Oct. 1, 1899.] THE TROPICAL AGRICULTURIST. 
243 
did 80, and a large quantity of tea, which was theu 
stored, was consigned to the wise man. 
About three weeks afterwards a new brand of tea 
was widely advertised. It was in pound and ha,lf- 
pound packages, and had a pretty and distinctive 
name. It was advertised at 50 cents a pound, and in 
less than two weeks the supply was exhausted. The 
name of the tea and its peculiar quality was widely 
talked about. 
Another lot was put on the market and the adver- 
tising kept up, and then a third and last lot was 
advertised, but in the meantime the firm had 
"smelt a rat" and had been let into the secret. 
They went out into the market and bought a whole 
lot more of the tea they had been " stuck" on, and 
in another month they had duplicated the oider. 
Their failure turned out to be howling success, and 
all through the machinations of the wise men, who 
had conveyed the idea of giving this tea— which was 
of the most ordinary quality and cost but 2.5 cents a 
pound in bulk— a distinctive name and putting it on 
the market as a package tea, well advertised to the 
consumer. It cost 3 cents a pound to pack it in neat 
shape and about 4 cents a pound to advertise 't, 
leaving a profit of 18 cents a pound on 400,000 
pounds of tea— S72,000 profit in about nine months ! 
The whole scheme, be it remembered, originated 
in a direct loss of 25 per cent, on the first pur- 
chase, and it was only the genius of the wise 
man who was called into council that turned the 
failure into a success by the simple process of giving 
the goods a distinctive name, putting them up in 
attractive form and advertising them liberally to 
the public. The same tea was being sold by gro- 
cers at the time for 30 cents a pound, in loose 
form, but the wise man rightly conjectured that 
in a better and more presentable shape it would 
sell at a better price, provided that it was pro- 
perly advertised. 
The same tea is being advertised and sold today, 
asd that is why I cannot mention its name. 
But there is a great advertising moral for con- 
sideration. To take any article that is a failure at 
its own price, make no change in the goods intrin- 
sically, but merely in the outside appearance ; 
advertise it judiciously and create a steady demand 
for it at twice the price in the short space of a few 
months, ought to be the best kind of an answer 
to the cranks who have the audacity to tell us, in 
these enlightened days, advertising does not pay." 
—John C. Graham in Printers' Ink, 
The above is very suggestive of the power of 
advertising to create demand; that a convenient 
package is a great factor iu securing public favor; 
that cutting prices is not essentially a factor in win- 
ning trade ; that it is easy to humbug some of the 
people at some time ; that grocers are forced to 
sacrifice a liberal profit on bulk goods for small 
profit on proprietary brands of inferior quality. 
We also note that this tea episode is denominated 
"a scheme" and that its author deliberately states 
that the tea sold at fifty cents per pound in packets, 
was the same tea that was sold in bulk at the same 
time, for thirty cents per pound. 
The moral is plain that consumers are willing to 
pay more for goods put up in itttraotive shape than 
for the same articles in bulk at much lower price. 
This fact is clearly demonstrated by the preference 
given -to crackers, put up in neat packages, over 
the same sort sold at less price in bulk ; to the sale 
of cereals in packages at double the cost to the con- 
sumer that the same can be bought for in bulk. It 
is evident that package goods are most in favor with 
consumers, and that they are quick to pay an extra 
price for the more convenient service. 
la not the above narrative of "facts" also illus- 
trativ* of how the consumer pays for advertising and 
makes it possible and profitable for plucky fellows 
to avoid a failure and make a " howling success 7' 
There is a sermon with many valuable lessons in Mr. 
Graham's story which grocers should take to heart, 
WANARAJAH TEA CO., LD. 
Keport of the Directors. 
ACRKAGE. 
Tea in bearing acres 956 
planted in 1895 72 
1896 12 
1898 20 
Timber Trees 
Forest 
Gross not available 
1,060 in Tea. 
20 
27 
27 
Total 1,134 acres. 
The Directors have the pleasure of presenting to 
the Shareholders the Esport, Balance Sheet and 
Profit and Loss Account tor the year ending 30th 
June, 1899. 
The crop harvested amounted to 3.36,692 lb., 
against a Revised Estimate necessitated by abnormal 
weather of 32-1,000 lb., of which quantity 228,4201b. 
have been sold in London to date at an average of 
51-98 cents, and it is hoped that the balance of the 
crop will be equally well sold, but in the present 
condition of affairs in London with the dispute 
between the dealers and importers still in an acute 
stage, it is difficult to speak with any degree of 
certainty upon this point. The high quality and ex- 
cellence of manufacture of Wanarajah teas have been 
fully maintained during the year, notwithstanding a 
severe drought in February-March and an enor- 
mously heavy flush of tea in April-May, which tested 
the capacity of the Factory to the uttermost. 
Manure. — The area completed amounts to 182 
acres and the cost E5,631'01, but of this amount 
112,219-32 for artificial manures for 55 acres has not 
been charged. 
The amount at the credit of the Profit and Loss 
Account is R74,737'34; including a balance carried 
forward at the commencement of the year of R21, 678-40. 
After payment of the Interim Dividend at 4 per 
cent there remains a sum of B58,861-34 available, 
which the Directors recommend be applied as fol- 
laws ; — 
To a final Dividend of 9 per cent making 
a total of 13 per cent per annum R34,020 00 
To be carried forward ... R24,841-34 
R58,86l-34 
The estimatel Crop for the season 1899-1900 is 
370,000 lb. of made Tea, at an expenditure of R126,I7l 
including expenditure on young clearings not yet in 
bearing. 
The Visiting Agent's Reports can be seen by Share- 
holders at the Company's Office. 
We regret to say that during the year our late Chair- 
man, Mr. Thos. Mackie, died, and Mr. Dunbar was 
elected in his place. Mr. Dunbar is now in England 
and Mr. Wernham has been chosen to succeed him. 
Mr. Creasy became an additional Director during 
the year. 
Messrs. Cantlay and Wernham retire from the Board 
by rotation, but are eligible for re-election. 
The Shareholders are invited to elect an Auditor for 
the ensuing year, and Mr. Guthrie again offers his 
services. 
The Passion Fruit.— We direct special 
attention to a well-informed article on page 
251, dealing with this srowth. It is in- 
deed curious that the passion creeper should 
be allowed to run wild, instead of being 
cultivated for the excellent flavour of its 
fruit. The taste of the latter is, however, 
an acquired one ; and its votaries are not 
over numerous. Hence, we think, arises thq 
Inattention the passion fruit has received, 
