Advertising. 121. 



speaking along the lines of advertising I wish to impress 

 upon the mind of the breeder, the necessity of his adver- 

 tisements being permanent or continnous, not spasmodic. 

 What is more assuring to a prospective purchaser than 

 when looking through his various swine and live stock 

 publications to find the name of some advertiser of his 

 favorite breed, whose advertisement always appears in 

 each weekly or monthly issue of his paper? This goes to 

 show that the one who advertises this way is a permanent 

 and constructive breeder, but if you find the advertisement 

 of a breeder of your breed, who comes out with consider- 

 able gush once or twice in some publication and then drops 

 out, you are not inclined to send such an advertiser an 

 order, and you may conclude that as he had dropped out 

 his advertising, he may also have dropped out of the busi- 

 ness. These are matters that I know from absolute exper- 

 ience in many, many years of continuous advertising. We 

 have never carried but one or two advertisements at one 

 time, but for over thirty years our advertisement has never 

 failed to appear continuously. While possibly not needing 

 this advertisement some times to help dispose of our stock, 

 we believe that as there are many new men entering the 

 breeding arena as breeders, as well as farmers and feeders, 

 it is the profitable thing for us to keep permanently and 

 continuously before the people, and so we continue to ad- 

 vertise even after many, many years. 



We often receive letters from parties, who say: "I have 

 seen your ad for many years, etc.," which shows they under- 

 stand we have been in business a long time from the fact 

 that we are continuously appearing before the readers of 

 good publications. 



Another good advertising plan is occasionally mailing 

 out either a herd catalogue or a neat folder, giving a little 

 history of the herd and the business done, also listing the 

 names and numbers of the brood sows and herd boars, and 

 a list of the litters .farrowed that season. Some breeders 

 also believe in publishing once or twice a year, a circular 

 describing certain animals and their breeding, which they 

 are offering for sale at that time. This is a good plan. 



Another matter that is quite important is the necessity 

 of using a typewriter, and learning to use it properly, and 



