The Birmingham age-herald., 1922-03-18
PRESIDENT AD CLUB URGES TRUTH
 AND SINCERITY N ADVERTISING
Not in High Prices Real Pros perity Lies, But in Purchas- ing Power of Money onHand, Says President Macintosh

Charles H. Macintosh, president of the Associated Advertising Clubs of the World, addressed the Birming- ham Ad club on Truth in Advertis- ing" yesterday afternoon at l o'clock at luncheon given in his honor at the Tutwiler hotel. A large attend ance of members fthe club was present and extended MT. Macintosh hearty welcome.
 We hear a great deal about the
 fall of prices and that the bottom has
 been reached" said MT. Macintosh
 but according to history we have
 not yet reached the bottom. If his
 tory repeats itself We will be faced with 8 market with consistently de-
 clining prices for the next % years. Some of us have the idea that high prices indicate prosperity, but this is not the case. We find in Rus sia, the land of the highest prices
 ever known, desolation and poverty
 in it's most wretched state."
 According to statistics presented by MT. Macintosh the United States dollar has gained in purchasing power 33 Ia cents since the fall in prices began in 1920.
 Real Prosperity
 This fact" he said, will show where the real prosperity lies. Not
 in the high prices but in the purchas- l ing power of money on hand" Approximately 250.000 retail mer-
 chants now operating will go out of l hlcinaGg within of
 in the opinion of MT. Macintosh.
 During the war thousands of men 1 with little money started small | retail establishments and thrived. It 1 did not take great genius to make
 million dollars during the war. it | took good start, initiative and luck | for the accomplishment. Accordingly these men who entered the retail
 business in war time with inflated
 prices and good profits will find l 1t hard to accustom themselves
 to the present day conditions. | Therefore 10 years from now there will be approximately 250,000 retail
 merchants, now operating, out of the 1 business"
 Simplicity and sincerity in adver- ] Using was urged by Mir Mackintosh. .
 He stated that in his estimation the
 readers confidence in the advertise | menus appearing Tn the daily papers 1 was the thing most desirable. Commends Aee-BeraId | Always be sincere in your ads and state exactly what you have for sale. 1 Be truthful above all. I commend 1 the action taken by The Age Herald recently in regard to this matter.
 see that they guarantee their readers ] the truthfulness of the advertise
 ments appearing in that paper"
 John Sparrow, president of the club, presided over the meeting and l introduced MT. Macintosh.
 Among those present at the lunch
 con were: Mrs. E. W. Barrett Thomas | J. Crittenden. J. J. Eaton, Henry Por- l ter. H. J. Porter. M. V. Joseph, W. c. Lackey. Robert E. Mu. phy, T. J. lief lin. John Sparrow, D. R. Petit, McGee
 Bamberg. H. J. Parrish, Ralph Sil-
 yer, R. c. Thompson, Otto L. Cash.
 l.. E. Rogers, Robert Aland. H. C. Stuart, B. M. Eastburn, Morton Simp-
 son, Otto Buehrmann, Colman Blach
 H. A. Spielberger, R. A. McInnis, V. R. Coudert, W. H. Jeffries, R. L.
 Davis, R. B. Chandler, T. J. Holberg, ! Gus Douglas, Asa Rountree. Jr, D.. R. Smith, E. I. Leighton, w. Paul
 Pim c. P. Loranz. L. A. Niven. Thad
 Holt. P H. Bogardus. M. W. Canister, | Charles J. Leomer, Julian Saks. F. w. Bromberg, Harry L. White, John De-
 Shazo. George McClery, Virgil V. | Evans.