Southern Farming, Atlanta, Ga., the Orange Judd Company's new publication, must surely have made a very distinctive impression when the first of its weekly issues appeared on September 7th. It is of convenient size, printed in plain, readable type on glazed stock. The publication is edited by Southerners, "not for the OLD South, nor for the NEW South, but for the AMERICAN South." It will cover the whole South-Virginia to Texas, Florida to Arkansas, the Ohio to the Rio Grande. Southern Farming will be sent to all Southern Orange Judd subscribers in lieu of the paper they have been receiving unless a preference is expressed for the latter.

McCall's are making a bid for advertising by way of sending out a book called "12000" which figure refers to the number of dealers who are selling McCall's Books of Fashion. McCall's, as everyone knows, have never carried advertising but the demand has grown so insistent that the publishers have decided to change their policy in this regard, and commencing with the Spring number, will accept advertising for McCall's Book of Fashions under certain restrictions, which are set forth in the booklet "12000." This booklet contains about 75 pages, only three of which, however, are utilized by Chas. D. Spalding, advertising manager, to make his announcement regarding the new departure as to advertising. The balance of the book is devoted exclusively to very small shadow pictures showing salesmen in various poses of displaying merchandise. Accompanying the booklet is a bill poster on which is a very fashionably dressed young lady. This folder is gotten up in a theatrical style with a big, red COMING apparently pasted on, and the "coming" refers to McCall's Book of Fashions which will carry advertising.

The Farmer's Wife, St. Paul, Minn., announce a department of classified advertising which will begin in the October issue. The rate is 20 cents a word, and the circulation of The Farmer's Wife for October is guaranteed not less than 625,000. By the use of this department an advertiser with a limited appropriation can reach a large number of merchandise duyers at a comparatively small cost. Classified advertising orders should be sent to reach the office not later than the 15th of the month previous to the issue in which the advertising is to appear.

The St. Paul Daily News carried more local advertising and had a larger guaranteed circulation during the month of August than any other St. Paul paper. The average daily circulation for the month of August was 71,536. an increase of 11,752 over the same month last year.

An equally good showing was made by the advertising department. Local display advertising showed an increase of 37,100 lines. The St. Paul Daily News now claims, and is able to substantiate the claim, that it has the largest circulation of any St. Paul newspaper, and carries each month more lines of local display.

Robert F. MacClelland, for the past three years with House and Garden, has become vice president of the Suburban Press and Eastern advertising manager of Suburban Life Magazine, with offices at 334 Fourth avenue, New York City.

Here is an extract from a personal letter from Edna Ferber to one of the editors of The American Magazine:

"Held a twenty minute aujence with friend T. R. yesterday. Sez he, rushing up with all his hands and feet, Miss Ferber, Emma McChesney MUST marry; she is a young woman still, not more than thirty-six or so, is she? Marry her off; she ought to have two children; that young son of hers don't amount to much but I think he is going to come out all right. Glad he is going to college; do him good. I like the way Mrs. McChesney solves her sociological problems.'

"I told him I thought that whoever had coached him had done a grand job, whereupon he waxed wroth and proceeded to quote large extracts from every story I had ever written and some I had not thought of yet. Great institution, isn't he? AND HE CERTAINLY DO READ THE AMERICAN MAGAZINE."

The Motion Picture Story Magazine are sending notices to advertisers that all reservations expire with the December, 1912, issue. The rate card in effect with the August. 1912, issue will be enforced, beginning with the January, 1913, issue. Rates, $200.00 per page. Smaller rates pro rata; covers excepted.

And this is easily accounted for. When you buy space in Wallaces' Farmer you get more than just the few lines of white space your advertisement covers. You get all the prestige that a personal introduction of an established personality can give it.

Readers of Wallaces' Farmer have learned through many years of acquaintance that its editorial staff has given them more practical information on farm management than any other vehicle for the betterment of American Farmers.

Iowa farmers are a home loving class. They have a reverence for traditions, and are influenced only by home set standards. That's why they believe in the columns of Wallaces' Farmer. It has a personality of known value that they have learned to follow with absolute confidence.

That's why Wallaces' Farmer can produce more good inquiries per thousand circulation-that's why it's the most economical Medium for you in Iowa.

The Farmer Buyer in Iowa

The farm trade is the big trade of the Iowa merchant. The farmer buys the same goods that the city man buys, and in Iowa his buying power is greater for the average farm income of this state is about the largest in the Union.

Look through the advertising columns of Wallaces' Farmer and note the company your message will have. Look in the Iowa farmers' home and you'll find he is as great a buyer of home conveniencescomforts and luxuries as any city dweller.

Advertise Now

Now is the best time of the year to advertise in Iowa. The farmer is attending fall fairs-his 1912 crop is one of the greatest in the history of the state - he has money to spend and will spend it freely this fall for his home improvements that have been delayed for two or three years back.

The Best Iowa Farmers Read

Wallaces' Farmer

More Iowa farmers pay their own money for Wallaces' Farmer than for any other Iowa Weekly Farm Paper. Its circulation is built up strictly upon the merits of the paper, and it is the only lowa, and one of the few farm papers, that has always required payment in advance for subscriptions, stopping when the time is out. It has a standing with its readers and a standing with its advertisers such as no other Iowa farm paper enjoys.

Read Its Editorials Yourself

Note the well founded information on agriculture that its readers have learned through years of experience to follow as their most reliable guide.

This is the personality that backs up your advertisement, and lends it added pulling power.

If you have a product for which there is a real genuine need, you can't overlook the farmer in Iowa, and your most practical and economical way of talking to him is through Wallaces' Farmer.

Write us for rate card.

The Goodyear Tire & Rubber Co., Akron, O., in its monthly publication-"No-Rim-Cut News," sets forth some very interesting items, and is a breezy little organ, well worthy of the product it represents, and the attention of those studying automobile tire and rubber questions.

Good Housekeeping calls its October issue the "Achievement Number," so named because of the effort made to present especially interesting and instructive articles by famous men and women. Good Housekeeping, as is well known, guarantees every article advertised in its pages to be exactly as represented.

Kendall B. Cressey, who for eleven years has been connected with the Philadelphia Record, has accepted a position as advertising manager of The Birmingham (Ala.) News.

"Motoring" is the name of the automobile trade publication just launched in Indianapolis, Ind. This is the first automobile paper of general interest that has been published outside the big centers of Chicago, New York, etc. "Motoring" is the successor of the Sportsman and Motorist, a trade paper formerly published in Indianapolis. Ray Leeman, for many years an automobile journalist is editor-inchief; H. G. Bosler, a man of broad newspaper experience, is business manager and Charles E. Bailey, an automobile advertising man for many years, is advertising manager.

The Albatross, published twice a month by The White Company, is an artistic, newsy little booklet, which keeps dealers and users of the White cars well informed as to the improvements which are constantly being added to this line of automobiles, the new models offered, and just what is going on throughout the mammoth plant at Cleveland, Ohio. That dealers appreciate this effort toward co-operation is evidenced by the number of complimentary letters received by the company since the first issue of The Albatross. The September 1st issue shows two of the new 1913 models with specifications. Illustrations of the White factory machinery are also shown. The Albatross is written to be useful to the sales organization, and if its present high standard of value be kept up, this organ will be greatly appreciated by all who have occasion to use

it.

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.

Beginning with the October, 1912, issue, the rates of The Home Instructor, Quincy, Ill., go up to 50 cents per agate line. Circulation, 125,000.

All reservations at the old rate for Motion Picture Story Magazine, Brooklyn, N. Y., expire with December, 1912, issue. New rate, beginning January, 1913, issue is $200.00 per page, smaller space pro rata.

The Ladies' World, New York, has raised its rate to $3.50 per agate line, based on a circulation of 700,000.

Gerald Pierce, of Chicago, has become part owner with W. J. Murphy in the Minneapolis Tribune, and commences his active duties there October 1st. In taking this action, Mr. Pierce goes back to "his first love," as it was in the advertising department of the Minneapolis Tribune nine years ago that Mr. Pierce did the first work that brought him into prominence. He will again devote his special attention to this department.

The September number of Advertising and Printing which, as is stated in an artistic manner on the cover, is "Devoted to the Common Interests of the Advertising and Printing Arts" is exceptionally attractive, and contains some practical and valuable advice worthy the consideration of all those interested in the subject. The booklet itself is an object lesson of what may be achieved by cold type and an eye trained to appreciate the psychological effect of contrasting tones and colorings.

J. E. Chasnoff, instructor in advertising in the School of Journalism at the University of Missouri, in a bulletin just issued, advises continuous advertising in reliable newspapers as the key to success for retail merchants.

An interesting editorial appears in the September Woman's Home Companion, an extract of which follows: "Can you imagine what existence would be like if all advertising were eliminated?

"It would mean more than the absence of advertising in the pages of periodicals and newspapers. It would mean that the grocer would not have his name or his business printed over his door or his window. The drug stores would not display the globes of colored water. The minister would not announce the topic of his next sermon nor the mid-week meeting from the pulpit. There wouldn't even be sign-posts at country crossroads nor on the street corners in towns and cities.

"If you should visit a strange community where there was no advertising whatever, you would realize how absolutely dependent you are upon advertising. If you wanted to go to a store, particularly the best store, no one could direct you, for that is advertising -word-of-mouth advertising, which is sometimes as important and as valuable as any other. Frankly, you would find it practically impossible to live without advertising, although you might manage to exist after a fashion.

"You may follow it through ever so many ramifications, and in the end you will find that advertising pays for the simple reason that it renders a service to you and me and to the man and woman next door.

Two Chicagoans were honored September 11, when the National Association of Union Ex-Prisoners of the Civil War at its annual meeting held at Los Angeles, Calif., elected D. W. Howe, of Chicago senior vice commander and J. M. Emery of Chicago executive commander.

An art commission to transform ugly billboard signs into high art gallery panorama is being contemplated by the Poster authorities. The outdoor advertising amendment reads "Laws may be passed regulating and limiting the use of property on or near public ways and grounds for erecting billboards thereon for the public display of posters, pictures and other forms of advertising." According to this amendment, an art commission may pass on outdoor advertising pictures in the same way that the city commission of musicians censor park concert programs. The idea of the billboard men is to elevate billboard art, to save it from being prohibited.

H. H. Bigelow, president of Brown & Bigelow, St. Paul, Minn., in a talk to sales managers, advised that it is "better to spend time making good men better, than in developing men who show that their chances for ultimate success are below 50 per cent." "There are too many good salesmen for a big firm to devote much time in educating a poor one," said Mr. Bigelow. "Let your competitor take a turn at the developing."

As a result of the Land Show in Chicago, the Hart-Parr Company of Peoria, Ill., sold nearly $40,000.00 worth of farm machinery. The M. Rumely Company, La Porte, Ind., sold $17,000.00 worth of farm tractors. Such firms as these and the International Harvester Company of America, Holt Caterpillar and the J. I. Case Company have found it profitable to make a big bid for business at the Chicago Show. All of which leads up to the statement that this year the Chicago Tribune will feature in pages, double pages, and even full sections of the paper, all the different agricultural divisions of the United States and Canada. The work will begin in September and continue up to and including The Land Show. The Chicago Tribune reaches 700,000 prosperous farmers, and judging from the foregoing statement of results, these special issues should prove good pullers on anything from matches to machinery.

Wm. F. Parkhurst, of Atlanta, Ga., formerly connected with an advertising agency of that city, to become southern advertising manager of the Orange Judd Company's new pub

Wm. F. Parkhurst.

lication, Southern Farming, is a man exceptionally qualified to assume this responsible position. He has had experience all along the line, being at one time a reporter on the Atlanta Journal, as well as advertising solicitor for the same paper. He devoted a year of his time to special write-ups for Atlanta dailies and San Antonio papers and later conducted his own copy shop. His presidency of the Ad Men s Club of Atlanta has given him close contact with the South's advertising fraternity.

Mr. Parkhurst is a native of Georgia, having been born and reared in Atlanta. At the present time he is president of the Southeastern Division of the Associated Advertising Clubs of America and is very popular throughout the entire South.

It would seem as though the Orange Judd Company were extremely fortunate in getting the services of such a valuable man, and we predict a brilliant future for Mr. Parkhurst as well as Southern Farming.

The Fort Worth (Texas) Ad. Club held the first meeting it has had for several weeks, September 4th. Addresses were made and a large British Flag which had been presented to the Club by Chas. Frederick Higham of London, England, was displayed for the first time.

The L. L. Poates Publishing Company, 22 North William Street, New York, are offering a Complete Atlas of the World, bound in cloth, $1.75; and leather, $2.00. The size of the book is nine and one-half by six and three-quarters inches, very different from the large, flat books to which we have been accustomed. This book is easy to handle, and the maps are so arranged, each country and state shown by itself and covering two pages,-that points are easily located. Entire countries are sometimes given four pages. It is a splendid book for quick reference, and will no doubt, prove a great relief to those who have found the old-style, large Atlas heavy and clumsy.

The Morgan Park Academy Catalog and Year-Book, 1912-1913, is an artistic production, printed in duo tone ink on cameo plate dull stock. The half tones on the sepia toned stock in the blending tones of blue and brown produce a rich, bronze greenish color well adapted to the outdoor scenes displayed. The description of Morgan Park and the Academy cannot but appeal to the parents planning a boy's future, and the illustrations of the drills, the football teams, bowling alleys, etc., will awaken interest in the heart and mind of any boy.

Folders which have the appearance of a bank book are being sent out by the Denver & Rio Grande Railroad. The cover reads "The American Institute of Banking in account with Salt Lake City's Nearby Resort, Mining and Agricultural Points Reached by way of the Denver & Rio Grande Railroad. 1912." Inside the folder are the names of the places and the round trip fares, together with some interesting data regarding the different points mentioned.

The Kingman Plow Company, Peoria, Ill., are sending out a neat, substantial catalog printed on heavy glazed stock, which shows up the half-tones of the products to the best possible advantage. The entire book is strictly in keeping with the heavy farm machinery which it displays. The cover is of heavy green stock on which is embossed in black the name of the company and a design which might well serve as a trade-mark. The type is plain readable size, not crowded. Each cut stands out clearly and distinctly. It is a catalog with nothing superfluous about it, yet designed to immediately attract the attention of anyone interested in plows and farm machinery.