Evening star. [volume] (Washington, D.C.) 1854-1972, 1930-05-16
NEWSPAPERS HELD
BEST AID MEDIUM
Elimination of Dishonest
Practices of Advertisers
Seen as Imperative.
Newspapers as "the one dominant ad-

public session held by the advertising
executives of the American Association
of Advertising Agencies yesterday after.
noon, over which John Benson, presi-
culation, auditing and research figured
largely in the discussions.
An appeal for the elimination OF "un-
intelligent and dishonest advertising
practices" on the part OF advertisers
and ad writer's was made by Mr.. Col.
Inns. who declared such reforms were
needed II newspapers are to maintain
their efficiency as advertising mediums
THE publisher has done his part,
he said 1T is only decent fair play &c
admit it."
Declaring that few business ventures
In America could live without the
stimulus of newspaper advertising, the
New York executive said that one-hal1
of the entire budget for all forms Of
publicity is spent in this medium.
Scores UnsishtIy Copy.
Mr.. Collins took advertisers severely
10 task for dull, dishonest and ul1-
slightly copy" He pointed out that II
is not keyed to the mechanical require
ments Of leadership OF particular news
papers. ,,,,,. ,..,
advertising" he said. by so doing we
are killing the efficiency of the news
paper as an advertising medium"
Mr., Collins said that II the charge
h made that newspapers are losing
their pulling power as advertising
media, "the fault Is not with the pub
fishers, for newspapers now are lar
superior from every STANDPOINT than
they were q decade ago. The trouble
Il that the newspapers are msnanoled
by the retail advertisers, although
another factor affecting newspaper a9-
yertising is the spreading out OF busl-
ness districts into residential areas"
The advertiser can correct the nrst
trouble. he suggested, but neither the
papers nor the advertisers have any
control over the spread OF business
districts with its accompanying new
problems. He suggested that the only
solution appears to be In the establish
ment of branch stores.
"wl1ether this move Is sound no
one vet can assert with finality," ne
said. "Certainly. however, 1t has
marked bearing on increasing the pro-
ductivity Of a newspaper as an ad-
yertising medium"
Hits Waste Of Advertising.
Mr.. Collins cautioned the agency
executives that IAN inordinate amount
of advertising is placed for no gooo
reason at alf." He criticized the gen.
eral neglect of retail advertisers OF
class circulation, using space in pub.
iications merely to follow the lead OF
some competitor or because 1t has o
larre circulation, which may or may
not be Of the best buying power.
He cited instances Of retailers "a:
yertising garden hose in . paper that
reaches only "clif dwellers," or az
ticles at only for apartment house use
In 0 circulation that reaches SUD
Hunor. too, b sadly lacking in ad-
vertising, he said. for no good reason
st All. eve, are terribly afraid Of
huynor." he added. Cant We Just once
ia o While let the public have q good
oId-fashioned laugh2 Are we 20 much
cIeyerer than the owners Of magazines
and newspapers and radio Progressing
stations, who appreciate joke ana VINO
know that the public does?"
Mr.. Collins deplored exaggeration
and dishonesty In advertising a. par
ucular fault he laid at the door OF the
retail advertiser. He exhibited scores
Of examples Of such exaggerated copy,
referring to such modest claims % the
worlds greatest Easter values" ana
Offerings unequaled anywhere IN quail
ity, appearance or price" Such ex-
aggerations, he warned, are making the
housewife, who does most OF the buy
ing. suspicious and o "disbeliever."
Stewart L. Minis, chairman OF the
committee on research, warned that
with the 1880 census business will be
engulfed In q cycle Of statistics, from
which 1t will finally emerge "in dis
gust" and return to the "old-fashioned
common, horse-sense method OF sell
ing"
He explained that the research bu-
reau Of the A. A. A. A. 10 conducting
o survey Of the magazine ana news
paper calculations, which will be fol-
lowed soon by studies in Washington,
Boston and other cities. He declared
the work of the bureau would inaugu-
rate q new era in developing the sci
ence Of advertising media.
The work that Is being accomplished
In research, Mr.. Minis said. would save
advertisers the expense Of conducting
expensive inquiries Of their own and
bring into sharper relief the qualitative
rather than the cumulative value OF
circulation.
DR.. Daniel Starch, director Of re.
search for the association, gave q tail
on "a. A. A. A. and Newspaper Reader
Surveys" illustrating 1t with chart,
made from studies in Washington, De.
troit and Boston. President Bensor
spoke briefly about the Future of News.
paper Advertising" in particular rela.
ton to the national and local rate ratio
He, too, said there was q growing
skepticism on the part Of newspaper
readers toward advertising and blamed
the retailers for the character Of theil
"come on" appeals.
a.. - ~
racket and Is beginning to react" M
warned.
Says Local Rate Is Too Low.
Referring to the differential between
national and local advertising rates, Mr.
Benson declared that the trouble Is no
that newspapers charge too high rate.
for national advertising, but that theil
rates for local advertising are too low
Henry T. Ewald, chairman Of thu
committee on newspapers, who briefly
discussed outdoor advertising. predicted
that the radio soon would be hooked
up with billboard advertising. The out
door advertisers maintain q central bu
reau, which handles all copy and Is un'
der the direction of some of the bes
advertising experts Of the country. HI
introduced Mr.. Woodruff Of the bureau
who explained It's functionings in de
tail.
Other speakers at the public session
were Paul v. Troup Of Chicago, whit
spoke on How a Buyer Looks at Fore,
Combination Rates; F. @. Hubbard
New York, THE Next Space In Spac,
Buying" and l.. s. Kelly, New York
County Newspaper ADULTS"
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