558 



GLEANINGS IN BEE CULTURE 



Sept. 1 



FIG. 5. — MR. fowls' new BKK-VEIL. 



The rubber cord at the bottom of the veil pulls down over the wire hook wh ch takes the place of a col- 

 lar on the over-shirt. 



First, it gives perfect freedom for the move- 

 ment of the head and arms, and it also pro- 

 vides shade for the back of the neck; for the 

 back of the veil, instead of being constructed 

 of the netting, is of white cloth. Second, 

 the veil can be instantly raised or lowered, 

 as there are no strings or joins to bother with. 

 The second view shows the veil thrown up 

 over the hat out of the way, and the third 

 shows it removed entirely from the hat. 



LOCAL ADVERTISING BY BEE-KEEPERS. 



How should Honey Advertisements be Worded? 



BY A. F. BONNEY. 



It is an axiom in the advertising world, 

 that, to make advertising successful, you 

 must have something to sell; that something 

 must be a thing already in demand, or for 

 which a demand may be created — something 

 good to eat, drink, wear, or in some other 

 way enter into the economies of modern life. 



It is, to the bee-keei)er, a lamentable fact, 

 that, while all other articles of food have 

 gone up in price, honey has not; that it sells, 

 generally, for about the same price it did 

 ten or twenty years ago, judging by what 

 we read from the pens of the older men en- 

 gaged in the craft. Several reasons are 

 given for this, one being that it enters di- 

 rectly into competition with the syrups, 

 cane, sorghum, and the messes made from 

 corn starch, and allowed to be called syrup 

 by an idiotic decision of the powers that be. 

 This may be true, but I doubt it; and lately 

 the idea was impressed on my mind when I 

 said to an old farmer customer: 



"John, let me sell you a five-gallon can of 

 nice clover honey." 



He scratched his chin, meditated a mo- 

 ment, then said in reply: "I like honey, 



and so do the rest of the family; but we do 

 not like it all the time.^'' 



I have been studying on advertising for 

 my own crop, trying to formulate an adver- 

 tisement which would sell my honey, and I 

 noticed that the members of my own fami- 

 ly do not eat honey all the time; but why, I 

 can not imagine. KAen in my own case, as 

 fond of the sweet as I am, there are times 

 that I care actually nothing for it; and I in- 

 cline to the o])ipion that the general public 

 is the same: and with this difficulty present- 

 ed I think I know how to write a honey ad- 

 vertisement. 



It is hardly a tenable theory that every- 

 body will want or not want honey at the 

 same time; therefore an advertisement which 

 will appeal to the public at one time will all 

 the time. This api)lies to other things than 

 honey; and, no matter what your advertise- 

 ment is, be it large or small, i)lain or in col- 

 ors, with your portrait or without, the fact 

 that someiohere somebody wants honey calls 

 for a contin Dous string of advertising — some- 

 thing which everybody will see all tlie time, 

 so that, when they want honey, they will 

 want?/ouri)ro(luct; and to WvAi ^nd yoit must 

 have a di.stirwfii'c namr for your goods, and 

 that name must be something agreeable, 

 something which will i)oint to yourself, 

 something suggestive of honey. It must be 

 true, for nothing is quicker overtaken by 

 retribution than a lying advertisement. You 

 can not fool enough people with it all the 

 time to make it pay its cost. 



Another axiom in advertising is: What 

 will please a large number of persons will 

 very likely please everybody. A l)ig black 

 cross followed by ".John Smith's I'me Comb 

 Honey" would not make a good advertise- 

 ment, because suggestive of mourning; but 

 make the cross crimson or gold, and it would 

 probably pass; however, a nice picture of a 

 honey-bee would be far better, while for lo- 

 cal or county trade the bee-keeper's portrait 



