Alexandria gazette. [volume] (Alexandria, D.C.) 1834-1974, 1911-11-21

Recently the Tri-State Fair. an In
d,str,eI exposition showing the pro
eress and prosperity OF MISSISSIPPI
Arkansas and Tennessee, brought 90
moo visitors to Memphis. Figuring
that each visitor spent three days IN
the Tennessee metropolis. this was
regarded as being equal to having
10000 persons within its gates for
one day, enjoying the pleasures OF
the fair and the sights Of the city, and
natronizing it's merchants. The lat
tar we're elated. They had contribute
I'd literally to the funds raised foi
the promotion OF the fair, and thet
tills saw these contributions returned
quickly with interest. This woulc
tend to support the theory advanced
bv Chalmers Lowe Pancoast, in re-
cent issue of "Leslie's" that this Is
the best method Of boosting a town.
injecting new life into it and awaken
Ing It from any Legality into which
It may have lapsed.
This wasn't Memphis hrst expert
ence with boosting-they are notable
boosters there and they work at 1t
day and highland; since the fair has
passed into history for this year many
OF those who were foremost In Its
promotion have been doing consider
able figuring. Comparison Of the fair
results with those following the splen-
did advertising campaign of while
back has furnished food for careful
thought when Memphia's next boost
is about to be started.
Memphis's advertising campaign
was a wonder. The whole reading
nublic OF the United States was made
to sit up and take notice. No one
was allowed to remain in ignorance
Of the fact that Memphis was YER.
much on the map. But while rest the
rest of the country saw tangible EVIL
dence OF the $4,000 Memphis spent
in presenting It's claims to the Worio
through the medium Of the big week
" and monthly publications, Re"
aside from those who have visited
there, know what 1t acompllsneo
n is estimated that as result OF tha'
advertising campaign no less thsn
sirty-hve manufacturing concerne
have moved to Memphis. Careful In
vestigations have revealed that THESE
plants employ, on an average eisnts
men apiece. This would give tota
Of $500 new citizens within q year
statiticians have figured that Tor
every man there is at least one othei
dependent on him to be counted ano
this would mean a total OF lO'4oo
Then, figuring as they did IN the case
Of the fair, IL Memphis gained 10.4oc
new citizens through this medium
IN one year, It's population for one
dsy would we swelled approximately
100000 - something to make its
merch ants and every one else happy
beyond their widest dreams. gam
;ne 10000 new citizens at a cost OF
$50. 900 is getting them at 81 a heae
certainly money we'll spent.
The advertising campaign brougp'
more than sixty-fve new factories. Al
least seventy-fve new jobbing house:
and between three hundred and four
hundred new firms were added TO tne
business enterprises Of the city Al
this was obtained, as every one II
Memphis is wiling to admit, at
total outlay Of $4,000. Between hVf
thousand and six thousand inquire:
we're received, and there is no way o.
spuring how many individuals. at
tracted by the energy and push dis
nlayed in the advertising, sought
Memphis as home.
The story OF that advertising cam
paign is interesting. Memphis ousi-
ness men, corporations and the public
generally, firing of being called on
weekly and almost daily to furnish
funds for the entertainment OF con-
ventions coming there, and realizing
the necessity OF businesslike adVertis-
ing, organized the Bureau OF Publicity
and Development. within and under
the protection Of the Business Menf
Club, a notable organization OF some
1900 active citizens closely united to
boost the town. This bureau, govern
ed by a body of forty men. immedi-
ately raised $4,000 by assessment.
and $4,000 was appropriated for ad-
yertising. This was placed IN the
hands OF a committee, just as other
committees were given their shares
and told to make the best OF them.
The advertising committee sousn'
out an agency capable OF handling the
proposition. Plans were laid for .
l-.-..r .ono,Ipn and anon readers OF