196 POULTRY-CRAFT. 
in the territory in which one is located. It makes no difference to the adver- 
tiser where the paper is published. The circulation is what interests him, 
and circulation in territory adjacent to him is what he must value, for he 
cannot at first make more than an occasional sale of birds or eggs to be 
shipped to a distance. 
If it is decided to use a single paper, the wisest move at this stage is to 
write the business manager of the paper, stating the amount available for 
advertising, and asking advice in placing the sum most advantageously. 
Managers of papers of standing and influence willingly give sound advice to 
advertisers regarding the kind of advertisement to be used, relative amounts 
of space to be used at different seasons of the year, etc.; and the new 
advertiser is more likely to be satisfied in the end if he follows the suggestions 
given, than if he follows his own ideas. If advertising is to be placed in 
several papers, the same course should be taken for each as has been outlined 
for one. 
If having taken the advice given him, the advertiser does not get the returns 
he might reasonably expect, he ought not to find fault with the paper as an 
advertising medium, and change at once. The mere insertion of an advertise- 
ment in a good medium does not guarantee sales. There is art in advertising. 
An advertisement must attract attention. It is not enough to have for sale an 
article buyers want; one must tell them so in language which attracts favorable 
notice, without in any way conveying a wrong impression of either the breeder 
or his stock. Often advertisers complain that their advertisements bring 
plenty of inquiries, but they make no sales. In that case the fault is usually 
with the advertiser; either he has so worded an advertisement that it attracts 
a class of buyers whose orders he cannot fill, or he is unable to sell stock by 
correspondence. This last is the trouble with a great many who are unsuc- 
cessful advertisers. Some people can write letters that will drive custom 
away as fast as ‘‘ ads.” in a dozen papers bring it to them. 
In general, a well worded, well placed advertisement in any poultry paper 
having a good circulation in his section, will bring a breeder numerous letters 
of inquiry; and, though he cannnot expect every inquiry to result in a sale, if 
he is prompt in attending to correspondence, writes a fair business letter, and 
has the stock to justify his advertising, he will get his share of orders. If 
results are unsatisfactory, he cannot justly find fault with the advertising 
medium used, unless he finds that its circulation has been misrepresented to 
him, or his advertisement has not been well placed. 
When more than one paper is used, advertisements should be ‘‘ keyed,” a 
little different address given in the advertisement in each paper. 
In addition to and in connection with his advertising in the poultry papers, 
a breeder of Standard stock should aim to exhibit at at least one poultry show 
each year. Advertising premiums won is a drawing card. Even though at 
first one may miss the premiums, as an exhibitor and regular attendant at 
shows, he has a better standing as a breeder than he would otherwise have. 
