22 



THE BEE-KEEPERS' REVIEW 



then comes the advertising-. About this 

 there is a continual and endless cor- 

 respondence. Many advertisements 

 have to be edited, sometimes wholly re- 

 w^ritten, the same as is the case with 

 some articles. There are old adver- 

 tisements g-oing- out each issue, and 

 new ones coming- in, besides the 

 chang-es to be made in some that are 

 run reg-ularl}'. I often have several 

 letters back and forth with an adver- 

 tiser, helping him to get his advertise- 

 ment in the best possible shape. I 

 have even set up an advertisement, and 

 sent an advertiser proof, that he might 

 see exactly how it would look, how 

 much space it would occupy, and how 

 much it would cost. I once spent a 

 da}^ and made a journey of 140 miles, 

 to consult with an advertiser who was 

 thinking- of using a half page in the 

 Review for several months, and I there- 

 bj' secured the advertisement. I read 

 journals devoted to adveriising, not 

 only for the sake of making my own 

 advertising more effective, but that I 

 may be able to help my advertisers 

 with their advertising. Some might 

 think that all of this care and assist- 

 ance for advertisers unnecessary and 

 uncalled for. "Let advertisers fix up 

 their own advertisements — that's their 

 business," some may say. Not so. 

 The better advertising a man does, the 

 greater his custom and the greater his 

 profits, and the more likely is he to 

 continue the advertising, thereby bring- 

 ing profit to the publisher. Then, be- 

 sides this selfish motive, there is an un- 

 selfish desire to help my friends, the 

 advertisers. 



Aside from the reading matter and 

 the advertisements, there must be one 

 good picture in each issue, sometimes 

 several of them, and to secure these re- 

 quires no little effort. As I said in 

 regard to corresponence, it is notrouble 

 to secure any number of photographs, 

 but to get such as are wanted is not so 

 easy. I have said that I would never 

 publish a poor picture or engraving in 



the Review, and, so far, I have pretty 

 nearly kept my word. Not only do I 

 try to have beautiful, clear pictures, 

 but I endeavor, as far as possible, to 

 have them of some actual use, like the 

 one in this issue, for instance. Of 

 course, the possession of a camera, 

 and knowledge how to use it, have 

 greatly aided me in making the pic- 

 tures in the Review what they have been 

 — to secure the subjects, however, I 

 have travelled hundreds, yes, thou- 

 sands of miles, and shall probably 

 travel as many more. 



After the material has been gathered 

 for the making of the Review, then 

 conies the mechanical part; that of set- 

 ting the type, taking proof, making the 

 corrections, arranging the matter in 

 pages, putting these pages into a steel 

 frame called a "chase," in which the 

 matter can be squeezed up so tight, 

 "locked up," that it can be lifted up 

 and carried like a solid board, the 

 putting of this "form'' of type on a 

 press and doing the actual printing, 

 that is, the presswork, the folding of 

 the printed sheets, the gathering to- 

 gether of the different sheets into one 

 book, or copy, of the Review, the 

 stitching of these copies, the trimming 

 of them, the wrapping of them up for 

 mailing, yes, and the setting up in 

 t3'pe of the names and addresses, of 

 the subscribers, the yirinting of the 

 lists thus arranged, and the cutting up 

 and pasting on of the addresses, by 

 the use of a "mailer" — these are some 

 of the things that must be done in 

 "getting out the paper. " To describe 

 them all in detail would be of interest 

 to those not acquainted with the art of 

 printing, but it would require at least 

 a whole issue of the Review. 



A publisher, like the manager of any 

 enterprise, has his business "on his 

 mind" most of the time. He is asking 

 himself such questions as these: Is 

 the paper I am using good enough, is 

 the old type becoming so worn that the 

 paper deserves a "new dress," could 



