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The English picture as redrawn by a young American Commercial Artist, who has too much respect for the British soldier and sailor to caricature them, by giving to one the face of a

brute, and to the other the face of a degenerate.

Advertising Clubs of U. S. A.

I

N the March issue of AGRICULTURAL ADVERTISING, brief sketches of eleven of the leading Advertising Clubs of

the United States were published. Data concerning the Advertisers' Club of Cincinnati and the Town Criers Club of St. Paul reached us too late for March, and are given place in this issue.

Many letters were received thanking AGRICULTURAL ADVERTISING for these sketches.

Next month we will publish the doings of the various clubs. In this issue will be found brief accounts of the recent banquets of the Agate and the Atlas Clubs of Chicago.

thing in bringing together these various or

ganizations and the formation of a central organization for the purpose of advertising the city in a systematic way, in addition to the benefits which have accrued to the individual members.

The present officers are Pres., Mr. T. E. Andrews; Vice-Presi. dent, S. C. Theis; Treas., S.

Greve;
Sec., Chas. E. Buck
bee.
The club has

re

cently started the pub. CHAS. E. BUCKBEE, lication of a small Sec'y.

monthly magazine, The Town Crier, devoted to their own interests.

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Town Criers Club, St. Paul The Town Criers Club of St. Paul was organized in October, 1905. Its membership is composed of men actively engaged in various

phases of advertising.

The object of the club has been to promote better quaintance among the advertising men of this city, and the attainment of the mutua 1 benefits which will through association.

The club has membership of over fifty at the present time.

The regular meetings of the club are held

on the first T. E. ANDREWS, Pres. Tuesday

of each month, with the exception of the summer months. They are well attended and accompanied with considerable enthusiasm.

The programs of the club are planned mainly so as to bring out discussions of every day, practical topics and the interchange of ideas on these subjects.

The club has been working for the year past in the endeavor to bring to a focus the movement towards advertising the City. The work has for a year or two been done in a hit-ormiss fashion by various organizations and the club feels that it has accomplished at least one

The Advertisers' Club of Cincinnati

By H. E. Hall The Advertisers' Club of Cincinnati, while not the largest of the Queen City commercial organizations nor the possessor of any stocks and bonds (aside from the usual "stock" of argument and the “bonds" of good fellowship), is an institution that is creating some flurry, nevertheless, in the town by the turgid Obio.

The club was organized January 27, 1904, at the Burnet House, as the Five Point Club, and this name was maintained for nearly two years when it changed to the present title.

The membership is now 200 and if the present rate of increase obtains, there will be no fewer than four hundred ag. gressive ad fellows of the Cincinnati vintage ready and ripe for a big time

SMITH B. QUEAL, Pres. in August, when the National Convention of Advertising Clubs meets in annual convention.

splendid committee of ten, of which Mr. H. J. Haarmeyer is chairman, is hard at work arranging the program for the National gathering.

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The Advertisers' Club expect to show its visitors from everywhere a great time. No otlier city in the country can be said to possess more or better facilities for entertaining. Included 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 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,

president of the Associated Organizations of Cincinnati. Mr. Finch eulogized President

Roosevelt as the best advertising agent in the United States, and asserted that the secret of his success is: "he does things.” The speaker's reference to Secretary of War Taft as "our future president,” struck the popular fancy, seemingly, for the applause was of the most

approved "advertis. H. E. HALL, Sec'y.

ing pattern" in intensity.

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 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.

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What Constitutes a Good Advertising Medium ?

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 tliere is the better for the advertiser—if the right people are reached by it in the riglit 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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Published by LUTHER TUCKER & SON, Albany, N. Y.

Always Pays Advertisers

SEND FOR SAMPLES

The Livestock Man's True Position

By Hugh Mc Vey

I

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.

Yours truly, (Signed)

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

Prof. R. J. Kinzer of the State Agric::Itural 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 ar those who are making the most wealth, have found it far more profitable to feed their grains on the 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)

Ř. 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 live stock 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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