Indianapolis Times, Volume 33, Number 24, Indianapolis, Marion County, 8 June 1920 — Page 12

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Daily Times Drum Corps Which Drew Cheers in First Appearance in Centennial Parade

The Indiana Daily Times Cariers’ Drum Corps made its first public appearance in the centennial parade last night. Parade officials were so pleased with the showing made by the

Meredith Pleads for Agriculture and Is Given a Warm Welcome (Continued From Page One.)

withstanding the fact that it secures a return of 1.000 per cent or more on the money invested In It as Indicated by some of the illustrations I have given, congress has reduced by s_’lSo.ooo the appropriation for the work of the department of agriculture during the year beginning next July. The chiefs of bureaus have enumerated for me sixty important lines of work that will have to be abandoned or curtailed as a result of that reduction. ‘‘l have told you a few simple facts. You know the application of them as well as I do. The workers in the department of agriculture—as faithful, as efficient and as hard working a body of men and women as exists anywhere in the world—are not adequately equipped to do their work in the most effective way for the benefit of agriculture and the country as & whole. Some of them are taking positions in private employment, where they can earn a great deal more money. A majority of them, however, hold to their work by pure love of it, will go on achieving the kind of results that I have been telling you about. WON'T BE PERMANENT. “I have pointed out some of the things that these men and women have done, from which the whole country has benefltted “I have told you how. now. they are cot equipped as they should be for tbe work still before them. I believe that the department of agriculture has suffered more seriously than Is generally realized. “But T do not believe that we are going to permit the situation to become permanent. "What has been lost must be regained, and the foundations builded stronger than they were before. “Does not this matter appeal to your Interest as good citizens, and as sound business men? “May we not have the satisfaction of knowing that the advertising men of America, with the energy and the intelligence that is characteristic of them, are doing all in their power to secure for the department of agrictulture a full opportunity to carry on effectively the work It has well begun?” "First and foremost as the basis for my entire argument, allow me to say that the people of the country never fully appreciate the value of service until they have lost it,’’ Mr. Norvell said. He pointed out how various kinds of service were appreciated only after they had become impaired or discontinued, and he also pointed out tbe value of time during the present age. MARKS DELIVERY’ SERVICE ISSUE. “The point I wish to make is that the retail trade in every geographical Jobbing section of the country is entitled to prompt service. ‘Goods must not only be delivered when wanted, but they must be delivered in moderate quantities as needed and delivered quickly. “The time of delivery is a most important factor and the Jobbers of the country are entitled to-fair compensation for the service they render. "If we do not realize this fundamental principle the delays and embargoes caused first by snow and later by ‘outlaw strikes’ should indicate that a manufacturer who has his goods in the stocks of Jobbers in all parts of the United States ready for distribution is in a far better position than that manufacturer who expects to ship his goods direct as the goods are called for by the retailers In far-away markets.” In touching upon the matter of prices, he said: “In the past years we have seen the prices of goods soar to dizzy heights. “Manufacturers have advanced their prices time after time, but in many cases the discount allowed to the Jobber has continued Just the same, the only advantage coming to the Jobber of the high prices being the same discount on a Ligher valuation. “As the cost of doing business hat increased with the' Jobber as well ns with the manufacturer, larger discounts should have been granted.” In concluding his paper. Mr. Norvell said that “the evolution of the Jobber and the strength of his future position In the distribution of goods depends entirely upon the intelligence and energy . that he puts into bis business. lie lias an almost unlimited field, and the greater the service he gives, the stronger he will grow, and the more secure h!s business will be as franchise in his community. “I have this vision,” said Mr. Koch in his talk, “that the day will come through this great Advertising Clubs of the World when you will make the manufacturer rs an article, which is to be specially advertised, understand his responsibility to the merchant? of the country, in that they will be sold, before they are forced to place merchandise on shelves, through personal contact of sotoe

sort, and not merely by letters sent to them through the mail. “I believe further that the day will i come when a force of salesmen will start across the -onntry in advance of any great advertising campaign and will drill the saies torce in that particular j department, in a school, if you please, 1 on the merits of the line. “Then will come the millennium—the I merchant will be satisfied, the manufaci turer will be satisfied, the advertising r ency will be satisfied; and, though I have named It last, first of all the consuming public will be satisfied, because a distribution will be effected for these various lines, so far in excess of the | present day distribution, that the cost I will be materially lower from the time . ‘he article is manufactured until it . reaches the consumer.” I Other papers of interest were “How to ’ Fit the Window Display Into National and Local Advertising,’’ by J. Potter of New York, former president of the International Display Men's association; “The Function of the Wholesaler as an Independent Advertiser and Merchandiser as Wei! as a Distributer,” by Saunders Norvell, chairman of board, McKesson & Robbins, New York; “Advertising to Promote the Flow of Goods Into and Out of Retail Stores,'* by Alfred Koch, LaSalle & Koch. Toledo, former president National Retail Dry Goods association. “Display advertising antedates written advertising. Our nntedeluvun ancestors huug their goods on pegs and placed their pottery on shelves in front of thcii caves to attract the attention of the prospective purchaser,” Mr. Potter said in bis paper on “How to Fit the Wlndo> Display Into National and Local Advertising." “Our first record of a show window display dates back to the seventeenth century, when a tailor found that uy placing bis goods In the window people stopped to admire them and often came in for closer inspection." PROGRESS IN' WINDOW DISPLAYS. Having in this manner sort of established the tall family tree of this feature of the advertising business, Mr. Potter said that "real progress in window displays has been more noticeable in tbe last twenty-five years. “It is now an art and has developed to a point where it is considered the greatest selling factor in retail merchandising. “Approximately 15,000 men are following the display profession today. “Some of them devote their entire time ’ to planning the beautiful displays you see in tbe larger stores, while the display men in the smaller shops devote oniy part of their time to thl3 work. “It is a highly specialized profession, some display managers receiving as high as 510.001 a year for directing the display work in the large metropolitan stores.” Mr. Potter said that “it is estimated that from 30 to 50 per cent of the stores' sales arc- made from the window—that Is, those windows that are properly trimmed.” He described various types of window displays and said that it is absolutely necssary for the manufacturer who wishes to have his displays shown properly In design window trims for each specific line, and. before such designing, be sure and find out from the retailer if they are the things that the retailer wants. CLASSIFIED MEN FORM PERMANENT BODY The adoptior- of a permanent organ!. ; ration was effected at the first meeting ! of the Classified Advertising association, | when thirty-five members met yesterday in the Board of Trade building. The plans for the permanent organization were formulated at a meeting fit Chicago a month ago. In view of pro- : moting better and bigger classified sec- | tions of newspapers. The afternoon session was conducted by C. W. Nax of the St. Louis Globe Democrat, who spoke on “Rates and Revenues.” The opinion of the majority of >he members present wns that the advertising rates of classified and display suttee should be the same, as classified space is Just as preferable as display. Those using a paper daily for adver- ; tising should get a better rate, members decided, than the one time adver- , tiser and opinions were expressed that bulk contracts are more undesirable for newspapers than it is desirable. A resolution was adopted, after a ’ lengthy discussion, that a discount should be made on all orders acoompanie 1 by the cash, being held that nil | collection and Rooking charges could j thus be eliminated. The standardization of abbreviate p I was the principal discussion of the eve\ ! Ing session which was conducted by L. J.. B.ugbner of the Cnicago Daily News.

boys that they gave the corps first prominence among such organizations in the line. Marching like veterans and playing their drums, bugles and

Practically every newspaper of the country allows Its advertisers to abbreviate in any way they like in order to cut di wn advertising space, but it was the opinion of most of the members present that a standard should be fixed. The running of many classified ads under one bead was discussed and members cited instances where this was done with an Increase of 10 per cent tn business. Rate cards, it was held, should contain nothing but the rates and rules necessary, such as the width of advertising space and classification of restrictions. Miss Lyda Thornblade of the Journal Transcript, Peoria, 111., s tbe only worn an classified ad manager attending the convention. Outline growth of FIN AN CIA L AD] ERTISING The splendid growth of the Financial Advertisers' association was described inteiestingly yesterday afternoon by Fred W. Ellsworth, president of the assocla tion. in reviewing the work of the year. “The membership committee. under Chairman Grimm," he said, “has increased the membership of our association from 419 to 498. so that our tuem bership today consists of 471 active tnem hers and twenty five associate member*. “More than half a hundred of our members have accepted nppolntnient ns members of a larger publicity committee which will work with *.he public rela tions committee of the j%. It A. In still further popularizing the banks and the business of banking." The modern bank, animated by knowl edge of the fact that the forerunner of growth is service, is doing things for Us customers which would not have been thought of a few years ago. according to Edward H. Klttredge. manager of tbe publicity department of the Old Colony Trust Company, Boston, who also spoke. He pointed out what banks are doing today for their patrons “The day has long passed when a banker has fulfilled his function by pt-lutlng in gold letters over the front door the name of his bank anil the amount of Its capital and surplus,” he said. “Financial advertising," said W. J. Bramman, secretary of the Financial Advertisers' association, in his annual report. which he read, “has demonstrated to the world that it possesses the power to sell war securities to finance the greatest, most costly war in the world's history, an-d in consequence has won the abiding faith and confidence of the business man and the conservative financier.” Outdoor advertising is being employed by a growing number of banks, including many of the largest and oldest banks in the country, according to H. K. Erickson, another speaker. H. M. Cottrell, agriculturist of Little Rock (Ark.) Board of Commerce, said that wltjf but fifty-three farm laborers for every 100 needed in the United States today the country faces a most serious siuation and one which vitally affects the cost of living. The bankers of the country, more than anyone else, should take cognizance of this fact and help In every way to increase the production of the farms.. “It is the duty," be said, “of every banker and bank in the United States to do the utmost to better farm conditions and to increase profitably farm productions.” URGES EXTENSION OF TRUTH POLICY Draw v.lznt inn of local advertising clubs throughout Central and South America is the first step that should be taken to further the Truth-In-Advertising movement, said William P. Green, organization secretary of the national vigilance committee of the A. A. C. of W., in his address before the I’an-Anierican division. “Another year has emphasized the necessity for action,” he said, “and tbe experience of advertising In tbe United States ias shown clearly that advertisers when given a free rein, will abuse advertising.” He said that in view of the certain development which is to come in South American and Central American countries. steps should be taken to ward off the crook and the faker before they become firmly entrenched. This step, he said, will not only protect tbe legitimate advertisers, but the knowledge that such steps are being taken will do much to stabilize foreign trade and create confldpnce in it. The organization of such a body as the national vigilance committee in the United States, in tbe Pan-American countries is important to emphasize and strengthen the world-wide phase of the associated club movement, be said. Fifteen-minute talks by leading women of the advertising world were interes'itig features of the conference. -Mis. Agnes Carroll Hayward gave a more general talk on “Reaching the National Audience.” ADVERTISING GOES EVEN INTO KITCHEN. “Come Into the Kitchen,” a terse and timusing outline of how the advertising

INDIANA DAILY TIMES, TUESDAY, JUNE 8, 1920.

agency works out the kitchen problems, was presented by Louise Gardner Swain, a-slsted by FI >renee Provost. Jane J. Martin of New York, who i§ the one woman on the executive board of the Associated Advertising Clubs of the World, talked ou "The Value of the A. A. C. of W. to the Local Organization." Miss Katherine Mahool opened the forum talks on the subject, “Can the Advertising Woman Function Best in Her Own Club or as Part of a Man's Organization V" Representatives from all the women’s advertising dubs present entered Into tho dlscussslon. Late this afternoon tbe women were to ebooßo their 13'J1 chairman of the woman's conference and the woman member of the executive committee. Miss Martin, present member of the hoard, and Jessamine Hoag loud of Chicago are In the race for the office on the executive board. # PERIODICAL MEN SEE DANGERS AHEAD The decrease of mail deliveries of magazines as a result <>f the Increased postal rates was predicted by B. A. Macklnaon of the Pictorial Review Company of New York, at a departmental meetiug of the Periodical Publishers' association at the statehousc lute yesterday. John Adams Thayer, secretary, pre sided at the meeting. “News circulation Is going to be in demand among those publishers who have sufficient Intelligence to properly interpret the trend of the times.'' said Mr. Macklnaon, for tn the larger cities mail ing circulation is not going to be as eagerly solicited as in the past. Reduction of magazine subscription rates to obtain large numbers of subscribers was criticised by Paul Nystrotn of the International Magazine Company in an address on “Marketing a Maga line." The evils of selling a magazine at less than tho cost of production were outlined by Mr. Nystrom. “Tbe Relation of Distribution to Continuous Production" was the subject of a talk by Charles Cooildge Parlln of the Curtis Publishing Company. He exhibited a number of charts showing the bad effects of a short selling season, and the relation of advertising to tbe selling .seasons. Increased production secured bv conference, co operation, education and square dealing between employers and employes was urged by Charles A. ICa- j ton, editor of Leslie's Weekly. it was voted that recommendations ! be made that the address of George E. , Cook, president of the association, on ' "A Three-Cornered Partnership" be dr- j llvercd nt the luterdepartment meeting \ tomorrow. Cut rates, premiums, club offers, ; guessing contests, special forced subcription sales, subscriptions used as gifts or prizes reduce tbe value of a circulation list, and detract from the reader's interest and the power and influence i of tbe magazine with its readers, said : Paul 11. Nystrotn, sales manager of the International Magazine Company, to tbe periodical publishers. Mr. Mystrotn made the statement that it is hurder to get a renewal of stib-

Real Duties, These St. Joseph Advertising Men <■ Left to right—L. A. Hines, F. V. Worden, E. E Humphrey, Roy Potter, J. F. W’allerstedt, Jack Hailey, A. L. Guile, C. E. Busch, O. F. Fitch, J. M. Durham, Harry Becker and F. J. McCamish, members of the “Black and White" delegation of St. Joseph, Mo.

The “Black anil White’’ squad, attend- | Ing the convention of the Associated Advertising Clubs of the World, has creditably advertised St. Joseph, Mo., not only putting that city on the map, but spelling it in capital letters. -

f.fes like old-timers, the boys in their olive-drab uniforms and scarlet caps drew cheers from the thousands along the line of march. Seventy-five boys marched in the corps la3t night, their ages

serlptlon from a person who had subscribed on a special offer, than from one who has been sold on the merits of the magazine. DISCUSS NEWSPAPER AS BEST MEDIUM "The Dally Newspaper Department," bv Richard H. Lee of the national vigilance department; “The Zone Idea In Mnrchandlsing. ’ by W. J. Merrill of the Chicago Tribune, nnd discussion of many subjects of vital importance to the newspaper publisher were on the program for this afternoon's session of the daily newspaper department, meeting in the Claypool hotel Many addresses are to be heard by the newspaper men at tonight's session More than 2UO representative* of news papers from all over the United States attended the first sessions of this department, held yesterday afternoon and evening. Appointments were made by Charlie Miller of Atlanta. Ga,, president of the department, of A. C. Newmyer of the New Orleans Item and Frank D. Webb of the Denver News to three-year terms on tho national commission, as representatives of the newspaper department. “The Fiat Rate Versus the Sliding Scale.'' a subject that has for some time received tbe attention of newspaper poollsberx, was discussed fully, and was followed by a vo*e, which ended decidedly favorable to tbe flat rate. This plan, the men declare, would enable the large and the small advertisers to buy space at the same rate, and would eliminate the necessity for unit ing contracts, and leave solicitors free >o prepare and soil copy. * EDUCATION PART OF ADVERTISING’ F.ducatlonal work of an advertising club pays big dividends, George B. Gallup. Jr., of Boston, told the members of the eiub secretaries division, who met in the library of the Columbia club. “This educational course." he said, “was so well received that many firms sent two to five members of their concern to take the course, and thl“ not only gave us some wonderful publicity, but better yet, it left an Impression on the minds of our members that made them more loyal than ever." Other speakers to the secretaries included P. S. Florea, secretary-treasurer Associated Advertising Clubs of the World; H. J. Kenner, secretary National Vigilance committee. Now York; E. A. Guise, secretary Advertising elub of Tulsa, Okla.; Lincoln G. Dickey, Cleveland, O.; Newton C. Wing, Atlanta; Raymond Massey, Richmond; Charles H. Moratli, Kalamazoo, Mich.; Miss Teresa A. Jackson, secretary League of Advertising Women, New York. The secretaries will meet again Thursday afternoon at 5 o'clock. EXPO UNI) AI) VER TISING AND SALESMANSHIP Psychology in salesmanship was expounded by Frank E. Fehlman, president of the Churchill-Hall Advertising Company of New York, in an address beft*re '

The men are dressed In high silk hat: and long dress coats, opera style, wit! the letters of “St. Joseph, Mo.” in blackon a white field on egeh sleeve. Topped off with white canes, the Mis-

the retail section of tbe convention of the AssocluGml Advertising Clubs of the World late yesterday. He also gave much attention to merchandising principals. Jesse H. Joseph, of the Joseph Advertising Company of Cincinnati, spoke on "Planning an Advertising Campaign.” He quoted statistics to show that out of every 100 who enter the retail business 5 per cent succeed. Out of 15,000 failures In the retail field Mr. Joseph pointed out that 85 per cent of them did not advertise. "Retail stores that advertise do 15 per cent of the total retail business done,” he said. The speaker laid emphasis on the “good name” of a store and said that honest advertising perpetuates, a name. In his address Mr. Fehlman showed the necessity of educating salesmen to their business “Due of the greatest mistakes made by many stores and firms with clerks and salesmen is that they pitch their selling plans too high and neglect the proper education to carry them out,” Mr. Fehlman asserted. SPEA KERSPRATSE POSTER RESULTS Posters used by a large clothing manufacturing concern to Influence service men who were eager to get back into civilian clothing were such a marked success that the concexn is taking up the use of posters to a much larger extent, Roger Myhrum of George Enos Thropp, Inc., of Chicago said in speaking before the Poster Advertising association. “For years this firm doubted the advisability of poster advertising, but following its experience with the soldier trade, it decided that poster advertising was tbe thing,” the speaker continued. "H.tvtng had time to investigate posting and the results therefrom, the company purchased this spring 45,000 twen-ty-four sheets for the spring posting. "The storo became thereby one of the largest nsers of the poster advertising.” In his address before the association lewnard Dryfuss of the United Advertising Corporation of New York stated that posters are now a particularly effective medium for the local merchant, because large classes of working people, who do not have the reading habit, read them. “These people are attracted Dy the large posters and this method of advertising readily appeals to them,’* he said. Experiences of other large firms, such as Wilson & Cos., Chicago; the Palmolive Soap Company, International Harvester Company, Waterman Fountain Pen Company, American Chicle Company and others, with poster advertising, were given at the meeting. MAIL ADVERTISERS FORM ORGANIZATION Organization of an Association of Direct Mail Advertisers was discussed at a meeting of the mall advertising men. It will be -..lMed the Direct Mall Advertising nsssocintion. The organization plans establishing a

sourians’ garb has captured the city's •ye. “Black and White” Is also the natpe of the official magazine of the Sc. Joseph (Mo.) club. •

ranging from 10 to 16 years. Virgil Blackman is drum major, Henry Sprenpfeil, instructor in drums; Alfred Walker, instructor in fifes, and Walter Heinrich, instructor in trumpets.

speaker's bureau providing speakers in various parts of the country. The effectiveness of a campaign with the assistance of mail advertising was discussed by Noßel T. Praigg of Chicago. advertising counsel of the United Typothefne of America. The reasons why the average retailer does not use direct mall advertising was outlined by Frank Stockdale of Chicago. Julian Wetzel of the Keystone Press of Indianapolis spoke on "Mechanical Mistakes in Mall Merchandising.” The possibilities of mail merchandising were mentioned by William A. Hearse y of Robert H. Ingersoll A Bros, of New York. C. A. Bonniwel! of tbe William J. Mosley Company of Chicago discussed mail advertising. RURAL PROBLEMS ATTRACT INTEREST Greater national interest in rural community problems has developed, according to the discussions of the Agricultural Publishers' association meeting, held at the Lincoln hotel today. "The Expanding Farm Market” and "Farm Papers of America” were the general topics of discussion. The speakers Included Frank G.'Odell, who spoke on “The Market”; James M. Pierce, “The Medium”; Gov. S. R. McKelvie. “The Method or Appeal”; B. Morgan Shepherd, “As They Are in thp South"; E. E. Favllle, "As They Are in the West”; C. A. Taylor. “National Circulations"; Ben F. Bllliter, "Prescribed or State Circulation"; Frederick L. Chapman, “Farm Bureaus, Bettering AdverS tising Conditions.” Duane W. Gaylord, publisher of the American Farming, praised the county agent as n national asset. Betterment of living conditions for the farming communities, advancement of agrlcultrual problems, solution of many economic tangles, Mr. Gaylord explained, have been brought about by county agents in many communities. “At the close of the present fiscal year, ending June 30. there has been expended for county agent work a total of 556,000.000, and not n dollar of this vast sum has been misappropriated or misapplied," asserted Mr. Gaylord. T. W. LeQuntte of Successful Farming. Des Moines, la., advocated the formation of a central body, made up of representative publishers, to pass upon the merits of the various advertising agencies of the country in order to better conditions. “It is essential for the welfare of the publishing industry that there shall be some fair, honest, competeenf, experienced, dependable and unprejudiced tribunal before which advertisers may go and secure an Impartial judgement of the virtue to them of each of some thousands of publications whose merits are incessantly proclaimed in print and by word of mouth,” said Mr. I.eQuatte. B. Kirk Rankin presided as chairman at the meeting. DIRECTORY MEN HEAR TWO TALKS “Reference Advertising.” by St. Elmo Lewis, vice president of the CatnpbellEwald Advertising Agency, New York, and "The Place of Reference Advertising in the General Merchandising Campaign, ’ by W, It. McLain. McLaln-Mndden-Slm per* Company, were addresses delegates to tbe meeting of North American Directory Publishers were to hear at their meeting this afternoon in the Chamber of Commerce building. Monday afternoon the delegates listened to John C. Dinsmore, who .addressed them on “Value of Reference Advertising to tbe Buyer—Some Suggestions and Criticisms.” Mr. Dinsmore reviewed in interesting detail the results of research to determine the popularity and value of directory advertising, stating that he had found it most popular with progressive firms. Need for an extensive advertising campaign to acquaint business houses with the need for directories and the value of directory advertising was also urged j upon tbe publishers by the speaker. AGENCIES DISCUSS TRUE ADVERTISING "Advertising remakes the firm which employs it." declared William J. Boardman, vice president and director of serv- ! ice of tbe George Batten Company of ; New York, addressing the agency session of the advertising convention today. “Advertising forces upon the advertiser national mindedness, the application of foresight based upon accuratej knowledge of the essential facts, the ! practice of honesty and a revelation of j the enormous influence In human affairs j of the unseen and intangible,” Mr. Boardman said in part. That the truth-in-advertising work of the Associated* Advertising clubs is de- j signed to help, not to hurt, honest busl- i ness, was tbe declaration of H. J. Ken- j tier, secretary of the national vigilance j committee. “The three words, 'practical,’ 'definite’ and ‘helpful,’ tell the story of a service ; which baa been aggressive and fearless,! while constructive and co-operative, and <

! has been so because no other would meet j your exacting demands for disinterest- . ed, result-getting protection of public confidence, I “Truth workers are not seekers after | shreds of power which consist of giving service, in finding fault and in setting ! <ome gross offender by the ears,” stated Mr. Kenner. GRUT SAYS SOUND THINKING NECESSARY Trade papers are making better business men and just at this time it is daily important that every possible JfLO fluence should contribute to more efficient ' business methods, Harry N. Grut, vice president of the Mercantile Trust and Savings bank of Chicago, said In an address before the business paper section of the Associated Advertising Clubs of the World. “There never was a time ween careful business practice and sound thinkiug were so desirable as now, and ‘Making Hotter Business Men’ seems to me to be a very desirable slogan to follow ia our daily work,” he said. “The fallacy of working from Inspiration is illustrated when one stops to consider that every big business whs of small beginning, and its suecegs dm* to watching the lltttle things, which, after all, are tbe big things in business j life.” Mr. Grut warned against extravagance, and said one of the greatest problems of today was that of interesting the worker in his job, and suggested that '’selling men their jobs” and obtaining fuller interest on their part could best be accomplished through advertising. “Here,” he said, “is a task worthy of the members of the Associated Advertising clubs." “Only in rare cases has the gro|tatt use of advertising in the last few been based upon the idea of investing funds in advertising rather than paying government taxes.” said A. C. Pearson, president of the Associated Business Papers department, and a representative lof the Dry Goods Economist, of New-. York. Mr. Pearson urged specialized advertising as one means of making future advertising pay. The business papers department met in the assembly room of the United Mine Workers’ headquarters, in the Merchants' Bank building. FILM ADVERTISING ENCOURAGED Emphasizing the broad field existing in film advertising, Harry Levey, president of the Screen Advertising Association of tbe Associated Advertising clubs, declared this afternoon in an address at the Claypool hotel that there are approximately 17.000 theaters in this country, seating anywhere from 500 to 5,000 people, giving from two to eight and sometimes ten performances dally. ij Mr. Levey placed the total daily motion picture attendance in this country at more than 50.000,000. SCREEN MEN RENAME LEVEY. Mr. Levey was re-elected president of the Screen Advertisers’ association, and distributed souvenir photos of Universal stars, of which company Mr. Levey is general manager of the Industrial and educational department. William B. Griffin, advertising manager of Holmes & Edwards, discussed at length the advertising accomplishments of film advertising. “There is hardly a person in your or my acquaintance, no matter what thei* walk in life, who has not at. some tima during the year attended a motion picture theater, and if you talk on this subject to the average man or woman you find that he or she is a hearty eatmT siast for this form of entertainment,’* srtd Mr. Griffin. FILM OTTERS WIDE FIELD. “Movies can be distributed through channels that lead to wide circulation oi to select audiences as desired,” he said. Mr. Lerey Is presenting each afternoon some’ interesting films, one especially shows a great New York City newspaper in the act of putting out an edition. A projection booth has been installed in the Palm room of the Claypool, where the films are being presented. One of the features of the Tuesday afternoon session was an experience meeting during which the delegates mads short addresses on film advertising. CHURCHES TOLD TO ADVERTISE Merle Sidener, president of the Sidener* Vanßiper Advertising Company of jDtdianapolis, spoke on the value of tising to the church before the church advertising division of the convention today. “I believe that advertising is the most effective educational medium in the world today. 'Therefore, I believe that the influents of the church may best be extended through advertising. “The one big fe.ult of the church as an (Continued on Page Nineteen.)