THE ANGLER AND HUNTSMAN 35 



way, in 1898, while the one shown on the right is the diplo- 

 ma won at the Paris Exposition in 1900. 



I know from experience the great love that attaches 

 the angler to his favorite reel. He will not part with it 

 for anything, so great is his attachment to it, growing as 

 the reel does in favor with him with each succeeding year of 

 its use. Finally, it becomes a veritable heirloom, to be hand- 

 ed down to the next generation as a precious gift, to be 

 treasured by his offspring as few r things earthly may be 

 treasured. If the reel possesses all the good points desired 

 by the angler, he ceases to look for something new from 

 time to time that will be better. He is quite satisfied. The 

 idea that other reels may surpass it in any respect is to 

 him the height of absurdity, and he would not exchange it 

 for a new and higher grade reel of the same make, lest it 

 should be found lacking in some important respect. Hence 

 it is that reels should be built up to the Milam standard, 

 even tho' the maker forfeits the chance for a second sale 

 to the same customer for a good half century. A reel that 

 is clung to and treasured by an angler for fifty years, or 

 even for half that time, is a very effective advertisement for 

 the factory from which it came; the missionary work that 

 it performs is worth the profits from a dozen sales, and 

 probably brings the maker thrice that many. Even if com- 

 mon honesty did not dictate the use of the very best avail- 

 able material and the most perfect workmanship, this 

 course is prompted by business policy. The appearance of 

 goods may attract customers, but it takes quality to hold 

 them. 



The " Milam" reel itself has been its best advertise- 

 ment and continues so today, as thousands of anglers will 

 aver. If the Milam people used the same effective ad- 

 vertising policy as do their competitors, no doubt the 

 "Milam reel" and not the "Meek reel" would today stand 

 out pre-eminently in this line. 



