Ashland tidings. [volume] (Ashland, Or.) 1876-1919, 1919-03-11

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vertise need not expect a rapid
growth, regardless Of the advantages
and possibilities 1t may possess. The
world is too busy in these days to go
around hunting up what It wants.
II is accustomed to being told what
is offered and more and more will
expect to be told.
Community exploitation thru sys-
tematic advertising is becoming
quite general. 1t was comparatively
new few years ago.. The communi-
ties that advertised as communities
could be counted on the fingers OF
one hand. Today TIE wideawake
town whose chamber Of commerce is
not constantly devising ways and
means of bringing 1t before the world
Is an exception.
"iow shall we advertise our COM
munitles" Is a question frequently
asked. While in detail the answer to
each town will be different, few
general observations will apply.
The first thing to do after deciding
to advertise is to put the matter in
the hands of someone who under
stands advertising and not some en-
thusiast who has no conception of
THE job. ADVERTISING is NOT A
lKNACK, OR A GIFT, OR A TALENT
1T is A SCIENCE AND CAN BE
DONE SUCCESSFULLY BY ONE
WHO UNDERSTANDS 1T.
Money must be paid for advertis-
ling a community just as 1t is paid
to put in the sewers or sidewalks
Cheap advertising is much the same
as cheap" anything else. This does
lot mean, however, that successful
advertising cannot be done at reason
able expense.
The City Advertising Built
Los Angeles has often been cited
as a city developed by Advertising.
One writer familiar with its history
has called 1t "The City Advertising
Built" The first community adyer-
tising done by Los Angeles was with
in ten days after its present Chamber
of Commerce was organized in 1888
"a little more than thirty years ago
Ten thousand booklets were printed
for distribution thruout the East, tc
let the people know of the ambitions
and status of the city. which then had
population of less than $4,000. The
advertising begun then was kept VI
persistently thru the fat and lear
years. The Chamber of Commerc'
stayed on the job and is still on th'
job. The population has doubled ev
cry ten years and there is every in
dication that the record will be KEEP
up when the Government takes it
1920 census.
II advertising had brought merel,
an increase In the number of resi-
dents, there might not be much oc
oasion for recommending it. Chini
leads the world in population. Blu
the sort of population Los Angeles
accumulated by advertising Is th'
kind of people who spent $5,0OO,O0C
of their own money in developing
harbor; put $23,00O,OOO into al
aqueduct to bring pure mountain
water $50 miles from the snow-clat
Sierras; built a great interurbaT
electric railway system pay more pei
capita for public education than an!
city in the United States; have built
one of the finest systems of good
roads in the world; have taken the
lead in various other creditable mu-
nicipal activities, and who are cred
tied with larger percentage of home
owners than any city in the country
That is the way Los Angeles ad-
vertised and is advertising. 1t has
paid handsomely in the past and is
Iexpected to bring results in the fu-
ture.
The same principle applies to COM
munity advertising as to any other
advertising and this was epitomized
by Sarah Bernhardt, when she ex'
claimed, "How will the world know
that Bernhardt lives If they do not
hear of herr"