The morning Astorian. [volume] (Astoria, Oregon) 1899-1930, 1904-08-10
PUBLICITY FOR THE FAIR.


There seems to be consensus of opinion that the
ST. Louis fair has suffered in attendance because II
was not so layshly advertised as it should have
been saws the Portland Journal The criticism be-
ing passed is not so much the quantity of adver-
tisng matter sent forth by the bureau of publicity
as upon the quality of it. 1t was written in such
way and covered such matters as failed usually to
appeal to the newspapers and therefore relatively
little of it achieved publicity This true notwith
standing the fact that the newspapers were willing
to print masses of that matter provided it could be
made interesting to their readers and that too free
Of cost
If there is good foundation for this criticism of
the St Louis publicity bureau, and if it failed to
take advantage Of its opportunities there is in it all
a lesson for the Portland fair which it would be
well to devote some time to. There is very great
deal of work yet to be done along what might be
called the practical lines, but it must not be for
gotten that no matter how attractive the fair may
be in all its features if it fails to draw people here
money to devote to this important feature Of the
work and most of it therefore must be done as a
matter of patriotism by the people who are pro-
foundy interested in the outcome. With popula
ton here of over 10000 there must be great deal
Of letter writing to all parts Of the country. Now
If in all letters written in which the matter could
be legitimately referred to, each one was to make
reference to the fair if there was provided for public
distribution little pamphlet in which attractive
facts were succnctly stated bearing not alone upon
the fair but other appealing features of the trip
these might form an enclosure in thousands Of let
tiers which are daily sent forth.
The newspapers of the country are generally broad
gauge They are not all afraid Of mentioning in their
reading columns something which will help another
section even though it confers no direct benefit
either upon themselves the sections in which they
are published. But it is only reasonable that they
should require that the matter which comes to them
is written in such way that it will be of at least
equal interest with the average matter published.
This would suggest that an organized campaign
should begin to get before the newspaper readers
Of the country the bold outlines of the pan the re-
sources at our command to produce fair that will
atLfacu ana De worthy OF general patronage ana TIE
reasons which give the fair justifable historical
significance. The little paragraphs which go into
the papers count for very little; it is the relatively
long well written and appealing articles that do the
business. In this same direction there is no good
reason why at least one attractive article should not
be gotten into every magazine in the country between
now and the time the fair opens next June and this
too, without cost to the management. What is true
of the magazines will be true of the illustrated week
Lies which are so widely read and gotten up so at
tractvely In matter of this sort knowledge of
the class and quality Of matter which most appeals
to the particular publication is essential When that
demand is met the rest will follow practically as a
matter of course.
Now that effort is to be concentrated and every
bodys shoulder is to be put to the wheel, this mat
ter should be taken up quite as seriously and in
tcigently in its own way as the immediate work of
getting the buildings ready, for it is of quite as much
Importance as any other work to make the exposi-
tion a success of which every one will have reason
to be proud.
NEWcpApERc AND CpTME