Opportunity Tell It to Sell It to /HY waste money or words? Get right down to selling. Go after people who have money to spend and an inclination to spend it. Such people are best reached through the Cleveland Plain Dealer. Plain Dealer advertising per line per Guaranteed Net Paid Daily Over 175,000 Guaranteed Net Paid Sunday Over 200,000 The Plain Dealer First Newspaper of Cleveland,Sixth City Western Advertising Representative: JOHN GLASS Peoples Gas Building, Chicago Eastern Advertising Representative: Increasing Sales thru high class Motion Picture advertising I A message to national advertisers from the Universal Film Manufacturing Co.-Largest manufacturers and distributors of films in the Universe. NCREASING the sales of merchandise thru the medium of moving picture advertising is today riveting the attention of the largest manu facturers and business concerns of the country. Altho moving pictures as an advertising medium are familiar to most national advertisers in a general way, the details and the vital factors necessary for the really successful promotion of sales thru this art are not fully understood, particularly that branch that comes under the head of DISTRIBUTION. A great many claims and much elaborate literature have been sent out to large national advertisers, by "fakirs" and "fly-by-night" advertising film companies with the result that the standing and prestige of this high class form of advertising has been disparaged. But from this maze of empty claims and glittering promises of big results by the "fakirs" and "fly-by-nighters" has evolved a new epoch in the producing of industrial film advertising, bringing it back to the position it should naturally occupy by virtue of its real worth and tremendous power when properly handled and rightly promoted. This evolution has come about in the most natural and logical manner, worked out by the falsity of the statements of the fakir with regard to the DISTRIBUTION of the advertising film as promised. Moving Picture Theatre Owners and Exhibitors throughout the country are "wise" to the "fakir's" advertising film, usually a thinly veiled attempt to put over an ad in the form of a story in pictures. Thus the Exhibitors themselves have squelched the "fly-by-nighter." Promoted along legitimate and original lines such as are incorporated in the plans prepared by the Industrial Dep't of the Universal Film Mfg. Co., the advertising film finds a natural and healthy outlet. With a true understanding of the tremendous advertising power of the legitimately handled moving picture advertising film, it has won the praise and support of such organizations as The Association of National Advertisers and The Advertising Clubs of the World as well as scores of large representative institutions. It has been proved by exhaustive research that more than 13,000,000 people visit moving picture theaters daily in the United States alone. It has been further demonstrated, within the past two years that the public in general welcome the exhibition of a production which shows in a skillful and high class manner how nationally advertised goods are manufactured, distributed and consumed. We have prepared and ready complete data covering any business, institution or concern interested in increasing and promoting sales thru this method of advertising National Advertisers are invited to communicate with us. Conferences arranged by appointment. INDUSTRIAL DEPARTMENT UNIVERSAL FILM MFG. Co. CARL LAEMMLE, President Largest Manufacturers and Distributors of Films in the Universe 1600 Broadway New York City th 61%%% Own Homes AFTER all, home-owners are the backbone of the country and the life blood of trade. Sane and sensible, they form an intelligent audience that hearkens attentively to the sales story of worth-while products. When we tell you that 61-2/ 10% of the readers of EXTENSION MAGAZINE own their homes we can give no more clinching proof of the calibre of the circulation of "the world's greatest Catholic national monthly." Buyers of every sort of product, investors, home builders and home-makers are to be reached in greatest quantity at lowest cost through the advertising columns of their favorite magazine. Last Chance Advertisers placing definite orders before October 5, will be entitled to old rate up to and including October, 1918, issue. EXTENSION MAGAZINE The World's Greatest Catholic National Monthly Plans Laid Out for Liberty Loan Publicity Great Reliance Is Again Placed Upon the Private Advertiser's Generosity in Donating Space Tel Committee HE Liberty Loan Committee serve District, New York, is making thorough preparation for the work ahead of it in disposing of its quota of the new bond issue. As the publicity department is regarded as of vital importance in arousing public interest in the loan and in promoting the sale of the bonds, special attention has been paid to its organization by Guy Emerson, vice-president of the National Bank of Commerce, who is the director, and who served in a similar capacity during the first Liberty Loan Campaign. The The department occupies 6,000 feet of space on the fourth floor of the Equitable Building, where provisions have been made for supplying the daily and weekly newspapers, the magazines, technical, agricultural and other periodicals information concerning the progress of the campaign, arguments to be used in inducing people to buy bonds, etc. work is arranged very much in the same manner as in newspaper offices. There is a well-equipped news bureau, a feature service bureau, an advertising bureau and a statistical department, each directed by men of experience and standing who have been taken from newspaper, advertising and banking offices. Joseph Hartigan, formerly Commissioner of Weights and Measures, is assistant director of the publicity department, other assistants being Grosvenor Farwell, of White, Weld & Co.. and Foster M. Coffin, of the Carnegie Foundation. John Price. Jones, formerly of the New York Sun, but now of the H. K. McCann Co., in charge of the News Bureau, has organized a staff of ten reporters and re-write men who are already at work turning out news stories concerning the new Liberty Loan. Later on half a dozen more men will be required. The newspapers are not going to monopolize the attention of this department. Matter is to be prepared by capable editors for the special use of farm papers, women's magazines, literary, trade, and financial publications and the foreign language newspapers. Sunday feature stories duly illustrated will be handled by experts. James F. Clark, advertising manager of the National Bank of Commerce, is in charge of the advertising bureau. A copy division is being created by W. T. Mullally, of Maclay & Mullally, Inc., advertising agents, who is vice chairman of the Second Federal Reserve District Advisory Board of the A. A. C. of W., Collin Armstrong being the chairman. The space division, under the direction of Bayard F. Pope, of Blodget & Co., will have many attractive features. Leonard Wyeth, of White, Weld & Co., will act as Mr. Pope's assistant. The feature bureau will have the co-operation of moving picture and theatrical companies in bringing the attention of their audiences to the Liberty Loan. Liberty Loan circulars are to be distributed among the policy holders of the insurance companies, among depositors in banks, and merchants are to be requested to enclose a circular in every package leaving their stores. Three hundred and twenty thousand stickers for automobiles are also to be distributed. In speaking to a representative of PRINTERS' INK about the task before the committee in making the loan a success, Mr. Emerson said: "Now that Congress has refused to make an appropriation of $2,500,000 for paid advertising nothing remains for us to do but |