Jan. 1935 Annual Report of the Director 233 



folding type of stereoscope, together with views of habitat groups 

 and other exhibits in Field Museum. The views were arranged in 

 units of five and ten pictures each. This proved a highly successful 

 venture, as many visitors purchased these stereoscopes and the 

 various sets of views as a most desirable souvenir. The views and 

 stereoscopes are a product of the Keystone View Company of 

 Meadville, Pennsylvania. 



Numerous sales have been made of several books published 

 outside and handled on consignment at the Museum. They pertain 

 to natural history, are written in popular style, and the authors 

 of some of them are members of the Museum staff. 



POST CARDS 



Although the number of post cards sold during 1934 was con- 

 siderably less than in the previous year, because of the decrease 

 in attendance, the total of 107,842 was very gratifying. 



Of the sets of cards containing views of the bronzes illustrating 

 the races of mankind, more than 934 (totaling over 27,510 cards) 

 were sold. An endeavor was made to serve persons especially 

 interested in types of certain limited geographic divisions. This was 

 done by offering, in addition to the set of thirty cards of miscella- 

 neous racial types, five other sets covering respectively the racial 

 types of Africa, America, Asia, Europe, and Oceania and Australia. 



One new set of cards was added to the series on zoological subjects. 

 New views for the individual post card assortment include forty- 

 seven anthropological subjects, twenty-six zoological, and one general. 



DIVISION OF PUBLIC RELATIONS 



Through the continued cooperation of the newspapers and various 

 national and international news distributing agencies. Field Museum 

 has been enabled throughout 1934 not only to gain publicity for its 

 current activities but also to use the press as an additional means 

 toward the accomplishment of the institution's primary mission — 

 the popular dissemination of scientific information. 



There has been prepared and distributed to newspapers, maga- 

 zines, news service associations, radio stations, and other publicity 

 media an average of five press releases a week. These, and numerous 

 photographs of Museum subjects, received generous space in all the 

 newspapers of Chicago. Through the channels made available by 

 such organizations as the Associated Press, United Press, Inter- 

 national News Service, Universal Service, and Science Service, they 

 appeared also in newspapers in all parts of this country and frequently 



