Daily capital journal. (Salem, Oregon) 1903-1919, 1919-04-05
GREAT ADVERTISING
AGENTS HOLD JUBILEE
Confined from Page i

elsbarately bound end Illustrated auto
graph book bore the inscription;
Ito F. wayland Aver, who made a
motto and has lived it. who evolved a
principle and has praetieed it, who set
an ideal and has attained it. -
The agency was the first 70 adopt the
open contract plan, with fixed com
mission, since adopted by practically all
other agencies, which quickly revolu-
tionized American advertising Snd
placed in on a high plane. The plan
originated BY \. W. Aver Son con
eedes the right Of an agent to a reason
able profit and places the agent and
the advertiser on the same side of the
eounter as sellers. The modern adyer.
tising agency is as different from the
old as department store is from pack
peddler.
The Aver agency made the first sue
eessful venture into advertising a staple
as branded, trade-maked product.
That was with Unecda Biscuit. Since
then they have developed such famous
products as 'Domino Sugar, 'sPrince
Albert Tobacco, . Camel Cigarettes. "
"Karo Corn SYRUP Hires Root
Beer Bee" and "lsi7 Rogers Bros "
Amoue other well known products ad.
vertised by Aver are 'United States
Tires, "National Cash Registers, -
Ste ehway Pianos "Life-Sayer
MINIS, 'tseth Tohmas Clocks, - - Blue
Buckle Oyeralls, "Dxon Pencils,
and "Couklin Fountain Pens
Having won its place as the foremost
advertising agency in the country, NJ
W. Aver 4 son has set its aim upon
still greater things for advertising busi.
ness. Recently it started Gn advcrtis
ing campaign to "Advertise Advertis
ing, pointing out to the reader of tho
daily newspaper the benefit to be do.
rived from reading carefully every ad
vertisemeRt This cgmpaign provides
for one piece Of forty-inch copy once
week, over a period Of at least fifty
weeks. According to announcement made
1t the banquet by William NJ, Armi.
stead, member Of the firm, over nine
hundred newspapers have aeeepted the
campaign.
A glimpse into the future Of adver'
tising was given BY Wilfred W. Fry, an.
other member Of the firm, in talk on
"The Next Fifty Years
Numbered among the guesta at the
banquet we're representatives Of each Of
the clients Of n. W. AVER & Son, and
the four hundred employees Of the firm,
Page boys and page girls were ranged
behind the chairs Of the speakers as
living "place cards EscOneed behind
abe chair of Mr.. Taft was living pie
Cure Of G. o. T..
Behind Mr. Box. of the Ladies' Home
Journal, was "Color Page" in black |
face make.un. Paging Mr.. Jordan, Of
the Jordan Motor Car company, was
" Miss Play Boy in characteristics |
" Jordan Arrow" costume. Behind Mr.
Kingsbury, Of the American Telephone
4 Telegraph CO.. stood Il ''lineman."
Mr.. Babst, of Amefican Sugar iuine,
was announced by package Of 'Domi
no Sugar
The history Of n. W Aver Son. as
told BY Mr.. Aver recalled to publish. |
crs and advertisers present, many OF
whom had been in the business for over
fifty years, the early struggles Of ad.
vertising for respected place In busi
ness. At the time the agency was
founded In 1862 advertising was con
fined 10 very few lines such rs patent
medicines. iobaecos, seeds and agrieul
tural implements There were only
few great daily newsnapors and the
thv magazines were unknown. T
N. W. Aver & son started without
employees In seven years there were
twentl, in 1908 they numbered 200, and /
to-day they number nearly 400
The firm early adopted the motto
"keeping Everlastingly at 1t Brings
Success. and with beginning Of $l5,-
600 the first year today II points TO an
snnnal business Of many millions. With.
in ton years it had taken the lead
among advertising agencies In the
amount Of business placed, and has kept