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TWENTY-EIGHTH FRUIT-GROWERS' CONVENTION. 



communities. Inyo is alive and advertising. Del Norte has a board 

 of trade, and even Modoc wants to do something and has written to 

 ask how to do it. They are rinding out that money spent wisely in 

 exploiting their resources is a profitable investment, and knowing that 

 wisdom can only come from experience they are showing a disposition 

 to start in the work and expend something to learn how. The south 

 has done and is doing well, and the rest of the State is getting into line. 

 California seems to be entering on a system of intelligent effort. 



If we persevere, each institution working harmoniously for the good 

 of all, and all for California first, and our immediate locality second, 

 we will see the work grow as it deserves. The " knocker" will become 

 as extinct as the mastodon, and men of spirit and of progress will be 

 appreciated and emulated. Every good citizen will enlist in the cause, 

 and the increased population and accompanying prosperity that will 

 come to the State as a whole, and to every section thereof, will be so 

 great that we will forget there was ever a time when men discouraged 

 such effort or when one community in California was the least bit 

 jealous of another. 



ADVERTISING CALIFORNIA. 



By FRANK WIGGINS, of Los Angeles. 



Why this subject was assigned me is a question I am unable to 

 answer. The Committee on Programme are men who have known me 

 ever since my advent in the 'advertising business, and know I have done 

 little else than advertise California, or a certain portion of it. My 

 methods are familiar to all of you, and the result public property. Why 

 not let it go at that, and not consume valuable time telling facts well 

 known? 



No intelligent merchant would nowadays dream of questioning the 

 great value of advertising. The only question is as to the most effective 

 method of advertising. That advertising of some kind must be under- 

 taken to secure business is unanswerably admitted. The merchant who 

 does not advertise might as well shut up shop. Even those who refuse 

 to advertise recognize the utility of it. When they dress up a store 

 window attractively, what is that but advertising? 



What is true of an individual or a firm is equally true of a com- 

 munity. The section of country which blows its trumpet vigorously 

 and makes itself heard abroad in the land is the one that forges to the 

 front, provided always — and this is as true of communities as of indi- 

 viduals — that the goods are there when the customer comes to see them, 

 and they are as represented. A big trade may be worked up by a mer- 

 chant and a big immigration by a section through extensive advertising; 



