1909 GLEANINGS IN BEE CULTURE. 15 



AS THE ADVERTISING DEPARTMENT SEES IT 



It will be remembered that we invited suggestions regarding our advertising columns 

 in the last number of Gleanings. As we write this, there has not been time to have 

 many responses, but we expect to hear from a good number soon. 



We presume the majority of our readers seldom think that they have any thing to do 

 with the improvement of the advertising columns. We are gratified, however, to notice 

 from time to time in our correspondence the interest taken by our readers in ihe adver- 

 tising department of the paper. One subscriber in Massachusetts suggested that we 

 have more eastern advertising, remarking that the majority of the advertisers were in 

 the West, meaning, of course, the (ireat Lakes region. We presume Pacific-coast 

 subscribers would hold an opposite view. An Indiana subscriber says, " I like your pa- 

 per because it has no medical or fake advertising." Another subscriber reports having 

 purchased over four hundred dollars' worth of goods of our advertisers, but says he has 

 no suggestions to make. Amther one, whose opinion we value, comments unfavorably 

 on a certain advertisement, saying it is not up to the usual high plane of Gleanings ad- 

 vertising. Instead of being annoyed at his criticism we feel complimented, and take 

 this occasion to explain further our preceding remark to the effect that our readers have 

 a good deal to do with our advertising columns. 



If our readers generally will mention this paper when sending either inquiries or or- 

 ders to our advertisers it will enable us to make a good showing with the advertiser, 

 and secure renewal orders as well as new business of the same high character. We are 

 aware that this is done largely by our subscribers, even though we haven't kept a stand- 

 ing request for it; for within the past few days we have had a renewal order for 1910 of 

 one of the largest advertising contracts which has ever appeared in Gleanings. In this 

 connection it will also be remembered that Suburban Z.//"^ reported returns from Glean- 

 ings far in excess of the average returns from other magazines. 



Now, if our subscribers will continue to patronize our advertisers as liberally as they 

 have in the past 'and we feel sure they will), and will especially remember to mention 

 Gleanings when making orders or inquiries, it will have much to do with the improve- 

 ment of our advertising and other pages as well, for of course it is well known that, 

 without the revenue secured from our advertising columns, we can not go to the expense 

 we do for the fine illustrations that have appeared so prominently for the past few years. 

 Nor can we secure such articles as " Selling 20,000 Pounds of Extracted Honey at 3 

 Cents per Pound above the Market Price " mentioned on page 14 of this issue, and 

 many other valuable high-grade articles. 



Referring further to the criticism previously mentioned, that a certain advertisement 

 was not up to our usual high standard, this is an opportune occasion to mention that we 

 often decline advertising that we find in many prominent papers. Just a few days ago 

 we received an order for a full-page copy from a prominent advertiser whose name is al- 

 ready familiar to our readers, and whose copy we very much wanted to run. We were 

 obliged, however, to return it on account of the extravagant claims made, which, in our 

 opinion, did not add strength to his argument, but, on the contrary, would weaken it 

 with our readers. Furthermore, it would be objectionable to them by reason of its ex- 

 travagance. In numerous other instances, for one reason or another we decline large ad- 

 vertising contracts in order to keep up our high standard; and we again urge the co-op- 

 eration of our readers, both in their patronage of our advertisers and in suggestions for 

 the improvement of these columns. 



