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tising who do not at present need publicity, and many breeders who need publicity are not advertising.

For many years to come we shall have in this country a class of farmers whose prejudice against prominent breeders of live stock will enable the small breeders to make money, provided the latter make use of printers' ink. It is the erroneous impression among a somewhat benighted contingent of the rural population that the well-known breeders of established reputation ask more money for their cattle than humbler producers usually quote on the same class of stock.

In some instances this, unfortunately, is true. Aversion to buying an intangible slug of a breeder's reputation along with an animal of his raising, may be warranted, when at perhaps one-half the price paid, a beast of equal merit could be purchased from a breeder of obscure distinction. But this question has another aspect: a bull, for example, bought from a breeder whose name is familiar to registered live stock producers on both sides of the ocean, will do the purchaser more good in an advertising way than the same animal if

secured from an unknown stockman. This goes to show that reputation is another name for publicity, and is worth buying. But the temptation in some instances is to sell reputation instead of good stock. No man's name can make an animal of outstanding inferiority desirable for breeding purposes, and the stockman who, after building an honorable reputation, becomes so lucre-hungry that he is willing to sacrifice that priceless possession, deserves the fate which inevitably awaits him.

Several years ago I visited a farmer friend who had two Shorthorn bull calves (both eligible to registry) which he thought good enough for use on high-grade cows for the production of steers. He said he could get $35 each for them from two of his neighbors. I persuaded him not to let them go at that price and suggested that he advertise them in an agricultural paper. He acted on the suggestion and thus announced the result: “The bulls sold for $75 each and the ad cost $3.50." There are hundreds of small breeders who could duplicate this result by adopting the necessary means.

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Replies to Mr. Shepherd The Editor, AGRICULTURAL ADVERTISING to Cultivator and Country Gentleman,

Sir :- Mr. Shepherd's statement and finally to Country Gentleman, (pubpage 62 of your May issue that the

lication having been absolutely uninterGenesee Farmer "failed or sold out as rupted and ownership continuous), an unprofitable venture," has no foun make the present Country Gentleman dation in fact; nothing of the kind anything but the continuation of the occurred. The founder of that paper, old Genesee Farmer is ridiculous. your present correspondent's father, The Southern Planter was omitted bought the Cultivator in 1839 and con from my list of American agricultural solidated the two, taking very naturally periodicals that ran through the second the broader name, the Genesee Farmer half of the nineteenth century for the having long before that time outgrown reason that I have a letter from Mr. the Genesee country.

Shepherd himself, dated March 29, of The Country Gentleman was started this current year, in which he informs as a weekly in 1853, by the same man, that "there were only scattering please notice, who continued the Culti issues published during the war," and vator monthly until 1866, when he that “the regular publication was reunited the two as The Cultivator and sumed Jan. I, 1867." The last stateCountry Gentleman, a title that was re ment implies, of course, that there was tained until 1898, when the first part of "regular publication" during a the title was dropped.

period of a year and a half or more Not one single issue has ever failed after the close of the war.

My list to appear on the appointed date, and includes only periodicals that appeared there has never been any change of regularly on their appointed dates, ownership except by descent from fath without any omission, during the perier to son, since the beginning in 1831. od referred to. To say that the changes of name from

GILBERT M. TUCKER. Genesee Farmer to Cultivator, and then Albany, N. Y., May 14, 1904.

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UNE is the month of presidential conventions. The republican and democratic parties will both

meet in the next few weeks to choose their standard bearers. Then will come a lull for a while preparatory to the breaking of the political storm that will rage until November.

The unusual circumstances connected with these nominating conventions is the almost absolute indifference among manufacturers and business men about the outcome. Various reasons are given to account for the fact, but about the only thing they really succeed in proving is that it is a fact.

Perhaps never before have business conditions been so little disturbed in presidential years

as at

the present time. Heads of big enterprises planning for the future just as if the election of the right man for the country's prosperity were already an assured fact. In truth, it is, and his

is

Bounteous Crops. His running-mate is Good Prices. It was a

winning ticket, and it came from the "great and glorious West" and South. The real facts are that our manufactured goods being largely used in this country, depend upon the price of farm products for their sale, and the manufacturer must rely on the tiller of the soil for his market.

While the farmer garners his crops this fall, there will sound over the hill tops the eloquence of statesmen of various degrees urging him to vote one way or t'other to save the country, and as he looks up from his , healthy toil, we

hear him laugh to derision the dangers due to the downfall of the constitution and the perils of the Republic, and reply, “Oh, well, I guess we can stand it as long as cattle are $4 on the hoof."

And his confidence is the surest sign that there is no danger ahead.

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tant questions in seeking for the truth in this matter.

Follow-up letters written without some good excuse for writing them, are useless in promoting business and waste time that might have been used for some better purpose.

Even with all the evidence against the system that has been developed by our inquiries, we are still doubtful as to their lack of effectiveness. Even those who denounce them in strong terms might have been influenced unconsciously to give the catalogues they received closer attention and in that way may have been induced to buy articles that otherwise would have been neglected.

These men and women may not have known that the follow-up letters had any influence on them, but there is a chance that this was the case. Some of them say they throw the letters away without reading them. Others declare that no urging would induce them to buy if they had not independently concluded to do so.

The few who speak favorably of follow-up letters were, to judge from their letters, among those who had educational facilities better than the average. This conclusion is derived from a study of the letters, noting the construction, penmanship, spelling and other indications of that nature.

It is noticeable that several of them declare that they would consider a series of follow-up letters evidence that the articles which were offered for sale and the firms dealing in them irresponsible or somewhat unreliable.

Those who are well acquainted with the advertisers of this country know that the contrary is true. The most persistent and systematic follow-up firms of this country are among the best and niost substantial in every way. Among these firms are those which would rather quit business than not

give their patrons a full equivalent for the money they receive.

Many of these firms are firm believers in follow-up letters and use them regularly. We would like to know how many of them know beyond peradventure, that the system is a profitable one.

In considering returns from followup letters one element of doubt must always be considered. Farm people are notably slow to make up their minds and frequently do not buy an article for months after having asked for a catalogue. One of those who answered the inquiries we sent out said he studied over buying a windmill for several months before buying. Another says he frequently has an article in mind, with the intention of buying it, for a year before he gives his order for it.

Incubator manufacturers get many inquiries and requests for catalogues from people who have no intention of buying for five or six months, and farmers are asking now for gasoline en

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gine and corn harvester catalogues who will not buy before midsummer autumn.

Such people would buy whether the follow-up letters were sent or not, and do not buy until after the last letter would be sent in the most elaborate system, and where a record is kept they would be credited to the follow-up. It is safe to say that a good percentage of slow sales are due as much to procrastination as to any arguments sent subscquent to the receipt of the catalogue.

Another thing is noticeable in the letters under review. The farmer and his wife have discovered the trick of imitation typewritten letters. They are not at all fooled by this much used form of follow-up letters, and where this is the case the letter falls flat, for the sender is credited with an attempt to deceive, and loses prestige thereby.

That the public has been educated to expect follow-up letters is proved by a letter received by an extensive advertiser not long ago, in which the writer asked for a catalogue and ended by saying: “Send your last letter now."

That request was brought out by the practice of making a “special offer” as the final argument in a series of follow-up letters. This practice has become so general that it is now looked upon as a regular result of sending for a catalogue and not buying immediately. The public has been educated to expect a better offer than the one contained in the catalogue. Special offers were all right at one time, but now that every one expects them it has a tendency to make people slow about buying. They wait for the "last letter" in order to get the best price.

Here is where special offers work harm. The last and best price should be stated in the catalogue. If a manufacturer wants to introduce his goods into new territory it does no harm to offer to make an introductory price for the first sale, but there should be no special offer after that,

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men

Advertising Thirst.
JOU can lead a horse to water puting the fact that of a large number

but you can't make him drink, of mail order buyers who have written
runs the old saying. If he does AGRICULTURAL ADVERTISING, only the

drink, it's a sign he's thirsty, and very few have a good word to say for to make him thirsty, put salt in his them. food. It used to be something of the But salt makes

or animals same doctrine that made men advertise.

thirsty in spite of themselves, and perYou can advertise, they said, but you haps that is one reason why so many can't make them buy. If they do buy,

men don't like the follow-up systemit's because they are "thirsty.”

it makes them too thirsty. It's on the theory that "thirsty" men

Among the modern developments of will buy, that advertisements are put

business, none has been given much in papers and expensive catalogues printed.

greater prominence than the follow-up

system. They are all right and all the induce

Much is claimed for it-too ment that the man who wants a thing

much, perhaps—but there seems to be needs. But they stop right there.

no room to doubt that it is a useful The follow-up system is the salt in adjunct to order getting. But before the food.

you get a business friend it is not necPerhaps that is why some buyers essary to "eat a bushel of salt with don't like them, and there is no dis him."

the petty

An Annoying Practice. "I think there is one practice com a mistake, but by the time he gets half ing into use by newspapers that should a dozen and goes through them, only be abandoned at

once.

That is the to find he has been tricked into huntpractice of sending a sample with

ing through the paper for nothing, he Marked Copy' stamped on the wrap

begins to feel disgusted at per," writes a correspondent to AGRI

deception, and it is safe to say the pubCU'LTURAL ADVERTISING. "I presume the

lisher who has tricked one in this man

ner has no chance to interest him in object of this deception is to induce the

any manner. Every one looks carefully recipient to look carefully through the

through a paper stamped as a marked paper, and I believe he usually does this.

copy and the trick of so stamping it in The first time one gets a

paper so

order to induce one to do this is a marked and looks through it without contemptible deception that makes enefinding a marked passage he thinks it mies."

Summer Campaigning. "The war will not begin for three tion. In the greater game of business, months,” says the procrastinating Russ. though, the summer is a season for

“I have a mind it will begin right resting on arms. now," says the impetuous Jap, as he The summer months are the dreaded proceeds to wade across the Yalu and times of nearly every business that sells capture a few “impregnable" positions. by mail. Farm papers find their adverIn the great

game of war, "Do it tising columns empty, while a few 110w" is an imperative need if success months before they were getting conis to be won and the heat of summer tracts faster than they could provide doesn't have any effect on its applica space for them. Even the best of them

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