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TWENTY-EIGHTH FRUIT-GROWERS' CONVENTION. 



ness enterprise successfully carried on by false representations and 

 adverse criticism of competitors. It may do for awhile, but it will 

 never wear, nor will it induce confidence. You have practical evidence 

 all over California where this character of work has been done, and you, 

 or at least most of you, are familiar with the results. Orchards have 

 been dug up, mines abandoned, ranches and even towns forsaken, and 

 the State given a black eye. 



To sum up the matter of advertising California, I would do exactly 

 as the State Board of Trade and the Los Angeles Chamber of Commerce 

 are doing, only on a wholesale plan reduced to business principles: 

 Make either one or both the nucleus for supplies and operating depart- 

 ment, and, like the Fruit Sellers' Agency, establish agencies all over the 

 United States, filled by men fully capable of talking any and all sections 

 of California, who have no interest in any one section more than 

 another — men who work more for the love of the State than for the 

 salary (and let me say here that the salary should be a good one, a fact 

 nearly always lost sight of), men who can be approached by the seeker 

 of information with the confidence of being treated only as a Californian 

 should treat a stranger. Make these agencies bureaus of information 

 with exhibits attached, where a man can be supplied with demonstrated 

 as well as illustrated information — these bureaus to be portable, taken 

 from one section to another, when and where deemed advisable. Over 

 these exhibits should be placed a capable chief, whose duty it will be to 

 keep them in perfect condition and attractive, to replenish and discard 

 as required. The one great drawback to exhibition work is that so few 

 are posted sufficiently to properly care for exhibits. It is a science, and 

 can only be learned by actual experience. I want to impress this as 

 forcibly as possible. There is no one who can tell you how to put up an 

 exhibit. Adaptability and experience are the only teachers. 



To go back to the bureaus. Equip them with the most concise and 

 up-to-date descriptive matter, dealing with everything a newcomer wants 

 to know, combining a few industries but dealing separately with the 

 majority. In illustrations show only that which is strictly Californian, 

 nothing having the semblance of Eastern conditions. In this you get 

 attention on the start, and increase the interest in us and our attractions. 

 All the matter should be free of advertisement. Avoid being accused 

 of inducing investments because of an advertisement that appears in 

 your booklets or circulars. Never have to make an excuse for what you 

 print or say. 



The reader of this literature, when he or she visits any section of the 

 State and finds it up to representation, will soon be doing a most 

 effective advertising stunt for the State. 



To the fruit-growers I want to say, you can do more to advertise 

 California than any other agency. By sending to the East only your 



