board, and ever after taught from the lessons therein set down, like grammar, arithmetic, and other more exact sciences. Advertising, while based on principles that are unchanging, is ever changing in its applications. The teacher of advertising must keep in close touch with the business as conducted at the time he is teaching it. For example, you might be an excellent teacher of advertising today, and go forth to teach the residents of darkest Africa how to advertise. Remain away ten years, then return, and you would find what you have been instilling into their minds as true of advertising is not true, by more modern standards. But what you had taught your Africans about reading, writing, arithmetic, etc., would be always true, regardless of time or place.

Thus you see it is absolutely necessary in order to teach advertising successfully to keep in close touch with the advertising world. This can be done only by being closely connected with a business which requires advertising. That is, the teacher of advertising should be a practical advertisement writer. A man's interests and his pocketbook are always closely allied. If you are spending your own hard-earned money for magazine space, you are going to keep pretty well up on the demands of modern advertising. You will not use any old dead forms for your own business, and you will not allow your students to rest satisfied with mere precepts and criticisms of the work of others. The success of your business depends on filling your space so attractively that you will win favor in competition with others. You know by personal experience that this requires the hardest kind of digging and thinking, and you will make your students dig into the subject in the same thorough manner.

And right here I want to emphasize the fact that there is just one way to teach advertising successfully, and that is by requiring students actually to prepare advertising matter, just as though they were occupying the position of advertising manager, drawing their fat salaries for their work. The study of defective advertisements will never accomplish anything more than to make them good critics, able to find the flaws. This is of no positive value. They must prepare advertisements unaided, and their models must be the world's successful advertising. It is just as foolish to give a student a faulty advertisement, and tell him to find the flaws, as it would be for an aspiring artist to study faulty drawings that he might profit by another's mistakes; or for an architect to visit the commonplace buildings for inspiration, instead of the old cathedrals. The student cannot learn how to advertise by learning only what not to do. His instruction must be positive, not negative.

Advertising instruction has suffered to a certain extent from being dabbled into by publish

ing houses that issue a series of pamphlets on the subject, call it a correspondence course, and charge ten times as much for the information in pamphlet form that they could ask if printed in one volume.

Definite information is a necessary part of an advertising education, but not the essential part of an instructor's duties. He must develop the student's faculties by teaching him how to think out original plans and ideas, how to get a good idea for an advertisement from the slightest incident; how to work up an entire advertising campaign, and judiciously handle a large or small appropriation.

Perhaps it seems to you that the printer could attend to matters of type, borders, cuts, display, etc. This is a great mistake. Each firm must have an individual style, and the advertisement writer must maintain this. If left to the printer, he would use all kinds of type and borders, with little regard for fitness or previous use. All the great firms have their distinctive styles, the same name-plate and other features always appearing, which readily individualize the firm. Nothing should be left to the printer's mood or taste. Every point should be determined.

There are many sides to this great business which must each be developed in the most practical manner, that the student may be equipped for every phase of advertising.

In conclusion, I wish to say that through our system of development men and women have left ordinary positions as bookkeepers, stenographers, salesmen, teachers, in fact every imaginable line of employment, and entered upon the management of a firm's advertising with successful results. They have not needed to serve a long term of working up. The advertising manager for Baily, Banks & Biddle, the greatest jewelry firm in Philadelphia, is a young woman whose only previous business experience was as stenographer for the school board in a little Pennsylvania town. The advertising manager for the John D. Morris Publishing house was previously a physician. In fact, the advertising managers for a representative number of America's greatest concerns were prepared for their work by this plan, and a still larger number of students. have greatly increased their business through direct application of their advertising instruction.

One reason for such eminently satisfactory results may lie in the difference between the attitude of mind of a man sent to school and one who goes of his own accord and with a strong purpose. The latter profits by his instruction because he is paying for it, and often he works at all sorts of odd hours, on street cars, waiting in depots, a few moments at lunch, etc., in order to prepare his lessons. Knowledge gained in this way is appreciated and retained.

(Mr. Page's photograph appears on the cover page.)

People in the older and more densely populated countries are wont to look on Australia as a distant, insignificant, and wild country, and it is a common mistake to regard us as an island that can never amount to much. But the territory of the island continent is as vast in area almost as the United States itself, its lands are fertile enough to raise some of the finest live stock in the world, and grow first quality fruits and cereals; its mineral deposits (gold, silver, copper, tin, coal, oil, platinum, iron and other minerals) are extensive and rich; its pearl fisheries are growing; its rivers are navigable and frequent; the water to be got by boring is plentiful and its mountains, lakes, caves, and botanical scenery is unsurpassed.

These things, added to a fine climate, mild seasons and the absence of wild beasts, make it naturally a land of allurement and great promise.

The pioneers in my country have been industrious and have penetrated by exploration and settlement far into the interior. Brave men, with stout hearts and strong limbs, are still battling with our virgin forests, converting them into pleasing homesteads and farms, and to the ring of the woodman's ax arise smiling villages and thriving towns. Being Britons all, however, they have set a high standard of living as a necessary inducement to their settlement, and that is the reason our progress is more conservative than it would be were we to invite the outcasts of Europe to develop our land, as has been done in America.

Conditions of living and surroundings vary all over. In the northeast, where the cane fields are, there is an ambient humidity, an omnipresent heat, reflected from the glaring sun by the parched earth, conglomerated with the air, and felt intensely in the wind and the dust. White men "boss" over the Kanaka in the cane fields and superintend the gathering of tropical fruits, as pineapples, paw-paws, mangoes, bananas, custard-apples, etc.

Where there is no cultivation the heat is most intense, and this is where you experience the "never-never" country.

A little further south and we have fine pasture land, where cattle gorge and fatten up for the export trade (the finest beef only being canned by the Australian exporter). Here also sheepruns exist.

Australia is known as the "land of the golden fleece," and the millions of those hardy, prolific and fine wool-producing animals that pasture all around the eastern and southern coasts, and the

immense returns they yield to the squatters make the title fully justified.

In ordinary times the squatter's life is one of ease and contentment. The wool "grows" without any effort on his part, and a fortune is assured. But there is a tragic side, too. A man may start out today with some five hundred or six hundred sheep to start a "run" of his own. Things prosper, his first year yields him enough fleeces to pay all expenses and make many improvements, and his flock has increased threefold. Then comes along a drought (our astronomer, Clement Wragge, calls it some awful scientific names, but that doesn't seem to frighten it any), and week after week the earth becomes. more parched, water pools dry up, and the monotony of the blue sky palls on our settler, who looks weary-eyed each day for the cloud that is coming to break up the dry spell. Then when the verdure has dried up, and the water disappeared, and the sheep weaken and die, he mounts his horse and, gathering his flock together, sets out for the nearest river. Feebly and blindly along the dusty road the procession goes. Bodies of the sheep line the route; the crow, lazily circling in the heavens, utters its hoarse "caw-caw" and swoops down to an orgie. In all that weary trip, perhaps some hundreds of miles, the band. is getting feebler, and each hour increases the rate of mortality. Perhaps at the end a haggard, sunburned and desolate man on a lean, yet faithful horse, finds his way to civilization, the sole survivors of the bold attempt at independence." When we take pains to irrigate properly, of course these difficulties will be overcome.

Round on the east coast, too, grow cereals, wheat preponderating; the harvests in many cases excelling the harvests of Manitoba. Vegetables also grow in profusion in the "garden colony" (Victoria), and in the Riverina. Here, too, are the orchards, where superlative fruit is grown, largely for export. Vineyards in the south, too, are flourishing, though at one time the tuberculosis scourge dealt them a severe blow; and the wines of South Australia are some of the finest produced anywhere.

Forests of blue gum, ironbark, and other hard timbers abound, and a fine white pine is found in Tasmania, the timber country being quite extensive. Rich deposits of high-grade coal are found in Newcastle, N. S. W., and a coal peculiarly adapted for tempering steel in Jumhunna and Antrim, Victoria. Gold is found in rich deposits from Walhalla, Victoria, up to Mt. Morgan, Queensland, the richest fields being Bendigo

and Ballarat. The gold is found from ten to four thousand feet deep. Silver mines are in full swing at Broken Hill, N. S. W. Other minerals are found in different parts.

The main commercial ports are Sydney and Melbourne, cities of about half a million each, and here manufacturing is carried on largely, all kinds of goods being manufactured, from a wax match to a piano. The cities have fine facilities for education, as museums, libraries, working men's colleges, zoological gardens, universities, etc., will rank with any in the world. Also their traction system is ahead of American cities, and the publicly owned service of Sydney is more adequate and up-to-date than the private system in Melbourne. In Sydney, too, a boat service over the harbor at a two-cent fare every three minutes connects some suburbs, and is the finest service of its kind anywhere. We have also fine docks.

Separated from the East by an unexplored and riverless tract of country, the golden West is another promising State. The city of Perth is the "window," and your survey from here is a garden country down to Albany on the south coast. a barren tract east to the wealthy gold mines of Coolgardie, Kalgoorlie, Boulder City, and Kanowna, or to the timber country further north, where the famous jarrah and karri trees thrive. growing to immense heights, of good girth and perfect symmetry. Further north again Bunbury and Geraldton are spots of agricultural possibilities, and another rich gold field, the Murchison, is yet to be fully developed.

The Kimberley country in the northwest is also raising cattle, fruits and cereals far beyond its means of transportation for export. Northern Australia, entered on at Port Darwin, has been variously and successfully cultivated-sugar, rice, hemp, flax, tropical fruits, maize (corn), and cotton all proving successful. Sunshine, however, is too great a success to make the spot a real Eden. This port, too, is the depot for the pearl fishers of the north and northwest coasts, and from them a great deal of the trade of Port Darwin comes.

at a meal of leaves, bounds off to a place of safety; the loud "jabber" of the rosella, the paraqueet, the blue-mountain parrot, and the cockatoo and magpie greet you from time to time, making a kind of a mystic company amid the solitude. These are about all you wil generally meet with, though by hunting for them you will run across the native bear, the dingo, the kangaroo and wallaby, the fox, the emu or the snake.

It would be almost impossible for anyone living out in the fine bracing air of this "bus" to be otherwise than healthy, and its wonders are so many and interesting that once people get to living out in the "backwoods," it has a charm. for them which makes it eternally their "home.”

The advertising of Australia is done through the mediums common to most English-speaking countries-the daily press, billboards, street cars, circularizing, etc., though the advertising man in Australia works at some disadvantage. For instance, the best city dailies, the Melbourne Age and Argus, Sydney Morning Herald and Daily body type: consequently an effective display is Telegraph, and most others prohibit anything but hardly possible, and advertising is thereby discouraged. As yet, too, there seems to be no medium which appeals to the manufacturers, who advertise very sparingly. The absence of proper railroad freights and facilities also bars much agricultural advertising. We have yet to learn a good deal from America in regard to matter, manner and the right enterprise of advertising.

Politically, people abroad seem to have the idea that Australia is socialistic. Quite the contrary. The Labor party holds a great deal of power, but is not socialistic at all. It is anti-trust, public-ownership democracy, and labor standard, Public-ownership democracy, and labor standard, believing in labor and progress, the things which

socialism seeks to oppose.

We lack good administration in the Lands Department and in the control of railways, but the education, postoffice, labor and treasury need no remodeling.

There is graft in the public service and a sluggishness in the actions of the head officials which is really heart-rending. There seems to me, however, to be so many active, upright, and intelligent reformers always hitting at these things that they cannot long survive, and we shall stand as we desire to stand, as an example of political efficiency and progressiveness to the world.

We are not behindhand in achievements. We initiated free school education. We initiated in British colonies one-man, one-vote and adult suffrage, old-age pensions, compulsory arbitration, national railways, and alien exclusion. Our motto is, "Advance Australia."

May my country always continue in the vanfirst in intelligence, first in honor, first in reason, first in progress, foremost in purity and charity.

A Review of New Zealand Advertising

BY A. WOODROFFE

In comparing a file of New Zealand newspapers of 1851 with that of the current year one cannot help noticing the appreciation of increased publicity shown by those who have something to dispose of or have wants to satisfy.

An issue of the Southern Cross of October 10, 1851, had 37 advertisements, running to 105 single-column inches; one of the New Zealand Herald of October 14, 1905, contains 736 appeals, covering 1,282 single-column inches. The former appeared twice weekly and the latter daily. Increase of population, reduced price of newspaper, and intensified competition may have caused this development. Illustrations in 1851 were crude and unfinished, according to modern ideas; now in order to secure suitable displays, up-to-date type, fancy borders, half-tone and line engravings, wash drawings, etc., requiring special care in production and the use of paper of a quality then unknown, are absolute necessities. More study, too, has to be given to the wording of the subject matter to excite and sustain interest; to economize space, statements must be condensed, crisp, concise and telling, every appeal effective and pulling strongly for commercial results; exaggeration should always be avoided, the story told clearly, briefly, but truthfully. Whatever the favorable impression stamped on the mind of the prospective buyer, the statement must be made good when he comes to examine the article offered. The cash purchaser is the one on whom the seller has least grip for repeat business; he is free to buy from any store, and when once made a customer, he can only be retained by continued equitable treat

ment.

The daily newspaper is the best medium for approaching those living in the more closely settled districts; there everybody reads either a morning or evening issue, most people read both, and the extreme avidity shown to acquire the freshest news suggests that the public are equally impressionable to the latest and most attractive appeal of the advertiser. For those resident in the more isolated settlements, whose only opportunity for procuring information from the out

side world is limited to their visits to their postoffice, the "weekly" of which New Zealand issues from each leading center such grand specimens of illustrated journalism, is the best means of attack, as from title to imprint the whole is devoured, and in many instances it represents the complete library of the establishment. these readers correspondence is often a matter of difficulty, so to secure best results advertisers may with advantage give fuller descriptions and more detailed prices than are necessary in the city dailies for nearby readers-larger spaces may with safety be taken.

Το

Monthly magazines are of particular value for literary, class, and trade readers, and are useful for introducing specialties not required by the general public.

Usually printed on better paper, they offer favorable means for the introduction of more artistic illustrations in the publicity pages than can be dealt with on "news" machines. Catalogues and pattern books giving epitomized information, printed perhaps in more than one color, on good paper, suitably pictured, are splendid advertising media: "Silent Salesmen" they may be, but they are unanswerable; they always get in the last word and they are never rebuffed. For medical and other uses, booklets which furnish the writer of extremely persuasive appeals uneqauled chances of addressing personally the many who could not otherwise be approached, form effective means of publicity.

In the early future displays will probably be largely increased; the retailer finds it more profitable to quit his stock promptly while new and unsoiled; fashions change rapidly, and he is anxious to clear his goods at the earliest possible date, and to secure this he must advertise boldly and freely. Fresh matter must be prepared for his notices ere they become stale, and what better material for his "Replaces" can he have than new goods. The manufacturer finds an eightcolumn page display of novelties more profitable just when they are wanted than a half-column held without change so long as to weary the readers.

And who is to write the advertisements for these effective displays? By all means a person who is fully alive to the susceptibilities of buyers, well posted in the art of appealing to the

hearts and pockets of those who have wants to be satisfied and cash to meet their needs, in close touch with current displays that are popular at the time, having an expert acquaintance with typographic work, ability to originate illustrations suitable for representing the goods, and for use in the medium to be employed. These quali fications are the result of training and experience. They can be acquired by any person endowed with ordinary intelligence and willing to learn and determined to succeed.

"The Merchants Who are Truly Wise"

BY O. BARCHAM, AUCKLAND

During the past twenty-five years "Improvement" has been the watchword in all branches of business. One improvement has helped to develop another. Few things have been so marked as progress in the advertising branch. The writer well remembers the time, that to state your trade and where your shop was situated, were all that were considered necessary to advertise.

Nowadays, to merely advertise in this way would mean so much money thrown away. There are brains at work upon the job. To obtain the best results you need the help of an expert. These are the days of "specialists" and "specializing."

What the next few years may bring forth it is hard to say, but one thing we may be sure of, that the business that does not take advantage of the wonderful possibilities connected with advertising will only get the crumbs of trade. In a civil action recently, in Adelaide, it was given in evidence that one manufacturer spent no less than 15 per cent on the total sales in advertising.

There are many kinds of advertising.

First, I would place the daily newspaper as the best medium. Have your name in these continuously. Keep at it if you would succeed. Have you noticed that the most successful firms have not been spasmodic advertisers? One advertisement after another will tell as surely as the tiny strands of thread added one by one will form a cable. Coming across the Canadian prairies by the C. P. R., I noticed at stated intervals the whole way through a signboard with a small green cucumber painted on it, and across the word "Heinz." One after another of these signs came up till you were haunted by them. It has rung in my ears ever since, and I shall remember the name "Heinz" till the day of my death. You need not take too much space, but use what you take intelligently, say what you have to say briefly, crisply, and convincingly. Be enthusiastic about your advertising. Have a catch line, short and pithy.

"Why, Sir, your

'5 Guineas

for your thoughts,'

caught me directly, and hence these thoughts."

That's the way to advertise; then the type used is very important; you want your advertisement to stand out as plain as a sore thumb. Unfortunately, many New Zealand papers are far behind the times in type, sorting and setting up. You see really good advertisements wretchedly tame, that with judicious type display would be very striking. Then you want to put yourself in the place of the reader or possible customer. Think what would appeal to you. Here you have an effective key to good advertising. Use simple, direct language. Above all, be absolutely truthful. The confidence of the public once obtained is one of the best advertisements you can have. A good cut is also useful as an eyecatcher, but the newspapers are generally printed on such inferior paper that a good result is hard to obtain. They can well be used, however, in magazines, etc.

Next to the newspapers I would place window dressing as an advertisement. Goods well displayed and artistically arranged will form a great attraction to the passer-by. Such is the importance of the way goods are shown that I have known a big line cleared in a week that had hung fire for many days without a sale when poorly displayed.

Another good plan is to have a one-price window occasionally, or divide the window into sections showing one line in each. In proportion to the population, and after seeing New York, Paris, London, and the large English towns, etc., I believe window-trimming is more advanced in New Zealand than any other form of advertisement.

Thirdly, courtesy and attention to customers form no small advertisement for a shop; people like civility, deference and cheerfulness. I have known scores of people wait half an hour to be served by an obliging assistant. See well to this

matter.

To sum up-does it pay to advertise?

Yes! handsomely, upon certain conditions: That brains and the experience of others are used. That it be done intelligently, enthusiastically, and continuously!

Why? It is the best way to make yourself and your goods known. By its aid you can absolutely get in touch with almost every soul in the colony. It is the first means of bringing strangers to your store, which gives you the chance of turning them into regular customers; it makes people get the habit of coming and to desire to purchase your goods.

Of course advertising pays. The old quotation is true:

"The merchants who are truly wise, are those who always advertise;

For they have little wit who say, that advertising does not pay."