PRESIDENT SHUMAN BACKS PROGRAM TO PROMOTE DAIRY PRODUCTS 



FARMERS of the state are doing a remarkable 

 job in production and cooperative marketing. 

 We should extend our efforts beyond these 

 two steps and enter the field of sales in an 

 earnest way. 



Farmers can well afford to spend more money in 

 the field of advertising, promotion, research and 

 merchandising. Now that consumers' goods of all 

 kinds are becoming more available, food will have 

 to meet keen competition in the market place for 



the consumer's dollar. 



I heartily endorse the program which has been 

 adopted by representatives of dairy farmers in under- 

 taking a sales program on an expanded national scale 

 and trust that every Illinois dairyman will cooperate 

 in this important program by contributing one cent 

 per pound of butterfat marketed during the month 

 of June. 



Charles B. Shuman, President 

 Illinois Agricultural Association 



IT PAYS TO (MvQJdLbJi . 



DAIRY FOODS PROMOTION ROLLS INTO HIGH GEAR 



i 



MERICA'S dairymen have banded 

 together to take advantage of a 

 simple fact that businessmen 

 have known since buying and 

 selling began — "It pays to ad- 

 vertise." 



Under the banner of the American 

 Dairy Association's aggressive nation- 

 wide advertising and publicity cam- 

 paign to make the consumer milk, but- 

 ter, ice cream, and cheese conscious, 

 the producer is assured a larger mar- 

 ket for his product at a higher price. 



American Dairy Association adver- 

 tising constantly reminds the consumer 

 that milk and dairy products make up 

 nature's most wholesome diet. 



A drive to strengthen demand for 

 butter got underway with a smashing 

 nation-wide merchandising event in 

 June, spearheaded by a full-color cen- 

 ter-spread in "This Week" magazine, 

 the weekly supplement to leading 

 metropolitan newspapers. Pointed to 

 butter sales, this eye-catching adver- 

 tisement went to approximately 9,000,- 

 000 homes the first Sunday in June. 

 The St. Louis Globe Democrat and the 

 Chicago Daily News carried the ad in 

 the Illinois area. 



The major objectives of the new 

 campaign of the American Dairy As- 

 sociation are: (1) To protect dairy 

 farmers' investment and income by 

 stimulating sales, create satisfactory 

 prices, rid him of surpluses; (2) to 

 create better public understanding of 

 the dairy industry and to develop 

 greater public acceptance of dairy prod- 

 ucts; and (3) to expand and de- 

 velop markets for all dairy products. 



The ADA advertising program is 

 spread over 12 months with sales 

 creating advertising and merchan- 

 dising activities in national magazines, 

 in newspapers, on billboards and 

 radio, and in retail food stores. This 

 action gets 12 promotion dollars for 

 one. For every dollar invested by 

 dairy farmers through the ADA, re- 

 lated food advertisers and retailers 

 spend $12 in cooperative advertising 

 at no cost to producers. No farmer 

 could advertise his own products with 

 equal effectiveness, but when millions 

 of farmers across the county join hands 

 with Illinois dairymen, the goal can be 

 accomplished and at a relatively small 

 cost to each farmer. 



During the month of June, Ic per 

 pound butterfat marketed is deducted 



from mill: and cream checks to raise 

 the revenue for this advertising pro- 

 gram. Dairy farmers in 36 states, rep- 

 resenting 90 per cent of the nation's 

 milk production, are cooperating in 

 this milk program. This penny action 

 in June, only 30 days, provides suf- 

 ficient funds to carry on the ADA ad- 

 vertising and merchandising program 

 reaching millions of people month 

 after month througiiout the year. 



The American Dairy Association is 

 a producers organization with its busi- 

 ness program keyed to a cross section 

 of the industry's viewpoint. The farm- 

 ers support it, finance it, control its 

 policies, coun.sel and plan with the 

 dairy industry in developing sales and 

 expanding markets'' for butter, milk, 

 cheese and all other dairy products. 



DAIRYMEN TO CELEBRATE MILK DAY 



JUNE is dair)' month. It is the time 

 when dairy producers let the world 

 know just how important dairy 

 products are to a healthy diet. 

 The folks up around Harvard in Mc- 

 Henry county like the idea of dairy 

 month. Why shouldn't they? They call 

 their fertile dairylands "The Milk Center 

 of the World!" 



But they aren't satisfied with an un- 

 eventful month of quiet meditation about 

 the wonders of milk. No sir, up around 

 Harvard they whoop it up in a grand 

 one-day celebration at which bossy reigns 

 supreme and toasts are drunk in milk 

 only. 



The sixth annual Harvard Milk Day 

 will be held June 12 and from the en- 



thusiasm of both farmers and towns- 

 people we gather that it will be the big- 

 gest and best Milk Day on record. 



The program will include a parade, 

 cattle show, .selection of a Milk Queen 

 and her court, and entertainment by 

 radio artists. Prizes to be presented in- 

 clude milking equipment, trophies, and 

 a purebred calf. Part of the program 

 will be broadcast by WLS. Organiza- 

 tions taking part in the celebration in- 

 clude the McHenry County Farm Bureau, 

 breeders associations, and milk dealers 

 in the Chicago milk shed. 



On next page are representative examples 

 of the beautifully-colored advertisements 

 being run in national periodicals by the 

 American Dairy Association to promote the 

 sale of dairy foods. 



L A. A. RECORD 



JUNE. 



