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URNING through the the force of suggestion is cleverly used
pages of the latest maga in the illustration. While keeping the zines and endeavoring to picture very simple in order to give it select from them the clearness and strength, it is made to
really good ads, is enough to make one exclaim in his confusion, "Well, I could say a whole lot about the
For the Boy! poor ads, but I don't know what to say about the good ones." Engraving houses tell us that the
Dollar value of an advertisement lies directly
Watch 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
suggest many things to a woman withan illustration that co-operates with a
out making it necessary for her to read head line, and knows how to cleverly
the type to be impressed with these sugdisplay the text matter after it is writ
gestions. ten. Nevertheless, good ads have been
The man represents different things
to different women. To one, husband; produced and have shown good results,
to another, sweetheart; to without the sign of a cut or much at
brother; to a fourth, friend. tempt at display. However, this loss
Some women feel that the girl in the
picture is making the man a present of THIS PILLOW
the pillow she holds. Others that she is TOP AND BACK
simply showing it to him as an exhibi
tion of her skill in embroidering, but ready to embroiderprese RICHARDSON'S EMBROIDERY SILKS
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 exeJACK KOSE No. 77 NASTURTIUS No. 78 cution.
A watch advertisement that appeared
in the December magazines we deem must be made up in carefully prepared worthy of reproduction. text matter.
It tells you of the joy that the IngerIn the Richardson Silk advertisement soll 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
"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.
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
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.
Ninth Annual Exhibition
The Ninth Annual Exhibition of the
The number of entries exceeded that of
"Prince of Orange" The officers are to be congratulated, and 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.
E. B. EDDY.
FRED L. KIMMEY.
Secretary, Fred L. Kimmey.
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 respon The fact that the average advertiser re
siveness of the reader to an ports that subscribers are far more readvertisement depends so sponsive to advertising than news-stand largely on his attitude to buyers clearly substantiates the forego
wards the publication in ing. which the advertisement appears, it Yours for the most sales at the least would certainly seem that the cordiality cos:,
H. R. REED. of said attitude would be a very con Western Manager, American Monthsiderable factor in the advertiser's prob
ly Review of Reviews. lem. Now, if a reader cares enough for a publication to subscribe for it by the Our views upon the subject of the year, in advance, in order that it may value of circulations to advertisers may regularly arrive at his home on the first be roughly expressed as follows: of every month, is it not logical that he We feel that the circulation which is will be more likely to read and respond of real value to the advertiser is the to the advertisements than if he cared home circulation-i. e., the circulation only enough for the magazine to occa that is read by different members of the sionally buy same from a neighboring family, and remains in the home long news-stand or train-boy? Of course, the enough to permit the inspection of adwriter's opinion may be, in a measure, vertisements. The flashy periodicals, the influenced by the fact that because 8272 picture periodicals, or others bought for per cent of “The Review of Reviews'” reading on trains and not carried home, total circulation goes to paid-in-advance are not as valuable to the advertiser as annual subscribers, “The Review of Re those of more permanent value. views" has as many subscribers as any If the above is true, it follows that the other popular monthly, notably any ten subscription circulation is better for the cent fiction magazine. This comparison, advertiser than the news-stand circulaof course, does not include the distinc tion only so far as it insures delivery of tively women's publications, nor anything copy to the home and indicates the deother than magazine size.
sire of some member of the family to As every “subscribed-for" publication take the paper permanently. There are has accepted an invitation to be a perma many instances, however, of periodicals nent guest in the home, anything found of large news-stand circulation which are between its covers will naturally have excellent advertising mediums because ready access to the responsive good-will they are interesting enough to be bought of every reader in that home. Would eagerly on the news-stands and have this be true if the magazine were brought enough permanent value so that their into the home only occasionally and on purchasers will carry them home. trial, as it were, to gratify the curiosity It is almost a certainty, however, that concerning it, of some one member of the periodical with a large subscription the family?
circulation will be an excellent advertis