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Managers of newspapers too often depend upon the ability of their advertising solicitors to secure business, instead of first building up a good circulation, which will mean good returns to the advertiser and a continuation of the business secured by the advertising solicitors. Care in selecting the advertising solicitor is, course, of the greatest importance, but due care should also be given to secure a circulation manager who will give the paper the means not only of getting the advertising but of keeping it after it has once been obtained. The general tone of the paper must in turn back up the circulation manager, in order that the circulation may be kept ever growing and fully up to the mark in quality. With a newspaper quite as much as with anything else is the old adage true. which says that the chain is just so strong as its weakest link.-Editor and Publisher.

Much said--little done. Discussion is valuable only when it works hand in hand with accomplishment.-System.

In twentieth century advertising the artist and the engraver play very important parts. Pictures have become an invaluable aid in selling goods. Many large firms spend thousands of dollars annually for newspaper cuts alone. It therefore behooves the progressive advertising man to know what kind of cuts to use and where to use them most effectively.-The Advertising World.

American Poultry Advocate

A Sworn Circulation of 30,000

A flat rate of 15 cents a line. A class of readers that are the most progressive in the poultry business. They have confidence in and buy from advertisers in THE AMERICAN POULTRY ADVOCATE, Syracuse, N. Y.

THE PET STOCK NEWS occupies a field peculiarly its own; about 60 per cent. of its subscribers are poultrymen, the remaining being dog, squab, hare cavy, etc., breeders all of whom are live, up-to date people. Being printed in handsome form THE NEWS is preserved a long time. Circulation over 30,000. Ad. rates on application. THE PET STOCK NEWS, 162 Colorado Av., Chicago.

It is not the amount of money you spend for space; it's where you spend it.

THE COUNTRY WORLD

represents a sure thing for the agricultural advertiser the most certain step to success. Send for sample copy and rates and see what you think about it. COUNTRY WORLD PUBLISHING CO., JAMESTOWN, N. Y.

Do You Want Oklahoma Business? The Oklahoma Farm Journal

is the key to the situation. Its growth of circulation in the last few months proves what a high value these busy people place upon it. Write to us or ask your agent. FARM JOURNAL CO., Oklahoma City, Oklahoma. C. A. ALLEN, 112 Dearborn Street, CHICAGO

Best on Pacific Coast

Largest circulation of any weekly farm paper published on Pacific Coast. Circulation backed up by post office receipts for copies mailed. Ask for Sample and Rates.

PACIFIC HOMESTEAD, Salem, Oregon.

"The Paper That Tells How"

The Small Farmer

253 Broadway, New York.

Bright, new, original farm paper. Circulation of 10,000 copies per month guaranteed. Advertising rate 5 cents per line.

Some advertisers have a thorough understanding of the advertising requirements of their business and are therefore able to recognize a good thing an effective idea at a glance. Others are in a constant state of doubt and experiment and don't know a good thing when they see it. The former succeed. The latter need a leng distance telephone in order to get even within speaking distance of success.Profitable Advertising.

When you look at the regular "make-up" of the very popular flat magazines, made mostly for feminine patrons, there seems to be one inescapable conclusion. The reading matter not only asks to be put "next to advertising," but it insists on being surrounded by it.-Printers' Ink.

It is always noticeable that when a man doesn't have life enough to do a thing he makes the excuse that it wouudn't pay, that there is no use bothering with it. It is al17ays a great deal easier to tell why you don't believe it will pay to do a thing than it is to go ahead and do it.-Michigan Tradesman.

The great advertiser is the one who believes in understands his goods, who their limitations as well as their strength, and is as careful to recognize the one as to promote the other; who plans a campaign of reason and knows that it is safer to build first not for direct results, but for publicity; who works every inch of ground to its highest point of richness and bearing before adding to it; who chooses his mediums with absolute reference to their known value to him, and for no other reason; who is neither lavish nor niggardly, but uses dignified impressive space and for its filling draws inspiration from the widest variety of sources through every possible channel; who advertises to promote the sale of his goods, not to call attention to his skill as an advertiser; who makes his goods a household word in the decent homes of the country so that their use descends as a heritage in families and their advertisements appear as the face of a friend wherever seen.-Fame.

Good advertising costs less than bad advertising. Why? Because most bad advertising is done by men who rush into print without seeking good advice. They pay for the experience that a reliable agent would have loaned them without cost to them, and they usually pay more for the advertising than such agents would charge them for it.-Batten's Wedge.

"Putting off an easy thing makes it hard, and putting off a hard one makes it impossible."-The Bookkeeper.

When a man feels throbbing within him the power to do what he undertakes as Ewell as it can possibly be done, and all of his faculties say "Amen" to what he is doing and give their unqualified approval to his efforts-this is happiness, this is success. This buoyant sense of power spurs the faculties to their fullest development. It unfolds the mental, the moral and the physical forces, and this very growth, the consciousness of an expanding mentality and of a broadening horizon, gives an added satisfaction beyond the power of words to describe. It is a realization of nobility. the divinity of the mind.-O. S. Marden in Success.

If some men bought their advertising space as carefully as they buy stocks and shares their advertising wou'd always prove a profitable investment.-Advertisers' Re view.

When an advertising solicitor promises "quick returns" jest remember you don't reap the harvest jest the next day after you sow your wheat.-Rusty Mike's Diary.

Advertising all the time is like saving for a rainy day. Don't wait for the clouds to gather before you spend some money for publicity.-American Advertiser.