Evening star., 1925-11-18
NEW POSTAL RATES
DECLARED UNSOUND
II
Advertisers Claim Increases
& Are Detriment to Ameri-
4 can Industry.

by Congress last year 3S being both
'prohibitive and unscientiflc" to the
detriment of American industry. the
Association of National Advertisers in
It's final session today at the May
flower Hotel adopted resolrIt ion
calling on Congress to reinState the
postal schedules for the first. third
aid fourth classes of mail which We're
in effect in 1874.
4 The resolution was presented by a
Committee on postal rates. headed by
F. y. Fellows nf Chicago addresso-
graph concern.
Text of Resolution.
The resolution follows:
Whereas Congress at its sixty
eighth session increased postal rates
t. a prohibitive point without any
scientifiC basis. therefore 10 the detri
nnent of American industry. and
Whereas. except for charges i'm
properly alloCated 10 the Post Office
Department. the department Il now
producing substantial profit over
and above the cost of carrying the
mails. and
: Whereas said rate increases are dis
eriminatory and amount to 4 special
tax upon those who use the mails.
BE it resolved. That the Associa
ton of National Advertisers. c"..l-
posed of leading manufacturers Of all
H1eS hl american INDUSTRY. DN vote
of its membership in annual conNen-
tion assembled. protest the increa ases
aS adopted and
Resolved. That we advocate the re-
turn of seCnnd-class rates 70 those
ln effect in 1870. for the reason that
the 1920 rates produced the greatest
volume of revenue from that class of
mai for the department, and
E'Resolved. < That we advocate the
return Of first. third and fourth ella ss
rates 70 those in effect in 1924. for
the reason that those rates. long in
effect. were scientifically arrived AT
by the Post Office Department from
the standpoint nf the cost OF carrying
the mail the proper balance Of the
mail and the public service which the
Post Office department should rem
der TO American business.
Acts as Boomerang.
The assoCia ton has been consider
ing the matter Of the postal resolution
since the address Of Mr.. Fellows last
Monday on The Postal Outlook in
which he declared the increased rates.
especially on third class mail. are
proving to he a boomerang because
they are causing large users of this
class of mail to curtail heavily their
expense for postage. He predicted
that unless the lower rates were re
established. the postal deficit for this
present year would run nearer 10
800, 900 600 than the $40 900 600 re-
ported by Postmaster General New
for last year.
A resolution also was adopted At the
morning session extending the ap-
preciatio of the association for the
entertainment afforded the members
of the association by Fleming New
bold and other officials of The Star,
a md hI- no tlo ciDr,.
Country Club and local business men.
addresses We're made this morning
BY Martin T. Rice. ma ger of the
publicity department of the General
Electric Co: Lee n. Bristol. advertis-
Ing manager Of the RristolMyers Co:
William H. Grimes. president Of the
Commercial Credit Company OF Balti-
more Md: Rivers Peterson. editor Of
The Hardware Retailer. India ma polls
Ind
t'The ASSOCIATION will hold its semi
annual Summer meeting at some
Western city. In he decided upon by.
sreferendum later.
Advertising In Industry.
In an address last night al the an
nual banquet of the associa ton. held
a. the Mayf1over Hotel. Merle Thorpe.
editor of the Nation. told of the vital
part national advertising pays in the
development Of the great manufactur-
ins concerns of the country. and
while admitting that there is such
q thinE as foolish expenditures for
advertising. he stressed the point that
mass production of products is de-
pendent to an extreme degree upon
mass Advertising
1T is the lack Of understa ndina of
advertising as an economic force that
causes clerks tn tell customers that
an article costs more because 1t is
advertised nationally" he declared.
fOf course. advertising pays. Rut so
does manufacturing pay. and so does
transportation and retailing pay. 1t
pays to send out salesmen. But If
these statesmen were tongue-tied it
would not pay: il would he an
economic waste. If advertising is
tonsue-tied it, too. would he an
economic waste.
Tax on Advertising.
Mr.. Thorpe declared that because
mar do not understand national ad-
yertising unntellisent legislation re-
suited He alluded 10 the increas sed
postal rates in saying: Would YOU
put tax on mass production. pena liz
ing man or an industry which makes
possible a superior product At a price
no other country can meet in spite
of its low wages or low living costs?
Certainly not. But our Government
is doing that very thing today in plac-
Ing special postal tax on advertising.
Where would mass production he
without mass selling? Can you imas-
Inc mass production finding an out
let by the old individual salesman
route? In the beginning man ped
died his own product. Then as he
prospered he employed another man
to do the peddlins. Then we had the
age Of commercial travellers. but the
pace became so swift that in order to
keep up with the increased produc-
tion Of comfort commodities some
method Of multiplying the salesman
had TO be found
National Advertising was the an
swer. 1t takes the place today of
millions of salespeople 1t short cuts
the whole distribution process. Ad-
Sertising not only supplements but
compliments mass production When
the history Of this decade is written.
describing. as it WILL In superlatives
the tremendous advance in the stand
ards of living whereby the common
est laborer has lyxuries that kings
so years ago did NOT dream Of a
large chapter will be devoted to this
tittle-understood phenomenon, national
advertising. Machinery will he given
credit. as will transportation and man
aeement. but the credit for motive
power will go to advertising.
Is Economic Necessity.
advertising as a social agency, as
an educational influence. as a pur-
veyor of business intelligence-all
these things. YES. but the greatest
of all is its place In mass production.
an economic necessity in this com
pick and intensive industrial period"
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