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impressed with the tremendous value of the celebration to the apple industry, growers and dealers alike being benefited. Its commercial advantages for this season's crops is evident, and especially pronounced in those localities where interest has been shown in this movement, and will be a distinct aid in seasons to come. It is the kind of publicity that appeals most forcibly to the reason and heart of the American Public.
The way to solve distribution is to create a demand. Practically every report submitted to the Committee stated that the demand for apples was largely increased by reason of the celebration and that this demand has continued. If this movement is enlarged, as it deserves to be along the line instituted this year, we believe that the fear of over-production or a general full crop will lose its terror.
Among the attractions offered by the competitors in the reports submitted to us were expositions, parades through the different business portions of the cities, displaying loads of apples in attractive form, free distributions, beautiful exhibits by wholesalers, retailers, and restaurants, prizes offered for the best display by retailers, free gifts to the inmates of charitable institutions, unusual newspaper publicity, and many other devices both unique and attractive.
In different sections of some of our cities Apple-Day parties were given. There is no valid reason why this day should not be celebrated in this manner the same as Hallowe'en or other holidays of like nature. Without question, this publicity serves to establish in the minds of the people that we can have a National Apple Day to be observed by both enjoying the beauty and the flavor of the apple and by such other celebrations as may be consistent. The love of the apple is universal, and this method serves to popularize its use.
It encourages the old-fashioned way of eating an apple by taking a bite and then another at the time and the place the apple is available.
It is stated by those participating in this celebration that the money and time expended was a sound business investment, by way of the increased demand for the product and the continuance of the demand after the celebration. WE WOULD, THEREFORE, RECOMMEND THAT THE INTERNATIONAL APPLE SHIPPERS' ASSOCIATION CONTINUE ALONG THE LINES INSTITUTED THIS YEAR, WITH THE END IN VIEW THAT WE MAY EVENTUALLY PREVAIL ON EVERY TOWN AND CITY IN THIS COUNTRY TO JOIN THE CELEBRATION. The methods employed are practical and every penny expended is sure of return many times to those interested in the industry.
We would further recommend that at least four prizes of nearly equal importance be awarded next season. The contests this year were so close between the leading cities that the Committee would have been very much relieved and more than pleased if they could have at least made the above number of awards.
FRANK E. WAGNER, Chairman,
Why I Came to Cincinnati
By Apple Day Cup
On my arrival at Cincinnati, I became curious to know the cause of my consignment here. I have investigated and find the following unusual facts recorded :
It was not until October 13th, that the various individuals interested in National Apple Day at Cincinnati decided to celebrate. Since the Show was to occur on the 19th and 20th, there must have been SOME action to procure the results—the traces of which are here as evidence.
I learn that right “off the bat” Mr. John Leverone of Cincinnati donated a full car of apples to the Show Committee for exhibition. This in itself
in itself was enough for an ordinary show. Inspired by Mr. Leverone's act,
everybody became inoculated with J. J. Castellini, Cincinnati
the Apple Show spirit. I find here photographs of the display that proved beyond words the magnitude of the efforts of those who were interested. Everywhere I turn I find evidence still remaining of the Apple Show. It seems every spot in town was permeated with this celebration.
To begin with, the BIG Show was put on in the finest building in Cincinnati, and incidentally the highest building west of New York City. The building in itself has a drawing power, and it is little wonder that the Apple Show was so sucessful in such an edifice.
I learn that everyone in town seemed to be a part of Apple Day. The daily papers produced photographic reproductions of the display, also cartoons which supplanted the war news of the time. The Apple Show commanded the first page of all the daily papers for a period of a week or ten days. Every hotel and restaurant, at their own expense, printed and displayed signs encouraging the consumption of apples. Apples were served in every possible form. In fact, I am told that Cincinnati was "Apple Dippy."
The Cincinnati Health Department took it upon themselves to tell of the benefits of “The Apple.” The theatrical professions in the City almost forgot their lines to talk apples over the foot-lights. Schools were no exception. They studied the apple, and wrote about it continuously.
I learn there was an enormous sale of blackberry cordials for a period of five days after the celebration.
Everybody from the Mayor down was at the Apple Show. An unknown quantity of apples was given away. The increase in the demand for apples is plainly visible, and dealers recognize an improvement in their sales in this particular fruit.
The Advertising Committee purchased space in the local papers, and received ten fold space gratis in the way of reading matter.
I am convinced there has been no mistake in the judgment of the “Cup Awarding Committee." I know they have sent me to the town that deserves my presence. I shall continue to reign on the “Apple Throne,” ever reminding the consuming public of the benefits and delights of “The Apple.”
The Queen Re-Crowned
Cincinnati to the Front
AST MONTH "The Spy" referred to Cincinnati as the L
"Crescent City." Henry Weil's eagle eye at once spotted the slip. We hasten to make correction, not because the Crescent City isn't a Queen, but because Cincinnati is
not only entitled to the honor by past edict but by present performance. Hail to the Queen.
We are publishing elsewhere a little story entitled “Why I Came to Cincinnati," ostensibly written by National Apple Day Cup, but really written by one of Cincinnati's modest men of genius who desires to escape the spot light of the public press. He is altogether too modest; therefore we are going to emphasize a few special features.
PROGRAM. Prior to the opening of the Apple Show motion pictures were taken of the officers and principal displays. These were shown at all the local vaudeville and motion picture theatres, not only during the Apple Show but for the entire week following. The Film Company estimates that these pictures were viewed by 225,000 people daily.
The Show was formally opened by Mr. J. J. Castellini, President of the newly formed “Cincinnati Wholesale Fruit Dealers' Apple Show Association, who, after outlining the objects of the International Apple Shippers' Association, stated the reason for the celebration of National Apple Day. The President then introduced Hon. Frederick S. Spiegel, Mayor of Cincinnati, who, in a most timely speech, lauded and recommended the use of the apple. The Mayor was accompanied by his official family.
At the conclusion of His Honor's speech, Miss Dolly Castles, Australian Prima Donna with the Midnight Girls Company, presented the Mayor with an immense Twenty Ounce Apple along with