370 THE BEGINNER IN POULTRY 



tention. A good " classified " ad. of a few lines will 

 sell all that a small place has to offer, if kept before its 

 public in one or two good mediums continuously. It 

 will sell very little or nothing, unless it appears regu- 

 larly, offers something worth while, and tells the buying 

 public why the goods offered are better than something 

 competitors may offer. 



One of the greatest blunders the Beginner with 

 advertising makes is in thinking that a "transient" ad- 

 vertisement is worth anything. Unless it offers com- 

 mandingly good special bargains in a very convincing 

 way, it is only a catchall for good money. To be sure 

 it costs little ; as a rule it is worth less. 



I do not by any means intend to decry the " classi- 

 fied " advertisement. It proves a good selling medium 

 for hundreds of small breeders every selling season, and 

 even the large breeder does not always disdain it. I 

 have in mind one breeder carrying a single breed for 

 years, who claims to be its leading breeder (and who 

 does thousands of dollars' worth of business, I have no 

 doubt, each year), yet I do not recall having seen a dis- 

 play ad. over his name at any time. He uses the " clas- 

 sified " columns of all the better poultry papers, and 

 apparently these sell his immense stock. He is an 

 exception, but he proves the value of a classified ad- 

 vertisement well used. I dare to say that far less 

 money is " sunk " in classified advertisements than in 

 the display columns. It is a strange bit of psychology 

 that the average small advertiser will "bite " at so much 

 a word, when he would not advertise at all at so much 

 a line, yet the service may cost him very nearly the 

 same in the two cases. That this class of advertising 



