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turns on a given investment and at the same time, so that the element of mutual advantage may be present, to obtain for the customer a profitable investment in purchased power. The various divisions of the Bureau present reports dealing with the application of electric heating on a large scale to the production of steel and other metals, with the production of electrolytic chlorine and oxygen, with the application of central station service to city water pumping, etc.

There is an interesting study of the conjunctional operation of isolated plant and central station service in large establishments, as it has been worked out in Boston, Rochester and other places. Mr. Russell, of Philadelphia, makes another valuable contribution to the practical philosophy and applicable economics of the industry in a paper entitled "Dollars and Factors." One of the conclusions shown is that no man or corporation can afford to invest a dollar of capital in an isolated plant, if by investing it in productive business facilities he can materially increase his gross income.

Merchandise Sales Bureau

Possibly the most novel feature of the Merchandise Sales Bureau's program this year is indicated in the report of the Division on Testing of Electrical Appliances. A real beginning has been made this year on this important activity, which comes near to being pure pioneering. We are now engaged in testing flat-irons so that the dealer may form a judgment as to what kind of iron he is buying without going through the wearisome and frequently inconclusive testing of the appliance in actual field operations. It is the hope to put the business of merchandising appliances on the same basis that the business of merchandising lamps is today so far as regards the standardizing of tests of the lamps and the results of these in a superior average product.

The Range Committee of this Bureau supplies authentic information as to the new investment required and the increase in operating expenses and income to central stations now in the range business, making it possible for a central station still undecided as to desirability of range load to decide its problem by means of a simple computation. This report also includes information as to latest practice in merchandising electric ranges and interesting information concerning heavy duty loads, such as bake ovens and hotel and restaurant equipment.

Other divisions of this Bureau give suggestions which may have some value in appliance buying and accounting; also in shop management, including the choice and training of a competent sales force, how to keep stock, give service and attend to advertising and display.

Advertising and Publicity Service Bureau

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with the electrical press, they have gotten back of and used their utmost endeavors to assist in the development of the electrical model home idea, the importance of which is not generally recognized. This is more than a question of wiring with adequate outlets, of proper illumination or a complete installation of household labor-saving devices. It is a public policy proposition with electricity taking its place to help solve the national problem of housing. The working out of the model home electrical ideal in a number of communities has helped, among other things, to accomplish:

1. A working arrangement with the electrical trade which has been mutually satisfactory.

2. Co-operation with a group of business men and financial men who have rarely, if ever, before worked with the public utilities.

3. The establishment of a practical demonstration of electricity in daily use by which the citizens of a community come to think of electricity as a fundamental part of their lives and not an incidental service.

If you do not believe this, ask Cleveland, for in

stance.

Electric Vehicle Bureau

The Electric Vehicle Bureau presents a practical report covering, among other things, the cost of operating electrical garages and the possibilities of making them profitable. A record is given of the principal legislation affecting electric vehicles during the past twelve months.

This Bureau has been active in a broad-gauge way. It has, through one of its committees, promoted in connection with central stations in several large cities (notably in New York, Newark and Chicago) electric vehicle exhibitions, which have been effective in attracting attention and promoting interest. The Chicago Exhibition is taking place now, during Convention week, at the Electric Shop, Commonwealth Edison Company.

The Comparative Data Committee has been given authority to retain a firm of engineers to make a nation-wide investigation of the status, function and. prospects of electric transportation, which will doubtless be a feature of the next administration. The funds to finance this undertaking are being subscribed by the vehicle manufacturers.

Mr. Arthur Williams, ex-President of this Association, will review the progress of electric transportation in an address at the Thursday, June 2nd, General and Executive Session, and the Vehicle Bureau has arranged for a luncheon at The Drake, Wednesday noon, at which a number of men prominent in the electric and transportation industries will speak, and to which you are invited.

Committee on Education

The report of the Committee on Education indicates the splendid work being done and its value to the industry. I wish I had more time in which to emphasize the special importance at this time to our member companies of the courses offered by this Committee. Our labor turn-over has been heavy,

we have most of us much green help, neither as well informed nor as efficient as our pre-war forces. It has been many times demonstrated that to give such employes the benefit of our N.E.L.A. courses produces heavy dividends.

Electrical Salesman's Handbook Committee

The Electrical Salesman's Handbook Committee has had a busy year, during which they have produced two valuable brochures, one on Industrial Lighting and the other on Lamp Equipment for Commercial and Industrial Lighting. These are available at small cost-they are the output of the best men in the business-and it is a privilege to have them. They should be in the hands of every central station lighting salesman and also the salesmen of jobbers, contractor dealers and lighting equipment manufacturers.

Committee on Commercial Service and Relations with
Customers

The Committee on Commercial Service and Relations with Customers has a report bearing on such phases of our business as the establishment of goodwill through proper rendition of routine service in such activities as meter reading, billing, collections and complaints.

Committee on Compensation of Salesmen

Finally, the Committee on Compensation of Salesmen has an interesting report in which they give as their opinion:

1. That the salesmen in this industry should be compensated at least to such an extent that they will remain with the industry, other conditions being equal, and not be attracted away solely by reason of larger compensation offered by other lines of business; and

2. That member companies may accomplish the double purpose of increasing profitable sales and improving the earning capacity of salesmen by offering a commission in addition to salary, whenever it is

Address of Chairman, Public

J. E. DAVIDSON: Immediately after the adoption of the new constitution by the National Electric Light Association at Pasadena last May, the Public Relations National Section was formed with the idea of bettering relations between the light and power utilities and labor, electrical manufacturers, jobbers and dealers, and particularly with the public, and to promote co-operation with investment bankers.

At that time a chairman, vice-chairman and an executive committee consisting of six members at large were elected for the new Section. Since then there have been added the chairmen of the Public Relations Sections of the Geographic Divisions.

At the first Executive Committee meeting of the Public Relations National Section on July 9th plans were made and it was decided that the activities of the Section should be carried on largely through subcommittees. At our second meeting, held in Toledo last August, the following committees were named:

desired to stimulate any class of business or intensively promote the sale of any particular kind of service or appliance. And this goes all down the line. Where it has been tried out, the desired results have been achieved in less time and with less effort and cost than where reliance is placed exclusively on a straight salary basis.

In Conclusion

In conclusion, I wish to say two things:

1. While it is too early yet to be absolutely assured of the success of the Geographic Division method of organization, as far as the Commercial Section is concerned, this first year has been encouraging. It has brought many new men and several sections hitherto unrepresented into more or less active relationship with the work, indicating that the new system is more comprehensively co-operative and more truly national than its predecessor.

2. We gratefully acknowledge indebtedness to the "corking" good staff at Headquarters. They have certainly stood with the Commercial Section this year, in front, both sides and back of it, at all times. Never have we asked for anything they were unable to do. Never have they been unwilling. If ever we came plump upon a stone wall, Aylesworth would find a hole in it. This is a subject upon which, after close, intimate experience, I am enthusiastic. They are 100 per cent. Especially have we had wonderfully friendly and capable assistance and co-operation from General Aylesworth and First Lieutenants Marshall and Oxley. You can't beat them. them. Personally, I don't believe you could tie

THE PRESIDENT: At Pasadena we formed a new section, known as the Public Relations National Section. That Section has been functioning during this year, and I am sure you will be pleased to hear the report of Mr. J. E. Davidson, of the Nebraska Power Company, who is Chairman of that Section.

Relations National Section

Manufacturers' Advertising
Public Utility Information

Public Utility Taxation and Uniformity of
Regulatory Laws

Relations with Bankers

Relations with Regulatory Bodies.
Upbuilding the Industry

A third, and very important, meeting of the Executive Committee was held in Chicago a few months ago.

The chairman of each committee will present a report at the Public Relations National Section meeting, to be held in this room at 2:30 o'clock Wednesday afternoon; consequently I will only briefly report some of the important accomplishments of the first year, and make a few recommendations.

Publicity

An important work has been done by the prepa

ration and wide distribution of such publicity matter as the first and second "Kilo Watt" series, and leaflets such as "Facts Every User of Electricity Should Know," "Everyday Electrical Terms and Usage," "The Butcher, The Baker, The Candlestick Maker" and the distribution of such valuable addresses as "The Reward for Efficiency," by the Hon. Edwin O. Edgerton; "The Trend of Regulation," by the Hon. Carl D. Jackson; the Collier's Weekly editorial, "A Square Deal for Public Utilities"; the recently delivered address, "Arrested Development of Public Utilities," by the Hon. Edward N. Hurley, etc., as well as extensive advertising in the popular and electrical trade magazines, and our own thirteen half-page National Electric Light Association advertisements now appearing in the Saturday Evening Post.

It was but the natural result of these endeavors that greater national interest was aroused. The Saturday Evening Post published two very interesting articles by Floyd W. Parsons under the caption, "Everybody's Business." Later came a forceful editorial in Collier's Weekly, "A Square Deal for Public Utilities," which was widely commented upon editorially. Yesterday the June 4th edition of Collier's appeared with a second editorial, "You Are Interested in Four Ways."

In Mr. Hurley's address before the Chamber of Commerce of the United States he goes straight to the heart of the subject and pictures our presentday situation in a most timely and practical manner. He puts it squarely up to us by saying:

"It behooves the electrical industry, everywhere, to take the public into its confidence. No company official has the right to sit behind closed doors and complain about unfair treatment. The public will not understand the difficulties of the industry unless the industry throws open the doors and tells the truth about itself plainly and without fear."

This powerful address alone should stimulate public relations activity as never before. It has been reprinted by the National Electric Light Association, and I earnestly urge that it be universally distributed not by 25 or 50 per cent of our membership, but by every central station.

Last October the Investment Bankers Association of America passed resolutions at its Boston convention urging co-operation between co-operation between investment bankers and the owners and operators of public utilities and regulating officials in laying before the public full information respecting the necessity of prompt and continuing expansion of all kinds of utility service, and in encouraging state regulation of utilities such as will provide sound credit as the basis for financing.

During the past year or more financing has been particularly difficult. Improvement is already noticed, and we should accept the invitation of our banker friends and co-operate with them to a greater degree than ever before.

The resolution was reprinted by our Relations with Bankers Committee in connection with a series of booklets for investors. These booklets stressed

the fact that unless the utilities were allowed to earn a reasonable return on investments, the 1,400,000 holders of public utility securities would be affected adversely, doing great injustice to them. and impairing the standing of the utilities. The Association arranged for the distribution of these booklets to stockholders and prospective stockholders of public utilities. They were also sent by investment banking concerns to their customers.

Remarkable success has been made by some of our companies in the sale of their securities to the public, and these stockholders have proved to be true friends to the utilities, and have helped much in hours of need.

The executives of this Section urge that every light and power company, whether large or small, aim to do at least some of its financing by the sale of securities to the public. This cannot be done successfully unless a careful campaign is outlined and worked out systematically, as is necessary to the successful sale of merchandise or commodities.

State Committees on Public Utility Information

The Public Relations National Section has endeavored to form State Committees on Public Utility Information wherever possible. These committees deal particularly with the publicity problems of their respective states. Such committees are now functioning in Illinois, Indiana, Kentucky, Nebraska, Ohio, Oklahoma, Missouri, Michigan, and include in their activities the sending out of bulletins to member companies containing Public Utility information for use in the local press. A competent newspaper man generally acts as publicity director of each committee, whose duty it is to interest the newspapers of his state in publishing news and editorials which he furnishes in weekly bulletins. I especially urge that the National Committee on Public Utility Information endeavor to form, as quickly as possible, committees in all states not now organized.

I do not believe that there is any way more potent in "putting over" any message than public speaking. Talks on the public utility situation, however, should be brief, suited to the hearers, and forcefully delivered. Every member company should groom one or more of its employes to make such talks before local organizations and perhaps in rural districts.

I hope that next fall a week will be set aside by the Association during which an electric light and power company executive in every city where Rotary, Kiwanis and such clubs exist will read a paper or give an address pertaining to his local public utility, pointing out how the relations between the public and the utilities could be improved for the good of both.

Unfortunately many of the American people are prone to believe the statements against corporations made by radical politicians and demagogues, but, fortunately, these same people are very fair when facts are clearly and accurately laid before them. On this rests the foundations of the Public Relations Section. We may build upon it a structure of splen

did ideas and carefully worked out plans, but unless this Section receives the solid support, and not "hit and miss" co-operation, from the Association membership, the efforts of the Public Relations Section will be of no avail.

In mentioning this I urge that the Kilo Watt series and other booklets prepared by the Association's Publicity Department be more generally subscribed to by our membership, and that the matrixes of our "good-will" advertisements be more regularly inserted by the central stations in their local newspapers during the coming year. This support by you is expected in order to obtain the greatest value from the national "good-will" advertising. It is interesting to note that close to ten million of the "Kilo Watt" booklets, first and second series, have been, or will be, distributed in the very near future.

All material prepared by the Publicity Department should also be ordered by State Committees on Public Utility Information for regular distribution. We must make it understood that the prosperity of local service utilities is the gauge of the prosperity of any community, and that the progress of any city or town depends upon the good physical and strong financial condition of these utilities, and particularly that this is essential in order to attract new capital.

Support from Headquarters

We appreciate the splendid co-operation given us by Executive Manager Aylesworth and his associates. The Department of Publicity, under the direction of Mr. George F. Oxley, has been a valuable aid in the work of this Section during the past year. The executive staff at Headquarters have initiated our activities and have aided largely in carrying out our programs. They have readily shouldered our responsibilities, and they should share any commendation we are awarded.

A Committee on Relations with Educational Institutions

I believe that the incoming administration should seriously consider the formation of a Committee on Relations with Educational Institutions. Such a committee should arrange for lectures to be given by prominent utility executives and Association. officials before the students of our high schools, law schools, colleges and universities.

Public Utility Information Committees should regularly send our booklets, outlines for speeches or essays on public utilities for the use of students, as is done by the Illinois Committee on Public Utility Information in carrying on its splendid work.

Copies of pertinent court decisions, reprints of magazine articles, etc., should be sent regularly to the faculty and some of the students. These students will be the leaders in public thought in the future through their activities in business and the professions, and we should help instill in their minds. sound econome ideas.

Manufacturers' Advertising Committee

I desire particularly to compliment Mr. P. L. Thomson, Chairman, and the members of the Man

ufacturers' Advertising Committee. They have conferred a great benefit on our industry through the "good-will" talks which they have induced electrical manufacturers and others to publish in the best national magazines. These "good-will" messages have been placed in the hands of millions of the American people, and the program is not finished. The Association could not even have considered buying this space, which is valued at almost one million dollars.

The officers of this Section wish to thank the manufacturers and the electrical trade press for the tremendous help given us in this campaign, and for the generous space granted for advertisements. The publishers of the magazines of our industry have given us valuable support in their editorial columns and otherwise, and have in addition lent the assistance of their organizations. The McGraw-Hill Company has rendered especial service through their Collier's Weekly campaign which has particularly benefited this movement.

The Section has arranged for a series of film pictures entitled, "The Romance of Electricity," which we hope to show at this Convention. If this is acceptable, it will be immediately merchandised through the Association. This modern method of putting over our "good-will" story should be a valuable adjunct to our national campaign.

Upbuilding of the Industry Committee

Our electrical manufacturing, jobber and dealer friends should be induced, through our important Upbuilding of the Industry Committee, to outline a campaign for instilling in the minds of each and every one of their employes that the success of the central stations of this country spells the success of their employers, and that they should inform themselves regarding our problems in order that they may intelligently talk our doctrine of good-will to their relatives, friends and neighbors.

Every salesman should have information passed on to him regularly, in order that he may preach it to his customers in every city and town where he visits. Many times these salesmen come in contact with public officials and prominent citizens, and they should capitalize the opportunities by weaving

into their electrical talks the need of better relations. It would be well if those in charge of the district offices of manufacturing concerns, the jobbing companies, together with local dealers and central station representatives, would form organizations for the purpose of distributing in a practical way the publicity publications of our Association, the delivering of addresses to civic clubs and commercial organizations, as well as arranging for visits by the public to local power stations, which many companies have found to be of great benefit.

Executives of the Public Relations National Section

Executives and committeemen of our Section have shown great interest and have given unselfishly of their time and labor to the Public Relations Work, for which I am very grateful.

The efforts of the Section have thus far been spent at a time when our industry has been greatly in need of relief through additional earnings, but I believe that when conditions again become normal that the public will render us even greater cooperation.

Conclusion

It is my belief that the big wheel of the Public Relations Section has been partially constructed and that there must now be added "spokes of support" from member companies and allied interests so that it may withstand the burden when full momentum is gained.

I confidently believe that the Public Relations National Section will accomplish big things for the

communities served, for the manufacturers, jobbers,
dealers and for our membership, but in order "to
carry the message to Garcia," those doing the work
in the future must have the unqualified support of
those who will be benefitted.

THE PRESIDENT: Following the next address,
that of the Chairman of the Technical National Sec-
tion, a report will be made by the Advisory Commit-
tee of Engineers appointed at Pasadena at the last
Convention.

It gives me great pleasure to call on Mr. I. E.
Moultrop, of The Edison Electric Illuminating
Company of Boston, who will address us as Chair-
man of the Technical National Section.

Address of the Chairman of the Technical National Section

I. E. MOULTROP: We had hoped to have all the members of the Advisory Committee with us today, but unfortunately President Thomson, who is Acting President of the Massachusetts Institute of Technology, is very busy at home on commencement activities connected with that institute.

Dr. Kennelly, who has been selected as one of the Exchange Professors to France from this country, is about to leave and could not be with us. The other member of the Committee, Dr. C. F. Scott, is with us.

The Technical National Section has completed a very active year's work and it is thought that the reports submitted speak for themselves, both as to the quality and volume of the work done by the various committees.

The Executive Committee held an organization meeting at Pasadena promptly after election, when the various committee chairmen were appointed and the work for the ensuing year was determined. An effort was made to carry on committee work during the summer months in accordance with the recommendation I made at the last Convention. The results were not altogether satisfactory and seem to indicate that each committee must determine its own procedure, being guided by the nature and urgency of the work in hand.

The general problem of committee meetings for the Technical National Section requires further study. It will be somewhat simplified when each of the Geographic Divisions has technical organizations functioning with the national Committees. The country is so large that any scheme of general committee meetings is bound to put an undue burden on many of the member companies, whose representatives should attend these meetings. The plan adopted by the Electrical Apparatus Committee of subdividing into groups, the latter holding frequent meetings and the main committee holding only two or three general meetings, seems to work out very well for that activity. It does not seem so practical for some of the other committees. Moreover, the value of a general committee meeting is considerable. and cannot be replaced by any scheme of dividing the committee.

It must be borne in mind that our technical work like accounting and public policy work is national and not local. It is true that there are many matters of only local interest, but these are of a minor nature. As is mentioned elsewhere, the N.E.L.A., through its Technical Section, is tied in and co-operates with many of the National Engineering Societies and other bodies doing engineering work. The work of these bodies is national in its scope and in many ways vitally interests the N.E.L.A. As examples, the third edition of the National Electrical Safety Code the Bureau of Standards has just issued, and the inductive interference problems in various parts of the country, are matters in which all member companies must act as a unit. It, therefore, goes without saying that we must have general policies and procedures for our technical work which are uniform for all localities.

The innovation we adopted this year of having a group of committee meetings at the same time and place worked out well. By scheduling parallel sessions to avoid conflicting interest it was possible for many members to attend their own committee meeting and then to go into another meeting where they were interested in the subjects under discussion. The members not only kept in touch with what the other committees were doing, but also got much more out of their attendance.

The most successful meeting of this kind was held in New York the second week in January, when seven committees of the Technical National Section held meetings, each covering two and three days, with a total attendance of about 250. The amount of work done and the efficient way in which it was carried on was a revelation to the officers at Headquarters. It was felt by all concerned that much more was accomplished by this group of meetings than what would have been accomplished by the same number of separate committee meetings. The Far West was well represented.

I wish that the executives of some of the member companies could visit some of these meetings and see the businesslike way in which the work is done and the earnestness of all the committeemen;

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