90 



class are the slowest to reap the benefits. Our fruit growers 

 are advertising whether they know it or not. In far too 

 many instances they do not, else there would not be so much 

 poor stuff found in the market. The product produced is 

 ever the most convincing argument of all. Its manner of 

 grading, packing and the like, impress favorably or unfavor- 

 ably. You cannot escape it. ]\lost of us have listened many 

 times to the advice about clean packages, honest pack, ana 

 Ihe like, but have we considered it from the viewpoint of 

 advertising value? If similar convincing arguments as to 

 value of our product had to be bought over the counter, thv? 

 largeness of the figure would amaze you. Too long have 

 farmers delayed looking into this advertising magic, which 

 has made millionaires out of very ordinary people indeed. I 

 imply no millionaire fruit growers, but mean that in a sys 

 tematic way we should utilize this business factor of so great 

 importance. 



What are the fundamentals to be counted for permanent 

 success? Advertising will sell three cents' worth of drugs 

 for $1 a box — once. But fruit growers are interested only 

 in legitimate l)usuiness — a business that as it grows will be a 

 credit and an honor to ourselves and to posterity and will 

 withstand the closest scrutiny of interstate commerce and 

 nosey investigating committees. With this idea of perma- 

 nent accumulative value, let me say that give a good adver- 

 tising man three things and he will build an immense busi- 

 ness. Thej^ are first, a product in general use; second, a 

 product as good or better than can be obtained elsewhere and 

 third, a reasonable price. All this assumes that there has 

 been an appropriation for advertising purposes. 



These are assets around which advertising Ijias built 

 many fortunes. A second thought will show that fruit 

 growers have all three factors right under their thumbs. 

 There are hundreds of people who use fruit to one who wants 

 a baby carriage or a cream separator. Yet. baby carriages 

 and cream separators are advertised profitably to the tune of 

 thousands of dollars annually. . . 



