Ill 1917, I asked you to take 
House & Garden ON FAITH 
Here is the appeal which I made to advertisers six years ago. In it I 
asked them to take ON FAITH my statement that HOUSE & GAR¬ 
DEN’S future had been so carefully planned and thought out that the 
publication was hound to lie a great advertising medium. 
Air. American Advertiser, 
Progressive Citv, 
U. S. A. 
Dear Sir:— 
January, 1917 
Now I am ready to go on record with the statement that House & 
Garden will shortly become a great magazine and one of the great 
advertising media of America. I want to say that the magazine is 
editorially right, that its circulation is sound and that it will assume, 
in its field, the leadership that Vogue and Vanity Fair have taken 
in theirs. 
Like the promises you have read for Vogue and Vanity Fair, 
this is a carefully premeditated statement—based on a year and a 
half of deliberate testing. 
In that time my plans have been made—the preliminary work has 
been done—and the day has come when I can confidently make you 
the statement you have read above. 
So I want your faith—your backing—your belief for House <$c Gar¬ 
den as I have had it for Vogue and Vanity Fair. 
I have valued that faith and backing in the past, and I am more 
careful than ever before, lest I lose the confidence that has led you 
to believe in my publishing judgment. Fully realizing this, I urge 
you to make use of House & Garden. 
(Signed) Conde Nast 
HOUSE & GARDEIN 
