The Brookings register. [volume] (Brookings, Brookings County, S.D.) 1903-1971, 1915-02-11

and girls had migrated TO the colleges
tion-to schools that were well known
The South Dakota State College wa!
obliged therefore, not only TO show the
young people of the state that thei.
own institution was worthy, but also
that they might gain nothing b. mi
grating to the colleges OF other states
Newspaper advertising saved the
day. Newspaper advertising is a cheaI
and effective method of bringing facts
TO a great many people without the
loss of time. Paid advertising was pre-.
pared and run in practically all of the
leading daily and weekly newspapers
Of the state. Several large centers had
not been sending the college any stu,
dents, and in some centers the adver,
Using campaign waxed warmest. The
copy was prepared especially to &C.
quaint the people with three outstand-
ing facts-namely, that
l. The State College IS really a great
institution.
?. The graduates are as successful
as those of outside institutions OF more
prominence.
3. The state has already paid for the
education Of its sons and daughters in
this school, therefore il is an economic
waste to migrate and pay fees in the
institutions Of other states.
The results of the advertising were
immediate and also surprising The at.
tendance increased by nearly one hun
bred students the very next year. in
stead Of remaining stationary as be.
fore. In speaking of the college. peo-
pie began to adopt the phraseology Of
the advertising. That's certainly a
great college" became a common ex-
preston. Newspaper editors, in be-
coming acquainted with the institu-
ton, began to write editorials favor,
ing the state school. In fact. so nu,
merous were the requests for press
items concerning the work of the col
lege that a regular news service has
become one Of the extension functions.
Most important of all. in demonstrate
ing the value of newspaper advertising.
the large centers, which formerly sent
us no students, now give us each year
our share of their high school grad
yates.
OF curse we did not throw upon the
newspapers the entire responsibility
Of securing more students-no more
than any wise business man expects
to rely wholly upon local advertising
to draw trade. A follow-up system was
installed, including personal letters. at
pictorial souvenirs, illustrated
post cards. panoramic views for franz
ing. extensive displays at county and
fairs, blotters for hotels, banks
and school rooms, etc. Only recently,
through the assistance of the Brook
Commercial Club, two reels of mo-
ton pictures covering State College
activities have been started on a tour
around the state.
The reflex benefits of publicity have
been enormous. Every professor, every
and every friend OF the col
bege is striving to make the college
what 1t claims to be, "a servant of
he state" Publicity is the greatest
agency in the world for fostering pride,
and for increasing the desire to make
good. 1t has the same effect upon bus
ness. Probably no institution Of its
Kind is nor ably represented during
reactions by loyal students than the
South Dakota State College. Advertis-
ng is largely responsible for this new
On the whole, advertising a college
pretty much the same proposition
rs advertising any worthwhile com
The consumer must be in
iuced to use the commodity-educa-
ion. The method of approach, the ap-