The Salt Lake herald. [volume] (Salt Lake City [Utah]) 1870-1909, 1888-05-18
rAE ADVERTISING FUND.

The effort to raise fund with which
to advertise the city has been eminently
successful. A handsome sum has been
raised, and 1t has been contributed
largely by men who are permanently
interested in the welfare and growth Il
the city. But now that the money Is
on hand, what shall be done with II?
Shall it be expended for talk. or ink,
for pictures, or in some other way? 1t
was contributed for advertising pur-
poses, and those who gave 1t expect
that the money will be devoted to that
object, but the question is, how can the
advertising best be done, or what KIND
of advertising will be the most effective?
The $4,000 would pay for a good deal
of mighty fine writing" and printers
ink; it would tell long and interesting
stories Of our climate, scenery and
resources; of advantages to the capital
ist. the pleasure seeker and the seaIcher
for health. Expended for railway fares
it would bring lot of people here and
show them what we have to sell and give
away. 1t would send agents throughout
the country drumming" for Salt Lake,
and it would pay the expenses OF trans
porting exhibition cars east laden with
Utah products and boom literature.
But will any of these things bring to
as the class of people wanted to build
up the c!ty2 We want men who wall
do something more than men VINO de-
sire something to do. We want cap
italists who will provide work for the
laborers who will come without any
urging as soon as there is something
for them 10 do. There will never be
any trouble to get all the labor re-
uuired. Florid advertising would IN
doubtedly induce something of rush
of people to Salt Lake, but would The
incomers be of a class to help the city,
or would they be able to help them
seIYesP
1t occurs to Us that it will be disad-
vantageous ali around to bring in Ia
borers before there is work for them.
Before there can be work, more active
capital must be thrown into sight. |
Ought not our advertising, then, to
be done with the view to the |
inducing of money to coma into
the city? As rule, men OF |
means are not led by highly colored |
newspaper stories; they do not rush
frantically about to learn if the state
ments in boom articles are true, and
pretty pictures have little influence over
them and their purses. Wealthy men
are not captured by brass band or
circus tactics. They must be caught by
some more substantial bait.
Would it not, therefore, be wise to
employ the advertising fund in a way
that will be most tempting to the
parties we most desire and who are
most essential to the city's material
prosperity? Why not offer it as a
bonus to any individual or company
who will establish here manufactur
ing enterprise? If this sum could in
duce the immediate expenditure of one
hundred thousand dollars in mill, fac
tory or other permanent improvement
or enterprise that will provide employ
ment for labor, the money would be
proftably invested. The con-
tributors would derive handsome
ir+arast from their money, in
the way of increased business
in the city. A cannery, window-glass
factory, q tannery, a creamery, a
smel,er, q foundry, shoe factory, a
machine shop, stove works, hat factory
and soap works, are enterprises which
NAV be mentioned in this connection.
The bonus could be regulated as to
amount by the expenditure of the COM
pany accepting it and the number of
hands employed.
We believe more real benefit to the
city would come from the expenditure
of the advertising fund in this way
than by spending it in stimulating
boom excitement which might bring
in lot of people who would come only
to find nothing to do except to keep
their hands in their pockets and wonder
why they came.