THE NATIONAL NUESERYiMAN 
159 
total expenditure of $123,000—for advertising since 1908, can 
best be comprehended by the following brief statements of fact. 
1— ^Membership has increased from 1,300 to 11,000, or more 
tlian 7,000 more than the combined memberships of all other 
dairy cattle breeders’ associations. The increase in 1916 was 
1,260. 
2— During the fiscal year ending April 30, 1916, 142,120 cer¬ 
tificates of registration of pedigrees and transfers were issued 
by the secretary’s office, producing a gross revenue of $158,994. 
3— The Holstein-Friesian Association has a surplus of $400,000. 
4— To its advanced Registry Office in 1916, were reported 
11,868 records of official time tests. These figures of but one div 
ision of this department, give an adequate idea of the interest 
and enthusiasm of the membership. 
5— —The average auction price of purebred registered Holstein- 
Friesian cattle has advanced from $150 to$250. 
6— There are half a million purebred registered Holstein- 
Friesian cattle in America and the breed was not introduced 
into this country until 1866. 
The foregoing enumeration of some of the more impressive 
results of good advertising should be an incentive and an inspir¬ 
ation to any forward looking association, such as must be the 
American Association of Nurserymen, referred to in your letter. 
The writer, who originated the Holstein-Friesian advertising 
plans and policy, and who has conducted the publicity from its 
inception, would particularly urge that a successful advertising 
campaign for the American Association of Nurserymen, must be 
based upon a correct analysis of condition and a sane expendi¬ 
ture of whatever appropriation is available. 
It is obvious that while the general principles employed in 
Holstein advertising would hold true in all cases, the particular 
advertising policy, style of copy,, and various details for the Nur 
sery Association must be well thought out and a publicity 
corner-stone laid which will be dependable for all time. 
Yours very truly, 
A. W. Ellis Company, 
(Signed) A. N. Ellis. 
AWE: M 
WHITE PINE BUREAU 
St. Paul, Minnesota, March 20, 1917. 
Successful Farming; — 
Our White Pine Bureau National Adversising Campaign— 
while it has been in effect less than two years—is beginning to 
be felt to a surprising degree in all branches of the industry. 
What has been accomplished is but a small part of what we 
know it will eventually accomplish, not only for White Pine but 
in the interests of the general proposition of better lumber mer¬ 
chandising. 
Our advertising fund is subscribed to by about twenty of the 
principal White Pine manufacturers of the Lake States and of 
Idaho, on the basis of ten cents per thousand feet board measure 
of the amount manufactured, giving us a working fund of ap¬ 
proximately $100,000 a year. 
A large part of the success of any association advertising cam 
paign lies in the method by which it is handled. All matters of 
White Pine advertising are handled by an advertising committee 
of five members—the chairman of which committee devotes his 
entire time to the work at a stipulated salary. All matters of 
medium selection and the preparation of copy are left entirely to 
our advertising agents—The Gleorge L. Dyer Co. of New York 
and of 721 First National Bank Bldg., Chicago. All inquiries 
that result from our advertising are immediately referred to the 
local retail lumber dealers in the localities in which they 
originate. 
We are great believers in advertising—that is, good advertis¬ 
ing. We believe it is a very essential part of modern selling. 
If the few facts we have given you will be of interest to the 
Associated Nurserymen, they are certainly welcome to them. 
Very truly yours, 
WHITE PINE BUREAU, 
(Signed) C. 1^. Hamilton. 
CALIFORNIA FRUIT GROWERS’ EXCHANGE SUNKIST 
ORANGES AND LEMONS 
Los Angeles, California, March 19, 1917. 
Successful Farming:-— 
We have your letter of the 14th and are very glad to be able 
to serve you. Sunkist advertising has four distinct aims: — 
1^—To increase the demand for oranges and lemons 
rapidly enough to keep pace with the increase 
in production. 
2— To place the market for lemons as well as 
oranges, on a year ’round basis. 
3— To make the “Sunkist” brand synonymous with 
good oranges and lemons in the minds of con¬ 
sumers. 
4—To make it easier for people to i)urchase and 
more desirable for dealers to “push” these fi*uits 
in greater volume, but with a lower margin of 
profit. 
You will note that the whole industry profits by our advertis 
ing as it is effected by aims 1, 2, 3 and 4, but tliat Sunkist alone 
benefits by aim 3. 
It is planned to spend $400,000 this year in advertising Sunkist 
Oranges and Lemons. National magazines, newspapers and 
trade journals are being used. 
Magazines are used to increase the general year ’round 
demand. The keynotes of the advertising are the healthful and 
delicious qualities of oranges and the usefulness of lemons. 
Newspapers stimulate the immediate demand. They suggest 
to the housewife to buy today. They are also useful for special 
campaigns. 
Trade journals help to gain the cooperation of jobbers and 
retailers. No product which depends on the trade for its dis¬ 
tribution can make most of its advertising unless the distribut 
ing factors cooperate. 
Dealer service work is also effective, ten men in six cities 
work with retailers. They have nothing to buy but good will and 
nothing to sell but ideas. They decorate windows, distribute 
display material, and talk lower margins and special sales. 
The advertising appropriation is obtained by a charge of $0.25 
per box on oranges and $.04 per box on lemons on the year’s 
shipments as estimated January 1st. 
Definite results are difficult to obtain on a proposition of this 
nature. They can only be seen over a long period of time. Dur¬ 
ing the period from 1910-1917 acreage increased twenty-two per 
cent, consumption increased seventy-seven percent, while popu¬ 
lation increased eleven and eight-tenths percent. So the con¬ 
sumption of oranges and lemons increased between six and 
seven times as fast as the population. 
This gives you an outline of Sunkist advertising and if there 
are other questions please write us. 
Very truly yours, 
(Signed) Don Francisco, 
Advertising IManager. 
DWJ:F 
Now, in concluding, I would just like to refer again to what 
Mr. Watson said in Philadelphia and express my hope that the 
members of the American Association of Nurserymen will not 
use up fifty years more or even fifty weeks more in just talking 
about these things. The prevailing spirit of business in these 
times is cooperation and it is time for the nurserymen to believe 
in that word. Just take a United States dollar out of your 
pocket and read on it the words “E Pluribus Unum” and in these 
times of stress accept it as a fact that in union there is strength. 
By uniting and financially backing a national campaign to mold 
public opinion in favor of your goods I believe you can avoid the 
brush pile most of the time in the future, maintain prices at a 
respectable level and bring prosperity to all of you and I hope 
you will do it. 
Extracted from address liy F. J. Wright, of Sueeessfid 
Farioiiig, Decembers, 1917. Des Moines, Iowa. 
The Cottage Gardens Nurseries, Incorporated, of 
Eureka, California, are offering caiiilal stock to H.. 
amount of -'|>300,00().0(), shares -^100.00 each. .Tudging by 
the prospectus, this concern is one of the most promising 
and business-like nursery companii^s that has Ixvn (!S- 
tablisfied in the United States. 
Primarily the object of this Company is to grow those 
plants, bulbs, etc., that have hitherto been import(‘d from 
tbe old country by the million annually, such as Azah'as, 
Uhododendrons, choice conifers, and bulbs. 
Previous to establisbing liie nursery, experiments were 
carried out to prove the adaptability of climate and soil 
and judging from results success is assured. W(^ have 
all iH’Cognized for a long tim(‘ that we have both climate 
and soil somewhere in the United States suitable for 
growing jiractically everytbing that we import, bid it 
took a man with knowledgi; and I'lderprise such as Mr. 
Ward, of the Cottage Gardens, Long Island, New York, to 
act. 
