Sacramento daily record-union. [volume] (Sacramento [Calif.]) 1875-1891, 1886-12-18


| they viii require and the styles which viii
meet their taste Having settled these points,
| he makes his purchases and at once begins
JUDIcIoUs SYSTEM OF ADVERTISING
| His goods, of letting the public know where he
| Is, and what he has got. and the greater number
| he can reach the greater will his sales be. In
! deed, believe business men Will agree with me
| that many of them run specialtieS which they
sell at cost even less, 70 attract attention, so
that more goods may be sold and greater profits
| realized. Now, what is true in business applies
| equally well to lands, and business principles
must be observed as strictly in the one case as
| in the other. There is this difference however.
| In the sale of lands the purchasers are more
! widely scattered. and more fastidious in their
| tastes and requirements. and to meet these the
| field of advertising must be greatly enlarged,
and much more expensive.
WHAT ARE THE DEMANDS OF THE CUSTOMERS
| With whom we have to deal viz: the home
seekers VINO come to this coast . Climate semi
| tropicaD, water and timber good and plentifuD,
| soil that is productive, 10, 20. W and S0acre
| tracts of land improved and unimproved,
schools, chur ches, social and religious adyant-
ages, railroad facilities, good roads, etc. Have
! you got them? Spend your money in telling
people and letting them know it. The more you
| spend in that way the more people Will come 10
| see YOU We lack excursion trains, arriving trI-
weekly, consisting of five. eight or ten carloads
each. dropping weekly into our midst 900, l,5OO
! or 1000 persons from the East. Survey your
tract of land run it off into small tracts. stake it
out, number your lots, map it. place 1t the hands
who will show it carefully and candidly to all
who desire to see it. Advertise il yourself Let
| the railroad companies know that excuisipnists
will be met at the depot, taken care OF, and
| shown what they want to see, and you viii have
all the trains you wish. Who is TO do this?
THE LAND OWNER.
The man who owns 5000 to 10000 acres of
land who is not willing 20 pay 3 per cent. and
selling and advertising expenses, OF say 81 TO
| 81 50 per acre, never should sell Yet there is
where the great trouble lies; the large land
owners of the Sacramento valley are as a rule
willing to sell in small tracts and pocket S5 per
acre if some man who has made this a study
for years VIII advertise and sell for a nominal
sum and furnish the money himself or if the
immigration Societies which he helps to sus-
tain (maybe) to the amount of SO per year will
do it for him. These societies are good, and
the more of them the better. They represent
the business mems share of the advertising,
but wish to repeat it, and repeat it so en-
phatically that every man who owns land or is
interested in building up this valley will not
forget it, that individual effort must do it, inti
vidual effort is the only thing that will ever do
1t. An intelligent gentleman resident of the
valley, says "Oh, wish
SOME ONE WOULD SUGGEST SOMETHING
To build US up aside from advertising. I am
sick ofelearing nothing but advertise, adver-
tise." wish to say to him in public that if he
will furnish me s. per acre to survey and adver-
tlse the land he wishes to sell, that I will bind
myself TO sell within two years and pay him
S2 50 per acre net more than he is now willing
to take for it. Individual effort and printers
ink are the secrets OF success of the southern
portion of the State. Three hundred and fifty
thousand dollars has been spent in Los Angeles
county alone for Advertising, and they have had
the odds of geographical climate in their favor
How much more necessary for us then, who
have the prejudice of latitude against u.s. to
spend money freely in advertising our climate
and resources.
Address of E. W. AIaslin.
M President, Ladies and Gentlemen I was
asked by the Directors 70 address myself to-
night upon the subject of " The Grapevine" l
do not pretend to know much about the grape,
and therefore shall not have much to say about
it. l am simply a student, trying to learn some
thing about culture that will tax the most in
telllgent and patient minds, and which engages
with curious fascination the learning of the sci
entifc and the enthusiasm of the most imagi
native. shall not assume the role of teacher,
but merely endeavor to point out the possibili-
ties which lie in grape culture, in the hope that
l may turn even one person from the uncertain
ties of city life to the certainty and content
ment of rural life. wish to say something else,
however. When witness the throng of people
gazing with eager admiration upon the fruits
displayed am tempted 20 ask, What came We
out to see? And when you answer as you must,
TO feast your eyes upon scene OF loneliness that
only California herself can parallel upon
ORANGES THAT RIVAL IN GOLDEN HUE
The gold in the soil whence they sprung / am
likewise tempted to exclaim, Behold a greater
than these is here 1t is the men who planted
fruit that now enchants your eyes. For. look
you, there was no sordidness in the mind that
conceived the idea of planting an orange or
lemon, five, ten or twenty years ago The seed
or tree was planted from the love of beauty and
adornment. Though the hand that did the la
Dor might have been ealloused by toll, the spirit
that inspired the act must have had spark of
poetic fire, and the heart that loved the tree was
warm and gentle It was tree for home and
for wife and child. These men deserve our
honor, and the gratitude of our children, and
vi rI
Neither is there much selfshness in the spirit
that conceived the holding of this citrus fair I
take it, that it Is intended to exhibit to our East
ern brethren the resources of
LAND BLESSED BY KIND PROVIDENCE
With sunny skies and fertile soil, to which we
invite them, that they may partake with us of
the inestimable privileges we enjoy. We must
confess that it is somewhat with envy that we
perceive the thousands of emigrants settling in
! southern California, while we of northern Cali
| fOrnia can scarcely restrain them day as they
pass through the Capital city of the State.
l would not detract an iOta from the claims
of southern California. Her soil is fertile the
air is balmy, and there is a faith in values and
earnestneSS OF purpose in the people we do not
witness here. This portion of our State possesses
| as equally fertile SOIL with
A CLIMATE INFINITELY MORE BRAc1NG,
| With navigable waters which, in some measure
| compel cheap transportation with a transconti-
mental railroad, which must, from climatic
cause, be the carrier the largest portion of the
trlt products OF the state, and yet the accession
to our population has in the past five years been
very small. Why is it? The answer seems
plain. There are great many dead men in
northern California. do not wish to be often
J sive, but the person of whom one of our local
| papers speaks, who, when asked if he would
| help " roll the ball replied, "0h this thing
will move itself now" is a type of the men
| whose energy is spasmOdic, and who are inca
| pable of perceiving how, and with how much
force and zeal, and at what cost southern Cali
! fornia has presented her merits It has been
| done
By THE MOST EXTENSIVE ADVERTISING,
And by the persistent and constant use of the
press. Let me give you an illustration of the
! difference in methods: Placer county in 1885
carried off prizes at the State and Citrus Fairs.
| In 1886 she was awarded at the State Fair the
| first prize for general exhibit" At the Me-
| ehanics' Fair, at san Francisco she carried off
six of the highest prizes for exhibition of fruit
! There was not more than a mention of these
| successes in the local press. If Los Angeles
county had been equally successful in contest
it would have been telegraphed to every city in
| the Union, painted on the rocks, blazoned on
every wall, told in every guide book. put into
! the hymns and creeds suffced for editorials for
| q year, and even the Court OF st. James would
have heard of it. If you expect to entice imIni-
grafton you must engage the Press, and your
first duty is to
| SUPPORT GENEROUSLY YOUR local PAPERS.
Subscribe for and wiite for the country press
and your reward will be an hundred fold. An
other advantage southern California has over
believe in the future of that lovely land 1t is
part of my business to examine values in the
State, and find that the margin of loans is
wider in the south than Ii is here. If we expect
TO make rapid strides we must have cheaper
money. The principal of taxing money is essen
TALLY wrong. Money is not property. 1t is a
mere vehicle of exchange. 1t is mine this mo-
ment; it is yours the next and when it is taxed
1t is in this State on certain day, at certain
! hour, 1t is merely taxed because 1t is unfortu-
nAtely in repose in the hands of some unfortu-
nate at that certain hour and day. Ii is mis-
| take to suppose that the capitalist pays the tax
on money. He merely shifts the burden on the
producing and using
CLASS WHO Use THE MONEY.
The same objection may be made to the taxa
ton of Improvements, as trees and vines are
called. BY taxing growing trees and vines be-
fore they become productive, you are simply
handicapping enterprise and delaying the era
of prosperity. This proposition l know will
meet with some objection. But this is not the
place TO thoroughly discuss it, II suffices for
me merely to suggest, and let others concerned