Aberdeen herald. [volume] (Aberdeen, Chehalis County, W.T.) 1886-1917, 1908-06-01
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 a Larger Rural Popu
lation From Which to Draw Local
Trade-Present Facts That Appeal.

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
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. Mr.. Moshers remarks on mu-
nicipal advertising are applicable to
any town which desires to present its
attractions to the outside public.
Among other things he 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 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 and
most practical man the municipality
can bring forward should be made
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 q munich
pality can make in considering an ad-
vertsing campaign is to look well to
its appearance. attractiveness and local
improvements"
Mr. Mosher dwels upon the impor-
lance of clean and well lighted streets,
good sidewalks, the removal of dilapi-
dated buildings along business streets,
first class hotel, public library, at
tractive 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 population 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 like this: MIR. -. 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
values Of land, etc. so that the man
who gets it will have q 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 a hundred farmer custom
ers the names of only five farmer
friends or relatives in the old home
DISTRICTS it means 500 agriculturists
upon whom direct advertising work
may be started. Each hundred farm
ers added to the tributary rural popu-
lation 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 considera BILE
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 -"
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 a matter
Of fact it 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 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 1t cannot be
pretentious. Fill it with facts and terse
business arguments and use all the H.
Illustrations 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 business man, investor,
farmer or citizen in search Of summer
outing attractions or suitable resi-
dence or city. should I be interested
IN -" This is the best guide to the
proper construction of booklet that
can be given without extended COM
ment"
Reward For Ten Words.