1917 



AMERICAN BEE JOURNAL 



269 



who "read as tlicy run" il possesses 

 advertising value of the highest or- 

 der. Tile commonplace thing is lost 

 to the reader in the interest which 

 the uncommon arouses. 



To tile man who aspires to a busi- 

 ness beyond the confines of his own 

 personal acquaintance it may be 

 pointed out that there is no way in 

 which he can realize his ambition as 

 <|uickly and as certainly as by care- 

 ful and judicious advertising. It has 

 been written that "If a man preach 

 a better sermon, write a better book, 

 or make a better mousetrap than his 

 neighbor, the world will make a 

 beaten path to his door, though he 

 build his house in the wilderness." 

 But the world must first be con- 

 vinced of the superiority of the 

 product, and herein lies a large part 

 of the value of giving that product a 

 name or mark by which it may be 

 distinguished from other products of 

 like nature. 



The miller does not brand his prod- 

 uct "Pure Flour," neither does the 

 butcher call his pork and mutton 

 "Pure Meat." But you will find the 

 honey producers often placing their 

 honey on the market with no other 

 distinguishing label than "Pure 

 Honey." Far better it would be, es- 

 pecially for the producers and mar- 

 keters of high grades, to place some 

 distinctive name on their packages. 

 Even though in a given market there 

 be no present competition, any day 

 may witness invaders of the field, 

 and an established trade by a certain 

 name is less easily disturbed than 

 any other. 



It is well for a producer to bear in 

 mind that his custom will call for the 

 best he can produce. His long trade 

 and his profitable trade will be 

 largely in the high grades of his 

 production, no matter what the arti- 

 cle may be. On this best feature is 

 his foundation for a business super- 

 structure that will prove his greatest 

 asset. 



Everything he uses, everything he 

 does in connection with his business 

 should reflect this superiority. The 

 commonplace does not attract, does 

 not distinguish from other common- 

 place things. Especially does this ap- 



ply to such things as will Ije inti- 

 mately associated by the public with 

 his business, and particularly to all 

 printed matter. This point has been 

 aptly stated by a very large adver- 

 tiser in this language: 



"Did you ever seriously consider 

 what your printed matter really is? 

 It is nothing less than your portrait — 

 your representation — your business 

 'front.' 



"In these days, face to face trans- 

 actions are rare. The letter or bill, 

 the document or inclosure, the folder 

 or booklet — these have replaced the 

 personal element. 



"No business can afford to show it- 

 self in the unpardonable garb of in- 

 different stationery or sales litera- 

 ture. Dignified gentility is always 

 'correct style.' " 



In the printing trade, as in the 

 trade of honey production, there are 

 many novices. Printing is not the 

 simple process that it is generally be- 

 lieved to be. Good printing is the re- 

 sult of a combination of three very 

 essential elements : Good material, 

 good stock and good taste. 



Many honey producers, and people 

 in other lines for that matter, regard 

 their printing with much indifference 

 as to its quality, and consider it a 

 necessary burden incident to their 

 business rather than a working asset. 

 Consequently the one thing which 

 they give attention to in the matter 

 of printing is price. Cheapness is 

 everything, quality nothing. To 

 these, of course, the expenditures for 

 printing are nothing more nor less 

 than a dead expense. 



As a business proposition a man is 

 no more justified in paying out 

 money for printing which will not 

 earn money for him than he is in 

 paying out money for any other sort 

 of inferior equipment. Like the 

 ancient straw "skep" or the "bee 

 gum" of pioneer days, inferior print- 

 ing will in a way answer a purpose. 

 But who would think nowadays of 

 beginning a business of honey pro- 

 ducing with such primitive methods? 



Naturally beekeepers are not al- 

 ways expert judges of the quality of 

 their printing; perhaps in very few 

 instances can thev discern the dififer- 





A BCTTCn COMaiNATION 



Wh,-n -mt- n. .iiSbor r,.^-, flow. 



And nnuihcr chirkcni 

 Oft fh.-y 6|iht like ir»ttr power* 



L}ail> riii<Mr the dickcn>* 

 N*-i4]hboriiOu(|hl to ilrivr *>* df* 



F r>m« nhould not he ^cruppir 

 hf Iter mnVc it ftowcri* and b*c< 



^n^^ be truly hnppy 





J. R. HUDSON READY TO START ON HIS HONEY ROUTE 



^ !^." — "^* 



■"<IB> •■-■'■ 



Neat and catchy labels and other 

 advertisements bring first sales. It 

 is up to you to furnish the product so 

 as to get repeat orders. 



ence between the good and the in- 

 ferior, and their demands for printed 

 matter have not, perhaps, been suf- 

 ficient in volume in any one locality 

 to justify the proper equipment of 

 local printers to handle their needs. 

 The obvious remedy for this is to 

 get the work elsewhere. 



A second fundamental principle in 

 the matter of advertising in general 

 is that of frequent repetition. Quot- 

 ing from the same authority referred 

 to above : 



"It has been said — it has been for- 

 gotten ! Repeat, please, for memory 

 faileth. Every man knows a thing 

 or two if he could only recall them. 



"To build a business reputation you 

 must employ repetition. Only once 

 said is more than twice forgotten. 

 Mentally we are all children, and a 

 good story grows more entertaining 

 with every telling. 



"The public must be told and retold 

 about your ability to serve them. 

 And each time the message must be 

 delivered e.xactly as if it had never 

 before been mentioned. 



"On this foundation of essential 

 facts all successful publicity is 

 planned. By the grace of the printing 

 press the message is given visibility 

 and attractiveness that appeals to 

 the eye. But the most favorable im- 

 pressions gradually fade unless they 

 are revived by the w-ell-timed opera- 

 tion of the 'repeater.'" 



This idea of constantly reminding 

 the public of your ability to serve is 

 sometimes called the "keystone of 

 the advertiser's arch." To remind 

 your trade that you are still in busi- 

 ness not only has a direct present 

 value, but it recalls to memory previ- 

 ous messages and keeps alive and 

 working a past expenditure that 

 would otherwise be already everlast- 

 ingly dead and buried. 



The best and most successful man 

 in business is he who carries his 

 business message wherever he goes, 

 not only in person, but by letter and 

 by every other act which brings him 

 into association, either direct!}' or in- 

 directly with the public. These re- 

 minders are, of course, as varied in 

 form as any other branch of advertis- 

 ing, but for effectiveness and econ- 

 omy, blotters and "stuffers" probably 

 offer the greatest attraction. Yet 



