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Show V.'e Live Cnr.icl cur ncry, aeccjtr I t :-r.V:2y's pet scheme for irintir?: a lot cf books which r.o one ever reads, and then v.cIcrci why there were ro returns. The boots would be all right, perhaps, if we could place then ia the bands of the right persons, per-sons, but as they are distributed promiscuously, they are worthless. "What we must do first is to get Salt Lake and her advantages talked about, get Eastern people to wondering- and inquiring what it all means, -then give them the information that will cinch them as investors."-. . This is common sense, practical logic. Mr. Reavis strikes the nail on the head, he does not beat around the bush, he talks straight to the point. He has found, as has every other up-to-date business man, that billboard and poster advertising cheapens the advertiser,- and its vcost is simply money thrown away. '. - Kind of Advertising Thct Pays. Z The Telegram is pleased to learn that the real estate es-tate brokers of Salt Lake have at last awakened to the fact that billboard and poster advertising is Worthless and that the business man who ntilizes his ancient method of so-called advertising is pimply throwing his money away. 2 At a meeting of the Real Estate Dealers' association asso-ciation held last night, Mr. J. Donnan Keavis ex- . pressed views which every merchant of this city would do well to read. ' In discussing a plan to raise f 10,000 with which to advertise the advantages of Salt Lake, Mr. Reavis made a strong plea for newspaper and magazine Advertising, as against books and pamphlets. Mr. Reavis held that pamphlets, folders and circulars Jepresented so much money wasted, except as they jnight be nsed for mailing in response to inquiries gained as the result of newspaper advertising. I In support of his position he pointed out what - iad been accomplished by advertising in the local newspapers, in the way of turning investments from mining stocks and other securities .to real estate, lie also urged that the manner of spending the advertising ad-vertising fund be left to a commission of such advertising ad-vertising experts as Charles Austin Bates of New i'ork, Lord & Thomas of" Chicago and Barnhart & Swasey of San Francisco, and that through them the advantages of Salt Lake be advertised as thor- . oughly,1 systematically and persistently as are the , alleged virtues of some of the more or less popular breakfast foods. "The manufacturers of some of these products have built up, by "advertising alone," he said, "a business that is simply enormous, and there is no reason why the same business principles applied to jftdvertisihg this city will not attract investors in large numbers. r "The trouble with the advertising that has been ;ione is that it has been absolutely without system. SSWPSSBSSBSSSJSSSSMSSSSJSJSBSMSSSSSSSSSSSSSSSSSSSBJS |