342 Western Live-stock Management 



ADVERTISING 



The breeder of pure-breds, if he is operating on a pay- 

 ing basis, must conduct his affairs on better business 

 principles than the average producer of grade horses. 

 Two established principles that he must adopt are con- 

 servative advertising and salesmanship. In the pure- 

 bred horse business the demand must be developed, since 

 the seller must hunt the buyer. There are many ways 

 which will tend to develop this demand. The essential 

 feature is advertising or publicity. The show ring is the 

 leading method of advertising. Winning at the fairs 

 will put the stock before the public by newspaper men- 

 tion, by persons who see the stock, and by various com- 

 ments and criticisms that disseminate one way and another 

 through the live-stock breeders. The county fairs, the 

 state fairs, and the larger international fairs are important 

 advertising centers, as each of them reaches a certain class 

 of potential buyers. Usually the prize money will ap- 

 proximately pay traveling expenses, and the care and 

 fitting are usually more than paid by the advertising and 

 the development of the individuals. The advertise- 

 ments which are run in the agricultural press are also 

 important. For the smaller breeder, it is usually advisable 

 that a breeder's card be inserted in the papers which 

 reach the customers with which he is most likely to do 

 business. It is not usually advisable to put in big, flaring 

 advertisements, but a conservative yet attractive card, 

 which is inserted with some degree of regularity, will 

 more probably produce the business. Advertising with 

 the papers will also aid in getting the animals written 

 up by the newspaper men when at the shows and exhibi- 

 tions. The essential in all advertising is to place the 



