Imperial Valley press., 1923-05-08
KEEP COUNTY ADVERTISING GOING

1t is to be regretted that the county is to abandon
its project of advertising that has been carried for
year by Mr.. O. j. Renfrew.
At bottom the plan of Systematically presenting
the claims of this section of the state to the attention
of the world is of having faith in the efficacy of
facts properly presented to the public. In the matter
of selling community to the public it is obvious that,
under most circumstances, results cannot be i'm
medately it is like the building of character;
it cannot be done in a day. Time and patience and
perseverance and intelligence necessary factors.
Mr.. Renfrew has probably done as much during the
brief while he has served the people in acting their
publicity agent it Is humanity possible to do. lie has
had wide and successful experience in this sort of
owner, himself to spur him He has done some fine
pieces of publicity. His tValleygram", issued month
which he gave in striking form the advantages of I'M
peral county We doubt if anybody could have done
better than Mr. Renfrew has done. But this only
of the many things he did.
The Press is itself publicity agent 1t has
of its principal purposes the presentation of the adj
vantages and opportunities of the valley those who
seeking to acquire farms and homes where nature
generously besows her favors upon those who toll.
1t welcomed the help of Mr.. Renfrew and the county
cent of the public moneys msdrected or diverted to
Improbable channels 1t must say however, that it
regards it unWise to stop the campaign of publicity
Mr.. Renfrew afford stop, but the county cam
not. HIS reward was not the modest stipend allowed
him, but in much larger sense the satisfaction of
giving Imperial county Its rlghttul place among the
counties of the state and restoring it, far be
done in such fashion to its former prestige before adj
verse farm conditions ntervened to prevent the farm
ers prosperity.
Just now community advertising is being largely
done throughout California The claims of the whole
state being carried to the people of the county
through cooperative publicity effort in most
narkable way. East of the Rocky mountains Califor
mia is being advertised as it before The
metropolitan newspapers and the national magazines
teeming with articles and advertisements about
California. The result is that all railroads touching
the Pacific coast report the largest traffic present and
prospective, ever known And every highway is jam
med with autos all filled with people eager to
California. In view of this the various communities
of he are wit in
these incoming visitors and settlers. Imperial county
has the goods and is the time to keep them dis
played in the front windows. The Imperial Irriga-
on district has not hesitated to expend many thous
ands of dollars to bring delegation of
to the valley they could for themselves the
promising empire that we have and how necessary it
is have their help in safeguarding it and developing
its 1t simply impressng these men by
sight and contact, instead of the printed page. 1t
very expensive but what may be called intensive
advertising. And only have faith that it will
prove profitable, just we must have that kind of
publicity the county development agent has been sup
plying will prove profitable in the end 1t is all
bread cast upon the waters that will return after
many days.