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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.

ON'T do yourself the injustice

of overlooking 200,000 Buyers

(More than 800,000 readers)
A Postal Canvas shows that
about Nine-tenths of Pictorial
Review subscribers read no
other woman's magazine.
Your ad should appear in

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.

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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


Forty-third Year The Farmer's

and Planter's Guide

has entered on its 43d year of publication. It is progressive, vigorous and successful.

Advertisers cannot reach the best farmers of Maryland without using his publication.

Published monthly; circulation 20,000. George O. Grover, Publisher,

Baltimore, Maryland.

25th of each month. Farm Life, 1322 Wabash Ave., Chicago, Ill.

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

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The advice of Mr. G. P. Altenberg on Selling Machinery Abroad (Selling Magasine for 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 another, 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 awak. ening, and for the next two or three years it is worth while for any firm seeking foreign trade to devote itself specially to South America.

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

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.

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. “In my 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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Some advertisers are misled by that name. They say, We do not make Threshing Machines.” No more do the majority of advertisers who use space in this big, ably-edited, aggressive publication, and benefit largely by so doing.

If you want to make your advertising count, send for a sample copy and investigate.


Keep Tab on Your Advertising

The American Thresherman,

Madison, Wisconsin.

You can get an Advertising Record, enabling you to keep track of daily inquiries, sales, and cost of same, for each publication you use. The most complete system ever devised. Sent free either with renewal of subscription to AGRICULTURAL ADVERTISING, or for a new subscription. Subscription price 50c for one year, or three years for $1.00. Address


156 Wabash Avenue, Chicago


Anybody who reads carefully will almost unconsciously acquire the habit of writing correctly. Moreover, his work will impress his readers as being far more spontaneous than that of the writer who has the rules of grammar and rhetoric ever in mind and works strictly according to them.-Profitable Advertising.

The Greatest Circulation

ever attained by a Farm Weekly south of the Ohio River.

The Inland Farmer

Told at Forty

By An Employe Things look different at forty. I know, for I am writing this on my fortieth birthday.

Life isn't any more serious than it ever was-perhaps it is less so. Surely, it is nothing like as much of a problem. Surely, too, it is more comfortable.

You see, I am an employe--one of the millions who get pay envelopes from somebody or somebody else every so often.

I have always been an employe, and suppose I always will be.

Somehow, there doesn't seem to be enough employing to do for all of us to have a chance

of Louisville, Ky.

Leads in every feature that makes a medium valuable to an advertiser. Press work, paper stock, editorial and literary features, quality and quantity of circulation.

at it.

Its circulation is in the South, right in the

very heart of prosperity.

Exceptional Business Opportunity

I want a live business man to take the secretaryship and sales management of a going and growing manufacturing specialty business, Must be able to invest from $15,000 to $20,000. The business has 3 been established fifteen years, has grown up from nothing and is now on a solid, paying basis. It's well advertised from coast to coast. Its stock recently sold for 50 per cent above par. Present Secretary retiring from business. It offers an exceptional opportunity for a lire man. For par- 3 ticulars address G. F. T., care of y Agricultural Advertising,


And, besides, most of us don't know enough to do employing.

Yet nine-tenths of us feel that we are superior to the men who pay us, and we criticise their methods and their actions.

Not openly--more's the pity. I believe the average employer would be glad to hear decent criticisms, decently made.

We sneak. We tell the other fellows in the place and our friends outside, how "slow" and "mean" and so on the boss is.

And we are forever going to quit when we "get a good chance."

But we don't often quit-unless we get "fired”-for a good chance rarely comes to the sneak and the backbiter.

But we don't get promoted or "raised," either--because our think-boxes are so filled with meanness that there isn't room in them for the honest thought that leads to better things.

Or our initiative has become paralyzed through fear that we are doing too much for the money we get; or atrophied through plain lack of use.

Often, too, we become obessed (suppose you look that word up) with a notion of our indis. pensableness.

Then we're moored to a mud bank, and some stormy day we drift away to nowhere.

When I began to work I didn't see any of these things quite this way--didn't see some of them this way at all.

Of course, I wasn't forty then. But I was on the way to it.

So are you, my brother-unless you have reached it or passed it.

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