dark blue on the outside with indigo. That kept finger-prints out of sight; and, most important of all, the sections showed up beautifully white against the dark-blue cases. Another thing to be considered was that the cases could be used several times. If the outsides were soiled they were cleaned with a damp cloth. Then another coat of indigo made them look as good as new.

When the honey was to be exposed, as in stores, and for the fancy trade, each section was neatly wrapped in glazed paper and labeled.

In a nutshell, here for the average beekeeper is the secret of successfully advertising honey. Good honey in well-sealed honest sections; scrupulous cleanliness, and attractive packages.

North East, Md.

I am sending a picture of my display at my former home, San Marcos. It was exhibited at the Hays County fair. In the lower left-hand corner I had a frame of brood with a fine queen on it that I valued at $50.00. In the showcase I had a printed card reading, "Can you find the $50 queen?" It attracted lots of attention.

We used clear-glass quart and half-gallon jars with golden tops, to pack the nice bulk comb in. The comb was cut into strips that reached from bottom to top, and the jars were filled with extracted honey.

We also had bulk comb in pails on the lower shelves, but it does not show in the picture.

My wife and I did all the work, even painting all the signs.

We filled a number of bottles with beeswax; and when cold I broke the bottles, leaving the wax in attractive shapes. I also had a 70-lb. cake with a United States flag sticking in it. An exhibit of this kind costs very little, and yet it sold all my surplus honey the same week. Calallen, Tex.

Note. The apples

The picture above shows my exhibit of honey and fruit canned with honey at the Gem State fair, Oct. 5 to 8, at Boise, Idaho. I had the following fruits and preserves put up with honey only-no sugar:

Peaches, pears, blackberries, black and red raspberries, logan berries, gooseberries, tomatoes, cherries, strawberries, peach and pear preserves, and jonathan-apple jelly. Every one was much interested in this part of the exhibit.

The list of awards in the bee and honey department is as follows:

Best five cases comb honey: John Bliss, Ustick, 1, $15.00; E. F. Atwater Co., Meridian, 2, $10.00.

Best twelve jars extracted honey: G. A. Koger, Meridian, 1, $15.00; E. F. Atwater Co., 2, $10.00.

Best display extracted honey: G. A. Koger, 1, $10.00; E. F. Atwater Co., 2, $5.00.

Best cake beeswax, G. A. Koger, 1, $6.00; E. F. Atwater Co., 2, $3.00.

Best display apiary products: G. A. Koger, 1, $15.00; E. F. Atwater Co., 2, $10.00.

Best single-comb nucleus three-banded Italian bees; G. A. Koger, 1, $10.00; E. F. Atwater Co., 1, $10.00.

Best single-comb nucleus Carniolan bees: E. F. Atwater Co., 1, $10.00.

Best single-comb nucleus Caucasian bees, E. F. Atwater Co., $10.00.

If every beekeeper would try his best to make a good exhibit at the fairs the attention of the people would be called to honey in an effective way, and they would be more apt to use it. It is necessary to go further

than setting up a long row of jars of honey. Next year I shall try to get a premium offered for the best display of food cooked with honey, and of canned fruit. I also expect to have a collection of different kinds

JULY 1, 1916

and "To the Public are too general. The exclamation-point has no place in an advertisement. Avoid in headlines such smartAleckisms as "Don't Read This."

FOR SALE

Good pure honey made by our own bees.
Choice comb and extracted.
Will sell cheap.

ALEX. MCPHERSON

R. D. 7

Head too general and matter uninteresting.

It is well to insist on having your advertisement set up in good style. Avoid heavy borders and glaring "boldface" type. The style of the type should be consistent thruont-that is, don't have the printer use one kind of type for the heading and three or four others in the body of the advertisement. People are likely to realize such an advertisement is not in good taste without knowing exactly why.

Avoid having too many display lines. After the heading, it is well to follow up with a paragraph or two on honey rather than a number of short fragments one above another. The second of the "horrible ex

advertisement. If you have eggs or hogs to sell, advertise them in another place.

Change your advertisement frequently. A change will attract attention, give pleasing variety, and cost nothing extra. It is not infrequent to find the faults of such examples as the two on this page perpetuated thru issue after issue of a paper.

Generally it is best to name the price of your product in the advertisement. Even the people who are interested often forget to inquire for prices, and the effect of the publicity is lost. If the figures are given they can order at once.

Honey-producers who sell to the retail. trade thru the grocery stores or direct to the consumer find that honey must be put up in small containers. The average family would have no use for a sixty-pound can of honey, even if father could raise the money. A one-pound jar is not the smallest size which can profitably be put up, honey-distributers have found. By making the larger quantities a little cheaper in price per pound, their sale is encouraged.

Try to have your own advertisements read as naturally as tho you were talking to a friend about honey. When you sit down to write a selling talk, imagine yourself earnestly arguing honey with a prospective customer. Naturalness goes a long way in publicity. Being natural creates confidence. The writer who attempts unusual effects without long training is likely to make his readers suspect that he is trying to "put one over." Even so, clearness in thought is usually the mark of highest skill.

In pointing out the characteristics of honey, appeal to the love of children, one of the most universal of human feelings. Make it stand out so plainly that any one can grasp the meaning. What is good for youngsters ought to be good for grownups.

Perhaps the reason honey is so often regarded as a table luxury is that honeyproducers themselves often fall into the habit of looking at it in the same way. To get the public out of this rut, compare honey with other foods from the standpoint of price as well as appetite.

Realizing the desire of the rural population, especially the young boys of the country schools, to drift to the cities, the superintendent of public schools of Hart County set apart Sept. 10, 1915, as farm day." and required the teachers to carry their schools to some farm near by, which was

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used to instruct the children on "better farming," and to arouse an interest in farming. The superintendent visited all the schools of the county that day, with a company of Hart County high-school professors, and the editors of the Evening Post and Farm and Family, both of Louisville,

I think if Walter S. Pouder has had difficulty in getting some one to pay attention to his letters before, he has struck a chord in the Feb. 15th issue, page 151, that ought to stir every beekeeper who is interested in getting a better market and better prices for his products. I am in the advertising business, and I have been cudgeling my brain for some solution to the question of raising money for advertising honey, and I must confess this scheme of Mr. Pouder's looks good to me.

While I agree with him that the clover head does not make an especially pleasing picture for this purpose, still I would not be in favor of a non-honey-producing flower for an engraving of the kind. Suppose we offer a premium to GLEANINGS' readers for suggestions. We ought to get something pretty good somewhere among all this gray matter. For that matter, nearly all the large engraving houses will now furnish sketches for poster stamps as well as make up the finished plates to work from. By all