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DAIRY FARMER 

 FINDS IT PAYS 

 TO ADVERTISE 



By W. J. SWAYER* 



President, Pure Milk Association 



THE American Dairy Association is 

 the dairy farmer owned and con- 

 trolled medium through which he is 

 enabled to convey to the consuming 

 public the true story of his unexcelled 

 health-giving product. Throughout the 

 history of this relatively young organi- 

 zation which was conceived by the dairy 

 farmer himself, he has been slowly but 

 soundly building an instrument which 

 will continuously enable him to bring 

 to the consumer on a national basis 

 through advertising, promotion and re- 

 search, a better understanding and ap- 

 preciation of the value of dairy prod- 

 ucts. 



Individually, the dairy farmer can do 

 little to advertise his product. Collec- 

 tively, through pooling a very small in- 

 dividual contribution, he can create a 

 fund which will by proper application 

 return him manyfold his investment. 



The effectiveness of the American 

 Dairy Association has been proved. The 

 need to expand and enlarge the pro- 

 gram is apparent to all. Long range 

 planning is required. I know that 

 every dairyman, regardless of the out- 

 let for his milk, would insist, if he 

 were properly informed, that this ac- 

 tivity be expanded, and would will- 

 ingly give the relatively small contri- 

 bution to make it possible. The job 

 of informing the average dairyman 

 rests with the leaders. Every dairy- 

 man's organization recognizes the need 

 and endorses the program. The Illi- 

 nois Milk Producers Association and 

 Prairie Farms Creamery affiliated with 

 the Illinois Agricultural Association 

 have endorsed the expanded program. 



When we as dairy farmers realize 

 that by investing 1 cent per pound but- 

 terfat produced in the month of June, 

 we are enabled to carry out a year- 

 round sales and promotional activity 

 for our product, we would be poor 

 businessmen to fail to take advantage 

 of it. In other words, by investing less 

 than 2/10 of 1 per cent of the value of 

 our butterfat, we can develop a na- 

 tional year-round advertising program. 

 Where can we make a better invest- 

 ment.' 



Dairy Products Promotion, the Illi- 

 nois unit of the American Dairy As- 

 sociation, has endorsed the expanded 

 program. The collections will be made 

 from June deliveries at the rate of Ic 

 per pound butterfat. Insist that the 

 buyer make the deduction and forward 

 it to Dairy Products Promotion, Inc., 28 

 East Huron Street, Chicago, Illinois. 



I know you feel as I do that a job 

 that is worth doing is worth doing 

 well. Let us all do our part to make 

 our American Dairy Association even 

 more effective than it has been in the 

 past. 



'Vice-president, American Dairy Association ; 

 president. Dairy Products Promotion. 



GRAIN MARKETING 

 PROGRAM MAKES 

 RAPID PROGRESS 



(Continued from page 9) 



The lAA marketing committee rec- 

 ommends that if new plants are built 

 to serve more Farm Bureau members, 

 it would be better to re-allocate some 

 of the present territories than to es- 

 tablish branch plants within the exist- 

 ing territories. 



New plants, the committee recom- 

 mended, should be constructed at stra- 

 tegic points in the territory, with the 

 chief objective being better service to 

 producers. New plants should be so 

 located that they will bring about the 

 least amount of interference with pres- 

 ent facilities. 



The lAA committee further believes 

 that the sale of stock to build such 

 facilities should take place in the vi- 

 cinity of the plant, and that stock held 

 in present facilities by producers lo- 

 cated in the newly allocated territory, 

 be adjusted. 



O. D. Brissenden, lAA director of 

 organization, in announcing that Illi- 

 nois Farm Bureau membership has 

 passed the 140,000 mark, asserted that 

 the big job ahead is to see that every 

 member has an opportunity to use the 

 services of his organization. He de- 

 clared that the participating member 

 does not cancel his membership, but 

 the non-participating member cancels 

 with regularity. 



Other reports given at the Spring- 

 field meeting which appear on other 

 pages of this issue of the lAA Record 

 were: fertilizer program, by Field Sec- 

 retary Metzger; wool marketing, by 

 L. L. Colvis, lAA secretary of market- 

 ing; state legislative report, by Paul 

 Mathias, lAA secretary, and national 

 legislation, by lAA President Charles 

 B. Shuman. 



STAFF DIRECTORY OF 

 ILLINOIS AGRICULTURAL 



ASSOCIATION & 

 ASSOCIATED COMPANIES 



DEFABTMENT DIRECTOBS 

 S*c'y. Orgcmiiatioii & Inionnotion-a. E. Malsgar 



Ssc't oi Moikating _ X. L. Cel*ia 



Dairy Marketing „ „ £. E. Houghtby 



Grain Marketing Caorg* H. litnar 



Legal _ Donald Eirlroatrick 



Live Stock Marketing — S. T. Ruaaall 



General Oi&ce _ _ _....C. E. lohnston 



Organization _ _ O. D. Brissenden 



Personnel W. E. Sehear 



PublicitT Craston Fester 



Heseorcb _ L. H. Simerl 



Boad Improvement „ „ Cbarles Mayfield 



Rural School Relations John K. Cox 



Solely and PubUc Health. W. W. Whitleck 



Special Serrices _ Joy P. Johnson 



Property Taxation iert Vonderrliet 



Transportation-Claims. _ G. W. Baxter 



Vet. Medical Relations C. D. Van Houweling 



Young People's ActiTities ...Ellsworth D. Lyon 



ASSOCIATED OBGANIZATIONS 



Country Lite Ix&s. Co A. E. Richaridson, Mgr. 



Country Mutual Fire Co I. H. Kelker. Mgx. 



Country Mut. C's'lty Co T. V. Wilcox, Mgr. 



111. Agr. Auditing Assn. C. E. Strand, Mgr. 



III. Agr. Serrice Co Donald Kirkpatrick, Sec. 



ni. Co-op Locker Service Co. C. F. Musier, Mgr. 



111. F. Bur. Serum Assn S. F. Russell, Sec.-Mgr. 



ni. Farm Supply Co C. H. Becker, Mgr. 



111. Fruit Growers' Exchange Ted Doris, Mgr. 



ni. Grain Corporation. Koward McWord, Mgr. 



ni. Gr. Terminals Co._G. H, Iftner, Acting Mgi. 

 111. Liveatock Mktg. Assn. H. W. Trautmann, Mgr. 



III. Milk Producers' Assn Edwin Gumm, Pros- 



lU. Wool Mktg. Assn.. S. F. Buisell, Secy.-Mgr. 

 Prairie Farms Creameries. Dave Henry, Sales Mgr. 



FERTILITY BILL WOULD 

 ENRICH NATION'S SOIL 



{Continued from page 8) 



counties in lieu of taxes for lands 

 acquired by the government to carry 

 out the purposes of this act. 



There are two principal items of cost 

 in this program. Construction of the 

 Mobile plant would cost approximately 

 nine million dollars. It is contem- 

 plated that when the plant goes into 

 operation, it will be largely self-sup- 

 porting, with the possible exception of 

 overcoming some production problems 

 in connection with the new process. It 

 is contemplated that within five years, 

 the plant could be sold and presumably 

 most of the public money invested 

 therein recovered. 



The second substantial cost is that 

 of the test demonstration program. 

 This cost is estimated at 16 million 

 dollars a year for perhaps ten years. At 

 the end of that period, which could 

 probably be reduced approximately 

 one-half, about half of this 16 million 

 dollars would be used to place assistant 

 county agents in counties to assist in 

 conducting the educational phase of 

 the program. The remaining half 

 would be used for a few years to pro- 

 vide part of the fertilizers used by 

 farmers cooperating in the test pro- 

 gram. 



The bill attempts to get a national 

 soil fertility program established and 

 in general use by farmers with a mini- 

 mum of government in commercial 

 business. 



MAY. 1947 



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