MARKETING 331 



August 1, 191 5, which will give sufficient time to create adequate 

 funds for advertising the apple crop of that year. 



This plan will provide the means of carrying on a continuous 

 country-wide campaign through trade papers, magazines, news- 

 papers, circulars, and other agencies, that will acquaint the masses 

 with the great food and health-giving value of the apple. It will 

 furnish the money for an educational propaganda among retailers, 

 convincing them that moderate profits and many sales is in the 

 end the most profitable policy. It will forever settle the question 

 as to the amount any one individual ought to contribute, since it 

 provides that each man shall contribute in proportion to the size 

 of his output. 



For many years the problem of advertising has been studied 

 diligently, especially in America. Some of the mysteries of the 

 science have been solved, and many more are in process of 

 solution. But thus far no one has struck the keynote in advertising 

 the apple, perhaps because growers have not felt the need of 

 high-class publicity in the selling of so common a product. 



The story of the apple, if told and retold, will prove as fascinat- 

 ing to people as the story of the pineapple, the banana, or the 

 orange. The trouble is that the story has not been told at all as it 

 should be, and the people have lost sight of the apple because of 

 its common origin and its careless display at the corner grocery. 

 Familiarity has bred contempt in the case of the apple, as truly as 

 mystery in production and care in distribution have brought to the 

 orange and the banana the elements of luxury and dignity. Yet, 

 the plebeian apple is eaten all over the world, and is used by as 

 many people, perhaps, as all other fruits put together. 



In advertising the apple the appeal must be made directly to 

 women. As the housewife buys practically all the provisions for 

 the family, it is essential that comprehensive and reliable knowledge 

 of the value of the apple as a food and as a substitute for medi- 

 cine be given the housewives of the country. To do this a fund 

 of large proportions must be made available, and producers, dis- 

 tributors, and dealers must combine their efforts in a well-laid 

 plan to expend it. 



A start must be made, and it should be made quickly. The 

 apple industry demands such a movement, and every man in the 



