246 MODERN FRUIT MARKETING 
This was to foster the work of advertising and to pub- 
lish articles contributed by members of the advisory 
board. This paper has now appeared more or less irreg- 
ularly since 1914 and has done considerable good in aid- 
ing apple advertising. 
The Stamp Plan.—To effectively continue the work of 
advertising revenues had to be provided. To accomplish 
this the stamp plan was devised. Neatly lithographed 
stamps were secured of 1- and 2-cent denomination. 
These were put up in books of 100 each. The 1-cent 
stamp book sold for $1; the other for $2. The idea of 
their use was to place a l-cent stamp on each box of 
apples sold and a 2-cent stamp on each barrel. While 
the stamps in no wise guaranteed the contents of the 
package they attracted attention by indicating that the 
seller belonged to the Apple Advertisers’ Association. 
About $3,000,000 worth of the stamps were first issued 
and placed in the hands of a trust company for distribu- 
tion. In this way funds were to be provided to help along 
the work of advertising. 
The sale of stamps was to furnish the revenues to carry 
on an extensive advertising campaign. The services of 
experts were to be secured and definite plans marked out. 
Various kinds of advertising literature were to be printed, 
calendars devised, advertising signboards, signs for 
street-cars, etc., were soon to show to the public the advan- 
tages to health and happiness by eating apples. Still 
further, trained newspaper men were to be employed as 
press agents. In the language of the manager of the 
work: ‘‘ Articles will be prepared by the best writers of 
the country for the feature section of the Metropolitan 
Sunday papers. Health and beauty articles will be pre- 
