Los Angeles herald., 1906-12-09
SHOWS BENEFITS
OF ADVERTISING
SECRETARY OF Development
SOCIETY TALKS
Says General Exploitation of Califor-
MAS Resources Will Bring Better
Results Than Best Efforts
of individuals

o. V. Eaton, secretary of the Califor-
MIA development commission, which is
beginning a monster advertising scheme
to exploit the merits Of California in
general and Southern California in par
ticular, has the following to say of the
merits of the project:
Advertising has been reduced to
such science that there are many men
today who can write few words de-
scriptive of any article of merit, its
uses, its advantages, where obtained,
and it's price, set the few words up into
an advertisement and place the adver-
tisement in the columns of certain
newspapers and magazines, and from a
small expenditure for space reap a
golden harvest of dollars in return.
That is profitable advertising.
"There are fundamental principles to
scientific and profitable advertising
First. the article advertised must have
actual merit; must be an article of
need and must have superior advant-
ages or qualities. The advertising
should be terse, yet explanatory; must
contain the argument of why and
wherefore, and aim to answer every
question that may enter the mind of
the reader. The successful ADVERTISE
ment must be convincing; typograph-
ically it should be set in attractive
type with its strong features displayed
in order that it may reach the eye of all
possible readers, and last, but not least,
space for the advertising must be
bought at the lowest price, it must be
placed in the best mediums, and reach
the people of known buying capacity in
sections where a need most likely e&-
lists or can be created. Follow these
principles and be prepared to promptly
and intelligently care for all orders or
inquiries received in response to the
advertising, and success is certain.
Honest and competent advertising
men all agree that individual announce
ments OF California's leading resorts,
hotels, boards of trade, realty boards
and of individual retailers and many
manufacturers, when aimed to draw
direct results from the east and middle
west, fail to bring adequate returns on
the investment, for many reasons.
Il. Because the size and scope of
the advertisements must in most cases
be limited in space when placed in the
high priced mediums
"2. Because few If any Califor-
mia municipalities, resorts, hotels or
necessary to bring maximum direct re-
suits in mediums of greatest value and
of corresponding high rates.
"3. Because of the waste through
using inferior mediums, weak adver-
tising copy, making expensive expert
ments and patronizing worthless
schemes.
Organization of Society
1.-THE Development society of Califor-
mia was recently organized with a
strong executive and advisory board
composed of men in all sections of the
state who agree that I'm union there is
strength" and who believe that
large fund can be raised by subscrip-
tion from corporations and individuals
for the purpose of judiciously advertis-
ing California in a general way along
legitimate business lines, which will be
more productive of returns than
through individual effort of many ad-
Vertisers.
California advertising prepared un-
der the direction of the executive board
of the Development society of Califor-
nit will appear in full-page announce
ments in magazines of known character
and value, and leading dailies of the
east and middle west Every statement
contained in the advertising and all
statistics will be absolutely true in
every detail. and every word will be
made to count. No single interest In
the state will be favored I'm the adver-
tising; all will benefit greatly through
the general plan OF publicity The fol-
lowing are some of the features which
will be exploited in the advertising
placed by the Development society OF
California;
California as a state has merits
which should appeal to tens of thou
sands of the best people in the east and
middle west.
California offers the best opportuni-
ties for pleasure and profit of any state
in the Union or any section Of the
world.
tural and manufacturing possibilities,
hotels resorts, scenery etc, are mar
velous.
"CalifOrnia's tremendous advantages
II properly exploited viii result in