Speaker Praises
Omaha Publicity
at National Meet
Declares Community Advertis
ing Most Effective of Any
City in United
States.
Bureau of publicity of the Cham
ber of Commerce received national
recognition recently when John J.
Family, advertising expert of St.
I.ouls, declared before the Associated
Advertising Clubs of the World in
convention at Atlantic City that Oma
ha's plan of community advertising
and publicity matter issued by the
city “stand out over all others on the
basis of their value to their com
munity.”
Part of Mr. Farrelly’s speech fol
lows:
"I recently wrote letters to 100
chambers of commerce, requesting
nil the direct advertising material
they had In use and such information
as would help me In preparing my
data for this occasion.
“I received responses from SO dif
ferent chambers of commerce; 5S
wrote letters, three stating they had
no material on hand; 20 sent in ma
terial without letters: two returned
my lefter with their material but
without comment. In all I received a
total of 353 pieces, some good and
some bad.
Makes Classification.
"I classified them for form Into 11
groups, and reclassified them for
their effectiveness as direct mail
pieces Into five groups.
"Typographically, I classified them
into four groups. Tn this last connec
tion I must admit I was very much
disappointed by the lack of considera
tion and care taken in the produc
tion of such important pieces of ad
vertising as those representing com
munities purporting to be live, ag
gressive and pleasant communities in
which to li%'e and work.
"Under the classification of form
the pieces were as follows:
Mimeographed reports .. 12
Booklets .102
Broadsides .. 1
Folders .Ut
l.etters . 5*
Illustrated letters . ft
Posinl cards . 6
Ms?azincs .f. 2ft
Annual reports . 1ft
Classified directories . ft
Mars . 5
A totnt ft t .353
“Of these 353 pieces 53 were very
gcod. 117 good, 115 fair, 50 poor, and
13 very poor.
“Typographically they range as:
good, 10; fair, 69; poor, 140; very poor,
72
Omaha l>ads.
“Throughout all the literature, with
the exception of four or five com
munities there seems to he an abso
lute lack of the understanding of the
purpose of direct advertising. Of the
353 pieces I received there are two
pieces thst in my opinion stand out
over all the others on the basis of
the'r vaiue to their community.
“These two pieces came from Oma
ha, Neb. From a mimeographed re
port entitled 'How Does Omaha Ad
vertise?' It is evident Omaha had a
very definite purpose in her advertis
ing plans. I quote from this report:
" 'Omaha, as a city, advertises with
"S definite an advertising plan as that
of nm- progressive business concern.’
“ ‘livery advertiaer knows that
snore-lie advertising is of negative
va'ue and that continuity and definite
- -«-s of purpose are essential to the
imcc-ss of an advertising campaign.’
’’Omaha has asked herself three
-v-o'i-ms the answers to which have
a-v^nped a very effective advertising
• '■>«.
'“IVh't h-* ’he city to advertise?’
’’ ,n,(i whom should the city adver
11-0?*
’’ 'How should the city advertise?’
Shows Consistency.
“Omaha shows her consistency by
(lie use of small space advertisements
that cempel attention on any page
and will make any man who con
templates a change of location in
quire about Omaha.
“Instead of going Into newspapers
occasionally—In other words, ‘spor
adic advertising'—Omaha goes into
50 metropolitan and country newspa
pers for 1.300 Insertions. She spreads
out her effort over the year without
concentrating all In one or two sea
sons.
“The second piece, on a par with
the first, Is a folder entitled, ’Sales
Analysis of Trade Territory Dom
inated hy Omaha.’ This folder gives
more Information shout the trade ter
ritory of Omaha than is ordinarily
develoned for a national advertising
campaign. I recommend that every
man and woman In this body get
copies of these two pieces from the
Chamber of Commerce of Omaha,
Neb.’’
Annual Fire Loss
Is $521,000,0001
Fire Prevention Expert Urges
Educational Campaign
in Omaha
Richard E. Vernor, manager of the
Are prevention department of the
western actuarial bureau, 'Chicago,
who addressed the member* of the
Are prevention committee of the
chamber at a special meeting, de
clared that Are prevention activities
would minimize the losses by Are and
could decrease rates for Are Insur
anre.
The annual t«s* by Are Is $521.
oao.non, Mr. Vernor said. The Ions,
he said, could he reduced hy pub
lb-lty and educational campaigns
which would remove dangerous Are
hazards. In all hlg cities, ho said,
■ here campaigns had been conducted
’he loss by Are had been greatly re
luct'd. He said that Ares originat
ing In homes had been reduced from
43 per cent to 11 per cent In Kansns
City by reason of an educational cam
palgn conducted there.
In Heattl# the Roy Scouts act as
an auxiliary to the Ar* department,
help control crowda snd patrol the
vicinity of Aro, watching for the
apread of Are.
These things could he done for the
good of Omaha If concerted effort
were made, he sntd. The Are preven
tion committee la on* of the newest
of the chamber's committees nnd Is
composed of Messrs. Taylor, l.eese,
Martin, Hrewer, Uarnd, Rozell. Smith.
Shea, Wilhelm. Ahmnnaon snd Hlg
gins
t
Wheat King’s Daughter
Files Divorce Suit
All*. Ague* Fatten Wilder, daugh
ter of Janie* A. Fatten of Chicago,
the ‘‘wheat king,” has been sued for
divorce by her husband, Lawrence
E. Wilder, son of John W. Wilder,
millionaire tanner. According to the
suit, Mrs. Wilder took her three
adopted children and deserted her
husband to make her home in Monti
rello. Cal., in June, 1921.
Heads Rehabilitation
Work for WaV Veterans
I I’feujor 0757T (Sls^vie,.
U. V -_ . ,J,TX_
Maj. Omar W. Clark, who saw serv
ice in the world war in the famous
Thirty-first division, has been ap
pointed assistant director of the
I'nJted States Veterans’ bureau in
charge of the rehabilitation division.
He had formerly been rhief of the
same division in the seventh district,
comprising the spates of Ohio. Ken
turky and Indiana. Now he succeeds
C'ol, R. I. Rees.
Omaha Will Be
Most Importaht
Air Mail Station
West Will Meet East at Local
Field When Night Flying
Is Inaugurated Au
gust 1.
Letters mailed at New Vork before
noon on one day arrive In Sian Fran
cisco, 3,000 miles away, 23 hours lat
or w hen can led by aerial mail planes
The 6,360 miles of the round trip are
flown dally by the air pilots who are
just as conscientious of having their
mail arrive on time as are the pilots
of the big transcontinental mall
trains.
When the Omaha Chamber of Com
merce, backed by buaines* men of
Omaha, financed the aerial field and
hangar at Ak SnrBen field a few
years ago, and turned the entire
equipment over to the government.
It little dreamed that Omaha would
in a short time become the renter of
aerial mall activities and that it would
he the most Important position on
the transcontinental air mail route.
Bu such Is the cnee From a very
modest beginning the air mall activi
ties In Omaha have grown to such
proportions that the Omaha station
is known all over the world. The
six air pilots flying east and west
from Omaha daily have flown TOO,
637 1-2 miles In 7,628 hours since Sep
teniber 8, 1920, to April 30, 1923, ac
cording to the latest air mail rrimrts
recently Issued In the Aeronautical
Digest, a publication devoted exclu
sively to aviation.
Sincp^Mav IB, 1918, to April 30, 1923,
the entire mileage made hy flyers
on the transcontinental air mall route
from New York to San Frnncisco
is 3.829,714 In 43,961 hours A record
of which those early believers In air
mall efficiency may well ho proud.
Night Flying.
Omaha Is going to he still more Im
portant a« nn air mail center. On
August 1, night flying Is to he ostnh
lished, according to a recent order Is
sued by Postmaster General New The
postmaster general rerrntly said- '"As
a result of the preparations under
take:, during the paat 12 months hy
the division of air mall, nlghl flights
between Chicago and Cheyenne will
be made under conditions which offer
scarcely more hazard than day fly
ing,
“The pilot will he guided by a
pathway of powerful beacons, capa
ble of piercing through the difficult
atmospheric conditions pointing the
way unerringly over the prairie to the
terminal fields. Knrh plane will carry
powerful searchlights for forced land
Ings In cnse of necessity. Kmergenry
fields have been located and lighted
every 23 miles en route. In addition
to these precautions and many nth
ers. the practicability of night flying
is Insured hy the natural advantages
of the terrain over which the pilot
must guide his plane.”
Most Important SI at Ion.
The new system Includes the estab
lishment of high powered guide lights
at terminal points as well as smaller
guide lights to inevent the pilot wan
dering off the mute at night. In nlghl
flying rimnlin will lie the most Import
ant station on the route because of
its central location, where west real
ly meets east.
Since its inception, the air mail
service has cost $4.295.976.60. Murh
of this expense has been the instal
lation of permanent equipment need
ed in the service. In the flights, run
ning into millions of miles, air mall
pilots have carried 160,473,600 letters
with very little losses.
The alien population of London is
no mure than 120,000. This is 2 per
cent of the city's inhabitants. Kus
sians number close to 30,000; Polish,
slightly fewer; French and Italian.
11.000 each; Germans. 6,000; Belgians,
4.000, and Dutch, 3,500.
Denver Man Deeds Office
Building Over to College]
Dever, June 30.—Creation tn Den
ver of a world center for the promo
tion of International good will and
social intercourse is expected to fol
low the gift to Denver university of
one of the city's finest downtown
office buildings.
James If. Causey, prominent Den
ver banker, has deeded outright to
the university the Foster building In
the heart of the business district, and
valued at $1,500,000.
The donor has specified only In a
general way the purposes for which
the gift will be used, but indicated it
is his wish that the endowment will
result In the "creation of Interna
tional, social and industrial good
will.”
A new department of social, re
search that will attract students
from all parts of the world will be
tile ultimate result of the foundation,
according to Herbert R. Harper,
chancellor of the university. National
und international problems will be
studied In this department, be said.
The gift is believed to be the larg
est single endowment of the school,
and Is hailed by leaders of the insti
tution as an epochal event In its his
tory.
Causey is a deep student of social
problems, ahd, following a recent trip
abroad, he became convinced of the
need fur greater study and research
along these lines.
It wag with this idea in mind, and,
‘■moved liy the spirit of liberalism,”
he stated in his letter to the titistees
in making the gift, that he decided
upon presenting the university with
the valuable property that Is said
to bring a yearly Income of more
than 1100,000,
While the plans fur the new de
partment are as yet vague. Chancel
lor Harper declared that it will be
organized on sueh a scale and with
eurh a staff R'-> to attract students to
Denver from all parts of the world.
The plans now Include the estab
lishment of a chair of social research,
creation of research fellowships and
a program that will provide for study
abroad by Denver university stu
dents. Exchange of professor* for
lecture cogrsea also will he included
in the new department.
Churches .Co-Operate.
Manchester, Conn., June 30.—
There's harmony among Christian
bodies here. When the Methodist
Kpiscopa! rhureh announced it would
raise funds to erect a large new
house of worship, Rev. C. T McCann
I of St. Bridget R. C. church told his
flock to remember how generoua
Brotestants were when Catholics ween
raising funds for a new church and
I to respond as generously as possible.
Dad has just come in after a hard day’s
work ... he spies Jimmy, and says:
“Hello, Son . r. how’* thing*?”
And Jimmy, curled up on the daven
port, feeling as though the world was all
wrong, says back:
“Rotten, if you want to know!
“Ma’s just give me fits for ‘tracking’ up
the kitchen floor again. First she wants
me to fix the fire so the house will be
warm for you; then because that ‘stuff’
you think is coal is so darn dirty that a
fellow can’t even look at it without mak
ing ‘tracks’—why, I get Ma sore, ’cause
she says all she’s doing nowadays is
scrubbing floors after you and me.
“That’s why I’m ROTTEN, Dad, and
it’s all your fault.”
Come On Now Dads ...Put a little
thought of the family behind your coal buying
Don’t burn coal that causes "friend wife"
to scrub and mop all the livelong day; don’t use
coal that burns up in smoke, soot and that burns
out into a great big pile of ashes for Sonny to
carry away.
Let us figure your coal requirements. Let
us, as coal experts, buy your coal for you. Our
interests are your interests. It is our desire to
give you COAL SATISFACTION and coal
ECONOMY.
We neither own or operate a coal mine. Our
coals are each handled for their superior quali
ties. Each is a top-notch product, a leader for
heat, cleanliness and low ash. Furthermore,
each fuel handled by the Updike yards is a
“purpose" coal, accepted to be the most eco
nomical fuel for its particular service.
i '
Profit by this UNUSUAL buyers’ service.
You'll find that it will save your family much
in work, worry and unhappy hours, besides
lowering: the size of your coal bill. Phone us
today, tell us your fuel problems, how your fur
nace behaves and let us advise the coal to buy.
U PD1 KE
LUMBER& COAL CO.
Walnut 0300 “Four Yards to Serve You”
i