Pine Bluff daily graphic. (Pine Bluff, Ark.) 1893-1942, 1916-05-27

ope 1T JUST |Ihc any Sic-u no! SpSuQo
his money, the man who spent it
knowing POSITIVELY that he was
burning 1t up.
NOW, in order to come at some
comparison just for The particular
benefit of this audience ! recently
wrote a circular letter 10 thu officials
of every manufacturing lumb-r ds-
ISOLATION in the United States asking
the gentlemen in confidence to tell
me just how MUCH money they were
going to spend during the year 1917
inc the direction OF the national .sd-
vertising of their particular wood,
and you are now going to know for
the fist time that ANYONE-outside
of myself-has known the REAL
facts that during this year the lum-
Der manufacturers Of the country
will spend for the repatriation OF
wood as a building material $704576.
Those enterprising men who have
gotten in behind the manufacturing
lumbermen and compelled them to
open their wallets for. the good of
lumber grow impatient at times and
cali your work the "Slumber Bust
ness We will forget that awful pun
within a year, for l believe that
lumber has grown to be living.
bre athing commercial entity and will
almost at once take it's place in line
with all other building material.
AS to IT, State of Arkansas.
i have recently had splendid eX-
perience in making a scientific ex-
an ination of the editorial and lumber
mind of Arkansas on the subject of
advert Using.
] wrote to editors in the state CT
Arkansas and told them of the meet
ing that was to occur here in Pine
Bluff and mailed to them in form
I letter the following statements &C
companied by four questions.
Here is the basic statement:
'In YOUR interest and my own
wish to use YOUR PAPER as an ex-
ample OF GOOD MEDIUM for AD-
VFRTISING TO be used by the retail
lumhermen Of your town and county
TO help them be better merchants,
better citizsns and incidentally to
kelp in building up your community
to better things. We know that no
one man can advertise his own pro-
ducts without adve. :ising his COM
munity."
fJGTS are Lu6 lOuI QuCoI1OAS
FIRST: We want you to write a
letter by return mail and give us
your advertising rates for one page,
half pagsl and quarter page, both by
single insertion" and by term con-
tract?"
SECOND: Please tell US also how
we'll you are supported by the re-
tail lumbermen of your vicinity?
THIRD: Also tell us to what ex-
tent The building paper, patent roof
ing and Gems mt business is adver-
tsing in your publication?
FOURTH WHEN YOU WRITE
us, will you send us a MARKED
COPY of your paper and confer a
great favor?
The Result Of This Investigation.
The result of that letter is repre-
serted by The brown Pile on the table
there. There in that pile is at least
one copy of all the 5nterprising news
papers in the state of Arkansas.
That pile of papers indicate that
in all manners and shapes l have
haG communication from So Of the
leading editors Of Arkansas; that 81
of the letters received were accom-
pal led with copies of the papers be-
longing to the editors who wrote the
letters; that only four papers were
sent unaccompanied by Letter; that
! cnly eight editors wrote to me WAC
forgot to send me a copy of thel!
paper; all Of which means that OF
the 1874 papers canvassed for infor-
nation. over so per cent were hsard
from in a substantial way. l have
shown already that two years age
Only Is editors out of 100 thought
enough of the lumber trade in the
Southern half of Michigan and the
Ncl thern half Of Indiana to respond
to a. similar query.
There is considerable significance
in the way our editorial friends wrote
to US and gave to US their opinions
OF the vendors of lumber in the state
Of Arkansas for, only seventeen Of
these editors sfnt me their rate
cards and failed to discuss the luln-
Ter business: only nineteen of the
letters received were written with
peu and ink; only one editor in the
state of Arkansas felt that he hat
accomplished his duty by writing me
postal card; tifty-five OF the edi-
tors out of 124 sent PRINTED rate cards
which would do credit to any city In
, the land; fifteen of these editors
from fifteen different cities and
towns expressed absolute gratlflca
ton at the way their papers were
patronized by the retail lumbel
dealers of their city and town; onii
fifteen Of thase editors complained
that they either had very little or ne
advertising from their retail lumbel
.. dealers.
Cheapest Thing in Arkansas.