El Paso herald. (El Paso, Tex.) 1901-1931, 1912-08-21
y HE BULLETIN. issued by the New !

IN HE BULLETIN, issued by the New
Mexico bureau of immigration IN
= its issue of Aug. u, devotes its
front page to quoting excerpts from an
article on the subject OF Community
Advertising" 1t says:
Deming has outstripped every town
in the southwest in its enterpriSlng Qe-
velopment campaign and the predlctloh
that Deming will have 1000 people Win
in two years, and a great farming as
trict tributary, is pretty certain 10 De
realized Mr.. Bedichek writes in part
The chief aim of community adVer-
Using should be TO accelerate the oe-
velopment of the community's resources
and TO bring about a symmetrical lnous-
trial expansion. TO attract within the
borders of the community all the cap
ita1 that can be productivity employed
therein aEd as large a number OF clu-
zens therein as can support themselves
Increase of Population.
Mere increase of population may, or
may not be. desirable have com
nunity in mind which set about ao-
vertising its climate as a cure LOT
tuberculosis. 1t also advertised the
erection of a sanitarium at Whlcn BOAR
could be had for $50 per month by
the time the advertising commenced 10
bear fruit, the sanitarium was failure
The streets were thronged with tuDer-
cular people of scanty means and every
day or two a subscription list was
passed around among the business men
of the town with requests for contrl-
buttons to help defray the burial eX-
penseS of some poor conSumptlVe
pauper which the advertising had at
tracted there.
Absolute truthfulness is the first and
last requisite for effective advertising
Legitimate advertising is, after all
nothing but the dissemination OF cor
rect economic information
Scattering the Shot.
After a number of years experience
-, ~ Of nrlr
that the ordinary commercial club scat
ters its advertising shot too much. II
adVertiSeS. as a rule, too far away from
home The average town can be de-
VeIoped conapletely by the people vii
the capital which is located WITHIN
very few hundred miles of it. Rushing
into the popular magazines OF natlonsi
circulation, as so many small comInuIll
ties do, is in my Judgment, great mis-
take. The more widely scattered al
vertising, the larger office force you are
compelled to employ to follow up IN
| cuiries properly. It is much easier &c
move a man a hundred miles than 1t Is
to move him a thousand miles 1he
man you have interested within a raolus
Of say 200 miles, will visit you IN per.
! son. The one you have interested
! across the continent will write you
/ dozen letters, and may nnally STAR
your way. but he will get stop-oVel
| privileges at a dozen different places
/ all of which will be in direct compeu-
/ Nogt Effective Advertising.
| Far more effective advertising IS II
/ the newspaper of the metropolis OF tht
| particular section in which your toWI
| is located. There are distributing
! points for prospectors just as there are
! distributing points for cotton or any
| other commodity. The man who IS or
! the still hunt for a new Iocauon goeS
| first to the metropolis OF the seSlloL
| which he wishes TO investigate. From
! this point he takes prospecting sidt
! trips until he finds the location WhlCi
/ suits him. He naturally reaos I'M