Albuquerque morning journal. [volume] (Albuquerque, N.M.) 1903-1926, 1914-11-15

= ~ ne claSsrd as anythlnR less th1n
1 necessity. Some may look upon IL q
{ a luxury, yct 90 the person who de
( sires 90 be cured Of tuberculosis. an
} who W determined 10 give hlmael
every chance, il IA a necessity, an,
one that he VIII purchase al nlmos
. any cost. Money ccaHca To be an oh
/ jcct ~ persons who are looking 4
be- cured. and they viii sacrifice &
make Il possible for them 20 enio.
every advantage that may assist Il
restoring health.
This brings us 20 the question 81
whether the market can AFFORD 10 bul
what we have to sell II was the pop
tular opinion many years ago that tu.
bcrculosla was confined almost en-.
ltirely 10 the people Of the slums and
The population Of tenement districts
Such conditions AZ these people struR.
gle under are, OF course. conducive n
"a high death rate from this tilsease
yet tuberculosis docs not nfflict any
one class or any one race II reaches
them ALI rich and poor. workers in.
doors and out. the weak and the
strong.
Climatic Education.
Hundreds Of thousands OF the tn
bercnlouF are seeking cure under
unfavorablc conditions because they
have not been taught or told that Il
suitable climate Is cfflcaclous IN the
treatment OF the disease. All Of these
persons are prospective purchasers Of
climate and Albuquerque accommoda-
tions. a still greater number who
hnvc tuberculosis and know H. have
not been educated to the knowledge
that they must give up an active life
"a ~.
are also prospects IN every sense OF
the word. and Il - from this class that
Albuquerque " drawing the greatest
number Of hcnlthscekcra today. II H.
vnriunaly estimated that. Of tho total
number of The actively tubercillons In
ihe United States from 20 Ia 40 per
cent cnn afford to secure treatment
and attention. This would lenve ua
about 100000 people 10 which our
appeal Is pertinent This number IL
dcdrcnsine by death every day and
increasing by the addition of cases
newly infected.
Lest This diagnosis seem TO many
cold blooded, selfish and sordid let
me point out that the greatest fca-
ttire of Albuquerque advertising
IN It's Humanitarian one The publicity
IN educating the tubereuIous regard
lnR the true nature Of the disease
the precautions that must he taken
AGAINST II and the recognized manner
OF rs cure. Every month "A thousand
pieces OF literature are reaching those
points In the United States whore the
disease In most prevalent. and this
literature contains tho most valuable
Information regarding the nature OF
the disease and the manner In which
those afflicted must live II they are
TO get well. These 10000 people who
are being educated yearly through
our efforts become In turn educators
and valuable. II cannot BIO said that
our work is purely selfish from an
economical standpoint for the good
we are doing cannot be measured nor
confined.
II Is this matter OF education that
makes Albuquerque such a desirable
spot for the tuberculoua To congre-
gate. II there was nothing ut all In |
our climate conducive TO cure, the |
mere fact that the disease is so well
understood here would make II the
ideal mecca for tho healthseelSer. The
average tuberculaf can spend months
NJ home without learning the first
of rest In chasing the |
cure, but let him come to Albuquer-
que and he becomes educated In a |
very short time by seeing others chase I
who know the long and hard road
hat must be travelled on the way to +
a cure We can charitably conccde T
that the knockers may say +
about the climatic treatment OF tn-
hercuosis and still have a strong arg
nmcnt in our favor which they can
n0i combat.
Impossible 10 Measure Results.
II seeing that we have established
he facts that Albuquerque has some
.hing for sale market for the goods
md a moral and economical right TO
ADVERTISE The results In case Of
his Kind as we said before are
natter OF course. We are selling our
Goods TO many purchasers. and they /,
ire In turn boosting our necessity to
others who are In the market for the
anne thing, This thing works in q
'ircIe, like the little eddy that Is set
~ In a pool OF water when you throw
n stone, The circle IL ever widen
ne from its own momentum.
No person has ever been able to
Measure the return from a dollar
pent In advertising No system has
yer been evolved, even hy the most
cientifie advertiser. which pretends
o he measure of the return recev-
q from money spent in advertising.
That our advertising campaign is
results, we can prove; the
xtcnt Of the results we are unable !.
o determine although We feel safe
y aaying that today Albuquerque has .
cecived $4,000 wnrth Of benefit al |,
hOuRh that amount of money will Y
lot have been spent on the campaign !
ntil next May or June. !
The business men Of the city as
crt that they are doing a great vol s
Ime Of business with strangers. In
oncreie instances business men have !,
pnroaehed ms with expressions az !,
pprociation for the manner IN which ,,
hey are setting returns from the :,
honey they are spending in adver. y
lsing. tloihiers. furniture dealers,
ROGERS and others speak of the large =
lumber of healthaeekers who are ar y
wing and becoming buyers. While !.
ais Is always the senson of the year y
hen The healthseeker business he Z
ms TO increase, the extent OF that Z
asiness Is noticeable this year above .
II others
This department Of the Commercial a
lab Is In touch with many who came p
ena az a direct result of our afver- q
sing. One morning recently came I
a