The silver state. [volume] (Winnemucca, Nev.) 1909-1925, 1919-04-15

N@g grown to an enormous volume, but it was largely of the bonn
basdc, circus" kind wanamaker originated the practice of simply talking
that a bodblack made what, in 1885. a considered a nice little fortune"
by following somewhat in limited newspaper space, the methods of the mer-
chant prince. This exploit va afterward equaled by a Chicago booblack
Now it is perhaps fitting that Philadelphia la become the producing point
of Victory Liberty Loan advertising matter. Philadelphia did not get the job
on her reputation. She a honored because her Liberty Loan committee
prepared and published what has been adjudged the best advertising matter
used in the Third and Fourth loans. Proftng by lessons learned during the
four Liberty Loan drives, the men who have charge of the publicity for the
Victory Liberty Loan have decided Ito concentrate their attention upon the
use of newspaper space in order to float this, the last of thu war-bond issues.
This does not mean that bnlboards, street cars, four-mnute men and
other mean USED to advertise previous loans, will be abandoned entirely
These will be used locally, but the Treasury Department has been converted
to the belief that newspaper space is best for its purpose, and the Victory
Liberty Loan campaign will be the greatest wei undertaken in the history
of advertising. Under the direction of the Liberty Loan committee of the
Philadelphia district more than 100 fun-page advertisements have been pre-
pared, in addition to some thirty smaller pieces of" copy" and these have
been distributed, in matnx form, to every newspaper in the United States
from the leading metropolitan daihes to the smallest rural weekiest
material may be obtained from the fact that, according to figures gathered by
the Treasury Department, it will cost $1,000 a word to print these advertise
ments. This expense will not be borne by the government Tor will it come
out of the proceeds of the loan-though the advertising cost of the Fouth
Liberty Loan as less than per cent of the amount subscribed. 1t will be
donated by individuals, business houses and concerns themselves thorough
believers in the power and efficacy of newspaper advertising,
About three months before tn Third loan drive, the Philadelphia om-
mnee decided that the undertaking warranted the Inauguration of a thorough
and competent system. A copy jury"-made up of editors and advertising
managers of local newspapers-was therefore requested to pass judgment
upon texts written by different Philadelphia advertising men. and the results
of those decisions were used in what was. up TIC that time. the most extensive
campaign used by a single city. The san plan followed during prepa-
ratons for the Fourth loan, except that preparation of copy not left
entirely to the advertising 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 :. Catten,
city statsician.
In the work of preparing Victory Liberty Loan advertisements n possible
angle OF appeal has been overlooked, although outstanding points are patriot
ism, investment, and reconstruction in favor of the men who ave been
wounded. your Boys Are Still on Guard or the Rhine" is typical of the
arguments which are advanced fol- the necessity of raising money. For