The times-news. [volume] (Hendersonville, N.C.) 1927-current, 1933-08-28
THE ADVERTISING BUSINESS AND
THE LIQUOR BUSINESS

n. w. Aver & Son, Inc, of Philadelphia
is one of the oldest, largest and most re-
spected advertising agencies in the United
States. Under a Philadelphia date line
Editor and Publisher prints news story
from that city about this great advertising
business. 1t is as follows:
n. W. Aver and Son. Inc nationally known adj
vertising agency of Philadelphia, has cancelled Us
advertising contract with Canada Dry Ginger Ale,
Inc, because the company will sell beer and whskey
after repeal.
That was revealed yesterday by Wilfred W. Fry,
president of the agency.
He predicted that the return of liquor will "di-
vert an important share of Americas pur-
chasing power from essential commodities"
Pointing out that his company long ago adopted
the policy of not advertising alcohol, Fry said:
''In the case of a client who manufactures or
distributes alcoholic beverages. this would create
for us an impossible situation, since would then
be in the position of making alcohol attractive to
the youth of this country.
Furthermore we do not wish to classify our
clients with the liquor business.
"This has been our policy since the last century.
We believe in it so completely that we have can
eelled q ten-year-old agreement with Canada Dry
Ginger Ale following that clients decision to en-
gage in the manufacture and distribution of beer
and whiskey after repeal.
eve regret the condition which necesStated this
step, but on a strictly business basis we are GER
tain we are right
Fry admitted repeal will bring many millions Of
dollars into federal state and local treasures, but
declared that "ths contribution, in the main, will
be made by that class of the public which can least
afford it."
THE moral question in repeal can be left out
entirely" he said, "but from a purely business
standpoint, we still cannot see very happy result
in the return of liquor"
1.-THE liquor business has not changed. When the
S6th state has been lined up, it will be by the
same old crowd in the same old way"
The foregoing is worthy of the most Sc
rious attention of the people of the coun-
try, but that it will not get more than pass
ing attention from only fraction of the
population is certainty. The repeal hys-
terra is sweeping the country. 1t is one of
the results of the brainstorm with which
the country is afflicted. However, it is an
interesting study for those who are con-
cerned with economics, this statement by
the President of the Philadelphia advertis-
ing agency.
Note that Mr.. Fry says the return of the
legalized liquor business will "divert an
important share of Americas mass pur-
chasing power from essential commodi-
ties" The leading economists of the coun-
try are opposing the liquor business on
these grounds. They know that the more
money the people spend for liquor the less
they will spend in the channels of legiti-
mate business. The liquor business is the
unfrfendly competitor, the avowed enemy
OF every legitimate business in the country
In explaining why his company will not
handle liquor advertising for clients, Mr.
Fry takes the high ground that Aver &
Son refuses to be placed in "the position
OF making alcohol attractive to the you'll
OF the country" and furthermore we dc
not wish to classify our clients with thu
!. liquor business"
So Aver & Son cancel ten-year bust
ness contract to avoid being party to tn,
promotion of a business that is economical