that by trading with them we keep our money at home, we seldom stop to consider how too true this often is. They should keep at home only a legitimate profit. They tell us they are selling just as cheap as they can to come out whole. Also, most of them tell us they lose hundreds, and even thousands, of dollars yearly through the credit busi

ness.

"From these facts we may form certain conclusions: First, if our merchants' books balance on the right side, we undoubtedly pay for the delinquent credit man's goods. Secondly, if they are selling on a cash basis, they should keep at home only their profit on the goods sold. The remainder should go to our wholesale city merchants.

"I recently received a bill of goods from one of the firms advertising in Farm and Fireside, and was well satisfied with every article. If our editor will allow me space, I will give some

Speaking of Illinois

Did you know that the total value
of Illinois farms was more than
that of any other state; that
Illinois farmers were the best
and wealthiest in the country?
It's a fact. And you can cover
Illinois by using the Farmers'
Review.

Farmers' Review

Just the kind of a farm paper
that the farmers like. Easily
read, neat in appearance and
filled with practical information
for the farmer. Keeps its ad-
vertising columns clean, none
but reliable advertisers allowed
to use it. Its readers are buyers.

Farmers' Review

355 Dearborn Street, Chicago

ADVOCAH

A NEWSPAPER FOR FARMERS, LABORERS AND HOMES

always brings results
to its advertisers.

Circulation

is the basis of an ad-
vertising medium's
pulling power. In the
matter of circulation,
The Farmers Advo-
cate offers both
quantity and quality.

We do not give our paper away, neither do we hire people to take it

Over thirty thousand
people pay $1 per
year for the Farmers
Advocate because
they want to read it
-they look upon it
as a household ne-
cessity. Your adver-
tisement in our paper
carries influence as
well as publicity.

ONE HALF

The

of the season for profitable
advertising in the GREAT
SOUTH has passed.
busiest half is yet to come
and the months of February,
March, April and May mean
much to the general adver-
tiser in the

Home and Farm

territory. This great journal,
published semi-monthly at
Louisville, Ky., is steadily
increasing its advertising
clientage. It has been fore-
most with the advertising
public and the favorite farm
journal in its field for thirty-
one years.
Its half million

readers accept it as the agri-
cultural authority; they have
confidence in the advertise-
ments appearing in its col-
umns and rely upon the
paper's management for the
names of dependable firms
from which their supplies
are to come-supplies for the
farm, field and household.

ADVERTISERS

in this famous paper have the
assurance of a bona-fide cir-
culation at the right rate.
No other farm
paper or
combination of papers in the
South can give the adver-
tiser such wide publicity for
so little money.

Write For Rates and Sample Copies

and place your advertise-
ment in HOME AND
FARM during the season
when Southern money is
most plentiful. Address:

HOME AND FARM

Louisville, Kentucky

CHICAGO OFFICE: 1736 First National Bank Building EASTERN OFFICE:

725 Temple Court Building

plain figures.

The goods delivered to me at my nearest railroad station cost $14.39, including everything down to my stamps. On pricing the goods with my local merchant I found I had saved $3.81 clear. I feel as though I can keep that saving at home just as well as my home dealer."

From practical experience Mr. Hicks has found out some of the reasons for the marvelous increase in mail order business. Mail order merchants buy and sell for spot cash. They have, therefore, a great advantage over local merchants who sell on credit. In order to enlarge their trade the mail order merchants share the advantage of the cash system with their customers, by selling them goods at lower prices than the local merchants demand. The credit system necessarily means higher prices all around than the cash system.

Again, the credit system usually involves bad debts. Unless the local merchant can make his good customers pay enough extra to cover his losses from delinquent customers, he fails in busi

ness.

Cash customers are getting tired of paying their local merchants for goods delivered to people who don't pay. In fact, it is contemptible meanness for a merchant to saddle his losses on honest customers who pay for what they buy. Under such a system of business, pay customers are up against the dishonesty of both deadbeats and of debtshifting merchants.

Of course, the local merchants are up in arms against mail order houses, parcels post and new conditions that tend to relieve cash customers of the double burden imposed on them under the credit system. Under this system, honest customers feel that they are actually being cheated, and they are more than justified in buying where they can save money to keep at home where it belongs in their own pockets.-J. C. Barnett, in February Farm and Fireside.

Because

The Farmer's Guide

is a

Safe Guide

it is endorsed by the Best Farmers in Indiana and adjoining states

Because

The Farmer's Guide
Has Unusual Merit

its circulation is increasing
at a rate that is gratifying
to its management, and sat-
isfying to its advertisers.

Because
The Farmer's Guide
Pays Advertisers

it carries a fine volume of
the choicest business, and
finds it easy to renew con-
tracts.

Because
The Farmer's Guide
Wants Your Business

it advertises the above facts,
and invites you to verify its
claims of superiority. It will
pay you to help make this
advertisement pay.

The Farmer's Guide
Huntington, Indiana

A History of Agriculture

Mr. Philip H. Hale, editor of The National Farmer and Stock Grower, of St. Louis, Mo., has just issued a neat hundred-page booklet, in magazine size and form, containing one hundred illustrations, which he calls The Date Book History of Live Stock and Agriculture. Each historical item-and there are about 3,000 of them-is arranged according to the date when it happened, and the book certainly contains a vast amount of most interesting information concerning the origin, growth and development of agricultural pursuits and live stock raising. The illustrations are very fine, all relating to the subjects in the book. Send Mr. Hale 25 cents for a copy of the book and you will prize it highly.