The Sentinel=record., 1914-03-15
THE BLUNDER IN ADVERTISING.

At this time when the progressive element of citizenship realizes that Hot Springs health and pleasure resort can profit largely by advertising campaign advertising is renewed following suggested in criticism and friendly criticism for if be analysis of the past may the future.
 Hot Springs has gone about its advertising all If chief purpose the Business Mems League the has been the advertising of Hot Springs it's could have been generally covered if there had been maintained publicity bureau.
 some years Springs contributed advertising fund The advertising has been ed through advertising agencies It reasonable to assume advertising agency makes at least 25 cent profit from that fund If that b true have been paying $875O each year the maintenance of advertising agency.
 The of $3750 25 cent of the former advertising fund would beray maintained publicity bureau in Hot Springs identified with the which the advertising had carried Springs Publicity Bureau The fund would have paid the salary of good man and have also furnished worker ample postage and stationery
 That Publicity Bureau could results than merely placing the for the advertising Its work would have been keep in touch with RESULTS The in which
 the advertising carried would have been srutnzed closely Hot Springs The advertising and the fruit of the adver Using would have been compared here at home.
 It is mistake to think that Publicity Bureau could not make careful and close contracts with newspapers some regular agency The newspapers want the advertising They have the rate They The rules that govern contract in newspaper between advertising and Publicity Bureau prevail There is distinction
 Many of business have realize NOW after much the subject that Publicity Bureau could put out NEWS MATTER that would in reality be advertising if the undertaken properly and by who lnerWOVen that they the The 25 per of the former advertising would alone have carried Publicity Bureau for the making those here home but it would have paid department that could have shown wonderful results in NEWS advertising we'll
 NEWS ADVERTISING sent out from Hot Springs Pub- c that made its regular advertising contracts with the newspapers of the country might much favor Who can tell?
 You would not carry your watch a blacksmith have repaired You would not expect shoemaker drape silk dress The best results obtained from those seeking advertising this day and time obtained through and paper men, Is it strange that this is true?
 We have been looking commercial organization for pub ciy work If publicity the first essential increasing patronage should about seeking that publicity in direct ranner Instead of using our commercial organization merely authority to make contract for other institution to do the work, and paying 25 for that contract why should not establish and maintain publicity depart ment with money?
 p per paying in profit to the agency might have maintained the publicity work and might also have maintained the organization the sum expended were large
 could have been done We now have two commercial organ izations both of which in the campaign of advertising and both of which realize fiat publicity department will have to be established perman en in addition to their organizations get the best results
 It is nfrequent that Hot Springs pays liberal bonus advertising medium like the auto races that will be here S Patcks Day The auto races assembling the dare devil drivers of the world make incident sport when they compete that is worth newspaper space Hot Springs gets into the prints But the commercial organizations do Hot Springs to get what advertising follows. They do contribute the publicity The newspaper writer's what should be Publicity Bureau has mission here that should be filled News paper writers not paid by the much line but furnish ing free the papers get their columns The is true of conventions assembled here that is the auto races other such big events from which look for publicity
 We have overlooked the essential thing genuine publicity and that essential thing handling advertising and hand ling of by who know what advertising contracts are and what news is and who handle the two the best advan age Hot Springs advantage the people who CONTRIBUTE THEIR MONEY
 The criticisms and the thoughts suggested the benef e those interested in the advertising of Hot Springs and believe that We must advertising campaign broader and effective than before and one in which we viii get the maximum of advantage for the minimum expense