TWENTY-FIRST ANNUAL YEAR BOOK— PART III 195 



Some donation to the fair, isn't it? And that is an example of the 

 good co-operation of the fair manager with the newspaper. That kind of 

 co-operation can be worked out, I will declare, in every other county 

 where it is properly handled. 



Here is one from the Knoxville Express: 



"We charged five cents a line for the printed awards of the 

 Marion County Fair, which amounted to $134.40. We probably 

 gave the fair $1000 worth of free publicity counting our rates at 

 10c a line for readers. One whole issue of the Knoxville Ex- 

 press was devoted to boosting the organization. Ribbon lines 

 were run across the first page for the fair. This concession can 

 not be bought at any price. Am only speaking for the Express." 



The position given these notices for a period of several weeks was 

 front page with leading display heads, which nobody could buy, 



"Merchants of Knoxville, who are stockholders in the Fair 

 association concede that the publicity given by the Knoxville 

 papers is responsible in a great measure for the success of the 

 Marion county fair." 



That indicates right there that there is an advertising value, and I 

 speak of this so that I won't forget it. In the publication of these awards 

 there is an advertising value for your fair that you will realize on the fol- 

 lowing year. The man who has received an award on any kind of pre- 

 mium at this year's fair, seeing his name in print and having the grati- 

 fication of having won the blue ribbon on his hogs or cattle, naturally 

 is more interested in following that up the next year. I believe you will 

 agree with that. 



The Newton Daily News of Jasper County says: 



"During the county fair we have a reporter on the grounds 

 and write up feature stories. We estimate the free publicity at 

 least $150. Our advertising man wrote up all the ads used by 

 the fair association at no charge. We think we do our county 

 fair a whole lot of good. Enclosed is a sample of the way we set 

 up the premium matter." 



This is a sample of the way they set it up. (Displaying full page of 

 premium lists.) It is what we call leader-and-figure work. Some of you 

 are interested in some counties and some in others. Down here at Win- 

 field, Iowa, in the Beacon, they say: 



"Not until this year have we been paid for these publications. 

 The fair secretary has always furnished us with them and 

 'thanked us kindly.' This year we charged 5 cents a line. 



"Of course, there is some news value connected with it, but not 

 enough to sacrifice some sixty bucks. 



"Many weeks ahead of the fair we always devote columns to 

 a general boost for the coming exhibition, for which we receive 

 complimentary tickets for ourself and wife." 



