252 THE BEEKEEPERS' REVIEW 



There are some products that it is necessary to illustrate for 

 advertising purposes. Is it necessary for honey? Yes and no! 

 You cannot illustrate honey itself to advantage and there would be 

 no object in doing so, and I believe in illustrating the product itself, 

 but better than that is to illustrate its use. Why should the adver- 

 tiser go "around Robin Hood's barn" to bring the commodity which 

 he is selling to the attention of the reader? It's just like some 

 patent medicine advertisements you have read with some interest- 

 ing talk or story, and then fetches up at the end suddenly and un- 

 expectedly with some reference to "Carter's Little Liver Pills" or 

 some other kind of dope. Why not come out boldly and candidly 

 and take the reader into your confidence at once as though you 

 were not ashamed of the product and not afraid of your ability to 

 hold the attention of the reader? Dr. Bonny, excuse me, your 

 comic post cards may sell honey, but you could not sell me any honey 

 with a hundred of your skeleton and graveyard picture post cards ; 

 I like to see something more beautiful and refined in connection 

 with "HONEY". There is no doubt but your cards are all right for 

 a certain class of people, but not for me. And that only proves that 

 you must advertise in different ways to reach all the different class- 

 es of people. Why not have a bear, a boy or even a girl eating 

 honey, with a smile and an "AH ! IT TASTES LIKE MORE", that 

 just "MAKES YOUR MOUTH WATER" to look at, and then with 

 that do not simply say "EAT HONEY" or "it's good to eat", but 

 say something like this : 



WHY IT JUST MAKES YOUR MOUTH WATER TO THINK 

 OF IT. "DELICIOUS, RICH AND THICK." SUCH IS BONNY 

 HONEY. Address, etc. 



"RICH, THICK AND DELICIOUS", with the flavor that tastes 

 like more; such is BONNY HONEY. From the apiary of Dr. 

 Bonny, etc. 



"BUZZ-Z-Z-Z-Z STUNG." NO, I NEVER GET STUNG WHEN 

 I BUY BONNY HONEY. Get it from DR. BONNY, Buck Grove, 

 Iowa. 



"YOU WILL KEEP SMILING" after once eating BONNY 

 HONEY. It has the flavor and aroma of the blossoms it was 

 gathered from, such is BONNY HONEY, from the apiary of Dr. 

 Bonny, etc. I can give you a dozen more like the above Dr. Bonny, 

 how many do you want, sell 'em cheap ! 



Say, Dr. Bonny, I know you are coming back at me, go ahead, 

 do your worst. I find that the harder I hit the other fellow with 



