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Show Hundred Million Dollars Spent by Tourists in Utah During 1959, tourists left in Utah more than $100 for every man, woman, and child in the state! Stated differently, more than three million visitors to Utah spent about $100,000,000 while they saw the state's many attractions. These figures emphasize the enormous impact of tourism on Utah's economy. And yet, Utah has hardly begun to realize its full potential in tourism. Studies show that Utah ranks well below most other states in number of visitors, time spent in the state, and expenditures. expen-ditures. To help change this relative standing for the better, the State Tourist and Publicity Council now operates on a budget of $118,000 a year in publicizing the state. Though a rather modest sum when compared with many other states, this amount is still the highest legislative appropriation devoted to state-wide advertising of Utah during the past decade. The major part of the Council's budget $89,000 is used directly in the advertising program. More than half, or 48.000 is snptit fnr advertising in key magazines and metropolitan newspapers, while $41,000 is spent for printed material, ma-terial, films, displays, news releases, releas-es, photographs, etc. Purpose of the magazine and newspaper advertising is to interest in-terest people enough to write in for detailed information and during 1959 more than 100,000 prospective visitors did write in to the Council for copies of its many publications. Nearly 60 of all inquiries were actual coupons, while the remainder remain-der were in the form of letters. A fourth of all inquiries, interestingly interesting-ly enough, were from out-of-state children studying about Utah in school. To fill these requests for information, infor-mation, the Council in 1959 distributed distri-buted about 600,000 different pieces piec-es of literature, including scenic booklets and folders published by the Council, official road maps issued is-sued by the State Road Commission, Commis-sion, and many pieces of publicity material published by local chambers cham-bers of commerce, government agencies, and private firms. Illustrative of the type of advertising adver-tising placed by the Council was the ad appearing in the March, 1959, issue of Coronet magazine. This ad brought in almost 15,000 inquiries more than any other single advertisement ever placed by the Council. It is hoped that the 1960 ad in this magazine will be even more productive. Utah ads also appear in such well known national publications as National Geographic, Holiday, |