!»'wr.'i.>i',vv»w.w.<»'."»v»'.'''."n'i« 





HOW DO YOU LIKE x 

 Mr OUR NEW FALL DRESS? 



With this issue The Review has published a series of fifty-two consecutive 

 zveekly editions, no one of which has carried less than lOO pages — a straight year 

 of 100 pages and up! It seems an appropriate time to drop the pamphlet style of 

 binding heretofore used and give the trade a journal the appearance of which 

 icnll be as good as the contents. For the contents must be good, unusually good — 

 otherivise the demand for space never ivould have grown to the point zvhere loo 

 or more pages are necessary each and every week in the year. 



N the year completed with 

 this issue The Keview has 

 printed a grand total of 6,- 

 332 pages — 100 pages in the 

 smallest issue, 180 pages in 

 the largest; an average of 

 118 pages for the fifty- 

 two issues. Also, it has printed ap- 

 proximately 600,000 copies, the press 

 room order having been 11,000 copies 

 one year ago and 12,000 copies now. 



Service the Basis. 



Tlie continued success of any busi- 

 ness is based on the ability of that 

 business to render a public service — 

 ami the knowledge that the business is 

 nicctiug a general need always is one 

 of the chief recompenses of the manage- 

 ment. The steady, 

 almost rapid, growth 

 of the paper in its 

 seventeenth year is 

 convincing evidence 

 that the service The 

 Review gives the 

 trade is good service, 

 a needed service — 

 and appreciated. 



Those 6,132 pages, 

 and the 600,000 copies, 

 are the measure both 

 ^f The Review's serv- 

 ice in its field and of 

 tlie trade's apprecia- 

 tion of that service. 



Ill this connection 

 tliere may be interest 

 lor some in the ac- 

 companying table 

 comparing the circu- 

 'atum and rates of a 

 do7,,.,i weekly trade 

 P>M"rs picked because 



ca'li is a leader in its 



I .' '''^elve are used 

 ^''■■'iise it is enough to make the points 

 '"' leading papers in fifty trades 



' 'I show no more, and no less. 



Cost to Readers. 



Ot 't'l''^ the matter of subscription price: 

 01,1 'fl® dpzen papers picked at random 

 Tl ' 



render a better service to the trade. 

 With a low subscription price the paper 

 is within the reach of all who care to 

 read — and with 12,000 copies printed for 

 a trade of no greater numerical strength. 

 The Review covers its field with won- 

 derful thoroughness. Just how thor- 

 oughly can best be seen by consulting 

 the table. 



In Other Trades. 



Possibly the best known trade paper 

 in America is Iron Age. Its circula- 

 tion is almost exactly the same as that 

 of The Review. But how much larger 

 is its field? 



Take the lumber trade: Its leading 

 paper has a circulation hardly greater 

 than The Review. But how many more 

 lumbermen are there than florists? Ten 



Comparison of Circulation and Rates of 



A Dozen Leading Weekly Trade Journals 



Chosen at random from, the records of "Advertising and Selling." 



TBADE 



Subscrlp- 



PAPiER tlon 

 price. 



Baking Bakers Weekl.v ll.OO 



Butchers National Provisioner i.OO 



Dry Goods Dry Goods Economist 5.00 



Electrical Electrical World o.OO 



Engineering Engineering News 5.00 



FLORISTS FLORISTS' RKVIEW 1 00 



Hardware Hardware Age 2 00 



Iron and Steel Iron Age 5.C0 



Lumber American Lumberman 1.00 



Plumbing Domestic Eagineering i.OO 



Shoes Boot and Shoe Recorder 2.50 



Tobacco U.S. Tobacco Journal 4.00 



Circula- 

 tion. 



7.0">0 



S.500 

 12,708 

 19.:«)1 

 I'.t.SOl 

 17.000 

 18.800 

 12.100 

 l:!.061 

 10,672 



8,200 



9.eoo 



as The Review serves the florists' trade. 



Volume of Advertising. 



A paper that covers its field as thor- 

 oughly as does The Review would al- 

 most inevitably have a large advertis- 

 ing patronage. The only thing that 

 could prevent would be prohibitive 

 charges for space. 



And Review rates are not prohibitive. 

 They easily can be called reasonable. 

 Indeed, after noting what the others of 

 this dozen leaders charge one might 

 almost say Review rates are decidedly 

 and definitely low. 



But this is only another form of ex- 

 cellent service to the whole trade — to 

 buyers as well as sellers. 



A trade paper owes its first duty to 

 its subscribers. Good service to its 

 readers lies primarily 

 in telling the trade 

 news truthfully and 

 fully — and how can 

 the trade news be 

 told fully without a 

 full showing of adst 

 For the trade news is 

 found in the ads quite 

 as much as in the 

 text. 



1 page 

 1 time. 



$ 15.00 

 50 00 

 160.00 

 f<0.00 

 78.00 

 30.00 

 .H8.00 

 72.00 



iat.5o 



75.00 

 (10.00 

 (W.OO 



1 paKe 



yearly 



contr'ct 



f 25.00 



■25.00 



120.0) 



.50.00 



.55.00 



21 00 



50.00 



12 00 



t;:!.00 



:!i.46 



:'.8.»7 



:;l.61 



A Word on Bates. 



, • one charges its readers as little as 



"■ Heview. Several charge $5 a year, 



' the average for the lot is $3.12iA. 



st,;;"J°"?"y The Review might be 



it I'-^u^ ^^ ^^^ income were larger — and 



hill f • ^® ^ore expensively printed — 



It IS doubtful if it would thereby 



times as many? Perhaps more than ten. 



Then the dry goods trade: Its lead- 

 ing paper has a circulation almost the 

 same as the florists'. But there surely 

 are a dozen dry goods stores and fac- 

 tories to every florist. 



The price of subscription should not 

 be considered in this. The publication 

 best serves its trade that is bought and 

 read by the largest percentage of those 

 in its field. 



From which it may be deduced that 

 no one of these leading trade papers 

 serves its trade anywhere near so well 



By charging a dis- 

 tinctly reasonable 

 rate for the use of 

 its space The Review 

 makes it possible for 

 all who wish to put 

 their business news 

 before the trade in 

 attractive form. 



The publisher's ad- 

 vantages in the low- 

 est possible rate in- 

 ^^^^^^^^^^ elude: A big assort- 

 ment of trade offers 

 that in most cases are as interesting as 

 editoriid matter; a low cost for solici- 

 tation, the publisher's selling expense; 

 a steady volume of business to keep the 

 plant running at minimum expense. 



Rates of Other Leaders. 



Note the yearly rates per page for 

 the dozen papers in the table on this 

 page. Regardless of circulation, none of 

 them charges so little as The Review. 

 Iron Age, with practically the same size 

 circulation, charges exactly twice as 

 much. Lumberman just three times The 



