l82 



THE BEE-KEEPERS' REVIEW. 



sell, and so that we bee journal fellows 

 can have something to talk about. Per- 

 haps I am too .severe — but then, I am 

 taking" my share of it. 



In all .serionsne.ss, I suppose new things 

 must be tried; but don't throw away the 

 old for the new just because the new is 

 tie'cv. 



EXTR.\CTlNO HONRV. 

 Over at the Canadian convention last 

 winter there was much discussion re- 

 garding honey that had been left with- 

 out bees over night. By putting on a 

 Porter escape at night, the combs are 

 free of bees in the morning; but, with 

 manv, the honey was then too thick to 

 extract well; as it was cooler than when 

 taken right from the bees in the day time. 

 Some had no trouble from this source in 

 July and August. Probably much de- 

 pends upon the thickness or ripeness of 

 th-shone}', and upon the coolness of the 

 nights. Even if the co:nbs are not com- 

 pletely emptied, the honey is not lost if 

 they are returned to the bees. 



.\DVERTlSINr,. 



This is the time of year when apicultu- 

 ral advertising is at its height. As in 

 other businesses, other things being 

 equal, the one who does the best adver- 

 tising secures the largest trade. There is 

 little use in advertising an inferior article. 

 On the other hand there is not much 

 use of making even a superior article un- 

 less you let people know about it. Too 

 many advertisers word their announce- 

 ments in a general sort of way. All of 

 this talk about "best goods," "lowe.st 

 prices," "largest stock," eic, such general 

 expressions that anybody can use, and a 

 great many do use, are not verj' eflfective. 

 They let people know that you are in 

 business, and that is about all. If you 

 ca)i sell goods cheaper than anybody else, 

 don't simply say so, but go on and explain 

 why and how you can do this. If your 

 goods are really superior, tell 7vhy and 

 how. People will listen to and believe 



reasons that they can understand, when 

 simple assertions pass for naught. 



There must 1)6 some point in favor of 

 vour goods. It may be quality; it may 

 be piice; you may have an advantage b}' 

 reason of your location. I'ind the strong 

 point; then make the most of it. 



The most important thing about an ad- 

 vertisement is the way that it is worded — 

 'ivhat it tells and lioiv it tells it. Next 

 comes the display; the bringing out of 

 the strong point of the ad.; making it so 

 prominent that it \\\\\ !)e noticed and 

 read. The compositors of some of 

 our bee journals are doing some good 

 work in getting up effective displays of 

 advertisements. 



One more point: Don't let your ad. re- 

 main unchanged week after week, month 

 after month and j'^rtr after year. As a 

 rule, people do not take much interest in 

 a story that they have read before. I 

 know that seeing the same thing over and 

 over has some eflfect, it is far better than 

 telling the story once and then leaving it 

 out entirely, but better still is the giving 

 of a fresh illustration of the same point 

 in each succeeding issue of the paper. 

 There is a dealer in bic3-cles in this town 

 who uses about half a column of double 

 column space in our local dalies. He 

 writes a fresh advertisement each day. I 

 do not expect to buy a bicycle of him, 

 but I read his adveriisements just the 

 same as I do the rest of the paper, be- 

 cause they are so spic}' aiul so well written, 

 and I wonder what he is going to say 

 next. His bicvcle is probably no better 

 than those handled by the other dealers, 

 l)ut he is selling more machines than all 

 of the other dealers combined. 



tA^KM*.^^ »»»» 



MRS. HUTCHIN'.SON, HKR WORK .\ND 

 CONDITION. 

 So many letters end with a friendly in- 

 quiry in regard to Mrs. Hutchinson, that 

 I trust I may be excused for .saying a 

 few words in this public manner. For 

 several months she has been gradualh' 

 improving. Although she can not endure 



