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MARKETING t By T. J. Delohery ADVERTISING BUILDS BUSINESS TX7HEN Hugh Nash of Redfleld, 8. V* 0 >( finished selling his best wa termelons to wholesalers, thousands still remained in the fields. Ponder ing a bit as to how he could sell them, he decided to advertise In local news papers for 40 miles around his farm. “Watermelon Day," screamed the headline of his advertising. When dusk settled over his farm that Sun day. there wasn't a melon on the place as large as a man's head. More than 500 cars hod visited the farm and 6,000 watermelons brought SSOO. But that wasn’t all Potatoes, squash, pop corn and a few other such products were bought freely from piles near the gate where customers stopped to pay for the watermelons they picked. “The way ‘Watermelon Day’ took hold was a revelation to me,’’ said Mr. Nash. “1 never dreamed the adver tising we did would draw so many people. It didn't cost much, but it surely paid big dividends. It all goes to show that producing what the peo ple-want is profitable. A little time thinking what things will appeal to the public often gets you more than months of the hardest kind of labor In the field." E. A. Ikenberry of Independence, M 0.,; was a county agent until he saw he could make more money growing fruit himself than trying to teach farmers. Now his orchards produce 15,000 to 20,000 bushels of apples, and he has 12 acres in pears, grapes, straw berries and blackberries. Ikenberry isn’t on the main road, but his road side market Is well patronized, thanks to his advertising. Local advertising, good fruit and a square deal for his customers built up -a business that not only takes all of B his fruit, but hundreds of gallons of k cider and thousands of dozens of eggs ■kind countless dressed chickens. “Good advertising Is cheap,” he said, f >“I don’t need as much publicity as I 'did when we started; but I keep my name before the public except on rainy days, when you can’t expect any one to come out" BARTON BROTHERS Roadside Farm Market Fruit —Vegetables Fresh From the Fields Coffin’s Corner on Haddonfleld Road It didn’t take an expert to write that advertising copy which the Bartons used in a three-inch space In their lo cal papers; but it was strong enough to pull S2OO worth of sales In one day. The same amount of produce, sold wholesale, according to the terminal market quotations, would have brought Barton Brothers about SIOO, and they would have had to haul It to market, pay commissions and other expenses. And Bartons, primarily fruit grow ers, had to produce vegetables because the consumers asked for them. Sweet corn, a big seller, often moves at the rate of 100 dozen a day. V. A. Houghton, Maine poultryman, will gladly testify to the value of local advertising. During the batching sea son he sold eggs at $1.50 a setting. The price of table eggs was 45 cents a dozen. A few dollars’ worth of pub licity netted $43 extra profit on the egg deal. “I can’t help but believe in advertis ing,” he explained. “Here’s another reason: 1 spent 63 cents for a classl f fled ad after I had sold 10 large dressed cockerels for $1.20 each be cause the return was too small. Local neighbors bought 30 males for breed ing purposes through the 21-word ad, paying me SIOO. I could have sold al most a dozen more if I had them." F. G. Crocker, like many other Ne braska pure bred hog breeders, held two big auction sales a year. He sells direct to the farmer now, finding it much cheaper and more profitable. Ad vertising does the selling. It’s cheap, using small space; but even lower prices bring him greater net returns because of reduced expense. “Markets patronized by people liv ing In nearby towns can often make good use of newspaper advertising, a medium which is especially helpful in moving surpluses at the peak season,” said H. P. Gaston, roadside marketing expert of the Michigan state college. “The plan followed by some growers, when confronted with a surplus, is to reduce the price on the product in question, making it a drawing card to get people to come to the market. Sat isfied customers buy other commodi ties and come again, and, though the grower may make little profit on the sale of the featured product, he avoids loss and Is doing the thing which will develop his patronage. “The effectiveness of newspaper ad vertising depends, among other things, upon the location of the market, the kind of products offered for sale, their quality and price, and on the class of people who read the paper. These fac , tors are so variable that the only way for any Individual farmer to determine what may be accomplished by this means is to give it a trial. “Advertising copy should be pre pared with the realization that pros pective customers will want to know what products are for sale, the prices charged, and where the market is lo cated. Many newspaper offices, If sup plied with the essential facts, furnish the service of some one trained in writ ing advertisements to put them in final form, or at least make suggestions as to how it should be done." e. It!]. Western Newspaper Union. Spots of Charm in “Bonny Scotia” Little Lossiemouth Among Others of Interest to Traveler. \ British Prime Minister MacDonald was referred to by many American newspapers, during his visit to Wash ington, as the “son of Lossiemouth." A bulletin from the Washington headquarters of the National Geo graphic society, tells of this little Scottish town and the country round about It. "Lossiemouth, where the prime minister was born, and where he still spends his infrequent holidays. Is a tiny fishing village in northeastern Scotland,” says the bulletin. “It lies on the southern shore of Moray firth, a long arm of the North sea which reaches westward to Inverness. On clear dnys one can see across the firth the blue hills of Cromarty and Dbrnoch. while beyond them rise the faint, jagged lines of remote high lands In Sutherlandshire. “The small Industries of the town are boat building and rope making. It also serves as the port for Elgin, a clean and prosperous little town, five miles inland on the Lossie river. The ruins of Elgin cathedral are the most picturesque north of the border abbeys. It is called the ‘Lanthorn of the North,’ and dates from 1224. “Moraysnlre, the country around Lossiemouth, is low and rolling, bordered by the white sands and blue waters of the firth. Strong winds from the North sea sweep across the wild heaths, covered with sturdy heather, coarse grass, and prickly whin. It was on such a heath that Macbeth met (he three witches of Forres. “ ‘How far is't called to Forres?’ The answer today is that it is only a few miles west from Lossiemouth, where the Findhorn rushes through wild, rocky gleps to pour into the firth. Here Duncan held his court, and here Shakespeare made Banquo's ghost appear before Macbeth. “Forres is one of the most ancient towns In northern Scotland. Sweno's stone, carved with runic knots and figures of warriors, is supposed to commemorate a Norse victory of the Eleventh century. Nearby is the old witches’ stone, where Forres witches were burned. “Continuing south and west along the shore of Moray firth, past Nairn and Cawdor castle, one reaches ro mantic Inverness, capital of northern Scotland nnd watchtower of the Highlands. The city’s history reaches far back into primitive times, when it served as a stronghold for Pictish kings. Columbia paid a visit to In verness in 5G5. hoping to convert Brude, then king of the IMots. “Built on a steep hill in the center of the town, Inverness castle com mands a magnificent view from the shining waters of the North sea in the east to the mysterious, blue peaks of the Highlands in the west. Below the castle, and dividing the city, flows the quiet River Ness, spanned by four bridges nnd crowded with green islets. “Inverness castle, traditional scene of the murder of Duncan, has been destroyed and rebuilt countless times. It was burned by Donald of the Isles, captured by Bruce, occu pied by Mary Queen of Scots, seized by the Jacobites in 1715, and blown up by Prince Charlie in the rebellion of '45. Rebuilt once more, it serves today as courthouse and government seat for Invernesshire. In the plaza before its gates stands a statue of Flora MacDonald, maid of the Isles, who so gallantly aided the fugitive Prince Charlie, escaping to the Hebrides with a price of thirty thousand pounds upon his head. “A single cairn of stones marks Culloden moor, near Inverness, where the prince and 5,000 hungry, ill-clad clansmen met lasting defeat at the hands of 0,000 British regulars, un do-: the duke of Cumberland. Rough stones, carved with the names of the clans, Mac Lean, Maclac-hlan. 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In an adjoining cornfield stands a tablet to the fifty Englishmen who were slain. “Inverness today is the disiributing center for the Highlands. It Is here that the annual sheep and wool mar kets are held. Industries Include the manufacture of tweed, brewing and distilling, lumber manufacture, gran ite cutting, and some shipbuilding. Climate and location have made it extremely popular for summer holi days. Shakespeare discovered thar In Inverness, ‘the air nimbly ana sweetly recommends itself unto our gentle senses.’ “A further attraction for tourists is the ‘Northern Meeting.’ or High land Gathering held in September. blowout"'protected Firestone High Speed Gum-Dipped Tires hold all world records on road and trat 'k for Safety, Speed, Mileage and Endurance. They are first choice of race I Ik drivers—men who will not take chances or risk their lives on any other tire. 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Men In kilts and tartan plaids crowd the narrow streets, and the ringing notes of the •pibroch’ echo from the castle walls.” Mourning Time Saved Mourning ceremonies shall now last three days Instead of forty in Abyssinia, according to a proclama tion of Haile Selassie I, “Anointed of God, Lion of Judah” and Emperor of Ethiopia. A favorite daughter of ills died recently. Furthermore, good Ethiopians may weep, silently or loudly and may put a black band on their clothes, but they shall not scratch their faces, leap, take off their clothes or dye their costumes either black or yellow. Touches of Old Spain in City of Cartagena Arches, balconies and grills give Cartagena, Colombia, as Moorish an air as any city of southern Spain and make it one of the outstanding picture towns of America. Crum bling towers and faded plaster struc tures attest the city’s age. Many of the balconies exhibit fan ciful carving in stone and the grills are often of wrought Iron in ara besque designs. The doors and win dows which front on the narrow, dark, cobble-stoned streets, are heav ily grilled. Most of the older houses are built in square shapes around a patio or courtyard, where a grass grown plot, a well or fountain, plants, a tree or two, and usually a gor- geously colored tropical bird, make a delightful scene in this attractive city. YVaHs, in some places 40 feet thick, encircle the old town and re call the days when the city had the strongest defenses on the Spanish Main. Although they are now dis mantled, several well-preserved fort resses which dot the walls present a stern military aspect. Mas* Meeting Tonight Lady Orator—JCow, young lady, make your husband vote the way yon want him to. Young Lady—l’m not married yet, but I’ll make my fiance vote my way. Lady Orator—No; better wait till you have him in your power.—Brook lyn Eagle.