Appleton, Wis., has a new "booster" scheme. The city commission decided that the 25,000 envelopes ordered recently shall be of the kind that permits of the address being written on the sealed side, thus leaving the entire reverse side free for printed matter. The printed matter thus displayed shall comprise a list of some of the distinctive features of Appleton-things that the city can boast of. These envelopes will be used in the mailing of letters written at the city hall, where the correspondence is very heavy.

The Ford Motor Car Company has recently selected a very appropriate trade mark of the present-day classic advertising. It is composed of a happy combination of two of the oldest symbols in existence-the Egyptian pyramid symbolizing strength, permanence, substantiality, and the Egyptian scarab wings typifying ligntness, speed and grace.

Kansas is in line for an 80-Million Bushel Wheat Crop. This assertion is made from figures made public on May 1 by the Kansas State Board of Agriculture, taken in connection with present soil conditions. Last fall 7,352,000 acres were sown, the largest wheat acreage ever sown in Kansas. Of this 1,287,000 have failed, leaving 6,065,000 acres growing. Kansas also expects to break the corn crop record this year. The Kansas Farmer makes use of this knowledge to announce that it's a good year to bid for Kansas farm business.

After eighteen years of service with the Detroit Free Press, Edmond L. Sanderson, automobile editor and advertising man, has resigned to become the foreign manager of the American Lithograph Company of New York. He will make his headquarters in London.

Ideas by the hundreds have come in to the Red Raven Corporation, of Red Raven, Pa., in response to their big prize contest advertised in the newspapers. The company states that a very high average of merit has been reached by the contestants, and that owing to the large number of sketches and phrases received, it will require at least two weeks for the judges to arrive at a decision.

The May 11th issue of The Farmer, St. Paul, Minn., is what might be called a woman's number, so the publishers tell us, and presents the ideas of the several editors upon the problems confronting the farm woman in her home. This is a new departure, and may prove of additional advertising value to many manufacturers.

Edward L. Preetorious, president and general manager of the German-American Press Association, in a statement recently announced the merger of the Anzeiger with the Westliche Post, St. Louis, Mo. The two papers hereafter will appear under the joint name. August Diez, who has been editor of the Westliche Post, will edit both of the merged publications.

P. F. Collier & Son, Incorporated, announce that on June 1 Miss Katherine Leckie will become managing editor of The Housekeeper. Miss Leckie is well known in magazine circles in New York, where she was for some years editor of the Woman's (New Idea) Magazine.

Bruce Barton, who has edited The Housekeeper for the past ten months resigns to become associated with Mr. Conde Nast in the publication of Vogue and in his other publishing properties.

Governor Foss of Massachusetts signed a bill May 13th, regarding untrue and misleading advertising. It purports to eliminate unscrupulous advertisers from unfair competition with Boston business concerns and increase the volume of advertising of legitimate merchants.

L. S. Franklin, who for some years past has been in charge of Jacobs & Company, Dallas, Tex., will succeed D. J. Carter, former representative for above company at their Chicago office, 411 Lakeside Building.

Cone, Lorenzen & Woodman, Chicago, announce that they have been appointed sole representatives in the foreign advertising field east and west for the Pittsburgh Post and Pittsburgh Sun. This appointment went into effect May 1.

Dave E. Bloch, former advertising manager of the J. K. Gill Company, Portland, Ore., has accepted a similar position with the C. E. Sheppard Co., New York City.

Fuller & Henriquez, of Chicago, and C. I. Putnam, of New York, beg to announce their association for the furtherance and enlargement of their business as Publishers' Advertising Representatives. They now have offices at 122 South Michigan Blvd., Chicago, and at 45 West 34th Street, New York City.

Rodenbaugh & Morris, 118 N. La Salle Street, Chicago, have been appointed Western representatives for the Southern Recorder, published at Durham, N. C.

Robert B. Johnston of Uncle Remus' Magazine has joined the Western staff of the American Sunday (Monthly) Magazine, which now consists of the following: Charles S. Hart, Rob ert B. Johnston, Wm. A. Draper, James Hibben, Jr.

A. H. Ludwig, who for the past six years has represented various publications in the West, has joined the Chicago office of Paul Block, Inc.

Advocates will notice with interest a reso. lution recently adopted by the Board of Trade, Toronto, Can. The resolution reads in part as follows: "Whereas it has been brought to the attention of the board that misleading real estate advertising has been issued by some real estate firms operating in the environs of Welland. . . . Resolved, it is the opinion of this board that this method of advertising should be corrected . . . and the plain truth be told without misrepresentation. Be it further resolved that a copy of this resolution be sent to all real estate firms operating in Welland."

Unsatisfied

Even with the remarkable progress made in every feature and department of the new-size Metropolitan Magazine, and culminating in the exceptional May issue, we have found a way to still further improve our publication.

STARTING THE JULY 1912 ISSUE, ALL COLOR PAGES, INCLUDING OUTSIDE COVERS, FRONTISPIECES AND INSERTS, WILL BE PRINTED BY THE NEW "RUBBER OFFSET PROCESS."

The adoption of this method will accomplish four things:

(1) Softer and more natural effects. (2) The full, rich values of four colors by adding black to regular three-color-process tones. (3) The more exact reproduction of originals with the resulting greater attraction to the eye and taste of our readers.

(4) The use of paper stock having richer appearance and a more enduring quality.

Special prices and details furnished upon request for full-page positions on inserts under this process.

The Metropolitan Magazine

286 Fifth Avenue, New York

O. H. CARRINGTON, Advertising Manager NELSON J. PEABODY TILTON S. BELL

14 West Washington Street Chicago

6 Beacon Street Boston

Now comes the state of Massachusetts with a law (chapter 489, acts of 1912) which makes a lawbreaker and an enemy of society (as well as of decent journalism) of any person, firm or corporation that "knowingly makes or disseminates . . . any statement or assertion of fact concerning the quantity, the quality, the method of production or manufacture, the cost of production, the cost to the advertiser, the present or former price, or the reason for the price of the merchandise of such person, firm, corporation or association . . . which statement or assertion has the appearance of an offer advantageous to the purchaser and is untrue or calculated to mislead." For proved misdemeanors of this kind an employer or his responsible employee shall be subject to a minimum fine of $10 and a maximum fine of $500.

The Hale Publishing Company, St. Louis, Mo., are publishing an interesting book of 352 pages, called "The Book of Live Stock Champions-Edition 1912." The book contains no advertising, being devoted entirely to the history, winnings, records, name of owner of famous animal champions. Cattle champions, horse champions, sheep champions, goats, swine, jacks and jennets-a book that both farmers and stock raisers will find interesting and exceedingly valuable. A price of $1.00 is asked and this includes a subscription to the National Farmer and Stock Grower, of which publication this book is a souvenir supplement.

The Nashville, Chattanooga & St. Louis Railway has issued a very attractive folder exploiting the scenes of interest along its lines, and the general advantages to be gained by the trip advertised. This folder is as instructive as it is artistic. Accompanying it is a colored map of Chattanooga and Chickamauga National Park splendidly illustrating the great battlefield and points of interest in a bird'seye view. The Confederate reunion seems to be attracting more attention than was at first expected, and the railroads are hastening to capture the business. Stopover privileges will be allowed enabling visitors to view the great historic battlefields and the National Park. No doubt a great many will appreciate the opportunity offered and take advantage of same.

Mr. E. F. Corbin, who has been connected with the Farmer and Breeder, Sioux City, Ia.,

for the past ten years, has severed his connection with this publication to accept an important position with another publication. The Farmer and Breeder, in an editorial, mentions the good work he has done for that publication and bespeaks for him a brilliant future.

Mr. A. D. Fullerton, formerly advertising solicitor for the Omaha World-Herald, has accepted a similar position with the Times-Republican, Marshalltown, Ia.

It is interesting to note that the beauty and fertility of Walla Walla, Wash., is exploited in Europe through a traveler's guide to America. This book is being distributed by the Harriman System.

Mr. Louis A. Oyen, of the Oyen firm of interior decorating, La Crosse, Wis., was elected president of the Wisconsin Poster Advertising Association at the convention held at Milwaukee. The other officers are: F. N. Blakeley, vice-president; E. J. Keupf, Sheboygan, secretary and treasurer. This organization was formerly known as the Wisconsin Bill Posting Association.

Mr. H. A. Worman, formerly advertising manager of the National Carbon Company, Cleveland, has accepted a similar position with the Baker Motor Company, Cleveland.

Mr. B. C. Spitzley, of the Abbott Motor Co., Boston, Mass., says that "Money spent in cleancut, legitimate and well-placed advertising is the brain and sinew of the automobile industry and does not increase the total cost of production. It reduces the selling expenses in other directions and so much so that the total selling expense of a well-advertised car is far below that car marketed without the aid of publicity. This selling expense is one of the most expensive and important that manufacturers have to consider and is as much a part of the cost of production as is that of material and labor."

The world is growing better just as fast as the people in it will allow it to.

The successful advertiser appeals to the intelligence of people, not to their ignorance.