How we advertised America; the first telling of the amazing story of the Committee on public information that carried the gospel of Americanism to every corner of the globe . in the initial contacts be-tween the government and the advertising experts. Whenthe First Liberty Loan was announced a committee headedby Herbert Houston, William H. Rankin, and O. C. Harncame to Washington to urge a campaign based upon theoutright purchase of advertising space in newspapersand other mediums. There was no question as to the patriotism of the men,nor do I think that there was much doubt as to the valueand
How we advertised America; the first telling of the amazing story of the Committee on public information that carried the gospel of Americanism to every corner of the globe . in the initial contacts be-tween the government and the advertising experts. Whenthe First Liberty Loan was announced a committee headedby Herbert Houston, William H. Rankin, and O. C. Harncame to Washington to urge a campaign based upon theoutright purchase of advertising space in newspapersand other mediums. There was no question as to the patriotism of the men,nor do I think that there was much doubt as to the valueand efficiency of their plan. When one considers the dis-ruption of business occasioned by each Liberty Loan andthe appalling waste in stupid or misapplied energy, theconviction grows that paid advertising—controlled, authori-tative, driving to its mark with the precision of a rifle-ball—would have been quicker, simpler, and in the end farcheaper. It was in the first days of war enthusiasm, however,and there was a definite repugnance to any suggestionthat savored of profit. Voluntary was the magic word,and even though it took five dollars to secure the gift of a 156. Thomas Cusack Jesse H. Neale 0. C. Harn THE ADVERTISING DIVISION dime, there was a glamour about the donation that blindedevery one to the economic waste. Aside from this, adver-tising was regarded as a business, not a profession, and themajority looked upon the advertising agent with suspicion,even when he was not viewed frankly as a plausible piratebelonging to the same school of endeavor as the edition-de-luxe book canvasser. In any event, the advertising experts withdrew fromWashington, feeling somewhat as though casualties hadbeen sustained, but instead of sulking they proceeded toprove themselves and their theories by actual demon-stration. Among other things, Mr. Rankin evolved whatcame to be known as the Chicago Plan, being the pur-Chase of space in the press by individuals or groups, andthe donation of th
Size: 1266px × 1974px
Photo credit: © The Reading Room / Alamy / Afripics
License: Licensed
Model Released: No
Keywords: ., boo, bookcentury1900, bookdecade1920, booksubjectworldwar19141918
