1906 



GLEANINGS IN BEE CULTURE. 



711 



ADVERTISING TALKS 



BY THE AD. MAN. 



June— the first summer month— the open- 

 ing of the summer season for advertisers. 

 What is the outlook for a good season for 

 you? Are you one of those advertisers who 

 hibernate during the warm months and 

 then come back into the field in the autumn? 

 Don't you find it hard to get a new start 

 each year? May be you have never figured 

 how much cheaper and more effective it 

 would be for you to keep your name before 

 the buying public the year round, and then 

 when the real season— the time when the 

 need for your goods is greatest— comes, 

 make a Httle harder effort to interest pros- 

 pective buyers? If this is the month when 

 a farmer is using his plow or seeder or drill, 

 this is the month when he will decide to buy 

 a new one. Ask a farmer if he is going to 

 buy a new implement; and if he says yes, 

 ask him what make, if he can tell you. He 

 will not wait until next spring, when he 

 sees your ad., to decide. Now is the time 

 when he is investigating— watching how 

 your drill works on his neighbor's farm. 

 Now is the time when your name should be 

 ever before him. 



One of the most remarkable companies in the United 

 States is the Chicago House-wrecking Company, Chi- 

 cago. Ill This company has bought and wrecked every 

 World's Fair since and including the Chicago Exposi- 

 tion of 1893. They have also bought, many times, im- 

 mense stocks at sheriffs' and receivers' sales all over 

 the country. Of course, you will see that, buying in 

 this fashion, they secure an almost unlimited amount of 

 any line of goods. In fact, there is hardly an article of 

 any description for the home or farm, that is not listed 

 for sale in their large catalog. We are very glad that 

 our leaders can now secure this catalog free of charge 

 by answering the ad. of the above company on page 761, 

 in this number of Gleanings. The Chicago House- 

 wrecking Company has a very high credit rating, and 

 we sincerely believe that they will take good care of all 

 orders received from our readers. 



The special State issues which we are get- 

 ting out occasionally mean more value to 

 advertisers than we are asking pay for. 

 We work constantly and carefully to increase 

 our circulation, and many active bee-keep- 

 ers are being added each day. Several 

 plans which we have already tried have re- 

 sulted in great steps forward, and just now 

 the 50,000 mark does not look very far dis- 

 tant. 



Building fences this spring? 



Getting along pretty late now, and your time will 

 soon be taken up with other matters. A good strong 

 fence, whether it be around your field or around your 

 dooryard, is always an ornament and an investment. 

 The looks of a farm and the character of the farmer are 

 easily judged by the condition of the farm fences. A 

 good strong fence costs but little more than a cheaper 

 one, and in service it will pay great returns on the in- 

 vestment. There is a 32-page catalog issued by the 

 Coiled Spring Fence Co., Box 448, Winchester, Indiana, 

 which you should have. It contains much valuable in- 

 formation on the fence question. Settle the question 



for yourself early. You will be glad that you did so, a 

 little later on. 



SQUARE-DEAL ADVERTISING. 



There is no one who deserves a "square 

 deal " more than an advertiser who risks 

 his money by purchasing advertising in a 

 publication where only a careful trial will 

 prove whether or not his choice has been a 

 wise one. There is an element which enters 

 here, and which corresponds in a way to the 

 "square deal" from the publisher's stand- 

 point. When an advertiser appropriates a 

 sum for an ad. in a publication, especially a 

 publication reaching an agricultural class, 

 and after his ad. has appeared once, stops it 

 and awaits the rolling-in of orders, he has 

 made a mistake in his method of invest- 

 ment. The chances for a paying success 

 from one advertisement in any paper are 

 very small. Any experienced advertiser 

 will back this assertion. 



Figure this out for yourself. Turn to 

 some new advertisement in your farm paper 

 —in this issue of Gleanings; then, to sat- 

 isfy yourself that this is a new ad., get two 

 or three back numbers of the journal and 

 see if this ad. has not appeared before. 

 Many times you will be surprised to learn 

 that the first appearance of the ad. was un- 

 noticed. This introduces the reason why 

 one-insertion advertising does not pay. 



There are places where familiarity may 

 breed contempt; but in advertising, nothing 

 but familiarity will breed success. 



Every publisher owes it to the advertiser 

 to give the very best counsel resulting from 

 the benefit of his own experience in the 

 preparation of paying copy. The chances 

 are that he can almost always tell from the 

 information whether or not the proposition 

 would appeal to the readers of his journal. 

 Any publisher who will comment favorably 

 on a proposition which has been submitted 

 to him, when he really feels that this will 

 not be a lasting success, not only harms the 

 advertiser but himself as well. 



One-time advertising pays neither an ad- 

 vertiser nor the publisher; and the conserv- 

 ative advertiser who finds that advertise- 

 ments appear but once in a publication 

 should make a very careful investigation be- 

 fore giving such a journal a trial. 



Have you sent for a catalog of the Lyons engines? 

 The time is fast approaching when you will wish you 

 had some sort of an engine to help out on your farm or 

 in your apiary. 



The Lyons Engine Company manufacture a gasoline- 

 engine which we believe to be of the highest quality. 

 If you are interested in this subject, do not let another 

 day pass before you send for their complete catalog. 

 This book is nicely illustrated, and gives much valuable 

 information on farming with power. See the Lyons' 

 advertisement on page 759. 



