PLAN No. 306. FREE RECIPE BOOKS TO FARMERS
In order to interest city merchants in the possibilities open to them for country trade through the parcel post, and to interest the farmers in the goods carried by the city merchants, an advertising man in a western city thought out a plan that would do both.
First, he secured the name of every farmer within fifty miles of the city in which he lived. Then he got up a little 16-inch page booklet, with an attractive cover, and filled one-half of every page with interesting and useful information for farmers, such as recipes, methods of gardening farm, garden and orchard products, etc.
He then went to merchants in various lines, showed them the plan of the booklet, exhibited his list of farmers’ names, assured them that he would send a copy of the booklet free to every farmer on that list, and got them to fill the other half of each page with an advertisement of those goods especially for farmers’ use. The front of the cover he used as a title page, while the three other cover pages he sold for advertising purposes at good rates.
That little booklet netted him over $250, after he had submitted affidavits to the advertisers that copies of it had been sent out free to all the farmers, as he had agreed. He prepared another booklet, using the same matter, except the ads., and these he obtained from another set of advertisers. The matter already set up for the first booklet saved a great deal on the cost of composition, and at the end of the year his profits amounted to more than $2,000.