OCR Text |
Show '. RIGHT SORT OF ADVERTISING PAYS. 'Already rosultl are bpMug aeeomplished by the a'dyertising giv-en? giv-en? 'Ogden in ;tlf 'sift cm I ednion issued by the ExuWncr about three weeks ago. FromVeopiesJ.scnt to eastern friends and relatives man) Ogden people have received flattering letters from the prospective investors in real estate and manufacturing interests. This is one of the right. .sorts of advertising which pays and always al-ways will bring results in a community'3 Tt ireally-thc beginning of a campaign which should be continued by the publicity agency of one of the, city's commercial organizations. , . -4 -. " . TIicixj have been hundreds of thousands of dollars squandered squan-dered by cities in publicity work, and in other instances there have jXen returns of thousands for every dollar spent in the same belief. An illustration of the latter sort is given by Des Moines, Iowa. A year ago that city through an organization of its business men, started to invest $30,000 in this manner, spreading broadcast its slogan, "The City of Certainties." As a result, it is announced, numerous nu-merous new industries have been induced to locate in the Towa capital, cap-ital, Tacoma has just entered upon a rather ambitious program differing dif-fering in one respect, atvleast. from that of its rivals. This is tho way iu which it has entered into partnership with a public service corporation which hopes to reap equal benefit from a vigorously conducted campaign of publicity. The Tacoma Commercial club has signed a contract with the Oregon-Washington Railroad and Navigation company pledging it- ) self to expend .2o,000, while the railroad is to add five dollurs to every dollar it raises for this purpose. In addition to advertisements advertise-ments in newspapers and magazines there are to be 50,000 "primers" "prim-ers" containing a full description of Tacoma 's business and residential residen-tial advantages, .10,000 lithographed booklets. -10,000 postal folders and 10.000 copies each of ten special bulletins setting forth particularly particu-larly good "talking points" about the city. The railway company is to attend to the distribution of mosl of this literature. Tts agents in Europe will utilize it to induce emigrants to settle iu Tacoma and vicinity. The railroad's publicity experts will also assist in securing new industries. |