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be the master. There would be found the swift-speeding autos flying over golden streets with lightning-like rapidity. Beings bearing the semblance of men would be chauffeurs, and horses would be seated behind them in the crimson upholstered vehicles enjoying the shade of the enchanting driveways by the banks of deep running waters which lave the verdure clad fields. "Before I go to enjoy the glory awaiting me in Horse Heaven," said the animal, “I want to leave behind for haughty man some thought which will uplift him and benefit him in his relations with his fellows. After the battle is over, dear jockey, just as I shall step off into the great beyond,

moment, when every nerve of man and beast was strained to its utmost, Myth swept under the wire, winner by a head. He was seen to stagger and fall, the triumphant jockey jumping to escape injury. The horse had burst a blood vessel, and lay dying, surrounded by a vast crowd. His faithful friend, the jockey, stood by him white as a ghost, feeling sure that the momentous hour had come for his beautiful Myth to make real the dream which had weighed so heavily upon him. Stooping by his side the jockey put his hand upon Myth's head and soothed the dying animal by caressing him with sweet tenderness. "Will he speak to me, and what will be his message," thought

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it will be given to me to say what I mean, and so I shall ask you to stand by me. Put your hand upon my head, and close my eyes when you shall see the last glimmer of departing horse sense and listen carefully to catch my dying whisper.''

On the morrow the eventful dream, alas! proved too true. It was a great race.

The field of splendid horses were put upon their mettle as

never before. The crowded grand stand and rich equipages were emblazoned with elegantly gowned people. An unusual interest seemed to prevail. What was going to happen? The great race was on, and in that portentous

the jockey. It can

not be that this dumb creature shall utter words intelligible to human minds, but if so, what shall its import be? What good will it do for humanity? The lips of the animal began to move, and the jockey, with tears glistening in his eyes, bent his head down to catch any words which might fall from Myth's lips. "Farewell, jockey dear, be good when I am gone,” said Myth in low whispers, and as his breath grew shorter and shorter he gasped: “Tell-the-world-toad—advertise-in-the-American-Farmer.”

(And he displayed good horse sense.)

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Long-Critchfield Corporation Dinner, May 1st, 1905.




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Long-Critchfield Corporation is due to its ability to hold its clients and make the increase of their accounts a matter of profit to them.

Mr. C. V. Miller, Manager of the Eastern Office, was assigned a place o! the program, and as he could not be present, his address was read by Mr. F. A. Sperry. Mr. Miller's portrait appears elsewhere in this issue.

The following were present and partook of the Dinner and enjoyed the program of the evening :

Representing the Copy and Promotion Department: 18. Mr. Smith.

5. Mr. Sawin.
Mr. Anderson.

Mr. Ludlow.
Mr. Hanna.
Representing the Art Department:
Mr. Ridgway.

Mr. McCracken.
Mr. Elbel.


Mr. Brooks.
Mr. Stoltz.

Mr. Stahmer.
32. Mr. Westervelt.
Representing the Catalogue Department:
Mr. Wallace.

13. Mr. Barton.
6. Mr. McDonald.
Representing the Composing Room:
Mr. Nordmann. 23.

Mr. Loeser.
Mr. Williams. 25. Mr. Heidemann.


Mr. Blatt. Representing the Order and Accounting Department: 16. Mr. Haswell.

24. Mr. Nagelstadt. 15. Mr. Chase.

Mr. Byrne. 8. Mr. Lindsay. 14. Mr. Goldstein.

Representing the Electrotyping Department:

7. Mr. Menning Representing the Mailing Department: 28. Mr. Samuels.

27. Mr. Dechant.

I 2.




HE Directors of the LongCritchfield Corporation gave

Dinner to the Heads of the various De

partments and their sistants on Monday evening, May 1, at the Palmer House, Chicago.

Thirty-six were seated at the tables, and after the banquet, Mr. Elmer E. Critchfield, the toastmaster of the evening, took charge. The following was the program of the evening:

Mr. Critchfield, Toastmaster.
Mr. Smith--"Promotion Work."
Mr. Sawin-"Getting Business."
Mr. Miller-“Eastern Business.
Mr. Prentice--"Taking Care of Business."
Mr. Hanna—"Copy."

Mr. Nordmann, "Copy for the Compositor."

Mr. Ridgway—“What the Art Department Needs."

Mr. Haswell— "Helping the Order Department."

Mr. Wallace--"Catalogue in the Selling

Mr. Barton---"Learning the Business."
Mr. Thain--"Creating Advertisers."

Mr. Anderson-"Making Good." The evening was pleasantly and profitably passed in listening to the addresses, and many valuable suggestions were made as to how the interests of clients could best be served.

From the outset, the Long-Critchfield Corporation has made effective service to advertisers a distinguishing feature of its business. From the time an order is received until it is fully executed, each department head and his assistants are expected to give every detail connected with the execution of the order, careful study and attention.

There is no agency better equipped in its various departments than is this corporation to render to advertisers service that will make their advertising in every way effective.

In the various addresses of the evening, it was manifest that strong “team work" is being done. The large and steady increase in the business of the




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The Progessive Advertising Manager

Modern Methods of Reaching the Rural Classes by Means of the Rural Route System. Rapid Growth Shown in the Develop

ment and Circulation of the “Corn Belt Farm Dailies."


Nearly every progressive establishment now. a-days turns its advertising management over to one member of the firm, or to some wideawake man, who is employed specifically for the purpose of formulating and placing its advertising in the best mediums obtainable. think it may safely be said that a thoroughly up-to-date advertising man is about as quickwitted an individual as any line of business can produce. The advertising man, like the doctor, must keep up with all the latest inventions and methods applicable to his business. Not that an advertising inan should try every new "catch-penny” scheme that comes along, but it is certainly within his realm to keep posted on the rapid developments of the legitimate press.

This is especially true when applied to such businesses as must secure markets for their products at remote distances from their places of production.

Before the rural route free delivery system was evolved, there were many quarters in the great rural districts that could not be reached oftener than one time per week, hence the old style of "Farm Weekly" was in its heyday of influence for the advertiser. Since the development of the rural route system, the farmer and stockman can read their daily farm paper, many of them on the afternoon of its publication, and thousands of them can read an evening paper next morning, at a distance of 200 to 500 miles from the office of publication. This condition of affairs has brought the great market centers from three to six days closer in time to the farmer than before such a system went into effect.

The progressive, wide-awake, up-to-date advertising man has “caught on" to this. The country advertiser, such as the live stock breeder, farm trader, and real estate dealer. has been quicker to avail himself of the benefit of this important piece of newspaper revolu. tion than the advertising manager of some eastern house who does not come in contact with the rural classes.

A good many years ago there were established at the great live stock centers of Kansas City, Omaha, and St.

Louis, small daily papers with the exclusive mission of quoting the livestock doings of their markets. These papers had to fight their way into the good graces of the shipper, farmer and ranchman. With more complcte market reports than had heretofore been used, the countrymen were quick to realize that they were being supplied with information which the old postal card system could not supply. Almost instantly these papers met with ready acceptance. Their influence began to be more felt and they began to take on advertising and small news features. These features also were “taking" and their

influence increased. With the establishment of the rural route system throughout the great corn belt, the publishers were ready to take advantage of the situation and commenced to supply their patrons with miscellaneous news, the latest speculative gossip, the financial mar. ketings of the whole country, weather reports, daily press service, International Sunday School lessons, patterns for women, poetry, choice up-to-date miscellany, full-fledged editorial columns--all in concise, well printed, attractive form, equally as good as any of the city dailies and better than the farm weeklies. These innovations met with unbounded enthusiasm on the part of the farmer, ranchman and stock dealer.

For instance, among the breeders, the great public sale centers are watched with infinite interest. These daily farm papers, originally, did not reach the breeders of high grades of cattle, but the breeder can get such news out of his daily farm paper five days quicker than he formerly could out of the old weekly. He read the account of his sale next morning, or the same evening of his sale, probably, and knows just exactly what a worldfamed animal brought on the auction block. This advantage enables him to quickly shape his cattle for immediate auction sale or private treaty.

Everybody will admit that a weekly paper lives longer, from a readable standpoint, than a daily, as will they also admit that a monthly lives longer than a weckly, but where the daily paper has the advantage over either the weekly or monthly, is that an advertiser can carry an advertisement three times a week at a less cost per thousand circulation, than a weekly paper can carry it for one time per week. This redounds to the advantage of the advertiser in that he can place his advertisement three times per week before the advertiser and re-inforce his saying, changing the copy each time, thus enabling him to

his goods quicker than by using the weekly and monthly mediums. This is of special value to the man who has manufactured a line of goods and finds that they are moving slowly. The result has been satisfactory to the advertiser who used these farm dailies two to six times per

week. These dailies are editing their Thursday papers with the special object of taking care of the small advertiser who wants to run his advertisement one time per week, only.

After sitting at the desk of the Business Manager of one of these farm dailies for a period of 20 years, or from the inception of the early market reports, it is my humble opinion that the growth of the Farm Daily has just commenced. It is only entering upon


Ten years

where they will find him with a good corps of solicitors ready to give any information as to circulation, etc., that the advertiser may desire. These papers also keep a full corps of local city solicitors and field men to cover all of the territory of Nebraska, Iowa, Kansas, Missouri, Indian Territory, Oklahoma, Texas and Colorado, so that the minutest information as to circulation, condition of crops, or of live stock, can be furnished you freely and easily. A card requesting sample copy for either one or all three of these papers will be furnished an advertiser upon request.

its sphere of influence. In our own history, the papers of which I speak have grown from mere hand bills to the respectable size of a metropolitan daily paper.

ago, for example, the breeders' advertising in the Kansas City Daily Drovers Telegram amounted to probably a half dozen cards, run at a small cost. During the past year the breeders have used the paper to such an extent that often eight pages were crowded with advertisements of public sales and standing cards, running into thousands of dollars' worth of good accounts. The same is true in other lines of business, such as mail order propositions, farming implements and land advertisements. The theaters and dry goods houses are also taking advantage of this means of reaching their country patrons three to six times per week instead of one time per week as formerly.

The three papers which constitute the "Corn Belt Farm Dailies" are the Kansas City Daily Drovers' Telegram, the South Omaha Daily Journal-Stockman, and the St. Louis National Lite Stock Reporter. These three

papers at the present time enjoy the distinction of having over 65,000 daily, paid-in-advance subscribers, reaching the cream of the whole south and middle west. I venture to say that there are not three other papers published in America, outside of a bankers' monthly, which reach as well-to-do, progressive and up-to-date a class of people as do these three "Corn Belt Farm Dailies.

For the benefit of the Eastern advertiser, the "Corn Belt Farm Dailies" have opened Chicago and New York offices, under the management of Mr. Henry DeClerque, 701-02 Schiller Bldg., Chicago, and 929 Temple Court, New York,

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Reaching the cream of the agricultural and livestock country throughout the south and middle west, covering the richest territory in Illinois, Iowa, Missouri, Kansas, Nebraska, Ok. lahoma, Indian Territory, Colorado, Wyoming, Montana, Idaho, Texas, and the other range states, the "Corn Belt Farm Dailies" offer the greatest opportunities to advertisers of every class, and warrant the expenditure of as great a proportion of their appropriation in their columns as is justified by the superior character of the publicity given. Rates will be quoted singly or on all three papers, and for one to six insertions per week.

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