were printed for use in store windows and in factories, printed on cardboard to stand up or to put up on vehicles or in the open air, and eighty-one thousand posters, bearing the same text, were printed for pasting and hanging up.

"A member of this committee co-operated very extensively with the women's committee, and we wish to acknowledge their effective assistance in organizing an automobile brigade of one hundred machines with crews of ladies who carried these posters throughout metropolitan Boston and secured their display in store windows.

"This poster was also placed, through the courtesy and with the assistance of the New England Telephone and Telegraph Company, in 6,300 public telephone booths.

"This poster received widespread distribution throughout this district. The idea was a catching one, the text was limited in amount, and the type was large enough to read, so that it fulfilled the necessary functions of a poster admirably. At least 20,000 of these were placed in the passenger cars of the various steam railways in the district."

In all the reports emphasis is put upon the large amount of newspaper advertising secured. In New York, for instance, the amount of newspaper advertising carried is given as 167 pages, distributed as follows:

advertising for future loans should be made possible through a definite government appropriation.

Mac Martin, of Minneapolis, supports Mr. Harn in his plea that a definite appropriation be set aside by the government for the flotation of the next loan. He puts the matter thus:

We would respectfully recommend that in the future campaigns of this kind be conducted as commercial advertising campaigns are conducted, and that all advertising be paid for at regular card rates. We feel that, while the publishers have been very liberal in their donations, many areas have not been reached that could have been reached through paid advertising, money would have been put into circulation in an industry that needs that assistance at this time, and that more editorial comments would have been given if this support had been forthcoming. We have talked with a number of publishers, both among those who donated and those who did not donate space, and we frankly asked them what the nature of their editorial support would be in case the advertising was sent out on a definite schedule, perhaps omitting their own publications and favoring competing publications, and all of these publishers have been frank to say that they had much rather leave the merits of their papers to an unbiased advertising committee.

Similarly, Lee Olwell, George W. Hopkins and Collin Armstrong, of the New York District, make these recommendations:

"In our judgment the advertising part of the next campaign will have to be conducted along radically different lines from the last

one.

"The question is pertinent: can a duplication of all this gratuitous service and material be relied upon in conducting the next campaign? Is it logical or just to ask bankers, advertising interests and all others who contributed to the success of the last loan to bear a larger share of the burden than their fellow citizens who share, or will share, equally in the beneficent results of victory? In our judgment, the 'sinews of war' are as essential in a financial campaign The govas on the battle-field. ernment should provide the first as well as the last mentioned. Not necessarily at a profit, but at a fair compensation to those who render service or deliver the

goods. Only in this way, it seems to us, can a comprehensive campaign be laid out and successfully conducted.

"In the last campaign no one knew from day to day what space or publicity could be commanded or relied upon in furtherance of the work; and it is a matter of common knowledge that important and reasonably fertile fields were not cultivated because of inability to reach them. The farming pop ulation is a conspicuous instance. The experience of Great Britain in floating her war loans should serve as a conclusive argument in favor of a definite and adequate appropriation to effect the sale of the next issue. If the present appropriation, or what remains of it, is not adequate for the purpose as determined by qualified experts, Congress should be urged to provide the necessary funds."

A PAID CAMPAIGN WOULD PRORATE THE EXPENSE

William H. Rankin, vice-chairman of the National Advertising Advisory Board, in his report is also convinced that paid advertising would be much more effective in this work. He says:

"The advertising, which speeded the sale of the Liberty Bonds, cost twice as much to the people of this country as it should. Because the government lacked an appropriation to finance this advertising the burden of the cost was placed relatively on a few men; and what made the burden heavier, the cost for handling and preparing the advertising was probably double what it would have been had the advertising campaign been planned and financed in Washington.

"On account of the separate campaigns carried on individually by the cities there was much duplicated effort, and naturally duplicated expenditure. Of course, any expenditure in the marketing of the Liberty Loan bonds had to be borne by the people whether Congress made an appropriation to pay for advertising, or the expense was met as it was by patriotic business men. The difference, however, is that in the case of an

appropriation by Congress every American citizen would have paid his pro rata instead of the cost plus the cost of duplicated effort in writing and preparing the copy, and the time and expense of selling the advertising to individual business men, the excess cost being laid on a patriotic and willing class of Americans. In short, had Congress appropriated $2,000,000 for advertising it would have saved the people, the bankers, the bond salesmen and the advertising men an extra cost of millions of dollars in money, effort and time and in all kinds of methods to reach the people personally. through personal salesmen and through printed posters and painted display."

In his report to Mr. McAdoo, Mr. Houston backs up these recommendations. He says:

"It is true that under your vigorous and able leadership the loan was oversubscribed, but it is not improbable that the result was secured at too great an expenditure of energy and time and moneyand this is a time when all three must be conserved. Just as a case in point, Mr. John H. Rich, the chairman of the Central Liberty Loan Committee in Minneapolis, telegraphed me that the amount of waste material which had reached his committee too late to be of service represented enough money to pay the operating expense of the loan in six states in the Ninth District. And this waste, which Chairman Rich complains of, was not due to any individual, but it seems to have been due to the fact that it was not possible to adopt and follow a carefully co-ordinated and controlled plan."

Belting Company's New
Appointments

Harry E. Rennie, formerly western manager for the Imperial Belting Company of Chicago, has been made general manager of the company. W. S. Bloomer has been appointed general sales manager of the same company.

Sydney A. Hale has been appointed Western manager of the American Cutler, New York. E. C. Chamberlin, Boston, has been placed in charge of the New England field.

Chicago "News" Farm Labor Station Pulls Big

The farm labor recruiting station established in April by the Chicago Daily News in a little more than two months has placed 11,213 men, women and children on farms in thirty-three different States. At least nine-tenths of all who have applied at the station have obtained positions. Most of them had had farming experience prior to going to the city. In its work the has had the co-operation of farm papers, state defense councils, United States Government agencies, State employment bureaus, etc. Recruits are still offering themselves at the rate of 100 a day.

station

Major J. S. Cohen Becomes Editor of the Atlanta

on

"Journal"

Major John S. Cohen, who has been the editorial staff of the Atlanta Journal since 1890, has been appointed editor and president of that newspaper, succeeding the late James R. Gray. John Paschall, the city editor, takes Major Cohen's place as managing editor. The new editor of the Journal is forty-seven years old. His first edi

torial experience was on the staff of the New York World.

"Kentucky Farming" Appoints Advertising Manager

F. F. Gilmore, Jr., has been appointed advertising manager of Kentucky Farming, of Louisville. For the past year he has represented farm journals in Middle Western territory, with headquarters in Cincinnati.

New Pipe Advertised

The Dreamland Pipe Corporation has been organized in New York City for the purpose of marketing a newly patented pipe, known as the "Dreamland." A considerable mail-order campaign is planned. Copy has already started to appear in outdoor publications. Generous space is used.

Aulsbrook Admitted to Firm

Fred. G. Aulsbrook, who has been associated for several months with I. M. Taylor & Co., investment bankers, of New York City, has been admitted to the firm. He was formerly connected with the New York American and Western publications.

Fields to Direct Liberty Auto

mobile Advertising

Joseph E. Fields, sales manager of the Hupp Motor Car Corporation, has resigned to become sales and advertising manager of the Liberty Motor Car Company, of Detroit. O. C. Hutchinson has been promoted to succeed Mr. Fields.

part of an advertisement. Getting selling power into type and engravings without the loss of dignity to the advertiser is a big job.

Gilbert P. Farrar, author of "The Typography of Advertisements that Pay" has charge of our Service Department. Mr. Farrar is considered an expert on this subject and we believe that you'll find that he can help you get real sales producing advertisement display.

Ask us on your letterhead to send our free book of type faces.

ARROW PRESS

INC.

"Salesmanship in Prin!"

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