New-York tribune., 1921-01-30

person or by proxy, are all in the Iise
and are all contributing to this great
forward movement in sterilization.
''The housewife who has a supply
of these steriized products on hand
is always ready for any emergency,
whether the telephone becomes dis
connected and she is unable to order
her supplies, or whether a snow
storm keeps her at home. If friends
drop in she always has something to
eat, and that something she can rely
upon as being free of any injurious
contents and prepared under the su-
pervislon of experts throughout the
whole country. Fruits, fish, meats
of all kinds, and food products Of
every description are thus rendered
available for daily consumption in
harmony with the great law Of sup
ply and demand"
Advertising Out I'm the Open
The advertising experts were
present to discuss openly for the In
formation of the Gamers contribu-
ting to the work the best methods
and channels for taking the public
into their confidence. William
Thompson, of the American News
paper Publishers Association, ana
lyzed the newspapers usefulness;
George D. Buckley, Of the Crowell
Publishing Company, and Stanley
R. Latshaw, of the Butterick Pub
fishing Company, described the chan
nels especially created by the maga-
zines; Charles Coolidge Parlin pre-
sented the results of research on
the possible increase of the use Of
ranned goods in the home, and F.
G. Ross covered the plans made to
ay the scope and aims Of the can
ners' compaign before the public.
The most forward-looking talk Of
all, perhaps, was made by E. G.
McDougall, of Libby, McNeill G.
Libby, who pointed out that while
all advertising should, of course, In
crease individual sales, still it's great
purpose was to increase the total
consumption of worthy product
to establish faith in it as a whole
rather than take business away from
some competitor. He maintained
that the individual advertising of
good brand of canned goods helped
other brands and the whole indus
try as well. This new business tool
was urged as having its greatest
use in stimulating wants and lead
ing the public to desire good things
which made life more worth living.
Adequate advertising, as a perma-
nent investment in necessary busi-
ness tool, was the recommendation
made.
We mention these points briefly
because the open discussion Of its
advertising policies in connection
with the meeting Of great indus
try seems to us to mark q
new era of intelligent cooperation
and a desire on the part Of both
advertising expert and manufac-
turer to understand broadly the
products advertised and to tell the
public the truth about them. The
old days when an advertising agent
took dictionary and his imagina-
ton and sat down to write an adver.
tisement that would pull, regardless
Of the facts, seem happily to be disap-
pearing. The idea Is to make q caro-.
full study of the aims, methods and
results of the producer and then 20
tellthe public the facts.
Such advertising is really nsws,
and it must be good news and true
rews Or it would not stand such tell
ing. Women who read and buy on
advertising should be especially
won by knowing Of such close hand
to-hand work between the maker Of
a product and the advertisers who
tell its story.