The herald., 1895-08-08
THE VIRTUE OF ADVERTISING

The Half Million club of San Francisco,
wbolare making such strenuous efforts to
attract attention to California, are re-
spectfully referred to an interview printed
below. When, after many years of in
dustrious labor with nothing else to
''boost' him along except his own brains,
Energy and advertising, a man reaches
Yearly the top round Of success, surely the
>pinion of such man is worthy consid-
ration.
Cincinnati is making an effort to secure
larger proportion of the trade of the
south than has heretofore come to her.
Apropos of tho matter the Commercial
Gazette has series of interviews with
leading mon on the subject. OF these in
terviews, the one referred to here is that
with D. G. Edwards. whose experience
ought to count for something:
General Passenger Agent d. G. Ed
wards of the Cincinnati, Hamilton and
Dayton, has had a good deal to do with
the south. He was at the head of the
passenger department of the Queen and
Crescent system for several years before
taking service with the Cincinnati,
Hamilton and Dayton. and has had un-
usual opportunities for studying the
southern business man and the people of
that section of the south.
- The first thing | would do to in
crease the trade relations between Cincin-
natl and the south said he, would be to
seud tho Cincinnati newspapers through
ont the section of country desired TO be
reached. For this reason: The daily
newspapers of big city reflect in their
advertising columns the commercial in
terests of the city in which the papers
are published. These advertisements tell
the stranger IN another city what We are.
But to disseminate the daily newspapers
we must have fast mail facilities-facili-
ties that will be'a little ahead of our COM
petitors, if we have any. Give US mail
facilities to the south Let the big news
papers with their advertisements reach
the southern merchant, hs will study the
advertising pages of a Cincinnati daily.
If he sees something in which he is inter
ested he will turn his attention to Gin
cinnati. By this means you advertise
your industries and wholesale and retail
establishments.
Mr.. Edwards has made his life sue
cess simply because. he has had the fore
sight to perceive just what was the right
thing to do at the right moment. A man
is valuable as a general passenger agent
only in proportion to his ability to at.
tract patrons to the railroad that en-
ploys him. Mr. Edwards by selecting
the proper and most effective methods
of advertising has made his services al
most indispensable to the Cincinnati,
Hamilton and Dayton railroad. There
fore his views on advertising ought to be
of value. However, there is one weak
point in his argument as applied to San
Francisco. Ii the Half Million club were
tn nut his idea in force and send ont anv
number of Pacific coast papers, how many
OF the said papers would in their adver-
tising columns have any mention of Cal
ifornia products? OF the hundreds and
hundreds of California products either of
the soil or our factories the firms who ad-
vertise can be counted on the fingers of
the two hands. Yet our manufacturers
complain that the people of the coast
persist III buying eastern goods while
products of California factories grow
mouldy on the shelves of the Atorekeeper,
unasked for and unsalsble.