Richmond times-dispatch. [volume] (Richmond, Va.) 1914-current, 1922-10-08
Ny nMrtOn IInrrinrfnn.

pportnnity tc study and lean OF the
,topteinB and plans OF national advrr-
lsers during the thirty second an
uai convention Of the Poster Assoc
'ation. which viii be held In this city
ctobcr to l3 at tho Jefferson Hotel.
nu also to- learn tho great part
mich advertising has played In
ringing down tho cost OF distribu
ION. which has been the banc and
ugbear OF the ultimate consumer
ince tno immcmorial. On Wednes-
ny. October II. some Of tho really
zig men In professions. Industries and
dvcrtisInE will 10 present to tell
ne story first hand
Leading on the speakers for We'd
eBday is Thomas II. McAdams, presi-
cnt ~ the American Bankers Assc-
iatIon. and one Of Richmond's own.
lis hhdr"ss. on Banking and Adver-
isinS,' VIII TO intensely interest
~ 10 every businc,s man in Rich
iond.
1t Is not generally known. or al
aast a. well known as II should he.
iat ~" quantity OF goods produced
America makes IL necessary that
very 'nan. woman and child coustIn.
pproNinat"ly yT20 worth Of goods
order that the wheels OF Industry
kept going and that cmploymcn,
maintained. /, IL Il problem
'orthy OF the highest ingenuity and
rains OF American business men and
problem which both poster and
cwspapcr advertising is meeting
IN high degree OF success.
National In scope
These two types Of ADVERTISING. al
hpuEh national In their scope. are
IL, tlnt-
them. they have created 81 sum
icntiy great national demand to al
! Nv Tor quantity production. which. ..
curse, reduces cOst at the outset.
u the earlier days cf advcrti.ing.
mere wns "A mistaken notion. SIM an
ortunat"ly prevalent in some places.
nat The various media OF advcrtIS-
me- Ecr" competitive. Time HAS
hown. however, that Advertising d..
OF competitive. but cooperative, and
hai succ.ss.ul marketing depends
;'on the efficient usc OF co-ordinated
tdHertising. Thus we find news
apers telling the story CT tho advcr-
User in detail while the posters drive
ONE III" message in color.
Let the citizens OF this fine old
'outhcrn metropolis stop TO think
'hat would happen were both ncws-
'aper aud poster advertising sud
Ieniy removed. How would the big
obaceo comnan!c, the manufne-
ureTA and the producers o! this city
market their goods TO tho rest OF
\merica economically? IT 1. q
uest!on which hardly needs an an.
"er. b"eHus" u Is obvious thatthe
'eop!e OF Richmond could .ot com.
nence 10 consums even "A small
Taction OF R!chmond's production.
Not Vague Kind Of .'Tru.t.-
10 thoSc who have seen the big
"onty -four sheet posters in every
f'action o: the country. on uniform
hrecn- moulded poster panels. there
gas. perhaps, sometime come a
Thought OF tho magnitude of this
business. and the uniformity or tho
Pervicc might give rise to tho in
accent. though bascless. Impression
hat poster advertising was some
aguo kind OF a trust"
AS matter OF fact this uni
ormity Is tho result of highly de-
'~!oped ideals for service by some
1000 individuals on poster COM
)anies throughout tho United
I states. These poster companies are
n 5000 cit!es and towns r1d are
oined together In voluntary ser-
'ice association known as the Pos
er Advertising Association. This as
collation.. has. perhaps. the highest
'tandards OF practice OF any similar
association In tho world. It abao-
utely eliminated all liquor edver.
isinG from its poster panels years
,efore prohibition was effected. II
Toes not permit indecent. sugEcs-
i've or misleading advertising anu
maintains standard ~ns high as
iome of the foremost women's pub
icafions-like good housekeeping.
ana Is engaged solely In placing and
maintaining posters sent by adver-
Users.
Old Established Committee.
One OF the old established COM
nittees IS the censorship committee
which has. OF itself, cleaned up ad-
|vertisinG so far as posters are con-
1;erned. There IS kiso 4 service and
Inspection cOmmistce, which sees
hat the service Is kept up and
(which recommends the dropping
rom the association of those poster
companies that fail to keen I'D their
plants as required. In addition to
3this, there are many other commit
| eos which are always working for
The Improvement OF the mediums.
Mr.. w. w. Workman, OF Richmond
an association member, has been one
\ OF the most active. untirlng and
valuable workers for the cause of
better poster advertising. and 1t IS
mot too much to say that he has
I oeon behind. or associated with.
every constructive development in
fhis form OF advertising for the past
ken years.
But. aside from the technical dis
questions o. the medium. which can
he Interesting but to a few. there
Twill be considerable interest in the
pnore picturesque side OF the poster
advertising medium.
Those citizens OF Richmond who
lare interested in art will most GER
tainly want to be present at the
"Wednesday afternoon meeting In the
Jefferson to hear C. p. Falls. presl-
ficnt Guild Of Free Lance Artists of
fthe Authors League OF America. Mr..
1Falls is internationally known as n
renowned poster artist. and his talk
ION Poster Art" particularly as It Is
3being developed in America, will be
highly instructive.
VitnI and Important Message.
Likewise school teachers and edu-
Gators in art will surely want to lis
4tcn to Miss Carrie v. Hagerman, SUI
fpervisor Of art board OF education.
of Columbus. Ohio. She has a vital
and important message on the rela-
|,ion OF tho younger generation to
TART.