The Key West citizen., 1938-12-10
JOINT CLUB MEET
ONEVERGLADES
PARK QUESTION
SECRETARY S. C. SINGLETON
> DELIVERS ADDRESS ON Ac-
TIvITIES OF KEY WEST
80 CHAMBER OF COMMERCE

-.'i s-sss
Secretary S. C. Singleton, of
the Chamber of Commerce, was
the speaker of the day at the
luncheon Of the Key West Rotary
Club Thursday noon and deliv-
cred an eloquent address on mat
ters relating, principally, to the
chamber.
Touching on the multifarious
duties of a secretary, the speaker
gave a brief outline of the work
which was facing him at the
present time, the letters which
must be answered. Many of the
letters call for, in the language
of Stevenson, "all that a man
hath of fortitude and delicacy"
and the acknowledgements show
they are appreciated.
Refers To Association
The speaker then referred to
''the Florida Commercial Secre-
taries Association which he con-
sidered it high privilege to be-
long and quoted from the annual
report and talk made by James
Albert Wales, president of the
Wales Advertising Co., as fol-
lows:
How many of you have been
to Bermuda? How many of you
know what it is? 1t is a tiny
group of islands out in the At
lantic Ocean, over 500 miles from
the nearest land, and it has an
area of less than 20 square miles
and population of 10000, one
half of whom are colored.
Invest--Not Spend
There $4,000 whites and 49,
600 .colored people invest close
to 100000 yearly in advertising.
Note. that / said invest and not
spend, because they make it pay.
1t has to pay because it is their
only business. They have no 9TH
ef source of revenge. Either the
advertising pays, or they go bust.
-e'" Twelve years ago the Ber-
mudians were rebuilding their
travel trade, after the war. They
had 1900 the year before, and
realized that was not enough.
They increasd their advertising
from $1,000 to $4,000, and at
tracted $4,000 visitors in 1929, an
increase Of 5000. Curiously
enough, as the appropriation in
creased year by year, we found
we. were getting our visitors at
81, per head up to 1884 when we
were getting over 10000 for $780,
900. --s
a. Advertises In Northeast
Advertising is concentrated
in magazines and newspapers cir
culating most largely in the
northeastern section of the Unit
ed States, because you have to
saif to New York or Boston to
get to Bermuda, and it is best to
put your line out where the most
fish are biting"
Continuing Mr. Singleton said,
"Npw here is the part of the
Wales talk that is part of my vo-
cation TO bring to you. He says:
Appeal to the best class of
travellers and all others will fol-
low them like sheep. Mass will
always follow class, but class will
never follow mass. If you 60
after the cheapest people you
viii get nothing else. The most
economical method is to go after
the key people. the ones the 9TH
ers follow and initiate. This is.
not snobbishnesss it is common
sense.
Not Always Rich
. The key people are not al
ways the richest, they are pri-
marily the refined and cultural
people, the doctors, the artists,
the writers, the ministers, and
above all we are not discriminate
ing against wealth, for money is
not to be despised.
Above all, you do not want
the sporty set that has spoiled so
many places. Here Is an example
of what can be done to attract
the worthwhile classes. When we
took over the Bermuda account
they were taking small space in
newspapers, advertising the usual
outdoor sports. sea gardens, un-
derground caves, all in sort of
Coney Island style. and they got
lots of cheap people with il.
I'VE told them they were too
poor to afford such expensive
advertising. and they we're, there
fore going to use nothing but
advertisements in color. in class
magazines. and we are getting
the very finest people and lots
Of them"
This, Rotarians", the speaker
concluded. els glimpse of what
my vocation means TO me. This
is but small page out of large
volume. and ] think if you were
all familiar with il. the future
Of Key West would be very bright
indeed.