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Dominion, Volume 14, Issue 306, 20 September 1921, Page 6

- c-nld' not expect to get the best out of their American motto, "Truth In Advertising.” or of their Australian motto, “Efficiency in Advertising, unless as far as possible they inculcated a desire for truth in the reading public (said Mr. Charles Francis, a visitor from, America, recently in New Zealand, at the Convention of Advertising Clubs in Melbourne last month). If they could get into the paper the whole truth every day the people would soon look for nothing else. He was sorry to say that the community at large had a tendency to look for the lowest rather than the'highest class of reading. It was no good saying to him that this might be true of* New York, but not of Melbourne. It was unfortunately true in all communities. It was not always cirthat counted—it was rather the class of journal in which one advertised. (Applause.) A man of no importance in the community could stand ground with shabby clothes and attract no attention; but a man with a position in the community could not do this. Similarly a man who by advertising drew attention to his business simply had to progress. He could not afford to standi gtuL