Reel and Slide (Mar-Dec 1918)

48 REEL and SLIDE OFFICIAL ORGAN OF THE SCREEN ADVERTISERS^ ASSOCIATION OF THE WORLD OFFICERS JOE BRANDT President New York R. R. Hollister 1st Vice-President Dayton, Ohio Tirey L. Ford 2nd Vice-President W, F. Herzberg Secretary and Treasurer Joe Brandt, president "Truth," the password of the Associated Advertising Clubs of the World, with which the Screen Advertisers' Association is affiliated, "Truth," the sesame which opens the door to new members is likewise the cerberus which keeps many from becoming members of the Screen Advertisers' Association of the World. "Caveat emptor" — let the buyer beware — finds, even in our enlightened time, many victims. Shall we say "innocent" victims? No, indeed. Shall we pity them ? Certainly not. The individual or a firm, which spends from $5,000 to $25,000 for the production .of an industrial subject and is satisfied to pay his good money on the vague promise "to exhibit a film as widely as possible," without a positive guarantee for such distribution, only deserves what he gets. What good is a $100,000 advertisement if nobody sees it? What good is a moving picture ad, or any other ad, of nobody reads it? It is money thrown away, time and money absolutely wasted. Would you, a manufacturer of shoes, for instance, hand out a one hundred dollar bill to a man who promises "to try his best to make a shoe that will fit every man in town," only to find out later that at "his best" he could not make such a shoe? True, the man did not guarantee to make such a shoe, he only promised "to do his best." Would you give him the $100? You certainly would not. But you give a man $5,000, genuine, hundred-cents dollars, on his mere promise to try to have film exhibitors show your film, which he makes for you at your expense. And to make you swallow the medicine so much easier, he tells you that your film will be so good that some exhibitors will be glad to pay a dollar a day for the privilege of exhibiting same. If that were true, why should he take money for the making of your film? He could induce 18,000 theaters to show that wonderful masterpiece of his, pay him a dollar a day and make quite some money. Irresponsible firms, afraid of the light which "Truth" spreads, afraid to apply for membership which they know they could not obtain, are the ones to discredit screen advertising in the eyes of the advertising fraternity. Were it not for them, screen advertising were long incorporated in the advertising appropriation of every national advertiser and used by many individuals, locally or nationally. Spread "Truth" and drive the fellow under cover who, under a false mantle of "trying his best," is really "trying to do his worst." — Harry Levey, Manager, Industrial Dept., Universal Film Co. * * * Joe Brandt, president, has been making the rounds of the Universal exchanges. Upon his return to New York, says Harry Levey, he will have much information concerning the industrial film activities of the country. It is Mr. Brandt's intention to call an important meeting of the Screen Advertisers' Association about the first of the year to discuss recent developments in the industrial film field. There was a meeting of the Commission of the Associated Advertising Clubs of the World at the Advertising Club of New York, 47 E. 25th street, at 10 a. m., Friday, October 11. Harry Levey was present, representing the Screen Advertisers' Association. * * * Secretary and Treasurer W. F. Herzberg, of the Camel Film Company, has recently produced several hundred short stock subjects for use by retailers in all lines of business. These pictures, which are of extra quality, are being sold outright on the footage basis. * * ♦ Several new applications for membership have been received by the officers of the Association, which will be acted upon at the next meeting. Harry Levey, Chairman Executive Committee APPLICATION FOR MEMBERSHIP Screen Advertisers' Association of the World Harry Levey, Chairman Executive Committee, Care of Universal Film Mfg. Co., 1600 Broadway, New York Kindly send me the Pledge of Standards of Practice and all particulars necessary for my becoming a member of the Screen Advertisers' Association of the World. Name Date. Firm Nature of Business. Buy Liberty Bonds