The Ocala banner. (Ocala, Marion County, Fla.) 1883-194?, 1921-01-07

$3.50. This IS due to the fact that
several years ago. when the Pablo
herd IN Montana, belonging to Michel
Pablo, a half-breed Indian was foa
sale, the Canadian Government
bought the animals, sufficient inter-
est not being exhibited BY Americans
at that time to make it possible to re-
tain them in this country. The total
number Of wild and tame buffalo on
the North American Continent at
present is probably more than 5000
head.
How the Raisin Industry was Pro
noted in California
Once on a time making the raisin
was surrounded with as much cere-
mony and ritual as making cranberry
sauce or hanging up the stockings
Christmas Eve. It had its humble
place in the scheme of things. but out
side that place it was as out Of place
as a firecracker IN midwinter. Today
it is another story The raisin, in
stead Of being a luxury, is. a necessity
and the story Of its rise is one Of the.
most interesting tales Of the thoroly
American development Of typical
American industry
Eight years ago the raisin industry
was sagging so low that bankers
rated its credit very poor and rafsin-
growers were looking for a soft place
to land Just beyond the bankruptcy
courts. This year its crop is estimated
at two hundred thousand tons, for
which the growers, not some group of
middlemen or jobbers or packers, will
receive. close to eighty million dollars.
Land is selling at one thousand to-
twenty-five hundred dollars an acre;
four millions are being spent on
streets and roads in one California
county alone: credit is A A i; bust
ness is. booming. and some fifteen
thousand acres of new land are beins
planted to vines every year. The
cooperative organization which made
this miracle possible has ten thousand
stockholders and they will receive an
eight per cent dividend this year.
The change began to come about
in 1914 when the then infant Califor-
MIA Associated Raisin Company de-
cided on a national advertising cam
paign. A special meeting was called.
writes Wilbur Hall, in the Saturday
Evening Post. and one director volun-
teered to find satisfactory advertis-
ing agency. This is what happened:
Within two weeks an Advertising
expert from Chicago was in Fresno in
curing what it was all about They
told him they wanted to advertise
raisens.
How much can you appropriate?'
he asked
/" We are ready to go pretty strong
say, twenty thousand dollars for
starter The advertising agent prob
ably smiled broadly.
Twenty thousand dollars wouldn't
prepare the copy he said. You will
waste your money if you begin with
less than one hundred thousand for
the first years campaign
lone hundred thousand?' they
echoed. Why, if we appropriated
that amount of money and the news
got out here in this valley we would
all be tarred and feathered.s
That is the minimum amount, the
AGENT said. If Won set aside less you
might as well tie it in a tight roll and
sink it in the river. Then he went
away. But finally they came to the
sierre, tho they did it timorously. and
they kept the fact a deep secret. The
results not that year but the next
astonished the most skeptical ard
the most hopeful alike. Tt was tie
bakers twenty-five pound carton that
DID the business The association |
and its advertising agents were can
vassing potential markets very care
fully when someone happened to men
ton the fact that raisin bread was de-
licious. healthful and appetizine The
advertisers SNAPPED. at the idea.
YETa'lI sell the bakers Of America
raisin for bread, they said. Appro-
pirate part Of your advertising fund
for demonstrations and salesmen:
give us charge of the campaign and
we will sell your raisins this year
Make It snappy
They made it snappy. They waken-
ed America with a new idea raisin
bread. It looked good. tasted good.
was good. The bakers hailed the new
II -, 4.