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The 58 cooperating stores v/ere divided iiito groups - those that rotated their 

 fruit daily, those that rotated two to four times a week and those that rotated once 

 a vreek or less. This grouping was based on observations all through the season as 

 weekly vj.sits were made to the stores and on a special study at the end of the season. 

 Note that apples are rotated more frequently in displays of high movement stores. 



Founds Sold per 100 Customers 



Rotation of Apples Chicago Los Angeles 



Daily hlM 60bU 



2-1; TimesAfeek Ul.O 5^o8 



Once/l:feek or Less 29o3 kltS 



Ifeximxim % Increase 6l,8^ 27«1$2 



It was found that the Chicago retailers #io had the good practice of daily ro- 

 tation of their apple displays sold 62J? more apples than those that rotated once a 

 week or less. In Los Angeles the stores" iri.iii the practice of daily rotation sold 2'(% 

 more apples. It can easily be seen that a good retail practice such as this not only 

 increases apple sales and profits for the retailer but means better apple business for 

 the grcr.TOr as well, 



(This information from the September issue of APPLE RESEARCH DIGEST is submitted by, 

 F, E, Cole) 



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Note On Advertising - Does it pay to advertise? If not 22U firms in the 

 U,S, which spend more than a million dollars each annually on advertis- 

 ing, wasted in 1953, a total of lip8 92, 000^000 « Of this total, about 20^ 

 was spent by food processors, and if we include tobacco , cotton, etc,, 

 among the agricultiu-al products,, some product of the farm was involved 

 in at least kO% of the advertising of these 22U firms. An automobile 

 concern was the largest purchaser of advertising space and time, spend- 

 ing about ^'^1,000,000, A food concern, advertising the products of ag- 

 riculture, v;as third with $28,000,000. 



In a recent Michigan study, an attempt was made to prove that it pays 

 to advertise milk, sales of milk having increased 105? after a period of 

 advertising. However, the price of milk was lower during the advertis- 

 ing period, and in a nearby city where there was no special advertising 

 program, sales actually increased 15p. The writer of this report points 

 out the difficulty in proving the direct effect of advertising on demand, 

 and presents these basic suggestions: The product must be advertised 

 truthfu3J.y, consistently and to the right people. It must be of consis- 

 tent quality. It must be priced competitively, and it must be readily 

 available. Here in Ifessachusetts, the advertising campaign on hurricane 

 apples TJ'as undoubtedly highly successful. Far more apples were consumed 

 during September as a result, 



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Publication Approved by George J, Cronin, State Purchasing Agent-nl9 



