It is an absorbing and inspiring experience to stand in one of the great highways of a city in the early morning hours and watch the crowds on their way to work, on their way to contribute the day's addition to the majestic temple of civilization which man and his machines are building. But, as you watch, you begin to wonder: How many in these throngs are taking themselves to their work? Do you take yourself to your work? Or do you leave yourself at home, to lie inactive there all day and start into energetic life only when the evening's amusements begin? More than ninety-five per cent of the men who attempt business fail; and more than ninety-five per cent of that ninetyfive per cent fail because mankind does not take itself to its work, does not realize that work is both a means and an end, but chiefly an end.-SATURDAY EVENING POST. William L. Douglas, of shoe fame, who has advertised his way to success and the governorship of Massachusetts, says the idea that the American people like to be humbugged is false. In this Mr. Douglas is at variance with P. T. Barnum, of illus. trious memory, who is on record as asserting the opposite opinion. We don't quite see how the question can be definitely settled for the guidance of other advertisers. Mr. Barnum achieved a very substantial measure of success by following his theory, while Mr. Douglas has won fame, fortune, and votes by basing his campaigns on his ideas.-PROFITABLE ADVERTISING. When you want to make a merchant buy a certain line in preference to a competing line you've got to make him think your line. His trade paper-that he pays good money for-the silent partner in his business, is the medium you must use, and the more influence you can bring to bear on him through the consumerthrough scientific selling plans-through suggestive business promotion, the better for all concerned. Trade paper and consumer advertising must go together to secure the best results. Either is weakened by the absence of the other. Every trade paper man should promote the consumer idea, scientifically and reasonably. Every consumer man should cease judging the trade press by the most unworthy member thereof. Co-operation is a natural law. It is pub Worth 47 Pigeonholes AND ANY NUMBER OF SCRAP BOOKS Elbert Hubbard, The "Roycrofters," E. Aurora, N. Y.: "I think that your cabinet has added several years to my earth life by enabling me to find the thing without wear or tear on my temper and vocabu lary. Geo. H. Daniels, Gen1 Pass'r Agent, N. Y. C. & H. R. Ry. Co.; "I find them indispensable to me in my work." Free with Your Name in Gold This is the most complete device ever invented for filing and classifying clippings, illustrations, manuscripts and all miscellaneous matters which some time or other you will want without a minute's delay. It is a savings bank for information -worth 47 scrap books. It consists of a number of specially made holders arranged in a substantial air-tight dustproof box. Each one of these holders not only shows what is contained in it, but by an ingenious indexing system shows just where everything else referring to its contents may be found. Especially useful to business men because it sits conveniently on your desk and takes care absolutely of all the papers and data that you might otherwise lose or forget-perhaps throw in a waste basket for want of a better place to put it. The Desk Cabinet is a genuine Library Filing Cabinet never before made in desk size and has sold from $15.00 to 850.00 in large sizes. The Cabinet we offer you free is equal in every respect to the expensive kind except the size and the woodwork. The free offer is in connection with SYSTEM siness men. Edited by A. W. Shaw SYSTEM System is essential to business success. And so is SYSTEM the magazine. It tells every month all the new business tricks that save time-all the little office wrinkles that save worry. 200 or more pages of indispensable information for buThrough SYSTEM you can learn all that anyone can possibly tell you about system and business methods. The regular reading of SYSTEM will solve your business perplexitiesbut ifit does not, SYSTEM has a staff of experts-practical business men-who will answer your questions gladly and cheerfully and promptly. This service will cost you not one single penny-if you are a subscriber to SYSTEM. The price of SYSTEM is two dollars a year. It is worth a great deal more than that to any alert man with eyes on the main chance. An official of the National Cash Register Company says: "The ideas gathered from your Magazine have enabled me to formulate systems for Mr. Patterson's letters, books, pamphlets, orders, etc., which have simplified the work greatly. SPECIAL OFFER We said the desk cabinet would cost you nothing. Here is the way. Send us two dollars for a year's subscription to SYS. TEM and we will send you, every cost prepaid, a cabinet with your name in gold on top. Write your name and address in the margin opposite; tear out this advertisement and mail it to us. Inclose the money and we will enter you as a subscribersend you an expert consultation certificate entitling you to free advice and ship you the cabi. net. Act at once. We have only a few cabinets on hand and we believe they will be snapped up in a hurry. ACT. Regular Departments In SYSTEM tising Department. THE SYSTEM COMPANY 952 First National Bank Bldg. CHICAGO No section of the country has greater promise than Oklahoma. The Live Stock Inspector of Woodward Okla. reaches this region more satisfactorily and thoroughly than any other paper. 1905 is the year when the Northwest will make the growth of its life. Prosperity is here. Get some of it by advertising in the Old Reliable Northwest Pacific Farmer, The Oklahoma Farm Journal Builds business for the Reliable Advertiser. That's because its readers have many needs, much money and perfect confidence in its market suggestions. It covers the best mail order field in the country. Its circulation grows with every issue. FARM JOURNAL CO. Oklahoma City, Okla. Best on Pacific Coast Largest circulation of any weekly farm paper published on Pacific Coast. Circulation backed up by post office receipts for copies mailed. Ask for Sample and Rates. PACIFIC HOMESTEAD, 100,000 ICK'S GUARANTEED VICK'S Rates go up Feb. 20th from 25c. to 50c. a line. You can hold present rates to September by ordering now. VICK'S FAMILY MAGAZINE, Rochester, N. Y. Yours for the Asking. The valuable patronage of 15,000 prosperous New England Farmers. The New England Farmer the text book of the Farmers of the East since 1822, will cost you but 7 cents per line, and is a sure payer. VLLERY CO. HERE'S Brattleboro, Vt. licity science. It means progress and it means profits.-From a speech delivered by Mr. B. W. Parker, of the Root Newspaper Association, before the annual meeting of the Chicago Trade Press Ass'n. Patent medicine people who ship to South Africa will be interested in knowing that the Transvaal has decided to collect duty on almanacs at the rate of ten per cent ad valorem. The government of India, on the contrary, has decided to admit duty free all trade catalogues and circulars coming in by packet, book or parcels post.-PRINTER'S INK. Faith in Advertising. been Faith in advertising has long preached as an essential to those who advertise. An advertisement, prepared by a man who has no faith in advertising, will never pull success his way, for it is sure to lack that earnestness of purpose, that enthusiasm, or whatever you choose to call it, which forces conviction upon the reader. This point is dwelt upon at some length in an article in Farm Poultry by Frank N. Barcelo. Mr. Barcelo writes about the attitude of poultrymen toward advertising, lamenting the lack of its appreciation by some and urging all to throw as much effort and put as much thought in the preparation of their copy as in any other important branch of their business. He says: "It should require but short consideration to convince that when an outlet for stock is sought through the medium of advertising, the proposition takes on an aspect which ranks it in equality of importance with the production of the goods. It is not in any sense apart from the business, but unquestionably a part of it, and one which deserves serious attention at all times. "Having decided, reluctantly or otherwise, upon an expenditure for advertising, right then, if you are one of the indifferent many, who look upon advertising much in the light of an unavoidable evil, is the proper time for a reconstruction of views previously held. The space purchased has cost good money, but in a sense, money and time which will be wasted, unless such treatment is practiced as may insure a return of principal, and profits within reasonable expectations. In other words, you have what might be termed a negative asset, its value to be determined, not by the publisher's price paid, quantity and quality of circulation, etc., but rather by the use to which you put it, and nothing short of the exercise of one's best judgment at all times will meet the requirements and bring about a realization of hopes entertained. "The axiom that if a thing is worth doing at all it is worth doing well,' here admits of forcible application." Don't get the idea in your head that economy is another name for stinginess. It is just as possible for the advertiser (Continued on page 174.) WESTERN POULTRY JOURNAL CEDAR RAPIDS, IOWA. Your paper has paid us the best of any on our list; have received orders from it as far as Mexico. TIFFANY CO., MFRS. LIce killers, Lincoln, Nebraska. YOU CAN'T AFFORD TO SEND OUT CRUDELY EXPRESSED BUSINESS These Four Books Will Show You How Moreover, you can secure them at nearly half the regular price-if you act to-day What kind of English do you use in your correspondence? Are you careless in your daily use of words? Are slips of speech habitual with you? Do you allow them-unintentionally, perhaps to enter your correspondence? If you do, you are losing your grasp on one of the essentials of success. The arguments of an illiterate salesman would not influence you. How can you expect to command attention and respect by poorly worded, weakly expressed arguments in your own correspondence? Cood English is a force that wins admiration, commands respect, influ ences opinion, secures success. It will pay you to give your correspond. ence that smooth, easy, winning tone that pleases-that crisp, concise style that convinces. It is your duty to yourself, as well as to your house, to "tighten your grasp on the English language." The Man who can Help You is Sherwin Cody He has an international reputation as an expert on English for Business Men. He is the consulting specialist for many of the largest houses in America, who desire to improve the English used by their correspondents. He has now put his private lessons into four handy little volumes (time-saving size)-seven complete coursesWord Study, Grammar, Punctuation, Composition, Business Letter Writing, Story Writing, Creative Composition, hitherto sold in typewritten form for $15 to $25 for each separate course. These books contain everything that will help you, nothing that is mere lumber. The Boston Transcript says: "For directness, simplicity and logical treatment they could hardly be excelled. They are models of comprehensiveness." Dr. E. Benjamin Andrews says: "Crisp, direct, simple." Business Managers.-Several large wholesale houses have introduced Mr. Cody's books and personal criticism of of English service to all their clerks who write letters, from the merest stenographer to the most experienced correspondent. It pays. Credit Men. Here is a point for you. You are not too old to learn yourself, and you will find that the credit of your house will improve wonderfully if you see that every letter that goes out is the best. Young Business Men.-If you want the touch, the snap, the tone of "words that win" in the business world, go to the man who is both a scholar and a master of straight-from-the-shoulder business English. His little books should be your daily companions. Advertisement Writers.-You can't afford to let mistakes creep into your work. The only way to avoid errors is to have a good reference work constantly at hand. Correspondents.-Don't write the time-worn commercial jargon, but get out of your rut by getting the knack of writers who are masters. Mr. Cody has a simple, easy method in his "Composition" book. Stenographers.-The only way to get a better salary is to improve your English. Keep Mr. Cody's book at your elbow and in six months you will be worth twice what you are now, and you will get it, too. SPECIAL OFFER This set of four books, containing seven complete home study courses, costs $3.00. It has been advertised and sold throughout the United States for this price. But we are now preparing a new set of books on Factory Costs and Business Organization, and in order to have our entire time free to devote to these books we are willing to sell out our remaining stock of the Cody Books at the special reduced price of $2.00 per set. But we have only a limited number of sets on hand. It you wish to grasp this special offer act to-day. Write your name in the couponwrap a $2.0 bill in this advertisement and send it to us to-day at our risk. The 952 Thos. Enclosed find 82.00, for which mail me a set of Cody Books, all complete, regular price 83.00 If I am not satisfied, you are to return my money. Name.... Address.......... who spends one hundred thousand dollars to be economical as it is for the advertiser who spends but one hundred dollars. Economy in advertising does not mean niggardness-the saving of money by not spending. It means, however, the expenditure of money-whatever amountto the best possible advantage.-PRINTER'S INK. It is not a sign of weakness to seek advice of the man who has had experience-it is a sign of good judgment.-THE WESTERN MONTHLY. The preparation of your advertising matter-circulars, form letters, advertisements, etc.-should be left to an ad-writer whose ability is acknowledged and whose charge is sufficient to enable him to give your matter the attention it must have to produce the desired results.-THE PROGRESSIVE MONTHLY. On January 14th, 1905, the Ad Club of Western New York held its first annual meeting in the Lafayette Hotel, Buffalo, N. Y. A banquet was served, addresses delivered and a general celebration indulged in, as it was the anniversary of the club's birth. The speakers of the evening were Court M. Treat, Niagara Falls, who spoke on Municipal Advertising, and H. S. Houston, New York, whose subject was Foreign Advertising. Mr. C. F. Olmstead of the Natural Food Co.. Niagara Falls, was re-elected president of the club for another year. Other officers elected were: De Forest Porter, Sweeney Company, Buffalo, vice president; George H. Baker, Chase & Baker Company, Buffalo, chairman of executive committee; Finley H. Greene, Matthews-Northrup Works, Buffalo, secretary and treasurer. The club has a large membership and is still growing, seven new members having been taken in at this meeting. The club's objects are to further the improvement of advertising methods and promote general good fellowship in the profession. About 35 men attended the banquet, some being associate members from other cities. The active membership is confined to Western New York. Get clearly before your mental eye the business organization you want to build. Then rear it with a plan. Never strive for a moment blindly. System is the plan by which business structures are built. If your business system is right, the ideal structure in your mind will take tangible form. Without system it will remain a dream. Picture the inspiring end-work toward it with system.-SYSTEM. In your own particular case, you need the services of an advertising adviser if you've tried the most sensible methods you know of to increase your business, and it hasn't increased. He may tell you that he can't increase your business because you don't know how to take care of orders when you get them. If he is sensible and tells you this he is a good man and worth his price. Or he may tell you to do things which are so simple the office boy will sneer. Yet if it brings the business, it is advertising. Get closer to common sense-get farther away from theory-and insist on results. across an idea you When you come think particularly cute or smart, show it to a dozen of your friends, and ask their frank opinion. Unless the verdict is unanimously favorable, reject it. Even if they all think it good, let it lie around a few days and cool off. Then if you can look it in the face and still be proud of it, you might try your luck.-BUSINESS. The unsuccessful advertising man waits for something to turn up-that's Micawberizing. The successful man gets out and turns up things on his own accountthat's advertising.-ADVERTISING NEWS. One of the details that help to make or to mar good advertising is "motive”— the presence or the lack of it, says a writer in ADVERTISING. It is not enough for a man to say, "I will advertise." He must advertise a special something; his publicity must show a raison d'etre. There isn't an article or a business good enough to be advertised that doesn't carry with it one or more good, sound motives for advertising. A change has taken place in the management of the FARMER'S HOME JOURNAL, Louisville, Ky. John W. Vreeland, president of the company, recently bought the half-interest of his partner, M. W. Neal, and is now general manager of the paper. Mr. Neal will remain editor, but sold his interests in order to take advantage of other favorable opportunities. It is no trouble to find errors in other people's advertising, but the wise act comes in rooting out your own mistakes. -Rusty Mike's Diary. Objections can be raised to every course of action. Be governed not by the objections, but by the points in favor.-ADVERTISING REVIEW. BUTTER PRICES are high for good butter... THE ELGIN DAIRY REPORT is the only dairy market paper. Goes everywhere, reaches makers and dealers in butter, East, West, North and South. Ad rates on application to any reliable Advertising Agency. D. W. WILLSON, Editor, Elgin, Illinois. The Dairy Record A Weekly Journal. The only co-operative dairy paper owned and operated by butter makers and creamery patrons. To get the trade of this valuable constituency, advertise in the paper that they are interested in. For rates, address The Dairy Record, St. Paul, Minn. The Farmers' Record is a weekly, devoted to Livestock, Poultry, Dairy and Agricultural interests. Its subscription list is made up of people who have PAID for it. The publishers are men whose years of experience have taught them the wants and needs of advertisers. CIRCULATION 12000 COPIES. If you want to reach farmers who have money to invest, write for sample copy and advertising rates or have your advertising agency place your order. The Farmers' Record, Montgomery Bldg., Milwaukee, Wis. Agricultural Editor A thoroughly competent care AGRICULTURAL ADVERTISING, CHICAGO. The best thing we know of in that state is the South Dakota Farmer SIOUX FALLS, SOUTH DAKOTA. |