THE BEEKEEPERS' REVIEW 331 



out much outlay. Whatever plan is considered, we have the ad- 

 vantage of any other article of food in the market. We have a 

 dainty and wholesome product of high food value. The papers are 

 ready and willing to give us space to tell about bees and honey with- 

 out cost, and we can turn our weakness of being widely scattered 

 into the great strength of having our widely scattered people assist 

 in giving a local color to the press matter. We can enlist 20,000 

 beekeepers and that many working together in a well matured plan, 

 can accomplish more than a whole lot of money could possibly do. 

 It is up to us to get busy and put HONEY where it really belongs, 

 at the head of the list of staple table delicacies. 



If I were helping to direct a publicity campaign to boost the 

 sale of honey, I would plan to make everybody talk about bees and 

 honey as near all the time as possible, for it is a well established 

 psychological fact, that if a person talks and thinks about honey, 

 he will eat Honey. Keep this paragraph in your memory, brother 

 beekeepers, and if you are liable to forget, have it printed and hang 

 it up in your honey house as a reminder, for it is the key to all suc- 

 cessful selling campaigns, local or otherwise. 



Advertising 



DR. A. F. BONNEY, Buck Grove, Iowa 



The matter of greatest interest to beekeepers today is not 

 new hives, or the revival of the Ancient Rite of Smoke Introduc- 

 tion, or the possibility of breeding bees as one does cattle, but ad- 

 vertising, for that means selling — honey of course, and the time of 

 year to do that is close at hand. 



Several good articles on the subject have appeared lately in the 

 bee journals, and two in particular attracted my attention, one in 

 the American Bee Journal for July by Mr. G. E. Bacon, the other 

 by Mr. Edward Hassinger, Jr. in the Beekeeper's Review for July. 

 Mr. Bacon's article is logical, well written and persuasive, but, to 

 my ideas, not quite satisfying. He gives us no positive information 

 in regard to the art of advertising, while his third question, "Where 

 is the money coming from to maintain this campaign?" (Of adver- 

 tising), is what I have been trying for a long time to pound into 

 the heads of those who are talking about advertising honey. It is 

 embodied in the question : "How much money can we afford to spend 

 to advertise our honey?" His questions: "Whom to reach," and 

 "How to reach them" are self answered. We want to reach people 



