upon every sheet The people liked
the glue. were glad to know 1t by
name. and to call for it by name.
Peter Cooper then determined tC
make the best hat ever produced fol
a dollar. He did. He put his name
in the band Of every hat and lived tC
see the Peter Cooper dollar hat the
recognized standard Of value in ev'
lery community in which it was sold
Tells Part Copy Plays.
George \. Dcatel, former advertis'
ing manager OF The Times and now
head of a large advertising agency
in Baltimore, delivered an address oil
the part copy plays in advertising
Mr.. Deaters talk was particularly In
struCtivC, being pUnctuatcd with eX
hibits from two of the most effectiv,
advertising campaigns in the histOr!
Of Baltimore business. and amounted
practically to a class in advertising.
THE part copy plays i'm advertising
is about 99.4f per cent" said Mr.. Dea
tel Just buying space doesn't &c
returns for your store or your bushes
its what you put into your space.
advertising is the thing which put
store or a product into intimate tOuc
with the more people than any Othe
method that has yet been discovered.
Tell the truth about your merchan
disc. and if you can't sell them tina
way get other merchandise.
when writing copy put yourself j
the place of the reader and magin
how you would be affected by readin
the ad."
Carl II. Fast, of New York, spoke o
Waste in Advertising"
List Of Those Present.
Among those who attended hi
banquet were w T.. Swift, l.. !. Bry
ant. T. r. Longcope. l.. +. Baum
AdoIph We've, clan kson Gammil, A.
bert Sigmund. Stanley LInsburgi
Samuel Hart. Il. \. Davcy. Frank
ParsOn. +. n. kilIian. If. NJ. Crandal
\. V. BuTdine. Earnest " johnson
Charles l.. Finucy. l. GoldenberE, Al
mold Hirsh. Troland Claire. Franct
y