Pleasantville weekly press. (Pleasantville, N.J.) 1890-1911, 1909-11-27


up; the light hidden, or the city concealed
there is only disappointment, darkness
and oblivion. The enlightening know
ledge of publicity, in its broadest sense,
spreads truth and uplifts the individual
and the race
There must be merit in the person or
thing subjected to the search-lght OF
publicity to stand the test of the world.
The achievement of success is survival
of the fittest. and if a man, a city, or a
commodity is not fit-it fails despite the
best of advertising A fraud or a nos
trum may achieve notoriety through
publicity but sooner or later the bubble
is burst. yellow Journals" 'lnuck-
rakers' and scandal mongers give us
undesirable publicity for breakfast, din
ncr and supper and from such may the
Good Lord deliver us individually and
collectively
Advertising is the secret of success.
TO succeed is the fondest dream OF
cycrvone of us who is animated by "a
spark of ambition. To attain success
we must use the means best suited to
the purpose. and publicity is the ful-
srum placed within our reach to move
the world.
Intelligence Is the Keynote
Advertising A CITY" is the topic as
signed me for this occasion and l as
sumo that | was asked to talk more
particularly upon Atlantic City and its
methods of publicity. Atlantic City has
been male "the Worlds Great Resort
largely through intelligent, persistent
advertising. This has been continuous
throughout the past fifty years and more
particularly during the past decade or
two. Millions of dollars have been spent
in advertising the resort and millions
of tongues have united in our song OF
publicity.
Suppose the advertising had been
minus quantity, what would Atlantic
City be today? 1t wouldn't appear on
the map. We would be buried talents,
dark candles, unseen, unhonored and I'M
sung in song or story. as the most won
derful city in its class on the globe.
Looking at this fair municipal picture
we also see some shadows-the unde-
sirable publicity, the notoriety that
comes to us from knockers and fault
finders. 1t is true that many condl-
tions need bettering. We have not as
vet reached an ideal position. Much
remains to be done. The chronic growler
and tie pessimist seldom or never speak
a good word for their city or neighbor
They are undesirable publicists. ! am
a firm believer in optimism. Each and
every one of us can and should be
booster for his own town. Praise the
bridge which carries you over the stream
of life.
Sound Banks
Atlantic City is located OH Absccon
a quarter to mile wide. -Four munich
palities are located on this island-At-
lantic City, Nentnor, Margate and Long
mort. 1t is matter of short time
only until their community of interests
will merge them under one charter into
Greater Atlantic City. The city proper
was incorporated little over fifty years
ago and at this time has a permanent
population of about 10000. 1t has
doubled in population every ten years
and is now growing at the rate of over
two thousand annually. During the
Summer Season. we have three hundred
thousand visitors daily during July and
August. During the Lcnten and Easter
season the number is about half that
Atlantic City is an all-year-round health
and pleasure resort and is not equalled
in the world by any other city III It's
class. We have eight financial institu-
tions with aggregate deposits OF ten
million dollars. One of our banks IS
rated No. 6 in the National bank system
| of the United States. It's capital stock
is only $4,000 and is 500 share. The
| last time any Of it was sold it brought
$1,000. Our ten million yearly visitors
leave with us one hundred and ten mill
ion dollars annually. The value Of real
estate is one hundred and twenty y-five
million dollars and the per capita wealth.