66 BULLETIN 1415, U. S. DEPARTMENT OF AGRICULTURE 
old-time small farm orchard in the East has made consumers increas- 
ingly dependent on shipments from more or less distant orchards. 
Special methods of stimulating the consumer demand are widely 
employed at the height of the season as a part of the observance of 
the annual apple week in the principal market centers. These 
methods include: News items and paitl advertisements; published 
apple interviews with prominent people; subway, elevated, and sur- 
face-car posters; banners for trucks; street signs and banners; 
window cards and displays; apple shows and exhibits; special retail 
sales of apples and chaim-store cooperation; proclamations by 
governors, Mayors, and other officials; radio talks; special club 
luncheons; gifts of apples to charitable institutions and hospitals; 
apple studies, lectures, and apple essay and poster contests in schools 
and colleges; cooking demonstrations; motion pictures; featuring 
of apples in theatrical performances; parades; free distribution of 
APPLES: TOTAL CAR-LOT SHIPMENTS WITH UNLOADS AT 12 CITIES, BY 
REGIONS, SEASONS, 1918 TO 1923 (EXPRESSED IN BUSHELS) 
MILLIONS OF BUSHELS 
20 30 40 50 60 70 80 90 
1913-19 EEL 
2222 
BOXED BARRELED 
25.7 Tr 
ee. 
Fic. 28.—About one-third of the boxed-apple shipments are unloaded at 12 cities 
Shipments 
apples from floats in business section, in schools, theaters, churches, 
public meetings, dinners, on railroad trains, dining cars, and at 
commercial institutions; special menus on dining cars and steam- 
ships, in hotels and restaurants; news-stand publicity; apple 
recipe books; stickers; and publicity through railroad publications 
and special apple booklets by carriers, and cooperation of chambers 
of commerce and State departments. 
Certainly the high quality of the boxed-apple pack, together 
with aggressive methods of advertising and distribution, has tended 
to increase the consuming power of the domestic markets and has 
favored rapid growth of the export trade. 
FOREIGN TRADE 
EXPORTS 
In 1895 about 13,000 boxes of apples were shipped from New York 
to English markets (fig. 29). By 1900-1901 the box shipments had 
increased to over 200,000, and in 1910-11 to 940,000, besides 147,000 
