ADVERTISING 469 



will prove the most profitable advertising mediums. Second- 

 grade papers with a limited circulation in a restricted community 

 rarely prove profitable. 



When deciding upon the exact paper with which to make a 

 contract, it is best to select one with a heavy circulation in your 

 own part of the country. If a large number of birds are for sale, 

 it is quite customary to advertise in a number of periodicals; 

 this reaches many more people, and the advertisement is more 

 strongly fixed in the minds of possible purchasers if they see it 

 in a number of different papers. 



Another essential point is to select a paper with a heavy cir- 

 culation among the class of customers one desires. The choice 

 of a good medium is an important consideration. The periodicals 

 which let advertising space of this nature can be grouped under 

 four headings : 



1. Country and suburban-life papers. Such papers reach the 

 highest class of possible purchasers. The advertising rates are 

 usually high; hence the breeder must have the best quality 

 of goods and be prepared to give satisfaction if he uses these 

 channels. 



2. General agriculture and poultry papers circulate among 

 the great mass of poultry keepers, whether they have only back- 

 yard flocks or extensive egg farms; and it is from advertisements 

 in these periodicals that the great majority of sales materialize. 



3. Another class of papers, termed " breed and specialty 

 papers," deal exclusively with one or more closely-related breeds 

 of poultry, pigeon magazines being a good example of this class. 

 Advertisements in such papers are usually read only by the best 

 breeders in their respective lines, and the goods they demand 

 must be of the highest grade and will fetch a good price. 



4. A method of advertising has recently developed which is 

 proving very remunerative in small communities. Breeders who 

 have a surplus of a fairly good product may in this way make 

 good sales. It is to utilize the special space for poultry adver- 

 tising now so often reserved in newspapers, especially in the weekly 

 editions. The space is comparatively cheap, the advertisement 

 reaching an immense number of small poultrymen. 



Preparing Advertisements. Too much space may be occupied, 

 or the space allotted may not be utilized judiciously, and much 

 of the information to be given may be overlooked. In writing an 

 advertisement the following points should be borne in mind: 



