Evening star., 1926-10-28

from L f'dB0.y
casting stations, to a vast unseen at.
dience scattered throughout the coun
try, who heard him emphasize his
program of reconstruction and pros
perity."
His address. perhaps the last he will
deliver before the election on Novem.
ber 2, was in no way a political ap-
peal, but 1t conveyed q message 20 the
American people of continuing pros
perity In the event the preSnt eco
nomic policy remains undiSturbed. 1t
was made before nearly 400 persons
prominent in publishing and advertis-
ing circles.
The Republican administration, he
told his audience, has contributed ito
peace and prosperity during the re-
construction period" in the form of
Curtailment of the national debt, de-
crease in the number of Federal en-
plOyeS, tax reduction, limitation of
naval armament, smaller national de-
fense appropriations, loans for reha-
bilitation work in Europe and finan-
cling in South America.
Gives Advertisers Credit.
To the advertisers themselves Pres
3dent Coolidge attributed much of the
success of the American industrial
system. which he declared has devel-
oped mass demand, making possible
mass production at reduced costs.
Etressing the Importance of service
60 industry and the public he asserted
that the public no longer fears great
business agSregations, but rather has
made them its greatest servants.
perhaps the most creditable aspect
Of present prosperity is that wages
are high. while profits have been mod
crate" said the President. THAT
means that the results Of prosperity
are going more and more into the
homes of the land and less into the
enrichment of the few. This problem
Is not entirely solved vet. Here and
there abuses occur, but business is
gradually being taught that the only
method of permanent success lies in
an honest, faithful, conscientious ser
vice to the public"
Sees Increased Commerce.
After pointing to the Nations enor-
NOUS capacity for production and
consumption. through high wages.
"the greatest distribution of wealth
that the world has ever seen" the
President asserted that IF we proceed
under our present system there would
appear to be little reason to doubt
that we can continue to maintain all
of these high standards indeh-
nitely. and, with our home markets
as a foundation, increase our foreign
commerce.
1T is on this foundation Of enlarg-
ing production through the demands
created 10y advertising that much Of
the success of the American indus
trial system rests" the President
added But nothing would appear
TO be palmer than that this all de-
pends upon the maintenance Of our
American scale Of wages. which is
the main support Of the home market.
1T is to be seen that advertising
fs not an economic waste 1t admin
!sters to the true development Of
trade"
Mr.. Coolidge held honesty in bust
ness to be the only method of perma-
rent success and declared there can
be no permanent basis for advertising
except a representation Of the exact
truth"
James w. Young of Chicago, vice
uresident of the American Association
of Advertising Agencies. was toast
master at last nights banquet. One
of the speakers on the program, ker-
win II. Fulton of New York. president
of the General Outdoor Advertising
Co, was unavOdahly absent. and his
place was taken by S. NJ. Holiday.
Another speaker, John A. Park Of
Raleigh. n c, president Of the South
ern Newspaper Publishers ASsocla-
zion, also was unable to attend.
Trade Keynote Sounded.
1t remained for B. Kirk Rankin OF
Nashville, Tenn. eXpresident of the
Agricultural Publishers Association,
10 sound a keynote of future trade pos
eibilities with the Southern States, de-
spite the sensational drop in cotton
prices.
A most cheering factor in the cot
Ton situation, the speaker claimed, is
tie fact that the world consumption