Indianapolis Times, Volume 33, Number 25, Indianapolis, Marion County, 9 June 1920 — Page 2

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ADVERTISING WOMEN’S CONFERENCE ELECTS MISSMARYL. WHEAT OF ST. LOUIS CHAIRMAN'

ST. LOUTS GIRL CHAIRMAN OF WOMEN CLUBS Secret Ballot Is Used in Annual Election of Fair elegates. PLEA FOR ORGANIZATION Mis* Mary L. Wheat of St. Louis is the new chairman of the advertising women's coutereiice, which met in connection with the convention of the Associated Advertising Clnbs of the World. Miss Ida Pines of Chicago, office manager of the Leslie-Judge Company, was chosen as vice chairman for the next season. This is anew office of the conference, created yesterday. Jane Martin, present woman member of the executive board, was re-elected over Miss Jessamine Hoagland of Chicago, who ran a close second. “Reaching the National Audience.” by Mrs. Agnes Carrol Hayward of Chicago, was voted as being the best of the women's speeches and will be kept in the flics of -the organization. Marie Chomel of Indianapolis acted as chairman of the meeting owing to the absence of Miss Ennis of San Francisco. LOCAL WOMANMADE CHAIRMAN'. Mlse Mayse Bass of this city was chosen as secretary. “It is no longer necessary,” said Miss Chomel. in her welcome to the women, “to effect entrance luto a city through strategy, "Today we advertise for guests! “By all the seductive arts of the printed word and the spoken one, by brass bands, by singing delegations, by wire-pulling, by the steam roller, we get ’em^ “Sometimes, with much ceremony' we bestow upon them keys big enough to open the great doors which guard that profoundest of mysteries—the name of Senator Penrose as candidate for the presidency. "To welcome the representatives of any great organization would be a pleasure—to welcome the .Associated Advertising Clubs of the World is more than that—it is an honor, for the movement In which you are joined is one of the most heartening propagandas in the world. “The result you aim at is not merely that the shoes which customers buy shall not have paper soles, but that the man who sells the shoes shall not have a flabby soul in his body.” Louise Gardner Swain, assisted by Florence Provost, told briefly of the working out of the kitchen problems of the advertising agency in a terse, clever talk, “Come Into the Kitchen.” PRAISES WOMEN’S ORGANIZATION PLAN. “Advertising women do better advertising club work when they have their own advertising club In place of being members of men's clubs," declared Katherine E. Mahool of Baltimore in her fif-teen-minute talk. Miss Mahool urged the organization of advertising clubs. “If there is hut a small handful of yon. remember that as long as you have quality, quantity will take care of itself.” she said. Jane J. Martin talked very informally on "The Value of the A. A. C. of W. to the Local Organization.” The A. A. C. of W., she stated, was a woman’s slogan itself, for “Every Woman Believes In Truth.” She urged the affiliation of all clubs with the national federation. 1 P. S. Flores of the national organization conducted the electlon of the women officers. An amusing Incident of the election was the fact that the women refused to follow the precedent set by the men In their voting In announcing the votes from the floor, but Insisted on using the secret ballot. Delegations were present from Chicago, Bnffalo, Boston, Cleveland, Missouri. Dallas. Milwaukee, New Orleans, New York. Philadelphia and St. Louis.

St. Louisan Elevated to ‘Grand All Night’ With elaborate ceremony In the coffee room of the Lincoln hotel some time between the hours of midnight and 0 o'clock this morning the Royal Order of the Midnight Sons was organised. The order cons:sts of an even dozen advertising men attending the convention, and it is officially announced that only the •*C-lecf’ can be members. ("lint the St. Louis I*oatDispatcu was elevated to the position of "Grand All Night." and O. "Nut" Keeler of Atlanta. Ga.. was crowned chief humorist, aecordfng to Cole Morgih of Atlanta and a member of the orfler. The other members are I’iigriins from Boston, Crackers from Georgia. Suckers of Illinois and the "Show-Me-Boys" of Missouri. The nest meeting of the Midnight Sons will he held at Atlanta nt midnight of the first Monday of the convention nest year and terminating at sunrise on the first Tuesday. Accept Resignations of Fireman, 2 Police The resignation of David E. William, truck company No. 10; Patrolman John F. Dickinson and Bicycieman Benjamin Trlmpt hnye been accepted by the board of public safety. Triuipe had been in the employ of the city for more than twenty years.

Direct Mail , Buckley*s Way of Advertising

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HOMER 3. BCCKLEY. Direct inatl advertising is the special field of Hoiner J. Buckley, vice chairman of the national A. A. C. of W. commission, of the live wires of Chicago attending the convention. “Let Uncle Sam's mall service serve you In telling your story,” is Mr. Buckley's advice. , As the senior member of Buckley, Dtfment & Cos., iMr. Buckley Is known as • leader In the advertising circles.

NEWMEYER MAY BE CHOSEN HEAD (Continued From Page One.) farmer through the national farm papers. “The national farm paper,” said Mr. Taylor, “will continue to grow and expand with the continued growth of the national spirit, and I hope that we who publish the nationals will live up to our opportunities for service to the men who read our papers, and to the men who find them profitable mediums for their advertising.” The United States must cease to think of the south In terms of cotton only, | said B. Morgan Shepherd, of the Southern Planter, of Richmond, Va., in his address to the farm paper publishers. SHOWS PRODUCTION IN LARGE FIGURES. Mr. Shepherd told the men of the various crops produced in the south, and gave figures showing that produce totaling a value of more than ten billion dollars Is now produced In that section of the country. “In no section of the country is there to be found a more wholesome spirit of co-operative effort than in the Pacific northwest and the Pacific slope,” declared E. E. Faville of the Western Farmer of Portland, Ore. “The development of community interests, fostered largely by the farm press, has done much to stumulate community effort and encourage those co-operative movements between town and country so essential to community development along progressive lines.” Frank G. Odell, director of research of the Capper publications, in addressing the farm paper publishers, told of the great food production properties of the central west. “With the rapid settlement and development of the fertile lands of the midwest has come an increase which hna made American agriculture the leader in world production,” said Mr. Odell. LAUDS DIRECTORIES AS ADVERTISING MEDIUM In the last of the departmental sessions of the Association of North American Directory Publishers, W. R. McLain. president of the McLatn-Hadden-Simpers Company, an advertising agency of Philadelphia, addressed the members on “The Place of Reference Advertising in the General Merchandising Campaign.” ”Reference advertising,” he said, “In directories, cstidensed catalogues, and ! similar books. Is of especial value when there is a hook-up' between such udver- | tising and the space the advertiser employs in business papers and other ad- ■ vertlsing mediums.” ! Much time and catalog money can he ! saved by referring prospective buyers to 1 the reference hooks for information Instead of requesting that they send for Individual catalogs, he said. CITY ADVERTISING GOOD INVESTMENT The steady, continuous Influence of constant advertising pay* in the advertising of a city as well as in other publicity, Arthur Thomas, publicity dlrectog of the Omaha Chamber of Commerce, told delegates attending the community , advertising departmental meeting. Mr. Thomas showed by a number of j examples that there had been a change in sentiment as to community advertU- , ing, for cities are getting away from the idea of spending large sums to get free space and are buying advertising ■ rpace in the same way business house* do. “The wonders of the national parks iof the United States are such thnt its ; reservations should become a business asset cf the first moment to this country.” declared Arno 11. Cainmsrer, p*i sistant director of the national park service. That parks .ire an enormous asset to advertising’business was the opinion of Mr. Cammerer. “We have not only the finest scenery i in the world, but the most accessible,” i be declared, “and more kinds of it ind more area of it thtin all the world has i pot together.” # ‘WANT AIFIMPORTANT, SPEAKER DECLARES \ “The ‘want ad’ serves a tremendously 1 important public service, since it brings i together, yearly, millions of employers i and employes, in addition to the many other services it renders, ” said C. L. Perkins of Highland Park. 111., in an address to members of the newspaper classified advertising men at the Board oi Trade building. The building up of a classified adrei • tising department of any newspaper s of as g-eat importance to the reader us to the publisher, Mr. Perkins declared ; "As an economic force for good,” he ; said, “the ‘want ad’ is underestimated.” • Mr. Perkins gave statistics showing that 15,450,70S employers and employes were brought together^last year through the classified advertising departments of

Makes Good on Convention Work

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P. 8. FLO REA. His duties as secretary-treasurer of the Associated Advertising Clubs of the World has enabled P. S. Florea, formerly of Indianapolis, to realize the scope of the work of that organization. Mr. Florea has likewise been a busy man in the deliberations of the convention, as well as arranging the details in the preliminary part of the program.

5,000 Advertising Experts Frolic at Washington Park Fun Festival

Approximately 5.000 attended “Fun Night” given by the local Advertising club at Washington park last night as an entertainment feature for the delegates to the convention of the Associated Advertising Clubs of the World. Delegates from other cities declared that fun night added greatly to the pleasure of the convention and they gave praise to Roltare Eggleston of Keith’s, who arranged the program. ■ A number of boxing exhibitions and wrestling matches occupied the first 1 our of the evening. \ Then followed a series of professional v* fdeville erected stages on tiySagfisraiKgkoud.

the 100'leading classified ad mediums in the country. There were 10,275,000 real estate advertisements run last year, which enabled many people to buy homes that otherwise would not have been bought, and 7,725,000 advertisements were run during the year advertising for sale an infinite variety of articles. “Who can estimate,” he asked, “how many families have been benefited by the 5,125.000 reutul advertisements that appeared in these classified columns? “Shelter—one of man’s four wants—is supplied almost exclusively through the want nd.” “If there is one pbase of advertising in which camouflage may be worked to tim fullest extent,” said William P. Green, organization secretary of A. X. C. of W. national vigilance committee, “it is In the clasified columns.” The clasified column is used by the crook and the oil prospector, he said, to get in touch with the public, as well as by the honest advertiser. “Gyp” advertising still exists, he said, although the better business movement has done much toward its extermination and he said that he believed that it would only be a question of time until it would be exterminated. “One might say,” be concluded, “that the classified column is the refuge of the advertiser; wb<Jn display becomes to dangerous he still is able to use the classified columns in a way that gives him maximum protection from detection.” CHARACTERIZES DAILY AS BEST MEDIUM “The newspaper is the best medium which a retailer may use for his advertising.” stated Frank A. Biack of the William Filene's Sons Company of Boston, in addressing the retail advertisers’ session. "In form, elasticity, frequency and cost the daily newspaper undoubtedly ranks first among media for retailers. “The subordination of everything to price, said Mr. Black in discussing bargain sales, “is often 'seen to be a mistake. Judg and from any viewpoint. “Show windows for general publicity,” he said, “are especially valuable, and mnst receive careful attention of the hands of the. publicity man. “The study of lighting, of color combination and of backgrounds is worthy of the highest Intelligence.” “Untruthful advertising on the part of the Individual merchant not only hurts the store which advertises, but all other stores In that community,” declared William P. Green, organization secretary of the national vigilance committee of the Associated Advertising Clubs, speaking on “Better Business Methods." “The value of advertising depends on reader's confidenee, and any infinenee tending to undermine that confidence strikes e.ther directly or indirectly at every concern using white space. “The confidence built by a trade trip,” said Mr. Green In discussing the evils of tradev trips, "may lie undermined and damaged through failure to eliminate misleading and fraudulent advertising in the city In question.” DISC l JSS NEWSPAPERS , ADVERTISING AGENCIES "Newspapers and the Advertising Agencies' was the subject for discussion at the daily newspaper departmental session this afternoon. M. E Foster publisher of the Houston Chronicle: Bert Garstln of the. Louisville Courier-Journal and Times and others were to present the side of the newspapers while the advertising agencies were to be represented by Collin Armstrong of tbe Collin Armstrong Agency and president of the newspaper committee and by Torn Basham of the Basham agency, president of the southern council of the American Association of Advertising Agencies. Completion of unfinished business and election of officers Is on the program for the final departmental session to be held Thursday afternoon at 12.30 o'clock. EFFECTIVENESS OF DAILY NEWSPAPER. That the dally newspaper is the most

Advertised U . S. Loans During War

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cry wtckes cooke. A Chicago advertising man who has loomed large In the convention discussions because of a natural executive ability is Guy Wlekes Cooke of the First Nntlonal bank of Chicago, and the First Trust and Snvlngs bank, Chicago. During the war Mr. Cooke was an active war worker and helped put gold into the pockets of Uncle Sam by backing Liberty Loan drives. effective medium for bringing the products of the manufacturer, directly to the public, was the statement of a number of leading advertising experts made at yesterday’s departmental session. Manufacturers. Jobbers, retailers and advertisers wore on the program, and each addressall the session on the advantages given his particular line by newspaper advertising. E. I). Gibbs, advertising manager of the Goodrich Tire and Rubber Company, Akron, 0., represented the manufacturers on the program; the advertising agency's viewpoint was demonstrated by E. Lyell Glints, of Baltimore, vice president of the Green Lucas advertising agency; the Jobbers’ standpoint by G. B. Moxley, general manager of the Kiefer .Stewart Company, Indianapolis; retailers were represented by 11. A. Baker, advertising manager of the Chamberlain, JohnGon

Big electric lights played on the performers, making a brilliant picture. Mile. Theo Hewea and her dancers were given a splendid reception. The Shrlners famous Gatling Gun sf(uad and drill team put on one of the h:ghly enjoyed acts of the evening. Following the gun sound was the newly organized Indiana Daily Times drum cerps and the boys were royally weir corned. ’ The Indianapolis News Boys' band played a number of selections. The program closed shortly before midnight with a lavish display of fireworks.

INDIANA DAILY TIMES, WEDNESDAY, JUNE 9, 1920.

and Dußoise Company, Atlanta, Ga., and the newspapers were represented by Frank Webb, advertising manager of the Baltimore News, and Frank T. Carroll, advertising manager of the Indianapolis | News. For making successful campaigns on limited appropriations the newspaper is the best medium Mr. Gunts declared. “The jobber is a necessary link in the chain of distribution, and a branch of commerce that can not be dispensed with," said Mr, Moxley. Production, distribution and advertising form a perfect triumvirate, he declared. From tbe retailer's standpoint, outlined- by Mr. Raker, the newspaper is declared to be the medium that completes the sale. Mr. Baker declared that far greater results were brought by advertising in the daily newspapers, than in the periodical magazines, .and added that a great per cent of the magazine advertising is prompted by a desire of the manufacturer to see the beautiful copy in the periodicals, calling attention to his firm. Mr. Carroll made an appeal for consistent advertising on the part of advertisers, deploring the tendency of many firms to flash out with a full page ad and then permit tbelr campaign to die out. CHICAGOAN TAVORS ZONE SYSTEM. W. J. Merrill, of the advertising staff of the Chicago Tribune, advocated the zone system of marketing and advertising. The zone system of advertising permits the manufacturer to exert precisely the amount of pressure needed in each zone, he declared. That the Importance to the newspaper and the public of the classified advertisements has never yet been visualised, was the statement of C. D. Perkins, In his address before the Tuesday evening departmental session, on the subject, "Classified Advertising.” "The want ud supplies a tremendously important service to the American public, since It brings together yearly millions of employers and employes, as well as the many other smaller services It renders,” said Mr. Perkins. “As an economic force for good, the Want advertisement Is underestimated. The 100 leading classified mediums of the country printed last year 308,488.251 lines of want ads or about 51,414,708 separate advertisements. "Think of tbe good accomplished through the want ad pages of these 100 papers which were abie to bring together 15,450,000 employers and em- \ . ployet!” | The practice of newspapers giving free ; • "readers” to advertisers and the ''knock j In advertisements was discouraged in the address of James Wright Brown, editor I of Editor and Publisher of New York. ! CALLS ADVERTISING GREATEST FACTOR j “Production, distribution and con ■ sumption, our natural partners, enter ; into the business of supplying people with what they need,” declared George : Cook, president of the Periodical Pub- j i Ushers’ associating, in addressing that j organization at its departmental meet He 9 s Chairman of National Commission

W. FRANK MTM'iIR. ! Am chairman of the national commtsI sion of the Associated Advertising Clubs sos the World, W. Frank McClufe of ) Chicago has gained a national reputation i for efficiency in convention details. Mr. McClure, who in everyday life is I manager of the publicity department of j the Ft. Dearborn National hank of Chi- i j cago, also has taken an active stand in : church advertising. He was one of the pioneer men In Cblj cago church advertising and helped put uvet the first campaign of that city.

ing on the subject, "A Three-Cornered Partnership.” “Probably the scientific sharp would say there can not be a partnership of i production, distribution and consurapi tion, bus - ! hold there must be a. common partnership. based upon the common iu- } terest of manufacturer, distributor and the public. “My interest is in the distributing member of the firm, the setting division. "Periodicals of national circulation are the biggest factor in advertising and therefore in selling; they have done more than any other agency to develop ! advertising in method, in volume, in effectiveness and advertising i.s the greatest single force In selling.” Here’s Hoosier Who Ran Press Bureau

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CARL HUNT. It has been generally recognized by newspapermen that Carl Hunt has been an exceptionally efficient director of the Associated Advertising Clubs of the World’s press bureau. Mr. Hunt, who is one of the best known Udosler newspapermen, has been one of the busiest men during the convention, and yet his many Indianapolis and Indiana friends have been visiting with him “after work hours.” Carl says the “old home city” stlU looks mighty good to him.

Atlanta Wins 1921 Convention; Milwaukee Proves Good Loser The folks back home are already preparing in Atlanta today for the 1921 convention of the Associated Advertising Clubs of the World, according to delegates from that city who have wired home the news that it has been designated as the next meeting place of the clubs. ,

By a vote of sixty-three to forty-nine, the presidents of the various locals making up the association decided that they preferred to meet in the southern city than in Milwaukee or Des Moines. The vote was taken at the presidents' dinner, held at the roof garden of the Severin hotel last night, and the decision of the presidents will be ratified by the convention at the closing session Thursday. ATLANTANS BEGIN A DEMONSTRATION. The minute that Atlanta won the next convention site, the Georgia boosters be-, gan a demonstration at the Claypooi which continued wuy into the morning. Led by Fred Houser, secretary of the Atlanta convention committee, nnd Cole Morgan, another Atlanta booster, the southern delegates staged a snake dance in the lobby of the Claypooi hotel. This was followed by the singing of old-fashioned southern songs, terminating with "Marching Through Georgia,” which drew applause. Houser then led some of the Atlanta crowd into ths streets to continue the celebration. The New York delegation has ordered a reservation of 200 rooms for Atlanta, according to Cole Morgan of Atlanta. EASTERN CITIES BACKED ATLANTA. New York, Baltimore, Boston and ths other eastern cities were lined up solidly for Atlanta as were the southern cities. Atlanta began to loom up as the victor yesterday afternoon when the St. Louis delegation decided to support the sutb ern city instead of Milwaukee or Des Moines. When the presidents’ votes were counted Atlanta secured sixty-three votes, Milwaukee forty nine, Des Moines, la., four, Shanghai, China, two vote*. A. H. Hager, who represented the advertising club at Shanghai placed that

* Advertising Field Only Opening Up 9

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H. M. COOKE. "The field of advertUing Is only opening up,” says 11. 11. Cooke, of New York j City, one of the convention visitors, and | member of the natton.il commission. • We need co-opcratlon ; we need rUion: > we need new ideas constantly and ad- j vertlsing brings out Just anch qualities j In our economic life," Mr. Cooke said. j

/ M J^iK T| JL % ! * Good cakes aid i pastries are doubly delicious when Borden’s Evaporated Milk is used. Its rich cream content insures smoothness and rare flavor. Y\\

city in nomination while Jess Hnnft. president of the Indianapolis club, cast his vote for the city of the Orient out of respect to the three cities actually in the race for the convention city of next year. As soon as Milwaukee heard of the victory of the southern city, the delegates from Wisconsin called upon the Atlanta

Sings Praise for Film Advertising

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H. G. GRANT. Svreen advertising pay* big dividends because most people like to go to the movies, according to H. C. Grant, representing the Screen Advertisers' association on the national commission of the Associated Advertising Clubs of tbe World. Mr. Grant said he thinks Indianapolis is one of the best film cities in the country.

delegation and Joined tn singing a song about seeln’ each other in Atlanta next J tar. The Des Moines delegation nlao Joined in the victory of the city famous for its watermelon* and fried chicken. The Atlanta delegation issued a formal Statement, inviting Milwaukee and Des Moines, ns well as other cities, to the 1921 convention and congratulated Indianapolis for her hospitality aud splendid entertainment. At the close of the convention the Atlanta delegates will return home and will begin making active plans for next year’s convention. State Spiritualists Name I)r. Crum Head KOKOMO, ind.. June 9. —Newcastle was selected for the next place for holding the annual convention of Indiana Association of Spiritualists. Officers were chosen as follows: President, Dr. F, Crum. Indianapolis; first vice president, Elmer Bennlngboffen, Anderson : second vice president. B L. Hoppell. Klwondjj (Secretary, T. Benhow, K,oknmo; treasurer, K. L. Hosa. Kokomo; trustees, C. If. Crum, Indianapolis; W C. Broomer, Richmond; Curt Young, Frankfort; Walter Laughlin, Indianapolis; del* egate to national convention. Mrs. Sam Crum, Indianapolis.*

TRUTH is stranger than Fiction One morning in 1825 a man rode horseback down a railroad track waving a great flag. The first steam engine and six wobbly cars came tagging behind. Today we lean back comfortably and ride a mile a minute. One morning in 1857 a man rode down the winding country road leading to Burrville, Connecticut. Here—several months later—in a quaint old mill which had been scrubbed and cleaned and painted almost beyond recognition, Gail Borden tried out his idea for preparing fresh country milk in a form that would keep fresh and be ready for use at all times. Sixty-three years have passed—yet today Borden’s Evaporated Milk—fresh country with the rich cream left in—is known and appreciated and used in great quantities all over the civilized world. THE BORDEN COMPANY Borden Building New York

Evaporated WITH THE CREAM LEFT IN

Indianapolis Looks Good to Bostonian

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ARTHUR J. CROCKETT. While loyal to historic Boston, Arthur J. Crockett, advertising director of The Modern Priscilla, thinks well of Indianapolis as an inland capital. "You’ve handled the Associated Advertising Clubs of the World convention remarkably well,” anys Mr. Crockett, “and I'm mighty glad to be "with you.”

ADVERTISING CONVENTIONALITIES

Many of tbe delegate*, Impressed with the entertainment they have been given to far, arc planning to take in tbe water pageunt tonight. They’re good losers, these Milwaukeeans. They were the first congratulate Atlanta on getting the 1921 convention. “We hope to visit Milwaukee In 1022,” was Atlanta's answer to this display of good spirit. That rough wrestling match at the bail park last night made a hit with the visiting advertising men. They “fell'’ for the stunt, they admit. A. R, Hager knows how to advertise. He presented and nominated Shanghai, China, as the 1922 convention city, "in order to advertise the Orient.” He did. Miss Jane Twajr, the Atlanta mascot. wore the badge# of all the cities before Atlanta won the 1971 convention. “I want to show all the cities they're welcome to Atlanta next year,” nhe said. Dancing became so popular in the Claypool last night that those indulging In the terpsichorean art were forced to use the lobby. The delegates managed to find time to read the G. O. P. political news, although they admitted that the party ft awfully slow getting under way. Miss Pauline Covault, president of the woman's division-of the Milwaukee Advertising club, made the convention tbe occasion for her in an airplane. She went up with Maj. J. H. Rudolph of the speedway air station. She says she is "just craay about flying.” The naval recruiting hand of Chicago will leave Indianapolis tomorrow following Its participation In tbe water pageant tonight. The band, under A. Moraveo, director, serenaded The Time# before preparing to leave. Women visitors, while their husband* were bo*y at *eslon*. were scattered throughout the city on excursion*, sightseeing tours, shopping expedition* and at the golf grounds.

PASTOR CALLS DAILY PAPERS > BEST MEDIUMS Toledo Minister Says Much Can Be Accomplished Through Press. CHURCH ‘COPY* IS TOPIC “Newspapers are the best medium for church advertising on the whole,” declared the Rev. Horace Westwood, D. D., of the First Unitarian church of Toledo, addressing the church advertising department of th convention of the Associated Advertising Clubs of the World. “Newspaper advertising brings the best results, but large display with poof copy is not half as effective as small display with good copy. “The appetite of the pubMc,” said Pkh* Westwood, “is stimulated by catchy titles and sermon phrases; basing advertising upon conveying of ideas . roduces the most effective results.” The broad, constructive services rather than the subjects of sermons should be utilized, according to Herbert H. Smith of Chicago. “The church,” he stated, “has for sale among other things, companionship, opportunity for community work, salvation from sin, Bible study,, community work, higher Ideals and assistance in distress.” “The church,” said Rev. Christopher Jefferson MeCombe of Boston Harbor, Mich., discussing the church work in advertising, “must create favorable attention. develop specific interest, impl thoughtful investigation and arouse strong desires in acquainting the community with its stock and trade.” "Advertising men a few years ago,’’ declared Graham Patterson, president and publisher of the Christian Herald of New York City, "looked upon the religious paper as a publication read by old maids.” Mr. Patterson said that the alert publisher of the modern religious journal recognized that his readers were real people, interested in things in which everyone else was interested.'* REPRESENTATIVES OF 3 COUNTRIES (Continued From Page One.) ever permanent, reciprocal relations with all parts of the world; we believe In the principles advocated by the A. A. C. of W. in advertising,” says Senor Salcedo, representing La Xacion, a newspaper of Santiago, Chile. "Mexicans will misinterpret any movement from the United States to settle things in the way of intervention, inasmuch as there are big American interests vested in Mexico," insists Senor 81moni, representing El Universal, a I,a per of Mexico City, Mexico. Senor Simon, believes Mexico wt* solidly back Gen. Alvaro Obregon ).resident in the elections Sept. 1, ands will establish peaceful, prosperous relations with the world. ! “But the bankers of the United States must not hesitate to financially help Mexico on her feet when the revolutionary reaction has subsided. “The United States now enjoys 85 per cent of the import trade of Mexico and 90 per cent of the export trade of my country, a trade which, by the way, amounts to $300,000,000 annually, more than the trade of the United States with India and China combined,” says the Mexican newspaper man. All of the representatives have expressed their great delight In Indianapolis hospitality, and they have been favorably Impressed in the spirit of progress of the city.

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