12 GLEANINGS IN BEE CULTURE. June 1 



AS THE ADVERTISING DEPARTMENT SEES IT 



One of our subscribers who has been an interested reader of this department writes 

 us a very interesting letter relative to his experiences with Gleanings advertisers, and 

 he draws some conclusions which we take as the basis for this talic 



Mr. Kibbe, the subscriber above mentioned, suggests the advisability of quoting 

 prices in advertisements, and goes on to show that the advertiser who does this is more 

 likely to secure orders than one who does not. This is something that is well worth 

 the attention of our advertisers, and we are glad to bring it to their notice. Whenever 

 it is poss.ble to do so it not only will save correspondence on both sides, but the one 

 who quotes prices is more likely to get orders than the advertiser who does not. It 

 should be remembered, however, that many times the advertiser wishes to have the 

 reader consult the catalog or price list rather than order from the necessarily brief de- 

 scription that may be contained in a short advertisement, and because of this he pur- 

 posely does not quote prices; and where there is time sufficient to obtain the price lists 

 (f other advertisers, it will probably be advisable to get them for the reasons mention- 

 ed above. The mere catalog term, as, for instance, " untested queens," would probably 

 be used by all advertisers alike, and yet untested queens are of widely varying values, 

 dependent on a good many conditions, such as the experience of the queen-breeder, his 

 locality, the stock from which he breeds, etc. Many of these arguments can not be 

 printed in the limited space of an advertisement, and for that reason many advertisers 

 choose the plan of suggesting that catalogs be sent for rather than to quote prices. How- 

 e\er, many items of rather fixed standards, or which can be accurately described in 

 limited space, can have prices shown, and this point is well taken by Mr. Kibbe, and 

 we pass it along to our adverti ers. 



Our attention is further drawn to thefact that, in many instances, inquiries apparent- 

 ly get but very scant attention. The criticism is that, after spending hundreds of dol- 

 lars to bring an article to the notice of the readers, not much attention is paid to his 

 inquiry, nor any thought expended in answering his questions. 



There is a great deal to be said on both sides of this question. It is true that, in 

 large offices, catalog inquiries often do not have a personal letter of reply; but, more 

 often than not, printed matter is sent which answers the inquiry much better than could 

 be done by letter, and at a considerable saving of time to both the inquirer and the ad- 

 vertiser. Catalogs and pamphlets are usually illustrated and gotten up in such form as 

 to lead the reader from the very beginning of the question through successive steps so 

 that the matter may be fully understood. These descriptions of goods are often better 

 than any mere letter could give, and if a careful selection of printed matter is sent, it 

 ought to be of more value to the one making the inquiry than any personal description. 

 Of course, often the right circulars are not sent, or reference is not made to the partic- 

 ular part of the catalog in which the information wanted may be found, and the result 

 is any thing but satisfactory. 



Another thing: One is apt to forget, when sending communications to large houses, 

 that it is entirely impossible for one clerk or one department to handle inquiries and 

 correspondence of every nature, and to put too many different subjects in one letter. 

 For instance, a man sends in a remittance on his account, inquires about an order to 

 be shipped, sends in a new order, and asks for information on a prospective order, all in 



