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GROWTfI OF ADVERTISING.
The Publisher and the Advertiser
Share the Harvest.
■•w A.v.rtl«l.< la »<>■• by *
Cnttri-Dlitrlbutiit A<v.rU»tßE
Matter 1. Mwry Quarter es ttee
Ql.be—M.w.»a»«rs the Beat
Medina, for Blatrihatlea.
One of the most interesting phases
of the growth of business in this coun
try has been the developnfent of ad
vertising.
Persons who have watched the news
papers, magazines and other publica
tions for the last twenty years must
have noticed with some degree of cu
riosity the change that has been going
on in their appearance and wondered
at the increased size of the periodicals
themselves, together with the in
cressed proportion of advertising to
reading matter.
It seems to the average reader that
there cannot be a proportionate re
turn to tne advertiser to pay him for
all this extra expense in advertising,
and still it may be said with every de
gree of confidence that advertising in
this country is still in its infancy.
The growth of newspapers, magazines
and all publications has been the di
rect result of advertising.
The advertising department is the
backbone of the newspaper, and at the
same time the advertising of any arti
cle of merit controls to a large extent
its sale; consequently the publisher
and the advertiser meet on friendly
ground, each helping the other to suc
cess.
Twenty years ago it was considered
quite a big undertaking for an adver
tiser to contract for $50,000 worth of
space in the newspapers of the coun
try, whereas to-day there are a num
ber of concerns which spend any
where from $300,000 to $600,000 a year
in advertising in this country alone.
It must be understood at the outset of
this article that no claim is made for
the success of advertising unless the
article advertised possesses superla
tive merit.
It is true that successes have been
made by men who simply impose upon
the credulity of readers of newspa
pers, but their successes have been
short-lived, for it is the same in ad
vertising as in every branch of busi
ness—it does not take the public long
to appreciate the worthlessness of any
article advertised and refuse to buy
it. In selling an article of merit,
however, legitimate advertising paves
the way for a ready success, and news
paper advertising is unquestionably
the best method to employ.
The newspapers are the best means
for the distribution of advertising
matter, costing less in proportion to
the number of people" reached and
causing the least trouble. Still there
are other methods for distribution
which are very effective.
It is only necessary to refer to the
history of one concern to show the
value, as well as good business judg
ment, of making known to the public
any article of merit through the me
dium of legitimate advertising. In
1876 there was organized the firm of
Scott & Bowne in New York city.
The members of the firm—Messrs.
Alfred B. Scott and Samuel W. Bowne
had for three years prior to that time
been experimenting with cod-liver
oil and had succeeded in making an
emulsion which came up to the stan
dard fixed by physicians. Cod-liver
oil had been recognized by the medi
cal world for years as the most nour
ishing of foods and the possessor of
unusual remedial properties. It is a
well known fact that physicians had
prescribed plain oil for years in oases
where there was a wasting away of
strength, such as Consumption,
Coughs and Colds, Scrofula, Anaemia,
Loss of Flesh and Blood Diseases. It
was also prescribed for Weak Mothers
and Children where food did not seem
to nourish them properly. The
objections to it, however, were that it
was nauseating to the taste and taxed
the digestive organs of the body in
getting rid of it. The plain oil was so
difficult of assimilation that even if
the stomach could retain it the diges
tive organs were taxed in dealing with
it. When Scott’s Emulsion made its
appearance, however, cod-liver oil be
came practicable as both food and
medicine, and by the year 1880 Scott’s
Emulsion was fully established among
the medical profession. There was
no effort made to conceal the formula
or method of its manufacture, as
Messrs. Scott & Bowne were very anx
ious to co-operate with physicians
and improve their emulsion in every
way possible. It may be said for the
purpose of explanation that an emul
sion of cod-liver oil means simply the
breaking up of the oil into tiny parti
cles so that the oil may readily be as
similated. The great difficulty is in
making an emulsion wherein the oil
will not separate from the other in
gredients, thus going back to its old
form, and in preserving the strength
of the oil by making an emulsion con
tain a large per cent of it.
Messrs. Scott & Bowne believed in
advertising their preparation from
the start, the same as they have al
ways believed in elevating its stan-
dard to the highest degree of perf e w
tion possible. Not having muuu
money, their advertising during the
first few years of their business was
small, but in about the
year 1882 they began branching out in
newspapers all over this country. In
1880 they had established a factory in
Belleville, Canada, and about the same
time that they began their extensive
newspaper advertising in this coun
try they started a factory in London.
The newspaper advertising brought
almost immediate returns and en
abled them to extend their business
further. In 1884 they opened fac
tories at Barcelona, Spain, and Opor
to, Portugal. In 1885 a factory was
started at Milan, Italy, and in 1890
the concern went into Paris, France.
In the meantime, however, they had
introduced their preparation into
South America, Central America,
Mexico and the West Indies. Wher
ever they went they introduced
their unique trade, mark of
a Norwegian fisherman carrying
a big cod-fish on his back in
to the newspapers, together with
other advertising matter, and they
also distributed cards, circulars,
books and calendars free.
Several years ago the firm bought
property fronting on Pearl and Bose
streets, New York city, and last
Spring there was completed the new
Scott & Bowne Building which is now
the home of Scott’s Emulsion. This
building is twelve stones high and is
the most perfectly equipped building
of its kind in the world. On the
second floor of the building a large
space is set apart for the advertising
department, where a force of men is
kept busy with the making of con
tracts in about every country of the
world, in preparing advertising liter
ature to be sent all over the world
from New York, and in checking
newspapers to see that contracts are
carried out. To show the vast extent
of this advertising department it is
only necessary to say that the depart
ment in the home office at New York
controls the advertising of Scott’s
Emulsion in the following countries:
Canada, United States, Salvador, Hon
duras, United States of Columbia, Bol
ivia, Guatemala, Ecuador, Venezuela,
Mexico, Argentine Republic, Costa
Rica, Nicaragua, Chili, Peru, Brazil,
Uruguay, Paraguay, West Indies,
Great Britain, France, Belgium, Hol
land, Switzerland, Portugal, Spam,
Italy, Turkey, Malta, Egypt, Palestine,
South Africa, India, Japan, China and
the Australian Colonies including
New Zealand.
Prior to this Fall it was the policy
of Scott & Bowne to place all their
United States advertising through an
advertising agency in New York City,
but the advertising department has
grown to such proportions that it be
comes advisable to handle the United
States advertising the same as foreign
countries—that is, from the home
office. In several countries there are
still advertising agencies employed to
a certain extent, but the growth of
the business necessitates a centraliza
tion of work under the one head of the
advertising department in New York,
which is personally superintended by
Mr. Scott himself, although Mr. Scott
delegates the details, such as the mak
ing of contracts, etc., to his subordi
nates.
Mr. Bowne attends to the financial
part of this great business, and thus
the responsibility is divided evenly
between the members of the concern.
The purest and best medicinal cod
liver oil in the world is made in Nor
way, and it has been to an extent
through the influence of Scott &
Bowne that the standard of its manu
facture has been elevated in that
country.
Scott & Bowne consume a large per
centage of all the first grade medi
cinal Norway cod-liver oil. They im
port it themselves to their various
factories, and are continually making
improvements in their emulsion. Ex
periments are constantly made with
the oil, and it is no injustice to others
to say that in its degree of perfection
Scott’s Emulsion stands head and
shoulders above all Other forms of cod
liver oil.
Such has been the growth of Scott’s
Emulsion, and this is only one in
stance of the development of the le
gitimate advertising of an article of
merit. Physicians and the public
generally have found by years of ex
perience with Scott’s Emulsion that it
has great merit, being much more
effective than plain oil in the cure of
Wasting Disease such as Consump
tion, Scrofula, Anamia, Lung and
Throat Troubles, Loss of Flesh and
Wasting away of Children, and this
accounts largely for its sale all over
the world in the countries wherein it
is advertised. There are many other
similar cases, and no one is better
fitted to testify to the truth of this ar
ticle than publishers themselves, who
have reaped their share of the har
vest.
As an example of the reasoning powers
of monkeys, Mr. Darwin tells a story of
one that was scratched by a pet kitten. At
first Jacko was immensely amazed. Re
covering from his surprise, however, he
set to work to discover the location of the
claws. After a severe tussle he got the
four feet of the kitten in his clutches, saw
the nails thrust from their guards, and,
with the broadest grin of satisfaction,
forthwith proceeded determinedly to bite
off the points of each.
the SOUTHERN FARM
Editor Southern Farm :
I would like to belong to your club of
writers, but I don't know enough of
Grammer to write for papers.
h tter " ,rom sos different
pa , th ,® country are very interesting.
inatru °tive tome. I see none
from this part of the country, (E*stern,
77. v am a young man just starting in
J*®’ °n the farm, very poor,
had to work hard and therefore did not
get much education.
nronrf l r Poor but 1 cannot tell you how
lam my small firm of but
I am a farmer for life and I
d “ th ® Political matters
? ° “ bother my head Farming Is all
I study and all I want to study.
a “ . * , on| y f* r mer in this section that
„, oeß w Ot pant cotton. I have promised
t o -pla nt any more. My special
1 have two mail routesthat requires four
o r,e "*nd it takes a lot of horse feed for
v Plan . bas been to plant early
“Irish potatoes, English peas,
squasnes and cabbage, manure them weli
ana after they come cff to thoroughly
t “® land, and then sow broad-cast
one bushel of toja- beans to the acre and
2. a IL°JT l bem in. Tne crab grass comes in
with them, it and the peas are ready to
cut about the same time, and I tell you it
yields an abundance of fine hay, which if
properly cured serves as a complete feed
f.°£ borses or cows. By-the-way, I would
like to see more writing about ths soj *-
bean. I think it is the finest forage plant
we have in this section. And when left
to mature for the hogs there is nothing
better to fatten them, I saw it auvet
tised as "The Domestic Coffee-berry.”
, w .® ~ le< l to make it answer for coffee, but
failed, as we did not like the flavor.
1 had this year, sowed and planted, 26
acres m so fa-beans that will give you some
idea of how I like it. The crab grass is
native grass with me. There is a
of »eed in the soil. When
♦ii t I® well manured it grows
tall. I had some this year that grew on a
piece of land that I manured for beets,
that was after being straightened up six
feet high.
I have been sowing oats every year that
I have been trying to farm, but 1 think I
am done with oats, too. I am stuck on
clover and grass, and think on my land I
oan grow it cheaper than I can oats.
I bought seed last fall for seeding two
acres, a mixture of grass and clover for
light land (as that is the kind mine is). I
do not know the name of the grass. Tnere
are three kinds in it. The clover is red.
I have no idea how much bay it has af
forded this year, but it has been a iot of
it. I cut it three times, and now it is a
“beauty.”
I would like you to answer the follow
ing questions in Southern Farm:
Ist. The above described piece of grass
and clover would it be well to graze it this
fall and winter ? I want to put a good top
dressing on it when it is proper time.
When will that be? What is best to use?
And how much per acre?
21.1 am near a pine mill where I can
get saw dust that has Wen rotting eight
or ten years and is black and rotten I
think. Would that be good to use in hog
pens and horse stables? It absorbs the
moisture would it injure the soil or the
manure?
Where nothing else but guano is used
on Irish potatoes, would the same kind of
saw dust be good to strew a little in the
furrow with the potatoes under or on
them?
3d. I bought about three hundred bush
els of ashes from a mill furnace, where
they used as fuel pine cypress and ash,
waste from the mill. In August I dug,
ploughed or scooped up my fence rows
and spread the ashes upon it.
What should I mix with that now to
make a good fertilizer for Irish potatoes?
For sweet potatoes ? For corn ?
I guess I pah about one bushel of ashes
to one load of the dirt. Ido not advocate
hauling dirt, but did this to clean up my
fence rows.
4th. Is there anything that I could
sprinkle in my hoiss stables to keep the
ammonia from escaping in the air, that
would not injure the manure? How of
ten should they be sprinkled?
sth. There is a man in this section who
claims to b- from South Carolina advertis
ing a combination fence composed of wire
and wood, two strands of No 9 wire at the
top and two at bottom, the wire twisted
between the pickets. It seems to be solid
and cheap to build. He claims the fence
to be patented and says no one has a right
to build such a fence without buying a
right from him as the agent for the paten
tee. He is seidng, or trying to sell, the
rights by townships.
I and many others who are interested
would like to know if this is law. It I buy
the wire, can’t I put up the fence on my
farm without buying a right?
6th. What is the relative value of wheat
and Indian oom as a food for chick
ens?
7 tn. Is it good policy to break land deep
that has a yellow sanuor clay subsoil?
Bth. Where sweet potatoes are grown it
is usually late before they are dug, and
with me the land is left bare during the
winter. Is there anything that I could
sow on the land to turn in green in the
spring in time for corn that would be ben
eficial to the land ?
9ih. Would not the Sojsh bean ba as
good as clover or cow peas to turn in as an
improver of the soil?
I want to see some writings on the Soja
bean. I think it deserves praise. With us
it will do extra well on low moist land
that is too moist and poor to produce corn
or cotton.
W. T. Hopkins.
Souppernong, N. C.
In brief reply to the above questions we
would say:
(1) The pasture should not be grazed
too closely, but light grazing when tne
soil is dry is pernusible up to December
Ist. Enough growth should be left to act
as a mulch to protect the roots from the
severe weather of January.
If stable manure or other coarse matter
is used for top dressing it can be applied
any time in the winter. If highly soluble
fertilizer is used it should not be applied
until just before active growth begins in
the spring. Ashes, however, can be ap
plied any time in the winter. Nitrate of
soda or cotton seed meal should be applied
just before growth starts in.
<?.) Th « «»w dust that you de
sert oe will make an excellent absorbent in
stable or pens. Let it be as dry as possi
ble when put in.
If you have any clayey soil apply the
saw dust compost to it.
We have no doubt a small quantity of
such rotten dust would prove helpful to
Irish potatoes.
(3 ) The small quantity of ashes added
to the load of dirt would not add much to
the latter as a fertilizing material. This
however, applied freely in the furrows*
especially on stiff soil, might increase
somewhat both the yield of sweet and
Irish potatoes, hut we should not expect
much from it. To every “load” of it you
niigbt add 100 pounds mt'ate of soda and
300 pounds of acid phosphate and apply
the whole to one acre, or in place of the
nitrate of soda use 200 pounds of cotton
seed meal.
(4 ) Yes, you might with advantage keep
a barrel of land plaster in the stable, and
every two or three da >s sprinkle the stable
matter freely with it, using five or six
pounds every three days. It is a cheap
substance, and will fix the ammonia.
(5.) It is easy enough to find out if the
party has a patent on the fence. If he has
you could not make a fence of the same
kind without rendering yourself liable to
damages. If it is a fence that you can
make by hand, it is probably not patented.
We assume that It requires a machine to
make this fence, however, and you would
have to buy the right to manufacture.
(6 ) For laying hens the two are hardly
to be compared, the wheat being so far su
perior; but simply for fattening fowls the
corn is worth as much pound for pound as
the wheat.
(7 ) An occasional deep breaking (sub
soiling) is very deniable on such land for
most crops.
(8) There is nothing superior to Bur
clover for this purpose. The Crimson cle
ver is also good.
Notes From Tolbot Co.
Editor Southern Farm :
Your journal still pays me its semi
monthly visits and will continue to do so
as long as I farm. I do not court notoriety,
preferring to pursue the even tenor of my
way. I was born and lived until my ma
jority in one of the principal cities of this
yet I would not to-day exchange my
quiet home for any position in the city, I
have for several years been engaged in
raising fruit and incidentally ho£.
While the fruit industry in this county
is in its infancy the possibilities are
great.
1 can say from practical experience dur
ing the last four years that this section io
the home of all fruits, especially the apple,
as here they reach as near perfection as
1 ? av ® B ®* n from Tennessee or
North Carolina. Here we rarely have any
frost until December.
Although I have a considerable orchard
and a prolific one also, the demand ex
ceeds the supply.
There is but one drawback to the busi
ness of successful fruit culture and that is
the wretched roads to my nearest station
When will our law makers thins it is neo
th® “®«ded relief—good
roads ? While the average farmerls now dis
cussing Free Coinage at the nearest x roads
store he would find more remunerative if
he would think about raising something
else to help out his cotton crop and some
legislation for a good road to this depot.
lam satisfied that the business of rais
ing fruit will never be crowded out, but so
th ® farmere been joined to the
idol, that they can see nothing in any
thing suggested except cotton.
1 have just marketed a portion of my
apple crop. Have hauled them six miles
and realized a nice little sum. A few hun
dred dollars besides this; there is the
waste for the hogs and the vinegar. Sven
at the great distance lam from market,
appl ®« will P»y 8100 to $l5O. per acre, be
sides fattening several need of hogs. I
have now in my orchards fattening on the
peas, sown therein 25 head of hogs worth
nearly two hundred dollars. Since July
th- y have been no expense, prior to that
time they had a good pasture. Next year
1 shall enlarge my orchard and increase
my number of hogs.
There is no country better adapted lor
fruit than this, and there is nothing bet
ter adapted for hogs than fruit
By all means, let us have
more fruit growers and better roads.
I am led to make these few rambling re-
Do you want The Weekly Constitution
and The Southern Farm for one year? If
so, fill out the inclosed blank and enclose it
to us with $1.25 and both papers will be
sent you for one year.
-3 CUT THIS BLANK OUT.
Publishers Southern Farm,
Atlanta, Ga
Dear Sirs: Please find herewith $1.25 for Weekly
Constitution and Southern Farm to be sent one year
to the following address:
I Name
Post office-
- _ +
marks from an editorial on roads in your
last number.
Farmers as a class are now more in
terested in the improvement of the high
way than they are in the various politic*!
questions which are now being agitated.
In my humble opinion raising some
thiug to sell and the accessibility to place
of sale are the vital subjects now before
us. I would be willing for one to be tax
ed every year to keep the roads to my
depot in order.
What railroads are to the country at
large so are good roads to the rural dis
tricts. •
I &m filad to see that yon are pressing
this question and hope that you will con
tinue to do so.
A. M. Mui.HOI.fAND.
Something About Peas.
Editor Southern Farm :
I see a great deal said about peas in the
agricultural papers. I send you a few
peas for name, which I describe below. I
’▼ill say in ths outset that I am not trying
to advertise peas for sale as I only gather
what I need for planting.
The first I knew of the peas, a negro had
a pea patch that swas sown in oats and the
following spring and summer a fine
stand came up. I got some and have
been planting them since and have dis
oarded all others, as none ytild so well,
and I have made a fine crop in either wet
or dry seasons. They come up until July
'if they have been planted on the land the
year before or sown with wheat or oats.
I have cut some this year that was as thick
as those I send and stock and twenty-five
head of hogs pastured on them from No
vember to last of Febuary when sown in
Oats. They will make as much vine and
more peas on vine, earlier pods not quite
so long but more peas in pod than cow
peas. Not quite as early as speckle or
whippoorwill.
It your agricultural man wants to test
them I will send him a small quantity, or
any subscriber knows he has as good a pea
to stand the winter in the ground, I will
exchange a bushel with him to test as I
don't believe my pea has an equal in hard
ness and yield. Subscriber.
Chester County, 8 C.
A pea, the seed of which will lie in the
soil all winter without rotting may be
made very useful to the Southern Faimer
for then it will obviate the necessity of
turning the soil over in early summer.
We would be glad to test the peas that
our correspondent refers to. As a rule
clover can be made more useful.
Flnmiln th. Chicken Yard.
A writer in Indiana Farmer says: The
ories vanish by the side of facts in every
avocation. I have at the present writing
three Robinson plum trees loaded with
ripening fruit, and two others with not a
plum left. The five trees were set on the
same kind of ground seven years ago and
have had the same culture. The same re
sults have been derived for the past three
years, the three bearing a lull crop of
sound plums, and the two a crop of wormy
fruit, worthless. The three fruiting trees
are in the chicken yard; the others out
side. Tne ground in said yard is not plow
ed, but early in the spring is swept and
kept hard and smooth. Under these trees
I scatter bran and screenings, and “biddy”
does the work of eating the pestiferous in
sects. While looking for the little sneds
and specks of bran she garnishes her food
with the spicy curculio. I know this to
be true, fori have the evidence. Now,
for seven varieties of plums I must speak
a good word for the Robinson. It always
produces. I have Wild Goose, Maiianaa,
English Blue, Lombard, Prunus Sim »n,
etc , but the Robinson gives me my only
crop in this year of 1898. I have been out
with my saw and lumber this morning and
propped up the limbs that are hanging al
most to the ground with tempting fruit.
Bren the chicken yard is not a sure de
fense with other varieties this year, but
the Robinson, where plenty of fowls are
inclosed and fed, will not disappoint the
planter.
As the above writer suggests, plum
growing and poultry raising should go to
gether. There is no question that money
can be made in growing some of the finer
varieties of plums and the greatest sue .ess
in the business will be attained by the
grower that has his trees in bispuuliry
yard. A five-acre plum orchard in w hich
a hundred or more hens are kept cun fly
for producing eggs could be made a v«.ry
profitable investment-
9