THE BEE-KEEPERS' REVIEW. 



47 



about a continued advertisement. Each in- 

 sertion adds to its effectiveness. There is 

 one other point in Mr. Wanamaker's advico 

 to which we wish to add emphasis, that of 

 frequently changing the subject matter of 

 an advertisement. We have often wondered 

 at the way in which some advertisers allow 

 their advertisements to run on and on, month 

 after month, year after year, in the stniii' old 

 form. There are, of course, instances in 

 which this is all right: but, as a rule, it is 

 well to make frequent changes. Even 

 though the fp.cts be stated in the most inter- 

 esting way imaginable, the story soon be- 

 comes old: let it be served up in a different 

 style, and again it is relished. Continue the 

 process, and readers fall into the habit of 

 lookiu'^ for this particular advertisement, to 

 "see what there is new tliis time." We re- 

 memember reading of a wholesale house 

 that, upon giving a customer credit, imme- 

 diately subscribed for his local papers, and 

 watched his advert isimj. jjf he did little ad- 

 vertising, or if his advertisement remained 

 luiclidu'jed, credit was given charily, or en- 

 tirely withheld. If he proved a liberal ad- 

 vertiser, chitiKjinii his advertisement fre- 

 quently to suit the times, unlimited credit 

 was given. Here is a moral worth heeding. 

 A\'hen an advertiser seeks his customers at a 

 distance, transacting the business by mail, 

 there is one thing more to be considered. 

 He must enjoy the confidence of the people 

 to whom he appeals for custom. A queen 

 breeder who has done but little advertising 

 complained last season that he had not sold 

 enough queens to more than pay his adver- 

 tising bills. Another breeder of whom we 

 solicited an advertisement for the Reviev,- 

 replied: "What's the use? I have more 

 orders now than I can fill this season." The 

 man so V)urdened with orders has been be- 

 fore the public for years as a writer, breeder 

 and advertiser. The practical (luestion is. 

 how can this contideuce be secured? To an- 

 swer is not difficult. A business reimtation 

 is usually a plant of slow growth, and the 

 only course is to begin its cultivation at 

 oii<m. First, and foremost, begin to adver- 

 tise, and continue to do so, according to the 

 principles just laid down. Mr. AVanamaker 

 truthfully says that a standing advertise- 

 ment inspires confidence. If you know of 

 any valuable facts connected with your line 

 of business, give them to the public over 

 your signature. Nothing more (luickly fa- 

 miliarizes a man's name with the public, 



and that, too, in a favorable manner, than 

 seeing it appended to excellent, well written 

 articles. Of course, all cannot write articles, 

 but all can fhiuk: can use all honorable 

 means of bringing, and keeping, their names 

 before the public. And when a little custom 

 does come, with it comes the golden oportu- 

 nity. Treat each customer in such a man- 

 ner that he will return again and again, and 

 will always be glad to speak a good word for 

 you and your business. " There is no adver- 

 tisement like a pleased customer." Perhaps 

 the general reader will think that too much 

 space has been given up to this subject, but 

 he must remember that, were it not for the 

 advertisements, no journal could be furnish- 

 ed at less than double present prices: that 

 advertisers pay well for the space they use: 

 and it is no more than fair that their inter- 

 ests receive some consideration. Adverti- 

 sers will ever find us ready to aid them in 

 their efforts at getting up new and attractive 

 advertisements, and in so managing their 

 advertising that it will benefit all concerned. 



EXTRKOXED. 



Why Some Bee - Keepers Prefer Blacks to 

 Italians. 



'^IP^AST SEPTEMBER, our valued corres- 

 Oj) pondent, J. A. Green, contributed to 



Gleanings, an article upon the above 

 subject. As it contains some excellent 

 points, not touched upon by our other cor- 

 respondents, we take pleasure in reproduc- 

 ing it, somewhat condensed: — 



"I believe that nearly if not quite all who 

 prefer the black bee and its crosses are pro- 

 ducers of only comb honey, or. at least, ad- 

 vocate the securing of most of the croj) in 

 that shape. That the Italians are superior 

 for extracted honey, is, I think, unques- 

 tioned. 



Two points of superiority are claimed for 

 the black bee. First, ilmt it will more read- 

 ily enter the suriilus receptacles, especially if 

 nut close to the brood. Prooably there is 

 some truth in this, or it would not be so 

 strongly insisted on: but I have never ob- 

 served any diH'erence worth mentioning: and 

 with proper management I kuow there is 

 practically none whatever. 



Second, it is claimed that the blacks pro- 

 duce whiter comb. There is a difference in 

 Italians in this res[)ect. I have had Italians, 

 all of whose honey had to be graded as No. 

 1', at two cents per pouud less than that of 

 colonies alongside, just because of its dark 

 and watery appearance, due simi>ly to the 

 way it was cajiped. Such queens are prompt- 

 ly superseded. \\ hiteness of comb stands 



