The evening herald. [volume] (Albuquerque, New Mexico) 1914-1922, 1922-06-13
PUBLISHER GIVES
VIEWS ON POWERS
Z OF ADVERTISING
Speaker at Convention
Tells of Service to In
dustry Through Work
of Hoover

N1HHN W wv" HnHHNnHN
MILWAUKEE. Juno is-The
power OF advertising Ia such that N
twenty great national advertisers
should adopt programs calling for
the elimination 81 waste produce
ton along the tine OF standnrdi-
kntion Of product. and would adj
vertisc such a policy 10 the pub
lie. II would he but n short time
until all industry stepped to the
same music, and there would be
~inaugurRted n striking new era In
industrial management.
Such was the central thought OF
an address delivered here. yester-
day afternoon. before the
ton Of the Associated Advertising
Clubs of the world by y. N. Felix
or, vice-presldent OF the Mccraw-
Hnl Co. publishers, OF New York
City. and former personal Rssir-
I'M Of Herbert Hoover, Secretary
OF Commerce Of the United states,
The speaker described the vari-
a services which are being ren-
dered to industry through Mr..
Hoover's work. hut especially
stressed the latent advertising pos
sibiiities IN the movement for the
elimination Uf waste through stan
dardixation.
Brfngs Bu-ine-- Men Together
I'm one OF the seven great divi-
sions OF the Department OF Com
merce.' he said. "a fundamental
step has been taken In the eilmin-
alton % waste IN Industry, both IN
production and distribution, by the
estR biishment OF a Division OF
simpiified Practice. This division
does not tel industry what u must
do TO be saved. hut rcvcrscs the
operation ana acts A. u center
point to which committees OF In
dustry representing ali branches,
buyers and sellers and specificrs.
may come to discuss the oppor-
unity for simplification Of dimen-
Son and the elimination Ut OK
cess varieties.
After less than a years work"
he continued, this division al
ready has concrete evidence ~ ac-
complainant. The paving brick
manufacturers have reduced the
number of paving bricks from So
TO 8. The metal bed, wooden bed.
and spring ana mattress manufac-
turars. meeting together al the de-
partment. decided on a low stan
dard sizea. instead OF scores Of odd
sizes. The lumber manufacturers
are discussing the opportunity for
simp.ifled nomenclature OF lumber
and deciding. for example, wha,
the size OF a ? 4 should be. and
a lot OF other sensible things.
"If twenty OF our largest adver-
tisers would approach their busi-
ness from the point OF View oi
eliminating waste along the line
OF simplifying six1s and eiiinina'
ting excess varieties n then ad-
veftiEe their program Of simplifi'
cation TO the buying public, .
tremendous force for public educa.
tlon and more Intelligent puyint
would be stnrrud. And more In
tetiisent buying will make nor
regular production. and cut gu
seasonal variation and unnmploy'
mcnt
Industry Mus Understand
1T IN comparatively eaHy t0 gel
n good idea" the speaker dec,ar'
ed. ut L. perfectly simple Tor
new administration TO some Int,
government with a new conception
Of It's relation 10 Industry. IL y
another thing TO have industry un'
herstand this point q view jus
great new idea quickly percoiat'
through Industry.
our national machine for th'
assimilation OF ideas at bert IN .
clumsy one. We have the trhd'
association with It's convention. W.
have the lunch table conference
among three ur four men. Certain
men in public life become at time
the unconscious parents OF goo'
duHtry. We have the daily pres
and the general press. aud we have
also that great yirlie fore. foi
the education OF industry. tho IN
dustrial press, through whose edi
toriaT aud advertising pages u |
possible TO reach groups and elias
res Of men with regard TO thei
particular prOhltms.
Pad advertising. both by aaso
Citations aud individuals, u IN Il
infancy in promoting Fundamental
economic ldsas." Mr. Feiker con
tlnued. Most Of u advertising
has been butt upon some trade eit
nation. rather than on some fun
dnmentnl economic situation. w
may not turn uli our advertisinl
at once into economic advertisinF
but We may base all advertisinI
at once on fundamentally SCUM
economies for the country. som
Of those fundamental and SCUM
economic programs are 10 beinI
worked oat a. Washington a
never hefefe. and provide the has
for the most remarkable Oppor
tunlty that has existed In the ad
vertising world.
"It IL not a case Of e on
saying the same thing, hut rattle
OF scores telling their %indlviduu
messages with the ~ ma fundamcn
tai thought underlying.
Advertising provides a mediur
for tho education Of our people
and Individual advertising. base
on sound thinking and ~coliectiv
action, presents ore Of the tines
opportunities that has ever ON
20 us for I've new conservation
1 industry"
! r~uu-:st.a Acxooo.