Evening capital and Maryland gazette. (Annapolis, Md.) 1910-1922, 1913-10-04
FARMERS SHOULD ADVERTISE

FARMERS SHOULD ADVERTISE
So general has become the idea that
only those should advertise who operate
stores or who desire to dispose of some
thing for which they have no further
use. that certain classes Of callings
and professions have refrained from in
viting the good offices Of printers ink
and thereby have cut themselves OIL
from some very remunerative trade
for after all, regardless of whether
one purchases notoriety through the
advertising columns of the newspaper
or pay for it in some more devious way
and in the long run, more expensive
where publicity leads to a larger
clientele. it is publicity that is wanted
and publicity that is sought.
Incidentally il may be stated that the
newspaper did not come into existence
TO supply demand by shopkeepers for
publicity to be obtained so eifectually
IN no other way the newspaper came
IN response to 4 desire of the masses to
lie Informed and educated concerning
what constituted the important hap
penings Of the world, and the problems
that occupied the minds Of the worlds
greatest men. Advertising was an af-
terthought, and il was With reluctance
that the FIRST newspapers permitted the
use of their columns for other purposes
than that of bringing the news of the
world to its readers.
But advertising has become an insti-
tuition. Ii is now part of our social
and commercial economy. just as much
az the telegraph, the street car or the
electric light; we could DO without
either or all, but we should be just that
far removed backward toward the dark
ages from which we have emerged
The farmer is part and parcel of our
civilization and progress in a way he
~ as much a merchant as the man who
measures of yard of cloth or weighs
out pound of sugar; he has some
thing TO sell and the people are anxious
to learn the way to his door and there
is nothing homogeneous in the two be-
ing introduced through the medium of
the newspaper advertising columns.
But the farmer, being remote from
the person with whom he desires to
establish business relationships. must
needs modify his methods to meet his
peculiar conditions. He cannot give
his name and address. enumerate the
articles he has for sale and invite
customers; he cannot announce a bar
gain day reduction on certain lines of
goods: he is denied the periodical
stock taking. inventory and season
end disposal sales, but ne does have
unlimited opportunity TOR burning bis
name into the consciousness of the peo-
pie in connection with distinct lines of
poultry, eggs, butter, fruits and other
animal and vegetable products for
which there is an increasing demand.
and for which the best prices can be
obtained. In these days of food adul-
terations and suhstitutions. the farm
or has il in his own power 10 build up
a trade and acquire fame just as re-
munerative and just as broad as that
ct the merchant prince or the maker of
some novelty for which advertising
has made world market.
Let Farmer Smith tell the world
through the newspapers that bis butter
can be depended upon as being the
equal to any on the market or better.
a little bit the superior of anything
brought from beyond the state. and
then back up his bid for trade by see
ing that his butter is as good as his
claim. and his market is assured. /
Should it be eggs or tomatoes or fruit
that he has to offer. let the same rule
apply. When it becomes known that
smith eggs are 70 be depended upon.
that his strawberries are Just as large
at the bottom Of the box as they are /
&c the top. that his tomatoes are lust
as good as they look. his name will I
become household word. and his
bank account something worth having.
The successful city merchant values
ms word and his name too highly to
.are present to the purchaser anything
ess than offered i'm his advertisement.
Publicity and value must go hand in
iand. and while the farmer may be
ompelled 70 pioneer his adver Using
ampaign, he can take advantage of
What has been learned by those who
make large use of advertising space.
nd strict adherence TO principles of
ar dealing is the most important of
IL these lessons that advertising ex-
erience has taught