Brownsville herald. [volume] (Brownsville, Tex.) 1910-current, 1929-07-04
TEXAS DAILY PRESS LEAGUE
Valley Advertising Needed Now

There is growing realization Of the need for a
Valley-wide advertising campaign on a national basis.
Witness the interest displayed at the KiwaniS
luncheon in Brownsville Tuesday when r. E. Fried
man discussed the subject in an address. Assurance
is given that the Valley Kiwanis council will be given
an opportunity to discuss the matter at its meeting
July IL, and possibly will adopt it as a Kiwanis goal.
The plea in years past has been that the Valley
was not ready for a national advertising campaign
that it would cost such a sum Of money to make a
showing in publications Of national circulation as to
be prohibitive.
One way to become financially able to put on a
national campaign is to start with a small one which
will produce revenue for a larger one.
Corpus Christi offers a splendid example.
That city selected a certain territory from which
it believed it should draw tourists winter and summer.
A series Of Advertisements were prepared for publ
cation in newspapers Of the section from which tour
lists were expected to come to Corpus Christi. Thus
the appeal was concentrated on a section where it
was known the message would fall on fertile soil.
And the crop is being harvested.
Such a thing is possible to the Valley at present.
Concentration Of effort will accomplish the desired
result. The sums being spent in individual effort by
various chambers Of commerce, business firms and
other agencies in advertising the Valley, if concen-
trated under one head, would bring in many times
more visitors and multiply the return in dollars and
cents.
This is not possible, Of course, for every chamber
Of commerce will insist on telling the individual mes
sage Of its own town-and rightly SO. But If this in
dividual effort is subordinated to the cooperative
wholesale effort more will be accomplished for each
individual town, and for less money.
To make this clear:
The cooperative effort through the newspapers
will reach the people who might be interested in a
visit to the Valley, or in making this a winter home.
This newspaper advertising would bring them to the
Valley.
Then the various chambers Of commerce would
be at liberty to plead the advantages Of their indi-
vidual towns as strongly as they liked.
This would be one important function for a VAL
1ey-wide- chamber of commerce. There are many
other things such an organization could accomplish
for the Valley.
Enough donations are being made to organiza-
tons which are of doubtful benefit to this section to
partly support a Valley-wide chamber Of commerce.
Many Valley leaders would contribute to such a VAL
ley organization who will not give literally to those
of broader scope.
Here is an opportunity for a real service to the
Valley-organization of a Valley-wide advertising
campaign through newspapers in selected territory.
This could be in connection with a Valley chamber
of commerce or otherwise-but it must be placed in
the hands Of men in whom the Valley has the ut
most confidence if it is to succeed.
A guaranteed fund of 100000 for the next three
years would work wonders for the Valley. That sum
is small, but the results from a carefully planned
campaign would be sufficient to convince the most
~skeptical.
1t would be easy to raise 100000 for the same pur-
pose for the fourth year.