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C. C. C, TATUTT
Vi.t Pr4ident
Nalional Assactatiah Realty Boards
Pt.titkrt cililortLkr R.4t Esk|le
Associdlion,1922
Mertb.r lrrlitariot Comrrittee Reuu!
Blre Roek
The ReqLtruBl,ueBo6k ol CaUfornia 141
HEADLINES
NEWSPAPEBCO-OPERAAION
In Caiifonria real estatemon are particularly fortunate in having
newspapelsat.their cohmand which are public spidted and x.hich 8p
to the half way mark and often considerably beyond in promoting the
best interests of Pacific coast realtlt. These newslapersnever hes-
itate to give ample spaceto real estatenews and the larger metro-
politan papem have large sections each week devoted to t}Ie welfare
of fealty advancement.
As a result of this valuable co-operaiion from the "Fou.th Es-
tate," real estatehas boundedforward in a way that it couldnot have
goneahead had this co-operation anal assistancebeen lacking. There
fore, iD California, the opportunity constantly confronts the real es-
tate men and women of utilizing the news columns of the press as
well as the advertising columns.
NEWS INTE&ESI
Newspaper men have told the \aryiter that there is much legiti-
mate news about real estate activities always available for "stories"
if the broker is only elert to what constitutes "news," In talking to
the subdividers at Ctevelaild, the writer said "Do not forget for a
momentthat there is often real news about subdivisionactivities and
\u TheR@)tABlue Bookot'@,lilor.nb,
TRADEMAN,KS
COPYRICHTS
ADWRTISING IS SUPPLF)MENTARY
In connection with the subject of advertising in selling real estate
onepoint should be made especially clear; i. e., advertising is part of
selling. It is not separate in any way. It is a segment of the selling
circle. Adverlising in real estate is not a substitute for peNonal sell-
ing. It is supplementary, distinctly an aid and as was stated in the
beginning, a stimulus for selling.
THE APP&OPRIAAION