Imperial Valley press., 1922-06-22
THE LESSON IN PRESS ADVERTISING

observe the very large amount o-caed foreign adver
sng published by the Press BY foreign advertising is
the of those who advertise products
and not stores and whose place of business not Imperial
county Such advertisements for example, tires, lubr
cants foods, coffee baking powder etc. all products
The significance of this extraordinary patronage
twofod One phase of is complimentary to the Press;
the other reflects credit upon the entire Imperial Valley
To take UP the latter first advertisers of these pro
ducts waste no time or money on dead ones No one ever
saw large display of foreign advertising in place
be purchasing power advertising can get reaction.
Advertising an appeal to people who have the capacity
to discriminate and the wherewlthal to purchase. .
Foreign advertising is handled through experts. No
advertising campaign is placed until study made
Of conditions and when the manufacturer obber of
product enters field, may be certain that he has al
ready assured himself to the ability of that community
to absorb the thing which he has to sell.
And the Press advertising columns hopeful in
dces of Imperial valley prosperity both present and to
be in evidence in the immediate future.
a-fAlso the advertising expert selects his medium with
cold booded discrimination He has friends he plays
favoites The newspaper must be able to deliver the
goods To deliver the goods the newspaper must be of
such duality must have such human interest that people
will read it; and it must have the CIRCULATION
interest fairly we'll determined by looking at the
But circulation only be determined by in
vestigation and scrutiny of records. The advertising
agent expert does this with much greater and dis
elimination than the ordinary local advertiser and when
he decides upon medium it means that he knows what
n. Boregn advertisers also Study rates We seldom
have controversy with advertising agencies to costs
of advertising because they know better than else
and distribute newspaper the Press. They know
you can't get something for nothing and that the
paper which gives the service must charge for its
The quod erat demonstrandum of this "little journey"
that the foreign advertising patronage of the Press fur
nishes instructive object lesson for the local advertiser
If the at distance can obtain results from the use OF
large advertising the local ma man can 90 So even to
quality Press advertising proof
to the local that the Press is furnishing ample equva
lent for the charged Best of ALL it is not merely
evidence that Press is all right but that the country is
all right and that advertising here is sound investment
Have you NOTICED how the Press is "there with the
goods?" Just as soon as Secretary fa al or secTeaty &
ington make up their minds in respect to anything the
begins to off the tn sn of 1 e a full a
account of the Fall the Press and it was served
hot to VALLEY hs S hbsss w,'hn lew
Secretary Hoover says that will require to
build the Boulder Dam and three four years to give us
flood protection Looks though it would be pretty
good idea keep Ray Carberry on the job Ray is down
there on the somewhere making faces at the Colorado
supposed to have done its worst this year oo
Friends of the county not going to take the
dict of the voters answer. They are going right
ahead as they said in the beginning they would do and
have fair Imperial Valley afford to get along
without the proposed exhibition of its wonderful
The proof of ta is in showing samples OF the crops
The valley is getting much advertising and of the best kind
but can't afford get along without this particular sort
sad feature of it is that members of congress not
going to be permitted back home to fix their political
fences The president insists they stay the job till they
4 @ chin subsidy of some kind 1t will be cheaper
them to remain in Washington, but of the ambitious
fellows al undermine them, and there's the rub
AS for Phil Swing nobody after his scalp in either party
He can right where he is and specialize on the Boulder
dam Fine Phil
Congressman Swing has "bill' named Tor hlm and
his name go laundering down the ages we nave had
bills named for u.s. in fact there many named Tor US
every month don't get anywhere near the same
"kick' out of the incident.
To what extent the right of suffrage appreciated
recently had two important bond elections IN I'M
neral county vet in neither did onehaf the voters vote
The right franchise valued highly when you don't
have ii than when you do, it appears.
Imperial Valley will soon be of age 1t VIII start OUT
in the world for itself with little nest egg OF ABOUT
$40 900 600 and going business $6OO0O000 year. 1t
would seem as if he yOungster ought to get on.
In discussing this weather proposition let US get per-
specye Let us look way off. The weather in Chicago is