ADVERTISING 467 



ADVERTISING. 



The advantages of advertising must be decided in each case 

 by the poultryman himself. It is undoubtedly true that adver- 

 tising pays when it is rightly done; yet an immense amount of 

 money is wasted annually by poor or untimely advertising. It 

 pays best when one has a surplus stock to sell with no available 

 market. If well planned and timely, it leads to and greatly in- 

 creases sales, which means a larger profit or, perhaps, the chang- 

 ing of an apparent deficit into a profit. On the whole, advertis- 

 ing paj^s only when well planned, and when there is a large busi- 

 ness supplying an abundance of products and customers are few. 

 It will always pay in an enterprise which depends on a few sales 

 of choice specimens, for in no other way could possible purchasers 

 be apprised of the existence of such products. 



How to Advertise. — There are many methods of legitimate 

 and profitable advertising — so many, in fact, and so simple, that 

 most poultrj-men entirely overlook them, and think that the only 

 way to advertise is to expend a lot of money, with no assurance 

 of a proportionate return. 



The following are some of the ways which may profitably be 

 employed on most poultry farms: 



1. A farm and home of neat and attractive appearance. 



2. Neat and attractive appearance of team and wagons when 

 on the road. 



3. An attractive and " catchy " name for the farm. 



4. A conspicuous yet neat farm bulletin board, on which 

 products for sale may be listed and attract the attention of pass- 

 ers-by. 



5. The owTiership of birds having heavy egg records, and the 

 publication of such records. 



6. The exhibition of pure-bred stock at poultry shows and 

 fairs' and the winning of prizes. 



7. A neat and attractive label on all shipping crates. 



8. Clearly printed letter heads without an excess of printing. 



9. Printed circulars and cards which can be mailed to pros- 

 pective customers, displayed on exhibition cages at shows, and 

 enclosed with all correspondence. 



10. Printed blotters, which can be enclosed in correspondence, 

 and keep the breeder and his work constantly before the eye of 

 the prospective customer. 



