The Western news. [volume] (Libby, Mont.) 1933-current, 1937-01-21

The article printed below was SO
striking in on Judgment, so indie
alive of the value of newspaper
advertising, and at the same time
so significant as an example of
reprinting it so that it can come
to the attention of as many BUSH
ness men as possible. We think
that no business house offering
goods to the public could have bet
ter proof of the power of adj
vertising
NEW YORK.-A striking story of
how private business rallied to the
support of agriculture on five different
occasions last year to avert national
economic crisis in the food business Is
related for the first time by Editor
and Publisher" a trade paper in the
journalistic field.
According to the magazine, a vigor-
Gus campaign of newspaper advertising
which stimulated public buying each
time relieved the situation SO promptly
that most of the public was never aware
of the existence of a crisis,
Approximately year ago, said the
magazine, the National Association of
Food Chains resolved to cooperate with
the producers of foods in the effective
marketing of excess seasonal produce
ton and SURPRISES. Early in 1886, the
Gamers League of California was faced
with ruinous surplus of canned
peaches-so great as to make it prob
able that the SO crop of peaches would
bring only fraction of the cost of pro-
duction
In April and May. the 22,000 stores
of the association and 1900 others, CO.
operating, put on a series of four Cali
fornia Canned Peach events, used be-
tween 2,50o,o0 and 100000 lines of
advertising in Americas newspapers to
make the public more peach con-
sciousr, disposed of 5,126,0O0 cases in
five months with resultant carry-over
of less than the previous year and a
price to growers of canning peaches
of $50 per ton, the same as in 1885,
Serious Meat Situation
The next situation Of great serious
ness developed in the meat industry,
said the magazine. In June three great
associations representing 5,500,0M cat
tlemen requested assistance. The June
slaughter Of beef cattle was the highest
on record Imports had reached
menacing volume. There were UMPIRE
cedented shipments from drought areas
and the heat threatened to reduce con-
sumption. Again the associations
stores and those OF the Great Atlantic
and Pacific Tea Company operating
1860 meat departments got busy, stag
ing a domestic beef campaign in Au-
gust 10 relieve the pressure.
Forty -four companies" said the
magazine, advertised in 5000 news
papers with combined circulation of
Is, 90 COO in 48 states at an estimated
cost Of $2,p00,000 As result the
value of the cattle dressed under gov
eminent inspection in July and Au-
gust fota1ed $107 ,544,o 900, or 30.752, 900
more than in 1885. The government
purchased only 5000 cattle as result
of the drought OF 1886 instead of g.
10000 as in 1884. The farmers re-
ceived nearly a. million dollars day
more for their livestock in 1886 than
in 1885,
In August the story relates, the $685.,
100000 California dried fruit industry
asked for aid, having lost their foreign
markets. There was more than years
average pack to dispose Of and, again
the same technique of newspaper ad-
vertising to stimulate public demand
was utilized. BY November q, forty
five companies reported sales of H.
110237 pounds, or nearly twice as many
as in 1895.
More Turkeys Sold
On November IA, the National AS
ISOLATION of Food Chains announced