The billboard (July-Dec 1899)

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When Knighthood Was In Flower. -ten for "The Billboard." a Romance, n knighthood was in flower Iftlfeat i or d and baron held their sway. ■" d strolling minstrel sang his lay, tolling virtue in the fair, d prompting knight to do and dare— . knighthood was in flower! History. I, n knighthood was in flower. ere was no- legal test of right: r e baron ruled by force and might, " d every wrong and cruel thing "i done "by order of the King!" knighthood was in flower. Romance. Kin knighthood was in flower B e errant knight went forth in quest beauteous maiden sore opprest,. * d many : a damsel forlorn om brutal lord was bravely torn— n knighthood was in flower! Histoiy. e n knighthood was in Sower ch faction was a robber band, pillage and make waste the land, id rugged children of the soil ! :re slaves of suffering and toil— n knighthood was in flower! Romance. m knighthood was in flower e gallant knights in tourney rode win the smile his love bestowed, td. victor crowned, his trophies laid |j ;fors a queen or beggar maid— m knighthood was in flower! History, in knighthood was in Sower ant chivalry was e'er displayed >r rustic wife or peasant maid, id daughters of the bonded churl J ere passing sport for knight and earl— p, sn knighthood was in flower! nlghthood ever twas in flower. {-{is well for humkn love and need ; flowers all have gone to seed, hd better that such chivalry ould live alone in poetry lighthood in its flower! W. D. COXEY. Advertising Notes. i Millerr& Son, of New York, manufactur- |of select society cigarettes, are placing very attractive advertising. be "Scapa" Society recommended to the [ding Act Committee of London Common Dcil the prohibition of offensive signs, and nany cases the society has obtained the Sessions it desired. Several signs which §? considered unsatisfactory were removed Sthe Northeast Railway Company, he advertising appropriation for Lea ft Irins Worcestershire sauce for posters in |drica alone amounts to $30,000. Van Camp Packing Company is using &e in daily papers and in magazines. lie English idea of a one-sheet is not the le as ours. What we call a halt sheet they T a one sheet. Our three sheet Is equal to |r six-sheet, our six to their twelve, etc. lir showings bear Just about the same re- bn to our displays as do their sheets. One ply sees the immense stands that are used tensively in this country. Ihe catch phrase, "Salts of Salts," used by giey's Effervescent Salts, was coined «*»- fssly for the Dewey celebration, hut- it will {doubt last for many a day. . you are going to use the boards, be sure feet attractive paper. The difference be- |en good and bad paper shows in the re- 3. □der the regulations, according to an or- f Issued by Postmaster General Smith, pri- h mailing cards must not exceed 3*4 inches |5$& inches. light-sheet posters are being used to ad- £tise Pepsin Seltzer. ne of the Munyon inhalers exploded while bg used by an individual, and the company ow being sued for $30,000 by him. Michigan statesman achieved in life ih reputation that after, death It oc- fred to a tobacco company that name and portrait might be made useful [fthem in their business, so they named a End of cigars after him and made barns R bill boards radiant with his portrait. His flow objected and applied for an injunc- |a. The Supreme Court of Michigan de- |d the application, deciding that the law pes not prevent offenses against good taste. ' does it discriminate between persons who sensitive and those who are not." |fhe Barker-collar people have attempted to ; up something unique and original in their s. They use a very dark center piece Bunded by a very wide white border. The is a good one. and the marked contrast Rehes the eye immediately, but here is an end to its merit, for the lettering is so small that it is almost impossible to read them at a distance exceeding twenty feet—neither is their trade mark, the dog's head, brought out clearly—so that one passing in the cats and seeinicthe poster is impressed by merely a confused mass of black and white. We do not believe that daily papers and magazines of unclassed circulation can give the results to the advertiser that a trade pa- per can. for in a trade paper a probable buyer is found in every reader. Chas. C. Navalet, of San Jose, Cal., will advertise farm and garden seeds on the boards largely this winter. He will use an eight-sheet. The Mercantile Post and Adver- tising Company of San Jose are sending out the work. The Carlsfedt Medicine Company is going on the boards with a liver medicine. They are much pleased with the results of their first attempt. They deal direct. Bill posters should address the secretary, John H. Roh- senberger. Evansville. Ind. The La Moille Drug Company, of La Moille, 111., has ordered a large edition of posters. They will try the Middle West, and if it pays will cover the entire country. Strauss, Fritz & Co. and the Freeman Per- fume Company, both of Cincinnati, will make a trial of bill board space in January. The Geo. Richardson Company, Dubuque, Iowa, manufacturers of men's shoes, are going to post heavily in the near future. They have tried the boards in a small way, and the results have exceeded their most sanguine expectations, hence the increase in their appropriation. The Ela Manufacturing Company, of Bloom- ington. 111., will advertise grocers' specialities with an eight-sheet. The Santal-Pepsin Company. Bellefontaine. O., have ordered a new twelve-sheet. They will cover Ohio, Indiana, Illinois, Iowa, Ne- braska and Colorado. The posters will be supplemented by the liberal use of tin signs. They deal direct. J- F- Humphreys & Co., of Bloomington, m.. have ordered an eight-sheet. They will post Central Illinois only. The Standard Food Company, of Aberdeen, S. D., are using eight-sheets and whole sheets. The Consumers Brewing Company, of New- ark. O.. has ordered 20.000 whole sheets. They will cover Ohio, Indiana, Illinois and Ken- tucky, but will only post those towns and cities in which their U. S. Pale Beer is on sale. Cullen Cigar Company, Pittsburg. Pa., are using distributors. They are tacking 30x30 paraflne banners and 10xl8-inch cards adver- tising "Pittsburg Smokers." The Coco-Cola Company, of Atlanta, Ga., has increased its appropriation for bill post- ing in 1900. They are now getting estimates on 200,000 one-sheet and 10,000 eight-sheets. Freeman. Eaton & Co., of Nashua, N. H., will test the boards as a medium for exploit- ing a new foot powder called Positive Foot Cure. We are in receipt of a little booklet from the R. J. Gunning Company, of Chicago, written and printed by them. The booklets are mailed to all wholesale and retail drug- gists in towns wherein they are putting up wall displays for the Coco-Cola Company, of Atlanta. This is a feature of their "Depart- ment of Business Building" which is designed to Interest all dealers, while the display ads influence the consumer. Monarch shoes are being boomed by 24- sheet posters. Hackett & Carhart Cu. aie the manufacture's. The Cbauncey M. Depew cigar is one of the new ones on the boards. The towns in Southern California seem to be riding their hobby pretty fiercelv just at present. Ordinances prohibiting advertising have been passed in great profusion. The latest absurdity comes from San Diego. Bicy- . cle dealers who had bicycle racks bearing ad- vertisements upon them on the sidewalks abcut the city were notified by the authori- - ties that by such acts the city ordinance pro- hibiting street advertising had been violatea, and were instructed to remove them. A Wauseon, O., business man has been credited with the decided novel advertising idea of renting a patch on a baldheaded man's head, painting his sign thereupon, and secur- ing a front seat for the fellow at the opera house. We trust that the gentleman struck the right spot and that the scheme did not prove as barren a one as it appeared. A tale' is going the rounds that John Wanamaker has closed a contract with the Philadelphia Record by which he secures an entire page every day in the year, and tor which he plays a million and a half dollars. • We are well aware that Mr. Wanamaker spends enormous sums of money in news- paper advertising every year, but this last story is very likely another one of many schemes for getting free press notices. It is said that" the only advantage homeli- ness has over beauty is that it never fades. This does not hold, however. In the' case of the poster, for the ugly posters are generally made by poor lithographers, hence are more apt to fade. Luhrman & Wilburn, of Cincinnati, have ordered 100,000 eight-sheet posters advertising Polar Bear Tobacco. • An enterprising Cincinnati milkman invites his customers to have the milk which he serves analyzed twice a year, at his expense. The tests may be made at any time, without warning to the dairyman—his object, of course, being to prove that his milk is of standard purity all the year round. He does a large .business, and finds himself well re- paid for his outlay for the analyses. The amount of business you get is very often in direct proposition to the degree of persistency with which you advertise. The Cycleway Company of Los Angeles has been offered a bonus of $10,000 a year for the advertising privilege along the way. Oriental advertisers are much given to the use of simiiies. Here are a few remarkable examples which appeared in an Eastern news- paper: "Goods dispatched as expeditiously as a cannon ball.' "Parcels done up with as much care as that bestowed on her husband by a loving wife." "Paper tough as ele- phant's hide." "The print of our books is clear as crystal, the matter elegant as a sing- ing girl." "Customers treated as politely as by the rival steamship companies." "Silks and satins smooth as a lady's cheek and col- ored like the rainbow.*' It is easy for an advertiser to lose a good reputation, but to lose a bad one is an en- tirely different matter. The California Press Association is trying to establish a uniform rate of forfeign adver- tising matter. New York is a big city, and Its people are a little more conservative than in some of the nearer cities, and consequently it is a little harder to make the first impression, but when the impression is made it is a lasting one and future sailing is easy. The article that can be made a success in any other city through bill posting can, if pushed in the right way, make the same success in New York. Advertising magazines throughout the coun- try are pointing out to advertisers the great value of illustrations in advertisements. The picture catches the eye. and the reading of the text follows. Carrying thfs same line of ■ -iS.*--- -v*?r-' One Harry Merklc put op in Dayton, Ohio, for Bryan & Co.. reasoning out a little further, we see that a large, striking picture is better than a small unattractive one. Where are the largest and most striking pictures found? On the bill boaids. ihe cut theory and poster publicity are in perfect harmony. The mall order trade is surely on the in- crease. Clothing, furniture, stores and even houses and lots are now sold in that way. The following is an example of advertising which appeared in a newspaper over 100 years ago. It serves to show that the custom of advertising In verse was in vogue even at that time- LUTHER ANDRES & CO. have this day Been opening goods both fresh and gay. HE has received near every kind That ycu In any store can find. And as I purchase by the Bale, I am determined to retail For READY PAY a little lower Than ever have been had before. The following articles will be received in payment: Wheat, Rye, Buckwheat, Corn Butter, Ashes and Raw Hides. These articles will be taken in Esopus prices. CASH will not be refused. The advertiser who uses the boards does not have to bother about that old question of circulation, nor does he have to worry for fear his ad will be hidden among many others. He is sure to get the circulation and the position for which he bargains. A wily New York; Arm is catching the woman trade by advertising on a plain look- ing glass. Every lady as she passes gives it a glance.—Ex. This method may give good results, but we are inclined to believe that each lady as she glances sees only herself in the glass, and pays no heed to the lettering on the glass. Bengal Little Cigars, made by the American Tobacco Company, are being pushed with great vigor. Magazines have been used ex- tensively; posters will also be used. Advertisers are not in business to keep any one paper going, to educate the peaople or anything like that. They are in business purely and simply to make money, and will use the medium which will bring them the largest returns for their money. That Is why tbe number of advertisers who use the bill boards have been almost doubled during the past season. A baker in a Western town recently hit upon tbe idea of advertising space on the bottom of loaves of bread and selling it. He used baking pans with raised letters in the bottoms, and a distinct ad appeared on the bottom of each loaf when baked. It Is a novel method. Many advertisers who are just starting In, because of their limited capital, can not af- ford to wait for returns, but must have direct results. Bill posting and distributing, besides being the surest to create a demand for an article, bring results in less time than any other methods of advertising. The Rubber Tire Company, of Springfield, O., will soon be on the boards again. The work will be placed by the New York office. No. 40 Wall street. Ross. Kaln & Gerstley. of Philadelphia, are placing on the market a new whisky called "Old Saratoga." It will be extensively ad- vertised. The H. O. Company has been using reading notices in the papers, announcing that they will give away, free of charge, 100,000 pack- ages of their product. The samples are given away by the grocers. Christmas Gifts, a pamphlet from the Fred Macey Company, Grand Rapids, has a very pretty and artistic cover. It contains some excellent cuts of their office library furniture, and is well calculated to get some of the Christmas holiday trade. The E. F. Draper Advertising Company gets out a folder called "Our Motive"—in which they, explain their motive for writing it— which is. of course, to get your business. Tbe Fre-ach railroad companies have been compelled to cease advertising on the back of tickets, upon the grounds that the passenger Is thus made an advertising medium. The Fels Naptha Soap Company is still dis- tributing sample cakes. They And that this kind of advertising pays them better than any other method. The B. J. Johnson Soap Company, of Mil- waukee, will soon enter Into an active cam- paign to exploit their pamollne soap. The Boyd Chemical Company, P. O. Box 224, Columbia. S. C, will soon advertise vet- erinary remedies with one-sheet lithographed posters. They desire chance may offer serv- ice along country roads. Bon Ami is extending its advertising. They have been using tho distributors for some time. Cutelix Company is again advertising cute- Iix in the cars. Garland stoves are being pushed forward by the use of posters. The artistic poster is no longer a fad—It is an institution. Ill New York a band of evangelists, who have engaged prominent halls as meeting places, use six-sheet posters to make their an- nouncements. These are headed "The Com- ing of Our Lord," and make rather an at- - tractive appearance. In addition notices are inserted in the amusement columns of the newspapers, tbe evangelists stating without any apparent Intention at humor that they are looking for people who are seeking amusement.—Printers' Ink. Advertising was never so much of an art as it is to-day. Tbe first genuine advertise- ment Is claimed to be that found in a copy of the Parliamentary paper, "Mercurlrs Poll- tlcus,' In January, 1652. It was a puff for "Irenedla Gratulatoria, an heroic poem, being a congratulatory panegyric for my Lord General's late return, summing up hla successes In an exquisite manner."—Pub- licity. i Applied Advertising Proverbs. i;ady advertising Is ready money. \ large ad will reap a large harvest. innumerable advertisements bring countless li.'K.irs. You need not get a golden pen to write a g,..).l ad. Mend your advertising and that will mend ycur fortune. Pay what you owe. and what you are worth you will know. You never know the worth of advertising until you begin. liusiness makes men, but sometimes men make the business. Advertising is both the presage and orna- ment of rising merit. Reason wrapped up In advertising is gen- erally of greatest weight. Little and often fills the purse, but much and often fills It quicker. Unsatisfactory results are ever the conse- quence of imperfect plans. One misleading ad may undo a man, and an honest one make his fortune. Complain not of the shortness of life, but employ your time advertising. The merchant who gains not loseth. so does the merchant who does not advertise. He that advertlseth first is the first wealthy. Good advertising is good, but better car- ries it. Imitate a good ad, but never counterfeit it. Fair and honest dealings seldom fail to bring their reward. Knockers. The Twentieth Century Club, of Boston, has had printed several thousand postal cards with blanks for signatures. These cards con- tain the following matter: I hereby agree to permit no advertisements on my property other than plain and inoffen- sive ones, necessary to my tenants' business or my own. I will endeavor by every means to prevent the disfigurement of the landscape and highways. Whoever paints or puts upon, or in any manner affixes to any fence, structure! pole, rock or other object, the property of another, whether within or without the limits of the highway, any word, device, trade-mark, ad- vertisement or notice, not required by law to be posted thereon, without first obtaining tbe written consent of the owner or tenant of such property, shall, on complaint of such owner or his tenant, or any municipal or public officer, be punished by a fine not ex- ceeding $10. Any word, device, trade-mark, advertise- ment, or notice, painted, put up, or affixed within the limits of a highway in violation of th«» provisions of the preceding section of this act, shall be deemed to be a nuisance, and may be forthwith removed or obliterated and abated by any person.—Massachusetts Statutes. 1898. Their motive in sending these out is, of course, to attempt to raise public sentiment against the "outrageous bill boards," as they please to call them. But, to the credit of the people of Boston, we will say that they have paid little or no attention to the bowling of this up-to-date club with the bigbly developed artistic sentiment. The bill board Is a com- mercial necessity, and the sooner these fool- ish ones realize the fact that the boards are here to stay, and make up their minds to be satisfied with the existing order of things, the less will be their dlscomforture. G. Holzhauer & Son, of Newport. Ky.. are advertising a consumption cure with whole sheets. Trade Papers. The question is often asked, "What good are trade papers, and what influence do they exert, and of what importance are they to the trade or to the advertiser?" The answers to these questions are: First—Tbe trade paper reaches a man and has an Influence oer him that the daily pa- per does not exert. Second—The trade paper contains news of Peculiar Importance and benefit to him. Third—The trade paper Is apt to be more truthful In Its statements regarding its par- ticular line than any other publication. The first reason submitted, as to tbe Influ- ence of a trade paper, will be admitted by all. As a rule, trade papers have no axes to grind, are not prejudiced, and. with very few exceptions, have no rivals In tbe field. There- fore they are In a position to Influence their readers and give them the Information in such a way that the reader can not fail to be Impressed. ' Trade news Is of especial importance to the man In the trade. It tells him what Is going on and the latest Improvements In his line of business, and other news of equal Importance. . J\f t 5 lra rea 8on, truthfulness. Is embodied in the first two reasons, all of which make the trade papers of essential benefit to tho reader. The question of advertising in trade papers has never been given the attention mat us Importance commands. But there is no disputing the fact that the trade papers. in proportion to their size, circulation and character, contain more advertising than any ?i er .f™ 8 of Publications on earth. These Advertisements are not always models of iU 1 ?'*? nor of the highest order of the JJ.'? ter ». "rt,.but the fact remains that very seldom la the failure or suspension of a trade paper reported. Trade papers are supported Because they are valuable, and because their Publications. L. L. Dickey Advertising Co 's Boards, Newton, Kas. advertising columns are used by people ex- clusively in the trade to which the paper caters, and therefore the value of the trade paper to its trade is immense, and can not be overestimated.—The Advisor. From the Land of the Mikado. The following tale is told by Mr. Frank B. White in his monthly journal: A man in Chicago bad the addresses of 50,000 women and $450. He bought 5.000 shirt waist sets— the dinky little pins women use to fasten the front of their summer garments—at four cents each. He then wrote a nice letter full of "jolly" and compliments, and sent the sets to 5.000 women scattered over the country from Maine to California, asking them if satisfied with the sets to send him 25 cents in payment therefor. From more than half of the 5.000 women he received 23 cents. About 2,000 women returned the sets, and from about 250 women he never heard at all. But he had at the end of thirty days nearly $700 in cash and 2,000 sets to work new lists with. He's going to make a million next summer. Tips for Advertisers. Fill orders promptly. Make your ads short, concise and right to the point. Handle articles the people want. The best advertisements will not induce them to buy what they don't want. Study the ads of your competitors: they will enable you to improve your own; also make a note of the mediums they use; it will greatly assist you when placing your ads. If your capital be limited, use advertising space accordingly. It is more profitable to . use. small space and have your ads appear often than to use large space and have your ad appear a few times. Advertise the right thing at the right time, in tbe right way. in the right medium, at the right price, and people will write out their orders addressed to you, and I will guarantee that you will do a right good business. Get up your ads so as to attract the atten- tion of those to whom you can probably sell goods. Mere curiosity seekers you don't want, so do not advertise so as to attract them. Keep the true object in view, write your ads accordingly and business you will get.—The Schemer. A letter from a master of one of Uncle Sam's transports. Perhaps you would like a few words from be about bill posting in Japan; but first per- mit me to tell you of my trip. I was called from Havana in June; left Washington for Tacoma, Wash., where I went on board the Port Albert. We had very rough weather on tbe coast of Alaska. We laid at Unaiaska, Alaska, for three days, thence through the Bebring Sea along the coast of Siberia to the Japan Islands to Kobe, Japan. Along the railway stations there is very little bill post- ing: what little there is only advertises mat- ters of universal interest, not for shows. I was told they had no system of bill boards, but what little bill posting is done pays, so much so, in fact, that it keeps two parties in a continuous law suit on account of the son using his own name on the posters in- stead of his father's. At the entrance to the theaters they have boards upon which ate drawn pictures of the acts to be given, but there is very little reading matter used. As the ticket seller could speak a little in Eng- lish I asked him if they posted bills any- where else. He informed me that they did not, but they send children and older girls out and they stand about talking of the show loud enough for those around them to hear. This arouses curiosity and they go to see the pictures, and if they have the money they go in and see the play. The Japanese are a sport loving people, and the Americans can open up business with them which will sur- prise the nation. As a race they are natural artists, hard workers and appear to be anx- ious to jump from barbarianism to our sys- tem of living. They love the Americans bet- ter than any other nation, but we have an enemy in the shape of European clubs. They band together for the purpose of downing an American, starving and discouraging hira to the fullest extent of their power. The Amer- ican business men should encourage and strengthen commercial intercourse between our country and the people of the Pacific coast. They need our grains and goods and we want their rice, therefore we should not lose their friendship, which will be valuable in the future. There is a great field in Japan for the American system of bill posting, but it must be backed by clubs that are strong enough to protect our Interests and property from the schemers. J. H. SULLIVAN. Inland Seas, Japan. (Broncho John.) Doc Bull's Cough Syrup, which was so ex- tensively advertised a few years ago, has again entered the field. In France. The French Government, in order to in- crease its revenue, has gone into the ad- vertising business. The first enterprise in this field is the "letter announces" or ad- vertising post-paid letter sheet. One-half this sheet, which is of ordinary letter size paper, is devoted to advertising, except the space reserved for the address, which bears a fifteen centime postage stamp. The letter is written on tbe other half of the sheet, which is then folded and held by a gummed flap. Tbe whole thing is sold for ten centimes, that is for two-thirds of the price of single letter postage or for the price of a postal card. By this means the purchaser saves one-third the price of the stamp, and gets his paper and envelope for nothing. The scheme is worked nominally by a corporation, the "Societe Anongme." who have the sheets for sale at tbe postoffices and the government tobacco shops. Flag Law Unconstitutional. Vermont and Illinois both have laws for- bidding tbe use of representations of the United States flag in connection with adver- tising. A spirited legal battle has taken place in Illinois between J. J. Hartigan. the pro- prietor of the Glasgow Woolen Mills, and the State. Judge Gibbons, ot the Circuit Court, recently declared the law unconstitutional. Judge Gibbons declares that the informer's fee clause in the flag act is against the spirit of American law, as tending to provoke strife and ill will between man and man. The de- cision turns on this point, the Court holding that the power granted by the constitution to the Governor of a State to pardon offenders and remit fines and penalties is in conflict with the statute which guarantees to the in- former a share of the fine. The accompanying cut represents Dillon & Fogle's cross-road, bill posting camp as it appeared at fourteen county and street fairs in Central Illinois in 1S99. from which they distributed many thousand circulars. They are already preparing to do a much larger business next year. Dillon's Novel Fair Outfit. The year now closing has proved even mo^ -l-,['' successful for Scribner's than was 189S. Tl % !? . means the most successful twelve-month I - the history of the magazine. For 1900. t'; \\ ■ \ closing year of the century, has been secur -iliftUi- of contributors will {*i'>rl' lore Roosevelt, Richa'.'-rf'tt y Norman, Thomas Ne •'■-.*'[ the most valuable programme the magazi has ever offered. Some of the plans and prj parations have been under way fortbreeyeai Among its hundreds J. M. Barrie, Theodore Harding Davis, Henry "" son Page, etc. The Boer war will be trea- . . .» in an extensive way in the early part of lf;t fcl year. V-l j» The Truth Calendar for 1900, which is giv«; i p\ with the December number, is most artist. • ?\ and beautifully embossed. It is in gold at-: ± twelve colors, and no expense has ben spartr, ft J to,make it a work ot art. The Xmas nun;"* £:( ber is twice the ordinary size, and abount:,^ ILj with beautiful pictures upon the finest of piM $;i per. making it a valuable addition to Chrisr!; fej" mas literature. p-; '?■ No effort will be spared to establish Peaj^ IjVj, son's during 1900 at the head of its compet* ' tors. The quality of the paper and printing li- the beauty of the illustrations, the healtt'f >.',. tone and strong character of the literary coii 1 l it l tents is what will be relied upon to achiev; ? , this purpose, and to make Pearson's the ger..| [ home magazine of America, as it already I.. Ijj of England. :;i ji|. ! Beginning with the November numbe,'i t-\i : M Frank A. Munsey started the publication itf Mtj a special English edition of his magazin-% *.| The first edition of the new venture consisted <rl .of 25.000 copies. \ jjl There are many changes being made in ttll ',<.] publishing house of Harper & Bros., and Uj!j.fl|t{| final result will probably be tbe complete r«l, ,-lji, 1 organization of the various staffs. The mo:{ i,'4« notable alterations are as follows, John an-ig^ Franklin Harper have retired from the flrnj ,J Harper's Round Table has been discontinuec A J. H. Sears is now editor of Harper's Bazar t :' Mrs. Margaret Sangster, the former editor > -'.' the Bazar, will In the future devote hf'KJj-' talents to special writing; Henry L. Kelso.'j|Kk, is succeeded by Henry G. Paine as editor tljK" , Harper's Weekly. jj[iS" Responding to the increased obligatior !|f> created by a constantly enlarging circle I'ilil readers, the* editors hope to make McClure'-Bf Magazine during the coming.year more eix't§& pbatic and varied in its interest than evf before. Among their contributors will I Ian Maclaren, Booth Tarkington, Kiplln Marconi, Peary, Wellman and others too nun...-^ erous to mention. II j Harper's Magazine enters this year upor(|i! its one hundredth volume, and will be rlchef than ever before in the best work of th? greatest writers and artists. Mrs. Humphrey Ward will have a new and powerful nove "Eleanor." Other contributors wil be Kip ling, Mark Twain, Stockton, Julian Ralpt Poultney Bigelow, etc. More than 200 distinguished men and worn; en, soldiers, sailors, statesmen, scholars J travelers and story writers, will help to en,; rich the 1900 volume of the Youth's Comi panion. AH subscribing now and sending $1.75, the price of a year's subscription, wLI receive all the issues of the Youth's Com* panion for the remaining weeks of 1899 fre from the time of subscription, and then alt- the issues for the fifty-two weeks of the ne»' year until January 1, 190L This offer in eludes the gift of the New Companion Cal endar for 1900—the most beautiful one eve presented by the Companion. .jl Frank Leslie's Popular Monthly continue to improve each month, and with the extent ,i,j sive list of attractions already in hand, a: ;|| provided for, for 1900. promises.to outdo a-:* 1 ' 1 other magazines ot the price. "America a the Paris Universal Exposition of 1900,'" bl the Hon. Ferdinand W. Peck, will appear t-' an early number, as will also articles an ; | 1 stories by the leading writers of the daj; fff This magazine also has a most beautiful cai, yf endar—the noted "Little Sweethearts Calen dar." which is sent to all subscribers. The St. Nicholas offers a splendid pre '£L, gramme of art. literature and fun for girl : : S and boys for 1900. Ten long stories by Rut* -J* McEnery Stuart, Mary Manes Dodge, Eliza' beth B. Custer and other writers. Theodoi^j Roosevelt will contribute a paper on "Wba America Expects of Her Boys." Fun an frolic, both in rhymes, stories, pictures anr if puzzles will be, as always, a striking charat teristic of this most excellent magazine. A magazine which Is not much known 1 Li the East is the Overland Monthly, publisher , in San Francisco. Its stories and article K usually deal with California or far Wester life, and it boasts of being the only flrst-clas Illustrated monthly magazine published wet of the Mississippi. % 3 .if i i ml I Whence Colors Come. ■ I Th« cochineal Insects .fuftitsn a great man of the very fine colors. Among them, are tn' gorgeous carmine, the crimson, scarlet car' mine and purple lakes. The cuttlefish give : the sepia. It is tbe inky fluid which the fis I discharges in order to render the wate opaque when attacked. , Indian yellow comes from the camel. Ivor chips produce the ivory black and bone black The exquisite Prussiau blue is made by fusin horses* hoofs and other refuse animal .matte i with impure potassium carbonate. j Various lakes are derived from roots, bark \K and gums. Blue-black comes from the char t ; I coal of the vinestalk. Lamp-black Is soo • * from certain resinous substances. Turkey re>f is made from the madder plant, which grow ; in Hindustan. ' The yellow sap of a tree of Slam produce ; gamboge. Raw sienna Is the natural eartl , from the neighborhood of Siena. Italy. Ravj- umber is also an earth found near UmbrL and burned. »!