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The Live Stock Man
HE keeping of live stock has been

recognized as the ideal condition
of agriculture from the earliest

times. Abraham was a cattlebreeder and to say "the cattle on a thousand hills are his,” was to express in the highest terms the wealth of the ancients.

Agriculture that is confined to the cultivation of the land, and the consumption of the products in any place away from the farm on which they were produced, is destructive. The cereals are always taking from the soil its elements of value and returning nothing.

On the other hand the breeding of live stock is creative. It maintains the condition of fertile soil and builds up that which has been depleted or originally lacking in fertility.

The ancient Spanish proverb: “The sheep has golden hoof," has been proved true in


country and clime where sheep have been kept.

The roast beef of Britain, which has been accorded the credit of making stout the hearts of

Britons, comes from bullocks that have furnished the farmers of England with

way to make a living while at the same time maintaining the fertility of their farnis.

The hog is popularly called a "mortgage lifter," and

farm on which swine are largely bred ever becomes poorer under such a system of management.

The dairyman milks his cows and from the milk extracts the butter, which is only another form of sunshine, and by feeding the skimmilk to pigs, calves or poultry, returns to the

farm all the elements of fertility used by the grain and hay fed to his cows. That this is not mere theory is easily proved on thousands of farms all over this country, and in foreign countries.

“These fields," said a German farmer to an American visitor, “have been cultivated since before the time of Julius Cæsar." "How have


maintained their fertility?” was asked.

"We have always kept cattle," was the reply of the man, who might have been a direct descendant of the ancient barbarian who first cultivated those fields.

Coming nearer home amples that are striking proofs of the benefits that may be derived from breeding live stock.

Lying in the great "corn belt," well within a half day's ride from Chicago

two great farms. Either of them has more than 20,000 acres within its boundary lines.

The first, the great Funk farm, has been in the possession of the Funk family for fifty years or more. This farm is distinctively a cattle farm. The corn produced on it has been fed to bullocks which have added to

the wealth of their owners and the fertility of the farm on which they are fed. The keeping of live stock might go on for unnumbered years—for as long as the German farm had been under cultivation—and at the end of that time the broad acres would be more productive than they are to-day, although no more productive land than that of the Funk farm can be found in America.

The other farm we refer to is a





restore to the soil what the crops have taken from it.

The foundation of agricultural wealth is in the breeding of live stock. Farms may

be made to yield large profits by using them for the production of grain, for a short time, but in the end the crops cost so much, on account of the necessity of buying fertilizers, that profit is impossible. The permanent wealth of this country comes from its live stock products.

grain farm.

Forty years ago a rich man from oversea established himself on this farm and proceeded to grow corn and oats, year after year. Just corn and oats on all that stretch of fertile prairie. Year after year since that time corn and oats have been grown and sold from that farm, and to-day. it produces average crops only twothirds as large as the average crops of a quarter of a century ago. Now the owners are buying manure in the Chicago stock yards, paying freight on it to the farm and hauling it out on the fields to restore to them the fertility that has been shipped away in the form of corn and oats.

The crops of this farm have been sold to those who could feed them with a profit, have been sold at the lowest price, the market price, instead of having been sold in the shape of beef and pork at the highest price, and now some of the money received for the crops is being paid for fertilizers to

Stockmen and Advertising The average stockman looks on advertising about as the average physician. Both recognize its merits, but they can't be induced to try it. The doctor holds back, he claims, from ethical reasons. Occasionally, he can be induced to run a one-inch business card giving his name, address, office hours and telephone number, nothing else.

Of course, if he performs a success



ful operation, he is not adverse to hav Their advertisements are to be found ing it stated that he was the physi in the best live stock papers. They are cian. in charge, and his local paper well written, well displayed, and they may puff him up to the skies. He will bring big results. even consent to buy a number of extra

Legitimate Advertising Business copies to send them out marked with a

The recent failure of one of the oldest blue pencil. But that is about as far

advertising agencies in the country has as he goes.

led publishers, especially publishers of The live stock

goes through

daily papers, to investigate the lines of about the same process. He enters his credit they have been extending to Tom, stock in the county and state fairs. He

Dick and Harry in the agency business. expects the list of his entries to be prop The prediction is freely made that there erly given in the papers, including the will be quite a shaking up in the agency live stock press, daily and weekly. field before the autumn snows fly, particWhen he pulls down a few blue rib ularly among the agencies which are bons he looks for

practically doing business on the capistory with half tone of his prize tal of the publishers. steer, stallion,

whatever it However much personal regret we chances to be. If he doesn't find it he

may feel for the gentlemen who will be says that the editor is afraid he'll give

put out of business, their disaster will some free advertising.

not be regarded as an unmitigated caBut for the other picture: There lamity. Unquestionably publishers have are stockmen who advertise and find been much too lax in the recognition of profit, and, therefore, pleasure in doing advertising agents; the curb-stone So.

brokers in advertising space have done


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the publishers no good and have been a serious menace to the advertisers. By poor service and bad advice they kill more advertising than they create and lose more money for their customers than they make for them.

But the curb-stone man is not the sole sinner. The "old established" agency, the agency with a “prestige” to maintain is quite as apt to be guilty of offenses which in time lead to its own undoing as well as to disaster for its customers. The most common of these offenses is rate cutting. It may be that the customer who hawks a list of papers about the country for "bids" is largely responsible for this evil, but the reaction upon the agency that indulges in it is none the less disastrous. The advertiser may depend upon this with certainty: He may not always get full service even when he pays for it, but he surely will not get it if he does not pay for it. The advertising agent is no more of a philanthropist than other


business men are; he expects to make money and if he accepts business below the cost of handling it, either he will skimp the service in order to "come out even” or he will lose money. One or the other result is inevitable; the advertiser

more afford the one than the other.

is well to note, however, that the legitimate advertising agency of today is coming to regard advertising more and more of a profession and less of a busi

The successful agent must make money, but he does not expect to make it at the expense of his customer.

Things were not always thus, and are not universally so now, but more and more it is not only desirable but absolutely necessary that the advertising agent who expects to remain in business, be honest in a sense higher than the legal meaning of the word, and that he apply to his work and his relation to his customers much of the same ethics which the physician and the lawyer are

supposed to apply in their professions.

And that's another reason why there will be from now on a constant weeding out of the agency field.



apt to write for others. Thus you get the benefit of their appropriation; and if your catalogue is the strongest you actually may make more sales than they. The returns are not always to the big advertisement. Driving the main proposition home should be the purpose of every advertisement, catalogue or other matter sent out to help sell goods. Picking up a catalogue of a certain machine sold on 30 days free trial, it was noticed that in thirty-two pages, the fact

stated less than eighteen times that the purchaser

given 30 days free trial with money back if unsatisfactory. That seems to be a good many and yet this is the essential element with this particular machine that goes toward making a sale. A good feature is stated and the customer is then told that he is given a month to find out if the statement is not true. By the time he has read the catalogue through he is an unusual sort of man if he is not greatly impressed with the merits of this particular article, or at least certain that he can find out for himself whether it is good or bad.



Be Generous in Your Catalogue Is a new venture to be undertaken? Its success depends on sales, and the first steps must be made by advertising. Few advertisements make the sales direct. That is not their mission. They interest the prospective buyer enough to induce him to write to the house. Then other resources must be used to make the sale. Usually it is the catalogue in a mail order business, and right there is where a little extravagance is justifiable.

Obviously the mission of the advertisement being merely to bring the customer and manufacturer into communication, the advertisement should be no larger than is needed for the purpose. If larger, it is money wasted; if too small, you are apt to be overlooked. Just the correct size is very easily said, and here is where the experience of the advertising agent comes in. Where you would waste or foolishly scrimp the advertising appropriation, he will cause you to spend neither the largest nor the smallest amount, but a moderate sum from which you will obtain the maximum results.

Perhaps your competitors are running large double column advertisement. It's likely an attractive, strongly written, well illustrated advertisement not over half as large will bring you in as many inquiries as your competitor is getting. If a man writes for one catalogue he is

Value of Repetition The importance of repeating a truth many times is great. As a matter of fact it is only by repetition that we became impressed with the fact that it is true.

An eminent lawer of Massachusetts once said:

"My first statement of a case may be taken in by two or three of a jury, but I sometimes have to go over

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