The Lakeland evening telegram. (Lakeland, Fla.) 1911-1922, 1918-08-24
GIVE THE PEOPLE IMPORTATION
Jacksonville Times-Union.)

transportation situation was not quite
SO much of bugaboo as some people
thought, as the railroads were evil
IDENTIFY prepared to handle all the peo-
pie that wanted to come to Florida.
that they would be provided with am
pie and comfortable accommodations
with through sleepers and good ser
vice and that there was very good |
likelihood that some kind Of special |
rates would be made for those who
wanted to spend the winter, or part
OF 1t, in Florida.
1t now develops that the more Sc
rious proposition confronting the ho-
tel men and civic bodies and al! those
interested In seeing good showing
of tourists the coming winter, is to
let the people know these facts in
connection with the transportation
facilities, as the railroads are not ex-
pending any money whatever for adj
vertising and the hundreds Of thou
sands Of dollars spent by them in the
past will only have the proper cumu
lative effect If some publicity Is spread
over the principal sections from which
come the greater number Of visitors.
Here comes the grave question of
profitable publicity which has been
the stumbling block to many excellent
enterprises. Under the existing con-
ditions there is probably only one way
to obtain the desired results at this
time and that is in combined. con-
certed effort on the part Of all those
in the State who are interested in
securing for Florida its regular quota
lof winter visitors. This is no time
for hotels to be sending out individual
literature, no time for cities or coun-
ties to be investing in expensive book
let's, no time for boards of trade or
chambers of commerce to be planning
advertising campaigns for their indi-
,vidual sections. This is the time for
the introduction Of big, State melt
ing pot, where one grand publicity
fund can be dumped and then pro-
coed under intelligent direction to
publish in all centers the information
that the people in those sections are
anxious to secure-the trains that will
run to Florida, time of leaving their
nearest central depot, kind Of trains,
service, rates for the round trip and
assurance that there will be ample ac-
commodations both going and coming
and good treatment after they get
here.
And in this direct connection ii
would seem as If the Greater Florida
Association, which was recently given
, new lease Of life and is now being
, Thoroughly organized in every county
} lin the State, should be the proper bod,
to handle this propaganda or at least
the raising of this central fund ani
the arrangements for the proper plac
ing of the advertising throughout thu
country in the leading newspapers
and magazines. Let it all be Fiorids
and Florida as a whole, united In 1t!
aims and ambitions, working together
for the best results to the whole state
Let the country resound with Floridi
the land of sunshine days and moon
l light nights, where coal is not neces
sary. where heavy clothes are rarel,
worn, where fresh fruits, vegetable
and fish are supplied in unlimite'
l quantities, thus conserving the worl
necessities of fuel, clothing and meats
which are so essential toward tn
winning of the war.
Booklets, pamphlets and magazine
will have little effect at this time. Di
rect advertising in the best medium
in the various sections will bring tn
- desired information home to the pee
3, pie who want to come to Florida an
create a desire in the minds of man
who had not thought of coming, t
want to see this beautiful countr.
which is so rapidly undergoing sue
remarkable transformation throug
the commanding influence of the mi
lions of dollars that are being IL
vested by the capitalists in the Eas
North and West. This is decided
important matter requiring the mo-
careful thought and study and as v
are all anxious to formulate pla
that will bring the GREATEST result
for the money invested, it is me
that the best brains of the State
called into consultation to plan Il
final action to be taken.