Advertising 
It is only within recent years that organized ana 
consistent advertising of apples has been practiced by 
growers and dealers. The immediate stimulus to an ad¬ 
vertising campaign was supplied by the citrus fruit 
growers who for the past ten years have been engaged in 
constant advertising of orgnges and other fruits. The 
apple growers realized that in order to cope with their 
nearest competitor they must employ similar tactics to 
create and maintain a demand for theij* fruit. 
In October 1919, a well planned advertising campaign 
was evolved by the growers of Northwestern box apples in 
cooperation with wholesalers, jobbers, and dealers in the 
box apple trade. The advance advertising was carried in 
the New York Packer and other marketing and fruit jaurn~ 
als calling upon the dealers to aid in "The Big Box Apple 
Advertising Drive.” This was followed by the appearance 
of carefully prepared and uniform advertisements in ap¬ 
proximately 500 city newspapers. Feature lines were as 
follows: 
"Washington, Oregon and Idaho Jonathans." 
Fresher, cheaper, 
"Delight in Every Bite." 
"Order a Box of Jonathans from Your Grocer Today," 
"Butchers' Bills ana Pastry Shop Bills Drop in 
Families that Bat Apoles•" 
