Bismarck daily tribune. [volume] (Bismarck, Dakota [N.D.]) 1881-1916, 1912-07-10
PUBLICITY FOR
STOCK GROWERS
Advertising Is IS Essential
as Feeding IS 10 Success
In Breeding
Letting Buyers Know Merits
Of Herds Is Important
Part Of Business

KANSAS CITY. July 10.--A mans
reputation is his fact value. 1t Is
that which fixes his standing in the
community. 1t is the only thing by
which he is judged in the business
and social world. what has and Is, Ii
valued according to his reputation.
This reputation may be built up OF
fraud or it may be honest. In either
case it fixes the value of the man IN
his community until he is found out
A reputation built on fraud does not
last long and Is sure to react disas
trously upon the man.
Reputation comes only through be
ing known. "A mans word, his act'
and his character give him his reputa'
ton, and this is good or bad, as they
are good or bad. His reputation Ii
built through advertising. Each word
each act Is an advertisement Of the
man, and the reputation he builds has
a commercial value.
What Ia true of the man is also true
of pure-bred live stock. Breeding stock
sells on ito reputation, and this IL
made up of quality, growth and record
of performance. All these may be
present and the animal remains Of
little value II himself and his reputa'
ton are not known. Such regulations
can come only through advertising.
A few years ago there was shown q
Shorthorn bull at the American Royal
Of wonderful quality. He proved a
surprise to visitors, breeders and
judges, and was awarded a blue rib
bon in that show. He was sold and
the buyer fitted him and took him ia
the International, where he won cham
pionship h0nors. A wonderful record
for a previously unknown bull.
When the owner sold him at the
Royal he was satisfied with a price
which was more, than three times
what he had asked for him at private
sale, and yet his value doubled and
doubled again as the bull became I'D.
yertised and his price reached into
the thousands Of dollars.
The owner who raised this bull re.
fused to advertise him, and his merit
was unknown, and this owner lost
thousands Of dollars. He offered the
bull at private sale for 5000 and did
not sell him. He took him to Royal
and sold him without any trouble fol-
$1,000 just because II the advertising
made possible by showing him to
many interested people.
A good sale for the owner? Yes
But within q month the bull sold fol
$1,000, which the owner might have
had II he had only advertised him.
Besides this, he had been selling this
bulls calves for years for q few dol.
lars, when he could have received
hundreds of dollars for them had he
advertised.
One Of the best known Berkshire
bears in the world, the founder of q
dynasty and whose descendants are
everywhere sold at high prices, won
his reputation solely through adver
Using, while his brother, a better hog
and q better producer, remains prac.
tically unknown, or is known only
because of his relationship. The first
produced many thousands OF dollars
for his owners and was valued al
many when he died. The second had
no particular value while living, be-
cause he was unknown.
Advertising live stock consists in
having the merits of the animals
known by a large number of possible
buyers who at once became c0mpeti.
tive bidders. A herd not advertised
may be excellent in quality, but with
out value, because the local commun'
ity may not want that particular
breed or because their numbers are
few and the market quickly glutted
by the small demand ord lack Of com
petition.
A breeder sells his pigs locally and
without advertising for SO per head
at weaving time, and does well. He
advertises and sells them at $25 per
head at weaving time, and does bet.
ter. The money spent in advertising
is a profitable investment and never
an expense.
Advertising, in the pure breeding
business, is just as profitable as feed
ing, and just as necessary.