El Paso herald. (El Paso, Tex.) 1901-1931, 1920-10-09
WHY NOT A COOPERATIVE PLAN FOR
PUBLICITY OF ENTIRE SOUTHWEST?

GATHERING in Fl Paso Of representatives Of chambers Of
" commerce Of different southwestern cities this week
brought about renewed discussion Of possible plan for
operative publicity, 20 be participated in by all the pro-
grsszvs communities Of Arizona New Mexico, and west
Teas with perhaps some active assistance from the north
Mexico states.
To carry through such program might Be counted
produce real results, fund Of $4,000 annually
would be necsssary there would be undertaking it
unless its continuance could be assured for at least five
SIX years.
general director Of publicity would be employed, a
trained and experienced advertising manager who must be
capable Of earning $4,000 OF $4,000 year N this post
He would have staff Of assistants and initial
head cost would hsvs to be accepted large enough 70 insure
that the work would not be crippled at the source.
The actual publicity would be combination Of letter
writing distribution Of printed and Illustrated material
space advertising IN publications Of national circulation
branch information bureaus in strategic localities and some
travel and personal contact with big prospects, Without
doubt, If the southwestern communities showed in
such way their eassneas the active cooperation Of the
Taoaes and Of state and national government bureaus
coad Be counted on that the effect Of the privately
financed work would be doubled.
The money would be raised By assessment on the par
tpatnF communities in proportion to population Fl Paso
would gladly 10 IS percent Of the total budget
and if other communities used the ratio, say zoe OF
2S per CAPITA the fund could be made up without unduly
burdening any, even the smallest
To make the project entirely fair every city and town
in the region should raise iB quota; Of the actual
money would be obtained from OF percent Of the popu-
latou and the subscriptions would have 70 be IN proportion
to ability, the large industrial and business institutions
putting up most Of It as they always do
Five SIX ysars Of consistent work along such lines
would bring amazing results Its effects would Be felt BY
the entire region and by every Community in it. The next
census would show the results in gratifying increases Of
wealth and population.
The Object is to do for this Rocky Mountain Southwest
nov what tia railroads and local interests did for Cali
toG and the northwest ststes and western Canada IS
years IS yesrs ag0-ake special advantages known the
World around and tmn the peoples minds this way
i . time to correct al the old misconceptions and to
plaza the Rocky Mountain Southwest before the American
people and Canadians and Europeans IN its true light
suah eampaiEn would Immediately stimulate inquiry and
inFeEztion; special lines Of Development would suggest
Themselves from tins to time.
Expeuens Of other sections and progressive eommuni-
ties with this sort Of intelligent and persistent Campaigning
the cost
It is tine We Of the Rocky Mountain Southwest were
getting away from the asman town stuff and taking up
such problems in broad and powerful way, admitting Of
nothing but big success and permanent gain.
Natural laws and the usual competition among COM
unes would take care Of the final distribution Of bene
llta ne puDn1lly Work would Be mostly Of general
nature but specific enough to make it interesting and in
forming Communities and sections would receive mention
proporonatey 70 their contributions but there would not
need to be much special advertising from the general fund
10 doubt every progressive community would desire TO
supplement the general publicity work BY additional
pendures On its own account to reinfore the general
advertising and perfect the afou0w-up'
West Texas and AriEunz have shown comfortable
growth but Geg Mexico has hardly grown and developed
as a1e should have Done when her enormous undsTeoped
resources a taken into account part Of the southwest
has grown % the extent It might have If the publicity end
had nen better taken Of Northern co has several
progressive business organizations which could be counted
On 20 assist and al these border states realize kseny the
advantages that VII to them By the development Of
northern Mexico.
q Paso already has powerful chamber Of commerce
whose strength is indicated BY its 1000 members and its
auai budget OF more than 100000 There Is beginning
OF cooperative movement IN the West Texas chamber Of
commerce The extension to take in al the southwest Is
natural and wise
ire plan tentatively outlined Is entirely feasible Why
defer it, Possibly the best way to start working If emf
Woqia De 1o1 New Mexico and Arizona each TO start
state assosaion Ct chambers OF commerce along the lines
y ~ e Ls2s chamber and then could see what
might be done By way Of further consolidation.
One suggestion Of prime Importance: the employed man