of the
total admissions were free. But notwithstanding the effort to check this
abuse it was indulged to such an extent that the final totals make a
remarkable showing, as follows:

Total admissions during the entire period
of the exposition ....................... 20,066,537
Total paid admissions during the entire
period of the exposition ................ 12,804,616

The total attendance and the paid admissions at the exposition do not
compare favorably with those of the Columbian Exposition of 1893. The
Columbian Exposition was conducted during a period of great financial
depression, while the St. Louis Exposition was held during a period of
remarkable prosperity. The Government aid extended to the latter was far
greater in every respect than was given the former.

The method of advertising the exposition adopted by the company was a
subject of constant and almost universal criticism, and complaints were
made to the Commission and in the public press that exploitation of the
fair was inadequate. On every possible occasion members of the
Commission personally brought the matter to the attention of the
exposition officials and suggested that steps be taken to give the
enterprise wider publicity.

The Commission received communications and personal visits almost daily
from persons interested in the success of the exposition, urging that
some official action be taken to improve the existing advertising
arrangements. So insistent became the demand for greater publicity that
the president of the Commission addressed the following letter to the
Exposition Company, suggesting the importance of properly advertising
the exposition throughout the country.

JULY 20, 1904.

DEAR SIR: By direction of the National Commission, I
respectfully call your attention to the apparent need for an
extension and enlargement of the publicity feature of the
exposition.

The zeal and efficiency of the press of the city of St. Louis
has demonstrated what may be done in the creation of active
interest by enlightened exploitation through the public press.
Within the range of the general circulation of the papers
published in this city all features of the fair have been made
known; but, unhappily, the journals of this city, like those of
all other cities, enjoy general circulation only in a limited
area. Beyond the line of the special influence of the local
press the extensive pr