The Caledonian-record. [volume] (St. Johnsbury, Vt.) 1920-current, 1922-10-06
State Should be AdQer
tised in Own Papers


NCOliliHbt'i iIOIft QdRt UHtJ
present efforts of certain olgani
cations, groups and individual
have been effective and deserve
special credit and praise. They
represent, however, only small
part of what should and must be
done.
"May | recommend, therefore
that the members of the Vermont
Hotel Association, collectively and
Individually, inaugurate next
spring a really great and COM
prehensive advertising and selling
campaign. In this they should
call for and receive the generous
cooperation of the people of the
state-both summer and all the
year residents, and of its news
papers noted for their public spirit
and loyalty to the state. The
whole programme is simply a
question Of persistent effort and
strong organization, backed up by
sufficient funds. These should and
can be raised by popular subscrip-
ton as well as by contributions of
{ hotel proprietors But it is up to
1 the hotel men to take the lead in
each city, town and community,
supported by local commercial and
social organizations and by the
newspapers.
"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 a result of my study
OF advertising methods in various
parts Of the United States and
other countries. | mean by this
feature that your elaborate special
publicity display advertising and
descriptive reading matter should
be placed in our local Vermont
dailics and weeklies even more
than in outside papers. This be-
ing done, the hotel men, local
social and commercial organiza-
lions 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 adj
vertising. The state of Vermont,
each county, town, village and sec
ton can be better judged through
the reading of local papers by
those whose interest may be
aroused than by any other agency.
OF course there should and must
be appropriate and constant adj
vertising in the leading newspap-
ers of Boston, Worcester, Spring
field, Providence, New York, AL
bany, Troy, Buffalo and other rep
resentative cities, and in the mag
azines of wide circulation, but
the local opportunity, now least
appreciated, has, | honestly believe
the greatest potentiality.
ain May or June of next year
every newspaper in Vermont
should be encouraged to publish a
special Vermont or Summer
or supplement. In these papers
every town, at least in the imme-
date section, either through midi
vidual or cooperative effort, should
run display advertising and effec-
tive reading matter telling graph
ically and truthfully the story of
its hotels, its physical and social
and its agricultural, in
dustlial and cultural possibilities.
When issued every hotel proprie
tor, every resident-temporary
and permanent-and every com
mercial and social organization
should mail copies broadcast to al
persons they know or of whom
they have knowledge that Nigh
visit Vermont in the summer, stol
at its hotels, rent or purchase vii
lage houses or country farms, star
and otherwise visi;
Vermont and invest or be inter
ested in it. Because of their vita
to the situation, Yer.
mont's newspapers can be counted
upon to do their part in straight
unpaid reading and descriptive
matter as we'll as in favorable adj
vertising rates.
picture for a moment what it
would mean in fine publicity if
ali the dailies and weeklies in Yer
mont at concerted or correlated
time should publish special illus
trated Vermont summer editions
o. supplements which could be dis
tributed all over the world, not
only by hotel men but by its per
manent and temporary residents
to all those who might be interest
ed. Hundreds of thousands of the
right kind of people could be
reached directly and effectively in
this way Why not try it next
year,"
WA D-~so4