The Manchester journal. [volume] (Manchester, Vt.) 1861-current, 1908-05-21
ADVERTISE THE TOWN
Suggestions From an Expert as
10 a Publicity Campaign.
BUSINESS MEN IN CHARGE.


First Important pgiy 10 70 Lay Plans
Fer Securing Larger Rural peps'
istion Frem Which 10 Draw Leesl
Traes-prsssnt Facts Ths, Appeal.
More than hundred cities aud
towns in The United States are now
tondgctlng successful advertising cam
paigns IN their own behalf Some
Canadian cities also boom themselves
BY this direct method OF publicity. In
recent paper read st a meeting Of
commercial clubs By Curtis l. Mcsher,
manager OF the publicity bureau OF 81
Paul, some valuable suggestions were
given. Mr.. Mosher's remarks on mu-
nlclpal advertising are applicable 10
any town which desires 10 present It's
attractions 10 the outside public
Among other things be says;
mo municipal advertising campaign
can succeed until 1t has the united sup
port Of practical business men. Some
body must be responsible for the collec-
ton OF necessary funds, even though
only a moderate and economical cam
palgn is decided upon. Some one must
be responsible for the results Other
wise the campaign will be only desul-
tory 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.
"The best beginning that a munich
pality can make in considering an ad-
yertising campaign is to look well TO
its appearance, attractiyeness and local
improvements
Mr.. Mosher dwells upon the impor-
lance Of clean and well lighted streets,
good sidewalks, the removal OF dilapi-
dated buildings along business streets,
a first class hotel. public library, at
tractlye approaches TO the railway sta
ton. rest rooms for women and public
drinking fountains.
"As no town or city," continues Mr.
Mosher "can grow faster than the
business from its local and tributary
population permits, the first important
duty OF local business men Is 70 con.
slider the possibility OF securing lar.
ger rural population on which to draw
for increased business. To get this
population and to build up the agrlcul-
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 a letter framed up some
thing like this: Mr.. -, who is 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
who gets It will have a 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 hundred farmer custom
ers the names of only five farmer
friends or relatives In the old home
districts II means 800 agrlculturists
upon whom direct advertising work
may be started. Each hundred farm
ers added TO the tributary rural popu-
latlon means 100000 a year added to
the trade OF the city or town. Such
work can be done at the cost of few
postage stamps and little effort"
Mr.. Mosher dwells at considerable
length upon the desirability Of keeping
commercial clubs supplied with local
data and information; OF having coun-
ty exhibits at the state fair; Of secur-
ing state and district conventions; of
having products marked made In ----."
'Tbe 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 way that as matter
of fact II Is more energetic in praising
and placing the city In an agreeable
light than 1t is In presenting purely
business facts and arguments that will
appeal TO a business man.
Give all your forms OF direct adver-
Using 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 II with facts and terse
business arguments and use all the Il
lustratlons you can. Edit 1t carefully
TO see that all its statements can be
proved and that there is no waste Of
words Ii should answer the question. |
why, as a business man, investor,
farmer or citizen In search OF summer
outing attractions or suitable resi-
dence or city, should | be Interested
IN ----T This Is the best guide to the
proper construction OF booklet that
can be given without extended com
ment."
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