Every Knock is a Knock 



THE GREATEST ASSET of any 

 business is the confidence of 

 the public. No business, 

 no industry, can attain complete 

 success without the full confidence and 

 unqualified approval of the public. 



Doubt is destructive and costly. And 

 we have allowed doubt to exist and to be 

 spread about Dairy Products and Dairy 

 Methods. 



"Knockers" within and without our 

 ranks have, without hindrance, spread 

 a flood of misinformation. Ignorance 

 and coldly calculating design have held 

 full sway. Unorganized, we have been 

 helpless, and every man in the business, 

 milker and magnate alike has been 

 affected. 



We have paid dearly for our lack of 

 organization, our lack of leadership, 

 our lack of a spokesman, who would be 

 heard not only in legislative halls, in 

 our own associations and our own press, 

 but by every housewife in the land. 



Inaccuracy, misinformation and mis- 

 representation are rife. 



They will continue to blight our indus- 

 try just as long as their authors are 

 permitted to make any hasty statement 

 without previous investigation or conse- 

 quences of their ill-advised utterances. 



We are putting our house in order. We 

 are spending our lives, our fortunes, 

 in the betterment of our cows, our prod- 

 ucts and our methods. We have kept 

 step with the progress of the world and 

 are meeting the demands of these 

 better days. 



And now, we expect to put a stop to 

 ignorance and the endless campaign 

 of misinformation and misrepresenta- 

 tion. The Council now stands on guard 



to protect our interests. It scrutinizes 

 and challenges every line printed and 

 every word spoken, publicly about our 

 business. 



Milk and Milk Products will no longer 

 be the football of every food-faddist, 

 every sensational writer on foods, every 

 short-sighted advertiser who believes 

 he can build up his own business at the 

 expense of another. 



The National Dairy Council already 

 has stopped and caused the retraction 

 or correction of a number of public 

 statements tending to injure the Dairy 

 Industry or the unhampered distribu- 

 tion of Dairy Products. 



Through vigilance of the Council, a 

 number of national advertisers have 

 already consented to discontinue the 

 use of statements in their nation- 

 wide advertising which reflected upon 

 the Dairy Industry at large. 



Speakers and writers who unwittingly 

 made erroneous adverse statements 

 about our industry have been convinced 

 of their error and consented to amend 

 their papers. Wherever anything detri- 

 mental to our industry is spoken, writ- 

 ten or printed, report it to the Council. 

 If the statement be true we'll reason 

 with the offender; for the fault of one 

 means lack of confidence in, and loss to 

 us all. If the statement be not true, 

 we'll correct it before the poison of 

 misinformation spreads. 



But let us be vigilant. Silence, in this 

 case, is not golden. Every knock is a 

 knock — ^just a plain knock. Slander 

 travels fast. And slander oft repeated, 

 unopposed, worms itself into the minds 

 of the people. Doubt and suspicion 

 usurp the place of confidence and once 

 enthroned are never wholly displaced. 



Will You Continue to Pay the Enormous Price of Silence? 



