Albuquerque morning journal. [volume] (Albuquerque, N.M.) 1903-1926, 1921-12-09

Methods Of reaching 3S, 405, 600
readers with paid advertisements
costing a total of S4,905 were outlin-
ed to members of the Albuquerque
Rotary club in a paper read before
that body yesterday noon by no~-
ard Gruehl manager of the Gruehl
Advertising agency At that ratio,
Albuquerque would reach eighty
readers for every penny spent.
Discussing what we should ad-
vertise. Mr.. Gruehl said:
Il believe that it is generally con-
coded that our climate is our most
readily cashed asset. Today, our
climate attracts more people than
anything else we have to offer. 1T
has been said that if we get the
population, business will follow
Competent figures show that the
average healthseeker spends SlO0
a month or $1,000 here each ten
months season, and as this $lOO
a month is generally brought from
outside having it spent here is not
a matter of nickel swapping. From
every possible point of view bring
ing the healthseeker here is good
business for Albuquerque-and be-
cause we have more to offer him In
the way of what he needs than most
cities-it is mighty good business
for him.
"Our next consideration is the
healthseeker's family. To them we
must offer the romance or the
southwest, the scenery, the plctur-
esdue villages and their inhabitants
We must make them know that we
are not a sleeping desert town. we
must tell them about the interest
ing trips they can take from mere
We must make them feel that the
one spot in the country where the
worlds oldest civilization is blend
ing with her newest is a spot mighty
well worth their time to visit. In
the event that the eastern doctor
recommending this climate says
Anywhere in New Mexico, Arizona
or Colorado as they most often do
the city known to have more thar
mere climate will be the place de-
cided upon.
"The copy planned to sell scenery
romance and picturesquenes to the
healthseeker's family will have the
double use of attracting the out
pnd-ou tourist. The overland tour
lists greatest value to this com
munitv lies not in what he may
happen to spend here, but in having
visited here and gone from here
living. walking. talking advertise
ment for Albuquerque. incidental
", that is why not only livable, bu
really fine quarters should be pro
vided for him. Not a crowded
dirty. vacant lot down town, clut
tered with hideous billboards, bu
a place where he at least ism
forced to sec the moon come VI
over somebody's livery stable, wher
the Sandals will take its place FOL
nothing.
woven into this copy should HI
convincing reference to our bust
ness possibilities, the raw materials
at our gateways which will some
dav make us an industrial center
our relatively high bank clearlnGs
etc. and the proof that any man
If he has the will TO succeed any
where. can fit comfortably into on
business community and succeed
here. whether he came for HI
health and was cured. whether n
accompanied some healthseeker, o
whether he Just came"
Mr.. Gruehl recommended tn
use of the Saturday Evening Post
the Literary Digest, Field an'
Stream. the Journal of the Out
door Life. the Journal Of TIT
American Medical association anf
Physical Culture. He also recon-
mended the use of the "patent'
inside pages supplied to countr!
weeklies by the Western Newspaper
Union. He suggested the employ
ment of small space In dali!
newspapers advertising the sum!