294 MANAGEMENT OF DAIRY PLANTS 



V. An Advertising Manager. If a business is to make use 

 of advertising, some one connected with that business ought to 

 assume the duties of an advertising manager. In the smaller 

 creamery those duties are likely to fall upon a man who is 

 already overloaded with work, but even that man should find 

 some time to give special thought and attention to advertising, 

 if the business is to make use of advertising. He will find not a 

 little pleasure in it. He should put a good book or two on ad- 

 vertising on his own shelves and borrow what his public library 

 has to offer him; he should read some magazine that deals with 

 advertising and marketing problems; he should study good 

 advertisements, not only of other concerns in his line of busi- 

 ness, but in other lines, and through his study discover what it 

 is that makes their advertising effective; he should file examples 

 of advertising that are likely to be helpful to him so that when 

 he writes his own advertising he may have the help of good 

 models. He should interest himself in the local advertising club, 

 if there is one, and cultivate the acquaintance of men in the 

 newspaper and business fields who are experienced in adver- 

 tising. Circumstances may not permit the part-time adver- 

 tising manager to do all of these things, but he should do as 

 many as possible. After all, the success of a business depends 

 very largely on its selling end, and advertising is an important 

 factor in selling. 



MEDIUMS FOR CREAMERY ADVERTISING 



I. Newspapers and Magazines. In any campaign to pro- 

 mote creamery product sales, the largest part of the appro- 

 priation is likely to be invested in space in newspapers and other 

 publications. Through them it is possible to reach the buying 

 public quickly, conveniently, and economically. Frequently, 

 a well-established newspaper in a smaller city will go into 75 per 

 cent of the homes of the city. In one such middle Western city 

 the one daily newspaper enters 3,500 out of 4,000 homes. It 

 sells its space at 50 cents an inch (having also a large outside 

 circulation). For $5, a selling message can be sent into those 



