THE BEEKEEPERS' REVIEW 249 



were, is not quite so exquisite as that of Orange, still the body is a 

 little better even. The palmetto, (scrub) usually lasts about 

 through June. Then will begin the Mangrove and soon, before 

 Mangrove is done, will come the Cabbage Palmetto. These two 

 always blend and are not, in this locality, taken pure, or rather, se- 

 parately. But both are, fortunately, light in color, and so make a 

 good blend.— E. G. B. 



Advertising Honey 



EDWARD HASSINGER JR., Greenville, Wisconsin 



Advertising is today the mightiest factor in the business 

 world. It is a business-builder, with an ability that goes beyond 

 human desire. It is a positive creative force in business. It builds 

 factories, and railroads. It multiplies human wants and desires. 

 It furnishes excuse to timid and hesitating ones for possessing 

 which under former conditions they could easily get along without. 

 Before advertising was developed into a fine art, merchandizing 

 was bounded by man's necessities and by his meager knowledge of 

 the luxuries which he deemed within his reach. Modern advertis- 

 ing has made the luxuries of yesterday the necessities of today. 

 It fills the human mind with new and fascinating desires. It has 

 multiplied human necessities that were not considered necessities 

 twenty-five years ago. Advertising is not merely a method of pull- 

 ing trade away from unprogressive competitors. It has news value 

 as well as power. 



It not only supplies information concerning the best and most 

 economical methods of supplying the needs of a normal healthful 

 and comfortable existence, but, operating through well established 

 psychological laws upon the human mind, it gradually implants the 

 idea that certain things are needed which were never before re- 

 garded as necessary to human health, contentment or happiness. 

 It enlarges and expands the horizon of man's daily life and experi- 

 ence by bringing to his attention new foods and commodities de- 

 signed for his health, comfort and convenience without which he 

 would have been perfectly happy in a state of blissful ignorance; 

 but, having learned of their existence, he cannot find it in his heart 

 to be happy or contented until he possesses them. It is the con- 



