July, 1915. 



American Hae Journal 



241 



SULPHUR BURNER USED BY MR. FRANCE 



hours. Every hour or two a new set 

 of supers of combs is placed and a 

 new set of burners made. The wire 

 standards are made out of wire the size 

 of telephone wire, and can be used 

 over and over again. 



The cost of fumigating thus costs 

 very little and is a sure cure or kill to 

 moth-worms in the combs. I use com- 

 mercial powdered sulphur and buy in 

 25-pound p^'ckages. 



PlatteviUe, Wis. 



Country-wide Advertising to 

 Increase the Sale of Honey 



BY G. E. BACON. 



BEFORE we can successfully carry 

 on a country-wide advertising 

 campaign to increase the sale of 

 honey, we must first answer three im- 

 portant questions which confront us : 

 First, whom to reach; second, how to 

 reach them ; third, where is the money 

 coming from to maintain this cam- 

 paign .'' 



I will answer the first two questions 

 if you will answer the third. 



WHO.VI TO REACH. It is mani- 

 festly obvious that we wish to reach 

 the general public. 



HOW TO REACH THEM. Bear- 

 ing in mind that it is the general pub- 

 lic that we wish to reach, the question 

 is easily answered : Newspapers, mag- 

 azines, street cars, etc , which are the 

 mediums generally employed to reach 

 the general public. 



An advertising campaign for the sale 

 of honey must of necessity be general 

 in Its character and scope. It must be 

 educational. It is not enough to tell 

 the average reader to eat honey, but 

 you must tell him zc'/iv he should eat 

 honey. 



In telling him why he should eat 

 honey, you are not talking to him about 

 an article of food which is always of 

 the same appearance, te.xture, flavor, or 

 which is sold under a uniform brand 

 or seal. You are just talking about 

 honey, which may be comb honey, ex- 

 tracted honey, which may be light in 

 color, dark in color, medium in color, 

 and which may be one of 40 or 50 dif- 

 ferent flavors, according to the country 

 or locality which has produced it. 



An advertising campaign to increase 

 the sale of honey could be similar to a 



campaign recently carried on by an 

 orange raisers' association in the West 

 to increase the demand for oranges. 

 The advertising urged the public to 

 eat oranges, and stated why they were 

 nutritious and in a general way why 

 they were beneficial. You have no 

 doubt also seen advertising in the 

 magazines signed, "There is a Pho- 

 tographer in Your Town," and the 

 advertising goes on to tell why you 

 should have your photograph, or the 

 photograph of your family taken. 



A very important factor that we 

 must reckon with, presuming that we 

 should conduct a campaign for coun- 

 try-wide advertising to increase the 

 sale of honey, is the supply. When we 

 deal with the factor of supply, we are 

 handling an uncertain quantity, as 

 some of you have learned to your sor- 

 row last year when you had half 

 a crop, or, worse still, no crop at all ; 

 and on the other hand you may have a 

 bumper crop this year; but remember 

 the advertising is going on just the 

 same, creating the demand. But will 

 the country at large provide an ever- 

 increasing supply? 



In order to conduct a general cam- 

 paign I think you will see it is evident 

 that a large amount of money must 

 be appropriated, or the campaign 



which must be country wide and gen- 

 eral in its scope and character will be 

 merely a drop in the bucket and money 

 thrown to the winds as regards any 

 appreciable result to the individual 

 beekeeper. 



It is also manifestly true that an or- 

 ganization must stand back of the 

 advertising, who shall secure the 

 money or its equivalent from its mem- 

 bers before it can be appropriated; 

 and is there, I ask you, any beekeepers' 

 organization in the country today that 

 is so financially constituted that it can 

 afford to go into a campaign of such 

 proportions ? I will be glad to hear 

 a discussion on this; and if you can 

 solve this problem, the rest will be 

 easy and I leave it to you. 



Should you decide, after having the 

 facts in hand, that a campaign for 

 country-wide advertising to increase 

 the sale of honey would not at this 

 time be feasible, then there is accord- 

 ing to my way of thinking some way 

 out of the dilemma — in a word, a mid- 

 dle course, a substitute, ind this is an 

 individual campaign on the part of 

 each of you to increase the sale of your 

 own honey in your own market. If 

 you will look around in your own 

 locality, you will find there is a demand 

 for your product which is latent, which 

 is sleeping. You can arouse it. Y'ou 

 have no idea of the possibilities until 

 you apply the ordinary principles of 

 business, including advertising. 



We will say that you live in a com- 

 munity of 5000 inhabitants. You raise 

 more honey than you have found you 

 could sell by present methods in your 

 own community. Let me ask you, 

 what have you done to sell it? Have 

 you made a house to house canvas ? 

 Have you used your newspapers ? Have 

 you advertised properly? Just for fun 

 lrya4inch single column ad in your 

 local paper for a month. Speak to the 

 reader as you would talk to him if you 

 had a pound of your best honey in 

 your hand and you were trying to sell 

 it to him; but before you try to adver- 

 tise your honey, be sure that you are 

 going to make it easy for your pros- 

 pective customer to get it. He must 

 know when and where he can get it. 



FOUR TIERS OF EXTR.'KCTING COMBS 

 AT ONE TIME- 



BEING FUMIG.\TED WITH SULPHUR 

 Frank F. France. 



