The evening Caledonian. [volume] (St. Johnsbury, Vt.) 1918-1920, 1919-03-13
Stamps of Official Approval
Put on Country Papers
as Levers
MUST INCREASE TRADE
America Must Do Bigger Business
at Once to Care for
Unemployed


ernmental agencies, commercial or
ganizations and business men gener-
ally are all coming to the same con-
clusion-that newspaper advertising
on big scale will do more than
any other thing to re-essablish busi-
ness on the pre-war basis and prevent
the difficulties that would come with
widespread unemployment and timid-
ity on the part of business men and
manufacturers.
An advertising campaign to pro-
mote more local and national adver-
tising is planned by the United States
department of labor and is receiving
the support of business men and COM
mercial organizations.
The plan proposed by the depart
nent of labor is set forth in the fol-
lowing letter that has been sent by
the department to various advertising
agencies:
''It is the desire of the department
of labor to stimulate business by sug-
gesting to present advertisers that
they increase their space and to pros
pective advertisers that they bring
their plans to head and start ad-
vertising Immediately.
"The surest and quickest way to
bring business to it's pre-war basis is
to overcome the general apathy to
buying which exists in the minds of
many people at present. Advertising
will do this. IL
"We would like to see more retail.
advertising and more national adver-
tising and we believe that the press
of the country and yourselves will ap-
preciate the fostering of such move
ment by the department of labor
"May we ask you to prepare one
or more advertisements for the de-
.partment of labor carrying the mes
sage outlined? Your cooperation in
this matter is earnestly desired.
Publishers of newspapers. and
magazines of general circulation will
be asked to run this copy over the
signature of the United States depart
ment of labor, its secretary, w. B.
Wilson, and the director general of
information and education.
Regarding the size and appeal to
be used, this we believe is a matter
which your own judgment will easily
determine.
'1t is imperative that this move
ment be gotten under way at once
Therefore it will be appreciated if
you will plan to send your copy as
quickly as possible to w. C. Eckhardt
address United States Depart
ment of Labor Information and Edu-
cation Service"
The Chicago Association of Conn
merce is among the big bodies of
business men that has indorsed the
movement President Merrick made
the following statement regarding the
plan:
"The idea is a great one," said
President Merrick Psychology is
playing a mighty part in fixing the
present attitude of the general pub
lie, producers and retailers as we'll
as consumers.
"An advertising campaign wisely
and broadly conducted will drive the
last traces of pessimism from the
public mind and prove convincingly
that this is the time for optimism
and action.
"That's what the country wants
action. We will have it, and with it
a greater prosperity than we now
realize just as soon as we GUST the
few doubters, still found in the ranks
of. men in many lines of business.
"I believe that right now is the time
to jump in and advertise, to advertise
your products and to advertise gener-
al confidence and increased tA Asiness.
We ought to have vastly more nation
al advertising and more local retail
advertising.
eve would like to see more re-
tail advertising and more national ad-
vertising, and we believe that the
press of the country will appreciate
the fostering of such movement by
the department of labor. 1t is inn
perative that this movement be gotten
under way at once"
r~loI1~:n- U.~s Al d.