Imperial Valley press., 1928-07-28
EXPERT RELATES
EFFICIE NCY OF
NEWSPAPER AID

RKELE1, Calf, July IS
Especial. -" Newspaper advertising
is the farmers new hired man,
delegates to the American Institute
of Cooperation were told here today
by Don Francisco, vice president of
the Lord K Thomas x Logan ad-
vcrtising agency. Francisco explain
+ ed in detail the success of advcr-
tiSing in charging the market for
oranges, lemons pineapple and 9TH
cr farm products,
"'Twenty years ago the great OBJ
jcctivc was to make two blades
grow where one grew before, said
the speaker, but agriculture is not
suffering now on the side of pro-
duction. The immediate problem is
what to do with the extra blades
Advertising can play a big part
in widening markets and increasing
consumption by telling people of
the heaithful and delicious qualities
of our farm products.
Backed by 20 years of advcrtis-
ing the California orange has de
throned the apple as King of Fruits.
While the consumption of apples in
America has been slowly declining,
the consumption of oranges has in
creasing - per cent. The average
American now eats % oranges
year instead of only 81, as was the
ease before advertising was start
ed. -
In addition to advertising. some
sort of marketing eugenics' or
agricultural birth control was
advocated by the speaker to keep
produce of poor qualify off the
market and to prevent the plant
ing of crops on unsuitable land.
Advertising can also be used rs
a competitive weapon, said the
speaker. who pointed out that Cali
fornia now supplied So per cent of
all the lemons used in America,
whereas 20 years ago three out of
every four lemons came from Italy
and Sicily In the end, stated
Francisco. the industry that does
not advertise foots the bill for the
one that does.
Crops Need Advertising
"California peaches. grapes, can
taloupes and deeiduous fruits par
ticularly need advertising, said
Francisco. The peak load of ship
meuts arrives on the market before
the public is aware that the season
is at hand Advertising would start
people buying before the market
breaks and thus save millions OF
DOLLS fer the producer.
ak If production is fool
ism :. said Franci,eo, "un-il
everr etfor- 10 increase .ousa.p-
ton has ben eehaus-.7. We re-
Gently che -. f-e1. IT, orders u
IN tsSte#H - aaa aHa .H t. At
80. per cent of the passengers or
dered no fruit at all. :
Under proper conditions Francisco
declared that advertising could ac-
eomplish the following things for
the farmer:
Increase the demand for a pro-
duet by stimulating consumption.
Develop consumer and trade
preference for the product of 4 GER
tain country, state or locality.
Develop consumer and trade
preference for a certain brand, or
brands. of commodity.
Lengthcn the consuming season or
build up demand during low con-
suming periods.
Stimulate the demand for particu-
lar sizes, grades or varieties.
"This influence may be focused
on single market, selected list
If markets or on the entire coun'
try. 1t may be concentrated dur
ing certain season or extended
throughout the year. If other fac
tors are constant the result Of any
one must be: Ga Increased prices.
o. Increased sales or Co Increased
prices and increased sales.
" Advertising is no longer on trial
even with the farmer concluded
Francisco. What il will do and
what il should not be expected to
do are both pretty well established.
The great problem Of farm product
advertising today is whore to take
hold. Advertising can do nothing
communicable diseases, and dispos-
unless there is an organization to
sponsor it, finance it, administer 1t,
correlatp it with the sales anu
keep it going.