170 



SIXTH ANNUAL REPORT OF THE 



it to were glad to get it, and it seems 

 to me similar matter might be gotten up 

 about honey which could be used with 

 equal success. 



Mr. Taylor — I would like to ask a 

 question. You say you are highly suc- 

 cessful in this advertising. In what did 

 your success consist? 



Mr. Burdette — We succeeded in get- 

 ting the matter in the newspapers all 

 over the country. The seedsmen seem 

 to be of the opinion that it helped them 

 decidedly. 



Mr. Taylor — In what way did it help 

 them? 



Mr. Burdette — It helped them by in- 

 creasing the public demand for seeds 

 and shrubs. 



Mr. Taylor — 'Was it advertising seeds 

 or novelties? 



Mr. Burdette — Practically old stocks. 



Mr. Taylor — Weren't people pretty 

 well advised as to old stocks? 



Mr. Burnette — They certainly were 

 not. The newspapers seem to believe 

 what the people want is elementary in- 

 struction in horticulture. The fact is, 

 most people don't know much about it. 



Mr. Taylor — Did the instruction con- 

 sist m directing as to gardening, as to 

 plants- 

 Mr. Burdette — Simply general instruc- 

 tions. 



Mr. Taylor — Not particularly as to 

 purchase of seeds, simply how to take 

 care of the plants? 



Mr. Burdette — What plants are suit- 

 able for certain places. One article 

 might be how to make a backyard gard- 

 en, what kind of shrubs or perennials to 

 plant, and how to take care of them. 

 So about the color of the blossom, the 

 kind of soil, whether to plant in a 

 shady or sunny place. 



Mr. Taylor — And what parallel is 

 there between advertising in that way 

 in regard to horticulture and in regard 

 to honey? 



Mr. Burdette — Of course, we would 

 have to advertise in a different way in 

 regard to honey. The only parallel is 

 generally that all advertising, if good 

 for one thing, is good for another. 



Mr. Taylor — What instruction could 

 you give in an advertisement in regard 

 to honey that would be of benefit? 



Mr. Burdette — ^Of course, it is not an 

 advertisement. It is simply a little arti- 

 cle. 



Mr. Taylor — The effect is the same. 

 That is, you look for an effect from the 



advertising, though you manage to get 

 your advertising done without paying. 

 Still, that is all the good effect you get, 

 because your things are advertised. 



Mr. Burdette — I should say that you * 

 could publish interesting facts about 

 honey. Tell the people some things i 

 about honey, and they would begin to 

 think about honey. If you told them 

 the value of honey from the food stand- 

 point, perhaps they would buy some. 



Mr. Todd — There are two kinds of 

 advertising. There is the plain, straight- 

 forward kind of advertising and the in- 

 sidious. Mr. Burdette has been direct- 

 ing the insidious campaign in favor of 

 the seed-business. 



Mr. Burdette — It is more in the na- 

 ture of general puJblicity than advertis- 

 ing. 



Dr. Miller— If Mr. Burdette knows 

 how to put the things before the public 

 that we would like to get before them, 

 we can get them to want honey a little . 

 more than they do now. Do you be- 

 heve you could do anything of that 

 kind? 



Mr. Burdette— Well, I do believe that 

 I could get interesting facts about honey 

 published in the newspapers. I suppose 

 unquestionably that would increase the 

 sale of honey. I do not see why it 

 should do otherwise. 



Dr. Miller — Then I would say if you 

 could increase the demand in that way 

 we could sell it for a higher price. Do 

 you believe, sir, that you can get the 

 papers to put in some suggestion that 

 honey is a good thing, that it is more 

 wholesome to have honey than candy 

 for children, and that they would live 

 longer if they had honey? 



Mr. Burdette — Of course not in those 

 words.' 



Dr. Miller — I am not asking that. 



Mr. Burdette — Of course, I have nev- 

 er tried to get anything about honey in 

 the newspapers, but we have got stuff in 

 about flowers and plants. 



Mr. Todd — Entirely different; very 

 different. 



Dr. Miller— I don't know, sir, that it 

 is entirely different. I think he could 

 do it. 



Mr. Burdette — My personal opinion / 

 would be that I can. 



Mr. Chapman — I would like to state 

 that Mr. Hutchinson had an article in 

 the Cosmopolitan a few years ago that 

 was interesting enough for the magazine 

 to pubhsh it, and was widely read over 



