The daily banner. (Cambridge, Md.) 1897-2008, 1922-06-12
SOUND ADVERTISING
Sign POST" OF SUCCESS
Department OF Commerce Repre-.
sentative Advises Business Men To
Use Advertising Space Freely.

Follow the sign post of sound
advertising if you are seeking the
highway of business success is the
advice of P. NJ. Feiker, formerly
personal Assistant to Secretary OF
Commerce Hoover, and now special
representative of the Department OF
Commerce.
Speaking at the First National In
dustrial Advertising Conference OF
the Association Advertising Clubs of
the World in Milwaukee, Mr.. Felix
er declared that his suggestion ap-
plies to Government as well as bust
ness. He said: advertising can
bring Government and business to-
gether, because advertising brings
business and the public together
and the Governments relation TO
business is after all simply the pub
lies relation to business
The Commerce Department is a
regular treasure cave OF copy
ideas. Every advertising man in a
manufacturing establishment, every
head of a copy plan BOARD, should
take little box of note books and
go to Washington for new ideas, in
the whole program for a better un-
Mr.. Feiker's opinion. He said that
derstanding OF statistics in industry,
the advancement of our foreign
trade and its long time and vital re
lation to our domestic trade, the
elimination OF millions OF dollars OF
industrial waste through simplitied
practice, all are full of copy ideas
for advertising both in the field of
industrial advertising and in the
field OF general advertising.
IF twenty of our largest adver-
tisers, Mr. Feiker said would APP
proach their business from the point
Of view of eliminating waste along
the line OF simplifying sizes and
eliminating excess varieties and
then advertise their programs of
simpliiication to the buying public,
one of the greatest forces for pub
lie education and more intelligent
buying would be started. And more
intelligent buying will make posi-
BILE more regular production, cut out
seasonal variation and unemplOy-
ment."
Let industry police ITSELF" is the
new policy of the Department of
Commerce in the opinion of Mr..
Feiker. In carrying out this policy
over one hundred and fifty foreign
trade committees from different
business associations are working
through fifteen or twenty special
ommodity experts of the Depart
ment of Commerce in the extension
OF foreign trade in different fields of
activity. and as result of this help
full service to industry the inquiries
from business men per day at the
Department have jumped from two
Or three hundred to over one thous-
and, according to Mr.. Feiker.
He referred to the accomplish
ments of the new Division of Sim
lifted Practice, established less than
year ago as part of the Bureau of
Standards. This Division does not
tell industry what it must do to be
saved, but reverses the operation
and acts as a center point to which
committees of industry representing
all branches, buyers and sellers and
speciflers, may come to discuss the
opportunity for the simplification of
dimensions and the elimination of
excess varieties, Mr. Feiker said
He added that after less than a
years work this division has already
concrete evidence OF accomplish
ment. The paving brick manufac-
turers have reduced the number of
paving bricks by mutual consent be-
tween themselves and their buyers
from &C to SO. The metal beds,
wooden beds and springs and mat
tress manufacturers meeting to-
gether at the Department decided on
g. low standards sizes instead of
scores and odd sizes. This squeez
ing the waste out of industry by way
of industry is proceeding along
many other lines with excellent re-
suits assured, Mr.. Feiker declared