pared and carefully fertilized melon fields, thus wasting completely the money and time spent in getting them ready. The truck gardens which supply the many cities of Indiana were seriously injured. The loss of live stock was heavy. There are many herds of registered, pure bred animals in Indiana and some of these were entirely wiped out. Of course, when the total loss of floods and storm is considered, it is small compared to the total value of agriculture in the states affected. As has been said, much of this will be more than made up during the summer months. Consequently the farmers as a whole will not note any particular reduction on net receipts when the year's business is concluded, except where buildings without insurance were destroyed or where farm animals not properly protected by insurance were drowned or killed. Aside from the storm and flood damage to farmers, the outlook at the beginning of 1913 is better than it has been in many years, in fact, better than any records show. Simplicity, Thou Art A Jewel! S By JEROME P. FLEISHMAN OME advertising reminds me of the story of the unlettered merchant who commissioned an advertising agency to prepare some advertising for him. The first "copy" was sent to him for his O. K. He looked it over carefully, thought of the $50 the agency was charging him for it, and wrote back: "dere sur "Yure advertisement is here. and i want to say thet i don't think it's wurth much money it sure aint wurth no fifty dollars i found lots of wurds in it i know myself you cum and get it "yours to command "john jones" Unless advertising copy prepared for them contains a lot of high-sounding words-and, in many instances, a bit of deliberate exaggeration and simon-pure buncombe-merchants there are aplenty who will turn it down. They want something "strong," "original," "clever," or "striking." Nonsense! The kind of advertising that will sell a hat to me is the kind that tells all about the hat in a sincere, straightforward way, gives the price and perhaps an illustration of the hat, without the introduction of a silly-awse fop under it. Now, isn't it the same with you? When you want a raincoat, will you read through a history of the origin of the pyramids in order to find out that the Sphinx doesn't wear one because rain can't harm that worthy, but that you should wear one for a diametrically opposite reason? Of course you won't. Nor will the other fellow. Well, then, what's the use of highfalutin, beating-about-the-bush advertising? I give it up. It has always seemed perfectly clear to me that, in order to pay, advertising must sell what is being advertised. Of course that is perfectly obvious to you, too. But there must be a lot of folks in the world who aren't so all-fired sure of it. Else why so many advertisements that sputter and spit and fizz and make a lot of noise and-peter out? I think I know the reason. Lots of advertisers, when it comes right down to the preparation of copy, get mental stage fright-they lose sight of the fact that their composite audience is made up of individual units--that the presentation that appeals strongly to the average unit is more than likely to appeal strongly to the aggregate of units— And so they shoot over the heads of the individual units. They become grandiloquent. They argue. They plead. They reiterate. They claim every good quality in sight Losing sight completely of the fact that John Jones, down there in the first row, and Sam Smith, half-way back in the orchestra, and Bill Brown, away up in the gallery, don't quite "get" all of that grandiloquence, and, after a little while, are pretty certain to reckon it a bum show and let it go at that. What Mr. Grandiloquent Advertiser has got to learn and put into practice is the gospel of Simplicity, which means that he has got to: Tell the plain truth Tell it simply Tell it interestingly― Tell it fully And then shut up. Watch the vaudevillians. They've got any where from ten to twenty minutes in which to get favorable attention, arouse real interest and create a desire for more. They've got to cut out the non-essentials and hit the high places. So have you, Mr. Advertiser, if you would have people read and heed your advertising. I don't believe in big words. I don't believe in "brag," or exaggeration or false claims. I don't believe that, in this enlightened day, you can fool any of the people for very long. People who are prospective purchasers of your goods want the facts concerning those goods. They don't want wind. They won't read it. They won't respond to it. Stick to the simple life in your word-pictures. Better have ten people read your advertising and grasp it than ten hundred give it absent treatment by reason of its general up-in-thecloudishness. If you persist in elaborate verbiage you may be as little understood as was the doctor by a boy at a country inn. This is an old yarn, but it illustrates my point. Driving up to the inn one evening and throwing the reins to the boy, the man of medicine said: "Here, young man, stabulate this tired quadruped. Apportion to him an adequate supply of nutritious element. And when the aurora of the morning sun is breaking over the oriental horizon, I shall reward you with a pecuniary compensation for your kind and amiable hospitality." The boy looked blank and, calling back to the inn, said: "Hey, boss, there's a Dutchman out here 'at wants to see yer." The Baltimore Convention Some Advance Information about the Big Yearly Advertising Event-Promises to Eclipse All Precedent. A DVERTISING and merchandising men all over the country are eagerly looking forward to the annual convention of the Associated Advertising Clubs of America which will be held in Baltimore June 8 to 13. George W. Coleman, president of the board of governors of the national body, recently made the following statement which shows the interest being taken and tells something of the convention. This statement has been mailed to every club in the country and is as follows: "The work of the Associated Advertising Clubs of America will be brought to the attention of the entire commercial world by the convention which is to be held in Baltimore, June 8-13. Everything is conspiring to make it the greatest single event that has ever transpired in the world of advertising. The association is larger, stronger and more effective than ever before and is just ready to enter into a new period of aggressive, constructive organ ization work. The location of Baltimore and the remarkable plans which are being made for the entertainment of the convention, and the enterprising, world-wide publicity which has been given the coming event, conspire to yield results which have never been approached before. The association has passed through its period of preliminary growth, and is now ready to take up its work with a definiteness and power which it could never before command. This event in the advertising world will be characterized by the usual valuable fellowship and mutual exchange of ideas which has proven so profitable, and the educational work will be stronger than has ever before been possible." We take pleasure in giving the entire program for the benefit of our readers who are interested in knowing just how each day will be conducted: SUNDAY, JUNE 8th, 1913. Churches, by the following advertising men: Allen Albert, Editor Minneapolis Tribune, Minneapolis, Minn. Frederick W. Aldred, Adv. Mgr. Gladding Dry Goods Co., Providence, R. I. Henry Brockbank, Adv. Mgr. Atlas Flour Mills, Milwaukee, Wis. Seth Brown, Editor Standard Advertising, Chicago, Ill. Asa G. Candler, Atlanta, Ga. Stanley Clague, The Clague Agency, Chicago, Ill. Clowry Chapman, 88 Morningside Drive, New York. H. B. Cowan, Publisher, Peterboro, Ontario, Canada. Frank T. Crittenden, President A.A.C. of Texas, Fort Worth, Texas. J. Frank Davis, San Antonio, Rockport & Mexican Ry. Co, San Antonio, Texas. G. Grosvenor Dawe, Editor The Nation's Business, Washington, D. C. Thomas Dreier, editor Associated Advertising, Cambridge, Mass. W. J. Eldredge, Philadelphia, Pa. E. Allen Frost, Poster Advertising Association, Chicago, Ill. E. J. Frost, Vice-Pres., The Filene Company, Boston, Mass. George B. Gallup, Boston, Mass. David Gibson, Caxton Block, Cleveland, Ohio. Henry E. Groffman, Cluett, Peabody Co., New Orleans, La. S. Roland Hall, Principal School of Advertising, Scranton, Pa. Emerson P. Harris, Pres., Harris-Dibble Advertising Co., New York City. George C. Hubbs, Adv. Mgr., United States William H. Johns, Batten Agency, New York. J. A. MacDonald, Editor Toronto Globe, Toronto, Ontario, Canada. J. Newton Nind, Editor, Grand Rapids, Mich. John Clyde Oswald, Pres. American Printer, New York. John Renfrew, Adv. Agent "Home Builders," Los Angeles, Cal. SUNDAY AFTERNOON, 2:00-Coleman Open Air Meeting at Druid Hill Park. Subject: "Getting Together Essential to Democracy." MONDAY, JUNE 9th, 1913. MORNING GENERAL SESSION, 9 TO 12-George W. Coleman, President Associated Advertising Clubs of America, presiding. Addresses of Welcome Governor of the State of Maryland. Mayor of the City of Baltimore. Edward J. Shay, President of the Advertising Club of Baltimore. Response for the A. A. C. of A. Frederick E. Johnston, Vice-President of the A. A. C. of A., Dallas, Texas. Reports of Officers George W. Coleman, Pres. of the A. A. C. of A. P. S Florea, Secretary of the A. A. C. of A. G. D. Mekeel, Treasurer of the A. A. C. of A. Nomination of cities for 1914 Convention Nomination of officers for 1914. 12 M. Meeting of the Board of Directors of the A. A. C. of A. MONDAY AFTERNOON, GENERAL SESSION, 2 TO 5Address: "Scope and Purposes of the Convention," by D. N. Graves, Boston, Mass. Symposium of Ten-Minute Addresses, stating the needs and problems of various advertising interests, as follows: Advertising Agents: Ernest Elmo Calkins, Calkins & Holden, New York. Agricultural Publications: P. V. Collins, Publisher Northwestern Agriculturist, Minneapolis, Minn. General Advertisers: O. C. Harn, Adv. Mgr., National Lead Co., New York. Magazines: A. C. G. Hammesfahr, Adv. Mgr., Colliers, Chicago, Ill. Newspapers: James Keeley, Publisher Chicago Tribune, Chicago, Ill. Outdoor Display: Donald Ross, The Protective Co., New York City. Religious Press: William Shaw, Tremont New York. Irving Fletcher, "Saks," Specialty Advertising: Undetermined. Trade and Technical Press: Mason Britton, Publisher American Machinist, New York. MONDAY EVENING AT 8:00-Street Pageant. TUESDAY, JUNE 10th, 1913. MORNING, 9 TO 12-Departmental Meetings based upon the needs and problems set forth in the addresses of Monday afternoon, as follows: Advertising Agents, Chairman: Undetermined. Agricultural Publications, Chairman: Arthur Capper, Topeka, Kans, Retail Advertisers, Chairman: Undetermined. Specialty Advertising, Chairman: George S. Greenburg, The Greenduck Co., Indianapolis, Ind. Street-Car Advertising, Chairman: Geo. T. Crawford, Chicago, Ill. Technical Press, Chairman: H. M. Swetland, Pres. Federation of Trade Press Associations in the United States, New York. Trade Press, Chairman: Undetermined. AFTERNOON GENERAL SESSION, 2:00 TO 5:00Whole session given to Vigilance and Educational Committee Work. EVENING, AT 8:00-Big Business Meeting in Lyric Theater devoted to "Successful Advertising and Sales Campaigns." Addresses George W. Hopkins, Adv. and Sales Mgr., Milo C. Jones, Ft. Atkinson, Wisconsin. C. W. Post, Battle Creek, Mich. WEDNESDAY, JUNE 11th, 1913. MORNING SESSION, 9:00 To 12:00. AFTERNOON SESSION, 1:30 TO 4:00-Whole day devoted to reports of Commissions and Committees and to Open Parliament, as follows: Baltimore Convention Report: How shall it be financed? Discussion and Action. Commission on Individual and Club Membership, T. W. LeQuatte, Chairman. Commission on Divisional Work, R. Winston Harvey, Chairman. Finance Commission, Paul Block, Chairman. Publication Commission, S. DeWitt Clough, Chairman. General Publicity Committee, Richard H. Waldo, Chairman. Committee on Display of Advertising, Graf ton B. Perkins, Chairman. Awarding: Printer's Ink Cup. Boston Mileage Banner. Dallas Ladies' Trophy. Special subjects to be brought before Convention for discussion. 9:00 To 12:00-Special Conference of Committees from Departmental Meetings in a separate hall. THURSDAY, JUNE 12th, 1913. 9:00 To 12:00-Symposium of Ten-Minute Addresses by Buyers of Advertising, as follows: Advertising Agents: E. C. Tibbetts, Adv. Mgr., B. F. Goodrich Co., Akron, Ohio. Agricultural Publications: G. B. Sharpe, Adv. Mgr., DeLaval Separator Co., N. Y. Commercial Literature: C. P. Nash, Adv. Mgr., Standard Sanitary Mfg. Co., Pittsburgh, Pa. General Advertisers: Magazines.: Undetermined. Undetermined. Newspapers: Undetermined. Outdoor Display: Undetermined. Religious Press: Undetermined. Retail Advertisers: Undetermined. Street-Car Advertising: Undetermined. Trade and Technical Press: Undetermined. Specialty Advertising: Undetermined. 12:00 M.-Directors' Second Meeting and Election of Executive Committee. AFTERNOON SESSION, 2:00 To 5:00-Three big Inspirational Addresses: Undetermined. EVENING-President's Ball. FRIDAY, JUNE 13th, 1913. MORNING SESSION, 9:00 TO 12:00--Reports of findings from final Committee of Departmental Meetings. Discussion and action. Speeches by foreign delegates: Undetermined. AFTERNOON SESSION, 2:00 To 5:00-Announcement by Executive Committee of name of next Convention City. Election of Officers. Adjournment. "Have you thought what advertising means to the life of America? Do you understand that it is a guarantee of quality, and the agent of economy? Do you realize that if you are to succeed in any business or any profession, advertising will help you? Advertising is the language of business. It is the right light by which commerce and industry find their way throughout the nation."-Arthur Brisbane. The Illusion Style in Commercial Art-Its Uses and Abuses-The Work of Coles Phiilips "T By AD-CRAFT RYING" wasn't the word to express it. It had been an "exasperating" afternoon. I returned to the office very much down in the mouth and slumped into the art department because it was too much trouble to think of any other place to go. The atmosphere there had a tinge of the Bohemian, the care-free at any rate, which was then to my liking. "What's the matter?" asked my friend Jim, the art director. "You look as unhappy as a man suffering from rheumatism and Saint Vitus Dance at the same time." "Oh, I've just been out again to see a certain prospect and got another 'throw-down.' He's an hour on the cars from the office here, and I've made a halfdozen trips to see him. Each one has taken half a day's time. "Until to-day he had always seemed to offer me every indication that he would give me his business in the end, even urging me to call again and again. But to-day he threw me down flat and, to tell you the truth, I don't think he had the least idea of giving me any business right along. I do wish business men would only appreciate that they have count, and you realize that to accomplish it you must concentrate your efforts where they will be most effective. Efficiency? Why that's the word that supplies the text for four-fifths of the business magazines, directors' meetings, Fig. 1. not the right to waste a solicitor's time and their own, too, by tempting him with groundless hopes of orders or contracts." "Perfectly right," replied Jim. "You want to be efficient, to make every hour of your time Fig. 2. business men's conventions, after-dinner speeches and all the rest. "And you'll probably be surprised when I tell you that the word Efficiency sums up the greatest problem in my business, too, the efficiency of the minimum number of strokes made by the artist's pen or brush to accomplish the maximum results. It was in the effort to accomplish this very thing that the socalled Illusion School of commercial art has sprung up and developed." "Jim, you're the best grouch - dispeller I know of," I replied. "I wish you'd play the college professor again and tell me what I don't know on that subject. It would get my mind off what is troubling me, and what's more it would give me some valuable information on a topic I ought to know about." The Illusion Style Development. "If you're willing to listen, I'm willing to ramble on," he began. "In the first place, you know what I mean by the Illusion Style, don't you? It is the style of design in which the observer seems to see details which are not actually drawn in by the artist. There are many different types. but the principle mentioned underlies them all. |