say disrespect, to one whose worth and importance is generally recognized and which com mands the high regard of the whole world.

The publications devoted to this new industry or profession are numerous and employ able men in their editorial and business departments. The work they are doing to spread a knowledge of advertising is most valuable. They are aiding in the development of new business by showing what may be accomplished by intelligent and well-directed publicity. They are pointing out the way to fields of larger promise. They give confidence to the beginner in business, they outline new methods for building up trade to those who are established, and enable men who have been long engaged in commercial pursuits to reap the benefit of their years of toil-all through the assistance they give in the proper use of advertising.

I am enthusiastic, perhaps, over this class of publications because my working hours are largely devoted to the publication of one of these papers. In our own field the element

of timeliness is of paramount importance. We are only a few hours behind the daily newspaper in giving the news to the editors, publishers and advertising men who compose our corps of readers. Money is liberally spent to present information that may help as soon as it becomes available. Staff correspondents are sent to far-off cities to report conventions by wire, or to gather news that is important. The articles printed in the advertising trade papers are nearly always of a most helpful character; indeed, it has been said that the constant perusal of any one of those in the first rank, will give the reader a working knowledge of the entire subject within two or three years. I believe that this particular field has great possibilities ahead of it. Advertising is growing in importance year by year; and we who are engaged in the publication of newspapers or periodicals realize that more and more attention must be paid to this particular end of our business. We need experts in advertising as well as experts in business and experts in the editorial department. The men who have made the greatest progress in advertising have been those who

have had open minds, eager to learn and quick to adopt new methods and new processes of exploitation.

That it is not possible for me within the limits of this address to discuss even in a brief way the educational value of all the different classes of periodicals that may rightfully come within the scope of our inquiry is shown by the fact that no less than 1,700 of these journals are enumerated in the American Newspaper Annual and Directory for 1912. You cannot think of a trade or occupation that does not have its representative journals. While their individual worth varies with the importance of the business for which they are published, they all have their place in the world of journalism. They render a service that is appreciated or they would soon die of a lack of support. Some of them rank in value as properties with prosperous daily newspapers in large cities. There are in New York, for instance, two that could not be purchased for a million dollars each. Their receipts from advertising in several instances run up to $500,000. Their circulations are small when compared with the popular magazines, few going above the 20,000 mark, but as they represent selected lists of people who are specially interested in the trade or profession named they have a value that directly appeals to national advertisers who desire to reach them.

Who can forecast the future value of the trade press? That it will continue along the educational lines now followed is almost certain. Year by year these journals, I believe, will grow in usefulness and in influence and more largely fulfill the mission to which they are devoted. The only serious menace that can threaten them is that pernicious commercialism that seeks to control editorial opinions. Thus far the publishers, with a very few exceptions, have succeeded in resisting the attempts made to prostitute their columns to base uses.

I have such faith in the sober judgment and deep integrity of those who are directing these trade publications that I sincerely believe that a high standard of efficiency and of service will ever be maintained.

In getting the present distribution of National Milk, without advertising, you did some sampling, didn't you? May I ask how you sampled?

You sampled from house to house, giving the sample to the woman of the house herself, you say.

You didn't give samples to people on the streets?

You didn't give to them on street cars and railway trains?

You didn't sample the men in office buildings and ask them to take the samples home to their wives?

You didn't give your sample cans to the men and women as they sat in the theaters?

You didn't do these or any others of a number of possible ways of sampling, did you, even though by all these plans you might have distributed more samples for the same sampling cost? For you were looking for efficiency in sampling, and that meant getting your sample into the home, into the hands of the woman who buys and uses evaporated milk.

Now, gentlemen, there in your own experience is the answer to your advertising problem; it isn't a problem at all; it's simple logic to advertise to the same ultimate consumer you found it worth while giving an expensive sample to-and to reach her with your advertising at a time and place where you found your sampling most efficient.

Put your good advertising into the women's publications and you will put the desire to buy your milk into the minds of the women of the country, at the time and place (their homes) where they are more susceptible to immediate and permanent influence for a food product than at any other time or place.

For the price of giving a sample to the women in 14,000 homes, in order to get them to use National Milk, now give the desire to use National Milk to the women in a million homes! I am talking in terms of a sample at the door vs. a quarter page in her favorite women's publication, and in a ratio of 1 to 72.

The kind of sampling you want to do now is to spend your sampling nickel to reach the women in 72 homes and get those women to take 10 cents and buy a sample can. They

will do it-many of them-if you have the right copy in the right mediums.

There is some waste in any advertising medium; what you want is minimum of waste, or rather maximum of efficiency. There are many good mediums for you to use, but the plain logic of the straight line is the logic of women's publications first, and other mediums afterwards. Put your advertising in the hands you put the sample in; put confidence in and desire for in the mind that decides to use evaporated milk and what evaporated milk to use.

Women's publications are the trade papers of the home; to them the woman looks for new what-to-dos for herself, her husband, her children and her home. In its reading pages she finds many answers; in its advertising pages, consciously or unconsciously, she finds

more.

You can reach a circulation of 8,081,168 through the ten women's publications I represent. They are Ladies' Home Journal, Woman's Home Companion, Butterick Trio, Good Housekeeping, The Housekeeper, Pictorial Review, Ladies' World and the Monthly Style Books. They are the leading women's publications of the country having the greatest city and town circulation, and that is what you are after now.

Reach this 8,000,000 circulation with a full page in each publication right now-in June or July-right now, at the best time of the year for evaporated milk. Reach them again -eight times again-with quarter page copy, covering the year.

You will have a campaign with a "punch" to it such as the trade of the country never felt before. Dealer influence? Yes. Tell him about it direct, by all means-work it to the limit. Your dealers will get ready for what's coming. But, believe me, the acid test of your dealer influence will come from the real direct influence the only influence that counts, not in putting cases of your cans on his shelves, but in taking them off-at a profit to him and to you the direct influence of consumer demand-the demand of the consumers you reach through eight million copies of the publica

tions that reach the actual buyers of evaporated milk.

You will put 832,000 copies into New York state homes-649,000 into Pennsylvania-514,000 into Ohio-552,000 into Illinois-and proportionately into every state in the country. With such direct advertising in so great volume, you will stir up your jobbers to push the sure success-you will give your sales force a backing they never knew before you will

I

N APRIL, 1897, when the Globe Savings Bank failed, most of the Chicago papers vied with each other in showing that this failure was brought about by excessive newspaper advertising. Globe Savings Bank advertisements were reprinted with variations.

I was the cashier of the Globe Savings Bank at the time of its failure and I wish I had saved a scrap-book which I made and which contained not only these dissertations on advertising, but the scare lines and innumerable cartoons containing their theme as the newspaper humorist saw them.

The whole story of the Globe Savings Bank advertising is so interesting that I don't know but that it is worth telling, although for years it was a very painful subject to me.

When I went into the Globe Savings Bank it had spent for the five years last past about $50,000 a year in advertising but its backers hadn't the faintest conception of how to advertise. They came from small inland towns and the only thing they could think of to make the Globe Savings Bank known to the good people of Chicago was to employ a corps of messengers who distributed from house to house innumerable booklets, dodgers and "poor Richard" almanacs, for the most part syndicated, canned stuff with very little, if any, local or personal appeal.

But, as I say, when I went with the bank all this had been going on for years, and the bank not having made the growth anticipated. its Board of Directors had decided to quit advertising. When I asked for a small advertising appropriation they said that they were like the small boy who had worked three weeks in a law office. Asked how he liked the law business, he replied: "The law business ain't no good, I wished I hadn't learnt it."

They all solemnly assured me that advertis

ing was no good and they wished they hadn't tried it.

I succeeded, however, in getting them to let me have four thousand dollars to be spent in daily newspapers. This was only 16 per cent of what they had been spending.

I was very fortunate in meeting, at that time, Mr. Arthur B. Chivers, now the advertising manager of the Cleveland News, and between us we laid out a series of probably as good and as striking bank advertisements as were ever laid out either before or since. I believe that the credit of the scheme belongs to Chivers; I know Chivers was responsible for the typography and that I gave him from day to day the stories which we told.

We took 56 lines and appeared in some one Chicago paper every evening.

We gave about one-third of this space to the headline and the balance, with wide margins, to the story, which was always short.

One story, for instance, entitled "What the Elevator Man Did" was a true story of how an elevator man opened an account with the Globe Savings Bank when the Globe Savings Bank took their Monadnock Block quarters. It told how it came on, and grew up, etc.

Another was "How the Butcher Got His Shop" and was a true story of a butcher who opened a savings account with the Globe Savings Bank when they were at 225 Dearborn Street, and how it had grown and how he had been able to buy out his boss and now had his own business.

I don't remember all the different stories. They were for the most part stories which I dug out of the books of the Globe Savings Bank, or had pumped from the receiving teller and other officers of the bank.

We did not, however, always confine ourselves to the stories of the bank depositors.