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becomes more stable in its character, the ever, either directly or indirectly, counextremely demonstrative types of piety tenance violence or lawlessness of any and impiety both tend to disappear. kind. This is probably due to the fact That perhaps accounts for their growing that the farmers as a class are vastly scarcity as one proceeds eastward. This more intelligent and law-abiding than is probably due partly to the develop the rank and file of the wage-workers, ment of definite social relations after a though they are more numerous and pogeneration or two have grown up in a litically more powerful. locality, partly to the building up of No such interest attaches to a journey family pride and family traditions, but such as that which I have just made as mainly to the greater prevalence of edu is now found in the account of Arthur cational and moral training of the youth. Young's travels in France on the eve of The fact of the matter is, that in the the French Revolution, nor is it of such early settlement of most sections of the historic interest, in that it describes a West there were no well-established so decaying civilization, as Frederick Law cial relations and no family traditions Olmsted's “Journeys Through the Cotton to maintain, and very little systematic Country'' just before the Civil War. The moral training of the youth.

conditions in the corn belt are pre-emiPolitically, the West is rapidly settling nently normal, and therefore one sees litdown to more fixed habits of thought, tle that appeals to the natural human though it has had its period of unrest. interest for the curious and abnormal. In the early seventies, and again in the But, on the other hand, the corn belt is early nineties, the Western farmer be the most considerable area in the world came the spoiled child of American poli where agriculture is uniformly prospertics. He had been flattered and cajoled

This prosperity is, moreover, by demagogues until he came to think healthful and natural, and not artificial, himself the most important factor in our like the sugar-beet industry, for examsocial system. This position he has now ple, which has never in any country been deprived of by the wage-worker, shown its ability to stand alone unaided who is today laying the flattering unc by government favors, nor, like much of tion to his soul that he is the most im our manufacturing prosperity, based upportant personage in the universe. Το on government protection. The people be sure, neither the Grange nor the engaged in the corn-growing industry Farmers' Alliance in their wildest days ap an independent, progressive class, proached in arrogance the labor organi- drawing their sustenance from the soil, zations of the present; nor did they and not from other people.



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Business Types


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The Good Fellow E IS probably a fat man and it is sure he sleeps at night. He doesn't always give you a

tract and many, many times he sends you away without even a promise, but there is something more than contracts and promises in this advertising business, and sometimes an hour spent with the good fellow will net you a dozen contracts in other places. The real good fellow, like the real poet, is born, not made. His the pleasant, ringing laugh, his the cheerful belief in other men's honesty and good intent. Peace be to him and may his lines forever fall in pleasant places.

He is interested in you and your lot. He has a few helpful suggestions to smooth the road for you. He wants to make you as happy, as good natured and as hopeful as himself, and he usually succeeds.

Ben Yeager is a young fellow, just out of school, who becomes an advertising solicitor. Being quick, earnest and not afraid of work, he is given a place in the western office of an eastern farm paper. Just to break him in, and incidentally to get a lot of disagreeable work off his own hands, the boss sends him against the toughest games in the field. For weeks young Yeager beats the bushes, and starts no game.

He hears rumors of business going out and daily he is told that there is business in the line he is working for a good * Stick to it, my boy. It will do you good, and don't be afraid to kick yourself. You probably need it.” This is

the half cynical advice of the boss. As though he wasn't sticking to it and fairly sweating blood in his effort to make good. He begins to lose faith in himself, to feel like a homeless little yellow dog. A grunted refusal is his lot in most places, and he has got so useit to these refusals that he grows to expect them and can't for the life of him make a fight for business. And then he stumbles in on the good fellow.

The good fellow asks him to have a chair; he talks to him of crops and results; he makes the boy's heart jump by asking his advice about some matter of business policy. Young Yeager begins to feel like a man again. His knees go back into their places with a snap. He straightens his back. He begins to breathe again, the color comes back into his cheeks, his eyes glow, and he talks of that paper of his as he never had talked of it before. He talks as he used to talk up in the old college dormitory, He realizes that he is a man on the earth with other men; that he has a right to breathing room; to an opinion; to a place to work. He may get the good fellow's order or he may not, but he goes from the room a new man; a fellow to reckon with; a fellow who has proved himself.

Off with your hats then to this genial soul, he of the smile and the words of cheer, and may the advertising game yearly find in its ranks more of this good breed who are called good fellows, and are in reality only true born gentlemen after all.



AND OF INTEREST TO ALL ADVERTISERS. Collier's Weekly in its advertising campaign, gave the following information to show that it ran more advertising in one month than other leading magazines:



12,467 Liues Lines Lines Lines Lines Lines



It will surprise many to know that the magnitude of the Poultry Industry has enabled its Leadsing Exponent--the Reliable Poultry Journal-to secure and hold more business than any one of the popular magazines above mentioned. In the month referred to

THE RELIABLE POULTRY JOURNAL RAN 40,855 LINES. Suppose that none of your competitors are represented in its columns! What a chance for an advertising scoop. Send for a Free Sample Copy of THE WORLD'S LEADING (Biggest and Best) POULTRY JOURNAL whose Guaranteed Circulation is Invariably Exceeded.

Address, Reliable Poultry Journal Publishing Co., Quincy, Ill.

Advertising Department

E. ST. ELMO LEWIS, in the Bookkeeper for January


E have been considering heretofore

a class of advertising that appealed to the large mass of the

people, generally issued by those who attempted to reach the general public or a certain specific portion of it, and in the majority of cases, with advertisements, that offered for sale articles of general use.

There is another class of advertising, however, which never reaches the general public. It is made to appeal directly to either professional men, or to dealers who buy goods to sell them again, or to the men of certain trades.

This advertising is known as tradepaper advertising.

The trade paper is a publication that appeals directly to a man's trade or profession. It is not intended for general reading, and it lacks in those popular features which are the drawing elements in what is known as the lay press.

The trade paper appeals to the business or professional side of a man's life. In the vast majority of cases, the tradepaper is intended primarily for men. It is of little or no value to women, for the simple reason that as yet, women have not entered the trades or professions in large enough numbers to warrant publications for their especial benefit, or that trade publications should give them very much consideration.

A trade paper, being intended for men, and being restricted to the business interests of men, is therefore placed in a peculiar field by itself.

When we come to writing advertisements for trade publications, we must take into consideration these conditions.

The trade paper is a very influential organ when properly used.

The great difficulty, however, is that for twenty years the trade publication, to a large extent, has been considered from the stand

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point of a charitable proposition. The vast majority of trade-paper advertisers are either manufacturers, wholesalers, or jobbers, who, manufacturing, wholesaling or jobbing a commodity which is to be sold to retailers, and in turn sold by retailers to consumers; in a large percentage of instances, such goods are not advertised in any other way, and a peculiar fact remains, that the trade-paper advertiser, even when he does advertise for the purpose of creating a demand upon the part of the consumer for his line of goods, and who advertises effectively and according to the scientific and artistic requirements of good advertising, will utterly fail to grasp the distinction between the advertising that creates a demand upon the part of the consumer and the advertising that creates a demand upon the part of the retailer.

Trade-paper advertising, instead of being the first to become thoroughly up to date, and the first to reflect the better tendencies of the advertising art, is in reality the last to feel the impetus. This is largely attributable to the fact that the manufacturer, wholesaler, and jobber have so absolutely depended upon the salesmen, that they have ignored the ad

vantages of advertising until recently, and confined themselves almost entirely to the expensive method of selling by word of mouth.

The trade-paper advertiser, however, is waking up He is doing better advertising to-day than he has ever done before in the history of advertising.

We will first consider the trade-paper advertiser to be a manufacturer, wholesaler, or jobber. We will ignore entirely whether he does any advertising for the purpose of creating a demand upon the part of the consumer or not, and we will say he desires to sell goods to the retailer. As I have said before, he is selling to

Now, this gives a wider latitude as to taste and method of expression, both in pictures and in words, than we had before. We can make more use of humor, more use of slang expression, and we can talk more directly, bluntly, and to the point, than we can when we must take into consideration the finer sensibilities of women, who constitute by far the larger number of retail consu



In the first place, a small “card,” as it is called in the trade paper, is of little

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