182 TWENTY-THIRD ANNUAL YEAR BOOK— PART III. 



county and district to see that the stalls at our next state fair are filled 

 up with the sarnie kind of cattle that must compete with Ohio, Illinois, 

 Kansas and Nebraska, and you can do this, by simply going to your 

 banker and saying, "Here, if that man needs a little more time to pro- 

 tect his herd and protect it for the state of Iowa, give it to him. It is 

 only a matter of a few months or a year's adjustment." I thank you. 



President Cameron : We have on our program this afternoon, 

 an address by Governor Kendall. I have just learned that the 

 Governor has been unexpectedly called away and will be unable 

 to be with us. Mr. L. R. Fairall, Advertising Director for the Iowa 

 State Fair, has consented to give us a short address on "Advertising 

 for Fairs", which I believe wilF be of interest to all of the Iowa 

 Fair Managers. 



Mr. Fairall: I would like to talk to you with the feeling that you and 

 I are just sitting down here for a few moments' discussion of the question 

 of how much a fair should spend for its advertising and how that money 

 should be spent. I know that is a question which is worrying every fair 

 year in and year out. We have all heard men say that you can't spend too 

 much for advertising. That is absolutely untrue and we know it. We 

 have also heard men say that a fair needs no advertising, that a good 

 fair will advertise itself. You and I also know' that that is equally 

 untrue. We might as well say that a fair does not need any attendance 

 as to say it does not need any advertising. You spend twelve months in 

 the year in assembling things for your county or your district to come and 

 see. If you don't tell people what those things are, what is the value of 

 the twelve months that you have spent in gathering them together? In 

 the final analysis if you take the attendance figures, if you take a poll of 

 the successful fairs over a period of years, you will find that the success 

 or failure of your fair, or any other fair, can be made through adver- 

 tising. Good advertising will make your fair successful. Poor adver- 

 tising or lack of it, will be one of the greatest contributing features to 

 the failure of your fair. That is why more and more the fair managers 

 are devoting increased thought and money to the subject of advertising 

 and publicity. 



Now just for a minute, chiefly for the ideas there might be suggested 

 in it, let us review the program of advertising and publicity that is 

 carried on each year by the Iowa State Fair. The state fair's advertising 

 and publicity program is divided into a great many departments to 

 cover the different kinds of people in the state of Iowa and appeal to 

 their individual interests. I will take them, not in the way in which 

 they are carried out, but just in the order in which they occur to me 

 as I have noted them down here. 



One of the most important things in the program of the Iowa State 

 Fair is the bi-monthly publication issued by the state fair management 

 and department of agriculture called "Greater Iowa." This goes to ap- 

 proximately eighteen thousand people in all parts of the state, farmers, 

 breeders, fair men, county officials, and others, who are in a position 

 to promote and create and increase interest in the state fair. It con- 



