Arizona republican., 1921-04-05


 played only in your own locality, but is one that is being played the world over. It is not a business of today, but business of tomorrow and the most vital feature in advertising is truth. No man can advertise un- truthfully and surVive-and every ad- vertiser knows it.
 Advertising today is the most po- tent factor in the business world. It is the door of your business house and through your advertisements the people must see what you have, what prices you are selling at and what quality you are selling. If you tell them in advertisement that you are giving them something you must produce that something or your ads in the future will be ineffective. The people will read them, maybe, but they will not believe them"
 "The purpose of this Ad club is not to further the interest of any one branch of advertising or anyone's class of business, but, it is to study the elements of advertising and there is only one way for success, and that Is through cooperation and unity. You have live organizations in the chamber of commerce, the M. & NJ, the Rotary and Kiwanis clubs and you should support them. The Ad club will not conflict with the work of these organizations. but on the con- trary should benefit them and work in conjunction with them.
 Now down to the Ad club itself. The most vital feature of the organi- zation is the educational department
 The value of an educational commit tee is the greatest factor. Through lectures arranged by them and through careful study the members of this committee will be in a position to show you where your ads are inef- fective, where they are not producing results and will offer suggestions to remedy this. When they arrange a lecture, by all means attend it. Even though you take time away from some thing else, gentlemen, it will not have been wasted for have never attended an ad club meeting that 1 did not learn something that helped me in my business.
 Not long ago I was in a certain
 city and while riding on the street car I heard a woman ask the conductor
 to let her off on certain street. The conductor told her that he was going to the end of the line and that he did not know where her street was Do you think that woman was favorably 1 impressed with the city? Do you
 think it Is good advertising for a city when that womah, who undoubt- edly was stranger, left there and told her friends about that little in cident?
 ''Why, over in Dallas, Texas, the street railway officials are made to print a book, bound in morocco, SC | q r,n uU nII 6lrr- ing the summer, listing all of the streets, public buildings and largest business buildings. The Dallas Ad club was behind that movement and they gave the city valuable advertis- ing by doing it. It is community ad- vertising that counts. The chamber of commerce and the M. & NJ, will bring people here, but you men. you business men, must have attractive window displays, attractive advertise ments in newspapers and on the biN boards. You must have your address on the ad in large letters so that a stranger can find you. Advertise correctly in the city and the city will then advertise itself.
 Many newspapers of the United States should be ashamed of them- selves for taking advertisements of patent medicines and other advertise ments that would make a woman blush should she read them. It i: | done by many of the newspapers il the United States and assure you tha
 clean advertising can never b. brought about until this sort of ad | vertiSing is eliminated.
 | "TelI the truth in your advertising
 If you are a merchant do not say fl an ad that This is undoubtedly tn, I biggest bargain ever offered in thi! city, when you know that your com petitor across the street is selling thu l same thing at the same cost. Tn, people will find it out and will lool I upon your advertising purely as catcl I pennies and not as guides to you business as they should be.
 '.The established probity of Ameri I can advertising has never been nor, dramatically displayed than in thi
 few months. Without it, the read 4 justment of prices would have beel
 ap uncertain, laborious and haphaz ard process. Advertising has provid
 ed the huge volume of business, with out which such price reductions woult l, have been flatly unprofitable. It ha
 procured the rapid turnover. Tn ], rapid turnover is the only thing tha compensates for reduced profit mar
 gin.
 . "A two per cent profit on $100
 only s2; but if it happens once month it is as good as A per cen , a year. That is why present price !. are possible. They mean a drasti