Las Vegas daily optic. [volume] (Las Vegas, N.M.) 1880-1908, 1907-01-28

settled the United States. The first
white men that reached New Mexico
came because IL had been advertised /
that this country aboandea IN gOai
and precious stones. The middle weat
vas settled because II vas ADVERTISED
that lts bottom lands were maryelOnsly
fertile, California vas created By ad-
vertIElng. At first advertising al the
resources of newly discovered or On.
ploFed regions was not done scientific
ally: II vas BY word Of mouth. by let
tiers. by poster. or as In Coronado !
day. by Dame Rumor. But nowadays
progressive communities do not Deepen ! !
upon these slow and haphazard ways
Of letting their advantages and attrae.
lions be known. Advertising bureaus
are organized. Large corporations
have their advertising managers: rail,
roads employ a staff of advertising
agents, and advertising has been re-
duced 10 an exact science that brings
results commensurate with the skin
and thoroughness with which II Ia
done. New Mexico. too. Ia reaping
wonderful profits from advertising Il
self. It's climate. its undeveloped and
developed mineral wealth. It's fertile
lands. its scenic attractions and It's
manifold resources and advantages.
Each train brings home or healthseea-
ers who would not have come had they
mt first read about New Mexico and
the opportunities II has 10 offer. The
bulk OF this advertising has been done
by the territorial bureau OF immigra.
tinn, II has been a common complaint
that the railroads neglected TO ad'
vertIse this portion Of the southwest
and that they always placed It second
To California. 10 Colorado. TO Texas. OF
to some other commonwealth: thai
the advertising done by cham
bers OF commerce existing In
the few cities OF the terri
tory was entirely local and done yer,
sparsely for lack of means: that pri
waite corporations who advertised con
fined themselves to the small pasture
In which they were interested AM
which they doomed; that such adyer
Using was not authoritative. lacked tn,
official stamp Of Observation-Disclosures Il
any particular section and II coul'
therefore do only In q small way wha
n centrally located bureau, official,
created. would accomplish. The con
prehensive gathering OF data. the skill
full and attractive preparation OF advel
Using matter 10 that II brings result
nj come only by experience. an
New Mexico has been fortunate In tina
II has as the secretary OF Its burea
of immigration. Colonel Max Frost.
d not only intimately conversar
with every part OF the territory. BIT
also a student for almost three d.
cades Of It's resources. a man who hs
had ample experience In the prepar
ton of books and booklets that appe'
to the man looking for a new home {
for investments. In this work he hi
no peer In the southwest aud Il
shrewdest advertising managers OF Il
western railroads have acknowledge
this. not only In private, but also
public. Tho new population that h;
come to New Mexico. the wealth tn
has been attracted and distribute
here and the many incidental benefi
that have been conferred upon Il
commonwealth through the work
the territorial bureau OF immigratio
the past decade, alone assure its Sc
rotary a place among the builders
the future Sunshine state. What a mi
take 1t would be to abandon the b
reau Of immigration at this time, ju
"HEI AhC ttoAIA6 va It's VAu@afoAo It
being reaped in their ~fullness; wht
thousands of people are asking for /
formation that Is reliable and author
tative: when capital Is interesting
self In the development of the ter
tory's manifold resources. IT certain
would be a step backward. To DEEPER
for this work upon private agenci
would be equivalent to the Santa I
Railway system abandoning its adve
tising campaigns and depending alt
gether upon the good words Of Il
passengers it carries or the shippe
for whom 1t does business. Just as ii
Santa Fe system and other great ra
roads are actually founding new mag
zines to advertise their lines, are don
! ling their appropriations for adverti
ing purposes. it would be a piece
H. folly to abandon the territorial b
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