The Yakima herald. [volume] (North Yakima, W.T. [Wash.]) 1889-1914, 1911-03-01
BOOST, BUT DON'T BOOM
Says President Howard Elliott in
= Talk on Advertising Full
of Good Things

No reputation Is better for q city
than that which provokes the re-
mark, "So-and-so is a good town."
according to President Howard Elliott
of the Northern Pacific. Good towns
do not develop until the surrounding
territory furnishes the business. Good
towns do not develop until the old
timers welcome the newcomers and
hold out the helping hand. The in
vestment that may be made by a
town advertising the country tribu
tary to it is one of the best that
can be made.
President Elliott, as is by no means
remarkable, seeing that he typifies
the combination or rare ability and
nigh office, advanced number of
good ideas on advertising in re-
cent address before the Oregon De-
velopment league, the address being
now pr nted in leahet form.
Statewide Advertising.
The railway, he says, is bound TO
cooperate with communities in state
wide advertising. Often the railway
s obliged to invest much in exploit
ing a community no section in which
there is not yet much to exploit ex-
cept the natural conditions. But the
railway has to divide it's exploitation
among the various states which it's
lines traverse, giving in so far as
possible preference to none. The
railways, he says, must of necessity
devote much attention to immigra-
ton and development advertising, as
distinguished from the advertising
which produces passenger business
The Northern Pacific, like most
transcontinental lines, maintains an
immigration department. 1t has d
staff of fifteen men, permanently
employed, who handle $4,000 differ
ent inquiries from interested persons
each year. They distribute annually
nearly 100000 copies of ITS different
exhibit car filled with the products
of the different states in which the
railway has lines, and has two other
travelling exhibits in addition to per-
manent agricultural displays in va
rious cities.
Advertised in Europe.
The advertising department.. which
handles the various booklets, time
tables and folders, issued in 1910 %
different publications to induce i'm
migration, to the total number of
727,500 copies. During the year
display advertising was used in IL
of the leading newspapers Of Eu-
rope with good results. and sets Of
colored lantern slides have been cir.
culated in this country and Europe.
illustrating the beauty and produce
tivene-s Of the various states. From
the display advertising done during
the year, the number Of inquiries has
reached as high as go per day not
including those received by the Inn
migration department.
Known to Pompeti.
Display advertising was used back
in Pompeiian days, according to
fragments still left on the walls of
the burned city, but the past quar-
ter century in the United States has
witnessed its highest development in
any country. But President Elliott
would amend the old adage. lad
vertising pays" to read, "wise ad-
vertising Of good things pays" There
is a difference between the booster
and the boomer. The booster builds
on proved facts. not only for the
tpresent but for the future.
advertising" says Mr.. Elliott
has become q business requiring
skill, Imagination and discretion. A
community that is over exploited
hurts itself, and the plain simple
truth intelligently told. without ex.
travagant adjectives, is the best ad-
vertising, for the man who is at
tracted by it, and proves to be bet
ter pleased than he thought. be-
comes a booster for the land"