Daily Kennebec journal. [microfilm reel] (Augusta, Me.) 1870-1975, 1923-02-19
MAINE PUBLICITY
Chairman H1ECG
Tells CT the Work

vt thu annual meeting IF The
Maine 1'Ui lefty Bureau ct Bangor
Friday evening the chairma of the
Publicity Committee, -. ". Hogs,
Jr.. save very valuable and interest
ing information.
In part. he said:
"ThrCp questions are always asked
by the advertising committee n con-
ncction VITA its publicity camp li&ns
tor tho State of Maine Publicity
Bureau. The first question aud Its
answer are thoroughly established.
They are: What have We to Sell 4?
'ni the answer is uneQuivocai+N.
Maine. not any section of it. Or any
particular produce. bun the St2,r as
81 '-lp!r ana everything ssioahle
within it. 1t has. therefore. bcrn the
publicity committees mission 10 .cll
M1.Ho. anl during the few brief
months that the bureau has r,tn in
existence it would seem that its en-
forts have been cmincntly success
full. The ncNt question which .l"dys
confronts the committee in connec-
ton with its advertising camna ens
is: Were is our market? Gercr-
ally speaking there is but on ans
Wcr to this query. ana that s, the
world. While. in 4 broad sense, This
is absolutely true the committee in
conducting its various campaigns
has cnlcaVorcd to reach The terri
tory which will give the greatest re-
turn for tho amount of money in
vested in it. The third question is:
How can Our market be reached"
Anl there is bat one answer To THIS:
through advertising. Advertising is
perhaps more broadly defined under
the heading of publicity, and it is.
therefore. the advertising committees
duty to produce publicity shat Will
appeal 20 the general public, and
hich will hTin. tho greatest finaH-
cial reward to the state as whole.
Under advertising comes the Use of
display space in newspapers and
magazines. the writing of stories
describing the advantages Of Name
for publication in PERIODICALS ,..'.II-
where. many of these stories relny
finely illustrated with pictures Of
Maine: the issuing of booklets. maps
and other forms of literature des-
cribng the State as Il whole
The committee expended last year
in newspaper and magazine alvcr-
tis,ny S11.13G.26. The total replies
received were 6,203. showing a net
! cost per reply of s160. and in re-
viewing this with some of our ma
tional magazines representatives the
| statement has been made that 4
! good average for an initial Cansoaien
| Of this size and character is from
| So.35 TO $50 per reply.
i From the time the bureau opened
| last Spring until December 81, ap-
proXimatcly 1900 letters We're re-
! ceivcd asking for information about
! Maine. and these were care fully
| answered, each one receiving indi-
| vidual attention. During the sea
| son approximately $4,000 pieces Of
| literature describing Maine we're
mailed out from the bureau. These
| were all sent in direct reply to in
| QuirioS.
The bureau is absolutely unique in
that it is the only one Of its kind
! in the country. Already even ether
! states have written asking for its
! plan of organization and The success
| of the venture and undoubtedly SIM
| liar bureaus will be established in
other states and throughout Canada
as well.
bureau is the fact that it is able t.
get hundreds of columns of reading
matter and pictures about Maine
absolutely free, newspaper and
| magazine space which could not he
purchased at any price. This 'csul;s
from the fact that the bureau spends
so much money in advertising that
the papers are willing to cooperate