The Pensacola journal. (Pensacola, Fla.) 1898-1985, 1910-11-13

doctors a. e forced to advertise more
-leely. and lawyers, who let You mys-
l-y aroCnd sometimes on a case for
months and years, are forced into
me lime light OF publicity work, cer-
ain lees for certain very mysterious
work will take a decided slump to
he good, where practical, well bal
1nced people are concerned.
And thele viii be better work and
better results in the long run, too
The churches, by the way, are tax.
ing their initial step in publicity mat
ters.
They are appearing with their must.
cal programs and the texts of their
ministers more and more in the COL
umDs of the newspapers, which por.
tends that, as the years go on, and
the finer art OF publicity becomes
more and more apparent in its rela-
tive value to the public, advertising
space will actually be taken in order
TO attract the people to chUrch-peo-
pie who will probably want to think
the matter over as to where they may
be most effectively saved" and 50
on,
Religion, like anything else, has q
grow TO meet the demands and the
of brain-men, and the rapid stride
which a great many Of the churches
are making in this very direction i
indicative of this very thing.
l. Study it out and think it over
among yourselves.
One sparkling example of up to
Gate publicity work, from strictly
local standpoint, has been the manner
IN which tbs Interstate Fair has been
handled through the newspapers
The Journal has seen largely to that.
Mgr. Hervey OF the San Carlos is
another local man with excellent pub
licity ideas. He boosts the town and
the new hotel. and he sees that an
unceasing campaign is carried on to
this end.
Governor Gilchrist, by his numer-
Gus Florida articles carefully placed
| in the northern papers and magazines.
is proving a most valua BILE publicity
man, If not for himself, for his state.
Roosevelt has, perhaps, finally been
100 jealous publicity agent where
the himself is concerned.
Admittedly, he has run it somewhat
| into the ground-but to return home
| there isn't business nor a man OF
real consequence who does not stand
In Immediate need Of a publicity de.
| partment all his own, his advertising
medium to be the daily papers. The
palate of the public needs to be tickl.
ed not occasionallyb but I'll the time.
| and it takes study and real scientific
| effort to do it.
| You have to consider the finances
Of your town, the temperament OF
your people; also the weather; the
amount of improvements which are
being paid for out of the public peck.
| ct; you must suggest and you must
convince in short, you must feel
the public pulse and note the public
tongue. Then, when it is time for
| your suggestion to be swallowed and
| duly digested, see that that very
| important process comes Off accord.
ing to schedule time.
Nearly every move of a public per.
| son may be simmered down to either
| good or bad publicity work
Half the failures of life come
from a miscue made by ourselves in
managing the publicity matters of
our own urroEndings-for, after all,
we are largely our own managers.
We can, by careful study, shape
! legitimate business matters as we
| choose-always with the aid of the
press.
AS commercial competition grows
| keeneI, ana it is necessary to wiring
every possible advantage from the
material and space afforded us, I be-
lieve publicity work will come to
cost a great deal more with regard
to its space in the newspapers, than
the old advertising, because Of the
much greater results which will from
now on be possible.
Publicity will not only work a sur
prising change in advertising ideas.
but advertising rates as well-all this.
however, in it's due time and in its
regular course of development.