Show BABSON SA SAYS COST PER SALE LESS BY ADS Published Word Import Import- Important Important ant a as Banking Avers Economist I I Ier Al 1 AN IA- IA LA riC nc CIT cir June S 6 no flo riot riot-cr er Cr W V Baboon Babson guest KUest r ct c r tho the tej te Ad c Clubs Wold Voi Id IdIn II In convention addressed th the maIn maint I Ii 1010 i oth oil ot or the Hie meeting On n Wednesday tr rl I Ihm Mr I Is much int In the latent Intent power ot LotI botI In tn connection with Ith th otI I Inn hn th 0 Ot o goods gools ons ana Una factor tor I In Jn n studying Ing business bu 10 tt 1 In W hen the Associated ocate l A lot hertl 1 1111 of ot World was UI formed ter was I a a great groat need for tor system S Sst systematic st m- m maUe aUe lIance Slid and 01 1 gui UI lance sn Ir e 1 condition of the thea a 1 using Id wa a 1 L r re r business M In us usefulness and 10 n alit alil Advertising d was 1 largely at I 1 tut medicine I manu nanu- manu ie S 1 troops and hotis bou stock I d I tI- tI In Ina a was considered a gamblers ambler 15 1 ho old sa ln saving saIng r J Is fair air In III war star r and love lose was as as t C- C OA to 10 lead ead r pr I hillS Is fair alt altIn In war Mar tr love lore and ad Ung I 1 h he first task of or tile this ne new or- or or g as ft as to 10 fo to in and brin about hon honest est sd advertising It II deserves es the tha credit for the or ork It s 1 done and anti Is doing long along along till this 1111 lino I I r GIU T J I lIlU us Trine Theil are are ho however hocer C er other ht arc are equally Important and mor moro more Important when hen hen alt all I s ale akO al considered rl If It one olle ahead lo to tho the future of ot ad- ad ad advertising he sees es three additional of de development Ine lite leading lending advertisers are each eat al gl glIn giving In more to the holl of competitive e Ing B n e advertising nn I 11 nn mean Sn ad which does not len It the as ns a 11 hole There Is nothing dishonest in both the Standard Oil 01 and the as Teas company er erecting large Jarge Slim sign bo rd all lo at the same point on a coun coun- country coun- coun country country try toad load old 0 Moreo Moreover tr I 1 am not criticising doing cItIng either company for tor doing tItI It If one olle com company compan pan does It It Is perhaps n l loi tOI the other fo Jo o do It J I however e r am stilt that these signs do not nOI In- In Increase In Increase ea crease crease e the sale solie or use uso of ot ga and In 10 no wa a benefit the country as a whole hole hole The cost of ot such competitive ad ad- ad ad crU Is h ultimately borne horne by the From Front an economic pont ofIe of Ie such advertising is a direct loo 10 to the tile nation on as a hole hote The people 6 Of a country ore arc best bestor or off when hen the thie get gt g t tho Iho largest ot of o goods for the least amount of ot labor Jabor 1 e e et t til II ld strive e to 1 so tar far tarIS faras faris IS as possible labor and to 10 use tie I e our labor for the tho actual pro pro- pro and distribution of good good Irsle a of ot electing competitive sign cArpenters be build build- building hid ing 1 for working men melt In- In In o of If using electric tot lot 1 advertising ad it should 10 b- b bused used for productive IndustrIal instead o of wasting news news- newsprint newsprint print on competitive e ad advertisIng thoo he same sante spice pue P Pt t should be used for tor fori p j ad il ci el ci U lining lining- mg SMI I 11 I l O l JS LESS Every ery sensible man recognIzes recognize the value of ot constructive 0 advertis ad advertising erUs- erUs leg ing In I show clearly that Inot goods floods cn can be bo sold soil mOl mote moie e cheap 1 cheap cheap- b I ind iod id c cr tl ti ely through Ug l ads ad advertis ertis- ertis ing than In an any other form torm Ad- Ad ahen a hen properly used I d Is cheaper leaper than selling salesmen and clerks Not oni onI Is the Iho cost per sale less but hut NotI I when hen selling through the r yrs rs or the malls mails the maker s ut t what he promises cs 1 ihie I ho firm ho er ho aho depends depend upon u a crew of C does docs not al a s 1110 V hat the sAlesmen 1 here are many other I economic athan- athan mss ms's gained through the tho use of ot constructive o 0 me mg no 0 shall have hae what I 1 IliK to tall lall ahi ultimate ah rhe history of ot the advertising agert will III be b sImilar v 10 o the history or of the banker U as you started with tho Iho pawn shop 1 hiP hI lorning lo ning of ot money In Its early enly eiry es as v as looked 1 upon u as a n most business and carried on CO COer cover er by questionable peo- peo pl peo-pl ph pl sury was not only banned hv the church but by Jl it a vi sa a on OnI only comparatively a few ears eara ago hIs to as a holp when then banking was as as as a a legitimate business T T J b b ll II U the past hundred years Linking has gone through ta arlous arious tales es the l 1 he first campaign was as to dim nata nate dishonest banking the Iho thoi ii 1 kt St t was as as to eliminate tI l I banking and the present gen gen- iClon has ha i Il been n In eon con con constructive banking 1 Ine me country Is 18 tio no learning however hO thit the I inker has IMS a n great In If- If In Ing businesS Lu hu lne g 1 h i Jy hy eliminating reckless boom l ind Iod nd pre preventing needless panics It III's has been learned that b by Ing the thc bank banI rate rato ing du-ing 01 0 oer ocr expansion ft n panic can b rhen by lowering lo the lall periods of ot 11 c 1 prope ll can caa be back It ha has h been en learned that the thi ban bank rte tl her the same sanie relation to 10 business the governor b bars to 10 an tn- tn n gine Iop Hence I the ho J banks an ha have hate e been r nUy united In th the federal re- re re Fl FCo e which can control the discount rate ralo It with II the hole ote object of oC eliminating reckless reckIe's booms and J preventIng needless panics If It lowe however er Cr 3 sou ou will talk with any tank lank man mao thoroughly In- In fOI med In economics ho lie will tell you ou that the goil goti cannot be bo reached c 11 lIh th the help or of the er adser- Using mil ran mai of the country and the f stems The Iho thle tin ef business gi II i factors effecting art monty lales ates advertising rates tl rates Uh Olsen Ulven en control o of or these ines three e factors on one In Iii eliminating 1 an an s KU ii ol t long way say tl tiC hills lillie and salIe valleys aile s of ot business I t federal deral I nen I board Is doing 1 IS will a ai as It can 0 with only one ot of thes these tools but hilt a at present It Is la like I III II a 11 with only a hammer I md od s without Il out a easy Faw or chisel The commerce commission bich controls the Iha rates rails rate of ot trans trans- trans have base the raw hut bitt the nd illg men lIIn hose hae ha e the tho chisel day our Associated d Adver- Adver Club Clubs Chubs of the World will take u the tho Question of ot using ins III ing rates as ns a tool in ID connection of ot business eon con con conditions s Ith the sl ad ing dillons 0 TF DI PIon I ArIO S When hen business Is recklessly eSo e ei advel Using rates rales should should I 1 n Increased so that thata a h II n business It 11 depressed adver- adver adver rates may b be t I ln One of or the Iho best barome- barome t ti 1 R of ot business Is the size of ot our l I papers I J do not want to re-I re re- re du re-du re e tho the size of ot our papers ove over r a ap ap P t Iod of or scars ca ears i i ss want ant ant to o e them continuo continue to Increase In size szu I however do object t to 10 a abis loll paper ono ear I and 1 a small n p pi r the ne next neit t ie e er ir r Business con con- con will JIl become steady con I and andam am 11 dually Increase only when then the tho the of ot advertising becomes I teady and gradually Increases 1 fluctuations In Its ad ads tu are aru not merely the result of or tu Itt ilion In business 8 s but are c largely the cause A A concern stops ad advertising be be- be because be cause caURO It Its business has fallen oft tut the tact fact of Its Ita stopping MOPPing adver er advertising makes business still UH worse Uan It otherwise would be to 10 speak k statistically advertising ad be- be bet be t J Ins to fall oft off because to decline but bul business do- do de declines clin clines s to the tho depth depth- much ss worse orso orse than thant It other otherwise Iso would because adver adser- ad advertising er- er Is 13 decreased 1 he changing ot 01 ao rates and railroad ral s In with lIh the flab flab- Bab would not only greatly business sl as a is whole hole hole but would benefit those who ha have hase e ad- ad v ad-v frilling space pace to sell Bell and those who have base ha e transportation to sell scH in e eer every esery er way will be by what hot I call this ultimate advertising May we hasten the tho clay lIay when It II will be bo used business as aa reflected In Inthe Inthe Inthe the continues In aati- aati volume this eek at 2 I per r cen cent normal |