November, 1916. 



THE CANADIAN HORTICULTURIST 



277 



Skinny," and showing a delighted youth with 

 his teeth in a Slcookum. The cards have al- 

 ready started to appear in the cars. Details 

 as to the poster and newspaper advertising 

 have not been perfected as yet, although it 

 is certain that these mediums will figure 

 prominently in the campaign. Definite 

 schedules cannot be made up beforehand, 

 as already explained, because of the uncer- 

 tainty as to the sum of the final appropria- 

 tion. 



Plans For Reaching Dealers. 



The jobber's name will appear in most of 

 the local advertising. This is for the bene- 

 fit of the retailer who may be interested in 

 the proposition. It will let him know where 

 he can get in on the campaign by stocking 

 up. In the magazine advertisements, also, 

 a line or two at the bottom of the copy, is 

 directed to the merchant. He is urged to 

 write for particulars. In the newspaper ad- 

 vertising it is the intention to give the names 

 of dealers in that community. 



An elaborate folder, telling all about the 

 methods that are being used to merchandise 

 Skookum apples is going out to a selected 

 list of fruit' dealers. In it are illustrated and 

 described all the different phases of the cam- 

 paign. It shoiws fruiterers all that is be- 

 ing done to help them build up a profitable 

 quality trade on apples. It is a convincing 

 exposition of facts that should enthuse even 

 the most phlegmatic retailer and make him 

 realize that he is being offered real cooper- 

 ation in apple selling. The folder contains 

 an order blank in coupon form, which dealers 

 can use while the mood is on them, and mail 

 to their jobbers. 



The merchant is told how to make several 

 attractive window displays. One of them is 

 illustrated in the broadside. It is a "stun- 

 ner," and at the same time very easy to 

 make. This window will surely get atten- 

 tion and unquestionably will have such an 

 effect on the dealer's sales that he will be 

 convinced that it pays to take time and go 

 to the trouble of displaying even fruit, 

 "which a feller would think everybody 

 knows and that needn't be dolled up in the 

 ■window," as one fruiterer expressed it. 



In the folder the dealer is told of other 

 selling helps he can have. He is offered 

 poster stamps fo put on statements and pack- 

 ages. He is told about decalomania stickers 

 of a pair of apples and of the Indian head, 

 which can be had for the asking. It is sug- 

 gested that street-car cards make attractive 

 display pieces for a store. He is reminded 

 that he can have a set free of charge. 



In the copy to the consumer a booklet and 

 a musical balloon is offered for ten cents. 

 Both these articles are Illustrated in the 

 folder. The dealer is told that he can buy 

 quantities of the book, imprinted with his 

 name, at $8.00 a hundred, and the balloons 

 at $2.00 a hundred. A charge is made for 

 these because if they were given free to the 

 dealer, and he were to pass them out in 

 any quantity the cost would be so tremend- 

 ous that it would eat up the entire appro- 

 priation. 



The balloon blows out in the shape of a 

 colored apple and contains an advertisement 

 of Skookum on the leaves. Every child will 

 want one, and every time it is seen the 

 thought of a big, red, juicy apple is sure to 

 arise. The book gives 200 ways of using ap- 

 ples, and gives much other information about 

 them that every lover of the fruit would 

 like to know. The twelve different varie- 

 ties that are put up under the Skookum 

 brand are illustrated in their own colors. 



A part of the appropriation is going into 

 the trade papers. Colored four-page inserts 

 are now appearing in grocery publications. 

 The copy is brief. The message to the trade 

 la put across in a few words. A palate-en- 

 Qcing red apple and the titillating Indian are 

 rn, both of which are eye-arresters. 



Probably the most orignnal feature of the 

 plan i.s the methods that are being used to 

 educate people to eat "the right apple at the 

 right time." As already mentioned there 

 are twelve different varieties of Skookums — 

 enough to suit every taste and every month 

 of the year. The purpose of (the education 

 in this regard is to make people connois- 

 seurs of apples. Every apple attains its per- 

 fection at some certain time of the year. A 

 person may like the Spitzenberg, but not 

 know that it is best when eaten in Novem- 

 ber, December or January. A winesap, for 

 in.stjance, is a fine apple, but it does not 

 reach the height of its maturity until March, 

 April or May, when most other apples are 

 out of season. 



By emphasizing these important facts, 

 consumers will know more about apples, 

 wihen they are best to eat and that some 

 seasonal variety of the fruit can be obtained 

 every month in the year. This phase of the 

 campaign is brought out interestingly in the 

 advertising. For example, the street-car 

 cards to be used in November illustrate the 

 best apple in that month. The magazine 

 copy shows a bowl of fruit, each piece num- 

 bered, so as to give a key to the variety ex- 

 hibited. At the bottom of one of the adver- 

 tisements appears this sentence, "The best 

 varieties to eat during September and Oc- 

 tober are numbers 1, 2 and 4." 



In the consumer book the same idea is 

 carried out even more thoroughly. Under 

 the colored photograph of each variety ap- 



DOUGLAS GARDENS 



OAKVILLE, ONTARIO 



Bedding plants, hardy herbaceous peren- 

 nials and summer flowering bulbs. Planting 

 list for 1916 — 17 sent on request. 



ESTATE OF JOHN CAVERS 



DOUGLAS GARDENS, Oakrille, Ontario 

 FOR SALE 



An exceptional opportunity to buy a desir- 

 a.ble property and going business. The late 

 owner ha.s made a specialty of paeonies and 

 irises. 



W.S.DAVIS Oakville, Ont. 



WN BROTHERSC? 



NURSERYnEN LIMITED 



ROWNSNURSERIES.ONT. 



SANDER & SONS 



ORCHID GROWERS 



The Finest Stock in the World 

 Catalogue on Application 



ST. ALBANS ENGLAND 



THE BEEKEEPERS' DIRECTORY 



The following beekeepers will be able to supply Bees and Queens in any quantity 

 for the season of 1917.. Order early. 



I^^Brr 



THE ROOT CANADIAN HOUSE, 



54-56 Wolseley St., Toronto, Ont. 

 Full colonies — Nuoleti — pound packages. 

 Queens of Canadiian or U.S.A. stock. Three 

 banded golden Italians. 



F. W. JONES & SON, 



Bedford, Que. 



ItaUan bees by the pound, "Made i-n Canada." 

 also best Italian Queens. 



E. E. MOTT 



Glenwood, Mich., U.S.A. 

 My Italians resist well the E. Foul brood, . 

 Northern bred, hard, proUflc, gentle. 



J. P. MOORE, 



Morgan, Ky. 



Try Moore's Strain Next Tear. 



J. I. BANKS, 



Doweiltown, Tenn. 

 Italian "Qiueens of Quality," 

 Not the ciheaip kind. 



H. W. FULMER, 



Andalusia, Pa. 

 Importer and Breeder Gray Caucasian 



Queens and Bees. 



R. V. STEARNS, 



Brady, Texas. 

 My catalogue tells what good Queens I have 

 and how early I can Ship bees by the pound. 



J. H. M. COOK, 



84 Cortland St., New York City. 

 New Jersey bred Bees and Queens froim my 

 home apdary, Bssex Co., New Jersey. 



M. C. BERRY & CO., 



Haynevllle, Ala., U.S.A. 

 Select bred Italian Queens and swarms 

 of bees in packages. 



W. A. LATSHAW CO., 



Clarion, Mich. 

 Famous Hand-Moore Strain Italian 

 Queens and Bees. 



W. R. STIRLING, 



Ridgetown, Ont. 

 Breeder of Fine ItaUan Queens. 



F. L. BARBER, 



290 State St., Lowvllle, N.Y. 



Breeder ot Italian and Gray Caucasian 



Queens. Free Circular. 



J. A. SIMMONS, 



Sabinal, Texas. 



Bees by the carload, Italian and 

 Banat Queens. 



JOHN G. MILLER, 



723 C. St. Corpus ChrlstI, Texas. 

 Three banded Italians. Circular Free. 

 H. C. CLEMONS, 



R. D. 3, Wllllamstown, Ky. 

 Three band Italians, bred for business. 



THE DEROY TAYLOR CO., 



Newark, N.Y. 

 Northern Bred Italian Queens and Bees. 



BEESWAX WANTED, 



Ilighp.'it market price paid 

 In ca.'ih or supplies. 

 The TIMson Co., Ltd., Tlllsonburg, Ont. 



WM. BUEGLASS, 



R. R. No. 3, Bright, Ont. 

 Northern bred Bees. 



Queen and Bee Breeders should list their names In our Beekeepers' Directory. Order 

 now for the next five months. Write for special offer. 



