Albuquerque morning journal. [volume] (Albuquerque, N.M.) 1903-1926, 1916-07-02
NOVEL ME- THODS
USED To INDUCE
MEN To ENLIST
Advertising Campaign I0aUgu-
rated by England Has No
Parallel Credit Due to Sir
HedIey La Bas,

TINS llfft dUNtTtIEcm en- mas grown
into scores dealing with a wide fielt
of subjects from pleas for army vol
untcers and loans of money 10 con
domination Of extravaganza IN tht
| purchase Of too many boots anc
stockings hy my lady II Is said thai
there is scarcely home In the Brit
ish isles that has not been reached
by some Of The display advertisement,
which have been kept running in III
teen hundred newspapers and spread
an myriads OF billboards After near
i " two years Of experiment officials
emphatically declare that II pays FOL
"a government 10 advertise It Is cs'
l timatod by some that billions OF dol
lars have been raised in loans In this
way ana that nearly five million re-
| craits have been drawn 10 the colurs
! by the printed appeals.
To one man is said TO belong the
credit OF originating ana carrying out
/ this nopcl ana elaborate campaign
! He In Sir Hedley LeBas head of n
large publishing house In London. who
/ received his title recently as a mark
1 of honor for the services which ne
/ had rendered his country During an
I interview with a representative Of the
Associated Press Hedley was asked
how large q staff was required TO
conduct such q great business for the
government He smiled and replied
Journalists Assist.
IN getting subject matter Tor the
Advertisements / have called on varl-
ons journalists and others for assist .
ance. AS 10 my regular staff, he IL
IN the next room and ! assure YOU lac
Is very busy young man"
II was Sir 4edleN's way OF confirm
ing what had already been said by
otherS-that the bulk OF the work had
fallon ON his own shoulders. His per-
sOnal business has to a large extent
been turned over 10 other hands ana
he has been devotlng almost his whole
time TO putting before the public the
telling advertisements which his
training az a publisher has enabled
him to produce
Il was some two years before the
war began that sir Hculey conceived
the Idea OF advertising extensively for
recruits During a cOnN ersatlon with
Colonel tnow GeneraD Soely, who was
then secretary OF state for war. the
colonel asked how Sir IIcdley as
former soldier and a business man.
would go about to raise $4,000 re-
cruits needed for the army Sir He'd
Icy Instantly replied that he should
advertise. The proposition was novel
but u Interested the colonel and ul-
umately the recruits were advertised
Tor with amazingly good results The
war office was so pleased with this
eampaign that when the war broke
ont it Was decided to advertise again
and sir Hedley was called upon to
engineer the work
ConsetN athc Nes.
At first the advertisements were
very conservative in tone ana before
Sir Hedlpy vas able 10 broaden the
scope Of his work and get his new
business on a paying basis no en-
countercd much opposition from many
sources not excluding members oil
parliament
Il was hard tn bring the consciv-
atIvc British mind to accept such n
radical departure, said Sir Hedley
ia discussing this point MANY de-
omrcd that II was unidentified for AL
government 10 advertise. aud others
who were willing 20 see some adyer-
ustne done held that the displays
should be couched In the most digui-
fled and stereotypcd form. The idea
of a government telling a woman that
she was buying too many hats and
expensive clothes something which
We have been doing recently shock
ed them, hut gradually We were gwen
more lccway and the results have jus
Tilted the course followed Ms idea
Is 20 put ont advertisements that have
IN them what YOU Americans call
punch Successful business mon
conduct their concerns that way Why
shouldnt q government do the same
Another ground OF opposition Wasl
that the expense of the work was too
great This claim WAS made by those
who did not know the circumstances.
As matter of fact the cost has been
comparatively small Many of thel
newspaper proprietors have coutribut-
cd the space IN their papers and own
era OF hillboards have given as the
use Of them The printing Of the
BILLS is done by the government PRINT
ers and the cost is the minimum
King and Country Winner
The advertising campaign for nee
crutts Tor the army was the first un
dtrtaken. Your King and Country
Need You. met with instant success
and gradually there followed q long
Uue OF more elaborate Advertisements
Lists of questions were propounded 10
men who had not enlisted. such as.
What VIII you say in years tot
come when people ask Won whore did
yoa servo in the great WARP what
VIII YOU answer when your children
grow mp and say. Fathtr. why
weren't you "a soldier too
\ unique advertisement was dis
plaNcd Don Manchester A map show
ing comparative distances from Lon