Evening star., 1924-05-05
ADVERTISING IS HELD
BEST Community AID
Thousands of Dollars Expended in
States to Spread knowledge
of Special Sections.
POLICY BECOMING GENERAL
Plan for Promotion of Business Is
Widespread.
BY j. e. ROYLE.

Special Dispatch to The Star.
NEW YORK, May 5.-"TlI tell the
world" may have gone the way of
other wornout slang phrases, but it
it still being followed as a policy by
many, of the states and communities
of the country more faithfully than
ever before. Community advertising
is heavier at present than it has ever
been before and is more widely dis
tributed.
Hundreds of thousands of dollars
will be expended in the next few
months in outlining the advantages
of states. districts and cities to the
remainder OF the country. OF these
sums it Is probable that daily news
papers will secure between 60 and 20
per cent, the remainder being split
between magazines pamphlets and
mail matter.
Not Confined to Any Section.
This tendency to advertise COM
munity advantages is not confined to
any section of the country. Organized
business effort devoted to advertis-
ing by railroads, hotels and commu-
mites has done wonders in populariZ-
ing New England as both a summer
and winter playground, and this ef-
fort is being continuously exerted.
The state of Maine is spending $500
this year for newspaper advertising.
At the other corner of the country
the All Year Club of southern Cali
fornia is following up it's successful
campaign OF 1929, when 5000, 900 was
spent by IN advertising effort which
will cost s350,00O.
The Atlantic City Hotel Mems AS
Sociation now is sponsoring n proposal
Sey, its homes and resorts. The Ore
gon Hotel Mems Association is playing
UP the slogan, The Pacific Northwest
the Summer Playground of America"
and in addition TO the newspaper ad-
vertiSing. Oregon business men and
merchants are using that phrase on
their business stationery and advertis-
ing material. The Portland, Ore.
Chamber of Commerce has inaugurated
a two-year campaign. for which
100000 has been raised.
Florida to Spend S2OO.OOO a Year.
During the next five years the state
of Florida will spend at least 100000
a year in outlining its attractions TO
the remainder of the nation. Across
the country. CalifornianS, Inc. report
that their advertising appropriation for
1923 was 100000 and that last
November a special additional cam
approximately s25O.00O. National maga-
zines. newspapers and other vehicles
are being used
The Salt Lake City Chamber of Com
merce Was so successful in obtaining
results from the $4,000 worth of ad-
Vertising placed in 1923 that the quota
for this year has been raised to
$70.0s0. The tentative advertising
budget of the Denver tourist and pub
licity bureau is s150.000, or double
what was spent in 1928:
Sunshine Climate Club of Tucson.
Ariz.. has raised $4,000 to spend for
advertisements in eastern magazines
and newspapers. FL Paso, Tex,
which will cost s15O.O00. In the
southeast the state of Georgia has
$50. 900 TO spend in outlining the in
dustrial possibilities Of that region.
Work of Hotels and Railroads.
Hotels and railroads are playing
a big part in the advertising of com
munities. The northwest is receiv-
ing invaluable aid from the cam
paigns being run by the Chicago,
ern Pacific and the Great Northern
roads. The newspapers and maya
zines are to be used by carriers to
tell about the development and his
tory of the northwestern states. This
campaign will continue for three
years.
The Baltimore and Ohio is making
strong efforts to place the wonders
Of the nations capital before the
minds eye of possible travellers,
through space in newspapers and
magazines. The Southern railway
is doing similar work for the south
and the Southern Pacific is taking a
prominent part in Californias pub
licity appeals.
I'VE expect newspaper ads to sell
the Pacific Northwest to those who
are Immediately contemplating a