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TWENTY-NINTH FRUIT-GROVVERS' CONVENTION. 



finds that there is a demand for an article he immediately requires his 

 jobber to furnish him that article. 



Now, right here comes in the subject of proper packing, for, to keep 

 the public interested in the article advertised, that article must at all 

 times be put up in an attractive package, and with no deterioration in 

 quality. 



As a further illustration of the practicability of advertising, I will 

 mention a fact of which you are probably already aware: I find that 

 this year there has already been produced about 116,000,000 pounds of 

 raisins. Now suppose that, by advertising, we should raise the price 

 one cent per pound, the amount of profit would be $1,160,000; and that 

 we spent about one-half that amount, or $500,000, in properly advertis- 

 ing this product. That amount of money, if judiciously spent, would 

 enable you to place the article before the great volume of reading public 

 of the United States. After paying for your advertising you will 

 readily see that you will have over $600,000 clear profit. 



The discussion of properly advertising a given product is too broad 

 for us to go into details fully; yet I will say that I have in mind in 

 New York City and Philadelphia a score of good advertising agencies 

 which employ the services of the best men which money can buy, and 

 they are in a position to handle your advertising judiciously and effec- 

 tively, with no cost to you except for the space which you purchase in 

 the different publications, etc., they receiving their profits from the 

 commissions which the publications allow them in the placing of 

 advertisements. 



Now, all of these facts which I have mentioned are not something 

 which have been unheard of heretofore, but go to form a great under- 

 lying principle of successful enterprise to-day, which has been tested 

 and proven time and time again. 



Now, again: It is only a matter of time when you will advertise as 

 I have suggested, and let me insist that you do so at once. I know 

 what I am talking about, and I am going to convince you that what I 

 have said is true, if I have to tell you once, twice, or even the third time. 



And now I wish you to understand that I am a disinterested party 

 except that I am anxious to promote the welfare of your industries, 

 and I will say that upon the adoption of the plans outlined in con- 

 nection with the reforms which you are planning and working for, 

 such as organizing, transportation facilities, and package postal service, 

 the "Evening Post" of New York, which I represent, is anxious to lend 

 its assistance in any way possible, both in its columns and in its adver- 

 tising pages. 



Let us sum up in a few words : To increase property value and pre- 

 vent overproduction you must have a maximum price for your products; 

 to secure a maximum price, you must create a maximum demand. A 



