Evening star., 1922-04-18
CALLS TRUTH|NADS
A "CRY|NG need
Charles H. Macintosh, Head
of Advertising Clubs, Ad-
dresses City Club.

Before representatives of virtually
every civic organization in the city,
Charles Henry Macintosh, president
of the Associated Advertising Clubs
of the World. discussed commercial
conditions. and emphasized as the
crying need of successful business
truthful advertising and the seduca-
t1an of sales, at the New City Club
today.
Mr.. Macintosh is touring the
United States preaching the doctrine
of coming prosperity" and his lee
ture here was held under the aus
pices of the Advertising Club OF
Washington. The meeting was opened
by Harry Hahn. He then turned the
chair over to Roe Fulkerson, who
then introduced Mr.. Mcintosh. the
speaker of the day. who said. In part:
There never was time In the
commercial history of the United
States when 1t was so urgent that
we business people get tosetner ana
discuss business conditions thorough
ly and carefully.
Peak Of Prices Not New.
Referring to chart prepared by
Col. Ayres the government statis-
tician. who investigated price figures
running back more than century
Mr.. Macintosh said that the eX-
treme peak of high prices over which
we have just passed is nothing new
in the history of the country. Three
times, in 1912, 1S61-and during the
late war prices have gone up zoo
per cent above the starting point.
Commercial history repeats 1tseif.
We have started down path wnicn'
like periods that followed on pre-
vious occasions. will keep on gong
for twenty years, ana those VIM
expect a return to wartime prices VI
expect the bottom of the Valiey 10 pe
reached within few months are
misguided optimists and speak Ger
tainly without Intelligent knowleage
of the facts of history as reVeaieo 70
us by Investigation of the commerciai
history of this country
Doesn't Mean Hard Times.
Don't thing for one minute that
the suggestion that we may nave a
descending price market for the next
quarter of a century and that it may
be at least fifty years before prices
return to $50 per cent above the val
lev level means that We are gong 10
have hard times for at least twenty
five years.
Prosperity and high prices have
nothing in common. If high prices
meant prosperity. Russia would pc
the most prosperous country In the
wOrlQ TO-DAY. pIiScs helNS
ing to do with prosperity. The only
relation is this: How much in com
modities can man get for wnat ne
earns by his labor? How much Will
his effort buy him?
LAS prices fall the purchasing power
of the dollar comes up. so from the
standpoint Of the general public TINS
constant fiuctuation in prices means
practically nothing.
while prices are going up the
value OF the dollar is falling. and
when prices are coming Down the
purchasing power of the dollar is go
ing up: s..nano,nt Of merchandis-
ine this means big problem. We
will have to do business for the next
twenty-five years on a falling mar
ket, instead of rising one, as we
have for the past century. very 1eW
of our business people have had eX.
perience in doing business as we Will
be required to do it for the next quar-
ter of century. There is all tne oI-
ference in the world between buying
and selling on rising market ana
falling one.
The speaker gave several examples
to sustain his contentious, which en-
phasized the necessity OF buying
more carefully on a falling market,
and in so doing said that the business
man will be confronted with greater
sales-resistance than ever before.
Most of the selling in America IS
done by highly skilled speciality
statesmen. And these salespeople look
upon the proposition OF creating oe-
Are and concentrating 1t upon GER
tain goods as work.
There are just two phases OF busi-
ness in America. if we make the d.
vision general-namely, production
and distribution.
"Experiments made recently have
shown that approximately 55 out of
every 100 sales made by advertising
are killed by salespeople. Advertis-
ing may bring customers into stores
where salespeople may either Sell