146 



SCIENTIFIC AGRICULTURE. 



January. 1922. 



of that policy may suggest themselves and 

 be put into effect. It has been suggested, 

 for in>stance, .that t^e advertising revenue 

 from Scientific Agriculture should never 

 be allowed to very greatly exceed the cost 

 of publication — in other words, that a re- 

 serve of profits should not be built up, if 

 such were at all possible. It is admitted 

 that a certain number of pages of paid ad- 

 vertising are necessary, but whether those 

 pages contain the announcements of twen- 

 ty, thirty or forty firms should be of no 

 consequence. Wlien it is found necessary 

 to increase the number of advertising 

 pages, t,he added revenue might be applied 

 to a reduction in advertising rates or to 

 any other purpose suggested by the adver- 

 tisers and approved by the owners of the 

 magazine. These suggestions point out 

 some of the lines along which further de- 

 velopments may take place. Other sugges- 

 tions will be appreciated. 



It will be some time before the full re- 

 sults of this advertising policy will be felt. 

 A period of "educating the reader" must 

 be passed through as well as the peri(>d 

 of convincing the prospective advertiser. 

 Most of t,be readers of Scientific Ar/ricul- 

 tiire are professional men, leaders in their 

 own communities, who are constantly be- 

 ing consulted as to the best machinery, 

 fertilizers, feeds, etc. Once these men, who 

 are owners of Scientific Agriculture, ap- 

 preciate the merits of their own policy, its 

 importance as an advertising proposition 

 rapidly increases. So that ultimately a 

 measure of co-operation between highly 

 reputable firms on the one hand and the 

 members of the Society on the other will 

 be the natural result. 



The close of 1921 finds the Society in a 

 thriving condition. Not only has it brought 

 its official organ through a period of seri- 

 ous depression, but it has established it on 

 what now appears to be a very firm basis. 

 During the development of the magazine, 

 the Society has made steady progress in 

 other directions, and has received promi- 

 nent recognition. The membership list jias 

 grown from 557 to 625 during the past six 

 months, and is increasing steadily at the 



time of writing. It is quite reasonable to 

 suppose that there will be seyen hundred 

 members by June next, a figure which a 

 year ago would certainly ^ave been con- 

 sidered impossible of attainment. The 

 members have shown most encouraging in- 

 terest in their own local branches, and en- 

 thusiastic; meetings are being held fre- 

 quently in all provinces of the Dominion. 

 During the present month an official com- 

 munication from the American Association 

 for the Advancement of Science states that 

 its Executive Committee has admitted the 

 C.S.T.A. as an Associated Society, and as 

 such it will take part in t]ie programme of 

 the American Association at the Toronto 

 meetings this month. 



Just one year .ago, at a meeting in Sas- 

 katoon on December 31st, the provincial 

 organization work of the C.S.T.A. was 

 completed, and there was no province in 

 the Dominion without at least one local 

 branch. At that time it was thought that 

 the Society jiiad made splendid progress 

 during 1920 and that the year 1921 should 

 be entered upon with enthusiasm and 

 hopefulness. Thanks to the enthusiasm 

 that has reached ever^' individual member 

 through the branches organized in 1920, 

 the year 1921 has been even more success- 

 ful. 



"What the possibilities are for the future 

 it is difficult to foretell. This much is 

 certain : there must be no loss of enthusi- 

 asm or interest or co-operation. Those 

 three tremendous assets belong to every 

 member. The development of the C.S.T.A. 

 is far fi-om complete, but it will be made 

 more rapid by Dominion -wide effort than 

 by any other influence. In extending a 

 Christmas and New Year greeting to our 

 members and readers, we can wi^h no more 

 than this — prosperity, sustained individu- 

 al effort and co-o]ieration. 



Tlie ai-ticle on page 153 of the present 

 issue on "Poultry Breeding at the Univer- 

 sity of B.C." deals with Wyandottes and 

 liCghorns. It will be followed, in the next 

 issue, by the results obtained with Recks 

 and Reds. 



