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Not to name all the things that could be exploited to the 

 advantage of New England, — there are Maine potatoes. Ad- 

 vertising could place them in a better position than they occupy 

 to-day. I am told that there is something in the soil and the 

 climate of New England that makes it the best apple section 

 of the United States. A couple of years ago I had sent me a 

 box of apples. I kept this box in my office in New York, and 

 when I had a caller who looked like an apple eater I would 

 take off the paper from one and hand it to him. After looking 

 at the color and size, and sampling it, he would probably say, 

 "Well, those people out in Oregon certainly know how to 

 grow apples, and they are getting a better flavor all the time. 

 What part of Oregon did this apple come from?" I would 

 then spring my little joke by showing him the end of the box, 

 or the paper wrapping, marked Fitchburg, Massachusetts. He 

 then might say, " Why, I thought the}' only raised cooking 

 apples up in New England, called Baldwins." 



Now, that man in Fitchburg knows how to raise apples. If 

 there were 500 such men in Massachusetts and each of them 

 raised 2,000 boxes — 1,000,000 in all — they ought to bring 

 about $2 a box wholesale, or $3 to the consumer, that is, by 

 the proper amount of advertising. 



Somebody might say, "Why, I can buy nice apples for $2.50 

 a box." True enough, but those are Oregon apples. These 

 are New England apples. "Grown in New England" on a 

 box, bag or package would stop all argument. 



If you would like something tangible to think about and dis- 

 cuss, here is my proposition: give me $100,000 a year for five 

 years, and be ready to supply the products in marketable con- 

 dition, and I will increase the income for New England farm 

 products in those five years at least $20,000,000, and, as a by- 

 product, I will bring into New England in that time 10,000 

 families who will devote themselves to farming. If each of 

 these families creates $1,000 a year profit, their wealth-creating 

 capacity will be at least $10,000,000 and this will continue for 

 many years beyond the five-year period, and so will the out- 

 side demand for New England products continue long after 

 the advertising has stopped. 



Another important thing such a campaign of advertising 



