Great Falls tribune. [volume] (Great Falls, Mont.) 1921-current, 1921-07-02

ants are now Matching. Chinook sal
mon has been introduced west Of the
mountains and fish weighing up to ID
pounds are now being caught. in that
country. The game and fish depart
ment has not yet determined whether
this species of fish will propagate in
fresh water, but it has been deter
mined that it will live and thrive
here. Mr.. Jakways stated that COM
mercial fishing will probably be per-
mitted in Flathead lake after the next
meeting of the fish and game commits
sion.
Advertising by Uncle Sam
In Mr.. DiehTs address the speaker
declared that the campaign for naval
recruits In the war was the govern
ment's first attempt to adopt COM
mercial advertising methods, and that
the campaign was conducted with dis
tinct success. Mr. Dehl was in
charge of the governments publicity
campaign in this district and was per-
sonally congratulated on it's success
in a letter later received from Setre-
tary of the Navy Daniels.
The government presence in the
advertising field can be accurately
classified as occurring in three differ
ent periods" the speaker said. BE
fore the war, the government fixed
the rate for the advertising it did in
newspapers. and the rate was so low
that the publishers could not meet the
cost of production. In Montana we
received IL cents for advertising that
cost 80 cents to produce Where post
ers were used, good workmanship was
nd
paid.
Ad Space As Patriotism
During the war. every newspaper
contributed page after page Of space
to promote the Liberty bond and other
drives. This was war time and the
newspapers felt it their patriotic dnty
to make all possible contributions.
But after the war. when the govern
ment needed naval recruits. the adj
vertising agents of New England met
at Boston and outlined a campaign of
commercial advertising for the drive.
The government wanted to learn
whether it were possible to obtain, re-
cruits at a smaller per capita cost than
under the old system.
1T was the first campaign the gov
eminent ever put over by purchasing
space, and it was conducted cheaper
and with more success than any pre-
vious similar effort The same sell
ing methods, the same followup fea-
lures and the same points were devel-
oped as in commercial advertising.
Display spreads were followed by ac-
complaining methods familiar to mcr-
chandisers. We proved again the
great truth that national advertising
can best be done by localizing. We
knew it could be done, and we did it.
Politics Is Overcome
when the smoke cleared awav.
Great Falls stood at the top OF all
cities of her class, and it stood third
among cities up to 100000 in popula-
ton. The cost per capita was ridicu-
lousy low The one obstacle in our
way was politics, but through the CO.
operation of real fellows we avoided it.
The campaign closed with the govern
ment convinced of the value of COM
mercial advertising and / believe that
in the future it will be willing to pay
the going rates. The government is
sold in the matter of purchasing space
in newspapers as it never was before
1t was announced at the meeting
that the shelter house contributed to
the tourist camp by the club will be
finished today Saturday.. with the
two others secured through the Mer-
chants association and the Automo
bile Dealers association. L. E. Flint
of the clubs committee appointed to
welcome tourists at the camp every
Thursday reported that the commit
tees first visit to the camp was con-
sidered a valuable innovation by tour
lists. The clubs first educational pro-
gram of the year will be given next
week, it was announced by President
Scott Leavitt Vocal numbers were
sung by Alex Campbell and the mem