TWENTY-EIGHTH FRUIT-GROWERS' CONVENTION. 



117 



but neither the trade nor the immigration will be permanent unless the 

 right kind of thing is offered to those who are attracted by the notices. 



That California has an exceptionally choice assortment of "goods" to 

 offer those who dwell in less favored climes none of us will surely 

 undertake to deny. The thing to do is to place a description of our 

 resources and attractions before as many people as possible who are 

 likely to be tempted to seek a new place of residence. It is generally 

 admitted that no place in the United States has been so thoroughly 

 advertised all over the world as Los Angeles. As a result of this pub- 

 licity, look at the wonderful growth of this city, from a population of 

 11,000 in 1890 to one of over 130,000 to-day. The same result would 

 have accrued to the whole State had the same tactics been followed. 



The main agencies in this advertising of the charms of Southern Cali- 

 fornia have been the public-spirited press and the Los Angeles Chamber 

 of Commerce and kindred associations. The daily and weekly news- 

 papers and monthly magazines are never weary of telling the delights of 

 life in this favored section. Many of them issue every year highly ornate 

 illustrated numbers, which circulate all over the country and abroad by 

 hundreds of thousands. The Chamber of Commerce works unceasingly 

 b}" means of attractive exhibits, by circulating a vast amount of litera- 

 ture, and by making exhibits of products at various exhibitions in this 

 country, and when opportunity offers, in foreign countries. It is this 

 latter form of advertising that has done more to bring new settlers to 

 Southern California 'than any other. The picture or the thing itself is 

 more effective than the printed word with the great mass of people — a 

 fact now generally admitted by publishers. So must an attractive exhibit 

 of products be more effective than the most forceful description of the 

 same. People may doubt the accuracy of written statements regarding 

 our resources and attractions — our enormous pumpkins and our bloom- 

 ing orange groves, with snow-capped mountains in the background. 

 They may even doubt the authenticity of the picture of these things; 

 but when they can see and handle and even taste our products, then even 

 a doubting Thomas must be convinced. These are items on the subject 

 of advertising California. 



What has been accomplished down here can be done all over the 

 State; but it must be understood that when once begun you must keep 

 everlastingly at it, and pay strict attention to the business of advertising 

 and nothing else. No side issues can be carried along with this par- 

 ticular work. If you want to advertise the State as a whole, no section, 

 locality, corporation, or individual can be taken in partnership. If it 

 is a locality you wish to push forward, let it be that and nothing else. 

 Individual interests must be dropped and "knocking" eliminated; and, 

 in my estimation, the truth must be told in every instance, if you wish 

 to make your work of a lasting character. You never heard of a busi- 



