Show advertising RULES paul S armstrong assistant general manager of the califor nia fruit growers exchange contributed five simple rules to be followed in advertising in the current number of the Ad crafter detroit they are 1 be truthful truth builds confidence 2 be specific in all claims 3 make your copy straightforward and dignified the purpose of advertising is not to entertain but to sell 4 tell enough to prove your case 5 consider the customers point of view instead of your own at this time when every hamlet town city and state in the nation is seeking a place in the sun which has its origin in the glory of the lindbergh flight let us not forget that the distinction and honor of having selected lindbergh and sustained his effort with hard cash belongs to the city of saint louis it was harry W knight of saint louis only 28 years ot age and bixby of the saint louis trade body who is only a little over 30 who had the first faith in lindbergh these were the boys who talked enthused and passed the bat to raise the money which nade the flight possible niile the golden towers of manhattan are entitled to a glimpse of this american hero on his return one cannot escape the feeling that the one and only place for his feat to be properly acclaimed is in the dear old city on the mississippi which made it possible |