ADVERTISING TABLE EGGS 127 



avsrage retailer, the producer must convince the prospec- 

 tive buyer that the eggs he is prepared to furnish are really 

 worth the price asked for them. In other words the con- 

 sumer must be educated. He must be taught that a fresh 

 ■egg is not simply an egg that is not stale, but one that has 

 been laid within forty-eight hours before it reached his 

 kitchen. He must be told that all fresh eggs are not neces- 

 sarily of good quality. He must be influenced to prefer 

 large eggs to small ones and clean ones to the other kind, 

 .since large ones will go farther when used for cooking and 

 clean ones are more healthful. 



The bright advertiser knows that these things are true and 

 makes the most of them. He guarantees that all eggs shall 

 be delivered within a certain number of hours after they are 

 collected from the nests. He guarantees that the food 

 ^iven the hens and the conditions surrounding them are 

 healthful and calculated to enable them to produce eggs of 

 good body and fine flavor. He assures the purchaser that 

 they will weigh so much to the dpzen and that they are clean 

 always, because their surroundings are sanitary. Occasion- 

 ally he calls attention to the fact that the ordinary egg of 

 -commerce is a decided uncertainty and that no one knows 

 under what conditions it was produced or what sort of food 

 the fowl that produced it consumed. All these are points 

 which appeal to the lover of good eggs who can afford to 

 encourage a fastidious taste. These points are usually 

 brought out in circulars, but the advertiser in the local papers 

 cannot go so much into the small points. 



When Newspaper Space is Used. 



The poultryman who produces eggs in comparatively 

 large numbers and turns them over to retailers to sell for 

 him after marking them with his name and protecting 

 them with his guaranty, usually prefers to do his advertis- 

 ing in the newspapers. He usually runs a card once or 

 twice a week in the daily papers or in each issue of the week- 

 lies. In this space he calls attention to the fact that eggs 

 bearing his trade mark and dated (either on the egg itself 

 or on the carton in which it is delivered) are for sale by cer- 

 tain dealers, and are guaranteed by him to be of high quality. 



