The Washington times., 1922-02-09
SHIPPING BOARD
HAS LONG LIST
Of TRAVELLERS
-asker's Advertising Campaign
Results in 100000 "Pros-
poets" for Sea Trips.


NJ. B. Ciaussen, Advertising Man.
ager of the U. 8. Shipping Board
Emergency Fleet Corporation, issued
the following statement today re-
garding the result thus far OF advei-
Using American passenger liners by
the Fleet Corporation:
Government statistics show that
approximately 100000 Americans
travel by sea from the United States
each year. II one-half Of this mum.
Der, or $4,000 travellers, attempted
to patronize their own ships, th"re
would not be enough ships to carry
them, and. in consequence OF The
situation which would arise, the ship
yards of the country would be busy
creating new tonnage; the allied
trades would be working overtime,
furnishing the interior fittings or
these floating hotels. The great
American travelling public VINO
annually go abroad and visit the four
corners of the earth can, by patron
izing their own ships, have the finest
merchant marine in the world.
THE Governments present adver-
tbs ng is directed to these travellers
and its object is to call to their at
tention that they own a number OF
high-class, safe and comfortable
ships, and that the Government
through some Of the best known
steamship lines, is operating these
ships for their special benefit. 1t Is
not the intention of the Government
to draw the American tourist from
California or Florida and persuade
III .,fs,tN % ntt.a In nj a
of his own, but it wants every
traveller of this great number, who
annually goes abroad either on
his own ships.
Lasker Started Drive.
The present campaign for adVer-
Using the Government ships oper-
ated by the U. s. Lines, Munson
Steamship Line, Pacific Mail Steam
ship Company and the Admiral Line
was inaugurated by Chairman
Lasker and put into effect about
October 1, 1921. The first p.ece OF
copy under this new plan appeared
November 6, 1921. Between that
date and January "a, 1922, as a result
Of this advertising. 27,S4S inquiries
requesting information about travel
were received at the office OF the
Advertising Department IN Washing
ton and the offices of the operators.
During this period there was actually
only fifty-eight days in which adver-
Using appeared, as the period from
December 10, to January l was not
used except for small time table copy
as 1t was considered Improbable TO
advertise during the holiday season.
Today the inquiries have increased
to an average Of one thousand a day.
The amount Of money spent in ad-
vertising during October, November
and December was 1921 ,258.61. The
operators report that in that time
they carried a total number OF 23,431
passengers.
by adopting a system Of reply
coupons which gave an accurate
record Of the cost per inquiry in each
publication used, with the ultimate
object of retaining only such publ
cations as produced business at a
cost which is considered profitable,
an accurate check on the advertising
Is obtained.
IAN analysis Of the first 2,750 in.
quiries showed that about one-third
were certain that they would make
the trip, and the number OF people
going per inquiry was on an average
OF two. Using these figures as a
basis we have as a result Of our ad.
vertising secured approximately
$3.50 prospects, of which 1852
state that they are certain OF going
abroad. To figure these at the con-
sentative rate Of $500 per passenger,
for the outward trip only, shows Il
possible income Of $5,568,60 at an
expenditure Of $150,000 for adver-
Using. exclusive of the cost OF time
table advertising and booklets.
100000 to Travel.
at the present rate inquiries arc
being received, and taking into con-
sideration the proposed advertising
and circularizing plans for the next
two months, it is not unlikely that
we shall have a list in Washington
of close to 100000 names of pros
pective travellers. 1t is gratifying
to note from the letters accompany
ing the coupons received that the
sentiment of the writers shows u
strong desire to patronize American
ships.
"It is a recognized fact that the
names of patrons and prospective
travellers are the life-blood of a
steamship organization. Taking this
as a basis there has been established
in Washington a central circulariz-
ing department with a master list
and units in the. offices Of each OF
the operators, wherein are recorded
the names of all prospects secured
for the various lines through adver-
Using, circularizing and personal IN
curry. It is the object Of this depart
ment in advertising and circulariz.
ing to secure within the next three