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Most of the Wealth

of the Central and

South Western

States is in the hands of the Live Stock

Raisers.

The shrewd advertisers must realize that
this class in this territory is an
exceptionally valuable au-
dience to reach.

The

Farmer and Stockman,

Published at Kansas City, Mo., is the only medium with which you can cover this field with profit.

Over 30,000

Business farmers pay for it, read it and believe in it. It wields an influence in Missouri, Kansas, Oklahoma and the adjoining states that no other farm paper attempts to equal.

Put it on your List and Get Returns.

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 500,000 500,000 copies each

Advertising $1.90 per line.

issue.

The A. D. Porter Co., Publishers, 52 to 58 Duane St., New York. Chicago Office, Marquette Building.

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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 hidden 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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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.

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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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