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THE

The Oldest Farm Publication

in the State

ARMER

Published Twice a Month
Established 1882

-ST. PAUL, MINN.

The actual average circulation of The Farmer for the
six months commencing August, 1904 was

87,000

copies each issue. This is a part of the sworn circulation
sent to Lord & Thomas, January 14, 1905, for their "Pocket
Directory of the American Press."

This circulation is strictly "gilt edge" in character.
Six experienced subscription solicitors are now devoting
their entire time to taking subscriptions for The Farmer.
We have no circulation secrets. Our subscription
department and our press rooms are always open to in-
vestigation.

And what is more important still, the paper speaks for itself. The advertising which crowds its columns issue after issue, is the best evidence of its pulling powers.

If you are looking for spring business, you cannot afford to stay out of its columns.

Send for sample copy, and see what a really great farm paper is like.

Guaranteed Average Circulation for 1905,

Exceeding 85,000

copies each issue.

Rate only 35 cents per line with liberal space discounts.

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less he knows of other things" is the proper way to state it.

One of the important things, of which a false view is entertained by many salesmen is the value of house prestige to the salesman himself in securing busi

ness.

A salesman is apt to believe that he is the "whole thing" and does not for that reason co-operate with his house for the general advancement of favorable trade conditions. He tries to do it all himself without realizing that he does not nor cannot do as much for himself, unaided, as he could with the assistance of the house man, who truly desires to aid the salesman, yet fails, because the salesman does not respond to the effort, for fear he will lose his job if the trade is also stimulated and held by the house.

The salesmanager of a shoe house wrote his sixty salesmen, asking each to send him the names of twenty possible customers, whom they did not then sell, so that the house might make an effort to interest these buyers in the line of goods. After waiting month-he again wrote: "Judging from the number of replies from our salesmen my request is not worth more than twenty cents on the dollar." Only ten salesmen

a

complied. What blindness affects the others?

A gentleman in business in Pittsburgh wrote me :

"I have the greatest difficulty in getting salesmen to co-operate with me. They enter a town where there are five jobbers, sell three, and write the house, 'Enclosed find my orders.' Not a word about the other two jobbers. Not a hint which might enable me to help them to get more business, or interest the other customers. I spent two years training one man to write me useful letters of this character." Two years to open a salesman's eyes to the fact that by the cooperation of his house he could sell all the jobbers in a town!!! Does this not teach something? Does the salesman think?

A truly independent man is one who recognizes his dependence upon others, one who knows that the pull together spirit is the one which gives him the greatest number of opportunities in the least time. A salesman who works with his house along the lines suggested, gets the most trade out of his territory, gets the best salary and holds his "job" tight(Continued on page 154)

Experienced Advertisers

are looking for the best method of breaking into
The Solid Prosperity of the South.

Home and Farm

is the medium to use. It covers the entire south and
southwest more thoroughly and more effectively
than any other paper published and

Brings Results

Never before were conditions so favorable for an adver-
tising campaign in the South. Why not get your share
of the immense amount of money that will be spent this
spring for improvements? Home and Farm will interest

110,000 Real Live Buyers

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est-because he is the rarest and most valuable acquisition a house can secure.

We had a working foreman in one of our departments. With only three assistants he could turn out more goods than any man we ever had. We enlarged the department and employed ten assistants. That foreman became absolutely useless then, and lost his position. He would not teach others the work, and not being able to do it all himself did not produce as many goods as the enlarged equipment warranted.

Every territory has possibilities far in excess of the amount secured by any salesman working alone. It must be made to yield, and the salesman, no matter how good he is, must recognize the possibilities and co-operate with his house for the full attainment. If he doesn't he is not the best man for the place.

A man who can make twenty laborers do a full day's work without doing labor himself is better for the purpose than a man who can himself do the work of three men in one day, yet cannot get a half day's work out of the others under him.

A salesman should never write whining, complaining letters. It hurts him more than it does anybody else. Everybody else thinks he is making an ass of himself.

A suggestion for betterment offered the house is no suggestion at all if it simply embodies a suggestion for a lower price. Any school boy can sell goods if his prices are lower than other people's.

A man who has the courage to advance prices when they should be advanced, who leads the weakling throng -will find that he makes the market.

The man who makes the market is recognized as a strong man. People admire strength. Trade prefers strong houses from which to buy. It is in accord with mental law.

A salesman will say-I make suggestions but they are not heeded by my house, I might as well write to a piece of marble. Yes-but what was the nature of your suggestion? Would it have afforded reasonable profit? Did it involve the violation of a principle of business? Was it practicable and in accord with the desires and methods of your house? Was it the kind of a thing which, if you had owned the business yourself, you would do, at the time? Probably not and yet it might have been good under other conditions.

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PRACTICAL FARMER

A Farm Paper That Has A Remarkable
Hold On Its Readers.

The following letter from the Angle Manufacturing Company is
only one of a large number that might be printed to show that

The Practical Farmer

is held in the highest esteem by 40,000 families who read it weekly:

New York, December 3, 1904.

Mr. T. B. Terry, Hudson, Ohio.
Dear Mr. Terry: We have sent you by Adams Express,
D. H., one No. 103 lamp finished in antique copper fitted with
"F" globes and white opalescent tops.

This lamp is sent to you that you may see a new finish in
which we are now making up the No. 103 lamp where it is called
for. We think this makes a pretty fine lamp and feel quite
satisfied that you will be able to find good service for it in some
nook or corner of your home. We also send it as a mark of
appreciation to you for the most generous endorsement that you
gave the lamp in the September 17 issue of the Practical Farmer.
Regarding the latter. We would say that it is simply re-
markable the evident hold you have on the readers of the
Practical Farmer and the implicit reliance they have in what
you say. This is becoming more evident to us every day. In
fact, it is a matter of common occurrence for people to write
and say "If Mr. Terry says The Angle Lamp is all right, I
am sure it is." This was rather a remarkable development of
the case to us, unacquainted as we were with the closer details
of farm publications and we have taken pains to inquire whether,
in other publications there are persons whose relations to the
subscribers are so intimate. Thus far, we seem to have failed in
finding a parallel case.

We therefore think that you are certainly to be congratulated
in this respect.
Trusting you will find this lamp, which we have sent with
our compliments, to be of some little service to you and you
will feel as we do that gotten up in this finish it is a very agree-
able and attractive fixture, we beg to remain,

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Advertisers who wish to take advantage of the implicit confidence placed in this splendid medium can do so at a rate so low, for the circulation, that it is sure to prove the very best advertising investment they can make.

Send for sample copy, rate card, testimonials and full

information.

THE PRACTICAL FARMER.

PHILADELPHIA, PA.

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