and buying units of the modern world. If homes, therefore, are the necessary basis of an enduring market, that advertising is best for making such a market that most surely and effectively reaches homes. And here, gentlemen, you come to the rock on which the magazines rest their argument for advertising. The American magazine is made. for the American home-not for the office, not for the store, not for the factory, but for the home. If you see it on the subway train it is not in a man's hand being read-the daily is there, hurriedly scanned before the next edition appears -but the magazine is on the way home to entertain and instruct the family for a whole month; and then in many cases it goes to the library shelves, often in the bound volumes.

Think of the intimate relationship that is established for the magazine in the home circle and consider especially how the knowledge of that relationship has deepened the publisher's feeling of responsibility. In a very real way the magazine publisher has come to feel that he is a trustee of the home, and that if he is true to his trust he must not permit his publication to bear an unclean thing upon its pages. In the Evening Post the other day I counted several whiskey advertisements. You will not find a whiskey advertisement in a single magazine of standing in this country. Objectionable medical advertising is almost the rule in daily papers, but even what are called the standard proprietary remedies are the exception in the magazines.

Pray do not imagine that the magazine publishers are a lot of Pharisees who think they are better than daily paper publishers. They make no such claim; but they do claim that they have had the perception to see how strong an obligation has been laid upon them by the American home and that they have tried to meet that obligation like men, in good faith.

Well, and what of all this-in what

way has this intimate relationship between the magazine and the home affected advertising? In the most natural, and yet in the most wonderful way, the world has ever seen since it began to read print. There has been given to the advertisement in the magazine almost the force of personal representation for the article advertised. The very acceptance of the advertisement for publication is considered by the home as evidence of quality-in fact virtually as a recommendation. Magazine publishers are reminded of this instantly, if an advertiser gets into their columns and fails to make good. The other day five subscribers to a magazine I know something about, wrote in and said that greenhouses they had ordered from a builder in the west had not been received. Of course, the first thing done was the immediate discontinuance of the advertisement. Then a letter was sent to the advertiser, saying that this had been done, telling him of the complaints received and asking that immediate and satisfactory attention be given them. The greenhouses are now being received, but the advertiser is still denied the use of the magazine's columns, and will be denied them unless he is able to establish a conclusive case as to his good faith.

Some months ago some pigeons were bought from an advertisement in the same publication and the buyer in Florida wrote to the publisher that they were not as represented. The reply he received was to send them by express to New York, where they would be judged by an expert pigeon-fancier, and if they were found to differ from the description in the advertisement, the money paid for them would be refunded. The judge decided that they were ordinary barnyard pigeons and not Belgian homers, as had been advertised, so the publisher promptly sent a check covering the purchase price to the man in Florida, returned the pigeons to the advertiser in Massachusetts and compelled him to repay the money. And from that

day to this his announcement has not been carried for fear that he might again deceive the magazine's readers.

Gentlemen, do you wonder that the millions of magazine readers have come to rely with such confidence in the advertising pages of magazines when their publishers accept the responsibility so seriously? And who can overestimate the value of that confidence as an asset in advertising? Think what a tremendous force it puts behind the magazine advertisment, giving it, in a very real sense, the sanction and support of the magazine itself. Surely, here is one of the chief reasons why magazine advertising can be counted on to make a broad and enduring market for every good article that appeals to the home.

This intimate relationship between the magazine and the home, for which it is made, has not only given to the publisher a feeling of responsibility and to the reader a corresponding confidence, but it has led, it seems to me, to good business principles. For example, there have come absolute stability and equality in rates among all magazines of standing. There have been set up high standards for agency recognition, which require not only capacity and experience, but character. There has been this rising tide of sentiment for cleaner copy and yet ever cleaner. There has grown a quiet and efficient organization called the Quoin Club, which is at once an illustration and expression of magazine principles. Without the peal of a trumpet or the beat of a tom-tom it has been living the simple life till it should

find itself. Now it has reached the point where it may very likely become the most potent force in the sane and wholesome development of modern advertising. And, gentlemen, through all of the woof of this growing magazine fabric there has been spun, often unconsciously but none the less distinctly, a fine deference for the American home, whose

servants we are.

Is the advertiser a beneficiary of all this? Ask him, for he is the high court to judge our case. He will point you for answer to the fact that his patronage of the magazines has grown altogether out of proportion to his patronage of any other medium for reaching the home. It is a commonplace to say that the advertiser, through his patronage, has endowed art and literature and independent discussion, making of the American magazine the greatest periodical the world has known. And although this patronage has not been philanthropy, but business, still it is true, none the less, that Maecenas was not more the patron of Horace than, in effect, the American advertiser is the patron of art and letters. What an endless round of cause and effect we find here. The magazine reaches the home, and because it does, the advertiser uses it. This enables the publisher to improve it, and to reach more homes and yet ever more, his advertising patronage enlarging with every edition. The result, gentlemen, is the American periodical of the twentieth century, independent, strong, beautiful, doing its work of enlightening the world.

from New York or San Francisco and consign the shipment to some house in Sydney which makes a specialty of wrapping and addressing. If this plan should be carried out the duty might be prepaid or the necessary papers, together with the amount of duty, payment for wrapping, addressing, and posting, and the list of names and addresses should be mailed to the consignee. For the information and convenience of any exporter who may desire extensively to circularize the trade, and whose object might be defeated if it were necessary to make arrangements through a correspondence requiring at least two months, attention is directed to a firm at Sydney, whose name is on file with the Bureau of Manufactures. It has branches in all the principal cities of Australia and New Zealand. The general manager assured me that the Sydney office or any of the branches will attend to all landing charges, and wrap, address, stamp, and mail the catalogues on receipt of the letter of instruction and the necessary remittance. The charge for wrapping and addressing would be 12s 6d, or approximately $3.12 per 1,000 in American

money.

Full Postage Should be Prepaid

Great care should be taken to avoid

short postage on Australian letters. Carelessness of this kind is a source of annoyance and no little expense to the business men of the Commonwealth, and they express opinions of such methods in no uncertain terms. They insist that there is no excuse for American houses making these errors, and, as an object lesson, point to the practice of several

of the leading English shippers, who prevent mistakes of that kind by having special envelopes marked "Foreign Post" for their foreign correspondence.

Letters addressed to Australia require 5 cents for each half ounce or fraction thereof, and if this postage is not fully prepaid the addressee, under international postal regulations, is liable for the deficiency, and, in addition, a penalty of double the amount of the deficiency is exacted. Starting out an ounce letter for Australia with a 2-cent stamp affixed makes it a rather expensive luxury for its recipient here, and as a rule the correspondence ends then and there. Carelessness of this kind has unquestionably been detrimental to the expansion of American trade in the Commonwealth.

American manufacturers and exporters should understand that a large majority of the Australian houses have a standing rule that they will not accept catalogues, circulars, or other advertising matter on which duty is charged. They do, however, accept sealed letters on which they are penalized for insufficient postage, but it is safe to say that such acceptance has not proved successful in promoting business transactions between the American houses and their Australian correspondents. By abandoning such practices and adopting the suggestions of those who are on the ground and are thoroughly in touch with the situation, the manufacturers and exporters of the United States will not only remove an obstacle to trade, but will do away with an unmitigated nuisance.-Daily Consular and Trade Reports.