South Bend news-times. (South Bend, Ind.) 1913-1938, 1920-12-09
BRIGHT FUTURE
FOR NATION IS
SEEN BY DOBBS
Noted Advertiser Discounts
Pessimism-Merrill Tells
of Zone Plan.
CONTINUED FROM PAGE ONE1

CONFINED FROM PAGE ONEO
the European conflict, and said il
furnished the "sinews Of war" just
as herCraly and at as great a sac
rifice as the men in khaki"
Dobbs assailed the cheap politi-
clans and would-be farmers who
went TO Washington and warned that
the farmers OF the south were "go-
ing 10 hell if the government didn't
help them"
The farmers of the south can
take care of themselves" he said,
outlining, however. the difficulty the
southern cotton raisers face in dis
posing OF their 10000, 900 bales Of
cotton when the market price Is be-
low the actual cost Of production"
Dobbs stated that he recently re-
signed his position with the Coca
Cola company 70 help put the cotton
producers back on their feet. To-
gether with bankers and other influ-
entail men. ne helped formulate
plans whereby cotton will be shipped
to Hamburg. thence TO Manchester
and Liverpool, where the finished
cotton goods products will be turned
out and enforce a market for the
cotton. He outlined how the entire
process is carried on through credit,
with actual expenditure of money
depending on receipts obtained from
the finished product. Thus, he as
serted. business men in all lines must
" 'Acquit yourselves like men, be
strong and fight to overcome disad-
vantageOus business conditions"
Mr.. Merrill, the first speaker. in
the course of his address. said: 1T
- . l. to.
without first providing for distribu-
ton. Goods are not really sold un-
I'll they reach the ultimate con-
sumner"
Advertising Units.
Merrill displayed a map of THE
United Markets of America" He
emphasized the difficulty of break
ing into the great bundle of 4S
states" with merchandise without
breaking into it in separate units
through advertising that reaches the
greatest mum Der of prospective con-
sumers in those units.
"a manufactures might as well
pay freight bills or orders he never
supplied as 10 buy advertising where
he can't sell the goods" Merrill as
serted. THE advertiser must exert
the pressure where II is needed"
The speaker gave figures showing
that in the Chicago zone the COM
bined circulation Of leading single
newspapers in Chicago. Des Moines.
Milwaukee. indianapolis, Detroit
and Minneapolis is 6.1S5,000. COM
pared with I'll. 900 circulation of
two OF the nations leading maya
zines. The cost OF advertising In
these papers. he said, is S1.54 a line,
as compared with $3.73 line in the
two magazines.
Merrill stressed four points that
the zone system makes possible:
Picking the most profitable mark
cts; coordina.ing sales and advertis-
ing; expert advice on pressure
where needed; and eventually secur-
ing not only thorough and profitable
national distribution, but quick
and nationwide sales.
OkeCfc Entertains.
c. A. Macdonald, president OF the
club, presided at the opening Of the
program. ii. L. Paxton. secretary
was in charge of the drawins of
number OF valued prizes. he intro
duced w. S. Bauman, membership
chairman, who announced the
names of ten new members.
Walter O'Keefe of The News
4
tertained with oral rendition of
humorous anecdotes worthy of the
Tower Of Babel" Music was fur
nished by the G. G. Conn orchestral
quartet OF Elkhart. At the close Of
the dinner, Coco Cola in bottles
supplied by a local bOttling COM
pany in honor of the presence of
Mr.. DObbs, was served.
Mayor Ralph w. GaylOT Of MiSn-
awake was the javial POSTMASTER
who felt compelled to compare the
refreshments on the program with
those Of II years ago when the club
was organized. Martini cocktail
headed the first menu, and Punch
de-something' closed it. Mr.. Gaylor
introduced the two speakers OF the
evening.
Out of town delegates 10 the meet
ing included 10 advertising men
from Nappanee and nine from La