Americus times-recorder. [volume] (Americus, Ga.) 1891-current, 1921-06-14
Massengale Advertising Agency
Holds Twenty-Fifth Anniversary
St. Elmo Massengale En-
tertains Advertising
Men at Atlanta

ATLANTA, June 14.-One' of the
most interesting events of the conven-
ton of the Associated Advertising
Clubs of the World in Atlanta this
week was the dinner given by st. Ell
mo Massengale, founder and proprie-
tor of the Massengale Advertising
Agency, in celebration of the Agen-
cy's twenty-ffth anniversary. 1t
marked the first quarter-century of
the South's eldest advertising agency.
1t was the pioneer in field unknown
IN the southern states at the time of
its birth, and started business in a
| five-dollar-a-month DIES kplace. The
Massengale Advertising Agency now
places more than a million dollars a
year in advertising accounts.
About 500 guests were present, IN
GLIDING the 136 memoers of the AM
erican Association of Advertising
Agencies, many famous publishers
from many cities throughout the
United States and Canada, spe:ia, ag-
ents, and a number of other prorni-
nent figures in the advertising con-
vention, nearly all of them friends
for years of the agency and ST. FL
mo Massengale, its president ana
founder. Many of the guests were
successful advertising men from 9th
err cities who had received their train
ing in the Massengale Agency before
branching out for themselves.
Many of the clients of Massengale
from various parts of the country
were also present.
Numerous tributes to st Elmo Mas
sengale were paid by the prominent
newspaper men and advertising men,
who referred to him as the pioneer
advertising missionary of the South
and the man who had done more than
any one else to reveal the buying
possibilities of the South to the rest
of the nation. One of the most glow
ing of these tributs came from James
O'Shaughnessy, of New York, secre-
tary of the American Association of
Advertising Agencies, who reviewed
the part Massengale had played In
developing the advertising of the
South and of Southern industries and
products.
Mr.. O'Shaughnessy said in part:
"The celebration of the 25th an
niversary of the founding of the Mas
sengale Advertising Agency is an
event of Importance to advertising in
America.
"A quarter of a century ago this
country needed such institutions as
the Massengale Advertising Agency
more than anyone could then appreci-
ate. A few of the cities of the North
were equipped with efficient adver-
Using service in the day but the South
was not regarded as fed IN which
advertising development was proper
ly considered.
ct was important to every adver-
Using market that the South should
come forward in advertising knowl-
edge and service. To d. 50, however,
required vision such as few men pos
sess. 1t required courage that distin-
guished the pioneers. st Elmo Mas
sengale had both the vision and the
courage and has long since proved
that he had the equipment and capa'
city and wisdom and high character
necessary to make a blaze of grass
grow where none grew before, and to
cultivate it into a tree whose fruit Is
breadth of the country.
"Other advertising agencies have
grown up in the shelter of its album
dant foliage Today the South is
equipped with advertising service
from Florida to Texas and from Lou
isiana to Virginia and the one man
above all who can take credit fol
this great development which has
been SO helpful to the progress OF
business is man so young in years
it is difficult to believe thai he is
celebrating his silver anniversary.
"St.. Elmo Massengale is the man
who formed the Southern Council Of
the American Association of Adver-
Using agencies and was one of the or
ganizers of the American Assoc alton
and on its first board of directors. He