The Topeka state journal. [volume] (Topeka, Kansas) 1892-1980, 1920-04-17
Topeka to Spread Her Virtues
Over Wide Territory.
Display Space Among $4,000
Buyers in "MOtor Range"
USE MOTION PICTURE FILMS
BillbOards and Newspapers Also
Be Used Here.
Service Above Self" Is Motto
of Business Men.

Topeka merchants are waking up to
the fact that Topeka can be sold; that
an unqualifiedly successful city may be
made OF Topeka. Just the same as hun
dreds OF industrial plants have been
built in this city. whose financial sue
cess is a fact unquestioned.
What IS the matter with Topeka:
What could be the matter with To-
peka?" asked Robert Fullerton, at q
recent meeting Of the Topeka Mer-
chants association. Tt couldn't be
the bricks and mortar. it couldn't be
the stores and merchandise: It could
not possibly be the geographical Ioca-
ton. None OF these things have power
to create any impression. There is
nothing left but the human element
people-men."
The thought brought out was peril
nent. Men OF other cities by con-
Etantly hammering on the good points
OF r1eir home cities have built for
them tremendous futures. Corpora
ton and service are the slogan OF the
present business world.
A tremendous push for future prog
ress was made when the Topeka mer-
chants got behind the great trade ex-
tension movement contemplated. Their
decision TO raise $4,000 10 be ex-
pended in trade extension is pregnant
with the idea OF an era OF commercial
development OF the great trade dis
trict with It's network OF railways of
which Topeka is the center.
Sixteen Counties In Territory.
OF startling importance were many
facts brought forcibly to the attention
OF the business men. There are six
teen counties within an hours motor
car trip from Kansas avenue There
are 32e. 900 buyers in the district The
buying population of Topeka enter
prises may be doubled without adding
one cent in rent. Il Topeka had
population OF 100000 persons, rents
on Kansas avenue would be practically
double what they are now, II was
brought out.
The assessed value Of the sixteen
counties is S6T5.245.O62. There. is a
production valued at $149.04s.sss.
Brown. Nemaha, Jackson and Jeffer-
son counties represent a population OF
10000 persons. They represent a pro-
duction OF S41.951.959. = The figures
are taken from the state board Of
agriculture and the state tax commits
sion They represent facts; not a
dream.
The plan to advertise Topeka will
consist Of display space in all county
and city papers within the trade terri
tory The advertisements will appear
once a week. seni-mouthly or month
j.. The copy. circulation. territory
covered and all data will be worked
out by expert advertising and pub
city men. Fullerton says. Marco
Morrow was selected 10 lead the i'm
mense campaign TO advertise Topeka
There may be other mediums suit
able and availabI for spreading our
trade extension advertising" Fuller
ton points out. but whatever the So
lection OF mediums may be. it must be
prepared in exactly the same form Is
II the campaign was planned by an
advertising agency.
Guarantee OF Fair Dealing.
Suggestions as 70 the quality Of ad-
vertising to be dispensed in boosting
Topeka covered a number of the fol-
lowing points: There will be no per-
sonal or individual reference in the
copy. References to branches OF de-
partments OF business must be in their
broadesI terms to insure complete
harmony. The advertising must Co
operate with the community in which
il Is TO appear A guarantee Of fair
dealing IS behind every statement
made.
The keynote TO the trade extension
movement Fullerton brought out.
must be Service Above SELF There
IS to be no intent to tear down bust
ness interests Of merchants OF the
trade territory Communities will be
offered a service that owing to their
size, IL would be beyond their ability
10 perform. Briefly put. Topeka
wants the business that goes to Kan
sas City or TO mail order firms
The organization OF a department
OF advertising. consisting OF men with
special training and ability. is a part
% the system adopted. There is no
way that any individual organization
could secure the assistance OF such-a
staff Of experts who will attempt this
work in the interests Of Topeka.
Moving picture films bill boards
erected on corners along country
roads newspapers. circulars. direct
mail advertising and other mediums
will all be combined in the one main
effort Advertising will be more or
less concentrated in territory where
there is the opportunity TO derive the
greatest benefit.
Results can not fail TO be encour-
aging Success is assured at the out
set. Everything that assists in i'm
proving Topeka business IS an i'm
provement to the city at large.
Nlnnespolis-Harry Rush rushed into
his home TO find two burglars rushing
out Finding a revolver. Rush rushed
ffa- hrf