. American bee journal. Bee culture; Bees. August, 191G. Amarican ^ae Journal 275 ^>^^' Advertising—A Reply to Bon- ney's Criticism BY FRANK C. TELLETT. PRODUCING an article is one thing, selling it is quite another. Few men are efficient at both ends of the same business. The fact that ex- pert advertising men draw larger sal- aries than in any other department of commercial activity proves in itself that the game is not an easy one. When the Editor asked Mr. Gano for some principles that would assist in getting desirable publicity for honey he did not ask for information con- cerning its
. American bee journal. Bee culture; Bees. August, 191G. Amarican ^ae Journal 275 ^>^^' Advertising—A Reply to Bon- ney's Criticism BY FRANK C. TELLETT. PRODUCING an article is one thing, selling it is quite another. Few men are efficient at both ends of the same business. The fact that ex- pert advertising men draw larger sal- aries than in any other department of commercial activity proves in itself that the game is not an easy one. When the Editor asked Mr. Gano for some principles that would assist in getting desirable publicity for honey he did not ask for information con- cerning its production. Fifty years of producing honey for a livelihood equipped the editor to handle that sub- ject himself. Sometimes it is an ad- vantage for a man who would under- take the selling campaign for a com- modity to know nothing of it in the beginning. He very naturally begins to ask questions, and the thing that he wants to find out is what the general public wants to know also. The fact that Mr. Gano did not know whether the bees put the honey into the section ing agents make a study of advertising and get results for their patrons at less cost. Otherwise they could not exist. Very few successful business men will risk placing their own advertising. The editor wishing to secure the best pos- sible advice for his readers appealed to one of the largest advertising con- cerns in the world. They handle adver- tising accounts of every conceivable kind from oranges to automobiles. In the nature of things they cannot know the details of the production of all the articles, but they do know how to sell them. When the Editor sent the writer to Chicago to see what he could learn about the honey markets and to write the article which appeared in the June number, he visited this advertising agency. To his surprise he found more people employed in their offices than would equal the en- tire population of a half dozen places like Dr. Bonney's town. When the Doctor says that all the sup
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Keywords: ., bo, bookcentury1800, bookdecade1860, booksubjectbees, bookyear1861
