The Vermont watchman. [volume] (Montpelier, Vt.) 1883-1911, 1909-12-30
Dtrmont 0Nattl,man.
ADVERTISING MONTPELIER.

AiNiNy MDlCD ltllS IOM
two corporations, one a street rail
way and electric lighting concern, the
other gas and water company, which
were the victims of popular prejudice
by series of frank and honest talks
in the local newspapers, succeeded in
turning a hostile public opinion into
friendly feeling. There was moth
ing mysterious, nothing undetermined
about it. These corporations decid-
ed that their wisest course was to tell
the public the plain and simple truth.
In order to do this there was no meth
cd so valuable or so available as the
columns of the local newspapers. En-
tered upon as an experiment, the re-
suits exceeded all expectations.
Not only is publicity good for cor
porations, but it is the best kind of
a tonic for cities and villages. At the
risk of making this article unusually
long for these columns, the following
quotation is considered worth copying
from Newspaperdom:
There is a widespread movement in
favor of the advertising of cities and
many are the ways in which it is be-
ing done. Places that are known to
possess factories making specific pro-
ducts are being pushed into the lime
light of publicity and the advertising
idea is permeating through many mu-
inequalities. Publicity, Publicity" is
the slogan, and small cities that were
hitherto almost unheard of outside of
their own States are now being adver-
tised broadcast through the country.
Inland towns, where the sole claim
to fame is the manufacture of some
well known speciality of great CONNER
cial value, have taken advantage of
the fame wherein it is made. The tail
is being made to wag the dog, as it
were. with the result that both tail
and dog are becoming better known.
Notice the avidity with which cities
bid for all kinds of national conven-
tons, knowing that the influx of stran-
gers will mean opportunities for eff
fective advertising.
Springfield, Mass, offered a sum of
$500 for the best advertising campaign
for that city. The city of Rochester,
N Y, started weekly paper with the
sole purpose of advertising it's man
ufactureS, products and commercial
advantages to people outside of Roch-
ester. Copies of this paper were reg
ularly sent to all our conSulS in for
eign countries. New Orleans and st.
Louis have both been advertised in
special way for long time. But even
the very small towns are beginning to
see the advantages of good and syste-
matte advertising.
AS is right and proper, the local
newspapers are generally to the fore
in putting forward the claims for rec
ognition of their respective towns. In
deed. on the press must necessarily
fall the largest part of the RESPONSE
bility for promoting publicity. The
newspapers can do much, and very lit
tie can be effected without their aid
and cooperation. The best known
and most widely quoted paper in a
town will naturally be the best ad-
vertising agency for that town. And
here is strong point which all edi-
tors and newspaper publishers should
study closely
A generation ago the Danbury News
and the Detroit Free Press were the
two widest-quoted newspapers in the
world. Not in the United States and
Canada alone, but wherever the Eng
fish language was spoken and
wherever newspapers were printed in
English, those two publications were
clipped from every week. Why? Be
cause they had made themselves pop
ular by the style of the editorial and
the wit Of the Photographer. AS expo
nents of genuine American humor
they were without equals, and the peo-
pie who had never heard of Detroit
or Danbury became interested enough
to inquire and find out where those
towns were located,
There may not be a James NJ Bailey
nowadays, but there are others with
pens perhaps as bright and vigorous.
1t pays to put such men in the edi-
torial chair. They not only attract
readers, but invite quotation by 9TH
er papers, which is the best kind of
reputation a newspaper can have
Once let paper acquire reputation
for individuality, for excellence along
original lines, and there is nothing to
interfere with its success. If the edi-
tor will, in an original way, dwell
upon the town and its attractions, he
is likely to make some excellent ad-
vertising for his municipality.
But the authorities who take it upon
themselves to attend to the booming
Of the town must not fall into the
error of supposing that it can be adj
vertised properly without the aid of
the newspapers. All the circulars,
dodgers, posters and other forms of
advertising that were ever put out
will never effect complete and perfect
publicity without the aid of the news
papers. Let these take the initiative
let them print all they can in favor
of the town, and on the force and or
iginality of the style in which this
is done will depend the extent of quo
tations.
This is a case in which a good edi-
tor will prove the best advertising
man. No matter what the chief pro-
ducts or manufactures of the town,
no matter what its best attractions
may be the man who can group them
and describe them in the most inter-
esting way is the man who is going
to get the most advertising for the
town in another way. If competent,
he has the power to gain for his home
town a generous supply of free pub
licity.
The advertising of cities requires
a capable manager to direct each
campaign. He should be a practical
advertising man, quick to see and take
advantage. In fact, he should be
able to create them. He should i'm