ADS MUST SELL IDEAS, NOT SPACE

Page Five SAYS BEST ADS COMPETE WITH NEWS INTEREST CHICAGO Newspaper advertis ing should be something more than the mere announcement of bargains a reporter learned yesterday by at tending a session of the convention of the International Association of Newspaper Advertising Executives Newspapers must sell ideas rather than mere space declared Carl L Gibson vicepresident and general sales manager of the Standard Pub lishing corporation Chicago Advertising is intended to influ ence the public mind favorably to a commodity but not to sell it. Mr Gibson said and he made this dis 1 inction Merchandising is the mov ing of goods toward the people while advertising is the moving of people towards goods Ads Need Interest Newspaper advertising competes for reader attention with such headlines as Scalisi and Anselmi Slain in Gang Feud. Mr Gibson ex plained and he contrasted a number of news headlines with advertising headlines and declared that the news heads were more to the point. The average woman may spend an hour reading a newspaper he stat ed and as the news and features are most interesting an advertise ment should convey a message if it is to bring results.

Mr Gibson said that the.