White Bluffs spokesman. [volume] (White Bluffs, Wash.) 1907-1938, 1928-10-05
NEWSPAPER and RADIO ADVERTISING
INCREASED EXPORT HELP APPLE DEAL

advertising campaign. the Herald
says:
"F. E. Miller, regional manager oil
the American, has been asked to fur.
nish the story of Yakima and it's high
class fruit. Thousands of customers
will listen in on this story which in
addition to furnishing information will
be entertaining.
"This is a part of an extensive ad-
vertising program launched by the
company on national scale. Full
page advertisements will be run ir
, a leading national weekly magazine
with attention being called to the
radio programs which will be broad
cast from l6 stations. In connection
there will be published a booklet
which is to serve as a consumers
guide and will set forth the qualities
and uses Of the different kinds of ap-
Piles.
These three features will be linked
together in a we'll directed advertis-
ing program which is to be conduct
ed on so huge scale that the ex-
penditure will run into six figures.
Commenting upon the present ap-
pie market situation, Mr.. Miller de-
clared that conditions are vastly bet
ter than they were two months ago
AL, in fact, much better than ex-
pected. 1t. is true that the Jonathan
deal is not reassuring, but as regards
the winter varieties of apples they
will go on the market at fair although
net high prices. AS soon as the early
apples over the country that do not
go into storage are consumed, as they
will be in two months, there will be
more life to the apple deal, he pre-
dicted.
! Destruction of oranges in Florida
and bananas in the West Indies by
the hurricane will in a measure in
crease the demand for apples, it was
pointed out by him"
With IA apple ships to berth in
north Pacific ports during October,
market reports declare the export
trade of northwest apples promises
to be the heaviest in the history of
the apple industry in this part Of
the country.
While other perishable products
will be carried, the major part of
the cargoes will be apples, all des-
tined for markets in continental Eur
ope and United Kingdom, going by
way of the Panama canal Washing
ton aprles will make up the bulk OF
these shipments.
Executing in isolated spots the ap-
| pie yield in Europe this year is much
below average and this condition, is
providing the outlet for American
fruit Most of the apples for this ex-
port trade are the five tier or smaller
sizes. New markets are also being
created for western boxed apples this
year in South America and Australia
and fair increase in the export
trade with these countries is antici-
pated.
Some of the export apples are being
sbinped on orders at a fixed price,
while others are being sent on con-
signment to established foreign brek-
erage houses. The net price to the
brewers will probably not be large
but is expected to be sufficiently high
to cover growing and packing costs
and leave small marein Of profit
But the particular benefit of this in
creased export business is that a
market is being provided for the
smaller sizes, reducing the tonnage
and leaving only the desirable sizes
for home consumption This, it is
expected, will have wholesome ef-
feet on the home markets and re-
suit in higher prices to the grower
for the larger sizes.