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a large number of our Western stock raisers ries mailed each of these men from the produce the greater part of grain and forage required to finish their stock for market. It office of well known livestock publicais also true that in those sections where for

tions, which asked for a statement as to merly the land was devoted almost exclusively to grain growing, livestock farming has been in- the true position occupied in the westtroduced and the two go hand in hand. The intelligent conversion of farm crops into meat

ern farming circles by livestock men. and milk is certain to result in good prices for the products of the soil, and when it is

They will doubtless correct many misrealized that the soil will increase in its pro- taken impressions held by advertisers, ductive capacity under an intelligent system of livestock farming, it would seem that the

principally in the East. Mr. Coburn's combination of the two is the only rational suggestion that "many manufacturing practice. The livestock men of the West are in the

concerns would well afford to send their majority of instances, carrying on farming

sales managers and advertising managoperations along with that business. What the daily stock journals are doing for those carry. ers on an extended trip over the agriing on mixed farming in the way of dissemi.

cultural districts, not simply visiting the nating up-to-date information on the breeding, feeding, and marketing of livestock can hardly jobbing centers but getting down to the be over-estimated. Very truly yours,

soil" is a good one.

Mr. Coburn is some(Signed)

HI. R. SMITH,

what of an advertising man himself and Professor Nebraska Agric. Experimental Station.

speaks from an advertising man's standThese letters are in answer to inqui- point

W

was

re

a

William Thompson Succeeds Himself as Mayor of

Kalamazoo
ILLIAM THOMPSON, “The re-election of Mr. Thompson is
Vice-President and General not only a notable personal triumph for
Manager of the Kalamazoo

him and his administration, but also is a Stove Company,

tremendous victory for the better eleelected Mayor of his city, April 1st,

ment among the voting residents. We after vigorous campaign, fought

believe in business methods and fair around the local traction question. The

play. It is a triumph of the conservaKalamazoo Gasette, in commenting on

tive and substantial over the forces that the result, said: "Good citizenship triumphed

always make for failure and unsettled, boodle and bluster, and Kalamazoo at a disorganized conditions in the managetime when business ability, good judg- ment of the affairs of the city. ment and experience in public affairs "Honest and fearless and with but one counting more largely than ever before

end in view--to serve the city as a good, has the satisfaction of knowing that its

loyal citizen-his administration is sure affairs are again to be in the hands of

to be a brilliant one and to bring the a man who will fight to the last ditch for the best interests of the city and

municipality one step

the who will see that everybody gets a

Greater Kalamazoo toward which all ensquare deal.

terprising citizens are working."

Over

nearer

to

The Responsibility for Substitution

The Customer Must Share It

on

me

F

any of

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; econd, 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 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 a little more attention in order to keep the assortment complete, by ordering new sup of different shades or sizes as parts of his assortment are exhausted.

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

in the neighboring druggist. Let 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 owr 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 ain 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 on restrain the Exchange from continuing this alleged substitution.

If the question of substituting one bale of

cotton for another can stir up so much resentment among business men, how much more indignation and resentment should substitution arouse among the women whose business is that of buying wisely for their homes, their families and themselves?

If not for the sake of others, if not for the

sake of honesty in trade, at least for your own sake make up your mind to do your part in this fight for integrity and fair dealing. Get what you call for. It is your money that you are spending. And when you spend it you have a right to get all that you pay for and eractly what you pay for.

Mr. Alfred E. Haswell Resigns as Head of the Order Department of the Long-Critchfield Corporation, to become Assistant Business

Manager of the William Galloway Company. Mr. Alfred E. Haswell, head of the the thriving business of the William GalOrder Department of the Long-Critch- loway Co. field Corporation, has resigned the posi- The officers and employees of the tion that he has ably filled for more than Long-Critchfield Corporation cordially four years, to become Assistant General wish that Mr. Haswell and his family Manager of The William Galloway Com- may meet with friends in their new pany, Waterloo, Ia., assuming his new home, who will appreciate their worth duties the first of next month.

as highly as do those they are leaving in Mr. Haswell has been in the employ Chicago. of the Long-Critchfield Corporation for nearly six years, and in that time has seen the office force increase from twenty-five employes to ninety. During this period, the employees in the department of which he is the head have increased four-fold.

Mr. Haswell was born at Springfield. Mo., in 1875, and was educated in the common schools and Drury College. He came to Chicago in 1895, and was in the employ of the Metropolitan Life Ins. Co., for one year, and for five years with the C. B. & Q. Ry. Co.

He is a man of marked business ability, a genial gentleman, a firm believer in the methods of advertising in which he has been educated, has hundreds of friends-and no enemies-among advertising men and publishers.

The firm to whịch he goes, are manufacturers of Agricultural Implements, who sell their entire output direct to consumers, and Mr. Haswell's knowledge of advertising and correct business meth- The readers of AGRICULTURAL ADVERods, coupled with his untiring energy, TISING will, we trust, hear often from Mr. will make him a valuable accession to Haswell through our columns.

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ALFRED E. HASWELL.

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"An investigation of advertising and sale records show that, for the last several months, we have been receiving inquiries from the Wisconsin Agriculturist at a less cost per inquiry than from any other publication. We also find that sales have been very satisfactory.”-Indiana Silo Company, Per Wm. M. Swain, Vice President, Anderson, Ind.

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SIX AUTOMOBILE ADVERTISEMENTS, PREPARED AND PLACED BY LONG

CRITCHFIELD CORPORATION.

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