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TTEARST’S SUNDAY AMERICAN. ATLANTA. OA . SUNDAY. MAY HO. 1915.
7 B
MASSENGALETELLS OF
GROWTH OF THE AD US
Atlanta Publicity Expert Details Wonderful
Work of Organization That Struggled Into
Powerful Existence From Small Beginning.
U v H. CONE, prominent
-*—*• druggist and member
of Atlanta Ad Men’s Club,
who is one of the real “live
wires’’ of the organization.
By 8T. ELMO MASSENGALE.
I believe there never was a better
example of the practical value of edu
cational work than is shown In the de
velopment of advertising.
Its effect has been epochal, and the
continuation of It as directed by the
educational committee is full of un
limited possibilities.
There is but a brief span of years
between the time when advertising
was a circus trick and the time when
the Associated Ad Clubs unfurled the
banner of but a single word, ‘‘Truth.”
But the difference in sentiment is
marvelous. The advertiser, the pub
lisher and the public have all sensed
this wonderful change, but the adver
tising agent has been literally born
again.
Just a short while ago agents were
space buyers, many of them not too
careful in their statements of cost.
Orders were the sole objects of the
chase. Space was bought ‘‘sight un
seen.” Advertisers were none too hon
est in type, publishers were none too
careful, and the public was every
body’s game.
Educational work, at first in the
hands of an inspired few, has rescued
advertising from the ranks of the
mountebank and faker, and placed it
among the great, dignified and learned
professions.
This work is directed at every ele
ment that goes into the make-up of
advertising.
Trade-Mark an Asset.
It has taught the public that a
trade-mark is an asset only when
stamped upon honest goods sold at a
fair price.
It has shown the advertiser the ne
cessity of NOT advertising unless the
public Is given value received.
It has emphasized to both the pub
lic and the advertiser that the unad
vertised article is the dangerous arti
cle.
It has shown that the publisher has
a conscience—that he can actually Re
fuse advertising and return real mon
ey where the article advertised Is not
honest, or is harmful to the health or
morals of the community.
It has even taught most of them to
want to tell the truth about circulation
—not ALL of them, but most.
And it has taught agents a lot of
things about themselves, just as it has
taught the advertiser what to demand.
The space buyer is becoming obso
lete. The agent has to deliver as nev
er before. A smooth salesman is no
longer the one necessary adjunct.
We have to do more than plan copy
and select media, because the adver
tiser has learned that we can not do
either unless we also understand the
principles of merchandising.
We MUST know enough to tell the
advertiser good wholesome facts about
his own business that he does not al
ready know.
The First Agency.
As a boy, back in 1891, the writer
was with one of the (then only two)
Atlanta newspapers, and has been
connected with advertising ever since,
having established an advertising
business a few years later, which
agency was the first in the South.
Since then there have been agencies
established in several other points in
the South—Richmond, New Orleans,
Louisville, Dallas, and several in At
lanta.
Advertising in the South at that
time was very crude. In Atlanta the
S. S. S. Company and B. B. B. Com
pany were the only large advertisers,
and there were very few in the South.
Coca-Cola began advertising shortly
after that, and is now one of the larg
est advertisers in the world.
The development of the advertising
business in the South was very slow'
and discouraging. The missionary
work necessary was tremendous. The
rates among our newspapers were as
numerous as the sands of the sea, even
as late as ten years ago. The best
newspaper offices were conducted in
the most careless manner. The writer
found it necessary to become person
ally acquainted with every publisher
with whom he expected to do busi
ness. The various advertising condi
tions in the cities of the South were
very discouraging. It has taken a con
centration of purpose, willingness to
stand great discouragement, and hard
work of those few men who stuck to
it, believing in the future.
I don’t believe there was ever a bet
ter example of the practical value of
educational work than is shown in the
development of advertising. This great
work in the past few years has been
phenomenal, and the greatest of credit
should be given the Associated Adver
tising Clubs of the World.
Many More Interested.
The number of advertising men
having been interested each year by
the activities of the clubs in the study
of advertising in its various phases by
merchants, manufacturers and others,
has brought about a development in
advertising from various sources
hitherto unconverted. A few' years
ago advertising among Boards of
Trade, communities, civic organiza
tions, religious meetings and
churches, politicians, railroads, street
cars, schools and colleges, telephones
and a hundred and one other lines was
not thought of. To-day there is hard
ly any class of men or businesses or
public utility that does not use adver
tising.
The efforts of advertising men have
been fruitful in bringing the consumer
in closer touch with the manufacturer,
public corporation, politician, the
Government itself. The people them
selves, being the main factor in the
commercial religious and civic life of
our country, have been brought to
study and understand more thorough
ly what to buy, what to eat or wear,
where to go for pleasure, where to
travel, who to vote for, the viewpoint
of the railroads, the churches, etc.
They are being educated by the fertil
izer associations, the organized efforts
of education for the Improvement of
morals, better living and a thousand
and one other directions. The adver
tising men have been taught the eth
ics of unselfishness, honesty and truth
in advertising.
It would be impossible in the short
space allotted to me to go into all de
tails regarding the various advertis
ing methods and mediums in the
South, in Georgia and in Atlanta to
day, as compared to a few years ago.
It would be impossible to go into a full
outline of this, as I would like to, re
garding the great value that the ad
vertising clubs have been, the wonder
ful field opened and cultivated, and
IT’S A
BEAUTIFUL
WORLD
the continued improvement along edu
cational lines.
Atlanta ranks as the best advertis
ing city in the South without any
question, and is to-day among the
first dozen cities in the world in the
value of advertising sent out. Sev
eral millions per year are sent out In
actual advertising from Atlanta over
the country. This passes through At
lanta hands, through the men who
make this their profession in Atlanta.
E,
T VAN E. ALLEN, who
pushed Southeastern Fair
plan to success, and who
praises work of Atlanta Ad
Club.
ISAL
Well Known Business Man Never
Founud Wanting in Any Work
Necessary for Atlanta.
Druggist as he is, E. H. Cone is
also “some ad man.” In fact, so well
is he equipped in that line that if
the drug business were to go dead—
which it will not as long as it is in
Cone’s hands—he would have no
trouble in landing a good job as an
ad man of the first water.
Mr. Cone is one of the strong and
enterprising members of the Atlan
ta club, one of the kind that makers
it a go. He is always ’’right there”
with the first aid whenever the club
needs him.
Editor of Pepper,
Ad Paper, Busy Man
Joseph H. Atchison Is Also Club's
Secretary, and Is Always in the
Front Rank.
Pepper, a new Atlanta monthly,
is the organ of the Ad Men’s Club of
Atlanta, and Joseph H. Atchison is
its editor. Mr. Atchison is also sec
retary of the club and in his double
capacity has his hands full of real
work.
Pepper is a four-page monthly pa
per devoted to the interests of the
Atlanta Ad Club, and it is needless to
say it is well edited. It is for cir
culation principally among the mem
bers of the club, though their friends
are welcome to it. It contains all the
club news, advertising suggestions,
editorial matter, a few' merry jests
and a complete club roster with the
names and business addresses.
Notwithstanding the fact that he is
editor of Pepper and secretary, Joe
Atchison still finds plenty of time to
help out in any other work the club
has to do He is keenly alive to Its
possibilities and is one of the mem
bers who seeks every occasion to
help the club make the most of its
opportunities. He will be in the front
rank of the Atlanta delegation at
Chicago.
I
Ivan E. Allen, Organizer of the
Southeastern Fair, Lauds the
Work of Ad Club.
Ivan E. Allen, whose splendid work
made possible the Southeastern Fair
for Atlanta, says:
‘‘The Atlanta Ad Club has always
been one of Atlanta’s best municipal
assets. It has raised the character
of advertising in Atlanta and has
increased the quantity as well as qual
ity. Its members have always been
among the first to come forward and
do real work in every great city
movement that they have started, and
every movement that has been started
by others. Everything that the club
has worked for and Indorsed in the
past has proven to the city’s best in
terests.
‘ The Atlanta Ad Club many years
ago took Its place, and held it, as one
of Atlanta's leading public-spirited
and charitable organizations.”
Jack Lewis Never
Fails to Get Results
Able Member of Ad Club Usually
Gets All the Rush Jobs—Once
He Sold a Plfl.
Always ready to “go the limit” in
the club’s interests, the Atlanta Ad
Men's Club has no more loyal mem
ber than Jack Lewis.
To meet an obligation on the part
of the club it became necessary not
long ago to get $30 for a $10 pig. ’1
job was turned over to Jack Lewis
and he got it.
When it comes to doing things in
the line of club duty, the officers all
know whom to call on. and Jack
Lewis usually gets the Job.
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Famous LEMCrLIME
“I have for fifteen years used
S. S. S. as a tonic and can
for
as a cure
as a
recommend it
rheumatism.”
This statement was written by a Geor
gia statesman. The time referred to—
fifteen years—takes us back another fif
teen years to an interesting occasion. It
was a clinic established by Dr. C. S.
Newton, one of Georgia’s foremost
pharmacists.
The purpose of this clinic was to more close
ly observe the action of the remedy, to fix ac
curately the dosage, and to exactly proportion
the ingredients.
The patients selected were typical cases of
different forms of skin afflictions. They were
patients of a number of Atlanta physicians.
Prior to this time, as is well known, the
medicine had been a home-product, made and
used every spring by most families in South
Georgia.
It, was used extensively by the Creek In
dians before they were sent to the Indian Ter
ritory. It was i)r. Newton’s clinic, however,
that gave the medicine the stamp of authority.
The results at this clinic as demonstrated
through two years’ constant observation proved
conclusively that the remedy had a peculiar
catalytic action throughout the circulatory sys
tem. It showed its influence in the healing of
many skin troubles, held at that time to be idio
pathic; it proved a substantial assistant to the
mucous lining of the body in overcoming ca
tarrhal hypersecretions; it demonstrated a pe
culiar power to invoke the aid of those secre-
tins and harmones which modern physiology
tells us play so important a part in the func
tional processes of the body.
One of the ingredients had been the subject
of a brochure by Dr. Goss, of Marietta, as far
back as the forties.
He had proven in practice its remarkable in
fluences in icterus, or yellow jaundice.
All of which leads to the fact that there are,
in the natural state, many medicinal agents
which are invaluable to us as correctives in the
blood.
Now there developed from Dr. Newton’s |
clinic a State-wide interest in the medicine.
And it was this interest which led to the forma
tion of a company to more carefully market the
product.
The business developed, not as an enter- j
prise of capital, but by the sheer force of its own
merit.
The present substantial laboratory was the
outgrowth of popular demand for the medicine.
And as put up to-day it is practically the
identical formula so thoroughly tested and
proved in Dr. Newton’s clinic.
There is scarcely a community anywhere
throughout the United States but what has its
enthusiastic proponents of S. S. S.
The medicine symbolized by this well-known
alliteration contains no minerals, nor anything
else that comes from the chemist’s shop. It is
purely a vegetable extract with just enough
added preservative to prevent fermentation or
freezing.
That it has a distinctive place in medicine is
amply borne out by the fact that there is scarce
ly a drug store anywhere in the United States
but what has a regular stock of S. S. S.
Surely a remedy that will remain a standard
for half a century and not become a back num
ber in these days of keen competition has some
thing to recommend it.
And that something is the medicine itself.
The Swift Specific
Atlanta, Georgia