The times and democrat. [volume] (Orangeburg, S.C.) 1881-current, 1908-05-08
ADVERTISE THE TOWN.
Suggestions from an Expert as to a
Publicity Campaign.

conducting successful advertising caHl-
paigns. in their own behalf. Some
Canadian cities also boom themselves
by this direct method Of publicity. In
q recent paper read at meeting OF
commercial clubs by Curtis l.. Mosher,
manager Of the publicity bureau of ST.
Paul. some valuable suggestions were
given. MIR. Mosher's remarks on mn-
niclpal advertising are applicable TO
any town which desires to present It's
attractions to the outside" public.
Among other things lie says:
mo municipal advertising campaign
can succeed until it has the united sup
port of practical business men. Some
body must be responsible for the collec-
tion Of necessary funds. even though
only moderate and economical cam
paign Is decided upon. Some one must
be responsible for the results. Other
wise the campaign will be only desul-
tory and unsatisfactory. The best ana
most practical man the municipality
can bring forward should be 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 mnnici'
pality can make in considering III hd-
vertising campaign is I" u.s.. VIII 10
its appearance, attractiveness anu local
improvements"
Mr.. Mosher dwells upon the lnlpor-
tance of clean and well lighted streets,
good sidewalks. the removal of dilapi'
dated buildings along business streets,
a first glass hotel. public library, at
tractivg 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 to con-
slider the possibility Of securing lar
ger rural populatlc'. 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 letter framed up some
thing Ii this: Mr.. -, who is q 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 ue 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 Dy 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 will have 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 car
secure from hundred farmer custom
ers the names Of only five farmer
friends or relatives in the old home
districts 1t means 500 agrtcultu:lst!
upon whom direct advertising worl
may be started. Each hundred farm
crs added to the tributary rural popu
lation means 100000 year added tt
the trade Of the city or town. Sucf
work can be done at the cost Of a few
postage stamps and little effort"
Mr.. Mosher dwells at considerable
length upon the desirabillty Of keeping
commercial clubs supplied with loca
data and informa ton; Of having coun
ty exhibits at the state fair; Of secur
Ing state and district conventions; OF
having products marked Made in -
1.-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 way that as Il matter
of fact it is more energetic in praisine
and placing the city in an agreeable
light than it is In presenting purely
business facts and arguments that vii
appeal to u business man.
"Give all your forms Of direct adTer
tislng neat and substantial appear
ance. Decorative effects do not appea
to business men. By all means publish
booklet even though 1t cannot bt
pretentious. Fill it with facts and terst
business arguments and use all the II
lustrations you can. Edit 1t carefully
to see that all its statements can bt
proved and that there is no waste o
words. 1t should answer the question
why, as business man, investor
farmer or citizen in search Of summer
outing attractions or suitable resi-
dence or city, should be interested
in -? This is the best guide to the
proper construction Of booklet tha
can be given without extended com
ment"