upon

Indeed, so strong is this influence adults of advertising in the juvenile publications that one big shoe company records that one-third of all the sales which it can trace to its juvenile-publication advertising is in men's shoes, in spite of the fact that its juvenile copy only runs a mere mention of the fact that it makes men shoes at all.

An interesting chapter in the Appeal to Children centers itself around the school room and is of the general nature of broad-educational work.

For instance, the Joseph Burnett Company, of Boston, making Burnett's Vanilla stumbled upon the possibilities of this kind of advertising propaganda in an unexpected manner. It found that it was the recipient of a great many requests from school teachers for samples of vanilla beans. These were wanted by the teachers for use in geography classes and the like when the products of the various countries were studied and when Mexico was reached, the home of the best vanilla beans grown.

For some time these requests for beans were filled in a more or less charitable mood. It was simply an accommodation and though the expense was not very great the trouble was not small and it was all charged up indefinitely to Profit and Loss.

But, finally, some one in the Burnett organization came to a realization of the educational possibilities in these requests. As a result. exhibits were specially prepared, which showel various kinds of vanilla beans, not of course without some modest mention of the Burnett extract thereon. A small booklet was also pre pared which went further into the subject and explained, in some detail, just what different kinds of vanilla beans there are and why some are better than others (incidentally these being the kind used in Burnett's Vanilla), their cultivation and how the extract is removed from them.

The educational value of this Burnett exhibit in the schools cannot be appreciated in a moment. It means that this exhibit presents in a strong way what is probably the first advertising appeal specially directed at most of the children who see and study it. The word "Burnett" becomes inseparably linked with "Vanilla Extract" in their thoughts and it sinks deep for their minds are plastic and re

This is addressed to those mothers of girls and boys who are beginning to be afraid that "music simply isn't m" their children, it's so hard to keep them interested in it

She practiced and she practiced -but she never learned to play

Surely, you never heard of a child who didn't love music. But practicing-that's another matter. Nothing is harder or more tiresome work-especially when there are other things going on-doll parties or ball games.

There's only one way to make practicing less hard and less tiresome-that is to keep in the front of your boys' or girls' minds, the fact that some day they are going to be good players, musicians,

But how?

Incentive! They should know what good music is and what good playing is. If you' could play and would play for them, they couldn't ask for a better incentive. They'd practice till their fingers ached to learn to play as well.

But you don't play. And that is why you need the PIANOLA Player-piano to give your children the incentive you yourself can't give them. Keeping up their interest will be the least of your worries when a PIANOLA Player-piano comes into your home.

Do you think, because anyone can play the PIANOLA Player-piano, that they will lose interest or become discouraged with their own efforts?

No! They will practice as never beforeto be able to do with their own two hands what the PIANOLA Player-piano does so perfectly. It is the greatest incentive in the world to make girls and boys want to be good players and try to be.

And then think of your world of beautiful music, of finished masterly playing, to offset the finger exercises and scales you listen to while your children are still beginners. When you go to hear the Pianela Player plane be sure you hear the prime FIANOLA-net just a player-piana. Pianodu does not mean any player planos It is our trade-marke There is a vast diference, na you will understand when you have heard the effer ts of the Metrostyle and Themist, two Carles Pianola Player pano features. The least expensive Tateda Flayer jane at se, giver you these and other release Pianola features that even the highest priced of other players cantot gite rou. We suggest that you rem! The Pardest a hook by Gustave Kobbé. for male at alt book stores Weshald be plass! to send you a copy with ear compliments if you will addres Department "D. THE AEOLIAN COMPANY

Aeolian Hall New York

ceptive. That connection is bound to be one which they will remember all their lives with profit to the Burnett Company. If it is ever supplanted, it will only be by means of herculean and expensive work on the part of the advertiser of some rival vanilla extract.

Colgate & Co. are doing a pioneer work in the school room in a different direction, linking up with the present-day movement for dental hygiene.

This company has three men on the road, two of whom are doctors of dental surgery, lecturing to the school children about the importance of the care of their teeth, and of course not failing to link this importance up with Colgate's Ribbon Dental Cream. It isn't always necessary even to mention the latter product by name, which might make the lectures of these three men objectionable to the school authorities. But there are ways around this little difficulty. When the matter of dentifrices is reached, it is perfectly feasible to produce a monster-sized tooth brush and a monster sized tube of this dental cream, made large for lecture purposes so it can be seen, as if it were the only such worth considering, and to illustrate how the cream is squeezed out flat on the brush. And there is usually no objection to the free distribution of small samples of the cream. Or cards can be distributed which are "Good for a sample of dentifrice" at a druggist's near the school. And naturally that druggist is only prepared with samples of Colgate's.

The advertising effect upon the minds of the school children is much the same as in the case of Burnett's Vanilla. In this case the first dentifrice to be advertised to these susceptible children is imbedded in their minds as the only one. Then, too, there is the advertising effect upon the mothers and families at home, when these children run home to exclaim: "Look, Mother-see what I have," holding up the sample tube of Colgate's.

A neat little booklet has been prepared, which is sent teachers. It contains two of the Colgate dental lectures for school children. No direct mention is made of the Colgate dentifrice nor even of the word Colgate. But most of the illustrations used in it are identical with those which have been used in Colgate dentifrice magazine copy and the connection cannot be other than perfectly apparent to any teacher who has had his or her eyes open. The cover of this booklet and a current magazine advertisement are here reproduced, showing how the scene at the right at the top of the latter is identical with that used on the former.

Another way of employing the Appeal to Children with adult effect has been by linking up with "Dolly." That is, a number of advertisers, where this has been practical, have offered in their advertisements to send miniature samples of their products for use in connection with the children's dolls.

For instance, the Cawston Ostrich Farm, of Pasadena, has been advertising for some time past in the magazines with this headline: "FREE-a Real Ostrich Feather for Dolly's Hat from the Famous Cawston Ostrich Farm." An appropriate illustration showing little girl and doll accompanies.

And notice the "look-ahead" advertising motif in the first paragraph, which reads as follows: "Sent with our compliments to our little girl friends to get them acquainted with Cawston Feathers now-so that they will know where to get the best feathers when they grow up big-like mother."

Similarly, in an advertisement here reproduced the Pittsburgh Dry Goods Company advertises to give away a free sample of its bed comforts. The text in this instance well il-lustrates that this company has the advertising effect of the free offer upon the mother, quite as much as upon the child, if not much more. It reads: "We want every mother in America to know about Merritt's Health Comforts, and, in order that they may see just what splendid comforts they are, we want to send a miniature sample big enough for a doll's bed-absolutely free."

Other offers of a like nature have been made by the Burson Knitting Company, consisting of a pair of Burson stockings to fit the doll; and by the Munsing Underwear people of a small suit of Munsingwear to fit Dolly.

This type of advertising via the doll has several valuable characteristics of its own, not the least of which is the all-important fact that because the sample is made to fit Dolly, it is bound to have a much longer life, and hence a much longer advertising worth, than the ordinary sample. The child will treasure it. And both the child and parent will see the sample again and again.

These are a few out of a constantly increasing number of uses of the Appeal to Children. Some advertisers are realizing what a few years lie between boyhood and manhood, girlhood and womanhood; they are realizing that the juvenile mind is perhaps the easiest to reach, to hold, to persuade of any; and that, once persuaded, it clings to its beliefs tenaciously, perhaps through life.

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HE weather of November and early December was very unusual in character. There were no storms to speak of, practically no snow of any consequence anywhere, and very few hard freezes. As a result it was possible for farmers to get their fall work done easily. In fact they are considerably ahead of the game.

Another month has substantiated the statement made in November that the corn crop of 1912 is a record breaker. It probably is not quite as large as indicated by the government report, as a number of the fields did not turn out quite as much as was expected. There was some disappointment in husking returns. This ran in streaks. In certain sections of central Illinois, for example, corn did not yield from three to four bushels per acre of what was expected. On the other hand in many sections the output was fully to the estimate, so that taking the United States as a whole the total production will be in the neighborhood of 3,000,000,000 bushels. The last government estimate was considerably over this. At any angle the crop is a magnificent one in quantity. The quality also is about up to the average. It is not as high as it was in 1906, for example, when conditions were unusually favorable. Frost caught some of the late fields and this resulted in a little soft corn, but the proportion of this kind is so small that it may almost be ignored. The price is moderately high, all things considered. In many places it is selling for 40 to 45 cents at the local elevator. This is lower than last year, and in consequence the farmers are doing the usual amount of kicking. On the other hand this figure is considerably higher than the average for ten years at this season, so that the growers will get a splendid return from the magnificent corn crop. Farmers are in good condition financially, and are not selling freely. This means a more even distribution and better gross returns in the end.

Growing Wheat Excellent.

The winter crop seeded in the fall of 1912 and from which the 1913 yield will be harvested

is in splendid condition. Almost everywhere the ground was full of moisture so that the seedbed was put in fine condition. The wheat was seeded at about the right time and since then the warm weather, the presence of an abundance of moisture, has given the plant an unusually good start. The young wheat plants almost completely covered the ground before growth was finally stopped.

Correspondents from every winter wheat growing state in the union report conditions as above indicated. Condition figures in the states which produce the bulk of the winter wheat crop are as follows: Kansas, 91; Illinois, 92; Indiana, 91; Missouri, 92; Nebraska, 95; Iowa, 94; Ohio, 93; Texas, 90; Tennessee, 91; Oregon, 99; Washington, 97. Taking the average condition of wheat in the entire United States, 92 indicates about the present condition of the growing crop. This is high, but what would naturally be expected with the favorable weather which has prevailed since the crop was put into the ground. In none of the large winter wheat states is the condition low, and in those where the plant is not in as good condition as might be expected the acreage is comparatively small. For instance in Kentucky the condition is 80, Minnesota 88, North Dakota 88 and Michigan 89. These states, however, grow only a small amount of winter wheat and even if the crop should be poor in these states the total yield would not be cut down very much.

The acreage of winter wheat is slightly smaller than last year. There were seeded for the 1912 crop practically 32,213,000 acres. This year the acreage is in the neighborhood of 30,000,000. Some of the states where wheat was so badly frozen out last year did not seed as much as usual. For example, in Illinois, which is a big producer of winter wheat, the acreage is only 75% of the normal, in Michigan it is 85%. With favorable conditions from now until harvest time next year, a record breaking crop of winter wheat is easily within the possibilities.