The evening herald. (Klamath Falls, Or.) 1906-1942, 1922-08-28
NOW'S THE TIME
x1yE DO no, subscribe to the doc

~ h's - 49,
I" trine that opportunity knocks
hut once, The adage was doubles:
coined In good faith by some one who
had let countless opportunities pass
by unreaiising. Grasping the
h,,ndredth he turned II to good ac'
count because he recognized II fol
what Il was.
Klamath has had many oppor,uni-
tSes for advancement and let them
siip.l Doubtless Il will have many
more. But why delay development
when conditions are so propitious!
A golden opportunity for community
upbuilding Is now at hand.
Trsnscontinentai roads are offer
ing The lowest homeseekers' rates In
ycarsk they are bound to start n
nov OF colonists westward.
By using proper publicity We can
divert some Of the stream into Klam-
ath county. With cur agricultural
possibilities, with the cheapest land
for its quality lying outdoors. we
should have a thousand new families
here by another planting season.
And what will II cost to get one
thousand families. viii the invest
d ment in advertising outweigh the
benefits, There's n way to measure
the probabilities. showing that the
cost will be comparatively trifiing.
San Diego tried the publicity plan
for attracting new residents over
n period OF two years. San Diego
recently published figures Of the re-
suits.
San Diego used IS mediums OF
publicity In two years. including dolly
newspapers. periodicals and farm
mugasines. sa.5 C3ssld hit 1ur.
Taking all the publications togeth-
er the advertising cost for the two
years averaged $50 per family. In
some publications tho cost ran as
low ss s3s; In others rs high as
S330. The latter proved the least
effective mediums. BY wedding out
the least effective The San Diego de-
.ssiopmsut club that Is. financing the
<pablicity hoRes 70 l9xsS hs the syerase we, &c,
cost to &i5 FAMILY.
From the ,pybue Utility. service re-
cords Of the city SAY Diego figures
a gain OF l2.000 population in TWO
years. The club claims 2Soo FAINT
lies have come to San Diego in two
years as the dlrcc, resul, of It's pub
licity campaign.
II estimates. conservatiyeiy enough
that each family will spend $4,000
year In San Diego. is II worth &bs
per family to get the added annual
$4,000 revenue? A ridiculous ques-
tion. of course.
Outside It's eQuable climate San Die
70 has little to offer the home-seek-
er. Klamath county has far more.
But San Diego saw her opportun-
ity. klamath has still TO be awaken
ed to the favorable situation.
Census figures show that between
1900 and 1910. when railway build
ing was on In Oregon and the rail-
roads were advertising this state far
and vide. the population Increased
some 50 per cent.
Between 1910 and 1920. when the
railways quit building and eosse-
Quently ceased trying TO attract set
tiers. the population increase dropped
TO 16 per cent.
The old conditions of railway de-
velopment seem fair to be restored,
but perhaps not the old conditions OF
railway publicity.
We do not need free publicity
What we need Is a realization tina!
publicity pays; that It returns ten
dollars or q hundred for every one
Invested.
Then we will buy our own adver
tising space: raise our own money
co-oedinate our own energy and get
down to the real business OF develop
lnent.
We can't depend, as we have SAID
before. on our California neighbors
Or our Portland cousins. to develop
klamath county.
WI must get In and rustic for our
selves and the opportunity to get the
most for the least amount Of rust
ling % here--not coming next week
pr next year but It is with us today
Room For One More