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and largely increase their sales through other sources.
And then, there are pianos, organs, and many other advertised articles, that are not found in the columns of the agricultural papers, whose manufacturers are missing golden opportunities by not advertising to the farmer.
The Mammoth New Building It is almost too large a subject to talk about in a little magazine like this. The illustration printed herewith gives but a faint idea of its immensity.
Nine hundred feet long—nearly a sixth of a mile—two hundred and seventy feet wide, nine stories above, and two under ground. Nearly 2,000,000 square feet, fifty acres, or fifteen city blocks under one roof. The Chicago river along one side of the building with 900 feet of docks. Here steaniboats and steam barges will transport merchandise to and from the freight houses of 24 railroads.
Railroad tracks from end to end of the mammoth structure, enabling 50 freight cars to load and unload under cover.
The subway electrical freight trains will pass under the building, connected by large freight elevators, carrying freight to and from each of the nine floors. These tunnel trains will transport goods with great speed to freight and express depots and offices throughout the city.
Many sets of automatic conveyors will carry into the building, boxes and packages of all kinds from the platforms. where freight trains and boats unload goods. Other conveyors, inside the building, will transport the goods to the various departments on the nine floors. Eight large steel-tube spiral slides, from basement to top floor in various parts of the building, receive and convey goods to be shipped out from
each floor to the packing floors, without handling
In the main building will be ample facilities for the accommodation of all out-of-town callers, and the army of 10,000 employes.
Rest rooms, restaurant and roof garden for employes and visitors, doctor's office and hospital wards with nurses in attendance for any sudden illness or emergency case; school room with instructors; mothers' room with attendants for visitors who bring the babies along; firemen's, watchmen's, and policemen's headquarters; barber shop and shoe shining parlor-these are among the things planned for in the main building.
To facilitate the speedy handling of mail matter, a branch of Chicago Postoffice, under the direction of a qualified postal clerk, will be located in the main building. All the express companies will have representatives and private offices here; also the various telegraph companies, while long-distance telephone with its large switchboard and several operators, will enable the firm to talk to New York, New Orleans, Winnipeg, or Los Angeles with equal facility. Electric lighting, heating, power and ventilating plants, and a system of waterworks and fire protection will complete the plan.
The new building will be constructed entirely of steel and concrete, absolutely fire-proof; rather plain, without any frills, but massive, substantial, and convenient for its purpose.
This stupendous enterprise, of whichi Chicago is justly proud, is an outgrowth of the increasing demands of the American farmer, and the genius of two Chicago men, Montgomery Ward, and George R. Thorne, who created the catalogue mail-order business, by intelligent, honest merchandising and, ADVERTISING.
Death of a Pioneer Mail Order Advertiser
At West Grove, Pennsylvania, in the sev. largely instrumental in organizing the Mail enty-second year of his age, Alfred F. Conard, Order business in flowering plants, which soon President of the Conard & Jones Company, extended all over the United States and to forpassed away early in the morning of the 15th eign countries, establishing a remarkable repuinst., after having suffered a very short illness tation for West Grove Roses. of acute pneumonia. Although far advanced About 1892 Mr. Conard became separated in years, Mr. Conard up to the very last day from the Dingee & Conard Co. and estabof his life continued to take an active interest lished a new business in his own name, and in the affairs of the business of which he was later, in 1897 associating himself with S. MorPresident, having spent considerable time at ris Jones, a prominent business man of West his desk the day before his death. Among Grove and with Antoine Wintzer, who had the men who have
already made his repbeen most prominent
utation as one of the in the Floral business
most successful propand especially the
agators of roses in growing of Roses
the country and who during the past fifty
had worked with Mr. years, few, perhaps,
Conard ever since his have been more con
start in the business, spicuous or have done
organized the Conard more for the develop
& Jones Co. While ment of the Mail
it was constantly the Order business in the
aim of this firm to Floral line.
build up a reputation Mr. Conard was a
for first-class stock in descendant of Dennis
all kinds of ornamenConard (or Kunard,
tal flowers and shrubas the name was
bery, Roses have althen,) a German, who
ways held first place was one of the first
and since the incorsettlers of German
poration of this comtown, now a suburb
pany have been grown of Philadelphia, in
in large and con1683. Alfred was
stantly increasing the son of Thomas
quantities. and Rebecca Shoe
Mr. Conard twice maker Conard and
traveled abroad visitobtained his early ed
ing prominent Rose ucation in his father's
growers of other counschool at West Grove
tries, especially in the and at Westtown
interests of his busiFriends Boarding
ness. He was a man School.
of very retiring naAfter having been
ture and for that associated with Thom
reason not so promias Harvey in the
nent in the trade gennursery business and having
erally as his long exacquired
ALFRED F. CONARD. a
perience and extenthorough knowledge
sive knowledge of the of his vocation, Mr.
floral business would Conard formed the
have warranted. He firm of Conard &
was scholarly in his Brother, but later entered into partnership with tastes, methodical and precise in his habits, Charles Dingee under the firm name of Dingee well-read, and well-informed, "a gentleman of & Conard. The business formed at that time the old school." He was particularly able and was largely in the general nursery line and proficient in those qualities which go to make employed agents. There were but two green up a successful Mail Order salesman. In comhouses in use and the establishment was known piling Catalogues, his work was most accurate as the "Harmony Grove Nursery."
and thorough, and he was the first advertiser About the year 1867 the firm began more in any line of business to enter into a contract extensively the propagation of Roses, Antoine
(with any of the large advertising concerns in Wintzer having been secured as propagator,
the country) to place the business on a per
centage basis, a plan that has now been almost and by a method then entirely new they began
universally adopted. to grow Roses in constantly increasing quanti
Mr. Conard has been for many years a dities. At this time Mr. Conard compiled the
rector of the National Bank of West Grove, first Mail Order Catalogue to sell Roses and and interested in other organizations of a more was really the pioneer in this line, having been or less prominent nature.
The Breeder's Gazette
A $2.00 weekly journal for the American stock farm. Guaranteed bonafide subscription list exceeding 67,000. All subscriptions discontinued at expiration.
Rate 35 Cents
Discounts on large orders.
Sanders Publishing Co., 358 Dearborn St., Chicago
THERE'S SOME SUBSTANCE
SUCCESSFUL FARMING INQUIRIES
Because Successful Farming reaches a class of farmers who are progressive - alert — consequently prosperous. That's why representative advertisers write, saying, Successful Farming is one of the best papers they use.
( What it is doing for the advertisers who are now using it, it will also do for you. Then see to it that Successful Farming is on your list if you wish to reach 250,000 high-grade Corn Belt farmers - The Quality Kind-The Kind that Buy.
HERE'S QUANTITY ADDED TO QUALITY
During February, March and April, 75,000 sample copies will be mailed to new names. This additional circulation, together with our present paid circulation of 250,000, will be given advertisers without extra charge, our regular rate of $1.00 per line prevailing. You can't afford to miss being represented during these months; but your order should reach us early, before space is oversold. A good plan would be to place your order now to make sure of getting in. ( Last forms for February close in Des Moines at 12:00 o'clock, noon, January 20th.
DES MOINES, IOWA
Agricultural Papers of the United States
A list of publications devoted to Farming in its various depart. ments, giving place of publication, frequency of issue, date when established, and circulation.
Early in December, 1906, AGRICULTURAL ADVERTISING sent a blank, for filling in the necessary data, to every known publication of the class named above, requesting that same be given immediate attention. At the top of the blank this notice appeared:
"Fill this out and return at once, otherwise don't blame us if your publication is not
"The January issue of AGRICULTURAL ADVERTISING will contain a complete list of the Agricultural, Horticultural, Live Stock and Poultry publications of America. Please fill out this blank and send it AT ONCE to Managing Editor, AGRICULTURAL ADVERTISING, 156 Wabash Ave., Chicago, I11."
Where information was not furnished, as requested, we give the circulation quoted in the January issue of AGRICULTURAL ADVERTISING, 1906.
CIRCU. Name of PAPER.
PUBLISHED. ESTABLISHED. LATION.
1891 50,000 Rural South ...
16,500 Southern Farmer ...
1885 22,000 Union Educator and Diversified Farmer.. MobileFarm & Floral World..........
8,000 Planter's Magazine ...... MontgomeryAlabama Farmer
...........D ex. S Southwestern Stockman, Farmer & Feeder....
The Magnet Siloam Springs
Ozark Farm and Fruit Belt..
Pacific Rural Press ......... Loomis
Live Stock and Dairy Journal...........
California Cultivator (also San Francisco).
Western Empire ............
Petaluma Poultry Journal .. Sacramento
California Fruit Grower .
Breeder & Sportsman ....
8,862 7,200 11,400
3,600 12,000 10,000 10,000 30,000