ADVERTISING 213 



lie demands a good product and is willing to pay 

 for it. Until very recently "milk was milk" whether 

 produced under good or bad conditions, and the 

 cheapest product has generally been sought. The 

 fact has not been appreciated that the price of feed- 

 ing stuffs and labor have been constantly increasing 

 during the past 10 years, while the price of milk to 

 the consumer has scarcely changed at all. It has 

 been stated elsewhere that it cost more to produce 

 rich milk than poor milk, and it is equally true that 

 it costs more to produce clean milk than dirty milk. 

 There is no use in legislating for the production of 

 a quality of product that the people do not want. 

 There is a general movement throughout the coun- 

 try for cleaner milk and better foods in general. The 

 dairy farmer, then, who practices good business 

 methods and is awake to this situation should put 

 himself in a position to meet the demands for better 

 milk, which is constantly increasing. This is clearly 

 shown in the increased demand for certified milk 

 produced under the supervision of medical milk 

 commissions and which retails at prices ranging 

 from 10 to 20 cents per quart. 



CHAPTER III 

 ADVERTISING 



ALL business men learn that judicious advertising 

 pays. The dairyman is no exception and can bring 

 his products to the attention of the public in many 

 ways and with little expense. A few examples are 

 given as follows : 



