The Topeka state journal. [volume] (Topeka, Kansas) 1892-1980, 1921-08-27
TO Be PERMANENT
Topeka Advertising Club Or
ganization Perfected.
Fred VOiland Becomes Presi-
dent of the New Body.
IS AFFILIATED NATIONALLY
Temporary Arrangements Were
Started Last June.
Organization Followed Address
by Charles II. Macintosh.

The Topeka Advertising club is now
permanent organization. The fin
ish touches to the temporary or
ganiZation formed last June, including
the election of officers and an affilia-
'tiOn with the Associated Advertising
Clubs of the World, were added Fri
day night at a meeting of about sew
enty-five business representative at
Pelletier's tea room.
Fred Voiland, of the Voiland- Engel
Clothing Co, heads the new club as
its first president Charles p. Adams,
of the Adams Printing Co., was elect-
ed vice president; Arthur Guettel, of
the Palace Clothing Co.. is secretary;
and Charles L Mitchell, of Crane &
Co, was made treasurer. These with
c. 3. Crosby, of the Crosby Brothers
store; F. c. Gibbs, of the Gibbs Cloth
ing Co; w. H. Johnson, of the War
rem NJ. Crosby store; J. B. Walker. of
Pelletier's, and Robert Austin, of the
Thomps -Bauer-A tt n Hardware
Co., compose the executive committee.
Followed Macintosh Address.
The perfection of the local ad club
followed a remarkable address by
Charles H. Macintosh, Chicago, presi
dent Associated Advertising Clubs
of the World, who was a guest of
honor and the principal speaker of the
occasion Macintosh is now making
tour of the United States, speaking
before all of the advertising clubs af-
fillated with the International assocja-
ton and came to Topeka at the re-
quest of Charles L. Mitchell, chairman
of the temporary association, during a
short stay at Kansas City. He was
accompanied here by L. E. Holland,
Of Kansas City, president of the Kan
sas City Advertising clubs and also
president of the Seventh district of the
Associated Advertising clubs, who also
made short address at the meeting.
Macintosh delivered one of the
best rapid fire business talks ever
heard in Topeka. He told of his first
experiences with advertising clubs in
his home town and of the wonderful
progress this branch of merchandising
has made during the last few years as
result of the Associated Advertising
Clubs of the World, and concluded his
remarks with an appeal that the To-
peka club affiliate with that organiza-
ton. A resolution to this effect was
promptly adopted.
Advertising Broad Subject.
Macintosh pointed out that adver-
Using is not merely the writing of
copy and furnishing space in the
newspapers. but that it took in all of
the elements of marketing True. he
said, the writing of good copy and the
proper and liberal display of advertis-
. ing in the newspapers was an i'm
portant cog in the link but. he said,
tndI the Work began with the IlnOlnS
of q market and the distribution of a
product before it is manufactured.
He also touched upon craftsmanship,
saying that the courtesy and efficiency
shown by clerks is an important part
in advertising. He said that COM
parative prices could no longer be used
with the best result because the public
as a whole is pretty well acquainted
with values and is going to buy where
it feels that it is going to get dol
lar value for a dollar spent. When an
article is marked down from a higher
to a lower price, Macintosh said, the
real value of the article was the pres
ent price and that no other value could
rightfully be claimed.
He "SoId" His Audience.
Macintosh with his forceful speak
ing and pleasing personality had no
trouble in selling his audience on his
advertising theories, and as a result
of his visit here the members of the
Topeka club will receive the benefit
of>Ohe program which he has outlined
for the Associated Advertising Clubs
of the World for the coming year.
The program calls for regular
courses in both retail salesmanship
and advertising and is an aid to prac-
teal merchandising.