The West Virginian. [volume] (Fairmont, W. Va.) 1914-1974, 1919-04-05
GREAT ADVERTISING
FIBN CELEBRATES
~. Ayre and Son Have
Made Much Business
Publicity History.

Special Dispatch to West Virginian. }
PHILADELPHIA, April "A half
century Of advertising history was
brought TO an suspicious close here to-
nigbt'b one Of the largest assemblies
1f advertisers, advertising men, pub,
lishers and captains Of industry ever
gathered together Nearly a thousand
~ these leaders OF the advertising
business celebrated the fiftieth ami
Yersary Of the founding Of N. w. Aver
6 Son, the oldest and largest adver.
Using agency in the country, by ban.
quet n the BelleVue-Stratford hotel.
The event was notable, not only be.
eaHse OF the eminence OF the guests
present, but because It marked a mile,
stone IN the progress Of one Of the
most respected and powerful Of con-
ltFuctiVe forces In American business
{ brings 10 the minds Of those who
have been associated with the adver'
Using business since its early begin
ming, the paft played by N. w. Aver &
Son IN budding ibup.
The speakers at the banquet we're
President William Howard Taft;
Victor Lawson, publisher of the Chi
cago Daily News; Earl D. Babst, presi.
dent Of the American Sugar Refining
company; N. G. Kingsbury, vice pres.
dent Of the American Telephone and
Telegraph company; Edward w. Box
cdftor OF the Ladies' Home Journal;
Edward s. Jordan, president Of the
Jordan Motor Car company, and mem
bsFs Of the firm, Albert G. Bradford,
Jarvis A. Wood, Wilfred w. Fry and
William II. Armistead. F. Wayland
Aver who, with his father, Nathaniel
w. Aver, was the original founder OF
The firm Of N. w. Aver & Son, and is
low the active head of the business
presided as POSTMASTER.
one Of the features Of the jubilee
vas the presentation Of a portrait
ainting Of F. Wayland Aver to the or
sanization. The presentation was
made by Albert G. Bradford, a mem
5er Of the firm. Mr.. Aver was then
presented with a testimonial Of appre-
station signed by all the guests pres
at and employees Of the firm. The tes'
ifd0niaI, In the form Of an elaborate
bound and illustrated autograph
Sook bore the inscription:
40 r. Wayland Aver, who made
motto and has lived it, who
evolved a principle and has prac-
tlced II, who set an ideal and has
attained Il"
Tlie history OF N. W. Aver & Son as
old by Mr.. Aver, recalled to publish
n and advertisers present, many OF
whom had been in the business for
5ver fifty years, the early struggles
81 advertising for respected place in
business. At the time the agency was
.ounded in 1869, advertising was con-
Tined TO very few lines such as pat
rit medicines, tobaccos, seeds and ag-
icnltural implements. There were
3ily very few great daily neWspa'
pers and the monthly magazines were
unknown.
N. w. Aver & Son started without
employees. In seven years there were
twenty, in 1903 they numbered Zoo
and today they number nearly 400.
The firm early adopted the motto,
Keeping Eyerlastingly at 1t Brings
success and with a beginning OF $15I-
900 the first year, today 1t points to an
annual business Of many millions.
Within ten years it had taken the lead
among advertising agencies and IN the
AMOUNT Of business placed, and has
kent it ever since. Since its founding
Tie agency has paid to publishers
more than 500 100000.
The agency was the first to adopt
The open contract plan, with a tiGeo
commission, since adopted by practi'
cally all other agencies, which quick
II reyolutionized American adverttsine
and placed it on high plane. The
plan originated by N. w. Aver & Sou
comedies the right Of an agent to a
reasonable profit and places the agent
md the advertiser on the same SIDE
81 the counter.as sellers. The modern
advertising agency is as different
Irom the old as a department store is
from pack peddler.
The Aver agency made the first sue
ressful venture into advertising sta
Die as branded ,trade-marked prod
net. That was with Uneeda Biscuit
Since they they have developed sucl
famous products as Domino Sugar,
Prince Albert Tobacco" Camel Gig
sFettes,v eKaro Corn Syrup" Hires
Root Beer and "1S47 Rogers Bros.
Among other welI.known products adj
Fertised by Aver are United State:
tires" National Cash Registers
,sStefnway Pianos" "Lite-Sayel
Mints,' Seth Thomas Clocks" "Blut
Buckle overalls," Dixon Pencils" anc
Cohklin Fountain Pens"
Having won its place MS the fore
aiost advertising agency in the coun'
Il. w. Aver & Son has set its ain
lpon still greater things for the adver'
Using business. Recently it started ar
advertising campaign to Advertise
Adyertising," pointing out to the read
OF the daily newspaper the benefit
q be derived from reading carefully
very advertisement. This campaign
5rovides for one piece OF forty-hcf
,opy once week, over period OF al
cast fifty weeks According to an
iohncement made at the banquet, by
William NJ Armistead, member OF The
i'm, over nine hundred newspaper
AVE accepted the campaign.
glimpse into the future Of adVer
sirg was given by Wilfred W. Fry
mother member Of the firm, in a tall
~ ltlFhh Maxi Fifty Years"