The San Francisco call., 1910-06-25
SCOTFORD URGES THE
UPBUILDTNG OF NORTH

Z. Z. Scotford, retiring first vice
president, did not agree with the
other sneakers in that he did not be-
lieve that San Francisco needed ad-
Vertising at this time. he said that
he thought we should build up north
ern California. He contended that the
prosperity OF a city depended upon the
country behind il and that when the
fishing. lumber. oil and other indus
tries were developed San Francisco
viii so ahead, not on account of the
industries but on account Of the people
those industries would bring TO Cali
fornia. He said in part:
I am forced to disagree with
some OF the speakers. The prem
ises on which this discussion is
based are entirely wrong.
advertising. San Francisco does
not need or want more population
at this time
The complaint OF hard times is
a bugbear which exists. insofar as
the general public is concerned, In
the Imagination only. The people,
the real source Of wealth and
power, are not suffering any un-
usual financial stress.
1t is true that conditions from
merchandising standpoint are
not all that might be desired, but
the fault does not lie in the buy
rather in the overdevelopment. Of
the retail merchandising business
in this city.
II we had half as many great re-
tail stores as there are in San
Francisco we would become
synonymous the world over with
prosperity.
We are suffering from the cry
OF hard times which originates
with the few men who are victims
of competition created by them
selves.
San Francisco draws it's retail
pie We have the retail store ca
pacity, we have the retail store
room, the retail locations and the
retail investment in mercha ndise
70 accommodate population three
times as great.
why should we advertise San
Francisco under these conditions?
If we were to double our popula-
tion. as has been suggested, where
would we provide means for live
lihood for them? Where are the
factories which would give them
work; where are the industries
rolls? They are not here. because
there is no call for them. Be-
cause the factories which we have
and the pay rolls which we have
are ample TO care for our present
needs, based on our population.
Let San Francisco alone-build
up northern California. 1t is
aXiomatic that the growth of any
great city and its prosperity de-
pends upon the prosperity of the
country behind IL.
Great hsherieS-great lumber in
dustries-great oil production and
mining prosperity will build and
permanently establish cities.
After all. the solNtion of the
urban community is in the rural
districts. We need not 100000
more people in San Francisco, but
100000 more people in northern
California, and until these are Sc
cured we shall have no permanent
prosperity.
Now. how would use the street.
csrs2 In the first place, the organ
ization which 1 represent holds
that 1t has an ethical RESPONSE
bility which would forbid any at
tempting TO use the streetcars to
brina2people TO San Francisco, il
San Mancisco does not need more
population, but If I were to use
streetcars to advertise San Fran
cisco. providing it did need popu-
istion. I would place the story Of
its needs in crisp, short sentences,
broken up into a large number OF
individual advertisements in the
cars Of those cities in the east
where over production has reduced
the earning capacity of the in
oividual, and would attract him
here by rciteration of the story of
san Francisco's opportunity.