New-York tribune., 1919-04-24

Newspaper advertising was described
as the chief cause Of IAN approaching
era Of unprecedented business pros
perity' by advertising experts who
spoke at the fifth annual luncheon Of
the bureau of advertising of the
American Newspaper Publishers AS
sociation held yesterday at the Wal
dorf Astoria.
Six hundred publishers and editors
Of the most influential newspapers of
the country who attended applauded
the assertion that merchants, manu-
facturers and the government were
showing a new interest in the value of
advertising. The luncheon was given
in connection with the associations S
thirty-third annual convention.
The benefits to the government in
advertising were pointed out by Ger
rit Fort, assistant director Of the d-
vision of traffic Of the Railroad Ad-
ministration. He said the govern
ment's advertising campaign, in behalf
of the railroads, is teaching Ameri-
cans to see America"
III believe that if the government ad-
vertises it should pay for it," said
Mr., Fort.
II am a most earnest advocate Of
using every avenue of publicity to in
terest our own people in their own
country and | rejoice in tho decision
of the l.alload Administration to en-,
n fl1- A istu
raign for stimulating travel tn our
national parks and other health and
pleasure resorts.
Many Other Reasons
"(here are many either renaans
which seem to Watity railroad adVef-
taing, but they can't be deal, with IN
Ave mnutes. nave heard tho rroa-
ont campaign termed an experiment.
Hacked by ,ho Influence which you
gentlemen can exert IT will bc no OK.
pertinent. but an enduring institutions.
profitable nlik, TO NIL concerned to
the publishers, TO the railroads, to
those whose business IT is to serve
the tourist and most Of all % the
American people who will thus learn
TO lnow and love their own country
tarY of tho Interior and Director of
National Parks who have vision, en-
thusiasm and ability, and they have
done and are doing big things, but
they need the powe fu help of the
newspaper press.
"Travol. with the broadening Of views
and added knowledge which are its in
evitahlc accompanimcnts, is an import
ant factor, perhaps the most important
geneity and patriotism. 1t is the duty
OF those responsible for the manage
ment OF the natlonal parks and of the
railroads, whether they be officers of
the government or of private corpora
tions, to let the people Of the United
States and of the whole world know of
our wonderful scenic resources. Let US
all get on this job and sell America to
Americans.
"Newspaper advertising helped win
the war said Fleming Newboid, the
toastmaster. at played more i'm
portant part than most people realize"
he said "The government having failed
to appropriate the necessary funds.
local financial and business interests
were at their own expense forced to
handle the great drives conducted
through the advertising columns of the
newspapers.
Country Realized Power
The newspapers themselves contrib
uted great deal. The whole country
suddenly realized the power Of adyer-
tising
Men who ha taken little or no in
lefest IN advertising are now its en-
thuslasuc advocates. Local commit
lees became newspaper solicitors and
9pa~ceo pages OF advertising, ay after
uay, in dIhe newspapers. and althouph
me system was somewhat ,yastefu]
think that 1t can be conservativelv es-
1smated that the cost was less than
one-tenth OF / per cent of the money
mat was raised"
lanes O'Shaughnessy executive soc
retary of the American Association of
AaVeGl c,o aslng Agencies, said that S130.-
roo'ooo more than last year would he
spent TINS year for newspancr adver-
using space. He declared that even
me magazines when they wanted 10 ad-
Nertise used the newspapers.
Unlted States Senator Arthur Can
per- VINO is publisher of "The Topeka
capitol, was unable to speak al the
convention because he went to Ho-
ooheh to welcome returning Kansas
troops.
Advance in Advertising
He issued a statement TO the da,e
gates, in which he said:
"The world of business is bepinn;no
10 reallze the function of advertising
ana 10 appreciate the part it can he
made TO perform in human activities
we nave come long way since the