How We Expect to Reach 100 Million 



Consumers 



UNLIKE any other advertising 

 campaign, ours can use prac- 

 tically every medium of 

 advertising. 



Our appeal is universal. It strikes every 

 locality, every nationality, every occu- 

 pation, the rich, the poor, the young, 

 the old — every human being anywhere. 

 For this reason every publication which 

 has justified its existence by the charac- 

 ter, quality and quantity of its circula- 

 tion becomes available. 



MAGAZINES. The magazines of the 

 country carry the message into every 

 home in an educational way. Publica- 

 tions which have proven themselves 

 especially effective in Food Advertising 

 in the past, those which conduct special 

 departments on the subjects of Health, 

 Food, Cooking, The Care of Infants, 

 Housekeeping, Family Budgets, etc., 

 etc., naturally will be preferred. 



Elsewhere in this book you find a repro- 

 duction of two advertisements run in 

 THE SATURDAY EVENING POST. 

 This single publication reaches 2,000,000 

 American homes — nearly 10% of the 

 entire population of the country — and 

 gives our cause at once widespread 

 publicity. 



These advertisements are just samples 

 of similar advertisements to be run in 

 a long list of magazines of every charac- 

 ter — ^monthlies and weeklies. 



Figure out for yourself what it means 

 to reach in a single day every post office 

 in the United States — the metropolis, 

 the city, the town, the village, the 



hamlet, the farm, the home in even the 

 most remote parts of the country — 

 with an advertisement of goods which 

 are on sale that very day in the very 

 place where the publication is read. 



And this is but a small sample of the 

 proposed publicity. 



NEWSPAPERS. It is proposed to use 

 the daily newspapers in every state 

 of the Union for our most powerful and 

 directly effective advertising. They are 

 to be used for specially localized cam- 

 paigns to create the increased consump- 

 tion of our products. Pages, half- pages, 

 quarter-pages, single -columns and 

 half -column advertisements — ^run con- 

 currently with the big national adver- 

 tisements and backed by intensive local 

 work among dealers and dispensers of 

 our goods will be employed to bring 

 direct results. 



Reference to the sample newspaper 

 advertisements will show you how this 

 work is to be carried out. 



These advertisements will in this pre- 

 liminary campaign appear only in a 

 few of the larger cities where the con- 

 centrated consumption of milk is 

 greatest and therefore most easily and 

 most quickly increased. 



When the full fund is subscribed, it is 

 proposed to take city after city, center 

 our fire on each and enter into a finish 

 campaign to permanently increase the 

 consumption of Dairy Products. In 

 these intensive local campaigns all 

 collateral means of advertising will be 

 enlisted such as: 



