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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 question 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 of flour. The grocery clerk asked me what kind. A certain name came to my lips without effort. I had been reading it on public signboards.

"Now as far as I know this advertising was having no effect upon me. Yet it seems the constant repetition of those words had registered them permanently upon my brain. They were there and I did not know it."

The value of newspaper advertising was then taken up my Mr. Mitchell.

"An advertising campaign of less than six months is of no value. One biscuit firm advertised for two years before the

Continued on 14th Pge, 4th Col.

LOST AND FOUND
Twelve words or less (TWO LINES) 30c. Each additional line. 15c.

LOST - At or near Stetson Hospital yesterday, a gentlemen's chased gold ring with three diamonds; name of owner engraved on inside: very liberal reward and no questions asked if returned to Dr. A. Boger. 2213 North Broad street.

LOST-Gold link bracelet, Saturday night. Route 54 and 28 to Green st., thence walking on 2d to Market to 11th to Spruce. Highly valued on account of association. Liberal reward. )-31. Inquirer office.

LOST-June 25, at Hotel Raleigh, Hammonton, N.JJ., sterling silver mesh bag (initials S. L. M.) containing 3 store coins and $16 with change. Reward if returned to Mrs. S. Mearkle, 5223 Webster st. Phila.

LOST-a Bag containing fishing line, reel and clothing on the road between Newport and Cedarville, N.J. Last Sunday. Reward. Marshall A. Brooks. 662 N. 53d st.

LOST-Policy No. 30098, Mechanics' Insurance Co., covering No. 718 S. 17th st.. Phila.. lost or mislaid: application made for new policy.

LOST-Saturday afternoon valuable diamond ring at Columbia Spa Restaurant. Libera reward if returned C-19. Inquirer office.

LOST-April 15. warrant No. 2263. on Bureau of Water Dept. of Public Works. for $33.33. Reward. N. Suzmer. 338 S. 2d. st.

LOST-Bag of clothes. Monday. Reward if returned to 3551 N. 6th.

LOST- Monday. about 4 o'clock. Cameo La Valliere. Reward. 725 N. 17th.

FOUND-Watch fob. initials on charm. Apply 2850 Germantown ave.
Other Lost and Found on Page 18
[[COLUMN 2]]
Inquirer Aviatrix Cuts Blazing Path in Heavens
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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 the loop the loop three times in succession, the world's record for night work, and then reversed to the starting point of the trick and accomplished the loops backwards. To her spirals she gave an additional twist just as the white searchlights on the wings were extinguished and her circling the City Hall tower was dangerously close and full of fancy dips and curves.

As on the previous night, Market, Chestnut, Walnut and Arch streets were jammed with thousands of spectators. Likewise Broad street, immediately north and south of City Hall, and Eleventh, Twelfth, Thirteenth, Fifteenth and Sixteenth streets, in the same vicinity, held hundreds of anxious watchers.

Exhibit Delights Ad Men
That The Inquirer had been one of the biggest individual aids toward the success of Advertising Week was practically unanimously admitted. The 18,000 delegates and visitors to the twelfth annual convention of the Associated Advertising Clubs of the World, in whose honor the aerial entertainment was arranged, expressed themselves to be delighted by the unusual exhibition.

The course of the blazing aeroplane could be seen in the skies for miles around. To persons in Roxborough it seemed as though Miss Law was directly over their heads, although in reality she was flirting with the William Penn Monument. Residents of Main Line towns gathered at vantage points and watched the girl as readily as did the spectators in the centre of the city. Even the Jersey suburbs had a splendid view
Continued on 14th Page, 3d Col.

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