The Sunset Lines are using motion pictures to advertise the choice scenery and industries along the Southern Pacific Lines. Pictures of Texas farms, picking cotton in Texas, hog raising, dairying and many other pictures of interest will be taken and sent broadcast over the country. The film factory has been put into operation in the Southern Pacific building in Houston.

The compilation of Crop Reports from the Northwest 1912 Revenues will be a Billion Dollars, according to careful estimates made by The Farmer, St. Paul, Minn. A bulletin sent out by this magazine states that "the farmers of Minnesota, the Dakotas and Montana are harvesting right now field crops estimated as worth $550,000,000. This is an increase of $160,000,000 over the crop value of 1911. The live stock products of these states in 1912 will be worth in cash at least half as much as field crops. The farmers of these four states will have, in consequence, three-quarters of a billion in cash on hand by January first, 1913.

"The farmers of Northern Iowa and Western Wisconsin will produce crops and livestock products worth at least $250,000,000. L. S. Donaldson & Company, leading merchants of Minneapolis, have compiled an estimate from the most reliable sources showing that the farmers of the Northwest, including Washington, Oregon, Idaho and Wyoming, will harvest 1,126,370,000 bushels of grain and potatoes, worth $763,688,500, which is one-fifth of all the money in circulation in the United States and means fifty per cent more money for Northwestern farmers than they ever had before." From this brilliant forecast it is reasonable to expect that greater returns will be realized from advertising covering this territory than ever before.

The Dairy Cattle Premium List sent out by the National Dairy Show Association for its Seventh Exposition is worthy of the best efforts of all dairymen interested. The exposition will be held at the International Live Stock Amphitheater, Chicago, October 24th to November 2nd. The capacity of the building is 10,000 people, the total floor space 243,080 square feet. This show stands for the highest achievement in the arts of breeding, feeding and fitting the dairy cow and desires to encourage in the extreme, perfection in type and the maximum of

which is spherical, 8,000 cubic feet capacity and captive, was used first at the annual meet of the Federation of American Motorcyclists. It was sent up from the middle of the track and from the basket at a height of about 300 feet, an announcer gave the results of the races through a large megaphone to the crowd. The balloon and large pennants reading "Goodyear Motorcycle Tires" created an impression and received considerable favorable comment in the trade papers. The Goodyear people expect to take it to other Meets and Conventions during the year.

HOGS ON TOP

The American Swineherd reaches,
every month, the greatest money-
making farmers in the U. S. They
are buyers. Advertising rates rea-
sonable. Write Taylor-Critchfield

Company, or
American Swineherd, Chicago, Ill.

Fred H. Ralston leaves his position as West ern manager of the Butterick Publishing Company, to become General Sales Manager of the same Company, with headquarters in New York. His new position, which is a promotion, is perhaps as important as any in the

Fred H. Ralsten.

profession excepting that of an official head of a company or one of the principal officers.

Mr. Ralston was born at Pinckney, N. Y. After a high school education he attended the Wesleyan University, Middleton, Conn. At the age of 24 was athletic director of Hamilton College at Clinton, N. Y. He became a journalist soon, purchasing the Times at Lowville, N. Y. In 1899 he sold this paper and went to Cincinnati to take charge of the college, private and high school departments of the American Book Company. In 1905 he became connected with the Library Bureau of Chicago. and in October of that year he went with the Butterick Publishing Company. He was soon made the Western manager, his territory taking in everything west of the Ohio river. Mr. Ralston has made for himself a splendid reputation as a business getter, merchandising and advertising man, and it can be safely said that he is one of the best contributions the West has made to the Eastern fraternity.

At a meeting of the National Sales Managers' Association held in Minneapolis, Minn., August 20th, the following officers were elected: H. H. Bigelow, president; J. E. Spencer, third vice president. The other officers elected are: E. D. Gibbs, Philadelphia, first vice president; George H. Eberhard, San Francisco, second vice president; C. H. Ashton, Omaha, secretary; Robert B. McGowan, Cincinnati, treasurer. The next convention will be held at Philadelphia, Sept. 6, 7 and 8, 1913. Annual dues were fixed at $4.00 per year.

A Farewell Testimonial Luncheon was given to Mr. A. H. Messing, Assistant Publisher and Manager of the Chicago Examiner, in the Banquet Hall of the Chicago Athletic Association, on Thursday, September 12. After a successful service of nine years. Mr. Messing severed his connection with the Chicago Examiner, and this luncheon was tendered him on the eve of his departure on a world tour.

The Brooklyn Daily Eagle tells a story in word and picture how a modern newspaper is made. The reader is taken from 1841, the time when the Brooklyn Daily Eagle was founded, down to the present day when the plant is equipped with every modern device that makes for the rapid production of a thoroughly high-class newspaper. The newspaper is interestingly described at each stage of its making-illustrations of each department are shown, and the story told in such a manner that one has a feeling of having actually witnessed the entire operation. The booklet has an attractive appearance, and is both instructive and interesting.

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 August, 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 7th day of September, GEORGE N. AGATE, Notary Public.

1912.

Don't You Want Proof?

Most advertisers know they can get the biggest returns from the biggest state by using

Texas Stockman and Farmer

of San Antonio, the best farm paper
in the state. Write us.

A

T the close of the Dallas Convention, the writer made an extended trip along the Atlantic Seaboard and through the Middle West, and was more impressed than ever of the value of the educational work of the Associated Advertising Clubs of America.

In almost every instance where we find a club that is progressing, that has a good attendance at its meetings, that is taking an interest in the national body, and is working for the uplift of advertising, we find also that this club is pursuing the educational course as laid out by the committee.

To win a race or a battle you must have a goal. There must be a rallying ground. Educational work should be the objective point of all clubs, for this is the force that not only welds the members together, but it furnishes the power that keeps them going. Just as a business to succeed must have a fixed policy, so must a club have a definite program. We all know that spasmodic or haphazard advertising does not pay.

Our clubs must have a plan of action, and nothing should be allowed to interfere with this important work.

Advertising seriously needs two thingsmore knowledge on the part of the advertiser and more confidence on the part of the public.

The educational work is sure to make the advertising man more efficient, as he learns through the interchange of ideas how he can better serve his employer. By helping such individual member of the clubs we are therefore making advertising more effective.

At almost every meeting of advertising men honesty and efficiency are in the last analysis the keynote of most speeches. The writer of advertising, or the advertising manager, who hears these essentials drilled into his ears, is more apt to give consideration to every statement made in his advertising, and this means more believable advertising.

In these days of enlightenment the public is placing more faith in advertising. As the years roll on this confidence is going to be more deeply rooted. I fully believe the day

will come when most all advertising will be taken at its face value and no advertiser who falls short of the straight truth will be able to stand the pressure.

In substance, these are the arguments that our educational committee used in its crusade of forming clubs on the Pacific Coast. They organized a flying squadron, which visited a number of cities.

First, we had influential men call a meeting for some evening, and invite the merchants, manufacturers and advertising men to assem ble that they might see the necessity of an advertising club in their community.

Our committee would visit the town. Four to six speakers would cover the work of the A. A. C. of A. and show what it was trying to accomplish. To many of the business men it was a revelation.

In each city active clubs were formed and some of them got right into the spirit of the work. We built our case on education and whatever success was achieved on this coast can all be attributed to the work of the Educational Committee in giving us material with which to convince the business men and advertising men of these towns that great good would come from a local ad club.

San Francisco has long had an ad club, but the real active work did not commence until we took up the educational course. Members who were coming occasionally we soon found were attending every meeting. Merchants and manufacturers whom we previously could not interest in our association, were glad to come and hear the messages which our members delivered. Business men who thought it was an organization for fraternal purposes quickly realized that it was a body working for their good, and it was not an infrequent case when some merchant called upon our secretary, or upon some member, who had made an address and asked for a copy of the article.

It was through our educational work that we enlisted the support of the mercantile interests in San Francisco for our "On to Dallas"

campaign.