296 MANAGEMENT OF DAIRY PLANTS 



wives will read its advertising columns more thoroughly and its 

 space value is correspondingly larger. 



The price of advertising space in newspapers varies directly 

 according to circulation. In publications of smaller circulation 

 it is sold by the column inch, which is a space one column wide 

 and one inch deep. In publications of larger circulations it is 

 sold by the agate line, of which it takes fourteen to make a 

 column inch. There is no uniform basis for prices, although the 

 charge for space in publications of larger circulations may often 

 be approximated by figuring it at one-third of a cent per agate 

 line per thousand of circulation. Weekly newspapers of from 

 1,000 to 2,500 circulation have rates ranging from 15 to 20 cents 

 per inch, and of from 2,500 to 4,000, from 17 1/2 to 25 cents; 

 sometimes there is an additional charge of 5 or 6 cents per inch 

 for composition. Dailies charge all the way from one-seventh of 

 a cent to one-fourth of a cent per agate line per thousand circu- 

 lation. Cost of illustration and other special features is borne 

 by the advertiser. 



II. Signs and Billboards. These forms of advertising fit 

 well into many creamery sales campaigns. They do not per- 

 mit of the presentation of much argumentative or educational 

 matter, but they are especially effective in giving emphasis and 

 repetition to trade-marks or trade names. When attractively 

 designed and printed or painted and well placed, they catch 

 the eye of large numbers. Attractive smaller signs placed in 

 retail stores where creamery products are for sale get the 

 attention of the customer right at the time that he is in a buy- 

 ing mood and are valuable for that reason. Signs and bill- 

 boards are used in nearly all extensive advertising campaigns. 

 The preparation of attractive show cards or signs is quite ex- 

 pensive, however, and for that reason they are not always 

 available for smaller concerns. This objection may be met in 

 part by purchasing stock cards from large lithographing and 

 printing houses on condition of the right to exclusive use of 

 them in a limited territory. Show cards are usually accepted 

 and used by the retail dealer handling a product as a desirable 

 cooperation of the manufacturer in promoting sales. Billboard 



