Santa Fe daily New Mexican. [volume] (Santa Fe, N.M.) 1885-1897, 1897-03-20
the ART or ADVERTISING,

" is generally couceQeQ tHaU Juuiclou5
advertising is the secret of success in
trade, and of late years this method of at
tracing the attention of the public, has
been extended to all branches of business.
Thus privilege, supposed some years
since, to belong exclusively to the man who
had goods to sell, has come to be utilized
in almost every department of exchange.
Cities and towns are made by advertise
ing. Mining camps are made by adver-
Using and their growth depends to
great extent upon the manner in which
their advantages are put before the world.
The wonderful growth of Cripple Greek
is an example of judicious advertising.
Several railroads were interested in the
development of this great gold camp,
and the result was flood of advertising
matter, that brought people from all over
the world. So it is with other camps and
other departments of human endeavor.
Only short time since, a man who ad-
vertised mine was set down as a crank,
flying silly innovation in the face of
precedent. But that has all been changed,
and mines are now advertised along with
fruit and summer clothing, often in the
same sheet.
The old prejudices against advertising
are giving away all along the line, and
the system of making known what one
has to offer for sale, exchange, or gift,
has even invaded the domestic circle. Men
and women now advertise for husbands
and wives. Marriage bureaus are being
established in London with snch hackers as
William Stead and Lord Roseberry, to take
the place of the bureaus now in opera
ton upon basis of fraud. Mr.. Stead
has the reputation of being pretty level
headed man, and he says in all serious
ness that women may properly advertise
for husbands and vice verse. He says
further that this has become an absolute
necessity in large centers of population
where people do not enjoy the same OPP
portunities for social intercourse as pre-
vail in the smaller towns and villages.
This shows the extent to which the art of
advertising is being carried. OF late
years this method of attracting settlers
has been adopted by many of the western
states, with excellent results. Southern
California has enjoyed during the past
eight or ten years the most remarkable
growth, ever known In any section of the
United States, and it is doubtful if any
part of the world can show equal results.
The development Is admitted by all con-
versant with the facts, to be the direct
result of advertising. Thousands and
pended upon printed matter which has
been scattered all over the world. Colo
RADIO is following the example of South.
ern California, and like results will no
doubt be the outcome. Unless New Mex
leo desires to be left in the march of
progress, it would be we'll to follow a
method of attracting settlers that has
proved efficacious wherever it has been
tried. The trouble is that most people
expect immediate results for exertion.
If writeup of the territory fails to
bring flood of inquiries into details, or
a large number of immigrants, the effort
set down as failure. eve have had
several pamphlets on territorial re-
sources" said prominent merchant to
The writer recently, shut fail to see that
any 60 cd came of these descriptions.'
This man voiced the general sentiment
Because he failed to see the good, be-
,ause his town did not double it's popu.
alton as result of the pamphlet, he
logically concluded that it was time and
labor thrown away.
The new bureau Of immigration has a
,hance to make a record for itself. A
great deal of printed matter gotten up in
IN attractive form should be scattered
the eastern states. The more
he better. There is no danger of over
loing the thing. Results may not be ap-
parent in a week or month, or six |
months, but seed of this kind is never
Vasted. We must expect that some will
all upon barren ground and perish, but |
re may BIZ sure that in the end results |
ill justify every dollar expended in get.
ing up printed matter descriptive Of
ur wonderful possibilities.