Deming graphic. (Deming, N.M.) 1903-1948, 1910-12-09

10 90 tnlngS anu mas the means 70
do them with, he becomes booster
and brings more of his kind in every
year. This has entirely eliminated
the curb-stone con. man.
Desirable people are much harder
TO move than the undesirable, shift
less ones; it takes longer to interest
them in "a new location and more
to convince them that change is
desirable. Hence the returns from
a legitimate publicity campaign such
as the Chamber of Commerce has
inaugurated, is slower in bringing
returns. but the returns when they
come are substantial and are posi-
tive instead of negative factors in
the community's development 1t
is very easy 10 estimate the direct
results of this advertising campaign:
eight or ten men who are doing ac-
tual development work about COW
ers it to date. 1t is very difficult
to estimate the indirect results.
which all advertisers count ninety
per cent of the value of advertising.
A merchant carries advertisements
from week 10 week in the local
newspaper. His clerk sells the
goods. At the end Of the month. il
is doubtful if he could go over his
books and trace five per cent Of his
sales directly TO his advertising.
Still there is no merchant SO far be-
hind the times as To deny the value
Of advertising. Trade returns in "A
thousand unknown and secret chan
nels. indirect, and often unknown
to the buyer himself. from judicious
advertising.
Again, the effects Of an adyertis-
ing campaign of the magnitude and
nature undertaken by the Chamber
of Commerce is scarcely ever felt
for year at least. and il is rather
remarkable that the response is
coming so rapidly in this instance.
The Chamber Of Commerce has now
on file thousand direct inquiries
that show interest in this particular
town and valley; three hundred of
these can be considered good pros
poets; one hundred will visit here
before spring.
II is very important that the good
work go on. 1t has been the his
tory of many towns in the west that
boards of trade have been supported
intermittently. A board of trade
will be organized in a gush Of en-
thusiasm only to wane after a few
months or year. 1t dies before
the fruiting season. ana the town
will drift along for a few years I'M
Ill few observers note that things
are going to the bad and that some
thing will have 10 be done. The
boosters get together again and an
other board Of trade is organized.
II lives perhaps a few years and
languishes. and so on, until finally.
an absolutely permanent organza-
ton is effected. as in Oklahoma
City, Los Angeles Fl PaSo or San
Angelo, Texas, and things move
ahead. There is very great waste
of energy and money in starting an
organization of this sort every two
or three years. 1t takes money
every time To put the concern on
its feet and the officers acquire ex-
perience in running it by making
mistakes aud correcting them, all Of
which is lost to the organization
which succeeds il several years
later.
BE it said to the credit of this
community that no false start has
been made in organizing the Dem
ing Chamber of Commerce. Ii has
gone along from the jump doing its
work. getting results, and increas-
ing in strength every month
II was found some months ago
that the regular fund derived from
dues was not sufficient to carry on
very extensive advertising cam
paign. so a number of the business
men have been contributing each
month a certain amount extra to
advance this work The following
individuals and firms have contribu-
ted so far the amounts set opposite
their names. and there are other
subscribers who promise to contrib
ute to this fund when circumstances
permit:
II. G. Bush, $4,000. J. A. Ma
honey, $1,000; Clark a. Co.. $4,000;
Deming Mercantile Co., $1,000,
Knowles 4 Roland, $1,000: A. w.
Pollard. $4,000: X. l.. Miller. $1,000;
McCan K Laffoon, $4,000 A. A.
Smith. 5000; Shull and lAaughren.
$1,000; w. w. Atkins 4 Co. $1,000;
Bank of Deming., $4,000: Deming
National Bank. $4,000; Lee O. Les
ter. $1,000; John Deckert. $1,000:
T. L. Story, $500; 3. Y. McKeyes.
$500; DIR. p. NJ. Steed, $1,000:
Ruebush 4 Measday, $500; Deming
Graphic. $500; Henry Meyer, $5. 90; |
DIR. j. G. Moir, $500; w. P. Tossell, !
$3.50; Stump 4 Hinyard. $1,000:
KiIlinger & Co. $500; Lindauer