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A REMARKABLE WESTERN PUBLISHING HOUSE. The Missouri Valley Farmer, The Mail and Breeze, The Topeka Capital

and The Horisehold-All Owned by Arthur Capper. HE largest publishing house west of editorial and special writers than any of St. Louis is located at Topeka. other agricultural paper in the South

Arthur Capper, the proprietor of western States. this successful concern, is owner of five Fi years ago Mr. Capper purwell known publications, and employs chased the Missouri Valley Farmer, 145 people. His papers are: The To which at that time had a circulapeka Daily Capital, The Kansas Semi tion of 20,000, and made proWeekly Capital, The Missouri Valley gressive, practical journal

for the Farmer, The Mail and Breeze, and The fariners of the Southwest. It covers Household.

thoroughly the States of Missouri, KanStarting as a typesetter fifteen years sas, Nebraska, Texas, Oklahoma, Iowa, ago in the office of

Minnesota, Colorado the Topeka Capital,

and Indian Terriof which he is to

tory. Mr. Capper day the sole own

claims this is the er, Mr. Capper's

finest agricultural career from the

field in the world first day he struck

and he is working it Topeka with but

for all there is in it. $1.25 cash assets

Today The Farmer has indeed become

has a circulation of a most remarkable

over 160,000 copies, and interesting rec

and every copy ord.

goes to family Nearly all of the

which wants it, five big publica

pays for it in adtions owned by

vance and reads it. him, and now

It has more classiognized as among

fied departments edthe best and most

ited by competent successful in their

and thoroughclass, were strug

ly practical gling papers of

than any other small circulation

farm paper in the until Mr. Capper

West de partgot hold of them.

ments of actual He has genius

money value to its for building up, pa

readers. Over a car pers that have

load of white paper "run down."

is required to print His first venture ARTHUR CAPPER,

each issue. as a publisher was

Publisher Missouri Valley Farmer, Mail and
Breeze, Topeka Capital and The Household,

Mr. Capper has the purchase of The

held a controlling Mail and Breese, which he took when it interest in the Topeka Daily Capital for had less than a thousand circulation, and several years, and a few months ago beconverted into

breezy, up-to-date came sole owner of same. It has long farmers' weekly. The Mail and Breese been recognized as the leading daily of is very popular with the farmers of Kan Kansas. It now has a circulation of sas, Oklahoma, and Southern Nebraska. over 20,000. The increase in both circulaTwelve experienced subscription solicit tion and advertising during the past year

are employed the year round to was the largest in the history of the paper. canvass among the farmers, and the The Semi-Weekly edition has over 20,000 paper now has over 60,000 circulation in circulation among the farmers of the state. a field that for thrift and prosperity of Mr. Capper's latest acquisition is The its rural population stands unequalled. Houschold, a high class woman's monthly It has grown stronger each year, and no magazine, which has been running over paper in the country has a firmer hold three years and has a paid-in-advance on its readers. It has a stronger staff circulation of over 100,000.





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Another Year of Prosperity.

1905 promises to be the most prosperous year that the Farmers of the

Wheat Belt have ever seen.

Ne in the history of the middle western states has the tide of prosperity risen so high as at the present time.

Kansas has had three years of unbounded prosperity and the fourth is assured. The following is from a recent editorial in the Chicago Tribune and shows that another prosperous year for the Farmers of Kansas may be counted upon. This is also true of Missouri, which for the past three years has shared with Kansas in the General Prosperity.



“What's the matter with Kansas? Nothing this year. There has been plenty of moisture this spring and the crop is fairly shooting up. The whole Kansas wheat belt is a mass of waving green and Kansas is counting on great crop.

Such a crop means something for Kansas and the nation. If it meets expectations and commands a fair price, as it promises to do, it will put from $50,000,000 to $60,000,000 in the Kansas Farmer's pocket. A nice little sum to have around the house or to loan to the poor down-trodden eastern plutocrat.

The Kansas Farmer used to put all his eggs in one basket. If corn was a failure, he raised nothing the next year but wheat. If wheat failed, he raised nothing next year but corn. He has quit that unprofitable practice. He now raises a diversity of crops and live stock. He is putting a big acreage in corn, and, present favorable conditions continuing, will harvest around $50,000,000 from it.

The man who visited Kansas ten years ago and revisits it this year is

amazed the change—the veritable revolution—that has taken place. Kansas was then in debt and a populist. Now it is wealthy and politically sane.

There is nothing the matter with Kansas although Kansans think there is. They always do. They imagine they are in a life and death struggle with the oil octopus. Their future depends but slightly on this bout. They will prosper more if they whip the octopus, but they will prosper greatly if it whips them. The octopus hasn't got and can't get its tentacles on the things that are of real importance to Kansas."

Naturally, advertisers want to know the best method of reaching the prosperous farmers.

There is one great weekly newspaper that for fifteen years has been the favorite counsellor of the farmers of this section—the Kansas City IVeekly Star.

Every week this reliable publication visits the homes of more than 250,000 farmers and is carefully read by them. They give heed to it, and whatever appears in its columns appeals to them with mighty force.

The advertising rate is so low in proportion to circulation that it cannot fail to pay any advertiser who has goods to sell that are needed by farmers.

Fifty cents a line for a circulation exceeding 250,000 in a paper that has the influence that this publication has, is a bargain that no advertiser who wants to get the trade of good farmers can well afford to miss.

The main circulation of this great weekly is packed into Missouri, Kansas and the adjoining States. Right in the center of the most prosperous section.

Farmers Are Not "Reubens" Advertisers who thus picture them make a mistake.

By JAMES SLOCUM, Business Manager, The Gleaner.

T is painful indeed to note

how some advertisers, or
who prepare

the copy for them, picture the

farmer of today. It is evident that their opinion of the farmer is that he is a fellow who is homely, deformed and illiterate; that his clothes are wrinkled and ill fitting, his hat always the old slouch, wrinkled and crumpled type, which has seen years of service, and his long bushy whiskers, the nesting place for field mice and meadow larks; at least this is the way they picture him, and with such insulting and ridiculous pictures they head their advertisements, expecting to interest the farmer to the extent of getting his patronage.

Every time I see one of these cuts, it pictures to my mind the fellow who originates or draws them as one with his hair parted in the middle, smoking "coffin-sticks," who never spent a day on the farm in his life; a fellow who thinks he knows it all, but has lots to learn yet; one who tells his friends that he is a clever artist and KNOWS how. Just look at the following picture,

"Farmers are not

What is are not por there about this cut

to appeal to anyone? Does this picture the farmer of today? It is an affront to him. If so, what is to be expected of him? I was brought up on a farm and lived there until I shifted for myself and in all those days I never

remember of meeting a farmer who looked like this, and

I don't believe anyone else ever did, in a civilized country.

Note the intelligent look on the farmer boy holding the plow handles. How could he be pictured worse? Does he look to you as a type of an industrious farmer boy? This picture looks to me more like a city fellow who would ridicule the farmer. Show me one farmer boy who looks like this picture, and I will show you ten in some home of the Feeble Minded, and hundreds from the cities

and villages who help to fill the States prisons.

The old farmer and his cow is another brilliant inspiration of the city artist who never spent a day in his life on the farm. Where could a worse looking object be found? And yet, some advertisers flaunt these insults before the farmers as a part

of their advertisements a n d ask them for their patronage.

The farmers of today are not "Reubens" or “Hay Seeds” as they are painted by many. There


Farmers poor."


may be


peculiar people

among them, but not so many, comparatively, as are found in the cities and villages. The industrious farmer is a well-to-do man. He is less dependent upon others than the merchant or mechanic. With but few exceptions, he extends the glad

(Continued on page 429)

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The following letter proves conclusively the standing of Wallaces' Farmer among the mediums that

reach the live stock farmer.

Stock Yards.

CHICAGO JAN. 20, 1905. Wallaces' Farmer, Des Moines, Iowa.

Gentlemen-We have just finished tabulating returns from a page advertisement with keyed coupon which we recently ran in a list of nine of the strongest and best agricultural and live stock papers in the country, and are pleased to advise you that Wallaces' Farmer heads the list, both in number of inquiries and cost per inquiry. In point of quality the replies received through your paper were first-class, proving conclusively that your readers represent the best and most progressive element among stock owning farmers.

We feel that such service calls for recognition, and we therefore make our best bow to Wallaces' Farmer as a gilt edged advertising medium.

Yours truly,


(Signed] R. P. Fales, Adv. Manager. It is interesting to note that the nine papers used are recognized as nine of the best farm papers published, and every paper of prominence circulating west of Chicago was on the list. Not only that, but among them were a number of papers claiming double the circulation that Wallaces' Farmer claims. AND YET, Wallaces' Farmer not only brought inquiries at a low cost, but also more inquiries than any other paper. Why? For the simple reason that circulation of Wallaces' Farmer is built up strictly on the merits of the paper, and its subscribers are reading, thinking farmers and almost invariably the best in their respective neighborhoods. They have confidence in the editorial and business policy of the paper, and this confidence extends to the advertising columns as well.

If you have an article for sale that appeals to the live stock farmer, Wallaces' Farmer is one paper you ought to use and you will only need to look it over, noting the reading matter contained and the class of advertising carried to know why it pays. Let us send you a sample copy. Address for same,



Wallaces' Farmer is the only lowa agricultural paper that requires payment in advance for subscriptions and stops when the time is out.

The South is Rich


and her farmers are good buyers when you establish eonfidence.

The most prosperous farmers in the Virginias and the Carolinas have read

The Southern Tobacconist and Modern Farmer


for 18 years. They believe in it because it guarantees its advertisers.

It will bring results

75,000,000 Eggs Bought in One Town Last Year.

(Formerly Wool Markets and Sheep.) An illustrated monthly magazine devoted wholly to Sheep Culture and Angora Goats. Chock full of valuable information for the

shepherd every month.

Lots of Ginger in it Live, current topics pertaining to the breeding, feeding and care of flocks discussed by practical breeders. A standard of authority for every sheepman.


Editor W.R. GILBERT, Veterinary Editor and Con

tributor Dr. WALTER J. QUICK,

Contributor CHANDLER Bros.

Contributors L. A. WEBSTER,

Artist M. P. LEVINE,

Cartoonist Handsomely illustrated with half-tone

plates of prize-winning sheep. The farmer who raises sheep is a valuable prospective customer for the up-to-date advertiser. He reads to keep up with the times and the market prices for his products. If you want to reach him

Ghe Shepherds Criterion is the pole that will knock the persimmons. Sample copies and advertising rates sent on request.

Write for them.

Shepherds Criterion,

358 Dearborn St.



Springfield, Mo., is the largest initial shipping point for poultry and eggs in the United States. During the year 1904, the three largest buyers in Springfield, The Springfield Produce Co., The Armour Packing Co., The Swift Packing Co., and nine smaller buyers, shipped out of Springfield $1,350,000 worth of poultry and eggs; 6,250,000 dozen eggs to the value of $950,000; and the balance, poultry of various kinds.


Covers this territory thoroughly.

(The Great Southwest.)

An advertisement in its pages will do the business. Its circulation reaches over the whole Southwest. Write for samples and rates.

Jewell-Holbrook Publishing Co., 43-45-47 P, 0, Arcade, Springfield, Mo.

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