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the subtle and the strategic position horticulturists occupy 

 who wish to advertise. Also, 3'ou see why I bear down so 

 hard on a reliable product. This confidence once established 

 between producer and the consumer must not be broken. 

 This means that we should continually watch the product, 

 since an unreliable one is the most vulnerable point for the 

 enemy to enter. 



I see no reason why the press will not do as much for 

 horticultural advertisers as for men in other lines of busi- 

 ness. As a matter of fact, occasional farmers have tried 

 this with excellent results. It may be done by individuals 

 or in a co-operative way. The orange growers of California, 

 who have a strong central association, tried an experiment 

 in four states in the central Mississippi valley last year. 

 They i)ut small attractive ads in the leading local papers in 

 the territory and increased the consumption of oranges in 

 those states more than 200% in one season. Isn't that worth 

 w^hile? Can you see any reason why similar publicity would 

 not increase the demand for apples, strawberries or peaches? 

 In view of the increased setting of orchards and the enter 

 prise of natural fruit competitors, such as orange growers 

 New England horticulturists may be eventually driven to 

 this avenue of advertising to create sufficient demand for 

 their products. However, it is better business to anticipate 

 that event by suitable publicity and the establishment ol 

 ■oonfidence for a certain brand of fruits and vegetables. It 

 is openly stated by those who ought to know, that the aver- 

 age newspaper reader today glances over the ads as much 

 as through the news columns. At any rate, all will agree 

 that the press offers one excellent avenue to reach the con- 

 suming public. That this is true is indicated by the in- 

 ■creasing number of horticulturists who are patronizing it 

 .and doing so at a profit. For instance, the Packer recently 

 -carried a large half page display, illustrated, pointing out 

 why consumers should call for a certain brand of cucumbers 

 grown in Aurora, Illinois. It must have paid or the cam- 

 paign would not have continued. It should be as easy to 



