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The High Class Illustrated German Family Paper de

expensive manufactured products. But the rural population, and the population of the smaller towns, probably consumes considerably more than half of the goods manufactured in this country. If the farmer should stop buying for a year, the greatest manufactories in America would close-Advertising.

Probably Los Angeles can claim the distinction of the first advertising literature distributed from an airship sailing over the city. Captain Baldwin's "California Arrow," which was the most successful airship exhibited at the St. Louis Exposition, has made several remarkable ascensions in Los Angeles, and on two occasions lately has traveled over the business section of the city distributing "airograms."--Pacific Coast Advertising.

appeals with special force to


of the best German Homes in the United Sates. It pays

advertisers because of its high quality. Subscription price $2.00 in advance. Published fortnightly.

Lowliness and unobtrusive worth may be pleasant to read about in Moral Essays, but is

poor foundation upon which to build Advertising Department.-Commercial Origin. ality.

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will always receive its due proportion of their advertising appropriation. The fact that the most discriminating advertisers of America are regular users of space in this Oldest and Best Poultry Paper in America is proof that this medium

Bears the Test. American Poultry Journal, 325 Dearborn Street,

Chicago, Illinois.

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ties. Say why they should be purchased in preference to similar articles that are as widely advertised.

As the plot is to the play so is the argument to the advertisement. It is the only really interesting part of it, and the oftener the argument is changed, the more readers are likely to be interested. The argument is the news," the vitality of the whole announcement. No advertisement that contains a good argument is uninteresting. It is sure to have a special importance for some readers, if not all. Get a good medium for the advertisement, get good position, and the best display you can, but when preparing the copy, don't forget the argument !- John S. Grey in Fame.


Although nearly one-half of the wage earners of Cuba are engaged in agricultural pursuits there is no agricultural press to speak of in this country. The explanation lies in the fact that only a very small percentage of Cuban farmers are able to read. The most important of the agricultural papers that exist in the Island is the Liga Agraria, the official organ of the Agrarian League, an association composed principally of sugar-growers, of which Mr. Emilio Terry, formerly Cuban Secretary of Agriculture, is the leading spirit. The tobacco interests are represented by two papers, El Tobaco and El Tobaco de Cuba, both weeklies. The only other agricultural papers published in the Island are El Arado, weekly; and the Agricultor Cubano, a monthly. The lack of an agricultural press is partly compensated for by the large amount of space that the daily papers devote to agricultural matters. --C. L. Benjamin in Printers' Ink.

There are no set rules for preparing a booklet, although a number of suggestions might not be amiss. Perhaps the first requisite is continuity of thought. Don't let your composition ramble. Avoid that dull, heavy, essay style. It tires. Remember that "the economy of attention" is at least an art, if not a science, and that you must drive your arguments home if they are to count.

Many persons can write; few can compile. Begin at the "front end," and be sure that the finale of your tale is on the last page.—Impressions.

Organized Agriculture is rather an old ques. tion and there is always more or less work being done in different communities with this end in view. There is at present a movement on foot in Rome to establish what would be known as the International Chamber of Agriculture. A large pamphlet of about fifty pages setting forth the aims of the proposed organization and the means to be used in attaining them is having a wide circulation and contains


in all its branches is thoroughly discussed

and reviewed in the columns of

Home and Farm, Louisville, Ky.

This great semi-monthly agricultural journal with its wealth of information for
the stockman has long been a power in its field, and its value to the Livestock
advertiser is being realized and appreciated more each issue.

Our rate for this classification is a special low one--25% less than that for
general advertising, and breeders who use our columns find HOME and FARM

the best and cheapest medium for reaching the great South and Southwest. Circulation

100,000 and upward in the following states:


North Carolina
South Carolina


West Virginia
Indian Ter.

Write us for sample copies, rates and general

information. Address Home & Farm,

Louisville, Ky.

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material that cannot fail to awaken much interest. A Proclamation by Victor Emanuel III, King of Italy, to his ministers, favoring the project, serves as an introduction to the pamphlet. In this message the King states that the movement was suggested by an American, Mr. David Lubin. An international conference will be held at Rome some time in May to discuss further proceedings.



The phenomenal German weekly reaches a legion of thrifty German farmers all over the United States. Its bi-weekly companion,


has an “anti-drug and antisurgery physical culture" department, considered of supreme value by a host of admirers. Both papers are in a class of their own, and accept only choice advertising Ask Long-Critchfield Corporation whether it pays.

The 1905 edition of The Buyers' Guide, issued by the Farm Implement News, is being delivered and is much larger than the 1904 edition. It not only contains 150 pages more than before, but is set in smaller type, the amount of matter being nearly doubled. It lists the goods of 2,233 manufacturers and the publishers state that 1,800 of these will not be found in any other directory. This is due to the fact that other books only list manufacturers who advertise while the Buyers' Guide includes everybody in the implement and country vehicle trade whether they advertise or not. The classification of trades and the typographical arrangement is clear so that any particular information may be readily located.

WESTERN BREEDERS of pure-bred Horses, Cattle, Sheep or Swine will find a ready market for surplus stockin New England. The agricultural conditions of New England are looking up as never before, and those who begin NOW will get the cream. You can reach 15000 of the most enterprising farmers in New England by advertising in the only live stock paper in this section. The New England Farmer, Bratile. boro, Vt. Rates, 7cts per line; circulation 15000.

To keep in close touch with his employes and inspire them to hearty co-operation is the earnest desire of every employer, but it re. quires effort and tact.

An editorial in the April issue of Profitable Advertising bears on this subject and cites Marshall Field & Co., Chicago, as having accomplished more in this direction than most large establishments. This writer calls atten. tion to the double use to which this company puts it pay envelopes. On the back of each envelope is printed a few paragraphs, either original or quoted, suggesting how employes can make themselves more valuable to the company. The following is a good example of the tone of the paragraphs:

“True loyalty in business means to stand up for your own opinions before your employer, and for your

mployer's opinions before the world.”

"Such a policy," he says, “is certainly better than merely to hand an employe his earnings each week, without comment or suggestion. It shows that the employer takes an interest in his people, and it will be appreciated by the latter.

On the other hand, even the best employes will eventually lose interest in their work if there is never a sign that their employer takes an interest in them."

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Renew Your Subscription

-toAgricultural Advertising.

The advertising value of the exteriors of Catalogues and Booklets was discussed cently in Profitable Advertising by Mr. C. E. Johnson.

Mr. Johnson believes that enough money spent to secure a good, sensible, effective catalogue cover is a gilt edged investment. He

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