Today's Housewife Dedicated to Efficiency in the Home. Today's Housewife for a very definite reason has a selected circulation that offers special value to advertisers. That very definite reason is that Today's Housewife attracts only the type of woman who takes the magazine because she wants practical help in her everyday home problems. We have brought together an army-over one million strong of earnest, progressive, interested women who have learned through reading Today's Housewife that the difference between housekeeping that is drudgery and homemaking that is interesting and joyful is the possession of the knowledge that this magazine brings them. When you talk to these women they are not only receptive, but your story is already half told. All you need to establish is that your product measures up to the standards of quality and value that they have adopted and are adopting through the reading of Today's Housewife-standards which have brought them greater happiness, greater usefulness and which have put greater satisfaction and pleasure into their everyday lives. They are women who are educated in the homemaking of today. If your product sells best to this type of women, they want to hear your story-over a million of them. The majority of these women cannot be reached through any other national periodical. Why postpone the taking of this profit? H. R. REED 461 Fourth Avenue New York ป PRUNING UST as the man who grows grapes cuts back his vines yearly to ragged stumps, knowing that the luxuriant new growth will be that much stronger in consequence, so we are deliberately cutting away nearly 200,000 of our circulation. When our pruning is finished, there will be left a sturdy and massive trunk upheld by widespreading roots, represented by our 300,000 subscribers and newsstand buyers who derive direct profit from Everybody's Magazine and whom the magazine itself and its advertisers can also reach at a profit, The new growth which follows this pruning will be governed by the new conditions. WR TE shall waste neither time nor money to attract volatile or fickle minds. The magazine will be published primarily and solely for those who share its principles, who are able to extract pleasure and profit from its perusal, who have adequate resources which make them worth reaching and who can be reached directly by sound business methods. They will form the finest buying public an advertiser could hope to address. Everybody's MAGAZINE beginning with the November number, will go to a new size carrying a type page 7 x 104 inches. This new size represents the ideal of today for displaying advertisements to the best advantage both for the service of the advertiser and the convenience of the reader. THOSE advertisers who have used space with us between the dates of April and October inclusive will be entitled to the old page rate of $350 in the new size (7 x 104) for November and December, 1917, and January, February and March, 1918- for full pages only. October forms close Aug. 25th Everybody's N.B. A short time ago Mr. Frank Vanderlip, President of the National City Bank, requested permission to reprint and distribute to his own selected list 10,000 copies of the article which had just appeared in Everybody's Magazine, entitled "Uncle Sam Meet Russia" by Mr. Richard Washburn Childs. We do not expect that our pruned list of subscribers will consist wholly of the type of men Mr. Vanderlip wanted to reach with that article, but we do know that we shall eventually have most of them. HELPFUL P HYSICAL CULTURE, unlike most magazines, does not cater to the highly developed public taste for entertainment and amusement. It must win its readers by being helpful and full of inspiration. Its contents are carefully selected with this end in view. Just how helpful its readers regard it is best shown by the fact that more than 75% of them preserve their copies for future reference. How do we know this? By their own confessions. One of a list of questions sent to 1000 PHYSICAL CULTURE subscribers was, "Do you keep the Magazine?" Analyzing the replies to this question we find that 73% keep it 8% throw it away 14% pass it along to friends 5% have it bound 120,000 people are now buying PHYSICAL CULTURE monthly to be helped. Probably 500,000 are reading it and being helped. And it is an established fact that the more helpful a magazine is to its readers, the more helpful it is to its advertisers. PHYSICAL CULTURE is helping more than 150 advertisers to bigger profits. It can help you. The October issue closes September 3rd. Physical Culture Flatiron Building New York City proposition in a new light. Thus, by linking up a small thing to something very important and big in undertaking, adds importance to the small thing being advertised. Caught up with the tide of interest caused by linking up things big and small the latter are swept along with the current. A barnacle is a small thing by itself, but fastened to a ship's keel it becomes a part of the hull. .0005 Pound A good example of linking up small things to big projects, and so increasing the importance of the small article, is found in the campaign of advertising now being run by the Joseph Dixon Crucible Company on Dixon's Eldorado drawing pencil. Perhaps nothing is more common than a lead pencil. Costing but a trifle, its importance is apt to be lost sight of when contrasted with things of a larger and more costly nature, and hence the temptation to call "a pencil a pencil" and become slack in the selection of the right one. in the copy the thought is tied up to the Dixon product-"When you are designing intricate problems, you cannot afford to have your lead break, or crumble, or tear the paper. You cannot afford not to have the best pencil." Other ads in the series picture other engineering undertakings dependent in their initial planning upon the pencil. On the advertisement of the Cambria Steel Company a somewhat peculiar situation is encountered, yet directly in line with the plan of making the small thing seem important. This page of copy advertises a single wire nail; a fine nail weighing less than .0005 of a pound. And the reason for advertising such a trifle is to show in a graphic and novel way the extremes of the wide range of steels and steel products manufactured. By picturing and giving prominence to the most insignificant product, and allowing it to represent one extreme of a wide range of manufacture the advertiser has succeeded in advertising the two extremes, big and little. Thus, the very minuteness of this fine wire nail is used as good advertising capital. A fine wire nail weighing less than 1/2000 of a pounds ang nuficant thing in itself, but it repres are extreme of the wide range of steels and steel products which wemanufacture Don't let this statement give you the imprmen, bewever, that THE MIDYALE STEEL COMPANY-CAMBRIA STEEL COMFANY Car Rim (LDENER BULDING, PHBLADELPHIA, PA EFFECTIVE WITHOUT BEING SENSATIONAL Behind the Dixon campaign is the idea of associating pencils with great engineering undertakings, showing that before huge structures span gaps or shoot their many stories in the air a pencil first laid out the plan. In the advertisement reproduced the humble lead pencil is welded with the famous Hell Gate span. "A Pencil Bridged the River First," is the headline, thus putting a new thought in the reader's mind as to the importance of the pencil as a necessary tool of mankind to enable him to perform the marvelous feats of engineering which experience has made him capable of achieving. Later along The technical advertising field offers numerous examples of this sort of advertising where the small article is given a value by means of some copy angle. Some are open appeals for recognition; others are more subtle. In the transmission of the modern boring mill or automatic there is a small shearing pin to guard against overload and prevent damage. If too great a strain is put upon the machine the stress breaks |