ILLINOIS STATE BEE-KEEPERS' ASSOCIATION 



185 



that. I believe today we are going 

 to have another good time, for I feel 

 that we have all come here with that 

 object. I believe that is the spirit 

 that wil govern to the end of this 

 meeting. 



At the request of the Presiden':, 

 Mr. F. J. Root, of Newark, N. J., read 

 his paper, entitled, "Advertising to 

 Create a Larger Demand for Honey." 



Before reading his paper Mr. Root 

 said: "I had two papers prepared on 

 this topic, and the other was really 

 a very interesting affair, but, to my 

 consternation, when I opened my 

 satchel I found that it had been left 

 at home, and when I get home there 

 will be something doing, because my 

 wife was to blame! I know, when 

 I tell her, she will say she had nothing 

 to do with packing my satchel, but 

 every husband here will agree with me 

 that the bl^me has to be placed exactly 

 where it belongs — on the woman!! 

 What I have to say now is largely 

 along the same lines Mr. York spoke of 

 last night, which also shows that "great 

 minds run in the same channel." 



ADVERTISING TO CREATE A 

 LARGER DEMAND FOR HONEY. 



On my way home one night, some 

 years ago, I noticed in the window of 

 a grocery store, a most tempting dis- 

 play. The window, a large one, was 

 entirely filled with honey — comb and 

 extracted. The packages were all 

 clean and beautiful, the labels artis- 

 tic, and of themselves attractive 

 enough to cause the passer-by to stop. 

 Around the sides of this window 

 were illustrations mounted on card- 

 board showing apiaries in different 

 parts of the world, the processes of 

 collecting the honey, and in fact the 

 A B C of bee- culture. Glass shelves 

 supported the different glass pack- 

 ages, and on one of these was a large 

 plate of golden-brown biscuits ac- 

 companied by a print of finest butter. 

 The whole display was irresis'tible, 

 and a genuine crowd had gathered. 

 They not only looked, they acted. I 

 resolved that I would have some of 

 this nectar at home, as I could not 

 recall seeing any on the table for 

 months. 



Imagine my delight on reaching 

 horhe to find that my wife had ap- 

 parently anticipated my wants. There 

 was the honey, the biscuits, the but- 



ter. I expressed my delight, and my 

 better half said she, too, had seen the 

 window and had utilized it. "I don't 

 know why we haven't had honey 

 oftener," she said, "but, somehow, I 

 never think of it." 



I mentioned the incident to some of 

 my neighbors, and several of them I 

 found had duplicated my own ex- 

 perience. Nor did the use of honey 

 die out, and to this day its appear- 

 ance may be noted on tables frequently 

 where it seldom, perhaps never, had 

 been seen before. 



It seemed curious to nie to hear 

 adults say they had never before 

 seen any honey in the comb. Speaking 

 to the grocer about the matter he said 

 that practically his entire trade in 

 honey dated from this window, and 

 his trade had increased at least six- 

 fold and was still "on the mend." 

 • In my office I have related this ex- 

 perience to a number of people, and 

 have had a remark in reply, to the 

 effect that, "while we all like honey, 

 for some reason we very seldom have 

 it on the table." May not the reason 

 be that the housewife has not thought 

 of it? She has not seen a "honey win- 

 dow." The retailer will say he has 

 had no call for it, and his stock con- 

 sists of a sickly-looking mass covered 

 with the dust of last month, and the 

 specks of the flies of last year, maj-be. 

 The jobber receives no orders from the 

 retailer, so purchases none fix)m the 

 producer, and the producer — that's you 

 — keeps pegging away, year after year, 

 making some growth, but apparently 

 giving no thought as to conditions, 

 irught be bettered. You must increase 

 the demand. We seldom hear of a 

 honey famine, and it seems to me that 

 under present conditions the supply is 

 always ample, and more. 



Are you going to let matters drift 

 forever? Are you willing to see the 

 statement that "Karo is better than 

 honey," placed where it may be seen 

 by millions of readers — as it has been 

 — and make no effort to contradict it? 

 You are letting them steal your goods 

 and you must not complain if your 

 sales grow less, or at least if they 

 do not increase as you hope for. 



It is the purpose of this paper to urge 

 a change upon j^our part, to outline 

 briefly a campaign of publicity, which 

 I believe in- time will return at least 

 three dollars for every one si>ent. It 



