Show Director j of 4 n il Publicity J ims Po n daily newspaper Is a tremendouS tre- tre force said sald Harry I. I Edward Freund manager of ot publicity of ot th the tho National Jewelers Publicity association in an anIn In v nt j. at tho the Hotel 1 Utah Jit It t brings to 10 th the au direct notice of or th thai in each ach locality local- local ity th service of the products of or In- In I dult tj- tj and I want add added d Sir Mr r. r Freund tale advantage of or this opportunity ty to present t to the local loca merchants the g adVant advantage ge of 01 using sig on hl his V own account tho tl adv advy- advy r- r Using columns of The local dally daily newspapers news news- newspapers papers s sY 1 that h Jt s can reap every pos possible ibl benefit up his Ills busin business bus bus- in mess iness sw with naJ- naJ advertising campaigns cam cam- apis 3 CAMPAIGN Th The Jewelers Jewelers' PublIcity prop proposes s a to sp ind nd in i national campaign in th daily dIly newspapers weeklies and monthlies of or national circulation publicity is the greatest factor in th the I n nations nation's progress and nd ils le leading and most important ph phase sc is cooperative publicity as a unit th that is th tb the securing of the financial support cooperation Of or all aU the members of 1 an h industry tot tor ro the purpose purpose pur pur pur- pose poc of cresting united cooperative advertising c nS' nS and this Is the thep p psychological time tini for the working out su sic successfully of such well vell organized an systematic plans Cooperative ad adr advertising ad- ad r is Isa a recent development which is gr growing rapidly in popularity e extent li U has beert been adopted by bya a number of the largest industries in tl nation and other trades an and busin businesses busi busl- n nesses ar are planning similar unit campaigns cam cam- pai TH THE TE SPIRIT OF SPIRIT oF OF S SERVICE Each tah industry has a soul oui that Is te 1 lh lip spirit of or s sen Ice and value alue of ot its products to th people both at home and nd abroad Some O of the united an and industrial l Interests that have haye launched I ml n J advertising campaigns on a It cooperative cooperative- basis are National Dairy cd council C California Fruit gr rs National Florists Florists' a Coffee Cortee rowers growers a year for four years Icara Custom Cus Cus- tom tailors Irish Linen n in industry industry in- in 6 National J Jewelers JewelerS' I Publicity a association s clation SocI Society tt o ot Electrical Electric l Development i I th thO American C Can Gainers Gainers' ers ass as's association the tlc Bread industry th the Paint and VArnish manufacturer the Cement I I industry rfd Us Athletic Goods GOMa C ors I South Southern rn Cypress Manufacturers Manufacturers' Oa Oak m manufacturer I er cr et tho Northern rn Hemlock and d H Hardwood Hard rd- rd wood Manufacturers Manufacturers' association n. n the American Walnut Manufacturers Manufacturers' s' s as asao as- as ao o atlon n th the the- American Oak OaR m manu manu- nu f the Greeting Card tion the Optometrists Optometrists' Association the C California Apricot Prune tf t representing growers grower the C California Raisin growers California Walnut groW growers rs California Almond vers gro rs California Lima Lim Bean growers growers' grow grow- cr ers ers' association n the California Pack- Pack hit hig corporation the California ia Redwood Redwood Red Red- w wood d association Florida Citrus C asso asso- c cation Cr Cranberry growers United of ot America and others Othel The he Association o of ot Railway Executives Exec Exec- s has lias started a nationwide pub campaign ADVANCES PROSPERITY TY These associations of or business ss men men me hUe have proved that advertising an in in- in as a unit advances the prosperity pros o of every cry individual firm that Industry The Tho phenomenal phenomena success In trade trado which the tho California Fruit growers developed through their advertising advertising ad ad- ad campaign in tho the interest of Ot f S oranges furnishes a fine H illustration of ot the wonderful advantages or of cooperative publicity and aM advertising Personally I I. I afu am ant greatly interested in this remarkable growth of or the I products prOduct of or tho the golden state as about seven or ox eight years ago I made addresses ad addresses addresses ad- ad dresses before the tho San Francisco and Los Angeles advertising ad clubs and and emphatically impressed upon the growers glOWers Of California the tho paramount necessity of ot trade marking their products and using national ad advertising to mako make their name namo and value known and my addresses were widely circulated throughout the state Since Sinco that period Sunkist oranges t raisins raisin S nsw Ct prunes mind ind nd apricots California almonds galifornia gal gal- at- at lima b beans ans and other pr pro ducts of t. t the golden state haw have becom become nationally na na- famous and It is with that I feel that my mv work an and my initiative In- In illative were leading factors In the I I Splendid success that the tho tho californians uis ns have lavo achieved od 1 i GIFTS THAT LAST At present I api n manager of ot nuh- nuh of ot the tho National Jewelers Jewelers' Pub association an organization l lor of or jewelry mann wh retails Importers supply houses in fact every Individual concern en engaged en- en caged i In the manufactures manufacture sale dis and nd Importing of ot Jewelry watches diamonds and other gems ema also those thOM concerns in fri the allied trades trade Thi association has been formed for tor or the purpose of or conducting a A. na na- na Honal cooperative publicity and and ad ad- ad n campaign throughout the United States and my slog slogan n which I suggested Gifts That Last LaM we are placing la ing before the people of ot f this country by advertising In the dally daily new newspapers weeklies and monthly ma magazines azin S. S ot of national circulation In Ina Ina a tJ three throe years years' campaign rhe The fact that diamonds pearls I gems ems jewelry watches watch os clO clocks ks' ks and silverware arc are the tho Gifts That Last which represent In the tho highest St form forman an Ideal the Ideal the friendship sentiment and love Jove that Inspires their pur purchase hase I NATIONAL ADVERT ADVERTISING SING The W war v r dealt th tho jewelry business business busi bus ness floss a blow the ban on platinum the restrictions on on gold the falling oft off of ot gem importations the preachment that Jewelry was a luxury and 1 nOnessential all ll were seriously felt The jew jew- jewelers jewelers elers Weathered tho the storm that for a time threatened disaster disaster- A According to the National Association of ot Manu l which sent out questionnaires questionnaires questionnaires question question- to members th the jew Jewelers lers finished the war period one of ot only five prosperous trades o out t of Or twenty twenty- two industrial groups throughout the country There seems 1 little question that the educational of or pubU publicity Inaugurated by the National Jewelers Jewelers' Publicity association played an at Im Important Im- Im part in molding public opinion opinIon ion and giving g the Jewelers the prosperity prosperity pros pros- they are now enjoying Advertising Advertising Ad Ad- that will keep before the minds of the mass masses the beauty and permanent value of ot jew jewelry I IS the I f Ir q 3 I f tI f means best build greater r to a pros pros- prosperity prosperity upon p n the the present promising 1 foundations n. n j NECESSITY OF JEWELRY JEWELRY- Emotional Ji life e Is as as Important a a. factor In hi the worlds world's affairs as physical I cal life uto itself lt It must have equally with physical energy its Us outlet and expression Tokens of or affection sentiment son sen and remembrance are necessities ties of human luman emotions They always will be bo as S long as there are sweethearts sweet sweet- hearts wives and mothers marriages ant anti and partings daughters who leave leav homes as brides and sons who go out outto outto outto to make a place in the world for themselves Jewels are an ideal of or expression and and ire are permanent All women women appreciate a a- gift girt of or Jewelry The sentiment that Inspires the Gifts GIrts That Last endures and lives with the Jewels and such gifts gUts are appropriate appropriate and Impressive The permanent value of or gems the Increasing scarcity and ald growing price of the tho moro more precious make Jewelry one of the tho most valuable ble forms of mortey morley Investment aside from frOn rOm any ornamental value Tho Tim New York Sun recently said ditori editorially lIy that it was a far better better- investment for the workingman to buy jewelry and and- diamonds than to go fo go goon on oil strike for when whOn the strike was over io le had bad nothing to 0 show for the time ho did not rot in his hla purchase of ot jewelry and diamonds he always s ha had a collateral collater 1 Investment A PROSPEROUS PUBLIC The Tho war has brought unprecedented unprecedented dented rity in this country and neutral nations There Dhera here yas never a a. L time when money vas v so widely dIs- dIs dIsI I The high wages tJ tho tiO more general employment Of women have given a surplus of ot money to men and I women who novel never be before foro In m their I lives had lad anything but bul a bare baro living out of life These people have money to spend and do not know how to Spend it If Ie properly educated to tho ornamental and Intrinsic value of Jewelry try Ule they would QuId respond by largely large large- ly Jy Increased so purchase purchase- The Tho new prosperity has lias given the Jewelry hy trade a sympathetic p public It Is a ai matt matter r of trade trado statistics that thit working pe people bought more dla dia- dia diamonds fil monds In itt tills this country during g the war war than any other class cass Diamonds formerly formerly for for- merly mery w were ro bought bough only by the tho rich richand richand and nd well to do now J Is wearing them Advertising would teach the tho newly prosperous prosperous' prosperous prosperous' working classes clashes R a nice discrimination And a a certain in hi jewels and j jewelry Jeweh y By By shutting to a a large largo extent Importations importations im Im- Im- Im of of jewelry the war threw American n Jewelers upon their own re resources re- re sources This countrY Is rich in precious precious pre pre- cious clous gems and precious metals andIs and andIs andIs Is capable of its own d designing No Nop p period rl d over ever o offered a finer chanco chaco for tor the the- building up sip of American made jewelry both at home homo and abroad Ih he possibilities of or the foreign mar market mer- mer ket lct especially the Latin rl an fl field ld are unlimited and are real pos pos- s th that f Increased d prosperity at home will enable the Jewelry trade of the tIlO United States th the more more quickly to take advantage of DAILY PAPER GREAT FACTOR The National Jewelers' Jewelers Publicity association ti n in the tho expenditure of ot its advertising fund will use the daily dally newspapers and weekly and nd monthly magazines of or national circulation circulation lation and ad the trade papers To successfully suc sue carry out this campaign tile the local dally daily Is a tremendous force for tor forit forit it brings to the direct 2101 notice of or th the purchasing p public In each JOe locality the service of the thO products o of or the Industry industry indus indus- tr try and I want to take tale adv advantage of this opportunity to emphatically bring to the local aJ merchant th the buEn business Ss advantage Of Using on his own ac acCount acCount account ac- ac count the advertising columns of or the lOcal Ideal dally daily newspapers so so that b bOan he Can Oan reap leap every possible b benefit by linking up his his' business with the na national nn- nn advertising advertising- campaign The Th lo 10 local a ai daily daHy newspaper is a a a most important link In hi th the thO ch chain tn orI of Ot t thOse these Ites national COOP cooperative r e advertising c campaigns and nd the he local m merchant by his liberal advertising In its columns columns col col- coi- coi C can n reap a great financial reward re re reward eward e I ward made possible for him by the national campaign I 1 NATIONAL NAL PUBLICITY National advertising and nd pubU publicity ity are the paramount and dominating In iu iii the real d evl of ot orthis this gre great t nation Publicity progress and prosperity are synonymous terms Advertising in the d days ys of the great war recruited th the army and the navy It sold the Liberty and the Victory bonds put Iut over the top the financial campaigns for for millions fO fOrthe for forthe the American Red Cross the Y M M M. CA C. C A A. the Salvation Army and nU other othet notable nOtable not nOt- abt able national n l movements m National advertising g w was aas s a paramount factor in helping to win will the warior war wan For or several y years ts p past st the p public Utilities of I leading cities cities' S' S h have V b ben been ell go advertising to prove the efficiency effi effi- di ncy of or their service e. The American fi CItIZen by the educational edu edu- char character ct r of r national advertising adver adver- Using has be been n humanized civilized i educated and m made mCd d Sound in body mind National advertising with a II gUar guaranteed nf name nam and find trade mark marlc has h the he American citizen how t to t take tak c cat care re of ot his te teeth th how to use good soap and porcelain baths and Wear h healthy althy underwear and all Ian wool clothes and nd quality shoes and hats hate neckties collars shirts hosl hosiery ry etc TAUGHT WHAT Wl TO EAT JAT National advertising has brought to th the breakfast st table to luncheon to dinner strength giving foods roMs of t all kinds certified milk reliable canned products productS' etc The American people are re the best fed ted best clothed and best housed houed dit rt ao God GOds GOd's s 's s e earth th National adv advertising has given s the Ameri American an citizen z Ii the o opportunity to spend pend hl his l leisure time w with his t. t family in the open with ills his hi automobile The motor truck h has s shown th the ency ncy of ot quick transit and the farm tractor has solved an n Important problem lem of the farmer National advertising advertising advertising adver adver- has placed before belore the masses the motion picture to amuse and Instruct In in- in National adv has proved the value o of ot punctuality with the unsurpassed Am American rIcan standard i wat watch h. h National Nati nal adv advertising In the these e days with the scarcity of or servants has brought to the household the tho value I I Of It electrical contrivances in the home kitchen National advertising With th the ma l ne and nd the player piano has Shown t the c masses how they can be ch cheered ered amU amused ed and interested interested inter inter- ested GL GLADSTONE READ AD ADS William Ewart Gladstone England's England's Eng Eng- lands land's gre great t premier stated that he e always read rend the advertising paces of the American magazines before he read the articles National advertising is bringing to the American people the ideal lasting gift girt for the expression of or love friendShip friendship friend friend- ship and sentiment in Jewelry gems W watches and silverware as Gifts GiUs That Last and with all th these se wonderful wonder and remarkable ac accomplishments of 01 n national U nAI advertising now how the tho churches of of rany any denominations are raising funds of millions of ot d dollars for display dis dis- ploy play advertising In l the tho d daily lly neWspapers newspapers news news- news neWs- J papers per throughout the country t to |