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The New Way A sixteen-page booklet, with an effective cover, is the latest demand made upon the attention of advertisers by the C. E. Ellis Company, of New York City, for the benefit of the Ellis publications. "The New Way" is the title which appears on the with two winged letters to give a suggestion of what is to follow. "The New Way" is to buy through the mail instead of wait. ing for the annual visit of the country peddler or depending on any other antiquated method of supplying one's needs.

On every page is some good evidence and strong argument in favor of mail-order advertising. Just what the new way is, is told as follows:

"The wants of our grandfathers were few and far between, and the annual round of the peddler with his pack was an event not to be forgotten until he came again.

"By and by, as life became easier and money more plentiful, wants increased and little shops sprang up in every town and hamlet.

"But even these, like the old peddler, have had their day, and must now give way to the great department store of the citythe delight and fascination of shoppers.

"Uncle Sam says only a little over onequarter of his children live in the cities and lar towns, and, therefore, only 20,000,000 of people are within reach of department stores.

"What becomes of the other 60,000,000 ?

"Are they still contented with the village store?

"Are they so far behind the times ?
"Have they no new needs?

“These are the mail-order shoppersthree times more numerous than all the customers of all the department stores in the land.

"Each with just as many and varied wants as his city cousin, and with, on an average, far more money to spend on them.

"Just think of it! The storekeeper who boasts the trade of 50 to 60 families considers himself a success: he makes a fair living.

"But for the mail-order advertiser there are over 12,000,000 families.

"For the shopkeeper competition is so keen that he is at his wits' end to keep going.'

"In the mail-order business there is practically no competition.

"Enormously as the business has grown, it is still almost entirely in the hands of a very few firms.

"All commenced only a few years ago, and in a very small way.

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"To-day they are selling over $1,000,000 a week, and all for cash.

"No credit is given, no credit is asked, in mail-order trading.

"The great fortunes of the future will be made in selling by mail, and your chances are just as good as those of any. one else."

We wish to call our readers' attention to a mistake in the initials given to Mr. Harrison, whose photograph was reproduced in the December issue of AGRICULTURAL ADVERTISING, accompanied by a short article from him.

The name appeared as J. G. Harrison, when it should have been Orlando Harrison. The firm of J. G. Harrison & Sons, of which Mr. Orlando Harrison is an active member, operates one of the most extensive and complete nurseries in the country. It is located at Berlin, Md., and covers over thousand acres of ground. Notwithstand.

The Osborne line solicits business for 1904 in a highly colored catalogue that is bound to attract attention. The front and back cover designs are shown in this issue of AGRICULTURAL ADVERTISING. The con


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tents and their arrangement are well calculated to hold the interest of the prospective purchaser, while the strong points of the Osborne farm machinery are given particular prominence. The catalogue compares most favorably with those issued by other implement houses, and does credit to Mr. C. C. Avery, the Advertising Manager of D. M. Osborne & Co., under whose supervision the catalogue was compiled.

ing the close attention that this large business demands of Mr. Orlando Harrison, he finds time to execute numerous other duties which his ability and unflagging energy has made it possible for him to take up.

He has taken a very active interest in the Maryland Horticultural Society for a number of years and was its president for some time. At present he is Mayor of Berlin, which office he has held for several terms. Mr. Harrison is one of the commissioners chosen by the Governor to represent the State of Maryland at the coming St. Louis Exposition. But nothing can distract Mr. Harrison's deepest interest from the seed and nursery business, which he has made his life's work.

Mr. J. C. Billingslea, a familiar figure in advertising circles, is now the western representative for The Ohio and Michigan Farmers.. He makes his headquarters at 1506 Schiller Building, Chicago.

Crawford, whose ability has been proven upon former occasions, was in charge of the management.


The New York Poultry, Pigeon and Pet Stock Association held its fifteenth annual exhibition in New York city from January 5 to January 9, 1904. The bitter cold weather along the latter part of December caused many delays on the part of the railroads. which prevented the prompt arrival of some of the show entries, but the judging was held over for a day to accommodate the tardy ones. Prominent fanciers from all over the country attended the exhibition and rare birds from foreign countries added to the unprecedented quantity and quality of the stock shown. While the center of

Fleming Bros., Chicago, have issued small booklet entitled "Stock Ailments That You Can Cure," and calling attention to their stock remedies. The cover page, which is in two colors, is shown on page 54.

Advertising possesses peculiar advantages over any other form of investment. It yields immediate returns. Its value is cumulative, and cannot depreciate; it is absolutely staple. In addition advertising

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Back Cover D. M. Osborne & Co. Catalogue. Interest was directed toward the poultry cannot be dispensed with by the business show, there were other features of the meet man without detriment to his own interwhich were most attractive and received ests. Millions invested in stocks, bonds and their full share of attention. The pigeon

other securities, in real estate, in goods, in exhibit was admired by all the visitors agricultural, manufacturing and mining and showed great development along this

products every year are lost. But never line. The cat show was held in a small has a cent invested in intelligent advertisseparate hall, but got more recognition

ing been lost, nor has money invested in than usual, owing to the large number of

judicious advertising ever failed to pay fine animals. The cage bird exhibition was

handsome dividends.-American Advertiser. a fascinating novelty of the show. Many Mr. J. Warren Burton, an able advertisclubs devoted to special breeds of poultry ing man, is now hard at work getting busiheld their annual meeting at the same time ness for The Woman's Magazine and The and place and nearly all the organizations Woman's Farm Journal, of St. Louis.

Mr. made appropriations and adopted measures Burton will assist Mr Geo. B. Hische, who that will insure a fine display at the St. has charge of the Chicago office of these Louis Exposition next spring. Mr. H. V. publications.

*The Third Power" is the title of a book written and recently published by J. A. Everitt, publisher of Up-to-Date Farming, Indianapolis, Ind.

Mr. Everitt is president of the American Society of Equity, an organization formed with the view of establishing co-operation among farmers.

"The Third Power" was compiled with the object of furthering this plan by setting forth the feasibility of its accomplishment and the great benefit it would be to all classes. The book contains 275 pages.

"The longest advertisement ever put out" is what is said of a book entitled "Witchcraft of the Twentieth Century." It is in magazine style, standard size, and its two hundred pages are devoted to the praises of Sapolio. In a letter which Enoch Morgan Sons Co. send with each copy they say : "It took time: it represents some work, but most of us have more time than we know how to use well, and more ability for hard work than we ever put to use."

The book is a collection of some of the best advertisements that have been used by this firm, interspersed with new stories and clever combinations of other advertisements.

The New Year's number of The Farmer, St. Paul, Minn., had an artistic cover de

Fred L. Kimball, publisher of Kimball's Dairy Farmer, Waterloo, Iowa, has a card of thanks ready for his subscribers when they remit. He expresses his gratitude in this manner: "Please accept my thanks for your remittance. I appreciate your patronage and rejoice in the friendly relations which exist between us. May you be prospered even beyond anticipation."


On December 16, 1903, the Archias Seed Store, of Sedalia, Mo., opened a large, new store, which was made necessary by increased business. The Sedalia Democrat, commenting on the move, said: "Competent judges are of the opinion that the Archias Seed Store is the finest in the west. Certainly no pains and expense have been spared to make it so."

M. M. Johnson, the well-known poultryman of Clay Center, Neb., has recently issued his first annual catalogue. The cover is of rare strength and beauty, the appropriate designs being well brought out by the three color process. Mr. Johnson forestalls all criticism of the book by stating at the outset that he knows more about building incubators than he does about catalogues. However, he has filled one hundred and eight pages with readable matter. The cover was reproduced in the December issue of AGRICULTURAL ADVERTISING.

sign, which is reproduced on this page. The suggestion of domestic felicity is strong and effective. It was printed in two colors.

The Walter A. Wood Mowing and Reaping Machine Company has issued its 1904 catalogue, a book of thirty-two pages and cover. It is profusely illustrated with

good half-tones of the various machines. of the pages are decorated with rural scenes done in green as a background. The work does credit to Mr. Frank H. Black, who is advertising manager for the company

Fred L. Kimball, Waterloo, Iowa, has established a new home for his three publications, The Creamery Journal, The Egg Reporter and Kimball's Dairy Farmer. The new location is at 181-183 Bridge street and has about double the floor space of the old quarters, affording better facilities for conducting the growing business of these journals.



A new poultry catalogue from the J. W. Miller Co., of Freeport, ill., is a most satisfying piece of work from every point of view. The cover bears a distinctive design, done in three colors—red, black and yellow-on stock of a light brown shade.

The inside pages are liberally illustrated with good cuts of the Ideal machines, poul

supplies and thoroughbred poultry. The catch phrase of the book is “The man who knows," and the comprehensive manner in which all subjects are treated gives added significance to the sentence. The catalogue contains a long list of strong testimonials. The L. C. C. is responsible for the art and press work.


Messrs. Chittenden, Leyda & Frew, a Chicago firm of competent printers, sent holiday greeting to their friends in the form of a small card. Few words were used, but they were artistically arranged and sufficient to convey the season's sentiment.

Do you know that Marshall Field & Co. pay their employees $1 for every error in English one of them finds in any of the printed matter issued by the house? Nowadays nothing hurts a man's prostigo with the educated like careless English. Moreover, the best correspondents are no longer willing to write their letters in the timo-worn commorclal jargon of half-intelligible commercial phrases. A good letter, business or social, should be simple, smooth, easy, winning,

like the voice of a good salesman. The man who will help you is Sherwin Cody. He has an in. ternational reputation as an expert on English for business men, and now has put his private lessons into four handy little volumes (time-saving size)-seven complete courses, Word study, Grammar, Punctuation, Composition, Business Letter Writing, Story Writing, Creative Composition, hitherto sold in typewrit. ten form for $15 to $25 for each separate course. These books contain everything that will help you, nothing that is mere lumber. Better than a dictionary, because they

WRITING SPEAKING teach a man to be his own the ENGLISH dictionary.

LANGUAGE Businoss Managers

SHERWIN CODY Several large

wholesale houses have introduced Mr. Cody's books and personal criticism of English service to all their clerks who write letters, from the merest Stenog. rapher to the most experienced correspondent. It pays.

Crodit MonHere is a point for you. You are

RD-STUDY not too old to

GRAMMAR learn yourself, and you will find

COMPOSITION that the credit of your house will

CONSTRUCTIVE, RHETORICAL improve wonder. fully if you see that every letter that goes out is the best.

Young Business Mon-If you want the touch, the snap,the tone of words that win'in the business world, go to the man who is both a scholar and a master of straight-from-the-shoulder business English. His little books should be your daily companions.

Advort semont Writors-You can't afford to let mistakes creep into your work. The only way to avoid errors is to have a good reference work constantly at hand.

Corrospondonts-Don't write the time-worn commercial jargon, but get out of your rut by getting the knack of writers

who are masters. Mr Cody has a simple, easy method in his "Composition" book.

Stonographors-The only way to get a better salary is to

improve your English. Keep SAMBER

Mr. Cody's books at your el12200

bow and in six months you will be worth twice what you are now, and you'll get it, too.

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Appeal to Reason will raise its advertising rate after February 1 from 75 cents per agate line to $1.00. This rate is for regular editions; the rate for special editions will be $1.50 per agate line.

The Farmers' Record is a new agricul. tural weekly that made its first appearance on December 3, 1903. It is published at Milwaukee, Wis. Mr. W. J. Kenrick is editor and publisher.

Mr. Pierce Underwood has removed his offices from the Marquette Building to suite 1313, Hartford Building, where he will continue his work as advertising manager of several publications.



$5. for $3.

Every year, since 1896, the Orange-Judd Company has issued a book which is called "The American Agriculturist Year Book and Almanac.” The 1904 volume has appeared in the usual form, containing the same special departments of former issues with a large amount of new statistics of general interest. It contains much valuable information, put in the most concise and clear form, which makes it a serviceable book of ready reference, not only to farmers, but everyone. It is carefully arranged, well illustrated and contains maps of educational value.

Write Namo and Address Here.

This set of four books, containing seven complete homestudy courses, costs $3.00. SYSTEM, the magazine, $2.00 per year.

Both-the books and the magazine—will be sent, prepaid, for $3.00 if your order is sent on the white space below

-$5.00 if not. System is essential to business success. And so is SYSTEM, the magazine. It tells every month all the new business tricks that save time-all the little office wrinkles that save worry. Through SYSTEM you can learn all that anyone can possibly tell you about system and business methods. Ninety-six or more pages monthly, cramful of business ideas for YOU. The regular reading of SYSTEM will solve your business perplexities-but if it does not. SYSTEM has a staff of experts, practical business men, who will answer your questions free. Subscriptions $2,00 per year.

Tear off and mail with $3.00 at our risk to SYSTEM, 952 First Nat. Bank Bldg., CHICAGO.

The Monthly Magazine for the Man of Affairs.


Henry Olendorf Shepard, president of The Henry 0. Shepard Company and The Inland Printer Company, died December 31st, 1903.

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