Los Angeles herald., 1906-04-22


same lines as the proprietor OF a
rrioue SOAP or a cure-aI pill if they wish to
make procress. Thus huge posters are displayed,
showing idvIlic scenes calculated to arouse the
ambition of the stay-at-home for foreign travel
while the advantages of some particular country
for emierants are related with a gusto charac-
teristic of the advertising expert
Australia easily leads the way in the matter OF
national advertising. Each State has its agents
in all the principal countries OF Europe and
strenuous efforts are made to attract the best
class of emigrants to the Southern Continent.
The English Government appointed a short
time ago a special press agent Tor the whole OF
Australia. This gentleman-a Sydney newspaper
man by the name of John Plummer-recelves a
salary of $4,000 year. For this he writes num-
erous articles and paragraphs extolhng Australla:
IF for instance, a farmer in an obscure part oil
tbe continent reaps a record harvest or breeds a
record number of cattle, Mr.. Plummer writes II
I'm for the English and Continental newspapers,
and az a result, the dissatisfied British agrlcul-
turist begins to think favorably OF emgratlng 10
Australia. This is exactly what Mr. Plummer
wishes him to do and it has been stated by the
government officials that the press agent more
than iustifes his existence.
The five States of Australia are represented IN
London by agents-general, and one OF the most
imnortant of their duties is to see that the ad-
vantapes of their respective countries are brought
prominently before the British public
From the offices in London thousands of cir
ouIars are dispatched annually, hundreds of
Wounds are spent in advertising in newspapers and
On the hoardngs and the press Is kept well sup
nlied with up-to-date news more or less interest
mo about life in Australia. 1t is advertising
md nothing but advertising, all the time. The
aqents-general of course, transact other business
brit the principal one is to recruit emlgrants
They are in reality the official press and adver-
tisement agents of Australia.
Tasmania is rapidly coming to the front, main
" on account of the increasing amount of ad
vertisng it receives each year. Sir Horace Tozer,
the agent-general, recently informed the writer
that il paid to advertise Tasmania in the news
papers. Good-cass Englishmen desrous of start
ing life afresh in another country were attracted
Nv the newspaper advertisements, whereas the
stereotyped circular tossed aside.
There is, however, another form of national
advertising-that which aims at attracting the
tourist Countries in the position of Switzerland
and Holland which owe a great deal of their
prosperity to tourist traffic, have long since
awakened to the fact that the best way to retain
this form of revenue is to boldly proclaim the
beauties and charms of their respective countries
The very existence of Switzerland depends almost
entirely upon the money brought into the coun-
try by tourists. There is other source Of
revenue Of any Importance, and, consequently,
the Swiss Government has not been slow in tax
ing action to see that the country is we'll ad,
vertised
And many more nations of the earth than can
be mentioned here do their own trumpet blowing
at cost agregating quarter of million year.