The Pensacola journal. (Pensacola, Fla.) 1898-1985, 1921-06-15
CITY IS DOUBLED
in POPULATION
euckner Tells res AsheVliis Has oro~n
a. Result % Newspaper
Advertising.

y Buckuer secretary ~ the Asheviile
board ~ trade. Epeaking before the COM
munity advertising department - the A.
sociated Advertising clubs ~ the World
az Atlanta yesterday. declared that Ashe-
Xilies population has doubled lu 10 years
a. the result ~ advertising
what eleven years ~ continuous ad-
vertising has taught AshsyI'ic o. best
answered "a the 5ie percent increase in
population within the corporate limits -
the city from 1910 20 1850 with a. much
more in added population Immediately
adjoining the city limits ~ around 100
percent growth Tor Greater Aaheviile and
the Increase Is the taxable value ~ prop
erty in 1919 from ST. 600. GOO e. over t5a.-
600 600 IN 1921
For the PAST eleven years our adyer-
Using appropriation has grown from
around 81 SEQ a year 60 over g. 600 q
ear. the latter amount having been -
pended yearly f9r the past four years
This amount Is now being divided about
nft1 flfty as between space ln tho lead
inE daily newspaper ~ the country. and
descriptive literature Approximately %
percent - the total amount set aside f1r
periodicals has been used IN the biz daily
papers. because the results have teen
better and quicker
our total budget for aH purposes f1r
tho year ending June go. 1890 was over
$50 600 $4,000 ~ that amount being paid
uut for hand for eleven weeks Much
- the money expended for other pur-
poses had q definite advertising value.
Tire sum mentioned being the net amount
paid newspapers. for space and printers
and cut makers Tor descriptive literature
A. the outset ~ our advertising cam
paiEn On 1879 We gave careful Considera-
ton % the various cities and sections a.
the country with good transportation
facilities that would yield Ashevile and
the Land - the Sky good returns ln
visitors and prospective residents Then
We carefully selected the papers IN which
we should place our advertisements as
reach that class ~ people with bat two
or three exceptions we have confined our
advertisements 60 points east % the
Miasissippi river. the exceptions being On
q California city last year. and in former
years IN three cities in Texas
IN choosing the papers Ne tried 20
pick those with a reputation Tor rulia-
liiity and fairness In both news and edi-
toriai policies, and class - circulation
We are stiil using nearly al the papers
We used ~ 1910. with several mere added
The advertisements dprlnN the first
part - the campaign were ala tVpe
Later special designs featuring noun
taina. Egif and good roads were developed
and az the present time many a. you
are no doubt familiar with the famous
AEheville heart design and the smooth
running letters ~ the word "Ashsvilie''
which o. nov a well defined and well
known trade mark % Ashevllia and the
Ashevilie advertising The heart design.
The phrase In the Heart - the Blue
Ridge" and ia The Land r. the Say.
ne latter having been applied 90 the
Aaheviiie section Tor g5 years. We conaid.
Pc extremely valuable
The copy and display % advertisements
prepared have been with the view q
catching the eve and minds eve % the
naaual observer, the one ioohinR for dsU-
Mite Information and Tor creating de-.
sire for more Information the production
~ an inquiry.
THE manner - handling Inquiries and
The unique follow-up system developed
The past ten years has brought the re-
suits mentioned in the opening paragraph
~ this address. The advertisements
bring d great many people, THE follow
~ system gets EN- al