The gazette-times. [volume] (Heppner, Or.) 1912-1925, 1922-02-09
PUBLICITY FIRST,
THEN ADVERTISING
Motion Pictures Open Way for
Vast Markets to World
Visioning Merchants
Unity In Education of Buyers
Brings Results for Units
As Aftermath

As Aftermath
BY DR.. FRANCIS HoLLEY.
EDlToR's NoTE. DR.. Francis HOI-
ley, author Of the attached, is Direct
or Of the Bureau Of Commercial Ec-
onomicS and the Director General of
the Public Service Department OF
the Motion Picture Theatre Owners
of America. His work for the i'm
propement and uplifting of the mo-
ton picture industry is known thru
out the world. His work has been
recognized by the nations chief ex-
ecutipe and his aides. He is a man
Of tar-seeing piston of high ideals,
and a great ambition to see the mo
ton picture linked with all that is
worth while and constructive in Am
erica.
To my mind there is decided and
we'll marked difference between ad-
vertising and publicity. They are
often confused and still more often
merged into a general whole by
those who give the matter passing
thought only.
Advertising is direct appeal to a
prospective purchaser. Publicity is
a matter of education in order that
the ground may be prepared for the
seed of Advertising. The most care
fully selected of seeds if tossed on
stony ground will not give growth;
feeble seeds will often spring to Wig
orous life when soil conditions are
favorable. These seem so obvious
as to be bromides, truisms-and yet
they are conditions all too often ig-
nored by those who would promote
the new.
NEEDS ARE MINOR.
Mans actual needs are minor, his
desires are limitless, The needs are
bern with him, the desires cultivated.
A man without knowledge of music
would have no desire for musical
instrument. The fundamental de-
sires, that is, the things that give to
man mental, spiritual or physical
pleasure, have been widely exploited.
He has responded to untold numbers
Of the things thus exploited, or in
other words given publicity. There
are other things as numberless that
are craved by only portion of man
NOT because they would not give
him pleasure, comfort, ease, better
ment, but because he is not con-
vinced they would do so.
The motion picture offers brano
of publicity such as the world has
never known before because it Wis
ualizes not only the article itself but
its use. The two greatest mail order
houses in the world sell the majority
of their goods largely through the
illustrations in their catalogues. The
average man is mentally lazy. To
visualize in words is a difficult task.
II requires a master pen. If it is not
4 masters pen then the average man
must spur his mind to this visualida-
ton. Modern life is too complex to
waste mental effort, especially when
the obvious result of that effort is to
take from the thinker a part of his
means of welfare-money. He must
be convinced that what he receives
in return will be of greater use, plea
sure or comfort than that with which
he parts.
NEWSPAPERS BEST.
To sell an individual article, and
the word is used in collective sense
tC include lands, insurance, educa-
ton, anything that may be transfe-
rred, the columns Of the newspapers
or other organs can not be approach
cd for results. The blows given by
the concrete advertising are aimed
at given point; they pound, pound,
pound for individual recognition,
and if the advertising is of the right
character they get results.
Back of that, however, is the need
of having the point of attack exposed,
in other words, the removal from the
field of the stones and roots of pre-
judice, selfshness, inertia, ignorance,
and all the other 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
sense of sight conveys the quickest
to the mind the message it is given,
If the eye is not convinced, then it is
almost impossible to convince the
mind through the other senses (un-
less the article exploited is a direct
and individual appeal to one or more
Of the other senses). No honest arti-