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The Advertisers' Club expect to show its visitors from everywhere a great time. No other city in the country can be said to possess more or better facilities for entertaining. cluded in the membership of the Advertisers' Club are men who direct the destinies of the largest theaters, concerts, and summer amusement enterprises, and there never is any lack of material for entertainments.

The club's summer outings have been talked and written about as the most unique affairs of the kind ever given in Cincinnati. Both modes of travel, per boat and by rail, have been employed and the ladies are always included. Indeed, it would be as much of a novelty to see a party of local Advertising Club men on pleasure bent without the ladies as one of those nervy solicitors so realistically pictured by Robert Frothingham in an Adamless Eden.

And speaking of the club's "at table" amenities, it may be noted also that never has there been given a dinner of any pretensions at which the ladies have not in some manner furnished the artistic setting and contributed the refining influence either as wives and sisters, guests of members, or as entertainers in song and story.

Mr. S. B. Queal, the president in power, has declared for four big "Quarterly Dinners." Mr. Allen Collier, of the well-known firm The Proctor & Collier Co., is the chairman of the Entertainment Committee, and is an enthusiastic worker in the interests of the club's social side. The dinner of the 27th was the first of the series, and if it may serve as a criterion those yet to come will surely be prize affairs in every sense of the word.

The big dining hall in the Grand Hotel was found none too large for this affair. One hundred and twenty-five members and guests sat at the "U" shaped board, President Queal flanked on either side by Mr. Robert Frothingham, of Everybody's Magazine, and Will L. Finch, secretary of the Industrial Bureau, speakers of the evening; the whole artistically embellished by a single note of color, the group of beautifully gowned lady entertainers who sat at the round table where their presence would be most effective in the decorative scheme and their convenience most assured in the program.

Mr. Frothingham's address was "Personality in Advertising." He spoke for nearly an hour, and it is safe to say that not an advertising man present failed to get a wholesome lesson on his profession unless he was hard of hearing, and that is an unknown quality among advertising men, as everybody knows.

Mr. Finch gave a delightful talk on the subject. "Advertising Cincinnati," to which he had been hastily assigned at a late hour, owing to the illness of Mr. A. J. Conroy,

The club has been identified with (and responsible for in several worthy instances) some good movements along educational lines. A notable case is the establishing of a lecture Course on Advertising at the Y. M. C. A. Educational Director W. B. Ferris, of the Young Men's Christian Association, conceived the plan of a series of talks by live men and asked the support and encouragement of the club. This was given with a will, and with the assistance of the committee, worked out a fine course which is now in progress. Called upon by the president of the Fall Festival Association last fall to assist in the working out of the display and advertising features of that big show, the club did itself proud against odds that might have disheartened many older organizations.

The problems confronting the club at this writing are worthy the fighting steel of the biggest and most important in the craft; for there is a National Convention to entertain in August, and there are one hundred thousand dollars to raise to advertise Cincinnati.

The first is going to be easy, but the second proposition is one that has stumped many local organizations, larger, richer and more powerful than the Advertisers' Club; and, by the way, what are these other organizations doing toward the raising of this fund, and why should they not get busy with us?

Plans are in preparation for a club house. This will be the home of the advertising fraternity. On the outer walls close to the stoop will be a sign bearing the words which now have a modest place only on the letter heads of the organization:

The officers for 1907 are as follows: President, Smith B. Queal; First Vice-President, J. C. Kelley; Second Vice-President, Jas. W. Brown; Recording Secretary, H. E. Hall; Financial Secretary, Jos. R. Tomlin; Treasurer, Jas. P. Orr.

The following remarks deserve the careful consideration of all advertisers, considering that they are made by the most conspicuous advertising medium on the American continent, the New York Herald:

"Perhaps there is no more difficult problem in the world of business than to arrive at a fair judgment of the advertising value of space in a newspaper. In the nature of things this value cannot be definitely measured as are yards of cloth or bushels of wheat or pounds of coal. It is as intangible as is the something that lifts a great picture above the level of a mere painting. The canvas of each may be alike, the colors from the same tubes laid on by the same brushes, yet the result may have a market value of $100,000 a square foot as a Meissonier or of $5 a square foot as hack work.

"Circulation is often the only claim to an advertiser's attention that a newspaper presents. But circulation alone is far from being the all in all. There must be circulation or there can be no advertising value. The more circulation there is the better for the advertiser-if the right people are reached by it in the right way. And there the problem appears. Who reads the newspaper is vastly more important to the advertiser in its columns than how many read it. "Deadhead circulation is well nigh valueless to any advertiser. So is slum

circulation, except for the cheapest of bargain offerings. So is circulation that reaches the shiftless, dissatisfied, complaining classes, always out of harmony with the established order of things-the classes that envy success and rail at any opinions but their own. A newspaper that panders to these classes can get them as a following, but whether they count Dy the thousands, or hundreds of thousands, their value to the advertiser of substantial goods is very small."

The application of these axioms to the class for which AGRICULTURAL ADVERTISING is published is briefly this: It is not disputed in any quarter that the agricultural journal, reaching by far the greatest number of rural residents that have means to patronize advertisers is the Country Gentleman. It has no deadhead circulation of any kind, very little "cheap" circulation, and does not appeal at all to the shiftless or dissatisfied. Yet with all these limitations, it undoubtedly goes to a larger number of real subscribers than any other agricultural weekly. Otherwise it would be impossible to account for the simple fact that it publishes (at full rates, no "special" prices) more genuine "Want Ads" than all other agricultural weeklies put together, having been well called, in this respect, "the New York Herald of the agricultural press."

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F the statement of Secretary Coburn of Kansas and other agricultural authorities is worth anything-and

yours truly has good money he will bet it is the advertiser seeking to reach the farmer and not using livestock papers is not getting the cream; he is drinking the skimmed milk-reaching the “second grades" and not the man who is the farmer in the full sense of the word.

These authorities, Secretary Coburn and others, say that the livestock man is the fellow who plays the farming game to the limit; that he is really the "king-pin" of the whole bunch. But, you'll understand Coburn better-here's his letter:

While the stockmen are the big farmers of the Central West I doubt not you have advertisers who do not know that this is true. A trip to this region would do such people a great deal of good, and doubtless many of the large manufacturing concerns could well afford to send their sales managers and advertising managers on an extended trip over the agricultural districts lying west of the Mississippi river.

Such people would find, if they would get down to the soil in their investigations and not merely visit the jobbing centers, that almost every livestock man in Kansas and adjacent states is a big farmer and raises grain, hay, poultry and all the other things produced on an un-to-date-farm.

Those who farm to any considerable extent are almost of necessity compelled to be livestock men, as it is only by the growing and fattening of livestock that they can obtain the most satisfactory profits from their lands. Yours very truly,

F. D. COBURN, Secretary Kansas Dept. of Agriculture.

Secretary Geo. B. Ellis, of Missouri, is a close second to Coburn in more ways than one, but particularly in his endorsement of the livestock men as being the very best class of farmers.

Replying to your courteous favor of recent date asking for an opinion from me as to the character of men who usually subscribe for livestock papers, will say that as a rule in this western country all the better class of farmers are livestock breeders or feeders. I think that in Missouri at least 95 per cent of the entire number of farmers grow more or less livestock for the market. My observation is that the very best class of farmers are subscribers to the livestock journals.

(Signed)

Yours truly,

GEO. B. ELLIS, Secretary Mo. State Board of Agric.

Prof. R. J. Kinzer of the State Agricultural College may be wrong but he says the livestock man is the farmer who is making money.

All of the best and most progressive men who are making Kansas famous as an agricultural state, are not distinctly grain farmers, neither are they distinctly livestock raisers, but on the other hand, we find the man who is growing grains extensively, as a rule has stock enough to consume all of his feed; and there is a decided tendency for the man who is classed as a livestock man, to grow all of his own feed.

From hundreds of our best farms there is never a load of any kind of grain sold, and our most progressive farmers and those who are making the most wealth, have found it far the more profitable to feed their grains on farm and have immense quantities of manure to return to their fields. There are few of our larger farms that can be classed strictly as grain or livestock farms.

In one of the richest and best farming sections of the state, in a single township, there were at one time 6,000 cattle and 28,000 sheep on feed, and take the state over, farmers are engaged in a mixed agriculture rather than in exclusive grain farming or exclusive livestock production.

Very respectfully yours,
(Signed)
R. J. KINZER,
Professor Kansas State Agric. College.

Prof. Herbert W. Mumford of the Department of Animal Husbandry of the University of Illinois has got his money down on the livestock men's side.

We have been engaged in agricultural college and station work for over ten years and during that time we have come in contact with a large number of farmers and stockmen. It has been our observation that the stockmen or livestock producers of the country are our most progressive and our most well-to-do class of agriculturists. They are the men who are quick to recognize merit, and who have the courage of their convictions. Economic livestock production necessarily involves the production of corn, hay and other products largely used in the growing and fattening of animals. Many of the largest grain growers of the country are our largest livestock producers. Very respectfully yours, (Signed) HERBERT W. MUMFORD, College of Agric. and Agric. Experimental Station.

Prof. R. H. Smith at the agricultural end of the University of Nebraska backs up his brothers.

I have your letter of the 4th inst., in which you request a statement from me concerning readers of livestock papers.

But a few years ago extensive stock raising was confined quite largely to one section of the country and was divorced in a sense from what is termed farming. This condition is rapidly changing. In fact at the present time

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a large number of our Western stock raisers produce the greater part of grain and forage required to finish their stock for market. is also true that in those sections where formerly the land was devoted almost exclusively to grain growing, livestock farming has been introduced and the two go hand in hand. The intelligent conversion of farm crops into meat and milk is certain to result in good prices for the products of the soil, and when it is realized that the soil will increase in its productive capacity under an intelligent system of livestock farming, it would seem that the combination of the two is the only rational practice.

The livestock men of the West are in the majority of instances. carrying on farming operations along with that business. What the daily stock journals are doing for those carrying on mixed farming in the way of disseminating up-to-date information on the breeding, feeding, and marketing of livestock can hardly be over-estimated.

ries mailed each of these men from the office of well known livestock publications, which asked for a statement as to the true position occupied in the western farming circles by livestock men. They will doubtless correct many mistaken impressions held by advertisers, principally in the East. Mr. Coburn's suggestion that "many manufacturing concerns would well afford to send their sales managers and advertising managers on an extended trip over the agricultural districts, not simply visiting the jobbing centers but getting down to the soil" is a good one. Mr. Coburn is somewhat of an advertising man himself and speaks from an advertising man's standpoint.

"The re-election of Mr. Thompson is not only a notable personal triumph for him and his administration, but also is a tremendous victory for the better element among the voting residents. We believe in business methods and fair play. It is a triumph of the conservative and substantial over the forces that always make for failure and unsettled, disorganized conditions in the management of the affairs of the city.

"Honest and fearless and with but one end in view-to serve the city as a good, loyal citizen-his administration is sure to be a brilliant one and to bring the municipality one step to the Greater Kalamazoo toward which all enterprising citizens are working."

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OR several months The Delineator has been waging war against the substitution evil, and this publication certainly deserves credit for the excellent work it is doing in this direction. The article on this subject which appeared in the March Delineator is as follows:

This month I write to remind you that when you go into a store to get what you really want, and finally yield and buy "something different and just as good," you have mainly yourself to blame. For the salesman who makes a business of urging substitutes upon you knows that the four great traits of human nature, of which he must take advantage, are, first, lack of will power; second, carelessness and inattention; third, timidity that prevents your walking out of the shop without making a purchase; and fourth, indolence, the fear that if you are unable to get the genuine in this shop, you will have a tedious search and perhaps an unsuccessful search, to find it in other stores.

There is one phase of substitution which so far has not been touched upon in any of these articles, but which, nevertheless, works just as serious an injury to the customer who allows herself to yield to it; that is, the substitution of a different color or shade, or size, or style, though you get exactly the brand for which you call.

You encounter this kind of substitution often when you buy sewing silk or embroidery silk, or shoes. The real motive that is behind such substitution is this: If the store is to carry a full assortment of shades, styles and sizes, it means that it will require more of an investment on the part of the retailer, and little more attention in order to keep the assortment complete, by ordering new supplies of different shades or sizes as parts of his assortment are exhausted.

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Some retailers make such an extreme effort to do business with a small assortment and without keeping the complete assortment, that now and then their efforts to hypnotize you into the belief that you should take what they have instead of what you want, are laughable. I think that perhaps the most perfect example of that sort of substitution which injures the customer and results in dissatisfaction is this little account of personal experience, which was told to me the other day, by a lady who is visiting in New York City, and who, I found, had been much interested by this series of articles.

"A short time after I moved to Saginaw, I had some garments I wanted to dye and dropped

'Let

me

in on the neighboring druggist. have one package of Diamond Dye, Light Blue for Wool,' I said. He didn't say that he hadn't it, but when he handed out my package I saw at once that, instead of being Light Blue for Wool, it was marked Dark Blue for Cotton. "This isn't what I want,' I said. 'I want Light Blue for Wool.' He replied, very confidently, 'You can dye wool and cotton equally well with the same package; only with wool you use half the quantity of dye, and if you want to dye the wool light blue you use onequarter the quantity of dark blue.'

"I explained that I dyed a good deal and had heard that theory before, and had even seen it tested, and that the results were far from satisfactory. He then said he 'didn't keep Diamond Dyes for wool, only for cotton, but that cotton dye was equally good for both, for cotton and for wool.'

"It reminded me SO much of what I had read in The Delineator about substitution that I said: If you will just look in your cabinet to make sure that you really have not got Light Blue Diamond Dye for Wool, I won't take any more of your time.' And then I couldn't help adding: 'I think you harm yourself and your own business interests just as much as you disappoint your customers, when you let them think that they can get as good results with a substitute.'"

Nearly every home from Maine to Texas has been reading in the daily papers the accounts of the attacks that are being made by organizations of Southern cotton planters against the New York Cotton Exchange. Of course I am not going into the merits of the discussion, and will make no effort in these columns to decide which side is right and which is wrong. But it is interesting to note in this connection that the entire substance of the charge which is made by the Southern planters against the New York Exchange is, in effect, merely an accusation of substitution.

The Southern planters say that when you buy cotton of a certain definite grade on the New York Cotton Exchange, the bales of cotton you receive for the money you pay may be one or two grades below the grade you are paying for. And, based on that accusation of dishonest methods, the Southern planters have been asking the national government to forbid the Cotton Exchange the privilege of using the United States Mails, and have been asking the Interstate Commerce Commission to punish or restrain the Exchange from continuing this alleged substitution.

If the question of substituting one bale of