246 MODERN FRUIT MARKETING 



This was to foster the work of advertising and to pub- 

 lish articles contributed by members of the advisory 

 board. This paper has now appeared more or less irreg- 

 ularly since 1914 and has done considerable good in aid- 

 ing apple advertising. 



The Stamp Plan. To effectively continue the work of 

 advertising revenues had to be provided. To accomplish 

 this the stamp plan was devised. Neatly lithographed 

 stamps were secured of 1- and 2-cent denomination. 

 These were put up in books of 100 each. The 1-cent 

 stamp book sold for $1 ; the other for $2. The idea of 

 their use was to place a 1-cent stamp on each box of 

 apples sold and a 2-cent stamp on each barrel. While 

 the stamps in no wise guaranteed the contents of the 

 package they attracted attention by indicating that the 

 seller belonged to the Apple Advertisers' Association. 

 About $3,000,000 worth of the stamps were first issued 

 and placed in the hands of a trust company for distribu- 

 tion. In this way funds were to be provided to help along 

 the work of advertising. 



The sale of stamps was to furnish the revenues to carry 

 on an extensive advertising campaign. The services of 

 experts were to be secured and definite plans marked out. 

 Various kinds of advertising literature were to be printed, 

 calendars devised, advertising signboards, signs for 

 street-cars, etc., were soon to show to the public the advan- 

 tages to health and happiness by eating apples. Still 

 further, trained newspaper men were to be employed as 

 press agents. In the language of the manager of the 

 work : ' ' Articles will be prepared by the best writers of 

 the country for the feature section of the Metropolitan 

 Sunday papers. Health and beauty articles will be pre- 



