The daily star-mirror. (Moscow, Idaho) 1911-1939, 1914-05-21
THURSDAY, MAY 81, 1914
THE NEW STYLE OF PUBLICITY

Many cities and commercial clubs
have expended large sums of money
on expensive advertising matter only
to find after all that they were not at
tanning the desired publicity for the
communities they wished to bring to
the attention of bona fide settlers. The
highly colored illustrations in pam7
phlets and on cards together with
reading articles that in their descrip-
lions bore too little resemblance to
the facts have brought harm not good
to many place they were designed to
benefit. Such fiamboyant compositions
and such haphazard distribution
of advertising matter are now out of
date.
In the light of a distressing past, i'm
migration of the wrong sort is now
discouraged, and every effort is put
forth, so that the prospective settler
may come to the west accurately in
formed as to every detail that concerns
his future well-being. Climate, re-
sources, crops, people, business, in
vestments, soils, prices-all are por-
trayed with a conscientious regard
for the exact statement as if the pros |
pective settler were actually present |
in person looking over the ground and |
capable of judging for himself Too |
many cities have made the colossal |
blunder of drawing to themselves by
their extravagant advertising matter
hundreds of families for whom, after
their arrival, no suitable employment
or profitable investment commensurate
be found. Portland, Seattle, Spokane,
and Boise have all suffered in this
way, and their commercial clubs have
been hard put to it to take
care of the masses of unemployed mis-
led by rosy pictures of chances in the
west into leaving their middle west,
northern, or eastern homes.
The lesson learned in such bitter
ness and at such cost should serve as
we'll for the teaching of towns just on
he brink of engaging in publicity
work. 1t is highly desirable that set l
lers and investors should be brought
o Idaho and that the most strenuous
,fforts should be made to exploit this
wonderful country. Indeed, we shall
lever otherwise get the population
We absolutely must have. But the
most rigid care must be exercised in
ending out the right material and in H.
ending it to the right persons. :,
Down in Richfield, Lincoln county, =,
daho, they have taken the only proper g
nd wise course The Richfield Com ii
unity Development league, new but 20
igorous organization, has subscribed NJ
II 1000 copies for three months of the n,
ichfield Recorder, an excellent news lie
aper, and will send them free of -,
large u thousanu plcheu persons' Gu
he series of articles is to be called D,
e Recorder says, "a Truth Telling bo
ampaign." The announcement of the -
heme reads in part as follows: o,
IF the Recorder fails to tell con- 70
ncing story of the opportunities and MO
e actual business, political, social, t,,,
Gather, farming. and other conditions CO,
this section, it is because of lack of oot
reception and ability to so tell the ori
Dry. The good is here, and the 40,
untry is full of opportunity for men
Il NTH
urage and industry to invest.
at is intended that nothing but
act truth shall be told in these
ecial editions. There is no padding, ioe
misrepresentation. This country .10
better advertised by the truth than - -.
any futile fattery a.,
You men who want a new home '''0
ere you can settle down and make w
little money and enjoy yourselves
you go along-think well over some
the opportunities offered here" p"'
~ a.. indt
the Richfield Recorder in a thou 0ie'
d homes during the next three
lths will, by acquainting several =
usand persons with the many sides who
life there, stimulate a lain
re in many men to buy a ticket to wou
hfield to look over the place. We VINO
e campaign conducted along such trea
,ible and honorable lines will be that
nently successful; and We wish for shoI
field the overlooking measure of Cro(
,perity which the excellent land owl