Evening star., 1925-11-16
Star Entertains Wives.

| the convention were the guests of The
! Star this afternoon at a luncheon at
! the Columbia Country Club, and later
| We're taken on "a sightseeing trip about
| Washington.
! American business will find il in
| creasingly difficult for years to come
| to locate adequate outlets in the mar
| kets of the world for its surplus prod
ucts, Edward a. Filene of Boston told
! the association in one or the few
| scheduled speeches of the meeting. As
\ a result OF the war. Mr.. Fiene said
| European nations are under the great
| est pressure TO export their goods
they will produce them under scale
, Of living lower than ours, in fact
! lower than their own pre-war scale,
| and under the pressure of present
conditions European exports will con-
tinue even after profits have stopped.
| This Mr.. Fiene added. will force
super competition in the United
! States and will mean domestic bat
| tic OF price-cutting, leading 10 a dras-
| tic campaign OF wage cutting. lie
| said the early period will be a fight for
| readjustment which will ultimately
witness ruthless wedding out of the
! businesses that do not go beyond
mere price cutting and wage slash
! ing.
! MASS EouuttioH u bEtSttI-
| The survivors of this campaign. Mr..
| Filene said. viii be the businesses
| in which waste Is eliminated and sci
| entifc methods introduced. This in
| tense competition, not only in our
| domestic markets. but in Europe as
well, VIII compel business and indus
| try 10 change their methods II pro-
| duction and distribution. He predicted
| that ultimately American manufac-
| turers will be forced into mass pro-
! duction and mass distribution. and
| that application of such methods will
| reduce prices and increase wages at
the same time. raising the general
standard of living in those countries
where they are applied.
| Turning to national ADVERTISING
| Mr.. Filene said the businesses which
| adopt mass production and mass dis
! tribution will be better prepared to
| meet the coming super competition -
! than business not organized along
| such lines. He pointed out that ma
| tionally advertised products are made
| under conditions of mass production,
agreeing with Mr.. Schumann, and
| that national advertising has per
| formed real service in he devel-
| opment of mass methods Of produc-
| tion and distribution.
Scientific Advertising Urged.
/
Mass production. Mr.. F'ilene said. is
| dependent on mass selling, and an i'm
| portant service of national advertis-
! Ing will be to educate the buying
| public 10 this vital principle.
| Big advertising, the Boston ner-
| chant said. is a social gain. and is one
! OF the forces that are bringing about
changes in production and distribu-
| ton that are most adya ntag geous TO
| the progress OF the United States
| He added that all signs indicate ad-
! veltising VIII be made to appeal more
| to reason and less to the emotions in
the future, and that advertising cam
| paigns Will be based more on scien-
tific methods and less on chance or
! luck.
| Among the speakers listed to ad-
! dress the meeting this afternoon are
| Prof. II. ii. Maynard OF Ohio State
| University, j. r. Brundage of the
White & Wyckoff Manufacturing Co.,
| Carl Galley of the Yawman & Erbe
| Manufacturing Co.. G.. A. IIeintze-
/ mann of the Dexter Folder Co. and
! r. y. Fellows of the Addressograph
Co. Group meetings We're TO be held
| simultaneously with the main confer
ence.
Dinner Dance Tonight.
Tonight the more than 200 dele
gates to the convention and their
wives are to turn from the more
serious aspects of their business here
to a cabaret and dinner dance at the
Congressional Country Club arranged
for them through the publisher of the
Washington Times. Several skits
have been arranged. among them a
male beauty contest which will be
judged, according to r. X. Leavitt
secretary of the association, by the
wives of the contestants 'in order TO
avoid any possibility of bias" The
association has a male chorus. Busses
will leave the Mayfiower Hotel at 6
O'Clock.
officers are to he elected AT the
morning session tomorrow. while the
annual banquet of the association
will be held at the Mayf1ower tomor.
Irow evening, with Strickland Gillian
of Baltimore and Merle Thorpe OF
Washington scheduled to speak. The
convention will close with a business
session Wednesday morning