Brownsville herald. [volume] (Brownsville, Tex.) 1910-current, 1931-06-28
LETTERS to
the EDITOR
VALLEY
ADVERTISING BODY
To the Editor,

1850
California spends over So 1000 900
per year for advertising. 81, 500, 900
OF this being spent 10 advertise the
name SUNKIST which now has
come to mean California.
Florida spends nearly as much as
California.
1t viii be years before any one in
dustry in the Valley can afford an
advertising appropriation to compare
with either Of these two States and
consequently. years before the VAL
ley comes into its own-UNLESS a
practical way is evolved to enable
the Valley TO carry on a major sized
advertising campaign without too
great q burden being imposed on
any one group OF persons.
All plans heretofore conceived.
have failed to m~aterialize due 20
the fact that each plan required fin
anClng BEFORE the advertising was
che.
Herewith is presented a plan.
original with the undersigned. and
an opportunity to do NATIONAL
ADVERTISING before a cent is
collected.
If the plan is perfected, 95 per
cent Of whatever fund is arranged
for. Is TO be expended in the Nat
ional Weeklies and 5 per cent in
Valley papers.
You. with your advertising ex-
perience. can realize what a boon
II would be If each week there ap-
peared a column advertising the
Valley in the SATURDAY EVEN
ING POST. GOLFERS. LIBERTY
and the LITERARY DIGEST and
If the more prominent Valley daily
papers each week carried references
TO this advertising.
Where IS re Valley grower who
would hesitate TO attach a &c stamp
TO each 100 pounds of all products.
II in doing so he helped give the
Valley the above described adver-
Using.
! venture to say that with proper
publicity on the part Of leading
Valley newspapers, practically a 100
per cent approval could be secured
from growers for such a charge If
this advertising was promised in
return.
I know the President Of one Of
the largest advertising firms. One
that handles many accounts for Nat
ional Advertisers.
In an interview he asked about
the Valley and its future. / describ-
ed conditions and the reason ii pro-
baby would be years before an ac-
count developed in the Valley that
would compare with the accounts IN
either Florida or California.
He volunteered that If a way were
found to secure pledges from reli-
able sources that his company would
be willing to do the advertising In
advance Of money being actually
collected.
The plan Is to:
Form a Valley-wide ADVERTTS-
ING ASSOCIATION.
Have officers selected from re-
preventative citizens Of the Valley.
Have a financing committee con-
sisting Of at least one business man
and one grower in each district and
the Secretaries Of the various Cham
bers OF Commerce.
The organization to be NON
PROFIT making. No salaries except
for clerical work and possibly one
officer.
Have each packing shed and ship
per in the Valley Of carload lots.
pledge the collection Of &c per 100
pounds of all products as an adver-
Using charge. Only about 100 pledges
need be secured. No direct contact
needed with the grower. The pledge
should provide that payments TO the
proper person or organization trea-
sury would be made daily as ship
ments were male.
This comparatively small charge
would amount 10 approximately Sc
per carload which would have been
Sl80.O00 on 10000 cars which was
our last seasons shipment.
II this Is done. and II each ad-
vertisment includes an invitation TO
the people OF the world to visit. the
Valley over the M. p. and $. p. fall
roads. ii would be perfectly consis-
tent to solicit the railroad compan-
les to contribute 81 to the advertis-
ing for each a shipped. This would
be about l-2 of / per cent Of the
freight charge on each car rs an
advertising contribution from the
railroads and would give an addi-
tional 6 5000 or more.
II would be consistent TO have
Chambers Of Commerce pledge $500
per car for car, lad shipments orr
ginating in their home cities. In re-
turn. these cities from time to time,
would be prominently mentioned IN
the advertising. 5000. 900 could east
ly be pledged the first year and this
would rapidly increase TO Sl,0OO,OOO
per year.
II would be consistent to solicit
other interests to volunteer sums
towards the fund but the ones men,
toned could be depended upon as
the GIBRALTER PLEDGES for the
fund.
The whole plan could be accom-
plished by the simple doing OF two
things, l. e. forming the association
and securing pledges from packing
houses and shippers.
If the thought is popularity re-
ceived and supported, 1 promise that
credit sufficient to permit advertis-
ing TO be done that will let us sue
ceSsfully compete with both Califor-
MIA and Florida will be provided the
Valley SO as TO allow us 10 enjoy
this advertising by the time u fall
eason opens.
Incidentally, the successful carry
ing out Of the foregoing will result in
about $1,000 being spent in Valley
papers for advertising in the begin
ming and larger and larger amounts
each season as the Valley grows.
One Of the principal things pro-
posed was a symbol that could b,
used by ever Valley booster. III:
symbol to appear upon all stationary
in all ads and allowed TO be placed
on labels. r -kages. crates, etc.
The object being not to advertise