El Paso herald. (El Paso, Tex.) 1901-1931, 1914-09-02
HERALD Al" is
SELLING MEDIUM
Proves Drawing Power IN
Bringing Buyers for Me
silla Valley Lands.

The Ell Paso Herald is rated as an Al
,,edir1, for valley development adver-
+5si7,. nv a national expert on puollcity
and community advertising
F Bassett. in charge Of the pup
7;,i+,- 5enartment OF the Elephant Butte
w. Trsers' association. is the au-
+borirv for the statement that 'ne Il
Paso Herald obtained as good ms
for the Mesilla valley publicity cam
Dsiqn as did any of the national week
H. farm journals or other medluIhs
rse5 nv Mr. Bassett during mis- recent
,,es-,s campaign which was the n llsL
cornnIete and successful OF any
launched in the southwest
MANY buy valley Lands.
A. rbe result of the publicity cam
-, Ts+1reeD 80 and 65 actual selltSIs
have purchased land IN lne 1890 1880
valley during the past 5;5 +I1a val
and many others have NlSlteS ~. -.-.o-is;s5
lev have inspected the lahG' Nel , -
NJ Tassett's statements IN ms aIF S
+isine matter and have IetuL lloDl =
70 seIl their farms ana nloNS ~ -
NTaeiJIa valley. So successful Was -
;--S-;.l ,-aar's publicity campaign lhal
rbe Elephant Butte Water 7 Sers ass -
cia+ioD has appropriated SSvUU AOI ~
next wears work the cLIlASl -, " -
Cruces and the Mesilla valley ha.Ne = !.
scribed $4,000 and expect TO increase So II
IN $4,000 the United states fecielile- ~ = !.
eeryice has asked for large aIlo I'M
~ the data 10 be issued in its bulletlns
and the Reclamation Record Whlcn -
published by the reclamation seIHlce'
F-o11iers'. Harpers'. Country Gentleman
and other national publications nave
reGuested stories about the ElephaI !
Rr1tte dam and the lands under II IN
addition TO these stories, MI bdsssS y
has a number Of farm Journals $3.50 t,eSlS
Tor stories during the next month aDOu'
the Nesilla valley
Figures Prove It
I'VE have kept a close check on al
of our Dublica lions that have been USED
in the publicity campaign and each one
shows definite results MI bassSI,
saws THAT is why ] say that the II
PasO Herald has shown definite returns
and has proved one Of our best mediums
for the figures are on our DOCKS C
prove it. The results are IraceaDle allu
a good medium always SHOWS res uIls
For instance. the Scientific American
article on the dam resulted in 90 IN
ouiries and five people actually came
TO Las Cruces TO look at our lands as
the direct result Of this story me
people who are responding 20 OUT puD-
lfcitv campaign are the real farmers
that we most wish in our valley Ihey
are coming from the northern and cen
rral states and are buying land ana
settling on it Two Of our recent pros
meets were men worth $4,000, OF more,
each. That shows what class Of men
we are getting TO locate with US
During the past year the valley and
dam have had stories IN LeSue'S week
w two stories and an editorial in the
Country Gentleman: an article in the
Scientific American. an editorial IN Col
Iiers'- another in the Outlook, and a
complete issue of The Earth, which Is
published by the Santa Fe colonization
department and circulates widely
through the middle west and north
In addition to this special Mesilla
valley issue. We have had four good
articles in The Earth and have others
mapped out for the coming year, The
Santa Fe is cooperating with US in our
work and has promised to do every
thing possible TO make our valley
known through the central states me
Globe Democrat of St. Louis, the Mem
mis- Commercial Appeal. the Mobile
Register. the Los Angeles Examiner
and other big newspapers have printed
Sunday and weekly stories about our
project and We have obtained splendlo
results from these articles
IN nv first years experience in the
NIesilIa valley field have learned that
the most valuable form Of publicity
next to that to be obtained in such
newspapers as The Herald. and such
national WeeklleS as COlAltISs -eS4leS
and Harpers'. is the personal letter ap-
peal Talk to the prospect in a letter
Just as you would talk to him on th'
ground. and your letter is sure TO brine
results. Follow these letters up. have
the prospects carefully listed and re
suits are sure 10 follow We have
many prospects on our books who nee,
only a little more work to locate il
the valley Some of them have beer
out to see the land and have returned
to sell out and come back to buy.
War Has No Effect.
1--WE have listed our lands as cheapll
as is consistent with its value. and W
! are getting definite results The frs
+ year was successful, but the next yea
( promises to dispose Of almost all Of tn
] saleable land in the valley, althoug
! there still remains many splendid Op
] portunities there The war will have n
! effect upon our campaign as we hav
: il so far along that the people haY
/ been thinking about coming out TO Nel
: Mexico for six months and the war wi
( only clinch their intentions
/ Cooperation has obtained these re
: suits in our campaign. This cOOpera
/ ton has included the people Of tn
Z MesiIla valley, especially citizens &
! Las Cruces. the Santa Fe colOniZatio
{ department the reclamation service an
the newspapers of the country, espeC
tally the FL Paso Herald, which has bee
of great material assistance 10 US in GU
l initial years publicity campaign.