The Washington times. [volume] (Washington [D.C.]) 1902-1939, 1921-12-06
ADMENL|STEN
To LOUIS WILEY,
NY. T|MESHEAD
Publisher commends D. G.
Papers for Interpreting InfIu-
ence Of Arms Conferences.

Washington newspapers, by reason
Of their proximity to the seat Of the
nations government. have unusual OPP
portunities for indicating the inf1u-
ence Of the international arms CON
ference upon the world. according to
Louis Wiley. general manager Of the
New York Times. in an address to the
Advertising Club at the Hotel Wash
ington this afternoon. So s.
The occasion was the regular weekly
luncheon Of the advertising Jncn. and
a large percentage of the m6nbsrship
was present.
THE Washington newspaper are
well edited and present a good typo
graphical appearance" Mr.. WHEY
continued. 1T is always a pleasure -
commend them" -.
Advertising Hints. so.--,ss
Giving few advertising hints for
the local merchants. Mr.. Wiley-sail:
THE best advertising is that which
is beyond a rate. 1t is the adyertis-
ing of a great deed-the comnuniea-
ton of admiration and endorsement
when an act is performed for the ben.
eft Of humanity" -,
An example Of such advertising, he
said, is the attitude of the American
newspapers in devoting much of their
space to the news Of the arms con-
ference.
Continuing. Mr.. Wiley said:
AN unusual development Of the
science of advertising has taken place
since the war. Men who have never
advertised are doing SO now. Men who
have always advertised are seeking
new and better methods Of placing
their wares before the public through
the columns Of the newspapers. The
merchant who seeks rapid sales for his
goods knows that IL he advertises today
he sells them today. The skillful I'D.
vertiser seizes the psychological mo-
ment for placing his goods before the
public in the daily newspaper. He ad-
dresses its readers as intelligent peo-
pie understanding their own needs, and
not as fools to be imposed upon by
famboyant phrases. Advertisers who
succeed are those who tell a plain, I'M
vanished tale.
THE more they exploit their offer.
ing, the faster and larger they grow.
In time they become the leaders; they
spend more and make more each year.
They outstrip the woodworking con-
Germs and cause them to be forgotten.
They keep their business constantly
before the public, making II what
is tritely but expressively termed q
household word They do not allow
the public to forget. Their names be-
come implanted unconscicusly in the
public mind. When occasion arises,
the public, again unconsciously, thinks
of the wisely and widely advertised
offering. and seeks IL out and demands
1t to the exclusion of others not AZ
well known.
Reduced to a Science.
Advertising has been reduced to
science-no longer a hit-and-miss
proposition. but worked out on prin-
ciples based on experiments, tests
and experience. Experts can now
foretell with reasonable accuracy the
results of intelligently planned and
executed advertising campaigns.
Advertising makes for prosperity
it increases business, creates .
market for goods and disposes Of
them as necessities or because Of
advantages and inducements Mt
tractively set forth. 1t hits at hard
times by putting money into circr-
lation and keeping II there-it helps
to strengthen public confidence by
stimulating trade activity.
= Advertising is a species Of educa-
tton for the public. Competition and
high standards Of excellence demand
ed by an intelligent and discrim-
,po hQva