The Minneapolis journal. [volume] (Minneapolis, Minn.) 1888-1939, 1906-10-21

Formation of an organization to
push the advertising of Minneapolis is
to be the outcome of the campaign
which was inaugurated by, the Min
and whose first result was the organiza
ton of the free information bureau
at Fifth street S with G. L. Sawyer
as manager.
For several weeks Mr.. Sawyer has
been studying the question and the
members of the real estate board In
terviewed the board Of tax levy in
late attempt to secure an approprla-
ton for municipal advertising.
In commenting on the possibilities
Of city advertising and the advantages
Mr.. Sawyer shows that every business
firm, corporation and individual should
take hand.
Time to Act.
"The Minneapolis real estate free
Information bureau,' says Mr.. Sawyer,
'shas agitated the question of munich,
pal advertising, and advised that
something be done in this line for
Minneapolis. -
''Within the last few days we have
interviewed expert advertisers with
reference to the work. All have ex-
pressed themselves unanimously in
favor of such scheme, provided
money can be raised in manner sat
isfactory to taxpayers generally. 1t
has been pointed out by these experts
that many Minneapolis business cor
porations and business men who have
started from small beginnings, built
up immense business by adopting
these may be mentioned the. North
western Knitting company, a corpora
ton which began the knitting bust
ness in modest way, and built up
the business until it now extends to
every state in the union. The COM
pany attributes it's success largely to
its advertising methods. It has re-
Gently issued the "Munsing Under
wear Magazine,' which we consider
one Of the unique and most attractive
pieces Of advertising that has come to
our notice.
t'Nearly half the advertising mat
ter in the magazine is devoted to Min
neapolis, setting forth in beautiful
Illustrations and well-worded reading
matter the city's greatness and pros
perity. The magazine will be widely
circulated among retailers and jobbers
thruout the United States. ~->~~- .
1--WE believe the company has
added greatly to the value of the
magazine for it's own purposes: by in
cooperating the matter regarding Min:
and manufacturing concerns would
adopt a similar course Minneapolis
would soon be the best known and the
best-advertised city in the country
S"William B. Morris, advertising
manager of the Northwestern Knitting
company, who is responsible for the
magazine, states it as a rule that what
can be accomplished by business
firm, corporation or Individual, can be
done by municipality, and he says
as does B. s. Bull, auditor of the
Washburn- Crosby company, that with
to 100000 year for five years, Min
neapo1is would become the best-knowr
city in the country.
What Morris Says.
"We asked Mr.. Morris for practical
suggestions along this important line
and his letter contains much of in
terest.
Essays Mr.. Morris:
"There ought to be doubt in the mind
of Intelligent business as to the result
that might easily be secured thru a compre
hensive and persistent campaign Of municipa
advertising. There are many ways in whtc
the city can be advertised, and there are S
many important results TO be obtained, that
would seem as if the city could hardly affor
not to enter upon such campaign.
THE expenditure Of $1,0000O0 in the mex
ten years in campaign Of municipal advertis
ing would more than double the population c
the city.
IF property appreciated the benef
that would accrue to them as individuals fro,
campaign such as Is contemplated Their
would be an almost unanimous vote to includ
IN the city budget an appropriation for at leas
$loO.Ooo year for advertising purposes.
The campaign should be designed to reac
at least three classes of people. First, an
most important of all, efforts should be made
secure new industries and bring men of lara
capital to assist in building up the city Me
and industries of this character can best
reached by a campaign conducted thru the trad
papers and few OF the popular magazines.
An entirely different campaign should /