Evening star., 1928-11-14
ADVERTISERS PLAN
QUALITATIVE TEST
Organization Proposed Simi-
lar to Audit System in Field
s' of Circulation.

Formation of an organization similar
to the Audit Bureau OF Circulation to
conduct qualitative work in the field OF
publication and perform service SIM
liar to that which the Audit Bureau OF
Circulation is doing in the quantitative
field was advocated today at the twelfth
annual convention of the American AS
sociation of Advertising Agencies. meet
Ing at the Hotel Mayf1ower, by Stewart l..
Minis, vice president of the j. Walter
Thompson Co. of New York and chair
man of the associations committee on
research.
Under his plan a corps of competent
investigators headed by suitable ex-
pert would conduct its work under an
executive council composed Of publish
ers, advertisers and advertising agencies,
and ascertain, for example, the best
fields for advertising certain products.
Formation of System Urged.
The time is ripe for the formation of
such an organization, Mr. Minis told
the delegates urging that such move
merlt should be given the full support
of the publishers, who, he said, could
save millions of dollars by substituting
an investigation of a central impartial
bureau.
John Benson, the organization presi-
dent, set forth the aims and policies of
the association in his opening address.
In relation to advertising agents. Mr..
Benson said, the organizations mission
is to educate and not dictate; to en-
courage members to govern themselves
with broad point of view, rather than
promulgate rules and enforce COM
pliance under penalty. and to foster a
fraternal feeling among advertising
agents and professional tone in agency
competition-a spirit of good sports
manship and sound practice.
Concerning publishers, Mr.. Benson
said the organization should strive to
facilitate agency relations with pub
fishers by standardizing and simply
tying forms, plates, inks, pages and
their cost and effort of selling national
advertising wherever feasible.
Advertisers to Be Favored.
Concerning the advertisers, Mr.. Ben-
son declared the organization should
attempt to put the interest Of the adj
vertiser above every other consideration,
and to coordinate and harmonic ell
competing media under the single
policy of serving the advertiser, thus
reducing destructive competition.
MIR. Benson told the delegates that
in relation to advertising and Its adj
vancement the organization should ell
deavor to deepen public confidence and
to discourage any misuse of editorial
influence which might weaken con-
fidence in the press as an advertising
medium.
Turning to the organizations reIa-
tions to outside interests, its president
said all its operations should be open
and above board and that 1t should
maintain friendly and helpful relation
with all other advertising bodies and
related interests. Mr., Benson warned
the organization against the over
advertising of mediocre products, in
sistipg that I'VE can't sell a turnip for
a rose" when the garden variety of
product comes to us and wants us to
put a halo around its head"
Lecture by DR.. Starch.
Dr. Daniel Starch, director of research
of the organization, gave an illustrated
lecture on the result OF farm paper
circulation study.
The meeting this morning opened
two-day session.
To guide the advertising men from all
parts m the Nation, and export infornIa-
zion bureau, exhibiting copies eof news
papers, magazines and trade papers
from all over the world, was set up, out
side the convention chamber. Carlos
Cabrera of the associations staff was
In charge of this display, which con-
tanned 1882 foreign publications.