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Advertising Age




LEX. 1572

Vol. 1, No. 10


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The court to which two Cleveland newspaper men appealed after a jail sentence for contempt of court de- cided that perhaps the trial judge was somewhat ruffled and agitated, and therefore not in condition to pass with true judicial impartiality on the case. In other words, the editors were not in contempt, though

they may have been contemptuous. * ck ok

William Cooper Procter, the Ivory soap tycoon, was referred to in Ap- VERTISING AGE as the head of an advertising agency. If this were so, he’d have a ready-made slogan that would be just the thing: “Ninety- nine and forty-four hundredths per cent pure.”

ak * ck

William R. Basset thinks the big trouble with the textile industry is speculation. But if you were de- pendent on how high skirts were to go, and whether petticoats would be plus or minus, just how would you plan to avoid speculating on the re- sult?

* * *

Paul Hoffman, vice-president of Studebaker, assures us that the na- tional income of eight billion dol- lars a month is unimpaired. But after Uncle Sam does his stuff on March 15, almost any sort of income is just about flat on its back.

* *

Department stores in Cleveland are Operating their own advertising néWspaper and are now selling com-

mercial printing as well. The retort courteous would be for the newspa- pers and printers to start a co-opera- tive department store.

ok * *

According to some national adver- tisers who have been experiencing newspaper service, about all that is left for the publishers to do is to maput salesmen behind the counters eee and wrap up the packages for the


a + *

H. F. Gilhofer told St. Louis ad- vertising men last week that out- door advertising is the only medium you don’t have to pay to see. Mr. Gilhofer is invited to inspect the contents of his own waste-basket.

* * as

Sears, Roebuck & Co. admit that they don’t catalog anything for which there is not an established trade. Apparently their motto is, “You create the demand and we'll take care of the business.”

* ok ok

The Literary Digest is taking a poll of sentiment to which 20,000,000 people have been asked to contribute. It seems to be a humidity test, and the answer will be ‘wet,’ “moist” or “dry.”

* *

Pepsodent fears that only about 20 per cent of the population are Using any kind of tooth-paste. Can't they persuade Amos ’n Andy to put in a good word for them?

* * *

Railroads, the traffic manager of the Pennsylvania says, require more M&gressive salesmanship. Well, I’m Oen to a demonstration ride on the Broadway Limited.

* * *

“You spend sixteen hours a day in fothes—get some fun out of them,” Mgeest Hart, Schaffner & Marx. Here’s an unsolicited boost for Mntzen swim-suits.

s * *

Dr. Julius Klein says that beauty B giving industry some new points Mview. The Ziegfeld point of view Mill remains the most popular, how- er. 4 Copy Cus.


Wave a Sentiment Sweeps Over Country

Many national advertisers have be- lieved that local attacks on chains have merely represented a natural resentment by independent mer- chants.

During the past week, however, what appears to be a wave of public anti-chain sentiment has swept over the country. The most remarkable developments have been at Shreve- port.

Henderson vs. “Journal.”

Shreveport, La., March 14.—(By Wire) Contenting himself with warning W. K. Henderson, of the Hello World Broadcasting Company, against “attempting to foment a boy- cott against the properties under my direction,” and adding that “I will not permit this newspaper to ‘bandy billingsgate with blackguards,’ Douglas Attaway, president and gen- eral manager of the Shreveport Jour- nal, has maintained silence during ithe past week. ae

In the same issue of the Journal, employes of the paper took a paid advertisement, attacking Henderson on the score of his well known antip- athy to union labor. Following this, the Shreveport Trades and Labor Council published an advertisement in both the Journal and Shreveport Times stating that the union “re- sents the vituperations and _ villifica- tions heaped upon Douglas Attaway and the newspaper which he so ably and fairly manages.”

Henderson’s ire was aroused when the Journal accepted an advertise- ment from Clarence Saunders, of Piggly Wiggly fame, captioned “Rat Henderson,” and easily matching Henderson's own style in vituperative quality.

The Shreveport Times rejected the same advertisement, which, however, appeared in a large list of Southern newspapers, including those of Hous- ton, Memphis, and Dallas.

Henderson, who previously criti- cised the Times, in spite of the fact that it broadcasts news _ bulletins nightly over KWKH, now lauds that publication for its high standards of journalism.

Henderson's favorite term for the chain store is “daylight burglar.” The Journal is a “midnight burglar,” he alleges. :

Publisher Attaway’s open letter to Henderson followed a vote of the Shreveport independent furniture stores to boycott the Journal and ad- vertise exclusively in the Times.

Crusader at Grand Rapids.

Grand Rapids, March 14.—Winfield H. Caslow is lashing the chains over Station WASH and addressing meet- ings of independent merchants be- tween times.

His favorite subject is, “Can the Syndicate Be Whipped? And How!”

Mr. Caslow is a graduate of a local furniture factory, but he has made this city ““Caslow-conscious.”

Organize at Minneapolis. Minneapolis, March 14.—The Break the Chains Association has _ been formed here with E. S. Cary, criminal lawyer, broadcasting over two radio stations in an effort to arouse pub- lic sentiment.

Washington, March 14—(By wire) —The use of automatic vending ma- chines, placed, not in some exist- ing retail center,. but in the apart- ment buildings which house so many thousands of city dwellers, may re- volutionize existing merchandising methods of convenience products.

This is the significant suggestion of J. A. G. Pennington, of the special- ties division of the Department of Commerce.

Several manufacturers are ready to put this plan into execution in the near future, Mr. Pennington said. While it is looked upon by some as an “emergency shopping idea,” others broader possibilities.

“Emergency shopping, as conceived by exponents of automatic retailing,” explained Mr. Pennington, “entails the dispensing of such commodities as bread, milk, razor blades, drug specialties, and many other articles which are frequently needed in a hurry.

Brings Conveniences Closer

“The convenience afforded to apart- ment dwellers in making these ne- cessities immediately available at all hours of the day or night should re- sult in stimulating the use of auto- matic venders.”

At the recent annual exposition of coin-machine operators and man- ufacturers, the latter revealed plans to enter the field of perishable food- stuffs by incorporating refrigerating units in vending machines to retail beverages, ice cream, frozen confec- tions, etc. Some of the leading bey- erage manufacturers are watching closely experiments directed at the development of miniature automatic soda fountains which mix carbonated water and syrups.

regard it as pregnant with.

Automatic Vending to ‘Cliff-Dwellers’

Looms on Horizon

The automatic vending industry is in a state of flux, but its members have been quick to see some of their early mistakes and to realize that quality is a paramount issue as far as selling through machines is con- cerned,

In some instances, manufacturers are selling their entire output to na- tional advertisers. In others, they are undertaking the manufacture of the goods their machines are de- signed to vend.

“The development of coin machines to fit various commodities, especially electrically-operated devices, is an- other development which is receiving serious attention,’ said Mr. Penning- ton, in discussing the situation.

Changing Merchandising Map

“The trend toward the electric phonograph and radio, the latter op- erated by coins and permitting free selection of stations is already ap- parent. Some progress has been re- ported in adapting electric apparatus, notably electric washers, to coin op- eration.

“The industry is still faced with two major problems, however.-These are the slug evil and the question of coin adjustment.

“While a slug detecting device has been developed, few machines have yet been equipped with this feature, manufacturers being largely of the opinion that the present price dis- courages its adoption.

“The necessity of adjusting ma- chines to keep up with the current prices of commodities which fluctuate is another problem.”

Mr. Pennington said that adjust- able coin chutes now in process of development, will probably solve this question in the near future, however.

New York, March 14.—(By Wire)— After a study of more than a year on the use of radio as an advertising medium, the Association of National Advertisers, Inc., will begin to check broadcasts in the immediate future.

The new plan will be carried out by Crossley, Inc., a national re- search organization, under the direc- tion of a committee made up of Lee H. Bristol, of the Bristol-Myers Com- pany, chairman; Martin P. Rice, General Electric Company; D. P. Smelser, Procter & Gamble Co.; J. 5S. Johnson, Johnson & Johnson; and M. F. Rigby, Studebaker Corporation of America.

In addition, an advisory commit- tee of agency men includes Roy S. Durstine, L. Ames Brown and John U. Reber.

For checking purposes, the United States has been divided into 50 zones and continuous field work in each will be conducted for a year, starting March 16, on the March 15 programs.

Personal interviews will be ob- tained from set owners on hours of listening, stations received, programs heard, those most enjoyed, number of listeners per set, ete. Over 52,000

A. N. A. Will Analyze

Radio ‘Circulation’

such interviews will be held during the year.

Attempts will be made to average the circulation from this data and learn the regular zone of influence of each station and the number of lis- teners who can be reached regularly by it.

The radio committee of the A. N. A. is headed by Guy C. Smith, Libby, MeNeill & Libby, Chicago, who suc- ceeded S. E. Conybeare, of the Arm- strong Cork Company, who initiated the work.

Others on the committee are Mr. Bristol; D. M. Bauer, Atwater Kent Mfg. Co.; J. E. D. Benedict, Metro- politan Life Insurance Co.; D. D. Davis, Washburn-Crosby Co.; W. T. Eastwood, Stromberg-Carlson Tele- phone Mfg. Co.; G. C. Furness, Na- tional Carbon Company; Carlton Healy, Eastman Kodak Co., Edwin B. Loveland, Stanco, Inc.; R. M. Mae- Donald, Bradley Knitting Co.

Allyn B. MelIntire, Pepperell Mfg. Co.; D. B. Stetler, Standard Brands, Inc.; J. M. Allen, Bristol-Myers Co.; M. M. Davidson, Interwoven Stock- ing Co.; Fred H. Ward, Jewel Tea Co.; Frank LeRoy Blanchard, Henry L. Doherty & Co., and Kenyon Steven- son, Armstrong Cork Co.


Guild Launches Test Campaign in Washington

Washington, March 14.—The Ster- ling Silversmiths’ Guild of America, New York, is going to test this thing called advertising. A local campaign was launched March 2 to see whether or not it is possible to increase sales of sterling silver. If, at the end of a year, sales have increased, in com- parison with other cities where no such advertising is being done, the Guild will go into the thing on a big scale.

The relative effectiveness of dif- ferent mediums will also be deter- mined, it is hoped.

To Spend $85,000

The campaign involves the expen- diture of $85,000 here this year. It is in charge of a committee composed of George H. Davis, vice-president and sales manager of Rogers, Lunt & Bowlen Co.; W. A. Kinsman, pres- ident and general manager of the Towle Manufacturing Co.; Craig D. Munson, manager of the stefling” division of the International Silver Company, and Harry B. O’Brien, vice- president of The Gorham Company.

The results will be judged by “measuring rods.” One is a direct comparison of sales in Boston, De- troit and Washington for 1927, 1928, 1929 and 1930; another a weighted comparison of bank clearings, de- partment store trade, and the total business of five leading jewelry stores.

Using Rotogravure

The advertising provides for full pages in the rotogravure sections of the Washington Post and Washing- ton Star. Full pages also will be used in The Washingtonian, a monthly.

The plan also embraces lectures, publicity and radio with a view to determining the most effective type of promotion effort. A woman lec- turer, on full time, will come to Washington to lecture and make ra- dio addresses; and there will be an intensive campaign of local advertis- ing and direct-mail work.

One of the features of the plan will be the guild purchasing plan for instalments, to be handled on Com- mercial Credit Corporation contracts, the purchaser paying the carrying charge. Each participating store will be required to extend instalment privileges to all customers request- ing them.

Another feature will be a prize con- ~ test, with various sterling prizes for the best letters on the subject. “What I think of this vogue for Sterling.”

Will Hold Style Shows

Each participating store will be required to give to manufacturers a list of all customers purchasing sterling during the past three years, each manufacturer to get only the names of purchasers of his products. The manufacturers will send to each name, at stated intervals, a series of letters, the first enclosing a catalog and suggesting purchases to complete the sets originally bought, the sec- ond suggesting hollowware, and. the third, Christmas goods. The store will pay ten cents for each name sup- plied manufacturers as its contribu- tion to the cost of the campaign.

It is expected that two style shows

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will be staged by the Guild—one tn the spring and one in early fall. In addition, each store is required to make a special sterling window dis- play one week in each month, three interior displays during the year, and continuously display the partici- pating sign which will be adopted.

The “unit plan” will be sponsored to push the purchase of silver in ser- vices, and every effort will be made to show how cheaply such services can be had. It is planned to have minimum instalment sales of $100, of which $25 will be paid down and the remainder carried under monthly in- stalments of approximately $7.50.

Local stores may advertise indi- vidually, coupling up with the guild, whose name will appear on all adver- tising used during the campaign, but this is not compulsory and merchants may advertise any way they see fit. Salesmen, however, will be required to make out a “source of interest” slip for each sale; stores will have to furnish figures of past sales as a basis for comparison; and salesper- sons will have to take a course in salesmanship which will include two evening lectures.

Plan Weekly Reports

Alexander Vincent, secretary of the Guild, will have complete and ac- tive supervision of the work in the capacity of regional director. Ac- cording to Mr. Vincent, the Guild is properly undertaking this experi- mental work to determine for the benefit of the individual sterling sil- ver manufacturers the relative and collective value of their advertising, sales helps, and similar material, a trial which would be too costly and disturbing for a single company to attempt. With the active assistance of the local jewelers, the effectiveness of each separate promotiona: activity will be thoroughly checked.

Washington was selected as a city having a population as nearly repre- sentative of all kinds and classes of people as any in the United States. Moreover, it has an active local jew- elers’ association through which the plan can function; it is a community of much home entertainment, has a large number of schools and clubs, and is already a large consumer of sterling silver.

Nebraska Driver

Law Is Upheld by Supreme Court

Lincoln, Neb., March 14.—A Ne- braska statute denying to a person under 16 years old the right to a li- cense to drive an automobile has been held valid by the State Supreme Court. The ruling was made follow- ing an effort to compel the issuance of a driver's license.

Section 5, chapter 148, of the laws of 1929, reads as follows:

“If the application to operate a mo- tor vehicle required by this act dis- closes that the applicant for such license suffers from a physical defect or defects of a character which may affect the safety of operation of a motor vehicle, the examiner may re- quire applicant to show cause why the license should be granted, and may require the applicant through such personal examination and dem- onstration as may be prescribed by the department of public works to show the necessary ability to safely operate a motor vehicle on the public highway.

“If the examiner be satisfied, after such demonstration, that such appli- cant has the ability to safely operate a motor vehicle, license may be is- sued to the applicant, subject, how- ever, to a limitation to operate only such motor vehicles as the license shall designate at the discretion of the department of Public Works.

“No license shall, under any cir- cumstances, be issued to any person who has not attained the age of full 16 years.”

The law took effect January 1.

Secretary of Commerce to Talk to Editors

Julius Barnes, chairman of the National Business Survey Confer- ence, will address the National Con- ference of Business Paper Editors at its meeting in Washington March 31. A conference with Secretary of Labor Davis on the status of employment and a dinner with Secretary of Com- merce Lamont are on the program.


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Qualitative appraisal of advertis- ing mediums is a research job which the American Association of Adver- tising Agencies is now engaged in on a large scale. F. R. Gamble, ex- ecutive secretary of the organization, outlined the work of the research bureau and the policies back of it in an address before the Chicago Ad- vertising Council March 13. “Qualitative appraisal of maga- zines and newspapers,” he asserted, “is a function which belongs to the buyer and not to the seller of space. It should be an impartial and scien- tific job, undertaken by a body which has no business interest in the re- sults, which has nothing to sell, no pet theories to support. “The A. A. A. A. is an admirable body for this work; it is already well-equipped to do it; has the meth- ods and the personnel; it is com- pletely disinterested, and wants to know the facts, whatever they may be and whomever they favor.” The big job now being done py the Four A’s is in the field of newspa- per analysis, following a magazine survey several years ago. The first survey, in New York, was made in 1927 and 1928. That has been fol- lowed by similar surveys in Detroit, Washington and Boston. Negotia- tions are now pending with papers in other cities, including Chicago. Newspapers Bear Cost The newspapers in each instance bear the cost of the work, which is divided in proportion to the amount of national advertising each paper carries. Only two eligible newspa- pers have thus far refused to partici- pate, Mr. Gamble said. Farm papers and business papers have suggested that similar surveys be made in their fields. The survey method used in the newspaper investigations was devised by Dr. Daniel Starch, formerly of Harvard University, who is the head of the research department, and was described by Mr. Gamble as follows: “The city and suburban area to be surveyed is divided into subdivisions with known population figures. The total number of interviews to be made—a minimum number sufficient to give statistical accuracy, but not a fixed percentage—is distributed among these subdivisions in accord- ance with population. “The interviewers with question- naires go into the subdivisions and make properly scattered calls. Type of district, scattering of interviews, supervision of interviewers are checked by highly trained field in- spectors on our regular staff. Ascertain Buying Power “The questions asked, besides those about newspapers, include queries about the occupations of the earners


is Duty of Buyer, Not Seller: Gamble

in the family, and data on the rental value of the home. From employes we obtain amounts of salaries and wages paid for various occupations. Dr. Starch has been compiling basic data on incomes for a number of years. These figures together give accurate income results.

“The first 500 interviewers are tab- ulated and charted, then the next 500. Variations are noted. Succes- sive groups of 500 are charted un- til our chart-lines, which may start with zigzagging and irregularity, straighten out and extend nearly horizontally across the chart page. Then we are sure that the result arrived at is statistically accurate and that additional interviews would merely extend the lines still further with no appreciable gain in accuracy.

“In one recent study the variation of the figures of the first 500 inter- views from the final result averaged 11 per cent. When 3,500 interviews had been made the variation was less than 3 per cent. At 4,500 inter- views the results had stabilized.

Results Are Accurate

“We make another cross-check of our newspaper studies. Our angle of a few thousand interviews must be very accurately taken if we are to project it to the height of a distant building representing the entire population of the area. If we add to the families in a city who read one or more of the néwspapers the fam- ilies reading no newspapers, or only foreign papers, the total should equal the total number of families in the

area. In Detroit this checked 99.51 per cent. An amazingly accurate re- sult!”

Mr. Gamble gave figures from the New York newspaper survey to show the kind of information developed regarding each publication, indicat- ing the percentage of its readers in each family income group, and the percentage of coverage in each group supplied by its circulation. For ex- ample, he said, the New York Times was found to have 1 per cent of its circulation among families with in- comes of less than $1,000 per year; 12.4 per cent with families of from $1,000 to $2,000; 39.2 per cent in the $2,000-to-$5,000 group; 28.6 per cent in the $5,000-to-$10,000 group, and 18.8 per cent in the group above $10,000.

Covers High-Income Group

Of the total number of families in each group, the Times was found to give coverage of 2.4 in the first group; 5.2 per cent in the next; 13.5 per cent in the $2000-$5000 group; 51.3 per cent in the $5,000- $10,000 group, and 60.2 per cent in the group with family incomes over $10,000.

This is the kind of information re-

March 15, 1939


Chain Groceries Selling Gillettes

Just to prove that it wil handle anything that offers a profit and a quick turnover, the National Tea Company jg featuring the new Gillette ra. zor in many of its stores.

The National’s price on the dollar razor is 89 cents.

garding buying power and Coverage which the association hopes to de velop regarding the newspapers in the leading cities, along with figures on overlapping of circulations, data regarding men and women readers and English-speaking and foreign readers.

Mr. Gamble urged publishers to devote their efforts to selling adver. tising which can influence their true markets, rather than wasting effort selling advertising which “doesn’t belong.”

“One great benefit to flow from a better knowledge of advertising values,” he said, “is a material re duction in selling effort and selling expense of publications. So much of it is futile, a sheer waste of time and money. The less a buyer knows, the more effort must be made by the seller, at the expense of both. Just as long as the facts are unknown, par. tisanship and plausibility will pre vail, and impose upon advertising the heavy burden of sifting out the facts by experience.

“Building Failures”

“Getting an advertiser into the wrong publication is of no lasting advantage to a publisher. He merely builds a failure. It is the part of good selling to find your true market and then push that market hard. To help find true markets, we are build. ing up in advertising a body of facts and appraisals for all practitioners to know and use.”

Mr. Gamble paid a tribute to the A. B. C. in the quantitative side of advertising, and said that its work is in sharp contrast with the condi- tion in many countries, where circv- lation figures are not given out by the publishers. A step forward, he said, is being made in the form of cir- culation audits for the country weekly newspapers.

Following the meeting of the Ad- vertising Council, Mr. Gamble had a conference with the space-buyers of the Western agencies which are members of his organization. The Four A’s has 185 members, with 250 offices, and they place, according to Mr. Gamble’s estimate, 80 per cent of the national advertising.

One-Man Cars O.K.’d

The Railroad Commission of Wis- consin has authorized the Milwaukee Electric Railway & Light Company to operate one-man street cars.

“No public service commission in any state,” the Federal court was quoted, “now refuses the use of one man safety cars.”

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Climbing Cycles of Industrial Production

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March 15, 1930




Go-ordination Key to General Electric Drive

Cleveland, March 14.—The General Electric Company will spend $6,000,- 000 for electric refrigeration advertis- ing and sales promotion this year. One-third of the appropriation will go into newspapers, $1,500,000 into direct mail and about the same sum into general magazines.

Thirty-five of the latter are being used, full pages being the rule. News- paper space usually runs 15 inches on three columns.

A small fortune will be spent on radio advertising and the campaign will be supported by outdoor adver- tising.

While the advertising will shoot at the big home market, the other nu- merous uses of electric refrigeration, in factories and business houses, have not been overlooked.

Localizing Magazines

Walter J. Daily, sales promotion manager of the electric refrigeration division, regards magazine adver- tising as the backbone of the cam- paign. Mr. Daily has probably gone much farther than the average na- tional advertiser in analyzing the cir- culation, by states and other units of the magazines used in the adver- tising, and co-ordinating the newspa- per copy with it, with special empha- sis on timeliness.

Included in the magazine list are The Saturday Evening Post, Liberty, American Magazine, Time, Scribner's, Harper's, World’s Work, The Golden Book, National Geographic, Review of Reviews, Cosmopolitan, Atlantic Monthly, Ladies’ Home Journal, Pic- torial Review, Woman's Home Com- panion, Good Housekeeping, House Beautiful, The American Home, Arts and Decorations, Better Homes and Gardens, Country Life, Vanity Fair, House and Garden.

The advertising is based primarily on the company’s estimate of the market. Mr. Daily’s plan book car- ries a map of the United States. Black figures in every state show the potential, as estimated by the com- pany, and red figures indicate the per- centage of advertising scheduled for that state. The two figures have a definite relation.

“Plan A” provides for a dovetail- ing of magazine and newspaper ad- vertising. The newspaper space is paid for jointly by the distributor and the company.

“Plan B” provides a series of newspaper advertisements for the use of distributors and dealers. Again, the cost is divided among distributor, dealer and the company. If the local dealer wishes to be relieved of advera tising routine, the company will write the copy and place the business. A special matrix and stereotype ser- vice is provided for dealers wishing to handle their own advertising.

Specializes Direct Mail

The company has also gone farther in specializing its direct mail than most others. Every direct mail piece is localized with the dealer’s name. Stress is laid on bracketing special Classes of prospects and sending them the literature which covers their problems, following this with Personal calls. Dealers and distrib- utors bear part of the cost of this effort.

The accuracy with which the com- Dany is using its advertising ’75’s to shoot at a known target is demon- strated for the benefit of salesmen in the “S. P. Sales-Promotion Plan Book,” a 90-page volume. This book is also something of a sales manual, designed for the guidance of the com- Pany’s thousands of salesmen, includ- ing the 150 members of the organ- ization’s select club, “The Toppers.”

Another medium which salesmen like to use is “An All-Steel Story,”


“The Toppers” are the select group of salesmen of the electric refrigeration division of the General Electric Company. They gave Cleveland residents a treat at tieir recent sales convention, when they staged a

parade. The forthcoming event was advertised in tie: Cleveland dailies.

matic account of the replacement of wood by steel in all G.-E. refrigera- tor cabinets.

Mr. Daily has a staff of 52 persons in his advertising department.

“Good salesmen deserve the sup- port of intelligent advertising,” he said. “Average salesmen must have ky

Other Supporting Material

Other advertising to be done tn- cludes the use of folders for farmers, memorandum pads, shipping labels, bridge score pads, playing cards, matches, toy refrigerators, cigars, tape-measures, pencils, lantern slides for neighborhood theaters and spe- cial coats for salesmen and attend- ants to wear at expositions.

A special lot of material has been developed for the water cooler mar- ket.

The booklets cover apartment sales, the safeguarding of food and health, how to get sales by telephone, how to make an appealing dessert in a few minutes, and how to tie in with the city telephone directory. There is even a special booklet to win the friendship and interest of children. Another campaign includes four cards, to be mailed to men at their offices as a pre-Christmas reminder.

Press Association

Beats Container Bill Frankfort, Ky., March 14.—Largely as the result of the work of the Ken- tucky Press Association, the Legisla- ture adjourned without action on a bill which would have been a blow to food manufacturers.

The measure, aimed at chain stores, provided that the exact weight of every package of food must be indi- cated on the label.

B. B. D. O. in Minneapolis

Minneapolis, March 14.—Affiliation of Harrison-Guthrie, Inc., local ad- vertising agency, with Batten, Bar- ton, Durstine & Osborn, New York, has been accomplished and Harrison- Guthrie will serve as the North- western office of the New York agency.

Murray K. Guthrie has become a vice-president of B. B. D. O.

“P.-I.”” Has Peach

The Seattle Post-Intelligencer has begun publication of a peach edition. A parade of thirty decorated automo- biles led by police and state high- way patrolmen, with an airplane es- cort, was one of the features of the promotional publicity. One of the most beautiful girls in the city, se- lected as Miss Peach, was presented with a wrist watch.

Cowan Promoted Con G. Cowan, who has been statis- tician of the California Walnut Grow- ers Association, Los Angeles, has been appointed advertising manager.

Heads Montreal Office

J. M. Hewitt has been appointed manager of the Montreal office of J. : Gibbons, Ltd. He succeeds Frank

. Tees.

Joins Consolidated

C. P. Sutcliffe has joined the Mon-

& motion picture which give a dra-

treal office of the Consolidated Adver- tising Service.

Public Hall.

Here they are passing the

Promoted by Ahrens

Kenneth S. Kaull, advertising rep- resentative of the Ahrens Publishing Company, New York, has been ap- pointed advertising manager of Restaurant Management, one of the Ahrens group.

Young Leaves Boston

William C. Young, Northeastern manager of the Woman’s Home Com- panion, has been transferred from Boston to New York, where he will have new work. He has been suc- ceeded at Boston by F. P. Ives.

Court Reverses Federal Trade’s Ruling on Labels

New York, March 14.—That por- tion of an order of the Federal Trade Commission requiring a varn- ish manufacturer to indicate on labels and in his advertising the in- gredients in his product has been held unwarranted by the Circuit Court of Appeals.

The defendant was L. F. Casoff, who advertised his product as “shellac,” though the varnish was not composed entirely of shellac gum.

The court held that it would be sufficient to prevent a fraud upon the public if he advertises the prod- uct as “shellac substitute,” accom- panied by the statement that it is not 100 per cent shellac.

“American” Stages Home Beautiful Contest

The Chicago Evening American has announced a Home Beautifying con- test, with cash prizes of $1,500. Sep- arate awards will be given for living rooms, bedrooms, and other parts of a five-room house.

No. 1 of a Series


uw as VU

HEN Old Anthony Comstock died W. lot of good people gave a lengthy sigh and exclaimed: “Well, that’s the end of that!”” Making it one of the silliest sighs in history. For it wasn’t the end of that at all: It was just the beginning. Old Anthony’s ginger-whiskered ghost goes tramping through Boston Common this very minute mumbling: “‘Libidinous—Lascivious—Lewd.”

We blush as we write it, but the truth is Old Anthony made us all rather interested in this sex business. You’re told not to think about it and that makes you want to think about it and that makes it good and mys-