The Yakima herald. [volume] (North Yakima, W.T. [Wash.]) 1889-1914, 1912-05-22
CHECK RESULTS
OF PUBLICITY
Commercial Club Will Know Ac.
curately at End Of Year What
Money Has Accomplished
CLIPPING BUREAUS ARE
INVALUABLE IN WORK
Puts the Advertising Of the Club
on the Same Basis a. That Of
Any Big Business Concern, Says
Ware

Ware
With the inauguration of new
methods of caring for inquiries, fol-
lowing up and checking results of adj
vertising. the Commercial club within
a year will know accurately what re-
suits have been obtained from the
money spent for publicity.
A statement of Secretary Ware
shows how this will be accomplished.
1.-THE Commercial club is taking
care of It's inquiries said Mr.. Ware.
ooh, yesl 1t is taking care of them
so that the secretary knows not alone
who the man was that wrote, and
what he asked for, and where he
lived, but he also knows how many of
his neighbors wrote and what led
them all to write. The secret Of 1t
all is in the system adopted by the
Commercial club in taking care of its
inquiries. To illustrate how 1t works,
let us take one of the letters pub
lished In an eastern paper, as a result
OF this letter writing contest; the
Commercial club subscribes to several
OF the larger press clipping bureaus.
and whenever anything Is published
back in Illinois. for example, con-
corning the Yakima valley, the press
clipping bureau to which they SUBJ
scribe, makes a clipping from the
paper that contained the article, and
sends this clipping to the secretary.
This clipping is catalogued in ver-
teal filing system, according to SUBJ
ject, and the name of the paper and
the date on which 1t was published
fu ~ m f<1I lit,
the clippings upon that subject. So
that, at any time, the secretary may
go to the file and see what papers
have published articles on the Yaki-
ma valley. and has copies Of these
articles on file SO that he may know
what subjects thew dealt with.
Newspapers Bring Inquiries
THE office Of the Commercial club
IL constantly sending, out news items
Of general interest, to large num-
Der of eastern papers Not all of
these news items are published, but
whenever one Is published, It prompt
ly comes back through the channels
OF the clipping bureaus and the club
knows when and where 1t was pub
lished. Now every time letter or
an article Is published In one Of the
eastern papers that deals with a SUBJ
Ject relative to the Yakima valley, II
interests a number of people who
read the article and they write out
here to the club asking about the val
ley. When the inquiry comes into the
onice 1t Is answered in person by the
secretary, and literature concerning
the valley is sent to him. The name,
address. request and answer to. the
request are fled on card index sys-
tenn. which, for the current month,
are fled as they come in, according
to the states from which they come.
This means that at the end of each
month the secretary knows from
what state came the most INQUIRIES.
from what state came the least. AT
the end of the month the cards are
again catalogued according to the
subject, so that the secretary may
ind out how many. during the past
month inquired about horticulture,
about unimproved lands, about live
stock. or about business investments,
and hence he knows just how many
inquiries have resulted from every
81 of advertising or publicity which
the club has secured during the past
month. through their letters which
have been published or from the
general items of information which
have been sent out from time to time.
The cards are then catalogued alpha
betically."
Follow John TIL He Comes
Eat any time during the wear If a
man by the name Of John Smith
writes in from Kalamazoo, the Sec
rotary is able to tell what he wrote
for. has a record of the answer re-
turned to him, knows whether he
made a second request for more
specific information and in fact keeps
in touch with him until he migrates
I'm addition to this work there are
large number of names OF interest
ed eastern people sent to the club
by railroads. commercial declarations,
chambers of commerce Of prominence
In the Northwest and to a selected
number of these lists of names are
sent post cards. which post cards are
checked in such a way that the sec
rotary knows from what list of in
terested people the name was taken.
When the return post card comes
back and the inquirer asks for more
complete Information, a proper en-
try Is made on the filing card and
the information asked for Is sent, to-
gether with personal letter from
the secretary, asking their continued
interest In the Yakima valley. In
this manner the Commercial club has
evolved into a business organization
doing peculiar and intricate form
of business. and one which is bring
ing certain definite returns to the val
ley, through the people and money
brought into it.
''It is rather interesting to go int
the club rooms and ask the secretary
If he has had am inquiry from John
Smith. of Kalamazoo. Immediately
the secretary turns to the filing cards
and tells you that he has had such
an inquiry and that John Smith ask
ed for such and such a thing and
his inquiry was answered on such a
date and such and such pamphlets
were sent him, as result of which
John Smith writes that he is now on
the way to the Yakima valley.
Same as Any Big Business
mot alone this, but if you de-
sire, the secretary can show you the
correspondence between the CONNER
cial club and John Smith, copy OF
o. MOTHER CRAY'S
~ SWEET POWDERS