Evening public ledger. [volume] (Philadelphia [Pa.]) 1914-1942, 1921-10-12
Irwin r. PASCAL
On Bigger and Better Philadelphia

w O o'SHCI d'1 oChhC' i''oSS'f''e
A DVERTISING is tho way in which
"A cities as well as businesses are built up
%%H @ 'nsnd ptsgcS "GFofGS" %" Ge s2 to HIN RRard D
and when n city, like a business has the
real goods" there is little trouble in fnd-
ing n market for it.
THE Poor Richard Club" Mr.. PASCAL
said. "is vitality interested in tho welfare Of
Philadelphia. rs every organization and
every man here should be. and in the best
manner in which to promote this welfare.
We are especially interested in two things.
First, bigger city; that is, bigger in the
sense OF becoming broader minded commu-
nifty: and second, a better city, that is;
physically with well paved md well cleaned
streets and altogether. the best equipment
that any city in the country can boast
advertising is the best possible means to
bring these things about. rs we'll as the hest
way in which TO give the residents OF other
cities n correct idea Of what Philadelphia
really is. BY this ] do not mean adver-
tising in the sense Of newspaper advertise
ments nor the use Of tho billboard nor street
car advertising. although conccde that all
Of these have their uses but moan adver-
tisins in the broader sense of the word.
Perhaps I can illustrate this theory by
citing the case Of the advertising Of an
automobile tire or any other widely used
commodity. This advertising, which is nat
urally very different from the most effective
manner in which to advertise a city. has an
effect on all men who arc engaged In the
manufacture and the selling Of tires. They
regard md examine the product with the
greatest care, and not only is the article
itself brought to their attention. but NIL tho
details Of tho manufacture arc examined and
perhaps something may come Of II which
will have an important effect on the entire
industry.
In the Case Of a City
Tile same line Of thought applied to n
city which is we'll advertised. md which be-
hind the advertisement has the goods. is
certain TO have an advantageous effect upon
the residents of that city. A just pride In
ones home town will make for better
citizenship and. carried to its ultimate con-
cluElon, will make oil the inhabitants Of the
city better.
Zone of the most far-reaching Of the Of
fects which this feeling will inculcate will
be n more careful attention 10 the duties Of
citizenship, especially thnt Of voting rcgu-
larly, for IL the residents OF city really
hnve the welfare Of their city at heart they
will take an active part in its government
and do what they can to see that the best
candidates are elected and that the Office
holders are held strictly TO their ante cleo
ton pledges. This feeling will give us all a
far higher regard for the city in which we
work and live.
Big Meetings Important
THE value Of national advertising in the
sense of bringing city TO the notice Of the
country by means Of great gatherings. such
az conventions, fairs and other nsSembagcs
OF tho kind. cannot be over estimated.
I'm 1916 there was held in Philadelphia
the biggest advertising mems convention that
has ever been assembled in this country. The
results Of this convention are still being
actively felt in tho busi+lcSs life Of Philadcl-
pha. Representatives from all over the
country attended and many of them learned
for the first time just what Philadelphia
stands for in the life of the Nation.
AT this convention there were 5000 del
cgatcs. larger by 30 per cent than any other
similar convention held before or since. in
spite OF the fact that we are situated on the
Atlantic seaboard. Conventions have been
held in the Middle West in cities like Chi
cagO, which are much closer TO the center
of population than ia Philadelphia but they
had no such attendance as was mustered
here five years ago.
Effects Far. Reaching
Immediately after that convention II WAS
found By our business men that there was
renewed interest in tho city and in what n
had to offer in business. This feeling was
NOT confined 10 any one direction, but was
general all over the country. The salPsmrr
smployed by many Of the PhiladeDhin houses
reported that after that meeting there was
different welcome awaiting them when they
approached merchants in other parts Of tho
country to sell goods.
"Ths feeling, which It Is essential to