The midland journal. (Rising Sun, Md.) 1885-1947, 1933-09-22
ROADSIDE
MARKETING
ADVERTISING MOVES
SURPLUS
By T. J. Delohery
ACRES OF STRAWBERRIES.

SAAOACO oOi 10 lIOH lOuE WAOAG dCA CD
will be offered the patrons of Watts
Wayside market, from about June 10
to July 10.
Modern irrigation equipment gives
assurance of large luscious berries. An
adequate force insures careful pick
ing in prime condition. Within an
hour. while they yet retain the de-
licious aroma and wonderful flavor of
Gods best berry at its best, they will
be available at
WATTS wAYsIDE MARKET
Midway Between Altoona and Tyrone.
a MONTH before strawberries were
"A ripe for picking, Gilbert A. Watts
inserted this display advertising in
local newspapers, several times
week. 1t clicked Customers began to
inquire about berries, interest grad
ually working up as picking time APP
preached. Watts sold out without trou-
BILE. Advertising made the market.
Realizing that practically all of the
things they use on the farm and in
their homes are sold through adver-
Using in the papers they read, farm
ers who sell direct to the consumer
have taken page from the merchan-
dising experience of manufacturers
and are buying advertising in local
papers.
Publicity in local newspapers has
proven itself paying investment not
only in moving crops in season. but
in getting rid of surpluses at reason
able prices. building demand before
harvest and even starting direct
selling business. A survey of almost
1000 roadside markets in Ohio indi-
Gates that the most successful oper-
ators advertised continuously, discov-
ering that constant publicity, even
though small copy. was better than
spasmodic splurges, unless in the case
of sale.
A Michigan farmer, doubtful about
selling field of beets because of the
late season, advertised a weekend
sale in his local and adjoining town
newspapers. He put the beets up nice
ly, topping the colored-rimmed baskets
and used big price tags. He sold out
within few hours. people who took
advantage Of the bargain also buying
other products so that he really made
a good profit for the day.
His advertising didn't cost him any
thing. True. he paid out money. but
the resulting sales which otherwise
might not have heen made or the low
er prices he would have to take If
he sold wholesale. left him with a
substantial margin.
"The advertising. package and price
tag" so the pleased farmer said. ibid
a very good job. Tt surely lifted a
burden off my mind and gave me
real profit"
Timely advertising pays big divi-
dends. 1t will bring customers cut
to the roadside market or farm at
the opening of the season. It will stim
ulate jaded appetites for certain
crops even when the supply Is gen
eral and plentiful, because freshly
harvested fruits or vegetables always
are enticing. Advertising will move
SURPRISES even without price discount;
and, as Mr.. Watts found. will create
a demand in advance of picking time
Around Fort Wayne, Ind, George
Sweet is known as the celery king"
He specializes in celery, but he grows
a full line Of vegetables and some
small fruits He sells to retailers,
but gets profitable prices because he
advertises locally and has won repu-
tation for Sweets products that makes
them in demand regardless of the reg
ular supply. Retailers, as result. are
glad to buy of him.
Several years ago when he grew
acorn squash for the first time the
favorable season brought about a
bumper yield generally. Sensing low
prices, Sweet got busy with his local
newspaper advertising and pasted a
colored sticker on each fruit which
bore this couplet:
'Cut me in half. serve me we'll.
Bake and serve me in the she'll.
SWEETS ACORN SQUASH"
His squash moved at 81 bushel
despite the oversupply. and later,
when prices dropped as low as 40
cents, retailers were offering him
SIPS a bushel. But he had sold out.
"For people merely to find out who
we are and that we sell vegetables
is only part of our advertising work"
he explained. 1.-THE big idea is to keep
the name of Sweet and our vegetables
before them every day. TO help ac-
complish this we advertise continuous
ly in our local paper and in news
papers in other towns which we sup
ply.
Mrs. Sweet is our copy writer.
She has a fair for the job. Here for
instance, is our advertising for car
rots:
SWEETS HOMEGROWN CARROTS
These carrots are snappy and sweet.
They contain the valuable mineral
salts that are essential to your good
health.
They are pleasant to eat. either raw
or cooked.
They are in ample supply at all
good grocers and very moderate in
price.
Request Sweets Homegrown Carrots
at your grocer's.