38 REPORT OP THE FOREST COMMITTEE 



be supplied by a carefully worked-out system to use material to advantage and 

 without waste. Hotels, game license officials' desks, sporting goods counters, 

 trade organization secretaries, and county officials' correspondence are excellent 

 mediums. Rangers and fire wardens should receive suggestions to develop local 

 methods. The ranger who sees that every picnic or Fourth of July ground is 

 posted with warnings, drops circulars in every free delivery box, and keeps clean 

 copies of fire laws and circulars suspended by a string near the delivery window 

 of his postoffice, soon gets to inventing other such plans. 



The circular itself should be bright, novel, and, above all, distinctive. It 

 should look different and interesting at first glance, unread. Put yourself in the 

 recipient's place. You are repelled by cheap advertising, but respect anything 

 with a little better paper, neater type, cleverer color scheme, and compelling pic- 

 tures than you are accustomed to receiving. If money is an object, make a 

 smaller issue and work harder to put it in the right hands. It will get you more 

 money next time. 



Put most thought on your cover. Make people pick the thing up and look 

 at it. Then break up your text so it wont look discouraging. Lead the reader 

 on with contrasting colors and type, bold-face, under-lines, pictures — anythii:g 

 to make him see something different just ahead of him. 



Be brief. Be concise. Make argument direct, personal, positive. Back it 

 with facts. State them in terms of comparison. What layman cares how many 

 feet of timber we have or burn up? Show it in houses, train-loads or miles of 

 board-walk. Put it in taxes, in pay-rolls, in wheat. And remember that every 

 story tellable in a cartoon or diagram is ten times better so told than in text. 

 It punches harder; takes less paper. Study the cartoon magazines and the 

 graphic and chart methods of health and civic welfare propagandists. 



Gummed Stickers. 



This is the cheapest kind of direct publication that approaches permanency. 

 Besides for use on stationery, it is suitable for walls, posts, signs and like ob- 

 jects seen by many people. Its two principles of effectiveness are brilliant color 

 scheme and boldness of design. Close text or detailed picture od not get atten- 

 tion. There should be a phrase or symbol that is comprehended with no effort 

 whatever. Closer material may be combined with this, however, if not detract- 

 ingly. 



Devices For Children. 



Schools, Boy Scout and Campfire Girl organizations, etc., are highly impor- 

 tant channels. Children are soon citizens. They also carry their new ideas home 

 to their parents. Educational authorities are among our most willing co-operators. 



Shortly before the close of the spring term but early enough to catch the 

 short-term country schools, a new device for every season should be put in the 

 hands of every public school pupil, with the aid of the school authorities. This 

 project has been highly developed by the Pacific northwest fire associations, which 

 supply every teacher with a number based on the average daily attendance rec- 



