Evening star., 1924-07-16
BOOST FOR j. S. ADS.
SEEN FROM PARLEY.
Leaders at London Confer
| ence Believe Discussions
!! Will Bring Progress.
RESEARCH is ADVOCATED
Selfridge Talks to Delegates.
Houston Chosen for 1925
Gathering.
Nv the ARocia ted Press.

By the Associated Press.
LONDON, July 16.-Serious discus
sion Of specific problems Of advertis-
ing today occupied the third day OF
tho International Advertising Con-
vention, which was devoted for the
most part to departmental confer
enoeA
Leaders OF the convention expressed
thoopinion that the conferences this
year would form the basis for an
immediate opening for advertising on
a universal scale and would allow the
United States delegates to bring to
bear upon the delegates of nations
not yet highly developed along ad-
vertising lines the modern and ad-
vanced conceptions Of the industry
prevailing in the United States. Be-
cause of the rapid growth of newer
interests in the departmental meet
ings, especially because of the op-
portunity they afforded for discus
sion Of problems of advertising on
an international basis, the present
convention was the most important
yet convened, it was declared.
Selfridge Talks to Gathering.
One of the most important depart
mental meetings, that of business re-
search, which includes the vast prob
lem of industrial and commercial ad-
vertising, was addressed by Gordon
Selfridge, the American who first in
troduced to London the idea of de-
partment store advertising on a large
scale. Speaking on research in mer-
problem of finding material to adver-
tfse was a great one. He had found
that the manner of presenting goods,
specially to a skeptical public, such
of advertising of the highest type.
He thought there was a virgin field
before advertisers on this subject of
research.
Mr.. Selfridge was followed by Har-
ry Dwight Smith of Cleveland and
Ray Vance of New York.
The newspaper executives heard Cor
nelius Vanderbilt on the subject of
the tabloid newspapers. and L. w.
Clayborn of Milwaukee.
Malcolm Muir of New York, speak
ing before the Industrial Advertisers,
said that the industrial markets in
the United States still offered the
widest opportunity to the advertisers,
Du. eaaf i 1t h;ss Was the the International
was most interested and which ad-
vertisers needed most to develop.
Houston Gets Convention.
Houston, Tex. will be the scene of
the 1925 International Advertising
Convention, being the unanimous
choice of the board of club presidents
at meeting yesterday evening. 1t
will be given approval by the general
meeting of the delegates Thursday,
as 1T is the only city which will b.
placed before the convention
Lou Holland was the choice of the
board for reelection as president Of
Nso%
the World for the next year. and Jesse
H Neal was also nominated for re-
election as ecretary-treaSurer These
nominations were made without op-
position, and they will be placed be-
fore the convention for confirmation
Thursday.
There was no other city in the con-
test for the 1925 convention, and no
opposition was raised against accord
ing Houston the honor. 1t was made
unanimous by a motion proposed and
seconded by the British delegation,
which last year won the honor for
London, when Houston retired in Lon
don's favor.
advertising woman, was elected chair
man OF the Women's Advertising
Clubs of the World at an executive
session, and Miss Ethel B. Scully of
Milwaukee was chosen to represent
the women's clubs on the executive
Clubs of the World. Miss Scully did
not attend the convention.
1t is only left for the delegates to
approve the action of the board and
present minor plans for the next
meeting. The decision as to dates
for the Houston meeting will be left
to the executive board.
Delegates at Banquet.
The delegates last night enjoyed
the unique honor of attending a
banquet given by the Associated
British Advertising Agents in the an
cient Guild Hall, in which the Guild
merchants of olden time use to sit
and which is seldom used, except for
municipal functions of the highest
The lord mayor, Sir Louis Arthur
Newton, the principal speaker, re-
called the history of Richard Whit
tington. thrice lord mayor OF Lon
don, and his advertising agent, his
famous cat
Stanley Resor. president OF the As
sociation of American Advertising
Agencies, responded. The Americans
particularly appreciated the occasion
and one New Jersey delegate recall
ed that an ancestor of bis 200 years
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