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 valley 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 



