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see their income so greatly diminished that they lead a sort of hand to mouth existence in order not to draw upon the principal.

That farmers don't read farm papers is given as a reason by advertisers for not patronizing the papers, which at other seasons

have never

failed to make good. The papers themselves are content with saying that the farmer is

too busy to do any reading. But he goes to town most every Saturday, and deserts the fields on the Fourth of July.

Some day some advertiser will discover that perhaps the farmer and his family do read in the good old summer time, and the certain wise ones who are waiting till it's time for the war to begin will find that it has begun and that a victorious foe has captured Port Arthur.

to

The May number of AGRICULTURAL ADVERTISING, the monthly magazine published by the Long-Critchfield Corporation, Chicago, is devoted to Live Stock and is a highly creditable and interesting number, profusely illustrated with many fine original engravings and containing a vast amount of matter specially interesting to breeders, advertisers and lovers of artistic printing. The Ruralist.

Mr. Alva Agee, who has been a prominent contributor to AGRICULTURAL ADVERTISING for several years, has joined the National Stockman and Farmer, Pittsburg, Pa. Hereafter Mr. Agee will write exclusively for the National Stockman and Farmer so far as agriculture is concerned, and for AGRICUL

TURAL ADVERTISING of matters relating publicity for

farmers.

Having proved himself to be a successful farmer, writer and lecturer, Mr. Agee goes to his new work fully equipped to do valuable work in advancing the interests of agriculture by spreading the gospel of better methods. Mr. Agee will be a field editor, traveling about the country and writing about farms and farm methods, illustrating his subject with photographic views.

The May issue of AGRICULTURAL ADVERTISING is just at hand. It is a little the best yet.The Furrow.

Your May number was artistic and common sense. Fort Worth Daily Live Stock Reporter

Yoakum, Texas. May 9, 1904. Long-Critchfield Corporation, Powers

Bldg., Chicago, Ill.

Sirs :-I note in Southern Ruralist your query and $5 offer, “Why Do You Patronize Advertisers?"

To all questions I answer emphatically "No." Except to the last question, and that I answer in the affirmative. I might have today been buying from the home merchant and paying 50 per cent more for goods than I can get them for from liberal advertisers, but for one incident that happened.

Fifteen years ago I entered a home merchant's store, where father had been buying goods, and asked for credit for three yards of "cotton nade" to make a pair of “pants.” I was barefooted and nearly “pants” less. The merchant said "No." Although only fifteen years old, the rebuff stung me. I walked out

and resolved that I would never ask for credit again and that when I had money to spend I would spend it where I could get the most for my money, quality considered. I kept my resolution. I ordered everything I used from reliable advertisers, and saved from 20 to 75 per cent on every dollar spent. To lessen the freight charges I induced others to send with me for needed articles, which they readily did when they saw the per cent sa ved. I have never had occasion to ask for credit since, but have had the pleasure of lending money to the very merchant that refused me credit for thirty cents' worth of "cotton nade.”

My advice to young men is: Never buy on credit and always buy where you can get it the cheapest, quality considered.

OLD PAY AS You Go.

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AND ESPECIALLY FOR
Those Who Insert "Want Ads,"

(The best test of circulation.)

Three Recent Examples:
H. H. Rodman & Co., Bloomington, Ill.: "We
have secured all the help we need, and think your pa-
per a great medium to advertise in." The advertise.
ment was four lines.

F. S. Williams, Philadelphia, Pa.: "My five line
advertisement, Want to Buy Farm, has brought me
already four hundred replies."

Gerald Howatt, White Plains, N. Y.: "Please say that the farm and dairy manager advertised for by me has been found. I have given up the idea of trying to answer all applicants. I sent replies to 108 gentlemen, and they are still coming."

Printer's Ink, Mr. Geo. P. Rowell's paper for ad vertisers, says editorially: “Newspapers which carry the largest number of want advertisements are closest to the hearts of the people, and are for that reason not only prosperous, but of a distinct profitableness to an advertiser. The Country Gentleman carries more want advertisements than all other agricultural weeklies put together. That tells the story.

Advertisements tastefully set and carefully classified.

One insertion: 40c per line; $5.60 per inch.

Liberal discounts for continuance.

Subscription price, $1.50.

SEND FOR SAMPLE COPY

Luther Tucker & Son, Publishers, Albany, N. Y.

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as

of

J. P. Adams

troduce the advertiser to the people who

live in "the bread basket of the world"J. Phelps Adams, Secretary of the Sand

northwest Canada. wich Manufacturing Company, rests from his labors. For many months he

was afflicted with poor health, but after a Mr. M. Lee Stark has entered the misvisit to Magnolia Springs he seemed much sionary field and is offering to send a list improved and returned to his home. Soon of advertising journals at less than half after his return he

price to yearly subcaught cold, from

scribers. He says in which he did not

his circular ansoon recover. While

nouncement

that sitting in his home

"My reason for reading, the even

this is that I find ing of May 8, he

upon inquiry, to my was stricken with

surprise and chaparalysis, and grad

grin, that the averually sank until

age advertiser, pubMay 12, when he

lisher and agent passed peacefully

does not study the away.

leading advertising Mr. Adams was

journals thorborn in Pine Val

oughly as it seems ley, N. Y., Septem

to me they should ber 18, 1835, and

be studied to keep with his parents

abreast

the came to Illinois in

times.

The lawyer 1810. In 1860 he

studies the legal associated himself

journals; the physiwith his father in a

cian

the medical manufacturing con

journals; the miniscern under the

ter the theological name of A. Adams

journals-they real& Sons, at Sand

izing that they canwich, 111. In 1867

not be intelligent the business was

representatives of incorporated as the

their professions Sandwich ManufacJ. PHELPS ADAMS

otherwise." turing Company and Mr. Adams was made secretary and gen. Mr. Thomas Balmer, advertising eral manager, holding this position until ager of the Butterick Trio, is sending out his death, a period of thirty-seven years. a series of cards, each of which has an apt'nder his management the business be propriate motto and a calendar showing came very important one, and Mr. when the forms close and when

copy Adams will be remembered as one who should be sent in. had much to do in building up the manufacturing interests of Illinois.

Collier's announces that hereafter the Mr. Adams was a member of the Con closing dates for advertising will be three gregational Church, superintendent of the weeks in advance of the date of issue. Sunday school, and for many years held the office of deacon. A wife, daughter and From the Kansas City Journal comes a son survive to mourn an irreparable loss. series of mailing cards each illustrating

and giving a brief argument to show the The Canadian Thresherman sends out a value of the paper to schools or colleges, neat folder implying that it is able to in resorts, financial institutions or book pub

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Up-to-Date Farming, Indianapolis, is sending out a series of mailing cards, two cards a week being sent, which are calculated to attract attention and secure consideration for that journal. No two cards are alike in color or shape and the matter on them is brief and to the point.

The Farmer's Voice announces that whiskey advertising will not hereafter appear in its columns, nor any other advertising that is not strictly first-class.

place it at the head of the list, more returns having been received from it than any other paper used by the house. We have this letter on file and will give the name of the firm to any one interested in having proof of this statement. The Skandinaven goes to a class of people who are thrifty, and ready to take advantage of opportunities to buy at prices that save money for them. Authority on all matters of interest to Scandinavians, the Skandinaven carries the weight of its influence to its advertising columns and makes sales for advertisers.

The board of trustees of the Iowa Agricultural College has granted to Prof. W. J. Kennedy a year's leave of absence, during which time he will study the breeding and feeding of live stock in Europe. He will visit England, Scotland, Ireland, the Channel Islands, Switzerland, Germany, Denmark and Holland while absent, and

The Skandinaven

Skandinaven Bldg., Chicago.

will no doubt return to Ames with much omitted, dependence in the list of papers valuable information.

of this class having been placed in one of

the standard newspaper directories. R. H. Franchot, of Franchot Bros., Olean, N. Y, has become treasurer of the The Iowa State College writes: "W. H. Shaw-Torrey Co., Ltd., Grand Rapids, Mich. Olin has just returned from Odebolt, Ia.,

where he has been studying the growth The new home of the Kansas City Jour of barley in a co-operative experiment on nal is claimed to be one of the best news Mr. A. E. Cook's Brookmont farm.

Mr. paper buildings in the country. It is sit Cook has seeded 900 acres to barley for uated in the heart

the experiment. One of the city and

variety was selectruns through an

ed for its

high entire block, front

yield wherever ing on Eighth

tested in Iowa, a street. It is three

second variety has stories high, has

been bred in one deep basements,

family in Bavaria and contains 45,

for 100 years

for 000 square feet of

high yield and floor space, The

malting qualities. A Journal is fifty

third variety was years old and cele

bred from a single brates its Golden

head that showed Jubilee by taking

unusually fine qualpossession of this

ities and the grain fine building,

bred from this head equipped with every

has shown, on modern device in

small fields, a yield the way of heatKansas City Journal Building

of 25 per cent above ing and lighting

that of good ordiapparatus and fitted out with

presses nary barley. Prof. Olin is making a carecapable of printing 100,000 twelve-page ful study of th growth of these varieties papers per hour, together with everything on this large scale and hopes to be able necessary to make a first-class newspaper, to secure data from this test that will help The building is steel construction, red vit. Iowa farmers to make a large increase in rified brick and terra cotta trimmings. The

their yield." inside finishing is in keeping with everything else about the institution. The build It is announced that The Farmer and ing was thrown open to the public for in Breeder, Sioux City, Iowa, has been merged spection May 28, and visiting ladies were with the semi-weekly Tribune of that city, presented with a souvenir song, words and and hereafter the papers will be published music by Kansas City talent.

weekly as The Breeder and Farmer, by the

Sioux City Tribune Co. The consolidated In the list of live stock dailies in the papers will retain the force of both the May issue of Agricultural Advertising the old papers and make it possible through Fort Worth Daily Live Stock Reporter was this increase to give every detail careful

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SOMETHING SURPRISING IN POULTRY JOURNALISM,

AND OF INTEREST TO ALL ADVERTISERS.
Collier's Weekly in its advertising campaign, gave the following information to

show that it ran more advertising in one month than other leading magazines: COLLIER'S McCLORE'S MUNSEY'S HARPER'S SCRIBNER'S COSMOPOLITAN L. H. JOURNAL DELINEATOR 39,183 33,152 27,198 24,054 21,908 20,546 14,910 12,467 Lines Lines Lines Lines

- Lines

Lines Lines Lines It will surprise many to know that the magnitude of the Poultry Industry has enabled its Leading Exponent-the Reliable Poultry Journal-to secure and hold more business than any one of the popular magazines above mentioned. In the month referred to

THE RELIABLE POULTRY JOURNAL RAN 40,855 LINES. Suppose that none of your competitors are represented in its columns! What a chance for an advertising scoop. Send for a Free Sample Copy of THE WORLD'S LEADING (Biggest and Best) POULTRY JOURNAL whose Guaranteed Circulation is Invariably Exceeded.

Address, RELIABLE POULTRY JOURNAL PUBLISHING CO., QUINCY, ILL.

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