The souvenir medals commemorating the convention of agricultural implement-makers, gifts of the Frank B. White Company, of Chicago, have been sent out to a large number of big advertisers. On the gold center is inscribed the line "Agricultural Advertising Pays." Outside of this, on a circle of blue enamel, are the three words:

Punctual, Efficient, Honest." The obverse contains the name of the recipient in the center, and that of the White firm in the circle. This is good advertising, but expensive.

The daintiest work of art used for advertising purposes this year is probably the twelve-color screen calendar issued by ad. vertising manager John P. Lyons for the United States Rubber Company. The designs and the rhymes are equally good. The advertising matter deals generally with the dangers of wet feet, and the importance of rubber shoes in wet weather.

The entire edition of the Christmas number of the Brooklyn Times was given to the newsboys instead of being sold to them. Publisher William C. Bryant, though generally conservative in his methods, has a fixed conviction that it pays to keep on the right side of the newsboys, and his judgment on this point is confirmed by the experience of most of his fellow publishers.

"Apples make cider; but Pears make soap," is a bit of British eccentricity found in the January magazines. In the accompanying picture three men, two women, a boy and a girl are laughing at the joke.

PUBLISHERS' SCHEMES.

The syndicate of dry-goods houses which has for a long time been leaving the Sun alone, demanding rates and conditions which the paper refused, has been conciliated, and the advertising of the Sun is likely to be largely increased as a consequence. It is said that $60 per column has been agreed upon for display.

Doubleday, Page & Co. is an offshoot from the McClure aggregation of publishing talent, which will have headquarters at 34 Union square, east. Walter H. Page, formerly editor of the Atlantic Monthly, is the junior member of the firm. Mr. McClure will also have a general publishing business at the old stand in the Lexington Building.

know that he gets-his share of the town's trade if he puts his light under a bushel? He fixes a sign on his store and a signwith possibly a picture or so of bread or a sheaf of wheat-on his delivering wagon, almost without fail. But it would seem that he might do much more.

He might asseverate with varied iteration, as the baking powder people do, that he positively uses no cheap stuffs in his biscuits and rolls, and no alum particularly (although it is not scientifically certain that a little alum is one bit more deleterious than its praised substitutes). So long, however, as the people have been advertised into a belief in the dire hostility of alum to the welfare of the human economy, it might be well to say that it is a tabooed article.

Anything which can be urged to show that the baker who addresses the public is fanatically careful of his customers' health is good material to dwell upon and set forth.

If I were a baker I should certainly do one thing that perhaps no baker has done. In addition to putting my claims forth in the journals covering my field, I should send out a pretty booklet, giving a good deal of household information, with choice recipes for food and dishes that a baker does not himself offer or supply. In this booklet I would say that not ten families in a hundred, and not fifteen bakers in fifty, ever bake their bread as it should be baked.

For any one who knows much of the mystery of good bread-making knows that this is so. At how many tables and in how many fine restaurants do we see pale-livered bread loaves and doughy rolls? You have only to pinch with your thumb and finger the substance of one of them a little distance away from the crust to see that it has had but a slight transformation from the baking process. It is often but a little removed from dough itself, a product about as unwholesome for the organs of digestion as any they have to encounter.

Only let the baker say and prove this, and have his readers understand that the best flour in the world does not make good bread, with the very best materials neces sary in alliance with it, if the bread is not baked thoroughly, and he will find he has made a telling point.

It is because of this chronic failure in bread-making, which is quite universal, that the Germans offer us their "zwieback,' or twice-baked bread. Let the baker tell his customers that he does all the necessary baking of his loaves the first time; that the choice flavor and softness of the

slice are preserved by him, and that no dyspeptic has need of fearing what he offers.

There are other things-to be sure-that a baker can do and say; but this alone (if he can say it, and live up to it) will be well worth putting in a small tract. It will add

to his satisfaction, as well as promote his profits, to know that work and information like this are not a small factor in human civilization.

On account of its location, far from what is regarded as the center of retail trade, the Bloomingdale Brothers concern has to make innovations on customary ways of advertising its department store. It has always found the distribution of circular and leaflet matter, sent out with bundles of goods purchased, very useful. In a recent lot of this matter was a picture of a shirt, printed on muslin, along with a few remarks about the Bloomingdale shirt department. All the printing is done on the premises. Sam E. Whitmire is now looking out for the Bloomingdale advertising department.

C. B. Cottrell & Sons Co., of 41 Park Row, issue a folder, magazine size, headed "Your Summons" and beginning: "Professor Tyndall once said that the finest inspiration he ever had was from an old servant who knocked on his door every morning and called: Arise, sir! It is near seven o'clock, and you have great work to do to-day." The argument is devoted to the desirability of ordering a press quickly, in view of the fact that steel is going up.

Lincoln Building, New York city. DEAR SIR: Purina Mills has a grievance akin to Kutnow's, so graciously defended by you in FAME for December. However, our experience is of such recent date that we are unable to judge how it has affected the sale of Ralston Breakfast Food.

The newspapers of Sioux City, Iowa, in their issue of November 24, 1899, reported the death of F. C. Hills, a prominent citizen, from poisoning. The matter appeared in glowing headlines, and was dwelt on at length. The evidence as reported by one of the newspapers was simply that a new servant had prepared breakfast from a cereal which had been mixed with rat poison by a former servant. One package of the food was kept in a separate part of the closet unturned, and there were several packages of the same description in another part but, thank goodness, it did not mention Ralston."

But here is the specific yellowness that heedlessly inflicted injury on this advertiser," as it appeared in another paper which was published as a telegraphic item, mentioning Ralston in the same strain as below in the Chicago papers also.

"Other members of the family think there is no doubt that the poison was in the Ralston food, and that it was there when the box was put up, though how such an accident should occur no one pretends to know."

The next day this paper gave the true rat poison theory, but, of course, the injury had been done and it is impossible to kill the impression created against Ralston Breakfast Food. As we suggested before, this is such a recent occurrence that we are unable to judge of the harm it may do our business, but we want to reiterate FAME'S query with regard to Kutnow powder as mixed up by the New York papers in their report of the Molineux case, "Where is the remedy?

Very truly yours,
PURINA MILLS,

F. A. PARTENHEIMER,
Advertising Manager.

The clipping enclosed is this one:

RAT POISON IN THEIR FOOD.

F. C. HILLS DEAD AND HIS WIFE DYING AT SIOUX CITY.

[Special to the Times-Herald.] SIOUX CITY, Iowa, Nov. 23.-F. C. Hills, general manager for the Pacific Short Line, died to-day, and his wife is at the point of death, from eating rat poison, mixed with Ralston food, and cooked by mistake for breakfast. Antidotes had no effect on Mr. Hills and but little on his wife.

Mr. Hills represented the Northwestern road as agent at various western points years ago, was for a time traffic manager of the Sioux City and Pacific, and

served as receiver of the Pacific Short Line until its recent organization, when he became general manager.

By the way, Mr. Partenheimer, who is not unknown to FAME readers, is shaking things up for the Purina Mills concern. He became advertising manager of this house early in December, leaving a snug berth in the advertising department of the Philadelphia Record to take the position. He had been five years with the Record. He is a graduate of Cornell University, and has made a mark as the originator of a considerable number of original novelties for the big Philadelphia daily which have attracted the attention of the advertising world. He is still a young man, and friends predict for him a remarkable future.

"You're not so warm, if you don't use the S. Tuttle & Sons' Company Lehigh Coal" is the slangy, but expressive, catchline of a Brooklyn coal dealer, who uses both posters and car-cards in booming his business.

The effect of the formation of a trust on advertising will now be made apparent in the camera field. The Rochester Optical and Camera Company (newly organized trust) is said to control about eighty-five per cent of the total output in the United States.

The McMillans, publishers, will issue this January the first number of a new literary periodical to be known as the International Monthly. It will have a German, a French and an English editor, each a resident of the country to which he is credited, and a full participant in determining the policy of the monthly.

The Wanamaker New York store's holiday book catalogue had 240 pages, and, giving full price lists, was a boon to Christmas shoppers. It was mailed to regular customers along with smaller booklets advertising the stock of sheet music, and some folders illustrating, in color, what was being offered in Christmas cards.

J. H. McGraw, of the McGraw Publishing Company, and Dr. Orison Swett Marsden have purchased the entire interest of Louis Klopsch in the magazine Success. This will become a monthly instead of a weekly, and it is understood that the character of the publication will be greatly altered, although Dr. Marsden will still be its editor.