A COMPLETE Combination, comprising proven ability, successful experience and financial strength.

EQUIPPED for every service you expect of a well rounded advertising organization-plus Merchandising and Cost Finding.

LET US tell you why these new features are of tremendous value in any large campaign.

A. W. MCCLOY, President R. L. MITCHELL, Manager

Brings Out Higher Priced Priced Brand to Save Prestige of Old One

Henry Tetlow Co. Introducing a Fifty Cent Face Powder in New National Campaign-Effects on Twenty-five Cent Brand Noticeable

ANY

By Philip Francis Nowlan

a manufacturer has

M wrestled with the problem of saving the prestige of a product the quality of which has suffered in public estimation because of price-cutting competition among retail dealers.

Re-sale price control is not always easy. It is not always desirable. It is not always advisable in these days of legal restrictions.

If the wholesale price is raised, the dealer loses the profit incentive to push the line. If it is not raised, he cuts the price to meet competition. And there is no doubt about the harmful influence of classification with inferior goods in certain lines.

Take, for instance, the case of face powders. The powder which will attract milady at 25 cents may not appear nearly so desirable to her when tagged 15 cents. This is particularly true where the manufacturer has not backed up by advertising the reputation which his trademarked line has won for itself. The reputation may hold its own with old users, but new armies of young women are reaching the face powder age every year, and the yearly casualty lists keep growing among the older armies.

the ranks of national consumer advertisers. This year it has doubled its appropriation.

The company has a great file jammed with the records of legal proceedings and approaches to legal proceedings which in the course of half a century have arisen from the apparent appreciation of the value of the words "Swan Down" on the part of firms which since have gone out of existence. An interesting exhibit to those who are interested in the subject of protecting trade-marks, is a set of stock labels from one

In Paris, France, or
Paris, Kentucky

London, England or Lon-
don, Ohio, wherever there
are drug or department
stores, you'll find the busiest
ones selling

Henry Tetlow's

Swan Down

For the Complexion

Over one million boxes per year are sold abroad to
women who prefer this American face powder to
foreign kinds.

And on this side of the ocean
there's scarcely a town where

it isn't on sale.

Swan Down is made in five
shades-white, pink, flesh,
cream and brunette.

HENRY TETLOW CO.

Fatah bed thes

PHILADELPHIA, PA.

FAMOUS

SWANDOWN

NATIONAL COPY FOR CONCERN'S FIRST BRAND

It was considerations such as these, as well as the conviction that more rapid growth could be attained with the aid of advertising than without it, that caused the Henry Tetlow Co., of Philadelphia, to take up seriously the advisability of departing from its custom of approximately half a century, and taking its place in

"The Farmer a Good 1917 Customer"

The above headline appears in "The Atlas Almanac," the very meritorious house-organ of the Atlas Portland Cement Company. We quote the following from that same little magazine: "This is the hey-day of the farmer. It's his third successive year of high prices for farm products, and there's a market, with good profit, for all that he can grow. He faces 1918 with more than a reasonable assurance that all he can grow next year, too, will bring good prices."

"Now, of all times is a good time to go after farm business on a regular, persistent plan."

Yes, the farmer is a good 1917 customer. You have heard this statement again and again. It has been made by farm paper publisher's, by advertising agents and advertising managers, by bankers, and by the financial writers. The newspapers in the big cities have taken notice of the farmer's prosperity. "Everybody's doing it.” But in just what way are you actually going after farm business? In the first place, have you any "regular, persistent plan?" and, if you have, is your plan the most efficient one?

There's just one way of reaching the farmer. If you can reach him at all, you can do it through farm papers. The farmer is a busy man. He has not as much time for reading as some of us have. He does not always read the "literature" that comes to him uninvited; city periodicals don't reach him; his farm paper does. In Nebraska, nearly every worth-while farmer reads The Nebraska Farmer. Its circulation is strictly net paid-in-advance, secured without the gift to the subscriber of any premium, and without making any clubbing offers or other extraneous inducements. Nebraska farmers-big men, busy men-pay for The Nebraska Farmer and read it regularly because it helps them make more money and a better home. Through its advertising columns you can reach Nebaska farmers. If you have a meritorious product, advertising in The Nebraska Farmer will help you sell it in Nebraska.