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Wisconsin Cheese Makers' Association / Proceedings of the Wisconsin Cheese Makers' Association forty-third annual convention November 14, 15, 1934 assembled in the Eagles Auditorium Sheboygan, Wisconsin

Balderston, Robert W.
Methods and results of national advertising of dairy products,   pp. 55-60 PDF (1.4 MB)

Page 59

am glad to show you what people in Holland are doing to advertise
although their consumpton is 12 pounds per capita per year. What
are the possibilities of getting this done here at the present time? We
have certain indications as to what can be done.
We did some work finding out what was the cheese consumption in
certain parts of Wisconsin about four or five years ago. We had some
youngsters in high school find out what amount of cheese they bought
per week at home. We took five different centers all over Wisconsin
and the average consumption in those families was from 10 to 20
pounds per capita per year, and furthermore, instead of two-thirds of
the people using cheese as in Philadelphia, in every case 20 out of 22
families bought cheese regularly.
We overlook the fact that we have one-third of all our people back
in the east, east of Pittsburg; and two-thirds of them don't know and
use cheese like Wisconsin folks; so that it is perfectly possible to get
big increased consumption, east of Pittsburgh.
We took a little town out in Iowa and went after the milk consump-
tion and we tripled it in two years. All it took was the time of one
woman going out there to the high schools, and we secured this great
increase. One woman wrote in from Louisiana and wanted to know
how she could increase the use of dairy products in Baton Rouge.
Now then for some other things we can do. This big poster hung
up there is an oil cloth sketch for a barn poster. I was interested in
the pictures in your program showing how you are using cheese signs
on your barns. Going up through Wisconsin on a fishing trip this
summer and back again, my eyes were opened to your barns. "Wis-
consin, the Cheese Center of the World", ought to have a cheese
on every barn.
Downstairs you will find a butter sign which the butter industry has
already produced. Each one is in four sections and all you need to do
is to drive some ten penny nails. They can be sold for from ten to
twenty-five dollars a piece. We can take those same cheese signs and
put them every ten miles from Chicago to New York on the Lincoln
Highway with very much less money than lots of people are spending
in one radio broadcast or one magazine advertisement at the present
I am not talking against radio, newspaper or magazine advertising.
I am only saying that the cheese industry wants to make its money go
as far as possible. I am saying your dairy farmers from here to New
York want to help, because everything you do to increase cheese con-
sumption helps them to bring up their price. Their barns ought to
have cheese signs the same as yours, and they would be glad to put
them up and take care of them for four or five years. These metal
signs are guaranteed not to rust and they will stay there for four or
five years. I am only referring to the fact that we ought to make our
money spread out over this country and utilize our opportunity for
this kind of work.
I could tell you that we have women demonstrators that can get an
audience of this size any time you want in a city the size of Philadel-

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