JULY 1, 1916 



and " To the Public " are too general. The 

 exclamation-point has no place in an adver- 

 tisement. Avoid in headlines such smart- 

 Aleckisms as " Don't Read This." 



FOR SALE 



Good pure honey made by our own bees. 



Choice comb and extracted. 



Will sell cheap. 



ALEX. McPHERSON 



R. D. 7 



Head too general and matter uninteresting. 



Tt is well to insist on having your adver- 

 tisement set up in good style. Avoid heavy 

 borders and glaring " boldface " type. The 

 style of the type should be consistent thru- 

 out — that is. don't have the printer use one 

 kind of type for the heading and three or 

 four others in the body of the advertise- 

 ment. People are likely to realize such an 

 advertisement is not in good taste Avithout 

 knowing exactly why. 



Avoid having too many display lines. 

 After the heading, it is well to follow up 

 with a paragraph or two on honey rather 

 than a number of short fragments one above 

 another. The second of the " horrible ex- 



60-lb. can, $6.60 



Urn. AiRNS© 



Ganges, O. 



Poorly set up. The various type styles give bad 

 eflfect. Honey will not retail in such large packages. 



amples " on this page illustrates the point, 

 while in the first the sentences are not com- 

 plete. 



It should hardly be necessary to say, 

 keep everything else than honey out of the 



advertisement. If you have eggs or hogs to 

 sell, advertise them in another place. 



Change your advertisement frequently. 

 A change will attract attention, give pleas- 

 ing variety, and cost nothing extra. It is 

 not infrequent to find the faults of such 

 examples as the two on this page perpetuat- 

 ed thru issue after issue of a paper. 



Generally it is best to name the price of 

 your product in the ^advertisement. Even 

 the people who are interested often forget 

 to inquire for prices, and the effect of the 

 publicity is lost. If the figures are given 

 they can order at once. 



Honey-produeeis who sell to the retail 

 trade thru the grocery stores or direct to 

 the consumer find that honey must be put 

 up in small containers. The average family 

 would have no use for a sixty-pound can of 

 honey, even if father could raise the money. 

 A one-pound jar is not the smallest size 

 which can profitably be put up, honey-dis- 

 tributei's have found. By making the larger 

 quantities a little cheaper in price per 

 l^ound, their sale is encouraged. 



Try to have your own advertisements read 

 as naturally as tho you were talking to a 

 friend about honey. When you sit down to 

 write a selling talk, irOagine yourself ear- 

 nestly arguing honey with a prospective 

 customer. Naturalness goes a long way in 

 publicity. Being natural creates confidence. 

 The writer who attempts unusual effects 

 without long training is likely to make his 

 readers suspect that he is trying to "put one 

 ovei'." Even so, clearness in thought is 

 usually the mark of highest skill. 



In pointing out the characteristics of 

 honey, appeal to the love of children, one 

 of the most universal of human feelings. 

 Make it stand out so plainly that any one 

 can grasp the meaning. What is good for 

 youngsters ought to be good for grownups. 



Perhaps the reason honey is so often 

 regarded as a table luxury is that honey- 

 producers themselves often fall' into the 

 habit of looking at it in the same way. To 

 get the public out of this rut, compare 

 honey with other foods from the standpoint 

 of price as well as appetite. 



INSPIRING TEACHERS WHO WILL INSPIRE BOYS 



BY C. S. RHEA 



T?ealizing the desire of the rural popula- 

 tion, especially the young boys of the coun- 

 try schools, to drift to the cities, the super- 

 intendent of public schools of Hart County 

 set apart Sept. 10, lfll.5, as " farm day," 

 and required the teachers to carry their 

 schools to some farm near by, which was 



used to instruct the children on " better 

 farming," and to arouse jin interest in farm- 

 ing. The superintendent visited all the 

 schools of the county that day, with a com- 

 pany of Hart County high-school profes- 

 sors, and the editors of the Evening Post 

 and Farm and Family, both of Louisville, 



