332 THE BEEKEEPERS' REVIEW 



who will buy honey. However, I do not want to reach a man in 

 Mexico, Alaska, nor Cuba, for transportation would eat up the 

 goods. I must have at least ten cents per pound, net, above every- 

 thing, for my honey, extracted, and get it by trying to secure twelve 

 cents. I have averaged for the last ton sold, by retail, in 3, 5, 10 

 and 60 pound containers III4 cents a pound, and the advertising has 

 not cost me near a cent a pound, while it might have cost that, had 

 I to pay full postage. Wife is postmaster here, and in an office of 

 the fourth class. She gets about 75 per cent of the cancellation as 

 remuneration, so postage on advertising and packages is low, for 

 us. This selling has been at a time of year when honey is a drug 

 on the market, which convinces me that in our selling season a cent 

 a pound should pay for judicious advertising. But will it, the coun- 

 try over? Mr. Townsend writes me that he did not succeed in sell- 

 ing by mail, and I know of others who failed. I do not know what 

 advertising they used. 



Ours is a small industry, gentlemen. There are probably not 

 200 men in the United States who depend on honey production en- 

 tirely for a living, while the production of honey will not amount 

 to more than $30,000,000. A little more than twenty-five cents per 

 capita- That is the kernel of the advertising nut that I have been 

 trying to expose to your view. Listen ! How much money can we 

 afford to spend on each and every one of the 100,000,000 people in 

 the United States to increase the sale of honey. One cent? That 

 Y.ould be $1,000,000. We must have a profit on our advertising of, 

 say, one cent each, which at once brings the cost of advertising 

 honey one time to $2,000,000. 



As Mr. Bacon asks: "Where is the money coming from?" 

 Where? 



I have not in this article room to criticise all that is written 

 about advertising honey, nor would it be profitable, but I must ob- 

 ject to Mr. Bacon's dictum that 'Tt is not enough to tell the average 

 reader to eat honey, but you must tell him why he should eat 

 honey." This, I know from experience may, and does apply to 

 such fake things as breakfast foods, which cost less than a 

 cent a pound and sell for several cents a pound, and contain 

 about as much nutrition as — er — beeswax. The much vaunted 

 Grape Nuts has been tested by the U. S. government, and has a 

 food value of about 56 percent compared with wheat bread, and I 

 am ready to demonstrate that there is not a breakfast food on the 

 market as nutritious as bread and honey. 



These things, breakfast foods, must be advertised day in and 



