COST OF PRODUCING EGGS, CHICKS, AND FOWLS 241 



for mechanical problems ; but, let us get it deep into our 

 consciousness that reduced loss margins are clear gain. 

 I think the most practical way to study this question of 

 necessary cost of production is to fix the mind continually 

 on the two extremes ; to find out, from every available 

 source, the costs of production as they really are ; not 

 to rest till we find out why they are so, and then to aim 

 directly at the lower figures, as our own goal. 



Referring once more to the thought that it is the best 

 business men who are the most successful with poultry, 

 let us consider the signs of this which appear in the 

 periodical literature of present-day poultry. Do not let 

 us think that this is not germane because the writers are 

 fanciers, while the great majority of poultry raisers, and 

 therefore, doubtless, of Beginners, are not. It is the 

 principle underlying their method which I want to 

 ferret out, stating it so that it can be used by any 

 poultry raiser. 



There are two names, among the newer poultry ad- 

 vertisers of the day, which stand out above all others. 

 They take large space in all the better poultry periodicals, 

 to be sure ; but this, of itself, does not explain their suc- 

 cess. Men and firms longer in the business, fearing 

 their competition, have done the same thing ; yet the 

 new men have distanced them. One of them keeps be- 

 fore the public the thought of his fair and systematic 

 business methods. The other spends his strength in 

 making startling statements, or making his advertise- 

 ments interesting. Both make considerable of the fact 

 that they look out for customers' interests. One says, 

 " We are selling on honor and giving results that more 

 than satisfy our customers." The other says : " I made 



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