Santa Fe new Mexican. [volume] (Santa Fe, N.M.) 1898-1951, 1899-03-20
BENEFITS OF ADVERTISING.
Captain j.. ]. Lessons Opinion of Work
Necessary to Place New Mexico's Gil
mate and Resources Before the
noun+,r

|
| Captain ]. J. Leeson, commissioner
and manager of the New Mexico exhib-
| it's at the Tennessee centennial and
| Transmississippi expositions, and ex-
president of the bureau of immigration
| in an interview with a New Mexican
: representative, said regarding the ad-
vertisements of the territory:
1T is a well demonstrated fact that
the most successful business men and
corporations are those who most ad-
vertise, and states and territories are
applicable to the same conditions. New
Mexico, with it's great and varied re-
sources and superb climatic conditions,
is probably less known than any other
section of the United States. 1t is a
fact that not twenty persons in every
ten thousand Of the seventy odd million
population of the country know any
thing of the products, resources or eli
mate of the territory and the prevailing
opinion of the masses in the states of
the union is that this is a land of bar
ren mountains and sandy deserts. This
opinion can only be changed by a sys-
tematic method of advertising and that
advertising should certainly be done by
the bureau of immigration, for what
is everybody's business is nobodys bus
mess, and there is no other feasible
medium of reaching the densely popu-
lated sections of the east than through
a board which is recognized as the Off
cial advertising agent of the territory.
Il am satisfied beyond doubt that the
100000 pamphlets distributed during the
Nashville and Omaha expostions, held
during the years of 1898, reaching, as
they did, the progressive farmer, Miner
mechanic and investor, did more good
than can possibly be computed by any
one. Of one thing | am certain-that
New Mexico is better known today than
it ever could be were it not for the judi
cious advertising given at that time. All
admit that advertising built up the
prosperous northwest and populated
rich California. Why should New Mex
leo not follow in the steps and adopt the
measures of the regions that were sue
CeSSIu vi ANU Sldte OF territory possesses
more natural and varied resources than
New Mexico. 1t is the coming Mecca of
the progressive, energetic and enter
prising American farmer, miner, me-
chanic and capitalist. To such a broad
field is ready for cultivation and of such
will spring the future greatness in the
garb of statehood. The immigration of
the class Of people desired is sure to fol-
low the efforts of the immigration bu-
reau to place the literature anent the
resources of the region where every one
interested cannot fail to observe it.
1.-The legislature could make no better
investment than the appropriation of
$1,000 to be used by the territorial bu-
reau of immigration for the purpose of
advertising thoroughly the resources of
the region and attract desirable resi-
dents. Like bread cast upon the waters
it will return an hundred fold. l am
strongly in favor of any and all meth
DDS that will tend to build up the terri
tory. Great benefits have been derived
during the past year through advertis
ing and where success is being demon
strated it is folly to cripple or handicap
the institution which is responsible for
that success.