Then there is the lecture tour managed by the client himself and arranged through the booking of engagements with such local groups as might be interested in assuming sponsorship for what is said. A soap company might engage a lecturer on cleanliness to speak in the schools of leading communities. Or a woolen firm arrange for a home economics authority to lecture to women’s clubs on dress. These speeches of course, locally, gain a wider audience than the speaker would who addressed a single meeting because they give opportunity for treatment in newspapers, advertising, circularizing, and other mediums. The lecture field offers another means of communication in as much as it gives the public relations counsel a range of group leaders to whom he can furnish the facts and ideas he is trying to propagate. The lecturers of Boards of Education in cities throughout the country, the lecturers before schools and other institutions of learning, the lecturers of one sort or another who address varied audiences can be reached directly and can become the carriers of the information the public relations counsel desires to give forth. The meeting or public demonstration, at which prominent speakers voice their views upon the particular problem or problems at issue, would fall quite naturally under this same classification. Its main purpose, of course, is not so much to reach the audience being addressed as to make a focal point of interest for those thousands and millions who do not attend, but who get the reverberations of the speaker’s voice through other mediums than their own auditory sensation. Advertising is a medium open to the public relations counsel. In the sense in which the word is used here, the term applies to every form of paid space available for the carrying of a message. From the newspaper advertisement to the billboard, its forms are so varied that it has developed its own literature and its own principles and practice. In considering his objectives and the mediums through which his potential public can be reached the public relations counsel always considers advertising space as among his most important adjuncts. The wise public relations counsel calls into conference on the particular kinds of advertising to be used in a given problem the advertising agent who has made this study his lifework. The public relations counsel and the advertising agent then work out the problem in their respective fields. Advertising up to the present time has laid its greatest stress upon the creation of demands and markets for specific goods. It is also applied with effectiveness to the propagation of ideas as well. It is peculiarly effective when used in combination with other methods of appeal.