Frostburg mining journal. [volume] (Frostburg, Md.) 1871-1913, 1908-06-27
ADVERTISE THE TOWN
Suggestions From an Expert as
to a Publicity Campaign.
BUSINESS MEN IN CHARGE.
First Important Duty Is to Lay Plans
For Securing Larger Rural Popu-
lation From Which to Draw Local
Trade-Present Facts That Appeal.

lation From Which to Draw Local
Trade-Present Facts That Appeal.
More than hundred cities and
towns in the United States are now
conducting successful advertising cam
paigns in their own behalf. Some
Canadian cities also boom themselves
by this direct method of publicity. In
Il recent paper read at a meeting of
commercial clubs by Curtis l.. Mosher,
manager of the publicity bureau of St
Paul, some valuable suggestions were
given. Mr.. MoShcrS remarks on mu-
nicipaI advertising are applicable to
any town which desires to present its
attractions to the outside public.
Among other things he says:
NO municipal advertising campaign
can succeed Until it has the united sup
port of practical business men. Some
body must b. responsible for the Collcc
tion of necessary funds even though
only Il moderate and economical cam
paign is decided upon. Some one must
he responsible for the results. Other
wise the campaign VIII he only deSul
tor! and unsatisfactory. The best and
most practical man the municipality
can bring forward should he made
chairman of the general committee in
charge of the work or be officially des-
ignated by some similar arrangement
as the manager and director In charge.
of the work
"Thn best beginning that Il munich
paity can make in considering an ad-
rcrtiSing campaign is to look we'll to
It's appearance, attractivcncss and local
improvements.
Mr. MoSher dwclIS upon the impor-
tance of clean and well lighted streets,
good Sidewalks the removal of dilapi-
dated buildings along business streets,
first class hotel. Il public library, at
trHctive approaches to the railway sta
tion. rest rooms for women and public
drinking fountains.
"AS no town or city," continues Mr..
MoShcr. "cAn grow faster than the
business from its local and tributary
population permits. the first important
duty of local business men is to con
slider the possibility of securing lar
ger rural reputation on which to draw
for increased business To get this
population and to build up the agricul-
tural resources of the tributary terri
tory is one of the important ends to be
sought in the local advertising cam
| paign
The merchants with country trade
should get lists of friends of their Gus
toners living in distant states and
send them Il letter framed up some
thing like this: MIR. --, who is Il pros
porous farmer living miles from this
town. is successfully farming -- acres
and this year raised such and such
crops, clearing such and such profits
| He has given me your name. and | am
writing You to tell YOU of the splendid
agricultural resources of this section
and the excellent opportunities near
this town and adjacent to the farm
operated by your friend. which you
may perhaps wish to utilize Make the
letter strong and to the point Set
forth the kinds of soil and crops. the
values of Land. etc, so that the man
who gets it viii have Il clear idea of
the situation.
enclose with the letters lists OF
farms for sale within easy reach of the
/ city; also tracts of unimproved lands.
"If the business men of the town can
secure from Il hundred farmer custom
erS the names of only five farmer
friends or relatives In the old home
districts it means 800 agriculturiStS
upon whom direct advertising work
may hr started. Each hundred farm
crS addrI to the tributary rural popu-
lation means 100000 Il year added to
the trade of the city or town. Such
work can he done ut the cost of a few
postage stamps and little effort"
Mr.. Moshcr dwclIS mt considerable
length upon the dcSirablity of keeping
commercial clubs supplied with local
data and information: of having coun-
ty cNhibiS ut the state fair; of Secur-
ing state and district conventions; of
having products marked Made in -"
THE most dangerous error common
ly made in direct advertising for the
city or town is to yield too far to the
natural feeling of local pride and CON
StrUCt the advertisement or printed
matter in such Il way that as Il matter
of fact it is more energetic in praiSing
and placing the city in an agreeable
light than it is in presenting purely
business facts and arguments that will
appeal to business man.
Give all your forms of direct advcr-
tiSing a neat and substantial appear
/ ance. Decorative effects do not appeal
to business men. BY all means publish
booklet even though it cannot be
pretentious. Fill it with facts and terSe
business arguments and use all the H.
luStrations you can. Edit 1t carefully
to see that all its statements can be
proved and that there is no waste Of
words. 1t should answer the question,
why, aS Il business man, investor,
farmer or citizen in search OF summer
outing attractions or suitable resi-
dence or e. "hOuld | be interested
in - r.. the best guide to the
proper construction of n booklet that
! can be given without extended com
ment."