3,000 copies. But this certainly is no indication of its influence. The Peking Gazette, edited by Eugene Chen, a Chinese born in Trinidad and educated at Oxford and a British subject, is said to have a total circulation not exceeding 2,000 for both its Chinese and English editions, but in spite of this fact its influence is tremendous. It is quoted by every Chinese paper in the country.

Then something about advertising in the foreign papers in China:

Of what benefit is it for an American manufacturer to use advertising space in any of the dozen or so British, American or French newspapers, printed in China and circulated in China?

The answer to this is found in the number of foreigners in China. According to the Chinese Maritime Customs there were in China in 1914 about 164,000 foreigners. Of these there were 84,000 Japanese representing 955 business establishments; 56,000 Russians, representing 1,237 firms; 8,000 British, representing 534 firms; 4,365 Americans, representing 136 firms; 3,187 Portugese, representing 32 firms, and 3,013 Germans, representing 273 firms. Other leading nationalities represented were Danish, Dutch, Belgian, Spanish, Swedish, Austrian, Norwegian and Italian. In addition to the figures for the American business men in China should be mentioned some 2,000 missionaries of American nationality who lead all other nationals in numbers and influence.

of

Here's how the influence of advertising in the foreign publications works: Montgomery Ward & Co. started out a few years ago by using space in the English, newspapers and magazines Shanghai and Peking and in the publications that go to the missionaries. Montgomery Ward & Co. now, in the words of the manager of the export department, Mr. Howell, do more business in China than in any other country outside of the United States. According to a recent statement in one of the advertisements

he company's shipments average

more than 3,000 pounds a day.

The real answer, however, to this question is found in the fact that the Chinese are naturally an imitative people. To put it another way: A nation of people who for centuries have been taught absolute obedience to authority naturally follow leaders. The returned college student from America reads his American paper and uses many American products. What is more natural than that other members of his family should do likewise? The Chinese manager of the textile department of Andersen, Meyer & Co., the branch of the American International Corporation and the leading American importing and exporting firm in China, is a graduate of Columbia University of New York. He wears foreign clothes, drives an American car and does business in a thoroughly American manner. Then one more point under this heading: Every American loan placed in China means the construction of some great improvement such as a canal, a government building, a railroad, a factory and so. This material of necessity and usually specified in the loan agreement must come from American sources and usually a source connected with the management and inspiration of the loan in America. Who does the actual buying and selecting of the material?

Usually when you trace it down, you will find some young Chinese who is in an official position and in nine cases out of ten a graduate of an American university. He is quite likely to select and consider materials made prominent in his mind through advertising in the foreign language journals he reads.

So these are the main problems that the American business man must face in advertising in China. There are a lot of other things, such as the problem of translating the copy into Chinese, the use of suitable illustrations, advertising rates and customs of the papers, the matter of distribution and so on, that are too involved for this present dis

cussion.