SPECIAL FRUIT ORG ANIMATIONS 247 



pared by noted doctors, health commissioners and others, 

 to be published in the big- magazines. Picture slides will 

 be thrown on the canvas while reels are being changed. 

 Motion plays featuring apple cookery will be prepared. 

 Display advertisements of American apples, with mottoes 

 like 'An Apple a Day Keeps the Doctor Away' will be 

 distributed among retailers particularly." In fact, just 

 such a campaign as would be conducted to sell corn flakes 

 or postum, will be inaugurated. 



All of these efforts, while fundamentally sound in 

 principle, failed hopelessly in so far as material results 

 were concerned, because the producers did not support 

 the movement. The stamps were not sold, hence no rev- 

 enues were available to carry on the work. 



Some of the fruit exchanges and distributors are now 

 endeavoring to reach the consumer direct through spe- 

 cial advertising. One plan that has been in operation 

 for some time in California is to offer premiums for the 

 return of so many wrappers of oranges. Another plan 

 used by a cured fruit association is to ship by parcel post 

 so many pounds of prunes or raisins for a stated sum. 

 Display advertisements announcing this plan appear in 

 almost every family paper or magazine. Another plan 

 now in use by the Northwestern Fruit Exchange is the 

 issue of a little booklet advertising their brands and giv- 

 ing colored lithographs of the best apples and a short 

 description of their best uses and when to buy them. 

 Following the pictures is a price-list for which the 

 various grades and varieties will be delivered at the 

 consumers door. 



Results of these methods of advertising have already 

 been far-reaching, and 1914 was a year of unprecedented 



