THE BEE-KEEPERS' REVIEW 



235 



but this assumption is not strictly cor- 

 rect. The consumption of g"lucose 

 syrup is larg"ely increased — there is 

 no doubt about that. The consump 

 tion of extracted lioney Diay be decreas- 

 ed, and probably is, but that parties 

 who are and have been buying extract- 

 ed honey will cease buying honey and 

 buy glucose syrup instead, is probably 

 incorrect. The direct result, there- 

 fore, of the pushing of the sale of Karo 

 Korn Syrup, is not to displace the sale 

 of extracted hone3' with parties who 

 have been using honey, but parties 

 who have never used honey will buy 

 Karo Korn Syrup, the}^ will like it and 

 continue to buy it. These same parties 

 might be induced, and probably could 

 be induced, to buy honey instead of 

 Korn Syrup if the two articles were 

 offered at the same price and were 

 equally well advertised. 



In my opinion, the extensive adver- 

 tising of Karo Korn Syrup will not 

 result so much in a decrease of the 

 consumption of honey as in the check- 

 ing of an increased consumption of 

 honey, and an enormous increase in 

 the use of all kinds of syrup, particu- 

 lar!}' of Karo Korn Syrup. 



ARE BEE - KEEPERS PREPARED TO 

 FURNISH THE MARKET WITH 

 MORE HONEY? 



The question is raised, are beekeep- 

 ers prepared to furnish the market 

 with a large increase in the amount of 

 extracted honey for consumption, and 

 are they in position to sell this honey 

 in competition with Karo Korn Syrup 

 in like quantities, for the same price? 

 If this question can be answered in 

 the affirmative, without beingqualified, 

 then bee-keepers are warranted in 

 taking some steps toward putting this 

 before the public as prominently as 

 the American Corn Product Compan}'^ 

 is advertising its wares. 



From the appearance of the adver- 

 tisements of the American Corn Product 

 Company I am led to believe that it is 



spending enormous sums of money on 

 its advertising. The advertisements 

 have an individuality, a personality, 

 and considerable force. This means 

 the services of advertising experts, 

 which cost money. The extent of the 

 advertisements also indicates the 

 spendingof lots of money. If it is worth 

 while for the bee-keepers to take up 

 this matter at all, it must be done 

 thoroughly, and with a liberal use of 

 cash and brains. This is a problem 

 entirely too large for the National Bee- 

 keepers' Association. Aside from 

 this, the National Association is not 

 the proper organization to carry on 

 this work. The object of the National 

 Association, as I understand it, is to 

 help the members of this Association, 

 and the membership of the National 

 Association is too small to carry out 

 this work properly. Since each mem- 

 ber pays the same dues, regardless of 

 the quantity of honey put on the mar- 

 ket, it would be unjust to the small 

 bee-keepers to contribute their funds 

 to be used for the larger benefit of the 

 extensive bee-keepers. 



WHAT CAN BE HOPED FOR FROM AD- 

 AERTISING? 



To take up the second subject, what 

 is gained by the bee-keepers, and what 

 is it going to cost? If bee-keepers are 

 putting on the market, say 1,000,000 

 pounds of honey, and they get $50,000 

 for it, the object of extensive advertis- 

 ing should be either to increase the 

 quantity sold to 2,000,000 pounds, and 

 get $100,000 for it, or to put on the 

 market 1,500,000 pounds and get a 

 better price for it, making an income 

 of say $100,000. Do bee-keepers want 

 to do either one of these things, or a 

 combination of both? How much is it 

 worth to bee-keepers to secure the 

 extra $50,000? If either of the objects 

 can be secured by the expenditure of 

 $25,000, then bee-keepers ought to take 

 hold of it. 



