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THE NEW REVIEW mt 

 X MAKES A BIG HIT 



Last week's issue of The Review, m^ first in the new magazine style of 

 binding, with its striking cover, made an instantaneoiis Mi — it was recognized 

 that the new Review is so much the most attractive paper the trade ever has had 

 that the wonder is it was not done before. The response has been a surprise, 

 nearly every letter mentioning the improvement, readers and advertisers alike 

 commending it. "The Review is in a class by itself" is the general verdict. 



PPEOVAL of the new Ee- 

 view — the magazine style 

 trade paper — was to have 

 been expected; the improve- 

 ment was so apparent that it 

 could not be otherwise than 

 appreciated. But that the 

 res] ion se should have been so prompt 

 an<l so general was a surprise to the 

 publishers, who never forget that each 

 person is too intent on his own tribula- 

 tions or triumphs to give much heed to 

 liis neighbor's sorrows or successes. 



That congratulations should come by 

 mail, by telephone, even by telegraph, 

 was of course a source of 

 gratification. It showed, 

 not only that the change 

 was noted and approved, 

 but that The Review holds 

 a place close to the hearts 

 of its readers. You don't 

 oflfer felicitations to the 

 man you do not feel you 

 Icnow. 



And the effect of the 

 change in make-up already 

 is beginning to be apparent 

 in the circulation depart- 

 ment. It seems sure no one 

 will want to get along with- 

 out the new Review — the 

 pressroom order for 12,000 

 copies soon will have to be 

 increased. 



takes to measure the improvement: "I 

 want to say a word about your latest 

 Review," writes Joseph Kohout, of 

 Liberty ville. 111.; "the covers improve 

 the appearance of the paper seventy-five 

 per cent; it looks like a 25-cent maga- 

 zine now." 



The Question of Color. 



As was to have been expected, not all 

 those who like the new paper approve 

 the color of the cover. "The Review 

 is much improved by the new binding, 

 but I think green more appropriate 

 than yellow for the cover, ' ' writes J. L. 



By Wire. 



It is impossible to print 

 all the letters that have 

 come — or even the whole 

 or the ones first to hand- 

 out It is permitted to print 

 tn<^ first telegram, for it 

 came from a live wire. As 

 follows: 



ro^vJlf I*"!'"'"?* on your im- 

 "^-^i, impressive, pleasing jour- 



'. . ^L sum la • «.{ — .... 



while to state that it is widely recog- 

 nized that yellow and black make the 

 most striking of color combinations. 

 These colors were chosen for the benefit 

 of those whose ads appear on the 

 covers, as well as to make it possible to 

 identify The Review at a glance. The 

 printing shows up vastly better on yel- 

 low than on any shade of green. We 

 know, because we tried them all before 

 deciding. 



This cover stock was made to order. 

 We have only two and a half tons of 

 it, and the next batch probably will be 

 a little more on the buff, as the mill did 

 not quite get the tone we 

 were after on this first lot. 



HOW PATRONS CAN HELP 



Weekly trade papers in most lines of 

 business require a full seven clays' notice to 

 insert, discontinue or alter an advertisement. 



The Review has required only 24 hours! 



Asrain, that's service. 



But it will not be possible to publish a 

 weekly magrazine at daily newspaper speed 

 without the cooperation of patrons. 



If the bulk of the copy keeps coming on 

 the day forms close— well, it may become 

 necessary to close earlier. 



Give us all the time you can. 



prov 



Spiinklep J" " * wiin-er._ 

 "Good cover on this 

 Poll ^ll^^^>" writes E. F. Winterson. 

 'worth, at Milwaukee, in sending an 

 all: !?L "W« like the new appear- 

 in 1., f^ P^Per and hope we are still 



dr. V, ^'^^ Review on its new 



cI.u'^viii^^^T ^®°J- Connell, of Mer- 

 pl,.' ;!;"«' .N. J., and "We are much 



•^t-''.„r, /w 1.*^® ^®^ «*yl«'" says 

 "I'P & Walter Co., New York. 



Three-quarters Better. 



'"" 'I^mnt®*^®''' * grower, with a green- 

 'an 8 sense of exactness, under- 



Johnson, of De Kalb, 111. The John C. 

 Moninger Co., Chicago, says: 



"The new paper came today and we 

 wish to compliment you on its general 

 make-up. The new binding is a step 

 forward. We wish you much success 

 in this new dress and believe it is going 

 to pay you handsomely. The only thing 

 we did not like was the color. It seems 

 you should have used some sort of pale 

 green in keeping with the business, but 

 the color you are using is certainly 

 serviceable. ' ' 



In this connection it may be worth 



Index and Contents. 



But cover and binding 

 were not the only changes 

 in last week's Review. 

 "The paper is much im- 

 proved; we like the new 

 table of contents; the only 

 thing better would be to 

 print it on the cover," 

 write Hammerschmidt & 

 Clark, Medina, O. At Au- 

 burn, R. I., the same fea- 

 ture impresses, for Chester 

 R. Cranston writes: 



"I thank you for the big 

 improvement in The Re- 

 view. Not only is the bind- 

 ing better, but by printing 

 the Index to Advertisers 

 and the Table of Contents 

 on the front pages you have 

 made the paper more serv- 

 iceable to both subscribers 

 and advertisers. You de- 

 serve all of your success." 



In a Class by Itself. 



J. W. Jones, foreman of 

 the Phipps Conservatories, 

 Schenley Park, Pittsburgh, 

 comments: "The new fall 

 dress is very becoming and a very pro- 

 gressive step; also, having the Index to 

 Advertisements and Table of Contents 

 on pages 2 and 3 is a great improve- 

 ment. The Review now certainly de- 

 serves being classed by itself. ' ' 



But J. P. Siebold, Lancaster, Pa., 

 says: "How about it? I will tell you. 

 The Review always deserved to be 

 classed by itself. Today it is incom- 

 parable with any other trade journal." 



Time a Factor. 



Although trade papers in other lines 



