Pine Bluff daily graphic., 1920-02-20
PUBLICITY OF RIGHT ! SORT IS NECESSARY
 TO SUCCESS TODAY
Add Club Hears Different Methods and Mediums
 Discussed

< With S32 members present. the Pine Bluff Ad club yesterday, at the lief fersor hotel, heard different med- ums and methods of publicity dis cussed in way that proved inter estnig and beneficial to everyone, and emphasized, once again, that publi- city of the right sort is absolutely necessary to success today.
 T. R. Smith of Fort Scott, Kan, vice president of the Fort Scott Sorghum company, present as the guest of E. M. Schober, time in terested in advertising in Chicago, told of methods of Herbert Kaufman in the preparation of ad copy, fixing up his studio as Pullman car one time whenp he was preparing some railroad copy. And that was the best copy of the kind ever read" asserted MT. Smith.
 R. w. Etter, manager of publicity and the savings department for the Merchants and Planters bank, speak ing on "Why I Believe in Advertis- ing" said his belief was founded on results obtained. MT. Etter said some people make the error of con- sidering advertising as an expense, when it is an investment yielding big returns, and that others say it adds to the cost of the article to the con- ssumer. "This is erroneous, also. Advertising does not add to the cost. It decreases the cost thru increasing the volume of business"
 Rodgers Speaker.
 A practical talk, full of sugges- stions for writing newspaper .ad copy, was made by e. A. Rodgers, adver- tising manager for the Froug store. He illustrated his talk with several slay-outs" of ads, and the printed advertisements. As MT. Etter said," Mr. Rodgers explained, "the first purpose is to gain attention. This may be accomplished by the use of illustrations and headings. Then, there should be sub-heads, so that the ad will not be monotonous to the eye. The articles advertised should be described clearly and fully, tho briefly, with due regard for truthful ness.p MT. Rodgers says such ad- vertising is sure to attract those to whom the appeal is made, and that if the goods and prices are right, the ad certainly will bring buyers to the advertiser.
 % T. A. Hill spoke upon Outdoor Advertising,' making clSAr the part this method has in a big campaign tsIn outdoor advertising, more than any other" he said, "the message must be given to be understood at, a glance. Therefore, we tell the mes sage in colors and pictures. Every sbpdy sees the billboards, but bill board advertising cannot carry the educational message, nor the selling reasons possible in newspaper ad- MT. Hill cited as a local instance of what is to be ac- conlplished by, well-ordered cam ipaign, the success of the Chero- Cola company. ."They came here less than ! year ago." he said, "and introduced a beverage Anew in this section. It has quality, of course. They used and .billboar advertising. The result is that Ccro-Cola has been popularized turnout the coun- ty, and they are. doing big busi- meSs.n
 w. N. Trulock, manager of the Hotel Pines, expressed regret at the withdrawal from the management of the Jefferson hotel of J. D. Rust, and the hope that Mr. Rust would re- main in Pine Bluff. MT. Rust has held the lease on the JeffersonA purchased recently by F. Murck of Stuttgart, who assumes charge March I.
 J. Harvey Means was unanimously elected to membership.
 Other speakers were Harvey w. Moore, P. w. Quillian and Harry Smith of Columbus, Ga, member of the Chera-Cola forces.