ADVERTISING THE APPLE 137 



orcharding is finuly established as a paying business lor the average 

 man. While the grower of experience who is operating a large acreage 

 can possibly find for himself he would have nothing to lose by co-operat- 

 ing with his neighbors. The present vogue of the western apple is due 

 to two important factors: — uniformity of quality and pack and wide- 

 spread advertising; both of these have been secured through co-opera- 

 tion. 



With the manifest superiority of the Nebraska apple, it ought to be 

 a simple thing to occupy the home market, but go out in Lincoln or Om- 

 aha and look for the Nebraska apples. You will not find the sort thai 

 arc on exhibition in the show yonder. Why not? Because the Nebraska 

 growers simply have failed to co-operate in the establishing of modem 

 methods not only in the growing of the crop, but in the marketing of ii 

 as well. It is encouraging to know that this subject is already under 

 discussion in this meeting and that prospects are favorable for a strong 

 co-operative organization among Nebraska fruit growers. The people 

 of our cities are entitled to the first chance at the hom.e grown fruit; 

 yoii are entitled to the first chance at the home market; the responsi- 

 bility for meeting this condition rests primarily on the grower and until 

 he rises to his opportunity, we will continue to find our markets flooded 

 with western fruit. 



A HINT AS TO ADVF:RT1S1NG. 



I have been asked to touch briefly the matter of concrete advertis- 

 ing for the benefit of the nurseryman; what applies to his business will 

 apply to any other; do your advertising in papers of proven circulation 

 and pulling power. Farm paper advertising is now ranked by experts 

 as the most valuable for such lines as appeal directly to the farmer: 

 high grade farm papers gets a higher rate for their space than the 

 daily newspapei's. Here's a hint as to the ultimate value of such ad 

 vertising: 



There are plenty of farm papers; their name is legion. Not all of 

 them are highly valuable to the advertiser for at least one reason which 

 seems to me to be well founded. 



Many of these papers, and among these some of the irxost promi- 

 nent, h^ve an arrangement with the local bank, department store, grain 

 elevator, or postoffice through which the farmer gets the paper. for a 

 year at from one-fourth to one-half price; sometimes he gets it as a 

 gift through the "liberality" of his l)anker or grain dealer. "Beware of 

 the Greeks bearing gifts." A man does not think a whole lot of a paper 

 which he does not think enough of to pay for and renew voluntarily. 

 The value which attaches to an advertisement depends largely on the 

 value which it appears. 



If I were to place a line of advertising in a farm paper, I should en- 

 deavor to select such papers as occupied the field with a bona fide paid 

 circulation which was built on merit without special premiums or gift 



