22 PROFITABLE POULTRY PRODUCTION 



shipped during inclement weather since there is 

 great danger of their being chilled in transit and 

 because results at that season are much more prob- 

 lematical than when the breeding season is at its 

 height. The object of early advertising is to en- 

 courage inquiries and book orders for delivery dur- 

 ing March, April and May. As to what and how to 

 advertise, the following paragraphs will be found 

 helpful. 



GOOD AND BAD ADVERTISING 



A study of poultry advertisements in any poultry 

 •or farm paper will bring out many points which 

 will interest advertisers of poultry. One of the 

 ■commonest errors is to contract the names of fowls. 

 The evident thought is that the advertiser will save 

 some money by so doing. Usually he will not, the 

 rate being the same whether for an initial or for a 

 whole word. This false economy cannot help but 

 prevent the advertiser from getting orders. 



For instance, the man who advertises " B. Leg- 

 horns " does not tell whether he has Buff, Black 

 or Brown Leghorns, and the prospective purchaser 

 in haste to secure eggs or stock would most likely 

 pass over such an advertisement, and correspond 

 with the man who spells out the word. The ad- 

 vertiser should always put in the style of comb 

 for the same reasons. Another objection to using 

 initials is that every spring there are people just 

 entering the poultry business who don't know what 

 these initials stand for, and they will be influenced 

 by the directness and plainness of an advertiser's 

 words. It always pays to be definite. 



One of the worst features of advertising where 

 contractions are used is that the advertiser is almost 



