The San Francisco call., 1913-07-27
A dyertiSe the Exposition More

= Mr.. A. M. Briggs of Cleveland, chairman OF
the executive committee of the Association
of Advertising Clubs of America, by reason OF his
experience and associations is in a position to
express an expert opinion on the subject OF adver-
tising and publicity that IS better worth listening
to than that of most men.
He is not the only who has made severe
criticism OF the failure for that is what it really is,
of the exposition authorities to give the exposition
the right kind of publicity.
A short time ago the following letter, sample
Of number of the sort, received IN this ofce:
South Australia Chamber of Manufactures Inc.
Adelaide S. A, June z, 1918.
Editor The San Francisco Call
Dear Sir: ago discussing the
exhibition to be opened in San Francisco in honor OF
the opening of the Panama canal and communl-
Gated with the commonwealth of Australia thereon
who considering the representation OF Australia
a nation your exhibition, but we hear no details
When in Melbourne last called upon the Ameri-
can consul, and he informed that commissioners
had been appointed visit Australia, but to this
date he had information when they would be here
VIII you kindly forward TO me, or ask the com
mssioners forward, all papers containing details
and if possible the date of the commissioners arrival
here?
am yours faithfully, H. J. SCOTT.
1t appears to Mr. Briggs, as it does to others,
that "the exposition publicity bureau is paying too
much attention to advertising in California, which
districts recent report of the bureau shows that
Mr. Briggs assertion is we'll founded and the
columns of the state press contain complaints that
willing horse is being ridden to death The press
of California is loyal and spontaneously and
naturally boosts an exposition which is CALIFORNIA;
but it objects, naturally enough to being asked to
fill its columns regularly with the work Of the
bureau. California does not need to be kept con-
A. A. ha
here, because it knows it
The rest of the country does need greater
information The number of inches of feature"
matter and even of news items printed in given
time in a given state does not necessarily imply
that the exposition is we'll advertised in that state.
Take, for example, the state of Minnesota. That
state is fair index because it is western state.
It's people are used to long distance travelling 1t
is placed relatively midway between the two coasts.
1t is one of the states from which large attendance
should be expected.
The total amount OF publicity the bureau has
secured in Minnesota in all of the newspapers of
that state up to the end of June would be contained
in one sixteen page newspaper issue, about rs
columns.
Mr.. Briggs is right when he says:
The exposition must be advertised to the called
middle class population-to families whose income
ranges from 500 to $3.50 month-because they
the people who will remain here and help develop
this wonderful
The time to start showing these men and women
why they should live in California is They must
be educated to saving the money necessary for
the trip.
The exposition must be made topic for table
talk and household gossip, that the trip San
Francisco will come almost matter of
Mere Sunday writeups" and feature articles, .
as they are called in the newspaper business, will
not produce this result There must be downright,
effective straight advertising of the kind calculated
to make people come here to see the exposition and
induce them stay after they get here To do that
requires more genius in advertising than the expo
siton management has yet displayed