TWENTY-EIGHTH FRUIT-GROWERS' CONVENTION. 



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much of you and me in it for that. There does exist, however, some 

 science in advertising, and it is by no means the gamble that some men 

 believe it to be. In all advertising the great law of supply and demand 

 must be taken into account, and care exercised as to what you advertise, 

 to whom you advertise, and how, and when, and where. To present 

 the wrong article in the wrong way to a disinterested class of people at 

 an inopportune time is necessarily disastrous. A dyspeptic manager 

 or a dyspeptic salesman can kill the effectiveness of a good advertise- 

 ment. 



Now, advertising is not the whole thing; it is only a cog in the 

 wheel — a very important and necessary cog, however. I would not 

 give much for a business wheel of to-day that did not have an advertis- 

 ing cog in it; nor would I give much for the future success of the fruit 

 interests of this State unless an advertising cog is put in the marketing 

 wheel. 



Let me give you a definition of good advertising. Good advertising 

 is accurate information happily brought to the attention of persons 

 most likely to be influenced. I want you to get this thought fixed in 

 your minds: That advertising is information, and that good advertising 

 is accurate information. Accurate information is knowledge, and we 

 all know that knowledge is power. Therefore, good advertising is a 

 power, and you want to harness that power to every box of fruit in 

 California. 



Why is it that the public scan so closely the advertising columns of 

 our present-day magazines if it is not on account of the information that 

 these advertisements contain? Advertising answers human inquiry — 

 What shall I eat ? What shall I wear ? How shall I furnish my home ? 

 And where shall I go in search of rest and recreation ? 



Advertising is everywhere recognized as an important factor in modern 

 business, and I deem it of the utmost importance in its relations to the 

 fruit interests of this great State. I haven't any doubt but that the 

 future success of the fruit industry of this State depends to a great 

 extent upon a wise and judicious use of printer's ink. The late Hon- 

 orable William E. Gladstone once said that "nothing except the mint 

 can make money without advertising." 



Gentlemen, you have got to recognize the power of the press. The 

 magazines and ladies' publications, the religious and farm papers of 

 large circulation, and the daily newspapers all offer a great vehicle to 

 carry your splendid fruit story to the consumers of this country. The 

 better class of trade papers also offer an effective way of influencing the 

 dealers. 



The fruit-growers of California are not living up to their opportunities. 

 We live in a grand State that has been advertised far and wide, and you 

 want to take advantage of it. I want to say here that I believe State 



