Pure-bred Cattle 117 
vertising columns, and which furthermore reaches more 
persons and is much more effective. A regular adver- 
tisement, however, in the farm press must not be over- 
looked, and the successful breeder must constantly keep 
his name before the public through this means. There 
is much art in successful newspaper advertising and the 
young breeder should study carefully the various papers 
which might be used as a medium for advertising pur- 
poses. It is also well to consult with the older more ex- 
perienced breeders and find out what papers and what 
kind of advertising they have found brings the best 
results. It is sometimes possible for a small breeder of a 
rather cheap grade of cattle to sell considerable of his 
surplus with very little advertising, provided he is lo- 
cated in the heart of the range district and has a wide 
personal acquaintance with the beef-producers. It is 
rarely possible, however, by this means to reach any more 
than a local market and as soon as the neighbors are sup- 
plied with bulls, the breeder finds himself without an out- 
let for his stock. The problem of selling is one that no 
breeder can long neglect. 
