Albuquerque morning journal. [volume] (Albuquerque, N.M.) 1903-1926, 1922-03-17
BENEFITS TO BE DERIVED FROM
ADVERTISING ALBUQUERQUE ARE
OUTLINED AT C. OF C. Dinner
ri. B. Hening Urges Support of a Campaign
Which Has Been Outlined; Must Supplant
Our Climate With Sufficient Housing
Park Extension, Street Paving, Road I'm
prGvement.

to take up your time telling you
lof the advertising immortal of TINS
Iration. to keep everlastingly at it,
how to advertise Albuquerque. A
majority of you here know the
principles and the technique of ef-
fective advertising and apply them
in your businesses. Moreover you
have as the manager of our Cham
Der of Commerce, a man whose life
has been spent in various depart
ments of newspaper, magazine and
publicity work, who knows how
to prepare effective advertising
and where to put it to get results.
| If you will back him up--giVe him
| the money he needs and must have
| If he is to make a thorough, con-
sistent, persistent campaign, he
, will make that kind of a campaign
| and he will produce results for you
| in population, new building, new
money and substantial prosperity
| that will amaze those of you who
| NAV doubt the ability of intelli-
gent advertising to capitalize the
matchless climate of Albuquerque
and make it a producer of popu-
lation and revenue.
If can encourage you to make
that provision and make it now
in sufficient volume to do this job
as it should be done, l shall feel
well repad-for this and all the
other speeches l have made on
1 this subject-and it will be the last
| of such speeches, because once you
| have carried out such a campaign
it will never be necessary again to
urge you to begin another. You
will see from your own direct re-
turns, that it is worth keeping
everlastingly at it.
How Much Will 1t Require?
How much will it require to
make such n campaign?
One of my associates made a
| detailed estimate recently upon
! campaign for Albuquerque which
would be national in its scope. 1t
| contemplated reaching some thirty
million readers of various publ
cations and showed a total cost Of
$1,000. He proved to my salts
faction and to that of number o.
others who analysed his estimates,
that thirteen healthseekers living
here under an average expense for
eleven months each, would restore
the entire cost of the years cam
paign into circulation in this COM
munity.
Recently one of the great trade
| journals of this country, whose
| conservatism is a by-word in
American business. sent out a
QUESTIONABLE to successful mer-
chants in many lines throughout
the country, asking how much each
business shouic and could spend
annually with profit on It's adj
vertising. From the replies from
leading successful merchants in
the several lines throughout the
nation, these minimum percentages
upon gross annual sales were ar
rived at:
Percent.
Department stores ..........415
Women's speciality shops. .....6h
Shoe stores .............,...
Millinery stores .............5
Music stores y
Furniture stores
Electrical stores ........,....7
Jewelry stores
Mems clothing stores ........6
Figures Are Conservative.
1t was the opinion of many OF
the business leaders who replied
that any business whose appropria.
ton fell below these percentage.
was overlooking opportunity fol
greater profit. The figures are
conservative, based upon knowl
, edge gained through years of sue.
! cessful business experience.
L What has this to do with adver,
Using Albuquerque?
4 Just this
! You have an investment her,
which your assessment rolls show
to be worth s22,00O,OO0. The as
sessment rolls, I am told, ar,
mighty conservative. That's you
: business-your community bust
; ness. the corporation in which YOU
are stockholders.
1t costs you. roughly 100000 ;
year to run that business-anC
there is nothing conservative abou
that operating expense.
By bringing more people here
to spend money here. you can ant
you will do two things that we neet
tremendously to accomplish an,
that we must accomplish If we ar
going to get anywhere.
You will increase the value o
your community investment-you
capital-and you will reduce II
about equal proportion the per
centage of the operating cost tina
t each of us must pay. Also you vii
earn direct profit out of the ney
2 business.
Need at Least $4,000.
Suppose we cut the average o
: retail merchandising annual adver
| Using outlay in the figures l hav
! quoted to one-third, or 2 per cen
of our present community operat
! ing cost for city and county.
will mean an advertising appro
priation of $4,000 a year. N
4 more than that sum need be spen
\ to get the result we need, unde
the direction of an expert of MI
FoX's ability. Not a cent les
: should be considered by you as tn
:, investment necessary to bring her
: the new business. new population
p new stimulus to growth that we a.
recognize just now as sorely needle
in our jobs and in our businesse!
8 But, you may say. advertising
retail business is different fror
r advertising a community and II
e advantages. And | reply that 1t
: different only in the character "a
e the advertising message that mus
be delivered--not one bit differer
; in the quality or volume Of result
!; to be obtained.
Va. l,n,.n Il cnnn trn 4 o. N q III