New Britain Herald Newspaper, March 9, 1928, Page 19

TRL THEWORLD ABOUTYOUR GOOBS Bat Do It in Right Way, C. H. Barnes Advises Clarence H. Barnes, general secre- tary of the local Y, M. C, A. pre- sented a paper on “Publicity” at the mnonthly meeting of the Y“ mecre- taries of the state, held in Meriden, a short time ago. By request of the £tlate organization it was printed and distributed to the associations throughout the country. Because it lays down methods and principles applicably to all organizations and concerns desiring publicity it is re- | printed in part as follows: 1f you want to gét your service or product across you must tell the world or that part of it you call your field, what.you have to sell. The public won't know you, or it will for- | get you if you are out of print. The meck may inherit the earth when the millennfum comes, but mean- while a place in the sun is more like- Iy to be occupied by the advertised. Tvory soap is still purc and floats as miraculously as it did thirty years agg. But Proctor & Gamble know it weuldn't continue to be eold on a purity basis nor float in the family bathtub unless they told a reading puyblic every week about the wonders of thelr product. our service may be better than it was s generation ago, but folks won't remember that, unless you continue ‘to pred their memory via the printed page, Satisfied custom- crs, may be your best advertisement but you'll need to advertise, to get customers to satisfy. Before ‘you lay the purveyors of print, ask yourself four questions: What:have we got that is worth advertising? To whom w it appeal? Tn there prejudice to break down? | What are mediums? What You Have to Advertise Members of the organization are Your customers. You must have them in large numbers. You have to re- plpce a certain proportion of them annually, That's your turnover. Unlike 2 commercial business your aim is to decrease, rather than in. crease the turnover. But unavoidable causes will reduce r membership cach year. Adveetising will ald in adding replacemdnts. Better nervice Wil lessen the tumpover. ‘Advertising will tone up yeur service. You wiil bave to pepup that 10 keep it as good as your ads pro- claim {t. Better advertising and bet- ter service go hand-in-hand. ‘Play up the unique features of yaur organization. If membership in it ‘has a social, athletic, health, busi- nems or educational value, tell folks about it. Men are joiners by nature. Make it destrable’to join and they will en- dure apy. ipitiation to get their nam e roll. Take advantage of this af fraitity. You do men a favor when you get them to use a beneficlal gervice. Y@u have competitors. Commercial condbrns have invaded ‘what was once your, ‘dole field. They are ad- vertisers. Even it they. offer public servige no better than yours, but ad- vertfle it more akillfully, don't ex- vect’a past reputation to keep you going. Toot your horn as they do theirs, Play up the aistinctive features ot your service. There plain sight. Pit your gymnasium activities agalngt the lonely daily dozen or the ruéful radio -exercises. Extol fellowship in your social activities. ' Moviesy may draw the crowd te.the theafers, but fellowship docs not, follow ature film. In the veligious realm, advertising eopy must be in a masculine mold. the best advertising your bets with | are plenty in It goes out to ahake hands with men who customarily conceal their secret search for God. If it Las a clammy 8rip, expect no hearty hand-shakers at your meetings. 1 When you are sure what part of the population coutains your poten- tial customers, fire your broad'lde«( at it and do your snipping with your | eyes open. Sales Resistance | Provide for prejudice. In some | quarters there may be a strong feel- | ing against your service. You can in- | form yourself about that by travel- ling around with your vocation con- cealed. If you get a surprise don’t be | discouraged. It is better to recognize antagon- ism than to ignore it. If it is un- reasonable you can push it off the map by judicious advertising. If | there is a basis for it, remedy the | defects of your service, then ad- vertise. It every knock is a boost as the | hard-boiled say, many institutions nced no boosters club. But boosters | are more valuable than kickers. i | Even if your outfit is not to blame for antipathy toward the general | organization, you can’t duck, by i |1ence, the conscquences of national mistakes, You must speak up in print. Folks will credit you with con- spiracy unless'you show them |halw it is otherwise, locally. | You may have einned in poor| service, unawares. 1t you think your institution has ncver been an offend- er ask some friend to break the news to you. You might be surprised. | Always keep In mind that there is a natural inclination to distrust every altruletic organization. That tendency | | nurtures its own prejudice, You may Lut, by publicity, bias, Big, public-serving |formerly damned by the changed criticizing |friends and stockholders, by adver- | | tising. you can modify | public, ‘make your institution as favorably ! | known as that School Girl Com.! | plexion or the Skin | Touch, Advertising Mediums Without the policy, or the funds | izations must take | selves. The question is, how” Printed matter is the traditional | medium. That has a certain value, if | written. But there is more to ad-| eyes of the prospective customers. Ir| men will never see your folders. Letter writing is an art which all | proportion of the recipients. Too | many, of the thousands, mailed every | week are not even good. have their u among present cus- trade, The Newspapers The newspaper is the prince of . WILLIAMS' VANILLA not be able to change human nature | faults, corporations, i for By the samc method, you mlght‘l(e worth the You Love to! for national advertising, local organ- | care of them- | attractively printed, profusely illus- | sands trated with action pictures and well | { from your viewpoint. have not mastered. The best circu-|a distingulshed speaker lar letters will only influence a smnall | stage. He comg in late. Other duties House organs are in vogue. They‘ tomers but they don’t pull in new should have ruwmm pubiic s on your doprstep year. It bids rour custom ‘good morning” or '800d evening.” It's the best outlet for your news and the hest medium in which to displ your uds. Pay your way and don't lean on charity. Some of your meetings, activitles and privileges are not rews, They should get to the public through the advertising pages. When you have news the papers will print it, That is what the city editor wants. His balivack, the b iness ofice and the edit sanctorum perform as i Uir ed circus operates. Only the no clowns. It's a serious serviee newspaper men render. Advert] g and circulation. Circu- lation and advertising.' One depends upon the other. Together they endow the newspaper. and make it possible 10 give such nizations as yours much free publ As honest bus- iness men you ought to do your share of advertising. But becau ou buy a few inches of space don't ask the editor to print propaganda. The city editor | and the advert ger don't barter newspap: Perhaps | they uscd to de so but that day is past, ew. i8 news and gots printed whether it involves an advertiser or {@ non-advertiser. The editorial policy thing, separate from the 1f it chooses to give you a boost, that's because the chief fecls your anization deserves it—not because you advertise. Accept it with thanks. If he wallops you for some failure, it isn't he sc you are a non-ad- vertiser. Take that too. correct your and be thankful for eo lenient a friend. But“don’t nag the cditorial writer a puff. Too many publicity hounds hog his working days. Be an is another other two. customers into | exception and he won't hate you. I you can’t prepare good adver- tising copy. get expert assistance. cost. But you can learn the rules of news writing from the seribes. They will reveal the secrets of their craft. They [know their stuff and yet are the most unpretentious fcllows who write, A reporter will come into your of- n to an incoherent recital nights meeting, ask some questions, and the evenin about the per will tell thou- cvent in question, He is sympathetic toward your vertising than makeup. It needs a!organization and toward dozens of clrculation, it must get before the | others and writes his stories accord- he gets little | the malling list is inadequate many | thanks but plenty of faultfinding for | ingly. For his paine all the slips of his typewriter. Watch Lim cover a meeting where holds the | have delayed him. doesn’t rush | up in front, rumple his hair. and | furiously set to writing shorthand, Rather he takes a rear seat with- out attracting notice. He furnished with advance manuscript of his ad- dress, but that is usually overlooked. The reporter pays strict attention and WILLIAMS’ EXTRACTS WILLIAMS & CARLETON CO. Eost Hartferd, Conmestiowt Sag Navy Pearl Grey Old Rese i The frock sketched - Interesting shirred ‘ front of the skirt, 2.7171 The Dress Shop Specializes in Fashionable Frocks at $19.50 and here are Smart New Arrivals ; in the i e Dress Group These attractive business and street dresses include ‘heavy silk crepes and novelty crepes in brilliant and subdued tints. .. erepe, with slightly fitted hipline. Bands of flat * tucking outline the meck and form the girdle, which is caught with an unusual buckle. Allen & Ine; 2 HARTFORD ¢ Russian Greea Sand Moss Green is of navy blue frost treatment across the -7171 Co. Lis alwa few scrawling notes, The speaker ! the paper | tikes a in the requ logical fo lish than the will plira what, wt how pearls ad the statements in print he bad not not to b for remembering exactly what the | 1€ Would not write as news. speaker €aid. But the U. S. tradition aper may be impersonal but demands that the newspaper seribes paper men are guite human receive week ha reporter: Yet v rather gl a story ew | | of the before of wisdom s open season on cditors and | v sails. few notes jn Jong hand, If 11 not, '} ired informatioy Uy gets | get to and de- public sight, are written that wi v Which When | ount of the presented in more vm, and contain better Eng- orator used. His story off with the most str Ng | caker, and then tell | ere, which, when and | continuing with the try your hand at of sophomor void of adje graph by English: direct, s, ho, W Leadlines | editor’s desk. If you ar ,own conc ing a good cause, I, the editor may | now and then, thut the dy, and, when me of his wild will wish he made them. The reporter is e blamcd for headlines, nor No special | for that. It a Kick: s been sct u rolks and friendly, too, din of telegraph ou wonder why phone calls, d, once in a while that takes the they are . to prin wind out of that couple of hours is n room are $125 Is E O"W/ Contains—Full Lengrh VANITY, Bow-End BED, Large WARDROBE, Roomy DRESS- ER, Spring, Mattress, Bench, 2 Pillows, Bed Light. A chance to furnish your bedroom handsomely and completely at far less than you ever thought possible—Values like these are. only schieved by our's stores buying as ONE, in this way the cost of quality furniture is cut. This suite has real WALNUT veneers and gumwood surfaces—{inished in & new shade of WALNUT that is very striking—smart floral decorations! (2long with the good, wo expect the there is o program handy he puts it | weak spots in your organization may s pocket. occasionally. | hat ix part of the game. The rules | Don't holler if you are penalized for offside play. After observing the reporter work, writing a stor” Then ask for his criticism. When you | have learned to double space a atory on a typewriter minus the flourishes de- complete para- | You could make life a bit easier paragraph, you stand an | even chance of getting It by the city | not to important in your | 1 and appear to be boost- rather than Mr. stretch a point, | and pass articles that if you would | ber of your ataff the solc news agent |policy for everybody concerned. g0 out of your way to find it out. They do their daily job amidst a |don’t like to have. their etyle cramp- | gospel. People quote what the paper instruments, tele- | ed. They prefer to cull-downs from the public, typewriters, talk and presses would drve you distracted. after the editorial | faded into the night. ed, there s a debris | paper men of paper under foot and on top of {desks, plentiful enough to make an orderly ‘mind refuse to function. But through it all,. your stories ifind their way to the linotype men, along with other local stories and {world news. The dead line must be beaten on each edition and the news- paper boys don't lose many races. And their percentage of error is small. Yours would be greater un- | {der the same conditions. away, to return only when you wish- ed they had stayed away. They are a good lot, trustworthy and tolerant toward human weak- nesses but usually unappreciated. Accede to their point of view, ! recognize their worth, and they will get your slant on life. 1t Pays to A newspaper is run on the same principles as govern other concerns. Its main revenue comes from ad- | , vertising. But it is also a service, de- voted to the good of the community. It may not be infallible but it does its full share in promoting the best in modern life, {for them if you would write more of your publicity etuff. Many of | {your stories could be sent early so as to catch the linotype men when | they are not rushed. If you covered ivour meetings better you would get | - Each paper has made a reputation. | more publicity. Reporters are limit- |1t took years to build that up. 'crl in number and they can't work Every time it goes to preas it lives night and day. | up to its best traditions. It alms to For the love of Lil, don't make |tell the truth. Sometimes that hurts. | the mistake of detailing one mem- But in the long run it is the best jof your organization. Reporters| What it prints is regarded as | seek stories at |saye as a final answer to debatable | their source, | questions. 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