334 THE BEEKEEPERS' REVIEW 



When all is said and done, advertising, like mining, is a gamble. 

 $10 is put into either for every dollar taken out. Nobody can tell 

 what an "ad" will do until it is tried out. I recall several secret 

 medical preparations which sunk vast sums, and failed. 



The more I think about advertising honey the more I feel that 

 it is a local proposition, IF we are to put much money into it. 

 If the advertising is to cost practically nothing we can, of course 

 use it liberally, as a rubber stamp to print on every letter, card and 

 package sent out EAT HONEY, or EAT BONNEY HONEY, or any- 

 thing else about honey that you choose, so that it is true. 



Before I give an account of my advertising adventures I will 

 say to Mr. Hassinger that he is entirely wrong when he states that 

 * "Breakfast Cereal' advertising has revolutionized our notions of 

 dietetics, until now it is a generally accepted fact that no breakfast 

 is hygenic or complete that does not begin with a cereal food." I 

 never ate a dish of so-called cereal breakfast food, and never expect 

 to. Because I am so, there are others. The first five persons who 

 came into the postofRce since I began this paragraph do not use 

 them, wife does not, and none of my grown up children use them. 

 Probably not twenty-five percent of the people in the country do use 

 them, but that is a guess. 



It is true that advertising is used to create a new want, and 

 therefore I weep, for honey was the first sweet known to man, and 

 the hardest thing advertisers have to do is to create an interest in 

 old things. I will agree to make any man rich who will put up the 

 money to advertise a honey mixture of pure cane sugar syrup and 

 honey, a mixture which will not cloy the appetite and the supply of 

 which can be made practically unlimited. A quarter million dol- 

 lars will do to begin with. Beekeepers will please not all speak 

 at once. 



My young friend does not grasp the dominant idea of EAT 

 HONEY. It was invented for WORLD ADVERTISING, nothing 

 more. When it comes to local advertising I made it read EAT 

 BONEY HONEY, only I spell it Bonney. Moreover, he is like the 

 vast majority of advertisers. They want to fill all creation with 

 printed matter and call it an "ad." Of course there is a place for 

 long advertising tales, but not in a legend for world use. 



In spite of Mr. Hassinger's lack of experience in advertising, 

 his "ads" are good for strictly home advertising — in big towns. In 

 little, rural communities they would be dead in a week, for every- 

 body would have seen them, so I now confine myself to a sign which 

 reads, HONEY FOR SALE, put EAT BONNEY HONEY stickers 



