El Paso herald. (El Paso, Tex.) 1901-1931, 1916-06-30
ENGLAND FINDS
PUBLICITY Pays
Newspaper Advertising By
Government Proves Eff
feetive War Aid.

Lo4Quls ElB-r June w ~ men NAc
British government at the beginning OF
the war covered the bill boards Of the
country with lis now famous appeal for
recruits. Your King and Country Need
Eou," is embarked on an advertising
campaign Of such = nature and extent
As has never before been undertaken by
any nation.
This first advertisement has grown
into scores. dealing with wide field Of
subjects, from pleas for army volun-
reer5 and loans Of money, to cOndemna-
uon OF eItravagance IN the purchase
of toe many boots and stockings by
women II is said that there Is scarcely
homo in the British Isles that has not
been reached by some OF the display ad-
Tertisemeuts which have been kept
running in 1900 newspapers and spread
on uVriads OF billbOards- After nearly
two years OF experiment officials en-
paricany declare that II pays for a gov
eminent TO advertise II Is estimated
by some that billions OF dollars have
been raised In loans in this way and
that nearly five million recruits have
been drawn to the colors by the print
ed appeals.
All One Mans Work.
To one man IS said to belong the
credit OF originating and carrying out
this novel and elaborate campaign. He
IS ST. Hedley LeBas. head Of a large
publishing house in London. who re-
ceived his title recently as a mark Of
honor for the services which he had
rendered his country. During an inter
view with a representative Of The Asso-
cisted Press. Hedley was asked how
large z staff was required TO conduct
such e great business for the govern
ment lie smiled and replied:
In getting subject matter for the
advertisements have called on various
journalists and other for assistance As
TO my regular staff, he is in the next
and he IS 4
busy young man.
It was Sir Hedley's way OF conrirm
ing what had already been said by or
ers-that the bulk OF the work had -
len on his own shoulders his persC -
business has to a large exrert D. 2r
turned over 10 other hands and 20 IS
been devoting almost his whole tl1ne %
putting before the public the -ei---
advertisements which his trainins as 3 E
publisher has enabled him to urcluc- z
Experiments With Recrulft
II wes some two years before ID
war began that Sir Hedley co1ceirac /
the idea OF ADVERTISING exten -c-F -or
recruits. During q conversal icn win +
colonel (no-y general) Seely. ~ho vas
then secretary Of state for var the /
colonel asked how Sir Hedlev. IS q for- P
mer soldier and a business mar would
20 about TO raise $500 recruits
needed for the army. Sir H5dlev Ia .
stautIy replied that he should advertise .
The proposition was novel but Il inter
ested the colonel and ultir1aIe-y the r.
cruIts were advertised fcr Wi-h zulsE- p
ingly good results The war or Has
so pleased with this campaign tla-
when the wal broke out Il was da--l4l
70 advertise again and sir Aeclcg VAS
called upon 70 engineer me WcrE-
At first the advertiser were very
conservative in tone 7rd before
Hedley was able 10 brozl eE tEe cope Of
his work and get his new bushes on
paying" basis, he eucouurer-l rlr
opposition from many aczrcez- nos eE-
rarrrHf~r~
.Tr aas nacd to bsi-s r-c unseETe--
tive British utnd e. accspt SUCH p rad
scal dHr1rCure" E1z8 Sir Kelley n 6is-
cEss-IE THIS 41lnt 4leng dec Jared
rs rlllEHif Tor g. RcFe-nr
zee aE- lrers wn9 were
Agrf s5rsr -fsllE done hair tdat
-aTs s1cuLd De- -oUclec e tne
eel1ed and 1.sreotypsd l3fIn-
-c errulenL ting
f sA-- ss' r- buying too many
ana aE9enE-re --tffseg---i "a sthirE
-k We 1aTe been llTr recently
-1zEeL them but zdHl re we're
sT more ieeGTzT aaG the re ui E nave
e1 tHa course followed -fy lcea
q 20 Der or advertiser e hat have
IL -aeu Wr2t you americans call
pl1ch sureesstE. business me1 con-
duet 1hslr concerns that way. Why !
shouldu' govern meat DO The same%
AdreE1ises Tor War E.odns.
From TIE ear -.gu To- raising re-
cruits Sir He'd isd TO Treasury !
advertising To- ---ar loans. He sub
the exchequer, plan for campaign.
It was a radical venture for the con-
servaIive treasury department, but Mr.
A1ckeIna believed that Il would pay
ana had the courage to approve Sh ( {
Hedley's scheme Vast sums have been {
needed and the advertisements have
been made strong 10 meet the occasion
Business men have been appealed to {
with such crisp bits as: Use your {
money 10 save the lives OF the men who
are fighting your battles" and Turn I
your sOvereigns into soldiers" Even Z
the women who have nobly helped the
war in a thousand ways" have been [
asked 10 aid further by lending their /
money.
The advertising that has brought 7
about the greatest criticism from the
more conservative people is that con-
1emning eXtrava gance, Il being main ]
-ained that IL is beneath the dignity Of {
he government to deal with such mat Z
-ers In this way Many business men
llso are said 70 have attacked this
for Il was striking hard at !
heir business. II was 2 delicate mat I
-er y handle but Sir Hedley kept put [
ing out his ads with the result, he de- 3
,lares. that there has been a decided I
turn in favor Of economy throughout
he country.