to The direct command in advertising must be understood and used only as a stimulant. If a man suspects that you are forcing him buy your products he becomes prejudiced against your plans and likewise against your goods. The command too domineering becomes obnoxious and gives the reader the idea that you are trying to make up in energy what you lack in argument. Its true aim is, first, to start action and, second, to aid the memory. It should never replace the presentation of forcible facts, for it is the stimulus and not the food of the advertisement. and Boyce's Weeklies reach a greater proportion of the farming population than It is well known that the farming class reads some- The entire circulation of BOYCE'S WEEKLIES and WOMAN'S WORLD is among country people—that is, the farming class, and people in the small towns and villages. Advertisers of seeds, nurseries, incubators, poultry, you advertise in BOYCE'S WEEKLIES and WOMAN'S WORLD etc. The circulation of 50,000,000 papers a year, all to country people, brings in a greater revenue by nearly 25% than from advertising. These facts are worth thinking over. sults, further facts and information, write Eastern Office, Flat Iron Building, New York. W. D. Boyce Co., For rates, re Home Office, Boyce Building, Chicago. Martin Kingman, of Peoria, Illinois, died at his home in that city, Dec. 19, 1904. He was born in Tazewell county, Illinois, April 1, 1844. When but three years old his father was drowned, and at an early age, in company with three older brothers, he was thrown on his own resources. His subsequent life shows that he was made of the right stuff. He worked on a farm and attended the district school. At the age of sixteen he taught school for two years, and in 1862 enlisted in Company G of the 86th Illinois Volunteer Infantry, and though but eighteen, was elected second lieutenant; served for three years, and participated in the battles of the army of the Cumberland under Grant and Sherman, and was mustered out at the close of the war as first lieutenant, having been twice wounded. In 1866, he entered the agricultural implement business, and was the founder and head of the great chain of implement houses bearing his name. At the time of his death, Mr. Kingman was president of Kingman & Co., Peoria; Kingman St. Louis Implement Company; Kingman & Company, Kansas City, Omaha, Des Moines, and Dallas. Also president of the Peoria Cordage Company, manufacturers of binder twine; president Dr. J. B. Hunnicutt, editor of the Southern Cultivator, died at his home in Atlanta, Ga., Dec. 18, 1904. For many years before assuming editorial control of this publication, Dr. Hunnicutt filled with marked ability the chair of agriculture in the University of Georgia. As an agricultural editor he took high rank. His writings have done much to stimulate improved conditions in the rural life of the South, and he leaves to his son, T. P. Hunnicutt, the manager of the Southern Cultivator, a valuable bequest in the large number of grateful admirers of his father and the publication he so ably edited. In commenting on his death, the Atlanta News, of December 19, says: "In all the personal relations of life Dr. Hunnicutt was a charming Christian gentleman, the circle of whose friendship grew in strength as it grew in compass. "His death removes a conspicuous figure from the exalted beadroll of distinguished Georgians, and his name will ever be held in grateful remembrance." A Growing Circulation A circulation that has increased at THE TWENTIETH CENTURY FARMER The keen advertiser appreciates Flat-rate, 20c per agate line. Circulation, 60,000. THE BEE PUBLISHING CO., OMAHA, NEBRASKA. |