The National Farmer and Stock is a monthly high-class farm and It is the Neatest, Most Instructive, Most Comprehensive, Most Readable, Most Entertaining, The guaranteed circulation is 100,000 Copies EACH EDITION. P. H. HALE, Editor and Manager, 416 Granite Bldg., St. Louis, Mo. The Dairy Record A weekly journal published by the Min- No other publication devoted to the Dairymen harvest a steady crop: they The Dairy Record St. Paul, Minn. Where the Scissors Fall Some men won't advertise because they can't dog the advertisement from house to house, and hear people tell about what a great man the advertiser is.-Business Problems. It is said that John Wesley, the founder of Methodism, once said to his wife, "Why do you tell that child the same thing over and over again?" His wife answered, "John Wesley, because once telling is not enough." Susanna Wesley unwittingly created an advertising aphorism that is at once forceful and eminently correct. "Once telling is not enough." Advertiser, does not that convey to you a message? Does it not force upon you the conviction that you cannot hope to reach the public purse through a one or two time advertisement? Just as a little child required constant telling, just so the public must be reminded from time to time that you have something to sell.-Ad Sense. The advertising of every business should do good to every department. Its purpose is more far reaching than the particular offerings made in each announcement. The public's estimation of a house is based upon a thousand and one little things. This public will rightly judge the character of your entire establishment by the way you advertise certain items.-. -Printer's Ink. All advertising does not make money for the advertiser. But good advertising pays as well, if not better, than ever before. There is enough poor advertising done to increase the value of good advertising.The Western Monthly. The man who can successfully develop an idea is as valuable as the man who can evolve one.-Profitable Advertising. The benefit a business may derive from good advertising can scarcely be overestimated. This proposition, broad as it is, will probably pass unchallenged among those who have studied this subject carefully. The Advertiser's Review. General Taylor, of the Boston Globe, says that few things hurt a newspaper so much as a liar on the editorial staff. Printers' Ink adds that newspaper publishers now begin to realize that as much harm may be A sweeping crusade against the circulation of objectionable advertising matter through the mails, either in circular form or in newspapers, has been started by the postoffice department. The department threatens to take action against news These books teach salesmen how to write convincing letters that sell goods; teach credit men how to write tactful letters that bring in money and give no offense; teach correspondents how to write forceful businessbringing letters; teach stenographers how to master correspondence; teach advertisement writers how to write strong "pulling" copy. They form a complete course in business English-to be read at leisure-to be put into daily practice at once. Many successful men are earning large salaries merely because they know how to state a business proposition clearly, tersely, concisely, forcefully. This set of books comprises the notable Sherwin Cody course in business English complete. Before being published in book form this course sold for $25.00. Every business man, employer and employee, should have this set ready for reference. You Can Get a Set Handsomely Bound in Cloth at papers and magazines accepting the ad Less Than1⁄2 Regular Price vertisements of quack doctors, dishonest guessing contest concerns, or anything that savors of lottery or intent to defraud.Fourth Estate. The billboard is to the newspaper publisher what a rat hole is to a cheese factory-an avenue of drain. The billboard is the enemy of the publisher and the publisher should wake up and be an enemy to the billboard. When newspaper space is used exclusively and landscape ceases to be marred for advertising purposes, the newspaper man will "be in clover up to his eyes!" A billboard is no good, anyhow. A billboard is only an inanimate, insensate thing, beloved by no one or nothing but a billygoat!-The Western Publisher. Tell a little shaver to do somethin' en ask him why he didn't en he will say he forgot-people air jest little shavers grown en ye hev to keep a tellin' em through advertisin'.-Rusty Mike's Diary. They have a way of their own at West Point of teaching cadets how to ride. The effect is to make many a poor fellow, after the second or third lesson, take an intense interest in seeking a soft spot of tanbark on which to fall, and to fall off simply for the sake of being off. He feels about that We are making this offer in connection with SYSTEM the magazine, which is as essential to business men as system itself is to business. SYSTEM tells every month all the new business tricks that will save time-all the little office wrinkles that save worry. Through SYSTEM you can learn all that any one can possibly tell you about system and business methods. 160 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. The subscription price of SYSTEM is $2.00 per year. The Sherwin Cody books, described above, sell for $3.00. To subscribers of SYSTEM, however, we will send the books at less than half the regular cost. Send $2.00 for SYSTEM and $1.00 for the books, and we will enter your name for one year of SYSTEM (including the free expert service) and will express you the books in a case at once, every cost prepaid. Send the $3.00 to-day. Tear out this advertisement and WRITE YOUR NAME BELOW: Chicago, Ill. I find I cannot get along without SYSTEM. It is the best and most comprehensive magazine of its class. Full of "new blood" ideas, nothing antiquated. W. E. JOHNSON, JR. Peoples Saving and Loan Association Company, Leetonia, Ohio. A single article is frequently worth much more than the price of a years subscription. C. E. GREENAMYER. You certainly give big value for the money. JOHN LEE MAHIN. President Mahin Advertising Co. Write your name and address here. Send with Three Dollars at our risk. THE SYSTEM COMPANY, 952 First Nat. Bank Building, Chicago. time as though he never wanted to see a But he has no option and, in horse again. Many an advertiser has the same experience, but when he chafes or the horse bucks he gets off and stays off. There is no one to make him get back; he never learns to ride, because he hasn't courage to stay on long enough to find out if he can learn.-Batten's Wedge. Free advertising, in the generally accepted sense of that term, is not the most desirable kind; but it is nevertheless a fact that the great bulk of paid newspaper advertising costs the advertiser nothing. That is to say, it indirectly returns to him not only the amount invested, but a profit in which the whole community shares. Such is the view taken of the advertising subject by the Columbus, Ohio, Citizen. For the general advertiser using the daily newspaper there are six requisites to profitable publicity. First, suitable territory; second, cost of publicity; third, media; fourth, preparation of copy; fifth, concentration; sixth, persistency.-M. Lee Starke in American Advertiser. The advertisement writer has before him in planning an advertising campaign very much the same problem that the novelist has in planning a novel, says Sherwin Cody in Profitable Advertising, the chief difference being that the novelist deals in sentiment and the advertisement writer in hard business facts. The novelist sets out to stir up love emotions, the advertisement writer to stir up emotions that will lead to buying. Both must play upon the feelings of the people who are to read and be interested. The literary problem in advertising is inextricably mixed up with the study of human nature. Advertising has accomplished some wonderful results. But the real purpose of advertising is not to work miracles; it is to broaden your selling market.-Pacific Coast Advertising. Confidence is the spring from which good business flows in a perpetual stream. There be blunderers who care not and, occasionally, strangers who tarry not to seek this stream. They are athirst; they drink regardless of mud and pollution. But you and I, and other you's and I's, to the total of seventy millions or more, buy as mature judgment dictates-buy where we have confidence. For Your Desk Elbert Hubbard, The "Roycrofters," E. Aurora, N. Y.: "I think that your cabinet has added several years to my earth life by enabling me to find the thing without wear or tear on my temper and vocabulary.' Geo. H. Daniels, Gen '1 Pass'r Agent, N. Y. C. & H. R. Ry. Co.; "I find them indispensable to me in my work." Free to You With Your Name in Gold. Even a gifted writer like Elbert Hubbard cannot adequately describe the value of this cabinet to the man with a desk. It forms a complete, durable, ever-ready receptacle for all the clippings, manuscripts, illustrations, you wish to preserve-the cleverest classifier of miscellaneous papers ever invented. It is a veritable savings bank ofinformation-worth 47 scrap books. All complete, it consists of a substantial air tight, dust-proof box fitted with a full supply of specially made holders, each of which not only shows the contents in it, but by the ingenious its contents may be found. It sits conveniently on your desk indexing system, shows just where everything else referring to and takes care absolutely of all the papers and data that you might otherwise lose or forget-perhaps throw in the waste basket for want of a better place to put it. The cabinet is a genuine Library Filing Cabinet never before made in desk size, and has sold for $15.00 to $500.00 in large sizes. The Desk Cabinet we offer you free is equal in every respect to the expensive kind exceptia size. The free offer is in connection with SYSTEM Edited by A. W. SHAW SYSTEM gives every month 200 or more pages of indispens able information for business men. System is essential to business success. And, so is SYSTEM, the magazine. It tells every month all the new busi- who will answer your questions glady and cheerfully and promptly. This service will cost you not one single penny-if you are a subscriber to SYSTEM. The price of SYSTEM is two dollars a year. It is worth a great deal more than that to an alert man with his eyes on the main chance. An official of the National Cash Register Company, says: "The ideas gathered from your magazine have enabled me to formulate systems for Mr. Patterson's letters, books, pamphlets, orders, etc., which have simplefied the work greatly." "I have learned more from SYSTEM in five months than in ten years of ard study and knocks in business. It is worth ten times the charges for it. F. A. PHILBRICK, Baraboo, Wisconsin. Special Offer. We said the desk cabinet would cost you nothing. Here is the way. Send us two dollars for a year's subscription to SYSTEM and we will send you, every cost prepaid, a cabinet with your name in gold on top. Write your name and address in the white space opposite: tear out this advertisement and mail it to us. Write plainly, so that we will make no mistake in setting your name. Inclose the money and we will enter you as a subscriber-send you an expert consultation certificate-entitling you to free advice-and ship you the cabinet. Act at once. We have only a few of the cabinets on hand, and we believe they will be snapped up in a hurry. Act. Write Name and Address Here. THE SYSTEM COMPANY, 952 First National Bank Building. Chicago. If You Are an Agricultural Advertiser your fondest hopes must be centered upon Iowa territory. It is the home of everything desirable. This field particularly belongs to WALLACES' FARMER There is no other Agricultural Medium that attempts to satisfy these wealthy, educated farmers The result is that Wallaces' Farmer stands alone, in a field by itself, without an equal in the west. The only agricultural paper in lowa requiring payment in advance for subscriptions and stops when the time is out. No other western paper practices such strict surveillance over its advertising columns From the beginning Wallaces' Farmer was designed to take the leading position in the Western field of Agriculture. How successfully it has held that place is proved by the unequalled volume of High Class Advertising that it carries. The one force that has made Wallaces' Farmer the most valuable medium that an advertiser can use is MERIT. The intelligent farmers will read the best paper and they know that the best paper will have only the best advertisers. So it is that Wallaces' Farmer and its Selected advertisers succeed. A careful reading of the paper would give you a better understanding of its worth than any other argument we could use. Let us send you a sample copy. Wallaces' Farmer, 1100 Walnut Street, DesMoines, Iowa. The Farmers who want results read Up-to-Date Farming That means that Advertisers Who Want Results Up-to-Date Farming to reach these business farmers. By helping them to get When we know a man we come to have confidence in him, or the reverse. When we come to feel acquainted with an advertiser through frequently reading his advertisements we are impressed with his sincerity and frankness, or the reverse. He has earned our confidence or our distrust. Which makes it plain that no advertising is successful unless it rings true. Misstatements of facts are now rare, but it is not misstatements alone which wreck confidence in advertising. Far-fetched claims, inapt catch phrases. incongruous illustrations, poorly adapted style, wrong mediums, all these points and many more set the microbe of doubt to work and he soon builds an impregnable barrier of distrust.-L. H. Mertz in Fame. fully The man who understands and graps the meaning of the three wordsFollow-Up-Work-and acts promptly will make business where another would sit idly by and allow opportunities to flit past his door. Follow-up-work usually comes after advertising has secured an introduction or paved the way. The avenues of follow-up effort are almost illimitable and will afford an active, an energetic man such a volume of labor that he need seldom slack up for lack of opportunities to continue his work. A. R. Voorhees in Ad. Sense. The man who rests on his oars drifts with the current, and the current seldom runs in just the right direction.-Profitable Advertising. Advertisement illustrations may be divided into three classes-eye-catching, text assisting and complete. Eye catching illustrations are merely to attract the eye and may be used on any other kind of an advertisement for the same purpose. Text assisting illustrations are those which explain the text or reading matter of the ad., assist in making the ad. more readable and easier understood. The complete illustrations are those which tell the whole advertising story regardless of the text. The text assisting kind is the one most used by careful advertisers, as in nearly every ad. there is some kind of an argument and the illustration is used to bring out this point more strongly.-White's Sayings. The time when advertising was classed with sleight of hand and necromancy has THE FOUR-TRACK NEWS An Illustrated Magazine A Journey Among the Stars...... Frank W. Mack .H. M. Albaugh ..........Howard W. Coggeshall ..Alfred Holman Ancient Prophecies Fulfilled.....George H. Daniels ..Kathleen L.. Greig Will G. Steel When Mother Goes Away-Poem.Joe Cone A Little Bit of Holland... The Romance of Reality. The War Eagle.... Old Fort Putnam.. ..Charles B. Wells William J. Lampton The Confederate White House.Herbert Brooks SINGLE COPIES 5 CENTS, or 50 CENTS A YEAR Can be had of newsdealers, or by addressing New York |