The California Farmer Peculiarly a Power on the Coast The California Farmer, of San Jose, California, occupies a very unique place among agricultural publications. In the first place, there is no farm publication of general circulation in California, as there are such publications in virtually every other state in the Union. Yet California has varied agricultural interests that make it an unusually good field for the farm paper advertiser. The California Farmer, which is circulated as a weekly edition of important county seat dailies and weeklies all over the state, has a circulation of 60,000. It is edited with special attention to the wants of its different classes of readers en- . gaged in different phases of agriculture —if you want to reach the real live people of Detroit, people with red blood in their veins and money in the bank -if you want to enjoy your full share of the general prosperity now existing in Detroit and Michigan you must reckon with the Detroit Saturday Night - its advertising columns edited as closely as the editorial columns, and not a dishonest or fraudulent advertisement at any price. -this means that the Detroit Saturday Night guarantees the reliability of all advertising published in its columns; consequently readers are responsive. Do Women Think? Not so many years ago they weren't allowed to. And most of the women's publications of those days reflected that fact. They dealt with trifles believing that women appreciated nothing else. Some people still believe that. Literary trifling wouldn't be tolerated by women who subscribe to The Delineator. The majority of The Delineator readers are mature women, responsible wives and mothers. Their problems are serious. They have children to care for. Homes to look after. Minds to be cultivated. Their reading must be wholesome and progressive. The way The Delineator responds to their needs, interests and demands is best appreciated by studying the character of its contents. Alterations to Be Noted in Taylor's Digest. Each month AGRICULTURAL ADVERTISING publishes a number of changes in advertising rates, closing dates, etc., of different mediums, to be noted in Taylor's Digest on the blank pages provided for that purpose. Jot them down while the matter is in mind and you will have the most accurate and comprehensive reference book extant. The following notations should be made for the current month: Farm & Fireside, Springfield, Mass., increase in rate from $2.00 to $2.50 per line. Present rate of $2.00 per line will apply on such space as may be ordered up to and including the December, 1912, issue, provided the order is received on or before September 1st, 1912. Foreign Newspaper Publishers Have Dinner at Blackstone, Chicago. The greater and greater co-operation among the publishers of foreign language newspapers East and West for the purpose of bringing the advertising merits of these publications to the attention of advertisers and advertising agents was evidenced at a dinner given by The Foreign Newspaper Publishers of Chicago June 15th. The dinner was given in honor of Louis N. Hammerling, president American Association of Foreign Language Newspapers. A large number of Chicago advertisers and advertising men attended and were impressed by the progressive ideas of the foreign newspaper publishers of today and the importance of the field their publications occupy. "My plan of procedure in any advertising campaign would be about as follows: First. Understand the product. Third, Find the way to reach him. Fifth, Turn that side of it toward him and switch on the light."-Carl D. Spencer. CLEVELAND PLAIN DEALER Average for May, 1912 Daily 108,866 Sunday 132,655 State of Ohio, Cuyahoga County, ss. Personally appeared before me, Elbert H. Baker, who, being duly sworn, says that he is General Manager of the Plain Dealer Publishing Company, and that the actual number of Daily and Sunday Plain Dealers distributed during the month of May, 1912, was on no date less than the amount indicated by the figures above published for that date, that the above figures include no free copies, no sample copies, no copies spoiled in printing and no copies remaining unsold at the Main Office, and that the number of returnable copies in the above output does not exceed two (2) per cent. ELBERT H. BAKER, General Manager. Subscribed and sworn to before me this 5th day of June, 1912, GEORGE N. AGATE, Notary Public, Have you a Young Man you want to help to Subscribe for Agricultural Advertising for him 50 cents a year Bee Keepers and their families are waiting to be interested and sold your product and they can only be reached through Gleanings in Bee Culture the great magazine size semi-monthly authority on bees and how made most profitable. It reaches 35,000 Families in city, suburb and rural district and every family well-to-do and up-to-date. Right now bee keepers are buying gasoline engines for driving honey extractors. Nothing they don't use so long as it lightens labor, makes profits come easier, or promotes health and happiness. You can buy them all in at seven-tenths of a cent a line per thousand circulation. Particulars on application. Gleanings in Bee Culture MEDINA, OHIO "The Little Magazine With a Big Field" Last Call August 18th Rates Increase 25% Unless Reservations Are Entered Now As previously announced in our circulars, adver- 625,000 Circulation Guaranteed Practically Present advertising rates are based on a circulation of 500,000. Beginning with the October issue we will guarantee a minimum circu- How To Hold Present Rates Advertisers who will enter reservation orders prior to August 18th, 1912, and use space of not less than 14 lines in the September issue, (except in the case of advertisers whose largest space is never as much as 14 lines) will be allowed the present rates up to and including the issue of August, 1912. Present Rates, Which Can Be Held By Reservation Orders The Circulation Will Continue To Grow It promises to be 700,000 to 750,000 by January 1, 1913. You can get the To You Advertising Men Who Didn't Attend the Dallas Convention WE E feel fairly sure that every advertiser who visited us in Dallas went away with broader and better ideas of FARM AND RANCH-its Scope and influence—its power as an advertising medium. We want every advertiser-every advertising man—to realize these facts. On top of this, we want to emphasize especially FARM AND RANCH'S new move to increase its supremacy in the Southwestern field. We Have Just Purchased The Name, Good Will And Circulation of The Southwestern Farmer, Houston, Texas Recognized as being the leading rural publication in circulation and influence covering Southern Louisiana and Texas, from New Orleans to the Mexican border. This only proves the go-ahead methods of FARM and Ranch. FARM AND RANCH--with this augmented subscription list- will put into practice this year, more than ever before, the HOLLAND method of giving localized concentration to general publicity effort. That means dealer work-community co-operation-every possible form of backing up which makes a national advertising campaign pay out. Write to FARM AND RANCH for particulars about FARM AND RANCH and HOLLAND'S plan of Co-operative Merchandising in the Southwestern field. Means double the influence for FARM AND RANCH and HOLLAND's advertisers. Farm and Ranch Publishing Company DALLAS, ASSOCIATED AFP FARM PAPERS TEXAS |