Pittsburg a Pioneer in Advertising Last Year's Activities Being Energetically Renewed Those who heard or have read in the Year Book the discussion on "Advertising the Apple" by Mr. Franzell of Pittsburgh, could not fail to be impressed by the advantages accruing from the campaign of a year ago in that city. This season the work has again been undertaken by articles in the daily press and by special bulletins sent to the retail trade. We print below a letter sent by the Pittsburgh Produce Trade Association to the retail merchants throughout the Pittsburgh district: TO RETAIL MERCHANTS. Dear Sir-In order to intelligently and profitably distribute the stupendous crop of fruits and vegetables with which this great country has been blessed, and in order that all may share in the generous outpouring of nature's horn of plenty; and in order to disabuse the public mind of the mistaken notion that the high cost of living is due to tradesmen's greed, it becomes expedient that the various agencies engaged in the distribution of fruits and produce co-operate in some general plan that will tend to bring about these results. The Pittsburg Produce Trade Association, being one of the agencies active in the great problem of economical distribution of food products in the Pittsburg district, begs to submit to your earnest consideration the following suggestions: 1. Let every retail merchant take advantage of the extraordinary crop conditions prevailing and forever repudiate the charge that has been persistently made, that he is the chief cause of the high cost of living, by making a "leader" of all kinds of fruits and vegetables this fall and winter. In other words stimulate the demand among consumers, and effectually smother their antagonism by materially reducing prices on all "perishables" and advertising among consumers the intention of maintaining a low range of prices on such merchandise throughout the season. This announcement will, we believe, have the immediate effect of materially increasing the consumption of fruits and vegetables in all districts, thereby enabling retail merchants to dispose of several times their usual volume, and overbalance any concessions made in the matter of reducing their margin of profit. 2. Tet every retail merchant hold out special inducements to his patrons to buy in larger quantities. Make special prices on original packages. Bring the public to a realization that the tradesman can afford to sell a barrel or a box of apples cheaper than he can break it and sell it out in half-pecks, pecks, etc.; that he can afford to sell them a bushel or bag of rotatoes at one time cheaper than he can sell the same quantity dealt out in small measures; that he can sell a box of orangesor grapefruit at one time cheaper than he can sell the same quantity dealt out in dozens and half dozens. Get the consumer to buy larger quantities, thereby reducing his own household expenses and at the same time the tradesman's operating expense. 3. Make a discount to patrons who are willing to carry home their purchases, thus educating the public that delivery is an expense and they are paying for it. 4. Make a discount to patrons who will pay cash, and bring the public to a realization that if they demand credit, they must pay for it. We believe that these few suggestions put into practice and faithfully carried out will do much toward promoting economy among consumers by stimulating them to buy produce in larger quantities, pay cash for it and carry their purchases home wherever possible. Incidentally the consuming capacity of the community will be greatly increased and the unfair criticism of tradesmen will cease when the public begin to realize that the chief cause of increased living expenses is due to its demand for extraordinary service in the way of credit and delivery, and not to the avarice of the merchant. This letter is going to all retail merchants of the Pittsburg district, and, upon a majority expressing their willingness to co-operate along the lines suggested, The Pittsburg Produce Trade Association will take immediate steps looking to a wide advertisement of the plan in the daily papers and do all in their power to educate the public to their opportunity to lessen household expenses. Your early reply, with any suggestions that you think will redound to the public good, will be appreciated. Sincerely yours, Pittsburg Produce Trade Association. Mr. Franzell writes: "We propose to follow this up with a special bulletin on apples, urging the retail merchants to handle seasonable varieities and to make a special drive on them this season. We also propose to educate the consuming public as to desirable varieties and what they should call for to meet different requirements, and to inform them of the opportunity they will have this year to get all kinds of apples through the season at reasonable prices." The Sulzer Bill Standard Grades Are Here To Stay--Destiny Decrees It The Hon. William Sulzer, patron of the Apple Package and Grade Bill, on Tuesday, November 5th, was elected Governor of the State of New York by an overwhelming majority. THE SPY extends its hearty congratulations. We do not say there was any connection between the two, but we believe it to be prophetic. If the apple industry desires to be elected to the Capitol of Success, it must be up to the standard, like the Governor-elect. Otherwise we take a boat up Salt River. The square deal and publicity are the keystones to the arch of our success. These stones lie before us. Will we discard them or pick them up and adjust them in that arch? More packing has been done under the Bill the first year than we expected. One man writes us that he packed over 15,000 barrels under it; that he sold a part of them at a considerable advance over the fruit not packed and branded under the Bill; that they gave complete satisfaction and that the purchasers wanted to take all that he had left at the same advance. The Square Deal lies in the Sulzer Bill. It guarantees it. It delivers the goods. It makes good. It is the way of salvation. Advertise Standard Grades and you have the most perfect combination for big and successful business ever associated with an agricultural commodity. The door of opportunity stands wide open. A HIGH CRIME Read the following copied verbatim from the Market Report of a large city in the United States under date of November 11th: "APPLES-There is a good supply of country packed stock on sale. It moves slowly. Some fruit is good and some common. Some is put up poorly. IT WOULD NOT BE SAFE IN SOME CASES, WHERE A SALE IS IN PROGRESS, TO SHOW THE BOTTOM OF BARRELS. Those who buy a medium grade Fruit prefer bulk to barrels. THEY CAN TELL WHAT THEY ARE GETTING." What a commentary upon present methods and general intelligence, say nothing about ordinary honesty. THE REMEDY IS THE SULZER BİLL. For Apple Barrels ARD GRADE NEW APPLES PACKED BY JOHN DOE HILTON, N.Y. .און FORK HES N. SIZE 21/2 INCH [Reduced from the orginal stencil, size 121⁄2 x 81⁄2] Brand your Apples to comply with the Sulzer Bill and create a demand for your Brand, if they are worth branding. VARIETY APPLE STENCILS cut in 3/4 inch letters, 10 cents each. Sample impressions and prices on application. PACKED IN ACCORDANCE WITH THE ACT OF CONGRESS APPROVED AUG. 3rd 1912 [Above stamp to be used in connection with stencils] SEND FOR MY 48-PAGE CATALOG OF RUBBER STAMPS JOHN R. BOURNE 109-111-113 State Street ROCHESTER, NEW YORK How to Assist the Advertising Committee Everybody Can Do It---It is Your Work One Booster is worth more to the world than a Hundred KNOCKERS. A Booster is an ASSET-AKNOCKER is a LIABILITY. The Advertising Committee, through its Chairman, Mr. Border, is sacrificing its time and energy for YOUR BENEFIT. That sacrifice is great. They ask nothing in return but your coöperation. ONE CENT A BARREL Mr. Crutchfield has suggested that people ought to be willing to contribute one-half a cent for each barrel handled or owned, and one-sixth of a cent for each box. This is little enough. Make it a cent. One cent per barrel and one-half cent per box would give ample funds and add practically nothing to the cost of the fruit. Figure your contributions on this basis and send a check to Mr. Border. It is the best investment you can make and will pay you many times over. LOCAL CAMPAIGN It is strongly urged that every city follow the example of Pittsburgh and Toledo. In addition to the general campaign, start something doing in your home city. There isn't a city on the map but that can undertake this work. There are thousands of people in this country who don't know that they can get apples,-who haven't heard of apples in twelve months. and who will be glad to buy if their attention is called to them. The Consumer is waiting. All we have to do is to go after him—just like other lines do. Called Late But Awake at Last General Interest in Publicity-Much Progress Made The subject of advertising the apple was first broached to this Association in the January Spy-ten months ago. At that time we published an article by Mr. Coyne which contained among other things that excellent slogan "Health's Best Way Eat Apples Every Day." In the same issue was an editorial emphasizing the importance of this work. This was followed in succee ing issues by other editorials and by articles from Mr. Border of Baltimore, Mr. Erb of Cedar Gap, Mo., and by a reproduction of the special form used by the Iron City Produce Company of Pittsburgh. Then came the splendid addresses by Mr. Border and Mr. Franzell at Chicago and the appointment of our Advertising Committee with Mr. Border as Chairman. Of its activities you have been advised direct. GENERAL CAMPAIGN Much work has been done by this Committee. Plans have been de vised and money is being collected to advertise the apple generally and call it to the attention of the public in all parts of the country. General articles have been published in many papers indicating the size and quality of the crop and that the consumer can have all he wants at a reasonable price. LOCAL PUBLICITY In addition to the nation wide activities of the Committee our members in various cities have taken up the work with specific reference to their local conditions. This is notably true of Pittsburgh and Toledo. Articles have also been written for the Boston papers and letters have Been and will continue to be run in the Metropolitan Press. Many of the smaller cities in different sections have also either entered upon this work specifically or are planning to do so. PROGRESS Taken altogether there has been a remarkable awakening. The interest in this subject is very keen from all quarters. It is a movement that is growing rapidly. Results will be accomplished. Plans will be devised. We are on the way. It will undoubtedly take time to develop and settle upon the very wisest methods. Experience in this, as all other things, will prove of great value, but the cause for congratulation lies in the fact that we are in line to gain experience. WE ARE DOING SOMETHING, NOT JUST TALKING. THE SLOGAN It is strongly urged that the slogan "Health's best way-Eat apples every day" be used on your stationery, bills and circulars. This slogan was so highly thought of by the Florida Growers' Associated News that it urged its adoption by the orange growers, substituting oranges for apples, and advocated placing it on every box and on all letters and advertising. Mr. Coyne and your Secretary took the matter up with the News and persuaded them that this Association and the apple industry were entitled to it. Rights, however, may be forfeited by non-use. is too good not to use. Felicitous, expressive and 'catchy' phrases like this are rare. Publicity in Evansville The Good Work Grows---Keep It Up This Evansville, which by the way is in Indiana and the home of R. H. Pennington, is keeping its end up, as might be expected. The Evansville Journal News of November 13th devotes nearly a half page to the apple, under the caption "Some of Miss Mackay's 209 Ways to Make the Apple a Tempting Food." The Journal News says in part: "Writing for the October number of BETTER FRUIT, L. Gertrude Mackay of Pullman, Wash., does better than the landlady of a country inn, who said she had three kinds of pie, 'open-faced, barred and kivvered, all apple.' Miss Mackay in her article tells of 209 ways of preparing the apple to make it a wholesome and palatable table article. "There are few fruits which can compare with the apple in nutritive value and there is no waste in a good apple. Even the paring and core |