EIGHTH ANNUAL YEAE BOOK— PART VI. 253 



buy pictures to please the eye, we insist in buying the piano that the 

 case shall be beautiful to look upon. It is regarded necessary for the 

 high priced carriage horse to be a "good looker" and part of the intrinsic 

 value of either one of these is the power to please the eye. Just so 

 the power to please the eye is a proper quality of every pure bred animal 

 and should be given a value in every appraisement. 



Most of the men who undersell do not place much value on this fleeting, 

 immeasurable quality which must always depend something on the eye 

 as agent for pleasure. The man who can get no pleasure from pure bred 

 swine through his eyes will never be a successful breeder nor will he 

 build up the business as a buyer unless forced to pay a profit to the 

 breeder by some one who does value this power to please the eye. The 

 man who never gets away from the pound and the price per pound in 

 buying or selling breeding animals will always undersell and be a draw- 

 back to progressive breeders. 



Another breeder who undersells is he who sees things at a distance 

 with more or less enchantment and his own stock though good, shows 

 all its defects to him, and he cannot properly balance its good qualities 

 against its weaknesses hence offers his stock at prices which leave him 

 no profit and make unjust competition for other breeders. For him such 

 a meeting as this and tomorrow's scoring exercises should return large 

 profit by helping him to measure with judgment what never can be 

 measured with tape line or scales. 



I do not include with the breeders who undersell those who sell in- 

 ferior, runty or ill-fed stock at low prices, for usually the stock is worth 

 less than its selling price and libels its ancestrj\ 



However, the breeder who sells well grown and well bred swine without 

 legitimate profit, to the buyer who gets from it a great profit under usual 

 conditions has been a detriment to the business not only by causing the 

 loss of the proper profit but by making it appear to his family and his 

 neighbors that it does not pay to keep pure bred stock. I contend that 

 the average breeder of swine should so conduct his business that he can 

 sell his product on the market at meat prices and show a good profit on 

 the cost of production up to the point of selling them for breeders. 



The man who pays a good price for a sire, thereby to enable him to 

 sell the product to his fellow breeders for more money because of its 

 reputation gained either from its ancestry or its winnings, should charge 

 the increased outlay to "advertising or sale expenses" and see to it that 

 the buyer pays for it when the product is sold. If money is expended 

 for exhibiting or other advertising, it is for selling expense and should 

 be so placed as to carry to the buyer enhanced value. The buyer gets 

 value and his full money's worth when he pays an increased price for 

 the properly advertised animal. The winner is worth more than before 

 he won, even though he will get no better pigs. Those who undersell usu- 

 ally overlook this and having a high-class product they rely upon too 

 small a market to buy it at its worth. 



The better the product the more urgent the Gemand among those who 

 buy, but the fewer the proportionate number who feel able to pay the 

 higher price it commands. Hence, the wisdom of going out with reliable 



