342 Western Live-stock Management 
ADVERTISING 
The breeder of pure-breds, if he is operating on a pay- 
ing basis, must conduct his affairs on better business 
principles than the average producer of grade horses. 
Two established principles that he must adopt are con- 
servative advertising and salesmanship. In the pure- 
bred horse business the demand must be developed, since 
the seller must hunt the buyer. There are many ways 
which will tend to develop this demand. The essential 
feature is advertising or publicity. The show ring is the 
leading method of advertising. Winning at the fairs 
will put the stock before the public by newspaper men- 
tion, by persons who see the stock, and by various com- 
ments and criticisms that disseminate one way and another 
through the live-stock breeders. The county fairs, the 
state fairs, and the larger international fairs are important 
advertising centers, as each of them reaches a certain class 
of potential buyers. Usually the prize money will ap- 
proximately pay traveling expenses, and the care and 
fitting are usually more than paid by the advertising and 
the development of the individuals. The advertise- 
ments which are run in the agricultural press are also 
important. For the smaller breeder, it is usually advisable 
that a breeder’s card be inserted in the papers which 
reach the customers with which he is most likely to do 
business. It is not usually advisable to put in big, flaring 
advertisements, but a conservative vet attractive card, 
which is inserted with some degree of regularity, will 
more probably produce the business. Advertising with 
the papers will also aid in getting the animals written 
up by the newspaper men when at the shows and exhibi- 
tions. The essential in all advertising is to place the 
