THE BEEKEEPERS' REVIEW 253 



what I know or do not know, the harder he will hit back with what 



he knows. 



****** 



The different kinds of advertising are : The Newspapers, the 

 Magazines, the Billboard, the Street Car, the Booklet, Window Dis- 

 play Cards and Posters, Moving Picture Theatres, the follow up 

 Letter System, Post Cards, Giving Samples, by mail or otherwise, 

 and Free Newspaper Publicity, Circulars, Blotters and direct sales- 

 men, or canvassers. 



I will say a few words about the different kinds of advertising. 



The newspapers are read by busy people. 



The life of the daily newspaper is only twenty-four hours at 

 most. 



Its circulation is local, not national. 



The less number of pages in a daily paper the better the results. 



If you catch the eye of the newspaper reader you must catch 

 it quickly. 



The mental attitude of a man who is reading a newspaper is 

 different from the mental attitude of a man who is reading a mag- 

 azine. The news reader is engrossed in business or in the affairs 

 of the day. If he gets an impression from the advertising he must 

 get it quickly and easily. Therefore the newspaper advertise- 

 ments must be short, sweet and to the point, and may be changed 

 every day offering a new argument each day. 



The life of a magazine is from 30 to 90 days, that is it may be 

 found around the home that length of time. The reader of a mag- 

 azine is a person that has time to read, and this is the place to tell 

 your story, of your business, how your product is made, etc. 



The billboard, the street car, the window display cards and 

 posters are better than newspaper advertisements, because they are 

 always before the public ; you have to hold up a newspaper and run 

 into the advertisement accidently. The classified want column is 

 the best place to advertise a product in a newspaper. There is no 

 doubt that there are exceptions to all rules that we may give, and 

 this is true in all things. I believe advertisements in movie thea- 

 tres are even better than some newspapers. All classes of people 

 may be reached, and the theatre is dark anyhow, so people are al- 

 most forced to read the advertisements if they want to or not. 



The follow up letter system is simply sending a letter at reg- 

 ular intervals, and they usually are printed or form letters and 

 should be followed by a booklet that gives a general description of 

 the product to be sold. A certain class of the people are of the 



