up with a lump of disappointment in his throat as big as a goose egg.-Jed Scarboro. No mystery about it, says the "Northwestern Druggist." When you see a man getting rich by advertising, you can bet there are brains at work. It is brains that makes advertising pay-not mystery. Brains are not the whole thing either; it takes nerve to make much of a success of advertising. You have got to be able to spend thirty cents or so without seeing any apparent results from the investment. Then you may have to spend some more, and still be shy on results. Then if you show yourself a "quitter," the stuff's off"; you've wasted your money and advertising to you is a deep, unsolvable mystery. The man who is fortified with the knowledge that it takes money to make money; the man who realizes that small returns only can accrue to a small investment, and that the larger the investment the greater will be the returns, is the man who is likely to make a success of advertising. The worst kind of advertising may bring some quick returns, while the best advertising may produce absolutely no immediate results. The reason is plain: Some great, unseen, universal force which is constantly at work is possessed of that power known as "influence." By it men's minds are more or less governed. So that while today you may feel the absolute need of some certain thing, tomorrow you will wonder what foolish whim possessed you to cause you to imagine that you ever needed it. Today the mind may be in a receptive mood; tomorrow, non-receptive. Thus it seems quite plain that the greatest essential to success in advertising is-persistence. You like square dealing. You appreciate courteous treatment. When a man tells you a thing is so and you find it to be so If he your faith in him begins to grow. tells you time after time that things are so and you always find the measure of his promises filled right up to the rim, in time you take his word for its face value-100 cents on the dollar without a question. Now then, that's the secret of advertising that makes business. Exaggeration and deception in advertising is just as bad for a business as the same mistakes practiced behind the counters.-Jed Scarboro. The members of the Periodical Publishers' Association and their wives en joyed a most delightful outing at the summer home of Mr. and Mrs. Wm. B. Howland, at Lake Placid, in the Adirondacks, June 15. It was also the occasion for the annual business meeting of the associa tion, at which meeting the following officers were elected for the ensuing year: President, Mr. Frank N. Doubleday, publisher of the "World's Work" and "Country Life in America"; vice-president, Mr. Arthur T. Vance, editor of the "Woman's Home Companion"; secretary, Mr. F. L. Colver, publisher of "Leslie's Monthly Magazine"; treasurer, Mr. Oscar W. Brady, of "McClure's Magazine.' The new board of directors consists of the following members: Mr. Wm. B. Howland, of the "Outlook"; Mr. Edward E. Higgins, of "Success"; Mr. Conde Nast, of "Collier's Weekly"; Mr. Cyrus H. K. Curtis, of the "Ladies' Home Journal" and the "Saturday Evening Post"; Mr. Theron McCampbell; Mr. John Brisben Walker, editor of "Cosmopolitan"; Mr. F. L. Colver, of "Leslie's Monthly Magazine"; Mr. Charles N. Lanier, of the "Review of Reviews"; Mr. John Adams Thayer, of "Everybody's Magazine"; Mr. Arthur T. Vance, of the "Woman's Home This association now includes in its membership about sixty well-known magazine publishers and editors. A very handsome brochure in the nature of a souvenir of the recent Washington dinner of the association, has just been published. It contains the full text of the addresses delivered at the dinner, personally revised by the speakers, together with portraits and autographs of the distinguished men who made the addresses at the dinner. The average infant belongs in a distinct class-the same bald head, the same squall, the same old gum game at mealtime-but after a few years he has marked out a pathway for himself and has a personality all his own, which he proceeds to work out in various ways. In no other way more than in advertising does he show this individuality and demonstrate the inequality of man. If he succeeds, it is because success lies within him; if he fails, it is because he lacks elements essential to success. If he will then recognize his limitations and combine others with his own, he may still win out. The master mind makes use of the know-hows of others.-Clifton S. Wady, in Fame. Harvests are Large in Indiana and the Farmers There are in a Very Prosperous Condition. The Farm Star although but sixteen months old, has proven itself to be the best ad- 52,085 On 1,078 Rural Free Delivery Routes. This is the largest circulation of any farm weekly, semi-weekly Carrying Same Copy. Muncie, Ind, Gentlemen. Your paper has been an astounding puller for us; in fact, it has eclipsed any other pub lication carrying our copy so far as the number of inquiries are concerned. You may count on us for continued patronage. Very truly. MODEL MANUFACTURING CO. This is a very strong letter when you take into consideration the fact that this company has been using the leading agricultural weeklies of the country. More Orders Than From Any Other Dozen Publications Indianapolis, Ind. Gentlemen:-Enclosed please find order for the continuance of our ad. to be run in your paper. We wish to say we have received more orders from your paper than any other dozen publications that we are using. The returns have been most satisfactory. Thanking you we are yours very truly, THE SCOTT INCUBATOR CO. Send For Samples and Other Information to,.. THE FARM STAR. The Farm Star Building, Indianapolis. C. J. BILLSON, Special Rep., Chicago and New York. If you have any article which fits that part of prospering farm life in which woman has control or influence-advertise that article to the prospering, intelligent woman readers of THE BUTTERICK TRIO. To judge the quality of the readers of any magazine, judge the magazine itself. Take up a copy of THE DELINEATOR, for example. (If you have not a copy, I will send you one free.) Note that the price of The Delineator is fifteen cents a single copy. Judge it by the woman's measure of value. The BUTTERICK The Delineator-950,000 Homes The Designer-250,000 Homes New Idea Woman's Magazine 200,000 Homes The cream of all the prosperous agricultural homes of America is reached by one or other of these three magazines-THE DELINEATOR, THE DESIGNER, or the NEW IDEA WOMAN'S MAGAZINE. Indirect Results JAMES S. IRWINE, Editor Western Fruit Grower. An investigation developed that great changes had taken place since the advertisements of the firm first appeared. At that time the firm was none too well known-was certainly not well known as an advertiser in farm papers, at any rate. The various advertisements were intended to draw from farmers inquiries direct to the manufacturer, and, as the proposition was somewhat new, the inquiries poured in in great numbers. Advertising certainly paid, and paid well. The firm's business grew. Agencies were established all over the country. The firm's goods were pushed into new territory every season, and local agencies established. And business was good, and the advertiser was satisfied. Then there came to be a change in the results from advertising. Inquiries became fewer and fewer, and the advertiser was discouraged. The factory was still pushed to the limit to supply the demand, but the orders came from the agencies throughout the country, and not in response to the advertisements. And so the firm contemplated cutting out the advertising appropriation, for the business came from the agencies, anyway. But what was the real condition? Simply this: The early advertising of the firm had introduced the goods to the consumer, and had made necessary the establishment of the various branches. The manufacturer did not sell direct to the consumer, after the agencies had been established, but referred all inquirers to the nearest agency. As a result the con sumer was educated to look to the local agent to supply his need. The advertisement of the manufacturer confronted him in every issue of his farm paper, but instead of writing to the manufacturer he knew where to get the goods nearer home. Now, was the manufacturer's advertising less profitable than formerly? Not a bit of it. The changed conditions simply transferred the inquiry from the consumer to the local agent, and orders came in this indirect way. Naturally, therefore, the advertising should not be discontinued. Instead, it should be adjusted to the new conditions, and it will continue to be profitable. There are many cases like this. The Fruit-Grower has just had an experience of this kind. An Eastern firm manufactures an excellent insecticide to use in spraying fruit trees. It is recommended by the best authorities, and two or three years ago the firm began advertising the preparation in The Fruit-Grower. Inquiries were numerous, and orders were received in great number. The advertiser was well satisfied, but complained that high freight rates prevented the firm from reaching Western territory to best advantage. Then The Fruit-Grower helped the firm to establish a Western house on the Missouri River, and the address |