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taken into the house is that the people who 

 Uve there shall know the news of the neigh- 

 lx»rhood and of the world at large, it natu- 

 rally follows that whatever of news the pa- 

 per contains will be read and remembered 

 for a time at least. 



What is news? We will define it as some- 

 thing the reader has not heard of or thought 

 of before, or additional information on some 

 subject upon which he has cause to be more 

 or less interested. AVhile he is reading, his 

 inind is in its most receptive mood, and, of 

 all times, this is the most favorable to get 

 his attention. We will, therefore, set out to 

 get him interested in the honey question. 

 Ol course, it is to be presui)posed that he 

 has heard of the existence of honey, and 

 knows something of its qualities. He may 

 have even tasted it once or twice when he 

 was a boy. We will begin by drawing his 

 attention to honey in general, and to our 

 own honey in particular, by having insert- 

 ed in a prominent place in the paper a little 

 item somewhat after this fashion: 



HONEY. 



Have you boueht any honey yet this fall? If not, 

 you are not getting the best you can aflord of the 

 good things that are going, for honey i^ universal- 

 ly acknowledged to be one of the most delicious ar- 

 ticles of food, and the price of it rules lower than 

 that of most good things. 



Honey from my apiary has been produced and 

 put up in the most approved and careful manner. 

 Its strong point is Quality. 



Your name and address will, of course, 

 follow the above, in type about one size 

 lighter than the headline, and the whole 

 can occupy any space up to three inches in 

 the column, but preferably not less than 

 two or two and a half, unless it be in a pa- 

 l)er in which the advertising rates are high. 



This item will suggest honey to the read- 

 er, will draw his attention to its qualities, 

 and to you as a producer of honey, which is 

 enough for a start. It may not arouse him 

 to a point where he will go out and buy 

 some of your honey, but it should not be 

 expected to. You can't drive a nail with 

 one blow of a hammer, you know. Next 

 week we will give him an item like this: 



HONEY IS CHEAP. 



The impression prevails that honey is expensive; 

 Ijut it is a wrong impression, dating from the time 

 when practically nothing was known about the 

 management of that most industrious of creatures, 

 the honey-bee. Modern invention has made it pos- 

 sible to produce honey at a price within the reach 

 of all— ten cents a pound — and the quality is better 

 than was possible by the old methods. 



That's news, all right. He always thought 

 honey was an expensive luxury, beyond the 

 mean.s of any except rich folks — that is, if 

 he ever thought of it at all, which is very 

 doubtful. Besides, that is the second thing 

 he has read about honey lately. There may 

 be something more next week. Yes, here 

 it is: 



COMPARE PRICES. 



Compare the price of some of the every-day arti- 

 cles of food — fruit, butter, meat. etc. — with the price 

 of honey. Consider the fact that honey is one of 

 the very best of nature's food products. Then ask 

 yourself why it is not more largely used — why you 

 yourself don't use more of it — when you can buy it, 

 guaranteed absolutely pure, for ten cents a pound. 



This will set Mr. Reader on a new line of 

 thinking. And so on. In a very short 

 time we have the average reader's attention. 

 In a little more time we have his interest; 

 and before long, provided we always have a 

 new, fresh, easy story for him with each is- 

 sue of his paper, we have what we started 

 out to get — his custom. He may buy at the 

 grocery store, if your honey is on sale there, 

 so that you do not see him come direct, but 

 you get the benefit all the same. 



The prices quoted in these advertisements 

 are, of course, to be the same as you are ask- 

 ing for your honey in whatever form your 

 advertisement may speak of it, whether it 

 be comb honey, or extracted in glass or tin 

 containers. The great point in advertising 

 is to keep the advertisement always new 

 and interesting, and, of course, always in 

 accordance with facts. Incorrect or decep- 

 tive statements or inferences in advertising 

 are fatal to the advertiser's business, to say 

 nothing of the other points against them. 



Here are a few more sample advertise- 

 ments from a series I used in a successful 

 campaign. They can be changed around, 

 enlarged upon, or altered in any way to suit 

 conditions anywhere, and are just given 

 here to serve as samples: 



UON'T TRY 



the experiment of eating a lot of honey "straight " 

 to see if you like it— it is not a fair test. Honey is a 

 concentrated food, and should be eaten in conjunc- 

 tion with something that gives bulk — bread, for in- 

 stance. Properly used, there is nothing that can 

 compare with it. 

 And it is cheap— ten cents a pound. 



YOUR GROCER 



sells butter at about twenty cents a pound, and 

 doesn't guarantee the quality. You buy it because 

 you don't think there is any thing that will take Its 

 place. 



He also sells honey at ten cents a pound. It 

 makes a good substitute for butter. If the honey 

 came from ray apiary I will stand for the quality. 



FOR A CHANGE. 



Did you ever know a youngster that didn't get 

 tired of bread and butter, and want a change? 



And wouldn't he consider himself " in clover " if 

 he got bread and honey half the time instead of 

 bread and butter? 



Honey costs only 10 cents a pound, while butter 

 costs about twice that much. 



NOTHING LIKE IT. 



Honey — the pure nectar of flowers — stands in a 

 class by itself as an article of food. There is noth- 

 ing to which it can be compared. 



When you want something to help out your fruit 

 supply, get a can of honey and you have the best 

 thing there is. 



If the honey comes from my apiary, it has been 

 produced and put up under conditions which make 

 It the equal of any honey you can buy. 



IT IS BETTER, 



An article made or produced by a specialist is bet- 

 ter than the average, because the producer makes 

 a special study of the production of that particular 

 article, and has facilities for putting It on the mar- 

 ket in the best possible way. 



For that reason honey from my apiary is better 

 than the average. I make a specialty of Its produc- 

 tion, and have facilities which make it possible for 

 me to put it out in the best condition. 



.\LWAYS IN SEASON. 



Some people have a notion that honey is just a 

 cold-weather article of food, and to be used only In 

 the winter, or else they think it will spoil quickly in 

 warm weather. 



Other |)eop!e know better, and use it right alonff. 



