Weekly independent. [volume] (Elko, Nev.) 1887-1914, 1897-05-23
PRESS Aar.rs EVERYWHERE.

PRESS ASG.TS EVERYWHERE.
Value of rubii.ity Recognized D.,
Other ThHn Theatrical People.
Ono of the most important o~utgrowths
OF tho systematic methods by means Of
which tho managers ot large enter
~lrisea keep tho public informed about
matters In which they are interested
In tho press agent. Although most pco'
ple believe that they know NIL nbomt
tho functions Ut that officer, the bust
NESS In really much inorr widespread
than Ia generally known. The average
man speaking Of II press agent has the
ono who In connected with Ii th~atcr
In mind. lie Is the man who sends para
grnphs to the theatrical editors, IN
which he not only gives tho advance
programmes, but works In. or cndcaroTs
to do so. all sorts OF views about his par
ticulRr actor or singer, or the company
In which he may ~ Interested. With
many press agents who net In keeping
with the policy vi their employers ;hc
chief end IL To keep the All bcforS
the public, and anything Is resorted to,
from u description of az elaborate
gown UT n stolen diamond To nm I'M
aginary runaway or an impending di-
Norcc suit. AZ q rule, the theatrical
agent Is y clever man, II to his good
work the success OF many an enterprise
may lc traced.
Other larSc advertisers were quick
to rrognise the worth Of a press agent
AID the consequence is that newspaper
men have found employment in that
capacity recently In lines which are
far removed FROM the show business"
but employ the same methods.
One of the first branches Of business
TO employ a press agent VAS that Of
land booming. The large syndicates
which wcN organized &c develop Ger.
tain tracts OF land in the far west found
that. although advertising brought
thcm eOod returns. they needed some.
thing morc 10y means Of which their
scenery and climate could be nude pop.
ular. The press agent was the solution
" the problem. The proper ma was
found and departed on his mission Of
vduration to the PARKWAY places with
men with hank accounts who were lock.
ing for uew homes IN pleasant places.
and presently the ountry
began 70 hriStle with descriptions o.
farm lands in the domain Of the pies
agent, unrivaled for proiuctiveneSS and
home sites, which. in point OF climate
end scenery. were absolutely perfect
and ~ desirable that the reader was led
10 believe that every day spent away
from the place was 4 day thrown away.
The la~nd-hcSming press agent las come
to the east and IA Al important factor
in he Development OF e sumncr re-
sorta and residence auuexes to large
cities.
Another field for his usefulness was
found by the press agent with railroad
corporations. In one instance 4 railroad
company had gained the i'll will of many
newspapers and criticism OF its methods
was n daily occurrence. The directors
created the place OF press agent and IN
stalled an experienced newspaper MAJ
with power u make Investigations ~
eDy subject apd instructions TO make
public sue matters pertaining to the
road as would Cuuntcrnct the preyiouSl,
circulated reports. \ few months after
hc assumed control OF the place the
press agent said hat the adverse criti-
cism had ceased and that the neSspa-
prrs had been WON 20 the roads friend
ship.
But that is not all" said 4 press
agent who had served in that capIcity
for years. Even society needs it,
press agents, and there are me in New
York to-day who receive pay for keep
ing the names OF men and women who
are on the edge OF society before the
public. These people orc partly in the
swim themselves, but are not ayersc to
earning Al honest dollar. and they man
age by hook or BY crook - have Mr..
Nobody and Miss Wouldbc mentioned
in connection with society matters o.
chsiCnaliy, and by that ruears stimulate
their vanity and give them hope that,
some day thcy may BE- able TO enter the
sphere for which their press ugent is
preparing thcm."-N. Y. Tribune.