PRO! [TABLE EGG FARMING. 
today as a rule, are thosejvho have made their 
reputations with one variety; the men who get 
the largest prices, who do the largest and best 
business, are those who are devoting themselves 
to the breeding of one variety and making that 
a specialty; who are putting into the develop¬ 
ment of their chosen variety all the energy and 
ability with which they are endowed. 
How and When to Advertise. 
Having made a start with good, thoroughbred 
stock, the next thing is to let the public know it 
and solicit orders by advertising. The mer¬ 
chant or storekeeper tells the public who he is 
and what he offers for sale by signs over his 
door and on his windows, and by displaying 
samples of his wares in his windows or beside 
his door; that is one way of advertising, and 
such advertisements are likely to be seen by 
' those passing the store. Another method of 
telling people who one is and what one has for 
sale is by publishing an announcement in the 
advertising columns of the local paper; the 
card in the local paper is another form of the 
“sign” or the “window display.” For the 
poultryman who has breeding stock or eggs for 
hatching for sale the poultry and farm papers 
are “local.” Through them he will reach the 
public that is interested in the goods he offers 
for sale, and it is in them he will make his 
announcements. 
Advertising is simply telling the public 
something; if you advertise breeding stock 
and eggs for hatching you are telling the public 
that you have such for sale. Without such 
telling the public, no one outside your own 
immediate neighborhood will know of you and 
know-what you have for sale; advertising is the 
first step towards making sales to the general 
public; it is the one road to a successful business 
with thoroughbred stock and eggs for hatching. 
Make your advertising truthful; tell the 
public exactly what you have to sell, do not 
overstate the case nor misrepresent in any way, 
shape or manner. Make a study of advertising; 
much depends upon how you tell your story. 
Some advertisers rely upon an attractive 
design or telling illustration to catch the eye 
and hold the attention of the possible customer. 
At any rate, make your ads. attractive and 
convincing so that they will both catch the 
attention and then hold it; that is the way to 
solicit trade. 
When to advertise is, of course, when you 
have something to sell. The great bulk of the 
sales of breeding stock are in the fall and the 
early winter; the sales of eggs for hatching are 
almost wholly in the spring. Two-thirds of the 
poultry advertising is in the fall and spring, 
but the most successful advertisers are those 
who keep their ads. running all the year round. 
The beginner is not likely to do that, and as he 
probably is not equipped with stock with 
which to fill a large number of orders he will 
almost certainly begin small, and increase his 
ads. as his ability to handle business increases. 
That is the way great poultrymen all began, 
they advertised in a small way at first, and as 
trade increased they raised more stock and 
increased the size of their ads. and the number 
of papers they advertised in. 
If one advertises in several papers he needs 
to keep a record of the calls he gets from each 
one. A simple memorandum book will serve 
the purpose. Ascertain by the record of sales. 
which papers pay, and increase the space used 
in those papers; cutting off those which have 
not brought paying sales. Put system into the 
business; don’t trust to guess-work. Many 
customers will tell you in their letters where 
they saw your ad., and it is an easy matter to 
write a note to such as omit to mention it and 
ask them; enclose an addressed return postal 
card and they "will almost certainly tell you. 
Business is business, and the poultry business 
is exactly like every other. Make a study of 
it; make a study of your advertising; make the 
ads. read right, make them attractive and to 
the point; then they will draw custom. 
Farmers Who Advertise. 
The marketing of the farm produce is a 
business by itself and demands the most careful 
consideration. 
There is no question but that the aggregate 
loss to farmers from selling their goods in 
a poor market is very greot. In a 
certain New England watering place, for 
instance, I have known eggs, before the advent 
of the summer visitors, to be almost a drug on 
the market; while at another city, only thirty 
miles distant, they were in brisk demand at 
ten cents more on the dozen. This is a great 
difference in price and was far more than the 
extra cost of transportation, which could 
hardly have exceeded one cent on the dozen. 
And yet very few farmers took advantage of 
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