Table of Contents 



The Object of the Council ........ 7 



National Dairy Council Organization: — 



Board of Directors — Executive Committee — Officers — Committee of Ten . 8, 9, 10 



Foreword: — 



We are Proud of Our Business . . . . . . 11 



Our Proposal to Raise $750,000 ....... 12 



Why the National Dairy Council was Formed .... 13 



Dairying and Machine Politics ....... 17 



The Bureau of Laws and Regulations ...... 18 



Every Knock is a Knock ........ 19 



The Intelligence Bureau ....... 20 



The Industrial Department ....... 22 



In Memory of Dr. Henry Baird Favill ..... 23 



Why the Council Decided to Undertake an Advertising Campaign . . 24 



What Our Advertising will Teach Twenty Million American Families . 26 



How We Expect to Reach One Hundred Million Consumers ... 27 



Why Our Advertising is More Effective than Any Other . . 30 



What the Effect of Our Advertising Campaign Should Be ... 31 



A Greater Market for Pure Bred Dairy Cattle ..... 33 



To the Milk Producer: — 



Produce More Milk— We'll Help You Sell It .... 35 



To the Milk Dealer ........ 41 



Output of Oleomargarine in the United States ..... 44 



What We Do for the Butter Man ...... 45 



To the Cheese Manufacturer: — 



Make More Good Cheese— We'll Help You Sell It . . . . 48 

 To the Ice Cream Manufacturer: — 



How We Help to Improve and Increase the Ice Cream Business . . 50 



To the Building, Machinery and Supply Trade ..... 52 



To Philanthropists ........ 55 



How Your Money will be Expended and Accounted for . . . . 57 



The Time to Act is— Now ....... 58 



Subscription Blank ........ 59 



Value of Organization ........ 60 



Advertisement A. Combination full page. The Saturday Evening Post . 62 



Advertisement B. Combination fuJJ page. The Saturday Evening Post . 63 



Advertisement D. Combination half page. Metropolitan Newspapers . . 64 



Advertisement C. Milk and Combination. Full page. Metropolitan Newspapers 65 



Advertisement H. Milk. Quarter page. Metropolitan Newspapers . . 66 



Advertisement E. Butter. Half page. Metropolitan Newspapers . . 67 



Advertisement I. Butter. Quarter page. Metropolitan Newspapers . . 68 



Advertisement F. Cheese. Half page. Metropolitan Newspapers . . 69 



Advertisement J. Cheese. Quarter page. Metropolitan Newspapers . . 70 



Advertisement G. Ice Cream. Half page. Metropolitan Newspapers . 71 



Advertisement K. Ice Cream. Quarter page. Metropolitan Newspapers . 72 



Editorials from the Trade-Press — Letters from the Industry and Consumers . 73 



