THE GUIDE TO NATURE— ADVERTISEMENTS. 



VII 



BURDETT-McGILLIVRAY CO. 



DRY GOODS 



TELEPHONE 268 



STAMFORD 



Our business is Selling Dry Goods. We study the needs of our customers carefully, buying 

 the NEWEST THINGS as they come out, and offering them at the LOWEST POSSIBLE 

 PRICES. Our customers will always find the LATEST NOVELTIES of the season on our 

 counters, as well as the staple lines of goods. QUALITY COUNTS with us. Every article 

 of merchandise we offer must come up to the standard we have set, injustice to OUR REPU- 

 TATION and the CONFIDENCE placed in us by our customers. 





8424 Gown with Circular Tunic, 

 34 to 42 bust. 



Good Local Advertising Medium. 



Under its present plan The Guide to 

 Nature has been extensively localized, 

 and now has so extended and active a 

 circulation in the towns of Stamford 

 and Greenwich, Connecticut, that it is 

 recognized by the best business houses 

 as a good advertising medium. Those 

 general naturalists that deplore this 

 increasing local interest can change it, 

 if such is desirable, by increasing the 

 general interest and the general circu- 

 lation. We started by producing a 

 general natural history magazine, and 



because it proved to be a losing ven- 

 ture, it was necessary to make it what 

 it now is. Two years ago the report 

 published in this magazine showed that 

 The Guide to Nature had cost $i,- 

 192.22 more than it had received. Our 

 April 1, 1913, statement shows that 

 The Guide to Nature has received 

 $568.06 more than it has paid out. And 

 yet, nothwithstanding the change in 

 the financial situation that has been 

 accomplished largely by the local 

 features, there are still some of our 

 general natural history friends that 

 criticise the editor's policy unfavor- 

 ably? We are now a strong local 

 magazine for southern Fairfield Coun- 

 ty, because we find in this special field 

 a large number of people who are in- 

 terested in suburban or country life, or 

 in general outdoor work, and pretty 

 generally in many natural history pur- 

 suits. We would gladly also further 

 develop the magazine along general 

 lines, if we could have similar general 

 co-operation and extended circulation. 



