The Soul of Selling
by Rani Birchfield
Shop Alpine Farmer’s Market
Every Saturday
morning at 9 a.m.
on historic Murphy
Street (just East of
5th Street). Get fresh
veggies all year plus
baked goods, crafts
and more!
A
DVERTISING :
Is it the
bane of our existence?
Or can it serve a higher
purpose? The word brings to
mind a multitude of things:
money, information, youth,
lies, hot rods, cool girls, style,
travel, bright colors, light beer,
scams, savings, P. Diddy, misin-
formation, glitz and glam.
Advertising works (or so
they advertise), answering
questions, oftentimes (and in
my opinion, most importantly)
around travel: What’s the name
of that inn where I’ve been
meaning to stay? Where’s the
dog groomer so I can take
Fluffy to get his paws done?
How do I make reservations to
camp on that island in that lake
in Minnesota next summer?
Which exit is the next restau-
rant for French fries and coffee?
We are inundated with
advertising - do this, do that,
wear this, wear that, go here, go
there, if you buy this it will
make you that, this will lead
you to the fountain of youth
but may kill you on the way,
etc. It does have its negative
points. However, it also has
positive sides, especially in this
region where businesses come
and go on the dusty winds. An
ad can show you that new
restaurant or food truck you
didn’t know existed, remind
you of an historic hotel you’d
like to visit, or help you find a
dentist or a realtor. It could
introduce you to the newest
boutique or art gallery. An ad
can lead you to an event com-
ing soon that you weren’t aware
of or help you find your next
good read.
Four years ago, I was hired
for the position of Advertising
Editor with the Cenizo
Journal, which is a fancy way of
saying “ad sales.” I interviewed
for the job because I’d always
pick up a copy of the Cenizo
when I visited the area to read
the locals lore and plus, I actu-
ally liked the ads – there was no
charlatanry here. (I also
thought they might let me
write a thing or two.) I am a
huge supporter of small busi-
ness, having had one or two
most of my life, and I wrote
copy (more advertising) for
many in Dallas, where I lived
in a previous life. As I transi-
tion from Advertising Editor to
Associate Editor, I am grateful
for the opportunity to have
met so many of you busting
your butt out here in the West.
The Big Bend region is full of
interesting places and rugged
beauty, and I enjoyed helping
others find both through
advertising.
I think I can speak for all of
continued on page 27
Mexican
and
American
Food
Open 6 am to 9 pm Everyday
Famous Beef & Chicken Fajitas • Ice Cream
Free Wi Fi • Clean, Fast Service
Rene & Maria Franco, Owners
513 O’Reilly Street • Downtown Presidio
432.229.4409
A LPINE G UEST Q UARTERS
Spacious • Downtown Alpine
Walk to Amtrak
Reservations online at:
AlpineGuestLodging.rocks • Airbnb.com
Call Sarah at 432-230-2735
Cenizo
Third Quarter 2018
19