The evening herald. [volume] (Albuquerque, New Mexico) 1914-1922, 1921-12-11
Advertising Albuquerque
Paper Read Before the Albuquerque Rots
BY HOWARD oRUEHL,
Manager Of the oruehl Advertising Agency.

TN opening this vocational talk I
might tell you that advertising be-
cnme necessary when primitive
barter grew TO the point where the
producer wa no longer in immediate
personal contact with the naum
might say that the first periodical
advertisement was published In Eng
land In April, i0t7. Just 2b years after
The worlds first newspaper was
founded
Or I might point Put that John the
Baptist was hisiory's first press agent.
and that p. T. Buarnum perfected the
art.
But ] think there In a better way OF
telling o about advertising. You
arc all preferred stockholders In the
biggest corporation we have here
the city OF Albuquerque. You are all
vitality Interested In her betterment
and development or YOU would not be
at this table today. 10 instead OF tell
ipg you what o can find In any
ohcyclodpediR / am going TO present
an advertising plan for Albuquerque
such "a would be prepared for any
other corporation seeking the counsel
of The cruehl or any similar Advcr-
tising Agency.
Eight years ago, the time Of Albu-
querque's last national advertising
campaign. there was hardly n house
east OF High Street: today more than
-four thousand peolc live Ia that end
OF town. Advertising did It.
This advertising accomplished Its
purpose. n for a certain length of
time after II waH stopped Il continued
TO bring results Tho proof that II Ii
no longer producing population for
Albuquerque u best illustrated by a
fact and a test.
The fact Is that fewer people have
come to Albuquerque his year than
In any OF the preceding four years.
The natural Albuquerque reaction 10
this abatement is hat money Is tight
and fewer people are travelling. Yet
Statistics show that travel to the
Southwest is heavier than ever before.
We're not getting our share because
results stop very shortly after adver-
Using stops. II this were not tru
b country's greatest advertisers
would not keep overlRatingly at IL.
The test ! nan to make to prove
that results stop when the advrrtis-
ing does u this.
II ! asked every man la this room
TO name tho present vicc president OF
the United States the answer would
be- 1905 correct II I asked YOU M
name OF CooiiFe's predecessor the
answer, N YOU are an average Rotary
club. would he rs correct after "A
moments hesitation. But u / ask you
the name OF the man, who. eight
Years ago, ran with Charles Evans
Nghcs against Wilson and Marshall.
III answer would be but gct correct.
YET MORE THAN TWO NIL
NONs OF DOLLARS WAS SPENT
hTELLIGENTlN ADVERTISING
HAT MANS NAME-eisht years
This illustrates why Albuquerque.
she wants to grow, must begin TO
Rivertlse now, and mus continue. per
~jstcntly and inteliigently.
u)NHAT SHOULD WE Advertise?
The first thing we should decide In
who we want TO advertise to aud which
OF our assets can be best and most
economically advertised,
/ believe thnt II Is generally con
ceded that PAL climate is VA most
readily cashcd asset. Today, uur elm
die attracts more people han any
thing else we have to offer II has
been said that IL we get the population.
business will follow. Competent fig
ures show that tho average health
seeker spends 500 n month or 81 900
here each 10-months season. and as
this 800 a month Is generally brought
from outside having Il spent here Is
not a matter Of nickel swapping. From
every possible point OF view bringing
the healthscckor here is good business
FOR Albuquerquc-and because we
have more to offer him In The way Of
what he needs than most oiueI-it Is
mighty good business FOR him.
our next consideration Is the health
seekers family, To them We must Of
Ter the romance OF the southwest. tho
scenery. tho picturesque villages and
their inhabitants. We must make them
know that we are not a sleeping desert
town. we must tell them about the
interesting trips they can take from
here. We must make them teel that
the one spot In the country where the
worlds oldest civilization IL blending
with her newest is a spot mighty vel
worth their time to visit. In tho event
that tho eastern doctor recommending
This climate says; Anywhere la New
Mexico. Arizona or Colorado a. the,
most often do. the city known to hav'
moro than mere climate viii be IN,
place decided upon.
Tho copy planned to sell scenery
romance aud piCtgrcsquesncss 10 tn
hcalth-seokcr's family will have tn
double use Of attracting the out-and
out tourist. The overland tourist.
greatest value to this community lie
not in whht he may happen 20 spent
here. but In having visited here an'
gone from here a living. walking, talk
ing advertisement Tor Albuquerque
Incidentally, that Is why not only nv
able. but really fine quarters shoull
be provided for him. Not n crowded
dirty. vacant lot downtown cluttero'
with hidoous b%iIlboards. but n plac
where he at least isn't forced to pc
the moon come up over somebody
livery stable. when the Sandals vi.
take its place for nothing
Woven into this copy should be con
vinciug reference TO our buainess pos