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When a friend gave me a stack of old New Mexico Magazines, I dove in.
The articles were entertaining enough, but the ads were the real attention grabbers. After World War II, communities didn’t have many ways to promote themselves, so they touted their charms in the pages of the state’s magazine.
Some wanted tourists: “Ruidoso, where outdoor fun follows the seasons around the year.”
Others wanted residents: “Roswell, New Mexico, A Good Place to Visit – A Better Place to Live” and “Hobbs, The City with an Assured Future.”
And they all wanted new business: “Those seeking a future personal home or industrial location make no mistake in selecting such a far-sighted city as Raton, one of New Mexico’s finest.”
The biggest advertiser was Artesia, which called itself the “Oil Center of New Mexico” and later the “City of Opportunity.”
In 1944, the Oil Center prided itself on production at the city’s three refineries to “meet the war’s demand for petroleum products.” The all-out effort had “given Artesia a definitely industrial character, which will not disappear at the end of the war.”
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