Evening star. [volume] (Washington, D.C.) 1854-1972, 1930-11-12
DEPRESSION HELP
BY u. S. CRITICIZED
Speaker Tells Advertisers
Mass Consumption Needed
for Business Recovery.

Raising the present standard Of living,
and the fye-day week TO stimulate con-
sumption are two factors which must
play an important part in this coun-
try's recovery from the present business
depression, Paul Mazur of Lehman
Brothers, New York City, told the men,
bers of the National Association of
Advertisers, Inc, at the closing session
of their twenty-first annual convention
at Wardman Park Hotel this morning.
Mr.. Mazur, one of the leading busi-
ness executives of the country, attacked
the Governments methods of dealing
with the depression, declaring that it is
not the producer who must be told to
produce more, but the consumer who
must be taught to use more goods.
The country, he said, is suffering
from indigestion caused by overproduc-
ton.
Mass Consumption Needed.
''The time has come" he said, when
we must realize that the worship of
mass production is a false worship.
Mr.. Ford, as symbol of American
business, is obsolete. 1t is mass con-
sumption we need to take care of our
overproduction, which causes the coun-
trys present state.
THE policy of the Government has
been disadvantageous to the recovery.
Every statement from washington has
come at just the wrong time and has
had exactly the opposite effect from
that it was intended to have"
>. Speaking in. favor Of the five-day
week, Mr.. Mazur pointed out that the
addition of an extra idle day in the
working mans week would undoubtedly
provide him more time to spend money,
acquire comforts and raise the con-
sumption Of goods approximately one
twentieth or more.
Another speaker on this mornings
program was Ivy Lee of Ivy Lee a.
Associates, Ind, publicity agency in
New York City.
The closing Of the convention came
with the report of the Resolutions Com
mittee, which made three major recon-
mendations as follows:
DoabIe Advertising Opposed.
That it be understood that the con-
chase of space in combinations of
morning and afternoon newspapers, the
advertisers holding that it is illogical
to expect the advertisers to buy space
in two newspapers when he does not
want 1t in but one.
That the convention stand on record
as opposing q differential in advertising
space rates between those rates offered
chain stores, department stores and
others, who are, in fact, manufacturers
of branded goods. but by reason of their
local operations are afforded the local
rate, whereas advertisers Of nationally
branded goods sold over the same
counters are forced to pay the national
rate.
That newspapers and other period
icals, in view of present conditions, be
urged to abandon any proposed in
creases in rates and be encouraged to
reduce rates.
A resolution which had been pre-
pared by the Resolutions Committee
proposing that the convention stand
on record as opposing the proposed
increase in the first class postal rate
was tabled.
Hear Radio Survey.
Last night the advertisers were taken
behind the scenes Of radio advertising
Paul B. West of the National Carbon
Co. presided.
The advertisers, who have sponsored
survey of the radio advertising field,
the first concerted move to obtain some
idea of the results to be expected from
sponsored broadcast programs, heard
the report of the first six months work
Of Crossley, Inc, which Is making the
survey.
The dinner. was addressed by A. M
Crossley, president of the survey con-
Germ. Non-membsrs of the association
were barred from the meeting.
Crosby, it is stated, spoke on the
results of the survey, on the basis of
the returns of $4,000 missionaries re-
ceived from radio users and the reports
of representatives IN the principal
broadcast centsrs Of the country.
The advertisers yesterday afternoon
elected two new directors, Turner Jones,
vice president of the Coca Cola Co., and
Cliff Knoble of the Chrysler Corpora
ton; reelected three, Allan Brown of
the Bakerlite Corporation, A. r. Preyer
Of the Wick Chemical Co., and Guy G.
Smith of Libby, MCNEIL e. Libby, and
Barnard I.ichtenberg. automatically re-
tired from the presidency and became
director
Seven other members of the board
continue to serve unexpired terms. They
are Bennett Chapple of the American
Rolling Mill Co.. T. F. Driscoll of
Armour a. Co., William r. Earls of the
United States Rubber Co., Gates Fergu-
son of the International Telephone g.
Telegraph Corporation, william A.
Hart of E. I. du Point de Nenours u
Co., Allyn b. McInttre of the Pep
perell Manufacturing Co., and Arthur
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