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DVERTISING may well be compared to a military campaign. "Advertising Campaign" is a term universally designate advertising

adopted to planned on an extensive scale. The purpose of advertising is conquest-the peaceful conquest of trade.

The Advertising Manager is the General and, indeed, he must be one.

George L. Dyer, one of the most successful advertising and sales managers of America, in his "Comment,"

says:

"Newspapers and magazines may be considered the main reliance of the successful advertiser, and they are most efficient when supplemented with other forms of public

ity.

"The vital thing is to see as a whole, the proposition to be exploited; to study it in all its complex relations, and not to pick at it by bits and sections; to have a mind capable or entertaining more than one idea at a time.

"There are many advertising men, but few campaigners."

"A sure way to lose receptivity and to kill initiative is to become saturated with the technicalities of the trade.

"The advertising man must think along broad lines. He must not lose his sense of the relation of his concern to the world. That is something the proprietors and managers themselves can never gauge.

"He should get out and away from business and mix with people; then come back and see his proposition in a new light.

"The advertising department is the human side of a business organization."

"To see, as a whole, the proposition to be exploited." It takes a general to do that.

The successful general does not be

gin his campaign until he has studied in every possible detail the enemy he is to engage. The selection and equipment of his army depends wholly upon the resources of the opposing force.

Without a skillful and adequate engineering corps, General Nogi could not have subdued Port Arthur in less than eight months.

The great concern of the military commander is the vulnerable point of the enemy. If it were possible for him to know at every stage of the battle just how the shots fired by his army were taking effect and how the aim of those that were ineffective could be corrected, he could win a battle with one-tenth the ammunition usually required to win one, for not one shot in fifty fired in battle is effective.

Advertising campaigning suggests many parallels to military campaigning.

The Advertiser is the Commander of the army of Conquest. The force to be conquered is entrenched behind the walls of indifference, custom, prejudice, ignorance, self sufficiency, and the outer or enclosing defense is the home; the sacred citadel that cannot be entered without at least the passive consent of the beseiged.

Advertisements are the projectiles that must be used, shot from the rapid-fire guns of the press.

What would not the advertiser give to be possessed of omnipresent powers, to the extent of sitting silently at the elbow of each reader who glances

ALLACES FARME

"GOOD FARMING-CLEAR THINKING-RIGHT LIVING" A WEEKLY JOURNAL FOR WESTERN FARMERS

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Our New Fireproof Building. Built, owned and entirely occupied by Wallaces' Farmer.

Hon. James Wilson, Secretary of
Agriculture of the United
States, says:

"Wallaces' Farmer is the
most ably edited Agri-
cultural Paper in the

United States, and Prob-
ably in the World."

Whether the Secretary is right or not, it is undoubtedly a fact that no other agricultural paper is in closer touch with its readers than Wallaces' Farmer. They are the best farmers in their respective neighborhoods-the men who farm with their brains as well as their hands; and who take, pay for and read Wallaces' Farmer because they find it of everyday help to them in their business.

Is it Strange, Therefore, that Wallaces' Farmer is Considered the Best Advertising Medium in the West

by those who wish to get in touch with the best and most prosperous farmers of Iowa, Illinois, Nebraska and other adjoining states? They find that Wallaces' Farmer inquiries mean business; that its readers are believers in the advertising as well as reading columns of Wallaces' Farmer, as they have not been fooled by unreliable advertising of any kind, Wallaces' Farmer refusing much business that other farm papers carry and carrying more good business than any other weekly strictly agricultural paper in the United States, in nearly every issue.

As an Advertiser It's Money in Your Pocket Book to Vse Wallaces' Farmer.

If you are not now using it, wouldn't it pay you to? At any rate we'd like to have you look the paper over. We believe it will convince you that it's one farm paper you ought to use. For sample copy address

WALLACES' FARMER, Des Moines, Iowa.

at his advertisements, and know just what effect they were producing. This he cannot do; he can only judge by general results. This, however, he must do to be at all sure of success. He must conduct his campaign from as intelligent an understanding as possible of the needs, prejudices, social and financial condition. In fact the entire environment of the classes to whom he advertises.

It is for the purpose of assisting advertisers to gain a more intelligent understanding of farmers and their families that we have planned to have a series of articles prepared for AGRICULTURAL ADVERTISING which we shall publish under the heading of "Advertising From the Farmer's Standpoint."

The articles are to be by farmers, who will comment upon and criticize advertisements written for the purpose of gaining their trade. They

will be asked to speak freely about their needs and how they are supplied. To tell just what class of mediums, and what kind of advertisements appeal most strongly to thern.

The farmer's wife, her daughter and son will have their say. The purpose will be to arrive at facts that will be of practical value to advertisers. To enable them to know which shots are taking effect and which going wide of the mark, thus resulting in a saving of ammunition.

This series will begin with the February issue of Agricultural Advertising and continue throughout the year. The articles will be by paid contributors, who live on farms. In some issues, symposiums will appear; in others, articles on certain phases of advertising; all of them will be unbiased expressions concerning advertising from the "Farmer's Standpoint."

TAKOTA FARMER

BEATS EVERY OTHER STATE.

South Dakota heads the list of states in the per capita value of agricultural products for 1904. The 4th Annual Review of the Secretary of the State Historical Society, places the production of new wealth for the year at $116,792,000.00. As the population is 460,000, this gives $253.90 as the new wealth production of each man, woman, and child in the State.

In this, the most prosperous section of the country,

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