Evening star. [volume] (Washington, D.C.) 1854-1972, 1930-05-21

WILLIAM r.. EWALD.
newspaper" he said, after quoting from
the answers given by publishers.
Annual advertising receipts by news
said, from zero for some papers to
three daily newspapers which reported
81 900. $4,000 and $4,000, respectively
That there Is no uniformity in the
amount of the budgetlng was indicated,
he said, in receipts varying from $25
to $3.50, three papers receiving $500
and four $500.
The only legitimate reason for pub
lie utility to run broadcasting station
is for the purpose of lettering its
public relations, Joseph B. Groce OF
Boston told the same group. He de-
clared he did not believe there would
ever be power trust" In the United
States. but that the continuous cry Of
wolf sooner or later has It's effect
on the public mind.
Fifty-two per cent of the advertising
budget of the L. Bamberger Co. of
Newark. N. j., which does a $40 1000, 900
annual business, goes to the newspapers,
I. A. Hirschman, publicity director of
that concern, told the morning session
of the Retail Advertisers. James Rotto
of the Hecht Co., Washington, presided
David Lampe, head of the Baltimore
advertising agency of the same name,
discussed the dramatization of store ad-
vertising.
america is a great third-act coun-
try" he said. Advertising which seeks
differently planned for the first, second
and fourth acts, but the third act calls
for the great concentration Of re-
sources"
John H. de Wild Of st. Paul said
that advertisers who are DESTROYS OF
obtaining the most from their appro-
priations should turn to the golfing
trick that brings success in that game
follow through" E. C.. Rogers of
Rochester and B. w. Newell of Buffalo
also addressed the session. The former
stressed the need of advertisers cater
ing to women.
Hits Highway Billboards.
Secretary of the Interior Wilbur,
speaking at the annual banquet Of the
Federation last night at the willard
Hotel, told the advertisers they haven't
done right by America" in "plastering
the countryside with billboards to the
destruction of scenic beauty"
"You have got to face the music" DR..
Wilbur said. you have not done right
by this country in many ways and this
country feels that you can do 1t II you
want to.
PUT little more brains in what you
do instead of putting it In such large
and wasteful letters that destroy the
beauty of our country
There is much good that advertisers
can do for this country in other parts
Of the world, he said, and urged the
Federation to strive to acquire an in
ternational instead Of strictly national
viewpoint. He stressed, too, the need
Of spending more money to support re-
search work on the part Of psychologists
as q means of eliminating waste in ad-
vertising. Psychologists should be the
advertisers efficiency experts, he said.
Secretary Wilbur also called upon the
advertisers to help wipe out illiteracy in
this country, where they are approx
mately $4,000, 900 people, he said, who
cannot read or write.
Francis H. Sisson, vice president Of
the Guaranty Trust Co. OF New York,
another speaker, told the advertisers
that present economic conditions repre-
sent "a pause in the progress OF bust-
ness" while distribution methods catch
up with modern scientific development
In mass production.
1--WE have descended from the peaks
Of prosperity to the bottom Of the val
ley Of depression" he said, but we 90
not yet know how wide this valley may
be before another ascent can be under
taken. Our banking system Is ready
and able to finance expansion In botn
production and consumption whenever
the country is ready for 1t, and by the
stimulating use Of advertising much
valuable preparatory work can be per-
formed"
Cites Hoover Conference.
Mr.. Sisson referred to the recent
business conferences called by President
Hoover to stem the tide OF the STOCK
market depression as the greatest sun
furnished a convincing demonstration
of the tremendous force that advertising
has become and suggests what might be
done on a smaller scale by 1ndlvldual
business enterprises to stimulate recoV-
ery in the immediate future.
Louis Wiley. business manager OF the
New York Times, in speaking on the
newspaper as the most popular OF NJ
erature," pointed out that some may
think that more than ian sduU4oEoov as
servant of the people is too large q
wage" but added that the public must
consider the size of the establishment
of which advertising Is the household
staff.
"The way to bring back prosperity"
he said, sis by hard work and sales
effort. of which advertising is a prime
essential. The lesson for today Is 10
work and advertise our way back to
| our normal state, which Is prosperity
and progress.
eve of the newspaper world are
proud of the place we play In taking
advertising to the consumer. The daily
net paid sale of newspapers In the
United States is close to 4O,OOO,0oO
copies. That is mass production which
rivals any deeds of our industrial
giants It Is class production, TOO. the
newspaper Is the one universal form
of our country's social and political life
today"
Harrison Turns Humorous.
Senator Pat Harrison Of Mississippi
who spoke on II Seen Your Ad," con-
fined his remarks to a humorous ex-
PLANTATION of how abhorrent publicity
and advertising is to men in public
life, particularly in the Senate.
The speakers were introduced by
Charles A. Strong, publisher of the
Chicago Daily News, as POSTMASTER
and Charles G. Younggreen, president
of the federation, was chairman of the
banquet. Ernest H. Johnston, adver-
Using manager of the Washington Post
and president of the Advertising Club
of washington, made brief speech OF
welcome. Entertainment was provided
for the 1000 guests and delegates by
talent from local theaters.
The American Community Advertis-
i ing Association; an AFFILIATED body, yes
terday afternoon reelected Charles r
, Hatfield of st. Louis as president and
; Don Mowry of New York as secretary
One of the important sessions yes
terday was the International Trad,
! Conference, an outgrowth of the recen
! convention of the International Adver
, Using Association in Berlin year age
It was attended by the German Ambas
L cadnr DR. won PrittWitZ and tn