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Show DEVELOPING TRADE PRESENT SEASON What Ogden Can Do to Stimulate Business and Increase the Growth of the City What Other Places Are "Doing Third Letter From C F." Cable on Ogden, "Where Red-Oheeked , Health is Contagious and Happiness Grows Wild." All the vital, fundamental factors that' make lor a good senson In trade arc present except climate.. Spring has been caught with the goods on, napping, in fact, hibernating, In utter ludifferonco to our frcuul chafing at hor delayed appearance in the title-role title-role of "Spring's Commercialism." ThUs, while crop prospects are unusually un-usually good, vast quantities of Bprinc articles remain on the merchants shelves, necessitating augmented business busi-ness during the remalrilng weeks of the early summer, now that the sun has begun once more to shine. How shall this be accomplished, to the end that the wonership of this manufactured manufac-tured wealth may quickly be transferred trans-ferred into the hands of the consumer, consum-er, and the bills of our merchants promptly liquidated? 1. An Advertising Campaign. An energetic advertising campaign, such as Ogden has never before attempted at-tempted for concerted, continuous, persistent offort, should be immediately immediate-ly planned and executed. We must not fall to realize that like conditions obtain In Chicago, San Francisco, Los Angeles, and Salt Lake City summer goods snowbound and for this reason the merchants of these and othdr cities will in unprecendonled quantitle send into our city their highest grade advertising to attract the Ogden dollars dol-lars into their trade contors. "This condition must he promptly met by intelligent in-telligent activity on the part of our local merchants. Let the advertising columns of our local publications all of them be loaded to tho guards witn the highest character of publicity our local ad men are capable of executing. The more imperative tho necessity for securing Immediate sales, tho more paper salesmanship is necessary. The results will be eminently satisfactory, satis-factory, olse the writer of this article is not a prophet nor the son of a prophet. 2. Our People Must Summer In Ogden. It is of paramount importance thai we Immediately realize the necessity of making Ogden so attractive during the summer months that our peoplo will remain during a longer period thereof In our midst, the whole of tho summer, If possiblo, and that others be lured hither in quest of health, pastime, happiness and permanent residence within our gates. There is no occasion, if we plan wisely, why our stores should be at all idle during the long summer days but grey matter mat-ter must be applied. Kindergartens and playgrounds to relieve the tired mothers of tho care of their children during the long summer sum-mer hours are an Immediate necessity, neces-sity, for the heaviest burdens of the hot months fall upon the home-makers. For Instance, in addition to those now existing, the fair grounds could bo converted without destroying their ultimate purpose, Into ball grounds, tennis courts and play grounds for the girls and boys of onr city. A nominal sum would provide the neqessary su-penislon su-penislon by capable play directors. More places of amusement and recreation rec-reation must be afforded. Merchants must understand that our citizenship will not spend every dollar in tho stores, and, unless amusement resorts aro provided where a portion of their earnings may be spent In recreation and relaxation, our families who can will hie themselves to other localities, where pleasure is afforded, and' the money usually spent by them here lor clothing, grocprlos and the other like stabler necessities of life, will go Into the hands of merchants of other cities, who realize that amusement places aro the friends, not tho foes, of busInesB. Ogden'6 citizenship can each summer sum-mer be kept more and more at homo, if wo consider it of sufficient importance impor-tance to lay broad-guage plans accordingly. ac-cordingly. Again, let too say, the working out of such plans will dig deeper tho convolutions of our corobrators, but that won't do us any harm. No man over got softening of the brain through using that versatile organ. Let me cite an example from Texas of a city's success in "home-summering "home-summering " Austin, the capital of Texas, is a city slightly larger than Ogden somewhat rolling In Its contour, but surrounded with little of Bcenic beauty, beau-ty, only low hills and woodland. But Austin, like Ogden, has one spot of supreme loveliness the Colorado river. riv-er. Time waa when Austin, by legislative legis-lative permission granted, built a gigantic gi-gantic dam across tblB river, impounding impound-ing the water for a score of miles. Throughout its winding course, excursion excur-sion steamers, crowded with plcasure-Heekers, plcasure-Heekers, local and visiting, enjoyed the afternoons and the moonlight evenings with music and dancing under un-der tho soft southern skies. During those rich harvest days for the local merchants Austin, though situated in the southern lowlands, wus througed with summer visitors, tourists and stay-at-home residents, who in former vears had spent their money with their families TG6ldlng at distant places business blocks and dwellings vacant, rents a mockery, and taxation a burden grievous to be borne. Some ten years ago tho great dam broko, entailing a direct Iosb upon up-on tho city of many millions bf dollars, dol-lars, and In loss of trndo many millions mil-lions more. And Austin, with Texan I character, typical of the unconquerable unconquer-able Anglo-Saxon, Immediately soughl means to reconstruct In larger magnitude mag-nitude this pleasure-lake on the turbid tur-bid Colorado. Assuming tho payment of tho former bonded indebtedness without complaint, thoy havo secured permission to underwrite an added halt score millions of dollars, and, through the added Impetus that will' be secured to Austin's every channel of trade, will quickly repay tho loan, and at the same tlmo augment their annual Incomes, makb for the upbuilding up-building of their homo city, and develop de-velop a spirit of local pride unsurpassed unsur-passed by any Amorican city the feeling of satisfaction that comcB with big plans ably executed for homo and family. I am not unmindful nor ignorant of the fact that this is a commonplace story, told with no aptitude for 2m-belllshment, 2m-belllshment, but the basis for applica- j Hon to Ogden's welfare 16 there, and i what Austin, with her unenviable location, lo-cation, can do Ogden can in larger measure perform, and the results aro as sure as the coming of the morning's morn-ing's dawH. Ogden's city-builders are not pygmies in comparison with those of other municipalities Austin likewise like-wise insures against a loss of summor trade by providing widely advertised summer schools In the state university univer-sity halls Even El Reno, Okla,, though because of Its small population entirely overshadowed by Oklahoma City, provides for summer schools, teachers' conventions and institutes, and gatherings of various kinds, thereby there-by securing the increased resulting trade, to make no mention of the indirect in-direct results through tho advertising secured. Ogden should arrange for not only educational institutions of a higher order a seminary, a collego. a university or twobut for conventions, conven-tions, institutes, summer schools and thus following. Let us make the mobt of the approaching Chautauqua. Tbls moans dollars to tho merchants, an Increased pride In our city the beneficial bene-ficial results that will obtain through our closer association, and tho upbuilding up-building tof our educational, social and moral standards. 3. Better Illumination of Our City. Another prescription for Immediate application internally and externally the better lighting of our stores and streets. This. I understand, for some portion of Washington avemie is being be-ing considered, if our nine does ribl go out. For instance, we idly and wildly dream dreams and see visions of Ogden's remaining on tho transcontinental trans-continental automobile road, und boat our breasts in frenzied fury when a tourist party men of means and Influence In-fluence with money to spend prefer the "'great white way" of our capital city to the dimly lighted streets of our home city. What moles we are! Now and again the local papers herald her-ald the fact that tho superintendent of the street railway sstora proposes to the city and tries to persuade it to take the trolley poles from tho center cen-ter of Washington avenue, than "which with the possible exception of Austin's Aus-tin's Congress avenue there is no thoroughfare In any western city more susceptible of adornment- But why .Mr. Bailey? Why not busy Mr. Merchant, Mer-chant, fronting on Washington avenue? aven-ue? Let tho city pay a proportion, tho railway company a portion and the property owners the other fraction. frac-tion. Can't afford It, the facts are you can't afford not to do it. Tho boulevard cluster light-system of Illumination should be immediately Installed through the length of Washington Wash-ington avenue, and tho trolley wires suspended from tho sides of thii streets. Our neighbor is making some inspiring improvements in this direction. di-rection. Again Ogden, with two or three possible pos-sible exceptions, is first In position for cheap electric light and power. In one of the recent Issues of a local paper wo are Informed that for tho purposes of wlroless telegraphy "Ogden "Og-den Is Too Highly Electrified." One thing is axiomatic. Tho same thing cannot be said of our streets and stores. Ogden must bo illuminated Simply because the citizens of Ogden have for the present expressed a desire de-sire for an early closing of saloons does not oxcusc us to the hundreds of thousands of possible visitors to our city for failing to present a "decent "de-cent front" at eventide Even the chocolate-colored gentleman somehow gels It through his ivory that a "good front" spells success Oklahoma Cltv is prohibition though it does not hurt much and yet Oklahoma City has miles of boulevards brilliantly illuminated illum-inated and every business house of any local pretense maintains an electric elec-tric sign of maximum "kick" to proclaim pro-claim tho owner's continued presence in the body. Even on a Saturday night Ogdeu's streets look like the oxposltlonal "Cavo of Glooms." Ogden's Og-den's canyon river flows down from the mountain side, one moment wator tho next a million horsepower of light and energy. Ogden should have the most brilliantly lighted city in the world. Last summer, during my residence in Denver, the city authorities had a number of night photographs of that boautiful city taken as one of their best advertising cards, to show to the world by millions of postcards, cuts and half-tones the delights of a well Illuminated city and Its desirability as a home city Brlgham Cltv. securing se-curing Its light and power like w do. porraits the lights to burn nil day and all night; Ogden blindly gropes its way in semi-darkness. On ono side of Washington avenue, to dispel tho darkness of night is a four candle-power "wlnlfer" of an ocullsc's shop and two or three motion picture Hghta. On tho other-side like daik-ness daik-ness but for two or threo mediocre "drugs" or "cafe" lights. Why not a score of flashing, floating, modern electric signs containing a little "punch?" The candle on Boylo'o front is usually out nights and Wrights' Is minus even a tallow-dip. Fred M. Nye and Ogden Furniture company havo each a tin telescopic light throwing throw-ing upon tho twilight of tho sidewalk their generous willingness to "Furnlsn the homo," or sell a S15 suit for $9.98. Whv not a fifty-foot light on the Reed, at "the head of Twenty-fifth street, maintained by the light and power com pan v to show the others how to do It, throwing Into yonder golden-spired golden-spired capital city Ogden's dazzling rays of a now commercial dawn. Rouse ye Romans! 4. Advertising Campaign for Weber County. The Etars are auspicious for Ogden to do some effective advertising NOW... A campaign of substantial proportions should be planned In con-Junctldn con-Junctldn with our neighbors, if necessary. neces-sary. In California they advertise by cities, by counties, and by the suite as a unit. This entire valley should co-operate to disseminate attractively wrltton Information about its resources, re-sources, climate, strategic position and why it has unusual advantages to the investor and homeseekor. In such publicity Huutsvllle, Willard, Brigham City and other towns would find k profitable to Join with ub, thereby upbuilding up-building both ourselves and them. ljt our advertising department have 10,-000 10,-000 advertising buttonB issued and sold to our citizens for $1 or more for the purpose of Increasing our publicity fund The wearing of such button would be a badge of progress and honor, telling our friends and associates asso-ciates that we have sufficient Interest In the city wherein we make our living liv-ing to help advertise It. My word foi It, the "live ones" will buy. and the others muBt be gagged and clubbed Into It and the money taken from them the event justifies the deed, don't you know. We mlglit as well now as at any other time approclate tho Intelligent campaign of publicity now on in Salt Lake City not with Jealous eye be cause mo capital city is aoing Dig things these days, but that now Is the accepted time, through Ogden publicity, to take advantage of tho Interest in Utah arousod by Salt Lake City's advertising, and thereby secure much of the fruits of. their expenditures expendi-tures Salt Lake City has organlza-. tlons Impossible in our city; they have even a transportation department depart-ment to their chamber of commerce, and a full-grown advertising club of exports. In their transportation department de-partment are numbered many of the resident railway officials. Little wonder won-der that Fra Elbertus considers Salt Lake City unique among the American Ameri-can cities they have learned to do things through the organization of al! their forces We, too, can initiate plans that make for empire building, but wo have been dreaming Ion.; enough. If the sun of our opportunity Is not to forever set. In a remarkable piece of high-grade publicity Issued by the National Copper Cop-per bank of Salt Lake City I find the following truism: v "The rate at which people will make their homes and Invest their money hero will be In direct proportion to tho amount of Infojmation which we. have at our tongue's end as to the variety and magnitude of our stato's rosourccs and the enthusiasm with which we disseminate It." And the key-noto. tho golden text, tho memory vorsc, tho "boar-In-mlmr of this lesson is: "The enthusiasm with which we disseminate it." Citizens Citi-zens who won't play the game for Ogdou aro foes' of our advancement and should havo their part with the forces of evil In outer darkness. El Reno once bought out a local papor. and, aftor paying tho editor his own price therefor he being a "dead duck" so far as boosting was concerned con-cerned ho was asked to leave the city between sunset and sunrise, never nev-er to return. It was the best Investment Invest-ment El Reno over made, and Ogden could profit by her example, though the city might go bankrupt In trying to buy out our numerous "croakers" wore It not for the fact that in nearly overy Instance they are failures hero, as they would bo In any other community. com-munity. , 5, Ogdon, Ba&eball Team. Baseball, of course' Newspapers print no other free municipal advertising. adver-tising. If for no othor purpose than Ogden publicity if there wore no lingering sweetness in witnessing tho homo team knocking h out of tho other follows It would pay big dividends. divi-dends. Tho team must be supported and encouraged. It won't always- rain and "sunshine will come tomorrow. ' Our ministers bowl about Sunday games; of course. The moral tone of" a ball crowd on a Sunday afternoon after-noon ls"vastly higher than of a "botany "bot-any excursion" into the Burroundlng fields and forests, and tho Ogden ministry, min-istry, than whom there Is no more intelligent association in tho state, will not protost against wholesome amusement within our gates, Tho rural conscience in this regard in Illy fitted to guide the destinies of a city population, and tho sooner we realize It tho better. Come on fellows! Nine rahs for tho whole team' ! ! ! ! ! : Somo of tho brainiest business m(-n of Denver last summer informed me that thoy considered their team the "Demer Pennant Winners" tho best single advertisement Denver over had. Donver advertised them In motion pictures, pic-tures, on tho theater curtains, in the parkB, the white city, store wlndoxvs, everywhere "Donver's Pennant Winners" Win-ners" aud 10,000 attended the Sunday Sun-day games. Ib It any wonder everybody every-body yells his head off that Denver "Is a good town?" Throughout the entire city and territory ter-ritory tributary thereto, Ogden and Ogdon's products should bo advertised. In the street cars Ogden publicity Bhould eliminate the cards of other cities and other manufacturers. Bill boards If wo must have them are less offensive to tho oye with Ogden products advertised thoreon Local advertising should crowd out In our dally -papers the advertising of foreign merchants and manufacturers Let us by ceaselcsB publicity Inform onr citizens cit-izens that Ogden products aro super lor to those imported, and we secure tho co-operation homo purchasers to select tho home made goods. Lot us as manufacturers, importers, wholesale whole-sale and rolall dealers more persistently persist-ently Inform the cousumer of what wet have for sale and why tho local product prod-uct in desirable in preference to that of the foreign dealer. The personal opinion of the writer is that tho fault Is not with thp local buyer that homo products are not purchasod In preference to those of V neighboring cities or those secured through tho mail-ordor houses. The foreign-made goods aro believed to be desirable from the advertising matter sent out by their creators. Ogden ladies la-dies do not buy elsewhere out of contrariness, con-trariness, but becauso wo fail to supply sup-ply the demand, often through Indifference, Indif-ference, falling to ascertain what it Is the particular prospective customer custom-er desires aud would wait a reasonable reason-able time for, did we make an effort to secure IL Tho building up of our local trade in preference to that of othor cities Is feasible. Ogdon croakers croak-ers to tho contrary notwithstanding As the philosopher replied to tho declaration dec-laration of an acquaintance that a certain cer-tain work was Impossible: "Of course it is impossible, but if wo don't watch out some damn fool will come along and do It before our oyes." Napoleon said he knew no such word as "Impossible. "Im-possible. Publicity will make the home product preferred 95 times out of a hundred. Increased homo purchasing pur-chasing means more money in salaries salar-ies to tho clerkB and larger revonueu to the merchants. Incidentally, while 1 believe in short hours for tho clerks the proprietor Ib entitled to a stray thought occasionally. Wo can so dc 8 troy local enterprise that there will bo no stores wherein to secure clerical cleri-cal employment, If no regard for the owners is shown. Let us rather strive to make the business of employers em-ployers so profitable that we snail secure an lncroased wage rather than by falling to appreciate that tho destruction de-struction of home industry means decreased de-creased earnings encourage an unreasonable unrea-sonable warfare upon home enterprise enter-prise Owing to our rural trade ihc closing of stores after Saturday noon means suicide to trade. Better results re-sults might be obtained by securing a half day off during another portion of the week Perhaps the merchant could better afford a full holiday on Monday than a half day or evening on Saturday; hotter two hours in tho forenoon than closing at 6. Let us reason together, work together, plan together, to the end that our tradf may bo increased, our mutual welfare promoted, and common happiness Increased. In-creased. The story of Ogden's tomoirow will a nna it p"lnrv nr flnfnf T rrtntrn sunounding wealth, transportation lines, climatic conditions, education and mental acumen are ours No grosser misstatement of any historian was ever made than the famous saying. say-ing. "Happy the land whose annah are brief." Aftor we have by heroic endeavor and brave resolve changed our present municipality into one of tho famous centers of business enterprise, enter-prise, social culture and civic beauty, we shall be agreed that the results were well worth the price we paid. The history of great nations cannot bo condensed, because they do and dare, and world-famous- cities arc built by tho manhood that knows no retreat" 'Let Ogden advance (Signed.) C. F. CABLE. Ogden, May 8, 1912. |