16 



Methods of obtaining Publicity. 



Do not "hide the fan- under a bushel." This means that 

 it is very important to advertise the fair properly. Nothing 

 will serve to build up a fair more than the right kind of 

 publicity. One strict rule to be followed is this: never ad- 

 vertise a feature of the fair unless absolutely certain that it 

 will be shown. The publicity campaign should begin in 

 earnest at least six weeks before the fair period. There 

 should be something in the newspapers of the county con- 

 cerning the fair the year round, but the intensive campaign 

 should cover at least six weeks. Use all the newspapers of 

 the county. Do not expect that the newspapers are going 

 to promote the fair for nothing. See that they receive as 

 much paid advertising matter as you can afford to give them, 

 and by no means stint on this expenditure. The newspapers 

 will willingly run much news matter, if they receive a fair 

 share of paid advertising. Next to newspapers use billboards, 

 even though billboards are in many localities considered 

 eyesores. The fact that billboards are worth while is pretty 

 w^ell established through use of billboards by newspapers 

 themselves. 



After funds have been apportioned for newspapers and 

 billboards, other forms may be used, if money for them is 

 available. However, do not enter into every form of advertis- 

 ing that is offered. The aim should be to reach every man, 

 woman and child in the territory at least once with some- 

 thing of interest concerning the fair. 



Some fairs publish a monthly fair bulletin, sending it to a 

 selected list. This bulletin is devoted entirely to the fair and 

 its features. This is an excellent form of publicity and gets 

 good results. It is quite costly, especially since price of 

 paper has advanced so greatly. 



Do not be afraid of criticism. Welcome honest criticism at 

 all times, and be prepared to hit unfair criticism on the head, 

 in a high-class way, any time it appears. 



An effective publicity departure is that of admitting free of 

 charge all school children on a particular day, preferably on 

 the opening day. Induce the school authorities to close 



