Arizona republican., 1907-06-19

 FOR BUSINESS
A Campaign of Publicity
 by Board of Trade
Timely Address On That Subject by the President Dr. J. w. Toss.

| a resolution on the part Of the board to undertake a campaign of advertis- l ing that will mean everything for the continued and increased prosperity of ] this valley. The session was devoted entirely to that subject in one phase or another. except for some consider | ation given the applications for the of- ' flee of secretary, now filled only tenn porarily. This question is not for mally settled.
 After the reading of the minutes, pr. W. Foss. president of the board, delivered an address on the subject | of advertising, which is herewith pro ! duced and is worthy a careful read ing by every citizen of the valley. The doctor suggested the raising of s100,- 900 for campaign of advertising for the next year or two, and his address was heartily applauded at the comple- | tion. The board however must begin ! m modestly for at present there is very | little to work with.
 After his address a report was made by the advertising committee. in great ' detail, concerning its investigation as ! to mediums, cost, etc It was the l sense of the committee that the best
 
 | of people would be the weekly agri- ! cultural papers of the east and middle west. The committee presented the name of an agency which gave a de- sirable list of papers. rates, etc. and asked permission to spend S1.000 in 1 closing a contract with that agency, just as sample try-out of what ad- vertising will do. If the sample looks good there will be more announcement to enter upon broader campaign. The request of the committee was granted and the next thing was to get the money to advertise with The finance committee had not yet got its working harness on, but is doing a lot of think ing and the president authorized that committee to press into its service every other member of the board who can give it any help
 As an item of encouragement Presi- dest Foss announced that he had been authorized to say by d certain gentle man that tf the board raises s25 900 Tor this purpose he would donate an- other 5000 and 5000 for each suc- ceedlng s25.000 raised. up to sIOO. GOO. All of this was inspiring and it is ex- pected that from this time on the board will get busy" Following is the address of President Foss:
 Gentlemen:
 l wish to bring to your notice today a subject which concerns every in- dividual in the Salt River Valley and which therefore l believe 10 be entitled To the most serious consideration by you as members and directors of this r nf frud I
 Using of this valley which should be one of the principal objects of this board and which to my notion has been and is being sadly neglected.
 When P. T. Barnum was asked the secret of his success in his stupend- ous enterprises he promptly answered advertising
 The biggest end of any large busi- ness house today is the advertising end. Our newspapers and our maga- zines are composed largely of adver- tising, the revenue from which is so great as to make the price of the pub lication nominal and d secondary con- sideration.
 By judicious advertising many a gigantic business of national scope has been built from some pig1ny enterprise struggling for local existence. Like wise many a vast enterprise founded on real merit and built up by adver- Using has crumbled into ruin when the advertising genius has been taken away. Only the other day was this forcibly illustrated to me by reading an article on the Mammoth Cave.
 Here the speaker digressed to read from a current magazine extracts from a timely article on the Nam moth Cave. showing that in 1S44 an av- craze of 93 persons a day visited the cave. which was then being exploited by its original owner, and that too, with not a railroad in Kentucky. To- day with nearly four times the popu- lation and railroads everywhere. less than a dozen people a day visit the place. The advertising man is dead and his heirs are scattered, disorgan- ized and fighting each other. The cave Is as large and interesting as ever.
 Now here is stern cold fact borne cut by the hotel records that in 1S44 with 20 million people in this country with not a railroad in Kentucky on an average 93 persons a day visited the Mammoth Cave. Today with over 80 millions of people and with our pres ent transportation and advertising fa- oilities on an average less than a dog en persons per day visit this wonder of the world.
 And the explanation: The advertis- ing man is dead.
 Advertising then is the magic wand that rouses the sleeping from their lethargy, that fans the dying embers into flame, and causes even the dead dry leaves of autumn to rustic with tine stir of life. So, well is the i'm portance of advertising recognized to- day that it would seem to be a waste of time to dwell upon it.
 Not only local business men but communities as well have found it not only important but necessary.
 Take southern California for exam pie. Can any one doubt that adver- Using has not been the great predom- mating factor in stimulating its un- precedented growth.
 It is not a fact that every county. city and hamlet in southern California individually and collectively is using every available means of advertising its resources both real and fancied till every citizen has become inoculated with the virus and becomes a walking and salkinP testimonial of the beauties