expensive manufactured products. But the rural population, and the population of the smaller towns, probably consumes considerably more than half of the goods manufactured in this country. If the farmer should stop buying for a year, the greatest manufactories in America would close-Advertising.

Probably Los Angeles can claim the distinction of the first advertising literature distributed from an airship sailing over the city. Captain Baldwin's "California Arrow," which was the most successful airship exhibited at the St. Louis Exposition, has made several remarkable ascensions in Los Angeles, and on two occasions lately has traveled over the business section of the city distributing "airograms."-Pacific Coast Advertising.

Lowliness and unobtrusive worth may be pleasant to read about in Moral Essays, but is a poor foundation upon which to build an Advertising Department.-Commercial Origin ality.

"Don't bother about the cost! You are only concerned with the result."

New advertisers are apt to feel that the publications they use are on trial, whereas it is their business methods and conditions which are being tested. Neither the advertising idea nor the standard publication is an experiment. They are a known quantity and have an established reputation and influence. If an advertising campaign fails it is probably not the fault of the publications. The success or fail. ure of the advertising rests upon the advertiser. -The Publisher and Advertiser.

Dr. Torrey, the celebrated evangelist of England, has created some surprise among the conservatives by strongly advocating the use of advertising for religious services and movements. And pray, why should they not be advertised? Anything that is worthy will benefit by publicity. Indeed, about the only things that seem to thrive very well without it are vice and crime and tyranny.-Editor and Publisher.

An advertisement without argument is like food without taste-it may fill you but it has no relish--it leaves no flavor behind it. And in these days good, forcible argument is much more necessary than in the past, when a plain business card in the newspaper was dignified by the name of an advertisement.

Have the goods merit? How? Why? In what way do they excel those of your competitors? How do they compare in price? What is their special excellence? Specify their various advantages. Tell about their peculiari

ties. Say why they should be purchased in preference to similar articles that are as widely advertised.

As the plot is to the play so is the argument to the advertisement. It is the only really interesting part of it, and the oftener the argument is changed, the more readers are likely to be interested. The argument is the "news," the vitality of the whole announcement. No advertisement that contains a good argument is uninteresting. It is sure to have a special importance for some readers, if not all. Get a good medium for the advertisement, get good position, and the best display you can, but when preparing the copy, don't forget the argument!-John S. Grey in Fame.

Although nearly one-half of the wage earners of Cuba are engaged in agricultural pursuits there is no agricultural press to speak of in this country. The explanation lies in the fact that only a very small percentage of Cuban farmers are able to read. The most important of the agricultural papers that exist in the Island is the Liga Agraria, the official organ of the Agrarian League, an association composed principally of sugar-growers, of which Mr. Emilio Terry, formerly Cuban Secretary of Agriculture, is the leading spirit. The tobacco interests are represented by two papers, El Tobaco and El Tobaco de Cuba, both weeklies. The only other agricultural papers published in the Island are El Arado, weekly; and the Agricultor Cubano, a monthly. The lack of an agricultural press is partly compensated for by the large amount of space that the daily papers devote to agricultural matters. --C. L. Benjamin in Printers' Ink.

There are no set rules for preparing a booklet, although a number of suggestions might not be amiss. Perhaps the first requisite is continuity of thought. Don't let your composition ramble. Avoid that dull, heavy, essay style. It tires. Remember that "the economy of attention" is at least an art, if not a science, and that you must drive your arguments home if they are to count.

Many persons can write; few can compile. Begin at the "front end," and be sure that the finale of your tale is on the last page.-Impressions.

Organized Agriculture is rather an old question and there is always more or less work being done in different communities with this end in view. There is at present a movement on foot in Rome to establish what would be known as the International Chamber of Agriculture. A large pamphlet of about fifty pages setting forth the aims of the proposed organization and the means to be used in attaining them is having a wide circulation and contains

material that cannot fail to awaken much interest. A Proclamation by Victor Emanuel III, King of Italy, to his ministers, favoring the project, serves as an introduction to the pamphlet. In this message the King states that the movement was suggested by an American, Mr. David Lubin. An international conference will be held at Rome some time in May to discuss further proceedings.

The 1905 edition of The Buyers' Guide, issued by the Farm Implement News, is being delivered and is much larger than the 1904 edition. It not only contains 150 pages more than before, but is set in smaller type, the amount of matter being nearly doubled. It lists the goods of 2,233 manufacturers and the publishers state that 1,800 of these will not be found in any other directory. This is due to the fact that other books only list manufacturers who advertise while the Buyers' Guide includes everybody in the implement and country vehicle trade whether they advertise or not. The classification of trades and the typographical arrangement is clear so that any particular information may be readily located.

To keep in close touch with his employes and inspire them to hearty co-operation is the earnest desire of every employer, but it requires effort and tact.

An editorial in the April issue of Profitable Advertising bears on this subject and cites Marshall Field & Co., Chicago, as having accomplished more in this direction than most large establishments. This writer calls attention to the double use to which this company puts it pay envelopes. On the back of each envelope is printed a few paragraphs, either original or quoted, suggesting how employes can make themselves more valuable to the company. The following is a good example of the tone of the paragraphs:

"True loyalty in business means to stand up for your own opinions before your employer, and for your employer's opinions before the world."

"Such a policy," he says, "is certainly better than merely to hand an employe his earnings each week, without comment or suggestion. It shows that the employer takes an interest in his people, and it will be appreciated by the latter. On the other hand, even the best employes will eventually lose interest in their work if there is never a sign that their employer takes an interest in them."

The advertising value of the exteriors of Catalogues and Booklets was discussed recently in Profitable Advertising by Mr. C. E. Johnson. Mr. Johnson believes that enough money spent to secure a good, sensible, effective catalogue cover is a gilt edged investment. He