should have been labeled "Second hand! Be sure to use only as such." Here is a case that illustrates the point under consideration.

On March 15th, the two cartoons reproduced herewith appeared in the Chicago Tribune and the Chicago RecordHerald. The cartoon at the top was by John T. McCutcheon, cartoonist for the Tribune, and that at the bottom by Ralph Wilder, cartoonist for the Record-Herald.

The similarity of the cartoons, appearing on the same day, furnishes a striking and interesting example of "unconscious assimilation."

About two years ago (we are not positive as to the date), McCutcheon prepared a cartoon apropos of registration day, or the election season, almost identical with his cartoon reproduced herewith. This was published, we believe, in the Record-Herald, as McCutcheon was at that time cartoonist for that paper. He used the same idea in the Tribune of March 15, 1905, and Wilder prepared his cartoon for the Record-Herald the same day. Those who know Mr. Wilder would not accuse him of intentionally cribbing McCutcheon's idea. He evidently thought that his idea was original, and being a close

student of McCutcheon's style, he got hold of the idea of McCutcheon's cartoon which was pigeon-holed in the subconscious filing cabinet of his brain, and the rest came easy.

McCutcheon turned over his "barrel" and used an old sermon. He has as good a right to do this as the other preachers have. No one can blame him.

The incident illustrates the fact that preachers, artists and advertisement writers often are blamed for stealing when they are not really guilty.

It is all right to say "Be original," but there are not many artists, writers, or public speakers who do not either consciously or unconsciously follow some ideal, and copy them to a greater or less degree.

This article is no plea, however, to deal gently with the low down, every day ad. thief. The fellow who says"Mr. So and So has a good advertisement and it pulls. I'll make one as nearly like it as possible." That kind of a reptile hasn't brains enough to either consciously or unconsciously assimilate anything. He has barely enough sense to steal, and, as a rule, he doesn't know a good thing when he sees it, so he doesn't always steal the best.

The marriage of Miss Mary Lee Thompson, Daughter of Mr. and Mrs. William Thompson, of of Kalamazoo, Michigan, to Edwin Wilce Chandler, son of Mr. and Mrs. Hannibal H. Chandler, of Chicago, took place at the residence of the bride's parents, Thursday evening, March the 30th. The attendants were Miss Bess E. Thompson, sister of

the bride, and Mr. H. H. Chandler, Jr., the groom's brother. After a trip through New England, Mr. and Mrs. Chandler will reside at 4415 Lake Avenue, Chicago. Mr. Chandler, with his father, is publisher of Farmer's Review. Mrs. Chandler is the daughter of the Vice President and General Manager of the Kalamazoo Stove Co.

Experience has taught the human family that square dealing and frank speaking is, like honesty, the best policy. In olden times, the methods which still obtain among Oriental peoples, were followed by all nations in trade and barter. It was considered perfectly proper to make any kind of representation as to the quality of the goods offered and prices charged-each party seeking to get the best of it, the buyer by offering half what the article was worth and the seller asking twice its value. In diplomacy the man who was the best dissembler, and we fear sometimes the most successful prevaricator, was considered the most accomplished diplomat. With enlightenment and increased intelligence there has been a change.

The successful business man of to-day is the one who gives value received and makes no representations which an investigation of goods will not verify. The diplomat who accomplishes most is the one who states his case frankly and by firmness bends the other to his will.

Advertising has gone through the same evolutions. We scarcely realize that newspaper advertising is comparatively young, it being but little over a century since it was adopted as a general method of obtaining customers. The fact that it proved a success at all is proof that the human family was gradually getting more confidence in their fellow men; but advertising in its earlier stages savored of the methods employed by the Oriental barterer, containing a very small amount of truth and a great deal of fiction. Experience, however, has taught advertisers that confidence is one of the necessities of successful advertising and that the advertiser who makes no statement which he cannot verify, is the one who has the largest measure of success.

The scientific advertising agent who has made advertising his study, deserves the larger amount of credit for bringing about this condition. While in years back the flaming headline, picturing the dazzling possibilities of obtaining something for nothing, which the advertiser held up to the purchaser, won many victims, experience has shown that it was not of lasting character and the scientific advertisement writer has largely eliminated this feature and the advertisements of today contain but little and often none of these dazzling inducements. Instead they have become plain statements of facts. The advertisement bringing out the strong points of the article for sale and the reasons why it should be used.

Among the latest and we consider the best advertisements of this character are the series placed by the Long-Critchfield Corporation of Chicago, Ill., for the Sanborn Stock Food Company, of Omaha, Neb., and the new series beginning with the "Harvester Talks to Farmers, No. 1," for the International Harvester Company of Chicago. These are not of the character which appeal to the ignorance of the reader but to his common sense and intelligence. They not only tell what the firm has to offer but why it should be purchased.

As publishers we most heartily welcome this evolution in the methods of advertising. It is bound to strengthen the confidence of the public in this method of obtaining business, and hence bring better returns to the advertiser and greater respect for the publisher, whose pages contain the advertisement. We believe it to be the opening wedge that will in a short time place the advertiser and his customer on a basis where each will respect and place full confidence in the integrity of the other.

T is one thing to get your goods into the retail store, and still another to get them out again. The latter is most important. It can be accomplished by advertising to the consumers.

It is better to concentrate than to scatter. Decide on the amount of investment you can stand on a line of goods, and then make your publicity fearlessly.

Creating a demand. The consumer is dictator of trade. The jobber and dealer quickly fall in line when the consumer makes his wants known. The manufacturer must either convince the consumer he is making what he wants or make him want what he makes. It matters little then whether the consumer buys direct or through the established channels (local dealers) of trade.

If your goods won't stand advertising, advertise your business for sale.

The goods that are not advertised may be as good as those that are, but nobody knows it.

If nobody knew you, you couldn't sell a dollar's worth of goods. If a few people know you, you'll sell a few goods. The more people there are who know you and your goods the more you will sell.

"He strikes with a straw."

Feeble, desultory, unsystematic, spasmodic advertising never paid and never will.

Advertising isn't a lottery, in which any ticket, no matter what the cost, is as likely to win the grand prize as any other.

Advertising is a plain business problem, capable of being solved with mathematical accuracy.

The manufacturer who appeals direct to the consumer through advertisements will create such a demand that dealers will be compelled to supply it. Advertising will enable a small manufacturer to compete successfully with a big one whose goods are known best to the trade perhaps, but not so well to the general public.

Too many advertisers lose sight of the fact that all advertising must be based upon what has gone before. If advertising stops the effect is lost, while if it continues month after month and year after year in the same mediums, its effect is cumulative; therefore, great caution should be observed in shifting from one advertising medium to another.

Keep up some advertising even in summer, and make that little effective. If well done, the cumulative effect in the autumn is increased. Perseverance in a good cause seldom fails of its reward. Sticking to one thing tenaciously and persistently almost invariably brings success.

The majority of the successful businesses of the world are not accidents. The affairs of the world are not controlled by accident-there is an adequate reason for everything.

The successful advertiser is not an accident any more than is the successful business man. If you are successful in your business you will most likely be successful in your advertising. Men who make failures in business generally make failures in advertising. It is the personal quality that counts.

The men who advertise are many. Those who make successes are the envy of those who could do as well, but lack the courage to try. They don't know how and where to spend their money.