attention. The Farmer and Breeder will be pushed in connection with The Daily Tribune and an energetic subsription campaign will be inaugurated.

"The Wealth of the Isthmus" is the title of a very elaborate and artistically illustrated and well printed booklet containing 56 pages and a map, issued by the Tabasco Plantation Co., Minneapolis, Minn. It describes and illustrates the products of the Isthmus of Tehuantepec and of the plantations, San Miguel and Oaxaquena, owned by the company issuing the booklet. Climate, products and prices of the various cultivated crops grown in the country described are quite fully treated and the opportunities to make large profits pointed out. It is a very creditable bit of advertising, and is from the press of Byron & Willard, Minneapolis, Minn.

The Progressive Farmer writes to say increased by 1,042 copies, that advertising that during the 90 days before the date of the letter the circulation of the Farmer under the new management is 50 per cent above that of last year and that renewals are coming in at an unexpected rate. It says: "Southern agriculture is having a boom. The cotton-growers of the South are having their turn now. Ten-cent cotton beats dollar wheat. Never before have our farmers been buying more largely of implements, machinery, vehicles and general farm and household supplies and never before have advertisers had such opporturities for getting trade in the South."

Knows of No Better
Medium.

BAILEY, NICHOLS & CO.,
Manufacturers of

FARM IMPLEMENTS.

DELAVAN, ILL., May 9, 1904. DROVERS JOURNAL, Chicago, Ill., Please discontinue my seed corn advertisement, as I have sold out. My business relations with you have proven profitable to me, and to reach a good class of farmers I know of no better medium than the Drovers Journal.

Yours truly,

JAMES G. BAILEY.

The Chicago

Daily Drovers Journal

Reaches over 30,000 of the very best class of farmers every day.

Sample copies and rates on application. THE DROVERS JOURNAL, Union Stock Yards, Chicago, Illinois

a breeders' directory and the many valuable papers and addresses from prominent breeders and educators along this line, that were delivered at the meeting, which was held at Topeka, January 11, 1904.

The April number of "Travel," a magazine of travel, education and fiction, has good stories, fine illustrations and much enjoyable miscellaneous matter. It aims to tell where to go to have a good time, when to go and how to get there.

E. C. Ellis & Co. are sending out a package of beans on the envelope of which is the question: "Do you know beans?" and the intimation is that if you do, you must know that Park's Floral Magazine is all right.

A colored map showing the positions of the Russian and Japanese troops and the location of the war vessels of the two nations is a weekly feature of the Saturday Blade. This map is changed each week and shows at a glance how the war progresses.

Mahin's Magazine has ceased to exist as a separate publication, having been absorbed by Judicious Advertising.

Mr. W. J. Sawin has been appointed representative in Chicago of Farm, Stock and Home, Minneapolis.

A World's Fair supplement comes with The Four Track News for May. This number is also distinguished by being the first one published after the magazine had reached the point of having 100,000 actual subscribers, a gain of 100 per cent in circulation within a year.

At a recent meeting of the New York State Grange, held in Cortland, N. Y., the Farm Stock Journal was virtually made the official organ of that body. At the

thirty-seventh meeting of the National Grange the following resolution was offered:

Resolved, That the National Grange has received many courtesies from the Farm Stock Journal, published in this city of Rochester, N. Y. We believe the Journal is a valuable paper worthy of a place in homes of the farmers of our country.

The Minneapolis Tidende, the DanishNorwegian paper of Minneapolis, sends a little booklet to show that more than threequarters of a million of Danes and Norwegians have settled in the territory cɔvered by its field.

Very few firms or corporations can muster the array of old employees that is shown in the group on page 22 taken from the force of the Walter A. Wood Mowing and Reaping Machine Co., Hoosick Falls, N. Y. No man in the group has been with the company fewer than 20 years: 194 have been with it for more than 25 years; 106 for more than 30 years; 17 of them have put in more than 40 years and two have established the honorable record of more than 50 years of continuous service. The spirit of accord indicated by the possibility of such a group is a high recommendation for the system that prevails in the institution.

Silberman Bros. have issued their review of the wool situation for April. This review is published regularly and is looked upon as the cleverest, most comprehensive wool review that is published.

On account of a destructive fire that occurred in the printing department of the Swine Breeders' Journal, Indianapolis, April 27, the proprietors were prevented from getting out the number for May 1, but the number for May 15 appeared on time.

The agricultural papers may be considered as the trade papers of the farming population of the country; and as more people are engaged in agricultural pursuits than in any other occupation the agricultural papers have far more circulation than publications devoted to any other class of business. So large and general, indeed, is their circulation, that they are not usually counted among trade publications at all. Yet, where they live up to their assumed character, they are essentially trade papers. All the rules that apply to other trade papers apply here. The agricultural papers that hold the respect of their readers and prove of value to advertisers are the ones that are the best edited and which print the best articles by the leading agricultural authorities. The papers that fil! up with reprint matter and stories are of no more value to the advertiser of farming utensils than are the general run of mail order papers.-Advertising.

Some business man has said that when he is in doubt about what to do he advertises. If a point is in doubt in his mind he makes a lively showing of energy and tries to arouse people. Good advertising develops enthusiasm and the man who is capable of stirring up the town at his own will is certainly fortunate.-Advertising World.

The wording and construction of an advertisement are of vastly more importance to the advertiser-did he but know it-than the best position possible for any publication to give.-Progressive Monthly.

An advertisement may have a brilliant round-up of words, but that does not represent its true value as a bringer of business. An electric arc-light makes a bolder

flash than a diamond, but the latter is the more valuable of the two.-Advertiser Review.

The advertiser should not take up advertising as an experiment or as an expense, but as an investment. He should map out an intelligent campaign and not look for miracles or attempt to make a splurge. It is not the spasmodic advertiser that succeeds, but the one who has faith in his goods, faith in his copy, faith in his media and who will "fight it out along this line if it takes all summer."-M. Lee Starke.

If an intending advertiser will think over to himself what articles that others have advertised he knows the most about

-those that are the most familiar to him -he will find that they are those which have been presented to him with abundant iteration. It is, therefore, constant publicity and earnest importunity that do the major work in advertising. Good advertising has, to be sure, other traits, but no features other than these, employed without repetition, can avail much. So, whatever you may have said, and said well, do not consider the whole thing. If it has not caught the public's attention say it again and again.-Joel Benton in Fame.

Advertising is the armor which protects merchandising from general competition, the insurance policy that perpetuates a trade mark, firm, or corporation, the greatest educational force in the greatest era of commercialism the world has ever known. -Advertising News.

Trying to increase trade without advertising is like short stepping and fuming behind a slowly moving throng on a crowded street. Make a double quick flank movement and you find that you can get beyond the lazy ones and strike a "get there" gait. Advertising is the only force that will carry a business above or beyond the inertia of "dull times" and set for trade a paying pace that puts advertisers in the