1907 GLEANINGS IN BEE CULTURE. 605 



To tKe Readers of 



Gleaning's in Bee Culture 



Many of you will have noticed the Squai'e Deal proposition published under- 

 neath the index to advertisements in several late numbers of Gleanings. On 

 this page we want to call more particular attention to the same and to discuss with 

 our readers the question of advertising. 



Many people are interested in the advertising pages of a magazine without 

 really considering why certain articles are advertised. Others give due considera- 

 tion to the subject and conclude that an advertised article must be more expensive 

 than an unadvertised article. We quote from a late article on the subject of ad- 

 vertising as follows : 



" Pi'imarily advertising is to promote and maintain an approximate number of 

 sales by educating the consumer to demand a certain article. As the consumer 

 will not pay more than the article is worth, the price must be a fair one." 



"Let us consider the unadvertised article. The manufactui-er is dependent 

 upon the retailer to force the sale of his goods, so must tempt the dealer with more 

 profits, and keep a larger amount of profit for his own safety." 



Take, for instance, the case of bee-keepers' supplies. A certain well-known 

 manufacturer of bee-keepers' supplies, furnishing goods of the highest quality, had 

 an application from a large established house, dealing in agricultural supplies, for 

 terms on bee-keepers' supplies which they desired to add to their line. The man- 

 ufacturer quoted his usual discounts, and the reply promptly came that the margins 

 were altogether too small. This is often the report received by the best manufac- 

 turers, which only confirms the above statement that advertised articles are sold 

 at fair prices. Our readers can rest assui'ed that the goods advertised in our col- 

 umns are generally well worth the price asked, and, further, that they will be well 

 treated by our advertisers. 



QUEENS. — This is the season when the queen trade is most active. Do not 

 think you can save money by ordering of some queen-breeder who may have had 

 little or no experience, or, by continuing your old undesirable stock, but go to some 

 well-known advertiser, whose name you will find in the columns of Gleanings, and 

 purchase your queens of him. If you decide^hat you can afford some of the higher- 

 priced queens, you should be assured that you will get your money's worth. The 

 advertiser has probably spent months and yeai'S in a study of the subject, and you 

 can well afford to pay a small additional amount and get the benefit of his experi- 

 ence and early experiments. Bee-keepers are learning that it does not pay to keep 

 a large number of inferior stocks of bees with little or no pi-ofit, when, with about 

 the same capital, they could have a good profit annually by improving their bees 

 by the introduction of better queens. It remains with each one to decide whether 

 he will purchase breeding-queens and raise his own stock, or order large numbers 

 of tested and untested queens to requeen his entire apiary. We urge particular 

 attention just at this time of the year to the question of requeening. It is not at 

 all uncommon to find a yard turned from a very unremunerative one to one pay- 

 ing high profits, simply by the introduction of a better stock of bees. 



CLASSIFIED COLUMNS. — We can not too strongly urge our readers to look 

 over, each issue, the classified columns. Often it happens that a subscriber wants 

 to dispose quickly of various articles he may have at a very low price; and good 

 bargains are found in every issue of this paper in these columns. Besides, we 

 urge on you the importance of using these columns, if you have something to dis- 

 pose of. See what one of our subscribers, who had never used Gleanings, says below: 



Gleanings in Bee Culture, November 12, 1906. 



Medina, O. 

 Gentlemen:— GiiViANi'SG^ certainly is a fine advertising medium, as, vyhen once the orders started 

 to come in, they continued to come in as fast as or faster than I could fill them. Considering the 

 fact that this was my first appearance before the public as a (lueen-breeder, and then not until July. 

 I think I did very well, disposing of more than two hundred queens to the evident satisfaction of all 

 my customers. I received many complimentary letters regarding my queens and promptness in 

 filling orders. My ad. will certainly appear in Gleanxng.s next year, when, with greatly inci-eased 

 facilities, I expect to do much better. 



Wishing Gleanings (which I would not like to do without) the greatest possible success, and 

 hoping to be with you for some years to come, I am Yours fraternally, 



Philadelphia, Pa., 4426 Osage Ave. W. A. Shuff. 



