The gold leaf. [volume] (Henderson, N.C.) 1881-1911, 1888-03-08
ADVERTISE MORE.
HOW TO ATTRACT ATTENTION
TO THE SOUTH.
Methods Of Bringing Capital and Capt.
taiists to the State and tne South.

- ~@FeS0A eAA S6RA-
taiis:s to the State and tne South.
baltimore Manufacturers Record
Some weeks ago the Maumfaetn, e,s'
Record presented some interesting
facts as to the methods adopted by the
growing towns of the West to attract
public attention. We gave some il
lustra,ions of the many ways used of
widely advertising their advantages,
and commended their example to the
South. The South, with all its rapid
growth, has not learned yet the i'm
portance of constantly making known
its advantages and attractions. Many
leading business men think when they
have spent twenty-five dollars towards
advertising their town, that they have
reached their full limit in fact, they
almost regard this as extravaganza.
The freedom with which money is
spent to advertise the West and Cali
fornia is astonishing, but it pays.
Every dollar is returned many fold.
The man who contributes twenty-five
dollars toward advertising his town,
whether it be to aid in publishing and
distributing well-prepared and we'll
printed pamphlet, or to aid the local
paper in getting up fine special issue
to send out to iuquirers, may not, pos.
sibly, receive fifty dollars in return the
next day or the next week, but in due
time it will come. Advertising must
be done jadiciously and persistently,
if profitable results are to be secured +,
and it it is desired to attract attention
to the climate, manufacturing or mer-
camille advantages of a town, money
must be freely spent. A few years ago
Florida was enjoying a tremendous
boonl-real estate was in great de-
mand, thousands and tens ofthousands
of settlers and visitors were pouring
into the State, and everybody was
prosperous.
What caused all this Advertising.
The railroads, the land companies
and business men generally, spent
money with great freedom in advertis'
ing. The country was fairly deluged
with Fts.ida literature-pamphlets,
circulars and special issues Of news.
papers were scattered through the NORTH
and West, and also through Europe
with lavish hand. Everybody hac
the Florida fever. 1t is not so now
What caused the change? Failure
to advertise.
About the time that the wave O.
prosperity reached its highest point
the leaders in Florida's developmcn
concluded that the State had received
such powerful momentum, that it woult
continue to attract ever increasin!
crowds. "There is but one Florida,
was constantly the cry, sand the peo
: pie must come here now that they hav
learned of our wonderful advantage.
And so the railroads made fewer con
cessions for excursion rates; they is
sued fewer pamphlets, and the LAM
companies and towns advertised les:
and then everything went on the wron
way. Fewer people came to the Stat
, even as visitors or settlers, and rea
estate became dull and depressed i
. value.
While everybody in Florida va
trying to learn what was the matter
!, they discovered that the railroads an
f land owners of California had take
advantage Of the decrease in adverti.
, ing Florida, and the country was sud
: denly flooded with the most entrans
: ing pictures of the glories of Galiforni
climate, of the fertility of the soil, an
; the rapidly accumulating wealth OF i
, people. The result everybody know
Towns have grown up almost as if b
magic real estate doubled in valu
then quadrupled, and still kept on
its upward course. Florida was lamen
ing last winter its "missing tourists,
while California, whose competition
had only year before affected to d.
spise, was rolling in wealth, every il
coming train crowded, her hotc
packed, and everybody making none
Can one comprehend the full meanir
$ of the statement that already six
thousand visitors have been booked b
). the railroads for Los Angeles aloi
$ this winter, according to the San Fral
5 cisco Examiner! If we estimate tn
+ these cox visitors rcmain in Il
f State on an average Of only two week
o (and many of them will stay sever
: months), and counting their avera!
0 expenses at S. 4 day, they will di
IS tribute in the State over $4,000 ,os
It in cash. How many Of them will d
o eide to settle there, and how maj
: will invest in real estate, there are |
d means of estimating. This, too,
le should be remembered, is claimed
II be simply the number already book
d to visit one town only.
,e What is the South doing to ma
,e its attractions known?
1t On this matter Of advertising {
d Maanfaef1yers' Reford commends
j. its readers thu following article frs
ID the Rochester (N. " Herald:
e ~