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Show been, has come to only .66 of 1 pe: cent, according to Mr. Francisco's figures. fig-ures. For nine yers the association har confined its advertising entirely t the newspapers, and has found tha they are by far the most profitable medium. Mr. Farncisco cited an il-ustration il-ustration in point. With a campaign of newspaper advertising in Iowa the association had an increase of 60 pe; cent in sales in a single year. "The newspaper reaches the persons per-sons to whom the merchant must sell the goods," said Mr. Francisco, "and the advertising placed when the Igoods are In the hands of the merchant mer-chant gives the help to the dealei How Newspaper Advertising Pays How newspaper advertising put the citrus fruit-growing industry on its feet find kept it there was described recently in an address in Portland by-Don by-Don Francisco, advertising manager of the California Fruitgrowers' exchange ex-change and president of the Los Angeles An-geles Advertising club. His talk covered cov-ered the growth of the co-operative movement of lemon and orange growers grow-ers for the last twenty-seven years. .when he needs it." The consumer gets the benefit of the increasing business of the association, as-sociation, since larger volume insures a first class article and also makes to: lower prices than would be the case if Ithe aggregate of business were small. Mr .Francisco said advertising had doubled the use of oranges in the last ten years, increasing from 10.000.000 to 20.000.000 boxes. Moreover, when the association took hold and began j its advertising campaigns, the growers grow-ers often were compelled to accept losses, which is no longer the case. The association now handles SO per cent of the lemon crop, whereas, at its beginning it handled only ol per1 cent. All of which, by direct state-! ment and by inference, has come, about through the use of newspaper: columns for advertising. Ex. i In order to fully understand the success which has attended the fruitgrowers' fruit-growers' exchange it is necessary to say that it is an organization purely co-operative. It has neither capitalization capitali-zation nor incorporation. Any member mem-ber can withdraw at any time, but none seldom or ever doe. The asso-ci:.;ioii asso-ci:.;ioii has become so well established estab-lished that 73 per cent of the citrus fruit in California is marketer tiuougb its instrumentality, and the j markets are made and the product commands good prices because newspaper news-paper advertising has created a demand de-mand in distant places, a demand which the exchange takes especially good care shall not be adversely af-focled af-focled by supplying it with inferior fruits. Through co-operation, the association associa-tion has been able to spend three-quarters three-quarters of a million dollars a year in advertising. Yet so systematic has been the advertising and selling that the cost of both has been only 2.01 per cent. The item of advertising alone, big as tho campaigns have |