Albuquerque morning journal., 1907-08-25

to map out a plan of campaign lie
began by having inserted in the daily
papers a large display advertisement
announcing what was coming. From
time to time the company used large
advertisements illustrated with attrac-
tive cuts, showing the right and
wrong ways to alight from street
car.
Your left foot on the step" is the
instruction to the women. Grasp the
hand-hold with the left hand, face the
direction IN which the ear is moving
and step off, right foot first
Periodically, reading notices are
used, containing suggestions 10 the
women about the manner in which
they should grasp their skirts with
the right hand Husbands and broth
ers are appealed to to aid in the edu-
eational campaign, Conductors are
| instructed to care for passengers
| packages and to hand them out onto
the platform as the passenger alights.
with all respect for the intelli-
gence Of the public says Mr.. Leus-
/ sler, "the task of educating people
/ how to ride on street cars is not an
easy one. Both custom and fashion
are responsible for the habit formed
/ by thousands of persons, particularly
/ the gentler sex, of stepping off street
cars backward Often times a wOIn-
/ an steps down onto the footboard OF
/ the ear, grasps the handhold on her
| right and swings off backward before
/ the conductor can sound note OF
warning, with the almost invariable
result that she is thrown 10 the pave
ment A woman often becomes ex-
cited and attempts to alght while the
! -
speed. In such instances, she usually
/ falls on her back often striking her
head on the pavement and receiving
/ Injuries which prove fatal. Injuries
received as the result Of wrecks and
collisions are comparatively few, be-
cause the car is under control Of the
motorman, who Is able to avoid coli
liding with other cars or street vehi-
cles.
"The newspaper advertising was
tried as an experiment and has prov
ed huge success. Early In the year
we began by announcing campaign
Of education our display advertise
ments were illustrated with pictures
showing the right and wrong ways of
leettng off a car. We have used pho
tographs Of women only because we
experience little or no difficulty with
men and boys. our claim department
has taken up the matter vigorously
and In the future our company will
advertise Systematically. We viii run
our ads IN series. using fetchy pc-
lures. and thus hope to educate the
people how to protect themselves
against accidents The results of this
advertising the first six months of the
present year have shown It to be q
success not only from Humanitarian
standpoint. but commercially as well
! / am not at liberty to give figures on
the saving to our company because
they are not definite enough To be
properly calculated at this time.
am Of the belief, however That the
continued success of the advertising
scheme will save many hundreds 81
thousands of dollars In the next ter
years. The claims against the com.
pany filed with the courts are usually
excessive, but this docs not prevent IA
J from often becoming the victim Of ex'
J penslve court costs, even though w
are often able 10 show the jury the
Injustice Of personal injury claims.
I'VE are not cnnflnine this cam
palgn IN the task of educating the
public. We have recently employed
ten road officers to act in a superyis
i 0ry capacity and intelligently instrue
our trainmen on their conduct TOWARD
. the puhlic and how 20 avoid accidents
( The road officers are given periodica
lectures on methods 0f instruction
: and this instruction. III turn. Is pasaes
! down to metDrmep and conductors
/ Whenever IN accident occurs tho TRAN
! crew Is brought to headquarters