THE efforts of local people and businesses to advertise the town and boost the number of tourists and visitors was the theme of the Gazette's editorial 100 years ago.

"Never in the history of Malvern has so much been done to attract people to the town, and it is to be sincerely hoped that the efforts of those who have during the past months worked so strenuously for the various projects on foot will be crowned with success.

"After a great deal of talk and a lot of money-spending, which has extended over a number of years, the Town Improvement Association have cast aside their grandmotherly policies of the past and have set themselves a course of action which, if followed out, will be the making of Malvern.

"Their chief work has been that changing and widening of the basis of their advertising scheme, and the introduction of a town band. Their advertising policy, with the co-operation of the railway companies, is one of the most far-reaching which has yet been attempted."

One of the methods used to advertise the town was in the professional and trade journals, which "reach a class of people which it is eminently desirable to bring to the town. The first of these appeared in the Law Times and it, at any rate, proved most successful".

"One kind of visitor whom Malvern would do well to entice is the weekender', the editorial continued.

"Malvern is now within easy touching distance of London.The Great Western run from Paddington is covered in record time, and not only are the trains on the route the fastest in the Kingdom, but they are the most comfortable.

"When this is made widely known it should prove an additional incentive for Londoners to spend the summer weekends in Malvern."