The Evening statesman. [volume] (Walla Walla, Wash.) 1903-1910, 1909-03-12

fectiye and persistent advertising VIII
bring about the results desired; they
can be brought about no other way
your Whitman college is most val
liable asset. The associating of WHIT
man college with your other resources
and opportunities is going to bring the
right kind of people into this county
and yalley-home people. They will 10
cate here not alone because you raise
the best wheat, the choicest fruits, and
on account of your fine climate and
etc, but because they can locate here
and give their children a thorough
education close ito what can be their
means of livelihood
"Just a few advance statements re-
garding the matter of advertising.
There is no man living who has as yet
been able to lay down fixed rules to
govern advertising There are no aXi-
oms nor fundamental principles which
enlarged upon will bring fixed and
definite results. If there were, how
easy it would be to accomplish the re-
suits desired in this case. II is the aim
Of every advertising man to put such
force into his ads as will enable him
10 keep his subject before the public
in such a way as to not only attract
but convince Actual facts must be
dealt with. The missions Of advertising
is to get results-in the case Of a mer-
camille business, it must sell goods; in
a case of this sort, it must bring peo
pie to Walla Walla.
1T makes no difference how attrac
tive and handsome an advertisement
may appear, if it does not strike the
chord in the public that brings returns,
such advertising is>a failure. Advertis-
ing must be 50 worded and so con-
structed as to Immediately catch the
eye and then hold it's audience. There
is no branch of business that requires
so much character study as the ad-
vertising business.
eff a stranger should solicit me for
the names of the most successful
business men in this city, | would re
fer him to the columns Cf the daily
newspaper From the newspaper he
could hurriedly compile a list of the
most enterprising and progressive and
usually, the most successful business
men. OF course, there are exceptions,
but l am dealing with the broader side
of the question; this also applies to
communities.
We have in the northwest today
towns that are forging ahead, making
great gains in the way Of increased
population. They advertised; they took
advantage of every opportunity to get
themselves before the public. By re-
ferring to the advertising section of
the magazines and newspapers you
can pick out the live up-to-da towns
of the northwest. When Walla Walla
once gets started, 1 am confident that
it will set the pace for all of them.
''Now then, getting down to the act
ual campaign, as I have outlined it.
First I will talk about the equipment
necessary to facilitate the work.
''The rooms that were to be used as
kitchen and dining room are simply
ideal for a publicity department. The
pantry should be utilized as a stock
and file room; the kitchen as office
for the publicity department, and this
dining room as the exhibition room.
Equipment for Exhibition Room.
The exhibition room should be filled
with beautiful views from throughout
the county, farm scenes, orchard
scenes, scenes of Walla Walla, the city,
and other towns and cities in the
county; also scenes from nearby towns
in Oregon should be represented.
There should also be exterior and inte-
rior views of Whitman college. There
should be agricultural and horticul-
tural exhibits from every section of
Walla Walla county and close-by Ore
gon counties. Literature pertaining to
all irrigation projects should be kept
on hand where visitors can help them