The Powder River County examiner and the Broadus independent. [volume] (Broadus, Mont.) 1919-1935, 1922-03-10
PUBLICITY FIRST, THEN ADvER-
TIsING-UNlTY IN EDUCATION OF
BUYERS BRINGS RESULTS FOR
UNITS As AFTERMATH.
Ey DIR. FRANCIS HoLLEY.

BY DIR. FRANCIS HOLLEY.
Editors Note.-Dr. Francis Holley,
author Of the attached, is director CT
the bureau Of commercial economies
and the director general OF the pub
Tic service department of the Motion
Picture Theater owners Ct America.
His work for tho improvement and up
lifting Of the molten picture industry
is known throughout the world. Ills
work has been recognised by the ma
items chief executive and his aides.
He is q man Of far-seeing vision, oil
high ideals and = great ambition to see
the motion picture linked with all that
is worth while ard constructive In
america.
To my mind there is a decided and
well marked difference between adver-
Using and publicity. They are often
confusted and st:ll m.re often merged
into general whole by those who
give the matter Passing thought only.
Advertising is direct appeal to
prospective purchaser Publicity is a
matter of education IN order that the
ground may be prepared for the seed
Of advertising. Toe most carefully Sc
lscted Of seeds il tossed on stony
ground will not give growth; feeble
seeds will often spring to vigorous life
when soil conditions are favorable.
These seem so obvious as to be bro
mides. truisms-ar1 get they are ccn-
ditions all too often ignored by those
no would promote the new.
Mans actual needs are minor, his
desires are limitless. The needs are
4 III ~ csv,or two tod
A man without knowledge of music
would have no de ,.re for a musical I'M
strument The fundamental desires,
that is, the things that give to man
,nenal, spiritual or physical pleasure,
Rave been widely exploded. He has
responded to untold numbers of the
things thus exploited, or in ether
words given publicity. There are 9TH
err things as lumherless that are
craved by only \ portion of man--not
because they would not give him pl cas-
ure. comfort ease. hetterment. but be-
cause he is not convinced they would
do SO.
The motion picture offers a brand
of publicity such as the world has
never known before because it visual
ICES not only the article itself but it's
houses in the world sell the majority
Of their goods largely through the H.
lustraticns in their catalogues. The
average man is mentally lazy. TO Wis
ualize in words is a difficult task. 1t
requires a master p2r. If it is not
masters pen then the average man
must spur his mind to this vizualiza-
tion. Modern life is too complex to
NJ w Ia
the obvious resui. ot that effort is to
take from ne thinker par of his
means Of welfare-money. He must
be convinced that what he receives in
return will he Of greater use. pleasure
or comfort than that with which he
rars.
To sell an indivilua! article. and the
" ord is used In n collective sense to
include lands. insurance, education.
anything that may he transferred, the
gans cannot be approached for results.
The blows given by the concrete adj
vertising are ained at a given point;
thy pound. pound pound for individ-
ual recognition. onI II the advertis-
ing If Of the righ- character they get
results.
If having the point Of attack expo sed j:
IN other words. the removal from the
field Of the stones aEG roots OF preju-
dice. selhshness, inertia. Ignorance. I'M
difference, and I'll the ether bars to
selling This is the work of publicity.
This can be made one Of the greatest
fields for the motion picture.
OF all the senses man Is heir to the
AfS ie n
the mind the message it ia given. II
the eye is not convinced. then it ia
almost impossible to convince the
mind through the other senses Gun
lees the article exploited is a direct
and individual appeal to one or more
Of the other seMse,l. No honest artf-
Gle can have too E,uch publicity. Nc
dishonest srticl. can stand advertis-
ing, has stood advertising countless
times. Its dishonesty was made Its
own doom through publicity.
There Is not great corporation In
America today Tat is not dealing with
publicity: the nation used publicity in
it's hour Of need. Publicity ia gwen new
things by old companies often fol
months without line Ct advertising
The results justify the means.
The creation Of a demand through
publicity Is the duty Of all those who
have honest wares TO sell. They can
not too quickly jcin hands in giving
the whole market the required educa'
tion. They unite for the welfare OF all
they reap for tbs tenefit Of each. j
IL not only o question Of preparing
market but Ct creating a market. o.
expanding q small market to a grea
one, 80 that when the Individual sale
are sought through the best medium
1.-THE newspapers) not only In the In
dividual seller In fale competition Will
his fellows In . prepared market bu
he 70 facing . sales ground vastl!
larger than he could have found G
made through IN Individual efforts