tion without violating the very re- It's funny that all advertisers haven't yet rid themselves of old notions. There are still people who think they are entitled to something on the side. A quid pro quo-which isn't exactly Latin for tit for tat, but might be-they still regard as essential to their business, because that's where the graft comes in. For instance, if an advertising magazine does not give value received for a page of advertising, then in just the amount it falls short, it is open to the charge of graft, and graft just now is a popular thing to write about. Speaking egoistically, "Agricultural Advertising" does not print any puffs to appear as reading notices at so much a line, although not a month passes that requests for such are not received and declined. If a paper wants to advertise in "Agricultural Advertising" our columns are at its service. We are glad to welcome it, but it must be an honest advertisement. If that same paper never advertises but can furnish an interesting news item, the item will appear in its appropriate place and there will be no charge. The line is distinctly drawn, in "Agricultural Advertising" at least. For the reason that we are ourselves used to this sort of thing, which after all is only commonly honest, it seems hard to believe that any advertising magazine could send out any letters like the following, and yet they do it: for August is to be issued soon. We earnestly urge you to take at least one-fourth page of brevier reading matter in this issue. We much prefer reading matter, but will accept display matter at one-third higher rate than reading matter. We wish to avoid giving our publication the appearance of having too much advertising. Payment for |