The Bridgeport times and evening farmer., 1920-06-17
EDWARD N. HURLEY. SPEAKS0 OF GOOD .
 OF ADVERTISING
Addresses Convention o. Associated Advertising
 Clubs of World.
Advertising today is a l

Advertising today is a necessity and an asset,
 The time has arrived when the manufacture and the merchant must caYefully/hgure ertising cost and Carry itsin his budget as an ex- pense just as essential as rent or labor, properly charging it against each product and article. Advertis- ing has been hurt by emotional ap- propriations-by spasmodic fAre2 For instance some men still advertise only when they have spare money and never put out a line when times are dull and they need business! Tho amoupS and nature of advertis- ing is to- be planned with the pro- duction1 scale Only then can we sta eilSze manufacturing, merchandising and advertising.
 The name of the small merchant today who has foresight and 5udg- nent. In the merchandising of his products may be as well-known as John Wanaulaker in his particular noca1ity, or even throughout the na- tion- His products are known by his advertising, and his success depen ds upon the merits of the products he furnishes to the customers that the advertising brings to him. And the manufactures or merchant who is advertising sane1y today is not only laying the foundation for greater business for himself, but is selling the public on his industry His sue cass will be the guide post for his couPetftnrs. and the post will al ways read Advertise
 Advertising of a thoroughly sound >ry1d scientific kfpd- must of necesd ty cmt out waste in order to give the most for the morey-which is busi- ness know of nothing that sc cuts out the wastes of distributor as proper advertising, for it tends to re- dnce the heavy burden of sales ex- pense by increasing the efficiency oi the salesman In my early days sold goods that were not advertised hardly anyone advertised then Or each call I had to start my demon stra tion from the ground up for nc one ever knew in advance anything about what I had to sell. In later years sold articles that were well advertised and I found my energies tripled, for the printed word had made unnecessary much of my pre- liminary talk The wrong adver tising is waste; the -=-1t adv ertisine g is money saving and is essential tc volume business
 And therefore I further take ii that we all agree that advertising i not primarily the science of making a noise, but is rather the science o1 giving just the right amount of aic in the distribution of the righ1 amount of goods.
 Advertising is bigger than we have tn fought. Advertising men nave com ncentrated on the final step in tht sales of products between manufae- turer and consumer. What they car do is to ana1yze and direct the ad- vertfSfng that affects the whole chain of distrfbution-
 trmt fun rtiom amd opportunity i1 try tw imdau16try, in facilitating, inn proving and cuttiTg fhe cost of in. ter-industria1 operation
 Manufacturers haUae gone a 1ons way in the refinement and improve mel, of manufacturing processes and not far enough in too many in stances in speeding up distribution by the adoption of the modern labor saving machinery of advertising.
 Advertising between industries cal help production, too, by prornotin: installation of improved machinery better processes and better mater ials. A mann has not done his full duty when he produces a machine t eliminate human tdrudgery am cheapen production. He owes al obligation to society, as we'll as t himself, to use the educational in fluence of advertising to put it dynamic forces to work in the inter est of the 8as,neraI welfare-