The Housekeeper -is, above all, practical in its suggestions for housekeepers. -Every recipe is thoroughly tested by a cookery expert before being published. -Every labor-saving "helpful hint'' is tried out. -Every pattern is first used in actual dressmaking. -Every health suggestion bears a physician's O. K. -And every advertisement undergoes an equally rigorous censorship. So, as The Housekeeper's 400,000 practical home-makers turn from its absolutely practical reading-matter columns to its always reliable advertisements of food products, or cooking utensils, or household goods, or other things used in the home —these readers are unquestionably in that practical, actually seeking frame of mind that means maximum efficiency for the advertising. E. L. Patterson. Manager Advertising Department The Housekeeper P. F. Collier & Son, Incorporated 416-430 WEST THIRTEENTH STREET A Few Agricultural Epitomist is a Result 200,000 Circulation Guaranteed Let us send you our rate card and reasons why Agricultural Epitomist should head your list for Indiana and Ohio Valley Circulation. Much of my buying is done through the advertising department. When I see a thing advertised in the Agricultural Epitomist that I desire, I never hesitate about getting it for I know the advertisement is all right. For years I have watched the growth of this paper in dignity and quality. Of course, its character is shown by its editorial policy, its special articles and helpful departments and general make-up-and this is not all. The advertising columns reflect its character and quality. In its advertisements we find the same sense of responsibility as in the editorial department. Both are actuated by the same high motives. We find that it does business with such advertisers as it believes to be honest and fair-dealing and gives the public the worth of its money. The readers of the Agricultural Epitomist know that they can depend upon the offerings of the advertisers who talk to them through its pages. In turn the advertisers have learned that this vast army of wide-awake cash buyers can be successfully and profitably reached by means of the Agricultural Epitomist. Before we subscribed for the Agricultural Epitomist we did not so much as glance at an advertisement in any paper. As we had been defrauded several times, we almost considered advertisers rascals. But after reading your Talks on Advertising we learned that many people had great confidence in your advertisers. 'I hen I ventured to look over your advertising columns. I found many hings that I really needed but decided to try something inexpensive at first. I was more than pleased with my first purchase. I then ordered many things which saved me much money and decreased my labor 50 pe cert. Now we go to the Agricultural Epitomist for most of the things we need, for we know that we are dealing with reliable persons and companies if their ad is in the Agricultural Epitomist. Reading the Advertising Talks and advertisements has not only extended to us an easier way of living but bas taught us that there are really a great many honest. upright men in the world. MRS BUD ROTH. PERSONAL CO-OPERATION With the Dealer is the "Holland ERSPECTIVE is the greatest need in merchandising today. Yet neither the manufacturer nor the retailer have this perspective, they are too close to the goods. already exists. All the circular matter in the world won't change the point of view. If it's read at all it simply emphasizes the viewpoint that If the manufacturer and the retailer are ever going to get together, they've got to see things each with the other's eyes. And this they'll never do by a long distance exchange of courtesies. THE HOLLAND METHOD The Holland Publications are localized enough to get the dealer's attitude. They are nationalized enough to realize the connect-up between the creation and distribution of merchandise. They realize that very element of successful distribution is already in existence. Their mission is to fuse these elements. They do this fusing by placing in the field men who travel continually from town to town, within the territory of the publications. These men call upon the merchants, whether jobbers, wholesalers or retailers, and preach to them the necessity for advertised, trademarked goods. Then these publications send men to the local merchant, and tell him how he can be benefitted by advertising to the people in his community that he carries advertised goods. Last of all they go to the consumer, through editorials, and tell him how greatly it is to his advantage to buy only those goods on which the manufacturer is willing to set his seal. All of this service is personal. It links up a complete chain of understanding and sym. pathy, from the manufacturer clear through to the consumer. And by means of this chain the route of distribution is kept always clear. Write to Holland's now. Let it furnish dealer perspective for your next campaign. Remember that this is the big step toward the merchandising of the future. A lot of other advertisers have taken advantage of this personal service, and you don't want to be behind. Age Important Age is an important feature with a farm publication. Long companionship breeds confidence. An advertisement that might be regarded with suspicion in one publication is believed without question in another when this other has been known to be trustworthy for generations, as is the case of the Iowa Homestead. ago. Iowa Homestead 1855-1912 The Iowa Homestead began publication in 1855, over half a century Its growth has been constant and steady, keeping pace with the state's advancement in agriculture. Mr. James M. Pierce bought the paper twenty-six years ago and has made the Homestead an all-round agricultural paper, presenting the discoveries and teachings of the practical agricultural authorities This Farmer has received 1600 Numbers of the Homestead. of the day (rather than one man's opinion), which policy has kept the publication constantly at the head of its class. The Iowa Homestead is associated with two other influential agricultural papers Comestead USM of long standing. Below are given the names, location, dates of establishment and circulation of thethree papers. PIERCE'S FARM Iowa Homestead, Des Moines, Ia., Est. 1855, 130,000 Central Office: DES MOINES, IOWA In making comparisons, proper allowance should be made for those weeklies which in some months have five issues to the month and in other years only four issues to the month. The above comparative table shows LIFE with a larger gain in lines April, 1912, over April, 1911 (four issues each year) than any of the other leading weeklies. Only one other showed a gain; three, a loss. Our purpose in publishing this comparison is not to boast of our progress but rather to show LIFE'S sane, consistent, healthy stride each year. We prefer such progress to hysterical boom followed by a bump. Old advertisers using more space, more new advertisers using LIFE, is the greatest evidence of LIFE'S value. When considering your list, remember Life That Growing Publication GEO. B. RICHARDSON, Advertising Manager, 31st St. W. No. 17, NEW YORK |