84 SCIENTIFIC SURVEY OF BLACKPOOL AND DISTRICT 



Advertising. 



Much of this expansion is undoubtedly due to the energy of the Publicity 

 Department in devising successful schemes of advertising. More than 80 tons 

 of holiday literature were circulated in the last season. In addition to the large 

 Summer Guide, special programmes were printed for the Autumn Season, 

 the Early Season and the Christmas Season, making more than a million copies 

 in all. All the large industrial areas have special agents and part of their work 

 consists of organising in workshops, clubs and Sunday Schools, saving societies 

 for a Blackpool holiday. More than 200 such saving societies are already in 

 existence. The Department uses every medium of public persuasion — the 

 press, the poster, the printed lecture illustrated by lantern slide and film, and, 

 of course, the cinema, through the making of successful movies by the Gaumont 

 British Company. Lastly, the success of Blackpool as a ' Congress City ' is a 

 potent means of broadcasting the fame of its amenities. 



Economic Problems. 



The rapid expansion of the Borough has created problems of growing 

 complexity which have been successfully solved by the administrative efficiency 

 of the Corporation. Yet there have arisen also economic difficulties which 

 are not so easy to solve. Most urgent is the problem of seasonal unemployment. 

 Part of the rapid growth of population in the last few years is undoubtedly due 

 to the influx, from the depressed areas, of seasonal workers who, at the end of 

 the season, decide it is useless to return to industry and remain unemployed 

 until the next summer, as permanent residents. The fluctuation in employ- 

 ment is greater here than in the south coast resorts which have more visitors 

 in the winter. This gives a greater urgency to what is perhaps the question of 

 first importance to the business man — how to extend the season. 



Conclusion. 



Blackpool has chosen as its motto the word ' Progress.' To the millions 

 of visitors it signifies a promise of initiative and enterprise in catering for an 

 ever-changing public taste. To the Borough Council it means the 

 administrative efficiency which has enabled private enterprise to create for 

 Blackpool a world-wide fame as the ' City of Health and Pleasure.' 



My thanks are due to Mr. Ben Bowman, the well-known local historian, 

 and to Mr. A. F. Warner, Chief Reporter of ' The West Lancashire Evening 

 Gazette,' for their generous help. 



