localities where agricultural exhibitions are held.

In conclusion let any manufacturer who is interested write today, get a sample copy of the leading agricultural journals of Western Canada and note the food for thought that is being constantly meted out to the agriculturist, also observe the class of goods advertised and the reports on new districts opened up, the views expressed by disinterested pioneers on the future of the west, then write your advertising agent for a report on publicity mediums and tell him to "put your goods next" the farmer of Western Canada.

A

N advertisement should tell people of the existence of something, prove its desirability, awaken the intention of purchasing it, tell where and from whom it may be obtained, and give its price. When well handled, advertising is chatting on business topics with a minimum expenditure of time and money. A bright conversationalist usually has a fund of anecdotes with which to enliven his remarks, but he uses these judiciously. Illustrations are space-saving substitutes for narratives; but too many fail to realize that they are designed to set forth more clearly, or to attract attention to some truth. There are many cuts which neither awaken interest, nor explain the accompanying reading matter. They are a waste of the money invested.

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As an illustration is the most prominent part of the ad, it should act as a sort of advance agent for the accompanying facts, whetting the mental appetite for the knowledge which is to satisfy the buyers' desires. Its style should depend upon the class of people to whom it is to appeal; but under no circumstances should it be irrelevant, or crude. No one can afford to economize on cuts, for poor ones are worse than none, while those of unusual merit rivet the attention of disinterested readers.

Unsightly illustrations are always an error, whether used in periodicals or on bill boards-which are probably the poorest substitute for printers' ink ever invented, for they awaken the prejudice of every landscape lover.

Illustrations gain by simplicity, but this should never become so inartistic as to insult the intelligence of the public. It is possible to have a good drawing, yet use such poor judgment in the size of the cut that its disproportion to the reading matter neutralizes all its merit. If too small, the cut will seem scrimpy, and the frugality of the advertiser makes a most unfavorable impression. On the other hand, too large an illustration, if of an explanatory nature, makes an ad top-heavy, while if merely attractive it makes it "" "" "frothy. If space is limited, it is better to omit a cut than to crowd it in and attract undue attention to lack of funds, or judgment.

If we must wear patched garments, do let's avoid using gorgeous goods for the material which fills the rent.

It has taken a century to evolve the entertaining newsy ad of the present from the formal notice which was its ancestor; but having reached its present stage, its future growth will be rapid. More and more we are coming to realize the importance of making our advertising matter attractive, and one who has mastered the true inwardness of methods of publicity would no more return to unillustrated, undisplayed ads, set solid, than a graduate of one of our agricultural colleges would follow the rudimentary farming of the tropics.

A Cuban farmer scratches the ground with a bough torn from some convenient tree, and plants his crop. Climatic conditions are all in his favor, so he harvests it. In California it is not unusual to see farmers turn two inches of soil, drag brush over it by way of harrowing, and plant without other preparation. Soil and temperature being sympathizers with lazy folk, there, results are fairly satisfactory. But an up-todate farmer, who thoroughly prepared his fields, would reap an hundred fold in either locality.

The man who never advertises, or at best uses only a business card, is following Cuban methods in the advertising field. He will gather in those sales which a kindly Providence sends his way. The one who uses undisplayed ads, which contain nothing novel, patterns after the shiftless Californian's system -and he reaps accordingly. But whose ads are original, well illustrated and scientifically placed, reaps in sales which compare favorably with the harvests of the agricultural specialist. In no field is it more true that "as ve sow, so shall ye also reap.'

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Some seeds are slow in germinating, and the ignoramus becomes discouraged, neglects them, and has no return for the small amount of work he has done. His is the temperament which reaps failure, for he gets what he expects. The advertiser of this class hastily decides that he is pursuing unprofitable methods, so discards them and starts on a new tack. One year he tries one system, the next