The evening herald. [volume] (Albuquerque, New Mexico) 1914-1922, 1915-09-17
NEW MEXICO NEXT
ON OPPORTUNITIES
CALLING LIST
Great National Advertising
Agency Points Out Possibil-
tiles Ahead of State If Ad-
vantages Are Utilized.

~ you were To ride n uom Car
rizogo up "a certain tortuOus canyon Of
the Tres Ccrros, a few hours would
fetch you TO a dilapidnted little cabin
occupied 10y a detected little a II
YOU accepted the invitation to share
his daily fare of beans, bacon and
sour-douEh biscuit. YOU would pres
entity see him perform a most amaz-
ing task. He would take up his coal
bucket. walk out about 20 yards yards
ana with pick ana shovel dig out a
scuttlc OF coal from the face Of a
hill In about two minutes.
Think Of having q coal mine In
your back yard. with coal at 50 60 s.
a ton! Yet that detected little man
is as poor as a peon, Rugged noun
tains har the steam horse and the way
to the worlds markets-his coal now
lies worthless a. rocS except Tor bis
own use.
our hero and his coal mine typify
the great state Of New Mexico -toem-
ing with treasures untouched and un-
developed.
Capricious natur has given huun-
tifully to New Mexico. but has so
guarded her wealth that 1t must be
wrestcd from her. New Mexico needs
deyelopmcnt-more farmers, more in
dustries. most OF an. more water.
This great want will be partially met
when the great Sg.OOO.000 Elephant
Butte irrigation dam, now nearly fin
ishcd, turns It's waters onto the des-
crt places Of the Rio Grand, valley.
THIS dam viii form a lake 40 miles
long and will irrigate 10000 acres-
turning barren sands into garden
spots.
The past decade has seen substan-
tial progress IN Now Mexico. May
the next decade see mure' She has
the coal. the coke the lumber, the
copper, The wool. the clay products
and other materials To- make her a.
Industrial rival OF western Pcnnsyl-
vania or Michigan. Already she has
discovered the value of the once OBJ
nuNious so3p weed as "a basis tor graHs
! floor covering ana paper stock.
In New Mexico there arc two or
three small national advertiser. ON,
oI these is the Francis T. Lester
company OF Mosilla Park, marketing
toilet articles and novelties. This
concern started IN the right track
ana with able advertising guidance
possesses possibilities for unlimited
growth.
Another advertiser Is AN aver eli.
cnt-thc New Mexico Military lnsti.
tutc, at Roswell In 1911 Colonel
Wilson came To advertising head.
quarters tur "a diagnosis. His s"hou.
was confronted with difficult prob,
lens IT. immediate drawing terri
tory is sparscly settled. Localized adj.
ycrtising was tried ana found snproi.
Fable. our experience IN school AL.
vortisiug dictated national advertising
which attracted students from even
part ct the country and cspeciall
from New Mexico Here h. an ad
v|crtiscr who realizes hat a nationa
agency is best equipped to handle M
business, though Roswell Is thro.
days from Philadelphia.
Aver advertising can stimulate TIA.
growth OF more schools In the south
west They may be small. but adycr
Using viii keep them from stdyinl
that way. We don't believe any bust
ness or institution is too small or TO,
large 10 profit by ad, ortising W
want 10 show YOU, who own "a bust
ness. small large or intermediate. jus
how Aver ADVERTISING can expand tina
business.
~ W. AVER s. son,
Philadelphia. New York, Boston.