The Pensacola journal. (Pensacola, Fla.) 1898-1985, 1920-07-05
ADVERTISING AND COMMUNITY
! BUILDING.

N. Buckner, secretary or the Ashe-
vile Board of Trade. in addressing
the Associated Advertising Clubs OF
ton in indianapolis. stressed the i'm
iportance of advertising to community
building.
Mr.. Buckner. who at one time made
his home in Pensacola, and was con-
I.iected with The Journal, gave to the
advertising clubs much of value. but
nothing of greater Importance than is
embodied in the following excerpt:
In passing may state that without
exception where the census figures
have shown unusual growth of cities,
in each one of them is found an active,
energetic Board of Trade or other
| civic organization, through which the
thought of the community is trans
lated into effective action, by domi-
nant leadership and the generous use
of printers ink
The growth of Asheville, while not
meteoric, has been rapid, steady and
substantial. Five years ago. one way
street for traffic was undreamed of,
yet today on all the principal business
street of the city and around Pack
Square. the business center, al wheel
traffic flows in one direction with
traffic officers at every corner to
guide it, 4
Our advertisements have been de-
signed and written with care in order
to catch the eye of the, public with
their attractive type matter and unu-
sual shape. The heart shaped adver-|
tisement. with ASHEVILLE in the
bold running type has been in the big
papers in Boston, New York, Brooklyn,
Philadelphia, Detroit, Cleveland, Akron,
Chicago, St. Louis, Louisville and Gin
cinnati for winter advertising and in
Charleston, Columbia, New Orleans,
Galveston, Mobile, Birmingham. Allan
ia, Montgomery, Pensacola, Jackson
vile. Tampa. Miami and ST. Peters
burg for our summer advertising. Wei
have stuck to them consistently year
after year and gotten splendid results
in inquiries through letters by the ters
of thousands, and in hand shakes
across our counters by the thousands
each year, and by increased popula-
ton as indicated by the census re |
Fort, and by a moro than 81 per cent
increase in bank deposits for the year
January 1, 1919 to January 1. 1920.
The inquiries by mail are handled |
by a well defined followup system by /
which each one receives from Is TO 25 |
pieces of Asheville literature and let !
tiers. Not single one of them is /
sighted. Every inquiry of whatever |
nature is answered courteously and |
promptly, and we are in receipt of let |
ters almost daily from people who
thank US for information furnished, ard |
for literature sent them, 1t pays to be
prompt and it pays to be courteous.
Likewise it pays to advertise.
The human interest phase of the |
needs of the community and the eff
forts of acquire them, together with |
the quite remarkably large and defi-
lite results obtained directly from our
paid advertisements have been utilized |
is a basis for news stories. Whenl
such human interest stories are prop
.rly prepared from actual circum-
stances they will be used by discrinl
mating editors everywhere. Truth well
old, is seldom turned down by the /
editor, and we have
,een careful to see that all such stories
contained nothing but the truth, so as
% maintain confidence of the news
editor in our news letters