ADVERTISING A PROVINCE.

Gisborne Times, Volume XXVI, Issue 2116, 15 February 1908, Page 2

ADVERTISING A PROVINCE.

Some time -ago we drew attention J o the 'formation in Christchurch of a Canterbury Advancement Association, having for ils object the promotion of various schoimes that will .increase the population and the wealth of Unit province. The Association is now taking ipnnotical steps to justify its existence, -and two prominent Christchurch citizens are engaged in canvassing the town for subscriptions. The stun which the committee lines decided is necessary to commence effective .work in advertising Canterbury, .is £2OOO a year and some of the chief citizens of the southern town have expressed themselves as confident that the amount will be raised. The '‘Lyttelton Times” discusses the project as follows: AVo believe this scheme will “catch on” in Christchurch. ThereUnust be sixteen thousand people in the .province willing to spend Jial<f-a-crown a year o.idt in “booming” their country, -and doubtless there are business men and commercial firms iroadv to spend a great deal more. The .great retail houses which spend so many hundreds 'annually in .advertising might very well assist in attrictiiig popnilation., and customers, .to the province. The proportion ought to appeal at once to business peo do, because it is obvious that the volume of trade is dependent on the extent oi the pop illation. The working .man may not see the scheme in the same light, but .he must consider the prospects of his children. The larger the population, the greater the chances of success in business will be, and the more numerous the opportunities, and though competition will .also be keener there is so much room for expansion that the forward policy must benefit all sections of the community. The actual administration of the fund will have to be left to .a few executive officers, but every citizen ought to recognise that it is his duty to help the 'movement. AVo should like to see the whole population of -the province eo-operuting in it, and every adult claiming membership of the Association. iSeureti of examples anight lie quoted to illustrate the success that has attended similar schemes of district advertising elsewhere. A typical ease is that of a Texas city, which spent £IOOO a yolir ago in advertising its attractions to immigrants. “ S:-) marked was the response that .tho citizens decided last yeas' to spend £SOOO, and this money, of course, is raised toy public subscription. In (he AVestern States of America -the Chambers of Commerce making foreign advertising a feature of their oneirations, .anil have apparently no difficulty in raising 'the necessary funds. They igo on the -principle that if they do not advertise their own districts no one else will do it for them, and- that if they. advertise attractively, everybody will help them. At the back of the Canterbury movement are business men of the highest standing, and the subscribers will be able to see for themselves that the monev will not be frittered away in useless channels. Unfortunately for the enthusiasm of it lie promoters, the disastrous fire which occurred just after the above wns published, must interfere materially with any attempt to raise funds for a special object, and .it is more than likely .that the movement will receive a temporary check. At the same time, the principle 'underlying the proposed campaign is worth a good deal of attention, pnrticularly in such places as Gisborne where the sparseness of the population prevents many important undertakings from being proceeded with.