THE BEEKEEPERS' REVIEW 251 



to try the other fellow's honey, that's a new want is it not? 



"EAT HONEY" is only a reminder that would answer the pur- 

 pose very well if all honey was alike in flavor, color and density ; it 

 is not, and never will be ! 



Let every man use a trade mark or a trade name, and your own 

 name is perhaps as good a name as any you can invent. 



A local cooperative company with a trade name could sell the 

 honey much cheaper than each man could sell his own — in competi- 

 tion with each other! When we get to that point all the honey 

 produced in a given locality will be all good honey and as near alike 

 as it is possible to be. Then, and not till then will it be easy to 

 form a successful cooperative company to buy and sell all the honey 

 in a given locality in a cooperative way, with a trade mark and 

 name. Meanwhile every man for himself and the best man wins, 

 and that is the man that you want at the head of your cooperative 

 company. 



I want to suggest that Geo. W. Williams have those display 

 cards made so that every man can have his name printed on same„ 

 to order or leave room on the card for it, so anybody can have it 

 put there. 



Leave space between the "EAT HONEY." 



What is the place of the picture in modern advertising? Is 

 the picture needed to draw the attention of the average reader, and 

 if so, should it be the "whole thing" in the advertisment ? Should 

 it illustrate the product advertised, or should it serve merely to at- 

 tract attention to the advertisement, having no relation to the pro- 

 duct advertised and conveying no suggestion as to the article or 

 product which the advertiser desires to sell? 



Here is an announcement by Mr. Post, for instance. The 

 rather startling question — "Are You Brainy Enough ?" — stares the 

 reader in the face, and you can easily imagine that this man who 

 has spent millions in advertising means to ask you — "Are you 

 brainy enough to understand English without having some comic, 

 curious or unique creation of the artist tossed into your face?" 

 This may not be the question Mr. Post intended to ask. 



But you can take it that way. In other words — "Does it re- 

 quire attractive pictures, amusing, startling or unusual to attract 

 your attention to an advertisement for breakfast food?" Strong 

 and convincing talk, short and sweet, and to the point, without any 

 illustrations whatever to help it out, will attract most attention by 

 reason of the very fact that it is different from the rest, but the 

 head line must be strong and catchy. 



