Daily independent. [volume] (Elko, Nev.) 188?-1915, 1897-05-20
PRESS
SIS A1-.To EVERYWHERE.


Value OF Publicity Recognized by
Other T2.na Theatrical People.
One of the most important ouIgrowths
OF the systematic methods by means of
which the managers Of large enter
prises keep tie public informed abou,
matters in which they are Interested
Is the press agent. Although most peo-
pie believe that they Know, all about
the functions Of that. officer, the bust
ness is really much more widespread!
than is generally known. The average
man speaking CT a press agent has the
one who is connected with the theater
in mind. He is the man who sends para
graphs to the theatrical editors, in
which he not only gives. the advance
programmes, hut works in, or endeavois
to do so, all sorts of views about his par
ticular actor or singer, or the company
in which he may be interested. With
many press agents who. act in keeping
with the policy of theic employers the
chief end is to keep the name before
the public, and anything is resorted TO,
from a description Of an elaborate
gown or stolen diamond 20 an I'M
aginary runaway or an impending d.
rorce suit. AS u rule, the, theatrical
agent is clever man, and to his good
work the success of many an enterprise
may be traced.
Other large advertisers were quick
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.
far removed from the SHOW business"
but employ the same methods.
One of the first branches of business
to employ press agent was that OF
land booming. The large syndicates
which were organized to develop Ger
tuin tracts of land in the far west fount'
that, although advertising brough
them good returns, they needed som;
thing more by means of which the d.
scenery and climate could be made DO,
ular. The press agent was the solutici
of the problem. The proper man wa
found and departed on his missionN
education to the far-away places wit
| men with bank accounts who were loci
ing for new homes III pleasant place:
and presently the country newspaper
began to bristle with descriptions O
| farm lands in the domain of the pre-.
| agent, unrivaled for productiveness AM
and scenery, were absolutely perfcc
| and so desirable that the reader was lie
to believe that every day spent AVA,
| from the place was day thrown away
The land-booming press agent las com
to the east and Is an important factG
in the Development of new summer re.
sorts and residence annexes to larc:
| cities. - 4. r. s.- ss,.-s$ -
l
Another field for his usefulness wa
found by the press agent with railroad
| corporations. In one instance q railroah
company had gained the i'll will of many
| newspapers and criticism of it's methods
was a daily occurrence. The directors
created the place of press agent and in
stalled IN experienced newspaper ma!
with power to make Investigations O.
eny subject and instructions TO max
public such matters pertaining to. the
| road MS would couhteract the preyiousl,
| circulated reports. A few months aftc {.
he assumed control of the place the
press agent said that. the adverse crit.
cism had ceased and that the newspa-
pers had been won to the roads friend
ship +, ~ -
"But that is not ALL" said a press
| aBent WHO nuu served IN bnaI capacity
for years. "Even society needs lis
press agents, and there ore men in New
York. to-day who receive pay for keen
ing the names of men and women VIII,
are ON the edge of society before I'll,
public. These people ore partly in tn;
swim themselves, but are not aversc Il
earning an honest dollar, and they man
age by hook or by crook to have Mr.
Nobody and Miss Wouldbe mentioned
in connection with society matters oc
casionally, and by that means stimulat.
their vanity aud give them hope tina
some day they may be able to enter TIN
sphere for which their press agent Il
preparing thcm."-N. Y. Tribune.
The Plays OF Animals.