The Waxahachie daily light. [volume] (Waxahachie, Tex.) 1894-current, 1908-09-09
MUNICIPAL ADVERTISING.


We have passed that stage when
1t is necessary to discuss the Ques-
ton whether advertising pays. Ev-
erybody knows that 1t does, provid-
ing y is the right kind Of advertis-
ing. Not SO many years ago the view
OF the general public toward adver-
Using was the same of that OF the
people living prior to 1900 toward
the circulation of the blood. People
living In the sixteenth century
knew that the body contains two
kinds Of blood and that If the SKIN
be punctured the blood will run out
but they did not know In spite of
the fact that they could hear the
beating of their own hearts, that the
blood has a regular flow to and
from every portion Of the body until
Harvey came along and proved it to
them.
A few years ago people knew that
advertising was the art of attract
ing attention, says the Fort Worth
Telegram, but they did not know
that advertising was highly devel-
oped species of salesmanship until
a few shrewd merchants and manu-
facturers. by the judicious use of
publicity built up fortunes which the
people could see with theirt own
eyes and appreciate. D
We are getting to know more
about advertising every day and
among the things we have learned is
that there are two great divisions to
the subject. One covers the advertis-
Ing that attracts attention to wares
for sale, the other is the variety of
advertising that sells those wares.
OF late years there has been
pendulum swing toward the latter
variety of advertising. Advertise to
get results" has been preached so
incessantlys that most advertisers
have taken it to mean that all ad-
vertising should be directed toward
one end. namely getting prospec.
tive customer into the frame of
mind from which a purchase must
necessarily follow.
The other kind of advertising
publicity designed solely to attract
attention has not been SO thorough
ly studied OF practiced and yet there
is beginning to be an awakening
along that line.
Under the head of such advertis-
ing naturally belongs such efforts as
cities may use in calling attention
to their existences and their attrac-
tons for manufacturing enterprises
and as places for homes.
The city of Springfield, Mass, is
offering a prize Of $500 for the best
plan to advertise itself and few
years ago ST. Louis paid several
thousands dollars for a similar plan.
For many years Fort Worth through
its board of trade has pursued a
system of advertising and as a result
the Panther City is one of the best
advertised municipalities in the
state. San Antonio has recently wax
ened up, has established depart
ment of paid publicity, and is send
ing out every week items about it.
self to the press of the United
States. Spokane, Wash, has done
the same thing for over year,
while st. Paul, Mimi, has gone SO
far as to furnish illustrated stories
about various features of it's COM
mercial and-tindustrial life to any
which will print them
gratis. The St. Eouis plan of buying
space in newspapers and
magazines has also been followed
with success by such cities as Atlan-
ia, Ga, and 1t has been found high
ly successful 's1sNF - - '''
From the many efforts being
made toward municipal advertising
In all parts OF the country some
profitable and uniformly successful
plan is bound to result. At the pres
ent time the purchase of space and
hlung 1t with attractive matter
seems to be the best
The very fact that a city is will
ng to appropriate money to adver-
Use its advantages impresses the
person who never heard of that city
before that 1t must have progressive
people, people who have already
made success themselves and want
o make a larger success from the ,
ity's growth.
1t is probable we shall never
ome to that stage when cities will
Use the old-fashioned travelling sign
'ainter and bedeck the Rocky noun
aims and the Alps with picturesque
ettering declaring Kalamazoo
Wants Shoe Rsctory, or Oshkosh
Needs Packing House" but there
s every reason to believe that we
viii come to the day when every city