5— HOW TO SELL DOGS 



4. Dog Magazines 



The fourth medium of contact is 

 advertising in the dog publications. 

 Dog publications reach dog people 

 only, persons who are interested 

 solely in the ownership or the pur- 

 chase of dogs as otherwise they 

 would not obtain and read the maga- 

 zine. Consequently, dog magazines 

 of bona-fide circulation, particularly 

 if the circulation is nationwide and 

 substantial, can bring the sales 

 message of the breeder to a one 

 hundred per cent prospect buying 

 field. 



Progressive breeders subscribe to 

 one or more dog publications. The 

 ads in these publications are as in- 

 teresting to the breeders as is the 

 reading matter. Each one is anxious 

 to know what his friendly rival is 

 featuring in the way of studs and 

 sales offerings. 



The family, after much discus- 

 sion and pleading, have prevailed 

 upon father to purchase a dog. 

 Father goes to the news dealer and 

 asks for a magazine on dogs. He 

 is a hot, fresh prospect for a dog 

 sale. Consequently, the newsstand 

 circulation of a dog publication 

 brings the advertiser's message each 



• This ad illustration emphasises dogs as 



"valentines." The gift of a dog can be 



stressed for birthday occasions, Christmas of 



course, and other suitable occasions. 



month to a new, different, respon- 

 sive class of buyers. 



Every breeder should allot a cer- 

 tain sum of money for advertising 

 in the dog publications. This ad- 

 vertising should be done constantly 

 rather than just now and then. 

 Approximately 12^/^%, or one- 

 eighth of all gross income, is a 

 working budget. 



5. General Publications 



Other publications than dog 

 magazines can be used for addition- 

 al advertising of stock for sale as 

 guards, pets and companions, the 

 fifth medium. 



Stock at stud can be advertised 

 only in dog publications to advan- 

 tage, but puppies for sale can be 

 advertised to advantage in other 

 publications at times, particularly 

 local newspapers, where a quick 

 sale is desired. However, for high- 

 er prices and the sale of the better 

 grade of stock, the dog magazines 

 stand pre-eminent. 



We must make mention of what 

 may be termed semi-society class 

 publications, which offer an attrac- 

 tive field for the sale of dogs into 

 homes which belong to the middle 

 and higher classes of families. 

 6. Printed Literature 



The sixth medium of contact is 

 thru printed material. This includes 

 stationery such as letterheads, en- 

 velopes, business cards, stud cards, 

 kennel folders, shipping tags, and 

 the like. 



Prospects by mail must judge the 

 breeder on slight evidence as there 

 is no other information available. 

 Consequently, wellprinted attrac- 

 tive stationery gives a favorable 

 impression to the prospect. It indi- 

 cates that the seller is a person of 

 reliability, one who takes pride in 

 his dogs, one who is businesslike. 

 7. Mailing Lists 



The seventh medium is that of 

 mailing lists. Every breeder should 

 have a file, preferably on three-by- 

 five cards, giving the names^ and 

 addresses of possible buyers of dogs 

 and owners of matrons for stud 

 service. And a complete card file 



