468 RECORDS, ACCOUNTS, AND ADVERTISING 



11. Using advertising space in magazines and newspapers. 



12. Agreeable manners toward all persons interested in one's 

 business. This is often overlooked, and would-be buyers are 

 antagonized or driven away before the possibility of a purchase 

 can be discussed. 



The eleventh method, that of advertising in magazines, is 

 one of the most expensive, since it calls for a definite outlay of 

 money with no definite assurance of return. It should be done 

 carefully at first, but it is the only real way of reaching the major- 

 ity of poultry purchasers. 



What to Advertise. In general it may be said that it pays 

 to advertise for sale any product which is so nearly perfect as 

 to sell readily and satisfy the purchaser, yet not damage the repu- 

 tation of the breeder. The poultry products generally advertised 

 for sale are fancy and utility stock for breeding, eggs for hatching, 

 and day-old chicks. Dressed poultry and market eggs for food 

 are rarely advertised, since there is a steady demand for them 

 at a standard price through the regular channels of trade. 



When to Advertise. There may be said to be three good 

 times to advertise. (1) During the season of natural demand. 

 For example, when the purchasing public is demanding eggs for 

 hatching, this is the time for advertising the fact that one has such 

 a product for sale. It may also be well to run a small advertise- 

 ment throughout the season as a reminder to the poultry reader. 

 Continuous advertising is less expensive. Advertising expressly 

 to bring immediate results should be during the season of natural 

 demand. (2) It is advisable to advertise at any time during the 

 season if, owing to crowding or some other cause, one has a sur- 

 plus product to sell. During the late summer and fall one must 

 get rid of old stock to make room for incoming pullets; and breed- 

 ing cockerels can profitably be advertised for sale from fall until 

 the breeding season in the spring, the heaviest sales being in the 

 late fall and early winter. (3) It is well to advertise when one 

 wishes to secure some particular product or kind of birds. Adver- 

 tising for products wanted is, however, less profitable, as there are 

 usually many advertisements offering for sale just the product 

 or object desired. 



Where to Advertise. In deciding where to advertise, several 

 factors must be considered if the money expended is to bring in 

 the greatest number of sales. 



Under most conditions the highest grade of poultry journals 



