A commercial for the U.S. Census Bureau during the Super Bowl drew some critics.

How could the United States pay premium dollar — the most expensive advertising in the world — to promote something it has been doing every 10 years since the nation was formed?

I don’t count myself among those critics, however. The census means so much to so many communities, it’s hard to argue the importance.

Before 10 years ago, I might not have said that. But when the census figures for Logansport and Cass County arrived, there were some interesting points to consider. One point was that Clinton Township had mysteriously become one of the fastest growing townships in Indiana.

“Hmmm,” I thought when I glanced at that data. “How could that be?”

There were no major housing subdivisions built during the preceding decade. There were no boomtowns in the township, and Clymers had not annexed any property or become a fourth-class city.

What happened, after I made a few phone calls, was that Logansport State Hospital residents had suddenly begun to be counted. In previous years, patients may have been counted at their home townships in other cities. But those living at the hospital 10 years ago hadn’t swelled the population of Clinton Township. They merely contributed to a statistical illusion that Clinton Township was the equivalent of Fishers in Cass County.

Another statistical anomaly that revealed itself 10 years ago was the spike in the Hispanic population. When a reporter from the Washington Post calls the Logansport mayor’s office to find out why the spike is so high, it raises eyebrows and questions. The rise in Hispanic population legitimized the efforts of Diversity Dynamics and efforts to cater to the needs of a new population in the community.

Spanish-speaking officers were hired for the police force. Spanish-speaking tellers began working at banks. Hispanic congregations sprung up in the community, and a festival was held.

The census also confirmed that the fastest growing residential areas of the county weren’t in Clay Township, which had been the growth township for decades, but in northeastern Cass County.

One of the most important things the 2000 census did for Cass County and Logansport was to affirm its place in Indiana. The city’s roughly 20,000 population and the county’s roughly 40,000 population have been constants since 1960. Although there were naysayers who projected the city would drop below 20,000 and the county would drop below 40,000, the census proved them wrong.

What the figures mean to so many communities is money. Federal money awarded to communities based on population is important, particularly as state and federal funding is imperiled by a sluggish economy.

It also should be noted that the Census Bureau is hiring, which is something many businesses and industries are not. The jobs are not permanent, but do provide an infusion of capital in every area of the country. For those looking for jobs, this is a good place to start.

For the vast majority of us who won’t be working for the bureau, the most important thing we can do is take a few minutes to answer a few questions. The data will be used for 10 years, and that’s a long time in fiscal circles. It will be used to form city council districts, county commissioner and county council districts, legislative districts and congressional districts. It will be used by potential industrial suitors to gauge whether a community is dying, stable or growing.

It will be a snapshot of us, and for a few minutes, we can afford to smile and say “cheese” while the picture is taken. As a matter of fact, we can’t afford not to do it.

• Dave Kitchell is a columnist for the Pharos-Tribune. He can be reached through the newspaper at ptnews@pharostribune.com.