Indiana daily times. [volume], June 09, 1920, Home Edition, Page 2, Image 2

About Indiana daily times. [volume] (Indianapolis [Ind.]) 1914-1922

Image provided by: Indiana State Library

                
2
ADVERTISING WOMEN’S CONFERENCE ELECTS MISSMARYL. WHEAT OF ST. LOUIS CHAIRMAN'
ST. LOUTS GIRL
CHAIRMAN OF
WOMEN CLUBS
Secret Ballot Is Used in An
nual Election of Fair
elegates.
PLEA FOR ORGANIZATION
Mis* Mary L. Wheat of St. Louis is the
new chairman of the advertising women's
coutereiice, which met in connection with
the convention of the Associated Adver
tising Clnbs of the World.
Miss Ida Pines of Chicago, office man
ager of the Leslie-Judge Company, was
chosen as vice chairman for the next
season.
This is anew office of the conference,
created yesterday.
Jane Martin, present woman member
of the executive board, was re-elected
over Miss Jessamine Hoagland of Chi
cago, who ran a close second.
“Reaching the National Audience.” by
Mrs. Agnes Carrol Hayward of Chicago,
was voted as being the best of the wom
en's speeches and will be kept in the
flics of -the organization.
Marie Chomel of Indianapolis acted as
chairman of the meeting owing to the
absence of Miss Ennis of San Francisco.
LOCAL WOMAN
MADE CHAIRMAN'.
Mlse Mayse Bass of this city was chosen
as secretary.
“It is no longer necessary,” said Miss
Chomel. in her welcome to the women,
“to effect entrance luto a city through
strategy,
"Today we advertise for guests!
“By all the seductive arts of the printed
word and the spoken one, by brass bands,
by singing delegations, by wire-pulling,
by the steam roller, we get ’em^
“Sometimes, with much ceremony' we
bestow upon them keys big enough to
open the great doors which guard that
profoundest of mysteries—the name of
Senator Penrose as candidate for the
presidency.
"To welcome the representatives of any
great organization would be a pleasure—
to welcome the .Associated Advertising
Clubs of the World is more than that—it
is an honor, for the movement In which
you are joined is one of the most heart
ening propagandas in the world.
“The result you aim at is not merely
that the shoes which customers buy
shall not have paper soles, but that the
man who sells the shoes shall not have a
flabby soul in his body.”
Louise Gardner Swain, assisted by
Florence Provost, told briefly of the
working out of the kitchen problems of
the advertising agency in a terse, clever
talk, “Come Into the Kitchen.”
PRAISES WOMEN’S
ORGANIZATION PLAN.
“Advertising women do better adver
tising club work when they have their
own advertising club In place of being
members of men's clubs," declared Kath
erine E. Mahool of Baltimore in her fif
teen-minute talk.
Miss Mahool urged the organization of
advertising clubs.
“If there is hut a small handful of
yon. remember that as long as you have
quality, quantity will take care of it
self.” she said.
Jane J. Martin talked very informally
on "The Value of the A. A. C. of W. to the
Local Organization.”
The A. A. C. of W., she stated, was
a woman’s slogan itself, for “Every
Woman Believes In Truth.”
She urged the affiliation of all clubs
with the national federation. 1
P. S. Flores of the national organi
zation conducted the electlon of the wom
en officers.
An amusing Incident of the election
was the fact that the women refused to
follow the precedent set by the men In
their voting In announcing the votes
from the floor, but Insisted on using the
secret ballot.
Delegations were present from Chica
go, Bnffalo, Boston, Cleveland, Missouri.
Dallas. Milwaukee, New Orleans, New
York. Philadelphia and St. Louis.
St. Louisan Elevated
to ‘Grand All Night’
With elaborate ceremony In the coffee
room of the Lincoln hotel some time be
tween the hours of midnight and 0
o'clock this morning the Royal Order of
the Midnight Sons was organised.
The order cons:sts of an even dozen
advertising men attending the convention,
and it is officially announced that only
the •*C-lecf’ can be members.
("lint the St. Louis I*oat-
Dispatcu was elevated to the position of
"Grand All Night." and O. "Nut"
Keeler of Atlanta. Ga.. was crowned chief
humorist, aecordfng to Cole Morgih of
Atlanta and a member of the orfler.
The other members are I’iigriins from
Boston, Crackers from Georgia. Suckers
of Illinois and the "Show-Me-Boys" of
Missouri.
The nest meeting of the Midnight Sons
will he held at Atlanta nt midnight of
the first Monday of the convention nest
year and terminating at sunrise on the
first Tuesday.
Accept Resignations
of Fireman, 2 Police
The resignation of David E. William,
truck company No. 10; Patrolman John
F. Dickinson and Bicycieman Benjamin
Trlmpt hnye been accepted by the board
of public safety.
Triuipe had been in the employ of the
city for more than twenty years.
Direct Mail , Buckley*s
Way of Advertising
m ■■WMBWMHMHMMMMMHMMBMMWMH
HOMER 3. BCCKLEY.
Direct inatl advertising is the special
field of Hoiner J. Buckley, vice chairman
of the national A. A. C. of W. commission,
of the live wires of Chicago attending the
convention.
“Let Uncle Sam's mall service serve
you In telling your story,” is Mr. Buck
ley's advice. ,
As the senior member of Buckley,
Dtfment & Cos., iMr. Buckley Is known as
• leader In the advertising circles.
NEWMEYER MAY
BE CHOSEN HEAD
(Continued From Page One.)
farmer through the national farm
papers.
“The national farm paper,” said Mr.
Taylor, “will continue to grow and ex
pand with the continued growth of the
national spirit, and I hope that we who
publish the nationals will live up to
our opportunities for service to the men
who read our papers, and to the men
who find them profitable mediums for
their advertising.”
The United States must cease to think
of the south In terms of cotton only,
| said B. Morgan Shepherd, of the South
ern Planter, of Richmond, Va., in his
address to the farm paper publishers.
SHOWS PRODUCTION
IN LARGE FIGURES.
Mr. Shepherd told the men of the vari
ous crops produced in the south, and
gave figures showing that produce total
ing a value of more than ten billion dol
lars Is now produced In that section of
the country.
“In no section of the country is there
to be found a more wholesome spirit of
co-operative effort than in the Pacific
northwest and the Pacific slope,” declared
E. E. Faville of the Western Farmer of
Portland, Ore.
“The development of community inter
ests, fostered largely by the farm press,
has done much to stumulate community
effort and encourage those co-operative
movements between town and country so
essential to community development along
progressive lines.”
Frank G. Odell, director of research of
the Capper publications, in addressing
the farm paper publishers, told of the
great food production properties of the
central west.
“With the rapid settlement and de
velopment of the fertile lands of the mid
west has come an increase which hna
made American agriculture the leader in
world production,” said Mr. Odell.
LAUDS DIRECTORIES AS
ADVERTISING MEDIUM
In the last of the departmental ses
sions of the Association of North Amer
ican Directory Publishers, W. R. Mc-
Lain. president of the McLatn-Hadden-
Simpers Company, an advertising agency
of Philadelphia, addressed the members
on “The Place of Reference Advertis
ing in the General Merchandising Cam
paign.”
”Reference advertising,” he said, “In
directories, cstidensed catalogues, and
! similar books. Is of especial value when
there is a hook-up' between such udver
| tising and the space the advertiser em
ploys in business papers and other ad
■ vertlsing mediums.”
! Much time and catalog money can he
! saved by referring prospective buyers to 1
the reference hooks for information In
stead of requesting that they send for
Individual catalogs, he said.
CITY ADVERTISING
GOOD INVESTMENT
The steady, continuous Influence of
constant advertising pay* in the adver
tising of a city as well as in other pub
licity, Arthur Thomas, publicity dlrectog
of the Omaha Chamber of Commerce,
told delegates attending the community ,
advertising departmental meeting.
Mr. Thomas showed by a number of
j examples that there had been a change
in sentiment as to community advertU
, ing, for cities are getting away from the
idea of spending large sums to get
free space and are buying advertising
■ rpace in the same way business house*
do.
“The wonders of the national parks
iof the United States are such thnt its
; reservations should become a business
asset cf the first moment to this coun
try.” declared Arno 11. Cainmsrer, p*-
i sistant director of the national park
service.
That parks .ire an enormous asset to
advertising’business was the opinion of
Mr. Cammerer.
“We have not only the finest scenery
i in the world, but the most accessible,”
i be declared, “and more kinds of it ind
more area of it thtin all the world has
i pot together.” #
‘WANT AIFIMPORTANT,
SPEAKER DECLARES
\ “The ‘want ad’ serves a tremendously
1 important public service, since it brings
i together, yearly, millions of employers
i and employes, in addition to the many
other services it renders, ” said C. L. Per
kins of Highland Park. 111., in an ad
dress to members of the newspaper clas
sified advertising men at the Board oi
Trade building.
The building up of a classified adrei •
tising department of any newspaper s
of as g-eat importance to the reader us
to the publisher, Mr. Perkins declared
; "As an economic force for good,” he
; said, “the ‘want ad’ is underestimated.”
• Mr. Perkins gave statistics showing
that 15,450,70S employers and employes
were brought together^last year through
the classified advertising departments of
Makes Good on
Convention Work
1
4j|r
■
P. 8. FLO REA.
His duties as secretary-treasurer of
the Associated Advertising Clubs of the
World has enabled P. S. Florea, for
merly of Indianapolis, to realize the
scope of the work of that organization.
Mr. Florea has likewise been a busy
man in the deliberations of the conven
tion, as well as arranging the details in
the preliminary part of the program.
5,000 Advertising Experts Frolic
at Washington Park Fun Festival
Approximately 5.000 attended “Fun
Night” given by the local Advertising
club at Washington park last night as
an entertainment feature for the delegates
to the convention of the Associated Ad
vertising Clubs of the World.
Delegates from other cities declared
that fun night added greatly to the
pleasure of the convention and they gave
praise to Roltare Eggleston of Keith’s,
who arranged the program.
■ A number of boxing exhibitions and
wrestling matches occupied the first 1 our
of the evening.
\ Then followed a series of professional
v* fdeville erected
stages on tiySagfisraiKgkoud.
the 100'leading classified ad mediums in
the country.
There were 10,275,000 real estate ad
vertisements run last year, which en
abled many people to buy homes that
otherwise would not have been bought,
and 7,725,000 advertisements were run
during the year advertising for sale an
infinite variety of articles.
“Who can estimate,” he asked, “how
many families have been benefited by the
5,125.000 reutul advertisements that ap
peared in these classified columns?
“Shelter—one of man’s four wants—is
supplied almost exclusively through the
want nd.”
“If there is one pbase of advertising
in which camouflage may be worked to
tim fullest extent,” said William P.
Green, organization secretary of A. X. C.
of W. national vigilance committee, “it
is In the clasified columns.”
The clasified column is used by the
crook and the oil prospector, he said, to
get in touch with the public, as well as
by the honest advertiser.
“Gyp” advertising still exists, he said,
although the better business movement
has done much toward its extermination
and he said that he believed that it would
only be a question of time until it would
be exterminated.
“One might say,” be concluded, “that
the classified column is the refuge of the
advertiser; wb<Jn display becomes to
dangerous he still is able to use the
classified columns in a way that gives
him maximum protection from detec
tion.”
CHARACTERIZES DAILY
AS BEST MEDIUM
“The newspaper is the best medium
which a retailer may use for his adver
tising.” stated Frank A. Biack of the
William Filene's Sons Company of Bos
ton, in addressing the retail advertisers’
session.
"In form, elasticity, frequency and
cost the daily newspaper undoubtedly
ranks first among media for retailers.
“The subordination of everything to
price, said Mr. Black in discussing bar
gain sales, “is often 'seen to be a mis
take. Judg and from any viewpoint.
“Show windows for general publicity,”
he said, “are especially valuable, and
mnst receive careful attention of the
hands of the. publicity man.
“The study of lighting, of color com
bination and of backgrounds is worthy
of the highest Intelligence.”
“Untruthful advertising on the part of
the Individual merchant not only hurts
the store which advertises, but all other
stores In that community,” declared Wil
liam P. Green, organization secretary of
the national vigilance committee of the
Associated Advertising Clubs, speaking
on “Better Business Methods."
“The value of advertising depends on
reader's confidenee, and any infinenee
tending to undermine that confidence
strikes e.ther directly or indirectly at
every concern using white space.
“The confidence built by a trade trip,”
said Mr. Green In discussing the evils of
tradev trips, "may lie undermined and
damaged through failure to eliminate
misleading and fraudulent advertising in
the city In question.”
DISC l JSS NEWSPAPERS ,
ADVERTISING AGENCIES
"Newspapers and the Advertising
Agencies' was the subject for discussion
at the daily newspaper departmental
session this afternoon.
M. E Foster publisher of the Houston
Chronicle: Bert Garstln of the. Louisville
Courier-Journal and Times and others
were to present the side of the news
papers while the advertising agencies
were to be represented by Collin Arm
strong of tbe Collin Armstrong Agency
and president of the newspaper commit
tee and by Torn Basham of the Basham
agency, president of the southern council
of the American Association of Adver
tising Agencies.
Completion of unfinished business and
election of officers Is on the program for
the final departmental session to be held
Thursday afternoon at 12.30 o'clock.
EFFECTIVENESS OF
DAILY NEWSPAPER.
That the dally newspaper is the most
Advertised U . S.
Loans During War
flffi HHQ|
cry wtckes cooke.
A Chicago advertising man who has
loomed large In the convention discussions
because of a natural executive ability is
Guy Wlekes Cooke of the First Nntlonal
bank of Chicago, and the First Trust and
Snvlngs bank, Chicago.
During the war Mr. Cooke was an ac
tive war worker and helped put gold into
the pockets of Uncle Sam by backing
Liberty Loan drives.
effective medium for bringing the prod
ucts of the manufacturer, directly to the
public, was the statement of a number
of leading advertising experts made at
yesterday’s departmental session.
Manufacturers. Jobbers, retailers and
advertisers wore on the program, and
each addressall the session on the ad
vantages given his particular line by
newspaper advertising.
E. I). Gibbs, advertising manager of
the Goodrich Tire and Rubber Company,
Akron, 0., represented the manufacturers
on the program; the advertising agency's
viewpoint was demonstrated by E. Lyell
Glints, of Baltimore, vice president of
the Green Lucas advertising agency; the
Jobbers’ standpoint by G. B. Moxley,
general manager of the Kiefer .Stewart
Company, Indianapolis; retailers were
represented by 11. A. Baker, advertising
manager of the Chamberlain, JohnGon
Big electric lights played on the per
formers, making a brilliant picture.
Mile. Theo Hewea and her dancers were
given a splendid reception.
The Shrlners famous Gatling Gun
sf(uad and drill team put on one of the
h:ghly enjoyed acts of the evening.
Following the gun sound was the new
ly organized Indiana Daily Times drum
cerps and the boys were royally weir
corned. ’
The Indianapolis News Boys' band
played a number of selections.
The program closed shortly before mid
night with a lavish display of fireworks.
INDIANA DAILY TIMES, WEDNESDAY, JUNE 9, 1920.
and Dußoise Company, Atlanta, Ga., and
the newspapers were represented by
Frank Webb, advertising manager of the
Baltimore News, and Frank T. Carroll,
advertising manager of the Indianapolis
| News.
For making successful campaigns on
limited appropriations the newspaper is
the best medium Mr. Gunts declared.
“The jobber is a necessary link in the
chain of distribution, and a branch of
commerce that can not be dispensed
with," said Mr, Moxley.
Production, distribution and advertis
ing form a perfect triumvirate, he de
clared.
From tbe retailer's standpoint, out
lined- by Mr. Raker, the newspaper is de
clared to be the medium that completes
the sale.
Mr. Baker declared that far greater re
sults were brought by advertising in the
daily newspapers, than in the periodical
magazines, .and added that a great per
cent of the magazine advertising is
prompted by a desire of the manufacturer
to see the beautiful copy in the period
icals, calling attention to his firm.
Mr. Carroll made an appeal for con
sistent advertising on the part of ad
vertisers, deploring the tendency of many
firms to flash out with a full page ad and
then permit tbelr campaign to die out.
CHICAGOAN TAVORS
ZONE SYSTEM.
W. J. Merrill, of the advertising staff
of the Chicago Tribune, advocated the
zone system of marketing and advertis
ing.
The zone system of advertising permits
the manufacturer to exert precisely the
amount of pressure needed in each zone,
he declared.
That the Importance to the newspaper
and the public of the classified adver
tisements has never yet been visualised,
was the statement of C. D. Perkins, In
his address before the Tuesday evening
departmental session, on the subject,
"Classified Advertising.”
"The want ud supplies a tre
mendously important service to the
American public, since It brings together
yearly millions of employers and em
ployes, as well as the many other
smaller services It renders,” said Mr.
Perkins.
“As an economic force for good, the
Want advertisement Is underestimated.
The 100 leading classified mediums of
the country printed last year 308,488.251
lines of want ads or about 51,414,708 sepa
rate advertisements.
"Think of tbe good accomplished
through the want ad pages of these
100 papers which were abie to bring to
gether 15,450,000 employers and em- \
. ployet!”
| The practice of newspapers giving free ;
• "readers” to advertisers and the ''knock
j In advertisements was discouraged in the
address of James Wright Brown, editor
I of Editor and Publisher of New York.
! CALLS ADVERTISING
GREATEST FACTOR
j “Production, distribution and con
■ sumption, our natural partners, enter
; into the business of supplying people
with what they need,” declared George
: Cook, president of the Periodical Pub- j
i Ushers’ associating, in addressing that
j organization at its departmental meet
He 9 s Chairman of
National Commission
W. FRANK MTM'iIR.
! Am chairman of the national commts-
I sion of the Associated Advertising Clubs
sos the World, W. Frank McClufe of
) Chicago has gained a national reputation
i for efficiency in convention details.
Mr. McClure, who in everyday life is
I manager of the publicity department of
j the Ft. Dearborn National hank of Chi- i
j cago, also has taken an active stand in
: church advertising.
He was one of the pioneer men In Cbl
j cago church advertising and helped put
uvet the first campaign of that city.
ing on the subject, "A Three-Cornered
Partnership.”
“Probably the scientific sharp would
say there can not be a partnership of
i production, distribution and consurap
i tion, bus - ! hold there must be a. common
partnership. based upon the common iu
} terest of manufacturer, distributor and
the public.
“My interest is in the distributing
member of the firm, the setting division.
"Periodicals of national circulation are
the biggest factor in advertising and
therefore in selling; they have done
more than any other agency to develop
! advertising in method, in volume, in ef
fectiveness and advertising i.s the great
est single force In selling.”
Here’s Hoosier Who
Ran Press Bureau
■■■■'■ ■'
***** <*,** W;; j
' k
J9k J^^HH
-r ‘*l mmrVt -
CARL HUNT.
It has been generally recognized by
newspapermen that Carl Hunt has been
an exceptionally efficient director of the
Associated Advertising Clubs of the
World’s press bureau.
Mr. Hunt, who is one of the best
known Udosler newspapermen, has been
one of the busiest men during the con
vention, and yet his many Indianapolis
and Indiana friends have been visiting
with him “after work hours.”
Carl says the “old home city” stlU
looks mighty good to him.
Atlanta Wins 1921 Convention;
Milwaukee Proves Good Loser
The folks back home are already preparing in Atlanta today for the
1921 convention of the Associated Advertising Clubs of the World, accord
ing to delegates from that city who have wired home the news that it has
been designated as the next meeting place of the clubs. ,
By a vote of sixty-three to forty-nine,
the presidents of the various locals mak
ing up the association decided that they
preferred to meet in the southern city
than in Milwaukee or Des Moines.
The vote was taken at the presidents'
dinner, held at the roof garden of the
Severin hotel last night, and the deci
sion of the presidents will be ratified
by the convention at the closing session
Thursday.
ATLANTANS BEGIN
A DEMONSTRATION.
The minute that Atlanta won the next
convention site, the Georgia boosters be-,
gan a demonstration at the Claypooi
which continued wuy into the morning.
Led by Fred Houser, secretary of the
Atlanta convention committee, nnd Cole
Morgan, another Atlanta booster, the
southern delegates staged a snake dance
in the lobby of the Claypooi hotel.
This was followed by the singing of
old-fashioned southern songs, terminat
ing with "Marching Through Georgia,”
which drew applause.
Houser then led some of the Atlanta
crowd into ths streets to continue the
celebration.
The New York delegation has ordered
a reservation of 200 rooms for Atlanta,
according to Cole Morgan of Atlanta.
EASTERN CITIES
BACKED ATLANTA.
New York, Baltimore, Boston and ths
other eastern cities were lined up solidly
for Atlanta as were the southern cities.
Atlanta began to loom up as the victor
yesterday afternoon when the St. Louis
delegation decided to support the sutb
ern city instead of Milwaukee or Des
Moines.
When the presidents’ votes were
counted Atlanta secured sixty-three votes,
Milwaukee forty nine, Des Moines, la.,
four, Shanghai, China, two vote*.
A. H. Hager, who represented the ad
vertising club at Shanghai placed that
* Advertising Field
Only Opening Up 9
gspr
ill^
■V M
Jar
r- .'iiJL i- m
H. M. COOKE.
"The field of advertUing Is only open
ing up,” says 11. 11. Cooke, of New York j
City, one of the convention visitors, and |
member of the natton.il commission.
• We need co-opcratlon ; we need rUion: >
we need new ideas constantly and ad- j
vertlsing brings out Just anch qualities j
In our economic life," Mr. Cooke said. j
/ M
J^iK
T| JL
% !
*
Good cakes aid i
pastries are doubly
delicious when Bor
den’s Evaporated
Milk is used. Its
rich cream content
insures smoothness
and rare flavor. Y\\
city in nomination while Jess Hnnft.
president of the Indianapolis club, cast
his vote for the city of the Orient out
of respect to the three cities actually in
the race for the convention city of next
year.
As soon as Milwaukee heard of the vic
tory of the southern city, the delegates
from Wisconsin called upon the Atlanta
Sings Praise for
Film Advertising
a aw—hm BHWaaMwaMMMaaaaawaMMH •
H. G. GRANT.
Svreen advertising pay* big dividends
because most people like to go to the
movies, according to H. C. Grant, repre
senting the Screen Advertisers' associa
tion on the national commission of the
Associated Advertising Clubs of tbe
World.
Mr. Grant said he thinks Indianapolis
is one of the best film cities in the
country.
delegation and Joined tn singing a song
about seeln’ each other in Atlanta next
J tar.
The Des Moines delegation nlao Joined
in the victory of the city famous for its
watermelon* and fried chicken.
The Atlanta delegation issued a formal
Statement, inviting Milwaukee and Des
Moines, ns well as other cities, to the
1921 convention and congratulated In
dianapolis for her hospitality aud splen
did entertainment.
At the close of the convention the At
lanta delegates will return home and will
begin making active plans for next year’s
convention.
State Spiritualists
Name I)r. Crum Head
KOKOMO, ind.. June 9. —Newcastle
was selected for the next place for hold
ing the annual convention of Indiana
Association of Spiritualists.
Officers were chosen as follows: Presi
dent, Dr. F, Crum. Indianapolis; first
vice president, Elmer Bennlngboffen, An
derson : second vice president. B L. Hop
pell. Klwondjj (Secretary, T. Benhow, K,o
knmo; treasurer, K. L. Hosa. Kokomo;
trustees, C. If. Crum, Indianapolis; W C.
Broomer, Richmond; Curt Young, Frank
fort; Walter Laughlin, Indianapolis; del*
egate to national convention. Mrs. Sam
Crum, Indianapolis.*
TRUTH
is stranger than Fiction
One morning in 1825 a man rode horseback down
a railroad track waving a great flag. The first
steam engine and six wobbly cars came tagging
behind. Today we lean back comfortably and ride
a mile a minute.
One morning in 1857 a man rode down the
winding country road leading to Burrville, Connec
ticut. Here—several months later—in a quaint
old mill which had been scrubbed and cleaned and
painted almost beyond recognition, Gail Borden
tried out his idea for preparing fresh country milk
in a form that would keep fresh and be ready for
use at all times.
Sixty-three years have passed—yet today Borden’s
Evaporated Milk—fresh country with the
rich cream left in—is known and appreciated and
used in great quantities all over the civilized world.
THE BORDEN COMPANY
Borden Building New York
Evaporated
WITH THE CREAM LEFT IN
Indianapolis Looks
Good to Bostonian
■ —.VHMHaaaaaHa
ARTHUR J. CROCKETT.
While loyal to historic Boston, Arthur
J. Crockett, advertising director of The
Modern Priscilla, thinks well of Indian
apolis as an inland capital.
"You’ve handled the Associated Ad
vertising Clubs of the World convention
remarkably well,” anys Mr. Crockett,
“and I'm mighty glad to be "with you.”
ADVERTISING
CONVENTIONALITIES
Many of tbe delegate*, Impressed with
the entertainment they have been given
to far, arc planning to take in tbe water
pageunt tonight.
They’re good losers, these Milwaukee
ans. They were the first congratulate
Atlanta on getting the 1921 convention.
“We hope to visit Milwaukee In 1022,”
was Atlanta's answer to this display of
good spirit.
That rough wrestling match at the
bail park last night made a hit with
the visiting advertising men. They
“fell'’ for the stunt, they admit.
A. R, Hager knows how to advertise.
He presented and nominated Shanghai,
China, as the 1922 convention city, "in
order to advertise the Orient.” He did.
Miss Jane Twajr, the Atlanta mas
cot. wore the badge# of all the cities
before Atlanta won the 1971 conven
tion. “I want to show all the cities
they're welcome to Atlanta next
year,” nhe said.
Dancing became so popular in the Clay
pool last night that those indulging In
the terpsichorean art were forced to use
the lobby.
The delegates managed to find time to
read the G. O. P. political news, although
they admitted that the party ft awfully
slow getting under way.
Miss Pauline Covault, president of the
woman's division-of the Milwaukee Ad
vertising club, made the convention tbe
occasion for her in an air
plane. She went up with Maj. J. H.
Rudolph of the speedway air station.
She says she is "just craay about flying.”
The naval recruiting hand of Chicago
will leave Indianapolis tomorrow follow
ing Its participation In tbe water
pageant tonight. The band, under A.
Moraveo, director, serenaded The Time#
before preparing to leave.
Women visitors, while their hus
band* were bo*y at *eslon*. were
scattered throughout the city on ex
cursion*, sightseeing tours, shopping
expedition* and at the golf grounds.
PASTOR CALLS
DAILY PAPERS >
BEST MEDIUMS
Toledo Minister Says Much
Can Be Accomplished
Through Press.
CHURCH ‘COPY* IS TOPIC
“Newspapers are the best medium for
church advertising on the whole,” de
clared the Rev. Horace Westwood, D. D.,
of the First Unitarian church of Toledo,
addressing the church advertising de
partment of th convention of the Asso
ciated Advertising Clubs of the World.
“Newspaper advertising brings the best
results, but large display with poof
copy is not half as effective as small dis
play with good copy.
“The appetite of the pubMc,” said Pkh*
Westwood, “is stimulated by catchy
titles and sermon phrases; basing ad
vertising upon conveying of ideas . ro
duces the most effective results.”
The broad, constructive services rather
than the subjects of sermons should be
utilized, according to Herbert H. Smith
of Chicago.
“The church,” he stated, “has for sale
among other things, companionship, op
portunity for community work, salvation
from sin, Bible study,, community work,
higher Ideals and assistance in distress.”
“The church,” said Rev. Christopher
Jefferson MeCombe of Boston Harbor,
Mich., discussing the church work in ad
vertising, “must create favorable atten
tion. develop specific interest, impl
thoughtful investigation and arouse
strong desires in acquainting the com
munity with its stock and trade.”
"Advertising men a few years ago,’’ de
clared Graham Patterson, president and
publisher of the Christian Herald of New
York City, "looked upon the religious
paper as a publication read by old
maids.”
Mr. Patterson said that the alert pub
lisher of the modern religious journal
recognized that his readers were real peo
ple, interested in things in which every
one else was interested.'*
REPRESENTATIVES
OF 3 COUNTRIES
(Continued From Page One.)
ever permanent, reciprocal relations with
all parts of the world; we believe In
the principles advocated by the A. A.
C. of W. in advertising,” says Senor
Salcedo, representing La Xacion, a news
paper of Santiago, Chile.
"Mexicans will misinterpret any move
ment from the United States to settle
things in the way of intervention, inas
much as there are big American inter
ests vested in Mexico," insists Senor 81-
moni, representing El Universal, a
I,a per of Mexico City, Mexico.
Senor Simon, believes Mexico wt*
solidly back Gen. Alvaro Obregon
).resident in the elections Sept. 1, ands
will establish peaceful, prosperous rela
tions with the world.
! “But the bankers of the United States
must not hesitate to financially help
Mexico on her feet when the revolution
ary reaction has subsided.
“The United States now enjoys 85 per
cent of the import trade of Mexico and
90 per cent of the export trade of my
country, a trade which, by the way,
amounts to $300,000,000 annually, more
than the trade of the United States with
India and China combined,” says the
Mexican newspaper man.
All of the representatives have ex
pressed their great delight In Indian
apolis hospitality, and they have been
favorably Impressed in the spirit of
progress of the city.
ISarcfotft
ONSW£BTKJI
EVAPORATED
MILK
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