El Paso herald. (El Paso, Tex.) 1901-1931, 1910-02-26

advertising fakir never works the same
town twice. He knows he is Fleeing
you, and laughs at you for being
sucker. ,
So much for a general Swimming over
the ground. for 1 cannot consume your
time in detail and technical explana-
ton. However, the man who COM
plains about the way a thing is done
and offers no. suggestion by which it
may be done better, has accomplished
nothing, and if you will bear with me
little longer 1 viii try to suggest
plan by which the fake advertising man
may be eliminated, and then 1 want to
say something. about a general adver-
Using campaign that shall have for
It's purpose the making known of the
opportunities of this section TO the in
veStor and. the home seeker.
To Scan Advertising.
Your chamber OF commerce has an
advertising committee, which besides
considering all propositions for city
advertising could pass upon all PROPOSE
tons submitted by the travelling adver-
Using man. Let the members Of the
chamber agree that they will not pat
ronize any proposition that does not
have the endorsement of this committee.
This will save you not only much
valuable time consumed by the solicitor,
advice of men composing the commit
tee who are enabled to look at the
matter submitted from a viewpoint OF
its value to the advertiser. BY referring
such solicitors to the advertising COM
mittee you will, in nearly every case,
effectually dispose of the smooth in
dividual who is attempting to separate
you from your cash, and soon the fakir
will pass by on the other side OF the
street, leaving you richer in purse and
time
The advertising committee as at pres
ent organized is in q position to rem
der this service with but little loss of
time, and each of them is willing to
devote the little time required Il by so
doing he can save his neighbor and
friend the dollars that would otherwise
be lost to the community. Some of these
schemes take on the color OF local
public enterprises, and appeal for sup
port on the ground that the advertising
will be beneficial to the city AS a fact
1t Is detrimental, because 1t is lily pre-
pared, lacking in facts. and figures of
value, and all in all makes the city
ridiculous in the eyes of the intelligent
reader
Ell Paso Needs Advertising.
Now, as to the final suggestion which
endorsement of your advertising COM
mttee and the secretary: Ell Paso
needs to be advertised to that class of
citizens who are looking for something
better than they now have. We want
substantial citizens, people who have
something to invest and who will be-
come producers. rather than reducers.
Within my knowledge of four years
this city has never planned or exc
cuted an advertising campaign meant to
Induce immigration.
What Chamber Has Done.
we have thousands of acres of rich
valley lands lying idle. This land
thousands of people are looking for. but
Know nothing of. You have induced
the government to spend $S,000 900 to
furnish water for this land and are
spending nothing to advise the home
less man that thousands of untitled
acres are here awaiting the touch Of
ms hand and the inspiration of his
Drain to make them blossom and fruc-
| tlIy- we boast among ourselves of the
wonderful opportunities which are ours.
ana are doing nothing to convert those
opportunities into actualities. Take this
$1,000 which you have been wasting on
the migrating fakir, place it in the
hands of a committee of your citizens,
uhoer the direction of a schooled adj
NerUslng man, and use it to inform the
people who are looking for new loca-
lon that here in. this corner of the
southwest is the very spot they long
nave sought and mourned because they
found It not.
Tax for Advertising.
How shall we secure this fund you
ask. Let us raise it by a voluntary
tax on our taxable wealth. The taXaoie
values OF this county exceeds S3O,OOO,-
600. If we levied a tax Of one-tenth OF
percent on $50, 900 we would have
$4,000 But the city does not need
that amount for annual advertising
fund. 1t does need. and can profitably
use. half that amount. which would
mean one-twentieth of I percent. But
TO make sure of the fund, and TO ac-
count for those who will not meet the
assessment let us say One-tenth of
percent. Who viii be most benefited
by an advertising campaign of the
character outlined? Evidently the man