The Birmingham age-herald. [volume] (Birmingham, Ala.) 1902-1950, 1919-11-09
N { " ADVERTISING
ERA DESCRIBED BY
FEDERAL RUBBER CO.
Placing New Ideas Into
Practice in 1920 Campaign.
'aThe Printed Show Win
dow of Worlds Prod
uctS" Is Definition

Advertising, the printed
show window of world prod
ucts, has become one of the
modern worlds Seven Won
ders. The time was, not so
many years ago, that advertis-
ing was regarded by most
newspaper publishers and edi-
tors as having little or no pub
lie appeal And possibly the
advertising of these old days
deserved little better considera-
ton.
Today advertising takes its place in
the public eye as of equal importance
with news. Advertising Is looked upon a
a recital of the news of world products
and markets. News is a recital of the
current happenings of the day.
America has witnessed the failure OF
several ad-less newspaper experiments.
Newspaper publishers and editors nave
learned that modern advertising, even
from the readers viewpoint is as essen
tial as news itself An evidence of this
new recognition is contained in the fact
that today two-thirds. it is estimated, Of
all newspaper and magazine space is de.
voted to advertising
The dawn of the new day in advertis-
ing has not been better heralded than IN
the 1920 program of the Federal Rubber
Company of Cudahy Wis. In it is
marked the Transformation that has
placed advertising on its present nigh
plane. The transformation has come
through the advertising man himself
through his efforts to make advertising
something more than the mere presenta-
ton of a product; to breathe into it that
character, that strength or refinement,
those ideals and that human interest that
breed friendship and confidence. Ever
the great influences of art and of edu-
cation have not been overlooked
In a word, Federal advertising has
been given the setting its particular prod
uct needs. Federal tires have been given
that touch in advertising that mean 10
the great buying public what the frame
and the delicate light mean to a paint.
ing.
COVERS WIDE SCOPE
The Federal programme. outlined in rs
entirety in sales PROSPECTUS that is as
elaborate as money and genius can make
it, is only another evidence of the pass
ing Of the hanhazard. hit-and-miss pol
icy in advertising. II IS framed to cover
the entire years advertising work. ard
1t is almost revolutionary in its com
pleteness and score. It rrovi' es for prec-
tica11y ever rrase Of the Wort, from the
education Of thu puhic TO a l-nowledTe
of tire mal-n~ and tire care n taking
the buver r. tho very door of tho Fed
eral salesrnc~- and into The hands of the
salesman hi'-'se1f
Every adv9~4ieorr,ant everv n.cne of lit
erature in the series e~nrHa si7ea a'ong
with the features in which Federal Ci@ ms
superioritv for IS tfres the spiri. OF
strength aud cha-r e4er hat one natiir-
allv associates with tires and with a
CORPORA ton such a & EeSerNl THROUGHOUT
it is carrio1 definite tangible theme
based in Federal fire double cable base
which males 9or what hos been amp O.
priateiv termed the perfect union of tire
and rim.
Out of that campaign Federal dealers
preston of the vastness of the o. gani-
zation behind it. of the part Federal is
contributing to the world of trade and
national nrosneritv.
CATCH PHRASES PROMINENT
Federal ideals and little hints of Fed
eral character nre given even in the cir
cular letters which are a part of The
programme In such snappv little epi-
rrammatic statements as THE factory
care always adds extra wear" "Tires
that are made right in the factory are
a long time on the road You cannot
get miles out of tire that has not
for good roads and boost vigorously
The campaign is extensive in its scope,