ADVERTISING FANCY STOCK 371 



is a good thing for the publications is presumptively 

 proved by the fact that even the high-grade magazines 

 have adopted it. Some publishers get good patronage 

 in small classified offerings when they could not get an 

 opening for display advertising. 



The matter of adapting the advertising space to the 

 amount of stock to be sold is a vital one to the Begin- 

 ner, who, unless his advertising pays, may be in a sad 

 case. He is almost sure, however, to need education in 

 percentages ; that is, he must not be horrified to learn 

 that from 20 to 40 per cent of the value of the goods 

 sold must go to advertising expenses. Without a good 

 follow-up system, even good advertising may mean only 

 one sale out of seven inquiries. This means much un- 

 necessary work for the returns, too. 



A few sample advertisements will show what I mean 

 by good advertising more clearly than any other words 

 can do. These are from current periodicals with change 

 of names, etc., sufficient to disguise them. " 17000 White 

 Wyandottes, the largest and best flock in the world. See 

 large advertisement. John Smith, Oberlin, Ohio." This 

 advertisement has only two points of value, viz. : to call 

 attention to the large size of the plant and to the large 

 advertisement ; yet one has to look through pages of ad- 

 vertisements to find the large one, and any one who is 

 familiar with general advertising knows that the single, 

 half-direct statement which this short ad. makes is not 

 true just " buncombe. " 



"Home Poultry Plant, John M. Smythe, Poulterer, 

 Town Hall, Texas. White Dorkings, Langshans, White 

 Orpingtons, and Rose-Comb Black Minorcas, and some 

 fine cockerels for sale. Eggs in season. Satisfaction 



