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Special Libraries, April 1916 San Jose State University SJSU ScholarWorks Special Libraries, 1916 Special Libraries, 1910s 4-1-1916 Special Libraries, April 1916 Special Libraries Association Follow this and additional works at: https://scholarworks.sjsu.edu/sla_sl_1916 Part of the Cataloging and Metadata Commons, Collection Development and Management Commons, Information Literacy Commons, and the Scholarly Communication Commons Recommended Citation Special Libraries Association, "Special Libraries, April 1916" (1916). Special Libraries, 1916. 4. https://scholarworks.sjsu.edu/sla_sl_1916/4 This Book is brought to you for free and open access by the Special Libraries, 1910s at SJSU ScholarWorks. It has been accepted for inclusion in Special Libraries, 1916 by an authorized administrator of SJSU ScholarWorks. For more information, please contact [email protected]. Libraries Special- Vol. 7 APRIL, 1916 No. 4 --- Dooks and The Advertiser By Merle Sidener. Indianapolis, Ind. Sidener-Van Riper Advertising Agency The day has passed when the business lil~raricsslmial departments for business Inan must learn by exyerierice exclusively. literature, and ~t is cven more pleasing to It is poss~ble today to save many hard an advertising man to find what a splendid knocks by taking advantage of the exyeri- showing in these spccial libraries is made once of other business inen as recorded in by the boolcs dealing with this modern busi- reliable business data. ness force. The output 01 busmess books has been on The Associnled Advertising Clubs of the the incrcasc during the last few years, and World, with headqua1 ters in Indianapolis, publlsliing houses that have issued these tnaintains in its offices a model business boolcs have made a definite contribution to lib~aryand through the efforts of this or- the busines world. Lllrewise, the libraries ganization, many public libraries have been that have recognizod their opgortnnity to helpcd to ~nstall sgec~al departments of render a specialized service to business men, business literature, and thousands of indi- havc added much to the general betterment viduals have hecn inspired to purchase for of business. tlle~rprlvate hbraries volumes on business The day is one of intense competition in subjects. all lines of huinan endeavor, and the bnsi- Tlns organization through the co-opera- ncss world is prcssed to an extremity in tion of Donhleday, Page t Company, has flnding solutions for its coinglex problems. published sevcral volumes which have Perhaps that departinent of business which quickly talcen Il'ont rank among the best deals with distribution, is by reason of its business l~oolc~It was through the efforts greater need for resourcefulness, attracting or the Associated Advertising Clnbs that the services of the keenest and most alert Proi. Paul Terry Cherington, instructor in men The element of productloll 1s no less comnercial organixalion in the Graduate iml~ortantthan formerly, but as production scliool of Busincss Administration, Harvard has become morc cfftclent the problein of Univers~ty,became interested in preparing d~stributfonhas grown, and the big question a scries of lloolrs on the general subject of in the ~ndustrlalworld today is "How may advertising. we sell more goods at a profit?" His first boolr, "Advertising as a Business The ncwest Influence that has been Force," is regarded by many advertising brought to bear on this question is advcrtis- men as an essential part of the equipment ing. It is a development largely of the last of every first-class business omce. Its chief half century, and in fact has been recog- value is in the compilat~onof experience ni7ed as a definite business force only in the records which it presents. Prof. Cherington last decade or so. The wonderful develop- succeeded in gathering a series of records n~entof advertising is very largely due to of experience showing how advertising ac- the educational effect of the books and mag- livities have been related to the selling re- azines which have presented to the business sults they were designed to produce. world both the theory and the practice of TVe place this Cherington book as of fore- advertising. The type of inan attracted to most value in my company's ofice library, the business of advertwng, appreciates the because it presents concrete cases of effort necessity for absorbing information. His and result, with very little comment on the mind must be alert and open, he must be part of the author, and with little or no abreast of the timea, he must be resourcefuI injection of theory. It offers accurate data to overcome difftcultles which block the way on most of the daily problems which come to larger distribution. Re has therefore been to the advertising man's desk. Prof. Cher- quick to reallxe the value to him of books ington's second book, "The Advertising and publications which present in a practi- Book, 1916," is in reality a second volume cal way the thoughts and experiences of to the flrst boolr, for it again presents a others in meeting his problems. compilation of the best data obtainable from It is grat~fyingto discover in many public recent progress in advertising methods. SPECIAL LIBRARIES Another book which is of different type is the study of specific selling problems and but equally valuable to the business man is the planning and execution of advert.ising "The New 13usiness," by Harry Tipper, Ad- programs. Together with the current publi- vertising Manager of the Texas Company. cations which especially represent thc ad- This book is a conlprehensive discussion of vertising business, these books make up a the evolution of business, especially with reference library which may be fairly com- reference to modern methods of ~narlretlng pared to the legal library of the lawyer. and the conflict between the various factors The legal profession will find precedent in d~strihution. It presents just such infor- for every possible move that may be made, inat~onas the business man engaged In ad- offensively or defensively, in the law. Court vertising must lcnow as a foundation tor decisions, from tho lowest to the highest, meeting ever changing conditions. can be cited. Earucst E11no Calkin?, a successhl ad- While our library is not so complete as vertising man, wrote "Modern Advert,isingn that, we are enabled to have placed upon ten years ago or so, and has within the last the desk of any of our principals, all the year I~cencompelled to write another vol- references In boolcs and magazines, pub- ump, "T~EBusiness of Advertising," because lished in the last five years or so, bearing of the great changes in advertising practice. upon a specific problem. For instance, the The new book carries much of the thought librarian was aslced to bring references to of the original volun~e,but brought up-to- chewing gun1 advertising and among them date. It describcs in narrative style what were thcsc : "How American Chicle Worked is done from Lhe beginning to the end of an Out the Zone Idea in Selling Gum," an au- advcrtising campaign. thorized interview in Printers' Ink, May 13, There are many boolcs dealing with the 1915, with Henry Rowley, president of the technical side 01' advertising such as De d~ncrican Chicle Company; an article by Vinne's "The Practice of Typography" deal- Edward Matt Wooley on "The Man Who Put ing with type faces and sct-up, and An- the hlmt in Spearm~nt,"being tho story of drew's "Color and Its Application to Print- thc success of William Wrigley, Jr., gub- ing." lished in Printers' Ink, January 21, 1915, and A serics of boolcs h~'Wallel' Dill Scott, a brief article on the purposcs and plans of Director of the Psychological laboratory of the Sterling Gum campaign, also printed in Northweslcrn University, is found in mosl Printers' Inlr July 8, 1915. Besidcs these, good hus~nessllhraries, public and private, there wore a score of index cards submitted dealing with such subjects as "The Theory for selection, bearing on methods of distri- of Advertising," "Tho Psychology of Advcr- hutlon necessary for a product such as chew- tising," and "Influencing Men in Business." ing gum. While such boolcs are not especially valu- Printc~~s'Tnlr, Advertising and Sclling, and able for refcrcncc purposes, a rereading of System hhgazine arc indexed and cross in- special cl~aptersnow and then, intensifies dexcd as the current nunlbers arrive, and the power of analys~s,so important in the the magazines are hound as cach volume is advertising business. completed. These are of even more use for In spccial fields, a number of boolcs reference purposes than the boolcs, because rendel* service, such as "Financial Adver- the nlagasines are constantly presenting the tising," by E. St. Elmo Lewis, and "News- actual cxperlence of advertisers. paper Xdvertismg," hy G. R. E. I-Iawlcins. A sign of the times is the willingiicss of "Church Fubllcity," by Christian I?, Relsner, succcssful men to give to their fellows the deals with a modern application of the force "how" of their accomplishments, Men who of publicity. have found a means to an end tell just how "The Business Man's Library" and the they did it, in these magazines. In other "Business Correspondence Library," ~ssued morcls defin~tedata on experience is now by the Syslcin Company, are invaluablc in available to thc man who would use this an arlverlising man's library because ol the wonderful business force,-advertising-and tecliilieal help they oIfer. far more progress will be inadc in advcr- Tl~esebooks and others which might bc tising 11.1 the next ten years than during the lncnt~onedare used i11 a thoroughly practi- last ten, because of the availability of this cal way in our omcos, where the daily duty information.
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