The Key West citizen. [volume] (Key West, Fla.) 1879-current, 1941-10-02

campaign to the ma
IONS rural districts through the
medium Of paid advertising n
county weekly and small tour,
daily papers. :
No branch Of our military
service is more careful in tie
selection Of its personnel or Of
iers greater opportunities for ed
location and advancement From
ITS inception the Navy has been
a builder Of character and a
builder Of MEN.
Uslike the Army, which draws
men from selective service as
well as through recruiting. the
Navy must recruit all of its
men. The nature of the service
requires a longer enlistment Pc
Rod than selective service per-
mits and as one naval official ex-
presses il, "You can't make a
sailor out of a man in ls
months.
Faced with the problem of
finding the right kind of men to
man the new Navy ships which
have been sliding off the ways
ahead of schedule and in eyer-in-
creasing number, the Depart
ment found that ordinary re-.
cruiting methods were not
enough and that an effort would
have to be made TO speed up re-
cruiting and increase enlistments
not only to provide men for ships
but likewise for the numerous
defense bases being established
for the protection of the nation.
A careful check of Navy rec
ords over the years revealed the
fact that the ablest and finest
type Of men in the service were
the chaps who came from the
small towns and villages-coun-
try boys, if you pleased From the
farm and the cross roads. Sons
of hard working, God fearing
men and women.
The type Of training and
bringing up these boys received
ideally fitted them for a career
in the Navy. Bright, alert, eager,
respectful, strong and clean,
they took to the Navy like a duck
to water.
So, IN need Of more men, the
Navy naturally turned to the
field where experience revealed
the best prospects were to be
found. An able business man,
Secretary Knox looks on the
Navy as a BUSINESS PROPOSE
ton, so in considering plans for
a nationwide enlistment cam
paign. he decided to tackle the
problem in business-like man.
ner.
Instead Of flooding the press
with requests and demands for
free publicity and patriotic CO.
operation. he called in Batten,
Barton, Durstine & Osborn. Inc,
one of the nations foremost adj
vertising agencies, and instruct
ed them to build an advertising
campaign for the Navy just as
they would for General Motors,
Coca-Cola or any other success
full industrial organization, but
designed particularly to reach
the richest field in America
small towns and rural districts.
The campaign in Florida OPEN
ed last week with paid adver-
tisements of a thousand lines
each, appearing in every news
paper published in towns of un-
der $4,000 population. 1t is the
largest advertising campaign
ever conducted by any organiza-
ton and because it is carefully
and intelligently planned and is
directed accurately to the pros
pect through the most influen-
tial and forceful medium in
America today, the Country
Press, it will succeed, and
Uncle Sam viii find his invest
ment productive and profitable.
The Navy again will have lied
the way" with an example of eff
ficiency that other departments
of government may well follow.
In its recognition of Rw Il
America and the Country Press,
the Navy has made an invest
ment of good will' that alone
is worth many times the cost OF
the entire campaign, even if nc
recruits were secured But ! pre-
dict that this advertising, back
ed by the enthusiastic support
Of every country editor and
every rural community, viii
produce amazing results and
that when the smoke has clear
ed away Florida will give the
NAVY more than her share oi
men.
A career in the Navy is one OF
the greatest opportunities open
to the young man of America
TODAY. Not only does it afford
good pay, good food, health
and character building routine,
free clothing, best medical care,
travel. adventure and thrills,
hut h also teaches a man to be