FR Advertising Some business men still cling to the moss-covered notion that good taste in advertising means loss of strength-effeminacy. They think that to reach the "popular public" they have got to build their advertisements down rather than up. Nothing could be more absurd. If they worked that theory in their own business organization they'd fall behind. The most successful advertisers in America-the big ones -are living examples of good taste in copy and layout. We have always maintained EY Illustrations that good taste pays in every piece of work, no matter what the commodity, whether the space is large or small. Every factor in the Frey organization is imbued with that idea and must be. We believe that the principles of good taste are as essential to an advertisement of belting as of jewelry. In the Frey studio are hundreds of proofs, in infinite variety, that bear out this phase of our work. CHARLES DANIEL FREY CO. 104 South Michigan Avenue :: Chicago The Country Boy He is a fine lad, just beginning to grow. He was born in Chicago, but for his upbringing has moved to Philadelphia to live with The Farm Journal. Over 10,000 fine American lads already know and like The Country Boy-more will know him soon! Most of the 10,000 have learned of The Country Boy through advertising --they're a responsive lot for most advertisers to talk to! Swift, Eastman, Allen, Mead, Goodrich, DuPont and others have been going along with The Country Boy to all these other boys for some time - other good advertisers are welcome. The July issue is just about out. A copy will be mailed to anyone, advertiser or possible subscriber, upon receipt of 5c. The Country Boy is a 16-page publication, full of stories, pictures, articles of all kinds, complete reports of the Liberty Bell Bird Club, the Wideawakes, the Sketch Club, etc., now well known in over a million country homes. The Country Boy is now owned by the publishers of The Farm Journal, Washington Square, Philadelphia, to whom orders and reservations should be sent. Campaign to Bring Prospects into Sales Territory Atlantic Refining Company Advertises to Sell Pennsylvania to Tourists -with Gasoline on the Side By Philip Francis Nowlan EVEN in these days of bold ad vertising along broad-gauge lines there is something almost breath-taking in the campaign just started in the weekly field to bring to the state of Pennsylvania automobile tourists from all over the country. When they get there the Atlantic Refining Company, in the natural course of events, expects to sell them some gasoline. That is one reason, but only one reason, why it is conducting the campaign single-handed and entirely at its own expense, though the campaign involves the advertising of many industries besides that of the refiners. Another reason is patriotism, expressing itself in terms of good roads and their military and economic importance to the nation in these times of stress. Still another is the realization that what benefits the bulk of a commonwealth's industries generally benefits the individual concern in that industry. That is why the campaign is going to be broad enough to include much publicity for many of Pennsylvania's industries besides oil and gasoline. Pennsylvania and Delaware, but with virtually no organization outside that territory. For something more than two years it has, been following up the policy of advertising a brand of gasoline. Despite the fact that the territory is principally Pennsylvania and Delaware, the Atlantic ranks high among the big users of newspaper space in the country. And as this MAGAZINE COPY, TO BE BACKED UP WITH ADVERTISING WITHIN THE STATE The Atlantic Refining Company is the largest of the now dissociated and competitive elements of the old Standard Oil. That dissociation left it as an individual company with a highly developed field in its own territory, that of NEWSPAPER space is concentrated in territorially-limited circulation the effect has been marked. Now the company is looking for new worlds to conquer, and as for reasons of policy it is not inclined to make too much of an effort, to attack the other fellows' territories, the idea of the new campaign is to bring new worlds of prospective conquest into its own territory. It is apparent that there would be difficulties in the way of bringing tourists into Pennsylvania for the specific purpose of buying gasoline. Hence the company is going to sell Pennsylvania as a state, particularly as a state in which to tour, to every automobile owner in the United States-at least that is the mark at which it is aiming. This, of course, involves the selling of the state in its every feature, from scenic grandeur to commercial and industrial activities and financial resources. All the way through the advertisements the loud pedal is to be pressed with the theme "Tour Pennsylvania," and any talk of gasoline will be but a softly-fingered interlude, a little pianissimo the effect of which will lie in its modest frequency. More directly-and this constitutes the real clinch following the sale of the idea-the advertisements are designed to bring requests for the booklet which the company is getting out in generous numbers and distinctive style, "Motoring Through the Keystone State." This booklet is a compendium of all information which the heart of the most ardent and delving motorist could desire. It contains road maps and full instructions, outlines routes, and tells of accommodations to be found along the various lines, and tells also, with specific references, of the state's economic, political and military history. CO-OPERATIVE EFFORT TO MAKE TOURISTS' VISIT PLEASANT With the booklet goes a "courtesy card," informing all whom it may concern that Mr. Blank is touring the state as a guest of the commonwealth at large and that all courtesies shown him will be appreciated by the Atlantic Refining Company. The persons most concerned, of course, are likely to be the store and hotel keepers along the route which more Mr. Blank may have selec The card is not issued with idea that Mr. Blank is likely meet with anything but cour from the people of the state, it undoubtedly will get him m little extra attentions, because whole idea is to be explained the newspaper advertisements the company, so that just as s as any citizen of the state is fronted with one of these ca he will "hook it up" at once the idea and, incidentally, with lantic gasoline. Another connection will formed when the tourist him enters the state and runs into 5,500,000 newspaper adverti circulation. For more than two years Atlantic company has been cap izing in its advertising the boil point test instead of the spec gravity test for gasoline. Gre emphasis has been added to thi the last two or three months. Under the caption "You've the Goods, Atlantic," uttered b pictured Uncle Sam, the foll ing announcement was made: "Uncle Sam has a deci hunch that the best way to de mine the efficiency of gasolin by its boiling point and not by specific gravity. He points in his bureau of standards rep that specific gravity is a very definite, unreliable test for ga line. "Atlantic gasoline has alw been a boiling-point gasoline Here follows a discussion of various advantages claimed for boiling-point gasoline, and sev paragraphs quoted from the g ernment pronouncement on subject. Though well equipped with son-why argument, the Atla company has not neglected opportunities in "snappy" appe "Atlantic Gas Puts Pep in Y Motor" is a slogan which gr the public in Pennsylvania Delaware at every turn, as wel the thought "Keep Upkeep Dow The following advertisem breathes the spirit of irrepress and good-humored enthusiasm. might have been designed or nally as a special appeal to |