Morning Oregonian., November 13, 1922, Page 7, Image 7

THE MOPPING OREGONIAX, MONDAY, NOVEMBER 13, 1923
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Will Wg Use Modern Methods to Insure a Great Future ?
rlflHE people of Oregon have decided by ballot that no exposition shall be held in 1927. It remains now to determine what other
1 methods shall be used to make Oregon greater. Oregon must not continue to lag behind her sister states. Oregon must develop
and utilize the vast resources which she possesses. Oregon must not continue undeveloped and largely unproductive.
The Oregonian believes that the best means of obtaining increased population and development for Oregon is advertising, and that a
practical plan of selling Oregon to the world through advertising should be undertaken as soon as possible.
The Portland Chamber of Commerce is now planning to raise a fund
of $300,000 for a two-years' campaign to advertise and develop Oregon.
It proposes to use $200,000 of this fund in paid advertising space and
$100,000 for direct encouragement of Oregon development projects within
the state.
It intends that this advertising shall reach tourists, farmers, stock
raisers, orchardists and manufacturers, and shall encourage each of these
to come to Oregon, enjoy its unsurpassed scenery and investigate its
opportunities.
Portland and all of Oregon should support this Chamber of Commerce
project. . It should be co-ordinated with every other plan to advertise and
sell Oregon to the world. , . '
Oregon is like a big department store. The wares she has to sell are
her untilled lands, her unharnessed water power, her splendid climate, the
chance she offers for millions of people to become prosperous and happy
here. These things must be sold to the world. We folks who already live
in Oregon must be her floorwalkers and salespeople, and to accomplish the
results which need to be accomplished we must have unity of plan and
purpose.
Our Most Urgent Need Is More Population
Oregon has only 8 people to the square mile; California has 22; Wash
ington has 20. Oregon has less than a million population all told. She can
easily and comfortably support several millions and furnish, besides, a
splendid surplus of food, lumber and manufactured products to the rest
of the world.
When Oregon gets 20 people to the square mile, most of the economic
problems which now confront the state will disappear. With 20 people to
the square mile Oregon can have all the good roads, all the good schools,
and all other public enterprises she needs. She will then have new thou
sands of flourishing businesses. Her idle acres will be occupied, manu
facturing plants will be multiplied, comforts and conveniences of life will
be more plentiful and easier to obtain. Oregon MUST get more people.
Let's Invite the World to See Oregon
Regardless of the fact that the proposed 1927 Exposition is not to be
held, Oregon must invite the world to visit her, for the visitor and tourist
are invariably the advance agents of the settler and the, investor.
The biennial appropriations which the state legislature has been
making for the use of the Pacific Northwest Tourist Association and the
Oregon Tourist's Information Bureau have proven themselves excellent
investments and should be -continued. They are producing definite, recog
nizable results.
During the tourist season hundreds of people from other states daily
visit the Portland office of the Tourist's Information Bureau to learn how
they can see Oregon to best advantage this bureau is the reception com
mittee for, Oregon's guests.
The Pacific Northwest Tourist Association is doing equally valuable
work in bringing the tourists here. Its efforts have so changed conditions
that Eastern railway passenger agents and tourists' booking bureaus are
now advising tourist parties to spend days and weeks in Oregon, whereas
a few years ago the only tourists which Oregon got were those who stopped
over here a few hours between trains in their hurry to -get to California.
Through these two agencies tourists in ever-increasing numbers are
now coming to Oregon, but their work, valuable as it is, is only a begin
ning of what must be done. Oregon must have tourists by the thousands
where she now gets hundreds.
The Tourist Has Built California
Tourists, attracted first by advertising, have been the foundation of
California's splendid development. Hundreds of thousands of people who
went there to see and to visit remained there to invest and to build. They
come to spend a few weeks; they stay for a lifetime. "
Ranches, mercantile establishments, factories, real estate develop
mentsthousands of these institutions have come into being in California
because tourists came to admire and enjoyed and remained to invest and
to prosper. .
The tourist flood continues in California. Tourists are now pouring a
continuous stream of wealth into California's pockets. They are spending
there a million dollars every day in the year.
Every tourist who visits California does his part to bring other tourists
there. Almost invariably he sends his friends gift boxes of California
products, and every such package which leaves California is labeled and
packed so that it will advertise California all the more and induce other
visitors to come.
What California has done, Oregon can do if she will take advantage
of her opportunities.
Oregon has unequaled attractions to offer the tourist. Her matchless
products, her snow-capped peaks, her green-bowered hills, her Alpine
lakes, her colossal forests, her productive soil, and her incomparable
highways will lure the sightseers of all the world if the world is made to
know that these things are here and to realize something of their beauty
and their majesty.
The Tourist Can Be Made to Build Oregon
If Oregon unitedly invites the world to visit, the world will remain to
build.
The Chamber of Commerce plan, which provides for only two years of
advertising, should be, however, but the beginning of a' larger plan. Ag
gressive advertising of Oregon should be continued for at least ten years,
and the general plan should be prepared now. Every section of the state
should be considered in the plan and every section should reap its propor
tion of the resultant benefit.
Such a campaign will cost money, but it will be the most profitable
investment that Oregon can make.
Oregon is in competition with more highly developed states to the
north and to the south. Both of these states have been and are being
widely advertised, while Oregon has done little.
Their advertising has paid tremendously. Their census returns, their
bank clearings and their assessed valuations all bear unmistakable evi
dence of this fact. And they are continuing to advertise spending each
year larger and larger sums to tell the world of their attractions and their
opportunities and to insure a continuance of their growth and prosperity.
Arizona, a state with few of Oregon's resources, has just raised a fund
of $160,000 to begin an advertising campaign.
With such convincing proof on either side of us of what aggressive
action will accomplish, Oregon should no longer hesitate. A greater, more
prosperous Oregon can soon be ours if we act and act unitedly.
But time waits for no man. The action must be now.
Here Is a Record of Action!
How California Is Sold to the World
California is the best-advertised section of the world
today. Here is a list of the various community
advertising funds being spent for California in 1922:
Northern California Publicity Fund $ 400,000
Los Angeles Ail-Year Club 200,000
San Diego-Southern California Club 100,000
Los Angeles Chamber of Commerce 75,000
Tentative Oakland Chamber of Commerce. 100,000
San Joaquin Valley Cities' Combined
Campaign 75,000
Hawaiian Tourist Bureau (which has a Cali
fornia background) 50,000
Total Community Advertising $1,000,000
But this is not all of California's advertising. Many
of her gigantic industries, brought into being chiefly
by tourists who located permanently, advertise their
products as California products, and thus continue to
increase California's fame.
Two thousand people are coming each day to live
this advertising.
Similar advertising can double Oregon's population in a few years' time, and this new population will create
here new industries which, in turn, will do new advertising of Oregon products, starting the endless progres
sion toward maximum Oregon development.
Here are some of the advertising expenditures of
California industries for 1922:
Sun Maid Raisin Growers $2,500,000
California Prune and Apricot Growers 400,000
California Packing Corporation 500,000
California Walnut Growers 200,000
California Olive Growers' Association, also
individual olive interests 100,000
California Peach and Fig Growers 250,000
California Pear Growers 40,000
California Almond Growers 50,000
California Fruit Growers (Sunkist Or
anges, etc.) 600,000
Booth & Co. (Sardines) 50,000
Citrus Soap Co 100,000
Hawaiian Pineapple Association (Not
strictly Californian, but all the. adver
tising bears a California signature) . 250,000
Total Advertising of California
Products $5,040,000
Grand Total for California $6,040,000
IX ONE CALIFORNIA CITY, largely as a result of
The Oregonian Urges the People to Join in an Aggressive
Camp
vertising
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