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' .. l’imiism-tn II\' 'I’IIli INTEREST or COMMUNITY JOURNALISM « - Or, BY, AND FOR KENTUCKY NewsmpERs { :
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I OLUME FIFTEEN m 1 NUMBER ONE . I .
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i George D. Olds, with a varied busi« industry essential? It must be some real tising as essential. The public wants III I ,
ness background, is assistant to the contribution to living. lacts about the product or serVice ad— I , 1‘1
president of Continental Oil Co. (Con- Perhaps what our public wants is vertised. Many times you and I. have ‘ I
' 0c0). He recently spoke before the Ad- what we call service on a product. How 11 e a rd advertismg Justified on the i ',_, I;
,vertising Club of Minneapolis on the to get the most heat out of your coal grounds that it acquaints the readers ‘ 1,’ I: -l
sseiitiality of advertising. A resume of furnace or oil burner with the least ex- With important facts about the product. ‘ ,II '_ II t
his remarks may constitute good selling pense and effort; how [0 make a new Honest thinkers Will admit, however, II T! 5-.
.gnilttlldl loi nexvspapcrs ol all sites. kind of muffin lrom your flour; how to that it takes very intelligent handling I Ilr'w III
’55 Among advertising men are sonre ol economize on gasoline; how to start to keep the facts presented ”1 advertis— VIII , I?
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, lire keenest minds, the most tertile ' \‘our car in cold weather With the least ing from misleading the reader. 0‘" '4' 3,1,1"?l ,
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2 Iiiiiaginations and the most daring in- battery drain; how to design a chicken- 1?“th “908111265 our “ghl to tell gm I '. 3
‘ Irovators in all industry. Their acconip- house [or your roofing to cover, or to lacts understandably and forcefully, 11It I i 1
lislrments, leading to the extraordinary keep a grain binder from rusting. Re— It doesnt “Eh“ “5 ‘0 he to 1" dOCSHL II" = 1 ,
standard of livrng in this country, strike spouse to such advertising, especrally want ”’I be induced ‘0 _huY only to hh_d I :1 _
Iis forcefully every day of our lives. Yet. when no strings are attached, has often disappomtinept Ilhflcahq- The Il’Uth , I. f
IIilong comes the most critical event ol proved startling. \iailrts enOIIg 111-111 Oimgllon so 11: $4111 I, II .
Km” existence and 0111' government Perhaps our public wants advertising niaIc an mu: lgellltl ectstonl w ell ler - ill Ii ~ -
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I classes advertismg as non-essential. Why to serve causes such as the Community it) mlt‘“ :10: afnc “’W 11:15“ mufml I‘t’ ; [II ,
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I he very factories “"thh COUVCNCd ”'0 Chest and the Red Cross. The readers 1 “mil. 13 .MSHSI 0: an mm {gem Tint ' I" , ,r ‘I -;
apidly to munitions, tanks, guns, and ol Standard 01] of New Icrsey ads on ( ’31 0 [C 01“ XIWCUI proc ucts . hh- , l” . I, 1
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produced chemicals and lubricants and fuel ml economy and blood banks, life i“ ‘ C“ (I CLl [3 5* “1’6 never 3‘“ IE I , 1 I .
_ - . . \ "15 'ima/_e( one a ' i- u , = i
"thll PI‘OCCSSCd foods, WCI‘C thl‘C largC- insurance companies on economic stab- l “I ‘1. l' tl Ly 16:1 atVIICCfpiesd t t" , . ; _
- - . . . (en. 0 one 0' ie es s 66 oun- ,. , r .
, l’ because advertising produced the llillltlol), department stores on war co- . . g , l , , I 1'; E
5 vol 1; , , h , b , , . . , . _ d 1 nos in the world, showed a strong de5ire I , . t I
— “me to CCl) l U“ “5)- operation, 01 the countless war bon am [or Grade llbLlln’ in the oil he n l l I If , I '2
‘ 3 If ' " - - v I , l 1' -- -1 ‘ 1 rl " :onceriis and the listeii- . I” ‘ . ‘ h e,“ u " ‘II‘ , ,
, It is uncomfoi ta )lc to )e cassct run 3) )usincss ( , lor 1 Diesel generator A rominent l I , .
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-2 non-essential, then, in our effort to be crs to NBLs great sustaining program cum” of tomatoes shrank wthh horror I I’. :
classed essential, we should find out “Not For Glory," must feel that in this , .' , , . I , I ,'
. {‘- . , . I . . d”. . ”a 1 b , ntial horn grade labeling in canned goods I 1:
list iIliy we are not. already so. i more measure a vertismD ias een esse but was most anxious for it on his gaso I; I I
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Ithair suspect. we are not recognized as in war. The selllessness ol these ads line The campaign for grade labeling II; i II 3
I essential in war for the same reasons must have had a powerful repercusswn is 'i 5 Im )tom of a normal consumer I I II ‘3
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I that we are not so regarded in peace. in public esteem, not only lor the spon— ireed iorl com )lete information on a I l ‘g .
-, It must be that advertising is classed as soring advertiser, but for the advertis- )roduct facts lpro and con not one . llli . l; j
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i non-essential because, right or wrong, iiig business as a whole. These ads have iided nor ruffed ’ , 3 III I I i ,
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,I- the public didn’t believe they had to been shown by American Newspaper 1. . . . II III ii I
lotion .3 have advertising, and while they might Publishers Assocuition to enjoy the What I lear is that oyer‘einphasis is II: ‘vl' I
I accept it as an industry in peace, they highest reader interest in advertising still true of most advertismg. Look at I I; I, I l .3
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I didn’t care what became ol it in war. history. ‘hfllhlhs f0] instance. The American ~ I? I , I
, What is it then that the public wants Still, I believe our public wants some- diet is the best balanced in the world. I I I I
C“Ollgh so that supplying it makes an thing more before it Will classdy adver- I am £0161 by VCI‘)’ good dOCCOF lriends I 'li; .
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