The Salt Lake herald. [volume] (Salt Lake City [Utah]) 1870-1909, 1902-12-10
MUCH Painters INK USED.
Advertising Great Factor in Mod
ern Railroading.


ern Railroading.
In a recent interview on the impor-
tant part played by the railroads in de-
yeloping in the great west, Mr.. A
Darlow, advertising agent of the Union
Pacific. referred 10 railroad advertis-
ing, as follows:
That advertising is as essential
factor in obtaining railroad business as
the ticket Office or the travelling pas
senger agent is now generally conceded
The clear, crisp, brief display ad in
the daily papers and such weeSlies as
have an established circulation is one
of the best all round mediums. This
/ advertisement reaches the class that
| looks for housemaids, auction sales,
| etc. 1t can be made to reach more
| important class of prospective travellers
by the cOnstant-or, at least. frequent
| addition of short reading notices,
| calling attention to the special features
of the display The display should
always have some distinguishing sign,
such as the shield of the Union Pacific
or the banner of the Wabash, the trade
/ mark of the Burlington, and this adj
vertiSing should be continuous
Eastern roads seem favorably dis
posed to magazine advertising. When
| this is used an effective half-tOne pic
/ ture is an essential.
/ 'Of the benefits derived from pictorial
advertising on bill boards and public
/ buildings there is some difference of
opinion: appearances, however. seem
to indicate that this kind of advertis
| ing is ineffective and on the wane-
The display advertising in remote
! country papers I regard as an editorial
subsidy though it can be productive of
| business when by its means the col
umns of the papers are opened TO such
items of special or local interest as the
\ road wishes to direct attention TO.
In the summer season, and with
special view to conventions, advertising
in educational and religious papers is
a good investment, but only where the
| display is supported by editorial COM
ment or ample reading notice.
| Theatre programme advertising, In
direct results, is useless. Theatrical
business is so important that in very
many cases such advertising may be
polite.
advertising in local programmes of
charitable fetes, ~ete, is nothing but
contribution from the road. which local
conditions may or may not justify
MAPS for office use are good The
man who every day sees the route of
4 road in black and red lines staring at
him from his wall will insensibly grav-
itate toward that road if a choice Of
routes is offered to him.
] I'm the same way but in a lesser de-
gree, calendars are efficacious, but they
should be very plain and with the dis
tinguishing symbol of the road strongly
impressed
THE interests of railroading are so
vast that the railway news of the great
daily papers attracts immediate atten-
ton The railroad reporter should be
given the fullest information on any
matter of interest-quick runs, better
ment of track. new equipment etc.
Itineraries Of the journey should be
j 7,
! general information. briefly given, which
, matter is read by passengers in the
lazy hours of a lonely journey, and
gives suggestions leading to inquiry
and further travel.
Time acknowledgement folders, etc.
should contain information so clearly
and conciseIy stated that persons I'M
used to railroad travel should have no
! trouble in ascertaining the arrival and
departure of trains. Maps should be
shown in these folders, illustrative of
, the different routes.
: 1.-The various pamphlets and other
special literature now so largely pub
lished by the leading systems are really
artistic delights, which only appeal &c
a limited but highly important class
: They can be made effective by extern
sive and apparently spontaneous
mention in the daily papers and in such
Weeklies as have a large circulation
| having scenic attractions, these publ
cations, profusely illustrated, are in
valuable when supported by intelligent
I review and comment. think thest
| two features go together, to-wit: Thai
: display advertising without reading no
tice, and reading notice without display
| advertising, are both Ineffective Blu
7 when good, striking, crisp display
! catches the readers eye, and then, OF
{ 7 another page, he finds an article deal
! ing with the same features, his atten
: tion is crystallized.
Z Descriptive articles-when referring
: to places of resort-With only incidental
: mention of the road by which they MAJ
: be reached. are especially good adver
: Using during the season appropriate t
such resorts, and for that class of ad
vertising a good weekly or a Sunda.
paper is the best medium.
Apart from any scenic proposition
there are many intricate points. sucl
3 as constant changes in train service
oscillation of rates, timely notice to tn
e press of important information, as wei
S as the suppression of disagreeable in
: eidents, which render it an indispensa
d | BILE condition that the advertising agen
e shall know something of technical rail
= road matters. hence it is very import
d ant that roads should handle their ON
v | advertising, and not delegate it to ad
" I vertising agencies, who. though prob
: ably valuable in proclaimlng special
E. ties. are utterly out of place in railroa
re exploitation.
v 1T is not too much to say that tn
It prosperity of the great west, and il
q I wonderful growth and progress, til
% vast regions of the country opened u
l. to settlers, great areas of land brougf
,e by rail into close communion with ii
d metropolitan centers and markets,
" due more to the advertising enterpris
2 of the great railroads than any othe
n cause.