Yorkville enquirer. [volume] (Yorkville, S.C.) 1855-2006, 1919-04-15
VICTORY loan PUBLICITY
How the Government Gets Its AdVer.
Using
The PUBLIC WILL Spend MILLIONS

] Publicity, and After Spending Great
Sums in Procuring the Copy, Woulc
Leave II to the Public to Get II.
Propaganda to the People
Profiting by the lessons of the foul
previous Liberty loans writes a Phila-
delphia correspondent, the men who
have charge Of the publicity for the
Victory Liberty loan have decided tc
concentrate their attention upon the
use of newspaper space in order to
float this. the last Of the war-bond
tissues.
| This does not mean that billboards
street cars, four-minute men, and the
other means to advertise previous
loans will be abandoned. These will
be used locally, but the treasury de-
l partment has been converted to the
\ belief that newspaper space is the best
/ for its purpose, and the Victory Lib
erty loan campaign will be the great
| est ever undertaken in the history of
advertising.
Under the direction Of the Liberty
loan committee of the Philadelphia
district more than 100 full-page, ad-
vertisements have been prepared, in
addition to some 80 smaller pieces of
copy and these have been distrib-
uted. in matrix form. to every news
paper in the United States-from the
leading metropolitan dalies to the
smallest rural weeklies.
Costly Advertising.
Some idea Of the way in which the
nation has been blanketed with this
material may be obtained from the
fact that, according to figures gath
cred by the treasury department, 1t
will cost s1,S00 a word to print these
advertisements. This expense will not
be borne by the government nor will
1t come out Of the proceeds Of the loan
though the advertising cost Of the
fourth Liberty loan was less than 1
per cent Of the amount subscribed.
1t will be donated by business houses
and concerns themselves thorough be-
levers in the power and efficacy Of
advertising.
The question Of raising this money
is a local one, to be handled by. the
Liberty loan committee in each city
or county, the treasury department
feeling that it has done its part in
supplying matrices Of the advertise
ments in which the art work has been
dore by one Of the foremost COM
mercial art services and the text writ
ten by recognized advertising experts.
Philadelphia, however, has experienced
little trouble in raising the money nec-
essary to rim these advertisements in
all the local papers and it 1t not an
ticipated that other cities will suf-
fer from lack Of funds.
In fact, 1t was Philadelphia's sue
cess in handling the publicity for the
third Liberty loan that led to the ap-
pointment Of the local committee to
undertake the preparation Of the ad-
vertising for the entire country Of the
Victory Liberty loan.
PhiIadeIphia's System.
About three months before the third
loan drive, the Philadelphia COM
mittee decided that the undertaking
warranted the Inauguration Of thor
ough and competent system. A copy
jury",-made up Of the editors or ad-
vertising managers Of the local news
papers-was therefore requested to
pass judgment upon the text written
by number Of Philadelphia adver-
tising men and the results Of these
decisions were used in what was, Up
to that time, the most extensive cam
paign used by a single city.
The same plan was followed during
the preparation for the Fourth loan.
except that the preparation OF copy
was not left entirely to the advertis-
ing fraternity. A number Of other
persons were requested TO lend their
assistance and what has been termed
the finest Liberty loan advertisement
written was the work Of DR.. Edward
]. Catteil, city statistician.
Dr. Cattells text, under the cap
ton, "Her Service Flag" was exten-
sively reproduced, and slightly re-
vised, appears in the current issue OF
magazine Of national circulation as
full page in color advertising the
Victory loan. The secretary OF the
Treasury, Carter Glass has declared
that this is the most appealing piece
of COPY yet submitted, and a framed
proof of the page hangs on the wall OF
his office in Washington.
OF course, when the selection OF copy
is left to anybody for final decision
there will be differences Of opinion-as
was evident when, by majority OF
one vote, the copy jury rejected an
advertisement couched In the IAN
euage of the prize-ring, with the head
line, make the Third Punch Knock
ort!" But the passing OF a year mas
caused a reversal of this decision and
the present series Of advertisements
contains not only one from the pugl-
listic angle, but also copy prepared IN
the style of baseball, racing. football
and track sports.
Appeals From Many Angles
In fact no possible angle OF appear
has been overlooked, though the prin-
cipal appeals have been made from the
standpoints Of patriotism, investment
and the reconstruction of the men
who have been wounded.
Your Boys are Still on Guaro oi'
the Rhine is typical Of the arguments
which will be advanced for the neces-
sity of raising the money to maintain
the army of occupation, while fol
Their Sake Put 1t Across" "one OF
the Things Your Dollars Will Do and
Human Reconstruction" are only
three of the dozen or more full pages
calling attention to the work OF re-
| .....,, ,od the fact that q con-