Daily capital journal. (Salem, Oregon) 1903-1919, 1910-04-23
SOME HINTS ON
ADVERTISING
YOUR HOME TOWN

| ing of commercial clubs by Curtis
l. Mosher, manager of the publicity
bureau of st. Paul, some most valu-
able suggestions were given on
municipal advertising that are ap-
plicable to any town which desires
to present its attractions to the out
side public. Among other things he
says:
mo municipal advertising cam
paign can succeed until it has the
united support of practical business
men. Somebody must be responsible
for the collection Of necessary funds,
economical campaign is decided up
on. Some one must be responsible
for the results. Otherwise the cam
paign will be only desultory and un-
satisfactory. The best and most
practical man the municipality can
bring forward should be made chair
man of the general committee in
charge of the work or be officially
designated by some similar arrange
ment as the manager and director in
charge of the work.. 2
THE best beginning that mu-
nicipality can make in considering
an advertising campaign is to look
well to its appearance, attractiveness
and local improvements"
Mr.. Mosher dwells upon the i'm
portance of cl can and well lighted
streets, good sidewalks, attractive
approaches to the railway station,
rest room for women and public
drinking fountains.
"As no town or city" continues
Mr.. Mosher, "can grow faster than
the business from its local and trib-
utary population permits, the first
important duty of local business men
IS to consider the possibility of secur-
ing a larger rural population on
which to draw for increased bust
ness. To get this population and to
build up the agricultural resources
of the tributary territory is one of
the important ends to be sought in
the local advertising campaign.
"The merchants with country |
trade should get lists of friends of
their customers living in distant
states and send them letter framed
up something like this: Mr.. ,
who is a prosperous farmer living
- miles from this town, is success
fully farming and this year
raised such and such crop. Clearing
such and such profits He has given
me your name and I am writing
to tell you of the splendid agricul-
tural resources of this section and
the excellent opportunities near this
town and adjacent to the farm oper-
ated by your friend which you may
perhaps wish to utilize" Make the
letter strong and to the point. Set
forth the kind of soil and crops, the
values of land, etc, so that the man
who gets it will have a clear idea
of the situation.
Enclose with the letters lists of
farms for sale within easy reach of
.he city; also tracts of unimproved
ands."
"If the busin ess men of the
town can secure from hundred
farmer customers the names of only
five farmer friends or relatives in
the old home districts" 1t means
500 agriculturists upon whom direct
Advertising work may be started.
Each hundred farmers added to the
tributary rural population means
a year added to the trade
,f the city or town. Such work can
be done at the cost of few postage
stamps and a little effort"
Mr.. Mosher dwells at considerable
length upon the desirability of keep
ing commercial clubs supplied with
local data and information; of hav-
ing county exhibits at the state fair;
of securing state and district conven-
tions; of having products marked
MADE in"
"The most dangerous error COM
monty made in direct advertising for
he city or town is to yield too far
o the natural feeling of local pride
md construct the advertisement or
printed matter in such way that
IS matter of fact 1t is more ener-
yetic in praising and placing the
'ity in an agreeable light than It is
n presenting purely business facts
md arguments that will appeal to a
business man."
"Give all your forms Of direct
ADVERTISING a neat and substantial
appearance. Decorative effects do
lot appeal to business men. By all
means publish booklet even though
cannot be pretentious. Fiji 1t with
acts and terse business arguments
Ind use all the illustrations you can.
edit II carefully to see that all It's
can be proved and that
here is no waste of words. II
hould answer the question, why
IS a business man, investor. farmer