Evening star. [volume] (Washington, D.C.) 1854-1972, 1930-01-11
Vital Advertising Changes Seen.

VIAL AufcIthSinS NHdHScS SccH.
i George Harrison Phelps has written
. fascinating book, published by Har-
per & Brothers, entitled "Tomorrow's
Advertisers and Their Advertising Agen-
cies," in which he makes some sweep
ing predictions regarding the future of
big business. The author considers that
speed will be one of the new elements
IN business In the future. The airplane
has greatly speeded up transportation,
making it possible to ship films, prints,
manuscripts, proofs. ETC., much more
rapidly.
Business men, he asserts, will know
their markets better, because they will
know places better. Business admins
tiation will be accelerated along with
advertising. Statesmen will be able to
cover more cities and towns. AS compe-
tition grows newspaper advertising will
be increased and the radio employed
more and more. The most successful
sales manager of tomorrow is going to
be more concerned about consumer
pull than sales push" Mr.. Phelps
asserts
=. The writer declares that great ad-
gertiser is great because he has found
something worth advertising. Certain
men in American industry have learned
how to give the public more for dollar
than 1t has ever been able to buy ana
serve such products in form more
attractive than the public could picture
them. At the same time ethics in adj
vertising is continuing to advance, he
says.
It is an interesting picture that the
author paints. He concludes by pre-
dieting an advance in the art OF retall
advertising that will astonish the world.
The day of claiming that patent medl-
cines will cure everything on earth is
IT. - AfI r.
curacy having taken its place. There
are more than Is people living outside
the United States to every one in the
homeland. Their ability to buy is i'm
proving rapidly and permanently. They,
too, will not be neglected in the new
advertising era.
Heard in Financial District.
Washington cleared s3I,077, 900 this
week, against S24,652 900 last week, but
a decrease of o per cent from the co.,
responding week in 1929.
Commercial transactions during the
week ending January T. as measured by
volume of checks presented to banks Tor
payment. we're substantially larger than
during the previous week, although less
than a year ago, according to the
weekly statement Of the Department OF
Commerce.
Reelection of all oficers and d.
xectors of the Washington Tile g. Mar
pie Co., Inc, was announced yesterday
Following the annual meeting. They
are: A. N Oscosi president; Vito Car
4iinale, vice president; N. H. Glueck
Secretary In addition to the foregoing
other directors are N. S. Glueck, Angelo
y. Badini, Vincent j. Pietro and Frank
Pastore.
= Merrill, Lynch Co. are planning to
pffer shortly 10000 shares of additional
s per cent preferred stock of Safeway
Stores Inc, recently listed on the New
york Stock Exchange.
The $780, 00, 900 American Telephone
bond issue which is coming out next
week will be the largest new offering
that has been made in many weeks.
Three more vacancies exist on the
directorate of the Federal-Americar
National Bank, and one will probably
DE filled at the annual meeting mex
sTuesday.
Z Francis j. Kilkenny. Chicago invest
Snent banker, who was connected wit.
nthe Treasury during the war, is visito
in the local financial district.