St. Paul daily globe., 1893-06-25
A TALK ON ADVERTISING.
II you want ANYTHING. advertise for If

II you want anything, advertise for 1t.
just apply that rule to everything from a
pug dog up 10 human beings and piles of
hard cash and your wants will never be long
felt.
Il 8. Fairchild. j. j. Corcoran. j. a. Beck.
Col c. W. Horr. E. L. Danforth and many
other progressive men OF St. Paul agree that
the city wants more people and piles of hard
cash in the shape of realty, commercial and
manufacturing investments. Everybody
knows that st. Paul is the natural metropolis
of the golden Northwest. the development
of which has not fairly begun yet. No one
will be fool enough to argue that the North
west is not going to be thiekly populated
and immensely wealthy territory within a
few short years. And who says st. Paul
shouldn't grow with the Northwest?
What st. Paul wants is more people. more
money, more factories. more industries. 1t
must have them to keep up with the North
west which is going to strike pretty fast
gait ere long.
| The way to get all of these things is to ad-
v.rtise.
The many inducements that St. Paul offers
to investors in every line should be made
known. 1t is not proper to Keep such matters
secretly.
The city council may not favor the ex-
penditure of money for advertising the city;
but then the city council is not always wise.
you know.
There are good business men in st. Paul
who believe that S5O,000 spent in advertising
the city at this time would prove mighty
profitable outlay. There are others who
think that $4,000 ought to do the job prop
erly; but they are probably not aware that
there are persons in this country who make
stacks of money by spending $l,00O.0o0 year
in advertising such small and distasteful
things as pills. If these pill people owned the
city of st. Paul. and wanted to make in a
great winner, do you suppose they would
consider $50. 900 significant amount to spend
in advertising it: Not on your life.
One little land concern at San Antonio
away down in Texas-spent S75, 900 for ad-
yertising last year. What did this produce?
Why. it just brought 81. 900 of money from
the East for town lots. That's all. Away
in Texas, too.
II advertising will cause money to flow into
Texas why shouldn't il act the same way for
st. Paul, the national metropolis of the
golden Northwest?
There is way to advertise and get results
and there is a way to advertise and get no
results. Advertising is a study on art. 1t
isn't every man that can advertise properly.
Only few who have studied the art are pre-
pared to do the work as it should be done.
St. Paul needs the services of an advertising
expert.
But it needs the money for the work first.
Let some one raise fund of S50000-then
hire an expert advertiser and he will invest
hat uUh will oIy
Paul with more than several hundred per
cent added.
There are men who claim that experience
shows it doesn't pay to advertise the city.
Several years ago few hundred dollars were
paid for ''write up of St. Paul in Frank
Leslie's Weekly. The write up appeared
only in the papers that were sent to st. Paul.
and not in the whole edition. People out
side of St Paul who got that number OF
Frank Leslie's Weekly saw not single word
about this city, and our own citizens were
not the people that the advertisement was
intended to reach.
Of course, this kind of advertising doesn't
pay. An expert would not do this kind of
advertising
The man who says experience has shown
advertising the city to be failure speaks
without thinking. st. Paul has never been
advertised-so where's the experience? Two
or three thousand dollars spent for misdi-
rected advertising is no experience in ad-
vertising. 1t is experience in foolishness.
No manufacturer of a patent medicine.
soap. sewing machine, piano. or even a
chewing gum. would expect to make his
business successful by the expenditure of
$1,000 or $1,000 for advertising.
Every successful retail merchant in this
city will tell You that he spends more than
$4,000 $1,000 year for advertising-and that
is why he is successful.
When, for the first time in many years,
proposition comes before the council to ap-
propriate $4,000 for advertising great in
stitution like the city of st. Paul. one wise
alderman takes the floor 10 remark that the
amount might be judiciously cut down. Cut
down. mind you'll
Shades of Hostetter, where are we at?