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No! Accurate advertising copy, describing just what may be expected of any given article appealing to the farmer at large and under normal conditions, is copy which the advertising house may guarantee with liberality.

The house that is "delivering the goods" will have small cause in the case of the average farmer, to throw irritating restrictions around its guaranty, not for the reason that "the honest farmer" is typical by any means,

but because when he has parted with his
money for the thing he needs, HE must DO
ALL THE WALKING in the matter of any
restitution which a guaranty promises!

That great problem for the advertising man-
ufacturer who appeals to the farming ele-
ment may be boiled down to two paragraphs:
Manufacture something that you CAN guar-

antee;

Then GUARANTEE IT!

New Managing Editor for Capper
Farm Papers

Charles Dillon, who has been dean of the department of journalism at the Kansas Agricultural College for the past three years, has accepted the managing editorship of the Capper farm papers and will begin his new work shortly after July 1.

of the state in 1880, the Lakin Herald, and
back of that for three generations the men of
the line were newspaper writers.

An education and a view of the world was
demanded by the boy and the demand took
him from the prairies on journeys that led him
over much of the earth and beyond the seas.
Eventually he returned and inevitably to Kan-
sas. Two years on one of the largest experi-
mental farms of California, a year in studying
the agriculture of the south, three years at the
Kansas Agricultural College, and many years
experience in newspaper and farm writing in
twenty states has given him a broad outlook
and welcome tolerance as well as keen sympa-
thy with the farmer and his viewpoint.

"I have a notion that farmers are advised half to death," he said in talking about his new position in Topeka. I have a notion that it is possible to reach their hearts and their brains another way. I have an ideal in mind, certainly, and I shall try mighty hard to realize it to the fullest."

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E. M. Alexander, who has been made advertising manager of Harper's Bazar, is succeeded in the New York territory of the Cosmopolitan by E. H. Jewett.

Mr. Dillon was brought by his parents from Michigan to Kansas in 1878, when buffaloes and wild horses were still a part of the state's assets. Mr. Dillon, the elder, owned and operated the first weekly paper in the western part

Rollin W. Hutchinson, for two years advertising manager of the International Motor Company of New York, has resigned. In addition to his advertising capacity, Mr. Hutchinson is a graduate engineer. His future plans are not as yet announced.

J

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A 124 MILLION CROP

MORE TAGS ARE NEEDED
FOR AUTOS AND CYCLES

Secretary of State Sessions Already Has
Increased His Order.

Charles Sessions, secretary of state. has found 26.247 motor cars and 4.235 motorcycles in the state of Kansas for The which he will have to provide tags under the motor car registration law passed by the 1913 legislature. estimates on the number of cars were made by the county treasurers of each county from the official assessment rolls and a canvas of the dealers

The secretary of state bought the The order has motor car tags on a basis of 25.000 cars and 5.000 motorcycles already been increased because of the prospective buyers who will get their

cars within the next two months and It is expected that by July 1 the total cars in the state will be close to the thirty thousand mark.

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On the opposite page are a few newspaper clippings which give an accurate idea of existing conditions in Agricultural Kansas.

—more money in the banks than ever before.

-the biggest wheat crop in sight that the
State has ever raised.

-the Secretary of State working overtime.
issuing automobile licenses.

-the colleges crowded with Kansas youths.
-and everybody happy.

Kansas folk are feeling pretty good, thank you.

A genial glow of comfort suffuses the entire state.

And as a consequence the purse strings are held a little more loosely, and the whole family gets what it wants.

Business is good in Kansas.

Farmers Mail and Breeze reaches the best farm homes in the State.

Its circulation is of that quality which is attracted by the most careful editing, with the special needs of agricultural Kansas kept constantly in mind.

Its subscribers are farmers who pay their own money for the paper. Farmers Mail and Breeze has no bulk circulation; its subscription list is not made up of names of retired farmers to whom bankers send papers complimentary. It goes only to farmers who really want it-and they want it because it suits them to a "T." It is Imade for them. It speaks the Kansas language and maintains a peculiarly close and intimate relation with its readers.

That is why Farmers Mail and Breeze ranks so high in the esteem of experienced advertisers; that is the explanation of the large volume of high class business it carries; that is the cause of the satisfactory results it produces.

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MARCO MORROW, Director of Advertising. New York Office, W. T. Laing, 1306 Flatiron Bldg. Chicago Office, J. C. Feeley. 1800 Mallers Bldg. Kansas City Office, T. D. Costello, 1512 Waldheim Bldg. St. Louis Office, Albert L. Bell, 522 Chemical Bldg. Omaha Office, J. T. Dunlap, 334 Chamber of Commerce Bldg.

More About Price Maintenance

T

By HENRY B. JOY, President The Packard Motor Car Co.

HE attitude of the National and State Governments, the Press, and the Public toward Business is becoming of vital and startling importance.

Business sadly needs some constructive advocates.

The false and the stupid prejudice against success is responsible for much of our trouble. Why should this prejudice be allowed to exist?

The actual dollar is simply the measure or yard stick and worthless in itself.

Created wealth in order to remain wealth must produce something net. The more created wealth in America, the more work and the more business must be done to maintain that wealth in existence at all. The great created wealth of the country is the asset of the whole people, and the basis and measure of our prosperity.

The attitude of the Government toward industrial evolution of recent years has brought about conditions which require our most serious consideration.

The United States has led the world in rapid stages of humanizing development in many ways. Our republican ideas of self government have made our whole nation a forum for debate on ways and means to curb the strong and protect the weak.

Railroads at first free to make money as private enterprises have grown into corporations of such public interest and affecting so universally the public welfare that they are practically directed by the National Government, but operated and owned privately.

What was for upwards of half a century praised as successful enterprise in railroad building and management came to the point of breaking down by reason of what we now know as unfair competition.

The heads of railroad companies after periods of vicious warfare, when their treas uries became depleted, and with failure and ruin staring them in the face, repeatedly got together and restored by agreements rates of transportation to high levels in an effort to recoup themselves for the losses of the battles which had raged.

These rate agreements could not be maintained. One railroad would soon again cut rates by private concessions to special shippeis. Then others would follow as the perfidy became exposed. And another period of ruthless rate wars would recur and the destruction of the nation's wealth was incalculable.

Finally to mitigate these evils, so fatally affecting general business as well as the railroads themselves, the National Government, as the result of popular will, educated by the press, provided that rates should be the same to all, that rebates, free passes, cut-rates and special privileges should be things of the past.

We eliminated the evils of private ownership of railroads without adopting the equally or more objectionable plan of government ownership.

Then the next stage of industrial evolution

came.

As railroad facilities improved, transportation quickened, towns, cities, states and nations were brought marvelously closer together. The growth of the telephone service was a revolution.

A condition was thus brought about in manufacturing industries as had been the case with the railroads where the same unfair competition brought also the stage of mutual agreements between manufacturers to maintain prices exactly as railroads had tried to do without success. Gentlemen's agreements would be broken. Unfair competition to destroy each other would again become rampant. and untold countless millions of constructed wealth would melt away.

Then in utter self preservation, companies that had fought and suffered as the bitterest trade enemies only can, were brought together by friendly mediation, and consolidations were accomplished in a small way. The advantages and possibilities became recognized. So-called trusts came on the scene.

Prices became more stable, and the business of all our people could be conducted with greater safety and certainty.

Dealings in securities were however carried on on a colossal scale, and the popular mind could not differentiate between the good which

the so-called trusts have yielded and the harm

and discredit which was reflected on them by the manipulation of their securities.

The "rules of the game" have been changed -are being changed.

The benefits are rising to the surface and becoming apparent to all who will examine and study..

We have come to know that mere bigness is no crime. We have come to know that stable prices, even though made by so-called trusts, are a vast benefit compared to the feverish variations and uncertainties of the cut-throat competition days.

Now, let us look with clear, unprejudiced eyes at to-day's conditions. Let us keep the good. Let not prejudice blind us. Let us act wisely in modifying and mitigating existing evils that remain. These evils are not as bad as class-prejudice-fomenting publications and some politicians would have us believe.

Private rebates, cut prices, special concessions, have been much mitigated. The conditions today are better, to an almost infinite extent than before the consolidations trust era.

of the

It is true, also I believe beyond a doubt, that there is vastly more unfair competition and price cutting practiced by smaller businesses and smaller corporations today than by the so-called trusts.

Personally I do not like to buy anything except from a one-price house, with the price marked on the goods.

There is not an article that I personally may want to buy but that the dealer in it is expert and keen as to its real value. The average layman in the very nature of things cannot know these values. He is not an expert. It is not his special business.

Every single individual consumer practically is in my exact position. Who, let me ask, is the one likely to get stuck in a horse trade? Will it be the horse dealer or the average purchaser?

Business men are more and more "putting themselves in their customers' places" and trying to treat them as they would like themselves to be treated, were conditions reversed. That is the Golden Rule of Business.

But, you truthfully reply, that that rule cannot always in all business be maintained and then only by the stronger concerns, because the unscrupulous advertiser, the sharp dealer and price-cutter will get your business away from you, and you must meet unfair com

petitive methods with unfair competitive

methods.

Let us analyze this situation.

In the first place, it is true in the main. As a general proposition, unfair competition will tend to drag the idealist in business to the level of the unfairest practices in the fight for self preservation in the last analysis.

Except only for one thing: namely, that business men be permitted to form associations for the amelioration of these "unfair" conditions.

Schemes proposing unfair competition do not sound well when discussed in open meetings of business competitors.

But it is argued, in the fashionable phrase ology of the day, such methods would be monopolistic and conspiracies in restraint of trade and unlawful.

Such methods actually would be in promotion of honest trade and tending to the protection of the consumer, and the retailer as well.

Even

The public press and public opinion have enabled the railroads, through the medium of the Interstate Commerce laws, to do what they could not do for themselves by mutual agreements namely, prevent wealth destroying rate wars and maintain published and stable rates for the equal benefit of all. now they are only able to do it by means of their railroad traffic associations which are actually conspiracies contrary to the law if anything is, but the business of railroads can be carried on in no other way, and these eminently proper methods go on unquestioned and completely sanctioned by governmental authority.

Does the consumer wish to restore the piratical days of the black flag and skull and cross-bones flying at the mastheads of the conflicting railroad interests? No, not one! Not a single one.

Why not then !et the business men of America be allowed, through associations local and national, to try and eliminate or minimize "unfair competition?"

Business men thoroughly understanding the intricacies of their respective businesses can surely accomplish the largest beneficial results with the least harm.

Let us broaden our present prejudiced vision a little, and allow-yes, even encourage, business men to organize into associations, such as yours is, gentlemen, but with broader erties, to improve their own business rela

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