October, igii. 



American Hee Journal 



showing honey in the comb, and ex- 

 tracted, with the progressive steps of 

 production, and with the accompani- 

 ment of biscuits, griddlecakes, etc. 

 These advertisements will gradually 

 come to be looked for, and then will 



penditure of 3 cents a day? I believe 

 you will increase the production at 

 least 20 percent. What will this 

 mean? I am told that the estimated 

 output of honey is 60,000.00 pounds 

 at present, and if so the increase of 



ROOF-Al'IARY OF COSTANTIM WlTHlN THE WAI.I.S OF ROME. 



come increased call from the grocer, 

 and so through the usual channels 

 will come your reward. Do you like 

 to think that in magazines reaching 

 millions it is stated in big type that 

 "KARO IS BETTER THAN HON- 

 EY?" Will you make no effort to 

 counteract such a lie? Is it not 

 worth 3 cents a day to every honey- 

 producer in the country to have 

 such statements controverted? 



We hardly ever see honey on '.he 

 table in the city, and the reason is 

 largely due to the fact that *he house- 

 wife does not THINK of it. She 

 can only think of the goods she sees 

 advertised, and that is what we want 

 to do — keep the word HONEY so 

 prominently displayed that millions 

 will see it. I'll wager that thousands 

 of adults in New York City never 

 saw a piece of comb honey, and 

 would not have the least conception 

 of what it is, were a section placed 

 before them. Show them by pic- 

 tures. 



In connection with the magaxine 

 advertising a part of the $54,750 

 ought to be spent with the leading 

 grocery papers. The grocery needs 

 a different "talk" from the one de- 

 signed for the consumer. He wants 

 at least three points hammered into 

 his head — that Honey is a readv sell- 

 er — or will be soon; that it is ex- 

 tensively advertised so that the call 

 will be felt in practically every gro- 

 cery store; and that on every pack- 

 age he sells he will make a decent 

 profit. A relia+jle grocer has a whole 

 lot of influence with his customers. 

 It has been said that he can "make 

 or break" the sale of almost any new 

 article, depending upon whether or 

 not he can handle it to advantage. 



The question will naturally arise in 

 your minds, What return may wc 

 reasonably hope for from this cx- 



20 percent will amount tol2ooo'ooo' 

 pounds — 6,000 tons. Will this justify 

 the outlay? I believe this is a most 

 conservative estimate. If the popu- 

 lation of the country is go.ooo.ooo, 

 what do you believe is the per capita 

 consumption? Is it 45,000,000 

 pounds? If so, it means that 8 

 ounces of one of the best food prod- 

 ucts on earth is consumed within the 

 period of 12 months. If an intelli- 

 gent advertising campaign can't im- 

 prove this record I shall almost lose 



and the difference of opinion may not 

 be reconciled. But you can write 

 and work in perfect harmony as to 

 this advertising campaign, because 

 you let your paid agents do the wor- 

 rying. Your loss — should the whole 

 tiling prove a flat failure, which is 

 unthinkable — will be imperceptible, 

 and you can go back to the old way 

 of letting things run themselves. 

 But some will then advertise as indi- 

 viduals, and thus show their faith by 

 their works, and their example will 

 be followed by others, and eventually 

 you will all come to their way of 

 thinking. But "In union there is 

 strength," and a united National 

 Bee-Keepers' Association^united on 

 the question to which this paper re- 

 fers — can make its influence felt in 

 practically every home in the coun- 

 try. The opportunity is yours. Will 

 you avail yourselves of it? 

 New York, N. Y. 



An Apiary On a Roof of a 

 House in Rome 



nv ALEX SCHROEDER. 



Last spring my true companion and 

 myself made a trip down the Adriatic 

 to'Patras (Greece), and thence to Pal- 

 ermo (Sicily) and to Naples (Italy), 

 and from there we went to the Eternal 

 Citv, Rome, the metropolis for the 

 whole Roman Catholic world, where 

 we had never been before, and enjoyed 

 our stay most thoroughly. Rome the 

 wonderful, old vet modern city, the in- 

 carnation of the old middle ages with 

 the Vatican, and the old times of so- 

 called paganism on one hand and 

 modern life on the other without any 

 transition, fascinated us in a way inex- 

 pressibly for a poor pen like mine! 



A Row OF Feasant Hives in Custantini's RoofAimary. 



in printers' ink, which is 

 on an experience of 27 



my faith 



founded 



years. 



Get together, my friends, on this 

 matter. You may disagree as to 

 whether a colony of bees has muscu- 

 lar rheumatism or Asiatic cholera. 



Our time was limited, and it was not 

 an easy task to see and visit what is 

 called of first importance. So we did 

 what we could from morning until 

 night. As a matter of course, I had 

 found out there was an apiary within 

 the walls of Rome. We decided to go 



