, | THESIS ee PPO ee ee eka BR Be ee PNelatel hei Advertising Geo. &. Humphrey. fic18) i fi 1 ii ee THESIS. AGRICULTURAL ADVERTISING. a, By Of Geos C. Humphrey, 'O1. ~ Michigan Agricultural College. Le “re si De Agriculture, Advertisins. SUPA Ll. Advertising is a subject with which every acriculturelist, and esrecially every stock breeder, should hecone Pa.ailiar. ie As vet avriculturcel advertisines is in its invanev, Se Avricultural pursuits ensece a larver number of individuals then any other of the gainful occupations, 4A, OWinzs +o the increasin,: denands for acricultural products, agriculture must continue to he one of the lating Occupations of the world, De Siccessful asriculture denmwads and srnould emilty everv factor essantiel to success in any occupation, 6. Advertisin: is a factor which can not be irsnored Or lost sight of in any business entervrise, It is tne means to an end and the solution of a problem that can he attained in no other wart. 7. Where one is specthalizins, advertising is absolutely necessary. 8. Advertisiny is not a small item of exyeise, but money exrended for succea sful advertisin:; is money well invested, 9. Sucerassful advertisine: requires careful study é and ingenious thought. @ LO. A Kean desire to Go business, honest straight 101710 e's ~ fh forward dealing, and courtesy to all are three goneral requisites necessary for tre most successful advertising, 11. The farmis as much a place of business as is the nanuracturing plant or the mercantile house, Le. The producers of the varied acriculfural “roducts has as many opportunities for errloving advertising as ameaus to an end as hes the producer of other cormnodities,. 13. Successful advertising may he said to auickly brin,; torether fla producer end tne consumer Lin such a manier as 40 be mutually profitable. J he Subject in General. Asricultural edvertising is perhaps a new and somewhat novel subject, yet it is a subject worthy of careful consideration, and one with which every apriculturel producer, end especially thie stock breeder, should tnorourghly feuniliar- rs ize hinself. Ar-ryicul firal advertisin: is in its infancr, and appreciated ov a few only. The more study it is given, the more there seers in itt, and the greater possibilities and advantaces to be derived by its judicious use to the farmer and stoc breeder. The greatest nurther of persons enreced today in ain one of the ceinful oceunations ere in pursuit of arricul- Sure. As a business enterprise, hovever, it is extensive ratoer then Llatensive, end os @ rule not pursued with the ae intense application of tnose husiness princinles so chrrecter- istie and distinguisharle in other occupations, This can nos vlwars be true. The incrense in nwiber of popule*tion and in demand for tnose necessities wnich the arvricultural producer . , alone mist Turnish, is nestenin: forward tie time when agric- ulture as eae business enterprise must be engaced in after the sane riunner as are those occupations which involve every factor availarle in order to attain the hignest degree of SUcCCeSSe The necessity for intensive methods in a@rriculture is recognized and practiced dy a few todav, and trelr success cives evidence tat close ohservunce of everv law, ond application of everv factor, entering into the success of Other oceimations pursued after an intsansive manner, aprly as well to arvriculture, and assures a hish devree of success wheres otherwise only an average derzree oF success or allure is tne result, There are many Factors wrich enter into every successful business enterprise. QGepital, labor and judicious manarvenent are prime factors entering into the production of every cormodityvy, but they are not the only factors thet fo cr O insure success. Farther then nerely producin: a corniodity, a disposition mist be mede of if. This must he mide in sufficient cuantities and at prices whieh will pay the cost or production, and enoveh more to insure a profit: which will -“” Over sone induceient to continne tre business, To mea this disposition often becomes 4 problen, which the producer nas solved wren he sueceeds in making ready sales of the aormodity ne is wroducing. Advertising is tre wrine factor entering into the solution of tie problen of maine: the best possible disnosition Or any cormodity. Advertising may ne calied the kev to ready ana profitable sales, and consequently is a factor civen v2ry close attention by all producers and dealers unless we con- ta Sider tne averere Farner or arricultural producer an exception. It is too true that the farmer actively ensased in producins acricultural products fails many tines Owin:: to his losin: Silent of the prohlen of making the be. t disposition of th.v:. Advertisin: as afactor is pusiness is é@ thing in itself. It is ver apstract and herd to te ,ou med hy anv fixed laws or rules Wiich can be defined and leid down as hein, safe to follow whenever trere is an oeeasion to resort fate tei*t in envy business. It will he easily recognized however, that what is true concerning; advertising as it is erploved in One tusiness is to a creat extent true concerning it as it is ermloved in other lines of husiness, Successful acricultur- al advertisin,: is marelv successful advertising annlied 0 eyricutture., In considerins this sunject, 1t is only possible £0 becone fuulier with the things wiieh co to race up successful advertistin«e end endeavor to see where advertisin: can be applied to arriculture. o~ fh i Successful business men reelize hest the lmortance and advanteces of advertisiie, and they are usually the success- Tul advertisers, P. T. Barnun, the world's g¢reatest shownen and perhaps graatest advertiser, has made the staterc*, that if he were to start into business with a capital of ten thousand collars, he would invest one thousand of it in the actual business and spend the otner nine thousand advertising it. This sees altorvether out cf proportion, yet is 18 very c+ 4 + ~ « ~~ mm = 4. : _— ° — yp 48 o ’ dA monary invested in advertising is money hetter 4 Often true the invested than nonov invested in the actual husiness, Tne enormous wealth aceumleted bwii. oy sw ivsayed in manuracturing: and sellins patent medicine is acewrilated largely through extensive advertising. Unprincipled men, who are swindlers, and who make money out of nothing, by hunbugzins the public, depend upon advertising as the means to gain their end; hence advertising is not always legitimete business. This does not conderm advertising however, any more then counterfeiting condemns the lepitimate ccining of mconev. It only proves tnat advertising is a strong factor in any business when thoroughly understood. The thing one must dc is to learn what constitutes legitimate advertising, and practice it with the same degree of honesty he would practice in doing any personal business transaction. The first thing to be fixed in mind in regard to the practical use of advertising in anv occupation, is that AG if is a means to «x end. It becomes a factor in business when we have a desired end in view and to gain this end is sormwhet of a problem. The end in view will be the dsasitre fo wake a disposition of sq@ie article of ‘wealth or to satisfv sone want, “Where there is no problem ccnnected with reaching this end, the matter of advertising does not necessarily come into consideration, For example, the farmer producing an ordinary crop of wheat, Por which he can not hope to secure any more than the general market price, would not be henefited by advertising: nor would he advertise for hired help, if he Knew the person who would do his work satisfactorily, and who was willing to do it). for him anv time he désired to have it done. On the other hand, if he were yroducing sore srecial variety of wheat for seed purposes, and desired to sell it at a sp-ciél price, which he would be justified in demanding, he nich find it a problem how to secure buvars enough to take all of his wheat, end judicious advertising would be his solution of the problem; or, if t:e were in want of relp, and knew not where to secure it, edvertising would be his best means through which to find it. The same would he true in case of any special produce one had to offer for sale, Or in case of any went which must be satisfied. Farriers producing dairy products, or engaged in what is ccrmonlv called "truck farmoine”™ and supplying e locel market where there is more or less coryetition, find it necessary to resort to advertising, in order *+¢ secure patronejpe and thus dispose of their products. Stocx breeders, producing pure bred stock which is worth more tran the general market price, must advertise in order to find a marxet for their animals. These are cases Wnere it will pay to do specieél advertising, even soins to considerable expense in order to do so. Advertisins is alwavs acccipanied with more or less expense, but if the situation warrants one to £o to this, and the advertisin;; is done judiciously, it is money well spent. Specialization and advertising so hend in nand; either one rrovin;; unprofitable without the other. The anount of advertising to te Cone will depend upon how extensively one is enpapyed in business, and we can say the cost will depend upon how successfully one advertises. Successrul advertising is never money thrown awey or lost, To do successful advertisinj one must make it a study, teking into consideration the situation and the end t6 be reached and enceavoring to gain this end in the best possible némer, There are so many things which enter into successful advertising it would be irmossible to eniwerate then all. The things which would co to make advertising successful in one case might be out of vlace and not answer the purpose in anotner case. There are three general requisites which may be given as the foundation upon which al]. successful advertising rests, and which mus 63 hent in mind by any one wist.in;; to fe attain the createst success, Tie first of these requisites wr, 4s & keen desire to do business and to gain sone derinite end. Without this desire one will never have occasion to do adver~ tising, and if forced to advertise without this desire tne chances ere ageinst its being successful advertising. They who have no other desire than merely to exist will have little to orfer, and hence have little trouble so far as making a disposition of any articles of wealth is concerned, Honest straight foiward dealing is the second reauisite, and one very important. Dishonesty never entered into the greatest achiev~- ment of success and never can. One can nct guard egainst nisrepresentation or deception too merefilly in advertising. An honest dealer or business firm wil] in the long run be warded success over any dishonest cometitor who may seen successful and whe parhays adces gain his desired end, but such ceeding is net to be countenanced in anv cese, The third requisite is courtesy, belng yrorpt and respectful in looking after all. ineuiries end co:mwnicetions, whether they mean profit at the time or not, and seeking to please so far as possible all with whom one may have any dealing. These three requisites soon give one a reputatuon Whicn perhaps may be the only advertisement necessary after it has becone established. The person who can keep these threv reyuisiftes in mind and will, practice then continuaily will be the successful advertiser and the successful business man, whether he he farrmer or merchant, The farmer has as preat a chance to become a successful pusiness man as has the merchant or manufacturer. The farm is as much a place of business as is the nanufacturing plant or the morcantile house. They ali. need to be pursued in a thorough, business-like manner. The farmer is not only a producer but imust exchange and deal more or Less, and has meny ocersions to resort to advertising, and hes equally és many means of advertising. The abstract nature of advertising enables one to advertise through every means at his comand. Tne farm ofrers we splendid chance for incidental advertising, The general appearance, and wenmer ia which every farm is manased, adver- tises it the sane as every nanufacturing estailishment and mercantiie place of business is advertised i: the sane War. Tne wetnod of performing work avout the farm, the manner in which buildings, fences, yards ahout house and barns are kept, the reputation one his in dealing, eitner buying or selling, all so to advertise one’s pusiness,. Every one likes to see enterprise, and will deal with an enterprising nerson in perference to any one else, This incenental advertising costs time and money, but it mey he considered cheaper then much of the srecial edvertising that is done. {Et is the best kind of local advertising, and is apt to extend farther than one rey think, Givin;; the far some suitable naire which will distiniuish it, ron other Sars, and having this nawe with the name of the proprietor neatly put wo where it can be sean by the it @ "¢ ew ve 1.0 public Will swiycest enterprise and sarve as an eadvertisenent Which mar pay rmenvy times the expense of puttin, it up. One havin. seen sich a place can appreciate the sense OF enter- ynrise it su:;sasts. This will serve a purpose too, If one sees fit to do special or w_eneral advertising. There ar2 neny ways in which we cain advertise locally at a smell axpense if the matter is civen careful thought, It is not uncommon to sec & sninele or piece of board nailed to a farmer's gate post, telling of his wants Or his desire to disnose of something. While *this ray answer the trurpose, the fancver who buys and sells more or less Crain, feed, and stock and hires more or Jess Leip can dinprove unon the shingle and manifest more enterprise by having a recular builetin board neatly made and put in a conspicuous place to catch the eve of tie public. The words "For Sle" and "Wanted" corn baogeatly peinted uzon the board 30 4s 40 be permanent, end with very little trouble this can be rede to serve a food neans for advartisine. The farner envased in seiting mils, retailing 1%, must do mors or less advertising in order to secure and hold his dJesived number of customers. He must cive special attention to neatness and enteiprise it: heepinge wagons, horses, cis and rilk itself in proper condition, This will be his best means of advertising, ond cin not be ~iven too cereful attentica, The farmer engaved in truck farming, selling fruit and vecpetailes must five tne seme tou nt end ettenrtion to “¢ e ay Tae "1 YU yaa ~ «.,’ ~ SH om fay, aye 4 : ™ ° . r. ey this nieeans Of advertising. Makini: one’s husiness a spectalty Zh ee “we and using everv means at coriand toward some definite end is the sure road to success. A corzion neans cf edvertising locally and extansive- lv is through the vast nunber of newsrapers and periodicals which sive uw considerable space to advertising matter, The farmer encpaced in supplying a local narket with fruit, veget- ables, or dairy products will find kis local editor a sreat heip to him. For avery small sum to pay for the space he cares to rwire use of for advertising, he will find it much easier to make quick and profitable sales of whatever he has to market. People's mouths water for nice fresh strawhner-ies and fruits and ¢ rden vervetables of all kinds when they read about them, and they are induced to buy whem otherwise they mignt not think of such Juxuries. Tlev are very ant to trv buying of the person advertising them, end if they are pleased With their purchase, whicn the seller should endeavor to hive fnem, a customer is secured and the advertising has heen successful, When cne is producing; more of a commodity than can ne disposed of locadly in a satisfactory nenner, he rust use sten means as he can Find that will advertise his comcodity and create & inore extensive market for it. Farm newspapers end mecgeaines end live stock Journels offer the farner this means of advertising. his means of advertisinz: requires ceeéreful consideration on the part of the advertiser, and it is more apt to be true thet one sill fail more often in his M1 edvertising throven the various farm veriodicais than in any other, . This is true for the reason thet many do not understand the art of advertising end pay e great deel for advertising which never counts. a cost Of advertising throucr the different verlodieals vories as each publishing company has its price, One paving usually for the anomt of space thev desire to usa, Ore clans, der the advertising colwms of a fev of the Ordinary far papers or marazines can see tre variety of wars ‘his svnace is erploved,; and @ little cereful thought or exarltination will reveal tre fect that sone advertisenents are ren nore conspicuous and ainpsessive then otrers, while perhaps they ceceupy the sane space, For cenerel advertising one can not afford to make wse of tco much space while nerheps he could cfrord to occupy a whole ‘pege or more for ene or two pui lications, in order to advertise in sone special meaner, Speciel advertisins is quite apt to be more successful ad than general advertising, but one must do both if he is pro- ducing extensively in order his name and business may he key t continuatiy before tne eves or tee public. One wivertising threugh periodicels must tele into consider ::tion first of «ll the number and class of people with whom he wisnes to @eal. In the second rlace he must select ct nose periodicals which will reach the vreetast number of these people, It is clear thet it sould seem poor policy to pay equally as much to advertise through a paper having a very small cireculetion as to advertise through one naving a wide As 6 Circulation. This weld 7c true in case both papers were circulated amctny; the see class of people, while perhaps in another cause Where the difference in circulaticn was due to the subscription price of the pepers, and where the papers represezted two different classes cr pneople it would not be true. If tne paper bkaving tne smallest circulation represente- eg a wealthier class of people with whom perhaps one would stend a better chence to deal, if. Would he a great mistake to ignore such @ paper so far as advertisin;; is concerned, Puttins an advertisenent into several rapers without ceiving anv thought as to the result is very apt to he unsecce- ssful advertisin:. It is not possiitle to know perhaps, just which periodicwis are tie best to emlov when one starts Oute All one can do is to try then, Keying tne adve:stisenerts in away one cen tell from where they are noted when inquiries re rade in reply to them, To key an advertisement is to mexe a distinction in one's postoffice address accompanying the advertisenhent so it can be known in what paper the edvertisement has peen seen, If there hapyens to be a company, one member's marie could he used in one peper and ancther member's nane in enothe: paper; or one could use a street munber or post office box numher in a wary to make some distinction. This wiil save money in man Cases, and insure succ#sgs when otherwise adver- tising may seen expensive and wnsucecesshiu., Again, it is verv necessary to study to particularize one's advertiseaients, in order to avoid getting inquiries thet Ce They a Lee Wb “YY e. nN. - ~ 4 ~ . ye : ‘, ~ - oo” € 4 ¢ - + ra 78 ‘ .t 7 -- . cL ie 110 VaLiuce SOT Gas leeks ae OL Buel oe. bi aa hae a) ~~,” wena : . eer © a 4 , 9 4? ayn ae a7 . . alt, re Pal Gee arty ask 4G! o LM LO buy Nelli --f,7 Dy vai tts Oo 2S 10 tne O8 *. @,7, . -- . ae ow. me ‘~~ CM ee 7 Tlia 2 ” . = tc e,e . . on ~sy . ‘ it an 5s ~ @y Pea Lobe) vecole Wrive mam For beifers and ofrer bulas tor sale. Caneras advertisin: Valls i: just this wav. Syeciel advertis- ag LS much pettere Ce Ling the Geubth is 4&@ prean secret dit succ3rsshul. advertisiys. One havin @ vnite cull Yor sale, which has wroved & vValuaense Wet + an . e we ”~ hoy ~ & - oman we. - aan 3 en, or lA . < + ~ . 7. e-e -. - Marg vt 1 vp OL VeOnL2 wean TMeVEPr Wau aged Wile oa ra . . ™ rs ' : -. . ~ -t me . , ~ ee avons \ 7 ‘ ~ Leerned me Was Vino Kg ea Cie AG Vise Garb ut lace & Oat fa yur yt bi dap gaged afr 1° 4-7 3S LiGIie chet ch! De eka rus Ss. tt: meet UL! LS Wire + i ‘ye 8 ~ yy, or. 4 .+ 4 z ‘ « fa 1+ + . ot , ‘ +" poy, 7 tO Lell exuetiv what ne Was and (40 pepsies Pron t a - S8ic2@ Lneir @NaANnees oo. 4p eared to ta ¢ in purcne would be to mislezd the public and +: , wee IM t= ‘ “e cnvown his Another way would ce .y 7 ye ~ 7 * e « WA 6g ~~ 7 + y,. vert, FOLIG. Joke; ow iLL offer a ecnance Yor one 406 J 4aee Wiha 45 “7 “yen we $ . ‘ : + ~ 4 “,i7 ~ 6 ss : . ax 4 . . hk ‘ urea ty VES Ls the penhters Wal 70 @aVerTLse nuvi a "Our Herd Buel, Sceobttish Che:nmiaon, ror Gale. He pes been @¢n dmmressive sir tn him “or S > ~~ ‘ 4- 5 - a + 2 Sa Wh % One belngs we lav 4. ays a er a —_ ate ee . BeYee Fears And MUS Clariige vu: We neve nis calves to snow eid 1 1emsa ~ou, 4y Leon Sy f11d we oy. 4. - ove V UC Gu) o a e ji Ler Tey Ot iia-Doreed ° 4.7 e Ls tet oe wiLil &a bula. nose wlio & 3.1 One GOL Dus.» fe ~~ qt.) "White Busis do not alvarvs cat white calves, Few peorle « want a white bull, but we have Guie shat aces not fet wiite calves, He res sired 43 calves; el being red, 18 déerk roan, oe laght roans, and only one white. "Scottisn Cnarngyion, LA7505", is a vellow white, having a fine masculine reid, vellow nose and horn, long silky tn i ~) pte B, bis; handfuils of Loose metlow skin, is verv centle, and Welpns L950 pounds in breedins condition. sreat Teeders, always Tat, suvare ented, Low down, “locky, vigorous, and “eeliny., We have tei calves nt the farm now which Weish On an averaje 775 pounds at elpit menti:s old. We have had him three rears end rust chinge. We want to sell and resn business, Address, etc." — -6«© @ ~ @ wm ws : - - wo "he Oo DB ao oOo. © @ @ O@-8B 2 oe 8B ew © eee wo aw. -e 64 8 2-8 eo ew - O@-@ 2-6 8 a -@ -8 42 2 -O 8 Om 8 Se Boutin of these a@dvertisenents cost the sme money wod it is clear to see the difYerence in the iierits cf the two, A person never makes « Mistake in representing a thin:; just as it is. One who advertises, and who is just startin, out must not expect to be flooded with inquiries within a weer atter he nis had his advartisenent published. He must be patient and wait a reasonable len th of time for results. If after Walting a rervsoneile lencth of time no inawuiries are received, a —- = oe te ee - ee ee ee =e ist meyv re cweall te change the Gadvertisenent to reaa i. a different wev es perhaps there is a mistake in the wordings of it, One mist not become discoura;ed but keep at iff until inauirtes ares received, Advertisin:: sclicits correspondence, which isa very immortant factor in suceessful business. One can not do successful advertising without civing the matter of corvesnondence verv careful attention. More deyends uron the morier in waich inauirtes are answered and promtlyvy Looked after than nerhans env cne thing. One's business is advertised more by the sromptnesc and recerd ne shows to those maxing inquiries, than it is by the edvertiseanent Leadins to the daquirm. Correspondence in itself is a crent means of advertising. [It is a direct means of calvin: attention to the fact that one is doin: business and naicince a specialty of” some one line of business, Many business men or firms ttave special rains to make their stationary do special advertising bv havine pener and envelopes covered with trinted matter concerminre their business. One rust use food Judiment in doin: this, since in sce cases mains too mish of a display in this way becones ohnoxious and nothines is 4 thed. Everyone wnio is oblised to fo more or less ecorresre- Onding can afford to huv his stathvonarv in auantities sufficient to enahle him to alwarvs hxave it at nand, and buving it in surtictentiv lar.e quantities will also enenle him to huv it enourch eheaner so that he san afford to have suitarnle letter #17 heads printed and stamned envelones to corresrond.,. This counts as a metter of business entervrise, the value of which has alreedv been mentioned, All. correspondence reletins to inauiries whick are tre result of advertising, should he siven promrt attention in alli ceases, whether they seem to warrent a sale or not. One can not expect every Jnauiry to mena sale, but it is impessible to tell in mest Instances the resu't of failing, to answer anv inquiry. he case mav denand onets writings severe] lwuiters, In ansvering an inauiry, it is rest not to write too much. Tre Tirst Jetter snould be a fair business proyo- sitione If the inquiry is one coneernirm: live stock, let everyvining tnat is seid bear directly wpoon the animal for seal2, descrihning the animal brierly, stating 42 tne price and terms of sellin, hein-: careful not to misrepresent tne Animal in anv way, end endeavorimn: to reyresent It so that the purchaser will he better pleased rather than disappointed upon seoing it. This may ve folloved hy a second letter, if necessary, mentioning; sonething: farther concerning the animal which will] be of interest to the person makin: the inquiry, md which will perheps help hin to decide whether he will buy or note If after area-:onable length of time nothin: is heard from him, it} will not be out of place to write hima third letter kindly asivti: his reesons for not reviyan:: to vr #8 your rropositicn. This will indicate vou mean business and often where the person with whom one is dealing is siow, it insures @ sale, When Ofherwise the matter micht heve been dropped and the person have changed his mind or become interest- ed in some other animal which he would heve bougiit. If tie particular animal offered has not been satisfactory as an individual or in price, it may he possihle some other anima’. could pe offered which would he, Followinj; up an inquiry in this wey not only increases tne chenees of making a sale at that time, but acquaints one's se f and business to the person concerned, in & Way tnat may mean & «reat deal to sone future time, One should always endeavor to convey the idea that he means business, and axpects tne sane on thea part of those with whom he is dealins, In doins business with unkrnwon parties th roupsh corvesyoncence alweys demand cash or check to acccrpany their Order, and IF possitle «et then to certify by a written statement that wratever fth.ev have purchased was perfectly savisfactory when received, Have it understood that if it is not, it is to he returned Irmediately at your expense, #nd return the money received with the order prorptly. Having purehesers well satisfied and their statenents to the fect in black and white is the best kind of advertisins. Where one is cesircus of doing, an extensive business en enlargin: it as much as peossitle, another ¢ood plan in eonnection with corresponeence is to keep # recerd of ail correspondents, noting their vents end inaulries end the result ' iS oO = oC“ of envy business trensacted with then. This will tend to keep one in touch with them, and rerhers do considerable business with and throuch than in the fruture. In order to maie such a recerd of the nost value, if one vould texe fhe pains each vear to mail to eaci. of these persens whose names had teen recorded, some little thing that vould remind them thet :cu were still doing: business, end solicited thelr patronacve, it would be very apt to increrse One's busipess e@ch rear enough to more trin pey for the tine and axpense of s:cing te such trouble, If one were to send out nothing mere tnen a business cara, jt mist t mean a creat eenl, pf one feels that he can afford it, something more expensive and which cechld be prized as bein: of some vei lue WOULd ansvVer hetter,. There are # reat variei. of novelties which are used For no Other purpose than to edvertise. Trey may he had at very reasonable prices, end where enyloved judiciously, they serve their purpose well. In selecting novelties for this purpose, it is best to select something a person will nave Gecesion to refer to crten. Their doing Sis will be very apt to ceuse than to favor vou with their orders, if «et any time trey mew ha nen to be in want of anv things you ere PLOCUCLD « Successful business firms who issve catalogues, cCHsenuers, pocket memorandums, and e thousand ctber things Of the kind, co so #&8 m means O° advertising. One mav wonder 9 how they anv artard to do 80, bus stovyini to think that the £20 vrofits of one cr tvo seles made by sO Coline, perkeps wil cover the entire expense, it is plain to see that it is a ood investment rather than moner thrown Wway. Tne successful acricultural nroducer could well arford to resort to some such means of alvertisin,. Tre fa c* oO ve —# "y ad reeder, Tor example, cow.d have printed, at « vory smell exnense, a sriell hand-book cf suiteuple size to he enclosed dnioan ordinery envelope and carried in one's pocket wWrich wound sears es @ splendid advertisement. Incorporated within such @ hend-book an & :novneeyent of the husiness he hoped ty do with a few facts concerning whetever he expected to dispose of durine the vear would answer for tne advertisenent. A re. testimonials of -cod quality and right to the point ;jiven by sone cf tne best breeders wro had purchased tis stock end been well satisfied with it might be added. Then to have the hand=nook of sone practicéil value, space could be civen for memorandums, end there misht he put into it a few practice) rules and hints relative to thre conmodity he was advertisin:. These would all have a tendener to make the advertising successful, The expense Of having such a handbook printed could be lessened by vetting a few other advertisenents or something farmers wevld he interested to note, and manufecturers would he Willin; to pay a reesonable anount for the privilere of havins their business edvertised in tris way. By carefully hending these out, and mailin:: them to persons interested in what they represent, one my he surprised at tne husiness they will ey] — bse creat. Tnis plan way ve veried in a vay to best suit the conditions and clreinstunees Cf au one Wishins to einnloy such ~ mn ~ . -~ «a2 . o ne = vy a € ,* “ i] a , - wa Y 4 ' . - ows *.. - & m3aaus Of advertaistiice PHOtOsrApnic revresenrtatLlous cén ve ~ aa: be 7 a , . ws EN ; 1 a + eve es ” e a = , * printed ane Outeélusd at reasonenle sivis, and they olrer - "yoy ayy 4a . sen: ea 4. +7 SN excelient cneaas for advertisin:. -- 4 9 1@ agricul sural producer nas « oPeat chence to io advertise througn county, state, anc Laiternational fairs and expositions. If he is arie to eormeto With tue vest exhibitors, Wid Win has suiare of the prizes ovvered, the expense 18 very 7 yes ra ye 7 mous - . "4 "v7 ON ‘ y “ye ~ 7. 4 7 r ar ‘ “. ~ mich Lessened, but oi nist feel thet he is exhibiting for GNGbi QPS ood Sian merely for aie praae 1oney G1 volaile Whatever one may ooo Tit fo put On exnihitia any Fair or exposition, it should re axhibited in the tes Ossible renner and jiade as ettractive as yossidle, otner ise Tt wial is Lgnorea, and one loses ratrear toan pains in ~oins tO tne sreuble of exhiolting. Unless one feels they cei or Care tO take the pains tO cOipete wiiin tne vey vest, it wil D2 peteer ws sw Snow @t @il so sort as advertissii.: is concerned, 20 Consider Our subject Taurther will he ciereny snlarcing upon the posnts éelreaedy mentioned, The subfect of advertisinsy is &@ nroad one, and Gdinits of rniel: study and greeyious tnovent. It becuues an art Where One is apie vo pacculice It suece-sYuile. It may seen to some an ert which is promted by a purely selfish motive, out vnere cue is Yon £2) oF =, 2 mae ne mee ~~ 2 S$... wares ° a o 1.050 Lip his GEALLMS , and e@lyplovs at dt eG:nieect1lon Wwiue an MOUCrTarLe DUSLieSS, TL snould retorer he considered Chi OF tie 7a AbD crwla de rine Factors ernterim: into a suece: sful husiness, waiereby the }roaducer is not only benerited but the ronsimer as well, To (dO sGac:3..Tul business one must advertise more or less, and to do succes sful adverftisines after one hes consicered thre subiect he rmst practice it. { In closins; I wisn to acknowledve the valuable su,cpestions anda help given ve br Professor H, VW, Wuiford, Collece; A. Chrvstel, Mershail, Mich; end R. M, Kellojys, Three Rivers, ilich.e mom ye if ir rd wirl USE Orr go 3 ‘M4 = —— —_ == SS =a = =S=— ———— —— = SS <————— CC — QE es <= oe tL 3 03061 8528 3 129