FOURTEENTH ANNUAL YEAR BOOK— PART 'IX. 619 



was still liquid and still retained the chararteristic odor of lionoy. It 

 had been lying there more than 3,000 years. 



Let us take a squint at honey advertising from another angle. It is 

 an axiom in advertising circles that it does not pay to advertise unless 

 it is done all the time, after one has something to sell, for you can no 

 more sell with last year's advertising than you can grind with the water 

 that is passed. It does not pay to advertise honey- in this way, because 

 the yield of honey is variable, some seasons we have immense crops, while 

 in others we have none, and there is no possible way known to man and 

 the pure food law to supply the deficiency. Other things, as the glucose 

 messes and breakfast sawdusts are advertised continuously, because the 

 supply can be kept up, but if we had a continuous distribution of honey 

 could we advertise as these abominations do? No, little children, be- 

 cause the fake syrup fellows and the hundreds of breakfast food concerns 

 spend more for advertising in one year than the entire honey crop 

 amounts to. Twenty-four million dollars. Do you believe it? I do, for I 

 understand advertising, and I know what space costs in the larger maga- 

 zines. One dollar a page for each thousand of circulation per month. 

 The Saturday Evening Post on that basis should get close to $1,000 a 

 page a month, and the Karo Kusses buy lots of that kind of advertising 

 room. I know, also, that there are something like 20 or 30 food concerns 

 in Battle Creek, Mich., alone, and they are all heavy advertisers. 



I am betraying no advertising secrets when I tell you that to do busi- 

 ness successfully by advertising there must be a margin of about 90 per 

 cent profit. This means to sell some article not known to or needed by 

 the world, to create a demand. There is that much profit in the goods I 

 have mentioned. Think of this in connection with honey. Consider for a 

 moment that if an article sells for $1.00 the cost must not exceed ten 

 cents. This will apply to such goods as automobiles, sewing machines 

 and many other manufactured articles. Breakfast foods are made of 

 grains which cost far less than a cent a pound, while the ultimate con- 

 sumer pays ten to twenty-five cents a pound. They are advertised ex- 

 tensively, as you all know. In the case of a honey failure we should 

 have to stop advertising were we doing any, but the sawdust manufac- 

 turers just put on a little more steam and buy a little more oats and 

 rye and make the supply equal to the demand. The glucose people do 

 the same by buying a little more corn and a few more carboys of sul- 

 phuric acid. 



I have had the statement contradicted that there is a difference of 90 

 per cent between the cost and selling price of automobiles, but not long 

 ago ten cars were destroyed in a wreck, and the company sent in a claim 

 for $10,000. The railroad's expert got in his work, however, and the 

 auto manufacturers got just $1,000, or $100 each for the machines. My 

 father, still alive at 85, was a hardware manufacturer for many years, and 

 assures me that sewing machines that sold for $i00 cost less than $6, and 

 bicycles the same. It is the constant advertising that costs. 



While it is not likely that we can ever inaugurate a campaign of 

 advertising for honey such, as is carried on for glucose, breakfast foods 

 and patent medicines, as many beekeepers think we can, I believe indi- 



