The Birmingham age-herald., 1910-01-11

tlslnS the WofK ana objects or tho league in its street car literature, in it's dis play ads. in newspapers, and in other ways. Also to the Davis Advertising and Sales company for its issue of the Shop pers' Guide to Greater Birmingham" which was issued under the indorse- mont of the league, which received 1000 copies for distribution with postage for coco copies.
 In all of the advertising, care has been taken to refrain from anything tending to seusationslism. The out-of-town trade has been made to understand that the Business Mems league is composed of conscientious business men, who make no promises or statements that are not lived up to In every detail As re- cult our trade territory is being steadily increased and in a way which promises to be permanent. A given area has been thoroughly advertised and a large portion of it's trade, which formerly went to other large centers, has been brought here. This trade has received such fair treatment from our merchants that 1t can be counted upon as a permanent trade as- set for the future. The out-of-town shop pers of a steadily increasing territory are being educated to recognize Birn1ng- ham as their natural and logical trad ing center. There is an attractiveness and vim in the life of our city which holds this trade after It has been SC. cured. Then, too, the refGnding of rail- road fares Is a factor which has had considerable weight in tho matter. In this connection it might be stated that even those bushes firms that are not members of the rebate bureau, receive eiher direct or indirect benefit from the trade 1t att tracts.
 Mailing List.
 A mailing list of names of reputabls white people living along the various rail- roads leading to the city has been com piled. The original and supplements of this list now contain about n,ooo names and duplicates of the entire list have been furnished each merchant members of the league as desire it for circulat- ing the out-of-town trade.
 The value of the advertising the league has been conducting, like any other ad- vertising, will be cumulative in It's eff feet. The same amount spent this year will be more effective than it was last. During this year 1t is proposed to ex- tend the advertising to an additional num- Der of out-of-town newspapers and also to insert card ads in the street cars of practically all of the cities in Alabama having car lines.
 Results.
 The result of the above mentioned practical work of the league is directly shown. in the increasing retail trade Of the oity. This increase began and con- tinued throughout the usually dull sum mer months. By the holiday season the retail trade had increased till it was ad- mitted to be greater than for any pre- vious year In our city's history. While some of this increase was due to. return ing prosperity throughout the country. still 1t is believed, and generally admit ted, that a large volume of the out-of- town trade was directly traceable to our well-planned and effectively conducted advertising campaign
 In Birmingham, as in other cities, there are number of merchants who are willing to reap any benefit derived from the public spirited movements and united efforts of others. Fortunately for our city, the number of such Is few and the membership of the league embraces practically all of the leading business houses of the city.
 The members of the Business Mems league are getting full value for the money they contribute to it's mainten- ance.
 No single member could get the real and specific advertising we secure for him for the cost of his membership. Every member should have brought home to him the absolute necessity for living up to every detail in service, courtesy and prices that we claim the out-of-town shopper can secure by trading here. He should appreciate to the very fullest extent that in doing this he Is not only building up repu- tation which is one of the best busi- ness assets of his firm. but that he is also assisting in building a reputation for his city, which means much for his own future. While Birmin gham's mer- oh ants have set and are living up to a high standard of business probity. we want this fact to be so thoroughly un- derstood throughout a large territory and to become so indelibly establish ed that the very name of Birmingham will become synonymous for best of values. lowest of prices and every courtesy to the trading public.
 The league has now nicely equipped offices, which. while not furnish ed pre- cautiously, are such as to impress upon visitors that the Business Mems league Is on a sound and substantial basis. Out-of-town shoppers are made to feel that they are welcome at the offices of the league, every courtesy Is extended them. and they are made to under stand that our offices are real bu- reau of information for their use.
 It is conservatively estimated that the work of the league has so far aug mented the retail trade of the city by