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The very best circulation for advertisers who wish to reach

country people.

THE HEARTHSTONE

reaches prosperous, intelligent and well-to-do people living in small cities, towns, country villages and on farms, who do the most of their buying by mail, do not have access to the large metropolitan stores, but depend on the advertising columns of their favorite papers to bring to their attention anything that's desirable or necessary in their home or business life. These People Support Advertisers

Who Do their business by Mail. Investigation shows that THE HEARTHSTONE reaches the homes of more Farmers than many agricultural papers-more Country Tradesmen than many trade papers--and more Church-going People than any religious paper. All these families depend upon their story papers for their recreation and enjoyment, and upon the advertising columns which they consult when they do their out of town buying: they are read by every member of the family and preserved for future reference or sent to friends.

Circulation

500,000 copies each

issue.

Advertising $1.90 per line. The A. D. Porter Co., Publishers, 52 to 58 Duane St., New York.

Chicago Office, Marquette Building.

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The Swedes Have Taken America.

In the farming sections colonized by them, you will always find thrift and prosperity. Naturally, they like their mother tongue, and if they read your advertisement in their favorite paper,

Svenska Tribunen

you will at once get into their hearts and pockets. This popular medium reaches regularly 32,000 prosperous Swedish Farmers.

Svenska Tribunen,

(Swedish Tribune) 59 Dearborn Street,

Chicago, III. We will translate your advertisements for you.

believes faithfully in the power of the first impression and in the "personality" of business literature. Too many firms consider the cover of their catalogues of minor importance, and as a consequence a great number which are the product of good brain work and good dollars, utterly fail of their proper usefulness because the covers lack the breath of life. He says further:

“Now you who are cold, you who are lukewarm, and likewise you who think you are hot upon the subject, consider.

That your catalogues and booklets are your firm's representatives, just as much so as your flesh-andblood salesman, you must admit. When a possible customer receives one in the mail your house is instantly on trial. Unconsciously, it may be, but none the less surely, the recipient, as he looks at the cover, rates your business standing, your intelligence, and your capabilities at the first glance. This subconscious judgment may be qualified by a reading of the contents, if he is carried that far, but that first impression made by the cover predominates and colors all subsequent impressions.

There are salesmen who sell goods in spite of an unprepossessing exterior, but mark you, it is “in spite” of it, not because of it, though they are prone to boast of it.

The point is just here. They sell after they have proven that desirable qualities were hid. den inside that forbidding exterior, and only those who know them welcome them. Your catalogue or booklet is intended to make new business, not to go to your old friends.

With an uninviting exterior it will never have a chance to tell its story or appeal from that first judgment that consigns it to everlasting oblivion in the waste-basket."

After illustrating his argument with some other very pertinent comparisons, Mr. Johnson concludes as follows:

“There is no other work of the advertiser and designer requiring more careful planning and no better subject for liberal appropriations.

The trouble with too many is their failure to realize the possibilities in this line, and when the matter of booklets or catalogues comes up for consideration the added cost of these great creators of first impressions, the covers, is allowed to weigh against them and another cheap and mediocre cover is issued, to be obstacle to the development and progress of the firm's business wherever seen."

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an

(Removed from White Sulphur Springs to

Great Falls, Montana.) The great agricultural weekly of the Rocky Mountain Northwest. Established in 1875 and is the pioneer. Covers the field as the ocean covers its bed. 3o 3o 3o 3o 30 30 30 30 30

Mr. Charles W. Lyman, connected with the Advertising Department of the Scientific American, died April 18, of Peritonitis at St. Johns' Hospital, in Brooklyn, N. Y. Mr. Lyman was in excellent health the Saturday preceding his death.

NEW

EDITION

PARTIAL LIST OF CONTENTS
DIRECTORY-Of leading Newspapers, Magazines and other Periodicals, Circulation, Rates, Class, etc.
MEDIA-Valuable information concerning those best suited to promoting various lines of business.
POPULATION-Of all States, Cities and Rural Districts, Center of Population, etc. MAPS-Of each
State. PRINTING PLATES-Method of making; kind, style and value of each. TYPE FACES-
Specimen pages of the standard, new and best fonts. ADVERTISING STATISTICS-Useful in plan-
ning any advertising campaign. COPYRIGHT AND TRADE MARKS-Instructions and restrictions.
STANDARD MEASUREMENTS-Including Point System, words to square inch, etc. STREET CAR

ADVERTISING-Space, rates and possibili-
ties in leading cities and towns.
BILL POSTING–List of stands,

Complete in Revised to spaces and other valuable in

formation on formation concerning outdate. door publicity.

newspaper, PAPER STOCK

magazine Various sizes, kinds and

and outdoor Complete,

brands.

advertising Concise,

revised to Authentic.

January ist, 1905.

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We Want To Talk

with the sales managers of a few more busi-
ness houses who are interested in getting their
products into the hands of the final purchaser
at a smaller selling cost. Our idea of adver-
tising is this:

To Decrease the Sales Cost.

If an advertising campaign cannot be made to do that—it's a failure.

The interview we are seeking is for our own good, of course, but it may not be without profit to the other man. If you can spare one of your hours, we'll be glad to give you one of ours.

Long-Critchfield

Corporation,

Special Service in Advertising. Newspaper and
Magazine Advertising, Catalogs, Booklets,
Follow-up Systems, Drawings,

Designs, Engravings.

156 Wabash Ave.

Chicago

New York Office:

150 Nassau St.

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