The daily Gate City. [volume] (Keokuk, Iowa) 1855-1916, 1911-01-26

business forces. has come a more in
telligent, accurate and thorough un
Outstanding and application of tel
principles of advertising, publicil,
and promotion. Advertising in itsell
is founded upon limited number Of
basic principles. and has no establish
ed rules or technique. recognized b,
all advertising men in common. ex-
cept as their exr -ience teaches them
the value OF a few rules found to be
desirable. These. however, are broad
in their application. and the manner
IN which they are applied depends al
most wholly upon the knowledge Of
humanity. and the judgment and dis
erection OF the Individual who applies
them to his purposes. and upon the
amount OF money that he can use
Advertising Is used and misused, and
much bad advertising occurs, not be
cause q better. more experienced and
more intelligent Advertising man is
needed.
The past quarter-century in the
United States has witnessed the
highest development advertising has
received In any country, and in com
munity advertising this progress has
been especially noticeable.
District Advertising by the commun.
ity.
The railways must OF necessity de
vote much at. antion to immigration
and development advertising as dis
tirguished from the advertising which
produces passenger business.
The work of rural development can
not be done by the town or the rail
way alone 1t is necessary that each
community. so largely dependent up
on the country back of it, join with
the railway In encouraging the growth
of business and Industries; In attract,
ing experienced agriculturalists, and
increasing the number of successful
farmers within its trade zone.
(. greater agricultural population
tends to hasten the construction OF
better roads: the extension of rural
mail delivery: the development OF
local telephone lines, and to bring a
general improvement in all of the
conditions surrounding country life
No reputation is better than that
which proyokes the remark Blank
vile is good Town" Good towns
DO not develop until the surrounding
territory furnishes the business. Good
towns do not develop unless the old
timers welcome the newcomers, and
hold out to them a helping hand
The investment that may be made by
a town in advertising the country
tributary to it, is one of the best that
can be made. The distribution OF
such ADVERTISING matter can be aided
by the railways. Publications issued
by local communities avoid the crit
icism to which a railway is subject
If it favors one community as against
another.
The Railways Interest in Community
and Statewide Advertising.
The railways was one of the pic
neers in national advertising. It'll
business is such that it early recog
nized that it could best sell the ser
vice which is its only commodity, by
creating public interest in its terri
tory, it's facilities, the commercial
centers it reached and the scenic ant
other attractions of the country ad
jacent to its lines. The earlier ides
of railway advertising, that it was al
agency chiefly valuable in infuenc
ing travel, has given way to o broad
er application Of its principles t
problems which the railway faces
and it is regarded now, not alone al
an aid to passenger business. bit a:
a powerful help in the settlement o
agricultural districts, In the develop
ment of industries where they are
needed and In other work which pro
notes the progress Of cities, district:
and states.
Many people do not understand hov
energetically or how steadily and con
tinuously the advertising and pub
licity work of great railway system
is prosecuted. Railway advertising !:
necessarily unlike community adver
Using. for the railway represents no
one, but many communities, will
similar claims and advantages. The
railway must not deal more gener
ously with one city than another. OF
with one district than another. If i
does 1t is justly subject to criticism
It's interest in each of the states i
serves is equal and it's energies mus
be fairly apportioned.
Upon the Northern Pacific railway
the advertising effort is not confined
wholly to the passenger and adver
Using departments. but includes othel
work as well. which is continuousl,
and energetically prosecuted. The
immigration department is concerned
chiefly with attracting settlers ant
business men to Northern Pacific ter
ritory. It has stan OF fifteen men
permanently employed, who handle
$4,000 different inquiries from inter
ested persons each year. They dis
tribute annually nearly 300, 900 copies
of It's different kinds of literature, /