Brownsville herald. [volume] (Brownsville, Tex.) 1910-current, 1925-12-13
!. IN OUR
% "a
!: /: VALLEY

that the Missouri Pacific has un-
deffaken to carry out in its publicity
campaign for the Lower Rio Grande Val
ley is7tke display of Valley products be-
1n9 carried over the Mopac lines.
People residing along thousands of
miles of the tracks of the Mopac have
heard of the Lower Rio Grande Valley
frequently since the Gulf Coast Lines
became part of that system, and they
VIII have an opportunity, in this car,
TO- satisfy their curiosity as to whether
winter vegetables and citrus fruits are
grown here.
No one is better equipped than Will
g. Fields of Harlingen, who with Mrs.
Fields, is accompanying the car They
will have many questions put to them,
and will be able to answer all of them.
no doubt.
Cities outside of Texas that will be
visited will include places like Bator
Ropge. New Orleans and Alexandria
IN Iouisisna; Little Rock, Fort Smith
Goffeyville, Kans., Kansas City, ST
Joseph Omaha, Topeka Salina, Scot
City, Pueblo, Coio Wichita, Kans., ant
Arkansas City
Fl These are the long stops. Brief stop.
at SCORES of towns will give an oppor
tunity TO spread the fame of the Lowel
Rio 'Grande Valley.
The use of the word Delta, in re-
ferring 70 the Valley, seems to be
spreading outside of newspapers.
r. w, Townsend Of Mercedes writes to
Radio station KWWG of Brownsville as
Fellows: I'VE have been receiving your
Programs very clear and strong, and
have enjoyed them so much. Last night
the program was extra fine. Splendid
axttsts, nothing on the air better. Your
station is so nice for the Delta, and the
weather forecast so helpful to the Val
ley.
,sMr. Townsend, however, is fifty
fifty. on the proposition. In that last
sentsaee he uses both.
g ssysTsa
Many Valley merchants complain of
the activity In this section of the mail
order houses. Martin L. Pierce, director
OF research for the Hoover Suction
Sweeper Company. told San Antonio
club the other day that in north
western state where rs per cent of the
merchants do not believe in newspaper
advertising. sone-third of all the retail
businss is done by mail order houses.
Sevepty:two carloads of catalogs were
sent.into that northwestern state in one
year and sS,e0O.00o worth of advertis
ing material was sent into the state by
catalqg houses during the year
The best field for the mail order
house is where the merchant does not
advertise.
And Pierce goes on:
when the amount of money spent
by 10 per cent Of the merchants of the
state is compared with the amount of
money paid for small order catalogs, it
~ easy to see why one-third of the re-
tail business actually went out of the
state.
Women as whole, follow store 5
advertising very carefully and they
realize business conditions change from
day to day just as news of the world
changes and that the goods which were
Offered in advertisements last week will
not be sold at the same price today or
may ysnot' even be on hand at the store
tomorrow
"A survey was recently concluded
among large group of women shoppers
asking them very definite questions as
TO the effect that retail store adver-
Using had Upon them. The investigator
found out that 50 per cent came in re-
sponse to the previous two days adyer-
fising and Ia per cent we're just shop
ping without having advertising values
in mind. Twenty-seven per cent came
in because Of the copy in the evening
paper Seventy-nine per cent said they
read the stores advertising every day
Thirty-seven per cent were accompanied
by feminine friends"
Advertising, backed up by competent
sales service, will go long way to-
ward eliminating the mail order house
from the field.t
Some Of our. newspaper friends up the
state sometimes 60 a little astray in
their eaitarial comment on the Valley.
The sSan Antonio News, in comment.
ing on the truck shipments from the
Valley this year, says that a record
breaking movement out of the Valley is
not news, measured by Charles A
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