372 THE BEGINNER IN POULTRY 



guaranteed." What can you, the Beginner, say is 

 wrong with this advertisement ? Doesn't it give the 

 name, breed, location, the name of the plant and a 

 guarantee ? Yes, all of these, but the guarantee is the 

 only thing that every other breeder of the same varieties 

 may not also be giving. " Fine cockerels" are offered. 

 Oh, yes, but the word " fine" can be translated in twenty 

 different ways by twenty different persons. The owner 

 thinks them fine and guarantees them and his eggs in a 

 general way, but he gives no prices, which means at 

 least seven letters for him to write where one might 

 have done, if his advertisement draws attention at all. 

 Such an advertisement is not definite enough, has no 

 distinctiveness ; but, it fills five lines of page space. 



Now see what another advertiser has gotten into six 

 lines : "Trap-nested Orono Columbian Wyandottes, the 

 big kind. Bred ten years for size and heavy laying. 

 Raised on free range, housed in open-front houses. No 

 healthier or better layers known. Eggs, lOO, ^5 > 5°. 

 $3. Free circulars. Asahel Jones, Hallmark, Indiana.' 



It must be admitted that what the advertiser says and 

 what the buyer can also read between the lines are the 

 latter's only guides to the actual facts. Here, it is shown 

 between the lines that the advertiser knows the modern 

 methods of getting stock that is productive, well grown, 

 healthy and improving and that will give hatchable eggs. 

 The rest, perhaps, the buyer must take on trust, but the 

 seller refers to a well-known source of good stock as the 

 source of his own, and he states that he trap nests, selects, 

 works for vigorous health both in raising and in winter 

 housing ; and, he does not make the mistake of charging 

 for his circulars. Moreover, his prices are very attrac- 



