ADVERTISING 469 
will prove the most profitable advertising mediums. Second- 
grade papers with a limited circulation in a restricted community 
rarely prove profitable. 
When deciding upon the exact paper with which to make a 
contract, it is best to select one with a heavy circulation in your 
own part of the country. Ifa large number of birds are for sale, 
it is quite customary to advertise in a number of periodicals; 
this reaches many more people, and the advertisement is more 
strongly fixed in the minds of possible purchasers if they see it 
in a number of different papers. 
Another essential point is to select a paper with a heavy cir- 
culation among the class of customers one desires. The choice 
of a good medium is an important consideration. The periodicals 
which let advertising space of this nature can be grouped under 
four headings: 
1. Country and suburban-life papers. Such papers reach the 
highest class of possible purchasers. The advertising rates are 
usually high; hence the breeder must have the best quality 
of goods and be prepared to give satisfaction if he uses these 
channels. 
2. General agriculture and poultry papers circulate among 
the great mass of poultry keepers, whether they have only back- 
yard flocks or extensive egg farms; and it is from advertisements 
in these periodicals that the great majority of sales materialize. 
3. Another class of papers, termed ‘breed and specialty 
papers,” deal exclusively with one or more closely-related breeds 
of poultry,—pigeon magazines being a good example of this class. 
Advertisements in such papers are usually read only by the best 
breeders in their respective lines, and the goods they demand 
must be of the highest grade and will fetch a good price. 
4. A method of advertising has recently developed which is 
proving very remunerative in small communities. Breeders who 
have a surplus of a fairly good product may in this way make 
good sales. It is to utilize the special space for poultry adver- 
tising now so often reserved in newspapers, especially in the weekly 
editions. The space is comparatively cheap, the advertisement 
reaching an immense number of small poultrymen. 
Preparing Advertisements.—Too much space may be occupied, 
or the space allotted may not be utilized judiciously, and much 
of the information to be given may be overlooked. In writing an 
advertisement the following points should be borne in mind: 
