The Sentinel=record., 1911-12-13
CURATIVE WATER
 IS A GOLD MINE
PUBLICITY MAN SAYS THAT HOT SPRINGS HAS BEST ADvER-
 TIslNG PROPOSITION.
Virtues of Curative Waters of Valley Once Established Will Bring Per-
 manent Patronage Here.

A well known publicity mfn of na- tional fame visited Hot Springs for the first time last spring and com pared the advertising possibilities of celebrated breakfast food with those of the famous curative hot waters of the Valley of Vapors.
 1 We must manufacture our product he said, but you get your hot water already made for you. We ship our nrodnct over the country at consid- erable expense but you use your pro- due; due; right iiasihis eH the ground s,t foiiie. Vie have to bring our product to the consumer, but your consumer comes to yon The valuep of our goods to the consumer is great, but not great 1 CT than any other good and nourish' ing food; but the hot water has 1 practically no competitor n this coun- try. All you need to do is to tell sick people about your hot water, and they come hundreds of miles to get 1t; while We have to argue with a person, perhaps, for years before we can get him enthused over break fast food"
 1t struck this publicity man that we had an ideal advertising proposi- ton. and he asked n wonder: "Whv don't you people push your water. Make it known ali over tbe country for what it Is? Hot Springs con- slider one of the best advertising propositions on earth he concluded with enthusiasm.
 He was told that We had begun to do the very thing he was talking about, and that we spent some $S3,- GOO with the railroads in giving prop CT publicity to our wonderful natural resources, publicity men regard any product gold mine' which has dis tinguished merit and little or no com petition. For they know that all they need to do is to create a demand for this product, and it will continue to sell in multiplying quantities year after year.
 4 common method of publicity pro- motors is to make a good article like clothing or cigars, or some article used in large quantities by the pub lie, and then advertise it extensively for several years. When an enor- nous demand has been created, the quality of the article is so reduced by cheap raw materials that the profit becomes three or four times what it was when high class goods were made Before the public gets through buying this inferior article, large fortunes are made. This has been done so much, that the buying public is even now beginning 10 shy away from an article extensively ad- vertised, unless it bear in some way evidences of its published superior ity.
 From this point of view, the adyer tising done for Hot Springs can never end in productiyeness. Because once our celebpted cmativ{ water has been impressed upon the mind of this country by these big campaigns of publicity, the merit of the hot water csa never be decreased.
 And our patrons know that, The healing liquid is made by Nature. and it is always of the same surpassing virtue. The hand of man, nor the mind of man can never lessen its yir- tues to heal the ailments of suffer- ing humanity.
 The eternally flowing waters from the heart of the Reservation noun tain will be a veritsble "gold mine for Hot Springs when the citizens realize how publicity can turn this water into gold.