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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