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The Development of the Farm Farm Paper.

N REFERENCE to the wonderful development which has taken place in the agricultural press during the past few years, it is rather difficult to determine which is the cause and which is the effect.

In view of all the circumstances, it is hardly fair to give the papers themselves the full credit of these rapid strides toward the present high standard which some of them have attained.

There have been many other forces at work which have contributed greatly toward placing the good farm papers on the high level and in the important position which they hold today.

The trolley car, the telephone, the free rural delivery and the ease of transportation are elements in the evolution of the farmer and his home paper which must be given their share of glory. And yet, it may be questioned as to whether the farmer, spurred to higher ambition by his agricultural paper, has not pushed himself to the front and demanded the recognition which he has received.

At all events the standard farm papers always keep a little ahead of the times and thoroughly prepare their readers for the coming changes and the new advantages, if they do not entirely create them. They teach the farmer how to apply and how to appreciate each

new advantage

thrown in his way, and thus, by constantly exerting their efforts toward the betterment of farm life, they indirectly benefit themselves.

The farmer and his paper must, of

necessity, advance or retard together.

The flourishing condition of the agricultural press is simply a reflection of the farmer's prosperity. It is well understood by most people that few papers could exist if it were not for the revenue received from their advertising.

In the case of farm papers, that means that they must carry a quantity of advertising, and naturally, the larger quantity they carry the better the paper will be because they can afford to improve in a direct ratio to the amount of revenue they receive. So, after all, the advertising is the most direct cause of the improvement of the farm paper.

Fundamentally, it is agricultural prosperity which makes possible such excellent farm papers as the Ohio Farmer, Cleveland, Ohio, and the Michigan Farmer, Detroit, Mich., but directly it is the advertiser.

If these papers did not reach farmers that had many wants and could afford to satisfy them by buying from the advertisers in their columns, they could not carry such large quantities of good advertising, and therefore could not afford to employ the expert writers they do, could not use high grade paper and handsome illustrations, nor in any way keep to that high standard which distinguishes these publications in their respective territories. These are the qualities which gain the confidence of the farm families, and when this confidence is created it extends with equal force to the editorial and advertising col

umns.

The farmer has come to his own in the past twelve or fifteen years,

he has made money, he has been educated up to the best method of using it, and the best of it all is that nearly everybody has at last come to realize the true state of things.

Advertisers have turned to the farmer, and in looking about for the best method of reaching him they select those papers in the different localities to be covered which have the greatest influence among the farming people of the section.

In the central west, for instance, the Ohio Farmer and the Michigan Farmer are relied upon by the advertiser because they are relied upon by the farmer.

For over fifty years the Ohio Farmer has worked hard to bring about the present independent condition of the farmer, and for nearly as many years the Michigan Farmer has done the same thing.

It is this class of papers, those which are quick to apply the steadily increasing revenue from advertising toward the improvement of the paper for the farmer's benefit, that keep in the van of this widespread agricultural progress, and have a prior claim to the honor of developing that higher life in the American farmer's house of which we are all so proud.

Never will these old standbys be supplanted in the farm homes by daily papers, magazine or other periodical literature; and Ohio is webbed by trolley cars and railroads; Michigan is also well supplied, and both have their hundreds of rural free delivery routes, so that the country people living in these and the adjoining states are farmers by occupa

tion only, and not in the outworn sense of the word as it was generally applied some years ago. The thousands and thousands of families in these states who pay for and read the Ohio Farmer or the Michigan Farmer, with these transportation facilities at hand, are not a day behind their city brothers and sisters in their knowledge of the outer world. And all this contact with the cities simto their farm paper, if it is one of ply serves to stimulate their loyalty a high order.

As the intellectual understanding and needs of the farmer broaden, he is better able to discriminate between the good and the bad, whether in reference to the home paper or any other necessity or luxury of the farm.

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This will ultimately bring about the survival of the fittest, and only those agricultural papers which meet conditions by keeping ahead of the rapid march of progress, will live to enjoy the new state of things.

This discrimination has reached a high point in the central west, and the state farm papers of Ohio and Michigan, if not taking all the credit for the new regime, are at least justly proud of the prominent part they have played in bringing it about, and are reaping their reward in the form of increased circulation and an added influence in the states they cover. In consequence, prominent advertisers are giving them liberal patronage, and the revenue thus insured gives them full power and ability to develop still further in the coming years if the farmers' conditions dictate.

SO

AMONG PUBLISHERS and ADVERTISERS

THE

Very Best
German
Farmers

in the United States subscribe for and carefully read

THE

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Announcement is made of the Corn Growers and Stockmen's Convention to be held in Morrow Hall, Agricultural Building, University of Illinois, January 23 to February 3, inclusive. The convention promises to be of unusual interest. Twentyone regular addresses are scheduled for morning, afternoon and evening sessions. There will undoubtedly be a large attendance, as farmers throughout the state generally are cordially invited to be present.

The Barnes-Crosby Company have compiled an album of photographic views of the principal buildings and points of interest in and about Chicago. Also park and street scenes: in all, about two hundred pictures. Advertisers and publishers will be pleased to learn that Barnes-Crosby can be called upon at any time for halftones of the photographs contained in this album.

Collier's Weekly announces a new Department to begin with their issue of January 14th. This new Department will be entitled "What the World is Doing." The aim will be to extract from a mass of facts, rumors and contradictions, important and trivial, made public from day to day, those essential things that help to form the real history of the time, and especially those that contain a promise of future development; some things that the newspapers dismiss with slight mention or altogether ignore will be made prominent and others that inspire the most sensational headlines will be passed over. This new Department will give additional value to this popular weekly.

The following interesting letter from Geo. B. Cortelyou will be read with interest by advertisers:

Washington, D. C., December 20, 1904. My Dear Sir: The delay in acknowledging your letter of the 18th ultimo has been due to my absence from the city.

I have been interested in your statement as to the plans that have been outlined to make the International Advertising Association an agency for the expansion of American commerce through various forms of publicity. Such an object must appeal to every one who has at heart the continuance of our present prosperity and the securing of new markets abroad for our

products. Through a proper development of legitimate means of publicity, it seems to me that such an organization, if conducted on right lines, should be able to co-operate with departments of the national and state governments and with various organizations in the advancement of American commercial and industrial interests.

Very sincerely yours,

(Signed) GEO B. CORTELYOU. Mr. Barron G. Collier, Secretary, International Advertising Association, 114 Fifth Avenue, New York, N. Y.

As announced in our last issue, the National Agricultural Press League, at their meeting held in Chicago December 1, 1904, passed an important resolution regarding the cutting of advertising rates by agents, and we are pleased to give, herewith, the resolution in full:

"Resolved, That it be the sense of this meeting of the National Agricultural Press League that in any case where an advertising agency quotes less than publishers' rates, or cuts the publishers' rates to an advertiser, or divides its commission with an advertiser, that the members of the league shall refuse to give such agency further recognition." It was also moved that this resolution be published in the form of a circular, and a copy of it sent to all the advertising agencies.

At the December meeting of the Sphinx Club in New York, two exquisitely beautiful twin silver loving cups, Egyptian in design were presented to Frederick James Gibson, secretary, and Waverly W. Hallock, treasurer, in recognition of long, faithful and efficient service rendered the club by these two gentlemen.

A handsome booklet with head and tail pieces, and border of an ancient Egyptian design, containing fine halftone pictures of the cups, together with portraits of Messrs. Gibson and Hallock, was distributed to the members of the club and their guests. The booklet also contained the following tribute:

An Appreciation.

Upon a common purpose and concerted action an organization depends for its wellbeing and perfection. Since the most universal quality is diversity of opinion, factions are apt to be born within the body, each of which, blinded to the true spirit and principle of the organization, sets up for itself false and iconoclastic tenets.

From this disrupting influence the Sphinx Club is, and ever has been free. Perhaps

FORM LETTERS.

There is an art in the proper use of them, as well as in the right making of them. Rightly produced and properly used, there is no kind of advertising that pays as well.

We have thoroughly mastered this business, and are equipped to render service unequalled by any other house.

Some of our largest and most exacting clients say that we have no competitors when it comes to quality and prompt service. Our prices are right,

too.

Our capacity is 500,000 letters per day.

Consult us freely. We are always pleased to offer suggestions.

We have a booklet that every advertiser ought to have. We will gladly send it to you.

Among our many pleased clients is the Long Critchfield Corporation, publishers of this magazine.

H. M. VAN HOESEN COMPANY,

HIGH CLASS FORM LETTERS.

113-115 Sherman Street,
CHICAGO.

50,000 Interested Poultrymen and Farmers Are the Subscribers of the Reliable.

The subscription list of the RELIABLE is increasing constantly-throughout the world as well as in America. Our advertisers have an established trade in foreign countries.

The advertising rates are based on a guaranteed circulation of 45,000 copies per month. Since they were determined we have found it necessary to increase our guarantee to 50,000 copies per month. Even this monthly guarantee will be exceeded when the year closes, June 30, 1905. The extra business that will result from the increased circulation (over 75,000 copies)

is gratis. The advertising rates are net cash.

May we not have your advertising contract for 1905? You need simply state the number of inches you expect to use during the year. The yearly rate is $2.80 per inch. You can then apportion the space as you wish; increase or reduce it as it is advisable.

We want your advertising. We expect you to receive results from it very promptly. RELIABLE POULTRY JOURNAL PUB. CO., QUINCY, ILL.

the condition is due in part to the manner of men of which the club is composed.

Certain it is that the condition has been established, for the greater part, through the influence and effort of Waverly W. Hallock, treasurer of the club, and Frederick James Gibson, its secretary, by precept and practice. These gentlemen have conducted their respective offices since the very inception of the club with an administrative power tempered by wisdom and good judgment, with loyalty and unselfishness, with honor to themselves and to the club, serving its best interests even to the detriment of their own.

In recognition and appreciation of this the club has caused to be wrought two loving cups, one to express to Waverly W. Hallock, and one to Frederick James Gibson, the gratitude of the Sphinx Club for the faithful and able conduct of his office. -Fourth Estate.

The New York Times occupied their magnificent new building, Forty-second street and Broadway, on the first inst. The down-town office will be at the old headquarters, 41 Park Row.

The year 1905 was ushered in by a display of fireworks from the tower of the new Times building, and "1905" flared out in giant figures on the north and south sides of the tower. As the Times building is by far the highest structure in the uptown section, the display could be seen for many miles. The New Year's issue of the Times contained a forty-six-page magazine descriptive of the new building, illustrated throughout with fine halftones printed on supercalendered paper. This illustrated history of the building and plant

HERE'S ANOTHER

is the fullest and finest description ever issued of a newspaper building. The Times building will be open for visitors and inspectors after February 1st.

The Natural Food Company at Niagara Falls, N. Y., entertained their one thousand employes at a banquet on the evening of December 23d, followed by a dance. The great convention and banquet hall in connection with this wonderful plant makes entertainments of this kind possible, and there are few manufacturing concerns in the United States that make a study of the welfare of their employes to better purpose than the Natural Food Company. Santa Claus had a gift for every employe of the plant, and the heads of the various departments received beautiful gifts from the employes under them.

The Farm Gazette, a monthly agricultural paper, has been started at Des Moines by the Farm Gazette Publishing Company with the following officers:

President, James M. Pierce; vice-president, John J. Hamilton; secretary, Dante M. Pierce; treasurer, Charles H. Clarke.

Beginning with the March issue, 1905, the advertising rates of the New York Magazine of Mysteries will be changed from 60 cents per line to 90 cents per line. The 60-cent rate is good for the February issue only. This publication announces that the minimum circulation is now 175,000 copies.

Green's Fruit Grower takes pride in being the first horticultural paper on this continent which has attained large success.

WESTERN POULTRY JOURNAL CEDAR RAPIDS,

IOWA.

Your paper has paid us the best of any on our list; have received orders from it as far as Mexico.

TIFFANY CO., MFRS. LICE KILLERS, Lincoln, Nebraska.

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