The Brunswick news. [volume] (Brunswick, Ga.) 1906-2016, 1909-10-30
PUBLICITY NEEDED TO EXPLOIT
SOUTHERN ADVANTAGES


roads in the south TO the necessity
for greater publicity in the exploit
tation of southern advantages to home
seekers and to the large list of i'm
migrants constantly arriving at Ellis
island. In its issue OF yesterday is
contained the following splendid edi-
torial on that very important sub
ject:
Referring to The Constitutions
editorials of the last few days direc-
ted against the manner in which the
southern railroads permit the more
enterprising western railroads TO an
nualIy take thousands Of southerners
to the west by wide-awake publicity
the general passenger agent Of the
Atlanta, Birmingham and Atlantic
railroad yesterday drew attention to
the fact that that system regularly
distributed large quantities OF devel-
opment literature.
But the endeavors of a compare
lively small line, no matter now en-
ergetic and persistent, cannot make
up for the derelicHon OF the great
railroad systems Of me S uthern
states. infinitely more a1ie through
accumulated resources and larger in
come to meet the expenses Of pub
LEFTY campaigns, and infinitely more
interested in the result.
1T is upon these southern trunk
mes, serving almost inconceivably
rich regions. that the burden Of ex-
ploitation should fall.
1T is not, fer instance, the small,
independent lines Of the west that are
making inroads upon southern popu-
lation. The persistent campaigns of
the great western and transcontinen-
tai lines. conducted every day in SOU
them newspapers, are the instrument
tai factors,
1T is only through similar activity
on behalf of the southern trunk lines
that the tide will be turned south
ward
AT any rate, and whether conduct
ed by one isolated railroad or south
ern systems generally, the circular
and bureau method of publicity is
hopelessly Intellectual and out o
date.
such measures, however praise
worthy, are not drop in the buckle
when placed alongside the infinitel!
more energetic and widespread effort
of the western carriers.
For instance, suppose the RAILROAD
systems of the west contented them
selves with distributing circular
through the south, or with printin;
pamphlets singing the glories of thei
territory.
How many potential southern EN-
igrants would be reached by this hit
and miss system,
"Deplorahly few!
People have an aversion TO circu
lars, and it is VIGOROUSLY difficult t.
reach the most desirable class in this
manner.
Advertising in newspapers OF large
general circulation, day in and da,
out. is the only satisfactory recourse
and we can say this without HAVING
the argument charged to seliishness
as it is the use Of the western news
papers we are urging just as tn
western railroads are using those 0
the south.
THE great western systems and thu
towns and cities OF the west have
been quick to realize and seize upol
this fundamental principle in public
ity.
They maintain bureaus and maya
zines. as matter Of routine. Bu
they do not wait for inquiries. The!
go out after mquirers, active an'
passive. in mediums Of general regu
lar circulation.
The result is that there are always
plenty OF people. unfortunately. read!
printed TO take advantage Of home
seekers rates 10 the west.
ON the other hand, few enough
westerners are ready primed to tak'
advantage Of home seekers rates
coming in this direction"