Judge — June 23, 1917 — page 24: what you’re looking at

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

The Economy of M. agazine Advertising 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- poses. ‘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 cfhi- 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? SELLY ATT TES With the College Wits Stalling—‘‘Phidias,” she murmured as she dusted a fudge crumb from his new non-bulgable, “Phidias, there is somethi impalpably stable about you tonight,” Phidias shifted her weight to another pan of his thorax. “‘And what makes you think Iam more stable than usual tonight, my ins. tiable lolly-pop?” “Because, Phidias,” she sighed, playfully biting him on the upper lip, “you have been conversing with me all the evening in hoarse whispers.”—Purple Cow, His Predicament—‘ All the stage hands went on a strike the other night. The manager had to do all the work.” “Had to shift for himself, ch?” —IVidew, “Dearest George: If you use such silly language in your next letter as you did in your last, I shall return it unopened.”— Orange Peel. Otherwise Not—Lawyer—Why do you want a divorce? Chabb—Because I’m married.—Awgwan. Horrors!—‘I say, old deah, did you know that an English nobleman was the first white man to use this bally nicotine?” “Aw, Raleigh?””—Jack o’ Lantern. Safety First—Sum—Doctah, how's de way U treat a mule dat’s got distemper? Doc—You all bettah treat him wif respect! —Awgwan. PERIODICAL PUBLISHERS’ ASSOCIATION Mest éf Us Are Nesdles—The mig (ADVERTISING DIVISION) } netic pole—The stick in the punch.— UE BUILDING NEW YORK CITY Widow. Half the Battle—When Jimmy Mar- Sauth's tin announced that he was going to give up Something-To-Do barbering and study dentistry, his friends Today's Housewite gathered to congratulate him. Fi & 4 House and Garden — Pc Vanity Fair “Wal, Jimmy,” said Uncle Si Grannis, count. : independent odue ' ies vitation, ‘it’ 2 Countryside Magazine Judge, Woman's Home Companion after a period of cogitation, “it'll be about Every Week Leslie's Weekly World's Work the easiest thing you can take up, I reckon. ’Cause, of course, you already know how to work the chair.”—Atwgwan. Scribner's Ainslee's Farm and Fireside Literary Digest ig Short Stories American Magazine McCall's Century Good Metropolitan Ch: Me Cosmopolitan comicbooks.com