SPECIAL FRUIT ORGANIZATIONS DAG 
pared by noted doctors, health commissioners and others, 
to be published in the big magazines. Picture slides will 
be thrown on the canvas while reels are being changed. 
Motion plays featuring apple cookery will be prepared. 
Display advertisements of American apples, with mottoes 
like ‘An Apple a Day Keeps the Doctor Away’ will be 
distributed among retailers particularly.’’ In fact, just 
such a campaign as would be conducted to sell corn flakes 
or postum, will be inaugurated. 
All of these efforts, while fundamentally sound in 
principle, failed hopelessly in so far as material results 
were concerned, because the producers did not support 
the movement. The stamps were not sold, hence no rev- 
enues were available to carry on the work. 
Some of the fruit exchanges and distributors are now 
endeavoring to reach the consumer direct through spe- 
cial advertising. One plan that has been in operation 
for some time in California is to offer premiums for the 
return of so many wrappers of oranges. Another plan 
used by a cured fruit association is to ship by parcel post 
so many pounds of prunes or raisins for a stated sum. 
Display advertisements announcing this plan appear in 
almost every family paper or magazine. Another plan 
now in use by the Northwestern Fruit Exchange is the 
issue of a little booklet advertising their brands and giv- 
ing colored lithographs of the best apples and a short 
description of their best uses and when to buy them. 
Following the pictures is a price-list for which the 
various grades and varieties will be delivered at the 
consumers door. 
Results of these methods of advertising have already 
been far-reaching, and 1914 was a year of unprecedented 
