Pure-bred Cattle 117 



vertising columns, and which furthermore reaches more 

 persons and is much more effective. A regular adver- 

 tisement, however, in the farm press must not be over- 

 looked, and the successful breeder must constantly keep 

 his name before the public through this means. There 

 is much art in successful newspaper advertising and the 

 young breeder should study carefully the various papers 

 which might be used as a medium for advertising pur- 

 poses. It is also well to consult with the older more ex- 

 perienced breeders and find out what papers and what 

 kind of advertising they have found brings the best 

 results. It is sometimes possible for a small breeder of a 

 rather cheap grade of cattle to sell considerable of his 

 surplus with very little advertising, provided he is lo- 

 cated in the heart of the range district and has a wide 

 personal acquaintance with the beef -producers. It is 

 rarely possible, however, by this means to reach any more 

 than a local market and as soon as the neighbors are sup- 

 plied with bulls, the breeder finds himself without an out- 

 let for his stock. The problem of selling is one that no 

 breeder can long neglect. 



