468 RECORDS, ACCOUNTS, AND ADVERTISING 
11. Using advertising space in magazines and newspapers. 
12. Agreeable manners toward all persons interested in one’s 
business. This is often overlooked, and would-be buyers are 
antagonized or driven away before the possibility of a purchase 
can be discussed. 
The eleventh method, that of advertising in magazines, is 
one of the most expensive, since it calls for a definite outlay of 
money with no definite assurance of return. It should be done 
carefully at first, but it is the only real way of reaching the major- 
ity of poultry purchasers. 
What to Advertise.—In general it may be said that it pays 
to advertise for sale any product which is so nearly perfect as 
to sell readily and satisfy the purchaser, yet not damage the repu- 
tation of the breeder. The poultry products generally advertised 
for sale are fancy and utility stock for breeding, eggs for hatching, 
and day-old chicks. Dressed poultry and market eggs for food 
are rarely advertised, since there is a steady demand for them 
at a standard price through the regular channels of trade. 
When to Advertise.—There may ke said to be three good 
times to advertise. (1) During the season of natural demand. 
For example, when the purchasing public is demanding eggs for 
hatching, this is the time for advertising the fact that one has such 
a product for sale. It may also be well to run a small advertise- 
ment throughout the season as a reminder to the poultry reader. 
Continuous advertising is less expensive. Advertising expressly 
to bring immediate results should be during the season of natural 
demand. (2) It is advisable to advertise at any time during the 
season if, owing to crowding or some other cause, one has a sur- 
plus product to sell. During the late summer and fall one must 
get rid of old stock to make room for incoming pullets; and breed- 
ing cockerels can profitably be advertised for sale from fall until 
the breeding season in the spring, the heaviest sales being in the 
late fall and early winter. (3) It is well to advertise when one 
wishes to secure some particular product or kind of birds. Adver- 
tising for products wanted is, however, less profitable, as there are 
usually many advertisements offering for sale just the product 
or object desired. 
Where to Advertise.—In deciding where to advertise, several 
factors must be considered if the money expended is to bring in 
the greatest number of sales. 
Under most conditions the highest grade of poultry journals 
