The Washington times., 1919-10-22
ADVERTISING VITAL
IN NTRADE,SAySEDGE
New Jersey Senator, Noted Pub
Iicity Expert, Addresses
! Washington Admen.

At the luncheon meeting of the Ad-
vertising Club of Washington yester-
day, United States Senator Walter 4.
Edge of New Jersey, told, interest
ingly and effectively, of the vital part
that advertising plays in the develop
ment and stabilizing OF business
"a contented country presupposes a
prosperous country" he said. "A pros
porous country means full produc-
tfon.S Full production comes only
from large demand for products. And
large demand is dependent upon the
stimulating and informing qualities
of advertising. These are the steps
that lead to the Importance and re-
sponsibility of advertising"
Senator Edge speaks with author
fly on the subject of sound advertis-
fng, for his early business years were
spent in the development of an
agency which became the leader in
the then unstable field OF resort ad-
vertisfng He transformed haphaz-
ard selection of media into choice by
merit: he substituted regular, per-
sistent advertising publicity for spas
modic ventures; he eliminated uncer-
tzinty of payment: aud he secured the
cooperation of the newspapers in the
sane promotion of this advertising.
The dominance OF Atlantic City as the
leading watering place and play
ground OF America is largely the
work of Senator Edge.
Reached Into Wider Fields.
From localized advertising repre-
sentation Senator Edges agency has
reached out into wider fields and
has even brought the resorts of Eu-
rope into the advertising columns nf
the American newspapers. General
business accounts have been added.
Incidentally, Senator Edge has him
self been a newspaper owner.
With this background of personal
business experience, Senator Edge
naturally emphasizes the Importance
of the need for Government activity
and cooperation in building and sup
porting American business-and es-
pecially in these critical times.
Advocates Budget system.
-Lessened taxes can come only from
lessened governmental expenditures
he declared. Duplication of Govern
ment machinery is vast and costly
We need a budget system of control
and with IL corps Of well-paid, com
petent men, whose business il shall
be to survey the Government as q
whole. discover waste and promote
economy of operation.
Many great business undertaking.
can be achieved only by Government
authority and resources. They de- not
provide the direct profitable return
which private capital must have Fol
example, in my administration as gov.
ernor of New Jersey we inaugurated
projects which will bridge the Della
ware river on the way to PhHadel-
phia and viii tunnel the Hudson
again to permit vehicular traffic into
New York These are channels OF
transportation which will benefit New
Jersey. but only Government agencies
can achieve them
Must Not Restrict Trade.
American business must not be re.
stricted to the confines of the United
States We have "a merchant marine
today that makes extension of foreign
trade possible We must follow tn.
/, opportunity that opens before US, anC
we must take up the burdens and re.
sponsibilities that are incident 10 it.
The time has come when the rusl
OF high prices and high wages-on,
following and producing the other
must be checked. and men in publ,
life must have the courage to with
stand the pressure of popular cIamoi
and threat OF punishment at the poll.
II they resist"
Yesterdays luncheon was the frs
midday meeting which the Advertis
ing Club OF Washington has held. The
gold room of the Ebbitt was filled
and President Levi reported that the
membership Of the club has more thar
doubled in the last three weeks.