White Oaks eagle. (White Oaks, N.M.) 189?-190?, 1897-06-03
PRESS AGENTS EVERYWHERE.
Value of Publicity Recognized by
Othcr Thnn Theatrical PCOple.

other Than Theatrical People.
One Of th. most important outgrowths
cf the systematic methods by means OF
which the managers Of large enter
prises keep the public informed about I
matters in which they are interested /
is the press agent. Although most peo- /
pie believe that they know all abont /
the functions of that officer, the bust /
ness is really much more widespread /
than is generally known. The average |
man speaking of press agent has the !
one who is connected with the theatcr
in mind. He is the man who sends para
graphs to the theatrical editors, in
which he not only gives the advance
programmes, but works in, or endeavols
to do so, all sorts Of views about his par
tculur actor or singer, or the company
in which he may be Interested With
many EresS agents who act in keeping
with the policy Of their employers Inc
4 chief end is to keep the name before
the public, and anything is resorted 70,
from description of an elaborate
gown or stolen diamond ~ an i'm
aginary runaway or on impending di-
vorce suit. AS rule, the theatrical
agent is a clever man, and to his good
work the success of many an enterprise
may lie traced.
Other large advertisers were quic!
to recognize the worth Of press agent
aid the consequence is that newspaper
men have found employment in that
capacity recently in lines which are
f,,, l,n t'. lol II
but employ the same methods.
One Of the first branches Of business
to employ PRESS agent was that OF
land booming. The large svud.cates
which were organized to develop GER
tain tracts of land in the far west found
that, although advertising brought
them good returns, they needed some
thing more ly means CT which their
scenery ard climate could be made pop
ular. The press agent was the solution
; Of the problem. The proper man was
found and departed on his mission Of
: education to the far-away places with
men with bank accounts who were lock-
inE for new homes III pleasant places,
and presently the country newspapers
began to brstle with descriptions Of
farm lands in the domain Of the press
agent. unrivalcd for productivcness and
q home sites, which, in point Of climate
/ and scenery, were absolutely perfect
f and so desirable that the reader was lei
TO believe that every day spent away
i, from the place was a day thrown away
y The land-booming press agent Las CONT
s TO the east and is an important factor
e in thc development of new summer re
l. sorts and residence aEneXcs to larSt
n cities.
9 Another field for his usefulness was
:, found by the press agent with railroat
) corporations. In one instance a railroad
company had gained the i'll will Of man.
70 newspapers and criticism Of IFS method
N was a daily occurrence. The director
D. created the place Of press agent and in
"a stalled an experienced newspaper ma,
. with power to make investigl iort
> env subject and instructions 10 NAL;
III public such matters pertaining to ia
Ol road as would counteract the prevouSl
to circulated reports. A few months aftc
le he assumed control Of the place th
ID press agent said that the adverse crit
- c!sm had ceased and that the ncwspf
pcrs had been won to the roads frienC
'' ship.
"But that is not ALL" said pres
er agent who had served in that capacit
he for years. even society needs il
w press agents, and there are men in Ne
"a York to-day who receive pay for kecI
- ing the names of men and women VII
y" are on the edge OF society before u
III public These people arc partly in y
ch swim themselves, but arc not ayersr
Sc, earring an honest dolla:, ard they ma
elk age by hook or by crook to have Vi
20. Nobody and Miss Wouldbc mcntiou'
an in connection with society matters G
-, casionally ard by that means stimuln
30 their vanity and give them hcpc th
10 some day :hcy muy hc able TO enter 4
sphere for which their press agent
preparing thcm."-N Y Tribune.