Ashland tidings. [volume] (Ashland, Or.) 1876-1919, 1917-01-01

(COntlnuo from rage One)
is the delivery of a soda water more
heavily charged with gas and sodium.
This the commission is already at
tempting to do by deepening the soda
we'll in the hope of developing a soda
water more palatable to the taste.
From a medicinal standpoint the
present soda water in the fountains
is high class, but It has not obtained
that degree of popularity as a drink
ing lotion that attaches to the sui
phur and lthia waters. Therefore
contract is now In progress deepen
ing the we'll, with good indications
for more palatable water and posi-
bly, strong artesian flow Mr.. Dodge
is paying half the expense up to $500
incident to deepening the well and
the commission the other half.
In our judgment, charge of Lithia
park and the physical plant should
be under the same authority. The
one is essentially a part Of the other,
and the two should be maintained
and developed in unity. However,
the judgment of majority is against
us, and it may work out economically
and satisfactorily, Tho park board,
as now constituted, is an able body,
with full realization of the necessi-
ties, and no doubt the park will be
kept up to its needed high standard.
Careful attention Is needed in the
care of the physical plant. 1t is a
complicated combination of high
class expensive parts, and could be
easily allowed to go to rack and ruin
If proper attention is not given it
That is the danger of putting it in
charge OF department already bur
dened with care of the domestic wa
ter and electric systems. However
the heads Of these city departments
are men Of ability, and due care will
keep the plant in successful operation
and preserve II.
Now we como to the most impor-
tant future feature Of the resort de-
velopment; Promotion and publicity.
A feature, we fear, that is not given
its proper weight in the minds of cit
izens. No matter how beautiful our
park or how splendid our waters, the
resort will not succeed unless the
necessary accommodation and facili-
ties for highclass and beneficial use
of the waters and comfortable and
attractive housing, both for hotel
guests and families desiring private
quarters, is provided. All of this
must necessarily be supplied by pri-
vate capital. And before we can hope
TO interest such capital, conditions
must be made favorable for such in
vestments. Ashland must create and
maintain such favorable conditions.
That can be done only through intel
ligent and systematic effort. And
such effort costs money
Ashland should maintain a pro
motion and publicity" department
headed by man of experience and
Judgment, in touch with needed capt.
tai, and enough funds should be pro-
vided to forward the work system
atically, adequately and persistently.
Unless this is done the undertaking
will prove one of Indifferent success
and burdensome consequence. With
an expenditure of little in excess of
four thousand dollars during the past
year Ashland has gained publicity
that would have cost fifty thousand
dollars had it all been paid for at
advertising rates. The forty-five-
thousand-dollar excess was secured
purely by the know how" process
II is a great art to secure free pub
licity, one that can be exercised only
by publicity mon who know the art"
Such a man should be put in charge
of Ashlands department of promo
tion and publicity" with funds
enough behind him to vitallze the un-
dortaking. Such men can not be Sc
cured save at a good salary.
Should some, not in touch with the
true situation. argue publicity and
promotion to be ono of the functions
OF the Commercial Club, II is only
necessary to look into the matter to
discover that the Commercial Club,
during the past five years, has been