260 



THE IRRIGATION AGE. 



A STUDY IN ADVERTISING. 



THE curiosities of advertising make an interest- 

 ing study. The most curious thing about it 

 is that many the great majority of those 

 who spend money on it, and are supposed to be 

 the people most deeply interested, do not make a 

 study of it at all. They simply "follow the 

 leader." One dealer we will say, for instance, in 

 farming machinery sees the advertisement of a 

 competitor in a trade paper, and he puts his " ad " 

 in, and so on until this paper is full of the ads 

 of dealers in the same line. Pages and pages are 

 filled with them. These business houses and 

 manufactories do not expect to get trade from each 

 other they are rabid competitors. Now, this 

 paper circulates where ? Eight around among 

 these competitors. The proprietors and managers 

 see the display made by their competitor, then look 

 over their own " ad " complacently and then lay 

 back and wait for business. Now, the best that 

 can be hoped for in this mode of advertising is " a 

 standing in the trade." They don't even get that, 

 and they don't get to the buyer at all. Most of 

 these people are good business men in other re- 

 spects but they fail to pay the same attention to 

 their advertising that they do to other things. Still 

 they wonder how a few of their number, even new 

 concerns, get to the front. It is because these 

 few, while also having a place in the trade paper, 

 go further and put their advertisements in papers 

 which go directly to the consumers, or the users. 

 To learn the secret of success in this matter it is 

 only necessary to watch the course of the patent 

 medicine men. They advertise in the dailies, 

 weeklies and monthlies which are read by the 

 consumers. The latter ask for their wares in the 

 stores, and the stores "the trade" then hustle 

 in their orders to the makers. Manufacturers, 

 agents and dealers who want to sell machinery, 

 merchandise or anything else to farmers and 

 stockraisers and country storekeepers must ad- 

 vertise in the papers those classes read. 



ADVERTISERS AND PUBLISHERS BAN- 

 QUET. 



Nearly 100 agricultural advertisers and publish- 

 ers of agricultural newspapers were the guests of 

 the Frank B. White Company at a dinner, in the 

 banquet hall of the Auditorium, on November 14. 

 Elmer E. Critchfleld, toastmaster of the evening, 

 introduced Frank B. White, who, as host, gave 

 greeting to his guests. In behalf of the advertis- 

 ers, the response came from Roy Shuman, while 

 Gen. C. H. Howard spoke for the publishers. 



John M. Montgomery, Superintendent of second- 

 class mails, made the statement that as much as 

 seventy tons of bulk mail went through the Chi- 

 cago postoffice daily. Mr. Montgomery invited 

 those present to visit the postoffice to see how the 

 mail is handled. 



Other speeches were made by W. J. Adam, the 

 manufacturer of woven wire fencing; P. M. Sharp- 

 ies, of the Cream Separator Company, and others. 



Last Saturday night a plowman's wife was sitting by 

 the fireside reading the Weekly News. " Losh me, 

 John," she exclaimed to her husband, " that Hoose o' 

 Commons maun be an awfu' wicked place. I see that 

 they're to hae twa days hard swearin' afore they begin 

 business." Dundee News. 



W. W.MONTAGUE & GO. 



MANUFACTUKKKS OF AI>L SIZES 



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The Cut on the left shows a section of Five joints 

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DOUBLE RIVETED IN LATERAL SEAMS. 



Particular attention is given to Coating Pipe 

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TH 



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Manufactures a very extensive and 

 excellent line of Agricultural Imple- 

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SIvNI* FOR CATALOGUE 

 PRICES .... 



MENTION THE IRRIGATION AGE. 



