NEWSPAPER ADVERTISING 275 
Newspaper Advertising.—Direct advertising offers a very 
good field if the copy is well arranged and the best medium 
selected. Too many producers confine their advertising to the 
bee journals. These are read principally by other producers 
and the only buyers are bee-keepers who have a larger market 
than they can supply, but they buy only at wholesale prices or 
little above. 
The buyers which can be reached profitably are the real con- 
sumers and especially those who buy in considerable quantity. 
Western farmers and ranchmen are good customers, especially 
in sections that are a long distance from the railroad and where 
supplies must be purchased long in advance. Some of these 
ranches will buy as much as half a ton of extracted honey at a 
single order. The farm and ranch journals that circulate in the 
arid regions where ranching is still carried on extensively fur- 
nish good advertising mediums for the sale of honey. The 
farm journals which circulate in the Mississippi vallev are also 
good mediums, as the farmers of the Middle West are prosper- 
ous and less honey is produced by the general farmer every year. 
Local newspapers can usually be used to advantage. In 
making use of the local paper the producer can offer to deliver 
his product on telephone order. Much depends upon the word- 
ing of the advertisement, no matter what medium is used. The 
mere mention of honey for sale at a stated price will bring orders 
from customers who are already consumers of this product, but 
will seldom attract the attention of others. An advertisement 
with some novel suggestion will attract the attention of the 
casual reader and often bring an order. 
HONEY THAT TASTES LIKE MORE 
Our new honey is now ready for delivery. The bees have been 
unusually busy this summer and the product is of the finest quality. 
Flowers are nature's supreme effort and honey is the essence of 
the flowers. A sample of our clover blend will convince you that 
a finer food product has never been produced. Only fifteen cents 
per pound in ten pound lots. 
CLOVERDALE APIARIES 
