Imágenes de páginas
PDF
EPUB
[graphic][merged small]

Many waste baskets are daily filled with advertising literature that

ich in both time and money, and which the senders fondly hope will be carefully read and preserved.

It is safe to state that most of the booklets, catalogs, etc., that are sa ved from an untimely end have carried attractive cover designs and illustrations. If you use Barnes-Crosby Company designs and illustrauons, your advertising matter will have character—your proposition will have the attention it deserves.

-Address our nearest establishmentBARNES-CROSBY COMPANY, E. W. Houser, Pres.

Engravers - - - - Artists
Designs 3-Color Process Plates Half-tones Illustrations Electrotypes
Zinc Etchings Commercial Photos

Photogravures
CHICAGO
NEW YORK

ST. LOUIS
215 Madison Street
132-136 W. 14th Street

214-216 Chestnut Street Engraving Day and Night.

[graphic][subsumed][subsumed][merged small][merged small][ocr errors][merged small][merged small][merged small][merged small][merged small]
[graphic][merged small]

Are Advertising Rates Too High ? N the past year there has been much more, advertising rates still would not discussion among publishers and by be lower. officials of the Post Office Depart. The publisher's profits would simply

ment as to what constitutes a jour- be increased. nal published “primarily for advertising The penny newspaper, the popular purposes."

magazine, and the cheap mail-order Theoretically, all periodical literature weekly and monthly have increased the is published "to fill a long felt want;” numbers of the reading public ten fold, the newspaper for the dissemination of and have made possible the vast volume news, the magazine for the discussion of business directly dependent upon adof literature and art, technical journals vertising. to give news and information relative to Had daily papers maintained the old trades, political papers for advocating price of 5 cents; had magazines been political principles, religious papers to kept at 35 cents and 50 cents per copy; upbuild the church and spread the gospel had weekly journals remained at $2.00

-all with some ostensible object. But and $3.00 per year, certainly the number under modern conditions, with the ex- of persons reached by newspapers and ception of a few publications which al- periodicals would be but a mere fracmost could be enumerated on the fingers tion of what it is today, and the time is of a full-handed man, all modern publi- not yet ripe even in this era of proscations are in reality published primarily perity for any great advance in the price for advertising purposes; that is, the ad- of periodical literature. vertiser bears the bulk of the expense of Increase of circulation is unquestionproduction and the first consideration of ably to the advantage of the advertiser. the publisher is how to increase his ad- He can buy a 100,000 circulation in one vertising patronage.

block for much less money than he could Occasionally an advertiser makes a buy 100,000 circulation in ten publicaperfunctory analysis of subscription tions, and certainly it is much better for rates and advertising rates and draws him to reach every home or every office the conclusion that the advertiser is in a given territory than to reach a few bearing too great a share of the expense scattering customers here and there. of publication. He argues that a sub- That the increase in subscription inscriber ought to be willing to pay a fair come would not decrease advertising price for his newspaper and magazine, rates is equally self-apparent. In the and that if subscribers were compelled millennium, perhaps, the business man to do that, advertising rates might be with a commodity or newspaper space to lower.

sell will base his price upon the cost All of which is logical, with two of production, but until the millennium minor exceptions:

arrives, he will continue as he has in First—The subscriber will not and the past, to base it upon what he can get. could not pay a higher price for his Advertising rates today are based and periodical literature;

estimated on what the advertiser can Second-If the subscriber did pay afford to pay. If a publication brings

uniformly good results, advertisers crowd into its columns and a slight ad vance in rates is justifiable. If, on the other hand, advertisers do not get results, they drop from the periodical's pages and the publisher finds it necessary either to increase his circulation or in some other way make his paper more effective or decrease his advertising rates.

The protesting advertiser looks at the proposition from the wrong point of view. It is worth to him a dollar, we will say, to talk to 1,000 farmers who are readers of a certain publication. If it is not worth a collar he does not use that publication very long, but if it is worth the dollar and he continues to

use it, instead of bemoaning that a percentage of that dollar goes to produce a better magazine, a better paper, he should rejoice and be glad that the publisher expends part of the money he receives from his advertisers for better illustrations, better paper, better articles and to increase the circulation of the publication.

All this is not saying that individual publishers here and there do not demand a higher advertising rate than results justify, but their subscription price and their cost of production have nothing to do with the case. It is entirely a question of "making good." The advertising column is a salesman. If it cannot produce results, it loses its job.

Index of Advertising Rates

The advertisements of nearly all the publications appearing in this issue of AGRICULTURAL ADVERTISING contain their advertising rates. Advertisers are requested to preserve this number, as it will be found valuable as a Rate Book.

PUBLICATION

CITY. PAGE.

ALABAMA. Southern Farmer...........Birmingham ..643

CALIFORNIA. Pacific Fancier............ Los Angeles. .637 California Fruit Grower.... Sacramento ..647

COLORADO. Western Farm Journal..... Rocky Ford..642

CONNECTICUT. Connecticut Farmer........ New Haven...632

GEORGIA. Cotton Journal ............ Atlanta .....556 Southern Ruralist ......... Atlanta .....642

ILLINOIS. American Poultry Journal. .Chicago ......637 American Swineherd ...... Chicago 618 Breeder's Gazette ......... Chicago.....599 Drovers Journal ...........Chicago ..... Farm Life

Chicago ......607 Farm Press ..

Chicago Farmers' Review .......

Chicago Farmers Voice .........

Chicago.

....611 Goodall's Farmer ........

. Chicago ... Home Life ............... Chicago .....565 Irrigation Age ............ Chicago .....645 Opportunities of Today ..... Chicago.......

.... Insert--616 Orange Judd Farmer ...... Chicago.......

...... last cover

PUBLICATION.

CITY.

PAGE. Prairie Farmer ........... Chicago .....612 Skandinaven .............. Chicago .....635 System ................... Chicago .....641 Weekly Live Stock Journal Chicago .... World Today ............ Chicago .... .615 Daily Live Stock Reporter. . E. St. Louis..623 National Swine Magazine ... Freeport .....635 Poultry Tribune .......... Freeport .....644 Commercial Poultry ....... Marseilles ...640 Poultry Publishing Co..... Peotone

INDIANA. Farmer's Guide ........... Huntington ..624 Indiana Farmer ........... Indianapolis .608 Agricultural Epitomist ..... Spencer .....552

IOWA Farm Gazette ............Des Moines...619 Home Maker, The......... Des Moines...619 Iowa Farmer ............. Des Moines...616 Iowa Homestead .......... Des Moines...619 Pierce Publications ....... Des Moines...619 Successful Farming ....... Des Moines...609 Wallaces' Farmer ..........Des Moines...559 Iowa Farmer .............. Dubuque ....643 Mining Review ........... Dubuque ....643 Farmers' Tribune ......... Sioux City...635 Kimball's Dairy Farmer....Waterloo ....626

KANSAS. Farmers Advocate ......... Topeka ......623 Farmers Mail & Breeze.... Topeka ..600-601

PUBLICATION.

CITY.

PAGE. KENTUCKY. Home & Farm ............ Louisville ...610 Inland Farmer ............ Louisville ...630

MAINE. Maine Farmer ............ Augusta .....628

MARYLAND. Farmers & Planters Guide . . .Baltimore...643

MASSACHUSETTS. Farm Poultry ............. Boston ......639 IIuman Life .............. Boston ......617 Farır & Home ............Springfield ...549 New England Homestead...Springfield....

...... last cover

MICHIGAN. Michigan Farmer ......... Detroit ......617 Rural Ilome ..............Detroit ......646 Michigan Horseman ....... Grand Rapids.643 National Fruit Grower..... St. Joseph....630

MINNESOTA. Poultry World ............ Heron Lake..627 Farm, Stock & Home ..... Minneapolis ...557 Northwestern Agriculturist. . Minneapolis ..603 The Farmer ...............St. Paul......551

MISSOURI. Daily Drovers Telegrain,... Kansas City..623 Farmer & Stockman ....... Kansas City..619 Kansas City Weekly Journal. Kansas City..615 Kansas City Weekly Journal. Kansas City..646 Missouri & Kansas Farmer. Kansas City..633 Fruit Grower ............. St. Joseph....634 Farm & Stock ........... St. Joseph....634 Abendschule ............

.... St. Louis.....632 Colman's Rural World..... St. Louis.....638 National i armer & Stock

Grower ..... ........... St. Louis.....560 New Southwest ...........St. Louis.....644 St. Louis Semi-Weekly Star St. Louis.....562

MONTANA Rocky Mountain liusband man ....................Great Falls...633

NEBRASKA. Commoner, The .......... Lincoln .....625 Deutsch-Amerikan. Farmer. Lincoln .....553 Karin Magazine ...........Omaha ......627 Daily Journal-Stockman ....S. Omaha ...623

NEW YORK. Country Gentleman ........ Albany ......594 American Agriculturist ..... New York....

...... last cover Country Life in America... New York....566 Doubleday, Page Company. . New York....566

PUBLICATION.

CITY.

PAGE. Farm & Fireside .......... New York....613 Farming .... ........... New York....566 Garden Magazine, The ..... New York....566 Gentlewoman, The ........ New York....643 Good Literature ........... New York....621 Home Monthly, The ....... New York. ...643 Lupton's Publications ..... New York. ...621 Magazine of Mysteries .... New York....643 McClure's Magazine ....... New York....561 New Era Publishing Co.... New York....

......2nd cover Paragon Monthly, The...... New York. ...643 People's IIome Journal .... New York....621 Rural Home ..............New York....648 Success Magazine ......... New York....636 World's Work, The........ New York....566 Greene's Fruit Grower...... Rochester ....567 Poultry Ilusbandry ....... Waterville ...558

ΟΙΗΙΟ. Ohio Farmer ............. Cleveland ....617 Gleanings in Bee Culture.. Medina ......636 Farm & Fireside .......... Springfield ..613

OKLAHOMA. Oklahoma Farm Tournal ...Oklahoma City.623

OREGON. Northwest Pacific Farmer. . Portland .....643

PENNSYLVANIA. Blooded Stock ............ Oxford ......625 Farm Journal ............. Philadelphia...568 Nationai Stockman & Farmer ........... .................. Pittsburg .....

......1st cover SOUTII DAKOTA. Dakota Farmer ........... Aberdeen ....563

TENNESSEE. Industrious llen, The...... Knoxville ... 628 Southern Agriculturist ..... Nashville ....614

TEXAS. Farm & Ranch ............ Dallas ......555 Galveston Semi-Weekly News .................. Galveston ....564

VIRGINIA. American Fruit & Nut

Journal ................. Petersburg ...631 Souhern Planter ......... Richmond ...645

WISCONSIN. Hoard's Dairyman ........Ft. Atkinson..605 Wisconsin Farmer ........ Madison .....619 Icker und Gartenbau...... Milwaukee ...622 Farmers' Record .......... Milwaukee ...633 Haus und Bauernfreund.... Milwaukee ...620

« AnteriorContinuar »