Judge — June 2, 1917 — page 18: what you’re looking at

Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.

The Economy of M. agazineA dvertising What we are driving at here is the inexpensiveness of Mag- azine Advertising, not a study in economics. If, as manufacturer or mer- chant, you wish to reach the families in your neighborhood, you walk around to see them. If you want to cover your en- tire town, you hire some one to help. If you want to make a selling unit out of your State, you send out traveling men. If you are marketing a prod- uct nationally, you have your Sales Department, and Colo- rado is just the same to you as Connecticut. In Magazine Advertising you measure out your money to suit conditions. You may select magazines which will furnish practically any service you need. Those weekly and monthly magazines which cover the country like a blanket give you a national service of publicity. ‘There are others which appeal to particular kinds of people— same sort of folks in many different parts of the country. Then again there are maga- zines which restrict them- selves in circulation to certain parts of the country, and others to similar types of communities. Study is need- ed, and advice, to determine just what magazines will be most effective for given pur- Then, there are factors which are common to all magazines. For example, they have long life. They live from an entire week to four or more. They are accessible on reading ta- bles for days and days—the same magazines. Even when succeeding numbers come, the life of previous issues is not over; magazines are ‘passed along,” and do duty with ad- ditional people. Hardly any magazine is a one-man or a one-woman proposition. They are bought with the whole family’s interest in view, and nowadays a family’s assort- ment of magazines furnishes father, mother and the chil- dren just the sort of reading matter they like most. Magazine Advertising, then, through the intimacy and di- rectness of its appeal, as well as permanency, has an effi- cient and lasting commercial value. ‘It has adaptability, in that it may be trained directly upon certain types, classes or communities. It adds _pres- tige and standing to products, on account of the very strict ‘entrance examinations,” which every article featured in Magazine Advertising must pass before it is accepted. It builds and holds Good Will. It creates and maintains mar- kets. Are you using Magazine Ad- vertising in your business? noch ein Stuendches ir Bengel sich bene | “| t nicht 2u tragea” ‘aber dichnimmer heim ge “Do you see, Sopherl. If we'd have stayed another hour in the café then the boy could have rested a little more and you wouldn't have to be carrying him now.” “Yes, but then I wouldn't have bees able to carry you home."—Meggendorfa- Blactter (Munich). Asking Too Much s, Monsieur, the war- Billjim—Yairs, 1 know all about the war; but, blimy, you don’t expect me to pay the whole bloomin’ indemnity, do yer?—Sydng Bulletin. mouth Mu alittle Eng PERIODICAL PUBLISHERS’ ASSOCIATION : we Onl. (ADVERTISING DIVISION) 4 : i E BUILDING NEW YORK CITY . Sid] { ae L er, by want FIFTH AVEN Farm and Fireside Literary Digest Scribner's Garden Magazine McCall's Short Stories Good Housekeeping — Metropolitan Smith's Harper's Bazar Mother's Magazine Something-To-Do Harper's Magazine National Geographic Sunset Hearst's Outlook To-day’s Housewife Cosmopolitan House and Garden — Popular Vanity Fair Country Life Independent Red Cross Magazine Vogue Countryside Magazine fudge, Review of Reviews Woman's Home Companion Every Week Leshie’s Weekly St. Nicholas World's Work eC TT iS ME STD Ainslee’s American Magazine Century Christian Herald Coll Weekly Continent Old lady—Run out to the man in the at and get change. Diminutive war worker—But 1 am th man in the cart!—London Opinion.