CHICAGO PUBLISHED WEEKLY at 537 S$. DEARBORN ST. HAR. 7504 THE NATIONAL NEWSPAPER OF ADVERTISING Entered as second-class matter Jan. 9, 1982, at the postoffice at Chicago, lll., under the act of March 8, 1879 NEW YORK 330 WEST FORTY- SECOND _ ST. BR. 9-6432 ol. 4, No. 35 In Two Parts—Part 1 SEPTEMBER 2, 1933 5 Cents a Copy, $1 a Year ough Proofs tea & Coffee Trade Journal says hat a lot of the coffee which it sam- pled in sixteen cities recently wasn’t it to drink. No wonder repeal is inning everywhere. - | + A Cleveland newspaper man re- ently married his home economics editor. Now he'll find out whether she can cook as good a dinner as she can write. > = A New York printer advertises for “these kind” of customers. The kind, presumably, who are satisfied vith what the printers call “com- mercially correct” proofs. . V ¥ The same printer is criticized by one of Rough Proofs’ scouts for re- ferring to “this insignia,” but even we purists must admit that insisting on “these insignia” and “these data” is carrying the idea painfully far. vvy An anonymous friend of George Pearson, the eminent space-buyer, writes in to challenge the statement recently made in ADVERTISING AGE that he is a contract player of re- nown. What’s the matter—did some- body bid a grand slam and only make a little one? vvy Then, too, there is the possibility that the reporter writing about Mr. Pearson as a contract player really intended to say contract placer. > ¢ @ N. W. Ayer & Son have decided to relinquish the Canada Dry ac- count because the company is going into the alcoholic beverage business. But a lot of people have suspected all along that Canada Dry has been mighty close to liquor. vvy Packard’s treasurer is going to write sales letters to bank presidents, a vice-president will address patent lawyers, etc. If you don’t hear from the advertising manager, you have aright to feel slighted. a ae The Department of Commerce re- Ports that blue, instead of red, as heretofore insisted by the color ex- perts, is the favorite hue of women. Maybe they are just being nice to the NRA eagle. .*.? Professor Raymond Moley’s new Political magazine is said to be in- tended as an antidote to that of Alfred Emanuel Smith. This is prob- ably just what Al has been yearning for. vvegy Both Camels and Spuds are now claiming the aviation cigarette mar- ket. Isn’t it time for someone to step forward and say a word for Wings? vv¥$ee? In reproducing the first page of the first issue of the New York Sun, issued in 1833, the publishers re- Vealed the interesting fact that most of the ads ran “t. f.”. Now we know Why those were the good old days. 7, FF F A clever disciple of Ogden Nash advertised in rhyme in Ballyhoo for an agency job. I can forgive him everything except I'd love to work for Fuller-Smith At Forty-nine West Forty-fifth. vv¥$eey Amos ’n’ Andy have completed four years of broadcasting for Pep- Sodent, and still they haven’t been elected to honorary membership in the American Dental Association. Copy Cus. TAKES NEW POST ———— ——) Ken R. Dyke, who has resigned as vice- president in charge of advertising and sales promotion for Johns-Manville, Inc., to become general advertising manager of Colgate - Palmolive - Peet Company, Chi- cago. H. M. Schackelford, formerly as- sistant sales promotion manager at Johns- Manville, will succeed him as executive vice-president in charge of sales promotion. RUSH FORMATION OF ADVERTISING GROUP FOR NRA Committee of 100 to Aid in Formulating Campaigns New York, Sept. 1.—Two more links between the federal govern- ment and organized advertising were forged this week as Edgar Kobak, president of the Advertising Feder- ation of America, accepted the for- mal invitation of the NRA to form a committee of advertising men and women to act in advisory capacity on NRA publicity and advertising, and the NRA accepted the A. F. A.’s offer of the services at Washington of Alfred T. Falk, director of the A. F. A. bureau of research and education. The committee Mr. Kobak is form- ing will have approximately 100 members residing in all parts of the country. All organized national groups and every division of ad- vertising will be represented. Acceptances Received Up to moon today acceptances from those asked to serve on the committee of 100 advertising men and women to advise the NRA had been received from Stuart Peabody, Borden Company; Bernard Lichten- berg, Alexander Hamilton Institute; W. C. D’Arey, D’Arcy Advertising Company; Louis Wiley, New York Times; S. R. Latshaw, Butterick Company; George W. Kleiser, Foster and Kleiser; Bert S. Clair, Barron G. Collier, Inec.; Henry T. Ewald, Campbell-Ewald Company; Charles Daniel Frey, Charles Daniel Frey Company; H. H. Kynett, Aitkin-Kynett Com- pany; Helen Rockey, Consolidated Gas Company; John Benson, Ameri- ean Association of Advertising Agen- cies; Frank W. Spaeth, National Re- tail Dry Goods Association; John W. Elwood, National Broadcasting Com- (Continued on Page 14) Agency Code Will Prohibit Split Commissions, Rebates Untruthful, Misleading and Indecent Copy to Be Banned Also New York, Aug. 31.—The means for checking advertising agencies guilty of rebating and other “irregu- lar practices” are set forth in the code submitted for the agency field last week-end to the national recov- ery administration by a committee of agency executives composed chiefly of members of the American Association of Advertising Agencies. The document defines an adver- tising agency as “any organization, individual, corporation or partner- ship, engaged in the business of pre- paring and placing advertising for its clients, acting only in such capacity, and receiving commissions from media owners or their repre- sentatives.” The definition of agency commis- sion reads: “the standard commis- sion allowed to advertising agencies by publishers and other media own- ers, to be deducted from invoices for space and time billed at gross rates, ordered by the agency, for account of a client.” Responsible for Copy The one exception to the fore- going is in the section covering un- fair trade practices, where the state- ment is made that the practice of charging 1624 per cent on net cost of total advertising volume shall not be construed as rebating. Excluding mention of mediums and advertisers in the connection, the code states the principle that agen- cies must assume responsibility for advertising of an untruthful, mis- leading, or indecent character, as specified by the copy code formu- lated by the A. A. A. A. in conjunc- tion with the Association of National Advertisers. The agencies’ body for self-gov- ernment, according to the code, will be a committee of from 13 to 16 members. Twelve will be elected by agencies contributing to the cost of the program, according to a method approved by the NRA administrator. The 13th will be the president of the Four A’s, who will act as the ON CODE COMMITTEE William H. Johns, president, Bat- ton, Barton, Durstine & Osborn, Inc. committee’s executive officer. The group may be enlarged at the discre- tion of the President, who may ap- point as many as three additional members. The committee in charge of draft- ing the code comprised William H. Johns, Batten, Barton, Durstine & Osborn, Inc.; H. T. Ewald, Camp- bell-Ewald Company; W. C. D’Arcy, D’Arcy Advertising Company; A. G. Van Utt, Erwin, Wasey & Co., Inc.; Charles Daniel Frey, Charles Daniel Frey Company; H. K. McCann, Mc- Cann-Erickson, Inc.; ‘ F. B. Ryan, Ruthrauff & Ryan, Inc.; L. W. Baillie, J. Walter Thomp- son Company; Chester J. LaRoche, Young & Rubicam, Inc.; John Ben- son, A. A. A. A.; Adam Kessler, Jr., N. W. Ayer & Son, Inc.; W. B. Ben- ton, Benton & Bowles, and Paul Cornell, Geyer-Cornell Company. Sets Minimum Wages The first ten named represented the Four A’s and member agencies. Messrs. Kessler, Benton and Cornell are associated with agencies which (Continued on Page 14) Last Minute News Flashes Lucky Strike and the Baron to Resume Broadcasts New York, Sept. 1—Lucky Strike will return to the air over a WEAF- NBC nation-wide hookup Saturday, half-hour broadcast featuring Jack Oct. 7, at 9 p. m. E. S. T., with a (Baron Munchausen) Pearl, Cliff Hall, and a prominent dance orchestra, which has not yet been selected. Square-D Account to Reincke-Ellis Chicago, Sept. 1—Advertising of and electrical control apparatus, and Square-D Company, Detroit, switches of the Industrial Controller Division of the’ company, Milwaukee, has been placed with Reincke-Ellis-Young- green & Finn. A new campaign using business papers and national mediums will get under way Oct. 1. Manufacturing Goods Exempted from Michigan Tax Lansing, Mich., Sept. 1—The Michigan board of tax administration has ruled that goods purchased by manufacturers for use in manufacturing processes, such as fuel, machinery, oil and the like, are exempt from the provisions of the three per cent state sales tax. Likewise, wholesalers’ purchases of wrapping paper, cartons, etc., will be exempt. The tax thus becomes almost purely an “over the counter” tax. ‘PLAGIARISM’ CHARACTERIZES NEW HEINZ COPY Retailers and Editors Fur- nish Inspiration New York, Aug. 31.—Imitativeness and originality are synonymous in the magazine and newspaper cam- paign being released this month for H. J. Heinz Company, Pittsburgh, wherein the agency, Maxon, Inc., deliberately plagiarizes the editorial food pages of magazines and depart- ment store newspaper copy as a means of giving a new twist to food advertising. The campaign opened in Septem- ber issues of Time, Delineator and The New Yorker. In addition, the magazine schedule includes Woman’s Home Companion, Ladies’ Home Journal, Saturday Evening Post, Good Housekeeping, McCall’s Maga- zine, Parents’ Magazine, Condé Nast group, Better Homes and Gardens, American Home, Fortune and (Cos- mopolitan, , The newspaper campaign will be- gin Sept. 19 in a list of 101 leading papers. The A list will receive one insertion a week of 1,500 lines for 19 weeks, and the B list will carry an insertion of 1,200 lines. A chain radio program is being arranged which ties in closely with the home economics theme of the Magazine advertising. The com- pany’s outdoor advertising will be continued for the time being in the same reminder style in use for some time. Deliberate Imitation The plan for the publication ad- vertising originated in the agency’s belief that much national advertis- ing has tended to lose contact with the consumer, as advertisers formed the habit of addressing the mass market visualized, instead of the ac- tual customer, the individual. The plan was evolved as the agency studied, and then imitated, the methods of magazine editors and de- partment store advertising writers, who are in intimate daily contact with consumers. The procedure employed by every food editor, so the agency learned, is to answer the consumer’s ques- tions: “What shall I serve? How shall I serve it? When shall I serve it? Is it good for them? What does it cost?” The company’s copy answers these questions in behalf of its own products exactly as does the food editor of the publication in which the copy appears. Not only is the prose style simulated, but the phys- ical appearance of the food pages are copied in the advertisements’ typography, artwork and layout. In magazines which do not have food departments, the physical ap- pearance of typical editorial pages is duplicated. Imitating Time proved one of the most troublesome tasks, ieee 4 - ‘ig aneen a gla. a sl ale Pi te J d ot a Re : - : make craps 3 GG ; ine ie ics oe, Pee. ch ee Mes ab : : 7 yee dae a > ee eG J : es . See, Nea) Pau = via 7 oe yeah i. ; - . ‘ : : : ; F i Saw : ‘ F i s oe 4 7 Wise me: ae es E $ - See ef ae See be * Sta 1 aw aes ; ee eaves ta fates eee eee : * agetaa ‘ ; . 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Pe ee ea : 1 485 | ee oA “Se sci , A % en oI ae eS 2 Sa 2 oe : panel ae 4 | (pene aaa = eae . oS ae ee y # ae, 2 a See ng Pe = a f sere 2. aq ; nmer- S Pare. Aa Y ES oe it the ith 7 : = a” een Sept. os" athe : 4 —_ ae : = ai ip of : 2 aphic a 2 e out: \ = and SS : Re ee Buch- rofes- ; and ; fs | _ ed | antes Kier, a vetter ae 2 ai direct ae ee ynnel- ts the pany. with ago, : ident. | fee | om 1e in- “£O ya) . dated ; Po , will - ge Se 7 nsive ie Seca = ae Milk | - ‘ es, or & d SS -, land, | ee ._ : , has ; eee Inc., Sra lirect BR é . -" ee ac ce . Wc, ea fer Ap ae ees ee oe Pe os, eyes eer eg ee Re ke oe ae eee Bie ose in See : Pte oe pies See ee Re ices Ta eee ne ee BT af ee is ar ae iss Se ae a oe : ie is cae es <; hae ene 2 one ADVERTISING AGE September 2, 1933 Advertising Age THE NATIONAL NEWSPAPER OF ADVERTISING Trade Mark Registered U. S. Patent Office ISSUED EVERY SATURDAY BY ADVERTISING PUBLICATIONS, INC. Publication Office, 537 S. Dearborn St., Chicago.................... Tel. HAR. 7504 New York Office, 330 W. 42nd St........ Seaiias daaaeniom ania Tel. BRyant 9-6432 G. D. CRAIN, Jr., President and Publisher KENNETH C. CRAIN, Vice-President E. KEBBY, Secretary Advertising Representatives W. E. DUNSBY, Vice-President and Eastern Mgr., New York O. L. BRUNS, Chicago SIMPSON-REILLY, Russ Bidg., San Francisco, WALTER S. REILLY, Manager; Bendix Bldg. Los Angeles, GORDON SIMPSON, Manager S. R. BERNSTEIN, MURRAY E. CRAIN, Associate Editor Managing Editor HAROLD MONAHAN, Eastern Editor Correspondents in All Principal Cities Vol. 4, No. 35 SEPTEMBER 2, 1933 5 Cents a Copy, $1 a Year Rebating Hit in New Agency Code While the code of fair competition submitted by advertising agencies to the NRA contains many points of interest, and will undoubtedly have a very wholesome effect upon many of the questionable practices in- volved in the production of adver- tising copy, the feature which will probably be regarded 2s of most significance is that aimed at rebat- ing or commission-splitting. The discussion of advertising costs which led to the famous Young report on agency compensa- tion was based in part at least upon the belief that some advertis- ers were obtaining lower net rates than their competitors because of inside agreements with reference to a division of publishers’ commis- sions. While the Young report did not indicate that the practice is gen- eral, it brought out the fact that a substantial percentage of the busi- ness is affected by rebating. Keen competition for large ac- counts during the past few years has forced this question more and more into the limelight, and some agencies which have lost business have openly charged that it was due less to the superior professional qualifications of their rivals than to the offer of attractive rebates. While no advertiser can profit in the long run through buying agency service on the basis of low cost, the depres- sion period set the stage perfectly for the agency willing to split its commissions with its clients. This has represented unfair com- petition of a type particularly diffi- eult to meet. While it has been banned as highly unethical by agency groups, as well as by adver- tisers and publishers, it has been almost impossible to eliminate it completely. Consequently the rela- tively small volume of business upon which rebates of commissions have been granted has tended to disturb the entire agency relationship, and has created a sore spot where most of the irritations of the past few years have been centered. The adoption of the code for the entire agency business, which will be subject to its provisions follow- ing its formal acceptance by the National Recovery Administration and President Roosevelt, will bring a new and powerful factor into the rebating situation. It will make the practice not only unethical but ille- gal. It will put the agency which splits commissions in an indefensi- ble position in case it should be called on for an accounting, and will make it possible for such an agency to be eliminated from the business. It probably will not be necessary to employ these heroic measures in order to clean up the situation. No agency, ADVERTISING AGE believes, would care to put the power of the NRA code to the test, for the pub- licity incidental to such an exposure, should charges of this kind be brought, would probably prove as disastrous as the ultimate penalty. The only safe course will be to ad- here strictly to the provisions of the code and bill all space to the client at card rates. If this proves to be the result, it will in short order have solved one of the most difficult problems of the industry. It will put agency service on the basis of equal competition, where the value of agency ideas and performance will chiefly determine its selection by the advertiser. It will put a new premium on adver- tising skill, and will make it neces- sary for every advertiser to buy agency service on the basis of what the agency has to offer in terms of professional ability. Such a result would come close to justifying the whole NRA pro- gram, as far as advertisers and ad- vertising are concerned. Advertising Help for the NRA The decision of the National Re- covery Administration to ask adver- tising interests to form an advisory committee to assist it in the formu- Jation of its publicity program was, we believe, as timely as it was wise. This action, coming close on the heels of the protest of the A. N. A. against public appeals to buy only goods carrying the NRA emblem, indicated a prompt recognition of the dangers of too hasty adoption of measures which appeared to be sound, but which contained hidden dangers and injustices. Gen. Johnson has made it clear jn his radio addresses and elsewhere that the NRA is emphatically op- posed to the use of the boycott, or anything like it. But in the handling of the big publicity drive for con- sumer acceptance and cooperation, the enthusiasm of the field organi- zation might easily lead some of its members astray. The preparation of advertising and publicity for NRA, to avoid any pos- sible excesses and to protect legiti- mate business at every point, is con- sequently of vital importance. The advertising advisory committee thus has an enormous opportunity in as- sisting the administration and elim- inating potential dangers from its publicity program. Information for Advertisers The following documents may be secured without charge by any national advertiser or advertising agency from the companies sponsor- ing them, or through ADVERTISING AGE, No. 517. The Influence of Magazine Makeup and Related Selling in the Reduction of Advertising Visibility and Reading Costs. A very interesting brochure which analyzes the findings of Daniel Starch on visibility and reading costs for McCall’s for the periods of April to September, 1932, and Octo- ber, 1932, to March, 1933. The first period covers publication before Mc- Call’s was departmentalized, the sec- ond after that move. The effect of the new plan of makeup is demon- strated through numerous charts. No. 368. The Open Road for Boys Magazine Tells Its Story. This fifty-four page brochure is- sued by The Open Road for Boys Magazine portrays the tremendous immediate purchasing power of the boy market today, the influence of boys on family purchases and the great influence on future markets that today’s boys have. The brochure presents an interesting picture of the boy market with especial emphasis on the phenomenal responsiveness of this boys’ magazine, listing among others, a case where an 85-line ad- vertisement brought 26,000 direct in- quiries. It further explains the magazine’s policy of guaranteeing advertisers superior results. Alto gether a unique and interesting analysis of the boy market. No. 471. How Much for “Point of Purchase”? A concise and complete discussion of the part played by point of pur- chase material in the selling plan, with particular reference to the value of Neon signs. Published by Neon Products, Inc., Lima, O. No. 511. The Eyes of the World are on Chicago. An unusually interesting brochure published by General Outdoor Adver- tising Company, pointing out that A Century of Progress is providing much additional circulation for Chi- cago outdoor displays this year. One especially valuable feature is the manner in which locations are spotted on a map of the city and tied up with actual photographs of the site. No. 459. Fawcett Women’s Group. An exhaustive and detailed analy- sis of the circulation, by cities and towns of over 1,000, and by counties, of True Confessions, Screen Book, Screen Play, and Hollywood, the pub- lications which make up the Fawcett Women’s Group. No. 515. DANGER! Work. An intriguing presentation of the contention of Redbook Magazine that “the shadow of a man stands behind every woman who buys.” Contains the complete series of “shadow” ad- vertisements for Redbook which has appeared in the advertising press. No. 433. WLW—“The Nation’s Sta- tion.” This unusual envelope-folder might well be called “proofs,” since much of the material in it consists of fac- simile reproductions of letters com- menting on the results derived from commercial broadcasting over WLW, Cincinnati. Other interesting ma- terial in the folder gives WLW cov- erage and circulation, analyzes mail response to individual programs, gives much valuable information about the station and outlines the services of the station’s sales promo- tion department. No. 462. Route List of Retail and Wholesale Grocers. A complete list of groceries in Louisville, arranged geographically. Also a route list of drug stores. Pub- lished by The Courier-Journal and Louisville Times. Shadows at ——, "Ad rebeber, Fadder Smid's “ue rebedy will gib relief id twedty idits.” —Ballyhoo, Voice Miss Ipana Refutes Copy Cub’s Statement To the Editor: You can imagine my embarrassment when I read the following paragraph on the first page of ADVERTISING AGE: “Don’t repeat this, but the lovely Miss Ipana, the dental charm girl at the world’s fair, is said to be a Colgate’s toothpaste addict.” Aside from the inference of dis- loyalty in this statement, there is not even a germ of truth in it. I was a user of Ipana toothpaste long before I was selected as the dental charm girl of the exposition, and it is ridiculous to even suggest any other kind of toothpaste to me. Ipana keeps my gums healthy and my teeth bright. I made this dis- covery a long time ago. I don’t want to pose as a Columbus, as I know there are millions of others who have made this same discovery. Don’t you think ADVERTISING AGE has let me down just a little, and that something should be done about it? LILYAN DILLARD, Chicago. v v v Chappel Not Apologizing for Horse Meat Content To the Editor: It was with some astonishment that we read Copy Cub’s comment regarding Chappel Bros. advertising in the Aug. 12 is- sue of ADVERTISING AGE. His state- ment that Chappel Bros. seem to be apologizing for using horse meat doesn’t set very well. If he had said that they were bragging about it, he would have been nearer right. We are most anxious to know where he got the impression that they were apologizing. If it is from the advertisements in national maga- zines, which we have prepared, then we have done a poor job; yet after going over our advertisements I feel that the mistake is his in the use of the word “apologizing.” Anyhow, let’s hear what you have to say about it, and, in case you have a dog yourself, we say positively that horse meat is the best meat in the world for dogs. It has been for of the Adientinns 55 million years, and today out standing research scientists in this country are proving that it still is, L. C. MACGLASHAN, J. Horace Lytle Company, Dayton, 0. > FF F Paul Cornell Corrects An Erroneous Impression To the Editor: In your Aug. 19 issue you published an article under a New York date line, captioned, “Ford, Wrigley, Ponder Agency Re. covery Plan.” Paul Cornell has asked me to write you and call your attention to the fact that he did not visit Mr. Ford in connection with his plan to ad- vance a week’s pay to employes in the lower income brackets. He would also like to state that he has authorized no one to use Mr. Wrigley’s name in connection with this plan. This letter is written purely in the interests of accuracy with regard to the plan and Mr. Cornell’s activities in relation to it. J. R. GousHa, Geyer-Cornell Company, New York. 7, FF F Thanks To the Editor: May I thank you for the membership and the head: quarters staff of the Association of National Advertisers for the very complimentary editorial in your is sue of Aug. 12. STUART PEABODY, President, Association of National Advertisers, New York. - = | Wants List of 100-Year Old Advertising Accounts To the Editor: We are now hav ing a Century of Progress in Chicago. The undersigned would like to com pile a list of “a century of adver tising.” In this list I would like to show advertisers who have bee! advertising for 100 years or more. Can you help me get such a list? Rosert L. LESLIE, The Composing Room, Ine. New York. Septem ee & | ; ; + i THIS CAN'T HAPPEN UNDER FOUR A'S CODE bar ee eS eee eee eee eee tk * | OL Le #; a ' 4 ‘> Fae i , | ee zm uaeRe Ui has ’ i fay > & , a “aaa ¢ ' = ¢ Pee ye | — SSS - ¥* ¥ oe | | ie eS A fe i 0) — a | I ‘— dc : | oe —_——— eee Inj i , ad dy a ¢ J YY ee es L Rae ON seals Oe “'~ o wa cs ie ay 4 = eee - ;' ap ES EE TT A ET IT ‘. “ *\* Yeu 7 Ie Sa: 5 | ? q : r ‘rd es , +, P A ef YS 4 | am SERN,” Se [ne - LS P| Sailer wie ST NOE te Py ee a ey fe te” i, ‘ a y ACME nal SS ca 4 ® ‘ iy ae % y- ne i oat ee A ———_ ‘ ee cage maaan es mal ~ ‘é yr ; my | \ teh a 3 | -* aed ta 3 4 ? fi > ag f ¥ ee, ‘ie: la % a | eee =e SS 81 \‘\ & - b \ aa | 4 vd | ty & ‘| | | patos 2 ; fal ‘ : e nt ‘ ag Ren ; { Ya # fe 7 Ei po — rane ee a. ter — ey Re ie Gnu i | ss Ss | a aa | a — 7 | cee | Pe | a : re hee — a eRe a). we a Be a te ea " ia is o ‘ee sa ee ai allie es cee Ue se ; an eee tee we ae : eg pe oc, Se a a lai — Pe AT eRe ORC oe Cau eet Se eT a ec he rE ee A ov tee hee as bail eer te ale es er: ree es Gi | HN 2 Re = Ce pes id i a: ies . ae eeoeeoe ee hey a | me are es ee cag: ee Ballyhoo, wedty september 2, 1933 ADVERTISING AGE THE NATIONAL RECOVERY ACT is today effecting a revolution whose purpose is the greatest good to the greatest number... increased employment, better wages, more active productive busi- ness! You are living through this revolution. It has aroused great enthusiasm and new hope among millions—yet it is already excit- ing resistance and the cynical pessimism of special interests! You cannot evade the issues, because they concern you intimately. But in the mass of conflicting opinion, in the deluge of NOW A TRULY INTERPRETIVE MERICA is the part you are taking? What is going to happen to you? The new Literary Digest will keep you clearly informed and up to date. Thousands of periodicals are scanned each week by a highly skilled editorial staff in order that you may have a trenchant, accurate, and unbiased digest of the news. And, in addition, many original articles, numerous illustrations and other contributions by eminent journalists and influential men of affairs, bring you a keen interpretation of the significance of the news in all its aspects. The ee ape daily reports, how can you tell clearly what is going on? What Literary Digest, too, is effecting a revolution .. . in news-reporting! in this ill is. y wi THIS WEEK’S CONTENTS ARE OF REAL IMPORTANCE TO YOU SHAN, \yton, 0. AN APPROACHING CRISIS IN THE AMERICAN EXPERIMENT DOES RELIGION NEED A NEW CODE OF MORALS? Arthur Crawford, Washington Correspondent Chicago Journal of Dr. O. L. Hartman, veteran editor of Zion’s Herald, believes the ; Commerce, clearly defines the first great obstacle to the success of time is at hand to provide a new moral stimulus to support the ession N. R.A. Planned economy faces the supreme test of adjusting pur- spirit of the N. R.A. Aug. 19 chasing power to production and prices. o sabe vel FROM THESE CHAMPIONS A TENNIS KING WILL BE oo ABOUT BOOKS—AND THOSE WHO WRITE THEM CROWNED! Fred Hawthorne, sports writer and tennis expert, Harold de Wolf Fuller, conducting a new column on current litera- reviews the parade of champions as it forms at Forest Hills to crown to ber ture, reviews crisply and with charm, the books you will want to read. a new American champion. | to the ¥ +" “ARGUS” HAS HIS EYE ON HOLLYWOOD! He not only “RIDE "EM, COWBOY!’’—NEW BATTLE-CRY OF POLO! Meshes sees all, he hears all that is going on in the production of When 20,000 spectators at Onwentsia cheered the victory loyes i moving-pictures. You cannot afford not to be well-informed of an All-Western team over an All-Eastern, a royal sport on America’s most distinctive contribution to the growth became popular! Oscar Howard explains to you the great it = of the dramatic art! game of “hockey on horse-back.” on with DREAD WHITE GHOST THAT STRUCK THE CAVE-MEN ON WHAT DO THESE OUR ATHLETES FEED? Some eat DOWN. Oldest of diseases—leaving its corrosive marks on pie and smoke cigarettes on the day they smash world y in the the skin of Egyptian mummies and on the bones of pre- records. Is the severity of the training-table a useless gard to historic cave-men—tuberculosis is still a plague that puzzles hardship after all? ctivities science. Dr. Kendall Emerson tells how another battle MARCONI’S MICRO-WAVES OPEN NEW VISTAS FOR . against disease is being fought. RADIO. Marconi calls the world’s attention to another great THE DANGER OF ECONOMY AT WASHINGTON? advance in scientific progress. Micro-waves, piercing moun- . “Diogenes,” with clear gaze on federal government, points tains, may vastly increase the range of radio’s usefulness. out the danger of “practical” economy that destroys the WHAT’S HAPPENING TO BUSINESS? Endicott G. Rich, constructive services of scientific experts. keen observer and commentator on business trends, opens aa CHINA’S POPPY PARADISE—CITY OF LOST SOULS! a a page _. the pe ay aoe of - bos ys Well + by ank At Macao, “across the way from China,” despairing Chinese graphs and charts, this feature clearly pictures the current . — go to dream away their lives in the Little Street of For- GEN. HUGH S. JOHNSON condition of trade and finance. on vag gotten Men. Drawn for AND—IN ADDITION: The new Literary Digest is rich your is WHO IS TAKAMURA—THIS LIVING “OLD MASTER’? The Literary Digest with a great variety of news happenings and other original Greatest of living Japanese sculptors in wood, this octo- by S. J. Woolf features. “The Spice of Life!’”’; drama; art; original car- anor, genarian artist still creates masterpieces in the spirit of diadees toons. Profusely illustrated, it is edited in a modern manner National Michelangelo. that both entertains and informs! ‘ear D ON SALE — TODAY ow F Chicago. | 0 Cc to com: hale SEPTEMBER 2nd 1ld_ like NUMBER ve beet r more. . a list? ESLIE, m, Ince. y » 1933 eC FS Fs Neen = DE maple, + ° = ol se . 4 Po raied ox ® | ae Seater Bees EO Peat: Pane, Se See eee Pestana ; eee heme ee Be eee eee " Eeeeaeeeee Bocca Renee Bases Bassoons eet EM | Ee ‘ein Ei See aes seegateterececeneceteraceterenenetenene Seen Se Siete Sines eet } SE Seegeresntatstateracotecener Ssestereterstetosenetocencten sessesesetetetetetetotenet eects [en . 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EES sage eR gk eg ee a cc rn me ce er eae Po erie ‘ Otte ami ead Ear Ye ae Ney ee alas Ar: sera, S “Sa 4 ar Peas.) fe Me Nee tc A emer ne a SOR A es dle ete Tet eh, ee i re oe Tore Bes ee Bice eee i oa Be Pm or er Wet en RM So gene nm: eae iat SAG te 8 - ee ays Ore DM ie y i a My en ee ae pas paras Oya. LP By ee ae Per et : eae neat 2 Bs Scene Gems Pi a ie a a : om 3 : Spey tes eye re SS VN! A es ee He RS Se ee oe tt ge ea eee eeyy ) WE Ae SS DEER ada hee gO epee SS SS. |, ne a ae 3 Pes rae eae 6 ADVERTISING AGE September 2, jg» Kettering to Be Headliner At Mail Meet Chicago, Aug. 31.—The famous Charles F. Kettering, of General Motors, will be one of the speakers at the opening session of the Direct Mail Advertising Association's con- vention Sept. 27-29, if his other en- gagements permit. The “monkey- wrench scientist” has indicated that he will make every effort to attend the advertising gathering. Other speakers at the _ initial luncheon meeting at the Hotel Sher- man Wednesday will be Malcolm Muir, president, McGraw-Hill Pub- lishing Company and deputy admin- istrator, National Industrial Recov- ery Act; Homer J. Buckley, chair- man of the board, Buckley, Dement & Co., Chicago, and Strickland Gil- lian, humorist. Eliot L. Wight, ad- vertising manager of the United States Envelope Company, Spring- field, Mass., and president of the D. M. A. A., will preside at this session. The convention speeches will cen- ter around four principal themes: “Twenty-four Costly Mistakes’ in Business Letters, and How to Cor- rect Them,” | “Correcting Mistakes in| States. Rogers, Whipple Join Planning the Letter,” Mistakes in Craftsmanship,” and “Correcting Mistakes in Attitude.” Departmental sessions will hold | the stage Thursday afternoon, with | special sessions devoted to advertis- | | ing salesmanship, industrial adver itising. retail advertising and direct selling. The convention will close Friday noon after a general session, giving visitors an opportunity to visit A Century of Progress. “Sports Afield” Staff Stanley B. Rogers, formerly pub- lisher of Outdoor Life, has joined Sports Afield as advertising man- ager, and Paul K. Whipple, formerly business manager and managing edi- tor of Outdoor Life has been named editor of Sports Afield. Both have purchased substantial interests in the publication. George W. Talbott, formerly adver- tising manager, has been named eastern manager, with offices in New York. Acquires Autosales Mills Novelty Company, Chicago, has acquired control of Autosales Corporation, Long Island City, N. Y., said to be the largest operators of scales and vending machines in town and railroad locations in the United “Correcting | GILLETTE HITS Y AT ‘CIGAR-BOX DISTRIBUTORS’ Rushes Into Type With Drastic Price Cuts New York. Sept. 1.—Like the de- scent of a whirlwind, the overnight decision of the Gillette Safety Razor Company, Boston, to reduce prices on blades, its sudden request for sizable space and dealer reprint service from over 700 papers from coast to coast and its announcement of a “protected profit plan’ for dealers in harmony with the aims of the national recov- ery administration and retail asso- ciation codes this week brought a stimulating change to the field. Ruthrauff & Ryan, Inc., possibly es- tablished a record in_ preparing, scheduling and inserting the adver- tisement announcing Gillette’s over- night decision to trade and consum- ers alike. Telegraph facilities were used, the MEMBER AT THE POINT OF SALE. Permanently identify Aumdzeds 4 nalionally adveilised ae * the pout of actual sale You are greeted everyday, everywhere with hun- dreds of familiar names and trademarks of national advertisers arrestingly portrayed on ING- RICH Porcelain Enameled Signs. They tell WHAT the product is . .. WHERE it is sold and WHO sells it,—thus forming the last vital link in every successful merchandising plan Why not incorporate ING-RICH Signs in your advertising plan? Our descriptive booklet ‘‘Fade- less Publicity’’ will give you all the facts. INGRAM-RICHARDSON MANUFACTURING CO. BEAVER FALLS, PENNA. PRICE REDUCTIONS | GILLETTE ANNOUNCES SENSATIONAL PRICE REDUCTIONS EFFECTIVE TODAY! Probak Blades Valet Auto Strop Blades Gillette Safety Razor Company this week used 720-line copy in a long list of metropolitan newspapers to announce price reductions on blades to public and dealers. total cost being just under $6,000. The wire requesting space in approx- imately 700 papers ran about 600 words, quoting copy in some cases line by line and giving interpolated instruction on spacing, type, ete. Checking copies received from near- by papers show unusually good re- sults and some publishers in sub- mitting them proudly announced their ability to repeat the stunt with equal success any time. Plane Pressed Into Service After sending the wire, it was de- cided to attempt to get mats to the papers before date of publication. A plane flew from New York to Cin- cinnati through the dawn with the type form, was downed in a corn- field for lack of gas, but continued undaunted. A few hours later mats were sent out by air mail. The agency does not yet know how many papers used them instead of their own type. The second advertisement concern- ing the reduction appears today, one week after Gillette’s overnight deci- sion. Mats were sent out in this case. Probably four more pieces of copy will be used, size being about half that of the initial advertisement. Further announcement is being made through drug and tobacco pa- pers to detail information to Gillette’s retailers, numbering about 250,000. In addition, a leaflet describing the protected profit and resale price maintenance plan is being mailed separately from Boston. It states: Outlines Policy “We have taken the lowest price to which Gillette products were cut and established this figure as the maintained retail price. And you get a profit at this price—a good profit. We took care of that by a sharp re- duction in our wholesale prices. You sell your customers at the amazing new low prices—enjoy a satisfactory margin—and we take the loss. “Here are the figures. The price of 25 cent for packets of five, 49 cents for packets of 10, enables you to recover the cost of the merchan- dise ($3.98 per carton) plus a 28 per cent addition to cost to cover your overhead, plus a five per cent addition to cost for net profit. This method of determining resale prices was recently presented to the NRA officials at Washington by the retail druggists and other retail associa- tions, and thus certainly conforms with the expressed wishes of the re- tail trade. * . Gillette pioneers in a move- ment to assure dealers a satisfactory, protected profit. You know the law as well as we do. We urge you to maintain prices at the suggested lev- els. We cannot say more than this. The rest is up to you. Your coopera- tion is vital. First Plan of Its Kind “Most important—as far as we know this is the first plan of its kind in operation. It positively answers your wishes as expressed by your as- sociations. Other manufacturers and —== trade associations—possibly the u thorities at Washington—wil] Wate for results. . If Gillette’s effort successful, other manufacturers Will fall in line. That will mean Mone, for you. Protected profits on = other fast-turning items in You store are practically assured,” The leaflet also addressed a Me: sage to retail trade ASSOCiation, promising the firm’s exercise of ever legal means to maintain establishe retail prices and urging them to brig. independent pressure to bear ypq dealers who insist on cut-throat cop petition, with the warning that gyq merchants can plunge the rag blade business again into chaos. Reproduced in the leaflet are ty, paragraphs from United States Let. ters Patent No. 1,924,262 to Gillet, Safety Razor Company issued Aug 29, 1933, covering the flexible dou), edged safety razor blade, similar the present blade. Erwin Wasey & Co. to Advertise Turtle Product; Erwin, Wasey & Co., New Yor have added green turtle soup, stey and meat to their client products, The delicacies will be produce; by Bahama Foods, Inc., New York a recently organized subsidiary Foods, Inc., which has acquired the domestic manufacturing and market. ing rights for these products from the Gulf Stream Food Products (or. poration. “Family Circle” Adds Circulation The circulation of Family Circle Magazine, New York, weekly house. hold magazine in rotogravure, will a. increased to over 1,000,000 this all. Among the grocery chains which will distribute the paper free to cus. tomers are American, Safeway, First National, Sanitary and _ Southern Stores. Two Toilet Goods Firms Name Reese Parfums Marlaine Cie., New York, manufacturer and retailer ‘of cos- metics, has appointed Thomas H. Reese & Co. The agency has also been named by Rose Claire Laboratories, New York, Alpine Forest Pine Needle Bath. Radio, newspapers and maga- zines will be used for this client. W. H. Besack Dies William H. Besack, formerly head of the Besack-Sands Advertising Company, Kansas City, Mo., died at his home there Aug. 26, at the age of 71. Mr. Besack was formerly in the advertising business in Philadel- phia and Chicago. Koster Leaves Wilson William Koster, formerly of Ed- win Bird Wilson, Inc., New York financial agency, has joined Brooke, Smith & French, Inc., Detroit, where he will specialize in financial and institutional accounts. Arnold in Broadcast Frank A. Arnold, vice-president, Albert Frank-Guenther Law, Inc. New York, spoke over a 36-station WEAF network Monday. ject was “Radio, a Social Force.” IN THE MAKING WATCH THESE COLUMNS His sub- Septen —= PUE AGE $I Ayer New Genera repeal away post pI in Sur heads medi cision the ne Mos! of pra brewe mediu liquor indust factur with | cies a and | The the 01 Most sion TISIN' cies | both deper agen the i one be w Th the | must min readé erted dem¢ N. phia. noun liquc verti and of in dent men cane Dry orga fact wor our hh pap ver pro will q car the ( mil Col hay Cre rie o . ee) a e. | ) = ee | = oe pe a = | ilette Blades iette Plage c || | : for ina | Cc a ee — for see eG uv to enjoy the comfort and satisfaction of shaving with the Si finest razor blades that can be produced. We positively guarantee e quality will be maintained at the present high level. This an- 7 nouncement is your dealer's authority to sell you Gillette, Probak s and Valet Auto Strop blades at the amazing low prices listed above. | ape nee pe ey YW NOTE EE So re to Sade ane ane dae se DEALERS ‘reste Sector Glen Fee sbhng you So eell ot these prees post the price samcumement on of e wth © setstectery preft, wil be pear store wundew : agin Co GILLETTE SAFETY RAZOR CO. | guys | _— | | | siete a5," ro Sr Ppa Pa Pe abs: i | | ‘ coven me * R Za 2. a ' Pe , —" “ | ee. us. | a ee: hd | ; Line ¥e WE DO OUR PART | Pe SE | Pe : $53 AR | sen’ GO UJ S BRAND = Oey a. 4 , ; : Sa coat ites eileen aati Se A hl Mb ston ici is, | a t wWyPp-s ater ° 4 ; es r] ? "7 the SEE A 7‘ at ge gyn) Ags | Sage cage kes 1 Pen 2 ee, es i. s ae a eae sian oe . a oe | _— Wiz 5 — _ owe bid: 3 * z 4 | . 4 > mnie i ee ; # mpegs eo aie is ani ns ean ee £ ee 2 Ry oy f aa a) i B bd fe i % q i ve orig ‘ | nae ia a: ws mel ee , aes Sa ° ° ° ° cpa. | | ee ie 7 * % ma Cae ; ss; on. | Ss: + \\ = "i : 4 > =| ve 3 = =" =, ad | — | ry is | ALAS | ——_—— | sa | . re | ad ar eee . l we NE W D EA li , . ta th ee ti | | b - rae Ww | ee re 2a ee Briss ast ee oe ee sak hin (Oe ae ae Rete. = i) Se ee lds eon ae a, AE Se ease ee ay eae Bere ree Sree ie ee ss i: ea RR RR A a sa aN | er aia Ft Ss are ee a lee a RRR ce cee ia ak og | eee ee Be, Seas ae se Il eres eee ee ee alle oo eta Tic Mia ee : eee i sa eee ee aig oo a, eae" | - Can same ET gee ee Fe er er a Geer ee ae pre ee a aie avg tle ee ae : Bari a Seas SSE P razor aos, are two tes Le. Gillett: ed Aug > double Nilar ty ? duct; W York Lp, Stew ducts, Toduced W York, liary of red the market. ts from cts Cor. lation | Circle ’ house. re, will 100 this > which to cus- y, F ‘irst outhern Reese v York, of cos: nas H, named s, New Needle 1 maga- lient. Ss ly head artising died at he age erly in hiladel- ist »sident, , ime. station is sub- ce.” September 2, 1933 ADVERTISING AGE PUBLISHERS AND AGENCIES PONDER STAND ON LIQUOR Ayer Will Refuse to Handle Alcoholic Accounts New York, Aug. 31.— Postmaster General James A. Farley’s hint that repeal may be only seven weeks away and the appearance of the first post prohibition liquor advertisement in Sunday’s Times served to remind heads of agencies and owners of mediums that they must hurry a de- cision on the role they will play in the new order. Most look upon the problem as one of practical ethics. It appears that brewers may frown on agencies and mediums which traffic with the liquor interests and that competitive industries, which include some manu- facturers of everything, will look with more or less disfavor on agen- cies and mediums which handle beer and liquor advertising. These and moral considerations are the only ones facing the agency men. Most of them are making the deci- sion on the turn of event. ADVER- qisinG Ack could not find any agen- cies which were being retained by both a brewer and distiller under in- dependent ownership. Where the agency had neither type of account, the information was given out that one or both kinds of patronage would be welcome. Problem for Magazines The magazine publishers are in the most difficult position, as they must consider not only competitively- minded advertisers but sensitive readers. Less pressure will be ex- erted on newspapers owing to their democratic character. N. W. Ayer & Son, Inc., Philadel- phia, the one agency which has an- nounced the decision not to handle liquor advertising, directs the ad- vertising of the Ford Motor Company and other firms headed by bitter foes of intoxicants. Wilfred W. Fry, presi- dent of the agency, concluded a state- ment announcing that the agency had cancelled its contract with Canada Dry Ginger Ale, Inec., because that organization is planning to manu- facture beer and whisky, with the words, ‘‘We do not wish to classify our clients with the liquor business.” In general, magazines and news- papers will continue the liquor ad- vertising policies in effect prior to prohibition. The tendency to change will favor tolerance. The Crowell publications will not carry liquor advertising. As for beer, the policy is generally favorable. Country Home is keeping an open mind on the question of beer copy. Collier's and the American Magazine have a number of beer advertisers. Crowell publications have never car- ried hard liquor advertising. Few Will Take Liquor Copy The Macfadden publications have made no decision concerning liquors, but all are accepting light wines and beer copy, except Physical Culture. The McCall Company, likewise is withholding decision on liquor ad- vertising. Redbook is carrying beer advertising, but McCall’s Magazine is still studying the question. The Curtis Publishing Company, said Fred A. Healy, advertising di- rector, has for 25 years refused the advertising of any beverage having an alcoholic content, including beer. He would not say whether the policy would be reconsidered after repeal. The Condé Nast group will accept liquor advertising that meets cer- tain standards. Vanity Fair carried the first post-modification beer adver- tising to appear in magazines. The Delineator, which has carried beer copy, has not decided what it will do about liquor advertising and regards the question as premature. beer advertising, but will accept it under certain conditions. The advertising columns of Good Housekeeping are closed to both brewers and distillers. Other publi- cations of the International Maga- zine Company reverse this policy completely. Plan Further Study Publishers of some magazines of large, general circulations, said they would study election returns between now and repeal and decide in favor of liquor advertising if it appeared that the copy would not offend many readers. Heads of class publications are sure of their ground in this respect and are soliciting advertising on all types of alcoholic refreshments now. The advertisement placed in The Times August 27 by the Wm. H. Rankin Company, for the Trans- Europa Corporation, listed 16 lines of famous wines and liquors for which the advertiser has secured the United States agency. Its purpose was to announce the appointments and request applica- tions for territorial franchise and orders (to be filled if and when legal) from distributors. Wm. H. Rankin, head of the agency, said the advertisement would be repeated here and at other points on American Weekly has not solicited until the distribution facilities sought were obtained. His client, like many others, will launch a straight consumer campaign as soon as permission to do so is given by the government. “Washington Star” Adds to Personnel Joseph F. Melia, former publisher of the New York American, and at one time advertising manager of the Buffalo Evening News, has been ap- pointed advertising manager of the Washington Star. Frederic G. Pitts, former assistant managing editor of the Buffalo Eve- ning News, has joined the editorial department of the Star. Increases Local Business A total of 88 space contracts was signed by the Asheville, N. C., Citi- zen and Jimes in one month as a result of a campaign for business from local merchants. Of these, 46 were new advertisers. Toddy Offers Stamps Grocery Store Products, Inc., New York, is offering a coupon with each package of Toddy, chocolate and malt drink, which, accompanied by ten cents, entitles the user to his choice of more than 30 packets of stamps for young collectors. - Three Brands Of Flour Use The Same Copy New York, Aug. 31.—First copy in a new campaign on Aristos all-pur- pose flour product of Southwestern Milling Company, Kansas City, Mo., appeared in four cities in the Kansas City-St. Louis territory this week. Release of the copy marked the first time the brand, which has here- tofore been promoted chiefly in barnside advertising, has been given newspaper space. Benton and Bowles, agency for Standard Milling Company, New York, of which Southwestern Milling is a subsid- iary, is in charge. Use Same Copy The advertisements all run 450 lines and use the same copy and cartoon which has appeared in Cere- sota and Heckers flour advertising for the past few months. Aristos is distributed principally in the mid- dle west while Heckers is the Stand- ard Milling flour best known in New York and New England and Ceresota distribution is spotted elsewhere to can be made interchangeable with- out confusing the public. Initial Aristos copy is illustrated with a plate of biscuits which state their own case, reporting that “Mrs. Thomas always makes perfect bis- cuits like us.” Below is a picture of “Mrs. Thomas,” and her explana- tion: “ . because I always use this ‘all purpose’ flour!” Three for Ferry-Hanly Advertising of G. Heileman Brew- ing Company, La Crosse, Wis.; Schlangan Mfg. Company, Chicago, maker of brewery equipment, and Marshall Electric Company, Elkhart, Ind., maker of air filters, has been placed with the Chicago office of Ferry-Hanly Advertising Company. Corporation Formed Jewish Ledger Publications, Inc., has been formed in Hartford, Conn., to take over publication of The Jew- ish Ledger. Samuel Neusner is president, and Frank Dubinsky is secretary-treasurer. Charles ‘H. Wood Dies Charles H. Wood, eastern repre- sentative of The Billiards Magazine. official publication of the game, died Aug. 26 of injuries sustained when he was hit by an automobile July 22. He was 74 years old. ONE-W Most prospects aren’t very persistent. If it is diffi- cult to get the brand they want, they frequently accept “something just as good.” Under the “Where to Buy It” plan your authorized dealers are listed in classified telephone books under your own trade mark, Prospects who want your product or service simply look for that trade mark . . . and are directed to your nearest dealer — name, address, tele- phone number. Thus substitution is discouraged; ad- vertising results made more certain. The classified telephone book is used by millions daily. It serves 25,000 cities and towns throughout the entire country — you may be listed in as many as your distribution warrants. Because of the great coverage and flexibility of the classified directory, more and more manufacturers are adopting “Where to Buy It” Service as the means of directing prospects to authorized dealers. Oldsmobile, Goodrich, Westinghouse Refrigerator, Mimeograph, Stromberg-Carlson are a few of the many users. IRD BLOCK ADE Prospects can't buy your brand unless they know “WHERE TO BUY IT” The cost is indeed reasonable — so reasonable that you should investigate this helpful service. Commu- nicate with Trade Mark Service Manager, American Tel. and Tel. Co.; New York address, 195 Broad- SE way (EXchange 3-9800); Chicago address, | 311 West Washington St, (OFFicial 9300). * a CLASSIFIED JS F urnaces,— (Cont'd ) HOLLAND Re cleanin’ and makes al of ‘hee tne é HOLLAND “ 1 land Heatin Hor Vaporaire Sineer t ‘ou & En- Zoe heating = Ra FATING branc . “WHERE TO Buy sre BRANCH MOLLAND FURNACE 9 en 170] A typical ‘“WHERE TO BUY IT*’ listing : : oe, 2 a $s gn et eee Sass i ae Pa a See ey OSE eT Yr ea # i y eT Saye TE Le ae Sided ates by Maca tn 5 mS Mahe Et So itt ete § Pes: : A le at Cae aries ay ae oes a ee as ¢ anh Seen 7 ay ; te ena) SACL Ree are 3. pega a ane = = - —_—_—_—— ——— CC :_OO CO OOOOQDWw eevee ee ie =e | | | ; as the &. po : = Wate, ee effort j, ‘ae ers Will ? ae 1 Money | aes nn Many You a me Po Ci ation, - ———- ; of ever, ablishe ee to bring , ar Upon Dat con lat sue) eS — By | ai | are ee! ues cae) a asia hey. eas: Bie} | ate mae | eles hoe abe mse | . P aL es, , |the Missouri River. Hence the copy | cae i yy a ee —————— eee eee 2s ——___———_——_——————————————_____———__ ss —————E—————————————————————— a, os dete eM oo ee ee en ae oe al e ue ) ae Po) \/ ' ; i wes fF) Oo Ff - aN - : a. Ss BBA) ; ‘ap /\ re a nth ) v \\ + ees oP Hh err \* Hy pM } ) vi + leet N p\\ A a ay — } 1) a CRAPS Wo ge ® y, tl y ' 2o= 4 A , Po i cee ' 7 ; AL ON Ze Me er eg ‘ DY a) es ee ea =A, Seed hae: s 7 2 AEE on Sodee mae ee Li a BE PRG a Cs PUD EN teehee mc nary a he a LE A ee : + ae ne .5 eet ; Rie i 3 . var an es rn « “ ae ae - 4 on - ” siege Nas oe re . EET oie ty eet e td teres ieee ae eae a d % at ee Fi oe ee. : j pk ky ote eee Oe oP s ae se er eo : is ean oe a ee ~ > ie e : See oh, : : _ : 7 . A : . : E os a : 1% 15 " y : 7 Ee = ee: "3 7 ee eee a F a eg: | eee A on er ee «Te 7 4 : Pp. . = te 4 id 3 as be rt - net "| aN = ml ae Ge ! | i ale ae rs sits ow : = | oi 1 ' oe son “ances of Ed- : ees y York . : a Brooke, _ where : aes al and a oe $s seth = eee > ON hoes — x = oo || = aL _— = — — —_ y, TELEP HONE pri | A ; ] — a ae Pe pea < 2 Ber oe a i ae) ry me * a i ioe 5 7 : ae, : 7 SERA k 5 alle eee eee iene Came Shen ge eee ea ee aay irae BSH a ee ae oe ye Mt wae a ME eee a FS ae ET eT ee | ee is all Se a eal i Le ie, eae pie eed ee se eS : Sot ba ait (2 ER eis pond as Oe EN ae ae ph (id Ps Oy er ea SES art ee Beate Me Se eee Pr age aie ey Viena SS TENSE Sie gee a BeeME ME Oe ood Meee ENCE Fae rater t+ aD eee Pe se oe ise SU A eS eae ane oe a pe igo ees i Peta ny eee es Maa sera ace aero See Pee ces he ae eee oe AS ole ADVERTISING AGE September 2, jgy Published Fortnightly AMERICAN MACHINIST AMERICAN MACHINIST serves those who manufacture ma- chinery and metal products of all kinds. It is read also by men in charge of maintenance machine shops at industrial plants of every type. Shop owners, executives, managers, mechanical engineers, master mechanics, superintendents and foremen find in AMERICAN MACHINIST an_ invaluable source of information and guidance to assist with the spe- cial problems of the metal working industries. It regularly reaches many thousands of plants, building such products as automobiles, electrical machinery and appliances, indus- trial machinery, railroad repair shops, etc. Many well- edited departments add a special interest for different classes of readers. Published Monthly AVIATION This internationally-known paper began publication more than seventeen years ago, during the pioneering days of aeronautics. Its record of progress and achievement has grown apace with that of the aviation industry it has served. AVIATION brings to its readers news and information about the latest aeronautical developments. It covers every- thing new in private and industrial flying; airport manage- ment; fixed-base operation; military aeronautics; transport operation; and the design, production and maintenance of planes. Every executive, engineer, pilot, mechanic and individual in any way connected with aviation, either in the production or operation of planes, will find practical help in the sub- jects presented each month in the pages of AVIATION. Published Monthly BUS TRANSPORTATION In 1922 when the bus first came into use as a public trans- portation vehicle, Bus TRANSPORTATION was established to help develop transportation by bus wherever and whenever it contributed to public welfare. Its sole purpose is to be of practical assistance to transportation companies operating buses in common carrier service. Bus operators look to it for news of important events in the industry in order to keep abreast of all developments. Each issue is planned to be of practical help to the various bus departments, containing authoritative information on fares, schedules, traffic building, driver training, safety prac- tices, regulation, taxation, legal questions, accounting, ter- minals, shops, garages, with emphasis on advanced mainte- nance methods which are so vital to successful bus operation. Published Weekly BUSINESS WEEK BUSINESS WEEK is a weekly journal of business news and interpretation. Edited to give the busy executive all of the important and significant business news in one publication . quickly . . . accurately . . . tersely . . . completely . while it is still NEWS. All the important business news from all parts of the world is skillfully edited by rec- ognized authorities. Nothing irrelevant—no waste eftort— thoroughly organized to save the reader’s time. Reports and interprets trends—forecasts—developments— the business outlook. News of finance—marketing—trans- portation — utilities — production — government — sci- ence—labor—agriculture—retailing—each interpreted in its relation to business. The Business Indicator gives a quick, accurate answer to the question: how is business? CHEMICAL and METALLURGICAL ENGINEERING CHEMICAL AND METALLURGICAL ENGINEERING is written for men engaged in production of heavy and fine chemicals, electro-chemicals, cement, lime, ceramics, cellulose products, coal products, explosives, fertilizers, glass, leather, paint and varnish, oils, pulp and paper, petroleum products, rubber, soap, sugar, and other chemical engineering products. The editorial purpose of “Chem. and Met.” is to promote chemical engineering in industry; to advance the technology and economics of those industries in which chemical en- gineering plays a part. It covers production, technology, marketing, finance, economics and management of the chemi- cal and metallurgical industries. It serves executives, from the young engineer on his first job to the president of the company, whether they are technically trained or not. Published Monthly COAL AGE Coat AGE is a reliable source of coal mining business and engineering information. Devoted to the operating, techni- cal and business problems of mining and marketing coals (both anthracite and bituminous), its feature articles and departments offer original information on market trends and conditions, on the latest methods and successful mining prac- tices. Time-and-money-saving ways of maintaining electrical and mechanical equipment are also featured. The operator, mine official, company executive, mining, electrical and mechanical engineer—each will find in CoaL AcE all the new developments of special interest and impor- tance to himself. Staff correspondents are located in all principal producing and consuming centers. —=>= Business journals live or die by their worth to reaj. ers. McGraw-Hill Publications have lived throug, many business depressions. And each time emerge stronger and more influential than ever. Today, x after all previous major depressions, every McGray. Hill Publication is showing a substantial upwar trend in circulation. Former advertisers are noy reinstating their suspended schedules, and _ ney. comers are starting aggressive campaigns. Her Published Monthly CONSTRUCTION METHODS) CONSTRUCTION METHODS is a monthly review of field prac. tice and equipment. Published for the busy construction man to provide quick visual information about methods and equipment on general construction, highways, buildings, en- gineering and other construction activities. It tells the construction story by action photographs. For effective pic. torial treatment CONSTRUCTION METHODs is printed by roto- gravure on a large size page, 10$ x 134 inches. Sufficient text is used to explain details. It is a live, interesting pub- lication, covering subjects of interest to the practical con. struction man as well as the technical man. CONSTRUCTION MeTHOps will keep every construction man abreast of mod- ern developments, Electrical -Merchandising : Ait - _ --- Vy Published Monthly ELECTRICAL MERCHANDISING ELECTRICAL MERCHANDISING serves the electrical appliance trade. It is read by the commercial executives and appli- ance departments of electric utility companies, by electrical appliance retailers of all types, by distributors or jobbers and their salesmen, and by electrical appliance manufacturers. ELECTRICAL MERCHANDISING is dedicated to one aim— increasing the sales of electrical merchandise by helping electrical men become better merchants. It considers the problems of electrical retailers and wholesalers, including specialty sales organizations, electric light and power com- pany merchandise departments, contractor-dealers, depart- ment stores with electrical departments, hardware stores car- rying electrical merchandise, furniture and house furnishing stores selling appliances and other electrical merchandisers. Published Monthly ELECTRICAL WEST ELECTRICAL WEST is devoted to the economic production and commercial application of electricity in the eleven Western States; it is a paper in which the editorial thought is guided along sectional lines and it presents authoritative and pertinent information designed to assist its readers in the performance of their duties. This editorial service is of particular interest to officials and executives of the en- gineering, operating, and commercial departments of western power companies; jobbers and jobber salesmen; electrical engineers; contractors; retailers of electrical appliances; consulting engineers; financial and industrial men. Depart- ments of particular interest to different classes of readers are a regular feature of each issue. peer EE a i } ELECTRICAL WORLD Published Weekly ELECTRICAL WORLD To electrical engineers and business men of the electrical industry, ELECTRICAL WorLD brings each week the latest authoritative information concerning the activities of the central station, industrial electrical design and layout, scien- tific, manufacturing and commercial fields of electricity. In addition to news features and interchanges of practical methods and experiences, special articles are presented on broad problems in the design, selection, installation, opera- tion, inspection, and maintenance of electrical equipment. All phases of generation, distribution, utilization of elec- trical energy, and illuminating engineering are also covered. It is the business, policy, and technical paper for executives and engineers in the electrical industry. as Lironies i ° int : = * Published Monthly ELECTRONICS ELECTRONICS is an industrial magazine concerned with the design, engineering and manufacture of radio equipment, sound equipment, communication systems, and industrial applications of electronic tubes. It is read by engineers and executives in the many industries that have one common interest—their utilization of electronic tubes. In the communication industry, engineers and executives of radio companies, broadcast stations, point to point trans- mission stations, police radio systems, and others making or using radio equipment, find ELECTRONICS an indispensable aid in keeping abreast of the industry. In the industrial field, it is read by engineers and execu- tives, who have an interest in the application of electronic tubes to usage in their own plants or products. Septer —— McGRAW-HILIEI || om ——— oe | Treen Wd = Bess eee m7 A ,, . : ' in bi : tallies Pe one a cule ua -_ ea Se Beg a } then ‘ ca. fF ones : | r Jud : : is V , NEW DEPARTURE iim : } ) very ae a I oe —— r es bi | AVIATION " Wetoa || 1| fi ; Ptnoge i a) oe DEE W Siie crop f. X | } & an ‘ - rf eee | | ae ce ~~ Wor Bice s - 2, ae * | Ye GN ne | im La hy VN ; ; @ ’ . ie ms z 2 =e } Pe a ; po pe me ammo S oe Cy a mw i ze se Ay = w! . ~— a Pe Pe gir , SSN ot eet | eats | 1 ELECTRICAL | es ‘BUSINESS WEST -——— | | aa WWEE hee Sede wd ForeFresh Stort i cee s # Sa il ai : : >| } se at an ee C ° Is ~ ie ~ (~ po 4 Pe Pe | ee ae ee | CHEMICALS | oye y gis. ne oe 29 oe tr. i | -_ 2a te F, SF ge bos < ese: Ss : 4 ast i Published Monthly fT Pe ~ COALAGE © a BERMICO . _ ; : ee as | i a PES laa | erg ° gé ie on Pe Poy = J ae if hare LE y TS Pe Jal pa eT OE EE A mas ate A ak 1m Soe ee a ae a eee ia eo Stine cied meee me. ! 3! aa ee Nite net gee a8 Boo Pere i} Soc ey eee aes Ate goer ee Repel a Be ive eo Ripe Sa cea ee ae ine a al By cag Sacer ee : ane ee = or Gon BU di a aa ae PE fac a = a September 2, 1933 ADVERTISING AGE ——— PUBLICATI in brief form we show the editorial scope of twenty- one different McGraw-Hill Publications, covering nearly every branch of business and industry. Look them over. Then send for sample copies of the ones in which your advertising should appear. Judge them by their editorial content ...... that is what has made the circulation and even the very existence of these magazines proof against any and every business depression. WE DO OUR PART 18 Issues a Year POWER For nearly fifty years Power has been identified with every phase of progress in the generation and transmission of power—originally steam power, but now, in addition, oil, gas and water power prime movers, and electrical, refrigera- tion, ventilating, pumping and elevator auxiliary equipment. Power special articles and departments record the latest ideas, plans and practices for the economical operation of power plants, power servicing for steam, air, water and electricity—and what's new in machinery and equipment for every power need. It is read by executives and engineers responsible for power production—managers, plant en- gineers, mechanics, chief engineers, superintendents, mechan- ical, and electrical and consulting engineers. PRODUCT ENGINEERING Published Monthly PRODUCT ENGINEERING Propuct ENGINEERING is read by the engineers and execu- tives responsible for creation, design, development and im- provement of machinery and ‘‘engineered” metal products. The growing importance of product engineering calls for increasing knowledge of the latest parts, materials, finishes and accessories. It is the function of PRopucT ENGINEER- ING, the publication, to report fully on what's new and im- portant affecting these vital manufacturing factors, as well as to cover fully all of the new technical developments of practical value to the product engineer, designer, planning executive, and chief’ draftsman. These men find PRODUCT ENGINEERING a very valuable assistant to help them with their major task, which is the selection and specification of the parts, materials and finishes for their products, RETAILING RADIO RETAILING Rapio RETAILING is the publication of the home entertain- ment merchandising field. It is edited for three classes of readers: first, retailers of radio equipment, including pri- mary radio dealers, electrical dealers selling radio equip- ment, music merchants selling radio equipment, department stores with radio departments, furniture stores selling radio, auto supply stores selling radio, and other types of radio retailers; second, distributors or jobbers of radio sets, tubes, accessories, and parts; third, service managers and service men, both those in business for themselves, afid those work- ing for radio dealers who must install and service radio equipment. The magazine is designed to help its readers sell and service more radio sets, accessories, and patts. 13 Issues a Year TEXTILE WORLD TEXTILE WORLD is a business and technical journal edited generally for the textile industries and specifically for each division: cotton, wool, silk, rayon, knit goods and dyeing, bleaching and finishing. Each issue is balanced to cover the interests of: (1) individual functions of the industry—for top executives, sales executives, production executives and operating staff; (2) individual divisions of the industry. The purpose of TEXTILE WoRLD is to assist and lead the industry toward production efficiency and business success. It provides latest information on textile economics, manage- ment, merchandising methods, machinery, men, and mate- rials. TEXTILE WORLD, established in 1868, has long been a vital force behind many progressive movements for the betterment of the industry, ——i goo ENGINEERING and MINING JOURNAL prac. a » For sixty-four years, ENGINEERING AND MINING JOURNAL an oo se . 7 | has been a complete and authoritative technical and market- “a Bogineering and ing publication of the metal and non-metallic, mining, mill- ‘Mining journal ing, smelting and metal refining industries, It is an invalu- » en- ninstinantnenion en i able guide to what is new in his particular field, for the the he | executive, the engineer, the metallurgist, the foreman, and Pic- | the electrical, mechanical and maintenance men engaged in roto- ' all mineral producing enterprises (except fuels). cient ENGINEERING AND MINING JOURNAL is a source of accu- pub- : rate information on international technical developments and con- news affecting its broad fields in all parts of the world. Its rION editorial coverage and circulation embraces 64 countries and nod- ca 7 colonies in addition to the United States. It maintains its painted Moailie own editor and offices in London. —— LT ENGINEERING NEWS-RECORD ance For almost 60 years, ENGINEERING News-REcorp has been >pli- universally recognized as the dominant leader in the civil rical engineering and construction field. In feature articles lead- and ing authorities of the field describe their latest achievements S. —the structures they are planning, and the construction m— projects they are building. They tell about the materials ing and equipment used and the engineering methods employed. the Special sections are a regular weekly feature. For instance, ling Construction Reports gives complete information about om- worth-while contract awards, proposed work, and_ bids vatt- wanted. From Job and Office features the latest cost-cutting car- ideas, as well as new time-saving schemes. Unit Price sec- ring tion details cost estimates on a wide range of construction ers. Published Weekly jobs, FACTORY MANAGEMENT and MAINTENANCE , ee oer ae FACTORY MANAGEMENT AND MAINTENANCE covers all ome FACTORY phases of practical plant operation, including plant manage- yught MAN te ment, production, and plant services; also, the maintenance ative of structures, electrical equipment, and mechanical equipment. rs in Editorially, it presents practical ideas and specific methods ce is that can be applied to all manufacturing plants regardless of > en- the product made. These ideas and methods, tested by stern actual applications, are offered to the readers of this publi- trical cation for their own use in their own jobs. Aces; Its readers are works managers, plant managers, factory fe pe superintendents, production managers, plant engineers, and -_ eae NE maintenance superintendents; also, mechanical and electrical Puslahed Monell engineers with plants in all major manufacturing industries. ~~ FOOD INDUSTRIES rical test Foop INpustRiEs is devoted to problems of production, the t operation, engineering and distribution in food manufactur- ht, ae ing and processing plants. It covers all branches of the food industries—bakery products, beverages, confectionery, ical flour and grain products, canned and preserved foods, milk 7 products and other foods. as - § Foop INbusTRIES is unique in its field. It recognizes the —_ common bond uniting all food manufacturers and aims to ent. 7 4 assist them by presenting the developments in one branch lec- =~ § as possible solutions of problems in another branch. The red. ees } appeal of new ideas has won for FooD INDUSTRIES as ives vee readers, the proprietors, managers, production managers, Published Monthly superintendents and chemists—the executive personnel. —_—__—_——— METAL and MINERAL MARKETS | the METAL AND MINERAL MARKETS, published every Thursday, nent, is a faster, more condensed, and practical news form for strial continuing the indispensable market report previously em- and bodied in Engineering and Mining Journal until its change mon to monthly publication. It is an auxiliary publishing service directed specifically to meet the joint requirements of metal tives and mineral consumers and producers concerned with prices, rans- market trends and new applications for metals and alloys. g or As heretofore, the data are obtained from original sources sable through contact with the largest factors in the industry. No other publication has similar authority nor access to ecu- such complete and accurate data. METAL AND MINERAL ‘onic = MarKETs is indispensable for quick, accurate news of metal 13 Issues a Year TRANSIT JOURNAL TRANSIT JOURNAL (formerly Electric Railway Journal) is the engineering and business magazine of local transporta- tion. For forty-eight years it has pioneered in the advance- ment of urban and interurban transportation. As the indus- try progressed from use of a single vehicle to seven different forms of transportation, TRANSIT JOURNAL broadened its scope to cover street cars, subway, elevated and rapid transit lines, motor coaches, trolley buses, and taxicabs. In addition to news of the industry, it thoroughly dis- cusses operation and maintenance of vehicles, new equip- ment, track and overhead maintenance, financial and legal notes, traffic building, handling personnel, purchasing, storekeeping, accident prevention, fares, substations, heavy traction, shops, government regulation and taxation. Published Weekly price changes in all parts of the world, McGRAW-HILL PUBLISHING CO., INC. 330 West 42nd St.. New York. N. Y. Please send sample copies of: Cem eee ee ees eee assert eee ees HHS SHSEHHs - SESEHESSESSESESESOS Cee peo H Reo eS H EHS Ee HEHE MESSE HEH HEE SHE EHSO EHS EESEEEEEE Come ee eee ease esse e esses eeees - SHTEHEHH EES ES EHEEEEEEEEES te Saal io Nate ‘ a a i: = 5 é. ‘sf = : ‘oa ar , o) oe a ; # Fg a MP ey tee e ee igi —— —eIIIIOoOoOoOE—E—EeEeaEeEe0S=S=S=SamSEOAOP—?—=———eeo Bia ome read. | DU Pe r . an a ; Tel IPOWER — Y, a *, ) as } rani y aga i lal Ward an nov | ” i ney. Gre INSULATIONS i: : Cs ; Here ne 4 if be = is : avr —— , PC ee ‘RADIO = a a a. as ae ars fy oT mu 4 a — ing) : . Published Monthly ' oe es 7 lextile World | pe ann, [er ai P ;\ ae ; “ra i ae 5 Vy heise "Peoneat’ ‘ e, : Ba y } ie *4 PC ee Waiite 66S ons be cs ay eeeen ieee. Bask ahe seks skeet Oana Company © 00 0 0 6 6 6 oe Address... « -- ee fe roe eS > oe eee, | peaeres sere ioee a i = ae a ee cai ae © ae 10 ADVERTISING AGE September 2, 1933 PIERCE- ARROW HOLDINGS SOLD BY STUDEBAKER 8.8.0. & 0. Gels Butalo Motor Account Buffalo, N. Y., Aug. 31.—With the purchase of control of the Pierce- Arrow Motor Car Company from the Studebaker Corporation by Buffalo interests, it was announced this week that the local office of Batten, Barton, Durstine and Osborn will from now on handle the motor firm’s advertising account. William M. Baldwin, who for several years has been director of advertising and sales development for the Pierce- Arrow concern, will continue in that capacity. One of the first tasks of Pierce- Arrow’s new agency was the prepara- tion and placing of 1,000-line copy in a number of important metropoli- tan newspapers, announcing that “Pierce-Arrow is now owned solely by Pierce-Arrow,” and that the future policy of the company “shall be as it has been for 32 years: “To be dissatisfied with present effort, no matter how successful it may seem To strive to make every car finer than the finest car that has yet been made To live up to the public’s appreciation of Pierce-Arrow as America’s finest motor car.” Acquisition of the Pierce-Arrow concern here was made through the payment of $1,000,000 in cash to Harold S. Vance, as co-receiver for the Studebaker Corporation. The Studebaker receivership did not affect Pierce-Arrow, although control of the Buffalo concern has been in the hands of Studebaker for five years. While plans for Pierce-Arrow’s advertising have not yet been com- A NEW POLICY Ary << 77aa oy . ? ’ | | | ANNOUNCES ITS FUTURE POLICY | Pirace-Antow is now owned solely by Po Arrow. it @ not alhed with any other company The Prerce-Arrow management will contiove | the hands of the mame Prerce-Arrow men, whom che pragres of the past ive year has come | Among other things — cate of Plone moe a Araaricais Frasal Meter Car’ PIERCE-ARROW SALES CORP. 2545 SO. MICHIGAN AVE ? >, é ees Se Using !,000-line copy in an ex- tended list of dailies, Pierce-Arrow Motor Car Company this week an- nounced its divorce from Stude- baker interests, and its continuing policy of building "America's finest motor car." pleted, it was announced at the com- pany’s offices that a much more ag- gressive and extensive campaign than those of the past few years is planned, especially in national maga- zines. The campaign may not get under way, however, until the new line of cars is completed for the New York automobile show. ~ Pierce-Arrow, according to a state- ment by Arthur J. Chanter, the presi- dent, “will continue to devote itself exclusively to the building and mar- keting of cars in the fine car field.” Among Buffalo capitalists who were interested in the purchase of the Pierce-Arrow were George F. Rand, president of the Marine Trust company, J. F. Schoellkopf, Jr., Seymour Knox, Roland Lord O’Brian and Arthur J. Chanter, president. Officers include Roy H. Faulkner, vice-president in charge of sales; B. H. Warner, vice-president in charge of operations; K. M. Wise, director EASTERN ZONE 50 E. 42nd Street, N. Y. Circulation a la Carte At last—a rate card on an a la carte basis. No table d’hote compelling the purchase of unwanted circulation. | The Elks Magazine new Zone circulation | (and new low rates) permits you to buy in | parallel with your distribution. CENTRAL ZONE Connecticut ........ BE “DED. re visncsnce er 2,084 ae 6,875 Arkansas Os oconcndcrer 5,530 SL: 8t5;6000naawe 2,199 Canal Zone . SS eee 50,631 | ats = 3,108 Illinois rere 12,473 | Maryland, Delaware Indiana .... Island off Guam.... 155 and District of NRG s <5 5050 Territory of Hawaii 956 Columbia ......... 0e4 Kansas ............. aes svcustevat? 947 | Massachusetts ..... 33,032 Kentucky © cc seetas 6,376 New Hampshire ... 4,282 Louisiana SE 5 Nick a paianiefeoe 2,333 New Jersey ........ 42,083 Michigan New Mexico ....... 1,913 | "bh . . eeeeoe 78,018 Minnesota eee 422 | North Carolina .... 1,857. Mississippi Philippine Islands... 468 | Pennsylvania ...... 45,407 Missouri ........... Porto Rico ......... 253 | Rhode Island ...... 4,984 Nebraska 4,794 | Re 7,844 } South Carolina .... 1,350 North Dakota .... 3,847. Utah ............... 3,460 | . iE i EES -31,443 Washington ..... 15,220 . | ar TA} SRMOD. oo ckis cece 3,004 Wyoming .......... 2,580 West Virginia 6,415 South Dakota . 4,996 Tennessee ..... 3,274 Wisconsin ......... 11,552 Page Rates Page Rates Eastern Zone ..260,272 $800.00 $1,350.00 Central Zone ..163,847 600.00 1,000.00 Western Zone .. 130,595 200.00 600.00 THE ELKS MAGAZINE The Leading Magazine for Men 550,000 Identified Circulation Guaranteed WESTERN ZONE | Black & White 4 Color 2750 Lakeview Ave., Chicago of engineering, and M. C. Ewald, treasurer. Operations of the company for the first quarter of 1933 netted a profit of $4,770 as compared with a net loss of $878,800 for the first quarter of 1932. “Pierce-Arrow sales this summer have been twice as good as last year,” said Mr. Chanter. “Assum- ing that the period of recovery has been entered, there is every reason to believe that there will be a large replacement of cars in our class dur- ing the next two or three years, and that Pierce-Arrow will enjoy a good part of this increased demand.” “Since January, 1930, more than $2,000,000 has been spent on the im- provement of our 45-acre Buffalo plant.” E. T. Tomlinson, Doremus Agency Chief, Resigns New York, Aug. 30.—E. T. Tomlin- son, Jr., who has been president of Doremus & Co., financial agency, since the death in 1928 of C. W. Bar- ron, founder and former president of the firm, has resigned. He will continue to devote part of his time in an advisory capacity to the activi- ties of the company. Mr. Tomlinson joined Doremus & Co. as vice-presi- dent on May 1, 1919. William H. Long, Jr., who has been with the agency since July, 1919, and for many years has been vice-president, has been elected chairman of the board. Mr. Tomlinson will be succeeded as president by G. Munro Hubbard, formerly vice-president of J. G. White & Co., and before that a part- ner in the investment banking house of Howe, Snow & Co. Walter H. Burnham, who for some time has been secretary of the agency, will become vice-president and R. E. Williams will continue as treasurer. No other changes in officers or branch managers are con- templated. | Michigan Lets Winery Start On Real Wine Lansing, Mich., Sept. 1.—Disre- garding the fact that prohibition laws still remain, the State of Michi- gan has approved immediate manu- facture of wine with an alcoholic content of 16 to 18 per cent. When an application was received from the Puritan Winery, of Paw Paw, for a license to sell stock, members of the securities commis- sion agreed that the repeal of national prohibition is certain, and that manufacturers of intoxicants may prepare to quench a national thirst. The permit gives the winery au- thority to start grapes fermenting within two weeks. The company has agreed to place its product in government warehouses if the dry law is not repealed within six or seven months. Martin, Hertzberg Start Radio Journal The first issue of Short Wave Radio, a monthly fan magazine in the short wave field, will be pub- lished in October by Standard Pub- lications, Inc., New York. Louis Martin is president; Robert Hertzberg, secretary-treasurer and editor. Bachman to Amalgamated Earle Bachman, formerly active in the agency, publishing and radio fields, has been made executive di- rector of sales of the Amalgamated Broadcasting System, New York. United Mutual Appoints Central Advertising Corporation, Indianapolis, has been appointed to handle national advertising of United Mutual Life Insurance Company. Na- tional magazines, newspapers, trade papers and direct mail will be used. INSTALLERS OF DISPLAYS ADOPT NRA TRADE CODE (Picture on Page 16) Chicago, Sept. 1.—Over 200 dis- play installation men representing the great bulk of the industry com- pleted formal organization of Na- tional Display Installation Associa- tion, a new association, at a meeting here this week, and adopted a code of fair practice for the industry which will shortly be submitted to the NRA. Sol Fisher, Fisher Display Service, Chicago, one of the prime movers for organization of the association, was elected president of the N. D. I. A. Other officers elected are Al- bert Basse, Bas-Man Display Service, Boston, vice-president; Walter G. Vosler, Cincinnati Display Service, secretary; Howard J. Cox, Acme Display Service, New York, treas- urer. These officers and O. M. Riechers, Riechers Display Service, St. Louis, and Fred L. Wertz, Window -Adver- tising, Inc.. New York, will consti- tute the association’s board of direc- tors which supervise the work of an administrator, who will be in di- rect charge of the industry’s code. N. Silverblatt, Display World, Cin- cinnati, was named executive secre- tary. Defines Industry As determined in the code, the display installation industry includes not only all those engaged in the installation of point-of-sale material for advertisers, jobbers or brokers, but likewise “all departments or di- visions of advertisers’ own organiza- tions employing men who _ install such materials, including salesmen who devote a major portion of their time to the installation of window displays.” Minimum hourly wages of 85 cents, with employment in units of not less than seven hours a day, is provided for all trimmers. On piece- work, trimmers are to receive a min- imum of 90 cents per window dis- play, or for interior displays of com- parable character. Smaller or less complicated interior displays may be paid for at a lower rate, but the minimum for this type of display is 50 cents. Trimmers’ hours are lim- ited to 35 per week or 40 displays per week for piece-workers, except in emergencies. Office and clerical employes may work 40 hours. The fair practices section of the code provides for maintenance of an l a. |/approved accounting and cost fing. |ing system, and prohibits Sale services below cost. De luxe dis. plays, special merchandising, gpjys, ing, and other indirect discounts are barred, unless extra charges are made for these services. | Has Rigid Provisions The code further prohibits Day. | ment of anything of value to Secure | exclusive control of dealers’ wip. | dows, requires checking of every | display installation campaign, and | the carrying of insurance; Prohibits |“commercial bribery,” the remoya |of a display less than a week old, and disparagement of competitors, | The code will be administered py | the National Display Installation As. sociation, working through an ad- ministrator who shall not be ¢op. nected with any organization in the field, and whose work shall be gy. pervised by the association's boarg of directors. Following the meeting of the code group, Window Advertising, Inc, , cooperative organization of which number of window display firms are members, held its annual meeting, discussing problems peculiar to this group. Members of the Cooperative Com. mittee and Associate Installers of Window Advertising, Inc., re-elected at this latter meeting were Sol Fish. er, Fisher Display Service, Chicago; Melvin H. Myers, Myers Display Service, Louisville; Walter Vosler, Cincinnati Display Service; Fred Wertz, Window Advertising, Ine. New York; and Edward J. Stefan, Stefan, Inc., Milwaukee, editor of the committee’s official organ and ex officio a member of the group. Preston Browder, Windo-Craft Dis- play Service, Buffalo, was elected as a new member of the committee. Durkee-Mower Plan Drive Durkee-Mower, Inc., Lynn, Mass., will shortly release a campaign in New England newspapers for Marsh- mallow Fluff, and broadcasts for “Flufferettes” will begin Sunday, Oct. 1. The Harry M. Frost Agency, Bos- ton, is in charge. Edwin C ollins Dies Edwin R. Collins, director of the Hearst evening papers on the Pacific coast, and former managing editor of Los Angeles Herald and Express, died at his home in Los Angeles re- recently. He was 57 years old. te sdhiaieel a Test Crackerjack Company, Chicago, is conducting a test campaign in St. Louis, using radio and comics. Ad Club Expands Kansas City Advertising Club has added a library and lounge to its | Offices. Advertisin Wanted selves and with some a year or better will Experienced One of Chicago's largest advertising mediums is ready to augment its present sales staff with a number of hard-hitting, aggressive salesmen. ground of seasoned retail, media and agency experience—not too young, not to old—who are capable of thinking for them- Only men capable of earning $10,000 Write letter giving detailed experi- ence and references. All applications will be treated with the utmost confidence. Address Box 387 Care of Advertising Age, Chicago. g Salesmen At Once Men with a back- creative ability. be considered. Septem al IS " \is0 F Washi stations of their fair CO! tional with th jstratiol Parag trade DP! provisic “No b service which specific as ree service be pur Rate- direct]) caster publis} Associ: ule of rently sale of gether refund such Pp to th sched card. No. sold, funds wise 1 such condit by the ing fa provic such | is im tional which ized full. No there thirty Natio ers ¢ posec of di missi gitim or al ing : Tate there spec socig busi or pr unfa meal 3 exce tion; may sion nize Fur mor low vide cod pro] bro: nis sale ing cod con fac’ effe sha suc of age Betas eatres ten dae acer 2S Sy Saree ce Ee ee ete 7 RE Ser? Vel apd Rc oe i ty TIS 5s es eee ee | MP | 2 SS SS as | eis a — ae | = 2 Reveorly, « Pewe-Aerow Sprewt i. of 195) - : } ao 60 catomsehs se F | Smce Jamwary 1908, the (Sacre Perce Arrow a pines af Buiale has heen improved oo che ex aa cot of eves 62,008,008. Thus the shill of iy e Tene Arrow crahoumen ogee (ne hnew te | Ss " | woe of all ome. trom the manutcmere of eon =o r ae | Prevee- Anew engnmm, all be sa) hrogh eee | (he comme won of Pemme Kero betes ee ean) | =a | The fucure policy shall be as it has been for 82 years | Jo Ne donated = th prewret Alar oe marr | hem wccemh. may aem Tonner mw make every car Ber chan the Renee car ther fae yer bere made To lee up to the public's appre . . —s ——— a LPO ue. Po ts 2) ae ae: ao a Po (an ere | aia by the AG in part 3 ; & t | | bie * | po —— . ee er 1 | seo i .* | ee ; | | ee pe shes ae | rere, ne | roe ae Gaiegs + Crgie: | | ii . : | Po i 4 lalae: Ae ——— oo — a —— meen | | | | | pe | ee a - | | | pn ee | , ee | | t | Po | | | ee a a ae ie i nis pe | era | to: es CCUM th cas a Sa sp a RR RR RRR I NR a Me ee Wea 0 athe cate! ore yuan "| a aera pce. ? Pe Re pi a ae est TE a aig ciate oe eM a Cae eee > = Sore AN a es SEMPRE an CFE Pet eats ene ; ae pe ee enter meee ees Oe: Gane elaine i ile ema. : et en ee fe eee eter ee go, NN Sol ORS Ie a ert ee a Rep ae Bo shane Rig gf S| Ce ak in ee Wed oa eas Base SRP oh? x oees Oe eraeiee a Net é Bit ae aN yo Oe te te | eee Sy CeO dye. Ona a: ie - a Aen fy = eee a eS pane a a * ‘aed i < ee eee i Be sae eee ieee Mines au eee, 2 Sa oe SCA te oe 9 oe ORC) RS oe ee RBS 5 Rake ood) hah Oa eer ee ee Ca) OP, ikea, Ores EVE AG. sas en ee oe emoval ek old, titors, red by ion Ag. an ad. e Con. in the be Su- board le COde Inc., a hich a MS are eeting, to this » Com- ers of september 2, 1933 ADVERTISING AGE RICE - CUTTING § PROHIBITED BY RADIO CODE \iso Forces Broadcasters to Prove Claims Washington, D. C., Aug. 31.—Radio stations are required to speak softly of their own virtues by the code of fair competition filed by the Na- tional Association of Broadcasters with the National Recovery Admin- jstration this week. Paragraph 5 of Article 5, covering trade practices, contains this unique provision : “No broadcaster shall claim for his service a character, scope or quality which cannot be substantiated by specific evidence, nor shall he claim as regular characteristics of his service features which he knows to be purely temporary or accidental.” Rate-cutting in any guise is barred by the trade practices, which read in part as follows: 1. In order to avoid rate cutting, directly or indirectly, each broad- caster or network shall forthwith publish and file with the National Association of Broadcasters a sched- we of all rates regularly and cur- rently charged to advertisers for the sale of its broadcasting facilities, to- gether with all discounts, rebates, refunds, and commissions allowed to such purchasers of such facilities or to their recognized agents, such schedule to be known as the rate card. No broadcasting facilities shall be sold, and no discounts, rebates, re- funds or commissions allowed, other- wise than in exact accordance with such rate card, except that, under conditions not specifically covered by the rate card, sales of broadcast- ing facilities may be at special rates, provided a full written statement of such conditions and of all such rates is immediately filed with the Na- tional Association of Broadcasters, which association shall be author- ized to publish such statement in full. No rate card, or rate charged thereunder, shall be modified until thirty days after the filing with the National Association of Broadcast- ers of the rate card with the pro- posed modifications. Any granting of discounts, rebates, refunds, com- nissions, free time (other than le- gitimate program announcements), or any other commercial broadcast- ing service not provided for in the rate card and in the contract entered thereunder or not covered fully by specific report to the National As- sociation of Broadcasters, and any business done on a cost per inquiry or percentage basis, shall be deemed uifair trade practice within the Meaning of this Code. 2. (a) Agency commissions, not exceeding 15 per cent, and an addi- tional two per cent cash discount, May be allowed but such commis- sions shall be paid only to recog- hized advertising agencies. (b) Further commissions totaling not More than 15 per cent may be al- lowed as sales commission. (c) Pro- vided however that nothing in this code shall be so interpreted as to Prohibit or limit the payment by a broadcaster or network of sales com- missions to any regularly employed salesman or sales representative act- ing as his agent, and nothing in this code shall impair the validity of any contract for the sale of broadcasting facilities entered into prior to the effective date of this code, but there Shall be no voluntary renewal of such contracts on terms in violation of this code. 3. No broadcaster or network, di- rectly or indirectly, shall sell or fur- nish talent or special recordings, lit- erary or musical rights of any sort to any advertiser or his agent at less than the actual cost to the broad- caster or network of such talent or cal rights, unless a full report of such sale below cost is promptly filed in writing with the National Association of Broadcasters. 4. No broadcaster or network shall defame or disparage a competi- tor, directly or indirectly, by words or acts which untruthfully call in question his business integrity, his ability to perform his contracts, his credit, or the quality of his service. 6. No broadcaster or network shall accept or knowingly permit any performer, singer, musician, or orchestra leader employed by such broadcaster or network to accept any money, gift, bonus, refund, re- bate, royalty, service or favor or any other thing or act of value for per- forming or having performed for any broadcaster or network when the purpose is intended to induce such person to sing, play, or perform, or to have sung, played or performed any works published, copyrighted, or owned by any music publisher. 7. No broadcaster or. network shall knowingly permit the broadcasting of any advertisement or of informa- tion concerning any lottery, gift en- terprise, or similar scheme, offering prizes dependent in whole or in part upon lot or chance, or any list of the prizes drawn or awarded by means of such lottery, gift enter- prise, or scheme, whether said list contains any part or all of such prizes. Food Packers Told How to Use Insignia Washington, D. C., Aug. 31.—In the joint interest of the food indus- try and the consuming public, Na- tional Recovery Administrator Hugh S. Johnson today announced that packers of manufactured food and other packaged products, including canned goods, will not be expected to label individual packages, but in lieu thereof must stamp or brand the NRA insignia on the outside con- tainer, where the packer is entitled to its use. In addition, every packer having the right to use the insignia should file with each wholesaler and re- tailer a suitable certificate that he is a member of NRA, which certifi- cate will be open to inspection by housewives and others who have signed the pledge in support of the President’s re-employment program and furnish the retailer with shelf insignia to be displayed with their products. Two for Cockfield Brown couver, have been placed in charge of advertising for Yorkshire & Pa- cific Securities, Ltd., Vancouver, and the Vancouver Stock Exchange. The latter advertising is designed to re- build the confidence of the investing public. Name Hirshon-Garfield Pinaud, Inc., New York, has ap- pointed Hirshon-Garfield, Inc., New York. A national newspaper cam- paign is being planned on Pinaud’s Eau de Quinine and Pinaud’s Lilac Vegetale. Forsberg Names Guion Advertising of Forsberg Manufac- turing Company, Bridgeport, Conn., maker of hacksaw frames and tools, has been placed with Alfred D. Guion & Co., Bridgeport. Trade pa- pers and direct mail will be used. Collins Forms Agency Arthur William Collins, a member of the advertising staff of the New York Evening Journal for several years, has organized a general ad- vertising agency at 22 East 40th St., New York. Represents New Daily Burke, Kuipers & Mahoney, Inc., have been appointed national repre- sentatives of the Temple, Tex., Morn- ing News, a new daily published by the former owner of the Temple Tele- gram. Cobb Joins Joseph Katz A. H. Cobb, formerly with N. W. Ayer & Son, Inc., has joined the New York office of the Joseph Katz Com- Cockfield Brown & Co., Ltd., Van-|. Pan-American on Air The sounds made by the Pan-Amer- ican, crack train of the Louisville & Nashville Railroad, will be heard over station WSM, Nashville, as it passes the station’s tower 14 miles south of Nashville every afternoon. The unique broadcast will be accom- panied by a one-minute announce- ment. Rothman with Brewer S. A. Rothman, formerly with Lord & Thomas, has been appointed advertising and sales manager of the Burgemeister Brewing Company, Warsaw, IIl. R. R. Rau Joins Wayne Roscoe R. Rau, managing director of the National Retail Furniture As- sociation for the past seven years, has resigned to become manager of the Wayne Purchasing Syndicate. Jones-Thierbach Appoints The Jones-Thierbach Company, San Francisco, has appointed the Kelso Norman Organization to plan advertising for Alta coffee. Is Representative George E. Andrews, formerly con- nected in various capacities with Power, New York, has been named Cleveland representative for Power Plant Engineering, Chicago. NEW BROADCAST CHAIN STARTED New York, Aug. 31.—The group of prominent young business men who have formed the Federal Broadcast- ing Company to take over operating rights to WMCA will make that sta- tion one of an 11l-unit chain extend- ing as far as St. Louis, which will be functioning in about eight months if plans do not miscarry. Al Smith, former governor of New York, and editor of New Outlook, is chairman of the board of the new organization. John T. Adams, president of the company, is the only experienced radio man among the organizers. The names of his associates read like a page from the social register. Clendenin J. Ryan, Jr., is vice- president; Major Talbot O. Free- man, vice-president and secretary; James X. Norris, treasurer. Directors are Allen A. Ryan, Jr., Walter S. Mack, Jr., John Hay Whit- ney, A. Newbold Morris, Howard G. Cushing, Robert H. Thayer, Paul H. Nitze and Bethuel M. Webster, Jr. While the group, with the one ex- ll ception, has had no radio experi- ence, practically all have been deeply interested in the advertising and promotional departments of the vast industrial undertakings con- trolled by their families. It was this interest that induced them to enter the company. Ownership of WMCA remains. in the hands of Donald Flamm, presi- dent of the Knickerbocker Broad- casting Company. C. U. Philley Dies Clarence U. Philley, president of the Philley Advertising Company, St. Joseph, Mo., died recently at the age of 67. He was taken ill several weeks ago while attending a meet- ing of the National Outdoor Adver- tising Association in Chicago. " P ee ey) y ) LY sf ANNUAL 7th, when beer came into its own. The Most Important BUYING EVENT The Hotel and Institutional Field Has EVER Had! “New Deal Prosperity” is already here so far as hotels, restaurants, clubs, and institutions are concerned. In the last few weeks many hotels actually did a capacity business—while restaurants have been seeing their income and profits steadily mount ever since the momentous April Now, perhaps for the first time since “boom” days—hotel, club, restaurant, institution, steamship and dining car executives have REAL MONEY to spend. That’s why they’re com- ing to the National Hotel Exposition at Grand Central Palace this year with the idea in mind of EXAMINING, COMPARING AND DIS- CUSSING their equipment, supply and food service needs, so that they may spend their money MOST ADVANTAGEOUSLY! Every year more than 48,000 of the TOP EXECUTIVES of the hotel and institutional field click past the turnstiles of Grand Central Palace. This November 13th to 17th these men will be coming to New York ready TO BUY EVERYTHING THEY NEED TO BRING THEIR ESTABLISHMENTS UP TO DATE AND REPLACE THE EQUIP- MENT THAT HAS HAD TO BE USED BEYOND ITS TIME BECAUSE OF BUSINESS CONDITIONS! and institutional field. Make sure NOW of preferred space for your exhibit by writing or wiring TODAY for details and diagrams to National Hotel Exposition, Grand York City, N. Y. If your product is one that can or should be used by hotels, clubs, hospitals, schools, institutions, steamships or din- ing cars—the BEST SALESMAN you can possibly have will be a good- sized exhibit at this year’s National Hotel Exposition—THE MOST IMPORTANT HOTEL SHOW EVER HELD! If you sell to the hotel Central Palace, New special recordings, literary or musi- pany as space buyer. NATIONAL EXPOSITION NOVEMBER 13™7017™ 1933 SES GRAND CENTRAL PALACE New York ay Under Auspices of N.Y. State and New York City Hotels Ass'n re ie tng 1933 NEE ec is t fing ee ale ot a _ Me @ dis. i Stulvag. Its are 8 are S Day: | | ae S win. Gciminaienls, every nN, and Po ‘Ohibits pea: — ae * eT a ip Py 7 ri | Agencies = a WATCH — |__| b> FOR IMPORTANT = Be ANNOUNCEMENT, Se. | 7 elected | | hz | Fish. ———SSSSSSssS 7 cago; ee ee ee spl ee ” = Fred H ( 4 BAN ‘1 Inc. | aS Stefan, A! 5 Ml, te 7 (4 +O Nand /t poe CF, t Dis Vy a <1 ted a ‘ om i Ve Kal, j e ZEaN we © bf ———~ ~ rive ( ee aad AZ \s yee : 3 + I | Se o WN iJ ’ aa, Marsh- ~ Hs fP" 3 ZR Wt - f W/ INN — , XN \ a f * , Bos- -. NSE: il =f); Ne ; > Yee - ‘T . A ) wa Se oat ould } ee | -~, fae ool ee AT | el - TM, | editor ee ae press, i a es re- a al COMING-- — a : PE oe go, is es cs | eee op eee it ae | to its he a wile : Ce $$ __ | h a t - i |, —_ a } _ il a | i I i a SS saad 12 ADVERTISING AGE September 2, 1933 PROGRAM FOR F. AL AL MEET IS ANNOUNCED New York, Sept. 1.—With memories of recent months still fresh in their minds, members of Financial Adver- tisers Association will devote much attention to public relations at the annual convention of the organiza- tion to be held at the Waldorf- Astoria here Sept. 11-14. The opening day of the annual ses- sion is left open for sightseeing, en- tertainment and business calls, with the first formal session scheduled for Tuesday morning, Sept. 12, when H. A. Lyon, Bankers Trust Company, New York, and president of the F. A. A., will deliver his address. Other speakers on the morning pro- gram will be Edward Elliott, Se- curity - First National Bank, Los Angeles, “The Banker's Relations with Law Makers,” and Col. Allan M. Pope, First of Boston Corporation, New York, “Investment Banker’s Ob- ligation to the Public.” “The Right Attitude Toward Pub- licity,” will be the theme of the Tuesday luncheon, which will be pre- sided over by W. H. Neal, Wachovia Bank & Trust Company, Winston- Salem, N. C. Louis W. Munro, Doremus & Co., Boston, will speak on “Open-handed Dealing with the Press,” and Ralph West Robey, finan- cial editor, New York Evening Post, will discuss “The Press Side of Finan- cial News.” Tuesday afternoon and evening will be devoted to meetings and din- ners of various departmentals, in- cluding trust development, business development, savings and _invest- ment. The Wednesday morning session will be presided over by A. G. Maxwell, Citizens & Southern tional Bank, Atlanta. their subjects include: Bayard Pope, Marine-Midland Na- Speakers and Trust Company, New York, “What the Alert Banker Should Expect of His Public Relations Man”; John H. Puelicher, Marshall & Ilsley Bank, Milwaukee, “Public Relations for the Bank’s Staff’; and James L. Walsh, National Bank of Detroit, “When the Public Has Lost Confidence, What Can We Do?” Wednesday afternoon will be given over to meetings of the public rela- tions departmental, over which Mr. Lyon will preside, and the trust de- velopment meeting. At the former meeting speakers will include: I. I. Sperling, Cleveland Trust Company, “Developing the Depositor into a Customer”; W. E. Brockman, Northwest Bancorporation, Minne- apolis, “The American Banking Sys- tem in the Light of American Eco- nomics”; W. H. Neal, Wachovia Bank & Trust Company, Winston-Salem, N. C., “Training the Employe in Pub- lic Relations”; and A. R. Gruenwald, Marshall & Ilsley Bank, Milwaukee, “The Place of Publicity and Adver- tising in the Picture.” Other Sessions Mr. Sperling will preside at the Thursday morning general session at which speakers will be Guy Emer- son, Bankers Trust Company, New York, “How Omniscient Can® a Banker Be?’; Henry Bruere, Bowery Savings Bank, New York, “A Busi- ness Man Comes into Banking”; and T. R. Preston, Hamilton National Bank, Chattanooga, Tenn., “The Customer’s Responsibility to the Bank.” The Thursday luncheon, which will be presided over by Mr. Lyon, will be devoted to committee reports and election of officers. John Y. Beaty, editor, Rand McNally Bankers Monthly, will report on “What This Convention Has Accomplished.” The sessions will wind up with the annual banquet Thursday even- ing, at which Francis H. Sisson, Guaranty Trust Company, New York, will act as toastmaster, and talks will be delivered by Norval A. Haw- kins, vice-president, Olen Buck Com- pany, Detroit, and Samuel Witting, Continental Illinois Bank and Trust Company, Chicago. a As Business Improves, KEEP DISTRIBUTION COSTS IN HAND by using the A-W-A PLAN! With business generally moving up- ward... with billion-dollar public works program ex- erting a lift... with new jobs created and new purchasing power in action, the volume af to consumer is increasing. But beware of increased distribution the government’s three- goods moving from producer costs — in serving these suddenly-cre- ated markets! You don’t need to establish branch warehouses to serve new territory. With the A.W. A. Plan, ee can have all the advantages of expert branch ouse organization—yet confine your expenses to the actual volume of goods moving. * Full detailsoftheA.W.A. Plan of Distribution are contained in our 32-page booklet, sent free on re- quest. Write today for your copy. A.W.A. Warehouses, located in 189 principal American cities, will store and handle your goods just as your own branch warehouses would do. All the usual warehouse functions — storage, tepacking, rebilling, car loading and trucking — will be performed by experienced help. Your sales agency will be relieved of the responsibility of supervision over clerical and laboring help... permitting your branch manager and his sales staff to concentrate on their proper duty — SELLING YOUR GOODS! You have no lease, no labor pay-roll, no ex- penses beyond those of handling goods which actually move! Your costs are based on the num- r of units of your goods that are handled. You pay on a “piece work basis” for goods actually stored or distributed. Such flexibility in controll- ing costs enables you to make important savings; and relieves you from the enormous cost of a fixed, inflexible branch house overhead. AMERICAN WAREHOUSEMEN’S ASSOCIATION 2084 Adams-Franklin Bldg., Chicago, Ill. HAWAIIAN GIFTS LAST CHANCE to get areal Hawaiian necklace FREE! ONE WEEK ONLY we are again making this exceptional offer fur the labels from ‘ mex fall things. Hawaiian natives made them by copectally for Libby, from erotic, curtously-shaped seeds. The you # genuine Hewatian bead iri. ebse- Iutely free! ‘You'll adore these necklaces. Bright- colored, strikingly “different™ and et- tractive, they're ideal for wear = ith your e+ they're the kind travelers rave about when Hf vou're wise you'll sead enough labels te get more than one necklace—they movetened juice direct from Hawsil. Gelici: im Feters, the @evor-carrters of the full- frais. ripe . Don't mise this chance! See your gre cer today and buy three or more cams. Get your Libby labels, with your mame and eddrene. he midnight. Tureday, September 5. Dept. K-11, Libby, M¢Neill & Libby, Chicago. Current newspaper copy for Libby's pineapple juice offers a genuine Hawaiian bead lei for labels from three cans of the product. Mathes Agency Gets Account Of Canada Dry New York, Aug. 31.—J. M. Mathes, Inc., has been appointed to direct all foreign and domestic advertising of Canada Dry Ginger Ale, Inc., and its subsidiaries, according to the an- nouncement made today by P. D. Saylor, president. Arthur C, Smith will leave his posi- tion as head space buyer with Ben- ton & Bowles, Inc., the end of this week to join J. M. Mathes, Inc., as director of the media department. Jesse T. Ellington, copy supervisor for N. W. Ayer & Son, Inc., for the past eight years, has been elected vice-president in charge of creative production at J. M. Mathes, Inc. He was an automobile distributor in North Carolina prior to entering the agency field. Charles T. Heaslip, for the past four years head of the publicity de partment in the New York office of the Ayer agency, has been appointed director of public relations for the Mathes agency. Formerly, he had been head of his own business and an associate of Ivy Lee. Subsidiaries of Canada Dry Ginger Ale., Inc., include Canada Dry Ginger Ale. Ltd., of Canada, Chelmsford Ginger Ale Company, and Canada Dry Sales and Import Company. The parent company will also have a financial interest in a new company it will form shortly with J. Chr. G. Hupfel Co., Ine., old New York brewery. The name of the new firm will be “J. Chr. G. Hupfel Brewing Corp.,” and the beer brewed by the company will be distributed nation- ally by Canada Dry Ginger Ale, Inc. The product will not be ready for the market, however, before April, 1934. Canada Dry advertising appropria- tions have averaged about $1,000,000 annually the past five years. The company placed magazine and news- paper space orders through N. W. Ayer & Son in April totaling $750,000, which will expire late in October. Distribute for Jewel The Jewel Food Stores, Inc., Chi- cago, is testing a new plan of home- to-home distribution of hand bills through the Reuben H. Donnelley Corporation. Brazil Account to Ayer Industries Fatimas of Brazil, manufacturers of manicure products, has placed its account with N. W. Ayer & Son, Ine. “Daily Variety” Starts Daily Variety will begin publica- tion in Hollywood Sept. 6. It will be published by Variety. BALANCED DIET PLEASING BIRDS AND OWNERS 100 Learn Secret of Success After Twenty Years Kansas City, Mo., Aug. 31.—From an accidental entry into the bird seed business twenty years ago when it inherited a stock of paper baking powder cans from a bankrupt com- pany, Ennis-Hanly-Blackburn Coffee Company has built up an unusually profitable business in this line by making a serious study of birds and the psychology of their owners. The outstanding discovery was that many bird-owners had to make a half-dozen purchases in order to provide a complete diet for their pets. Out of this realization came the complete-menu package, selling for fifteen cents, as compared to ten for the seed formerly packed. The new package contains not only seed, but all of the other in- gredients that a bird requires in the pursuit of life, liberty and happiness. It contains: A Complete Outfit 1. Select, superior seed, the right blend of the right varieties. 2. A generous piece of the essen- tial cuttlebone. Even a bird has to sharpen his teeth occasionally. 3. A packet of sand to aid diges- tion. 4. Two Sing Sing biscuits— special food tonic and restorer. “The owners formerly did more hopping around than the birds,” ex- plained Frank Ennis, the company’s bird expert. “Now they get every requisite in one package. “You can’t perfect this in a day. The Sing Sing Biscuit is a combina- tion of more than 26 ingredients which birds require if they are to be healthy. As to sand, we use only ocean sand, different from and far superior to ordinary river sand. We located the sand which contained the necessary amount of iodine and sea salt and use it exclusively.” In the midst of its experiments, the company fortified itself by stock- ing a dozen canaries of its own. Facts garnered from books were tested. The birds themselves were allowed to be the judges of many of the food-combinations. Their taste, however, did not prove infallible. It seems they are like children and will gorge on candy, to the exclusion of spinach, if left to their own de- vices. the A Bird Expert “Sue Smith’ has come to be a commanding figure in the Ennis- Hanly-Blackburn plant. She was for- merly a stenographer, to whom the job of advertising Sing Sing Bird Seed was entrusted. She has writ- ten thousands of letters to bird own- ers, becoming a real expert in the process, and she is as well known among bird lovers as a syndicated column conductor is among the gen- eral public. “Bird owners are always eager to read about birds and their care,” commented Mr. Ennis. “Therefore we provide leaflets or booklets in each package, giving notes about bird life, hints on feeding and care, stories about singers. “Our distribution of free cage covers, featured in our current news- paper advertising, is an example of the affectionate attitude of bird owners toward their pets. These covers are made from a special de- sign and in a large number of pat- terns. When conditions allow it, we send samples of covers, so that the buyer can select one that will match her cage or home decorations.” “P. H.” Enters U. S. “P. H.” Tonic and Conditioner, a popular animal medicine of Great Britain and dominions, has started a campaign in the principal farm papers of the middle west. J. Ro- land Kay, Chicago, is in charge. Tests Featured in Newest Copy for Kaywoodie New York, Aug. 31.—Actual megs urement of smoking qualities pyro, vides the basis for the fall campaig on the Drinkless Kaywoodie pipe g Kaufmann Bros. & Bondy, Inc, through which prospective pipe buy. ers will become acquainted with rp. sults of several hundred tests maj, on well known pipes. Weeklies are the principal pypj. cations scheduled in the fall cay. paign, which has already started jy the Saturday Evening Post, and wij shortly be expanded to include (). lier’s, Literary Digest, America, Weekly, Time, Popular Mechanics New Outlook, Fortune, Field ¢ Stream, American Golfer, Our Navy and Leatherneck. Copy is built around an exhaustive study of pipes and pipe-smoking made by a group of university sciep. tists. which included tests under ae. tual smoking conditions by individ. ual students and measurements by a specially designed precision meas. uring machine known as the Jensen smoker. Coolness and lack of irritation are among the principal appeals to be stressed, in which respect attention will be focused on the “drinkless” attachment. Strengthening the periodical adver. tising will be a strong complemen. tary campaign, including a striking catalog showing 106 pipes in natural colors and a booklet completely de- scribing the scientific tests. Pipe styles are scheduled for pro- motion during the fall campaign, but have been subordinated to the facts produced by the scientists’ study. One of the new styles which is popular currently is the “President,” which has a profile much like a check mark and hangs from the mouth, the bowl sloping backward sharply to main- tain a vertical position in use. Jones Starts Agency Robert B. Jones, formerly with Edward S. Jones & Sons, Providence, R. I., printers, has started an adver- tising agency at 146 Orange Street, Providence. Pabst in Sport Paper Premier Pabst Corporation is us- ing color covers in Outdoors, sports- men’s magazine of Beloit, Wis., to promote Blue Ribbon beer in that field. “American Boy” Moves American Boy has moved editorial, advertising and circulation offices to the New Center Bldg., 7430 Second Blvd., Detroit. Philip Klein Appointed Roo-Mo-Rub, Inc., Philadelphia, has placed its account with Philip Klein, Ine. Local newspapers will be used for a trial campaign. Names Houck & Co. Endless Caverns, Inc., Endless Caverns, Va., has appointed Houck & Co., Roanoke, Va., to handle its advertising. Agency Stages Outing Fuller & Smith & Ross, Cleveland, held a dinner and golf meet for its staff and friends at Chagrin Valley Country Club Sept. 1. Tests for Marmola Raladam Company, Detroit, is con- ducting copy tests in newspapers and magazines for Marmola. Ruthrauff & Ryan, Detroit, is in charge. ——— NATIONAL MAGAZINE Publishers WATCH FOR IMPORTANT ANNOUNCEMENT 2 Brie a one magaz public McKe: nounc Kesso paste, ent 3! 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Lustive ; . the aeeinininiaiecn appetizers you've ever can oy al ae | a ’ Scien. Tt, } i: der ac. ee” re a ndivid- 4 7; ae nts by li BR . facts | Be ic ~ 2 - y. One aremcomeaasnenst = s* om which —— i. 33 — a. i Fai ; mark a : > Ea ue e bowl | ae \ i § a main- . \ ‘( y , a | | nm —— ~~ o- rc —= : of , > £* 2M ee ae . ea ee eee . eee cee a macs a a eer —-_ t.:' — Wed - - a, aa eras: a wt: : i, ee piri ere : = “ef , A ait : ve ee : - : , = | ” ; . i a, has ea = oo : Pp ——n ee >. ndless Houck _ _ ae Oa a Po _ | | i Company ....-..cceee | Fe ee a re aba en ee ae rN : ; | . ai eas “S eles «|< alee zo Bare sd : Ms ones at ARES Pree Pe msec - Seve dn ines ieee a Paka sae, Og aa Sihie pe Boe ianD 2 ak eb Fe igre ae ae Reyer et atte wares ee el Bet rats 14 ADVERTISING AGE September 2, 1933 New Heating Company Universal Coal Company, Inc., has been organized in Detroit to manu- facture and sell automatic coal burn- ing equipment, stoves and furnaces. “Lubrication” Appoints Lubrication and Maintenance appointed Wandless Associates. Inc., 522 Fifth Avenue, New York, as eastern advertising representatives. With Lewis-Shepard George H. Corliss has been ap- pointed sales promotion and adver- tising manager of the Lewis Shepard Company, Boston. has Braumeister Gets Allen Advertising of the new Allen Brewery, Red Bank, N. J., has been placed with Braumeister, New York. tt A quick and economical lithographic method of facsimile reproduction (Specially adapted for short run work) that will afford you a substantial saving on many of your printing requirements. Write or phone us for Samples and complete information Econo-print Department * MAGILL-WEINSHEIMER COMPANY 1322 SOUTH WABASH AVENUE, CHICAGO Telephone Calumet 7200 QUANTITY manuracturers 4 DEALER DISPLAY SIGNS foe WINDOW ~ up of oderic sneral endix, Com- nt of ars of 2stab- >, itions -wide .00se- ment > all value | the d by rency - dol- wer, September 2, 1933 ADVERTISING AGE BOOK PREDICTS HOUSE-CLEANING IN ADVERTISING After That, a Rise to Hitherto Unscaled Heights New York, Aug. 30.— Better days are ahead for national advertisers who have believed in sane copy and the eventual success of a worthy product, in the opinion of the authors of * ‘Business Under the Re- covery Act,” a new book published py Whittlesey House, a division of McGraw-Hill Publishing Company. une of these is Lawrence Valen- stein, president of the Grey Adver- tising Service; the other, E. B. Weiss, for many years connected with the advertising press. The chapter on advertising ex- presses the belief that “advertising m the new era will have to do the house-cleaning job about which it has been talking for years,” inti- mating later on that at least a part of this house-cleaning will come about automatically through the adoption of codes. “Advertising in the new era should assume a more moral tone, a higher ethical standard, should achieve greater believability—with- out which it cannot long survive,” the volume says. “It should move up to this new plane not only be- cause the destructive minority will be compelled to toe the mark, but because the advertising pattern will be set by the ethical majority.” See Expanded Appropriations The authors believe that since ruinous competition has been a foe of truthful advertising, under the new conditions expanded appropria- tions will be seen. They look to a tendency to plan advertising from a longer-term point of view. They be- lieve many of the appeals now used will be ruled out, and that varia- tions of basic appeals must be coined. They think the wise advertiser of the future will base his copy on conditions he knows exist in the re- tail store, of which he will make an intensive study. They believe ad- vertising will be favorably influ- enced by the curbing of special offers and the elimination of the tainted testimonial. “Still another aspect of advertis- ing that will undergo alteration is the unfair imitation of trade-marks, labels and of advertising copy it- self,” they predict. Major Benjamin H. Namm, well known department store operator, shares this roseate view. He offers this summary of the operation of advertising in the new order: Namm Gives Views “1. Destructive advertisers—the 25 per cent minority—will no longer be able to destroy public confidence in all advertising. “2. Because of the stipulations in the advertising contract, most is important — but so is little space. Pittsford gives earnest thought to the small advertisement, too, because more is re- quired of it. Ben C. Pittsford Co. 605 So. Clark St., Chicago Telephone Wabash 0585 CYL eR Rime. enone Eas u " | i AC‘ NEW NAME AND PACKAGE | Rich's Instant Cocoa has now be- come Durkee-Mower's Instant Co- coa. The new package for the prod- aict is shown here. copy of a destructive nature will die a-borning. “3. When destructive copy is sub- mitted, the advertising medium will no longer be placed in an embar- rassing position. “4. The copy will be automatically referred to an impartial agency, ex- pert in this field of work and sup- ported jointly by advertisers and advertising mediums. “5. When refused publication by one medium, this destructive copy will not, as now, be subject to prompt acceptance by another me- dium. “6. Cut-throat competition will be largely curtailed, through the eli- mination of general and continuing underselling claims. “7. The demand for consumer protective associations will be les- sened. “8. The demand for merchant- owned shopping publications will be lessened. “9. The demand for advertising censorship laws will be lessened. “10. Public confidence in all ad- vertising will gradually be restored. “11. The value of advertising will be greatly enhanced to advertisers, advertising mediums and the con- suming public.” Use of Homely Copy Proves of Value to Bank Park Ridge, Ill., Sept. 1.—‘Small town or suburban banks can make newspaper advertising profitable when copy is written in a human, neighborly style that appeals to the type of people in the community.” That is the opinion of George A. Palmquist, cashier, Citizens State Bank, Park Ridge, after several months in which the bank, discard- ing the syndicate copy it formerly used, made use of homely, straight- forward copy in the Park Ridge Advocate, local weekly. Whereas the bank never has ex- pected its advertising to directly re- sult in business, the new type of copy, which speaks to residents in personal, direct fashion, has proven extremely efficient in producing bus- iness. Typical copy in the series de- clares: Typical Copy “Financial storms of the past few years have blown many family plans far off the course. Now comes the time for beating back. “The interrupted activities of our lives will soon be resumed as _ in- comes increase with general busi- ness improvement. “Money is the key to all the cas- tles of our imagination. Money makes our dreams come true. “Start beating back to individual prosperity by opening a savings ac- count at Citizens State Bank. Don’t be embarrassed if your deposits are small. Great things always have Typographers small beginnings.” CONTINENTAL CAN LAUNCHES FIRST NATIONAL DRIVE (Picture on Page 16) New York, Aug. 31.—Appearance of full page copy dealing with the new method of distributing lubricat- ing oils in sealed cans, “like the finest foods,” this week marked the opening of a campaign by the Con- tinental Can Company which may be enlarged upon later, depending upon the development of the business. Newspapers are the principal me- diums in the initial schedule, papers in key cities across the country being used. Early in September, pages and spreads will appear in some national magazines. Trade papers will be used to reach refiners, service station owners and garage people. Batten, Barton, Durstine & Osborn, Inc., is handling the campaign. This is the first national advertis- ing for the 29 year old company, which has 39 plants turning out bil lions of cans annually. Heretofore, ‘t has confined its advertising efforts o trade publications and direct mail. Huge Market Opened The market opening to the can company in the lubricating oil field is very large. Officials feel that the oil industry stands at the turning point of packaged product sale at- tained years ago in the food field. They venture the prediction that next year distribution by refinery sealed cans will be the general prac- tice. In the past several months a num- ber of oil companies have adopted the method and a few are advertis- ing its advantages. Sinclair will have all its lubricating oils in sealed cans on a national basis by October 1. Kendall, Quaker State, Pennzoil, Gulf, most of Pennsylvania pre- miums, and, on the Pacific Coast, MeMillan and Gilmore, have joined the parade. Protection of consumer and refiner is the fundamental purpose of the sealed can plan, just as it is in the food industry. Oil bootlegging and substitution of inferior grades and “midnight” oil are estimated to ac- count for 25 per cent of sales to mo torists, with consequent loss of reve- nue to oil companies and damage to motors. Dealers Like It T. G. Searle, general manager of sales for Continental, reported the experience of one refiner who made a survey of oil stations under sus- picion on this score and found his suspicion justified in 45 per cent of the cases. “For the motorist,’ Mr. Searle de- ‘lared, “oil has always been a back- ‘oom mystery of the service station. It came out of a pump or out of a drum, or out of bottles that all looked alike. The public has never thought very highly of any merchan- dise sold in bulk. “And as every merchandiser knows, it is difficult to make any- body purchase a product—no matter how excellent or how well advertised —if it is not brought to the con- sumer’s attention at the point of pur- chase. “In principal, there is no differ- ence between food in bulk and motor oil in bulk. In the latter case, the dealer of necessity sells on his own reputation, establishes his own price. Bulk products are always a source of substitution and price cutting.” Mr. Searle reported that a check on independent service stations han- dling the sealed can revealed they like it because it not only enables effective display but allays suspicion and serves as evidence of integrity. Start Holland Copy Holland Furnace Company, Hol- land, Mich., released a brief news- paper campaign this week. Four insertions, 800 lines each, are sched- uled by Maxon, Inc., Detroit agency, in charge of the account. Classified Advertising The rate for this department is 40 cents a line (not agate line); mini- mum, $ ADVERTISING REPRESENTATION Chicago manager trade paper pub- lisher can handle one additional good paner. Has advertising assist- ant. Extensively travelled middle west. Box 386, ADVERTISING AGE, Chicago. Third of Budget of Loan Company Spent on Radio Madison, Wis., Aug. 29.—An insight into the advertising philosophy of personal finance companies was given to the Wisconsin banking department here in connection with a hearing to determine a fair rate of interest for such companies to charge on loans. D. E. McClure, assistant to the president, Household Finance Com- pany, Chicago, one of the most im- portant witnesses, told the state authorities that Household spends about seven per cent of its gross in- come from its Wisconsin offices for advertising in that state. The Wis- consin appropriation is about $81,000 a year, he said. Presenting a picture of how the organization’s advertising is dis- tributed among various mediums, Mr. McClure declared that classified newspaper advertising gets about 18 per cent of the appropriation; radio, 30 per cent; circulars, 14 per cent; telephone, two per cent; direct mail, 11 per cent; display, 15 per cent, and general, 10 per cent. “When we classify 10 per cent as general advertising,” Mr. McClure explained, “we include the _ great amount of educational advertising issued by the company. “We try to advertise in every pro- ductive medium. But in addition we run extensive advertising to educate the non-borrowing public as to the character of the company. We feel that this advertising pays well in the long run.” “Lizol” Enjoined The Supreme Court of New York has enjoined a Harlem druggist from selling a product of his own manu- facture, Lizol, which has been sold to persons asking for Lysol, the Lehn & Fink product. Publisher’s F edie Dies William E. Knox, father of Col. Frank Knox, publisher of Chicago Daily News, died Aug. 30 at the sum- mer home of his daughter, Elizabeth Knox, at Spring Lake, Mich. He was 86 years old. NEW CARS MAY BE AIR CONDITIONED New York, Aug. 31.—Air condition- ing will be a featured theme in auto- mobile copy next spring, public in- terest in the first air conditioned automobile to appear in New York indicates. The first demonstration of this equipment, installed in a standard make sedan, was made last week to a group of persons who were re- ported to have greatly enjoyed the novelty of traveling with all win- dows tightly shut, and the heat, un- pleasantness of traffic fumes and noises excluded. The outlook now is for this new development in motordom to assume a key spot in automobile advertising next spring similar to that taken by the improved ventilation control sys- tem marketed this year. Consider- able enthusiasm over the new motor- ing possibilities presented in air con- ditioned cars was evident following the initial demonstration. Will Be Marketed With Autos Allston Sargent, president of the Campbell Metal Window Corpora- tion, a division of the American Radiator Company, which developed the automobile air conditioning unit, reports that it will be marketed through motor manufacturers, so that any advertising which may be done will be that of the companies which make use of the products. The unit, which is similar to room size air conditioners, though much more compact, is placed beneath the floor of the rear seat in the demon- strating car and has two ducts, one opening in the floor, the other in the ceiling. In addition to cleaning air within the car, it is designed to provide greater comfort in hot countries, as well as to warm the air within the car in winter. It may be operated from the main motor or by special battery and can be turned on and off at will. Leigh to Paris & Peart Douglas B. Leigh, formerly con- nected with the General Outdoor Ad- vertising Company, has assumed charge of outdoor advertising activi- ties at Paris & Peart, New York agency. He will work under the di- rection of E. J. Cogan, space buyer. Booklet on Typography E. P. Hardin, New York, has pub- lished a booklet, “The Hardin Fixed Cost System for Advertising Typog- raphy,” which explains a new sys- tem for estimating typographic costs by means of square inch measure- ments. Now Audio Productions Trade Pictures, Inc., 250 W. 57th St., has been reorganized as Audio Productions, Inc. The firm produces and distributes industrial and the- atrical pictures. Important construc- tion contracts awarded week ending Sept. 2 Type of Work Value For Awarded to Distillery ..... $ 500,000..Penwick Distillery Co........... Rust Engineering Co. Factory ..... 1,250,000... American Potash & Chem. Co....Dwight P. Robinson & Co. a eee 6,282,741.. Hy. Depts., Mass., Ind., Mont., New Mex., N. Y., Ark., Ore... ” Separate contracts i 106,400.. Val Verde Co., Texas L. A, Turner Brewery ...... 200,000. . Julien Dubuque Brewery Co....T. J. Herr & Sons we ag Plant 34,450. . Crete, Neb. (PWA Project)......J. Kerst biases 328,389..N. Y. St. Hy. Dept.............Separate contracts Pipe le .... 2,200,000.. Western Gas & Oil Co........... H. J. Kaiser Co. and others that bring the week's total to $19,115,000. Public $11,487,000—Private, $7,628,000. Detailed information on these and other projects may be found in the current issue of Engineering News-Record and the McGraw-Hill Construction Daily. During the month of July, contract awards averaged $12 592,000 weekly and for the week ending August 31, contract awards are $19,115,000 or nearly 52% over the average July week. These figures are con- crete evidence that construction volume is on the up-and-up and that from now on we may expect to see a reasonable constant increase in contract lettings. If you wish a copy of a reprinted article ‘‘Status of the Public Works and Highway Program,’ just write to 330 West 42nd St., New York. ie i | a ee | Cting on alana - ae ae d Or | | | Lak ies | | poe ee : | i i = ee es arenes d My. | Pie Made, | | om: = inent j a ations ae INSTANT san t offer - 4 a es = $= == . action F BCOU es | @ tele. a BS - © aims oo .. pert i ha | poet) Sepa ae rs Ls ‘anized | : | at es q a a si ee | = itl n | | 0 | Ey Ae ee par nt an Overy, ae ent to et Dosits Bes ae I ee ee le Na- - : ie rchas- — | | ee | = ) | | — sees | — eee pe d Uv e | eye: | | met ing | ae m of ‘ hilip id tiny ee oe two | - the ee a uted | res | aa = ll E=SE=EE=SQQNNNNNOOOQONEOOOESHESSSS———— ling . 7 na- ane ‘om- ‘ am- | ; rely | ae —= — ,————— ‘ fee | ae P nuld - fed- | out sen- ttes | ‘om | o | _ | - ENGINEERING NEWS-RECORD” — > oe a eee ies ee ae te eS ae mse: ie cee MS eae a ae Meroe aya, ae Re eee, PS ai z: Bipe 2 ores poe ee ek i. on cae i Fags Seen Y eae So at i en ee Ok eee ADVERTISING AGE September 2, ¥ PHOTOGRAPHIC REVIEW OF THE WEEK KEEPING CLEVELAND POSTED ON LOCAL NRA FIRMS exrwseset ® =| This huge painted display on Public Square, in the heart of Cleveland, was erected and is maintained by Central Outdoor Advertising Company, and contains an up-to-date list of "Cleveland's honor roll." More than 2,000 names can be shown. The group of three in front of the display is composed of Mayor Ray T. Miller, J. A. Zimmer, aaa Outdoor president, and Rogers Hornsby, manager of the +. Louis Browns. DISPLAY INSTALLATION MEN ADOPT CODE AND FORM NEW ASSOCIATION Group photograph of delegates attending the meeting of National Display Insta!lation Association in Chicago this week, at which a code of fair practice for the industry was adopted. (Story on page 10.) KELLOGG USES CHANGING OUTDOOR SIGNS FOR CEREALS ee ____________ BARRA EEER EO RE PROHERER HETERO OOOO? Vase eereeerereeereee Kellogg Company, Battle Creek, Mich., is making use of a number of outdoor bulletins in the Chicago area which simulate action, such as that shown here. Copy is painted on a glass facing, and reflectors illuminate first one side and then the other of the glass as lights are turned on and off. The displays were installed by General Outdoor Advertising Company. N. W. Ayer & Son, Inc., is the Kellogg agency. ATTRACTS ATTENTION OF HAY-FEVER SUFFERS el |) a ’ ? =. (4.3 ie ae | iq | = a | - HAY-FEVER> Dealers in Frigidaire air-conditioning equipment decorated their w dows with this eye-catching display ma the hay-fever season fj their communities. The display was designed by A. D. Farrell, disp and exhibit manager of Frigidaire Corporation. CONTINENTAL CAMPAIGN BACKS NEW USERS CONTINENTAL CAN COMPANY ANNOU A BETTER WAY OF BUYING MOTOR OIL . Many Famous Ot Companies now A vse THESE | | 6] eee | ——— i. P | oe a ic iad Be oe ones ast ; — aes | . - _ : ie : . se lee — } a cate it : 4 em igs" - a % ' } wa . ; } trys 5 é Se ieee. ae . ae pense a a) eu ba So aS eae e yy om x ~ > eee oe Tag 7 hs 3, haere a tay 2 ————— > so gpo——nag ——— anaes > ia ee BT FRGOAREARCONNTONNG = gh ee 4 2 : ; ts a 2 . - 7 a ee —a i ; m Bae . : co. Ones. : . acae , is Goan? am? = 1 im ee | Ry Ae 1. — a ems Suh! revs se ; U.S. - ae ee ee | we i of emit ‘ i ees 4 , f % | “s i ree - WE DO -, RS ae | i as mee ee sneniteime oe . oA pe i——— eo | ——— : | FLANDS HONOR AQpL iui oer ae ee ceca se ee RR a nee ew “< P ¥ “ ait i. De = £ ¥ se m en oe > fae oe Lo) Fp a ie *, RS 3 * . 8 ee , ee & ta i, we e 3 Es e } > ey a ts be = rd - : , a i na +E & s : fags i r sie ye : Re ae 2. ea e Ss ee or ee oe ee | : rae teat : ah Sa Ae. = bs 25 ean ; 2 A } ea oy ae } iG * Bee 52 5, i a ‘ , ees es ee Oe oi ete oi Tres 5 oe oe , Ss. Size ck: Ps ob Soler, ee BP es = : $ > +, — . > ie. Se Ge 3 5 ‘ BS ee ote Re lr eae « &, % at Zé Log, SE a . | Be oa bei ae i a ee. ; Nad oe q vers soe _——. ee che : .. ‘ : 5 er :; meee be Se Pus ah ABS ee PS z ¥ ¥ . vy 7 . ere : — —— P a. ; a a4 iti ’ USealed = eae . oe oz at the oil refinery $ ee suai Reg i , ee - -¢ ae Ce oan a F ‘\ i ? 5 \ se | eee “on f 7 3 M4 . 1, iid \ ot ‘a eC pf Pe : the tamper-proof can ee ne . ae F es } heed : | cerns XY) % ee 7 __ PF = a4 Bee ; (2. .- & ‘ é Psi 2%, : ves ft _ 33 fg te 2 & “ , R : F aan 7 A si ce Dx: a a RS ae } = a ,' 2 enw | Torq 4' £ .- EE SUBSTITUTION ... ADULTERATION a . se . & yan Wee ma J ef ee + ey: se f. “ot 8 eal. 7H SGour Npot iy 5 S og ik aia eF a se , 4 - : - vod ie % | the tee Ars pA e- ia j __ + ipa nih, oe yy fe ‘ ¥ ae ¥ 7% eh +> il . Y ' Fg! ~ .. 3 By 1 a wT = ™ : ete ; ae oe ed bis: ii GA 7 NATIONAL WINDOW BR i + y nen cniitinaaiens | Pe > ee Be ‘ Ss oe | - DISDLA ATION 7 ‘ . | 4 visio Send me et cme de get a rr an = > “ a i. a te Bel aw “ - ~ ‘ : » po ew Le » 9 < a % * si all - man fh ] PRE VENTS ABUL TERATION§ eho ol peered from 6 rahe ared | aly fj ee Coc i oa eee GUAT ~ feed pO eee x are ee ae aR 1 eae al Oe: — Se : wierd cami Nap A Throw a ee eae ee s.r Gway “eS on. ae andere hi cen, eth=thee an cgund os ey» nd cong tee the punctured can AS as ce iste = ae ieee ie i tc saan Eee | mre ; : “ i ae 7 oan or Se Mi. vg =e: ‘ : eet ane ' —_ — - . : | 1 stale : : ee ; | —— PRL a aca ee eee - ‘ A . t oa. CRORE RC ER RE ce epen oe ae : Piece eee 2 ee ‘ Peete te y , ee PF a — ee ee 2 a ag ic ‘ has : Se , % Lae a3 j ws ie ts a 5 _ a ae ees i . Saha ca peal = => a aes a E ~e ao “a J Pe 7 : a : " ee: : mee : ai 7 Eee, : 3 . ‘ Sf ; ae ae a cr Pe ve ey - 4v@eS ns ae » NOOIT ae ; ee ae Ee Se ee ; ee ¥ Fe ; hikes emia ae eR A a ; nth 4 t > i. — * a yh , . a ; Fees ar f « nat Bz ee ther Ue eae ei a § a i . ea See ee eae es : Ss are | a oS a eee = | — ll ~ «| sus si A ik i, iA i lI a i i i oe ne oe oF a. te. 4 . : : - 7 oy : ee . w ie a 2 a . a * 7 2 ares ‘ ‘ ; : jae ie 5 pace oni . < ee — . aw aa td Cy | 7 bo oe . . ie ec 7 _ Be tee a . J yneite : : —_ ge 5 mt _. 4 | | ; pe i eo ae ean »* ie = : wo. ers arias pecmaeio: amie aes : rea : , | | eee — me Bite ye : ~ ; ME ge tae Js : ; f/ 5 , —--é ; ‘ er aes “x yy Eat to feel Fit... for y . — ; zs rage a get Ge. ; _ tj | sa re es 4 , Te, TG ‘ rad mad = BY gee ae 7 ‘eee aoe ——— ‘ 2 S ae ess yes as > “(aon ae me Auge © SNe Ze | — — 638 | Ee ia . a ie Ks iy # , bf Z ae ea : | 4 ale - — i aoe i Ee: LL ee : r | re : * : a rap thie, a p 7 Be ee I eee a ¥ _ ee aa TF 0 SEO MA Pe 2 ‘7 ia , au teen Se re dictates siininiataiitas a = . ail 4 . o. ee ee Bao & See eae SESE MEMS SP Pelee nt hey ma nf) NS SY Seaeee ROE Bs ore rh le fa A e's tee ies OR ear ot « ol tinaientl a | A Rt CAPO At ACER AO IONE EES AAD Aa RS RRC STO OE ERA SSO RNIB SE, 7 | . . nae, ; eT Ben a . | $$$ —$———————— ——ooooeeeeee—e—e———e—e———————EESESaSaoEoEoEEeE™E—E—™E—E—E—E—E™E—™—e™E—e—e—e—e—e—eee—eee———e—e—e—— a) 3 s | eo a Po | pete Le Stine ee i ee oa Se | ek eas, pa mer ae pa a ie aa . ee a ‘ Pee, Reel “4 al es La — ———_— ————— . _ — : het — ee Sss\4\>wsa-— ~ —= 4 bie ; | 7 nes ed & ve 4 ’ | @ cane s * . | a i e Fee” Bak . I — ' a : ali : * . "fae ae , a. oe ¥ y 2 P > : ss * § . _ ’ 7 & BAe hakek Meee Grea oe : Sif aps rr Sh ES als ite a oe Sern Ae ape GT See el Ser mene nL as ae ents Rae pe See a ee ee a en fn Wee nem ON Reeser er | ye . wee : ae , 4 Pag x No, AW one > : F 3 4-* po aes yen ‘2 . Lm, ‘7 as al 5 Lar é a piping | A rye? SRN ee a x y be yy a tee OGee- «7 . awenic ee m , ie _- eS A -:.CUlUlU—=Ee | 4 A | a = : ee — . .. * » : | . ce ed oe . Pt > Se A ~ sie ex 2 ie i n> ual * sit ce ans tt a ps * oer sal cag — "jac * E : \ = ae ee eg re * . Noten ak + ee ‘ eae 4 2: > i - Sgt , — . “e , a 2 ab ares-as cE 3 . ‘" eee — oa a en —= = —:} ; \] can think off-hand of seven cop. eae i ie eel | | ee Bess ' Tal ae fe __________ FS, me et oe, | . a ee oe os Swale ng spe eas ni a even ee — | ee i | oo we ps Qy oo ay os - ‘: oe ; T=) - oe. awe wm = y iv WW KS WT ORS KY Ka Ky \ BV 4 - 6 «hie = QIOWAV/ fe he AVI w Wes a - (par iu NS WN NS ' ~ 7 os anne N Nsxy KY } New AS \\ NM XS o 2 fans rc) de om fac) - WNPF CJ UF VG \N N WSS SSN = i Sy ING Hos FANG [GS \— » - Sey N N BY NAS N N N Ss N N \ S N ww Fea Xsssz 8S E Need | N X NN a = - N ee xy 7 i ateaeaeiieelinad iat aiaiiademeteianndiamiaiedtndaacdidmammamenmmmemamememamntdiaiemame ce he ptaeeeerecmmnimemadonestamaeiaeimmnene matte maa eneemandadiaammmmentanmemmnemmeameiaaeaa ae? ero cs Sah © Fg he st aloha aseenae ss mene c=, piecg! Sa arwie pem gt a a Sacre At a gle aah is Se eS vcs ea - ite - Ne ian ack > ak "9B Se es # aE . e e . ; eit a re etd, cal dies gi iia ¥ A Oe eee oo g "et pabiatins sage eae, cer aay Bei Sect. ee Pe hee tha s ,<. FS, ee ee ARES a) byte Ween ae i ile eae MME 2 babies oo Nok 3 a op amare a: o + eee ee 2 * Bae A ner ii ray a A at a % Pa ONE SRS? Sat ET eee Ce sh poe ses i ia as ca ae Tepe eee ms AER en: won ae (Lh tanner OY ATRAT AONE then a RIL, Se A NO cael Soe 8 0) at : ne tak a ee Pag heE et ia Sake eh eka re | SOR OR eee Ne ee eens ieee ae a [eas ae eee aa Se oe OP ieartadyes oi, Oe en eee ME ees Oe em > 1933 tember 2, 1933 Sep 8299 building projects in JULY J —= rt in sing | the n com- | over. is an ted for e of a 4 year’s nee of- salvage notions ecures, uld al- le annual ve still right- 1in ice, nd out |: mM us. 1 a re » down Grand ns. Do ing on brick Oa world’s ne old od old t, with y held -essary likely, yecause ob,” or lace to Ww. pard ned to les pro- hepard a com- equip- is Ma- 0, then mpany, g. Co., a pro- ects. nzie placed y steel - Tube make —— ———————— ADVERTISING AGE 3 $82,693,100 was the total value of contracts let in the single month of July, in the 37 states east of the Rocky Mountains. The 1933 total to August Ist now stands at $515, 720,000 which represents expenditures on more than 48,000 new building and modernization projects. Since May Ist the trend of privately-financed building has been decidedly upward. In June it reached a peak of $74,000,000, a monthly total rger than any other to date in 1933 or 1932. Residential building in May, June and July of this year gained 14% over a similar period in 1932. OW, if ever is the time for every manufacturer of building products to make the best possible use of all the selling tools at his disposal and to replace those which have become worn out or inadequate. Start now with an adequate catalogue—the one thing which can be put to work at once, without the necessity of waiting for the working out of detailed plans; which can accomplish immediate results independently and which can be coordinated with other sales activities when and as they are put into effect. Order Sweet’s to prepare, or assist in the preparation of a really effective catalogue—effective from the architect’s viewpoint and from yours. In a short time, Sweet’s can deliver as many copies as you need at once, pending complete distribution of your catalogue in the forthcoming new Sweet’s file. Before you plan or print a new catalogue, investigate the advantages of the Sweet's plan for catalogue preparation, printing, fil- ing, distribution and maintenance. SWEET’'S CATALOGUE SERVICE Division of F. W. Dodge Corporation 119 WEST 40TH STREET, NEW YORK, and principal cities. 3,926 dwellings 194 apartments 43 hotels 150 housing developments 97 office buildings 1,085 stores 10 banks 191 warehouses 399 garages 234 schools 25 libraries 33 hospitals 106 churches 56 clubs 27 theatres 51 park buildings 28 city halls 10 post offices 13 fire & police stations 379 factories 87 central stations 19 terminals THESE AND MANY MORE Sweet’s catalogue file is in constant use in the offices of the architects, engineers and contractors who are specifying and buy- ' ing the materials and equip- ment for these projects Cir. i A ie porns =e f : ee!) Sh a Ae ‘2 Remar See sy © a Reese. a | ee an i . Ne = : ee > eae . gaia we au es eae omen Be rede aes See : ee ss is | a es ee | ae BP "eee aes 2D, RE SIE Ry et Eg eng : BSH ge, Mean Mer erg fe Gel re oe a 3 8 ibe aii eh ee a # eas 5 Te a ai ups : s Pes Oo SE el _<: i May els < 3 ay, es eR eee Ne Brmcige Bree a ee : Mae a eee : et ea A Be nial i a — |. See 2 i ce ae Fi Sai ee ne eee Rae ee ie: " ” 7 =F ~ so oh ae ¥ hit nee | Sebi Sar a 7 " ‘ : a Be SRE 52 SE re : ace) SWEETS an a S a pele a ae i TALOGUE FILE ETS Besse a ETS ee ag | | i TALOGUE Fie © ct oat Scag stviCRS ll uber CpTALOGUE é. \ ae ny a MOUNDATIONS ae G ha ae ony MATERIALS “ITAL Coors bast thee - CONSTRUCTION MET, 3) ee PLUMBING ie Ve ‘ he ail nce ATMO R 0 SPECIAL Paes 0G i < ie = = “Ct Wouu srome a VOWS cnc. VO : he ‘ _ ei ee . ry. corms. a CARPENTRY i ¢ ; es we pet . Gear: P i Sesh. y a i SS SRUET METAL Sg as guctucs = I ree AT ORS a AND ACOUSTICS D ao rn ON 5 aN ele eh a ‘teraanee, MOM POOR Ang get. oe = i aN ee AL MeTaAL tesiueey “AL nue 7 as WNAToe \) ‘ le at £« N 3 : NA ae OG > SS. an ee PS oa es 2 eed a j ve Perc See = Fs ee eee “ & : . ’ Roo eS eee 3 ere a oo8 a. Se eee ene B FROM COns gigas A ¥ 2 ds! eek sR srOo* oy ~ 2 a oe eS pret s " = o bs =) 7 3 ae es: aid’ yes: Me 2 or att : § pa Lice hash ten, + Spel Ratt © z sea be mg : if SE ee q (Te er Saige ahd i Sere a a as at ot Rens aa SS! U!U™UllllCOC —_* es 3 is the it « 4 apadaglh saan So ae ‘ ad ‘ - Bee tet 5 PES an = , | = Sa ae eit eo ie Set oS ig ah Se + Ge = P one —— He 3 Industrial Agent Opposes Commissions To the Editor: Speaking of codes, I do not know what the advertising agencies have in mind, but I would certainly oppose any code intended to extend the commission system. I believe this is subject to grave abuses in the industrial field. I am operating on lines quite dif- ferent from this—lines laid down to meet most economically and efficient- ly the needs of manufacturers who sell to industry. Frepertc W. LACROIX, Milwaukee, Wis. 7 Vv FF Referred to A. B. P. . To the Editor: Last year you published a very interesting report of the standing of advertising agencies according to the volume of space cent of the rated contractors in 1932 and 1931 are not on the rated lists in 1931 and 1930 respectively, and 36 per cent of the contractors rated in 1932 are not in either the 1931 or 1930 lists,” says this authority sig- nificantly explaining: “They are new or previously unrated companies who have just come into the rated mar- ket.” 100. A Survey of Buying Power in the Mechanical Industries. A booklet analyzing the distribution of buying power in the metal-work- ing and mechanical industries, and developing a new measure for in- dustrial buying power. Published by Machinery, New York. Nearly every day we hear of new adaptations of NRA in line with the intentions and purposes of the National Re covery Act. AMERICAN METAL MARKETS contribution along this line is in the form of advice to American industry in general and to the sellers of metals, iron and steel in particular. Ne Ren Assi Wich ail the various codes about to be put in operation under the NRA, it is no longer a question of whether to advertise or not. The only question is how best to advertise and when it comes to advertising iron, steel or metal prod- ucts, AMERICAN METAL MARKET holds a very dom inating position as an advertising medium. AMERICAN METAL MARKET ut JOHN STREET &) NEW YORK, N.Y placed in business papers for the previous year. Are you planning to publish a sim- ilar chart this year, and if so, when! We feel that a splendid service is rendered through the medium of this report. M. H. Leon arp, The Bayless-Kerr Co., Cleveland. v’ Ff Industrial Advertiser Borrows Railroad Copy To the Editor: We read with it terest the advertisement, “I like to go when I have to go” in the August 12 issue of Advertising Age. It pre sents the advantages of railroad transportation in a clever way. We are thinking of reproducing this page in an advertisement of the Loco Valve Pilot, which is an it strument which produces better loce motive operation. Our thought would be to reproduce the advertisement on a small scale and at the bottom add something like this: “If Mr. Meyer had known he would have added: “I don’t like to ride trains that loaf along getting out of town and then run like scared cats to get in on time. That’s why I ride Valve Pilot trains.” Wo. BELL WAIT, President, Valve Pilot Corp. New York City. 7 Tf New Friends To the Editor: We have not beet in receipt of Advertising Age regt larly. Accordingly when CLass & IN DUSTRIAL MARKETING was included 4 part of Advertising Age it gave us 4 better opportunity to know the worth of the latter. The comprehensive coverage of the field by Advertising Age gives it 4 high place in my estimation. Roscoe W. SEGAR, Advertising, Portland, Oreg. Septem Adv. De! A cata { sales ause it Becaus fixtures placed looks f format! tion. | envelo) vertisil smiles, and ba The house | volved lems. ite in advert: erature provoe “Tt’l “Let's lenge: “You minute the be every clear? dress, fect e rect, readil entific bility can’t squin' your Zone, tween illum‘ all in Aft hatio: quest facto. > Ain) Fe eee ST I ee eed ye BR eee iy ge eee . ) a eee P es ear? wy a i weet = ue Zs cog. tees he eet, ee Be i ae : : eae ; = pees e. sen ge * ers eg Fe vs Pass Soak he = Se ce ety ee ~ " ee I Bs oa ae ae a ree | U — wa ~ ee pt ese, yt ae at ae ag - - ae > ae is j 2) a ms NN wee? ee ‘coe YY a OF ) iw erms Clr) fl — i SN if a Sy > ~ iy . —a 4 Sigs ~ $i: —_—_—___-_____—_— _uaeeeeae Sher Sains Hl. |g Sf Zz, Soe - ——E —s “©: ! |: a wy Ve a fp. po al ra) | | RATS oR j ia a At Te" Ra, Te : a ~ « : Pr >) - Pe a | ut? uf, nal * a | ne a i. mH m4 ane mre Co RA | —_ ee au ps B~« an * . for the h a sim , when! rvice is ium of YN ARD, eveland Copy with in like to August It pre railroad y. oducing t of the an in er loco t would nent on om add wn he like to ‘ing out red cats y I ride W AIT, t Corp. ot beel e regu s & In 1ded as ve us a > worth : of the es it a GAR, , Oreg. September a; 1933 ADVERTISING AGE Preparing a Catalog By W. McKECHNIE adv. Dept., Westinghouse Electric & Mfg. Co. A catalog is the necessary backbone of sales promotional literature, be- cause it is there that the customer Because catalog users pick desired fixtures by sight, illustrations were placed along outside edges of pages. looks for the specific and detailed in- formation that determines his selec- tion. Circulars, direct mail folders, envelope enclosures, and display ad- yertising are the personality, the smiles, the sales talks that are tied-in and backed-up by the catalog. The preparation of the Westing- house Industrial Lighting Catalog in- volved a number of interesting prob- lems. The catalog, tied-in through ite introduction with trade paper advertisements and promotional lit- erature, starts its selling with such provocative statements as these: ‘It'll only take a few minutes,” “Let’s test your lighting” or this chal- lenge: Getting Quick Action “You can test your lighting in a ninute with a telephone book. Open the book at random. There! Does every word stand out sharp and clear? Can you read any name, ad- dress, or number rapidly, with per- fect ease? If your lighting is cor- rect, you should be able to do so readily, for the telephone book is sci- eutifically designed for perfect legi- bility under proper light. So, if you can’t read it easily—if you have to squint or draw the book closer to your face—you are in the Twilight Zone, that deceptive half-light be- tween obvious darkness and adequate illumination found in 87 per cent of all industrial plants.” After tying-in the catalog with the hational advertising theme, came the question of subject arrangement—a factor, which, in an_ industrial lighting equipment catalog has great bearing on how much the catalog will be used by electricians, electrical contractors and others who do the ordering of lighting fixtures. How familiar are our catalog users with the various types of reflectors and sockets? The answer is that they know them by sight, and not by the many names each manufac- turer uses. Investigation also showed that they usually leaf through a cat- alog, picking the desired reflector and socket from the pictures. Therefore, illustrations of all the fixtures were lined up along the outside edge of the pages. Thus, a simple ruffing through the book would disclose the fixtures to the reader. Keeping Costs Down All the photographs for the catalog Were taken with a Graflex 4x5 cam- era, thereby keeping down the cost of hegatives, and the photographic brints were made same size, permit- ling additional savings. The photo- Sraphic background was a strip of bristol board with black paper strips and a white paper circle. The cir- cle spotted attention on the fixture’s socket while the angle of the black paper strips—by moving out and in —formed the wide, shallow, deep and angle light distributions of the vari- ous reflectors. A reduction in engraving price was possible because each series of pic- tures was taken with the subject at the same distance from the camera, enabling all engravings to be made with equal reduction. To solve the problem of making the distinctive features of the reflectors and sockets interesting, each type was broken apart as shown in the illustration—a pictorial method of presenting features that electricians and contractors will study more read- ily than long copy explanations. Employing both cross-section draw- ings and photographs with captions, the story of advantages is told in a small space. against him. EASY TO GRASP Wcamghenee baiastal Laing, Fpmpaiar SAVONET HEEL REFLECTORS AND SOCKETS roe of tolling wariace apps ‘ «he BAM Dewe Staatilown Dome Dep them t ant Sympamcrncel Angte retin on med «eh hom sockets. sce Toy af Rofleenaors. pager 5 and © Pictorial method of presenting dis- tinctive features has proved popu- The question of the style of typog- raphy was settled by the subject it- self—light. Naturally a publication on lighting should have a light face type, preferably one with long as- cenders and descenders. Kentonian, a monotype machine type face very similar to Kennerly, was chosen. For Dirty Hands An individual catalog must stand hard usage. Hands, sometimes none too clean, will turn its pages. Strength and sturdiness in addition to pleasing appearance must be aimed at. A seventy-pound silkote paper was se- lected because of its toughness, its handsome dull-coated finish, and its superior quality. ‘ The cover was printed in black and grey so it would not readily show dirt. A saddle-stitch binding could be employed, even though the catalog had 64 pages, because of the light- Early PRINTER printed by the German firm of Fust and Schoffer. Printing was yet unknown in Paris, so Fust created a sensation by selling printed Bibles at prices one-third those for hand written Bibles. Investigation disclosed a large number of Bibles in Fust’s lodging and he was accused of magic, chiefly on account of the uniformity of the printed copies, compared with the hand written ones known in France. ‘Had Fust’s Bibles been printed on Kleerfect —The Perfect Printing Paper—the evidence of uniformity would have been overwhelmingly In Kleerfect the qualities that printers have always wanted have been combined in perfect relationship and uniformity. A smooth surface without glare and with proper ink absorption, strength suited to high speed presses, color that permits precise color work, and an opacity more than sufficient to prevent solids from showing through— not one superior quality is achieved at the expense of another in Kleerfect. In Kleerfect there is no “two-sidedness.” Wire marks are eliminated. Both sides of the sheet are uniformly surfaced, insuring the same printing qualities on the two gave the advantages of low assem- bling and binding costs and made a book that opens flat. Another feature which adds to the utility of this catalog is a page en- titled “Designing an Industrial Light- ing System.” So clear is the explana- tion that one not familiar with lighting practice could determine the number of fixtures needed for the majority of installations, with the fixture style mumbers, _ spacings, mounting heights, and lamp wattage, as well as the number of foot can- dles that could be expected. Correction In the advertisement of O. S. Tyson & Co., Inc., New York, in the August 5 issue of this paper, a Syracuse of- fice address was given. The upper New York State branch of this agency is located at 41 Chestnut Street, Rochester, and is called Tyson- sides. And all achieved at a than that of just printable paper. Publishers, printers, and advertisers have in Kleerfect—The Perfect Printing Paper—an opportunity of reducing cost and raising the quality of magazines, catalogs, and other printed pieces. REG. U S. PAT. OFF THE PERFECT PRI MANUFACTURED UNDER U.S PAT. NO. 1918095 This advertisement is NOT printed on Kleerfect © If interested in learning more about this new paper— Kleerfect — just ask on your business stationery for the book, “The Printability of Certain Papers—and Why.”’ Please write the Advertising Department, at our Chicago address. |KIMBERLY- CLARK. CORPORATION « Established 1872 » NEENAH, WISCONSIN CHICAGO, » 8Sauh Michiges drome.» NEWYORK >, 127 Best d2nd Sects 20S ANGELES *" 510 West Segkitons lar with electricians and contractors. | weight seventy pound stock. This | Rumrill Associated. aa; — % iM A ! | a ae, / 4 f 9g ge A a i » } =: f . { i \ } u* or ve 4} P ~ | 2 Accused of ihc PASS" & e / rn ’ \ MAGIC : ) 7 ripen : She roe \ = = ————— \\ Nee eo = ' ah 4 | | | . P ak i | Lecenp has it that Johann Fust— once = Ny, supposed to be the original Dr. Faustus— arrived - , », in Paris about 1464 with a number of Bibles oe \) 3 o% e<«? | price no greater TING PAPER Se ee 5 z N ‘ ‘ =i F F : 5 : a i eee, Bes Sp enrceneenesttenennseanenneesaneeseenneneneessssnsessnsguneennmneensneeeeesnees ene i_ UU UtUtHtNti TTT i gh ees ea ee Rasoreed Vee teomer TN At Nm hw eats < mgs me = be vd - sere sas ey et ee ee he Ne oe : * cciatectimntene Tategiaiwagiiin' hap: Micaets cepleraap aa an yore Eva ee : res satin tactintap-Coatihant: tee Fe owy ape ey A am Soesees Sheteeee ; ae — Drawener Femur _ <) oon o~ ; Se s2S=° —| | Sree: ese re ‘ ° Bea \ P) i es | ee )\ / pees 2 ¢ ie I i a ———— —— x 1 a i, thing mS k I} A — ee = < o \ ‘. = incl ey) | ; : | = 2 ofS al Sarees 4 =. pune | ae é SS = ecg iiollae creat iar See 80 2 ics, sole: eins. Se i eee ee he sarin eG i ee ea et ith eer * * as COREE. ag ) x : ee ie 4 y Me lia: taal 4a - Be ees, Tae eas iG ; : San ecm) Baer it, eee at ieee ee J . oh ae, —_—_—_—_——_——————— Se oe “= a3 he ae ee " i cal i al Ny. az Sea ee ‘ = : . ie : bere eg she es I eel ree ee ee wh le ee Pa x. See eas eS aes ceo N Tiere WR ae ee ty ee = a a a ee ae Be Hie Sa i ce ie a NRA in ma ional Re- j slong this n general : articular. ee : rtising oe i »peration 3 nether to sale oe el nd tal prod- ny es: ery dom- pay Fait Bf me ae 3 T , Y — a7 i oe —a 2 ae | ees a aiid a PS ae Ie Cee 8 Sele > Oh ee i Ee S286 ‘ rite | SO ie : ; a it ry iit : 7 : .% - 4 : 7 = | i ? , a — Sl @ (il outa Se Oar vic \Mia on Bs ‘ any Hey se 4G | | Ly, ‘ t Beest s & : (| Yh, nos 4 : 4 &. oes. { mai ees je ’ me u ae tbe ae pases vr iy Siena 5. . . . er ae ye... df , a 2 : Ss | a a _— t e Ls fe rae y 4 a oF a si a ee ae + a . me nae ' I Se : a ae ene aia! Bick Nin fa ; ‘Suen an Be gg Rann Peer me tas 3 Bae et 5 sail eee ee a fs eet ce a ee. 2 , | es of 2 goatee. cael esi Pee gees eas Napa Ry oho ek aoe ae ear Dae ae (as ae ee a tag er ee cat, ae 2, pd as Bua a le a PIE is ee C3 Bp OTe A oe Sap at A ee ee Den Sl nea ee, PO a hr Re) Ka oy eee operas i. Rk Son ented a 2 ov eR CLASS & INDUSTRIAL MARKETING SECTION September 2, 1933 Boasts Fair’s Only Exhibit of Packaging Chicago, Sept. 1.—Though the general interest in packaging is ad- mitted, Container Corporation of America is the only company in this field which has an exhibit at A Cen- tury of Progress, now in the last half of its existence. The company estimates that $265,000,000 is spent annually in this country for corrugated and solid fiber containers, folding packages and set-up cartons and that no fewer than 15,500,000,000 such boxes are used every year to get the goods of American manufacturers to the pub- lic in good condition and properly advertised. The exhibit of the Container Cor- poration is regarded as being un- usually complete. In addition to the cartons themselves, large murals graphically portray the production of rigid cylinder-formed linerboard and the shipping container. While the solid fiber shipping cases on display are built primarily for efficiency in protecting their contents, they are of no less adver- tising value than other types of we P! ali ONLY PACKAGING EXHIBITION AT WORLD'S FAIR ORLDS MOST MODEEN CEORDRREDEDEP WORD aA ‘Ming . 4 : ~ ee boxes. They carry colorful printed This exhibit has been highly popu- sales talks, just as do less sturdy |lar with advertising men, the techni- packages designed to go on dealers’ | cal features being especially absorb- shelves. ing to many. A\s Machine Design goes into its fifth year we are naturally proud of the fact that 79% of the com- panies who contracted for regular space prior to the appearance of the first issue are going along with us. DK 1acckiin Klokiuson Publisher CONSUMERS FIND 2 TRADE-MARKS ON SOME LINES Industrial Marketers Follow Through By VERGIL REED Associate Professor of Marketing, Boston University If the primary producer expects to profit to the fullest extent he must assume his share of the bur- den of moving the finished merchan- dise containing his materials off the shelves and floors of the retailer. He must help convince the consumer that this merchandise will serve his needs better than that made from competing substances and processes. Otherwise the retail store may prove a dam in the flow of his output for he is not free from that universal control exerted by consumer pref- erence. Differences in the nature of the in- dustrial materials or services in- volved in the problem affect the de- tails and to some extent the effec- tiveness of consumer tie-up at the point of purchase. Several distinct classifications make themselves evi- dent: Five Classifications (1) Products which are entirely absorbed by chemical processing or mixing, thus disappearing com- pletely as a separate entity. This class includes such materials as sul- phuriec acid, flour (rapidly changing from a consumer to an industrial substance), pigments, ethyl fluid, sul- phur, and alloys. (2) Patent or process rights usu- ally sold on a royalty basis or lease basis with no actual physical product involved in the industrial sale. Ex- amples are stainless steel, Armco Ingot Iron (process licensed in for- eign countries), Enduro Nirosta Steel, Dardelet self-locking screw thread, and certain patents pooled by the four largest manufacturers of automatic gas water heaters. (3) Products which are _ incor- porated in a consumer product but retain their original physical nature or composition, although completely covered or hidden by finish or other materials. This group includes steel sheets, bearings, gears, upholstery springs, lath, insulating materials, concrete reinforcement, and electric clock motors. (4) Products which are attached to, incorporated in, or enclosing the consumer merchandise, but which remain in sight or make identifica- tion and recognition effortless. Some of these are wrappings, cartons, tin cans, speedometers, paints, plating, shock absorbers, tires, finished tex- tiles, hookless fasteners. (5) Machines and processes used = in the final preparation or finishing of consumer merchandise such gg laundry washers and ironers, button hole machines, Birdseye freezing process, Sanforizing, and pastey,. izers. Those who prefer to buy merchap. dise made from superior materials or processes should be afforded some means of _ identification through which these superior or preferreg qualities may be recognized in the store. This point of purchase ig the final court. Here the effectiveness of all promotional effort is decideg with no appeal from the verdict. The consumers are the jury, and woe unto him who hath not cultivateg their good graces, and made recogni. tion so easy that in their hurrieq judgment he is not ignored or mis. taken for another! It is fallacious to suppose that the consumer will trouble himself q great deal to seek actively goods in which your products are embodied if he cannot readily recognize the presence of your contribution in his merchandise. b a » Advantages of Tie-Up The advantages accruing to the producer of industrial materials and services through having a close tie. up at the retail store where the con- sumer comes to purchase wares con- taining such materials and services re: (1) The identifying mark on the finished goods recalls the advertis- ing to the consumer’s mind at the time he is deciding his purchase. This influence is a decisive factor in the selection. No advertising can be really effective unless that which is advertised can be readily and cer- tainly identified by the consumer. (2) The consumer recognition value embodied in one purchase is transferable to other purchases of goods made from the same materials, by the same process, or on the same type of machine. This force even carries over to purchases made in other stores. One piece of merchan- dise thus makes others carrying the same material more desirable. This advantage pyramids in proportion to the number of different manufactur- ers who attach the common mark to their goods. (3) The consumer can locate and choose quickly merchandise having particular properties which best suit his needs. (4) It encourages better merchan- dising. The identifying mark is an added selling point in itself and like- wise it affords an added talking point for the retail clerk. (5) Retail clerks, and all other store personnel, are consumers as well as distributors. Their numbers are large. Their own patronage and good will is extremely valuable re- gardless of the effect upon the gen- eral consuming public. Point of pur- chase tie-up is particularly effective in this respect. (6) The industrial seller offers his prospective customers additional inducement to adopt his product in the form of active consumer demand already built up and operative in re- tail outlets. (7) Old customers of the indus- trial marketer are induced to con- tinue buying in growing volume as consumer recognition spreads. Recognition by Consumer (8) Each manufacturer-consumer has added to his own consumer recognition and reputation those of the primary producer. (9) The distributor good will of the final manufacturer has added to it that built up by the primary pro ducer. (10) The manufacturer of the in- dustrial goods likewise profits from the dealer’s prestige through the as sociation. (11) The manufacturer of the consumer product is assisted in pull: ing himself above the ordinary “cat and dog price level” of competition through giving his goods special and recognizable advantages. (12) Both this final fabricator and his retailers are encouraged to feature the industrial product in their own advertising and merchan- dising efforts. (13) The quality of the consumer (Continued on Page 16) Septem an it Lead New for the country actualit Other now la pressin; be put have b tional 1 of thes with th agreein adopted The terest 1 editoris Devent steel i believe were 8 jence ¢ indust! had a. ‘ 6 eee a ite OS —_—— +> ’ ee i A 4 ee : ie ? Nae P a pn i aia de: oe a + —_—, rons 6 es gs “_ Dat? i 2 ; j a u - i) “ae MAY | a ee “ ry me ee) - —— : re a =" j \ + 7 se OS a ee nS Mr. ingly ers, 8€ pusher fied” ¢ ae He : a. regard eres wages, soviet adopte Pe sigs catago “Ste . > a . fully : blue ¢ < fight 1 train,’ In Deven ae milita oC Oe line. ee the fii ak desire dent’s ip ts Wa ti. . Petro Mase , fair | te 0s maki a; “It ‘se es | uw ee ) highe i enger In ment by tl abilit forty them weil Ba a phor " Pe Myst i | ee ence few been ing, Al ord lar Adn com of r stat quic - Adn Cire P nal ara pro and awi tha the | lati , ee Cor : = gh, MG : os + Pie ee ees ore ts as: ze eee er 2a GG heen i ene eo Sena Sia OS Meee er ge ore ae ee cs ei NS ay ek. ee ae ee ee, 1933 ee nishing Ich ag button reezing asteur. erchan. iterials d some hrough eferred in the is the iVenegs lecideq ct. The d woe tivated ecogni- lurried or mis. lat the self a ods in died if e the in his to the ls and se tie- 1€ Con- eS con- ervices on the lvertis- at the rchase. ctor in ig can which nd cer- mer, znition ase is ses of terials, > same > even ade in rchan- ng the This tion to factur- ark to te and having st suit rchan- is an d like- alking other ers as imbers ze and ble re- e gen- of pur- fective offers itional uct in emand in re- indus- 0 con- me as r sumer sumer ose of vill of ded to 'y pro- the in- ; from he as- f the n pull: y “cat petition al and ‘icator zed to ict in rchan- sumer September , a 1933 ADVERTISING AGE _— PDITORS WAGE VIGOROUS BATTLE FOR INDUSTRIES Lead Battle for Various Types of Reform New York, Sept. 1.—Fortunately for the industrial editors of the country, “freedom of the press” is an actuality and not merely a phrase. Otherwise, many an editor might now languish behind bars for ex- pressing views which he felt had to be put on record, but which might have been misconstrued by the Na- tional Recovery Administration. All of these editors are in warm accord with the recovery effort, though dis- agreeing with some of the methods adopted. The Iron Age created intense in- terest in and out of its field with an editorial, penned by John H. Van- Deventer, editor, entitled “The Blue Eagle and the Buzzards.” Mr. VanDeventer referred scath- ingly to “The organized labor lead- ers, social minds, uplifters, down- pushers and communists who testi- fed” at the code hearings of the steel industry, and who “evidently believed implicity that their ideas were superior to the collective exper- ience of the management of the great industry of which none of them had had a part.” Need Jewel Case He added that “if the suggestions regarding maximum hours, minimum wages, compulsory insurance and soviet management were to. be adopted, iron and steel, from the cost standpoint, would be put into the catagory of precious metals.” “Steel,” he concluded, “will cheer- fully follow the line of flight of the blue eagle, but it will determinedly fght the buzzards that follow in its train.” In the following issue, Mr. Van- Deventer wrote in a somewhat less nilitant vein, though along the same line. He concluded with a plea for the financially pressed employer who desires to conform with the Presi- dent’s intent. Warren C. Platt, editor of National Petroleum News, addressed an open hote to the newspapers, asking for lair play for the oil industry and making this significant comment: “If a show-down must come, it might be far better to have it come low than when the balloon gets higher in the air, when all the pass- engers will most likely be killed, if it drops.” In a later issue, Mr. Platt com- mented that “the oil code as drawn ty the administration is a bit crazy ... there are a lot of gears in this iil machine and it may take more ability than that of the President and forty million assistants to discover them.” Bakers’ Helper joined this sym- phony with an editorial on “The Mystery of the Industry Code Confer- ence,” in which it marveled that so few of the industry’s leaders had been apprised of the Chicago meet- ing, called to formulate a code. Criticises Red Tape Along came Engineering News-Rec- ord with the suggestion that Circu- lar No. 2, issued by the Public Works Administration had overawed many communities with its formidable list of requirements. It said that “some statement of intent and desire for quick action should come from the Administration if the bad effect of Circular No. 2 is to be counteracted.” Plumbing and Heating Trade Jour- nal is leading a campaign for sep- aration of contracts on Government Projects. It contends that plumbing and heating contracts should be awarded directly to contractors in that field, separate and apart from the general contract award. Legis- lation to this end failed at the last Ready-to-Use Lumber Theme Of Long- Bell Kansas City, Mo., Sept. 1.—Long- Bell Sales Corporation has launched a trade paper campaign on Enterlock Fabricated Lumber, which has cre ated a sensation in the lumber in- dustry. Paul E. Kendall, advertising man- ager, described this as a lumber which comes to the building site ready for the carpenter to put into place in conformity with any desired plan. “It should not be confused with ready-cut house construction,” he pointed out. “It is building parts in harmony with time-tried architec- tural, building and lumber practices and is adapted to use in any type of building. No two homes need be alike in design or size; they merely use more or less of the individual parts as the particular building may require.” The company’s advertising asserts that through simplification and standardization, it has developed a co-ordinated system of machined pieces so that more than three fourths of the lumber entering into all usual construction is ready for use. For instance, with only nine lengths of floor and ceiling joists, any desired width of building may be obtained. The trade name was derived from the patented “enterlocking” joint which locks into place the joists, headers, studs and plates. Plans Salons for Building Materials Herbert A. Kennison, architect of Dubuque, Ia., has become president of Building Material Exhibits Salons, Inc., which will establish exhibits in fifty or more cities, according to present plans. The first will be at Dubuque. PUSH AWARDS OF ROAD WORK New York, Sept. 1—Real progress in awarding contracts under the road construction program of the admin- istration is expected this month by Engineering News-Record. Thus far, 67 road projects have been awarded and 465 others approved. Engineer- ing News-Record commented: “Fast progress in the awarding of contracts is expected to begin in September and by November to have reached its peak for this year. Fol- lowing a winter lag, the contract commitments will increase to a peak of about $37,000,000 and a payroll of nearly 240,600 men in August, 1934.” Of the 465 projects approved, the estimated cost is $32,365,000. State highway projects are in the great ma- jority, numbering 368. Municipal highway projects total 79; secondary road projects, 16 and park and forest road projects, 2. A chart issued by the Bureau of Public Roads, Washington, placed the 1933 peak in November, when 160,000 men will be employed on pro- jects involving $25,000,000. The lag will be reduced to the minimum, and March will see a decided jump in ac- tivity, which, as indicated, will reach its summit in August. Plan Campaign for X-Ray Equipment The McCarty Company, Los An- geles agency, has been commissioned to handle the advertising of Indus- trial X-Ray Corporation of that city. Through an arrangement with the N. V. Phillips Corporation, of Hol- land, complete portable X-ray equip- ment is being introduced into the United States for the first time. The new machines will be sold and rented through fifty distributors now being appointed. Their chief virtue is revealing flaws in the early stages of the manufacture of machines. Catastrophe, orders of it financed by pass out over night) even, calls for food—huge over night. Perhaps it’s the Red Cross and other 25% of your diet. MR. FULLER-FOOD-FAX says: © You and each of your neighbors eat | an average of 4 ton of fruit, nuts and vegetables a year. And that’s only A FOOL-PROOF MARKET (That is—fool-proof unless millions of our population t~ iw +s FOO Congressional session. agencies or donated by food manufac- turers. But the fact remains that in spite of price or panic we just have to eat. Our modern food plants are comforting assurance that our masses need not fear starvation when adversity strikes. (Chalk that down as another of the machine’s social contributions). Can you think of any other market where stability is such a natural process— where continuous operation is such a positive thing? The way these food manufacturers came through the late de- pression demonstrates how impregnable this market is to the attack of economic forces. So do the sales records of manu- facturers of equipment and materials who kept their advertising on a year’s advertisements. If you didn’t we will gladly send you reprints). Is it any wonder we call the food indus- tries a fool-proof market? It is all that —unless you approach it in a wasteful manner, pecking at it piece-meal. Ap- proach it as a co-ordinated unit—like the old homestead kitchen. Common problems and common processes make the whole food-manufacturing world kin. No food plant is dependent wholly on strictly industry processes. That is why in Food Industries the baker learns from the dairy-product manufacturer, the meat packer learns from the ice cream manufacturer, the distiller learns from the sugar refiner—and so on. steady schedule in Food Indus- tries throughout the 1929-33 period. (Perhaps you noticed some of these cases in our past For fool-proof coverage of this fool-proof market concentrate your advertising in Food Industries. It’s Number 1 publication for everybody seeking business from food manufacturers. ~ 6 * Over 3000 of the registered attendants at the last Chemical Show were identified with food proceesing. At the 14th Chemical Exposition, New York City, week of December 4, Food Industries will take a prominent part. ee Production _° oe ee ee. ee i ee Engineering « re ee he ee A McGraw-Hill Publication, 330 West 42nd St., New York mseT RIES oe eee eee: eS SEER eae) Si See os Pe ey a etd oe Ti Ocean ae Oh, eo ae hae ; 2 Me ae 7 ee Nee eee EE ES TNE ae. | | | ; a a | ee a oe ar | | ; ae : | ig ae | ‘i ae | + Ree Hise meee | Fee (isu ” ee a Pires mee TE og: eh ee —_ Po pa | | | eae EE NS ——————————eeeesess ee ’ Ta eae hs Ce — a ers oe as mien ae Mugs y. oo te 243 ‘rail ee | 4 a = t ‘ ee a ay ee ; Rr Pete =e SBA le a SS ae eo eee ene ges a ‘Sgn, seep yc Ef eee eee MOE? ret as, ee ee. oe iia ort ‘ eee aa ay he ie dl ae Nee bats aes ae Bain Nepeeaes Cae es is ier Ye =A tay 8 if 7 ae = 7 . * _ 7 i a _ . be — Et - Sy ies a O he - mig: Te ie a ' - _ a = ee Bot ne eral pees ets ag 4 ae Ne eae ae i" if as hg “> ba} a Sa aa Apes aa. 7 a a us. a Me Foe z : : 4 ‘i * i . ans ; = - + 7 TSU mame a I ica eRe Se <9 Daa * ae: oe on PSG 7 ag Re aa ae ee Spee eo ee” ear ee oe ie socn, = 2 Lie SRR NS coca Seep a Fir eM Te ra 6 Pee OP Opperman teas 21" 22 eee ae ee - ne eee ae Se see ao = ee Ree fee ye EN ee EO meaGy beige: u'ty 78 anata erence fags i 2) hg aad enue pee cg cee delice Pe ies ce Me wr a ey Peale a Ne fom : ‘A os ek ihe OT NC; pe ete uta Som" OMOEA! Ress a NL as ag eat a re ee BP acy eT Ge, Sort et a ium ope ets 7 “Rages, SON ee ea pt os Be fee + ea Mair EDEN Se eh, ees: bea ee Wet eo Sea oe ere Ee OS ae Ente Elle BAe CO «ake Na - eS c eeeig cA a are ae: ig Ts it FE PO en scta te tah. pe ee ee ig AACR inet ee = ie - fare am foo aes 8, = 3 Ace sti AR Se CRE et Se CLASS & INDUSTRIAL MARKETING SECTION September 2, 193; I Like to Do Business With the Jobber By Cc. M. BURGESS President, Burgess-Norton Mfg. Co., Geneva, Ill. Manufacturers often make state- ments about jobber distribution that seem to me ridiculous, based on the rather extensive experience I have had in selling automotive replace- ment parts through jobbers. Many manufacturers say that jobbers are dumb, that they don’t know their territories, that they will not push sales, that jobbers sell only the cream, that they are selfish. I believe that manufacturers are wrong on all counts, and that those who fail to secure successful distri- bution through jobbers are them- selves at fault for this failure, pro- viding they have a product that is a logical one for such distribution. In the main, jobbers are intelli- gent buyers. They learn to _ be cautious and not susceptible to “high pressure” selling, hence some sales- men fail to sell them and alibi with the statement that jobbers are dumb. For my part, I prefer a jobber who is hard to sell, knowing that once I do sell him he will not be throw- ing out my line quickly in favor of the next salesman who comes along with a glowing story. Know Their Customers It is ridiculous for a manufacturer to say that jobbers do not know their territories. Jobbers send their sales- men regularly into comparatively re- stricted territories, until these sales- men learn to know personal, re- ligious, and neighborhood conditions as well as the exact business condi- tions in the territory each covers. The jobbers themselves know most of their prospects and customers per- sonally and intimately. I am think- ing, of course, particularly of. the parts jobbers, but the rule applies to any type of jobber compared to the manufacturer, because the jobber working a more restricted territory more intensively, gains a “neighbor- hood” type of knowledge of his cus- tomers that the manufacturer who has a “national” picture never gets. In Kokomo, Ind., recently, I was discussing this subject with my job- ber there, who gave me some very illuminating examples of this. He brought out a map of Indiana and marked the locations of his fourteen branches. These branches were spread over the map in ramble fashion. I asked him why he did not open a branch in a fairly large city about 50 to 100 miles south of him that was much nearer than some of the ones he had. His reason for not doing so was because the people he knew how to sell were not located in that town. The jobber was of the racial strain known as Pennsylvania Dutch, and so were his branch managers. They were serving a community predomi- nently of Pennsylvania Dutch extrac- tion, while the city south of him was composed of people whose ancestral strain was of a totally different type. A manufacturer sitting in his cen- tral office could not have such inti- mate knowledge of a territory. Demand a Profit Jobbers will specialize on your product if it offers profits for them. When a manufacturer complains that he cannot get jobbers to take an in- terest in his product, sooner or later NOW DEVELOPING: The Oil Burner Market Thank you, President Hammers Before a meeting of Oil Burner Association, President Morgan J. Hammers “In the electrical industry we have an outstanding instance of what is pos- sible through co-operative means where two branches of an industry can come to agreement because of vantageous goals. sold in a single year. “Similarly, if refrigerator manufac- turers had determined to play a lone hand in promoting their equipment they would today be a long way behind their present quotas.” v ELECTRICAL WORLD, the weekly newspaper of the electrical industry, promoted electric refrigeration for 10 years before the million-per-year market was developed. The Air Conditioning Market The Electric Heat Market The Modern Lighting Market The Electric Range Market The Electric Water Heater Market ELectricAL WorLD - - 330 West 42nd Street, Certainly, had the power companies through their national associations failed to get behind the sale of refrigerators as a fine electric load builder, there never would have been anything like 1,000,000 refrigerators the American stated: mutually ad- NEW YORK THE END An outstanding illustration used by Birdsboro Steel Foundry & Machine Co., signaling the ultimate strength in a new alloy casting steel for locomotive cast. ings. The wheel was photographed with a famous piece of statuary. a, OF THE TRAIL it will be found that he is not mak- ing the profits attractive enough to the jobber. The manufacturer should remember that the jobber is in busi- ness to make money, too. If a manufacturer makes an item profitable, the jobber can and will do more than “skim the cream.” He can do so because his salesmen, knowing their territories intimately, will identify all prospects more thoroughly and quickly than a manu- facturer is able to do direct without an enormous sales expense. A manu- facturer’s man working direct and hastily, is very liable to get the “pushovers” and “sour milk” dealers. Jobbers treated fairly are anything but selfish. When they are treated unfairly they’ll take advantage of the manufacturer every time and quite effectively. In this connection, I want to em- phasize a point that I think is very important: Do not oversell. The sales manager who encourages his men to unload slow-moving items on the jobber is doing his company and the jobber an injustice. The latter sooner or later learns the truth, and has it “rubbed in” financially, if no other way. Quite frequently, too, salesmen for competitive lines, either deliberately or otherwise, take occasion to call the overstock to the attention of the jobber and to point out that their company does not pursue such a policy. In itself, overstock is a con- stant reminder to the jobber that he did not get a square deal from the company which sold him the goods. There are other functions in the jobber's local service that put him in better relation with his customers than a manufacturer—functions that a manufacturer could not properly execute if he would. The jobber serves as a banker for his customers, extending credit, much as the old- time country banker once did, on the basis of his personal knowledge of his customer. His role as a banker often goes further, as situations arise where he finds it necessary to serve as a business advisor where someone to whom he has extended credit is pursuing practices that the jobber knows will lead to eventual bank- ruptcy. Oftentimes he serves as an adver- tising agency, writing copy for his dealers, helping them prepare direct mail advertising, window displays, etc. . And, of course, the warehouse function of the jobber is easily recog- nized. He also serves as an infor mation bureau, and of course, as a purchasing agent. All these things tie him closer to his customers than any manufacturer could get. A jobber properly sold originally and again after the stock is in, will rarely be anything but a successful outlet for a manufacturer. There are four things that the manufac turer should do. He should sell the weak or bad features along with the good, he should be honest enough to advise something else, if it helps the jobber—even if a sale is lost. He should return and hold a sales con ference after the stock is in, and make sure that every man in the job- ber’s organization who has anything to do with sales is contacted, and that all the troubles or doubts any of these men may have are removed. Salesman Is Key One jobber salesman properly “sold” is worth 100 who are carry- ing your catalog pages. I should say that the jobber salesman is the neck of the bottle, that the manu- facturer should get to him and stay with him. The experience we had in putting Charter Drive on the market in 1932 bears out all these statements. Since April, 1932, we have signed up more than 450 jobbers and over 2,000 au thorized service stations for this re- placement part, and shown a steadily increasing sales curve in spite of present economic conditions. We are marketing Charter Drive through three types of jobbers: Old Line Jobbers, Automotive Parts Job- bers, and Automotive Electrical Wholesalers. Charter Drive should be described as a replacement item, not an original equipment item in that we have not been able as yet to sell it to any car manufacturers as original equipment. Sooner o later we expect to do that also. It is designed to eliminate starter troubles and banish “car rocking.” Advertising and sales helps are furnished the jobber, to be used in two ways. Some of these helps the jobber gives to the garageman oF automotive electrician, who gives them or sends them to car owners. This material is built around the central theme. of “No More Car Rocking.” Helping the Garageman The other material is designed for the jobber to send to his prospects, to sell the garageman or automotive (Continued on Page 11) is ert a = 2 ile hy amy " a z 5 Seep pee bank pe ce oy me c +2 ; y sine ‘ “ SA 2 af Re es eS a 4 cath 4 i ae : . 4 ‘ ' : : : met sa 8 SS PE) Sep ter ow om er ee ——————eEE—E—E—E—E—EOEeeeeeeee ee OOO or ee aE = a q —$—_—_—_—_——_—————— ee ee | perc: | . i tigi | at a), ke aE, - é eal ee “ x f o eats Bn = im i : " | ; ce. 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He eS COn- n, and he job- ything d, and any of ved. yerly carry: should is the manu- d stay putting n 1932 Since ) more 00 au- his re- eadily ite of Drive 3: Old s Job- rical should item, em in as yet turers 2d for pects, notive Reveal Uses September 2, 1933 ie Nac lS | of Iron in Middle Ages Philadelphia, Pa., Sept. 1.—Not many products have been known to man as long as puddled iron, this Walking through the ploughshares— test developed in Middle Ages. fact giving the editor of ‘!The Read- ing Puddle Ball,” published by the Reading Iron Company, an oppor- tunity to trace the roles, some- times glorious, sometimes infamous, played by this product in centuries gone by. The historical series, which has aroused wide interest, is the more logical because of the long service of Reading Iron Company, which was founded in 1836. The history of iron is being run as a serial, the latest chapter con- cerning the use of iron in the torture room, Among methods devised dur- ing the middle ages to determine the guilt or innocence of an accused per- son was to force him to walk through red-hot ploughshares, while blindfolded. If contact with the glowing metal failed to burn the de- fendant’s feet, he or she was ad- judged not guilty. Stories of this kind, based on authentic research, have given the Reading Iron Company’s magazine a popularity accorded to comparatively few papers charged with a sales mission. Comparatively little is said in the paper about the company itself, but the content serves the purpose of building up in the mind of the reader the conviction that the company is an authority on all that pertains to iron pipe and other products for which it provides the raw material. U. S. Steel Against Standard Buildings United States Steel Corporation has published a booklet, “Steel Fram- ing for Small Residences.” It reveals that the company is op- posed to steel houses of standardized design and regards architects, build- ers and local fabricators as natural distributors of steel buildings. Wolfe With Reading William Craig Wolfe has been ap- Pointed vice president in charge of Westinghouse Air Unit Has Good Summer East Pittsburgh, Pa., Sept. 1—The air conditioning department of West- inghouse Electric & Manufacturing Company doubtless views the immi- nence of fall and cool weather with deep regret. Aided by a product low enough in price to appeal not only to large but to small industries and stores and even individuals, and by extensive advertising, the company has enjoyed an excellent summer. The unit air conditioners, embody- ing the steam jet refrigeration prin- ciple, have made specific appeals to certain industries through American Restaurant, Restaurant Management, Hotel Management, Barber’s Journal, National Real Estate Journal, Retail Ledger, and other papers of this char- acter, while reaching cross-sections oe comet | “RESERVE AN AIR CONDITIONED SAMPLE ROOM...” SEND FOR INFORMATION - innaresee Oneilt) one ee cat ie ana es ghee aan. eM” ia” tae Ser By eh ame ee epee i iaaaie: sat ie At are acca a: a mes et CoNeR ABN a Uh Sieg again so ob SRR an ere he Pa ee ets ee 5, eae ES ee de SP IN te eS ; eae 7 Cue ee as ks Ps a Wii se) a Pee iceeeee eS 5. So aaaiees te 4 get get ayaa we Aa ae bg ee Pa eh ete a ip Ee a Ree I ee ae. meee, phe ie eee: i an a) Mn BE ea deed rye CLASS & INDUSTRIAL MARKETING SECTION September 2, 1933 Salesmen Will Sell If They Have Time From Other Duties By Burton Bigelow The chief executive of a company selling a specialty through jobbers and retailers recently complained bitterly because his sales force was not getting anything like its cus- tomary amount of business. “Things are bad in our line, I know,” he said, “but our competition is getting business which we don’t seem to be able to get—and yet I’d match our men against theirs any day for ability.” A study of the more or less per- functory reports received by the sales department, showed that the men were making their usual number of calls_per day—but they weren't showing sales in keeping with their old-day standard. “Let’s find out what our men are really doing with their time,” some- one suggested. “Why, we know that—they’re try- ing to sell merchandise,” replied the sales manager hopelessly. But since there seemed to be something seri- ously the matter it was agreed that we would start the investigation with a few weeks’ study of the salesmen’s time. Keep Time Record We designed a simple analysis form for the men to use in recording their appropriation of time. This was really a salesman’s daily time card, although we didn’t call it that. We gave each “operation” a code number just as in arranging a cost-keeping method in the factory. We divided all the salesman’s work into six classes: 1—Sales Canvassing 2—Sales Presentation 3—Re-Sale and Re-Instruction Work 4—Personal Betterment 5—Reporting and Detail 6—Service, Complaints and Miscella- neous. There was a total of 58 operations MY OWN TIME ANALYSIS What I Did With My “Today” I ua esa dk en nee too eees Date ee ee ee a aE eT es _—e WHAT I ACCOMPLISHED ELAPSED Bic;/D/i8)iF HOURS || WORK FIRMS CALLED UPON TIME ; atl: : si 3 NO. s t 3 3 Hrs. | Min : 53 a : 38 f sad 4a") a8 . i | ee ae 9 ete 30 — = —— a ——_ ian — jo —— | Form which helps salesman account for working time. in the seven classes. Sales Can-;through his inquiry calls, his sales |comings pointed out in order to rem- vassing, for instance, took a man/calls not resulting in interviews, his |edy them. LABOR-SAV EQUIPMEN and the .' oo oe NG T HE N.R. A. is sure to have a direct effect on sales of labor-saving equipment in every industrial field. If you manufacture such equipment, it's time for you to find out how to tie up your sales plans with the N.R. A. program. One of the members of our staff has made an intensive study of the possibilities of that legislation. He'll be glad to talk it over with you. RUSSELL T. GRAY, Inc. ==— ADVERISNG = 905 West Wacker Drive . CHICAGO, ILL. CENTRAL 7750 traveling time and waiting for buyers and other work prior to his actual sales presentation. The salesmen were carefully sold on the idea. They were told that the blank had no dire personal sig- nificance for them. They were to keep it honestly and then send it in once each week. They were skeptical at first; we then told them they need not even sign the cards unless they desired—that our only purpose was to get a composite analysis of our sales- men’s time—not a picture of any in- dividual’s performance. For two months, these time cards were kept. They were sent in weekly by each man. Recapitulations were made to show the percentage of time in each division. Here are the results: 1—Sales Canvassing 2—Sales Presentation 3—Re-Sale and Re-Inst........ 16 4—Personal Betterment ....... 6 5—Reporting and Detail....... 23 6—Service, Complaints ........ 26 100% Notice that only 8 per cent of their time went into actual face-to-face- contact with prospects and buyers. Twenty-six per cent went into serv- ice and complaint work and the al- most inconceivable amount of 23 per cent into reporting and detail work, which included gathering specially requested information for various departments which wrote the sales- men direct. Thus their duties included not only their regular sales and expense re- ports, but credit investigations, col- lections, writing letters to the house and to their own customers and other detail jobs. Policy Is Revised It was perfectly obvious that to keep up volume under depression conditions, the men had to make al- most twice as many presentations per day as they had previously made. With this idea in mind, the whole field policy was revised. When any department head wanted the help of the men on the firing line, he was forced to get the permission of the sales manager before doing so. The sales manager also handed back to the service department much of their part of the job which the sales department had unwittingly taken over a little at a time. Sales- men were constantly reminded that the only way to keep even with the game was to make more calls, more presentations. They were taught that the only time a man is making money is when he is in the presence of the prospect or buyer telling his story and asking for the order. The result was almost immediate. Certainly it was amazing, showing that management and men were again working closely together and only needed to have their joint short- Allowing two months for the new policies to become effective, we again made a time study in the field for a like two-month period, with this result—the first column being the old performance, the last column the new performance: 1—Sales Canvassing....... 21% 34% 2—Sales Presentation 38—Re-Sale and Re-Instr...16 4—Personal Betterment ... 6 9 5—Reporting and Detail...23 10 6—Service, Complaints and Miscellaneous ........ 26 «13 The trend is easy to read: 13 per cent more time into canvassing, 9 per cent more time into presentation, 1 per cent more into re-sale work, 3 per cent more into personal better- ment, which means thinking about the job off hours, 13 per cent less into pure reporting and details op- erations. It is hardly necessary to say that sales increased. From a 40 per cent decline, sales jumped back almost to normal, ending in about a 12 per cent decline in an industry that was off generally more than 35 per cent. It is interesting to note that the per- centage began to improve by the end of the first four-week period, which was more than a month before man- agement began to say a word about its change in policy. This showed that once salesmen had an analysis of their time before them, they be- gan to correct their own fault. Utilities’ Surplus Capacity Is Myth The surplus capacity of the utili- ties of the United States is a myth, according to a study by Electrical World, New York, reported in a re- cent issue. “Since 1929,” concluded Electrical World, “there have been sold ap- pliances aggregating 12,000,000 kw., lamps totaling 21,000,000 kw., and in- dustrial equipment aggregating 20,- 000,000 kw.—a total of 53,000,000 kw. “Only 3,500,000 kw. has been added to generating station ratings in this interval. A return of normal indus- trial load plus this additional load will result in a scarcity of utility capacity.” Hold Student Courses at Chemical Show W. T. Read, dean of the school of chemistry, Rutgers University, will direct the program of student courses at the Fourteenth Exposition of Chemical Industries in New York Dec. 4-9. A group of distinguished chemists and engineers will assist Dean Read in planning the program. Thompson Has Agency Ray M. Thompson, formerly with Meek & Wearstler, has established his own advertising business at 2141 Market St., Youngstown, O. He re- tains the accounts he formerly serv- iced, Mr. Thompson said. Septer I, ( electri an Al Charte provid men § to edt zation Servic counte Our Servi contat servic parts tects ticula Once lishe¢ the j the § servi reaso We for ¢ jobbe abou verti: a fou page jobbe head in t dres: sup chee retu have lette jobb iT mai kno Ara a eet, ee oe eae = i a eae ered 7 *). ue tg ALE ee eat a Ae ei eg ee ce ee athe Pe Lee, ee ue | es eta Mii 2 i Pi pea ses 10 Se Pe as ee ee | nisi; ———jjauuageraresaag. —— i ee — (a | ce ee i Sx: a te Eo, eee er me I eres aie a te BP: _ | ; a eratnereeeteeeereceeeneaeneiteeeneataeasecaeamatiiteri eee nea iaatannanaine mat | | a BSS | ii | LN ESAS nace LL NN | eo 7 | ne ee 4 _—si‘(ar’séiCSz YS | the | Af elap: a this a Ee aol Seer aee pe peta Die ere cs this L v te | eeoenper = bs vice , | ber’ ter F tier filn por PE on » . . | HF NN ES A TT EE A TE NT -* /, SS ET —— — peed | | Pe ee : a nes | ae - yo ween ee ee ; Se ad Baa MASTS aR oe See trae: a poo Seale, i cGy Tin, SEs i os es cae ee ais sil Ga A ¥ a: a Lg Be) sae: i igee, fe een cowie 2 Pee ee ee ae, a SE Nee EAS CR eg Tan TS ET Te eae tae eta ae q he ices “np aes ie if iees Se eee eth a. thee. a 2a Np ap ae ee Mitre: Sra 2, gee De a aE ED ASSN eal © fe ae ieee ee hee De, eerie eet ot NE ge de ieee, { , aa TE eas a 1933 » 84% 17 17 4 10 13 3 per ng, 9 ation, work, yetter- about t less is Op- ’ that * cent ost to r cent as off : = » per- e end which lyth utili- myth, trical a re trical 1 ap- kw., nd in- r 20,- ) kw. idded | this ndus- load tility September 2, 1933 ADVERTISING AGE lI —_ "SALESMAN" MAY BE THE WRONG WORD KEY NUMBERS FOR THE WORK I DO (Insert These Numbers in Work No. Column Above) 10. SALES CANVASSING . Making Inquiry Calls Se aki © Sales alls (not interviews) Between Calls 36. Misc. Re-Sale, Re-Instruction Sales Extension Work ons 40. PERSONAL BETTERMENT 41. Planning Future Work 42. Revising & Keeping Up Sales Festhalle 20. SALES PRESENTATION (Face.to-FaceContact) 43° Reading Business Magazines & 21. Zouios My Story nae 4 Misc. Sales Presentation Work 30. RE-SALE AND RE-INSTRUCTION 31. Canvass&PresentationwithDistributor'sMen 5°. 2. Holding & Directing Sales Meeti for 33: Instructing Othere Outside of Be 34. Window and Store Display Work 35. Merchandising Ad: 45. Studying House Extension Courses 46. Attending Sales Talks and Sales Schools 47. K Ti Anal. 48: Mise. Betterment Work REPORTING AND DETAIL 51. Gathering S y Qi d Inf 52. Making Reports on - Infor- Specially Req Some of the multifarious duties which demand salesman's time. the open. . Studying General Extension Courses 60 53. Making Regular Reports 54. ing SERVICE AND COMPLAINTS. MISC. 61. Standard Product Service Work = Standard Sa laint Work 64. M Good Clubs $6. & thi ins Gone cv tay bt. . Gather - 67. Idle Time 68. General Time Not Otherwise Classified This form brought them into [ Like to Do Business With the Jobber (Continued from Page 8) electrician on the idea of becoming an Authorized Service Station for Charter Drive. Specialty men are provided to help our regular territory men sell the jobber, then come back to educate the jobber’s sales organi- zation on how to sell Authorized Service Stations or make “over the counter” sales. Our plan of building up Authorized Service Stations gives us greater contact with the public, providing service for Charter Drives in all parts of the country, and also pro- tects us against the failure of a par- ticular jobber in any one territory. Once the service stations are estab- lished, we have a means of holding the jobber, since he must relinquish the steady repeat business of the service stations if he decides for any reason he will give up Charter Drive. We have worked out several means for checking the amount of work our jobbers are doing to tell the trade about Charter Drive. One of the ad- vertising pieces we furnish them is a four-page letterhead. On the front page we print a form letter with the jobber’s name forming the letter- head, and his name in the signature in type. The return card is ad- dressed to us, with a key number on the card indicating the jobber. After a certain amount of time has elapsed between the time we furnish this letterhead, which the jobber is supposed to mail to his prospects, we check our records to see whether any return cards have come in. If none have come in, we assume that the letterheads are still reposing in the jobber’s stock room, and write him a. letter asking when these were mailed out. It is the best way we know to make sure that material of this sort has been sent out. Window display contests, contests for jobber salesmen, and such de- vices are also used to keep the job- ber’s organization reminded of Char- ter Drive. Favors Still Films For use of our specialty men par- ticularly we also have a still picture film which they carry around in a portable projector. This film is so designed that it can be used to edu- ALWAYS. A “SOURCE OF WONDER cate jobber salesmen or used to help sell Authorized Service Station con- tracts. I do not believe motion pictures are now of as much relative value as a still film. The still film enables the manufacturer to tell his complete story without the necessity of intrud- ing sex appeal or other extraneous elements which seem to be a neces- sary part of motion pictures as I have seen exhibited to the trade. Further- more, the still film has the advantage of a specialty man to show it who can adjust his talk to fit the audience to whom he is showing the film. Another means we use for keeping in touch with all elements connected with Charter Drive sales is a monthly house organ called “The Starter,” which is directed to Au- thorized Service Stations as well as jobbers and jobber salesmen. Techni- cal information in regard to installa- tion problems is also published as part of the Starter. The whole campaign sums up into these simple rules: Give the jobber credit for intelligence, coverage, and good merchandising ability; give him a discount that will enable him to make a legitimate profit; give him plenty of help and attention, a prod- uct that is good, and he will not fail to doa + ome ivan for dtd ~ Classified Advertising The rate for this department is 40 cents a line (not agate line); mini- mum, $2. YOUR SALES MANUAL——LET us prepare it. We have for many leading firms. Send for literature. Arthur W. Wilson, 501 Fifth Ave., New York City. POSITION WANTED Editor or Publicity Man with wide experience on busi- ness, trade and industrial publica- tions desires position as editor or in industrial publicity. Engineering Interesting illustration used by Bethlehem Steel Company for Nickel- Molybdenum Gear Steel for pear training. Agency or direct; anywhere. Address Box 1257, ADVERTISING AGE, Chicago. SALESMAN—HIGH TYPE, PROVEN producer. Traveled country past five years selling to executives and banks-—advertising, also statistical service. Possesses entree, thorough business training — initiative, adapt- ability. Can close sales. Wishes to represent quality product or service of established merit. Could fulfill duties of assistant sales manager. Age 32. Active member of Alexander Hamilton Institute. Expense and commission arrangement. Write Rob- ert T. Weiss, 354 Hancock St., Brook- lyn, N. Y. Industrial expositions Sept. 11-15. American Hospital Association at Milwaukee, with ex- hibit of supplies, furniture and equipment. Executive secretary, B. W. Caldwell, 18 E. Division St., Chicago. Sept. 20-30. National Electrical Exposition at Madison Square Gar- den, New York. Joseph Bernhart, Madison Square Garden, New York. Sept. 25-Oct. 1. American Exposi- tion of Brewing Machinery, Mate- rials and Products at Chicago. F. Mendelsohn, 232 Auditorium Hotel, Chicago. Oct. 2-7. National Metal Exposi- tion at Detroit. W. Eisenman, 7016 Euclid Avenue, Cleveland. Oct. 16-21. National Business Show, Grand Central Palace, New York. F. Tupper, 50 Church St., New York. Oct. 17-19. Association of Iron and Steel Electrical Engineers at William Penn Hotel, Pittsburgh, John F. Kelly, Empire Bldg., Pitts- burgh. Nov. 13-17. National Hotel Expo- sition at Grand Central Palace, New York. F. W. Payne, manager, Grand Central Palace, New York. Dec. 4-9. Fourteenth Chemical Ex- position at Grand Central Palace, New York. C. F. Roth, manager, Grand Central Palace, New York. Jan. 6-13. National Automobile Show at Grand Central Palace, New York. Albert Reeves, 366 Madison Avenue, New York. Feb. 5-9. Third International Heating and Ventilating Exposition at Grand Central Palace, New York. Charles F. Roth, manager, Grand Central Palace, New York. Industrial Sales of Westinghouse Gain Industrial sales ‘of Westinghouse Electric & Mfg. Co., East Pittsburgh, Pa., have shown a remarkable gain, running 18 per cent of a year ago, the company reports. This is in contrast with the mer- chandising and transportation sec- tions, which are somewhat behind a year ago. Gerken Promoted T. H. Gerken, resident editor of The Iron Age at Pittsburgh, has been appointed news editor, with head- quarters in New York. George Ehrn- strom has been transferred to Pitts- burgh. now. REMEMBER THE PLACE ae ce IFRCULATIO ‘con the hoof’’ All you expect an advertisement to do is to get the attention of your prospective buyers and make them do something about it. Good advertisements in the right medium achieve that result. Think then how effective is a display and demonstration of your product and personal contact talk to buyers who come to you for the very purpose of seeing whether or not you can meet their present and future requirements. Selected from every state and nation, thousands of them regularly visit the biennial Exposition of Chemical Industries at Grand Central Palace, New York. The Fourteenth Exposition opens on December 4 and continues for one week. Active advertising in leading business papers and invitations issued by exhibitors to their prospects insures circulation in attractive volume—men who come because they want to see, compare and discuss products they buy or specify. Class circulation “on the hoof” delivered to you where they can see your products, look into your eyes, hear your voice—and make their decisions! If that isn’t an outstanding opportunity for an forward-moving salesman, there isn’t any. Time’s short. Write for complete data 14TH EXPOSITION OF CHEMICAL INDUSTRIES GRAND CENTRAL PALACE NEW YORK, N. Y. Ww REMEMBER THE DATE PALACE FOURTEENTH EXPOSITION CHEMICAL INDUSTRIES Management International Exposition Company @ 1079 i eee Teal Reg TE gs ee ee ae “aoe a) eee 3 ete ee eget eet DS. Rape Le FIGS As€ Gea iy 2 ae || pe ee nm ae 14. Waiting for Buyer 57. Writing to Customers a ee a [ - i — mation P| | iy ee | —__ he ae elas a he es _ ia “ae cae ee a et ) rem: | r—_ ss 5 new SSE Se a ee ________________ } ea again a — " _ spERRRESEEEERENENMETErarenIrenvEercaranneys Ss aa CE eR Ce AEP EOC SE ORO ANE OME SPM A RNR RR SN a AN Se RRM PEC RRR ne I et RRS IN A OE RE I i ld for sia a l this i E the in the | ¢ ee _ comes nnmemmeatnee | RI i acetieteainiiemteanndiaael ee eacnieriacctamees ee He is man- hae STE Sie cc, sel about a A lowed ; alysis fore dhe ~ _ oom A, At EOE EE Folks: | aes AN MR i : RELATE AAI : ihe: 2% aie | aed ateiceaeeateetael rie Xe : aq 7 = fa ie —Ei 2 i] == q u - —————) / = ; al <7 a) : SS St Ol ; : PJ . ra ths RS a Da —_ a “| a ae SS — Be. = SJ A YORK i 1 of = | DECEMBER @ T= : S \ 4109 3 York = | ai = | # 1933 iy, mists >= } — oe GRAND pera ere sr rere Read — / CENTRAL ~~ 200 W ren (ee cy ——= . Woes ——— : SSS with f- | Ba ished —= we res ; SSS 2141 e re- RY : TR te em RTE TEESE ET i DEIR it Be SS AR ARES OER EAL EMIS AE ELE AEA CEES BLL REL EE ELIE IE BNE SEO SELENA LA VOLES ALAA OEE A AO RN A pt | cei ce aan gaan anne che pr a eee ‘ sa he A ar ee en ae te a?) rote oe ity. eh wie ie = ue CLASS & INDUSTRIAL MARKETING SECTION ee September 2, 1933 PROB in industrial advertising and marketing 4 CONDUCTED by KEITH J. EVANS LEMS Taking Full Advantage of Advertising Space? About half of the publications in which we advertise carry a product index. The other half do not. With- out a product index it does not seem to me that a buyer can get full value. Have you any comment on this sit- uation? ADVERTISING MANAGER. The surprising thing about this situation is that a great many ad- vertising managers and agencies do not take advantage of the buyers’ guides in the magazines in which they appear. Many publishers have told me that they have cut out the buyers’ guide without any comment whatever from their advertisers, indicating a rather general lack of interest. On the other hand, you have, no doubt, noticed other publications fea- turing either in the front or back of their publication, a page or two on new literature, bulletins, catalogs, etc., of the industry. The reader is urged to check those in which he is interested and send either direct to the manufacturer or to the publisher for all those desired. Many publish- ers tell us that this section regularly produces a great many inquiries which otherwise would veloped. If advertisers take an interest in these plus factors, they are going to be continued and more highly valued by the publishers. In this way the advertiser will be more sure of a definite money return from his in- vestment. not be de- 7, FF & Space and Position of Advertising This year we have only been able to run one-quarter page advertisements on account of a limited appropriation. Unfortunately, our advertising ap- pears so far back in the book that it seems we have little chance of being seen. The president of our company has not been satisfied because he has always been used to full pages and believes that we should quit entirely until we can support full pages. What do you think of the situa- tion? ADVERTISING MANAGER. If you will call in the local repre- sentative of your publisher and talk with him about your problem, he can usually arrange something special in times like these. Normally a quarter-page advertiser cannot secure a very good position. On the other hand, more of the pub- lishers are developing an open make- up next to reading matter and more of them are using odd size fractions of pages next to reading matter that are almost as good as full pages. It may be necessary for you to in- crease from a quarter to a third page, but this in turn might pay if you could get a better position. We may place more emphasis on position than is wise. However, we know of one case where an adver- tiser divided his full page into one- quarter page spaces, running them consecutively on reader pages and thus making sure of attention on the part of the buyer. This adver- iser had a series of four photographs. Another advertiser had no connec- tion between his quarter pages but used each quarter for advertising a different product. The fact that all had the same general layout attracted greater attention to the manufacturer in question. 7, = F Catalog Serves Over-time We have been publishing a small eatalog, 6x 9 inches in size and now that our stock is very low, we are beginning work on another issue. Management want to develop this as cheaply as possible, and I’m find- ing it difficult to develop anything new or interesting. What have others been doing along this line that may give me an idea? ADVERTISING MANAGER. In the first place, it would probably pay you to increase the size of your catalog to 8%”x11”, letterhead size, which is standard with all purchas- the field. There Is Only One There is only one hospital journal whose editorial service has been marked by such real leadership and practical value as to win recognition for its notable contributions to the progress of That journal is HOSPITAL MANAGEMENT. There is only one hospital publication whose editorial appeal and circulation alike are concentrated upon the administrators —the buying power of the field. That publication is HOSPITAL MANAGEMENT. There is only one magazine in the hospital field whose edi- torial and publishing standards are indicated by membership in the Associated Business Papers, Inc. That magazine is HOSPITAL MANAGEMENT. There is only one medium in the hospital field which demon- strates coverage of the primary hospital market—the A. C. S. “approved list'—to the extent of over 80 per cent of bed capacity, by actual count. That medium is HOSPITAL MANAGEMENT. There is only one hospital journal which has been published for more than sixteen years without change of ownership or man- agement, which has never surrendered its independence, and which has never been optioned, merged or subjected to outside influence or control. And that journal, too, is HOSPITAL MANAGEMENT. N. I. A. A. PREXIES TALK IT OVER The photographer snapped Forrest U. Webster (left) and Howard F. Barrows, presidents of the N. I. Mr. Barrows succeeded Mr. Webster at the helm. convention in Chicago. ing agents. entirely new set up and cost too much money, there are still other oppor- tunities. An entirely new cover, using some of the interesting cover stocks that are available, should not increase your cost but would increase atten- tion value. An envelope of the same general stock to match may be used instead of the usual Kraft or manilla en- velope. A section of case studies showing definite performance in the field in a number of different industries is also a welcome addition to the old catalog. One manufacturer recently extend- ed the back cover of his catalog to twice the normal size and folded it back inside; then he featured a sam- ple of his product on this folder, slitting the extra cover piece. This gave every recipient of the catalog an actual sample of his product which added interest and increased returns. > VF F Featuring Specialties on Low Appropriation We have four or five specialties that I am trying to push by direct mail. However, if I use the whole industry, we will not begin to have enough money to go around. What are your thoughts on this? SALES PROMOTION MANAGER. If it is a question of how many or giving up the work, have your sales- men check all principal prospects, eliminating the smaller ones and present customers from your promo- tional list. This will bring down your list to one-quarter or one-fifth of normal. Then by the use of post cards, letters, multigraph, mimeo- graph and planagraph you can prob- ably solve your problem. 7» - + Comparison in Quality of Copy and Layout We maintain a small advertising department and write our own copy and layout. We spend a great deal of time on this and give fairly accu- rate layouts to the publisher. While I believe our headlines and illustrations are fairly good and our copy tells our story in an interesting and forceful manner, our advertise- ments do not seem to have the pro- fessional finish of others in magazines in which we are advertising. We do not have enough business for an agency as our principal work | If this would require an ee A. A., at the close of the recent lies in sales promotion and direct mail, which is operated in connection with the salesmen. However, I would like to have your comment and helpful criticism. I am attaching several advertisements for comment. ADVERTISING MANAGER, It is sad but true that the average company trying to develop its own advertising usually does not get a professional finish even though the ingredients may be satisfactory. Of course, you might employ an ad- vertising man who had the knack of clever layout, which might put the finishing touches on your advertise ments. However, art, layout and balance are definitely difficult to se cure and usually require specialized talent. We were talking with an advertis- ing agent the other day who indi- cated that although they had fairly good layout men and artists, they always sent their art work out to professional art companies and also had their copy set by a professional advertising typographer. He said he believed it was abso- lutely essential to leave this kind of work to specialists. He also in- dicated that it was necessary to do this to satisfy the advertiser and to maintain their own reputation. He spends $10 to $20 to have each ad- vertisement set, with additional cost for a full page electrotype. Another advertising agent advised us on one occasion that it was neces: sary for each advertisement to be used in $1,500 to $2,000 worth of space in order for them to get enough revenue from it to enable them to spend a sufficient amount of time and attention in working it up. So you can readily see that you are working at a definite disadvantage. There are three suggestions pos- sible—first, spend more time and try to do a better job yourself; sec ond, get an agency to help you on a reasonable basis; third, send only rough material to your publishers, asking them to help you on the basis of getting better returns from your investment. Austin-Western Account to Evans Austin-Western Road Machinery Company, Chicago, has placed its ad- vertising account with Evans Asso- ciates, Inc., Chicago agency. The appointment is effective once. at septem ¢ Js diately with s tions nate t “Th steel for n after 48 or is pro “By tion hack. ] from worki fiftee: "1 and t furna ment and ; lable; about Henc aidin Mr exist wher Pe Eee case Pee ae i a2 Mes io) ee coe Pee a A See Jee: Satomgnead mere eee en ea: Ri ee ae ; ic. Wee ot ae, a : ie s | _— a, , a ‘ | On hoe ‘ _— \ . ‘ — | | me acer een = {An “S” — WES. ‘ ie | | en canrliok pale : 2 + . ~ d YR 3 | , : | a : | | ~ | | | : : P4 f i ae » % ~ = Ye oe * . : oe 4 y ¥ eee 4 ig > * \ . . ’ hee ia " ig ., $a R h ; eR oe ' " : S ‘ 3 "a pA aS een Be a . “ . .-% % * ae Pie si i ay + “Teg 4 Pa Pie: , ~ a eee sie ied hue an i P : x % ae ee ee = 5 a “ ahega ieee: rae 2. _ ete yl Gene oe eee a 7 & ~ nieeall ees seer * ae ai et) ON g “4 .. Pa. ia ‘ ~ ; ° a ‘ oo Ts ¢ te oe ies Sa = ; . = pile ai a a ae ‘ "oe a we Gs 4 3 aah Es a) ~ he ; i. SF games! “ ; ~~ j 4 Bs ie) eee — i ; | 7 > = See* ‘ ‘ ee ale a i ee | TE MLL BEAR ve ; Be ee 3 Soe — rw | te aaa : ; 8 se. | sng Sie ee i ] . Ly - ot eats ie pe a ? a | BAL BEAR oF ae ee s ie Ry aes Reo ocithe ae roo ee oie, pa ane: § tion i Ree 2. Ru ine Serene Ss, ie we ae | ee ae i and r % aes 5 rae aa fk ee ee ety Po ie ae eee Fe eee, 2 Calls ee ae ‘ac phe 28. aoe sy yore et 4 % a Seas: :: os ae oa a bie aati ipa. fa Be 0. aR Ch aaa »e Po ce San es ag 2 Rite rea ae See ais | | a ND eRe el Pees = “Aes wo ‘ sod : | ee 3 —— A Po te | - , ! | ee yd i : (eats an se er as a | roan | A | =e Bere | tie oT 2m ie | a ee | Pe | sae e insta will pDhas sider Co Augi ee Mar ing the | Ans¢ with Tl “A whi = ficat try P| ot i | ee | sra ae labc x ised As 4 rae ig sae ap opry seen a eh Pre a A Aad cavetal - 2 a pee Seer: : Nie i a ‘ ie eek ee Sie ios oo Na eae Bee Se oR ae eet ae cen See eter tame ea eM pok ~ Be a ‘ it Brey ees Sea cae ee tae Bie ae ae eG ar aie i leat al sat met aati a aes “GR » 1933 a, —= ward cent rat direct nection ve your . Tam nts for AGER, iverage ts own get a gh the y. an ad- ack of ut the vertise- it and to se ialized ivertis- o indi- fairly ;, they out to id also ssional ; abso- ; kind Iso in- to do al cost dvised neces- to be rth of snough em to r time d. ou are intage. S pos- e and f; sec 1 on a | only ishers, 2 basis 1 your vans hinery its ad- Asso- ve at September 2, 1933 13 ——— COMIC COPY—!IT WAS POPULAR IN 1889 —— Is It Wert With Your Hose? this summer, which is the diately acted upon, will make the atmosphere about your lawn or garden radiant with serene contentment for many moons. Queries. NO. 1.—Do you think it is fun to use hose that leaks from one end to the other? Do you admire the bandages of rags and twine that cost you sv much time and trouble to put on? NO. 2.—Do you experience a warm glow of satisfaction when you see the water coming out on your clothes and feet, times do you ever put down the after-dinner pipe you have just lighted and dis- grace yourself in the presence of your family, as the new minister is passing your door ? NO. 3.—In calm, reflective moments have you not decided that there is neither economy nor spiritual advancement in permitting such a dangerous tempta- tion to profanity to encumber your premises? Have you not called yourself names Why not do it now? and resolved to turn over a new leaf? NO. 4.—Have you ever thought what multitudes of malcontents there must be who are in the same situation as yourself? who daily denounce cheap hose and swear that they will never, NO NEVER, use IT again ? ARE moved hy a deep desire to contribute to your enjoyment disclose the benevolent scheme in the form of a catechism, lib- erally punctuated with interrogation marks. Here are a few ques- tions which, if carefully considered, candidly answered and imme- reason why this circular is sent. We with no results at the nozzle? At such MOTORS? Yes?! for— for— Fans and Blowers Unit Heaters Unit Coolers Oil Burners Are Welding Sets Air Compressors and goes wherever heating, piping and air conditioning equipment is specified, purchased, installed or operated for industry and large buildings. 1900 PRAIRIE AVENUE Unit Air Conditioners Pumps Automatic Air Filters Refrigerating Compressors Motor-Operated Valves Stokers Motor-Operated Dampers Power Pipe Machines HEATING. PIPING AIR CONDITIONING CHICAGO, ILLINOIS R. E. Powers, of B. F. Goodrich Company, Akron, O., presents this evidence to prove that the current craze for humor is not exactly Reprints of the complete folder may be secured from the company. new. Advertisers Role of Machinery In Recovery Effort (Continued from Page 1) tins to such an extent as to elimi- nate the large turnover. “There are other positions in the steel industry where it is impossible for men to continue active work after they have reached the age of 48 or 50, and where the average age is probably about 32. “By the development and applica- tion of the proper equipment, the hack breaking work can be removed from this operation and the useful working life of men prolonged ten or fifteen years. “The latter reference is to sheet and tin mill workers on the heating furnaces and hot mills. The develop- Ment of continuous heating furnaces and automatic feeding and catching lables for the mills has brought about the exact condition spoken of. Hence we term the machinery ‘labor aiding,’ ” Mr. Wean said similar conditions exist in other industries, so that when executives are considering the installation of new equipment, they Will seriously weigh the labor-aiding Dhase of the machinery under con- sideration. Commenting on the editorial in the August issue of CLass & INDUSTRIAL MARKETING, “Let’s Call It Cost-Reduc- ing Equipment Now,” T. V. Busk, of the Farrel-Birmingham Company, Ansonia, Conn., said it coincided With the attitude of that concern. The company has issued a booklet, “A Key to Industrial Recovery,” Which analyzes the economic justi- feation for mechanization of indus- tty and shows that the installation of improved machinery is in keeping With the spirit of the recovery pro stam, benefiting both employer and laborer. Show te 2,000 executives of major business concerns. Industrial Departmental At Mail Meet Chicago, Sept. 1.—An_ industrial conference will feature the conven- tion of the Direct Mail Advertising| Association at the Hotel Sherman, Chicago, Sept. 27-29. The industrial departmental will be held at 2:15 Thursday, with George D. Crain, Jr., editor and publisher of Crass & IN- DUSTRIAL MARKETING, serving as chair- man, according to the program. Herbert W. Stoetzel, advertising manager of Republic Flow Meters Company, Chicago, will speak on “Reaching Executives through Di- rect Mail.” He will be followed by Ralph Leavenworth, general adver- tising manager, Westinghouse Elec- tric & Mfg. Co., East Pittsburgh, Pa., “How Direct Mail Can Be Used Effec- tively with Publication Advertising.” Forrest U. Webster, advertising manager of Cutler-Hammer, Inc., Mil- waukee, will close the session by tell- ing “How Industrial Advertising Ex- ecutives Are Meeting Today’s Market- ing Challenge.” M. A. P. I. Opens Two Branches in East Machinery and Allied Products In- stitute, Chicago, has opened offices in New York and Washington. M. J. Reed, who has been acting as secretary of the Diesel Engine Manufacturers Association, is in charge at 2 West 45th St., New York. F. D. Stevens, 214 Southern Bldg., is — and Conditioned Air.” Can you help any of several thousand men who will be seeking the best way of heating, ventilating and air conditioning their dwellings, offices, stores, institutions, theatres, mills and factories? If so, show them what you have for sale and tell them why they ought to buy it. Exhibit at the Third National Heating and Venti- lating Exposition. Under the auspices of the American Society of Heating and Venti- lating Engineers, this great biennial exposition will open its doors on February fifth at Grand Central Palace, New York. Exhibits will include the latest and best offered by leading manu- facturers of equipment, accessories, instruments, supplies, tools and fuels. Attendance is expected to exceed the two preceding highly suc- cessful Expositions, at both of which exhibitors were more than gratified by results. To stimulate sales at the exposition and for the next two years, to strengthen your competitive situation, to make every sales-dollar do double duty, write now for complete data. INTERNATIONAL HEATING & LATING EXPOSITION GRAND CENTRAL PALACE — NEWYORK-NY February 5-9--1934 Fees C608 This booklet has been distributed Washington representative. “Give us Heat. 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CHAM Ce 2 ee Seok bad ~!. Sea , * - a , PWS ah a ntines = e=> 5 = ie * ae gue > we. ee es : ‘Suneainiene . nae sen eck ~ S$ S : i a ym i Dg awbtalat oi ed > oo 3 a . eter Se “s . te eb 9b BA Bas a eo. “e — = = : : ~ £8 eee Sse ; 1. ‘ t go Te " —~ ae tie | gee ‘ Set ots o.com pais fll NEES = % 2 ees 2°94 aud a * sade Ea ‘. ; seit © Sty sh ee OF: aa ae $4] 3 gre re en te ‘ae rey STL tm, ea es : S Se messes *- , ee . =. a ra’ J 2 Se a = a. 2 Aaa : 2 x ee - wet Se Mseeep eee re). eee “es ee. sew dabeks: is lane =e ae Pa oy ae 2 ~ ee ~ CEE ee ats 3) x. ag ESS BS Af = 5 = as eee. a TRNRY Si? ste a Pea wes PACAP SS | ystles by eGR Love | y) 4a¢ ee pagent = OPM wa eee ise 2. ee is iets ; > ¥¥ v. E Cae) li ens: re a foreign implement import- ers all over the worl Funeral Directors the original founder and for many years co-publisher with his father, is the present editor-in-chief. As- sisting him are a number of the old contributors both in this country and abroad. Circulation—Com- plete coverage of the liquor and wine field, includ- ing distilleries, wineries, importers, wholesale liquor and wine dealers, and a select list of outstanding retailers. ly news service to advertisers: Due to the ever increasing activity on the part of the trade rehabilitating plants buying old stocks, equip- ment, supplies, ete., the publishers are furnishing advertisers with a weekly tip service advising of these activities. Lumber AMERICAN LUMBERMAN 431 8. Dearborn St., Chicago, Ill. 1873. News of national scope embracing all branches of the lumber industry; primarily a _ principal’s newspaper particularly edited for men who guide destinies of large enterprises. More than 100 paid correspondents located in the principal lumber pro- ducing and marketing centers supply late happen- ings each week. Special features provide merchan- dising ideas, legislation at Washington, transporta- tion matters, markets and news regarding lumber- men and lumber concerns. Agency commission, 15%, when complete plates are furnished, otherwise 10% with 2% for cash. We invite, inquiries for rates and surveys. Established somewhat similar publication. pages of valuable information, Over three thousand typographically com- pact. Pages, $375; half, $225; quarter, $125. An- nually, May 1. 18 E. Huron St., Chicago; 51 Mad- ison Ave., New York. Refrigeration ICE AND cooly mag 435 Waller Ave., Chica New York office, 0 Singer Bldg. founded ‘i801. Published monthiy by Nickerson & Collins Co. The oldest and largest journal devoted to the refrigeration industry. It particularly covers the following fields: Ice, cold storage, packing house and allied industries. the official organ of 41 national, sectional and state trade organizations, It circulates among plant owners, plant managers, architects, consulting and operating engineers. Forms close 15th of month preceding date of issue. One-page rate, $110; three- page, $99; six-page, $93.50; 12-page, $82.50. Rates based on amount of space used within 12 months, Type page, 7%xl0% inches. Circulation sworn, net paid, 5,943. Subscription price, $3 per annum. Restaurants Shoes THE SHOE STYLE DIGEST America’s largest retail shoe paper. 1923. Controlled circulation of 25,180 copies jeodine. well-rated shoe setae Uniy tates type page, 9%x6% inches, ' ing rates: 12 times, single page, $150; single page, $180; 1 time, single page, scutive offices: 210 Lincoln St., Boston, Mass, offices: New York, Chicago, Philadelphia, * Roche ter. An advertising medium offering Dractica, 100% coverage of all well-rated shoe retailers, ———_—__ Telephone TELEPHONE ENGINEER Seetemeetionet Technical Journal.) Established 19, 185 N. Wabash Ave., Chicago. Published Monthy on the 15th. Devoted to the interest of tel operating companies. Only technical Dublicatie serving the telephone industry. Complete of engineers, plant men, chief operators, wire and linemen, whose recommendations are consj when equipment and supplies are purchased, 4\ THE AMERICAN RESTAURANT MAGAZINE Milk MILK PLANT MONTHLY 327 S. La Salle St., Chicago. Covers industry, Read by milk plant owners, scientitic and technical staff, managers, etc. lished on the 5th. Forms close 15th Type page size, 7%4xl0. sign and Canada, $2. Member A. B. Agency ommission, 15%, when bills are paid in full by 20th of billing month. One-time page rate, $100; half-page, $57; quarter-page, $35. elve times: oage, $85; half-page, $45; quarter-page, $26. In serts 90% of earned page rate. Represeniatives New York and San Francisco. fluid milk executives, Pub- preceding. Subscription, ce For- Motor Trucks THE CASKET AND SUNNYSIDE 487 Broadway, New York. Established 1871. Old- est funeral directors’ and embalmers’ journal in the world, and the only semi-monthly. Carries all news pertinent to the profession, exclusive educational articles by recognized authorities and special fea- tures. Its high subscription fate assures a con- stituency composed of the more successful practi- tioners—the best prospects for advertised goods. Its type page (942x12% inches) provides 49 square inches more display space than that of contemporary journals, assuring economy in space buying without sacrifice of display. Published 1st and 15th. Forms close two weeks in advance. Page, $125; half-page, $75; quarter-page, $43.75; eighth-page, $25. Yearly discounts: 24 times, 20%; 12 times, 10%; 6 times, 5%. Agency discount, 10%. Subscription, $5. Member of Audit Bureau of Circulations. Grain and Feed GRAIN & FEED JOURNALS CONSOLIDATED 332 S. La Salle St., Chicago. A merger of Grain Dealers Journal (established 1898); American Ele- vator & Grain Trade (established 1882); Grain World (established 1926), and The Price Current- Grain Reporter (established 1844). Published sec- ond and fourth Wednesdays of each month. Final forms close Saturday preceding publication date. Paid circulation exceeds 5,000; total, 6,000. To op- erators of grain elevators, feed grinding and mixing plants, field seed handling and processing plants. These fields are reeognized as the largest users of complete elevating, conveying and power tranamit- ting equipment, and all other equipment for the handling and processing of grain field seeds and for the grinding ard mixing of feeds. Hotels THE HOTEL MONTHLY 950 Merchandise Mart, Chicago. Published 15th ¢ month. Forms close 1st of month. Type page, x10. One-time page rate, $125; half-page, $70; $100; half-page, $60. Agency dis- count, 15%. Subscription, $1. Leading hotel tech- nical journal. Has held the confidence and respect of its field for 40 years. Read and kept for refer- ence by most of America’s leading hotel men. The subscribers represent a group directly responsible for the spending of almost a billion dollars yearly. Mem- ber A. B. C. and A. B. P. Write for Audit Bu- reau of Circulations’ statement. John Willy, Inc., publisher. i2- time page, Industrial MANUFACTURERS’ Baltimore, Md. For 50 years South’s leading in- dustrial, construction and business paper. Published monthly 5th of each month. Forms close 8 days preceding. Type page, 7x10 inches. Financial = special one-time advertisements, $150 a page. time page rate, $126; 48-page rate, $96; 12- + $112. ‘o commissions. Subscription price, $2. Distribution, 10.000 copies monthly, of which 85% are South. Reaches executives and operative officials of South’s important industrial, railroad, financial, public utility, engineering and _construc- tion enterprises, as well as public officials, archi- tects, engineers, contractors and others ect charge of the South's important activities. About 45,000 items are published annually in the Daily Construction Bulletin, which is sent to regular ad- vertisers to help them develop Southern business and to subscribers, the annual subscription price being +e. Member A. B. C. Branch offices: New York, Shicago. RECORD Insurance THE NATIONAL UNDERWRITER-ROUGH NOTES GROUP Including the National Underwriter, weekly, fire and casualty; National Underwriter. weekly, life; Insur- ance Salesman, monthly, life; Rough Notes, monthly, fire and casualty; Insurance Decisions, monthly, in- surance law; Casualty Insurer, monthly, and surety; i The Rage & Health Review, monthly, accident health; The Industrial Salesman, monthly, industrial life, health and accident. Total circulation, over 70,000, a home offices and all branches ingurance in entire United States. Largest aS publishing’ organ- -“— in the world. Several memberships in A. COMMERCIAL CAR JOURNAL Read by truck dealers, branches, distributors, fleet truck service stations and truck manufac- Issued monthly on the 5th. Closing date, month preceding publication. Type page, Halftones. 120 line screen. Page rate: 12 times, $228; 6 times, $256.50; 1 $285. Smaller space pro rata. Fifteen per cent agency commission, no cash discount. Subscription price, $2. Members A. . Published by Chilton Company, Chestnut and 5éth Sts., Phila- delphia, Pa. Non-Metallic Minerals and Products ROCK PRODUCTS 330 8. Wells St., Chicago. Devoted to the pro- duction of cement, lime, crushed stone, gypsum, phosphate, sand and gravel and other rock products. Circulation covers 95% of the tonnage and purchas- power of industry. Members A. B. C. and ~ mo we Published bi-weekly on saturday Forms close Saturday preceding. Type page size, 7x10. Twenty-six times rates: Page, $120; half- Quarter-page, $40; eighth-page, $24; page, $130; half-page, $70; quarter-page, $47; eighth-page, $28; 7 times: page, $145; half- page, $80; quarter-page, $55; eighth-page, $35; one-time rates: page, $175; half- -page, $95; quarter- page, $65; eighth-page, $40. es for covers, pre- ag Positions, inserts and ors on application. New York office, 250 Fifth ae ; Cleveland, O., 522 Citizens Bldg. Paint AMERICAN PAINT AND OIL DEALER 3713 Washington Ave., St. Louis, Mo. Published monthly; issued Ist of publication month. Last ery close 15th of preceding month. Type page, . Advertising rates: Page, 1 time, $188; iz: at $1 Two pages, 1 time, $376; 12 times, $250. Two-thirds page, 1 time, $1383; 12 times, $112. One-half page, 1 time, $106; 12 times, $94. One-third page, 1 time, $75; 12 times, $63. Com- bination rate: 12 pages consecutive in one year in combination with American Painter & Decorator, 00. Agency commission, 15%, when bills are paid in full by the 10th of month foliowing in- voica. No cash discount. Representatives, 343 S. Dearborn St., Room 1319, Chicago, Wabash 1154; 51 Madison Ave., Room 3102, New York City, hone Ashland 4-0686; 155 Montgomery St., San rancisco. AMERICAN PAINT JOURNAL 3713 Washington Ave., St. Louis, Mo. Published weekly every Saturday. Forms close Tuesday pre- ceding date of issue. If proofs are desired, copy one be received 10 days preceding. ‘Type page, 42x7%. ge rg 9 rates: One e, $50; 13 times, $45; One-half ~~ 1 $22.50; 25 times, One- qua: arter page, 13 times, $11. 25; 26 times, $10; Agency commission, 15%, when bills are paid in full by 10th of month following invoice. No cash discount. Representatives, 343 Dearborn St., Room 1319, Chicago, Wabash 1154; 51 Madison Ave. » Room 3102, New York City, phone Ashland 4-0686; 155 Montgomery St., San Francisco. AMERICAN PAINTER AND DECORATOR 3713 Washington Ave., St. Louis, Mo. Published monthly; issued Ist of publication month. Last forms close i5th of preceding month. Type page, 7x10. Advertising rates: One page. 1 time, $220; 12 times, 8 ; Pages, 1 time, $440; 12 times, ‘sso: two- thirds page, 1 time, $156; 12 times, $138; half- page, 1 time, $132; 12 times, $110; one-third page, 1 time, $85; 12 times. $72. Combination rate: 12 pages consecutive in one year in vombina- tion with American Paint & Oil Dealer, $300. Agency commission 15%, when bills are paid in full by the 10th of month following invoice. No cash discount. Representatives, 843 8. Dearborn St., Room 1319, Chicago, Wabash 1154; 51 Madi- son Ave., Room 3102, New York City, phone Ash- nea 4-0686; 155 Montgomery St., San Francisco, al. Paper earners & gg a paPes INDUSTRY N. Wahash Ave., C’ Printing . B. P. and National Publishers’ Asso- ciation. Commission 13-2 to advertising i except on insurance advertising. Offices: Chicago, Cincinnati, New York, Hartford, Indianapolis, De- troit, Des Moines, Atlanta and San Fri Leather SHOE AND LEATHER REPORTER 210 Lincoln St., Boston, Mass. Oldest outstanding weekly thoroughly covering the shoe manufacturing, tanning and allied industries. A quality paper with . , Some subscription rate—$6 per year. A. B. C. B. — close Saturday previous week of Poe vege 9%x6%. Ad ores Tate, $120 page; 7 times 8510: 13 times, $100; 26 times, $90; 52 tim $80. io agency Sorchecen. The Shoe Stylist. ‘monthly, circulation 8,160 key — THE INLAND PRINTER 205 W. Wacker Dr., Chicago. Established _— The practical national busi an nal for executives and employes of the printing and allied Sndestrios, Pre-eminently the most in- fluential magazine of its kind, containing depart- ments conducted by specialists. Published the Ist of each month; forms peg 15th of month preceding date of issue: type ge size, One-time Page rate, $170; 12- time Page rate, $140; actual sworn net paid circulation, 8,748; subscription price, $4. Through the Inland Printer oe adver- Her reaches, the actual buyer. Member B. C. ers—manufacturing executives, sales 8 stylists—combined with fourth issue of Reporter. Also publishers of The Shoe Style Digest (circula- tion 25,109 well-rated retailers). Liquors and Wines MIDA’S CRITERION, Daily News Bldg., Chicago, served the liquor and ne trades for thirty- -five years prior to Prohibition and was the Purchasing MACRAE'S BLUE BOOK (America’s Greatest Buying Guide.) Used by the most important of those who buy or specify in all lines of industry, including manufacturers, jobbers, steam and electric railroads, public utilities, con- age » engineers, exporters, chambers public libraries, ete. Circulation, leader in its field. Mr. Lee W. Mida. the son of 13, 500—more than 50 per cent greater than any The i for eating places. Published by Patterson Publishing Company, 5 8. Wabash Ave., Chicago. Has larger circulation than any other publication in the field—this is concentrated among those restaurants—doing 78% of the total business. Its purpose, by examples and experiences of res- taurant owners, is to teach better and most suc- cessful operating. Read by owners and buyers of service restaurants, cafeterias, lunch rooms, tea rooms, school and industrial restaurants, hotels, clubs, ete. Published monthly. Forms close 15th of pre- vious month. Type page, 7x10; three columns to page. Rates: $180 per page; halves, $110; quarters, $55; by the year. Subscription price, $3 per year. Agency commission. 15%; 2% cash discount. Total distribu. tion, 12,033. Members of the A. B. C. Roads and Streets ROADS AND STREETS has been the leader for years in advertising volume. It carries more than three times its nearest competi- tor. It is the only publication completely covering the highway construction and maintenance niarket. This $1,000,000,000 market is now showing the quick- est recovery. The twice-a-week construction reports published and sent to the advertisers of Roads and Streets tell the story and show construction equipment and material manufacturers where this money is be- ing spent. Write for a sample copy of these con- struction reports. Gillette Publishing Company, 400 W. Madison St., Chicago, Ill. Seed SEED WORLD Consider the seed trade and associate lines, — ing more than forty- me million customers, farmer and suburbanites. World reaches retail, waele- sale and mail order seed merchants, florists, nur- serymen, hardware, drug and other dealer trade catering to agricultural ard horticultural require- ments. Seed World reader survey shows this to be an annual hundred millior dollar market. For illustration—fungicides and insecticides sales year alone amount to $7,200.000. Publishing includes agricultural college graduates with U. Department of Agriculture training, and men of practical business experience in their respective lines. Published every other Friday. Forms close Monday preceding. Type page, 7x10. One-time Page rate, $110; 26 times, $75. Agency commis- sion, 15%. Subscription price, $2. Write for sample copy, rate card, circulation statement and copy of survey. Publish also annually Seed Trade Buyers’ Guide and Directory. per staff 8. ly covers telephone executives, manager, superintendents, and commercial men. Carries any cles on engineering, busines management, commercial practices, news of ing and manufacturing fields and reports of ne products. Advertising rates and circulation un ment on request, TELEPHONY Published every week on Saturday by Telephuy Publishing Corporation, 608 8S. Dearborn 8t., Chi. cago, telephone Wabash 8604. Contains the tele phone industry's news and articles on plant, tra commercial and engineering subjects. It is the. fore read with interest by everyone in the telepho business, including executives, managers, engineer plant men, chief he yen wire chiefs and linene Subscription, $3 per Type page, 7x10. Cir. lation, 5,815, divided: “Tell companies, 868; Ini. pendent companies, 4,947. All regular edertin are entitled to complimentary copy of Telep Directory, containing complete list of telephone ih changes and buyers of material. Advertising raty sample copy and breakdown circulation stateme| on request. Textiles AMERICAN WOOL AND COTTON REPORTER 530 Atlantic Ave., Boston, Mass. ‘The recognixi organ of the cotton and woolen industries of Ame. ica." Member A. Published weekly; isse Thursday. Last forms close Saturday noon prece(- ing publication date. Type page, 7x10 inches standard; one-time page rate, $150; 12-time pap rate, $130; one-time half-page rate, $80; 12-tim half-page rate, $65. Discounts to recognized -_ furnishing contracts and y rvice; circu _ furnished on request; subscription" 4 Tractors FARM IMPLEMENT NEWS {31 8S. Dearborn St., Chicago. Established 188 For the trade in farm operating equipment, includ tng implements, hardware, tractors, tractor equip- ment, engines, lubricants and motor trucks, Issue bi-weekly, Thursday. Closes 10 days preceding Type page size, 734x10%. One-time rate, $10, Member A. B. C. The only national Paper in th general tractor field. Far in the lead on tracer equipment advertising. Read by all tractor mam- facturers. Has national jobber and distributor er culation. Dealer circulation covers best tractor te cae. Also issues Tractor Field Book, uly. U. S. Buying Analyzed in New Volume Boston, Mass., Sept. 1.—In an effort to dissipate the mystery with which Government purchasing meth- ods are surrounded, at least in the eyes of many manufacturers, R. J. Monteith and A. S. Burack have written a new book, “Methods and Procedure in Federal Purchasing.” The volume has been published by Bruce Humphries, Inc. The United States Government is described as the world’s biggest buyer. Its purchases this year, di- rect and indirect, will approximate one billion dollars. How They Buy “What has most discouraged busi- ness men from doing business with the Federal Government,” explained the foreword, “is the complexity of rules and regulations — the ‘fine print.’ This book cuts through offi- cial red tape and explains clearly and concisely the essential phases of this important subject. “It shows the purchasing meth- ods and procedure of all agencies of the Federal Government and pro- vides, in one place, the answers to the questions: Who? What? When? Where? and particularly, How?” While written primarily for sales departments, the authors believe the volume will be helpful to many others. According to the new book, no change has been made in the com- petitive conditions under which the Government buys. It says “the award is made to the lowest satis- factory bidder. The lowest satis- factory bidder is that bidder who is a ‘regular dealer’ and who offers suitable material, in a formal bid, at the lowest price.” Depression Over, Thinks “Iron Age” “After several years’ experience our advertising staff was just begin- ning to feel really capable of con vincingly and capably answering the question, ‘Why should we advertise? There is no business to be had,’" wrote “Anon” in a recent issue of The Iron Age. He continued: “Now a bombshell has burst in the ranks. Yesterday a prospect said, “‘We’re busy now, why advertise?’ “The staff is utterly disarmed, to tally unprepared for that attack. “*Well,’ gasped the first one to re gain his breath, ‘I guess that means the depression really is over.’ ” Farrell New Editor of “Electrical Manufacturng” Morgan Farrell M. E., became edi- tor of Electrical Manufacturing pub lished by Gage Publishing Co., New York, with the September issue. He succeeds the late Leon I. Thomas, who appointed Mr. Farrell managilg editor. In addition to being a contributor to many industrial papers, Mr. Far rell has served as engineer of a nul ber of leading industrial corporations. He served as a Captain in the Er gineering Corps during the war. Competitors Thanked by Superior Steel Superior Steel Corporation, o Pittsburgh, took the front cover of Steel to announce its 40th anniver sary. After expressing its thanks te its employes and customers, it at dressed this bouquet “To Our Com petitors”: “Appreciation for all your kindly consideration in the past and a feel ing of good-will and good wishes 02 our part for the future.” Norton Transfers Charles F. Norton, formerly vice president and general manager of Howell Electric Company, Howell, Mich., has joined Louis Allis Com: pany, Milwaukee, in an _ executive sales capacity. a Lafa ot ~ a a: a a A ey P 2 ee yn) eae oe 5 a » z ay penn eae Si ae ay Me le ae eae <5 ey PNR. rE SL ste er oe et Ad ees a” eee ee A ee, ati tee Pen ate Se pee pst ie ’ . fatek ts : eane Mec OREN NAA a Rt Sera . er oaert B ext : out aaah oe 14 a im Se Leer a nnn nee en eee eee ea - — : rae : ¥ — ; c —— : — ——— ee | a aaa ae eet ae ——<————_— —e—E — — - —_. —— Renee reer a re — —| | No Hees i | > ekg ee a es es “pints corres —————. | Ft N eee P| | eee Rog ; ig A ee TC —sCis | } Are Fr i i Hov of I ; —— - ea agel a PC S nica ; a ————LL » quot a P| él os — a men fois a = ee — } Mr. oa: een | FC . age | a tech a = 4] ip " “ , volu ; cop) = y sert ea pas , — ines esntasapeeeeneennemsseieseonipiemeeens “y ee | ens : Pa 7 ————— » we is. Pe P| ERRnEEEEEEE » ing ——— _—— han us, a P| ae a on | peal ——— to é Pe | tate a a proc oo ___— | py M PO ea ae posi ee _ paneer chat a= OLS SA ae whi ae a ted eg a a ‘ a eae | ee = a a a i RT, \ | | — TT EE aiaiiaa ie a = ee i. | tri ine SSS é es : Lgdipaet een E Eee a78 —) —————————- .. | chy | a refes | | Writ oe ee ee Bie shoo OG } “Wh FORMS FEA FES MA petite | ibis Ra es = Pane pes y | | i ee | , . = a a f ae ee “ee | = Pe | e — — | es Bs eee " ee | | aaa deenabigeel eimai | a | es | ___ a ee | | | ae | Po Se cts Sree Tee c NUS tits abi fate ine Poa ae 4s oe si aya pape ed sien ie eet Ae eA ee Re ee een ep . Ecce art Le eee He ce et eames et Po ees Se eee Nt ig ah Korea ok Site tee ¥ * : NBs SRR ERR re och ees RE ES ae a) eee oie oe edt MIE a a Paice eh Liate ae htainran St nee bse TESS 2S soe” RE Sint as i ae ae Set Sy tas nen re eer Beare tty oe Veet eee sata ray wo, : Sy) SLO nee er EE ARES nari A f ie ea hse le AGRE, 53 Sage = NE” Cane cr eaeereerr 4 se Bee eh a ae eee ia | -* kates Saag ge ; etal Ve iis eet eae | eee OES Os See cae Sea 2, 103 Practica etailers, $$} —— nized agent: ; circulatic iption pric, -] lished 1882 ractor manu tributor cir. tractor ter ook, annual, —E * 1 Age” xperience st begin: . of con ering the dvertise? ye had,” issue of burst in pect said, ertise?’ rmed, to- ttack. yne to re at means of turng” came edi- ring pub Co., New ssue. He Thomas, managing ntributor Mr. Fat of a nul porations. . the En war. d r Steel ition, of cover of ~ anniver- thanks to rs, it ad- Our Com- ur kindly nd a feel wishes oD rs erly vice nager of , Howell, llis Com- executive September 2, 1933 ADVERTISING AGE 15 ARCHITECT IS SEEKING FACTS, EDITOR'S VIEW von-Technical Approach May Arouse Resentment New York, Sept. 1.—Tyler Stewart Rogers, managing editor of American Architect, has taken sharp issue with Howard M. Buckman, vice-president of Roland G, E. Ullman, Philadelphia agency, on the use of the non-tech- nical approach. Mr. Buckman was quoted in the August 5 issue of CLass & INDUSTRIAL ADVERTISING as recom- mending wider use of this technique. Mr. Rogers believes, on the other hand, that the value of the non- technical approach is considerably over-rated. “There has been an inadequate volume of informative technical copy in the architectural field,” as- serted Mr. Rogers flatly. “When such advertising appears we find readers voluntarily express- ing their approval. On the other hand, we have had architects write us, objecting to advertising that merely seeks to trick their attention on the basis of so-called human ap- peals. They also object strenuously to advertising that attempts to dic- tate their specification of a given product.” Mr. Rogers sketched the peculiar position of the architect in the mer- chandising world—a position, he said, which is not often enough appreci- ated by those who advertise to them. “It is the architect’s job to select IN BUYER COVERAGE MACHINERY’S New Deal in Buyer Coverage aims your advertising of shop equipment, unit parts or materials straight at the key executives, the active buying influence in plants which exercise over 93% of the buying power of the mechanical industries. MACHINERY’S New Deal commends itself to every discriminating advertiser and advertising specialist. It is based on the facts and findings of a two year market study. Write for the free booklet “Who Sees My Advertising.” MACHINERY, 140-148 Lafayette Street, New York ANN At YANN ( CIRCULATION Percentage Raw Materials........ 1.57 Iron and Steel Pro- MOREE 5 ccc rcbeses 12.90 Consumers for Fabri- cation and_ Treat- CO ANA Tar 15.10 Consumers for Manu- ee 53.45 Consumers for Direct Ro casks ta vetsca 6.36 Distributors ......... 4.14 Non-Consumers ...... 3.94 a Be a building materials and equipment that are adapted to the solution of a particular problem,” he _ explained. “In this respect they are like doctors having access to the entire pharma- copeia, but who exercise their judg- ment in prescribing the particular medicine which seems best suited to their patient’s needs. “In selling to architects, one of the first essentials is to acquaint him with the characteristics and proper- ties of the product advertised so that he may intelligently determine for himself when a given product meets the requirements of his prob- lem.” Anent Mr. Buckman’s statement that “the non-technical, symbolic or figurative introduction makes pos- sible freshness and variety of appeal,” Mr. Rogers argued that there is an- other way of making advertising copy interesting to the architectural reader. “It is based on a simple theory which may be expressed as follows,” he said. “The editors of any architectural magazine must know what interests their readers. To the degree that they understand readers’ likes and dislikes, they succeed in building up circulation. “They thus create a vehicle which the architect will pay money to pos- sess, and upon this vehicle advertisers may load their messages, which are carried, regardless of the reader’s likes and dislikes, before his very eyes. “It seems to me that the most suc- cessful advertising copy is that which most closely follows the principles adopted by the editorial staff in pre- senting information to architects. By making the advertising attractive in appearance and by making it useful, informative and otherwise valuable to the reader, it acquires a power which seldom can be achieved by mere tricks with display type and unusual artwork. “The ideal to be sought both by the publisher and the advertiser is to make the advertising pages as in- teresting to the reader as the edi- torial pages.” Mr. Rogers concluded by lauding advertising of the special appliance sales division, General Electric Com- pany, and the Art Metal Construc- tion Company, which is crammed with specific facts, as the type of copy which is carefully filed by the architect for reference at the proper time. ~ EXAMPLE OF NON-TECHNICAL APPROACH Chicago, Sept. 1—The manufac- turer who isn’t providing his sales- men with some type of visual presen- tation is overlooking an important sales aid, a study by National Indus- trial Advertisers Association indi: cates. Some of the advantages of the visual presentation are summarized as follows by manufacturers whom the association contacted in this survey: (1) The prospect can be given im- pressions through the eye as well as through the ear. What he hears is reinforced by what he sees. (2) Photographs, charts, curves and samples can be made to give at a glance more vivid impressions than hundreds of spoken’ words. “One picture is worth a_ thousand words, if it is the right picture.” (3) Life, drama, color and action Steel package, in half-barrel size, developed by A. O. Smith Cor- poration. Visual Presentations which, when unaided, are frequently dull and prosaic. (4) “Another thing which these graphic presentations do effectively is to spotlight the important sales points.” The “clinching sales argu- ments,” tried and found most effec- tive by experience can be played up and emphasized. Gives Complete Story (5) The complete selling story can be briefly told. Too many sales- men get into the rut of using only parts of the story; they often lose orders by failing to use some of the most telling points. (6) They enable the “best sales- man to do all the selling.” They rep- resent the composite of the best sell- ing experience of the entire organi- zation. (7) They are very effective aids to new and inexperienced salesmen. “It is hardly possible to place too much emphasis on the value of the sales portfolio, particularly when the central problem is that of converting order-takers into salesmen.” “What untrained salesmen require, above all else, is not a canned sales story, but a planned sequence of selling points, effectively arranged, dramatically il- lustrated and, where language is used, cogently phrased.” (8) Visual presentations are espe- cially adapted for use when an im- portant new product or line of prod- ucts are being introduced. (9) They permit the sales story to be delivered in logical and effec- tive sequence. “Sequence of ideas is tremendously important, serving to earry the prospect’s mind from his interests to the seller’s interests.” (10) They reduce the time re- quired to train new salesmen. Ordi- narily, much of the training period is devoted to organizing the propo- sition in the new salesman’s mind. Where the presentation is already organized the training proceeds faster.” (11) With a visual presentation the harm of interruptions can be re- duced. The thread of the story can be more easily picked up after inter- ruption. (12) Group selling can be more effectively done. A great number of men who are very successful in “man to man” interviews are pitifully weak as public speakers. The graphic presentation is an invaluable aid to such men when they are required to talk to boards of directors, meetings of jobbers’ salesmen, etc. Visual presentations take many forms. One of the most common is the bound book type, which resem- bles catalogs or booklets in appear- ance. The easel type presentation, to be used jointly with the salesman’s so- licitation, also is popular. Other types found in active use were the loose-leaf type, lay-open type and gadget type. The smallest presentation found was 9 inches wide and 6 inches high. The largest was 12 inches wide and 16 inches long. Copies of the survey may be ob- tained from N. I. A. A. headquarters, 537 So. Dearborn St., Chicago. Morris in New Field; Leaves “Mill Supplies” Arch M. Morris has resigned as general manager of Mill Supplies, Chicago, to take «ver the active man- agement of How to Sell, which he recently purchased. The staff of Mill Supplies will di- vide the work heretofore handled by Mr. Morris. How three chose their Advertising ee 5 a By different routes, three manufacturers reached the same con- clusion. One sells largely through architects, one to the coal and ice fields, one to municipalities and chemical processing plants. All three surveyed their needs and the qualifications of various advertising agencies. One did it in a few days; one took fifteen months. One wrote to clients and publishers. Two were helped by outside sales and management organizations. All came to the same conclusion. What they did and why—some of the facts they uncovered and how they used them—really useful pointers for manufacturers who want to know what an advertising agency can do for them —these data form the eight-page pam- phlet illustrated above. We have a few more copies available for executives whose business is not getting all the sales stimulation which expert advertising can provide—espe- cially now. Would you like a copy? 0. S&S. TYSON AND COMPANY, Ine. CLASS & INDUSTRIAL ADVERTISING Member A. A. A. A. 230 Park New York Avenue N. Y. TYSON-RUMRILL ASSOCIATED 41 Chestnut St., Rochester, N. Y. 1037 |i eesecee:! CC RRO eM - | ee ae | ail P ka a 1 gti ns ah oil Pe eae ees ‘ ne ie ( a ey ae Sella ag e, Fes Sea Ge ‘ fl yi 2 tui? 2 a : ei - Pos — it } = 4 =< Eh ’ — ’ ~~) oe oe me be pe Act o-, Fett Re; ae i Selle Mas, ciate ©. ats = me ee - ee oan : ; oe ' ; pt "I 32 “4 : a? i‘ ways tis ; eal A \" ee foe. d y 7 oe ie ; a Bee “a ; aa ‘ - a = ne : ee e 2 4 Estab -~ Bek £1 tee «at * Close ty sid iyi a ee t Bere is : ” oF = Bee ca te ‘ ; il é, Pe . Bag Pee gees ee i P g a Fite e . : 4. ites - i, ti ona dy Hee | a . > wae “ae go, te ‘a es 4 4" f 4 ay =f a , M ar ae re lass. Bre eat i i FY r . 4gl= pate :e “F 3 eee ice - ~ e. ee wat la K ie ‘2 > a =o = : yf Se mee os Pe a + 3 ; } {3 a 4 ; a y agg * eras an ot | ete ae i eee Ol ae mer" . 7 = ail get oe ~~ * Eee oak aes Ant B: Boe i ae i 4 - 7 - * ind ‘ : a ; sg 4 a of | ie Nts eS eres in. alia a é ; #3 wait anes | eps (3 r Bay’ 45 te ve ei oe bee os Tee Zee ; : hs fs he “e 7 | e ‘ fe . 4 " 7 <= *t Paes * . : its : e- . x a ae =a ” iiss" lished 19% me | ( “7 Se . (ae Ke ‘im oe we eonstre 7 hed month elias ‘ * ue ea id ‘ , ie * ese _” _: Sie wa, ‘ ; of telephin nae + ee eet age wv f ‘2 a i . Dublicatie cet | . . er oe ae ay Pies add af me a co ~ coveray oh . ! | Re ee a: ee é +s emronsses pont ere r r = 1 ahha rr. aa > * : 5 a oe . 0 consid - Ale ae Lea ee | ¢ Sie Cee a hased. Aly i Beene oe re « = = i: ie Pei, Tene a ee 1% on ’ ie ari a Vg & oe ‘ie wea f.OCU* CHT : igri, ‘yomes mea 2 i a yes ie eas: az a eg eo | s be rn = : ' nd Hoi be ily a. ea : ; - = feos? orts al ‘ Bee 7 ae. . ae ae — a a8 oe Ne . : : eu $ ce xs — i ie ory #0) y i < co : y Telephuy sie ey ae a 2 a = re ore the bt: god aie ta me es - ts wn : . ee he telephmm pa a ao ¢ Se Saat ‘, = 1, engineer * Fe: - : E as oh lee ale eae Aa hk » : et: on ind linewe are oe , ae ) aa BY ASS. ooh; tee x10. Cire. ee f ” em a, | est ‘ de GE lat 868; Ind a |} me Op OU MR 2 i oe ; nae a 1 : a Tee Se ee oe there : . MILK a P ' j i - Ps tising rata =? Ene a . : eee eee ar eo . we — sas BRASSIERES OR STEEL GIRDERS... eee aA fey REPORTER . ; € ~“ <> ied ecogniz: i . e ° " * . . * a ‘ its 08 of Ane “It didn't double the advertiser's business,” said Mr. Buckman, "but it did give the y teen eecaner z KE bee ae i a new suit of clothes, put warmth into his handclasp and human interest and even dramatic appea awl een Z-time pen into his introductory remarks. al PS Be ss bee 80 5 12 -time ee ————— ee bat, oy eR ‘ 3 _ List antage >» we F = List Advantages o wt eS | Baie ay Seams < a 2 je ae eet as Sa : aa “oe ‘3 ert ——_—_- ——— Ta | at i a er — Sor lees . = er nent, includ: aaa a sa. actor equip- =a ig Naha y. P ‘a ; ucks, Issued eS ae " ae - 3 preceding. — rate, $12, ' - _ a a i on tracter | | ae aoe eu po | ae a | a en! - d ie Raya ai vat 4 NI se ee eM a A | a 7 ; NN gt | fs LIVES A \\ wn may be added to the sales arguments Pe : MONTH - ; \Y Nt \\ \\ \ \ \\ | SO | an \\ Pe MONTH m\ | MADE FOR BEER \\\\" a | = 2, a Bi cla CAD. | Hea = oe oe I \ | peepee es ae ec ae ; — ae A\\\ ie ES : SS al ; B\\\ \' Le eS pon * 2 ge > Pe ee” : USE J ‘ae See ~~ ae ete ek; So PE See 7 a | 100.00 | i, Re armen agement sale ae Tei eon vi Ran ta RRS a ake is 2 Rar attest ae, 5 Sas beet: ee st oY kor , Se Soret | Dy sai og explanation of the connection fg tween Patapar and the product in dustrial form under the name @ Vegetable Parchment. A company executive reports tha “After three years of testing we fing this method gives us the greatest ra sults in new business. Time ang again we have had large tonnag@ orders and when asking the new cug tomer where he heard of us he @ quick to explain he saw the Patapagg in use at his home and adapted ig use to his business.” CONSUMERS FIND © 2 TRADE-MARKS ON SOME LINES (Continued from Page 6) ~ Ser. 4 > atl time... » STAMPED 4 ea % /EMAMELLED WARE LTD HMESPELER ont PORCELAIN ENAMEL OW |, pPRMCO IncoT W iron — merchandise is doubly certified which adds to consumer confidence. (14) Consumer tie-up at the point of purchase, backed by consumer ad- vertising, guarantees the industrial product an individuality and entity of which it can not be robbed even when completely concealed in the finished goods. The basic factor in any plan for Thomas President of New Associatiog J. F. Thomas, general sales mag ager, Nutting Truck Company, Farhi bault, Minn. has been elected pregit dent of the new Caster and Flog Truck Manufacturers Association) formed in Chicago recently. HARD wicinzeD Fitted with i ‘TALON securing consumer tie-up in retail outlets is a mark or means of identi- fication attached to or embodied in the finished merchandise in a way that it will be conspicuous under al! normal conditions of display or in- spection. A second important consideration is the consistent and continuous featuring of this identification mark in all consumer advertising done by the industrial marketer. The value of these two factors is immeasurably increased through in- ducing the final manufacturer and the retailer to feature the identifica- tion symbol in their own advertising and selling. The degree of co-opera- tion given by retailers in these mat- ters will. vary widely among _ indi- vidual stores and types of stores. Identifying the Goods The identifying marks or symbols used with or attached to the con- sumer merchandise include tags; stickers; labels; booklets; keymarks, water marks—embossed, engraved, or moulded into the goods; signs set or hung on merchandise; attached metal plates; distinctive painting, striping or finishing; small samples of the industrial material attached; printing on packages; marks on package inserts; industrial name or trade-mark indented, moulded, em- bossed, engraved, or branded into Some of trade-marks which are developing popularity with the pub- lic, after long service in the industrial field. Fe merchandise; and peculiar or strik- ing characteristics inherent in the product itself. Many dealers not only feature the industrial producer's identification marks in their own advertising but display prominently signs bearing these marks inside or outside their stores. Follansbee Brothers Company, manufacturers of hammer process steel sheets, spent approximately $100,000 a year for a number of years, mostly in consumer publica- tions, featuring the slogan, “Forging Adds Strength.” Excellent art work MODERN BREWERY } When one magazine out of a dozen serving gees : the same field has more exclusive accounts than all others put together... a (A-8603) ae Pl 205 E. 42nd St., New York City - 333N. Michigan Ave., Chicago THE NATIONAL BREWERY MAGAZINE was used with the central theme of the well known strong smith ham- mering a steel ingot on an anvil. A booklet, “The Mark of Quality,” is offered in the advertising and is sent in answer to inquiries as well as to a selected consumer mailing- list. The “Mark of Quality” is a tag in orange and black showing in silhouette the smith at his anvil. On both sides the name _ Follansbee Forge appears. Provision is made for stock num- ber and price on the reverse of the tag. These are made in different sizes, depending upon the product to which it is attached. These tags are furnished at no cost to the manu- facturer of the consumer product. The booklet includes a list of prod- ucts in which Follansbee Forge sheets are used, describes the uses of the product, and describes the tag, “a buying guide to all who are interested in the purchase of qual- ity products made from high grade steel sheets are used.” The booklet euds with the admonition, “Look for the Mark of Quality on these prod- ucts. Ask your dealer when buying any steel sheet products, ‘Is it made from Follansbee Forge Hammer Process Steel?’” How Monel Metal Works International Nickel Company, Inc., producer of Monel Metal, has an unusual point-of-purchase tie-up plan. A large two-piece green tag is fur- nished to be attached to Monel Metal sinks, for instance. The upper half of the tag shows on one side four other pieces of “Monel Metal Equip- ment for the Modern Home.” On the other side, the housewife is given instructions for the cleaning and care of her Monel Metal sink. The lower half of the tag is a busi- ness reply card addressed to the Household Division of International Nickel. Besides the provision for the con- sumer’s address and the name of the plumber by whom the sink was in- stalled, there appears this_ short copy: “The return of this card will enable us to register your sink in our records. It also entitles you, without charge, to a Monel Metal souvenir, together with a copy of the book, ‘Let’s Plan a Lovely Kitchen.’ ” The booklet referred to is not only an excellent check upon the effec- tiveness of Monel’s point-of-purchase contact with the consumer but puts additional, and no doubt effective, suggestions of other Monel products in the hands of the housewife while she is elated with her new sink. Kitchen plans, an indexing device, an interesting eight-point method of presenting facts about Monel Metal, , ALCOA ALUMINUM geniously fastened to the inside back cover are unusual factors in this tie- up piece sent out in answer to an inquiry resulting from another tie-up device. One of the problems involved in tagging the finished product is their removal by some retailers. The com- pany has attempted to solve this by attaching a small red tag to the consumer tag with the warning, “Plumber! Green tag is for owner. Do not remove.” Publicity for Keymark The Paterson Parchment Paper Company gets its Knight Keymark displayed consistently at the point- of-purchase as well as in its adver- tising. Most of the company’s com- mercial customers have the key- mark printed on their orders at no extra cost in sizes of three-fourths inch or one inch height. By doing this they take advantage of a grow- ing consumer recognition of this wrapping. To add further to the consumer retention of the keymark over what the company magazine advertising accomplishes, a cooking time table is given with each purchase of a similar consumer product known as Patapar. This time table is designed to be hung in the kitchen for ready reference. At the bottom of it the Knight Keymark boldly stands out. Near him is the suggestion, “Look for the Knight Keymark on the wrappers of moist foods or on store signs. It is your guide to the best protected foods.” There is also an York, FOR THAT SWEET TOOTE John A. Cronin, Lincoln Bldg., New is secretary-treasurer. 900. 000. 000 hs of SUGAR Bakers use that much sugar yearly, plus 40,000,000 bbls. of flour, 500,000,000 Ibs. of short- enings and 350,000,000 Ibs. of milk, along with many other ingredients in baking more than a billion dollars worth of goods sold annually. This makes it easy to see why baking is the second largest food industry. To reach the buying power among those 7,775 bakers doing 90.6% of the business, use BA- KERS’ HELPER. Never using premiums or special induce- ments to get circulation, its edi- torial content must be interest- ing and valuable enough for progressive bakers to pay $2 yearly. Write for “Baking In dustry Facts and Figures.” BAKERSHELPER ‘°E MAGAZINE ¢ BAKERY PRACTICE « MANAGEMENT Helping Bakers Since 1887 330 S. Wells St. Chicago, Ill- us PaT OFF Geom a TRADE MARK REE and a “Buyer’s Guide” booklet in- moor iret CATALOGS—SUPPLEMENTS—FORMS PARTS LISTS—ANNUAL REPORTS—ETC. This quick and economical lithographic method of fac- simile reproduction will help you make a substantial saving in time and money on many of your printing requirements—Eliminates engravings and composition. e Write or phone us for samples and information about Econo-print Econo-print Department MAGILL-WEINSHEIMER COMPANY 1322 SOUTH WABASH AVENUE—CHICAGO Telephone Calumet 7200 Wieeeeke Ts ae by omer 3 opal e 3 2 feed y ia Pie ke are ona ue ae TN, ORES eae Seta PRBRINS 5 ee 8 : es fo are Oe oe ie U x YiI7U : " UO JIN ) > *)- ’ : ae ad | HOW SOME INDUSTRIAL ADVERTISERS ARE REACHING PUBLIC i bettas stl 5 ee ee, rf 3 oReaAe « ae iy : . ] | ‘ . cue vam cs) 2 -) * * "LARE WAR Y ts . Re ewe tae tala! 4/6 C E / oer | A f : if th vil, i be < . ; | , Dp = RRB | | | ee Uses his prs Fuvoniva Poaceuaie Enanct — ° Bre 1s thoroughty inspected. and will ge good serve — Fay 8S EO ee used to reduce the possibility of breakage to the minimum ee = — “ft | ‘eo See AL a | i es “a a a : “HOOKLESS oo i ‘ | SLIDE FASTENER Y : : ; : | , SGA y Nd A q : aylc| {A aS ~< 7 \ r z " ETHYL = =< (SEBRING WARE}) ( aa ) il é a a ay ' GASOLINE |) a 2 "Sesame wa = POP os a ore: < “a 7s oN a Ga veil | >> > a a — SSS ig etre / \ -. batt vi ae a (ie ——— 57 : CAS) a ae Sa ee so eee rum 7 | 7 nee “a OE a St 4 Pe * INGOT | 7 y “a os P abr a on S QC ee ve} gitniig er oa ae hg | nn ne Sr —. 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