9'.
.1
Advertising Is Life of Trade
President Tells
Convention At Washington
No Economic Waste. But Ministers to True Advance-
Meat of Business—Ilse Stimulated Development
Everywhere and Has Profoundly Moulded Public
Opinion.
“We used to say competitionwss
dayf we know advertising is the life of trade, " said President
Oeolidge last evening in an address to the American Association
of Advertising gathered at Washington.
Bis speech in part follows:
"It scembs to me probable that of
all our economic life the element on
which. we are inclined to place too
low an estimate is advertising. When
we come in contact with our great
manufacturing plants, our extensive
systems of transportation, our enor-
mous breadth of agriculture. or the
imposing structures of commerce
and finance. we are forced to gain a
certain impression of their very
magnitude. ('\'('ll though we do not
stop to consider all their implica-
tions. By the very size and nature
of their material form they make
an appeal to the senses. even though
their import does not reach the un-
derstanding. But as we turn
through the pages of the press and
the periodicals. as We catch the
flash of billboards along the rail-
t-oads and the highways. all of
Which have become enormous vehi-
cles oi‘ the advertising art. I doubt
if we realize a all the impressive
part that they isplays are coming
more and more to play in modern
life. Even the most casual observa-
tion. however. reveals to us that ad-
vertising has become a great busi-
ness. It requires for its mainten-
ance investments of great amounts
of capital, the occupation of large
areas of floor space. the employment
of an enormous nun‘tber of people.
heavy shipments through the United
Stats mails. wide service by tele-
phone and telegraph. broad use of
the printing and paper trades. and
the utmost skill in direction and
management. in its turnover it
runs into hundrfds of millions of
dollars each year.
“What We stop to consider the
part which advertising plays in the
modern life of production and trade
we see that basically it is that of
education. It informs its readers of
A
-.
All Oarst Stop in Front oi
Our Store
“Always Something New"
run SILK snor
Opposite the Mahackemo Hotel
Railroad Ave. Phone “23
J aunty Plaid Coats
Are a Sport
~ ’ Favorite for Fill
Exceptionally smart and
desirable for sports, noticel
or utility street wear are
these new model costs that
will appeal to the miss or
woman who admire their
dashing style. In their .1
warmth giving fabrics and
simple lines, they truly are
the most practiciil and coin
fortable coats for sports or
general utility weer.
s25 .
JA'COBY’S
1
Shaw-II Ops-oi
“My... .......
\
a
W‘ ~:' ”.7":
nostril“
”1., .v r. . . ‘5’
com. THURSDAY.QCTOBEM8.1926.
PAGE FIVE
-.- ‘OM
Warm In Praise
of Advertis’. ng
Advertising
the life of trade but to-
\
it
the existence and nature of com-
modities by explainin‘iha advan-
tages to be deered from their use
and cnatss for them a wider de-
mand. it makes new thought
desires. and new action's. By chang-
ing the attitude bf mind it changes
the material condition of the peo-
ple. somewhere l have seen ascrib-
ed to Abraham Lincoln the state-
ment that "in this and like corn-
tiiunliles public sentiment is every-
thing. With public sentiment noth-
ing can fail; without it nothing can
succeed; consequently he who molds
public sentiment goes deeper than
he who enacts statutes or pro-
nounces decisions. He makes sta—
tutes and decisioils possible or lm~
possible to be executed." Advertis-
ing cn-iiies and changes this founda-
lion of all popular action. public
sentiment. or public opinion. It is
the most potent influence in adopt-
ing and~changing the habits d
modes of life. affecting what _wo t.
what we wear. and the w‘ork'and
play of the whole nation. .b‘ormerly
it was an axiom that competition
was the life at. trade. Under the
methods of the present day it would
seem to be more appropriate to say
that advertising is the life of trade.
“Two examples of this influence
have come to mo. in a casual way.
While I can not vouch for the de-
tails. l believe in their outline they
are substantially correct. one ro-
lates to an American industry that
had rather phenomenal groth and
prosperity in the late eighties and
early nineties. being the foundation
of one or two large fortunes. it its
development it had been a most
generous adtertiser. A time dams
when various concerns timed in
this line of manufacturing were
merged and consolidated. There be.
ing no longer any keen competition.
it was felt that it was new no longer
necessary to explain to the public
the value of this product or the su-
periority of one make over another.
in order to save the'large expense
that had been made for that pur-
pose. advertising was substantially
abandoned. The inevitable result
followed. which all ~weil~informed
trade quarters now know would fol.
low. But the value of advertising
was not so well understood :5 or so’
years ago. This concern soon be-
came almost a complete failure. As
I recall. it had to be rsorganised en-
tailing greatllossea. This line "of
trade was later revived under the
dirchon and counsel of some of its
old managers. and with the proper
amount of publicity became a stic-
cesst'iil enterprise
"But let us turn from the unfor-
tunate oxperlenca’ of the loss that
occurred through lack of advertis-
ing to an example of gain that was
made through the shrewd applia-
tton of this principle.‘ In a some-
what typical American community a
concern was engaged in an indus-
trial enterprise. its smp‘ioysa were
not required to be men of great
skill. oftentimes they were new
arrivals in this country who had
been brought up to be accustomed
to the meager scale of living abroad.
Their wantaavere not large. so that
under the American rats of wards
they found it possible to supply
themselves and their families with-
out worklng anywhere near full
time. As p. result. production was
low compared with the number
employed and was out of propor-
tion to the overhead expense of.
mansgsmen‘ and capital costs. some
fertile mind conceived the idea ‘0!
locating a goed millinsr In . t
community. The warns of um
were gonerously'hdvertisadrthrough
window display. nowa‘papd- space.
and circularlsstfon. i suppose thdt
every head of a tam knows that
s new bonnet on the d of one
of the women in the neuanemeegr
(
”e
Doe-rt hurt one blti
“heme" on an aching
mummies-sums:
mmuflflfllfl‘m
, a creek Come distance from where
told asmapsrmen. Birgsr said
Many was shot when he minced , ;
out without company. and close to .
. move relatives from his Harrisburg '
home because he nw man shooting ,7
He *
W!“ a rosdbeuse in Williamson '_
. CAM 1N
is contagious. The result in that
community almost at once was bel-
ter wearing apparel. for the women.
which nocessltatcdgiiore steady cm-
pioyment for the men. The out-
put of the plant was greatly in-
creased. its cost units were reduced.
its profits were enlarged. it could
sell its product to its customers at a
lower (cure. and the whole industry
was improved. More wealth' was
produced. But the reaction went
even further. The whole standard
of living in that locality was raised.
All the people became bcttcr cloth-
ed. better fed. and beuer housed.
They had aspirations. and the means
to satisfy them. for the finer things
of it All of this came from the
indie us application of the prin-
ciple. of advertising. .
"The system which brought about
these results is well knovvn to the
members of this association. You
have seen innumerable instances
who‘s concerns have failed through
lack f advertising and innumerable
others where they have made a suc-
cess through the right kind and
amount' of publicity. Under its
stimulation the country has gona‘
from the old hand methods of pro-
duction which were so slow and
laborious with high uni‘. costs and
low wages to our present great fac-
tory system and its mass production
with the astonishing result of low
unit costs and high wages. The
preeminence of America in indus.
try. which has constantly brought
about a re eilon of costs. has come
very large through mass produc-
tion. Mass production is. only pos-
siblo where there is male demand.
Mass demand has been created at-
most entirely through the develop-
ment of advertislns
"In former days goods were ex-
pected to sell themselves. Often.
times they were carried about from
door to door. Otherwise. they were
layvd on the. shelves and count-
ers hi the merchant. The public were
supposed to know of these sources
of supply and depend on themselves
for their knowledge of what was to
be sold. Modcrn business could
neither have been created nor can
it be maintained on any such sys-
tem It consuntiy requires publicity.
It is not enough that goods are
.pn \. .
COOLIDGB-
made. a demand for them must also
bu lllutll‘. it on this foundation
of Clllttl‘yilIi-i reduction through the
demands crutlcd by udwrtlstng that
very much of the success of the
American liidustrlnl' system rests.
"it will at once occur to those
who have given any thought to these
subjects how important it is to the
continuing success of the business-
which this gathering represents. and
to the general welfare of the country
that the conditions under which
these results have been secuiQd
should be maintained. it is our high
rate of wages which bring! about
the greatest distribution of wealth
that the world has ever seen and
provides the enormous capacity for
the consumption of all kinds of
commodities which characterises our
country. \\'lill"odr improved ma-
ADVERTISING PRESIDENT DEC LARES
DOWN PANAMA WAY-- --A CRUISER
Barbers HopsTo
Revive Long llair
For Male Patrons
The long-hairsdman is the na-
tural complement of bobbed hair
‘vomen. is the not disinterested
Opinion of Parisian harbors. Shing-
llng and bobbing have come to stay.
and hair artists no longer manipu-
lating women's crowning glory lnio
chlgnons and toupces are trying to
persuade the sterner sex to allow
their blitz” grow.
A boulevard tonsorisl artist has
filled his window with photographs
of prominent Indian personsgcs and
the late Buffalo Bill and others. as
showing what can be done with
abundant locks by a conscientious
urtlst.
But the Frenchman prefers to
keep to the military crop. which.
like everything new hero. is called
"the American fashion.”
Motorbpats More
Popular in .France
Than Heretoiore
l. Holes in French roads have driven
mnny automobollgts to the water.
Motorboats are increasing in num-
ber and Frenchmen have discovered
that the hundreds of canals and
navlnnhle streams in their country
provide a dust-free and inexpensive
vacation.
So great has been the increased
exhibition. devoted largely to the in-
expensive kinds of canoes. rowbonts.
sailing craft and motorboais was
interest in boating that a nautical
SAILS BY
‘r
The armored crtitser Seattle pangs tho Ouiebra cut in the Panama Canal, hearing Admiral Hughes.
commander of the l'. 8. battle acct. on a tour of inspection. From Panama the Seattle sailed for Guan-
“nnamo. The ycturo shows dredges at work in the canal clearing away a recent heavy earth slidc.
7 French Girl: No
Longer Like To Sew
how to do it.
The shortage of dressmaking ap-
prentices has caused much concern
to the directors or the great fash-
held in conjunction with the an-
nual automobile show. Motorboat
trips on the Seine provided novel
thrills for the showgoers.
Thousands of Frenchmen learned“ ion houses. An urgent appeal for
(or the first time, during the early PARIS. (AP) — Mldmem' 8“ 00 girls issued by the Association
want i° become stenographers and of t‘oriumirs. met with such slight
dn ’5 of the sh \ that ‘
b l t . d o \' ‘ l‘rnncc could gown marking for women of fashion,
° ““"99 in any direction by ‘ one of the i’Jor industries of Paris.
means of the cpnels and navigable is in serious difficulties bccuiiso few
response that a premium as of-
fered to those who would i am the
trade. Ei on then only a small num-
rivcrs. young Parislennes want to learn ber applied
New
ready.
chinciy. with the great increase in
power that has come from M
and electricity. with application or.
engineering methods to production.
the output of each lnditidual sngsg
ed in our inausufii life is steadily
increa i.ng The elimination of wast.
throng standardisation has been
another most important factor in
this direction. If we proceed under‘
our present system. there would
appear to be. little reason to doubt
that we can continue to maintain all
of these high standards in wages. in
output. and in consumption indefin- .
ltely. and our home markets as a
foundation increase our foreign coin-
merce by a greater I. exchmgc of
those cemmcdltics in which we on
peculiarly favored for the commod
ltlca of other nations in which the)
have a special advantage. But noth
lag would appear to be plalner than
that this all depends upon the main
icnancs of our American scale of
wages. which is the main support of‘
our home market.
"It is to be seen that advertising;
is not on economic waste. It minis:
to the true development of.
10"
trade. it is no doubt to
possible
waste money through wrong meth-i
be wast. ‘
in am"
department of Industry. But right-'
it is the method hy‘
ads of advertising. as li‘ca
ed through wrong moth
fully applied.
which the desire is created for better
things. "
Armeti Camp Of Gunmen
‘Found In Ilhnois Towel
MRRIN. Ill. -— Two camps or
scaled men. one boasting an armor-
ed truck. 26 men and about 1: ma
chine guns were .lliscleesd Tuesday
after William bloQuay and Ward
Joneshad been found shot to death.
In Monday's sixteen machine
gumbullets we . foundrand as but.
let holes punctured the back of his
‘automobiln on the country real
.w'bere he he shot. Jones was shot
four times. His body'was found in
11ch was found.
The shooting resulted from fric-
tion of bangs of Charles Birger and
the'Shelton brothers who are re»
ported to have heavily armed gangs
ready to light it out to settle dill-
position in the bootleg business.
we ass-going to work-fast." Birger
a rogdhotsse operated by the Shel-'
ton brothers. Birger planned to re-
around no place 'ast night.
coolly .d was Jonss' osiipioyer.
mm. is known of the strength
of therdhelun brothers-gang.
- r George Geliigsn a liar:
.itl. soounty seat said t he
laid not heard of the of
the machine guns by irgsr. si-
t” he knew of the armored
trial. He said that "as m as he
flew everything is quiet." and that
of his deputies made a renal
of e county.
[Pair 0! M.
Jump-it seems strange to me
use you 00!th on robbing that
"We are going to get even. and _
'f‘hs ‘est couple in England is
believed to be Mr. and Mrs. J. E
Taylor.
O
,
' 4&5“
tailoring.
I Not a wrinkle to mar the fit of the most slender gown.
plenty of “give” in these splendid new garments!
these skillfully knitted fabrics——fashioned from the finest of yarns has made our
knit underwear the lasting favorite of women everywhere. New selections are now
Smooth Comiort- Trim Beauty in these Union Suits
Made in medium weight, .fine combed cotton yarn. Either in bodice or regulation
tops. You have your ch01ce of both ankle and knee lengths.
THE C. o. MILLER COMPANY
Notes In Knit Underwear <2
Yet plenty of room——
This enduring “liveliness” of
I
“Merode” and ‘Torest Mills” Make
“ $1.75
EXTRA SIZES $2
Perfect in fit and
Memo or Silk and Wool Union Suits
Light and Medium Weights
. $2.25 ‘° $4.25
Made of finest Merino woolen yarns, light in weight yet giving fullest warmth and
protection. Or in a fine mixture of silk and wool. All styles and sizes.
C. 0. MILLER 00.. STREET FLOOR .—
. Separate Knit Qrmcnts i
4 I Gomg t0 the Game? . Of Fine Combed Cotton l
, ' ' $1.10 each i ‘
fl ’ Extra Sizes $1.25 each ~
l ’i'
sports wear.
’PWOOLEN “0% m $1.50 .
my snow. A!
The gayest of sports hope, in bright colors, resplendent
plaids, checks and stripes. A very fortunate purchase
brings the price, far, for below regains. Ideal for all.
C. Q. 11111.31! (30.. STREET FLOOR
Vesta are either with or without sleeves. pants in ankle
or knee lengths! All are made of fine quality combed
cotton.
~ Separate Vests and Pants
Of Merino or Silk and Wool
$2.00 each
Extra Sizes $2.25
Made of soft Merino. warm without burdensome u-ei '
Or of a fine mixture of silk and wool. all styles . i
sins.
Silk and Cotton Union Suits ~
11 bodice and regulation shoulders in knee length only.
Made of fine quality cotton and silk mixture. All sizes.
$1.95 .. .
FINE JERSEY PETTIBOCKERS
$1. 25
Entrenc‘mg new shades—including such favorites of
Fashion ss camel gravel. peacock, blush or black.
' . c. o. MILLER co. s-rnnm noon
Norwalk Chronicler