What Our Advertising will Teach 

 Twenty Million American Families 



TWENTY MILLION American 

 families — one hundred million 

 American mouths — three times 

 a day — are our great market. That is 

 exclusive of the big export business 

 which can be developed. 



These one hundred million American 

 men, women and children consume less 

 than one-fourth of the Milk and Milk 

 Products which they can, and for their 

 own good should, consume. 



This serious under-consumption is our 

 fault — ours alone. 



They just do not fully realize the 

 important food value, the deliciousness 

 and great economy of Dairy Products. 



They have never been told. They have 

 never been given a reason why. We are 

 now telling them. And, if you do your 

 share, we shall continue to tell them, 

 in emphatic, sledge hammer adver- 

 tising — day in and day out — ^month in 

 and month out — ^year in and year out — 

 for at least three years. 



This is our Message to 

 the American People 



Over- eating is a national evil. 



Gluttony kills more than the sword. 



Food-intoxication exacts a greater toll 

 than alcohol. 



The high cost of living is in fact the 

 cost of high living. 



EAT LESS. 



Live better. Live longer. Be happier. 

 Be stronger. Earn more. Spend less. 



Use More Dairy Products 



Elsewhere in this book you will find a 

 few copies of our current advertise- 



ments. They illustrate the manner in 

 which we place our case before the 

 people. 



These advertisements are just general 

 and introductory. They can give but 

 an indication of the forceful arguments 

 to come. With the money for a three 

 years' campaign subscribed we can 

 develop the subject from every con- 

 ceivable standpoint. We can burn the 

 evil of over-eating into the American 

 mind until every earner, every house- 

 wife, stops to think about it seriously 

 and adopts the best remedy — "More 

 Dairy Products." 



With the national mind prepared to 

 accept the new gospel of food -temper- 

 ance, we can drive home the virtues of 

 Dairy Products. 



The proof of the food value, the health- 

 fulness, the economy of Dairy Products, 

 is overwhelming. 



It's in hundreds of books and govern- 

 ment reports which the people do not 

 read. 



It's attested by the world's greatest 

 authorities, in whom the people have 

 confidence. 



Advertising will convey it to them. 



The material at hand is enormous. 

 The story is fascinating and lends 

 itself to advertising as few others. 



In the presentation of these great 

 truths lies the security, the advance- 

 ment and complete prosperity of the 

 Dairy Industry and your business. 



Shall these truths remain buried in 

 libraries, in government archives and 

 unknown to but few, or are we going to 

 carry them into every American home, 

 CASH them and DOUBLE Dairying? 



Your Subscription— Its Promptness and Its Size- 

 Will Give the Answer 



