and How to Feed
‘ c En in.
M.aeEi‘?.".iiIii."in, '.’3"aiZf'by tile Author
7'0""? H. CLAY GLOVER, v. s.
009 REMW93 113 West sin Street. New York
Hudson & Son
31 l:Madison Avenue
New York City
Vfhen Answering Advertisements Please Mention THE FATHERLAN
IMPORTANT NEW “FATHER-
HE editors of Tim: FATIIERLAND call
the attention of their readers to four
important new pamphlets which have just
been issued: '
“SEARcHLiciirs ON THE WAR," by Dr.
Bernhard Dernburg. Pp. 62, on excellent
paper, in paper cover. Price 10 cents.
Here are collected six of the best articles
contributed by the former German Secre-
tary of the Colonies to various leading pub-
lications: “Germany and England-the
Real Issue,” originally printed in the Satur-
day Evening Post; “England's Share of
Guilt”-should be read by every American
who wants to get a correct interpretation
of'tlie history of the war, proving Eng-
land's responsibility for the catastrophe by
the English “White Book"; “Germany and
the Powers,” reprinted from the North
American Review; “The Ties that Bind
America and Germany," and “When Ger-
many Wins," from the Iudejmident, a fore-
shadowing of Germany's policy after the
war in the event of her triumph.
“Aus'rR1A-HUNGARY AND THE WAR.” Pp.
64. Printed on good paper. 10 cents. In
this interesting pamphlet will be found a
complete history of the Russian. intrigue,
the Balkan conspiracy to destroy Austria-
Hungary, and the historical and direct
causes of the war. Among the contributors
are Count Apponyi, Ambassador Dumba,
Dr. Fritz Fischerauer, and others who dis-
cuss the Polish question and “The Jews
as an Issue in the War.”
“CURRENT Misconci-:P'rxoNs Anoirr THE
WAR,” a 32-page pamphlet which forms
one of the most valuable contributions to
the history and clear understanding of the
war. It is wholly impartial. The discus-
sion whether the United States guaranteed
the neutrality of Belgium, so widely mis-
understood, as well as an article on “Chaos
in the Rules of War,” is a reprint from
the editorial columns of the New York
Sun. A very enlightening article in this
pamphlet is the justification under inter-
national law of Germany’s action in levying
contributions on Brussels and other cities
in occupied territory. Here also is reprint-
ed in full, with the sanction of the United
Press, Karl H. von VViegand’s now famous
interview with the German Crown Prince
in regard to the war. German culture, as
a phrase, has assumed a somewhat stale
flavor-to some something obtrusive of
veiled offense. Here is an editorial from
the Plllladdphia North American which
tells you that German “kultur” has a mean-
ing to Germans far apart from what is un-
derstood by “culture.” The Germans have
no intention of affronting others when
they speak of their “kultur,” because it is
a thing apart, and not to be confused with
the ordinary phrase. The price of this
pamphlet is 10 cents.
Why Class Beats
Circulation in Advertising
Advertising Talks-No. 2
What ispyour circulation? is about the
first question asked any advertising solici-
In the minds of most advertisers a huge
circulation is uppermost and seems to cover
a multitude of evils. g .
They do not always take into intelligent
consideration the inside facts in reference
to this circulation to the extent that they
should. This is the reason why the publi-
cations with the largest circulatiom, the
greatest number of advertisers, and. inci-
dentally the highest rates, are not infre-
quently a disappointment, a veritable lemon
to the advertiser, as they don't always pull
the biggest results, nor do they come UP to
Very often a publication of‘class and
purpose with half or even one-third the cir-
culation of the one advertised in, would
give much better results, at much less ex-
A certain class of circulation is easy to
obtain. It can be gained by extensive ad-
vertising, gaudy covers, and low subsCflP'
tion price, by clubbing offers, by soliciting.
by premiums, by half a dozen other'mc.th-
ods of practically giving the publication
away, to gain names on the subser1P!10“
list. But what happens to many magazm“
with circulation thus gained when the)’
reach the subscriber? Frequently the)’ are
indifferently read and then consigned to
the waste. , .
A certain amount of desirable circulation
is, of course, a good thing for the adver-
tiser, as his goods may not be needed by
every reader, and no publication has a right
to decry it. But after all, it is the publica-
tion, with a national but not inflated CIT-
culation, valued by its readers, pcf1159d by
them from cover to cover, and then,P355ed
around the family and loaned to neighbors
and friends to be read, and finally returned
home, worn perhaps, but still of use, ill?‘ ‘5
the really worth while one to the aflVem5“'
ven if the sworn circulation isflot 35
big as the VVoolworth Building: lt 3“?
plenty of it over a wide territory, and 0
the right sort, and it gets results. ,
It stands to reason that if the feelings
of a reader are in symP3thY With ‘he C‘;-1'
tents of a publication, and he sP9“d5 .25
money for it because he reall)’ ‘Vams 1'
his interest is aroused by what it has to 53)’
to him. This good will on his art exten E
to the advertising pages, and t CY 3?‘ mg
tain to be carefully read. He is anxious 0
help his favorite publication.
In this respect TIIE FATIIEIIL-AND 315 :
first class advertising medium is in a C 35
by itself. -ts
It is bought not for its gay covers. 1a
pretty pictures, fine typography, 0’ foam
serial by some popular author, but fol’ P
real substantial worth of its literar)’ 0 e e
lflgs, because the are different: Md ta‘
help and satisfaction they 8lV9- 05 Eu" 3
;ionalf German-American weekl)’ 1t S
orig elt want.
WW5 ‘PIN give us a trial ad., Md let us
Our rate is 25 cents a line (A83“‘-30635
less than one full page. tige,
-extra for back covers. N0 adv"!-ms
ments for less than fourteen (14) '(4)
(Agate) accepted for less than four
flddrcu A dverllslng Mann!"
T H E FATI-I E R LA
1123 Broadway. New York .