ADVERTISING 



70 



AEGEAN SEA 



per thousand is higher. Magazines of large 

 general circulation charge from one-third to 

 two-thirds of a cent per line per thousand. 

 Publications of class circulation charge a higher 

 rate. There are several magazines with a 

 general circulation of 2,000,000 copies each in 

 which the rate is four-tenths of a cent per line 

 per thousand, $8 a line, or $112 an inch. A 

 double page advertisement in one of these 

 magazines costs as much as $12,000 for a single 

 insertion. Advertisements larger than two 

 pages are rare. 



The Future of Advertising. This is a matter 

 which is the subject of much speculation. It 

 is generally believed that its usefulness will 

 continue to increase, and that new employ- 

 ment of it will be found. 



It has largely taken the place of other pro- 

 motive methods of political parties, and has 

 obviated much of the rancor that marked 

 political campaigns. It has been used by gov- 

 ernments to popularize war, to promote the 

 sale of securities and to induce tourist-travel. 

 It has not been used by governments to pro- 

 mote the peaceful relations of nations, as such 

 use of advertising would be destructive of the 

 influence of secret diplomacy. The exercise 

 of the power of advertising makes for democ- 

 racy by the spread of knowledge and the cre- 

 ation of understanding. Its educative force 

 develops the desire for its greater use. Its 

 future holds promise of developing the domi- 

 nant world power for economic and social bet- 

 terment and for permanent peace. 



The Country Merchant's Problem. Expe- 

 rience has proved the stern necessity of adver- 

 tising in any line of business, if that business 

 is to attain even a fair degree of success. In 

 the small community the merchant errs who 

 says, "I do not need to advertise, everybody 

 knows me." It is true that the man who was 

 Vice-President of the United States in the Taft 

 administration to go no farther back was 

 well-advertised and well-known at the time, 

 but to-day few remember his name. The 

 merchant should remember that great Chi- 

 cago mail-order firms (the largest in the world) 

 are as well known, by name, as he is, and they 

 persistently keep the merits of their wares 

 before his neighbors. 



It is not enough for the country merchant, 

 in his space in the local paper, simply to tell 

 the people he deals in groceries or dry goods. 

 He must learn from city advertisers that the 

 only profitable investment in advertising is to 

 make a particular appeal in every announce- 



ment. When he gives his neighbors some- 

 thing to their interests to think about in con- 

 nection with local merchandising they will give 

 him increased support and will feel less de- 

 pendent on mail-order houses. 



Higher rent in a building which many people 

 pass may well be considered a good advertis- 

 ing appropriation, but, having secured such a 

 location, sometimes fullest advantage is not 

 taken of it. Window dressing is a potent adver- 

 tising factor, and it is an art worthy of cult iva- 

 tion. What is placed in the window will at- 

 tract customers or emphasize the improgressive 

 character of the merchant. The window dis- 

 play should be attractive and distinctive; it 

 should make a seasonable appeal. A variety 

 of things in a miscellaneous display leaves 

 little impression on the beholder; a colony 

 of silkworms and a display of silks is not only 

 educational and inviting as a spectacle but is 

 sure to turn thoughts towards silken raiment. 

 Specimens of unpicked cotton will create com- 

 ment and stimulate interest, and they are not 

 difficult to obtain. A pair of new shoes for 

 baby at one end of the window, a pair of old, 

 worn-out boots at the farthest corner, between 

 the two a groundwork of earth and a path 

 leading from one to the other "Between these 

 lie life's pathway" will long be remembered, 

 and advertising does its work when the boot- 

 and-shoe merchant announces that he cares 

 painstakingly for needs of all ages. J.o's. 



ADZ 



ADZ, a carpenter's" tool which resembles 

 an axe, but differs in having the edge of the 

 blade at right angles to the handle. The chisel- 

 shaped blade, which is from four to five inches 

 long, is curved, and the head has a socket into 

 which the long straight handle is fitted. The 

 ordinary adz is used for smoothing timber, 

 but some are curved and are designed for 

 shaping eave-troughs and hollow ware. 



AEGEAN, eje' an, SEA, a body of water 

 which, because of its almost innumerable 

 islands, is also called the Aegean Archipelago. 

 It is that part of the Mediterranean which lies 

 between Greece and Asia Minor, and is in 

 length about 400 miles and in greatest breadth 

 175 miles. Of its islands, many of which are 

 of volcanic origin, the most important are 



