How We Help to Improve and Increase 

 the Ice Cream Business 



TODAY, Ice Cream is largely a 

 seasonal business. It is 

 bought as a luxury, not 

 as a food. People regard it as a 

 luxury because they have not been 

 taught that it is a food— a REAL health- 

 food. Its purchase is considered a self- 

 indulgence, not a necessity; hence it 

 is bought but sparingly for the family 

 table. 



Advertising, and advertising alone, can 

 correct this error. Excepting a few con- 

 cerns in large cities who occasionally 

 run a small summer campaign there is 

 practically no advertising of Ice Cream. 



Advertising is a closed book for the 

 individual manufacturer or distributor 

 of Ice Cream and impossible because 

 unprofitable to the individual concern. 



The National Dairy Council, backed 

 with your money and that of the 

 breeders, manufacturers and distribu- 

 tors of the entire industry, can afford 

 to advertise Ice Cream to an extent 

 which the Ice Cream Industry alone 

 could not make profitable. When the 

 cost of this is borne in part by you, in 

 part by the producer of your cream, 

 in part by the breeder of cows and in 

 part by the machinery interests, all of 

 whom profit from the increased business 

 in Ice Cream, the subject can be given 

 effective representation, nation-wide, 

 and exploited at a profit to the industry 

 at large. 



The advertising of the National Dairy 

 Council impresses the public mind with 

 these important facts: 



Ice Cream is a food of high value and 

 great economy. 



Ice Cream should be a steady all-the- 

 year-around food. 



Ice Cream should be served every day; 

 Ice Cream should be served not spar- 

 ingly as a dessert, but as a substantial 

 part of the meal, in liberal, heaping 

 portions and in place of heavier, less 

 digestible dishes. 



Ice Cream is one of the few foods which 

 can be procured ready-made, requires 

 no preparation, no labor, no time, no 

 fuel cost, and can be served freely and 

 often. Everybody likes it. As a health- 

 food it is equally good for young and 

 old, the well and the sick. 



These and many other facts pounded 

 home through effective advertising will 

 popularize Ice Cream and easily double 

 its consumption. 



Our distribution is established. There 

 are in this country nearly 50,000 drug 

 stores, practically all of which conduct 

 soda fountains or dispense Ice Cream. 

 There are, in addition, 25,000 confec- 

 tioners, and 30,000 soda fountains and 

 Ice Cream parlors, giving us almost 

 100,000 outlets for Ice Cream. 



This is a great machine of distribution 

 and offers great opportunities for the 

 development of your business. 



These 100,000 outlets for your goods can 

 individually do but little to increase 

 the demand. 



Sporadic local summer advertising by 

 a few enterprising manufacturers in 



