WHY THEY ADVERTISE "I have often wondered why people advertise so much in the magazine," writes a reader in Centerville, Oregon. "They cannot know that I buy the things that are advertised in it. But it's a fact. I always buy everything that I need that is advertised in the magazine when I can get them, because I know they are the best. Here in Centerville there is no drug store. I was in Goldendale some time ago and I went into a drug store and asked for a shaving brush. Mr. E., the proprietor, waited I said I wanted the Rubberset. 'Rubberset, I haven't any of them, but I will send for some if you want that kind,' he said. I told him I did. on me. "You know there are a great many things advertised that a person has to get at a drug store. The druggist knows that I read THE AMERICAN MAGAZINE and that I want just what I ask for. It's the same at the dry-goods store. When I want socks I ask for Holeproof or Shawknit, and so on with everything that I buy." Why do they advertise? Because they know THE AMERICAN MAGAZINE is read by hundreds of thousands of just such people as this Centerville, Oregon, reader-people who know that the magazine is read and relied upon from cover to cover. And they, the leading advertisers of the country, keep faith by dealing honestly and fairly by these readers. They deserve your patronage. INDEX TO ADVERTISEMENTS We No objectionable advertisements of any kind are admitted for publication in The American Magazine. believe that every advertisement in The American Magazine is trustworthy. In dealing with advertisers our readers may be confident that they will be fairly and squarely treated in every case. We shall be glad to have readers report any experience to the contrary. "You are fortunate in advertisers. We love them all from the sad-eyed lassie of 'Fairy Soap' fame to the smiling mammy who urges us to use 'Bon Ami.'" "Advertisements that are absolutely dependable." M. M., Rangoon, Burma. "Your advertising patronage I have found (through dealing with several of your advertisers) to be honest, fair dealing and truthful." I. C. McW., Pasadena, Cal. "My way of looking at advertising may be original, but I know a number of others who have similar views, that if a manufacturer advertises, it is to a certain extent our duty to use his goods in preference to his imitators." F. H. B., New York City. "I must say a word about what is to me one of the real tests of a magazine-its advertising. Every advertisement should be exactly what it represents itself to be, and this is the case in THE AMERICAN MAGAZINE. The advertising pages are to me a purchasing directory in which each advertisement is so scrutinized that a purchaser can, without a second's hesitation, make his order, knowing that the management of THE AMERICAN MAGAZINE stands back of every line." A. S., Philadelphia, Pa. Baker's Has a Delicious Flavor Registered U. S. Patent Office Apart from its delicious flavor, which alone would make it a popular beverage, Baker's Cocoa possesses in a marked degree many other good qualities which contribute to its enormous value as a perfect food drink ;-it is absolutely pure and wholesome and it is easily digested; made in accordance with our recipe it furnishes the body, as no other drink does, with some of the purest elements of nutrition combined in proper proportion, and it has all the strength and natural rich, red-brown color of the best cocoa beans, carefully selected and scientifically blended. The success of Baker's Cocoa has been so A handsomely illustrated booklet of Choice 52 Highest Awards in Europe and America WALTER BAKER & CO. Ltd. Established 1780 . DORCHESTER, MASS. When writing to advertisers please mention THE AMERICAN MAGAZINE. THE EDITOR'S TABLE N the July and August "Editor's Table" we announced, in type of this size, and very simply, that we would pay $250 for the best 250word letter about THE AMERICAN MAGAZINE received on or before August 10, and $25 each for the ten next best letters. No other announcement of the offer was made than that contained in the few inconspicuous paragraphs referred to. The Decision expert guess was 800. All say that the results were extraordinary, and that they prove that THE AMERICAN MAGAZINE has a wonderful and singularly lively following. The moment the announcement of the prize offer was made, letters began to flow in from every part of the United States, and, indeed, from all parts of the world. Toward the end the number of letters received mounted to 100 a day, and, in the last three days, more than 900 letters came in. The biggest day was Monday, August 8. On that day 403 letters were received. On the 9th and 10th of August special delivery letters came in by the dozen, and two hours before the contest closed a 200word letter came by telegraph. B What UT more than anything in the world we here in this office appreciate and value these letters because they indicate with wonderful clearness that an immense and ever-increasing body of good people find in THE AMERICAN MAGAZINE an expression of something that they have longed for in the way of journalism. This is not the place to attempt in detail a description of the general characteristics which these our readers hold in common with each other and with THE AMERICAN MAGAZINE. Something, however, is drawing us all together, and is attracting fresh recruits by the hundred. And, in general, these char |