Evening star. [volume] (Washington, D.C.) 1854-1972, 1929-09-22
Government Seeks Truth
In Direct.Sale Methods
ny HARDEN COLFAx.

Self-imposed censorship, so sweeping
in scope as to shock the SenSihtlitieS OF
the old style alliterative sloganeers, Is
about to descend upon one section Of
familiar advertising.
At the request Of the National Asso-
citation Of Direct-Selling Companies,
Inc, the Federal Trade Commission will
hold a trade practice conference at
Dayton, Ohio, october II to adopt
standards Of advertising for firms and
individuals engaged In selling merchan-
disc direct to consumers.
Not only are the members Of this as
ISOLATION invited to attend, but all en-
gagged in this line of distribution will
md the doors open to them. Invita-
tons have been sent by the commission
to Q list Of some 1900 firms, list ad-
m1ttedly incomplete and somewhat In
accurate, for here is business regard
ing which there Is remarkably little
definite information, considering its
mammoth size.
The importance Of this conference is
dimcult to overestimate. It touches a
sub1ect-truth in advertising-which
the Federal Trade Commission has been
trying to approach in the last two years
from q new angle-that Of the reSpon-
sibIity OF the publisher Is well IS the
advertlser-a task Of obvious didicul-
ties. It Is entirely probable that the
standards agreed upon ct the Dayton
conference Of direct sellers, or for which
the groundwork ut least will be laid ct
this conference, will lead to changes
Affecting the advertising used BY ether
methods Of merchandising.
4 n ~
Tired Of being subjected to shafts Of
attack by competitive methods Of dis
trlbution, the direct-to-consumer mer-
chants, as represented In the national
association, have determined to volun-
teer specifications for advertising which
Will establish standards that, according
70 Huston Thompson, special counsel in
the case, Will give these competitors
something to think about. in their own
situation. And Mr.. Thompson should
know whereof he speaks, for he was q
militant member Of the Federal Trade
commission for some years.
6y the same token, these standards
VIII serve 70 separate the sheep from
the goats among the direct sellers, for
Lnls form OF merchandising Is no more
1ree from responsibilities fy-by-night-
ers ana plain frauds than any other
business. The reputable firms are even
more anxious to have the disreputable
puG through the laundry than any. out.
slder can be, for they realize q fraud
n X X X
The principal advertising of the d.
rect sellers Is for the purpose Of re-
cruittng a sales force. Some Of the
larger companies spent considerable
sums in advertising their branded mer-
cnanoise, some engage also in institu-
ttonal or goodwin advertising designed
70 reach consumers. The advertising Of
tne direct sellers runs well into the
nundreos OF thousands Of dollars an
nuaily. IN newspapers principally: some
IN general magazines, considerable in
specially trade publications. a little for
biil-board display. It Is the agents
wanted" columns of the classified Sec
lions In newspapers and display adver-
tlsements for sale people in other peri
oolcsls which viii be dealt with by the
Dayton next month, at which Commits
sioner William Il. Humphrey, who has
devoted much attention to advertising