Wh we insert 
7 Advertising 
HIS publication is issued to further the promul- 
gation of the results of advanced study in the 
science covered by it. 
ou, as one of the supporters of this object, 
are necessarily interested in its legitimate success. 
The greater its success, the more influential and 
helpful it can become. This success cannot come 
out of the air. It must be brought about on a 
purely business basis. 
To promote a high-class journal such as this 
costs heavily. To enable us to give you a publica- 
tion which comes up to the standard we have set, 
it is necessary for us to derive an income from the 
same source from which other publications of 
greater and more general circulation do — from 
advertising. 
The readers of this journal are of the substan- 
tial class of American citizens who know the best 
and enjoy the best. They are constantly the pur- 
chasers of articles such as are offered in our adver- 
tising pages. 
We do not accept any advertising that we do 
not believe to be thoroughly reliable. Therefore, 
our subscribers can do themselves a benefit, and at 
the same time give us substantial assistance, by 
reading and answering the advertisements and pat- 
ronizing the advertisers whose announcements 
appear in these pages. 
The University of Chicago Press 
Chicago or New York 
