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ENTERPRISING COACH PUBLICITY.

9th October 1928, Page 24
9th October 1928
Page 24
Page 25
Page 24, 9th October 1928 — ENTERPRISING COACH PUBLICITY.
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An Important Scottish Passenger-transport Undertaking Commences the Publication of a Monthly Magazine.

NTERPRISING publicity work is 12/ carried out in connection with the passenger-transport activities of the Scottish Motor Traction Co., Ltd., of Edinburgh, which recently commenced the publication of the S.M.T. Mayazinc. This publication is described as

a monthly journal for all lovers of the King's Highway," and although the outstanding idea of its publication is to arouse interest in the S.M.T. undertakings, there is sufficient reading matter of a general nature to make it of allround interest. It is published at 341., and the typographical work and the illustrations are of a particularly high order. In the case of the illustrations, the pictnres at the head of a number of the features show scenes in the Scottish capital, with S.M.T. vehicles prominent, or incidents in connection with the work of the company, although there is no definite advertising in the text.

All suggestion of advertising is kept out of the main reading-matter portion, although Most of the articles are what may be described as being of a propagandist nature. The idea appears to be to suggest places and objects of interest which can be reached by motor coach, and particularly by the S.M.T. coaches, but the matter is treated from

the point of view of the laver of the open road. Several pages of notes and comments deal with matters of gtneral interest to all road users, refer to dangerous surfaces, the possibilities of motor camping, automatic traffic control and to Sunday travelling. Under the last-named heading there was included in a recent issue a straightforward summing-up of the position adopted by the Scottish churches in regard to this question, in view of the expressions made at the annual assemblies.

An important place is taken by touring and topographical articles, and the August number dealt with "The Scott Country," "Bridges and Gates," and the Monastery of Inchcolm, a remarkable building, on an island in the Elrth of Forth, to which the SILT. arranges excursions. "The Romance of our Rivers" and an article on the old roads across the Grampians contain no references to the S.M.T. activities. A two-page article describes the Bamburgh-Otterburn tour of the company, and gives some interesting information of the legends and history of the places visited. This is the nearest approach to a definite reference to the work of the publishers whilst other interests are dealt with in the angling notes, and the pages for ladies, for golfers, and for photographers. Humorous items and other light reading matter are published under the head of "Charabacia." The October issue, which has just reached us, is equally impartial in its contents and many of the articles have .a general interest.

Of definite interest to the staff is the " S.M.T. Bulletin," and therein is given the news from the various departments of the company, with paragraphs relating to the activities of the various recreative organizations of the concern. The whole production is a. distinctly enterprising piece of publicity work.

Edinburgh is an important centre for tourist traffic, and although it is a big railway centre, the Scottish Motor Traction Co., Ltd., does not allow the railways to dominate the position in so far as sight-seeing traffic is concerned. Its office in Princes Street is at all times a busy hive of activity. Maps, diagrams and illustrations show how the company can introduce the tourist to the most interesting sights in the country. Routes and itineraries by motor roach or the regular services of motorbuses are suggested by the displays at the office, whilst not the least interesting to the visitor are the little handbooks which are freely available describing the places to be visited. The booklets have evidently been written

with a thorough knowledge of the literature and history of Scotland, and describe the places to be seen from the coach actually making the tour. They are well illustrated with sketches and are of such a size that the traveller can slip one into his pocket with a view to consulting it as he passes along from scene to scene. The company also loans sets of lantern slides of the tours.

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Locations: Edinburgh

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