Evening Republican, Volume 19, Number 191, Rensselaer, Jasper County, 13 August 1915 — "ADVERTISE IN THE NEWSPAPERS" [ARTICLE]

"ADVERTISE IN THE NEWSPAPERS"

Advice of Len. Small, Secretary of Great Kankakee Fair. Has Built Mammoth Enterprise. "Advertise in the newspapers. There is no better way in which to build and maintain an enterprise of big dimensions than by a liberal use of the newspaper columns.'* Those were the words of Len. Small, Secretary of the Kankakee Inter-State Fair, the World’s Greatest Outdoor Entertainment, when interviewed recently about that great project, and he added, "In my experience of twenty-five years at promoting agricultural fairs, I have tried out a great number of different advertising schemes, but have always come back to the newspapers. They reach the people and are read." Those words throw much light on the reasons that underlie the success of the Kankakee Inter-State Fair. Thorough Advertisers. Early In the summer of each year a comprehensive campaign of publicity Is begun. A staff of press assistants and ad-writers are employed, who produce news matter with relentless regularity. From now on until Fair time, September 6th to 10th, they will work unceasingly. No fair in the United States Is more thoroughly advertised in the territory from which It draws Its patronage than this one. All the towns within eighty miles of Kankakee are covered with large, attractive posters, printed bills and streamers. A vast correspondence is carried on; but all in all, the newspapers do the largest work. Advertising is carried in 150 or 200 of them. And this year a dozen large agricultural and amusement magazines have run feature stories about this Fair. The story of . ■ history and enterprises is filled wli Interest and fascination, and people aio eager to read about it. Persistency Counts. Nothing is more Important in the advertising game than persistency. The project must be kept constantly before the public. The Kankakee Inter-State Fair does this in numberless ways. Its premium list is sent to all Important livestock breeders of the United States and Canada, and is accompanied by a personal letter (rom the Secretary. Then separate pamphlets are sent to all Percheron horse breeders, all Holstein men, and all Show Horse Trainers. The supreme effort Is made through the Special Editions of the Kankakee Dally Republican, two in number, which go into 50,000 homes in Kankakee and adjacent counties. Nothing Is left undone to bring the Kankakee Inter-State Fair to the attention of all who by any possibility could attend. And the result of this work Is realized in the crowds of 150,000 or 175,000 that each year visit the exposition.