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Industrial Film and Slide Section
SEMI-OFFICIAL ORGAN, SCREEN ADVERTISERS' ASSOCIATION OF THE WORLD
"Truth — Acme of Advertising" Guide to Screen Association
Joe Brandt, President, Screen Adiertisers' Association.
"We pledge ourselves to the truth — the acme of advertising."
HIS motto crystallizes the policy upon which has been built the Screen Advertisers' Association of the World. And it is a policy upon which all ' successful advertising has been accomplished ; and screen advertising is becoming of so much importance in American commercial and industrial life that the activities and the standards of the men with whom it is entrusted is of interest to all.
The universal use of the screen, which even now is to be reckoned with as a power equaled only by the press and the lecture platform, is to play even a decidedly more important role in the life of the average man all over the world in time to_ come. Early exploiters of the advertising screen were not, generally speaking, men with a professional knowl
Leaders in Commercial Film and Slide Industry to Labor for Fair Treatment of Advertiser and Higher Standard of Product
By Lyne S. Metcalfe
edge of advertising. Abuse was common and problems were solved only slowly. Important buyers of advertising were not attracted to a fresh medium of which G.ven the men in the business knew little.
Blazing the Trail
Poor quality of production, hit or miss "circulation" of films (or no circulation
W. F. Hersberg, Treasurer.
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Harry Levey, Chairman, Executive Committee, Screen Advertisers' Association.
at all) tended to defeat the attainment of efficient service in the earliest stages of its growth.
. A few years ago certain far-sighted men, many of them prosperously engaged in the general advertising business and schooled in its best traditions and standards, came to realize that films and slides offered the most effective and rapid route to the masses, an alluring way to talk to them in a language everyone can understand; a "ready-made" audience of "readers." But a number of obstacles presented themselves which, in such a big undertaking, were only capable of solution by the trained expert.
So, trained experts laid down their pencils and turned their attention to the studio and the slide laboratory.
From that period, screen advertising has developed rapidly. There is scarcely one national advertiser in the United States