Evening times-Republican. [volume] (Marshalltown, Iowa) 1890-1923, 1915-12-01
NEWEST ADVERTISING SCHEME
SHOWS MARsHALLToWN's
FACTORY FACILITIES.
VIVID IDEA SHOWN ~
FOUR COLOR STAMPS
Msrshalltown Club Suggests Coed
Scheme to Advertise City - Big
Firms Order ooo-stamp Shows
This City to Be the Center Of Good
Business"

the eyes Of people all over the country
and other parts Of the world within
the next few months, when poster
stamps in four colors, deiineating the
advantages of this city as factory
|. caticn and site for jobbers. will be
sent cat on all mail OF the large fac
tories ard merchants Of this city. Sec
rotary ]. Sidney Johnson, Of the Mar
shalltown Club, deserves the credit Tor
suggesting the idea here, as II has
worked out successfully in other cities.
He has drawn up a plan Of such pos
ter stamp, and the order will shortly
be sent in for $4,000 OF them.
Forty seven thousand have already
been sold to all the large factories and
manufacturers in Marshalltown, the
heads Of departments ordering lots of
5000 and less In every case where the
proposition was presented to them.
The stamp will be about 2x21t inches
in size, and will be used on the backs
of envelopes and on the bottom Of let
tiers. Chicago conducted similar
I campaign last summer with these
stamps. advertising that city's advan-
.aSes as; a summer resort. MARSHALL
towns stamps will show this city's adj
yantages4 as a factory location. -Four
colors will be used on the stamp.
Ii Heart Of Acireis Of Good Business"
The poster stamp will be square,
with a map Of the state Of Iowa
printed on it, while around this map
will be drawn the circle of good bust
ness" showing the location OF twelve
cities of importance in the middle west.
These cities are Minneapolis, st. Paul,
Sioux City, Omaha, Sioux Falls, Mil
waukee, st. Joseph. Kansas City, st.
Louis, Peoria, Chicago, and Marshall
town. The latter city Is shown to be
in the center of this circle Of good
business" with the Lincoln Highway
and the auto route from Minneapolis
to st. Louis going thru here. The three
trunk line railways are also shown. At
the bottom Of the stamp appear the
words, "The Distributing Center Of the
Middle West." On either side OF the
stamp Is printed 'Intelligent Labor.
Cheap Power and Coal" and Three
Trunk Line Railways, on the Lincoln
Highway The words aMarshalltown.
Iowa. are in large letters across the
center OF the map Of Iowa.
The railroads are shown in red, the
circle OF good businessstn red, the let
terinE Ii sblack. the map OF Iowa In
green, the border in green, the automo-
bile routAs In blue, the background IN
blue, and the word Marahalltown IN
blue. The stamps have been sold to
the large firms for sits a thousand.
Upon their arrival they will retail TO
smaller purchasers at twenty-five Tor
10 cents AS 1900 have already been
sold, and only $4,000 ordered, Secretary
Johnson may order more II the demand
merits the increase.
10 Pysessetssioai Advertising.
In selecting this, one Of the newest
forms Of publicity, for a campaign to
boost Marshalltown as q factory CEN
ter, Secretary johnson has applied the
psychological principles Of advertising
which have proved successful within
the last few years. Instead OF presents
ing q mass Of statistical details. tell
ing how many blocks Of electroliers
and how many miles Of paving are in
the city, bright colored, original look
ing stamp greets the letter reader AZ
he receives his mall from MARSHALL
town. Everything II presented to him
at once, on the face OF the stamp, and
the impulse Is much stronger to stop
and read, than it would be were the
details given only in cold black type.
The warm, attractive cc!c-s arst at
tract the readers attention, and get
him to scan the stamp more closely.
Poster stamp advertising has proved
successful in all Of the cities where
ii has been tried. and the promptness
with which Marshalltown business men
have taken up the scheme argues well
for its success here.