L^7 



JVLY 2, 1014. 



Tile Fl€«»^^ Revirw 



17 



An address to Seedsmen that contains, also, many money-makinsr 

 points for all who deal in Plants or Cut Flowers 



N no preceding era in the 

 history of industrialism in 

 this country has the subject 

 of good advertising been 

 more thoroughly studied 

 and keenly analyzed than 

 today. If, through neglect or inability 

 to sense properly the trend of the 

 times in a business way, a man is not 

 alert to perceive the essentials of good 

 advertising he is a sluggard in the race 

 and his reaching the goal of marked 

 success is a doubtful possibility. 



Advertising is indispensable to the 

 development and maintenance of a 

 large enterprise. 



Who can measure the potency and 

 scope of well prepared advertising? 

 For the seedsman who gains a true per- 

 spective and assiduously addresses 

 huHself to the task of f9llowiiig well 

 defined principles and rules pertaining 

 to successful advertising, there are no 

 bounds. 



The strong arm of the sales depart- 

 ment is undoubtedly the annual illus- 

 trated catalogue, but the question of 

 advertising that is auxiliary to the 

 seed annual is a most vital one. 



Admitting that advertising supple- 

 mentary to the catalogue is a neces- 

 sity, let us recount some of the reasons 

 why. 



(a) There la what may be termed "the nncata- 

 logued class," possible purchasers to whom cata- 

 logues have not been sent. These aje a plentiful 

 annual crop, and many are go^d Mtyers. Their 

 names, once secured, can then be added to the 

 mailing list. 



(b) Catalogues are usually mailed at the be- 

 ginning of each year and sometimes become mis- 

 placed in the home of the recipient. An adver- 

 tisement may land the order. 



(c) Almost every s«>nK<in there are contingencies 

 which arise In the trade between the date of 

 issuing catalogues in January and the close of 

 the season in May. These contingencies can Ix? 

 met by Journal advertising with telling results. 



(d) To those who have already received a cata- 

 logue, advertising affords opportunity for making 

 special appeals, thereby creating a demand where 

 the catalogue fails. 



(e) Advertising constitutesr the strongest con- 

 necting linlc between the prospective buyer and 

 the catalogue. 



(f) Sometimes departments of agriculture, the. 

 government experimental stations, farm Journals 

 and farmers' institutes are Instrumental In creat- 

 ing a widespread demand for some variety for 

 Held or garden after catalogues are Issued. The 

 sales department secures this tiuco by advertis- 

 ing. 



A prerequisite of every advertising 

 department is a knowled^ of the field 

 of operation and the best mediums for 

 producing results. This knowledge 

 must be analytical, thorough and ex- 

 haustive. The very nature of the busi- 

 ness determines its main field of activ- 

 ity. Of the various publications sub- 

 scribed for by agriculturists undoubt- 

 edly the farm journal is the most po- 

 tent agency for see<l advertising. It 

 specializes. There is reciprocity, or 

 something kindred to it, between farm 

 journalism and the seed industry. 



A suiQmiiry of an address by A. E. ftlcK^IKlc, 

 of Brandon. Man., before the American Seed 

 Trade Association at Washington, D. C, June 

 24, 1814. 



Selection of Mediums. 



Advertising never cost more than it 

 does today and it will never cost less. 

 Therefore, the selection of mediums is 

 of vital importance. When buying a 

 stock of Golden Self-Blanching celery 



ADVEBTISINa: 

 What it is and does. 



(1) It is the silent, impersonal 

 spokesman of the house it 

 represents. 



(2) It is indicative of the firm's 

 knowledge of its business. 



• (3) It is a ready reference for 

 the buyer when, otherwise, 

 pergonal representation 

 would he impossiUe. 



(4) It reflects the ideals aiul 

 character of the house, and 

 enhances its dignity. 



(5) It magnifies the industry of 

 agriculture. 



(6) It performs a service in im- 

 parting general information 

 and knowledge bearing upon 

 the subject of seeds. 



(7) It arrests the attention of a 

 prospective buyer at times 

 and under circumstances 

 when other methods would 

 be unavailing. 



<8) It hM the power not only to 

 win the populace of a state 

 or province, but also to in- 

 fluence the buyers of a na- 

 tion to give patronage in a 

 most lavish way to the house 

 it represents. 



(9) Metaphorically speaking, it 

 causes the plains, valleys and 

 mountainsides to wax elo- 

 quent in praise of its mes- 

 sage. 



(10) It enables institutions to 

 grow from small beginnings, 

 giving their owners extend- 

 ed offices and warehouses 

 equipped with every modem 

 faciUty. 



(11) It causes the seed house to 

 become a household name 

 tnrottc^out the length and 

 breadth of the nation. 



(12) The practice of the fimda- 

 mental principles of true ad- 

 vertising rarely fails to win 

 a large and successful busi- 

 ness. 



or a certain strain of pansy seed, you 

 select your respective growers and pay 

 prices according to the quality ai»d re- 

 sults these seeds will produce. Good 

 or inf-erior advertising space is pur- 

 chasable, just as good or inferior celery 

 or pansy seed is purchasable. In neither 



case ^oes it pa^ ^ buy the inferior. 

 The selection of mediums should be 

 based almost entirely on ability to pro- 

 duce results. There are, a; number of 

 standard qualifications which serve as 

 partial guides in making selection, 

 viz. : 



(1) Circulation is of first importance. This usu- 

 ally reflects the character and value of the pub- 

 lication. 



(2) The publication which distributes advertis- 

 ing matter on pages containing news, markets and 

 regular reading matter Is usually a better me- 

 dium for the seed house. 



(3) The publishers who specialize in securing 

 the service of compositors having the ability to 

 make advertising features strong in favor of the 

 advertiser are more wortliy of patronage. 



(4) Mediums which feature atftactlve front and 

 back covers, use good paper throughout, and en- 

 deavor to give character, dignity and style in 

 appearance should have the preference. 



(5) Agricultural periodicals which classify their 

 advertisers, weeding out the fake and quack, 

 should be selected. 



Space and Copy. 



I am in favor of buying generous 

 space. Many subscribe to several 

 publications. It is important, there- 

 fore, that copy be placed so as to 

 avoid, as much as possible, duplica- 

 tions of the same ad for the same read- 

 ers. 



The preparation of copy is work 

 which demands the skill and ability of 

 an expert. Each sentence must be 

 pregnant with ideas. It is conceded by 

 every experienced advertiser that the 

 use of illustrations is in most cases in- 

 dispensable to good advertising. 



Tiie editor who duplicates his edi- 

 torials does not attract much attention 

 from his readers. Neither will the ad- 

 vertising manager by duplicated ad- 

 vertisements. Fresh, "down to the 

 minute" copy must find its way to 

 every publication. It requires hard 

 work, it costs more, but it pays. 



One of the constituent elements of a 

 good advertisement is to quote prices. 

 Somehow or other, people gain confi- 

 dence in the house which takes the 

 trouble and pains to quote prices. Par- 

 ticularly is this true if the integrity 

 of the firm is well known. It pays to 

 cater to the best trade. Then even the 

 man who is inclined to buy a little on 

 the cheap order will join in the pro- 

 cession. There is a class in whose 

 opinion and practice "low price" is 

 tirr only consideration, but do not lose 

 sight of the fact that people as a 

 whole like to buy from the house which 

 makes a success of its business. 

 "Nothing succeeds like success." 



Some 'of the advantages obtained 

 from quoting prices are as follows: 



(1) This practice creates confldence. 



(2) It imparts more information. 



(3) When prices are properly arranged, it gives , 

 a better looking appearance to the advertisement, 

 owing to the contrast of figures with letters. 



(4) Stating prices is a fundamental In good 

 merchnndisiuK, because the buyer prefers the in- 

 formation without l)eing referred to a second 

 medium, such as a cataloiKue or letter. 



It is well to note that prices should 



be stated in black face type. 



[Oontlnued on paire 64.] 



