'w^ie^/^^??^'''^!'^^-^'''S^!r^''l?W^<^wmi 



3!^?^^3e ^S'^w^*' iss^^aw' 



ILLJNOIS STATE BEE-KEEPERS' ASSOCIATION 



1S9 



more and more towards small quanti- 

 ties. 



"When you stop to figure that the 

 average working man buys a little of 

 this and that and something else, we 

 must meet the demand, and the result 

 is that the great manufacturers of 

 foods, starting with the Battle Creek 

 people and others, have started out on 

 the proposition of putting up those 

 foods in small packages. 



' It is no new thing to put up honey 



in the form of ten cent jars; the only 



' purpoge of that package is to give the 

 purchaser an appetite for honey — to 

 introduce honey as a food; to let the 

 people know that honey has quality 

 about it ; that it is better than some 

 other sweets. 



In selling honey in ten cent packages, 



you will introduce your honey to the 



-1 trade, who will buy the larger packages, 



fifty cents, one dollar or two dollar 



size. 



We are working toward the idea of 

 getting the trade introduced to 

 HONEY. 



A few of us got together about fifteen 

 years ago in Chicago, to advertise 

 honey in a National way, and the result 

 was that, although the National Bee- 

 Keepers was then in existence, we or- 

 ganized what was called the National 

 Honey Producers' Association. 



The function of that organization was 

 to gather money from bee-keepers in 

 large and small amounts, to assess each 

 manufacturer in proportion to the 

 amount of honey he produced each 

 year; they secured about $2,000. That 

 money was to be used to advertise 

 honey; some dissatisfaction arose as 

 to how this money was to be dis- 

 tributed. It is always a problem when a 

 great many men have a finger in the 

 pie, because each one has his own idea. 

 The result was some dissatisfaction 

 arose; it was said if the manufacturers 

 are going to run this the bee-keepers 

 won't stand a show. 



- Ater considerable discussion it was 

 finally decided to turn over the 

 amount, $1500, to the National Bee- 

 \ Keepers' Association, and that amount 

 was given to Mr. France. Mr; France 

 > put out some honey leaflets of various 

 kinds and they were distributed, but 

 they did not get hold of the public. 



A good many of us thought at the 

 time that the proper way would have. 



been to have used that money in a 

 national advertising campaign — to 

 have put it in the hands of an adver- 

 tising expert and have told him to 

 make the money go as far as he pos- 

 sibly could to educate the public 

 through the magazines on the value of 

 honey as a food, so that the housewife 

 would know something about what 

 honey was and its qualities, and put- 

 ting it on the table. 



$1500.00 would not be a drop in the 

 bucket. 



It cost $6,000 to advertise a page in 

 the Ladies' Home Journal. While that 

 is a large sum I suspect it is cheaper 

 than you can get in most other Jour- 

 nals when you stop to consider the two 

 and one-half million subscribers they 

 have. 



The cost in Good Housekeeping is 

 $1,000 a page. j "^ 



How far is $1,500 going to go when 

 you parcel that out in advertising? 



You have to put it in little blocks, 

 and are the people going to see little 

 blocks? And, after the advertising 

 was done and the $1,500 spent, bee- 

 keepers would say that the money was 

 spent and "I expect large results." 



When you go into an advertising 

 campaign, you have got to make up 

 your mind you will throw your bread 

 upon the waters, and you will wait 

 a long time before the bread comes 

 back again. 



You can see how utterly impossible 

 it seems to be to combine an aggre- 

 gation of bee-keepers together and 

 have them agree to appropriate twenty 

 or twenty-five thousand dollars. 



I think it would be a mighty good 

 thing to do if you can have confidence 

 enough and pick out an expert. 



The man we took is the man who 

 put Coca Cola on the map. 



(Mr. Root gave a talk on: Establish- 

 ing Trade Name in Honey at |the 

 Springfield convention. See. page 41, 

 this Report, for continuation of this 

 paper.) 



President Miller — Is there any dis- 

 cussion on this paper? 



Mr. Wilcox — I do not want to con- 

 tradict one word of it, but I would 

 like to confirm by experience what he 

 has said about advetrising honey: 



I have been for a number of years 

 Judge of Honey at the State Fair in 

 Milwaukee, and you all know there are 



