The Washington herald., 1909-07-11
HOW TO ADVERTISE
CITY'S ADVANTAGES
Continued from Page one.

These are some OF the things which a
I city should advertise. and the results
win be beyond your best hopes as peo-
PIC Ike 70 20 where they DO things.
Best Methods 10 Use.
Now. as 70 the best methods by which
I a city can make the world know what
It has 10 offer. there are many opinions
on this point and each OF US probably has
his own views 1 will give mine from the
/ experience I have had IN THIS developing
work I favor the frequent Issuance OF
descriptive pamphlets. soften UP IN the
1 neaiest and most artistic manner. Illus
trated with the modern buildings OF the
/ city. but not the expensive. cIoth-bound
books that some boards ger out The
4 great cost or these necessarily limits the
/ edition; they cost considerable 10 mail.
and they end their usefulness frequently
1 In the waste basket oE the recipient
/ Nicely gotten Up pamphlets cost less
I 10 print and 10 mail and a large number
I can be printed at small cost. and they
| accomplish good results before the prog
ress OF time makes The matter out %
date
1 ind it economical 20 limit the size. so
/ that they can be inclosed iu the envelopes
used In ordinary correspondence. with
/ little Increase IN mail cost
Another way 10 advertise & city IS 20
reach out for large national conventions.
/ opening up your headquarters IN the con-
vention city and having an exhibit Of
I your resources. and distribute the de-
scripuye pamphlets 90 the visitors. II
Z you secure the next convention. that ad-
vertises the city; and. even II you lose.
/ you have gained much valuable publicity.
Likes Newspaper Articles.
Another means or setting forth your
leading newspapers and magazines IN the
( form Of good reading matter, illustrated.
I don't like display advertising for city.
as It has 70 be followed up with book
\ lets. Set forth al you have to offer IN
I the write-up and invite correspondence,
and then let each inquiry be answered
along individual lines. Our board OF
trade has met with q marked degree Of
success by adopting the methods have
outlined
Some cities have successfully sdve--
tised by having an exhibit car travel from
city 20 city. from which is distributed the
1 descriptive literature. This IS a good
plan, but quite expensive. and Il IS more
difficult 70 trace results from than BY
other methods.
Jacksonville IS. as you know. a tourist
resort, being the gateway 20 the Land OF
Ponce de Leon. through which pass near
" quarter Of million visitors A year
Our newspapers, the Florida Times Union
(the morning daily and the Metropolis
(the evening paper very generously pre-
pared a nicely gotten up advertisement
which they insert free OF charge. inviting
visitors 70 call at the board Of trade for
full information. We have. therefore. dur
Ing the winter season. q constant stream
OF callers al our building. and I assure
you they go away impressed with the
energies and activities Of the board IN
its work OF upbuilding the city.
For three months last year we had an
exhibit in our auditorium OF the Made
in-JacksOnville" products Of our factories.
We use our efforts as a body 10 encourage
home manufacturers and dealers. and this
Is the kind OF city which investors are
looking for. Every city has its own par
ticular advantages, and Il is these that
should be made known. BY working IN
ceasingly along the lines 7 have indicated
your city's wealth and commercial i'm
pOrtance will be greatly enhanced. and
health. wealth, population, and prosperity
will be the reward
n H. RICHARDSON
Secretary Board q Trade Jacksonville, Fla