The Lakeland evening telegram. (Lakeland, Fla.) 1911-1922, 1916-03-13

of the fund raised, moved the adop
ton of the resolution below. His
motion was seconded by represen.
tative of the Tampa Board of Trade
which subscribed over 25 per cent OF
the total. Representatives of other
organizations present spoke in sup
port of the resolution and after its
adoption without dissent members OF
those present signed the document.
eve, as official representatives of
the commercial organizations of
Florida, contributors to the adver-
Using fund administered by the Flor
ida First Commission, having met at
Orlando March 10, 1916, to review
the work of the commission in the
season of 1886, report the fol-
lowing findings:
I'VE find that the commission
spent approximately $4,000 in ad-
vertising Florida in Northern news
papers and magazines in December
and January.
1--WE find that the number of
tourists visiting Florida has increas-
ed at least a third above the best
previous season, and that the bust
ness from permanent settlers, while
behind that of the tourists, has ma
terially increased also.
1--WE believe the absence of ocean
travel, the discontinuance of one
California fair, and the returning
prosperity of the whole country to
be in part responsible for this con-
dition, but we are convinced that
the greater credit is due to our ad-
vertising. Our opinion is influeced
by the fact that while the advertis-
ing was designed primarily to bring
people to Florida in person, not to
promote correspondence, the num-
Der of direct inquiries was very large,
in some cases running over 500 to a
single board of trade.
This campaign enabled us to give
a hearty invitation in cities where
the invitation would be most needed,
to people in a position to accept; the
invitation was so forcibly presented
them they did accept, and greater
prosperity for Florida is the conse-
quence. We believe also that our
has influenced thousands
who have not thus far been able to
and we believe that it is
our dutyt continue the work so
we'll begun, and particularly to en-
phasiZe our invitation to home seek
ers as well as pleasure seekers.
Therefore we heartily approve
the plans of the Florida First Com
mission for continuance of the ad
campaign for Florida, viii.
an increased appropriation and OF
wider scope, and we pledge ourselves
to work for fund threefold that OF
last season, in the firm faith that il
can be raised, that it will be wisely
spent and that it will be tenfold pro-
ductive. AS evidence of our sin
certify we have given active voice by
voting aye on these resolutions, ana
have further set our signatures be-
low"
IL. j. Boughner, one of the adver-
Using managers of the Chicago
Daily News, who is in Florida on a
attended the meeting and
spoke briefly. lie referred to the |
of much of the adver
Using of Florida done in the North,
and said while the publications
might lose some immediate business |
by doing so, they should be broad |
enough to advise individual adver i
Users like resort hotels, who can use |
only small space and but limited |
number of mediums, to contribute to
he Florida First Commission fund |
md do any additional advertsing in
he papers of Florida This led to
| statement by Jefferson Thomas,
Nlorida's leading advertising special
st regarding the good results re
'eived by his clients, who have land
o sell, from advertising in the
florida newspapers. Mr.. Thomas
urther urged upon the boards of
rade the value of local papers in
heir work to follow up the inquiries
Produced by the advertising.
The mailing of copies of live local
for a period of time to
PERSONS making inquiry was COM
nended by Mr. Thomas as a most eff
ective means of holding and increas-
ng the interest aroused by the ad-
ertising in Northern periodicals.
he meeting adopted a resolution
pprcving the suggestions made in
he talks of Messrs Boughner and
'homas.
WHY GASOLINE Is HIGH