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VOL. ll.-HO. 240
' Sports. . :
PnTJjADELPUIA, TUESDAY, JUNE 27, 1910.
ConntciMT, lDlfl, nf the public kronen Counttt.
PBICE ONE CENT
AD CHIEFS HEAR
"Ideal Route to Reach
the Public,". Says Wil
liam A. Thompson
;,000,000 WILL BE
OUTLAY IN 1916
Experts Tell of Plans to
Reach Out for Trade
HIGH SCHOOLS ATTACKED
SUFFRAGISTS ALSO BELIEVE IN THE VALUE OF ADVERTISING
Their Products Are "More Vol--'uble
Than Valuable,", John
B. Opdycke Asserts
In National Ad Field
Newspapers aro rapidly becoming
supremo In the field of national nd
vertlsinu, declared William A.
Thompson, director of the American
Newspaper Publishers' Association,
in an address before the ad men.
Newspapers will carry a total of
$75,000,000 in national advertising
alone in 1916.
Educators attack curriculum of
American high schools and urge that
room be mado for courses in adver
tising and business in colleges, uni
versities and high schools.
Experts tell of wonderful oppor
tunity for American manufacturers
to capture trade in world markets.
New York clergyman urges elim
ination of pious phrasing in church
A. great flood of new Ideas and methods
for the extending of American business Into
World markets today engulfed the 10,000
er more advertising experts, bankors, manu
facturers nnd merchants who attended the
departmental sessions of the Associated
k IJLdvcrtlslnir Clubs of tho World.
s Y Many plans wero unfolded by experts for
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ratas uivuigeu uy uowu uuaiucsu vi.ui.v
ttJats and capablo commercial research
Workers were received In an enthusiastic
and progressive spirit by tho men who have
coma to the Philadelphia convention In
'search of solutions of probloma which have
arisen since the advent of abnormal busi
Men from all sections of the United
States, who yearly expend huge sums for
advertising were keenly Interested when
William A. Thompson, director of the
American Newspaper Publishers' Associa
tion, said that newspapers wero rapidly be
coming supremo as a medium for national
advertisers. For 1016, ho said, the nowB
papers of the United States would carry a
total of fully J75.000.000 In national adver
tising. INFERIOR PRODUCTS OF SCHOOLS.
Before the teachers of advertising session,
John P. Opeycka attacked high schools as
"turning out inferlotvproducts, more voluble
than valuable." He urged that a place be
made In the curriculum of tho American
high school for advertising and Instruction
In modern business -methods, Before the
same section Dr. Herbert W. Hess, of the
Wharton School. University of Pennsyl
vania, attacked tho commerce courses
taught In colleges and universities.
C. A. Tupper, president of the Chicago
Trade Press Association, told tho business
press department of tha wonderful oppor
tunity for development of American trade
In foreign countries.
Shirley Hunter, an advertising manage,
of Las Angeles, told the retail advertisers'
section that every store haB a personality
and that every advertising man should
strive to express it
OPPOSES PIOUS PHRASING.
That copy for church advertising should
tell the truth and he free from pious phras
ing was the statement of the Rev, F. T.
Keeney, of tha First Methodist Episcopal
Church, New York, before the section on
Frank J. McOrann, at the house organ
editors' conference, said that house organs
for employes should be attentive to little
personal things about employes, such as
births, marriages, encasements, athletic.
vacations stories, promotions and recogni
N, Mitchell, advertising manager of L. K.
Uggett Company. New York, said that
advertising should be placed In mediums
that will reach the largest proportion of
women readers, as women dp. 76 per cent.
,ef the purchasing of the country.
NEWSPAPERS FORdE AHEAD.
Newspapers, now suprerfc as a local me
dlum for advertising, are rapidly becoming
supreme also as a medium for general or
national advertisers. This was asserted
by William A. Thompson In an address to
day before the 'National Advertisers' De
Jjartment Mr. Thompson said further that of fSOCV
000,000 spent last year for advertising, 1 55.'
JQO.OOO came from national advertisers, and
that In tho first quarter of 1819, newspaper
advertising In the general field Increased 95
Per cent Barring unforeseen contingencies.
Mr. Thompson said the dallies of the United
States would carry a total of fully $75,000,'
000 in national advertising alone for th
Mr. Thompson's address waa heard by
scores of manufacturers and dealers whose
yearly advertising appropriations run Into
HUGH SUM SPENT.
Mr. Thompson said In part;
"It Is of interest to look Into the rea
son bak of this huge sum spent In gen
eral newspaper advertising. Most of them
are matters of the earliest record; some
re ef more recent davsloDmant.
In the flrt place, the newspaper U
Wed dally habit In the live men, women
column, jt 1 read every day by even?
ttutfaaaas of ryUtag wywhere. It to
ftm ty tht eooiura? r vha buya the arttele,
rfWsl 1r tt tfemkr -wis fl tti audi !
4tl4r, i M uatwrwl, Itt wrwr
TO ENTERTAIN AD MEN
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) HHtwqS 3$&f d&ar&r ej' wia&aWaVaB
town, or hamlet It Is a local institution,
known in every homo and carrying with
It tho ntmosphere of tho community. It
Is tho ono dally moans olfcred to tho In
dividual of laying his Anger upon tho
pulse of tho world, and, coming ns a well
known messenger, It personalizes tho events
of the day.
"This universality of the newspaper la
tho first thing that attracts tho national
advertiser. Ho knows that ho can buy news
paper circulation In exact' quantities. He
can cover ono city or 100 ; ono section,
or a continent. His advertising represents
tho minimum of waste. Ho goes where tho
going Is good and skips tho places whero
he cannot do business.
"Tho dealer knows that newspaper ad
vertised goods will not grow dusty on his
"Tho newspapers of this country and
Canada are doing much to stimulate and
to crystallize this Interest on the part of tho
retailer In goods advertised In the news
papers. In nearly every city newspaper
men have Impressed In some way upon
storekeepers tho fact that general newspa
per ndvertlscrs aro sending customers direct
to tho retail counter, and that It Is In lino
with the dealers' profit to handle and to
push newspaper-advertised goods no a class,
"General newspaper advertising, whllo
still making up the smaller percentage of
the average nowspapor's rovinuo, Is be
coming each day a mors Important Item
on the publisher's books. Nowspapors nro
giving closer attention to tho problems of
tha national advertiser. They aro compiling
facts about merchandising conditions In
their communities which glvo tho manufac
turer an accurate business map for his
campaign. In a word, they aro doing their
part to make newspaper advertising an .ex
act business instrument.
GREATEST SOCIAL FORCE
"We nowspaper advocates are enthu
siasts, and we have reason to be enthu
siastic. A thrill of just pride goes with
tho knowledge that, the medium we rep
resent Is the greatest social, political, and
commercial force In tho world. Most of
us. live and "dlo In tho business, not bo
cause tha financial rewards are colossal,
but because other music Is tamo, tuneless
stuff to ears that know tho hum of the
high-speed presses. And while we are
strongly partisan In advocating our me
dium, we do not foso sight of the real
merits and the real values offered by our
competitors. We aro cognizant of ad
vertising Ideas and purposes that do not
square with our own : soma of them wo
respect and of tho rest wo strive to bo
tolerant. But our message to the nation
al advertiser, based upon simple fact, Is
"If your purpose In advertising Is. to get
your goods to tho consumer quickly and
profitably, the dally newspaper offers the
HIGH SCHOOLS ATTACKED.
John B. Opeycke, .chairman of the Eng
lish department of the Julia Rlchman High
School, New York city, at the afternoon
session df the Advertising Teachers, held In
Logan Hall, assailed the high schools.
'Mr. Opeycke urged a radical readjust
ment of the curriculum of the American
high school to make a place for advertis
ing and Instruction In modern business
methods Instead of long courses on the
classics and Impractical work.
The reason for the Introduction of ad
vertising and selling courses In high schools
Mr. Opeycka based upon the fact that "60
per cent, of high school graduates go
straight Into the advertising and selling
world." The failure of tha school authorities
to take cognizance, of the growing and
ripened demand for business Instruction he
characterized as "lamentable and disgraceful."
"Business men the country over," he de
clared, "complain of the high school grad
uate. He Is an Inferior product, they say,
In view of thermoney the State spends upon
him. Thus high school teachers are failures
whether they like to hear It or not. And
one of the reasons for this Is that so much
of the work they Insist upon doing is totally
useless and Impractical. Teachers are par
Mr, Opeycke made no attack upon in
struction In literature, but rather upon that
form of literature which treats of dead
subjects. Urging that the life of liter-'
ature be extracted for the courses In Eng
lish he declared that "Imbedded In all Uer'
ature He rich mines of advertising and sales
expression awaiting discovery."
Summarizing a tentative course for the
high school student which will better fit
him for mdoern .business, Mr. 'Qpecycke o(
fered the following:
"The first year's work In commercial
English consists of simple business letters,
slmpla classified advertisements and com
mercially assorted spelling lists.
"In the second year the newspaper and
the magazine are studied, with soma stress
upon the advertising and sales content.
Pupils are Tequlred tq write newspaper
English by way o letters to editors, re-,
porta on current topics, news Items, new
records, etc In the third and fourth yeara
advertising and selling, together with ad
vanced letter-writing, are given, Sales
manship Is taught, of course, with adver
tising, DEFECTIVE METHODS.
Emphasizing tha defects of the present
method of English Instruction, Mr. Opeycke
"If yoj want to see how wrong, liow
absurd it Is, Just attend the average high
school commencement and hear the
pedantic, mollycoddles, effemtnlsed out
pourings In oratory. The great
eat offenders of the principle of economy
are our high-flown high school pupils of
the third .and fourth years. Their, tendency
to verbal apUHficaUon has made them noto
rious. The average employer thinks the
average hlsh. school graduate vastly more
voluble than valuable aa a business asset.
And yet what the verag high achool
iTdu4t iwfctos la W wwci think g
km lewptaytn, k hasn't word t tell" "
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'' &&.' ilk
Leo "fetcvens, in Dirigible, Wiil
Drop Harmless Bomb3
Members of the Equal Franchise Society arc overlooking no opportunity
to obtain publicity for the cause during the present convention. Above
is a group in their convention-week costumes. . Below is Miss Julia
McCIain ns she appeared .in thq. parade last night.
W. Hess, of the Wharton School, University
of Pennsylvania, said:
"It Is 'true that we ore more successful
as Individuals than as an Institution.
"New schools, with courses In marketing,
aro springing, up over the country. In
dividually many of us have Injected a word
of advice as to the Ideals of particular
courses, but where has the word gone forth
so as to Instil tho kind of concept which
gives the largest significance to tho im
plications of Belling? Universities get the
notion that courses in commerce are needed.
High schools are getting the notion. Who
gets, the notion? Some one. Who Is en
gaged for the service? Some one that
some one else recommends. In that he
seems to possess enough personality to get
'it over,' as the vernacular puts It,
"Deans of university commercial schools
whose curriculum Includes selling most often
find themselves in a whirr as to what ought
to be done with the miniature cyclone which
has arisen In their midst Adjustment is
the cry of the' hour.
"Let us .recognize what a postgraduate
and an- undergraduate course mean. Let
us have a standard as well as a school In
the development of instructors. Let us
recognize the specialized talent and ability
of many here who are constantly furnish
ing valuable data assisting In the standard
ization of courses. But, withal, let us estab
lish a system, part related to part, the
Ideal of which Is our common struggle and
tha truth of which Is so well advertised
that University realm and the business
world recognize the standardized efforts as
worthy of financial and honorable recogni
tion. Let us fight for an Ideal."
AD WOMEN MARVEL
AT UNCLE SAM'S SHIPS
View Grim Dreadnoughts and
Slender Destroyers Many
From Inland Had Never
Seen Warcraf t
The majority of the 800 ad women at
tending -the convention, either as delegates
or wives of the men themselves, 'praised the
apparent fighting power of Uncle Sam's sea
dogs 'after they had closely Inspected tha
equipment nt League Island,
From grim, gray dreadnought nnd needle
Ilka destroyer to the new terror of the sen,
the submarine, tho ad women were vitally
Interested" In the possibility of the fleet.
Many of them had never seen a battle
ship .before, except In the movies, and they
manifested a desire to sea the ships from
stem to stern. Headed by Mrs. Rowe Stew
art and her' aides pn the Reception Com
mittee to the ad women, the party left tho
Ilellevua' at, ? o'clock. A short' whirl down
Broad street, through the new Boulevard,
brought'them to tho gates where a corps
of men, through the courtesy of the Navy
Department, was present to act as guides.
Mrs. R. H. ,Durbln,. wife 'of (he. president
of the Poor Richard Club; Mrs. John C.
Martin, Mrs. Frank A, Black nnd- Mrs, F.
II, Rowe, Df Boston, were among those who
supervised 'the trip for the visiting women.
Phllndclphlnnn todny will have nn oppor
tunity to ko what It means to bo "bombed."
Leo Slovens, an 'aviator and balloonist, will
arrive today, with his big dirigible, to drop
"bombs" and glvu nn nlr demonstration.
Stevens lins been employed by the Evenino
LBDQEn and Public Ledger and his demon
stration will bo tho special Ledger feature
of tho ad men's convention.
Stevens will go directly to the Grant
cabin, Fnlrmount Park, near tho Scdgley
Guard House. And unless something un
foreseen occurs he will bo there and have
his baloon assembled this afternoon. Start
ing from there, he will circle tho city, drop
"bombs" on Lcaguo Island, City Hall, nnd
nt times will nail ns low ns 200 or 300 feet,
so that tho public may get a good Idea of
what his balloon looks like.
It will be a tremendously big nffalr, this
dirigible somo 80 feet" long. But ns liTg
as It Is, It will bo handled by Stevens nlono.
Whatever Is coming "work, excitement,
danger nnd tho hooray of tho multitude
Stevens Is tho sort of chap who takes It
This forthcoming "stunt," ns It has been
noised among tho conclavo of live wires as
sembled here, has attracted a great deal
of comment. Tho ad men llko It. They
all concede that It Is "advertising," em
bodying all tho magic of that compre
Tho big airship will bo a notable addition
to tho pageant of Thursday on the Schuyl
kill, when Stevens will reinforce his supply
of talcum powder and confetti "bombs"
with a display of nrcworks.
It will, by the bye, bo tho first sight of n
real dirigible., for many Phlladelphlans.
Some yeara ago Beachoy sailed over the
town in a small airship, but his perform
ance, for tho most part, has been forgotten.
Sees Ad Men's Parade; Dies
Mrs. Margaret Shllby, 61 years old, of
Chester, who fainted while watching the
ad man's parade last night at Broad and
Arch streets, died early, this morning In
the Minerva Hotel, 122 North 10th street.
Heart disease Is believed to have caused
WILLIAM H, INGERSOLL
Ono of the men who "mado tho
dollar famous." He is chairman
of the Nati""f' '"sion of tho
A. A. C, W.
RELIGIOUS ADS TO
Pastor-Editor Favors Fill
ing "Every Inch of Local
A BUSINESS INVESTMENT
Church advertising was discussed this
morning at tho Church Advertising Section
of the 12th nnnunl convention of the Asso
ciated Advertising Clubs of the World,
William It Hotchkln asserted that .there
the advertiser lias nn amazing field,, for
there arc 50.000,000 people In the United
States without church affiliation; nnd tho
Rev. William M Barton, editor' of Tho Ad
vance, a religious publication nnd pastor of
tho First Congregational Church of Oak
Park, III., declared that there Is nothing
else so well worth tho advertising "as tho
Gospel of Jesus Christ."
"The first rule which I have learned to
follow?' said Tho Advance editor, "with
regnrd to advertising outside of the church
Is to mako tho largest possible uso of the
local press, I will fill Just ns many Inches
a week as the local papers will glvo me In
announcing tho services of my own church
and In reporting events of Interest that
have occurred there, and I will try to do It
so well nnd hnvo my copy In so early ns to
Insure a good position nnd a favorable
Advertising, however, without having "the
goods" cannot In Itself fill curches. Doctor
Barton said, adding:
"Tho first nnd best advertisement ,for any
church Is tho widespread assurance that It
uniformly has a service worth attending.
No Investment In printer's Ink can over be
a substitute for this. Equally with every
other advertiser, tho church must stand
ready to deliver the goods and give to tho
person who enters Its doors something
worth coming for.
"ADVERTISE CHURCH SERVICES."
"I believe In advertising church services,
nnd nm glnd to say something nbout Its
methods, but I wish It understood In ad
vance that I believe first of all In having
something tOL advertise, nnd that tho thing
advertised should not bo meretricious, or
cheap, or theatrical, but fundamentally and
Invariably the Gospel of Jesus Christ.
"But there Is no reason why tho Gospel
should bo either preached or advertised In a
dull or uninteresting fashion. Jestis waB
nn Interesting preacher. He knew how to
get tho attention of tho crowd and how to
keep It after ho got It. Ho did not nlwnys
preach alike; Ho changed His stylo of
preaching at least four times and always
for a reason. He did not depend upon His
miracles to bring-In the crowds; Indeed, He
deprccatecT tho gathering of multitudes nfter
that fashion. But Ho got tho people and
they heard Him gladly.
"I am prepared to bo told that ministers
ought not to seek nowspaper notoriety, and
I ngrco heartily with that statement; but
ministers ought to seek to let their lights
shine beforo men that they may see their
good works and glorify their Father who Is
In heaven. So tho first rule which I have
learned to follow with regard to advertising
outside tho church Itself is to make the
largest possible uso of the local press."
A similar thought was conveyed by Mr.
Hotchkln, who said:
CHURCH MUST SELL ITS GOODS.
"First of all tho church must sell Its
proposition to Its .own members. This Is
vital work. Tho first work of the commer
cial advertiser Is to keep his own customers
sold. This Is tho foundation of any suc
cessful business. Tho good will of regular
customers Is not only n concern's greatest
asset, but It 1b tho greatest existing power
In securing the Interest and confidence of
"So I would say that tho most vital ele
ment In advertising a church to outsiders
Is tho living picture of the Joy, .satisfaction,
comfort and peace expressed by the people
who are members of the church.
"All successful advertising must creato
desire for either the goods advertised, or
the benefits that will come to the purchaser
through the possession or use of the goods
"It pays to advertise. Advertising will
definitely cause church growth If the
church deserves to grow."
"If the church grows, the collections will
be larger; tho members will be willing to
contribute moro, and there will be more of
them to contribute.
"As a straight business Investment for
the church, advertising should pay its own
way, as it does in any other good business.
"If thero Is not enough money In the
treasury to pay for the advertising, I would
make an estimate of the annual cost and
ask for definite advertising contributions
to support this work and do It consistently,
regularly year ln nnd year out, as other
business concerns do it."
URGES CITIES TO ADVERTISE
Bad News Spread But Good News
Must Bo Spread
A nation-wide campaign of advertising
for municipalities was advocated by Edwin
L. Quarles. of Indianapolis, today. He said:
"Thero Is one unfortunate but Inevitable
reason why our communities should take
seriously the matter of projecting their ad.
vantage Into the national mind, and that
Is tho fact that unfavorable community, ad
vertising Is automatic.
"It does not require method or money to
spread the stories of strikes, epidemics,
crimes, disasters or even business failures.
It Is only .with care that the loyal citizen
can keep the reputation of the community
up to par. Well laid plans, money, a daily
consideration of these matters and good
stout will are necessary to hold It above
STRENUOUS DAYS..FOR THE ADVERTISING CONVENTION DELEGATE
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Cyrus H. K. Curtis Tells
of Structure for Eve
ning and Morning
BUILDING WILL HAVE
One, of Greatest Publication
Homes at Sixth and
WHOLE BLOCK ACQUIRED
Convention Applauds Announce
ment of Enterprise Due to
Cyrus H. K. Curtis told tha advertising
men today that ho planned ,to erect one of
the finest newspaper buildings In the
country on tho site at 6th and Chestnut
streets, now used by the Evf.nino Lgdoer
nnd Public Ledger. His announcement was
made In room 214. Engineering Building,
University of Pennsylvania, where he had
been Invited to address the section made up
of advertising ngents.
Mr. Curtis sald that a conversation yes
terday with Mnypr Smith, In which the
Mayor had told how, the city's convention
hall was going to bo larger and more ex
pensive than .originally Intended, led him
to tell of his personal plans. . For, as he
said, Mr. Curtis is going to build a conven
tion hall, too. It will be In connection with
his proposed newspaper plant and will be
open to such gatherings as tho advertising
WILL SERVE GREAT PURPOSE.
Mr. Curtis said:
"I had luncheon with the Mayor yester
day, and he told me of the plans of the
city to erect an Immense convention hall
which will cost moro than had been
originally Intended, but which will serve a
"Philadelphia Is going hard nfter con
ventions, nnd I might take the ljberty to
announce at this time that I hope when
this convention comes here .again theV
shall meet at 6th and Chestnut streets. '
"I have.'acqulrcd the block bounded by 6th,
Chestnut. 7th nnd Sansom streets. At the
corner of 6th and Chestnut streets now Is
the first great newspaper building- In Ameri
ca. When It was erected Jn 1868, papers
of the entire country from the At'antlo to
tho Pacific consts made prominent mention
of it. A banquet was held In connection
with Its completion', and the accomplish
ment was made tho subject of general cele
bration. "I Intend to erect on the site of this build
ing, and I nm even considering mbre space
than the Public Ledger building now occu
pies, one of. tho finest newspaper buildings
In the country. It will be a real newspaper
"I hopo to greet you there in the future.
It will contain an auditorium which will
accommodate such gatherings as this, and
at utn and Chestnut streets, too, we shall,
have a convention hall,"
Mr. Curtis closed his address with some
opinions on the use of premiums In getting
magazine subscriptions. Ha was warmly
applauded. Other speakers at the session
were William H. Johns and Collin Arm
strong, of New York, nnd W. C. D'ATcy,
of St. Louts.
DISCUSSED BY TEACHER
University of Texas Man Urges
Standardization of Courses in
Schools and Colleges
The standardization of Instruction In ad
vertising was urged by John E. Trevelen,
of the University of Texas, at the opening
session on 'Teachers In Advertising," held
this morning In Logan Hall,
Speaking on the subject of "A Plan for a
College Course for the Training of the Ad
vertising Man," Mr, Trevelen asserted that
advertising teaching Is now passing through
the experimental stage, but It haB not be
come satisfactory as yet. He urged a cor
relation of courses between advertising
schools and universities, colleges and
schools of commerce.
"Conditions differ sd materially in dif
ferent colleges and universities and in
different sections of the country that con
clusions reached upon the basis of an
understanding of one set of problems may
not be tenable under other pondltlons," he
said. "That which might be accepted by
ona aa a satisfactory statement of what
constitutes training for an-advertising voca
tion might not be at all acceptable to
others. There la not, strictly speaking, any
vocation or profession of advertising; in
stead, there are a number of vocations all
more or less dependent upon advertising;
"The planning of a curriculum for ad
vertising training is likely to be Influenced,
by the particular interests of the person
who formulates It.
"One of tha first questions a ba settled,
when a new curriculum Is being planned la
Its relation to the established courses of the
university and the necessary administrative
machinery for Its operation. As has already
been Indicated, the development of tha
teaching of advertising has not been at alt
systematic, with the result that there is no
uniformity as to th- placing of responsibil
ity for advertising courses. About nv
third of the courses In advertising- now
give are offered In courses tn Journalism,
about one-third in Echools of commerce and
one-third under the direction of various
academic departments. In several univer
sities different courses In advertising- are.
given in two or more school.
"The reason for- this variation Is clearly
historical, and local, and does not depend
upon any material difference of opinion as
to the nature of courses in advertising. ' la
one Institution Instructors In Journalism
have shown, a particular aptitude for ndvi'
tlslng teaching i In another the lurat lit
advertising has been developed in, th
School of Commerce; In still another tlua
department of psychology has betu tha tot
to, sea the opportunity for these- cour.
"If complete curricula, Air tha trsl&i&f
of advertising rata are to. lw 4irpA
division, of repMiMUty for th .-i(irin in
aavenuutg mvm av way m awwKBt?
direction mi tha whc,.'i wi EjMi
order to- ettr Mageiiirr rt &
insure tha must. 5av,fltayvu comtMiaB
t WM1HWS," "