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Established 1894. Devoted to the Study of Every Phase and Medium of Advertising and Business
Promotion, Published by Long-Critchfield Publishing House, Chicago, Illinois. Entered as second-class
matter Oct. 11, 1899, at the Postoffice, Chicago, Illinois, under Act of March 3, 1879. Subscription price,
50 cents per year, Foreign subscriptions, $1.00 per year.
LONG-CRITCHFIELD PUBLISHING HOUSE, Publishers.
D. HERBERT MOORE, Editor
Publication Office: Brooks Bldg., Chicago
Eastern Office: Flatiron Building, New York
TABLE OF CONTENTS
The Net Value of Conventions.
The "Get Together Idea" in Business.
The Real Education for Efficiency..
The Advertising Lesson in the Chicago Daily Newspaper Tie-Up
The Dallas Convention.....
What the Farmers of America Offer to the Advertiser.
.By D. L. Taylor 23
How Western Electric Advertising is Building a Great Electrical Department Store..
.By J. George Frederick 27
The Smile of Commerce.
..By John Waller 29
Growing Crops a Little Late but Doing well.
The Inter-t'rban Trolley and Rural Advertising.
By Waldon Fawcett 35
The Harpoonist ...
.By Our Staff Dyspeptic 39
The Presidential Year Bugaboo.
By William Lessing 42
Receipts for Purchases..
By Hollis W. Field 43
The Newspaper Field..
Some Sidelights on Copy Technique.
.By Irwin Spear 48
In the Magazines....
. By Walter Ourens 50
"Curlycue" Advertising and the Bed of Procrustes.
.By 0. N. Looker 53
The Fortune of Misfortune..
.By Edırard S. Babco.t 54
Personally Conducted Tours to the Business Homes of Men Who Have Made Good. ...By J. B. Dignan 55
Publicity Is Not Advertising.
By Orson Grares 56
The Functions and Influence of the Agricultural Press.
By T. D. Harmon 59
The Off-The-Street Club Ball Game....
Observations on Advertising...
By George F. Burba 62
W. R. Emery, Candidate for President of Central Division of the Associated Advertising Clubs of
Wayside Thoughts on Advertising.
.By F. E. Dayton 66
McKelvie for Lieutenant Governor.
Mainly About Media....
Focusing the Pictorial Appeal...
By Harturell Mason 72
The Courage of the National Advertiser.
.By Robert Frothingham 76
The Fishing Fever......
At the Ad Clubs...
Organization Needs of Retail Advertiser.
.By Julius Schneider 82
The Net O' Things....
Alterations to be Noted in Taylor's Digest..
Only one of the women's magazines gained
in advertising volume over April a year ago:
that one was PICTORIAL REVIEW.
Only two women's magazines gained in
advertising volume over May a year ago.
PICTORIAL REVIEW showed an
increase of 3,500 lines
Month after month, in circulation as well
as in advertising, PICTORIAL REVIEW con-
tinues its great progress.
Excellent literature, and fine illustrations;
strong household departments; human interest
editorials; the Howard Chandler Christy serial
covers; and above all, its illustrations and de.
scriptions of the famous PICTORIAL REVIEW
Patterns-a feature no other magazine can publish or
approach- no wonder that the circulation is now consider-
Established 1894. Devoted to the Study of Eve y Phase and Medium of Advertising and Business
Promotion. Published by Long - Critchfield Publishing House, Chicago, Illinois. Entered as second-class
matter Oct, 11, 1899, at the Postoffice, Chicago, Illinois, under Act of March 3, 1879. Subscription price,
50 cents per year. Foreign subscriptions, $1.00 per year.
The Daily Newspaper for Quick, Definite Action..
What's Wrong with Financial Advertising..
What Advertisers Learned Down South.....
How the Ingersolls Have Sold Thirty Million Watches
By J. George Frederick 16
You and Your Work..
.By Eduard S. Babcos 17
Crop Outlook is quite Satisfactory....
Editorial Policy and Advertising Results.
By Martin Graham 21
.By Our Staff Dyspeptic 23
Daily Newspaper Nearest Approach to Ideal Advertising Medium..
. By Joseph H. Appel 27
By B. Adams 30
The Position of the Religious Press in Advertising Campaign in Relation to Distribution. By J. F. Jacobs 31
Advertising Men Plan Big Social and Charitable Event
The Effectiveness of Failure..
.By Oliria B. Strohm 38
Efficiency in Distribution..
By Velrille W. Vir 39
Honesty in Advertising...
By T. W. LcQuaite 41
Territorial Expansion by Means of Newspaper Advertising
By C. T. Logan 45
The Strength of the Daily in the Medium Sized City
By G. Logan Payne 47
Mainly About Media...
The Thief Who Deliberately Steals the Newspaper Advertiser's Plunder- and Part of His Profit. 55
The Net 0 Things...
To Advertising and Sales Managers.
At the Ad Clubs.....
The Power and Field of the Agricultural Press.
By R. L. Hill 63
Alterations to be noted in Taylor's Digest..