Albuquerque morning journal. [volume] (Albuquerque, N.M.) 1903-1926, 1914-11-15
Making the World Take Notice
By W. Wiley Publicity Expert for the Albuquerque Commercial CLUB

Albuquerque. perhaps without ful
IN feahxlHa a. has, during the pas
Few months. turned corner In ~
career and entered upon the road d
community interest which u llnes
upon both sides with benefits for on
She has LETT The pefh where the ligh
Was 40 aim that the ideai Of on'
boosting FOR all aud MI boosting foi
one WAS scarcely dlsccrnible. and hal
turned into the highway where man,
other communities travelling hefor,
have found added wealth and pros.
perliy for one and all. Alhuqucrqu,
mas enllatpd IL the ranks Of the com
munitg advertisers.
II Ponce dc Leon should land on
our shores to-day with The announced
Intention Of setting out IN quesi Of tn
fountain ~ youth he would no doubt
be heect by the press agents Of many
localities lie would be- told that he
would hive to reconstruct bis Ideals
along more modern lines. that his
fountain dream could be- realized In
pnrt, and thar instead Of looking for
some buhbling spring With magic
qualities he had best pursue The
phantom o. perpetual youth IN terms
~ climate. conducive 70 longevity aud
health Thousands and hundreds az
thousands Would rush 20 him with
The Information that IN the past few
months the world has bnen listening
70 The ffoi9 OF a new land, The Land
~ the We'll Country. and that " the
tales told ~ this land nre only half
tfuo and The pari half true arc mndc
up ~ hui onr.hnlf fact, the nearest
substitute for this cherished foun-
tain has already hcen found
Let me hesitate here long enough
70 nn'Iellmny this entire article by
saying that the picture above repre-.
SCENTS the end sought IN Ibis advcr-
tiHInR and that Albuquerque should
not Be satisfied a. stop until The
land Of the Well Country and iis
message has hcen brought lo the At
tcHtiGn or the entire western hemis-
phere 20 forelbiy that The people Of
this continent cannot help bot nssoci.
ate the idea Of health with Alhuqusr-
uue ana New Mexico, and not until
the entire truth hns boen told and
learned regarding the benefits OF this
climate in the cure Of tuberculosis.
Diagnosing the situation.
n would seem entirely unnecessary |
In these DAYS OF worldwide Intensive
advertising to enter into discus /
HlUn hero OF the Fundamentals under
lying advertising IN general Yet the
idch of exploiting community n 80
comparatively new that many OF tho
short sighted are unable 10 grasp the
Significance Of the new community /
IDEAL
The test Of whether advertising
ahould be done rests upon two |
4 IA . f...4
and II there market for Il, or can /
a market be created by ndycrtieIne7 !
II these conditions exist and there /
are mediums Of advertising In which I
The market can be created or reach /
"a. The result n taken for granted, 7
he scope Of the result. OF course, de-
pending 70 a great extont upon the /
nature 81 The thing for sale. whether |
1 luxury. commodity or necessity. its f
Irlallpe merit In comparison with T
1ihrf Goods Of the Same kind and the +
lass and extent % the market to- T
gcther with the ability 20 buy of the
lNeraRe person In the market for
what yon have 10 sell
II we anaiyze all these conditions
~ they relate TO the Albuquerque ma
Ilnnal advertising campaign We see
that we closely approach the ideal,
md that such favorable factors oh.
ain here an arc seldom met with
Have We somesnlng for saieY That
question IL perhaps answered best hv
he thousands of buyers that are al
oady hare purchasing the benefits of
.uf climate and orr accommodations |
sud u show that whit VIZ have for {
ale II not purchased IN small pack.
geR, We ran point 70 q Rrcai per-
enlaRe Of these buyers as having
'een purchasers for many months
nd years In faet. about so per cent
4 olir buyers who came here and get
Iell are remaining 20 be permanent /
ueiamnfs
No Competition.
The opinions Of most able medical 1
lep back ua M IN the assertion that I
70 have something for sale and little }
pui competition IN our class. ON the /
'estefn hemisphere there Is not am {
Their spot 50 entirely favorable to {
he treatment Of tuberculosis an this 4
nc only real competition IN the sale {
our article ~ at Other points Ia the !
lest and southwest, and 80 closely /
re onr interests affiliated with those |
7 this entire locality In general that
hatever helps L ia sure 20 rebound !
} our credit. Ae a matter Of fact :
zen. Albuquerque il the center of 3
comparatively small territory that :
as something 10 offer purchasers Of !
quality better than that offered by :
Il there a market for what We
avo for salef There are milil0ne OF G
ises of active tuberculosis In the 1
ns4ed States alone. In addition - =
IT, market VIC draw upnn Canada 20 7
sreuter nxtsni every year for our 1
ufchnsera Of climate and is hene- =
Ia 0ne-aeventh OF the entire nopula- u
On Of the United States dies of thisI
seaAc. and u Is estimated that Of
iis percentage over a half could he y
wed by proper treatment In a suit G
Bic climate In view of these facts. =
would Dc foolish 20 urge further q
iai there is MARKET for what we 4
I'VE To offer. II
There are hundreds Of advertising n
ediumH by which the buyers enn he q
'aclied. even as they are being reach n
| now BY the publicity and advertls- RI
~ that the Commercial club Is do q
*. However. il will be a matter Of "
M IN determining what mediums x
= the best fnr the purpose. such adj h
artising as Albuquerque IL doing il "a
almost new, and being pio-
Hers, We must discover the best and a
lartest trails p
What we have for sale can scarce- Il
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