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It has been suggested that art, literature and psychology are being commercialized and put to base uses when exploited in the industrial

for the sale of goods and the winning of dollars. So far from this being true to the point of causing apprehension to the sentimental and romantic, why may we not venture the confidence that business will eventually be refined and elevated through the leav. ening influences of these great forces ? True art ought to have an ennobling influence on the mind of man in whatever circumstances it comes to his notice. Good literature ought to interest, please and instruct, even when its subject matter is

commercial product. The study of psychology, like the study of any other science, ought to appeal to man's intellectual nature, and bring him into closer touch with truth and the meaning of life. All these ought to exert a wholesome influence upon the busy world of affairs, as hitherto they have upon the world of retirement and contemplation.--Arthur Bumstead in Western Monthly.

Gleanings in Bee Culture

Medina, Ohio,
reports for the year 1906 a
gain of over 200 per cent in
the paid advertising over the
receipts of 1905. It also re-
ports contracts entered at that
date for 1907 from general
advertisers far in excess of
any previous year. The
sworn circulation for the year
1906 is 30,291 with an actual
counted subscription list De-
cember 21st of 26,549.

We do not insert any ques-
tionable advertising.

Particulars may be had regarding our rate, etc., with sample copy, by addressing any general advertising agency

or the publishers. The A. I. Root Company

Medina, Ohio


The art of selling is to make a man have confidence in you and in himself.-Star So. licitor.


Many a man would be saved hundreds of dollars by knowing how to say "no" at the right time—and mean it. All sorts of schemes are presented to advertisers, which the very face of them are not profitable, and which have no sort of argument which shows them to be desirable for the purpose of creating business. There is no substitute for the ability to say

It need not be said in a discourteous way, but it should be none the less sincere and final--and it will save time, trouble, disappointment, loss of money,

and ofttimes friends.-Our Silent Partner.


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The Opportunity of a Lifetime for Building Business in the South

Forty years, Mr. Advertiser, have not seen a time so favorable for pushing trade among Southern farmers and forty years more may not see another opportunity so rich with promise.

Two billion dollars - or in other words, two thousand million dollars — that in round numbers is the sum which the South has received for her last seven cotton crops in excess of what the preceding seven brought us - nearly two billion dollars, extra, or more than twice the capital of all our national banks — this much surplus turned loose in the Cotton States in these seven fat years, and the Southern farmers'

pockets now bulging with $650,000,000, paid for the crop just picked. There has never been a time like this for getting Southern trade, and the best way

to get your share of it is to advertise in


RALEIGH, N. C. The Biggest, Brightest and Best Southern Farm Weekly and the Livest Proposition in Southern Agricultural Journalism - a High - Grade Dollar Paper not to be Confounded with the Cheap and Fakish Sort. Circulation, 1904, 10,509; 1905, 13,583; First Half 1906, 16,823;

Last Half, 20,960 — and We Have Just Begun to Grow.

Gentlemen-It was my intention to spend about $80 with you, but since receiving your last communication I have decided to deal elsewhere. I am not in sympathy with the spelling reform movement, and when I waded through your letter and had to pause at "thru” and "thoroly," and "catalog" and "wisht," etc., I got mad and destroyed your price list.Our Silent Partner.


Watch a man's face when he finds a particularly attractive car card. It brightens, and you can almost see him making a mental note of the information it carries. That one gives him a zest for all the others in eye rangeFame.

Sometimes an advertiser thinks he has a pet scheme, and says: "I'm just going to try this out—I may want your help later." He generally wants it sooner.Battens Wedge.

A man who changes his views is not necessarily inconsistent. If he were, the man in the rut would be the only consistent man.The Star Solicitor.

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The following letter, sent to The Fourth Estate by one of its readers, contains a suggestion regarding the anti-coupon order which will prepare advertisers who have been using the coupon for an influx of postals next spring:

Sir: I am an admirer of Third Assistant Postmaster-General Madden in that I believe he has eradicated a number of abuses of the second-class mail privilege which ought to have been stopped long ago, but I now fear that, like many other reformers, he is aiming to go too far.

In your issue of November 17 the statement is made that Mr. Madden has issued an order eliminating the coupon from advertising matter, said order to become effective March 4, 1907, ruling that such coupons are either writing paper furnished the reader for his convenience or advertisements to be detached from the publication, and therefore, in either case, subject to third-class rates. I wonder if Mr. Madden has paused to consider what this order, if enforced, will do in the way of reducing the number of letters mailed under twocent postage? I venture to say that it will make a difference amounting to a vast sum per year in letter postage, as thousands of people clip these coupons and send them to advertisers at two cents per clip.

B. F. Bower.

Pictorial Review

(The Rising Magazine) 75 cents a line $100.00 quarter page $350.00 a page $450.00 back cover


853 Broadway, New York
140 Dearborn St., Chicago.

Many advertisers would gladly pay well for the services of one trained advertising man.

When an advertising agent offers to put a carefully organized and experienced force at

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an advertiser's service for nothing, it looks so much like a gold brick that he often gets afraid.---Battens Wedge.

Colman's Rural World

The Farmer's Stand-By”

Alive Fifty-Eight Years.


An influential paper, devoted to Live Stock, Horticulture and Agriculture; reaches, weekly, 50,000 wideawake and prosperous farmers.

It is the Best Advertising

Medium in the West.

The advice of Mr. G. P. Altenberg on Selling Machinery Abroad (Selling Magazine foi November), is of value to manufacturers who are developing or intend to develop foreign trade. A few of his ideas on the catalogue that is to go abroad is all we have space for.

Don't use the same line of talk in it that you do in the American book. The consumer over here is accustomed to standing for more exaggeration and more loose statements than foreigners will put up

with. Cut out the meaningless generalities and tell how the machine is made, how it operates, what kind of work it will do, and how much of each size of work it will do per hour, how it is adjusted from one kind of work to other, how long that takes, number of men required to operate the machine, speed, horsepower and floor space required, net weight, gross weight and cubic measurement when boxed for export.

All these facts should be stated accurately. This is the hardest thing for an American to do. When a machine arrives, the foreign buyer is in the habit of checking up every statement in the catalogue. If the machine is represented to weigh 5,000 pounds and weighs only 4,300, the buyer is entitled to a rebate for the shortage, the same as if he had bought it by the pound, and could recover such rebate in any court of Europe.

If the catalogues are intended for circulation on the Continent, all measurements should be given in the metric system, as in some countries the new generation doesn't even know what an inch is. The prices should always be stated in pounds, francs or marks, if catalogues are intended for circulation anywhere except in South America, where dollars will answer.

From now on too much attention cannot be given to South America. Spanish is understood everywhere there, although it is not the official language of all the countries.

A great development is now going on in South America. Factories are springing up everywhere. That continent is having a real industrial awakening, and for the next two or three years it is worth while for any firm seeking foreign trade to deyote itself specially to South America.

Progressive, energetic and sparkling with up-to-date farming


The Rural World has first place in the Farmer's Home

Rates low for circulation. Judge its merits by sending for a free sample copy.

Colman's Rural World,

St. Louis, Mo.

* In my

C. D. Colman, Eastern Representative. 1706 Flat Iron Bldg., New York City, N. Y.

A recent remark by Dr. Van Dyke, the eminent educator, should be promptly applied by every writer of advertising literature. opinion," he said, “the best way to learn to write good English is to read good English. Books of grammar and rhetoric are of comparatively little value.”

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