Evening star., 1926-10-27
ADVERT|SERSTOLD
/ THEY SLIGHT FARM
Ad Men Here Warned OF
Rural NegIect-President
to Speak Tonight.

convention banquet.
American industry spent in all forms
Of advertising in 1928, the astonishing
total of 1891 900, 900, said Mr..
Charles, who represents the Charles
Advertising Service. but only 100000
600 of this sum went in advertising
appealing directly to the farmer.
Reminding the membership of the
association which handles so per
cent of the national advertising in
the United States, that the buying
possibilities amonG the farmers are
enormous Mr.. Charles declared that
advertising agents and sales mana gers
apparently had overlooked approx
mately AZ per cent of the total popu-
lation in their endeavors to sell the
cities.
Holds Farmer Sighted.
You have made no effort. or only
partial effort. to secure some OF the
annual agricultural wealth, amount
ing to nearly $4,000. .0o9 in 1925. the
speaker said.
You have expended only 81 a year
per capita to reach the farmer and
nearly SO year per capita to reach
the city dweler''
Mr.. Charles claimed that the small
town population is too great 10 be
safely ignored. pointing out that the
trading area has been extended in
every direction BY the automobile
and motor bus.
Much of the unrest on the farm to-
day is due to the fact. he said, that
the woman folk feel they do no; have
the conveniences In their homes
which advertising has brought large
1y to the men in handling their work.
1873 Agencies Represented
Nearly zoo advertising men from
ell parts of the country, representing
IA3 affiliated agencies. had registered
nt the headquarters this morning for
the opening session. Most of the
early session was devoted TO feceiv-
Ing reports from 81 committees of the
organization. which have been at
work during the past year on prob
lens involving national advertising
and agencies. Roy S. Durstine of
New York, president of the associa-
zion, opened the convention this
I1orning.
President Coolidge is to. he the
hrnor guest at the convention banquet
tonight. His message 70 the adNer-
tisers, the first the President has pre-
pared on this phase Of business. will
he broadcast over station WRC at
O'Clock.
oInpf TdO1o StdtltHS ftFihNS hf' W.
the broa dca sting are: WEAK. NtStl,
WAR. WTAG. VITO WGi:. WILT.
WTAM, Voc. WCCO. WTAE, kSD,
WSAI and WDAF.
Largest Convention.
Edgar d. Mason Of Chicago. chair
man Of the convention committee. ne
iieves the Washington assembly, which
lasts two DAYS. will bring together the
largest number Of delegates that ha We
ever attended convention OF the
sssocia ton Hope was expressed that
the members would lake advantage
ii the opportunity while hereto make
A. study Of plans for the future de
velopment of the Capital. 90 tlley may
be in position 10 help arouse ma
tional interest in them prior to the
opening of Congress. q
Speakers at the luncheon today
were S. f. Thompson of the Chicago
Tribune. former president of the
American Newspaper Publishers AS
sociation: Frank I;raucher. troweli
Publishing Co. vice president Of the
Periodical Publishers Association. and
Malcolm Muir. Mct;raw-IIill Co. Inc.
president of the Association Business
Papers Inc. st. Elmo Massengale
of the Massengale Advertising Agency
Atlanta Ga. will I've the tOastmaSter
at the luncheon.
While the luncheon will he confined
TO the regular addresses on the pro-
gram. there will follow round-tahle
discussion of advertising problems
from the viewpoint of the business
Itself and the public. Recent rulings
of the Federal Trade Commission af
fecting newspapers and advertising,
il was said, also are due for consid-
Grafton.
Round.table Speakers.
Speakers at this round table were
announced as follows: John Ben
son of Benson & Gamble. Chicago.
Conducting An Advertising Agency
Business With Profit: f. J. Ross of
New York. Where Advertising
Agency Service Begins and Ends:
clarence ID. Newell OF New York.
THE Agency's Position in lhe Field
of Business Economics: Work Of
the Research Department Of the
Four AS and Its Application to the
Problems of the Individual Agency
will be subject discussed by
stewart l.. Minis Of j. Walter
Thompson Co. and DIR. Da mel
starch, director Of research for the
American Association Of Advertis-
ing Agencies.
other speakers al the dinner to-
night. besides President Coolidge. will
he B. Kirk Rankin Of Nashville,
Tenn: John A. Park of Raleigh. \.
c.: kerwin n. Fulton and Edward
r. Hall of ST. Louis. James w.
Young of the j. Walter Thompson
Co, Chicago. will be toastmaster.
Tomorrow sessions will he de
voted TO routine business and also
a round table discussion OF prob
lens. Those committee reports
. which may not have been submitted
today will be filed by their respec-
tive chairmen. There also will be
addresses by r. +. Moser of Utica.
~ Y, s. W. Page Of New York.
Ernest Elmo Calkins of New York.
Charles w. Hoyt Of New York. Rich
ard s. Humphrey of Boston. William
II. Johns Of New York and Louis
Honig of San Francisco.
Arrangements are being made to
take the delegates on sightseeing
tours OF the city during their stay
here
The annual election OF officers. at
which a successor TO resident Roy
s Durstine will be chosen IS sched
uled tomorrow afternoon at o'clock.
Tomorrow also the Advertising
Agencies corporation. affiliated body
meeting with the association. will
hold its annual directors meeting.
President Charles w. Hoyt will pre-
side Officers are to he elected at the
meeting of the directors.
With the convention closing tenor
row afternoon. most Of the aurertls-
ing men will remain over for a goi.
tourney AS guests of The columbia
Coli Club. President Durs,ine has
offered 81 cup TO the winner.
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