The Manchester journal. [volume] (Manchester, Vt.) 1861-current, 1922-10-12

hAe tt1S eAalupeaAti bt Sd4uf fti
Inunts chlct need Of the moment Is
defective newspaper and magazine
selling and advertising Of the states
lattractions. resources and possiblli-
tiles.
"Vermont's truthful appeal in
summer attractiveness Of climate,
air and scenery; in inherent agricul-
ture, industrial and economic possi-
bilities. in cultural and educational
conditions. is heard and recognized
altogether too little throughout New
England, New York and elsewhere.
May / recommend, therefore that
the members OF the Vermont Hotel
Association. collectively and individ-
ually. inaugurate next spring a really
great and comprehensive advertising
and selling campaign. In this they
should call for and receive the gen
erous cooperation of the people Of
the state-both summer and all the
year residents, and of its newspapers
noted for their public spirit and 10y
atty to the state.
This proposed advertising and
selling campaign should include an
important feature whose value may
be disputed by some of you but
whose real work absolutely believe
in as result of my study of adver-
tising methods in various parts Of
the United States and other coun-
tries. l mean by this feature that
your elaborate special publicity dis
play advertising and descriptive
reading matter should be placed in
our local Vermont dailies and week
lies and even more than fin outside
papers. This being done, the hotel
men, local social and commercial or
ganizations and the people generally
should cooperate in accomplishing
the wide distribution of the papers
containing this publicity matter.
There is a special psychology in
this method of selling and advertis-
ing. The State of Vermont, each
county, town, village and section can
be better judged through the read
ing of local papers by those whose
interest may be aroused than by any
other agency. OF course there should
and must be appropriate and con-
stant advertising in the leading
newspapers of Boston, Worcester,
Providence, New York,
Albany, Troy, Buffalo, and other rep
resentative cities, and in the maga-
zines of wide circulation, but the
local opportunity, now least appre-
ciated, has, i honestly believe, the
greatest potentiality.
"In May or June Of next year
every newspaper in Vermont should
be encouraged to publish a special |
Vermont or summer issue or supple
ment. In these papers every town,
al least in the immediate section,
either through individual or cooper
alive effort, should run display ad-
and effective reading mat
-er telling graphically and truthfully
he story of its hotels, its physical
and social attractions, and its agri-
cultural, Industrial and cultural pos
iibilities. When issued every hotel
proprietor, every resident-tempor-
Try and permanent-and every com
nercial and social organization
ihould mail copies broadcast to all
persons they know or Of whom they
rave knowledge that might visit
Vermont in the summer. stop at its
lotels, rent or purchase village
louses or country farms, start indus
ries, and otherwise visit Vermont
nd invest or be interested in ii.
Picture for a moment what Il
would mean In fine publicity IL all
he dailies and weeklies in Vermont
I a concerted or correlated time
hould publish special illustrated
'ermont summer editions or supple
nents which could be distributed all
yer the world. not only by hotel
1en but by its permanent and tenn
orary residents to all those who
light be interested Hundreds of
Of the right kind Of people
ould be reached directly and effec-
.yely in this way. Why not try II
ext year1"