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More than 60% of the New York State population lives in metropoli- 

 tan New York City (10.7 million). 



Creating apple demand in these concentrated areas of population 

 requires planned programs with sufficient support to carry through to 

 the consumers. There are several approaches, none of which can be en- 

 tirely successful without strong industry support. Education is one 

 approach. It is needed to tell school children about apples. The effec- 

 tiveness is long-range, but much needed because more and more children 

 are growing up today without ever standing in the shade of an apple tree. 



Promotion and publicity -- another form of education -- is needed 

 to alert the consumers about apples and the availability of apples. 

 Through advertising by way of newspapers, radio and television, we reach 

 consumers at specified times. Advertising as a "salesman's helper" can 

 be geared to promoting a specific variety at a particular period in selec- 

 ted markets. For instance, 3 radio stations in Springfield, Mass. would 

 reach far more people in one week than all radio stations in Vermont and 

 at far less cost per listener. 



To reach the ultimate consumer of your product, we must start with 

 an idea. Consumers must be sold an idea. It might be that "apples are 

 great for snacks" or more specifically "Mcintosh are great for snacks". 

 If the consumer accepts this idea and buys Mcintosh apples, somebody has 

 made a sale. 



*************** 



WHEN SHOULD PEACH TREES BE PRUNED? 



William J. Lord 

 Department of Plant and Soil Sciences 



It is generally stated that peach trees should be pruned in the 

 latter part of February or in March, after the danger of extremely low 

 winter temperatures has ceased. Quite often, however, growers prune 

 their peach trees during bloom. This may be done because weather con- 

 ditions or other work delay pruning till past the dormant season. Also, 

 some growers delay pruning in order to observe the extent of winter in- 

 jury to buds before pruning. The question arises as to how late in the 

 spring, pruning may be done without reducing the amount and quality of 

 the fruit, or the growth of the trees. 



The experiment conducted by the late Dr. A. Leon Havis , Plant Indus- 

 try Station, Beltsville , Maryland, entitled "Pruning Peach Trees at Dif- 

 ferent Periods in the Spring" gives some interesting information concern- 

 ing the comparative effect of pruning in the dormant season, at different 

 periods in the spring, and of no pruning at all. 



