ADVERTISING 467 
ADVERTISING. 
The advantages of advertising must be decided in each case 
by the poultryman himself. It is undoubtedly true that adver- 
tising pays when it is rightly done; yet an immense amount of 
money is wasted annually by poor or untimely advertising. It 
pays best when one has a surplus stock to sell with no available 
market. If well planned and timely, it leads to and greatly in- 
creases sales, which means a larger profit or, perhaps, the chang- 
ing of an apparent deficit into a profit. On the whole, advertis- 
ing pays only when well planned, and when there is a large busi- 
ness supplying an abundance of products and customers are few. 
It will always pay in an enterprise which depends on a few sales 
of choice specimens, for in no other way could possible purchasers 
be apprised of the existence of such products. 
How to Advertise—There are many methods of legitimate 
and profitable advertising—so many, in fact, and so simple, that 
most poultrymen entirely overlook them, and think that the only 
way to advertise is to expend a lot of money, with no assurance 
of a proportionate return. 
The following are some of the ways which may profitably be 
employed on most poultry farms: 
1. A farm and home of neat and attractive appearance. 
2. Neat and attractive appearance of team and wagons when 
on the road. 
3. An attractive and ‘“ catchy ”’ name for the farm. 
4. A conspicuous yet neat farm bulletin board, on which 
products for sale may be listed and attract the attention of pass- 
ers-by. 
5. The ownership of birds having heavy egg records, and the 
publication of such records. : 
6. The exhibition of pure-bred stock at poultry shows and 
fairs and the winning ot prizes. 
7. A neat and attractive label on all shipping crates. 
8. Clearly printed letter heads without an excess of printing. 
9. Printed circulars and cards which can be mailed. to pros- 
pective customers, displayed on exhibition cages at shows, and 
enclosed with all correspondence. 
10. Printed blotters, which can be enclosed in correspondence, 
and keep the breeder and his work constantly before the eye of 
the prospective customer. 
