CHAPTER XXV 

 ADVERTISING 



This chapter is written for the benefit of breeders who are sell- 

 ing pedigreed stock for breeding purposes, and I want them to con- 

 sider the matter of advertising one of the most important parts of 

 the business. First is the breeding of the right kind of hogs to fur- 

 nish breeders. The next thing is the proper care of them until they 

 are ready to ship to the breeders. Then comes advertising, which 

 is as important as anything else, for without advertising of some 

 kind there will be little or no business. 



I have mentioned in a previous chapter, that the matter of at- 

 tending the county fair circuits and showing was one way to com- 

 mence a good line of advertising, and after a little experience at 

 county fairs, to take a step a little further up, and show at the 

 state fairs and large expositions, or in other words increase the 

 show ring practice as you increase your knowledge of the business, 

 and ability to bring out the right qualities in animals. This show 

 ring experience and mingling with hundreds of farmers and others, 

 is a good way to start a permanent acquaintance, and establish the 

 business, and the orders taken while at the county shows should be 

 almost enough to dispose of the surplus for the first year or two, 

 and when later the larger shows are made the sales should increase 

 accordingly. 



The young breeder should at these shows keep a list of the 

 names of all men with whom he becomes acquainted and who are 

 interested in his breed, as well as a list of the men to whom he 

 sold pigs. 



Persistence in Journals. Besides the advertising made at the 

 shows, the breeder should be a liberal advertiser, not only with his 

 breed organ but with other leading reliable publications that go 

 to the homes of the better farmers and breeders. While speaking 

 along the lines of advertising I wish to impress upon the mind of 

 the breeder the necessity of his advertisements being permanent or 

 continuous, not spasmodic. What is more assuring to a prospective 

 purchaser than when looking through his various swine and live 

 stock publications to find the name of some advertiser of his favor- 

 ite breed, whose advertisement always appears in each weekly or 

 monthly issue of his paper ? This goes to show that the one who ad- 

 vertises this way is a permanent and constructive breeder, but if 

 you find the advertisement of a breeder of your breed, who comes 

 out with considerable gush once or twice in some publication and 

 then drops put, you are not inclined to send such an advertiser an 

 order, and you may conclude that as he had dropped out his adver- 

 tising, he may also have dropped out of the business. These are 



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