pages at $50 a page. We want the advertisements 
because they are of interest to our readers. They 
will tend to increase still further our subscription 
list, and this will add still further to the value of 
the advertising space. 
The Popular Science Monthly is subscribed for 
by over 1900 public libraries ; it is subscribed for 
or read by a majority of those in this countiy who 
have any interest in science; it has the largest 
foreign circulation of any American scientific 
journal. If one quarter or one tenth of those who 
read the Monthly purchase a book its success is 
assured. An advertisement in it introduces a 
book more directly and cheaply than is possible 
in any other way. 
It obviously pays to advertise books when this 
can be done efficiently and economically. The 
first cost of printing a book requires a sale of 
from 500 to 1,000 copies to meet expenses. But 
after a book is once printed, each sale yields a 
larger profit than is the case with ordinary com¬ 
modities. Further each book sold tends to sell 
others. It would be worth while to spend $2.50 
to sell a single copy of a $2.50 book. A quarter 
page advertisement in the Monthly, costing $2.50 
at page rates, could scarcely fail to accomplish 
this. It might tend to the adoption of a text¬ 
book increasing its sales by hundreds or thousands. 
It is also true that, quite apart from commer¬ 
cial profits, an author wants bis book to be read 
and its publication known. There are very few 
scientific books whose sales pay for the time spent 
on them. An author publishes because he wants 
to advance science and because it is part of the 
duties of his position. It is consequently impor¬ 
tant, even apart from the effect on sales, that the 
publication of a book should be made known. 
Publishers and authors do not seem to realize 
fully the advantages of advertising books that 
have been published in preceding years. They 
may be as valuable as ever, but the sales become 
small, because the books are not brought to the 
attention of those concerned. The proceeds of 
sales are clear profits and may lead to a new edi¬ 
tion. All new books should be advertised in 
The Popular Science Monthly as a matter of course, 
but it would also pay to advertise there many 
books other than those which have just been pub¬ 
lished. 
A mong the publishers who have advertised 
THE POPULAR SCIENCE MONTHLY 
The Monthly, now in its sixty-ninth volume, is one 
of the half dozen great American magazines ; its circu¬ 
lation is the largest of any journal of its class ; its 
charges for advertising are low. Tliereare good journals 
with half the circulation of the Monthly which charge 
four times as much. 
The Popular Science Monthly has a very large library 
circulation, including nearly all educational institu¬ 
tions ; it is subscribed for or read by most of the scien¬ 
tific men of this country and by those having scientific 
interests ; it has on its list a large percentage of men of 
wealth and influence ; it has a relatively large foreign 
circulation. 
The high standards that have always been main¬ 
tained in the editorial pages of the Monthly must give 
weight and influence to the advertising pages. When a 
magazine is filled with fiction and sensational articles 
its advertisements are less likely to be trusted. Only 
advertisements of the highest class are accepted for the 
Monthly. 
The advertising space in a magazine costing three 
dollars a year is worth more than in cheaper magazines. 
The copies are likely to be read by a number of persons, 
to be preserved and bound. 
At the rates charged The Popular Science Monthly is 
one of the most desirable mediums for all advertising 
of a high class. For special advertisements, appealing 
to the intelligent and well-to-do with scientific interests, 
it is without a rival. 
THE SCIENCE PRESS 
NEW YORK CITY: SUB-STATION 84 
GARRISON, N. Y., and LANCASTER, PA. 
