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facturer knows exactly what his prodtiet is costing him to 

 produce. This, plus his profit, is the selling cost. On the 

 other hand, the fruit grower, as a rule, does not know the 

 cost of production, and not infrequently sells at a price act- 

 ually below cost of production. Moreover, farmers as a 

 class seem willing to work for less profit than other manu- 

 facturers. Therefore, we find that in all three factors in 

 successful advertising — those of having something in gener- 

 al use, something of high quality and to sell at a reasonable 

 price, the fruit grower has as clear, or clearer, field than 

 the manufacturer of the thousand and other commodities so 

 liberally advertised and sold at a profit. 



Thus, clinching the possibilities of horticultural adver- 

 tising, the next question is how it will be done. There are 

 numerous old ways which have proved successful in other 

 Imes of business that can be readily adapted to horticulture. 

 New methods, too, Avill suggest themselves from time to time. 

 My belief is that the easiest thing in the world to advertise 

 favorably is a product of the soil, particularly a fruit pro- 

 duct. There are so many people who wish to buy that an 

 advertising campaign will strike lives wires and ''prospects" 

 in almost whatever direction it starts. 



I have already mentioned the advertising promoted by 

 the product itself. This is the great big factor in horticul- 

 tural advertising. All sorts of schemes and much money 

 can be appropriated in the line of horticultural advertising, 

 but if this one factor is ignored, ultimate failure is certain. 

 The first (|uestion the fruit grower may well ask himself is, 

 have 1 anything worth advertising? If only one point is re- 

 membered in this discussion. I hope it will be that of em- 

 idiasizing the tremendous importance of the product itself. 

 Money and effort spent in advertising an inferior product 

 as first quality are not only useless but detrimental. Yet, 

 the fact remains that hundreds of farmers are doing just 

 that today. It may not be deliberate, but the buyer has no 

 appreciation of that fact, for he was brought up with the 

 understanding that ignorance of the law excuses no one, 



