Evening star. [volume] (Washington, D.C.) 1854-1972, 1931-05-01
ELECTION CLOSES
! AID MEMS SESSION
Two New York Men Named
4 With Philadelphia for
Executive Places.

wear, has two more years to serve, and
G. D. Newell, chairman of the board,
holds Office another year. Consequently
the new national officers of the asSocia-
ton, elected today, were M. L. Wilson
of the Blackman Co., New York, vice
president; II. K. Kynett of Alken-ky-
nett Co., Philadelphia, secretary. and E.
De Witt Hill of McCann-Erickson Co.,
New York, treasurer.
Representatives elected to the regional
council were A. w. Hobler of Erwin
Wasey Co., New York; Howard Bugbee
of Walter B. Snow & Staff. Boston;
Charles E. Eyles, of Richard Foley Co.,
Philadelphia; r. Northrup of Batten,
Borten, Durstine g. Osborn, Inc, Chi
cago. and r. Massengale of Harvey
MasSengale Co., Atlanta, Ga.
Screen Ads Defended.
An early executive session was de-
voted in part to the place OF motion
pictures in the advertising field
While the use of motion pictures as
advertising media is growing, 1t Is still
in the pioneering stage, was the con-
clusion reported to the convention oy
r. L. Strobridge, vice chairman OF the
associations Committee on Screen Ao-
yertising. "It is easy to get pictures
made but adequate distribution is
neither simple nor certain" Mr.. Stro-
bridge said in pointing to the chief dif-
ficulty that confrontS users OF this mode
of advertising.
Although he emphasized the highly
governmental character of the medium
at present, he believes there is ground
for much improvement If properly
handled.
Condemns Opposition.
sponsored films, designed for show
ing to the general public, should be
sufficiently entertaining to deserve
place on the programs OF hrst-run
theaters," Mr.. Strobrldge suggeStea.
Most of the loose talk" in opposition
to screen advertising, he said emanateS
from competitive interests in the mo-
tion picture business itself, but Few
complaints have come from the pupnc
Mr.. Strobridge cited four types OF ad-
yertising motion pictures-entertan
ment films. industrial films, educational
pictures and direct advertising filmS OF
which the so-called trailer" Is an ex-
ample. A..
The morning session, to which the
public was barred, was devoted almost
entirely to discussion OF internal agency
problems. other speakers included E.
Dewitt Hill, association treasurer;
Henry T. Ewald. chairman OF the COM
mittee on outdoor Advertising: +. n.
Gamble. executive secretary, and PreSl-
dent John Benton.
At a luncheon conference on business
papers at noon, the advertising execu-
tives viewed an exhibition Oh aoVer-
Using motion pictures.
While c. D. Newell chairman OF
the board, holds Office another year,
other officers were to be elected before
final adjournment this afternoon. 1t
was said there was no opposition 10
the nomination slate.
Surprise visitors at the annual dinner
last night were "Amcs n Andy" IN
person, Freeman Gosden and Charles
j. Correll, who had come as guests OF
M. H. Aylesworth, president OF the
National Broadcasting Co.
Amos was still worried ever the
health, Of his lady friend, Ruby Taylor,
so he called her up on long. distance
from Washington, much to the MAR
ious entertainment of the 500 diners.
OF course, Andy had to get Amos wires
crossed during the conversation and
when he returns to New York he VIII
probably have some tall explaining TO
do before he gets back into the COCO
graces of Ruby.
c. D. Newell, chairman OF the board
of the association, who presided at the
business sessions of the convention, was
POSTMASTER at the banquet and the
speakers were Frank Crowninshield,
editor of Vanity Fair. and Clarence
Burlington Kelland, author.
Mr. Crowninshield. who spoke on
american Taste-What Is 1t?" gocd
naturedly criticized American art in
general. but paid tribute to the gen.
eral improvement in the art OF maya
zines compared with those of 80 years
ago.
Criticizes Lincoln Memorial.
AS an example of the Government
In art" he called attention TO the LIN
coin Memorial in Washington:
Failing in many ways to follow Greek
tradition" he said. "the Lincoln Me-
mortal opens at the side instead OF IN
front. More than this the figure Is ex-
posed instead of being within an inner
Enclosure and the taste OF the VISITOR Is
offended by having the bottom OF the
statues shoes at the level OF Ihe
worshippers eyes"
Mr., iceland discussed what the
American Public Likes 10 Read" all OF
which he summed up in the general
category of fiction.
In its fiction. he said, "the American
public likes a little bit Of four flush"
Following the banquet a program OF
entertainment was provided tnrougn
the courtesy Of the National Broad
casting Co. George JeSSeI acVeo aS
master Of ceremonies.
Advertisers were called upon yester-
day afternoon to speed the return of
prosperity with regularized employment.
As one of the principal speakers at the
afternoon session, Lawrence q. MeaoS,
representing the Blackman Co, New
York, told the advertising executives
that "the responsibility OF INDUSTRY 10
guarantee labor an opportunity 10 WORK
is truly the responsibility Of the adver-
Using agents"
Demand is a consumer state OF mind
and no single factor influences the con-
sumner state Of mind as positively as the
work of the advertising agent" he de-
clared.
One Of the lessons which the ma
tional advertiser must learn during TINS
period is that as his profit increases.
due to falling raw material and other
costs. he must divide the profit with the
consumer by scaling down his price:
1T Is purely speculative, but had IN
dustry n general passed these pronts
along in the form Of reduced prices m
dustry might have expanded the de-
mand or at least. offset the very great
shrinkage in demand which caused the
present surplus in production
Urges Cooperation.
John Benson, president OF the as
ISOLATION. in his opening remarks
pointed out that 1878 100000 Of buying
power was represented at the meeting
and that this strength should work
unitedly fairly and dispassionately for
the solution of advertising problems
William G.. Chandler. general man.
ager OF the Scripps- Howard newspapers
warned that 1.-The publisher who cuts
rates, II his card is not out of line, is
headed for the graveyard already crowd
ed with the new made graves Of news
paper failures"
others who spoke at the afternoon
session included S. r. Latshaw, presi-
dent Of the Butterick Publishing Co.
A w. Hobler, vice president of Erwin