No. 6. DEPARTMENT OF AGRICULTURE. 435 



which you can aHoid to be extravagant is advertisiug. It is au in- 

 vestmeut not for this year alone, but for all lime. You may over- 

 advertise this year and not be able to fill your orders. Nothing else 

 makes you so sure of that man's order next year. He'll come earlier 

 next time. 



How advertise? Neat letter heads, envelopes and circulars count 

 for something, but the poultry papers must be your main dependence. 

 Select your medium by cultivating an intimate acquaintance in ad- 

 vance with the poultry journals. Determine by the reading matter 

 feomething of the character of the readers of each paper, and then 

 decide which class of people are most likely to buy what you have to 

 sell. 



You owe the poultry journals much. They have helped to educate 

 you; they have put you in touch with the poultry loving public; they 

 have reported your winnings at the show. Y'ou owe them your ad- 

 vertising patronage, and if you aim at prominence you will be more 

 dependent upon them each year. Get in touch with the editors and 

 publishers. Help introduce them and their journals to your friende 

 and neighbors. Send them some subscriptions in addition to your 

 own. Y^'ou will get your pay with interest. 



But don't imagine that these little courtesies will exonerate you 

 from carrying an advertisement. Don't try to beat your way to pub- 

 licity b}' cunning devices to obtain free illustrations and reading 

 notices. Publishers are not stupid nor slow. Be generous; be lib- 

 eral in your advertising appropriation. It is good business. It is 

 suicidal to follow any other policy. By all means make your con- 

 tracts on a yearly basis. You should have something to sell nearly 

 every month in the year, and it costs less to carry a card of some 

 kind twelve mouths than nine months. Y^ou want your name to be 

 seen in every household every month in the year. 



And lastly, in the line of profitable publicity, I would suggest that 

 you get into personal touch with leading breeders by connecting your- 

 self with your local poultry' show, with the specialty club of your 

 chosen variety and with the American Poultry Association. These 

 suggestions seem not to need argument. If you show yourself 

 worthy of confidence you will obtain it. If you show yourself capa- 

 ble of managing your poultry affairs the leaders in these organiza- 

 tions will be glad to welcome you as a fellow worker and will cheer- 

 fully turn over a portion of the burdens to you. Don't be selfish. 

 Don't be a place-seeker. Be willing to do some of the drudgery. Be 

 willing to climb slowly, and almost before you know it you will find 

 that both honors and profits are yours. 



