The times dispatch. [volume] (Richmond, Va.) 1903-1914, 1911-08-20
POULTRY AND HOW
TO ADVERTISE IT
"a Heart-to-Heart Talk From
Strictly Business Point
of View.
M WALTER G. sCHAAF.

It Is among all the large and sue
cessful breeders of fancy fowls an &C
knowledged fact. that advertising
Ga to The breeders of pure bred
poultry. and that without follow
ing 5ud'cious system of advertis-
ms. his business can no more flourish
than he himself can live without air
Amongst mon who have spent most of
their lives in business the above state
mcnt needs no repetition but unfortun-
ntely all poultry breeders are not bust
ness men and women
Advertising in the daily press has
now become general, and you can safe
1y invest some of your fund toward
This end knowing full we'll that YOU
will realize handsomely on your in
Westment, for every one reads tho pa
pers nowadays If you have breeding
stock al say s5 per bird and up, there
is unquestionably no better medium
for you TO use than the regular poultry
Journals. as your ed will then reach
thousands and thousands Of readers
who are strictly interested In poultry
alone or course. 10 cater to this class
of trade you must have strictly high
grade stock. and thoroughly under
stand the breed whose merits you are
eHpoundinE to your fellow poultry
men. The clnss of poultrymen reached
by this medium has been educated. so
10 speak through reading poultry
literature. TO understand the full value
OF pure bred fowls, taking into CON
alteration what Infinite pains and close
application 20 the tremendous amount
OF details 1t requires to produce birds
that are really lrst-c class specimens
of their respective breeds II takes
1ots more than mere good looking
chlcken TO pass muster and bring homo
the ribbons from the show room
It is probably u waste of money m
advertise high priced fowls or eggs
In other than poultry journals and
newspapers which make a speciality of
poultry raising. personally tried
one OF the largest papers In tho United
States last spring. which carried at the
umo large number of poultry ads
ana though at the time was little
dubious about my $40 check ever CIV
.}ns me adequate returns subsequent
sales from that district proved CON
clusivoly TO me that 1t was the best
advertising L had ever done. Distance
has very few drawbacks when your
customer Is paying you from IS to Sic
per bird. as in this case you can we'll
AFFORD to spend q little extra time In
seeing that you coop the ohiprnent
with httls. extra care.
4overtlslnR- 1e an art telling how
ono system or another of calling at
tention to our goods will affect the
purchasing public until we have tried
It \ simple announcement In the
papers that we have eggs and stocL
FOR sale, may. IN a few cases bring
You excellent results IN the shape OF
INQUIRIES from prospective purchasers
This you Will find probably true only
in cases where the respective breed
has so-called boom like the White
orpin gtons at the present time.
Don't Hide Your Light
It Is undoubtedly great mistake
for any breeder who possesses veln-
able poultry. and who has won pr!zes
at the leading shows to hide his ligbt
under a bushel. and for the sake OF
saving few dollars in his advertis
ing campaign. fails 10 mention the fact
that he has been successful at the re-
cent show And stnl another big
don't" Don't expect TO sell up-to-
date breeders. who are looking for new
blood. birds because you have won
ribbons some years ago at Madison
Square. Philadelphia, Baltimore or
Richmond, as the case may be- Adver
tise your winnings OF the same season
in which you are selling. The buyer
win now, and he is very little interest
ed 81 hat you may have done years ago.
Tell Your Story Home.
Now 20 get back to tho beginner.
Don't rush into big print with a elar-
ing ad about fine eggs and stock FOR
sale JUST because you may have
bought some high priced eggs or stock.
Take 1t a little easy the first year.
advertise locally, get known amongs
your ne!ghbors for having fine chick
ems. BY feeling your way slowly YOU
become more familiar with your breed
and gain confidence in yourself. until
you feel fun well that you are perfect
Jy ct home in picking out the birds
OF quality in any mans fiock almost al
e glance. 1 remember one instance IN
particular where one of my customers
had received q check for $40 for good
quality male He got weak In the
knees and sent me the order TO MI
later after he had shipped the party
he thought p fine specimen. HIS
fine specimen in this case was bird
which any experienced breeder would
have sent 10 the butcher when the bird
mad attained broller size Yes, dear
reader. there is lots more to the
chicken business than you ina CINE but
attention TO the little details and ever
Keeping your eyes open TO learn, spells