The New York Commercial, for many years located at 8 Spruce Street, New York, is now located in its new offices in the Evening Post Building, 20 Vesey Street. The ground floor will be used for publication and business offices; editorial offices will be on the sixth floor.

Nathan Frank has sold the St. Louis Star to a company organized by Frederic B. Warren and Fred C. Veon, who for the past nine months have been managing the paper. Mr. Warren will continue as editorial director and Mr. Veon as business manager. Edward S. Lewis, who has been elected president of the company, is a prominent capitalist and local dry goods merchant.

The paper has been remodelled since Messrs. Warren and Veon have had charge, and as a consequence the circulation has greatly increased.

Mr. Veon has held responsible positions with the Hearst papers in Los Angeles, San Francisco, Chicago and Boston. He has been advertising manager of the St. Louis Republic and of the Detroit Journal. Is known in Philadelphia by his good work in the editorial departments of the Philadelphia Inquirer and the North American.

Mr. Warren, in 1909, was with the New York Evening Mail as city editor. Later, with the New York Morning Telegraph. For nearly two years he had charge of the Sunday magazine sections.

The St. Louis Star is the outgrowth of two daily newspapers-the St. Louis Chronicle and the Star Sayings, both of which were established way back in the '80s.

On May 1st, the Fuller & Henriquez, Chicago, list of papers with the exception of The Post and Farm & Fireside. Houston, Texas, were taken over by Knill-Chamberlain, Inc., 1028 Peoples Gas Bldg., Chicago.

The George H. Currier Co., Chicago, announce that a summer discount of 33% per cent will be allowed for space in The Household Guest for the June, July and August issues. This will make the rate $2.00 gross per line and 750,000 circulation guaranteed.

Randall Anderson, formerly with Good Housekeeping, and previous to that time with Leslie's Weekly, has become associated with the office of W. J. McDonald, Chicago, representing The Mothers Magazine, The Independent, and Physical Culture in the west.

"Beginning with September, the guaranteed and proved, bona fide circulation of The Family will be 600,000 copies each issue." So says Matthew C. Young, publisher and proprietor, 540 La Salle Street, Chicago, Ill. Proof of this will be furnished on request. The rate will be $2.00 an agate line, flat (except special rate for page copy), less the usual discount.

The Family makes its appeal to the home. It is a high grade story paper. Its contributors are among the best writers, and the circulation it has attained has been won through its familiarity with home subjects, and the fact that the entire family has found the paper interesting, entertaining and educational.

The Chicago Examiner is now an eight-column newspaper, standard measurement 121⁄2 ems in width; length of columns will remain the same as heretofore, 280 lines.

On heavily silver coated paper, the Chicago Saturday Blade announces its Silver Jubilee, June 14, when this publication will be 25 years old.

In old English script in dead black ink on the bright silvered paper, "You are invited to participate in this Silver Jubilee," which is to be commemorated by an issue of 1,500,000 copies of Boyce's Weeklies-The Saturday Blade and Chicago Ledger-"The regular circulation is 1.200.000 proved," says a part of the invitation, and "If you desire to be represented in the Jubilee number, advise us early to receive good attention."

W. D. Boyce & Co., 508 Dearborn Avenue, Chicago, are the publishers.

In beautiful bronze work on mottled sepia. the Detroit Free Press depicts a part of oldetyme and modern Detroit, with a figure of a scribe in the foreground with his roll of parchment, as cover design for their historical booklet. "Eighty-two Years a Newspaper."

This booklet, containing a short story of the life of the Free Press, is to commemorate the opening of its new home. Since the establishment of this publication in 1831, it has been held in highest esteem and has had great influence in the Middle West.

The booklet is a specimen of the very best that can be produced by a modern print shop. The colorings of the illustrations are exquisite. The type is artistic, readable, and inviting. The text is friendly and interesting. The new offices, as shown, are arranged and furnished in quiet, elegant taste, with an cye to

the greatest efficiency. This booklet in every way comes up to your expectations as the product of a newspaper plant that has lived for nearly a century.

The David Williams Company, New York, publishers of Iron Age, announce the appointment of F. S. Wayne as the western manager in charge of advertising. G. H. Griffiths will now devote his entire time to the managerial end of Hardware Age in the New York office, which is a consolidation of Iron Age-Hardware and the Hardware Reporter.

The fifth annual dinner of the Daily Newspaper Association was given at the WaldorfAstoria, April 23.

There were present more than 200 persons, including thirty-five ladies.

Louis Wiley, business manager of the New York Times, acted as toastmaster. The speakers were as follows: Mayor Gaynor, of New York City; Paul T. Cherington, of the School of Business Administration, Harvard University; Inez Milholland; James Schermerhorn, of the Detroit Times, and O. H. Blackman, president of the Blackman Ross Company, New York.

Mayor Gaynor, in response to the toast, "The Newspaper Proprietor," gave his opinion of the daily newspapers of the country in general, and those of New York in particular.

Miss Milholland considered advertising from the suffragette standpoint. It is her opinion that the women's parades, walking tours, etc., are good advertising for the suffragettes, and indicated that a similar kind of advertising would be indulged in in the future. Her subject was "The Psychology of Advertising." "National Advertising from the Consumer's Viewpoint," was the subject of Mr. Cherington's talk. It is Mr. Cherington's opinion that the entire country is undergoing a change; that the consumer is changing his method of thought and habit, and pointed out as proof that whereas from 1880 to 1910 the population of the United States has doubled, that street railway lines have multiplied by eight, telephones by twenty, the circulation of publications by five. Mr. Cherington said that many of these changes were due to the effect of national advertising.

"Dominant among the changes in his methods of reaction is an increased eagerness for the truth, regardless of what the consequences as ascertaining the truth may be to any of his preconceived notions.

"There are some of us who believe that the recent political events are not so much an evidence of the change in the public attitude toward the tariff as they are a reflection of the determination on the part of the great mass of the people to try a new method of ascertaining the real truth concerning conditions in American political life.

"The same attitude is reflected in the problems of our institutions of almost every kind, educational, religious or other; and there is a corresponding change in public morals and corresponding modification of business

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morals.

"....Some of us have responded to this group of changes in the consumer and have raised the ethical standards which prevail in the counting rooms to meet the new conditions of life and thought. Others of you are still attempting to thrust upon us the business ethics and moral standards of thirty years ago."

James Schermerhorn gave an interesting account of the experiences of the Detroit Times in trying to get along on the one cent per copy basis. His subject was "Testing the Beatitudes." The original creed of the paper at the time it started in 1900 was the Sermon on the Mount. Mr. Schermerhorn expressed the hope that he might live to see the city of Detroit have a population of a million, when he could, without financial loss, charge only the one cent price, and also faithfully follow the dictates of the Beatitudes and original creed.

It was suggested in a report offered by President Wiley that some kind of amalgamation take effect among the Daily Newspaper Association, the National newspapers and the United Newspapers.

An ounce of effort rightly directed in advertising accomplishes more than a ton of pressure distributed over too large a surface.

Copy should create a desire in another's mind for what you offer-and it is essential that the mind you reach is the one you want to convince.

A unique plan for raising funds for advertising purposes has been adopted by the Orland, Calif., Chamber of Commerce.

Committees in automobiles are canvassing the farmers in the surrounding territory for signers to an agreement for contributing an assessment of ten cents an acre on land owned,

Here is the program for the Affiliation AdFest to be held in Buffalo, Saturday, June 14, 1913:

Morning session:

Subject, "How to Make the Letter Produce." A number of men competent to talk on this subject will be heard.

Afternoon session: "Analyzing of Sales and Advertising." Free and open discussion on this vitally interesting topic.

The evening speakers scheduled are as follows: Alvin G. Hunsicker, general manager Standard Oil Cloth Co., New York; Thomas Martingale, Largest Retail Grocer in the World, Philadelphia; George H. Perry, Advertising Manager Panama-Pacific Exposition, San Francisco; Roy Simpson, Advertising Manager Roberts, Johnson & Rand, St. Louis.

Sunday, June 15, there is to be a grand scenic tour of Niagara river. Luncheon will be served on the boat. Entertainment has been provided for the ladies, also. Buffalo is planning to make this Ad-Fest the greatest, the most profitable, and the most enjoyable that has ever been held.

The Portland, Oregon, Ad Club, with a membership of 450, has now established extensive headquarters in the first floor parlors of the Portland Hotel.

This is one of the first steps in the movement for the development of the educational side of the work. A reading room with an up-to-date technical reference library has been provided. It is the intention to draw special attention to notable articles in the technical press each month, in the monthly house organ.

"Not more copy, but better copy," is the slogan of the Oklahoma City Advertising Club.

In the report of the April 19th meeting of this Club, Mr. Newbearn, the secretary, said: "The Oklahoma City Advertising Club has been characterized as one of the most virile civic organizations in Oklahoma. It is entitled to a mark of distinction.

"With an enthusiasm born of its youth the club is at present putting forth a remarkable exhibition of progress in advertising perfection, and at the same time giving what it can to Oklahoma City for the sake of Oklahoma City of which every member is proud to be a part."

The club is now endeavoring to have a big representative crowd attend the big Baltimore convention.

Plans for the finest special train that ever went out of Texas, to consist of baggage cars, dining car, club car and as many standard Pullmans as necessary, were discussed at the Dallas Ad Club meeting recently, this train to carry the Dallas delegation to the National convention at Baltimore.

Joseph Blethen, vice-president of the Seattle Times, was elected president of the Seattle Ad Club at its annual meeting recently held, an office which he has held three times in former years. The other officers are: first vice-president, A. J. Izzard; second vice-president, R. E. Morgan; secretary, N. T. Clancy; treasurer, R. E. Maxfield.

The Washington Ad Club men are planning to reorganize on a broader basis so as to include all the business men of the city, directly or indirectly interested in advertising.

"I am so and so. Who are you?" So ran the legend on the trunk checks worn by everybody at the "Gigantic Jag of Joy", the banquet given by the Atlanta Ad Men's Club May 6. Everyone knew everyone else before the French-Italian dinner was concluded. 150 members and their invited guests were present. President Goodhart said that he had a program to present if he got a chance. The chance was given, and Mr. Bain was introduced as a card shark. He tried to get money from the members to make it disappear but the diners did not seem anxious to see their money evaporate. Practical jokes were played on everyone. F. J. Merriam, publisher of Southern Ruralist, was discovered with some missing silver in his pocket. Artists, singers, speechmakers, all contributed their share to the general merriment.

Plans for attending the national convention in Baltimore next June were outlined by Bert Adams. Two Pullman cars will be at the disposal of the Atlantans and fifty delegates have already signed up for the trip.