HE communications from mail order buyers published in your June issue, and your editorial comments on the same, have interested us to such a degree that we cannot resist the temptation to say a few words on the subject.

Your point that follow-ups may be a better investment for some advertisers than others is well taken. Undoubtedly an advertiser selling a high-priced specialty in comparatively small numbers can better afford to use follow-ups than another advertiser selling low-priced novelties, singly, in large quantities; the latter could probably get better results for his money by putting it into additional circulation.

There seems to be a tendency in some quarters to advise follow-ups, indiscriminately, on much the same principle as the olden time doctors prescribed quinine or calomel for all ailments, whether they understood the disease or not; some publishers, for example, when the efficiency of their papers is questioned, invariably have something to say about followups.

In our own work we have used follow-ups, two or three to each quotation, under conditions that have enabled us to gauge the results; these have not contained reduced prices but have presented certain options or certain additional goods that could not consistently be included in the original proposition and have not followed the original offers-or each other at closer intervals than 30 to 60 days. The results have been quite satisfactory. As a sample, we enclose a postal card that bore fruit six months after it was mailed.

Pontiac, Mich., Nov. 1, 1903. Dear Sir: Referring to our quotation of $1.50 postpaid, for trial set of EXTENSION AXLE NUTS, we wish to say that if you have more than one rig with worn boxes, or if you wish to sell a set or two in order to reduce cost of your own, we will express you two sets for $2.00, or

three sets for $2.50. We will allow you bottom agents' price of 60c per set on 10 sets or more, if you do not wish to order 25 sets on the start.

We are about to introduce some new and very desirable items for agents, to go with our Extension Nuts, concerning which we will be glad to advise you fully. if you are in a position to handle.

Yours truly,

PONTIAC HARDWARE SPECIALTY CO.

It occasionally happens that parties, in answer to our first followup, advise us that they did not receive the original proposition; the follow-up thus brings an opportunity to send another, and few people would object to being asked if the prices or catalogue reached them, or in fact object to any fair and reasonable communication. But there are some types of follow-up letters in use that produce anything but favorable impressions. With a view of finding new items for our line and also ascertaining the methods and forms used by others in quoting and following-up, we have answered numerous advertisements: quite a number of communications have been received that would naturally produce impressions like those reflected in the correspondence you publish. inadvertently addressed an "expert" advertising man, with a correspondence course, thinking he might have something we could take to advantage. We enclose his last follow-up and would ask your opinion of same.

We

Dear Sir.--When, some months ago, you wrote to me inquiring about my course in advertising, I assumed that you were doing so in good faith --as an earnest, intelligent man-not merely as an idle, thoughtless quidnunc. I therefore gave you what I believed to be a polite and explicit answer to your letter. I have since tried several times to learn from you what you thought of my proposition. I am not over sensitive, but I am accustomed to courteous acknowledgement of my letters. I am making one further effort with you. Will you not now tell me why you have not enrolled, or when I may expect you to become a pupil?

Write to me to-day and thereby justify my first immpression of you, as formed by your first letter. Yours very truly,

HIS query is about like: What shall we eat? How can we manage Our boys? and others which require separate consideration for each

individual case.

The average mother keeps her boys from a state of positive anarchy, even if she applies one ironclad rule to all. She keeps her family alive by nondescript cooking, too, though she may not insure the good health, mental alertness and clean morals which would follow a regime of balanced food. So a manufacturer or dealer may prepare his own amateur advertising without losing his hold on all his customers, or utterly killing his business and going through bankruptcy. But in all these and similar matters, there would be a gain by the introduction of a little trained thought. The boys would be better men, if the mother studied psychology and the individuality of her children. The family health and public weal would be bettered by an era of sensible cooking. Trial balances would show improvement, if the movement for first-class advertising could become epidemic.

In no place does the "penny wise and pound foolish" proverb apply more aptly than in the business world. If a man feels an itch for economizing, he might better attempt to make his own garments than to build his own ads. To be sure, results are not likely to be altogether satisfactory in his tailoring, unless he has had some experience along that line, but at least he will be forced to realize his own limitations at an earlier date.

Most of us have met the sort of men who assure us that: "Any fool can write his own ads." Occasionally such a one is answered: "Yes, but only the fool attempts it."

This seems a bit harsh, but there are so many things to take into consideration in ad-writing that they can not be expected to be crowded into a brain devoted to managing another business.

Without special training, a man can not so disassociate himself from his goods as to get a fair perspective. It is said that no lawyer can draw a good will for himself, no physician handle his own case, no author correctly judge his own mind-children. How then can we expect a man in

other fields of work to be more skilled? He whose interest in any matter is vital, overlooks the most important points because of his familiarity with them.

Supposing we have that rarity, Mr. Business Man who can see his goods with others' eyes, it is improbable that he has the literary gifts now required in expert ad-writing, since Nature is chary of giving too many talents to one speck of humanity. Few of us can praise our own children (or goods) with discrimination. We either overdo the matter, or fall short of the mark.

Does Mr. Business Man know the difference between writing to sell a staple article and to boom new goods? Does he know the distinction between advertising the firm and the goods? Does he know how much space it is wise to allot to catching attention, how much to the introduction, how much to the description?

Supposing him to be capable of managing his regular affairs, judging them disinterestedly and dispassionately, and writing of them forcibly, has he any technical knowledge of printing? Without this, can he know how many words to use in a given space with good effect; what styles of type correspond with one another to produce pleasing results when combined; the hundred and one things which make typographical perfection? Without this, he is at the mercy of others, whose interest lies

on

the reverse side of his bargain and who, if honest, may or may not

be best suited to judge of the needs of such a business as his.

Then there is the item of illustrations. Does he know all that an adwriter should of the relative values of photos, wash-drawings, pen-andink sketches, photogravures and lithographs? Does he understand when it is wise to use the wax process and when wood cuts, zinc etchings, or half-tones will prove more satisfactory?

After his ads are properly prepared, has he access to data of actual circulation of those papers which reach his line of customers? Does he know why and when it is cheaper to pay $1,000 a page in one periodical than $1 in another?

Unless an affirmative

answer can

be given to all these queries, he will save money by employing a specialist to handle his advertising business. If he has no hesitancy in answering yes to each and all of these questions (and is not deficient in self-knowledge) the chances are he has missed his vocation in life and should be engaged in writing ads for those less prepared. Genius is so rare, that we do not often find a man fitted for such divergent fields as managing a business and acting as a drummer who can sell to thousands of customers at one and the same time, by the use of one concise statement. When technical knowledge is added to such an all-round capacity, we can but marvel. We also marvel as to why so many folk think they possess this exceptional ability.

NE who travels far this summer will soon be impressed by the fact that prosperity is assured for another year. I have just returned from a trip which covered northern and central Illinois, all of Iowa and that part of Nebraska between the eastern boundary of the state and Lincoln and Central City, and everywhere the farms are covered with crops of exceptional luxuriance.

This trip was not a mere flying ride in railway trains. Frequent stops were made and three weeks consumed, during which time long drives were taken away from the railways into the country.

The poorest crops seen during the trip were in Illinois, and one does not get far from the eastern border until one sees magnificent fields of corn and oats in every direction.

Entering Iowa at Clinton, five stops were made between that city and Omaha, and at each stop a drive was made into the country. Corn and oats were heavy, and where wheat and barley are grown these crops gave promise of heavy yields.

From Omaha to Lincoln the fields, as far as the eye could reach, were covered by crops that promise to add much to the surplus which farmers now have in Nebraska banks.

Between Lincoln and Aurora, Neb., oats and wheat were being harvested, and a drive from Aurora to Central City, passing through Marquette, was a constant delight, not only because of the beauty of the country, but from the appearance of the farmsclean, well kept and showing conditions that make it certain that those who do business with the farmers will find patrons who have money to spend and a disposition to surround themselves with all the comforts of life. It is said that Hamilton county is the best county in Nebraska, and one can easily believe this after driving over roads that never get muddy, level and smooth, with fertile fields

on either side. Nebraska farmers understand the advantage of keeping their roadsides free from weeds, and everywhere in Hamilton county the roads, from fence to fence, were as clean as a well-kept lawn.

Crossing the Platte River on a bridge 5,000 feet long, 12 feet wide and built on piles that are not to exceed eight feet from the water, one comes into Merrick county-a county of wide, wet meadows and gravelly ridges. These meadow lands extend for miles in some places, with here and there a rich bit of farm land, a trifle wet this year, but bearing fine crops.

The meadows are wild grass, of the kind known as upland grass, which yields from one and one-half to two tons of hay per year. They are mostly too wet for cultivated crops, but are valued at from $40 to $50 per acre, and are a good investment at these prices, as the hay is a sure crop and the quality of it makes the demand for it brisk.

The gravel ridges in dry years are not productive, but this year great crops of corn and small grain are growing on them.

Crossing the Missouri again at Sioux City, northwestern Iowa was found in the same prosperous condition. The corn crop is exceptionally gcod, and oats, barley, rye and wheat are all safe for fine crops. Much has been said about the damage to the wheat crop from rust, but a careful inspection of a number of fields showed that while rust is present