TWENTY-EIGHTH FRUIT-GROWERS' CONVENTION'. 



129 



cleverly and attractively drawn, it may have the choicest of positions, 

 the product offered at alluring prices may natter itself with fine phrases, 

 yet if the article advertised is deficient in real merit and not as adver- 

 tised, it will fail to be a permanent success. Hold fast to the truth, 

 and let the sentences be positive and powerful, though the language 

 employed should be simple. Realize with pride the immensities of the 

 opportunity. So-called catch phrases invariably stand out in the light. 

 Use them, however, judiciously, and don't overdo the thing. 



" Some one has said that nine out of every ten advertisers are unsuc- 

 cessful. It may be true that ninety per cent of publicity-seekers fail to 

 achieve financial success. There is always just as much reason for 

 failure as there is for success. Some fail because the goods lack merit; 

 others fail because their products, full of merit, are improperly exploited. 



In my judgment, it would not be advisable to outline a definite plan 

 at this time for advertising California fruit products. It is too compli- 

 cated a subject to be handled within the limited time in which to 

 prepare an article of the kind for presentation to this Convention. Any 

 plan w T orthy of consideration by the fruit-growers of this State will 

 require both time and labor to outline and elaborate. I would suggest 

 that a committee of five be appointed with instructions to take up the 

 broad question of " Publicity — Advertising California Fruit Products,'' 

 and evolve a plan, reporting at some future time. 



ADVERTISING CALIFORNIA FRUIT PRODUCTS. 



By J. C. NEWITT, of Los Angeles. 



After the very able and thoughtful papers presented to this Conven- 

 tion, I shall not detain you with any extended discussion. What I 

 shall have to say concerns the marketing as well as the advertising of 

 California products. 



In the first place, you can not take any old sort of a product and 

 stiffen it up by inserting a backbone of advertising, and make a business 

 success. Advertising never was, is not, and never will be the whole 

 thing, and I say this after fifteen years' hand-to-hand experience with it. 



Advertising is much like electricity. Turn on the current in the 

 proper manner and you can do wonders with it; but pick it up in the 

 wrong way and it will do wonders with you. My experience has demon- 

 strated that finding a broad, growing market for California products 

 hinges on two points: (1) Be sure your article is as good as you think 

 it is; (2) Be sure it is put in the right size package, attractively labeled, 

 keeping in mind the old saying that "the apparel oft proclaims the 

 man," and what applies to a man applies as well to anything a woman 

 buys. 



9 F-GC 



