Part II.] ADVERTISING PRODUCTS. 55 



money for the purpose of showing people that cranberry sauce 

 tastes about as good at other times as on Thanksgiving Day, 

 and fits roast chicken about as well as roast turkey; and, what 

 is equally important, no turkey or chicken ever came to the 

 table quite so content as when it knew that the sauce was made 

 from berries grown on Cape Cod. A Vermont or Rhode Island 

 turkey always requires a Massachusetts cranberry, as a matter 

 of course, but all others should be given the same pleasure. I 

 would not advertise, expecting by such advertising to increase 

 the product and lower the price, but rather to increase the 

 price or, at least, to maintain the price year after year at a 

 level yielding a fair profit. 



Speaking of Cape Cod leads me to call your attention to the 

 strawberry industry. From what I see growing down there, and 

 the quality and size of the fruit, I would not be surprised if 

 Cape Cod could be made the home of small fruits, and a 

 demand created in this whole eastern country for Cape Cod 

 strawberries, blackberries and raspberries. These growers are 

 likewise organized for selling purposes, and the next step ought 

 to be some advertising, pretty well organized too, and quite 

 loyal to the rules of their organization. 



Now, while I believe advertising would be a good thing for 

 the cranberry or strawberry growers of Cape Cod, I would not 

 relish the job of trying to extract from them the money it would 

 require to do it. Farmers are pretty "set" in their ways, and 

 the profits of farming do not look large enough for them to see 

 much of it go for co-operative efforts along lines that do not 

 yield pretty easily seen returns. 



Some years ago, — not so many, — through the efforts of a 

 young lawyer in a certain Kentucky town, the growers of 

 Burley tobacco organized an association, and by means of it 

 forced the tobacco trust to pay better prices for tobacco. I 

 think the returns for one year, at least, were something over a 

 million dollars better than the year before. The young lawyer 

 charged the association $10,000 for his year's work. In these days 

 a man who could increase the selling price of a firm's product 

 $1,000,000 a year for that salary would be classed as a Simon- 

 pure philanthropist, but not so with those Kentucky farmers. 



