rSySji5?7' -wwpjBJSHMqM
12
EVENING- LEDUEK PHILADELPHIA, MOJNJJAY, JUNE 26, 1016.
ASSOCIATED ADVERTISING CLUBS OF THE WORLD OPEN TWELFTH ANNUAL CONVENTlO
in ' ' ' ' i '
PAGEANT TONIGHT
WILL MARK EPOCH
' IN ADVERTISING
Splendid Spectacle Promises
to Spread Fame of
Philadelphia
FLOATS WILL TELL STORY
Six Thousand to March
in Tonight's Great Pageant
Tho pageant will start from
Gfrnrd avenue at 8 o'clock tonight
and will proceed down Broad street
to Moore street, the clubs counter
marching from that point to the
centro of the city.
There will be a grandstand at
Broad and Arch streets and another
on City Hall Plaza. Admission to
each will bo by ticket only.
In the pageant will bo marching
club3 from nearly every important
city in tho Union. More thnn C000
men are expected to march. There
will bo 150 floats, advertising some
of tho greatest industries in the
United States.
The movements of tho pageant will
bo controlled by a system similar to
the train dispatchers' arrangement
employed by railroads.
Tho 10,000 or more delegates to the con
ventlon and all of Philadelphia aro looking
forward with anticipation to tho great
advertising pageant which will march down
Broad street from Qlrard avenuo to Moore
street tonight
The big parade Is expected to mark a
new epoch In advertising, and It Is certain
to spread the famo of Philadelphia as an
Industrial city to every nook and corner of
tho United States. Advertising clubs from
nearly every Stato In tho Union will march
In the pageant, and there will bo floats rep
resenting many of tho greatest Industries
Of tho United States. Floats speaking fof
tho great Industries of Philadelphia will
compose an Important part of the parade.
In addition there will be floats showing
Philadelphia's Importance as a historical
city.
For tho first tlmo In tho history of big
street parades, tho formation, tho march
ing and tho dismissal will be controlled by
a system similar to that by which railroad
'trains aro controlled. On tho root of the
Hotel Majestic It. C. Mason, of tho Boll
Telephone Company, will transmit orders
to 10 telephono stations nlong tho routo.
Theso orders will bo given to expert railroad
Brgnalmon, who will flash them to tho
heads of tho various pageant divisions. Tho
control station will receive reports from
tho branch telephone stations, and at nil
times will know Just whqro every float and
inarching club Is located.
Five telophone stations will bo used to
control tho formation of tho parade of
floats and 6000 marchers at points north
of Qlrard avenuo, which Is the ofllclal start
ing point' of tho parade. Three telephone
Btattons In tho heart of tho city will bo
used In tho control of the parade In motion.
A great railroad dispatch board at tho
control station will record tho position of
tho various clubs In the parade. If a club
Is not in tho place assigned, tho signalman
will be told to tell the leader of tho club
of tho error.
ORDER OF THE PAGEANT.
The pageant will bo started from Glrard
avenuo on orders from the control station,
which will bo Issued at 8 p. m. It Is ex
pected that tho pageant will bo viewed by
more than a half million persons. All of
the marchers will be In uniform and 23
bands will awaken the echoes of Broad
etreet along the lino of march. The order
of entries of the big pageant follows:
Mounted Police,
STOST DIVISION HISTORY OF ADVERTIS
ING. "A."
Philadelphia Band (SO pieces).
Flout 'llllss Philadelphia."
Ola auord, Stata Fenclbles.
Float "Indian Village."
Marchers Hell Illncers and Town Criers.
Float "Blue Anchor Tairn."
Float Franklin's I'rlntinr House.
Municipal Band (30 pieces),
.'F.?a.V"Tr?nscG.t,nental Telephone Lines,"
Xae Bell Telephono Company of Pennsylvania.
Poster Advertising Association. New York city.
Float City Directory Publishers.
Electrical Bl.-ns.
, FinST DIVISION, "n" PHILADELPHIA
FIRSTS.
I City Dand (80 pieces).
. Float Public- School.
Float Old paper Mill.
Float Insurance.
Float Franklin Book Shop.
Float Library.
Floai Bank of North America.
I Model of "Old. Ironsides," built by M. TV.
'awln, the Baldwin Locomotive Works, In
, i.3! r atlon.r Combustion Locomotive.
Ine Baldwin Locomotive Works.
CECOND DIVISION, "A" PinLADELPHIA.
Poor Richard Club Band (80 pieces).
Marchers Poor Richard Club (100 marchers),
??,a?:JlSSak,er C,lty Advertising Club. ''
City Band (20 pieces).
Marchers University of Pennsylvania (SO
students).
Float Equal Franchise Society of Phlladel
saia. West Philadelphia Band.
riSfficaT.pYaV.'5'" 80n- """"Utah
Float "Exhibits of Advertising Accounts,"
9. w Ayer & Bon,
Float "OfflcUl Seal." N. W. Ayer & Bon.
Sol-T M,Wta' "" "arm Jou""'
VW'rth.trSi' Wb" Cora-
ioai victor 'i-aiKinir Machine Company,
Float "A Seashore llesort." Wlldwood-bj
City Band CO pieces).
Float "Reproduction of Bank Bulldlnz "
Union National Bank. 3d and Arch streets
.F1'?.a,7."A:?. Accurate Model of the School
Bulldlm," I'elrca School.
Float "Development of Flayer Pianos," Lea.
ter Piano Company.
Float Life Underwriters' Association and
several local life Insurance companies, Phlladel.
phis. Association of Llfa Underwriters.
Fioat "vVasnlnston's Headquarters at Valley
J-oree." Philadelphia and Reading Hallway
Float "Hardware," Simmons Hardware Company.
rioat "nrsi lCKara. Built IT Years Aro."
".rnsftf rsv rnnin-Mi "
1-by-th
"'" ... .I -...,:.:-.,. . -- ,
EVERYBODY'S ADVERTISING SOMETHING
By A. E. Hayward
m
VIW AREU "BOOSTIMG-"?
7U15 UDYi MAP ADVERTISES
THE FACT HER HUSBAND
HASNT HAD A GAME
OF "KELLY" WITH THE
BOYS SINCE M&S
BEEN MARRIED.
r7 BRIGHT
iv m
4
THisfiurs'BoosnMG-
THe. OTHES FelluM
(AH! ADVERTISING: YlTM
L A PU1CH To IT)
HIS BOARDW& HOUSe)
0U6HT To PAV HM.
AT LEAST 36 A LINE
i a.
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atirhrfriH'
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y irayvmiMva" ,, jja -J -' I
n.AV -- MrtWvx;
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KVVV W)M
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MEKSriBORHOOb
PUBLICITY
Committee
.2n
THlSAWS ADVERTI5W&
A JUWEfcR OF THIHC-S
But he cooloht "Boost"
vie OCW'T.KAJOW WHAT BABY CARRIAGES
THIS YoiWGr LADY TMWKS BeTTER IF HE TRIE.D
swa has To ADveRTTiSE n ' ,--
1 . -i .. r- ,
- - -
W,Jlr-d Sv&S LITTLE
vyrfBry&i VYJ??li i cCn-6 -' 'r !s 'streetcar
(LVITPM? wi 1WWS A0S. SURE!
&vrJJZ 7 I S - jT GO AHEAD -
VC JVYrmS MEMBERS Of T
. - , i (avm) I pr-tv soomTHby
x . vy it?rsw?z ii vy . j ' ' i i
V" svr " 5C- ' "
MBMBBR Of THE CAMADlAW
DLeGAj0M ADVeRTlStAlGr
TRO0S&R.S.
OH look!
Q-CZT
This isfair.
OH, SP6AKWG CP ACWtRTlSl'Ki ViLu You e.a IP ThBY
5PE.LE.t OUR AIAKB.RaHT AT TV TOP? - THAMKM
riont "Twp Bathroomn and Kltohen," Htnn
danl Snnltnry Manufacturing Company.
Float "Bathroom Interior and Man Prepar
ing to Shower Bath or Lavatory," Haines,
Jones A Cndbury Company.
Ploat Scott Paper Company.
Trilby Band No. 2.
Ploat "Woodlnnd Scene," W. II. and A. E.
MnrRcrlson and Company.
Ploat "Oooil Hhln Welcome and Sunshine
Pncknues." Loose-Wiles Biscuit Company.
Marchers Loose-Wiles Biscuit Company (200
marchers).
Float Brejer lea Cream Company.
Float "Dairy Scone," Abbotts Alderney
Dairies.
Float P. F, Brown & Company (Ournse But
ter). Tloat "Frnnklln Carton Sugars," Tho Frank
lin SuKnr Uellnlnc Company.
Tloat "Old Tlmo Samples Idea," Stephen F.
W hitman & Son.
Float Anlmutrd Box of "Wllbnrbuds," II.
O. Wilbur & Sons. Inc.
Tloat "Huge Cako on Plato," children
around. Tasty Baklne Company.
City Band (20 pieces).
Tloat Montnuun & Co.
Float Philadelphia Oyatermen's Association.
Float "Paint Industry." C. Albert Kuchnls.
Float "Laruo Can and Toy Wagon Cases,"
Brrry Brothers.
Float "Paint Applied Under Aactual Condi
tions," Tho Sherwin-Williams Company.
. Float "The Utility of Paints," John Lucas
& Co., Inn.
Tloat Porcellto Whlto Enamel," Thomson
ood Finishing Company.
Float John T. Leu Is & Son.
City Band (20 pieces).
Float Western Union Telegraph Company.
Float Harrison Brothers & Co.
Float Tho Slkes Company.
Flout "Presidential Chair," tho Slkes Com
pany. Float With magic lantorn displayed In colors
In n lu.foot snuaro canvas, the Slkes Company,
Float "A I'omerantz Store," A. Fomerantz
& Co.
, Flot "Tho Hosklnsman," William II. Hos
ktns Company,
nourow urotners' uanu tu pieces).
Float "Arch and Tobacco Field.
Brothers.
Float Otto Elsentohr & Pro.
Float S. nnd S. Water Company.
Bavuk Brothers' Ilnml 1211 nlprafl).
Float Schmidt Brewing Company.
Moat 1. C. Humphry b Company.
i" ium u.
Float D.
Bobrow
C.
I".
Advertising Association of
Packard Motor Car Company.
Float "Model of First 12-CyIlnder Automoblla
Manufactured In America," Packard Motor Car
Company.
P'oat "MaklngSllvertown Cord Tires," B, F.
Ooodrlch Ilubber Company.
Float "Delivery Service." Oulf Refining Com
pany. Float "Service Station," Quit Penning Com.
pany.
City- Band (20 pieces),
wS1oajT"."30f.lag'a ot 80 !." BIgelow.
Wiley Motor Company.
White Touring Car llumlnated with strings
of lights. Diamond Rubber Goods Company.
Marchers Men dressed as Mr. Sqeesee. carry.
tut umbrellas. Diamond Rubber Company
Float "Atlantic RayoIUht Oil," The Atlantlo
Refining Company.
Float "Atlantlo Motor Oils." Tho Atlantlo
BeHnlng Company.
Float "Atlantlo Asohalt" Tha Atlantic n.nn
tng Company.
Float "Tbs Atlantic Refining Company." At
lontio Gasoline. '
Float Trailsr hauled by a motor truck. Tho
g. Q. Brill Company.
Float The American Art Works.
Float "Electricity in the Home." Tha Philadelphia-
Electric Company.
Float "Elect! la Power." The Philadelphia
Electric Company.
Unlte4 Qa Improvement Company Band.
Float "Development of das la Cooking" IL
G. I. Company.
Float 'A victor Advertisement," victor Talk.
i Machine company.
Float "Fashion Promenad," maimer's Worn.
n's wear. .
City Band (20 places).
Float "Bathing Ueacb Quaker Maid Hosiery,"
oung. Smyth & FleW, loo.
Float "Style sod heoaamr." I W, Illrsh,
women- wearmr apparei.
Float "See That HumpT" Mother Oooss
Rhyme,
Float "Artificial Limbs B0 Years Acq and
Present pay." wancx ana bob.
Float Robert H. Fperderer, Inc-
Float -"olant Sbot. X J. Caret. Ji
uvr iw vb .,,,. , . . ,
at-.l Z3V1V12 X.ttli. ' LA1US1S1A 'XOWC1 "
v. r ,-. --, ,-,. ,J .-'
MUi.
"f
Humphris Comnanv.
HumphryB Company.
SECOND DIVISION', "II."
. . . . Cheater, Pa.
Sixth Regiment Bund.
Float Chester Ad Club.
SCCOND DIVISION. "C."
,. Reading, Pa,
City Band (20 pieces).
I , oat City of Reading, of Reading Ad Club.
Float William II. Luden.
THIRD DIVISION, "D."
Lancaster, Pa.
Lancaster Adiertiicrs Club (100 autos).
SECOND DIVISION, "E."
.-. . j, . Pittsburgh, Pa.
Caledonia Band (20 pieces).
Toronto Ad Club (80 marchers).
Honolulu Ad Club (8 marchers).
Honolulu Ad Club (4 autos).
lloat -Honolulu Ad Club.
Third Regiment Bund, of Chlcngo.
Advertising Association of Chicago (250 march
Float "Chariot,
Chlcairo.
Club Members' Band. St. Louis,
float Advertising club of St. Louis.
. ?at Advertising Club of St. Louis.
Advertising Club of St. Louis 2uu marchers).
ini'f..TT VS.ve1"t"! c"y ff 101"." Advertls.
Ing Club of St. Louis,
flnii?aVnr:;ih.a.n(1'lom,e wpsron drawn by tha six
Bnue-8n MSS ils.oV.at,.,onAmerlCa' AnhUBer-
aS?fi oW 8&ta.D C""' al
l'loat Cleveland Advertising Club.
T'-tela,!A,A,I,.erU!n'f L'U,J (200 marchers).
t. ,'? "I'1?,111, a 'n Stuck Through
It." Cleveland Advertising Club.
Band 1st Regiment (Cincinnati).
n,fh8 Advertisers' Club of Cincinnati 150 to
uo marchers
-Ploat 'aiobe With Olrl Sitting on Top,"
Champion Spark Plug Compuny.
Float Akron Adcraft Club.
Akron Adcraft Club 30 marchers.
5lS?trr'",;?rBB Aut0 Tire." Ooodyear Tiro
and Jtubber Company.
Cedar Rapids Air Club 8 marchers.
Hoat "Animated Cartoon Advertising riim."
the federal Development Company.
iuui ii.)ion Auvertising uiuu.
Dai ton Advertising Club (42 marchers).
Tho Des Moines Ad Men's Club (20 marchers).
Jollet Advertising Club (10 marchers).
Ferguson Band (New York),
Advertising Club of New York City (800
marchers).
Leaaue of Advertising Women, New York
city Marchers.
League of Advertising Women, New York
city Marchers.
Representatives' Club, Now York city March
era. Six-Point League. New York city Marchers,
Float "The Institute." Alexander Hamilton
Institute.
Float -"Large Package Crockerjack," Rueck
helm Brothers & Eckstein, Inc.
Advertisers and Merchants' Association, Blng
hamton. N Y. (four autos)
AHcraft Club. Trenton, N. J. (100 marchers).
Moat Advertising Men's Club of l?llz.ihth
Advertising Men's Club of Elizabeth, N. J.
(four autos).
Float "Tho Rail and Harbor City," Adver
tising Men's Club of Elizabeth, N. J.
Newark Advertising Men's Club (10 autos).
Float Rochester Ad Club, Rochester. N. Y.
Rochester Ad Club (73 marchers).
Float Rochester Ad Club.
City Rand (20 pieces).
Tha Advertising Club ot Denver, Col. (120
marchers).
Float Town Criers' Club, St. Paul, Minn.
Town Criers' Club, St. Paul, Minn, (two
autos).
iiout Advertising Club of Los Angeles, Cal
Advertising Club of Los Angeles. Cal. (3(1
marchers).
h lout Flower-decorated auto drawn by SO-SO
members of club, white uniforms, serve as
horses; reins, green and yellow, city colors,
Los Angeles Ad Club.
f-ltv ltnnrl. 3(1 Dleces.
Flout The Advertising
Md
Float The Advertising
Md.
The Advertising Club
Float Emerson Drug
Md.
Float "Mennen's On Top of the World,"
Mennen Chemical Company, Baltimore, Md.
Float "The Homes of the White Suits," Ad.
vertlslng Club of New Orleans,
Float -"New Orleans' Staple Products," New
fFloat "Qeorgla, Minstrels." Atlanta Ad Club.
Float "A Soda Fountain In a Pergola,"
Coca Cola Company, ...
Float "Spirit of South Fort Sumter," etc..
CbAro,,;-NA.hvil'l.b- Advertiser.' Club. Nash-
V Nashville Advertisers' Club (nine autos).
Float Nashville Ad Club. Nashville, tenn.
Twentyplece band (Richmond).
FloatAdvertising Club of Chamber of Com-
mAdv'ertls1ng Club of Chamber of Commerce.
Lexington. Ky. (20 In autos).
Float Ad Club of the Board of Commerce,
Lexington. Ky. . .
i:uy o"" 'R7-IT';
H. S. HOUSTON, AD MEN'S LEADER,
SENDS MESSAGE TO BUSINESS MEN
Markets will bo the keynote word in the great Advertising Convention
which opens today at tho Commercial Museum and continues at the University
of Pennsylvania until Thursday afternoon.
Tho holding of old markets, tho gaining of new ones always on tho basis
of our motto "Truth" that is the mission of the Associated Advertising
Clubs of the World. Now, markets are in human minds. It has been demon
strated that the most direct, efficient and economical way to rench human
minds is through the power of advertising. That fact explains our name.
But the clubs are concerned with every side and phase of selling and merchan
dising. We are striving to stabilize and standardize the methods of distri
bution on truth nnd efficiency.
To n grcnt industrial city like Philadelphia such a convention as ours
is of the largest practical value. Every manufacturer nnd merchant in
Philadelphia gives his time and thought and money in almost unmeasured
amount to the vital problem of his market. His business life depends upon
it. So do the welfare and income of every one of his employes. Hero in
Philadelphia, at our convention, will be gathered the best merchandising and
selling and advertising brains of the continent. In the hundreds of addresses
and papers there will be suggestion, information, experience, knowledge of
incalculable value to the business men of the city.
As president of the Associated Clubs I invite the business men of Phila
delphia to any and aU of the sessions. They will be most welcome and on
precisely the same basis as our members. There will not be a session from
which an open-minded business man cannot bear away, for his own profit,
selling knowledge that may be worth $1000 to him. We shall bring to
Philadelphia the best wo have and we shall be happy, indeed, if our visit
is a source of profit and service to this great and hospitable city which is
doing so much to entertain us. HERBERT S, HOUSTON,
President Associated Advertising Clubs of the World.
KINGSBURY, TELEPHONE EXPERT, TELLS
ADMEN OF NATIONAL IDEALS
Club ot Baltimore,
Club ot Baltimore,
of Baltimore (100
Company,' Baltimore,
Float Pilgrim Publicity Association, Boston,
M"lo'at Pilgrim Publicity Association. Boston
MVl1rl Publicity, Boston. Mass, (160-200 Pil.
rlJno-Town,Crler ot Rhode Island. Provl-
det5oat -"lb Largest Manufacturers of Their
Kind In the World" Town Criers of Rhode
Il!"- ............ A ...l W ...
Worcester su""v.' wm. vi9r,
Band (20 pieces).
.Plymouth Advertising Club,, Plymouth.
Float.
Mass.
8532!
ymouth Advertising Club (IS marcherak
oat Plymouth Advertising Club. Plymouth,
iu: ,
barter ,0t Ad Club, lUrUord. Coon,
;iuo ariioro. was is
' ri
TS3t Oii Ad Club.
Continued from Page One
nimt.Paclflc Exposition for San Francisco
after nil other methods of persunslon hart
been tried and a ilval city hail virtually
grasped tho coveted honor.
"National advertising has secured hun
dreds of manufacturing plants for cities
which havo made known In tills way their
advantages as manitfacturlnp centres.
"National advertislm? lias Improved meth
ods of dolus business In hundreds of differ
ent ways. It has tauuht many llrms to
know more about their own business In
order that It might bo Intelligently adver
tised. A NATION'S "HOUSE ORGAN."
"National governments are buying space
to advertise for recruits for their armies
and for loans with which to carry on war.
Blue boolts, red books, rray books, green
books wo havo heard much about In the last
two years, nnd, as nnothor has said, they
aro tho 'house organs of Europe.'
"It Is high tlmo that the people of tho
world came to a realization of tho tremen
dous scope of the advertising business of to
day. No longer is advertising to bo con
sidered as a superficial globs upon business.
It rather has to do with the very funda
mental principles of every business. Thero
Is co-operation In this ago yes but In or
der to sharo In tho benefits of eo-operatlon,
every business man must co-operate. He
must join this great university. Ho must
adopt your method for tho diffusion ot
knowledge. Ho must embraco your Ideal
truth."
Mr. Kingsbury declared that every ar
ticle produced for the consumption of the
humnn raco should be advertised.
'This should bo done," ho said, "be
cause In almost every Instance of pro
duction In the present nge there Is a sur
plus In production over what the producer
can possibly consume. Philadelphia can
not utilize all her steel products j Penn
sylvania does not need all the coal sho
produces ; tho farmer cannot possibly re
qulro all the products of his acres. Wo all
are specialists; none of us is self-suffi
cient. Wo must know much about what
tho other man produces, because we con
sume Ills products and we are entitled to
protection In the diffusion of knowledge
which results In education through adver
tising. Very few of us produce anything
which we consume. Everything must be
bought. We have not the time nor the
knowledge to examine what we buy. Any
one could defraud you and me with falsa
statements. The old legal doctrine of
caveat emptor should no longer apply. The
buyer cannot beware, because he has
neither the tlmo nor the technical knowl
edge to examine the things he purchases.
We must be protected In the statements In
adertlsoments or we shall continually be
defrauded.
"Not only Is It true that every article of
fered for the consumption of the human
race must be advertised, but every great
cause In which we are Interested demands
that same treatment. The Intricate, modern
methods of production, transportation and
communication and consumption have
brought men closer together In mutual in
terests than ever before In the history of the
world, with the result that that which af
fects one class of men or one nation or one
locality of the world also affects every other
class of men, every other nation, every other
locality, and this makes necessary an accu
rate, complete knowledge of great causes
and great events, no matter how far they
may seem to be separated from our Imme
diate environment."
THE NEED OP TRUTH,
Mr. Kingsbury oald that the endeavor of
the Associated Advertising Clubs in the
direction of truth was bearing: a magnifi
cent fruit. He said;
"Truth is essential, as the National Vigi
lance Committee has Informed us many
tunes, and the r.eaior we arrive at truth
In all our advertising;, the more valuable
will that advertising be. Consider of hpw
little value the advertising of the American
Telephone and Telegraph Company would
be. even though It might express nothing
but the exact truth, If the copy of every
other national B4yextjser. should be full of
lies, Iu such" "an ' event, we should be In
such bad company that no one would bo
llovo us. nnd our advertising would be
absolutely valufnohs. But, on the other
hand, supposo that every other national
ndvettlher was telling nothing but the exact,
unvarnished, eternal truth. Then what a
glorious company would wo bo, In, nnd
what tremendous weight and value thero
would bo In ovcry statement of our copy!
"Indeed, I will go so far as to say that
national advertising or any other kind
of advertising Is going to succeed In the
future just In proportion to the extent that
It Is honest nnd true, nnd It Is n great
Mitlsfnctlon to know that you men who
havo tho most to do with this great business
have set yourselves to tho task of accom
plishing this great end.
"You havo led Congress In this direction,
nnd tho rtsult In tho law recently enacted
having for Its purpose tho prevention of
fraudulent advertising In tho District of
Columbia. It Is a great step In advance, a
national recognition of the correctness of
your attitude. What is good for tho 'Dis
trict of Columbia Is, of course, good for the
country nt lnrge, and let us hopo that all
the States, as some of them have already
done, will soon enact legislation along this
line.
"Then there Is an Immense responsibility
upon all who are connected with advertis
ing. He who buys tho advertising ns well
an ho who sells It should consider himself
ns a member of a great faculty, as n real
leader nnd Instructor of the people. If the
textbooks studied In this great university
are calculated to mislead the students. If
promises are made which cannot be ful
filled, If courses aro offered and pursued
which unfit the student for tho practical
things of life, the entire Institution will be
brought Into discredit and disfavor nnd the
business of educating through advertising
will decrease rather than Increase.
"In a general way, perhaps, wo can con
sider that the schools and colleges and uni
versities are educating the young and that
tha education derived through advertising Is
directed more especially to those who are
older. This classification, of course, Is far
from exact, but as a broad generalization It
Is correct, and when wv ome to compare
tho cost of the two systems of education,
one for our youth and one for our adults,
we may note some rather striking things.
"For Instance, magazine advertising In
tha United States costs almost exactly as
much as private elementary schoolB, and
nil the publlo high schools of this great
country do not cost as much by ?10,000,000
as that classification of advertising best de
scribed as farm and mall-order advertising.
The billboard advertising of this country
costs twice as much as the amount spent
In all tha normal schools of the United
States. Thero Is nearly as much jspent
each year In the United States on theatre
advertising as Is spent on schools for the
feeble-minded, although .1 draw no other
comparison between tho two. The reform"
schools of all the United States cost only
about one-third of the amount spent on
electric signs. And when we come ,to foot
up the entire bill for educating tho youth
In the United States we find, according
to the report of the Commissioner of Edu
patlon for the year ending June 30, 1914,
that It costs $748,736,664, I am -not going
to pretend to say how much was spent dur
ing that year In the United States for
educating the grown-ups by means of adver
ttslng, but I think you will agree with me
that It costs aulte as much to teach the old
Idea how to shoot as It did to teach the
young idea hpw to shoot."
"National advertising cannot be done at a
profit unless the publications used have na.
tlonal circulation, according to Mr. Kings
bury. "And In order to support such circular
tlon," he said, "their charges must be
high.
"Jt takes time to be known all over a
country as large as the United States; it
takes persistence, determination, tre
mendous; force behind an advertising cam
paign, and It also takes a willingness on
the part of the -producer and the advertiser
tq be known, for just eictly what he Is.
As. Lincoln well said, 'You can't fool all
the people all the time.'
"j am toldt by pw of great experience
In the advtrtUuj field that many a, cam
paign of nation I advertising baa failed be-
causo of tho lack of persistence; because re
sults were expected In too short a tlmo, and
Instances havo been cited where n campaign
which might havo been tremendously, suc
cessful ended In failure becauso It was
stopped just a little bit too soon. Thero Is
a tromondous cumulative force In per
Blstent reiteration nnd presentation of n
product which Is nationally Important, and
when you have secured this accumulation of
force It Is remarkable how long the benefits
last."
In referenco to tho advertising campaign
of tho Bell Telephono Company, Mr. Kings
bury said:
"The corporation which I have tho honor
to represent, nnd which spends large sums
of money each year In national advertising,
docs not do so with the direct object of In
ducing people to subscribe for telephone
service. Our president, Mr. Vail, has said
to mo over and over again, 'You must keep
out of your advertising anything In tho na
turo of an Invitation to purchaso tolephone
sorvlce ; get away from the commercial
Idea.' Well, that Is a pretty hard thing to
do, but we havo conscientiously tried to
do It. '
"Wo advertise In n national way because
we serve a nation-wide public and we want
that public to know all about our business.
We have Intrlcato problems; we want tho
people to understand them. We have lofty
purposes, and wo are entitled to have them
known. We have high Ideals ns to civic
servlco, and you enn readily understand
that a corporation doing business In some
70,000 places In the United States needs
some mensuro of sympathy from the public
It Is trying to serve, with Its tremondoUB,
difficulties. We believe In some great funda
mental principles ns applicable to our busi
ness, such as .tho necessity for ono policy
ns regards the general use and protection
of every telephone In the United States.
We bellevo In ono system, because wo can
not conceive of a nntlon-wlde servlco being
performed by numbers of unrelated com
panies. Wo believe In universal Bervlce,
because tho ultimate boneflts Incident to
telephone servlco obviously cannot bo given
or received In a restricted territory,
"Perhaps the one great test that can be
applied to our national advertising Is to
consider whether or not It has made these
problems, purposes, Ideals, difficulties, prin
ciples and policies known throughout the
United States. If It has madehem known,
nnd to tho extent It has made 'them known,
our natlonnl advertising h.iR been n suc
cess, but If we have spent theso large Bums
of money without that result our nntlonal
advertising has not accomplished tho pur
pose wo havo had In mind.
"Ar an advertising man I am pleaBed to
toll you that In our opinion our campaign
In these particulars has been a success,
and there are many evidences which go
to confirm our belief In this direction.
"But I must confes to you that I am up
against It. In spite of our endeavors to
follow out Mr. Vall'tf Instructions, the rec
ord shows that wo have not been success
ful, nnd I tremble when I realize that he Is
Bure to learn that somewhere or other the
commercial Idoa must have crept Into some
of our advertising without our really know
ing It. Wo have often stnted that we could
not key our advertisements or directly note
results In the way of Increases of business,
but a study of the figures shows a very
gratifying result when viewed from the
advetrlstng man's standpoint.
WHAT THE CAMPAIGN DID.
"Our national advertising campaign be
gan In Juno, 1003. We will assume that the
advertising haB affected only the number
of Bell telephones, as shown In the annual
reports of the American Telephone and Tel
egraph Company. Tha stations of our con
necting companies, private line stations,
etc havo been omitted In making up these
figures. For the five years of 1904 to 1908,
Inclusive, we gained 1,690,078 subscribers.
and this gain was 1.72 telephones'for each
100 of tho total population ot tha United
States. That was before our advertising
campaign began.
"Now let us take the period from 1908 to
1913, inclusive, omitting, as you will note,
tho years 1911 and 1916 In order to avoid
tho effect of abnormal conditions due to the
European war. During these five years,
while our advertising campaign was In
progress, wo gained 2,199,961 stations, and
that gain was 1.95 telephones per 100 of the
total population of the country, so that dur
ing the period covered by our national ad
vertising tho gain In telephones was ,26 of
one per cent, greater than during the period
when we were not advertising. Jf you will
apply this .25 of one per cent, to the total
population of this country you will notice
It, represents a large number of telephones.
And this gain was made In eplte of the fact
that the possibilities for new business were
considerably less In the latter period than
lit the former period.
"Suppose we consider a moment a com
parison between the gains In Bell tele
phones during the five-year period, content,
poraneous with' our national advertising
and the gain In telephones In the more Im
portant systems In Europe having Govern,
ment ownership during the same period.
Let us take the years 1909 to 1913, Inclu
sive. During that five-year period France
gained 133,917 telephones, or .34 of a tele
phone per 100 of the population of the
country. Switzerland In the same period
gained 37.602 telephones, or .61 of a tele
phone per 1Q0 ot the total population of.
the country. The German Empire gained
568,781 telephones, or .75 of a telephone
per 100 of total population of the country,
while, as we have seen, In tha United
States the gain In Bell telephones alone
was 2.199.964 telephones, or 1-95 telephones
per. 100 of population of the country Jn
other words, eliminating the effect o differ
nca in population, the gain In Bell tele
phone In the United States was over 1
time's the gain In the German Empire,"
AD MEN'S CHIEF EXTOLS
RECORD OF ACHIEVEMENTS
How tho great financial interests of the
country hnvo awakened to the force nnd
vnluo of advertising was described by Her
bert S. Houston, preslilont of the Associated
Adirl. flng Clubs of the
World, In his annual ad
dress this morning at the
opening sitting of tho
clubs' convention In Con
vention Hall, Commercial
Museum.
With words that thrilled
and Inspired tho great assemblage of ad
vertising experts, manufacturers, mer
chants and .bankers, he told of tho never
ceasing bnttlo of the Associated Advertis
ing Clubs of the World for honesty In ad
vertising and a fair deal for tho consumer.
Ho told how tho Assoclntcd Advertising
Clubs of the World are co-operating with
tho Federal Trade Commission nnd other
ngenclcs In an effort to reduce, the number
of business failures In tho United States.
"As we begin our 12th convention 'today,"
he said, "In thl3 historic university, we nre
In tho presence of the eager. Inquiring spirit
of Its founder, Benjamin Franklin, If he
were hero In the body, who can doubt that
he would face us with many searching ques
tions? "Ho would want to know tho things wo
havo undertaken to do with tho printer's
types ho so dearly loved In weaving them
Into advertisements with which to find mar
kets nnd bo to widen the boundnrles of the
world's commerce and civilization
"And why not face tho questions squarely,
frankly this morning, Just as wo should
havo to fnce them If wo stood before the
first great American phllohopher nnd ad
vertiser and siet his quizzical eyes looking
us through and through? Who nre we and
what do we stand for and, nbovo all, what
are Vo doing that Is worth doing to serve
our day In tho world?
"But boforc meeting tho test ot those
head-on questions let mo as president of the
Associated Advertising Clubs of tho World
say to you, Mr. Provost Smith, nnd thriugh
you to tho trustees of tho University of
Pennsylvania, that your association with
tho Poor Richard Club In Inviting us to
come to theso halls of learning for our con
vention was a great honor bestowed on
Amorlcan business, And It seems fitting
thnt hero nnd now I should nnnounce that
we shall Issue as a permanent and quicken
ing memorial of this great convention a
book to bear the title, 'Benjamin Franklin,
Printer.' Tile author, John Clyde Oswald,
editor of The American Printer and a mem
ber of the Executive Commltteo of tho As
sociated Advertising Clubs, Is n recognized
authority on both Franklin and printing.
"At last, by steady 'and sure growth, wo
havo achieved an organization that 1ms both
flexibility and unity, which recognized the
value of the clubs, distributed geographic
ally, and the value of the departmental,
organized nationally on the basis of common
Interest. Together, the clubs and tho de
partmental constitute tho Associated Ad
vertising Clubs of the World, strong, united,
courngeous In tho resolve to go forward In
the spirit of servlco, under their emblem,
the all-conquering word TRUTH.
"In brief, this describes who we nre.
But Franklin would Instantly Inquire what
we are doing that Is worth doing. Poor
Illchard was always careful to see that
his Almanack was not a prospectus of
promises, but a compendium of facts. And
even when he sailed a kite to the clouds
It was not to indulge In Idle sport, but
to see how much electricity would follow
down the silken cord Into a glass Jar.
"Well, what are we doing? Merely to
catalogue our activities would put too great
a tax on your patience. But 1 must at
least tell you of the outstanding things In
tho year since the Chicago convention.
"But with the clubs effectively organized
and adequately financed what are we doing
that is worth doing? We are making n
head-on drive Into the very centre of a
problem that Is basic In the whole ques
tion of markets, the efficiency of the re
taller, the last man In the chain of dls.
trlbutlon between manufacturer and con
sumer. You will hear at this convention
that our Committee on Retail Business
Systems has worked out fiva systems, one
for grocers, one for boot and shoe dealers,
one for Jewelers, one for druggists nnd ono
for hardware dealers, and that all of these
systems are practically ready to go forth,
under the guidance of tha clubs, and do
their upbuilding and beneficent work in the
world.
"And t Is with the deepest feeling of
pride, in which you will share, that I point
to the fact that the men who have done and
are doing this great and constructive, task,
and doing It without a dollar's compensa.
tlon, are men of our ovvn organization and
that the men who will Install these systems
among retailers are men In our clubs
throughout tha country,
"Now these particular activities have been
directed toward jetallers, toward the con
Burning public, toward Legislatures In a
word, from within toward the world with
out. But .at the same time there haB gone
rorward a wide range of work, especially
educational work, Inside the organization.
For we stand tor the belief that in order to
build up general merchandising efficiency
with retailers, in order to spread the know).
?11 o( alvertislng with the public, In order
to give the greatest power of advertising as
a servant of commerce, wemust ourselves
P9 trained.
-,1W' n0v Jner',J' 'or tha oncoming gen
,0,1?8. but M we" tor " generations
novv tying and working, so that, please
?.5U K.ay. bulM vr,'ip ln I own brief
daor t-hl lm futur days,
vest Sma?hMducatlonal wor,t' Mr' Pro
vost gmlth told me some months ago. that
fvi'i1? rUr.rPwwfc for the decision
i i.Yh1J,1rslt3f pl PePwylvaniTto. invite
its. balla for thj convention."
'WTOGOTOMgi
SAYS TEXAS AD M
"Bcnt'Em Evcnttun J
Somn Timr. rt..i "ca laKi
.., ones Fred .'
uw unKin
Photoirrnph on rictotlsl P. :
brimmed sombrero and raneiu
towering above every dclerat, ,'J 1
orougni uown Mis fist on th. .v., rH
force that seemed as lf ,. " , m
tho wood. ' " Wou'4 PUf
"We have got to go nl0 i, ij
has tried to do the rlgh ,k 'f $
man from Dallas, Tox lh Z, M
drawl. "But wo need-to DUt , BMth8
what wo call "red school.,... I ""S
.. 'he ?" ".."any llZ ll!kl
uuvvii.inoro inni they thlnk: wrl
JES. you ,inow whal fe-n.nl
"They think that Mmi . -1
United States if It weren't for S" 4
war won't hurt T- . .L.7 ?T "-i.
to put a lot of men In and . .V' 4
even It It does take some tlmJi!
-mars right," said "Bill" u. I
of tho Runburned Texas llriu '
El Paso. 'They think do2W
that Americans are cowards n-L W,,l
Hm! Thecse grlngoes theLeytll$
can't flitht." "" Mffi nZ
"Bill" Mix then made n .. , "I
tontlvo delegates from New -?" V
laughter when he said: rk ""Wo.
"I am unalterably opposed to Ji
troops crossing the border. ?.. ?
inKO u wiin them. ' "lots
win b, w.th tp rw
Ing a rifle for. four years abt ft
Americans, fore sners ami t,i . . .
will be a hard jobu b,V C
tile ....... II. -in., i. 'v n"n In to n
HVni.i.. .!!.. -. !t
i.u.i .u ..Km, urn,- said ff.j .... .
nnd then he went out to have hlit
snapped with a girl that r.5iL ' 'SI
a foot below his broad shonldV vfl
Hester Lovo anoumsr ifi
iui -ucjunitin wasn't through nj
down to TexnB," he said to i.
little girl, "and ril5 youVr M
cowboy." "" tl
COWbOVM lim .llffArnn.
chested youths. Hester blushed, whllMiL
laugh of Fred McJunhln .-i. 1"' ?
Bellevue across the street to th n,,.?.
then some. S
I'
t
I
. 4
N. Y. BAND WILL LEAD
CINCINNATI AD Ml
G9th Regiment Musicians
(iotharn Will Take Place of M
jected Kendle Organizations
The Cincinnati delegation to the ad ninfil
convention, which nas retusea to afteptttl
servlco of Kendle's Band, which iraili.
honorably discharged several dajjipkt
Colonel Charles C. Allen, commander oflL
1st Regiment, will have a military t
after all to lead It In the pageant tonlrit
Bayne's 09th Regiment Band, of ,Yf
York city, will supply the music for &
Cincinnati advertising exnerts. Thls'bul
composed of 35 pieces, is filling an erishtl
ment nt Woodslde Park, and today Erail
II. Crowhurst, representing the tiariiuil!
ngement, offered the services of the band wi
tonlgnt s pageant. ;
Charles Culbertson, leader of the dtlep
tlon. accepted tho offer gratefully.
"Tins is just in line with the general riM
of hospitality we havo found on all i:Ju
in this city," ho told Mr. Crowhunt
Mr. Crowhurat said that Voodslda tufc
would have to struggle along lonleht (!(!
out tho band. 't5
"Xo doubt some of our patrons UI VM
ellsnppolnted," he said, "but BtaijSffi
know the reason for the absence el nstSi
I am sure they will be satisfied W,flw$'
have uono tho right thing" ,i
William Bayne, leader of the ao4-B
himself march at the head of Wi imalqtl
organization. The band is isocutrt witS
tho New York mllltln. hut Its msmtun in)
not enlisted men, as were the ntntxu oi
the erstwhile 1st Regiment Band ttnCi
Tho Cincinnati delegates met mttrbl
and voted unanimously that they oll
not accept tho services of Kendle'i Bind,
and until this morning It was donbUsl
whother they would have any land iMtlj
The members said, however, that lint
would rather march without music ttul
havo It supplied by the Kendle pioa,.!!
Ad Men's Chronicle 1
What Is a man without his imt
This Is the question which Is punft
Charles Lehman. Jr.. who came ht y W
the advance .guard of the Los Amela'jU
men. -p.
Tin nrrlverl horn In eood BhaDe. alWAl
Inni. Inln nnrnaa .Ha fntintrV. Then hC VK
cheerily to tho Hotel Adelphla and nij
for his baggage. He is still waiuom
It appears that after walttoy about p
hours Mr. Lehman decided to tall
n... .... n XrA... Vnrlr VTA left VOTUf
enml 1,1a lin,-(r,,-a thara when It arnVCC V3
reaching Nevy York he met a to1?" A
friend and went with him to hH.taMJ
the Catskllls, He left word in jvew
to forward the baggage w --,
It arrived. On the way to """""g;
vu rtevv jutiv. wii (."' -, ,. yattj
that the baggage had been e
cello and Instructed a bagg Wj . M-
. ... .1 ,........., tn thn AdelDhB. .!
Lehman received a wire yjJJfc
the baggage would arrive any P"gj&,
ins cnecK uvci ,... - - h unit1
The baggage man waded """' W
of trunks and va Uses severs 1 IW jl.
ne uanaea K"'?, ,iV rtMU
disgust. ".Vothln1 Hhe that rw
Bald. L- hAfeF&
The ad man went back 1
jected. Then he made a ! . iW
hnWdasher's and several other tJMl
order to keep in shape penaio, -jj-
Ctl!tV. . , m ItU Bill
In order to get the maner m
he took Mr. and Mrs: John C.1
Angeles, out wr -"T, . u, Mffll
return ne receive "-,;-
wj ,,.,,i in Norfolk- mm
imii wee. wu.. ... '
... J
n u. will Sneak to Ad ?s
1M3 Something Uywjg
Happens in National AfW,
U is probable ita ff tt
Wilson will address the d m MJl
great pairiouu .. jg
Herbert S. HSw2Mfc
Doubleday. Page & Co. and Pr t,m
Associated Advertising Ciuiw mgUft
announced that b M "- H3B
ttaThTharieerassur M
Wilson was
vertUlog men ori WVffl
rss
the President " -