PRACTICAL ADVERTISING FOR THE FRUIT GROWER. 437 



like ours she would look for the millennium immediately, for the best 

 berries frequently were at the bottom of the box. We endeavor to 

 put the best all through the box. 



Mr. Oliver Gibbs : When this man I spoke of had given me 

 those facts showing his success with that kmd of advertising, I said 

 to him, ''Now give me a dollar for a membership in the Minnesota 

 Horticultural Societv, and then vou can learn some more." And he 

 did. 



Mr. P. V. Collins : I want to emphasize the practical suggestions 

 given by Mr. White, and I want to emphasize them from the stand- 

 point of the business man. In the case referred to by Mr. Jewett 

 an investment of 75 cents in the local paper did as much as the culti- 

 vation of the crop during the season, because it doubled the price 

 of the fruit. We had a little experience right here at Lake Min- 

 netonka. They organized a fruit growers' association, they hired 

 a business manager to look after their business, and now the com- 

 mission men are coming to them and asking them what they will take 

 for their crop. As publisher of a farm paper I am constantly re- 

 ceiving inquiries from subscribers asking me to recommend to them 

 an honest commission man. I do not want to cast any slurs on the 

 commission houses of the country, but for years we have declined the 

 responsibility of rating any commission house, because sooner or 

 later we received complaints that something had gone wrong with 

 that commission house. If the farmer would only pay more atten- 

 tion to the advertising end of the business his profits would be larger. 

 This is often a serious propositon with him, and yet it is the simplest. 

 Why should not every farmer call into his business the advice of 

 an experienced advertising agent. I was asked a few days ago by 

 one of the largest advertising houses how these agencies got their 

 pay, because they must buy our space in wholesale blocks. We as 

 publishers pay the agency a commission. It does not cost the ad- 

 vertiser one cent more to get the benefit of that valuable experience, 

 it does not cost him one cent to plan his own campaign. They can 

 just as well have the benefit of an agent's advice.- Why should we 

 encourage you to go to a middleman to whom we have got to pay 

 a commission? Because you go to that middleman, and it carries 

 you away from the shoals and the rocks, and the result is that your 

 advertising is a profitable investment, and the further result is that 

 you will become a greater advertiser. 



