Washington standard. [volume] (Olympia, Wash. Territory) 1860-1921, 1919-12-26

ral.sho- his api lis and arranges them
neatly for p9rpose' He takes adj
vau'ag, of Your Weakness for snowy .
rAiu-s %" knows thar Impressions
are made through the eye. Attention
that is worth having is intrigued.
The best forms of advertising are
those of universal appeal. Beauty
and art reach out to all. Printers
ink or the paint brush will tell any
story They are silent hawkers of
commerce. Every farm has story
to tell. No one can tell it better than
the farmer himself, but oftentimes he
does not tell it at all
\ farm cannot prosper if isolated in
a business way. community cannot
live in itself Commercially. it must
contribute some form of service to all
the world. The old days when the
homestead supplied all its wants are
past. In the rush Of present day liy
ing. with its paved highways, auto
traffic the telephone and rural mail
delivery, competition is too keen
The farm, today, is more a factory
than residence, though happily
many achieve the home as we'll The
modern farm succeeds only when gov
erned by the same factors that regu-
late other businesses. Other indus
tries find advertising essential. On
most farms it is usually neglected.
Yet it will sell labor, fruit, garden
truck, hogs, cattle, chickens and dairy
. produce.
\ Some of the best and highest priced
advertising is based upon chance as
: related to location. Advertising val
ues are determined by the number of
people who are likely to gaze upon
( the advertisement. One is bit star
:, tied when the statement is made that
single page in leading weekly
magazine costs $4,000 for a single
issue of the paper The reason is that
the advertisement will be placed un-
obtrusively but effectively before
large number of people who have paid
for the publication and have grown to
have faith in its integrity.
Billboard posters and areas on the
walls of traffic-bearing vehicles such
as street cars, auto buses, etc, have
kindred value, based on the fact
that certain percentage of all the
people who frequent them will see
and respond to their mute appeal A
store location on busy street corner
is valuable for mercantile purposes in
direct proportion to the density of the
passing crowds.
Many avenues are open to the rural
advertiser. The farm home adjacent
:: to main-traveled highway has a po-
tential customer in every passerby
Opportunity is constantly knocking at
the front door. The greater the pro-
cession the greater the chances to do
business. Here is chance for the
cheapest and best farm advertising
Is the unexcelled opportunity to mar
ket farm produce at home to go neg
lected because of shyness or a lack
of commercial shrewdness?
Such farm is natural shop win
dow. The travelling public is always
sizing up the rural display. Goods
will sell themselves if properly exhib-
tied. simple signboard along the
roadside scrawled with boyish letters
has sold many a boys pig. Orchard
fruits and garden truck have snapped
ownership Unexpectedly because a
transient wayfarer has spied them out
in passing and taken the trouble to
inquire.
But farmer cannot always await
inquiry; he must court it. A neat dis.
play of buildings is a subtle attrac.
ton. A coat of fresh paint strikes
the eye. A farm name gives invita-
ton and shows individuality. Such
a name is best if localized to suit
some picturesque object about the
place. DOS Trios" means 1.-TWO
trees" in Spanish. Such is the name
of Colorado ranch which has its
approach through two sentinel-lika
forest monarchs. THE Hermitage"
is the fitting name of an Alabama es-
: tate of solitary grandeur. A name
II may be distinctive and unique, and
III even a combination. as Long View,
III ldyl Wylde, Farm Holm, lockwood,
II Meadow Holm and Dreamwold. Some
III of these are names in agricultural his
III tory.
signboard is business card, Just
as much so as is a lawyers Single.
III 1t is the feature that lures a custo-
III mer's wandering fancy The COM
III monest form of this kind of publicity
III is seen in the blackboards which grace
III the entrance to some farms Farm
III stationery printed with distinctive
II ink gives individuality to a business
III correspondence. An engraved letter.
III head makes an ineffaceable impress
III sion. neat photograph of some ami
NAL which has made the farm famous
e of ho Intt e.,