NATIONAL DAIRY COUNCIL CHICAGO 



73 



EDITORS of the Trade Press, men 

 prominent in the industry and 

 consumers in every part of the 

 country endorse our plan in earnest 

 and enthusiastic comments. 



Limitations of space in this book pre- 

 vent publication of more than just a 

 fev*^ of the editorials and letters received. 

 But these few examples are eloquent 



endorsements by the industry at large 

 and by both press and public. 



They furnish convincing proof of the 

 accuracy, timeliness and effectiveness 

 of our plan and encourage the belief 

 that the big three years' campaign will 

 be productive of every result resonably 

 expected of it. 



Read these Editorials and Letters Carefully 



IT WILL REDOUND TO THE DIRECT 



FINANCIAL BENEFIT OF EVERY PERSON 



CONNECTED WITH THE DAIRY 



INDUSTRY TO CONTRIBUTE 



TO THE FUND 



EVERYBODY'S DOING IT NOW 



Many years have elapsed since a big railroad man uttered 



the words — if he ever did — "the public be d d." Many 



years went by during which unkind things were said of the 

 railroads, and the railroads kept still. For many years the 

 Standard Oil Company was the butt of attack and sarcasm, 

 and anti-trust laws were passed with it in mind as the chief 

 monopoly to be assailed. 



Then came a change. The railroads started a publicity 

 bureau. The railroads of the State of Illinois only recently 

 organized one of their own. Even the Standard Oil Company 

 made public statements. The Bethlehem Steel Company 

 is telling in newspaper advertising space that it is not robbing 

 the government in prices for armor plate. The Peoples Gas 

 Company of Chicago is publishing advertising articles to 

 explain why the city council should pass an ordinance allowing 

 it to sell gas by heat units. 



Everybody's doing it now. 



It is the age of publicity. The fruit growers of California 

 have greatly increased their business by telling the people 

 about it. Other trades have done likewise. 



And now the oldest friend of man will do the same. The 

 dairy cow that has stood by man from the days before he had 

 settled abodes, whose product was of such importance to 

 our primitive ancestors that they designated their daughters 

 by a word which meant "the milker," now enters the lime- 

 light. She has done her work nobly, patiently, quietly, 

 modestly for thousands of years. But her wondrous story has 

 never been told in the public prints. We took her as a matter 

 of course. 



That is to be changed. The American people will be told 

 what the dairy cow is, what she gives us, what she means to 

 us, how she feeds us, how she steps into the breach when 

 mother's milk fails, how she yields the most delicious of table 

 delicacies — golden butter — how she supplies cheese, the food 

 that makes bone and brawn as well as does the flesh of her 

 brother; how, finally, she will save us from failure in agri- 

 culture by building up an industry that alone among all 

 productive industries enriches the soil upon which it feeds. 



A marvelous story it is, and full of the romance of tradition 

 and history, but also the romance of modern daily life and of 

 industry and of business. Few people as yet realize the remark- 

 able value for health and sustenance and strength that dwells 

 in milk and its products. The cities have grown away from 

 it, the countryside fails to appreciate it because it is too 

 common and familiar. 



The National Dairy Council has decided that the time is 

 ripe for an extensive campaign of publicity to inform the 

 American people in regard to all these things. It has made 

 plans covering three years, and means to use the leading 

 publications of the country in this work. 



Such a plan calls for large funds. It will redound to the 

 direct financial benefit of every person connected with the 



dairy industry, and the Council calls upon all such people 

 to contribute to the fund according to their ability. A total 

 of $750,000 is required for the three years' campaign. Already 

 $50,000 has been subscribed. 



Let every man figure generously what his means will allow 

 him to subscribe. The benefits will be substantial and 

 permanent. Once win the American people to more extensive 

 use of milk, cheese, butter, buttermilk, skim milk, dried milk, 

 etc., and they will go on using them all the time. 



Read the appeal of the National Dairy Council in this issue, 

 and then "take your pen in hand" and subscribe the needful. 

 — The Creamery and Milk Plant Monthly. 



July iQi6. 



A SUBSCRIPTION OF $15,000 

 SPEAKS FOR ITSELF 



A letter from Secretary W. E. Skinner of the National 

 Dairy Council, as we go to press, contains the great, good 

 news that a fund of $50,000 has been subscribed by men prom- 

 inent in the dairy industry for the preliminary work of the 

 big national advertising campaign undertaken by the council 

 to increase the production and consumption of dairy products 

 in this country. Advertisements are in preparation and will 

 shortly appear in leading magazines and nwspapers. It is 

 proposed to raise a total fund of at least $750,000 to cover a 

 complete campaign of three years. This is the undertaking 

 toward which the national Holstein-Friesian association, 

 at its recent annual meeting, voted a contribution of $5,000 

 each year for three years; and The Register considers the 

 cause one in every way worthy and entitled to the support of 

 each individual member of the dairy industry. 



— The Holstein-Friesian Register. 

 July IS, 1 916. 



THIS CAMPAIGN SHOULD HAVE THE FINAN- 

 CIAL SUPPORT OF EVERYBODY ENGAGED 

 IN ANY BRANCH OF THE INDUSTRY 



SHOULD BE SUPPORTED 



The National Dairy Council has succeeded in raising 

 $50,000 for the preliminary fund for the huge advertising 

 campaign on behalf of all dairy products, which it expects 

 to carry on for the next three years. There is no doubt what- 

 ever that a campaign of national advertising will increase 

 the consumption of dairy products materially and will 

 strengthen the standing of the dairy industry with the public 

 and the public press to an extent that will be far-reaching in 

 its benefits to everybody in any way connected with it. Hence, 

 this campaign should have the financial support of everybody 

 engaged in any branch of the industry, and the Dairy Record 

 urges all its readers to give this matter their liberal considera- 

 tion when it is presented to them for action. 



— The Dairy Record. 

 July ig, igi6. 



