Iron County record. [volume] (Cedar City, Utah) 1893-1982, 1917-10-12

free boosts for display space.
Necessity Will Come.
Before this present campaign has been brought
to successful issue, which it will be- the govern
ment will have clear demonstration of the fact
that the only way to reach the people is via the
newspaper, and that where they have been reached
in that way they have responded, while those who
have not been so reached have remained not less
loyal but less aroused to the necessity for person
al sacrifice. With these facts established, with the
cities fairly well exhausted of their wealth-giving
power, with eight thousand five hundred millions
of dollars to be raised mainly in the country, then
it will be founl necessary to advertise and to adj
vertise in the country newspapers. This done and
the selling force Of the country press demonstrated
the entire problem Of government advertising will
be solved. Then, and not until then will the gov
eminent realize and grasp the real weapon to win
the war.
Nothing was more clearly emphasized at the
American Bankers Association convention held in
Atlantic City, Sept % to 80 than the bankers APP
probation of the value of newspaper advertising
in marketing government securities.
The bankers know that big job is ahead of
them in selling the second issue of the Liberty
Loan, and they intend to use every means within
their power to make success of it. Advertising
in various forms will be used by the bankers, most
of it being handled through the Liberty Loan COM
mttees in the twelve Federal Reserve districts.
Letters, pamphlets and various forms of liter
ature will be sent by bankers to their depositors
everywhere But they are looking forward to the
real heavy work being done by newspaper broad
sides, which will form the backbone of the cam
paign in every state.
1t is generally understood among the bankers
that the letters and circular matter which will be
sent out by the banks will all be paid for by the
government. Thus far the bankers have received
no commitment from the Treasury Department
about payment for newspaper advertising. But
the bankers regard newspaper advertising of such
tremendous Importance that they intend to use it
in large quantities, even though they have to dig
down in their own pockets to pay for it, as they
did the last time.
Bankers are giving more attention to publicity
of all kinds in connection with the sale of the gov
eminent securities than they ever have before.
They are studying newspaper advertising from
every angle and analyzng the kinds of advertise
ments which proved to be the biggest pulers in the
first Liberty Loan
Tribute to the Press
One of the most influential bankers in the Mis-
sissippi Valley said to the representative of the
American Press I'VE can't any more expect to
sell the bonds without liberal newspaper advertis-
ing than we could fly to the moon. There is a grow
souri,, Oklahoma and Kansas for the necessity of
selling these bonds to the farmers. Many of them
feel that the only way to reach the farmer is
through the newspapers which they read
Taking our district a whole the newspaper
advertising last time pretty extensive This
time we probably will spend much even more,
as it may prove harder to sell the bonds with the
second offering But we do not mind paying the
newspapers for their advertising. Newspaper adj
vertising has certainly produced the results Fur
thermore, we have obtained from the newspapers
cooperation which it has been impossible to Sc
cure from any other source"
leading northwestern banker declared: "rhe
government is putting it up to the bankers to make
a success of this next bond issue Just as they did
in the case of the first. We are going to bend ev-
cry effort, and we know that the thing will go over
all right But it seems only fair, when we have
proved newspaper advertising is one of the most
effective means of marketing the bonds, that the
government should pay for this advertising, es-
pecially since we are practically turning over our
entire machinery without profit to us in selling the
bonds
Another banker of national prominence said:
Newspaper advertising and personal solicitation
go hand in hand in selling these bonds We proved
that with the first issue. We can not get along
without both these factors. The limitation of
newspaper advertising will prove fatal In our
district intend to use it literally and pay for it
as we did last time if necessary However, hope
we will not be required to do so as we are already
so much to the government in the
creating of market for these bonds and selling
them. American Press of New York
-G)-
SOME good work among the boys and girls of
the city is being done by Deputy City Marshal
nalt kpl,p =, f,1.,