Evening star. [volume] (Washington, D.C.) 1854-1972, 1930-05-19
ADVERTISING MANS
TASK IS DEFENDED
''Younggreen Scores Critics in
Sounding Keynote of
Convention Here.
tContinued From First Page.l

welcomed the delegates to the National
Capital. Gilbert T. Hodges Of the New
York Sun, general convention chairman,
presided, and the president OF the fed
Grafton was introduced by Bennett
Chapple of Middletown, Ohio, general
program chairman.
Others who addressed the convention
were Earnest Elmo Calkins of New York,
president Of Calkins g. Holden, Incor-
porated; Joseph H. Appel Of John Wanna
maker, New York, and Merle Thorpe,
editor Of Nations Business.
Mr.. Calkins said that IS years ago
the retailer was king Of merchandising,
but that today the consuming public
rules supreme.
"This is -eminently and emphati-
cally the age of consumption" he said.
mo influence in business is so potent
today as the will Of the consumer. For
years we have used the phrase con-
sumner demand but we are now just be-
ginning to learn what 1t means"
Chain Store Answers Demand.
The chain store. Calkins pointed out.
Is a response to this demand, and the
manufacturer who hopes for the great
est success must synchronize his busi-
ness with the modern temper Of woman,
who has created merchandising in her
own image"
pointing out that the stimulus for
mass production and other changes in
business, merchandise and advertising
comes from the need of the consuming
public, Mr.. Calkins declared that leader
ship Of q high order is more essential
now than ever before.
Under such leadership, he asserted, it
is necessary to scrape the barnacles
from our commercial ship.
asvo,, ond know these hnrnQrlaS "
he said. 1.-The Government knows them.
The people sense them"
They include, he said, unfair trade
practices, which dishonor industries and
mislead the public" and also such ad-
yertising practices as tainted testi-
monials,' rebates and gifts to infiu-
ence exclusive sale" domination and
actual theft OF markets by high-pres-
sure selling" and Switching and
Switching buying from one product to
"Vulgarizing advertising" was another
source Of complaint, he declared, Is
we'll as deception of the public by price
cutting on the part Of stores.
Blames Newspapers.
Newspapers are to blame, too, for
these "barnacles," he said, by using sex
and crime as circulation builders and
err practices tending to "cheapen the
printed word, to lower its value and
raise its cost to advertisers, as well as
to raise the advertising rate without
commensurate increase In circulation OF
character. which is the only kind worth
buying"
In the course OF his response to the
Presidents greetings, Mr.. Younggreen
said to Mr.. Hoover:
"Mr. President. have the honor TO
express the appreciation OF organized
of your welcome.
"From all parts Of our country we
have gathered here to plan for perpetu-
alton Of the policies of which you have
long been the apostle.
Higher ideals of business practice
elimination of wasteful methods, build
ing our structure on the solid ground
of facts-and all these for the greater
material and cultural welfare Of our
people.
the guideposts by which American busi-
perity.
"They are the goals which the Ad-
| vertising Federation Of America has
set up to reach, and We shall endeavor
to attune our utmost efforts to that
| lofty purpose.
Organized advertising in America
recognizes your clear understanding OF
| Its powers, It's responsibilities and the
difficulties It has to face. And 1t also
deeply and sincerely appreciates your
sympathetic attitude toward our en-
6eavors to be worthy Of our duty to
American business and to the American
people.
Taken on Two-Hour Tour.
Before going to the White House.
| the delegation was taken on two-hour
| Sightseeing tour of the city, including
| visit to the Capitol, as guests Of the
Advertising Club Of Washington.
Sessions OF the convention were begun
ut the luncheon meeting Immediately
following at the Willard Hotel, head
Thursday. Gilbert T. Hodges Of the
New York Sun Is the general convention
| chairman.
The delegates were welcomed 10
Washington on behalf Of the Board of
District Commissioners by DR.. Luther
H. Reichelderfer, and on behalf Of the
local advertising interests by Ernest 8.
Johnston, president of the Advertising
Club Of Washington. Bennett Chapple
Oh MlQQleVOWn, OHIO, general chairman
| Of the program committee, then intro
duced President Younggreen, who de-
hvered the keynote address of the con-
vention, Advertising, the Servant Of
| the Consumer"
Other speakers on the luncheon pro-
| gram were Senator Henry J. Allen Of
Kansas, one Of the leading editors and
publishers Of the country; Ernest Elmo
Calkins, president of Calkins g. Holden,
Inc, New York; Joseph II. Appel of
John Wanamaker. New York, and Merle
Thorpe, editor. Nations Business.
This morning at the Roosevelt
Hotel, Postmaster General Brown,
| addressed the executive session Of the
Affiliated Newspaper Classified Advertis-
| ing Managers.
Praises Classified Advertising.
Louis Wiley, business manager Of the
New York Times. who also spoke at
this meeting. declared that classified
advertising In newspapers reflect the
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