The Alaska daily empire. [volume] (Juneau, Alaska) 1912-1926, 1924-07-17
ADVERTISING
URGED UPON
ALL CLASSES
Makes Free Press Advocate
Of Peace Says at Ad-
vertising Conference.

JJNDON, july lf.---h litD " COS
and international peace as a result
of advertising were urged today by
Edward A. F'ilene of Boston, prom
inent peace advocate, in on address
delivered before the international
advertising convention of the Asso-
ciated Advertising Clubs of the
World
Newspapers everywhere, the
speaker said, free from the control
of Especial interests" will be re-
5ponsible for the peace of the world
Big advertising. it was contender,
tends to make the press independ-
mt and thus enable the editor to
go straight in his search for facts
md truth
The cost of publishing the modern
newspaper. Mr.. Filene explained, far
exceeds the returns from circulation,
or the price paid by readers ana
subscribers. Six million dollars
year-more than million pounds
has become a very ordinary figure,
he said, for producing a great daily
in our large cities"
Meets Competition.
1T is clear, therefore, he con-
tinued, that the press is made an
ever-increasing necessity of meeting
competition by enormously expand
ing the sources of its revenues.
Additional revenues are obtained by
a free press" he explained, prin-
cirally by means of advertising.
These newspapers that are not
free" he declared. may obtain
their additional revenues from
special interests" In the long
rum" he warned. there is no single
factor more threatening to world
peace ssthan a. press controlled by
special interests
BY advertising, the speaker said,
might not always overcome the in
fiuence of special interests On the
press; and on occasions and over
short periods of time. big adver-
tising itself might attempt to con-
troll newspaper policy.
'But in the long run big ads can
be paid for only by big sales" II
was pointed out. And big sales
will not come unless readers have
confidence that the paper can be
relied on for its news and edi-
torials.'
Is Social Service.
- Big advertising Is not an econ
omic waste" the speaker continued.
ut is a social service. 1t Is more
than that 1t is the basis of press
tat is financially free. 1t is the
fundamental factor upon which de-
pends the ability of the press 70
furnish facts disinterestedly, and
thus promote the outlook for world
peace"
The dependence of the press on
/ advertising, 1t was stated, and the
consequent dependence of world
peace. insofar as 1t Is affected by
the modern press, happen both to
be In accord with the basic changes
row under way in production and
distribution.
Mass production is well under
way in most countries of the world
declared Mr.. F'ilene. Trusts, both
vertical and horizontal. which exist
and are coming to the front in ever
increasing numbers, are in line with
the best interests of social progress
even though at his pioneer stage
they have all the faults of pioneer
ing" The speaker explained that
mass production and mass distribu-
tion were inevitably dependent on
mass selling and that the entire
program was dependent on big ad-
vertising.
The speaker pointed out that ad
vertising in the United States in
1923 reached the amazing figure of
$628,000, 900. Advertising in the
daily press has grown by leaps and
bounds-is growing-will grow at
an increasing pace as we go on to
meet the future