New Britain herald., 1928-03-09
TILL THE WORLD.
 ABOUT YOUR GOODS
But Do It in Right Way, C. H.
 Barnes Advises

Clarence H. Barnes, general secre- tary of the local '. NJ. C. A. pre- sented paper on Publicity" at the monthly meeting of the "" secre- taries of the state. held in Meriden. a short time ago. By request of the state organization it was printed and distributed to the associations throughout the country. Because it lays down methods and principles applicably to all organizations and concerns desiring publicity it is re- printed in part as follows:
 If you want to get your service or product across you must tell the world or that part of it you call your field. what you have to sell. The public won't know you. or it will for- get you if you are out of print. The meek may inherit the earth when the millennium comes, but mean while place in the sun is more like ly to be occupied by the advertised.
 Ivory soap is still pure and floats as miraculously as it did thirty years ago. But Proctor & Gamble know it wouldn't continue to be sold on a purity basis nor float in the family bathtub unless they told a reading public every week about the wonders of their product.
 -four service may be better than it was generation ago, but folks won't remember that. unless you continue to prod their memory via the printed page, Satisfied custom CTS, may be your best advertisement but you'll need to advertise, to get customers to satisfy.
 Before you lay your bets with the purveyors of print, ask yourself four questions:
 What have we got that is worth advertising?
 To whom will it appeal?
 Is there prejudice to break down
 What are the best advertising mediums?
 What You Have tO Advertise
 Members of the organization are your customers. You must have them in large numbers. You have to re- place . certain proportion of them annually. That's your turnover.
 Unlike . commercial business your aim is to decrease. rather than in- crease the turnover. But unavoidable causes will reduce H6ur membership each year. Adv9stising will aid in adding replacemSpss. Better service will lessen the tAnnover.
 Advertising viii tone up your service. You will have to pep up that to. keep it as good as your ads pro- claim 1t. Better advertising and bet. ter service SO hand -in- hand.
 Play up the unique features oi yonr organization. If membership in it has . social. athletic, health. busi. ness or educational value, tell folk. about it.
 Men are joiners by nature. Make it desirable to join and they will en. durs auy-. initiation to ret theil names on the roll. Take advantage of this huthah fraifity. You do men a favor when you get them to use 2 beneficial service.
 YNu have competitors. ConlmerciaI concerns have invaded what wa, onca your sole field. They arc ad. vertisers. Even if they offer public service no better than yours, but ad. Nertfte it more skillfuliy. don't ex. pectfa past reputation to keep you going. Foot your horn as they dc theirs. 4.4
 Play I'D the distinctive featurea q, your service. There are plenty ir plain sight. Bit your gymnasium activities against thc lonely daily dozen or the ruefu1 radio exercises
 Extol fellowship in your social activities. Moviesi may draw the crowd to the theates., but fellowship does not follow . feature film.
 In the religious realm. advertisina copy must be in . masculine mold