Evening star. [volume] (Washington, D.C.) 1854-1972, 1931-11-17
ADVERTISERS NAME
OFFICERS FOR 1882;
GROUPS IN SESSION.
Lee H. Bristol Reelected
President of National
Association.
YEARS APPROPRIATIONS
TO STAY AT $500, 900, 900
Economies Planned in Methods of
Placing Copy, but Volume Ex-
pected to Be Maintained.

With apparently no disposition to
curtail the annual volume of adver-
Using expenditures, which will amount
to approximately S30o,0O0,0o0 during
the coming year. the Association OF Ma
tional Advertisers divided into group
meetings today to study various prob
lens of selling and distribution.
During the morning, the annual cleo
ton of officers resulted in the naming
of four new directors to fill vacancies
occurring on the board, the reelection
Of President Lee H. Bristol of Bristol
Myers Co., and the three vice presi-
dents
The newly named directors are Ben
nett Chapple, American Rolling Minis
Co., Middletown, Ohio; Paul B. West,
National Carbon Co., New York; Will
liam B. Griffin, William Rogers Manu-
featuring Co., Meriden, Conn, and W.
L. Schaeffer, National Tubing Co.,
Pittsburgh.
VIII Discuss Radio.
The vice presidents reelected were
Stuart Peabody of the Borden Co., w.
A. Grove, Edison General Electric Ap-
pliance Co. Inc, and P. j. Kelly, B.
r. Goodrich Rubber Co.
While discussions developed no ex-
preSsions that advertising volume
should be curtsiled, it was the con-
Sensus of leaders that readjuStments in
the methods of placing advertising
should be worked out so as to provide
for economies and greater return on
the investment.
Only members were admitted TO the
zroilp meetings today. These discus
sions will continued until the close OF
the convention tomorrow.
Problems involved in radio advertiS-
ing as well as the present status and
possibilities of televiSion as an ad-
vertising medium will be taken up at
q group meeting tonight. Edgar II.
Felix, radio consultant, will discuss the
possibilities OF televis:on.
Received by Mrs. Hoover.
At 1870 O'Clock the wives of the
asso ,iaticn members were received at
the White House by Mrs. Hoover. Last
night they attended the annual BAN
uuet, which was a social affair, with no
speechmaking. Entertainment was fur
nished by the Columbia Broadcasting
System.
During the afternoon session yester-
day, devoted to consideration of the
question of rate reduction in advertiS-
ing, Thomas L. L. Ryan, president OF
Fed,ar g. Ryan, Inc, speaking from the
viewpoint Of the agencies, suggested
that newspapers should take stronger
stand in their relations with adver-
tisers. He declared that department
stores are more dependent upon news
papers than the latter are upon the
stores. yet, 1t is generally the news
paper that backs down" when any argu-
ment develops over rates or concessions,
he said. @@
Mr.. Ryan pointed out there are too
many rate classifications and suggested
that publishers, If they cannot effect
general reduction in rates, at least
should reduce the number of different
rates. He indicated that the situation
might be clarified If an average were
struck and the same rate applied to
both local stores and national adver-
tisers.
Lee H. Bristol, president of the asso-
citation, discussed the rate situation
vertisers. The position of the associa-
ton that newspaper and magazine
publishers should reduce their rates, he
explained, was unchanged. He assured
publishers, however, that this attitude
was not advanced in any spirit Of
belligerency.
Advertiser Wants Value.
He severely criticized publishers who
a. Q 4COOA OAt6 W CNCAy ALIOnll 4llCIlIO0 W
stimulate" circulation in order to raise
advertising rates. Advertisers he said,
must distinguish between circulation
extravagances" and between normal
methods based on sound policy.
We are willing to accept increased
circulation based on an increase in
population" he said but are not en-
tirely willing to accept other kinds of
circulation"
The advertiser, he pointed out, is
anxious to get a dollars worth of re-
turn on the dollar spent. In that way.
Mr.. Bristol said that advertisers are
not reducing their volume of advertis-
ing but are readjusting it to make the
dollar 60 farther
Stuart D. Cowan, president of Cowan
& Dengler, Inc, in discussion of adj
vertising testing, reviewed the results of
years spent in testing and selling the
powers Of advertising from every angle.
He declared these tests showed pri-
marty that no advertising will properly
sell a poor article.