Douglas daily dispatch., 1927-05-29

ries long article on the results of COM
nunity advertising, reprinted from the
Boston Transcript. The figures show
quite conclusively that community,
state and city advertising pays big re-
turns. The article follows:
Recent discussion of state and n1u-
nicipal promotion of publicity in New
England leads the Boston Transcript
to comment on the large amounts now
being spent for community advertising
throughout the country. 1t hears that
seventy five municipalities throughout
the country spent in 1926. amounts
ranging from $4,000 to 100000, for
community advertising" It also un-
derstands that the city of Atlanta by
spending $250,000 secured 1859 new con-
Germs with annual pay-rolls OF over ST.
0O0O0O 1t notes reports that Balti-
more, spending less than $4,000 in
two years, secured SO plants" and that
San Francisco and st. Louis assert that
new industries had been brought in as
a result of advertising campaigns. In
Advertising and Selling (New York; Mr..
Donald Jones says he has been looking
up bank deposit figures in certain
cities since they have started inten-
sive advertising campaigns. In the six
years since ST. Louis started its pub
licity campaign, bank deposits alone
have increased $176,2 ,420, or 1874 per
cent?
Mr. Jones continues:
II have found that since 1924, Sc
attic, Wash, has increased deposits
S23, 3,25484O, or 14.16 per cent; Salt Lake
City, $8,316,O40, 1854 per cent; Tampa,
Fla, Sac, ,828,76O, 13T08 per cent, and
Norfolk and Portsmouth, Va $3,ooo,5oO,
SIG per cent. Since 1928, Savannah,
Ca, has increased deposits $6,669,4lO
or 8.72 per cent, and in little more
than year Atlanta, Ca, has increased
deposits over seven millions, or ABOUT
4.2O per cent But, to me, the most
surprising indication of what commun-
ity advertising can do over period
of years, is on the records OF the llJtle
town of st. Petersburg, Fla. 1lt USED
to be a little town!). 1t has increased
it's deposits since 1916 by $3O,834,6o5,
or 1,376.15 per cent.
sOf course, each Of these communl-
ties. in the natural course OF events,
happily situated as they are, would
have secured increases in bank de-
posits without advertising. But COM
rarison of percentages with the aver
age increase in deposits in similar COM
nunities that have not advertised, tells
a convincing story
Then Mr.. Jones presents lisG OF 81
communities which are carrying on
good-sized publicity campaigns, snow
ing how they raise their funds, now
much they spend, and how they spend
it. and naming the advertising agencies
which have charge of the work. The
whole tabulation is altogether TOO space
filling for reproduction here. Sulilce
# to note that funds are raised either
by taxation or subscription OF potil'
that the purpose is to attract lnouS-
tries. tourists or farmers, that mosU OF
the advertising is done in OUTSIDE news
papers and national magazines WIN
smaller amount in farm and trace pa
pers and the local press, and that some
of the largest appropriations are: AT
lanta. $1,000 900 in three years; the
Californians of San Francisco, $4O0,OO0
in one year; Chattanooga, $25O,O00 IN
five wears; Norfolk, 100000 in three
wears: kansas City, 100000 year Tor
five years; Hawaii Tourist bureau OF
honolulu, 100000 for, one year; Or
lando. Fla, $4,000 for one year; Lake
land. Fla, $4,000 for one year; MI
ami. Fla, 100000 for one year.
A report Mr.. Jones secured from the
advertising agency working Tor Atlanta,
Ga. showed that by definite plan OF
campaign it was aScerta.ned what IN
dlstries were most likely to respond
to an Atlanta appeal and that adVer-
tisinp was then done through trade
Journals. business and management
naners. consumer media of national CIR
cnfat;on and newspapers in certain
cities. It was felt that there was nc
need of attracting people as sucn' II
heing considered "far more profitable
to a city to attract jobs than 10 at
tempt to attract people and then 1lno
iobs for them" A bureau was organ
ized to follow up the advertising. II
1925 only SO concerns mad been at
tracted to Atlanta, but by this high
r30Wer advertising campaign the tota
for 1926 reached 169. 1t seems tha'
"the campaign has resulted in the at
traction of $7,723, ,750 in pay rolls anc
in the employment of nearly 5000 peo-
ple." The coming of number OF nigh
" paid executives is said to have
brought good customers to the city''
stores and banks. 1t is in consequence
of the success of the 1926 campaigr
that the city is launching it's new mil
lion-dollar three-year program. E
Paso is another city in which a cam
paign carried on in 1928, "a and '2'
brought in tourists and permanent set
tiers in large numbers. We are tolc
that:
"Since Salt Lake City began adver'
tising, four years ago, the business II
the 13 principal factories Of the city
has increased 55.5 per cent, or H..
per cent per year. Population has IN
creased 25.2 per cent, bank clearings 81
per cent, and the value Of agricultural
products 1913 per cent. From the $500,
600 spent since the campaign started
the returns from tourist trade alone