The irresponsible advertiser will be subjected to an inquiry into the nature of his business, by the publisher, before he is permitted to use the space for advertising and he will be thus checked at the outset.

For self-protection a publisher may exact a guaranty from the purchaser of his space in the same manner as a dealer now demands a guaranty from his manufacturer under the Pure Food Law. This will necessitate an inquiry into the character of the advertiser, and will act as a check, not only upon the initial crime, but upon the repetition of frauds, time after time, by the same persons, operating under different names.

The fact that he will be forced to make an inquiry into the business of his client need not subject the publisher to any greater inconvenience than every seller of merchandise is forced to undergo when making inquiry into the trustworthiness of his customers who desire credit. And it will be seen, too, that the publisher cannot only prevent false advertising, but can profit by the work of preventing it.

For there need be no fear of a reduction in the amount of space used by advertisers. They must advertise, and they will advertise even more than ever, because their advertising will yield better returns than before.

A law put in force in every state in the Union, through the efforts of our Advertising Clubs, will mean that Advertising, as such, will thus obtain for itself the best possible advertisement, for every man, woman and child will thus be brought to know that a statement made in an advertisement must be true by the force of the law.

Is it not reasonable to predict that when the public has such cause to believe in the truth of an advertisement, that the selling power of advertising will be multiplied a hundred fold.

The argument offered me that those magazines, newspapers, or publications which have already purified their pages,

do not show a better result than before, goes but to prove that until all advertising is made amenable to the law, until all advertising is made honest, the honest advertiser must suffer from the general distrust of all advertising.

Advertising is in its infancy. Its future growth is dependent upon the manner in which we nourish it and upon the purity of the atmosphere in which we maintain it.

As a remedy for some of the existing deterrents to growth I propose the enactment of a law in each state and also by Congress, to read nearly as follows:

"An Act Prohibiting and Providing Penalties for False, Fraudulent, or Misleading Advertisments "

Be it enacted by the Senate and House of Representatives for the State of as follows:

All persons, firms, corporations, and associations, are hereby forbidden to print or otherwise to produce, publish, circulate, display, or transport any fraudulent, false, or misleading advertisement or advertisements, and violation hereof, shall be punishable by imprisonment in the penitentiary for a term not less than two years, nor more than five years, or by a fine of not less than five hundred dollars ($500.00) or by both such fine and imprisonment, in the discretion of the court, provided that in a case where the violation is for the sake of direct profit as by pay for publication, transportation, the like, said fine shall always be of an amount not less than three times the amount of such pay, unless treble such pay should fall below the prescribed minimum fine of five hundred dollars ($500.00).

or

This form is simple and comprehensive and I think will cover any form of advertising which can be produced. In its simplicity lies its strength.

I call upon every honest advertising man in the United States to lend his aid, that this or a similar law be passed in every state of the Union.

It will mean not diminishment of the revenue of any paper, or other publication, but an increase.

It will mean not less advertising, but more advertising.

It will mean less unwritten advertising, but more printed advertising.

It will mean the establishment of the confidence of the public in printed advertising.

It will mean that the legitimate business man will not be ashamed to have his advertisement appear in any publication, for the illegitimate will be eliminated as a factor in advertising.

It will mean that every dollar expended in advertising will be an investment, not a cost.

It will mean a reduction in the selling expense of every business house in the United States.

It will mean that printed advertising will take a position as a selling force, nearly equal that of the salesman.

It will save millions to the consumer through reducing selling costs. (The present excessive cost in proportion to results is paid by the consumer.)

It will add to the salaries of the skillful advertising man through increase in the demand for his work.

It will mean that three to four hundred per cent profit on merchandise will

not be necessary in order to permit expenditures for advertising.

It will mean that the legitimate business house, selling staple goods on small margins, can afford to advertise and will advertise.

It will mean fairer competition through mitigating the evils of false representation.

It will mean improvements in quality of merchandise and the promotion of competition on points of true merit.

It will help the retail dealer, by protecting him from undue exaggeration or false or misleading advertising, on the part of some of the mail order houses and his local competitors.

It will support honest standards in every industry, and is a logical sequence to the Pure Food Law.

It is a measure to benefit business men, to benefit the public and to benefit advertising. It is an honest measure for honest men.

Will you help?

Association. No man has contributed more to the uplifting of the association than has this earnest, able and tireless worker. It is a pleasure to here record this fact. Mr. Curtis also gave the Reliable and his incubator interests attention and found time to meet a host of friends."

The finest exhibit on this "Midway" of the show this year was that of the Cyphers Incubator Co. of Buffalo, N. Y. Their handsome booth was easily the center of attraction.

A number of their incubators and brooders were shown in operation, and as usual the motherless chicks were admired by the visitors, especially by the ladies and children. The newly hatched broods of chicks did not act a bit like

motherless ones. They cheeped cheerily, and scurried around the miniature gardens arranged for them, in a most creditable way.

This exhibit of the Cyphers Incubator Co. was planned by Mr. F. S. Jones, western manager for the company, whose place of business is 310 Fifth avenue, Chicago. It was voted the finest exhibit of incubators ever planned for this show.

The halftone from photograph appearing herewith gives but a poor idea of its artistic features and effectiveness. Both the Cyphers Incubator Co. and their western manager are to be congratulated on its success as a point of attraction, and a good advertisement.

Ο

N the morning of January 30th, fire destroyed the New Sawyer Building, which was erected about three years ago.

This building contained the offices and mechanical plant of the Sawyer Publishing Company, the American Home, and the Home Queen.

By good work on the part of the fire department, the valuable presses were saved, and will be moved to the old Sawyer building, which, fortunately, was not injured by the fire.

The American Home and the Home Queen for February had been mailed, and the plates for the Sawyer Trio were in the electrotype foundry, which is in the old building.

Through the kindness of Gov. Hill, of Vickery & Hill, arrangements were made to promptly print Sawyer's Trio on their presses.

This will make a delay of only a few days, in getting it into the mails.

The immense, three-story vaults withstood the fire in splendid shape, and when the doors were unlocked, after the fire, the contents were found intact. This was fortunate, for in them were stored the names and addresses of subscribers, and the 1,600,000 mailing stencils. Of these 300,000 are paid subscriptions of American Home, 300,000 of Home Queen, and over 1,000,000 of the Sawyer's Trio.

The Sawyer publications cover only paid subscriptions in their guarantee of 1,600,000 copies. The sample copies sent out, may be said to be "velvet" for advertisers.

Plans for rebuilding are being drawn; until such time as the new building is erected, work will be carried on uninterruptedly, in the old Sawyer Building.