ADVERTISING METHODS 267 
from the sale, less commission and expenses, in a few days, so 
that as far as he is individually concerned it is a cash transac- 
tion. Where the producer must seek distant markets this plan 
offers the maximum of return possible with a minimum of 
trouble. It-is the association, instead of the individual, that 
looks after such details as correspondence, collections, ship- 
ments, ete. 
Under this plan great care is used to have all grades of both 
NET WEIGHT 
‘ PURE HONEY : 
PUT UP AND GUARANTEED BY 
WESTERN HONEY PRODUCERS 
SIOUX CITY, 1A. 
Fie, 125.—Honey label. 
comb and extracted honey of uniform quality and the associa- 
tion brand soon comes to be known in the markets. Figure 122 
shows the trade mark or brand adopted by the Colorado Honey 
Producers’ Association. Figure 128 shows their label for large 
packages. (See also Figs. 124 and 125.) 
ADVERTISING METHODS 
In the development of special or retail markets suitable 
advertising is of the greatest value. This subject can well be 
considered from two angles, that of general advertising which 
has for its object to increase the consumption of honey, and 
