PROCEEDINGS STATE AGRICULTURAL CONVENTION 183 



tains a great deal of information on subjects related to agriculture in 

 general, seeking to be helpful to the man who wants to make his farm 

 produce more. In the columns of this publication, at the same time, 

 we are pointing out to the people of the state the value of the state 

 fair, its notable features, how the breeder can make the fair serve his 

 interests, where the farmer can profit by attending the fair, and such 

 things as that. The people are receiving this publication throughout 

 the year and the fair is kept before them as one of the great institutions 

 of the state. 



In May, as soon as the dates of the fair are decided upon, we send out 

 approximately three thousand large hangers or calendars to banks-, com- 

 mercial clubs, garages, implement dealers, and prominent people. They 

 are hung in offices and stores all over the state, so that people may know 

 the dates of the state fair and may fix those dates in their minds. This 

 also starts a little talk about the fair which is helpful in our later 

 publicity. 



The next publicity features come along in May and June when we 

 start our first preliminary news publicity. This is broadcasted over the 

 entire state through newspapers and farm papers, to let people know 

 that we are again preparing for a big Iowa State Fair. It starts to 

 create discussion which later results in getting the crowds down there. 

 Along in May and June we also insert some advertising in the live stock 

 papers, breeders' papers and farm papers, telling the advantages of ex- 

 hibiting live stock at the Iowa State Fair, and letting them know the 

 premiums that are to be offered. A great number of breeders write in 

 as a result of these advertisements and they are proving to be one of 

 the most important factors in keeping a new and constantly increasing 

 list of exhibitors in the live stock departments. If we relied entirely on 

 the old exhibitors all the time, some of these men going out of business, 

 some leaving and some going to other states, our exhibitors would 

 dwindle. This advertising keeps a constantly new list of breeders and 

 exhibitors coming on to show at the state fair. 



Then in July we concentrate on our news publicity. During May and 

 June each year we carry in the newspapers stories about all sorts of 

 features connected with the fair. Not only newspapers in Des Moines, but 

 all over the state. The first of August or last part of July we send out 

 something like three thousand columns of plate matter to over 450 

 newspapers scattered throughout the state of Iowa. This embraces 

 reading matter already set up, ready for these papers to print. It con- 

 sists largely of pictures — pictures of the fair grounds, pictures of attrac- 

 tions coming here, pictures of live stock to be shown at the fair, and 

 things of that kind. These papers are glad to get it and nine-tenths of 

 it is run free of charge. Along with this plate matter we send them 

 two to four ads which are paid for. These ads are intended to appeal 

 to various classes of people. In one advertisement we will talk to the 

 farmer and breeder who would come down to the fair to get some new 

 ideas on live stock. Another advertisement is calculated to appeal to the 

 person who wants a vacation and wants a good place to spend a week 

 of enjoyment. Another appeals to those interested in boys' and girls' 

 club work. One advertisement aims at one particular class at a time. 



