January, 19 10 



THE GARDEN MAGAZINE 



201 



THE- TALK- OF - THE - OFFICE 



IN THE MATTER OF ADVERTISING 



We have just had an experience which pleases 

 us so much that we address this page on the 

 opening month of the New Year to the people 

 who advertise. Publishers, like the manufac- 

 turers of other goods, get their customers largely 

 by the use of printers' ink, and Doubleday, 

 Page & Company, first and last, spend a great 

 deal of money in the effort to convince people 

 of the attractiveness of their products. Our 

 attention was directed to the fact that the adver- 

 tising of our own publications in our own 

 magazines this last fall yielded us much better 

 than ever before, and showed favorable com- 

 parison with our advertising placed with our 

 distinguished contemporaries. This led us to 

 study our own records, and the records of other 

 people who use our advertising pages. We 

 are printing herewith some statements which 

 we think will interest our friends, and will 

 prove what we firmly believe to be the truth, 

 that the advertising value of The Garden Maga- 

 zine is increasing enormously. These records 

 speak for themselves. 



The Garden Magazine is a well-stocked and 

 reliable market place, serving both reader and 

 advertiser, as the following letters will testify. 

 It is the leading horticultural publication of the 

 country, both editorially and in its value as an 

 advertising medium. These are but samples of 

 the testimonials we are constantly receiving: 



A Seedsman writes: 



"Your paper is making good, as usual, and we look 

 for great results from it between now and spring." 



A Nurseryman writes: 



" The Garden Magazine has been shouting for us 

 this month — 134 replies the first week, and still coming." 



A Fertilizer Concern writes: 



"It may interest you to know that The Garden Maga- 

 zine has given us the best returns of any publication we 

 have ever used. We will materially increase our space 

 with you this coming year." 



A Plant Food Manufacturer writes: 

 "We are glad to say that Garden Magazine advertis- 

 ing this spring has given us very good results. We shall 

 surely use large space next season." 



A Mowing Machine Company writes: 



"We have taken space in The Garden Magazine, 



and can say it is the best medium we have ever used. 



In our case it has been in a class by itself compared with 



every other magazine in its field." 



The Garden Magazine carries a large volume 

 of general advertising each month. Because of 



the directness and appeal with which it reaches 

 its readers, the home owners and housewives, 

 it has "made good" conspicuously on all this 

 business, in evidence of which — 



A Cement Company writes: 



"Our page advertisement in The Garden Magazine 

 has brought us 1,577 replies." 



A Rug Manufacturer writes: 



" The Garden Magazine has averaged 75 inquiries a 

 month." 



A Rat Poison Manufacturer writes: 



" The Garden Magazine has given us the best returns 

 of all the magazines we have used. The advertising 

 has paid for itself fifteen times over in 10-cent and 25- 

 cent orders." 



A Furniture Company writes: 



"We think a great deal of Garden Magazine. It has 

 produced excellent returns for us." 



A House Decorating Company writes: 

 " The Garden Magazine has averaged 30 inquiries 

 every day since the appearance of our advertisement 

 in your September issue, now published over three 

 weeks ago." 



The great buying power behind The Garden 

 Magazine, and its strength as a medium along 

 all lines of general advertising, is shown by the 

 following list (a partial one) of advertisers who 

 have used space on regular contract for at 

 least two years in The Garden Magazine: 



Knabe Piano 



Prudential Insurance Co. 



Atlas Portland Cement Co. 



Eastman Kodak Co. 



Rider-Ericsson Engine Co. 



Samuel Cabot, Inc. (Shingle Stains) 



American Sugar Co. 



Genasco Roofing 



James Pyle (Pearline) 



Burlington Venetian Blind Co. 



J. L. Mott Iron Works 



Kewanee Water Supply Co. 



Queen Hammock Co. 



J. A. & W. Bird & Co. (Flintcote Roofing) 



New Jersey Zinc Co. 



Chickering Piano 



Kelsey Heating Co. 



Home Correspondence School 



Hill Dryer Co. 



Stevens Arms & Tool Co. 



Huyler's 



Piedmont Furniture Co. 



Victor Talking Machine Co. 



Old Hickory Chair Co. 



National Lead Co. 



Johnston Educator Food Co. 



Carter White Lead Co. 



Erkins Studios 



Makaroff Cigarette 



Do you know what our Readers' Service is, 

 and what it can do for you ? 



Do you know that this department answers 

 fidly ail questions from the readers of our maga- 

 zines on any subjects whatsoever, and charges 

 absolutely no fee ? 



Send for our interesting 16-page booklet on 

 the Readers' Service. It tells what a valu- 

 able source of information this department is. 



THE ADVERTISERS' ALMANACK 



In the three Doubleday-Page magazines 

 thousands of separate advertisements are pub- 

 lished every month; each one has to be set in 

 type separately, the cuts properly placed, 

 a proof taken 

 and sent to the \r 

 advertiser for 

 approval or cor- 

 rection. Each 

 has to be set in 

 its proper posi- 

 tion, and the 

 pages so made 

 up that it will 

 fill the exact 

 space set apart 

 for it. 



The writing, 

 arrangement,il- 

 lustration, set- 

 ting and placing 



of advertisements is a business in itself, and 

 one full of detail. 



For more than two years we have published 

 a little monthly magazine called The Adver- 

 tisers' Almanack, that tells about this compli- 

 cated business in general, and the advertising 

 of our own magazines in particular. It tells 

 of interesting advertising campaigns, of the 

 educational work advertising is doing, of many 

 unusual and interesting advertising experiences, 

 and of the methods of producing advertising — 

 the process of manufacture, as it were, showing 

 how the wheels go round. 



If you would care to go further into the 

 mysteries of the elusive, fascinating, potent 

 force called "advertising," we will gladly send 

 you a copy of The Advertisers 'Almanack, and 

 initiate you — gratis. 



Please address the Advertising Department, 

 Doubleday, Page & Company. 



