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investment on its purity and worth, then you go to a store to purchase it and the shopkeeper persuades you to take something in its place, that storekeeper has not only robbed the manufacturer of the real article in the meanest sort of a way, but perhaps puts the life of your self and loved ones in jeopardy. Perhaps not so dangerous, but quite as mean, is the substitution of some inferior article of merchandise for a well-advertised and standard one. The concern that spends thousands of dollars in advertising its goods must offer only the best goods to be produced, or it could not get its money back. A single sale is probably made at a heavy loss. It is the satisfied customer who purchases again and again that must be depended on for
a profit.-E. G. Lewis in Woman's Magazine.
Dairying in Missouri. Missouri has between 750,000 and 800,000 dairy cows, and this pamphlet says that at the same time she has sunshine and water and grass and feed and room enough to support 10,000,000.
Some remarkable records made by Missouri dairymen are quoted. Mr. Coleman, of Pettis County, is reported to have averaged from seven cow's in
1903, 400 pounds of butter each. Feeding the skim milk to hogs and paying for all the feed given to his cows and hogs, he had a net profit of $850 from the proceeds. A Nodaway County man reports having made $6,000 in six years
on forty acres in the dairying business, having started absolutely without capital. Goodrich Bros., of Henry County, averaged 375 pounds of butter a ycar from their thirty cows. Mr. Koontz, of Jasper County, has averaged, for several years, nearly 400 pounds of butter a
year from a herd of twenty-five to thirty cows. Hosmer & Son, of Marshfield, averaged, last year, over 350 pounds of butter per cow from a herd of seventy-five, one cow making 560 lbs. Mr. Schelpman, of Greene county, realized a profit last year of $125 a head from his herd of twenty-five cows.
With such facts before them it is not wonderful that the people of Missouri are going into the dairying business on a large and increasing scale, or that, judging from their well-known intelligence and conservatism, they are taking hold of it in a spirit of true prog: ress and with the corresponding certainty of success.
The great dairying states of Iowa and Wisconsin, and others belonging to the same high class, will do well to look to their laurels when Missouri reaches her capacity in this particular agricultural specialty.
To Seekers After
There are certain religious publications that possess a sturdy, rugged personality that appeals to their readers just as public speakers of the honest, forceful, uncompromising type do. Men accept their sayings without question. They sway the masses because the masses believe in them. Finney and Moody were representatives of this type of
The New York Witness is the best representative of this type of a religious paper. From title page to the last advertisement there is nothing that needs apology in this sturdy publication, and this accounts in part for the splendid pulling power
News, Springfield, Ohio,
Past Five Years Less Than 100,000 Copies.
The Value of Testimonial Letters. Every advertising man has occasion to consider the value of testimonial letters in connection with advertising literature, but they are considered solely from a business standpoint and must stand or fall upon the verdict of whether they pay or not.
That is all very well, of course, and proper, but after all testimonial letter is something more than a mere business proposition to the man who receives it. In fact when he receives it, it isn't a testimonial letter at all, if it's the kind of a letter we have in mind, now. It is only when it is put in cold, black, unsympathetic type, that it drops into the testimonial class.
The people who read these letters in print, rarely stop to think of what they mean to the man who inspired them. They do not see in them the reward of the worker, the evidence of honesty and earnest effort that is prized more highly by the best part of a man than the checks which accompany or precede them.
A man who is drinking in a liberal amount of this double compensation for his labors, is Henry Field, the “Red Packet Seedsman," of Shenandoah, Iowa. It is a privilege to be permitted to read the letters he is getting these days, full of expressions of appreciation and gratitude from those to whom he has sold his goods.
Sleepy Hollow Farm is the name Mr. Field has given to his home and grounds, and he may well be proud of his place, but most of all he may well be pardoned for the pride he takes in the confidence and good will which he has inspired among his patrons, and the enviable reputation that they are building for him. Each one of these letters referred to, is to him a milestone to guide him, as well as a stimulus to further endeavor.
The Poultry Gasette, published heretofore at Topeka, Kansas, has been sold to the McClaskey-Jessup Company, of Clay Center, Nebraska, who will continue its publication at that city. The entire printing plant was moved from Topeka, Kansas, on April 22 by special
Mr. G. D. McClaskey, who will edit the paper, is a leading fancier of Nebraska, as well as a practical printer. Until recently, he was publisher of the Papillion (Neb.) Times. Mr. J. G. Jessup is publisher of the Clay County Patriot, of Clay Center, and has been successful in building up an extensive business in the line of general printing.
With such men in control, the paper has a sure and successful future before it.
The May number will be issued from the new office.
In the Chicago Tribune of April 24th, an editorial appears under the above
caption from which the following is quoted:
"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 a great crop.
Such a crop means something for Kansas and the nation. If it meet expectations and command 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, downtrodden eastern plutocrat."
Kansas has had three exceedingly prosperous years.
This makes the fourth.
The Kansas Farmer
is the advertiser's open doorway to this prosperity. This paper carries More Live Stock Advertisers than any other farm paper in the United States