1909 GLEANINGS IN BEE CULTURE 11 



AS THE ADVERTISING DEPARTMENT SEES IT 



And let us repeat right here what we have so often said before, it is the ad- 

 vertising pages of a magazine which bring the real revenue. Large advertis- 

 ing contracts mean a paper more attractive to every subscriber in all depart- 

 ments, not only in the advertising pages themselves, but in the editorial and 

 reading pages as well. Advertising contracts can not be secured without the 

 co-operation of every subscriber on the list. Read the advertising pages as 

 carefully as you do the rest of the paper ; patronize advertisers whenever pos- 

 sible ; speak a good word for the paper always, and we will increase its attrac- 

 tiveness and value to you a hundred fold. 



For instance, within the next two or three months, we would like to increase 

 our subscription list by an even ten thousand names. Now, every subscriber 

 can have a part in this campaign. We don't know the bee-keepers in your vi- 

 cinity, nor what their circumstances are, but you are right on the ground and 

 by a little diplomacy you can probably secure a good many names. We are al- 

 ways glad to send a few extra copies to be distributed among friends and we 

 will co«'>perate in every way with your efforts. You know enough about Glean- 

 ings to know that every bee-keeper can profit by reading the paper. 



If we can secure this additional ten thousand paid-up subscriptions, the ex- 

 tra revenue resulting will enable us to make your paper that much more attrac- 

 tive. You understand, of course, what an immense expense it is to get out a 

 paper like Gleanings, printed as it is, finely illustrated, and containing a good 

 many paid articles. Our paper-bill alone is enough to eat up a good many hun- 

 dred subscriptions. Now, there are certain fixed expenses whether we print 

 thirty-five thousand or fifty thousand. 



We will say, for example, that on the first thirty-five thousand we make 

 nothing above our operating expenses. You see besides the actual material 

 used in the paper we have to pay the people who do the work. There are type- 

 setters, proof-readers, pressman, stitchers, folders, and trimmers, besides a 

 good many other faithful people who handle the paper before it finally goes to 

 you in its present shape. It costs a great deal of money too to gather the data 

 needed for the interesting articles published and to take and print the illustra- 

 tions. Our photograph department is at work nearly every day getting inter- 

 esting and instructive views to illustrate properly the matter to be published. 



Now, if we are able to give to you the paper we do with our present sub- 

 scription list, you can see how much better we could do if we had that additional 

 ten thousand names. Our expense in getting the paper out would be but very 

 little more than it is at present, and we would have just that much more to put 

 back into the paper in the way of new departments, articles, and illustrations. 



We want everyone of our subscribers to be as enthusiastic for a bigger and 

 better Gleanings as we are. The paper is yours to improve if you will. Will 

 you carry out your share of the plan by securing at least one of the ten thou- 

 sand new names? 



