262 PROGRESSIVE POULTRY CULTURE 



from each journal. Knowing the cost of the advertis- 

 ing he can compare the expense with the number of 

 inquiries and ascertain the cost per inquiry. Further 

 calculating will give the expense in advertising per 

 order or sale and per dollar of sales. 



The poultryman thus learns at first hand, the com- 

 parative value of the different mediums for his con- 

 ditions and purposes. There could be no better guide 

 for his further advertising. 



INDEXING INQUIRIES. 



An extension of the system of records may include a 

 card listing of inquiries. When an inquiry comes in 

 the date of receiving, name, P. 0. address, and source 

 of inquiry are noted on a card. The date of sending 

 answer and of succeding letters and replies may also 

 be entered on this card. 



The cards are filed alphabetically, unless they are 

 numerous. If very many inquiries are listed the cards 

 may be filed by States and Post Offices. 



Reference to a card will show how much corres- 

 pondence has been required to secure a sale. 



In case an inquiry comes from a town where an 

 order has been filled satisfactorily, the poultryman can 

 refer the inquirer to the previous customer and very 

 likely secure another order. 



By this plan of indexing a list of the addresses of 

 many persons interested in the poultryman's products 

 is obtained and these may be informed by mail when 

 he has futher sales -to make. 



Letters from correspondents should be kept in con- 

 venient files for reference and copies of replies are 

 also preserved. The poultryman, when he notices by 

 an indexed card, that an inquirer has failed to place 

 an order, may refer to the correspondence and usually 

 determine why a sale was not effected. Having the 

 name and address of the inquirer he may be notified 

 of new opportunities to purchase desirable stock or 

 eggs for hatching when the poultryman has them to 

 offer. 



