Evening star., 1919-04-06
The Observer Tells How to Advertise
SEE by the papers that the pro-
gresstve citizens Of our honorable
city are going to advertise wash

DEE " vu0 papoSo thot WV NV
gresstve citizens Of our honorable
city are going to advertise WASH
ington's attractions by biilboards.
A grand idea. Not only that. the
capital can stand few moro indus
tries. as smokeless as possible. OF
course. but billboards erected by
chambers Of commerce and such al
ways make interesting reading. One
always has exhausted all his other
reading material. too. when he is re-
turning to Washington from. say. Chi
cago. New York or Baltimore. and
has reached what I suppose will be
the billboard zone.
Great care should be exercised.
however. in selecting the text for
q these boards. If possible they should
contain only references to such at
tractive features that we have which
other cities have not. In other words
] do not think that we ever VIII get
TAR by erecting such signs as
washington has eighteen or that
be correct) railroads"
Or, perchance:
Washington has the finest shad
fishing in the east"
Or, as anOtneT TanuOI Shot'
washington has free water poth
3 for bathing and drinking
No. that kind of sign campalgh'
which we see so frequently in tne
outskirts Of other cities. will not 90
at all.
X
What we must do Is set forth the
attractions here that are different.
Anybody can claim most of the things
. that are claimed on the average mu-
nicipal signboard. If you don't be-
lieve that look them over. You Will
Ind little difference in them except
. in numbers of railroads. or steam
ship lines, or something like that,
which merely confuses and does not
inform. That is, 1t does not inform
so that any one can remember it after
he gets home and begins going over
the question with his wife as to
whether they shall start their pro
jected clay pipe or pie plant or what
not in new city.
Being different from other cities IN
so many ways. however. Washington
has a great opportunity to be differ.
ent on these projected signboards and
thus make a name for herself. and,
possibly. land many industries.
think, for instance. that l should
WOTk OH INC euLcTldulIuCut AcdtAiCo Va
the city very strongly. Nothing appeals
to the modern employer like something
that will keep his labor satisfied. And
amused labor always Is satisfied Think
for a moment. then, Of our amusement.
Just offhand. l think Of many ideas
from this suggestion for billboards How
would this do. for instance:
"See Joe Cannon and his big black
stogie any day."
Now let US consider the reaction such
q sign would have on an employer.
Reading 1t. he naturally would think
what an interesting sight 1t would be for
his employees to see the former Speaker
engaged in a death grapple with one of
his terrible cigars. Quickly. then. 1t
would occur to the employer. also. that
him free Of charge for his help at any
time. Following the idea through to
fruition, does 1t not seen obvious that, in
case Of strike. the great employer need
only to march all Of his angry employees
up to the Capitol. give them one look at
cheerful and amused frame of mind and
then talk business with them. ! think
so.
Passing for moment to the other side
OF the Capitol. the Senate also Is found
to have attractions that might soothe
the most savagely inclined workingman.
Ever since Senator Sherman made his
speech on George Creel and got num-
ber OF laughs he has ever been ready
to oblige almost daily with a speech.
ut might easily be arranged to take the
workers over to the Senate side to listen
to Mr.. Sherman, that their sides could
be set to shaking and they put into
conciliatory frame Of mind. Therefore,
sign on Mr. Shermans SURPRISING
humor might have it's attractions for en-
ploycrs.
Another idea that occurs to me is
the great chance for Washington to
advertise Its novel exhibits for teach
ing thrift. Why not few signs after
this manner:
"The government pays the lowest
wages in the world and yet its en-
rloyes make out. Any worker can
learn thrift from them"
All good employers. of course. want
their help to learn thrift. SO they
would be glad to have them talk
with some Of the government help
that seldom. If ever, get a raise in
pay. Think what decently paid help
could learn from some of the men
and women who have been working
for the government for forty or fifty
years without getting a raise in pay.
Also. in the economy line: