Arizona republican. [volume] (Phoenix, Ariz.) 1890-1930, 1910-06-20
A CAMPAIGN
TO ADVERTISE
A Novel and Effective Plan
Proposed
TO ATTRACT ATTENTION
BY First Engaging the At
tention of Large Eastern
Dailies in the Course of
Emigration of the Elks
to Detroit

Within the past few days, since the
proposed Elks' excursion to Detroit has
! become assured, a systematic adver-
Using campaign has been developed at
this place, which will be presented to
the publicity committee of the train
some time this week The proposed
] plan has not been presented to the
| Chamber of Commerce. but il is rea-
| sOnably certain that they would give
their approval
The primary feature of the adver-
Using calls for something expressing
! gratitude for the receipt of statehood
/ and something that can be handled
\ by the numerous newspapers along the
route 1t is a well known fact that
| the average booklet or pamphlet given
| out is not newspaper copy at all, and
in great many instances is not even
subject to rehashing. Newspaper re-
pOrters and editors have a little bit
of human nature left in them, and
when it comes to rehashing a long ar
ticle from descriptive writeup of any
section the general result is that there
t-is no rehashing done and in too many
| instances the ordinary literature gets
off with three-line paragraph.
The plan devised at this place calls
for booklet in many respects resem-
bling the ordinary pocket checkbook
in size, having every leaf perforated.
The difference is that the pages shall
be of uneven length, allowing space
enough at the bottom of every page
so that the subject matter shall be
headed so that every reader may turn
to that page giving the information in
which he is specifically interested.
The real feature of the plan is shown
on the first page. 1t is intended that
the pamphlet shall be an interview and
a blank space will be left for the man
giving the booklet. He will simply
write his name in the blank space.
which will show that the interview
was with him.
The information will be specially
handled by the press. After the eX-
cursion has disbanded and the visitors
begin going to their many homes
throughout the eastern states, it will
be an easy matter TO come in contact
with the local paper at their old home
and give out an interview. The small
err the town the more easy will ii be
to accomplish the desired results. The
information disseminated in this man
ner will be exact, and coming from an
old resident of that particular town
where the interview shall be printed,
it will give weight since it takes
on local color. The man VINO may be
a little modest about giving out in
terviews which he has not written
may be assured that the booklet will
receive the sanction of the boards of
trade of the three towns of the valley
before the manuscript is turned over
to the printer. The pamphlet could
be printed at a reasonable cost every
subject handled thoroughly on a page
by itself, and each page arranged so
that it could be torn out and given
to a friend who might become inter
ested in that particular industry, or
the entire booklet given him, and then
he i'm turn could distribute the infor-
nation on the various subjects if he
saw fit.
Another feature to be used in con-
nection with the campaign is the
preparation of cartoons of the Arizona
Boosters special and sending to every
publication along the route several
days in advance. 1t is a well known
fact that a cartoon, the same as a
news article, must nave considerable
merit before it can find space in the
metropolitan daiies. w Arid Mac
donald of this place, who has consid-
cradle skill as cartoonist. has in
preparation a number of subjects and
will go to Phoenix today to lay his
drawings before the publicity commit
tee In the event that some other
cartoonist of the valley could handle |
any particular subject in a better
manner Mr. Macdonald would no
doubt gracefully yield. The point is
that he is of the opinion that the |
could be made to go |
through and there is no question but |
what it would prove a ringer.
The cartoons and advance press no |
tees, together with the interviews. |
should be the means of getting nu-
merous columns of authentic adver- |
Using in some of the highest grade |
dailies in the middle west. Right at /
this time, when Arizona is in the lime |
light, the advertising campaign should |
be encouraged and the Elks' excursion /
would no doubt be a splendid avenue
for getting the Salt River Valley re-