davidaulloa/AmericanStories huggingface dataset:
Indiana daily times. [volume] (Indianapolis [Ind.]) 1914-1922, 1920-06-08
URGES EXTENSION
OF TRUTH POLICY

Orga rization Of local advertising clubs
throughout Central and South America is
the first step that should be taken to
further the Truth in Advertising move
ment. said William =. Green organiza-
ton secretary of The national vigilance
committee Of the A. A. c. Of w. i'm his
address before the Pan-American division.
Another year has emphasized the ne
cessity for action" he said, and the ex-
perlence Of advertising in the United
States tas shown clearly that advertisers
when given a free rein, Will abuse ad
vertising."
He said that in view of the certain
development which is to come in South
American and Central American coun-
tries. steps should be taken to ward off
the crook and the faker before they be-
come firmly entrenched.
This step, he said, will not only pro-
tect the legitimate advertisers, but the
knowledge that such steps are being
taken Will do much to stabilize foreign
trade and create confidence in IT,
The organization of such n body as the
national vigilance committee In the
United States, in the Pan American coun-
tries is important to emphasize and
strengthen the world wide phase of the
associated club movement. he said
Fifteen minute talks by leading women
Of the advertising world were interesting
features of the conference
Mrs. Agnes Carroll Hayward gave
more general talk on Reaching the Ma
tional Audience"
ADVERTISING GOES
EVEN INTO KITCHEN.
Come Into the Kitchen" a terse ana
amusing outline of how the advertising
Indiana daily times. [volume] (Indianapolis [Ind.]) 1914-1922, 1920-06-08
OUTLINE GROWTH OF
FINANCIAL ADVERTISING

The splendid growth of the Financial
Advertisers association was described in
teIestingly yesterday afternoon by Fred
w Ellsworth, president Of the associa-
ton. in reviewing the work OF the year.
"The membership committee under
Chairman Grimm" he said. has in
creased the membership OF our associa-
ton from 4l9 10 49S so that our Nom
bership today consists Of All active mem
bers and twenty FIVE associate members.
More than half n hundred OF our
members have accepted appointment as
members Of larger publicity committee
which will work with he public rela-
tions committee Of the \. Il. A. In still
further popularizing the banks and the
business OF banking"
The modern bank, animated by knowl-
edge Of the fact that the fOrerunDer or
growth Is service. Is doing things for
its customers which would not have been
thought Of a few years ago. according to
Edward II. Ki;tredge. manager OF the
publicity department Of the old Colony
Trust Company, Boston, who also spoke.
He pointed out what banks are doing
today for their patrons.
The day has long passed when
banker has fulfilled his function by
printing IN gOld letters over the iIoHA
door the name of his bank and the
amount OF It's capital and surplus" he
said.
Financial Advertising" said W. j.
Grammar. secretary OF the Financial Ad-
vertisers' association, In his annual re-
port, which he read, has demonstrated
to the world that It possesses the power
to sell war securities to finance the
greatest, most costly war In the worlds
history, and in consequence has won the
abiding faith and confidence Of the
business man and the conservative fnan-
cier"
Outdoor advertising is being employed
by a growing number Of banks, includ
ing many Of the largest and oldest banks
In the country. according to II. +. Erick-
son, another speaker.
H. VI. Cottrell. agricuturist Of Little
Rock (Ark) Board Of Commerce said
that with but ffty-three farm laborers
for every 100 needed in the United States
today the country faces a most serious
situation and one which vitality affects
the cost OF living. The bankers Of the
country, more than anyone else. should
take cognizance of this fact and help in
every way to increase the production Of
the farms.
1T is the duty" he said, "of every
banker and bank in the United States 10
do the utmost to better farm conditions
and to increase profitably farm produc-
tons"
Indiana daily times. [volume] (Indianapolis [Ind.]) 1914-1922, 1920-06-08
DIRECTORY MEN
HEAR TWO TALKS

reference Advertising" by st. Elmo
Lewis, vice president of the Campbell
Ewald Advertising Agency, New York,
and THE Place Of Reference Advertising
Ia the General Merchandising Campaign, ;
by w. 4. McLain. McLain -MaddenSim
pers Company, were addresses delegates
10 the meeting of North American Di-
rectory Publishers were to hear at their
meeting this afternoon in the Chamber
of Commerce building.
Monday afternoon the delegates lis
tened to John c. Dinsmore, who ad
drcsscd them on value of Reference Adj
vertising 10 the Puyer-Some Sugges-
lions and Criticisms"
Mr.. Dlnsmore reviewed in interesting
detail the results of research 10 deter
mine the popularity and value of di-
rectory advertising, stating that he had
found it most popular with progressive
firms.
Need for an extensive advertising cam
paign to acquaint business houses with
the need for directories and the value
of directory advertising was also urged
upon the publishers by the speaker.
Indiana daily times. [volume] (Indianapolis [Ind.]) 1914-1922, 1920-06-08
EDUCATION PART
OF ADVERTISING

Educational work OF an advertising
club pays big dividends. George b. Gal
lup. Jr., OF Boston, told the members
Of the club secretaries division who met
in the library Of the Columbia club.
This educational course" he said.
was so well received that many firms
sent two to five members OF their concern
10 take the course. and this not only
gave us some wonderful publicity. but
better yet. It left an impression on the
minds Of our members that made them
more loyal than ever"
other speakers 30 the secretaries in
Guided +. s. FIorea, secretary treasurer
Associated Advertising Clubs of the
World; II. j. Kenuer. secretary Ma
tional Vigilance committee New York j;
Il. A. Guise, secretary Advertising club
Of Tulsa, Okla; Lincoln C. Dlckey
Cleveland, o.; Newton C. Wing. Atlanta /:
Raymond Massey, Richmond: Charles H.
Morath. Kalamazoo. Mich. Miss Teresa
A. Jackson, secretary League Of Advertis-
Ing Women, New York.
The secretaries will meet again Thurs
day afternoon at o'clock.
Indiana daily times. [volume] (Indianapolis [Ind.]) 1914-1922, 1920-06-08
AGENCIES DISCUSS
TRUE ADVERTISING

advertising remakes the firm which
employs it," declared William J. Board
man. vice president and director of serv-
ice of the George Batten Company of
New York, addressing the agency session
Of the advertising convention today.
Advertising forces upon the adver-
tiser national mindedness, the appuca-
ton of foresight based upon accurate
knowledge of the essential facts. the
practice of honesty and revelation OF
the enormous influence In human affairs
of the unseen and intangible" Mr.,
Boardman said in part.
That the truth-in advertising work of
the Associated Advertising clubs is de-
signed to help, not to hurt. honest bust
ness, was the declaration of Fl. J. Ken
ner, secretary of the national vigilance
committee.
"The three words, practical definite
and helpful tell the story of service
which has been aggressive and fearless.
while constructive ana cooperative, and
Indiana daily times. [volume] (Indianapolis [Ind.]) 1914-1922, 1920-06-08

the retail section Of the convention Of
the Associated Advertising Clubs OF the
World late yesterday.
He also gave much attention to
merchandising principals.
Jesse II. Joseph. Of the Joseph Adver-
Using Company OF Cincinnati, spoke on
Planning an Advertising Campaign"
He quoted statistics to show that out
OF every 100 who enter the retail bust
ness per cent succeed.
Out Of 1900 failures in the retail field
Mr.. Joseph pointed out that S. per cent
Of them did not advertise.
Retail stores that advertise do -
per cent OF the total retail business
done" he said.
The speaker laid emphasis on the good
name Of store and said that honest
advertising perpetuates a name.
In his address Mr. Fehlman showed
the necessity Of educating statesmen to
their business
"One Of the greatest mistakes made
by many stores and firms with clerks
and statesmen IS that they pitch their
selling plans too high aud neglect the
proper education 10 carry them out" Mr..
Fehlman asserted
Indiana daily times. [volume] (Indianapolis [Ind.]) 1914-1922, 1920-06-08
PERIODICAL MEN
SEE DANGERS AHEAD

The decrease Of mail deliveries OF mag
azines as a result Of the increased postal
rates was predicted by Il. A. Mackinson
OF the Pictorial Review Company Of New
York. Mt a departmental meeting Of the
Periodical Publishers association az the
statehousc late yesterday.
John Adams Thayer, secretary, pre-
sided at the meeting.
News circulation Is going 10 be in
demand among those publishers who have
sufficient intelligence to properly inter
pref the trend OF he times. said Mr.
Mackinson, for in the larger cities mail
ing circulation Is not going to be as
eagerly solicited as In the past
Reduction Of magazine subscription
rates to obtain large numbers of sab
scribers was criticised by Paul Nystrom
Of the International Magazine Company
In an address on Marketing a Mnga-
zine
The evils Of selling a magazine at less
than the cost OF production were out
lined be Mr.. Nystrom.
THE Relation OF Distribution to Con-
tinuous Production was the subject OF
talk by Charles Coolidge Pnrlin OF the
Curtis Publishing Company.
He exhibited number Of charts show
ing the bad effects Of short selling
season, and the relation OF advertising
to the selling seasons.
Increased production secured by con-
ference. cooperation. education and
square dealing between employers AMI
employees was urged by Charles A. Ca
ton, editor Of Lcslie's Weekly
1t was voted that recommendations
he made that the address Of George l..
Cook, president OF the association, on
~ Three Cornered Partnership" be de-
livercd at the lnterdepartment meeting
tomorrow.
Cut rates, premiums, club offers,
guessing contests special forced sub
cription sales, subscriptions used rs
gifts or prizes reduce the value of a cir
culation list, and detract from the read
er's interest and the power and influence
II the magazine with its readers, said
Paul II. Nystrom. sales manager OF the
international Magazine Company, to the
periodical publishers.
Mr.. Mystrom made the statement that
it is harder to get a renewal of sub
Indiana daily times. [volume] (Indianapolis [Ind.]) 1914-1922, 1920-06-08
GRUT SAYS SOUND
THINKING NECESSARY

Trade papers are making better bust
ness men and just at this time it is espe-.
cially important that every possible nj
fuence should contribute to more efficient
business methods, Harry \. Grut, vice
president Of the Mercantile Trust and
Savings bank of Chicago, said in an adj
dress before the business paper section
of the Associated Advertising Clubs Of
the World.
There never was a time when careful
business practice and sound thinking
were so desirable as now. and Making
Better Business Men seems to me to be
very desirable slogan to follow 81
our daily work. be said.
THE fallacy of working from inspira-
ton is illustrated when one stops to
consider that every big business was
Of small beginning. and its success due
10 watching the little things, which,
after all, are the big things in business
life"
Mr.. Grut warned against extrava gance.
and said one of the greatest problems of
today was that of interesting the worker
in his job, and suggested that selling
men their jobs and obtaining fuller in
terest on their part could best be accom-
plished through advertising
Here" he said, lis a task worthy OF
the members of the Associated Advertise
inc clubs
Only in rare cases has the gresiaS
use of advertising in the last few months
been based upon the idea of investing
funds in advertising rather than pay
ing government taxes" said A. c. Pear
son, president of the Associated Business
Papers department and a representative
Of the Dry Goods Economist, of New.
York.
Mr.. Pearson urged specialized adver-
Using one means of making future adj
vertising pay
The business papers department met
in the assembly room of the United Mine
Workers headquarters, in the Merchants
Bank building.
Indiana daily times. [volume] (Indianapolis [Ind.]) 1914-1922, 1920-06-08
RURAL PROBLEMS
ATTRACT INTEREST

Greater national interest in rural com
munity problems has developed accord
ing TO the discussions of the Agricultural
Publishers association meeting, held at
the Lincoln hotel today.
The Expanding Farm Market" and
Farm Papers OF America" were the gen
eral topics Of discussion.
The speakers included Frank G. odel.
who spoke on The Market; James VI.
Pierce. THE Medium; Gov. s. X. Nc
Kelvie The Method or Appeal; B. Nor
gan Shepherd. las They Are in the
South; E. E. Faville, As They Are in
the West; c. A. Taylor. National Cir
culations"; Ben F. Billiter. Prescribed
or State Circulation; Frederick L. Chap
man. Farm Bureaus, Bettering Adver-
Using Conditions"
Duane w. Gaylord, publisher of the
American Farming. praised the county
agent as a national asset.
Betterment Of living conditions for the
farming communities. Advancement Of
agricultural problems, solution of many
economic tangles, Mr.. Gaylord explained,
have been brought about by county
agents in many communities.
AT the close of the present fiscal year,
ending June so. there has been expended
for county agent work a total of $56,000.
900, and not dollar of this vast sum
has been misappropriated or misapplied,"
asserted Mr.. Gaylord.
T. w. LeQuatte of Successful Farm
ing Des Moines, Ia, advocated the for
nation Of central body, made up of
representative publishers. to pass upon
the merits of the various advertising
agencies Of the country in order to bet
ter conditions.
1T is essential for the welfare of the
publishing industry that there shall be
some fair, honest. competent, expert
enced dependable and unparalleled
tribunal before which advertisers may go
and secure an impartial judgement of the
value to them of each of some thousands
of publications whose merits are inces
sanity proclaimed in print and by word
of mouth" said Mr.. LeQuatte.
b. Kirk Rankin presided as chairman
at the meeting.
Indiana daily times. [volume] (Indianapolis [Ind.]) 1914-1922, 1920-06-08
boys that they gave corps first prominence among organ
cations in the line.
Marching like and playing their drums bugles and

agency works out the kitchen problems.
Was presented by Louise Gardner Swain.
assisted by Florence Provost.
Jane j. Martin Of New York. who Is
the one woman on the executive board OF
the Associated Advertising Clubs OF the
World. talked on The Value OF the A.
A. C. Of W to the Local Organization"
Miss Katherine Mahool opened the
forum talks on the subject, "Can the Ad-
vertisiag Woman Function Best in Her
Own club or as Part of a Mans organ
izationf"
Representatives from all the womens
advertising clubs present entered into the
discussion.
Late this afternoon the women were to
choose their 1921 chairman OF the WON
ans conference and the woman member
of the executive committee.
Miss Martin present member Of the
board. and Jessamine Hoagland of Chi
cago are IN the race for the Office on the
executive board
Indiana daily times. [volume] (Indianapolis [Ind.]) 1914-1922, 1920-06-08

speakers bureau providing speakers in
various parts Of the country.
The effectiveness Of campaign with
the assistance OF nail advertising was
discussed by Nobel T. Praigg of Chi
cago. advertising counsel OF the United
Typothetae of America.
The reasons why the average retailer
does not use direct mail advertising was
outlined by Frank Stockdale OF Chicago.
Julian Wetzel OF the keystone Press of
indianapolis spoke on Mechanical Mis-
takes in Mall Merchandising"
The possibilities of mail merchandising
were mentioned by William a. Hearsey Of
Robert II. Ingersoll & Bros. Of New
York
c. 4. Bonniwell OF the William J. Mox-
ley Company OF Chicago discussed mail
advertising.
Indiana daily times. [volume] (Indianapolis [Ind.]) 1914-1922, 1920-06-08

Practically every newspaper of the
country allows its advertisers TO alb
breviate in any way they like in order to
cut dcwn advertising space, but It was
the opinion Of most Of the members pres
ent that standard should be fixed.
The running Of many classified ads
under one head was discussed and mem
bers cited instances where this was
done with an Increase Of 40 per cent In
business
Rate cards. it was held. should contain
nothing but the rates and rules neces-
sary, such as the width Of advertising
space and classification Of restrictions.
Miss LYDIA Thornblade OF the Journal
Transcript, Peoria, ILL.,. s the only WON
an classified ad manager attending the
convention.
Indiana daily times. [volume] (Indianapolis [Ind.]) 1914-1922, 1920-06-08
4 lin OE Il Il rs
WIDE FIELD.
CHURCHES TOLD
TO ADVERTISE

Merle Sidener, president Of the Sidener-
vanRiper Advertising Company OF IN
dianapolis, spoke on the value of advsf>e
Using to the church before the church
advertising division of the convention to-
day.
Il believe that advertising is the most
effective educational medium in the world
today.
Therefore, l believe that the influence
of the church may best be extended
through advertising.
1.-THE one big fsult Of the church as an
Continued an Pags Nineteen,
Indiana daily times. [volume] (Indianapolis [Ind.]) 1914-1922, 1920-06-08

has been so because no other would meet
your exacting demands for diSinterest-
ed, result-g getting protection of public
confidence.
Truth workers are not seekers after
shreds of power which consist of giving
service. in finding fault and in setting
some gross offender by the ears" stated
Mr.. Kenner.
Indiana daily times. [volume] (Indianapolis [Ind.]) 1914-1922, 1920-06-08

sort. and not merely by letters sent to
them through the mail.
L believe further that the day will
come when a force of statesmen will start
across tho 'OuntTy in advance of any
great advertising campaign and will
drill the sales force in that particular
department. in a school, If you please.
on the merits Of the line.
Then will come the millennium-the
merchant will be satisfied, the manufac-
turer will be satisfied, the advertising
agency will be satisfied; and, though
have named 1t last, first of all the con
Stunning public will be satisfied because
a distribution will be effected for these
various lines. so far in excess Of the
present day distribution, that the cost
will be materially lower from the time
the article is manufactured until it
reaches the consumer"
Other papers OF interest were How 10
Fit the Window Display Into National
and Local Advertising" by c. ]. Potter
Of New York, former president Of the
International Display Mems association
The Function OF the Wholesaler as an
independent Advertiser and Merchan-
diser as Well as a Distributor" by Saun-
ders Norvel, chairman Of board, Nc
Using to Promote the Flow of Good S
Into and out Of Retail Stores" by AL
fred Koch, LaSalle & Koch, Toledo, for
mer president National Retail Dry
Goods association.
Display advertising antedates written
Advertising. Our antedeluvian ancestors
hung their goods on pegs and placed
their pottery on shelves in front of thciI
caves to attract the attention OF the pros
pective purchaser" Alr. Potter said In
his paper on How to Fit the windoW
Display Into National and Local Adver-
Using"
Our first record Of a show window
display dates back 10 the seventee nj h
century, when a tailor found that vy
placing his goods in the window people
stopped to admire them and often came
In for closer inspection"
PROGRESS IN
WINDOW DISPLAYS.
Having in this manner sort of estab-
Iished the tall family tree Of this feature
of the advertising business, Mr.. Potter
said that real progress in window dis
plays has been more noticea BILE in the last
twenty five years.
1T is now an art and has developed
to a point where it is considered the
greatest selling factor in retail merchan-
using.
approximately $1,000 men are follow
ing the display profession today.
Some Of them devote their entire time
to planning the beautiful displays you
see in the larger stores, while the dis
play men in the smaller shops devote
only part Of their time to this work.
1T is a highly specialized profession,
some display manager receiving as high
as $4,000 a year for directing the dis
play work in the large metropolitan
stores"
Mr. Potter said that "it is estimated
that from 80 to 90 per cent Of the stores
sales are made from the window-that
Is, those windows that are properly
trimmed"
He described various types of window
displays and said that 1t is absolutely
necessary for the manufacturer who
wishes to have his displays shown prop
erly TO design window trims for each
specific line, and. before such designing,
be sure and find out from the retailer
If they are the things that the retailer
wants.
Indiana daily times. [volume] (Indianapolis [Ind.]) 1914-1922, 1920-06-08
MAIL ADVERTISERS
FORM ORGANIZATION

Organization of an Association Of Direct
Mail Advertisers was discussed at
meeting OF the mail advertising men.
1t Will be CALLED the Direct Mall Ad
vertising association.
The organization plans establishing a
Indiana daily times. [volume] (Indianapolis [Ind.]) 1914-1922, 1920-06-08
FILM ADVERTISING
ENCOURAGED

Emphasizing the broad field existing
In film advertising, Harry Levey, presi-
dent of the Screen Advertising Assoeia-
ton of the Associated Advertising clubs,
declared this afternoon in an address at
the Claypool hotel that there are ap-
proximately 1900 theaters in this coun-
try, seating anywhere from 500 to 5000
people, giving from two to eight and
sometimes ten performances daily.
Mr.. Levey placed the total daily mo-
ton picture attendance in this country at
more than 50,OO0, coo.
SCREEN MEN
RENAME LEVEY.
Mr.. Levey was reelected president Of
the Screen Advertisers association, and
distributed souvenir photos of Universal
stars. of which company Mr.. Levey is
general manager of the Industrial and ed
ucational department.
William B. Griffin, advertising man
ager of Holmes & Edwards, discussed
at length the advertising accomplishments
of film advertising.
There is hardly a person in your or
my acquaintance, no matter what their
walk in life, who has not at some time
during the year attended a motion picture
theater, and If you talk on this subject
to the average man or woman you vST1'
siast for this form of entertainment"
said Mr.. Griffin.
FILM OFFERS
WIDE FIELD.
Movies can be distributed through
channels that lead to wide circulation OF
to select audiences as desired" he said
Mr. Levey is presenting each after
noon some interesting films, one espe-
cially shows great New York City
newspaper in the act of putting out an
edition.
A projection booth has been installed
in the Palm room of the Claypool, where
the films are being presented.
One of the features of the Tuesday
afternoon session was an experience meet
ing during which the delegates made
short addresses on film advertising.
Indiana daily times. [volume] (Indianapolis [Ind.]) 1914-1922, 1920-06-08
EXPOUND ADVERTISING
AND SALESMANSHIP

Psychology In craftsmanship was ex-
pounded by Frank +. Fehlman. president
of the Churchill Hall Advertising Com
pany Of New York. in an address before
Indiana daily times. [volume] (Indianapolis [Ind.]) 1914-1922, 1920-06-08

scription from q person who had sub
scribed on a special ofer than from one
who has been sold on the merits OF the
magazine.
Indiana daily times. [volume] (Indianapolis [Ind.]) 1914-1922, 1920-06-08

The "Black and White squad, attend
ing the convention of the Associated Ad-
vertising Clubs of the World, has cred
itably advertised ST. Joseph, Mo-, not
only putting that city on the map, but I
spelling it IN capital letters,
Indiana daily times. [volume] (Indianapolis [Ind.]) 1914-1922, 1920-06-08

'ourians' garb has captured the citys
ye.
"Black and White" is also the name
Of the official magazine Of the St. JOSEPH
(Afo.) club,
Indiana daily times. [volume] (Indianapolis [Ind.]) 1914-1922, 1920-06-08

The men are dressed in high silk hat:
and long dress coats, opera style, wit,
the letters of "st. Joseph, Mo-" in black
on white field on each sleeve.
Topped Off with white canes. the Mis-