Albuquerque morning journal. [volume] (Albuquerque, N.M.) 1903-1926, 1922-03-17

IL Il
indentifiable by a name. a trade
mark or slogan or any out
standing fact about its quality, eff
fiCiency or desirability; deter
mine whore there is a market for
it and go to that market in a
clear, convincing way--and If you
have the courage to keep on 60
ing to that market in such a way
you will win. 1t has been done
oyer and over again with soap,
breakfast food, cigars, farm
lands shoes, automobiles, com
munities and climates. II can and
will be done over and over again
in the future. The knowledge Of
how to do it, the means to do 1t
intelligently, the courage to do
1t persistently-and the article
that will back up the advertising:
The combination never has failed
We have all the elements of the
to unite them-and go.
Albuquerque's Greatest Asset.
We have in Albuquerque some
thing that thousands of people
are longing for and are willing
to pay money to lind and use
climate that will restore health
or arrest disease. 1t is superior 10
any other climate in the world
for that plague which has found
its way into millions of homes.
There is no other article on the
climate market to approach it in
quality or efficiency. 1t is a SIM
pie matter of advertising technique
to identify that climate and es-
tablish its efficiency. We can
even establish and give cash value
to a trade name, or slogan
through such arresting sentences
as Heart of the Well Country"
Mecca for Health" or why Sac
rifice Health for Wealth when
albuquerque Offers Both" We
can best establish simply the
name, ALBUQUERQUE.
And we do not have to search
for or create market Tor TINS
thing we have to sell--this CHI
mate. 1t is a tragic fact that our
market is ready made for us.
There are 26,000,000 families in
America and the statistiCians say
that tuberculosis, the plague our
climate cures. exists in some form
in more than three millions OF
those families.
Moreover the existence of tuber-
culosis appears to extend in geo
graphical belts or sections, SO that
your manager, when he sent out
the first Of his health advertise
ments last week, to fifteen news
papers reaching three million sub
scribers, was able to and did shoot
his message straight to the mark
1t cost him $500 to fire that shot
at three million homes in states
where tuberculosis is notably prev
alent. If he gets in return one
healthseeker who spends SIX
months here at an average outlay
the cost will have been returned
to circulation among us. Two Will
mean a profit. Four would be
subject to the excess profits tax.
"Cannot Be pikers.'
But we cannot zoe pikers in this
game and hope for results that
are worth while. We cannot spend
$500 and sit back and wait Tor 1t
to come back to be counted before
we shoot again at our mark. You
wouldn't think OF spending your
individual advertising appropria-
ton that way. You keep right on
shooting. That is what we must
make up our minds to do for Al
buquerque. We know our market,
We must make it know us and
keep it from forgetting us and
convince it, as we are convinced,
that this is the place-the only
place to which it can come, con-
fidently, for health and for COM
fort while regaining health.
If we will provide Mr. Fox with
the ammunition to shoot at that
audience of three million homes
which he has picked as the best
audience to which to sell Albu-
qucrque's climate;-- If we will
make it poss Bile for him to keep
on shooting facts at them, month
after month for year. at the end
of that year he will show you such
results that you will double the
ammunition and you will need no
further urging to instruct him to
keep everlastinsly at it.
l hope that you will do 1t. It
Is we'll worth doing at any time.
1t is virtually necessary that we
do something right at this time to
stimulate business and growth.
And this advertising plan will do
it. For 1t so happens that of all
our resources hereabouts, and they
are both ext 4nsive and varied, this
resouI Ce of climate is the only one
that is in shape to market and
that we can absolutely get behind
as product that win justify our
advertising.
Just one word more about back
ing up our advertising--for l take
it for granted that having voted
overwhelmingly to advertise AL