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The Philadelphia Inquirer Vol. 174, NO. 180 TODAY'S WEATHER - Partly cloudy, cooler PHILADELPHIA, WEDNESDAY MORNING, JUNE 18, 1916 - Copyright, 1916. by The Philadelphia Inquirer Co.

Every Day Brings a Steady Increase 
in the great army of Inquirer readers - And every copy represents an actual subscriber, as The Inquirer is absolutely not returnable. ADVERTISEMENTS IN THE INQUIRER PAY BIG DIVIDENDS.

The Inquirer's Gains in
were never so great as at the p its steadily growing circulation respondingly larger daily advertiser. ADVERTISEMENTS IN TH PAY BIG DIVIDE
[[COLUMN 1]]
CONFERENCES SHOW VAST ROLE PLAYED BY ADVERTISING MEN
Problems Attending the Marketing of Millions Earnestly Discussed
Newspaper Generally Held to Be Best Medium for Sale of Commodities

How great the business of advertising has grown, how many millions of dollars have been spent upon it yearly and how many more millions returned, how systematically its work has been laid out and how intensively the results of it studied - these and a hundred innumerable questions growing out of the great forces of publicity first became apparent yesterday when the convention of the Advertising Clubs of the World, instead of sitting in general session, broke up into dozens of departmental meetings.

Conferences which occupied most of the buildings at the University for the separate hearings attracted many thousands and resulted, in discussions and exchanges of wisdom and experience upon hundreds of the questions of trade interchange and trade intelligence.

It was the day of the big "practical" advertising men - the men to whom the problems of marketing millions upon millions of dollars worth of commodities every year were meat and drink.

Most of these men held that the newspaper was the best medium of advertising labor and recreation, science and almost religion. So many men attended and so much was brought to the convention in the way of practical knowledge that the delegates had to be classified into departments and conferences.

It was at these that many of the secrets of individual trade successes for the first time became known, and the methods which mark the passing of the rule-of-thumb producer and merchant, and the careless and undiscriminating buyer, were brought home to all interested in the great problems of living.

Tell of Protective Censorship
One speaker told how the New York Stock Exchange censored advertising, and a dozen or more described how the newspapers censored it in their own offices, for the protection of both buyers and sellers. Others told how their firms freely spent enormous sums in advertising, sums proportionate to their outlay and income. Small merchants' experiences, in which little outlays, properly made, produced excellent, and in some cases, almost incredible business results, were retold. Advertising agents outlined how vigorously they were purging business of disreputable and dishonest methods and of misrepresentation.

Advertising specialty manufacturers revealed the enormous growth of their industry and the causes which had led to it: agricultural publishers told how farmers had been benefited through advertising manufacturers, who for the first time brought to them the solution of problems they had been wrestling with for generations: the business of press made clear its influence in foreign trade.

Direct mail advertisers, directory publishers, lithographers and financial advertisers called their experts into departmental meetings. The graphic arts department showed the enormous, if unconscious influence of attractive-looking material, whether in newspapers, posters or other expedients. Magazine publishers, national advertisers, newspaper publishers, including the religious presses, poster advertisers and general retail advertisers all had public and, at times, heavily attended meetings of their own. 

Reveal True Magnitude
Women advertisers, community and export advertisers, religious advertisers and teachers of advertising, together with moving-picture publicity men, all had their conferences. Wilted, but vociferous, disagreeing at times, but always earnest and always convinced, these revealed for the first time, even to many of themselves, the true magnitude of advertising.

N. Mitchell, advertising manager of the Liggetts-Riker-Hageman-Jayne Drug Company, in a paper on "When and Where to Advertise" attracted the largest crowd of the day to the Convention Hall of the Commercial Museum. Pertinacity in advertising was the keynote of Mr. Mitchell's address.

"A Man bound for the Pacific Coast," said he, "had made up his mind to stop at a certain hotel. Thirty miles out he saw the name of another one on a billboard. Similar signs appeared at intervals closer and closer. When he reached San Francisco a voice called, 'Bus for Hotel So-and So.' Call it psychology or what you choose. He took that bus. "My wife one told me to order a sack
[[column 2]]
Inquirer Aviatrix Cuts Blazing Path in Heavens
[[image]]
Remarkable Photograph of Miss Ruth Law, The Inquirer Aviatrix, In her Flight Last Night. The Path of Light Through the Sky Near City Hall Was Made By Miss Law's Blazing Machine. This Shows Distinctly the Loops Made By the Aviatrix

INQUIRER BIPLANE REPEATS METEORIC FLIGHT ACROSS SKY
Fearless Girl Holds City Spell-bound With Loops and Dips
Dazzling Exhibitions at Noon and Night Again Magnetize Ad Men and Visitors

Attracting crowds almost equal in numbers to the hundreds of thousands of persons who saw her performance on Monday evening, Miss Ruth Law, the fearless aviatrix, in The Inquirer aeroplane, repeated last night her sensational illuminated flight around City Hall.

It was the fourth trip by the girl in two consecutive days and weather conditions made it the most difficult. Her third flight at noon was so hampered by the heavy atmosphere and treacherous gusts of wind that Miss Law flew only 2500 feet high. To reach even this altitude meant a desperate battle with the elements, threatening the very existence of the frail biplane.

When Miss Law speeded toward the statue of William Penn last night, those who saw Monday evening's flying realized that the aviatrix was trying out some new stunts. With lights ablaze, she did 

[[image]]

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ripped newsprint and missing clipping