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WORTH REPRODUCING

URNING through the pages of the latest magazines and endeavoring to select from them the really good ads, is enough to make one exclaim in his confusion, "Well, I could say a whole lot about the poor ads, but I don't know what to say about the good ones."

Engraving houses tell us that the value of an advertisement lies directly in the cut. They, however, have a way of over-estimating the value of the picture, and to make a good, strong advertisement from every point of view, the text matter must be forceful as well as the cut. Perhaps the best results come from an advertisement skillfully handled by one who knows how to combine an illustration that co-operates with a head line, and knows how to cleverly display the text matter after it is written. Nevertheless, good ads have been produced and have shown good results, without the sign of a cut or much attempt at display. However, this loss

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Some women feel that the girl in the picture is making the man a present of the pillow she holds. Others that she is simply showing it to him as an exhibition of her skill in embroidering, but that she intends the pillow for someone else.

The strength of the advertisement lies in the fact that the picture creates a desire in the feminine mind, furnishes her with a suggestion, and then the type tells her simply and clearly how she can put that desire and suggestion into execution.

A watch advertisement that appeared in the December magazines we deem

must be made up in carefully prepared worthy of reproduction.

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text matter.

In the Richardson Silk advertisement

It tells you of the joy that the Ingersoll Watch will bring the boy for a

Christmas present, and we venture to say that this advertisement made more than a few boys hang on to the tail of their father's coat or to their mother's apron string until they felt sure that an Ingersoll would grace their Christmas stocking.

Incidentally, the father and the big brother are referred to in this advertisement, just enough to make them curious, and no doubt in some cases the order for a watch was placed with a little uncertainty as to which member of the family it would fall to, whether to the father, the big brother or the boy. The Pearline advertisement reproduced has an air of refinement.

Both

the illustration and the matter contribute to this. Notice how little text matter and how well it covers the subject.

That Pearline plays an important part in removing all traces of unpleasant odors from clothes, is a point dwelt

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"Everything for the Garden" is the headline, white on black, that is quite prominently displayed in the advertisement of Peter Henderson & Co., and which we consider good enough to reproduce.

The illustration is certainly suggestive of the headline and forms a very pleasing combination.

The offer to send with the catalogue a nice collection of seeds is liberal enough to bring numerous requests, and the value placed on the empty envelope is of enough importance to cause a second order to follow in most cases.

The address is made prominent in this advertisement, and it is good judgment to have it so. Let the people understand that it is Henderson's seeds they want. Educate them to know that when they see the word Henderson it means Good Garden Seeds, and that it is Peter Henderson & Co.'s catalogue that they want.

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He who criticises, be he ever so honest, must suggest a practical remedy or he soon descends from the height of a critic to the level of a common scold.

The Philistine.

Ninth Annual Exhibition

Of The Fanciers and Breeders Association of Chicago.

The Ninth Annual Exhibition of the
Fanciers and Breeders Association of Chi-
cago, Illinois, was held at the Chicago
Coliseum January 23 to 28.

The number of entries exceeded that of
any other year in the history of the Associ
ation with one exception, and the attend-
ance was as large as that of any former
year, while in point of excellence, this year's
exhibition was better than any previous
one given by the Association.

The officers are to be congratulated, and

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'Kenilworth Pickpocket" certainly should feel encouraged by the growing interest of the Prize Winner. public in these exhibitions.

The booth of the Cyphers Incubator Company occupied the center of the building, extending entirely across from the east to west as shown in the full page half tone on another page, and was the finest display of incubators ever made in connection with any poultry show in the United States.

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Mr. Eddy is serving his second term as President of the Association, and Mr. Kimmey his seventh term as Secretary. He was one of the organizers of the Association and served as President for the first two years.

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Annual Exhibition of the Fanciers and Breeders Association, Chicago Coliseum, Jan. 23-28, 1905.

Subscription vs. News Stand Circulation,

Which is Best for the Advertiser ?

The question is sometimes raised by advertisers as to the relative value of Subscription vs. News Stand circulation of magazines.

In order to give publishers an opportunity to present their views on this subject AGRICULTURAL ADVERTISING asked a number of them to contribute to this Symposium, and their arguments are given herewith.

NASMUCH as the responsiveness of the reader to an advertisement depends so largely on his attitude towards the publication in which the advertisement appears, it would certainly seem that the cordiality of said attitude would be a very considerable factor in the advertiser's problem. Now, if a reader cares enough for a publication to subscribe for it by the year, in advance, in order that it may regularly arrive at his home on the first of every month, is it not logical that he will be more likely to read and respond to the advertisements than if he cared only enough for the magazine to occasionally buy same from a neighboring news-stand or train-boy? Of course, the writer's opinion may be, in a measure, influenced by the fact that because 822 per cent of "The Review of Reviews' " total circulation goes to paid-in-advance annual subscribers, "The Review of Reviews" has as many subscribers as any other popular monthly, notably any tencent fiction magazine. This comparison, of course, does not include the distinctively women's publications, nor anything other than magazine size.

As every "subscribed-for" publication has accepted an invitation to be a permanent guest in the home, anything found between its covers will naturally have ready access to the responsive good-will of every reader in that home. Would

this be true if the magazine were brought into the home only occasionally and on trial, as it were, to gratify the curiosity concerning it, of some one member of the family?

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Our views upon the subject of the value of circulations to advertisers may be roughly expressed as follows:

We feel that the circulation which is of real value to the advertiser is the home circulation-i. e., the circulation that is read by different members of the family, and remains in the home long enough to permit the inspection of advertisements. The flashy periodicals, the picture periodicals, or others bought for reading on trains and not carried home, are not as valuable to the advertiser as those of more permanent value.

If the above is true, it follows that the subscription circulation is better for the advertiser than the news-stand circulation only so far as it insures delivery of copy to the home and indicates the desire of some member of the family to take the paper permanently. There are many instances, however, of periodicals of large news-stand circulation which are excellent advertising mediums because they are interesting enough to be bought eagerly on the news-stands and have enough permanent value so that their purchasers will carry them home.

It is almost a certainty, however, that the periodical with a large subscription circulation will be an excellent advertis

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