The Montgomery advertiser., 1904-11-24
A CITY UPON A HILL.
Montgomery ls Getting a Move On
 Itself.

 Louisville Courier Journal.
 The city of Montgomery, Ala. is waking up It believes in itself, and Is determined that other people shall un- derstand the reasons of its belief. It knows It's own virtues, but is no lon- ger content to cOnfine Nits knowledges. within itself. It wishes a more rapid development than that which can come alone from it's own resources and pre- sent population. It wishes immigra- tion of the right character; 1t wishes additional manufactures and additional business energy; and 1t knows that 1t is deserving of these. Furthermore. it proves in large measure that 1t is deserving of them by displaying the sagacity and enterprise which 1t does in deciding to bank on its own confi- dence in itself to the extent of spending good money to push itself into the line. of the world which is looking for just such good things as 1t has to offer. to advertise.
 Not only that, but she has given additional proof of the right stun that Is in her by deciding to advertise in the best way.
 Tn short Montgomery had decided to advertise in the newspapers.
 The plan was outlined and adopted at recent meeting of the Conner cial and Industrial Association of the city, when it was determined to raise
 
 for at least three years, to be expended in a systematic campaign of adver- Using Montgomery's claims.
 The plan Is indicated tR the report committed After setting forth some of the inducements which Montgomery offers to homeseekers and investors, the committee reports that for general publicity 1t thinks the most desirable medium that could be employed would be leading daily newspapers of the regions which 1t is proposed to reach. The report then adds:
 Your committee has, through corre- spondence, secured advertising rates from these publications. Our first idea was to use 2 full-page advertise would permit However. the prices are much higher that we had reason to believe, and, after further discussion of the matter, we have concluded that a quarter-page advertisement, one time, in several of the papers mentioned which would cost in the netghborhood of $1,750, would answer every purpose would certainly be sufficient to give very clear idea of just what mediums are best suited to our needs, so far as general publicity is concerned. Your committee is also considering the ad- visibility of using several or the lead
 Tt is our idea to set forth fully in these advertisements, in clear and concise manner. the unusual advan-
 
 featuring enterprises, and the various other lines herein mentioned. and where our space permits, to use few we'll chosen illustrations, and to give we'll defined idea of Montgomery's location, it's healthfulness, ease Of access 10 the outlying territory, its railroad advan- tages, cheapnesS or motive power, pure water. fine schools and to con- cIude with a strong plea that parties interested take up tha matter for full and detailed information. with the Commercial and Industrial Association of this city. Of course. when your committee has prepared these adver- tisements, placed them In the jour nals outlined. and created line of correspondence. We feel that 1t IS up to several committees of the association to secure for our city the enterprises that are most apt to open cOrrespon- dence with this city.
 Your committee is assured that whatever industries we may be able to bring to Montgomery will prove of direct and immediate benefit to every body in the city, and, this being the case, we feel that every corporation. every wholesale house, every retail house, every taxpayer, as well as every patrottic citizen, would make liberal contribution toward this fund, and your cimmittee respectfully urges that the president of our association authorize the appointment of special committees, at once for the purpose of securing these subscriptions and that the work
 
 possible moment"
 This is not only a spirit which prom ises much for Montgomery's advance ment, but 1t is a wisdom which will do much to make good that promise, It is the essence of modern progress slveness, which is expressed well in the one word, advertising, but which Is expressed best in the two words, good advertising. Good advertising is an evolution, reached through many stages of all sorts of experiments and the waste of many millions of dollars. But out of this experience has come knowledge which now guides the suc- cessful advertiser of the present age and the advertiser who at this day is an unsuccessful advertiser is one who advertises things of insufficient merit or who has insufficient capital to ad- vertise properly. or who, ignorant of or ignoring the general experience, gets his own experience through the adop- ton of the wrong methods that the successful advertiser has discarded.
 Montgomery evidently proposes to profit by the experience which others have paid for so dearly.
 She not only means to advertise, but like Richmond, Atlanta and Bynchburg, she means to advertise in the right way.