Burlington weekly free press. [volume] (Burlington, Vt.) 1866-1928, 1915-11-25
ADVERTISE DAILY Pro DUCTS
S6OO,OOO to be sed by National Dairy
Council Ia Three Years.

Chicago. November 1.-THE people Of
the United States should drink more milk
and cat more cheese, and to convince
them that such is the .ase the National
Dairy Council is going to spend 10000 a
year for three years in n nat.onal cam
paign Of educational advertising. The
campaign of educational advertising. The
campaign will begin in February 1916.
y committee Of ten men, representing
all phases of the dairy industry have
the campaign in charge. No details as
to the channels through which the adj
vertislng will be placed will be made
public until after the committee meets
in Chicago next month. Tho $4,000 will
be expended principally for city news
paper and magazine. but there also
will he appropriations for lectures AMI
exhibits. ID. u. Aiken Oh Flint. Mich. is
chairman OF the committee.
The campaign will De directed from
the office Of William Skinner. secretary
Of the national council. 1870 North Fifth
avenue. Chicago.
The campaign was decided upon two
weeks ago a meeting of the national
council held here, which was attended
by representatives of the dairy Industry
from all sections of the country Con-
sidering their wholesale quantities it was
decided that the milk and cheese con-
sumption of the country Is far below
what 1t should be. The annual consump-
ton OF milk in the United States rep
resents per capita expenditure of 500,
as against s32 for liquor and $i.5) for
candy. The average American eats each
day a piece Of cheese not quite big
enough to bait a mouse trap.
whats the trouble?" asked the dels-
gates.
Charles c. Parlin was on hand with a
ready answer
You haven't advertised your products
sufficiently" said he NJ. Parlin is
manager Of commercial research for
the Curtis Publishing company, Phi!a-
delphia. Then Mr. PGrlin Went on ard
told the dairy people how other pro-
ducts had been advertised and a ma
tional appetite created for then-all
simply through judicious ADVERTISING
He cited the case Of the California
orange growers and the raisin men ot
the Fresno belt. They established
demand for their fruit throughout tia
country by exploitation through the
printed page. said Mr. Parlin.
I'VE are going to show the people
where they will be a lot better off il
they drink more milk Mr.. skinner.
who is assisting in shaping the policies
of the coming campaign, told a cores
pendent And we are go,n-; to succeed.
l always have been a great believer in
the power of advertising. The cost of ths
, campaign, 500 90 Will te ret armed many
fold. BY buying space We are going to
show the people We have the courage Of
our convictions, by backing them up
with our coin. This increased oonsump.
ton OF the products Of the dairy IS co.
Ing to react in many ways to the fiaan-
cial benefit of the country. 1t will in
crease the raising Of dairy stock, Now
there are 100000 dairy cattle on 5000.
900 farms in the United States. 1t taxes
fifteen cattle to the farm to maintain
the fertility of the soil.
"A vast amount is being spent All
nually for fertilizer With n stimulated
sale of milk products more cattle Will he
kept and the fertilizer item will be re-
duced greatly if not eliminated rs agri-
culture is the basis of our wealth. TIA
effect will be general "