Los Angeles daily herald. [microfilm reel] (Los Angeles [Calif.]) 1884-1890, 1889-10-07
ADVERTISING THE COUNTRY.


ADVERTISING THE COUNTRY.
what the state Beard Of Trade Pro-
poses for the Winter.
A circular has been issued from the
office Of the State Board Of Trade at San
Francisco, bearing the signature of Will
liam H. Mills, who is Chairman of the
Committee on Publication, addressed to
California publishers. 1t deals with the
question of what literature is best suited
to be used as advertising matter and dis
tributed from the "California on
Wheels" the travelling exhibit which is
to make an extended tour through the
East during the next season.
1t is plainly matter of paramount i'm
portance that an abundance of printed
matter setting forth in the most effective
manner the genuine advantages of the
| various sections Of the State, should be
in the hands of the party accompanying
the exhibit. Last year complaints were
received several times that very made
quate amount of literature was placed at
their disposal, and that much of what
| they had was not satisfactory.
Los Angeles was mentioned, however, as
one of the few places which kept up it's
supply to the end. This supply consisted
chiefly of the Board of Trade pamphlet,
the Chamber of Commerce pamphlet
and several circulars which were at diff
ferent times issued by the latter organ
ization. One of these circulars, for ex-
ample contained complete statement of
the cheap lands of the county, covering
over half million of acres.
Both the Board Of Trade and the
Chamber of Commerce will this year
publish annual pamphlets to be used as
we're those of last year. The Secretary
of the Chamber, assisted by the Com
mittee on Statistics and Publication, is
already at work getting together the ma
terial to be embodied in the new produc-
ton. The Chamber of Com
MERGE pamphlet of last year WAS
q small affair, without illustrs-
tions. Twenty-Five Thousand copies
were struck off and used. The pamphlet
of this year will contain a number OF
illustrations, and $4,000 copies will be
issued. Considering that over SOC, 900
people visited the "California on Wheels"
Lest year, it will he seen that there is
need for this increased edition.
i The circular to publishers sets forth
the fact, which will be readily admitted
by everybody, that one of the best adver-
Using mediums for any section is the
special editions of it's standard daily
papers. 1t asks for information with re-
gard to special editions which publishers
have now on hand or propose to publish
during the year. Special editions, it
says, published in localities distant from
the district to which they relate, will moi
be distributed from the car. To quote
the circular:
Our object is to advertise any given
locality through the medium of it's local
press, and the good of this will, we
think, be perceived by the journalists Of
this State. In the first place, represent.
atoms relating to any county will receive
greater credence at the hands of stran-
gers, if published in the local papers OF
the county, because it will be obvious
that the matter they contain has passed
through the regular editions of the
papers, and has, therefore, passed under
the observation of the communities to
which the matter relates, and, thereby,
has received the endorsement of the
people best qualified to Judge of the re-
liability of their statements. Papers
published at distant places, issuing
, special editions relating to any locality,
, do not hold the same relation of account
: ability for the statements they make
which attaches to the local press
a of the locality treated Of
{ Special editions Of papers published
i regularly in any locality, and sustained
! and patronized by the community, &c
forth more nearly the expression of the
community itself than special editions of
: papers published at distant places.
| What is desirable above all things is that
! the representations shall be truthful, re.
liable and unexaggerated, and that the
community to which they relate shall be
| as nearly as possible responsible for all
, representations made. Each locality
, has right to be heard, and to make
, such representations as it believes itself
, upon the local press of the State to rep
resent fully the advantages of the local.
, tiles in which they are published. Be.
YONG, this, special editions Of papers are
, usually very creditable publications and
lished is q sharer in this
any OF the interior towns of this State,
going abroad, is more effective adver-
, tisement for the town than the very best
edition which could be gotten up by an
outside publisher. The press of the State
claiming metropolitan character should
be assured OF liberal patronage at the
hands OF the board, and of thorough
distribution from the car, of the papers
published by them. When such papers
advertise matter of value in answering
Inquiries, and concerning the resources
OF the State, its growth, it's progress, it's
prosperity or it's desirableness as a place
OF residence. large editions should be
distributed from the car. But specific
demonstrations cnncarninu aan,rata and