The Pensacola journal. (Pensacola, Fla.) 1898-1985, 1912-07-19

The undertaking. however, is stu
pendous. Each subject must be treat
ed with great care and elaboration,
| and carefully checked by authorities.
Advertising.
Some attention has been given to
the matter of advertising. The Gus
| tomary method of paying out money
for display advertising has not been
used to any great extent. Discussion
has been created on different subjects,
such as waterways, navy yard on the
| gulf coast, ETC., which have found, and
are finding, newspaper comment ana
notice all over the United States.
Specialized articles have been prepar-
ed and given to trade and agricultural
| journals. Space thus given free to
| Pensacola and the association would
have cost many hundreds Of dollars II
| paid for in much less valuable dis
! play advertising
Special articles in magazines and
papers have been inspired or guided;
a notable illustration being an article
in the Saturday Evening Post on The
Gulf Ports and Panama" The writer
Of the article visited Pensacola with
| unfavorable directions from the man
agement of The Post. The Commercial
| Association furnished all information
at its disposal and had the author
meet number of Pensacola citizens.
| Nearly two pages were devoted to the
article, and two pages of display ad-
vertising in the Saturday Evening
Post costs $4,000.
industries.
The greatest effort, however. has
been expended toward the securing of
new industries.
The location Of industries in a city
might we'll be compared to fishing
| with rod and line. The first thing to
do to prepare for fishing is to &C
quire the fishing facilities-the pole,
the line, the hook. and, most inpor-
tant Of all, the bait. The next step is
to seek the waters fish inhabit, then
offer the baited hook to the fish.
For industries, the essential facili-
ties are rates, transportation, market,
local switching and terminal equip
ment, proximity TO raw material, and
last, though given slight considera-
| ton by many, the clinching induce
ment to locate a factory, is the bait.
The other facilities are essential, but
almost every locality has them in
varying degrees of perfection. The
bait is just as essential in locating
| factory as in catching fish, and con-
| sists of a variety of things. One is
line Of credit, another is additional
capital. To illustrate, a factory now
located in Florida, with a we'll. estab-
nsned business and doing we'll, and
having a capital, we will say, of
1000, offers to come to Pensacola,
provided additional capital can be
secured. The enterprise is now 10
Gated in small town and has suffi-
ctent capital to take care of the trade
territory of that town. In moving to
Pensacola, the trade territory will be
greatly increased, requiring additional
facilities and larger plant in order
to take care of the increased trade.
The fact is, the obtaining of this in
creased trade Is the reason for moving
to Pensacola They will not move
unless they can double their capital
To do this, they will sell stock in the
enterprise or borrow money. The
proposition is now up to the Com
mercial Association. To whom shall
this organization turn to meet the de-
nands Of the manufacturing enter
prise?
But hear It frequently said in Pen
sacola, Every tub should stand on
its own bottom. We want enterprises
only that will finance themselves.
!, There must be something wrong with
the enterprise that comes to US for
more money" This is a fallacious
argument however, for what enter
prise, local or otherwise, Is run with
out some borrowed capital or credit?
enterprise look for credit, If not to
the town in which the manufacturing
enterprise Is located?
We are now negotiating with the
following enterprises for Pensacola
they are all seeking new locations, and
most Of them have some requirements
to meet: