Southwest Washington labor press. [volume] (Hoquiam, Wash.) 19??-19??, 1925-05-22

been the automobile. Il has increas-
ed our national efficiency, stretched
our national vision, improved our ma
tional health, and It has added some
per cent Of sheer joy, some dangers,
and much excitement to life. | can
not believe for a moment that We
should have such n diffusion and such
a general application Of this great
invention now, had it not been
for the force of advertising. It
would no doubt have crept. slowly in
TO use over a few centuries If we we're
without this powerful agency, as did
the first revolutionary discovery in
transportation-the wheel cart. The
news and use Of that great invention
travelled only as fast as some neigh
Dor saw it with his own eyes If
you gentlemen had had che job Of
putting it over you might have speed
ed up the advance Of civilization 9
few centuries.
One profound economic effect Of
advertising is oftimes overiooked-its
influence upon production. The gen.
eral knowledge and rapid distribution
Of an article, which can only be ac-
complished through advertising, ere
ates large production and thus lower
costs and prices. Modern advertis-
ing is the handmaiden of mass pro-
duction. Moreover, your convincing
announcements of multitude of inn
provements on everything spreads q
restless pillow for every competitor
and drives him to further and faster
exertions to keep apace.
There is still another phase of adj
vertising that has always interested
me, and that is the impulse advertis-
ing has given to the distribution Of
news, information, good cheer and
educational material to our people.
Obviously, were it not for the vast
extension of national advertising, we
should never have had the fine devel-
opment of our periodical magazines;
and were it not for the growth Of To-
cal newspaper advertising, our pub
fishers would not be able to produce
the great journals which are of such
incalculable value. II
Some say that without advertising
the subscriber would carry the bur
den; that is, he would pay the largely
increased price necessary to support
a publication which did not contain
advertising. But all this is disproved
by a simple test; publications which
attempt to circulate without advertis-
ing seldom go far and generally fail.
There is a collateral to this inde-
pendence and support of the press
that is the indirect financial lift CIV
en- to our authors and illustrators. To
command circulation, and therefore
advertising, whether to a particular
class or to the public at large, there
has come competitive demand for the
genius of the author and the artist.
In bygone centuries these professions
were compelled to seek out and fiat
ter some patron-to live in an attic
or in the patrons hall bedroom, and
except on favored occasions to eat at
the second table. But now the Midas
of advertising has given them free
dom of independence. They are so
situated now that even they are sus-
ceptible to your wiles in stirring sup
pressed desires. Today there is no
Grubb Street in our world.
You have devised fearful ingen-
uity in forms and mediums of adver-
Using. The landscape has become
your vehicle as well as the press. In
this use of hoardings and the country
side we are all glad to see that you
are taking into account the fact that
good taste in advertising display
must grow apace with the improving
taste of the community if you are to
get results instead of completes. Pro-
gress is being made and l have faith
in your knowledge of applied psy-
chology, for that is part of your job.
The notion that advertising in its
broad sense is an economic waste has
been long since abandoned. have
already mentioned its social use in
advancing standards of living and it's
economic influence upon mass pro-
duction and thus it's contribution to
lowered costs. More directly it is an
economical form Of distribution. The
steady increase in volume of adver-
Using in our news and periodical
press is only one proof that it is such
an economical form of distribution,
for if it did not secure greater re-
suits at less expense it would de-
crease, not increase. The consumer,
searching for article or service, turns
to the advertising columns of our
press to learn just where to go after
it, and so avoids the waste motion
and loss of time and strength involved
in blind search for fulfillment of his
daeira All thaaa thinCa eliminate