The Birmingham age-herald., 1920-10-23
ADVERTISING BASE
 OF PROSPERITY IN 4 AMERICAN TRADING
Jewellers Join Long List of Manufacturers Who Are
 Making Prosperity By t Publicity

"The daily newspaper is tremend- ous force" said Henry Edward Freund. manager of publicity of the National
 Jewellers Publicity Association in an 1 interview at the Tutwiler yesterday. 'Tt brings to the direct notice of the purchasing public in each locality the service of the products of industry, take advantage. of this opportunity to present emphatically to the local merchants, >the busiDess advantage of using of his own account the adver- Using columns of the local daily news papers; so that he can reap every pos sible benefit in~ linking up his busi- ness with national advertising cam paigns.
 '"The National Jewellers Publicity Association proposes to spend~ $300,. 900 in national advertising cam paign in the daily newspapers and some of the magazines.
 National publicity is the greatest factor in the nations progress, and Tits leading and most important phase Fis Cooperative Publicity a Unit that is the securing of the financial
 supporti and cooperation of all the members ot an industry for the pur. pose of creating united cooperative advertising campaigns. This is the psychological time for working out successfully well organ. ized and systematic plans. Co-opera- tive advertising is a recent develop ment which is growing rapidly in popularity and extent. It has been adopted by a number of the largest industries in the nation, and other trades and businesses are planning similar unit campaigns.
 WORK IS STARTED
 "Each indu6try has a soul. that is. the spirit of service and value o1s its products to the people both at home iaand abroad. Some of the united and industrial interests that have launched advertising campaigns on co-opera- tive basis are: The National Dairy | Council, s750.O0o; California Fruit Growers, $400,00o; National Florists l Association, $300,00o; Coffee Growers, l $250,000 a year for four years; Cus- tom Tailors, $25o.e .ebe; Irish Linen In- l dustry, $650,000; National Jewellers | Publicity Association, $500, 900; Society Of Electrical Development, $2Q0.000i ! American Gamers Association the 1 Bread Industry, the Paint and varnish Manufacturers, the Cement Industry 1 Athletic Goods Manufacturers and 1 many others. s
 'The Association of Railway Execu- l tives has started a nationwide pub licity campaign; the United States rail- l road administration is placing na- tional advertising on a large scale I for the purpose of exploiting Amer. | ica's famous resorts
 1 Authorities at Washington. D. C.
 have emphatically stated in the pub
 lie press that the present is the most 1 opportune time for largely increased | advertising investments in every line | of business"
 THE CURE
 Paid advertising" says Roger W Babson, director of educational sery.
 ice, department of labor, lis cur,
 for most ills. real or, imagined, pre-
 yailing in the business world during | the critical period of recof1struction Prosperity depends upon the consup CT. If there is no market for thu l goods, the goods will not be produced l My advice to the merchant Is this, fol your own interest and the good o1
 the country, increase the advertising | appropriation you have made this year
 If it is for s2O.o0o. make it for $25,.
 900, and make it more if you can. Only by advertising can buying power b, | stimulated. There is no doubt thar | advertising does stimulate buying, ant I brings very direct return to the mar | who advertises.A
 l "The war dealt the jewelry bushes.
 a blow. the ban on platinum, the re striction on gold, the falling off O gem importations. the preachment tha jewelry was luxury and non-essen. I tial all were seriously felt The jew. elers weathered the storm that for : time threatened disaster. According | to the National Association of Manu- ] lecturers, who sent out questionnaires I to 4,400 members, the jewellers fin ished the war period one of only five prosperous trades out of twenty-five | industrial groups throughout tn, | country. >.f
 PUBLICITY AND PROSPERITY | -"There seems little question that | the educational campaign of~publicit. | inaugurated by the National Jewellers l Publicity Association in 1918 playet | an important. part in rnolding publi
 opinien and giving the jewellers tn, prosperity they are now enjoying. f1ku
 vertising that will keep before thu l InluuS or the masses the beauty ant
 permanent. value of jewelry is the bes
 means to build a greater prosperit.
 upon the present promising founda l tions.
 "The war has brought unprecedente, | prosperity in this country and neutra
 nations. There was never time whel
 money was so widely distributed. Tn
 high wages and the more general em
 ployment of women have given sur
 plus of money to men and womei
 who, never before in their lives hal
 anything like so much money.
 Tt is matter of> trade statistics
 that working people bought more dia
 monds in this country during the wa
 than any other class. Diamonds for
 merly were bouUht only by the ricl
 and well-to-do. now everybody
 wearing them. Advertising wout
 teach the newly prosperous workinl ! classes nice discrimination and 1 certain connoisseurship in jewels an