456 IOWA DEPARTMENT OF AGRICULTURE 



buying registered live stock become, that tlie breeder who does not follow 

 the custom is looked upon by the public with a degree of indifference, 

 while the breeder who manifests a confidence in his neighbors, permitting 

 them to compete publicly for his goods, wins their confidence, and will 

 command their patronage, just as long as he gives them clean and honest 

 auctions. 



The public sale is unsurpassed as an educator upon the matter of 

 values, types and breeds and gives great impetus to the improved stock 

 breeding industry. The public sale proposition is not clothed in such 

 mystery as to cause a breeder to hesitate and doubt his ability to make 

 a successful sale and undergo the monotony, uncertainty and disappoint- 

 ment attending the private sale business. Par from being so, the process 

 is very easy, and the results gratifying if one will but observe and carry 

 out the details pertaining thereto. 



First: The character and standing of a breeder among his neighbors 

 is essential. If the public esteem a man's word and know him to be 

 honest, personality other than this is of little consequence. I have in 

 mind a great number of breeders who might not be termed "smooth" 

 or "clever" but better, they are honest, and their sales are always 

 successful. 



Second: The sale offering should be presented in good breeding con- 

 dition. Doubtful and inferior animals should in no case be listed. This 

 does not imply that every animal must be a high class individual, but 

 those that are not superior to the common stock of the community should 

 by all means be eliminated. 



Third: The sale should be dated far enough in advance that the 

 offering may be shaped up for the occasion, and also allow a sufficient 

 time in which to thoroughly advertise the sale. Advertising is very 

 important, and I heartily commend the use of the agricultural press. 

 A sale offering which will not justify advertising in a live stock journal, 

 should not be sold for breeding purposes. In addition to these, a sale 

 should be given notice in the local papers covering a radius of fifteen 

 miles. Ten days prior to the sale, bills should be posted at the cross 

 roads, and in business houses in the local territory and a general an- 

 nouncement of the auction made over the local phone lines the evening 

 before the sale. Sale catalogs should be gotten out by the time the first 

 advertisement appears so that inquirers may be promptly supplied. Ten 

 days before the sale, mail catalogs to those on your mailing list, whicn 

 should in addition to the breeders' names, include those of fifty or more 

 farmers living nearest to you. Follow this with a circular letter or postal 

 card notice three days before the sale. See that your catalogs are com- 

 plete, and free from error, using foot notes that will do the animal justice 

 without exaggeration. 



Solicit mail bids to be entrusted to your field men or auctioneer, and 

 reserve 150 catalogs for sale day. In determining upon where to hold 

 the sale you should consider the convenience and comfort of the public. 

 As a general thing, it is better to hold winter sales in town; however, 

 there is no established rule on this point. If the sale is within driving 

 distance from town, furnish free conveyance and see to it that the service 



