The Columbia evening Missourian., 1922-06-09


b. United Pres.
MILWAUKEE June 9.-Five thousand
business men and women, most OF them
from the United States and Canada. but
including representatives from England.
Porto Rico. Switzerland. South Amreica-
Mexico. and other countries, will attend
the eighteenth annual convention OF the
Associated Advertising Clubs OF the
World, in Milwaukee June II to Is.
These meetings Of the Associated Ad-
yeriising Clubs. bring together bankers.
merchants. manufacturers. publishers, Of
fciaIs Of civic organizations, and experts
in advertising. The conventions bring
publicity TO the aid Of the public at
large by applying the art Of advertising
to the great problems Of the day. This
year. two themes Of general interest will
be, how advertising may be made a sta
biizcr in the present trend Of business,
and the part that advertising must play in
changed business conditions.
These conventions also help to educate
the public as to the true character Of ad-
yertising. They advertise advertising.
They give a consumer an opportunity to
examine the publicity experts view of
his calling and reach a conclusion as to
whether the vast sum laid out every year
estimated at six hundred million dol
lars in the United States alone-is used
to the advantage or the disadvantage Of
the public. In the experts view, adver-
tlsing l. not merely a means employed
by merchants and manufacturers TO sell
goods. Over and above that, it is pub
lie utility, rendering service as dis
tinciive as any public service corpora
ton. As one example Of this service, the
advertising man points out the part which
advertising plays in what is known as
quantity production" Advertising en-
ables manufacturer TO sell ten light mo-
tor trucks, for example, where otherwise
he would sell but one, and nine out of
the ten purchasers thus better equip
ped to serve their public, are enabled
TO buy the trucks because the greater
production brings the price within their
means.
The convention will open Sunday after
noon with an inspiraiional meeting at the
Municipal Auditorium. at which an au-
dence Of 10000 persons is expected. May
or Hoan Of Milwaukee will welcome the
delegates TO the city and Charles Henry
Macintosh, president of the Associated
Advertising Clubs of the World, will re-
ply. There will be an address by DIR.
Charles Aubrey Eaton, president of the
American Educational Association. and
Sir Charles F. Higham. of London. men,
bcr of the British House of Parliament.
AT the general session of the conven.
iion on Monday, President Macintosh
will speak on The Spirit Of the Con-
yention;" ". NJ. Jardine, president Of the
Kansas State Agricultural College, on
THE True Position Of Advertising in
Marketing American Manufactured Pro-
ducts Howard W. Harrington, Moline.
ILL., "Adyertising-The Slabilizer in the
Present Trend of Business" James A.
Emery, Of the National Manufacturers
Association, Industry and the Public; =
and L. J. Cunnif, Toronto, International
Phases Of Advertising they Are
Affected by Changing Conditions"
At the general session on Wednesday.
o. c. Harm, New York, will speak on
The Importance Of Co-ordinating the
Various Mediums of Advertising: The
National Campaign, the Sustaining e.
fort, the Intensive Follow-up, the Check
ing Of Returns and Circulation Adults;
Anderson Pace, Baltimore, Clearing the
Decks" ". 5. Ashby, LaSalle, ILL.,,
Competition as Stimulus to Business
Edward T. Jordan. Cleveland. How Do
You Find Business?-By Going After
It.; Capt. John W. Corby. Waukegan.
ILL.,. The Notwithstanding Movement
How II Is Affecting All Legitimate Ad-
veriising"
Besides these general sessions for all
the delegates, each group included in the
Associated Advertising Clubs will meet
for the consideration Of questions per-
tanning TO its individual problems.