<!doctype tei2 public "-//Library of Congress - Historical Collections (American Memory)//DTD ammem.dtd//EN" [<!entity % images system "lg67.ent"> %images;]>
<tei2>
<teiheader type="text" creator="American Memory, Library of Congress" status="new" date.created="1/19/96">
<filedesc>
<titlestmt>
<title>
AMRLG-LG67
</title>
<title>
An analysis of over 3,000,000 inquiries received by 98 firms from 2,339 magazine advertisements:  a machine-readable transcription.
</title>
<title>
The Coolidge Era and the Consumer Economy, 1921-1929; American Memory, Library of Congress.
</title>
<resp>
<role>
Selected and converted.
</role>
<name>
American Memory, Library of Congress.
</name>
</resp>
</titlestmt>
<publicationstmt>
<p>
Washington, 1995.
</p>
<p>
Preceding element provides place and date of transcription only.
</p>
<p>
This transcription intended to be 99.95% accurate.
</p>
<p>
For more information about this text and this American Memory collection, refer to accompanying matter.
</p>
</publicationstmt>
<sourcedesc>
<lccn>
27-13427
</lccn>
<coll>
General Collection, Library of Congress.
</coll>
<copyright>
Copyright status not determined.
</copyright>
</sourcedesc>
</filedesc>
</teiheader>
<text type="publication">
<front>
<pageinfo><controlpgno entity="lg670001">001</controlpgno><printpgno></printpgno></pageinfo>
<div type="idinfo">
<p>
AN ANALYSIS OF OVER 3,000,000 INQUIRIES
<lb>
RECEIVED BY 98 FIRMS FROM 2,339 MAGAZINE
<lb>
ADVERTISEMENTS
<lb>
By Daniel Starch, Ph.D.
<lb>
Harvard Square
<lb>
Cambridge, Mass.
<lb>
Copyright, 1927, by Daniel Starch.
<lb>
All rights reserved.
</p>
</div>
<pageinfo><controlpgno entity="lg670002">002</controlpgno><printpgno></printpgno></pageinfo>
<div>
<p>
<stamped>
&copy; CLA972346
<lb>
MAR 29 &lsquo;21
</stamped>
</p>
<p>
<handwritten>
no 1
</handwritten>
</p>
<pageinfo><controlpgno entity="lg670003">003</controlpgno><printpgno>1</printpgno></pageinfo>
<p>
<add place="other">
<handwritten>
SUB 14 June 1927.
</handwritten>
</add>
</p>
<p>
<add place="other">
<handwritten>
HF6107
<lb>
.S8
</handwritten>
</add>
</p>
</div>
<div type="toc">
<head>
Table of Contents
</head>
<list>
<item>
<p>
<hsep>
Page
</p>
</item>
<item>
<p>
Introduction
<hsep>
2
</p>
</item>
<item>
<p>
Method
<hsep>
4
</p>
</item>
<item>
<p>
Part
</p>
</item>
<item>
<p>
I  Relation Between Inquiries and Sales
<hsep>
6
</p>
</item>
<item>
<p>
II  Number of Inquiries Per Page Black &amp; White Per 100,000 Circulation
<hsep>
9
</p>
</item>
<item>
<p>
III  Relation of Size of Advertisement to Number of Returns
<hsep>
11
</p>
</item>
<item>
<p>
IV  Relation of Type of Coupon to Number of Replies
<hsep>
13
</p>
</item>
<item>
<p>
V  Relation of Color to Number of Replies
<hsep>
15
</p>
</item>
<item>
<p>
VI  Effect of Left vs. Right Position on Number of Replies
<hsep>
17
</p>
</item>
<item>
<p>
VII  Percentage of Returns Received by Months (or Weeks) After Insertion
<hsep>
19
</p>
</item>
<item>
<p>
VIII  Seasonal Variation in Number of Replies
<hsep>
21
</p>
</item>
<item>
<p>
IX  Returns by Classes of Products
<hsep>
24
</p>
</item>
<item>
<p>
X  Comparison Between One Page Color, Two Page Color and Back Cover Advertisements
<hsep>
26
</p>
</item>
<item>
<p>
XI  Comparison of Types of Magazines
<hsep>
28
</p>
</item>
<item>
<p>
XII  Characteristics of Stronger Advertisements
<hsep>
30
</p>
</item>
<item>
<p>
XIII  Characteristics of Weaker Advertisements
<hsep>
31
</p>
</item>
<item>
<p>
XIV  Twelve Advertisements
<hsep>
32
</p>
</item>
<item>
<p>
Summary of Results
<hsep>
42
</p>
</item>
</list>
</div>
<pageinfo><controlpgno entity="lg670004">004</controlpgno><printpgno>2</printpgno></pageinfo>
<div>
<head>
Introduction
</head>
<p>
Some advertisers periodically analyze the results of their advertising.  The difficulty, however, is that such analyses are limited to the individual product or business.  Rarely, or never does the individual advertiser have an opportunity to compare his results with those of others so as to determine whether his findings are peculiar to his individual methods or business, or whether they indicate general facts and principles.  There is consequently a distinct need for analyzing the results of advertising on a comprehensive scale by reliable methods.
</p>
<p>
The first requirement for the successful approach to this problem was the co-operation of advertisers.  Approximately 100 firms very kindly assisted by contributing their confidential records for the purpose of this analysis.
</p>
<p>
The present investigation we believe is the first comprehensive survey of this type, as it is based on over 3,000,000 inquiries received in response to 2,339 advertisements inserted in magazines by nearly 100 firms.  Its outstanding value is that it subsistence facts for opinions.
</p>
<p>
The results are presented simply and briefly, with only as much comment as is necessary to explain the tables and charts.  These will tell their own story.  Their application to individual problems may then be made.
</p>
<p>
The returns have been analyzed specifically with reference to the following points:
<lb>
<list type="ordered">
<item>
<p>
1.  Are inquiries a valid measure of the sales value of an advertisement?
</p>
</item>
<item>
<p>
2.  How many inquiries are received in relation to circulation by advertisers who invite inquiries?
</p>
</item>
<item>
<p>
3.  What is the relation between the size of the advertisement and the number of replies?
</p>
</item>
<item>
<p>
4.  What is the effect of color on returns?
</p>
</item>
<item>
<p>
5.  How long does an advertisement bring replies and what per cent of the total replies come <pageinfo><controlpgno entity="lg670005">005</controlpgno><printpgno>3</printpgno></pageinfo>in each week or month after the insertion?
</p>
</item>
<item>
<p>
6.  What is the effect of the season of the year on the number of responses received?
</p>
</item>
<item>
<p>
7.  What is the relative number of replies to advertisements containing (a) no coupon, (b) a free coupon, (c) a charge coupon?
</p>
</item>
<item>
<p>
8.  What is the relation between certain preferred positions and the number of replies?
</p>
</item>
<item>
<p>
9.  Does the type of product or the type of magazine affect the number of replies?  Is there a difference between right and left hand positions?
</p>
</item>
<item>
<p>
10.  Are there any characteristic differences between the stronger advertisements and the weaker ones?
</p>
</item>
</list>
</p>
<p>
Note:  The absolute number of replies per 100,000 of circulation can in no case be compared between any two sections of this report because in no two cases are exactly the same sets of advertisements involved.  Reply ratios or percentages only may be compared.
</p>
</div>
<pageinfo><controlpgno entity="lg670006">006</controlpgno><printpgno>4</printpgno></pageinfo>
<div>
<head>
Method
</head>
<p>
A letter was sent to 350 firms asking them to supply the information called for on page 5.  Ninety-eight sets of returns were received.
</p>
<p>
This form called for the name of the publication, the date of the advertisements in question, the size of each advertisement, whether the advertisement was in color or black and white, the nature of the coupon, if any, and the number of inquiries received from each advertisement.
</p>
<p>
A request was also made for sales figures, either in dollars or in number of units.  Few companies had such figures.
</p>
<p>
Among the 98 sets of returns received, 67 were usable.  These 67 sets represented 2,339 advertisements inserted in a total of 49 magazines which brought 3,125,534 replies during a period of four years, beginning January 1922, and ending May, 1926, with additional data for the year 1918.
</p>
<p>
Grateful acknowledgment of the co-operation of these 98 firms is here made.  Their names are obviously omitted because of the confidential nature of the data supplied.  These firms differed in size but the majority are large, well-known concerns.  Many of them are leaders in their respective fields.  The products represented cover a wide variety of articles currently advertised in leading publications.
</p>
<p>
Note:  Acknowledgement is here made of the able assistance of Kenneth A. Grubb in this investigation and in the preparation of this report.
</p>
<pageinfo><controlpgno entity="lg670007">007</controlpgno><printpgno>5</printpgno></pageinfo>
<table entity="lg670007.t01">
<caption>
<p>
NAME OF PRODUCT
</p>
</caption>
<tabletext>
<cell>
Publication in which advertisements appeared
</cell>
<cell>
Date
</cell>
<cell>
Size of Space
</cell>
<cell>
Color, or Black and White
</cell>
<cell>
Is there a return coupon
</cell>
<cell>
Number of inquiries received
</cell>
<cell>
If direct sales give sales in dollars or in number of units
</cell>
</tabletext>
</table>
<p>
<hi rend="underscore">
IF AVAILABLE, PLEASE SEND COPIES OF THE ADVERTISEMENTS.
</hi>
</p>
</div>
</front>
<body>
<pageinfo><controlpgno entity="lg670008">008</controlpgno><printpgno>6</printpgno></pageinfo>
<div>
<head>
PART 1
</head>
<p>
The question is frequently raised whether inquiries indicate at all accurately the selling value of an advertisement.  The following data show the facts regarding this problem and are presented at the beginning of this report as they bear upon the later sections of this investigation.
</p>
<table entity="lg670008.t01">
<caption>
<p>
Relation Between Inquiries and Sales
<lb>
Based on 78,055 Replies from 143 advertisements in magazines
<lb>
Average results for 10 firms
</p>
</caption>
<tabletext>
<cell>
Inquiries
</cell>
<cell>
Rank of adv. according to inquires.
</cell>
<cell>
Rank of same adv. according to sales.
</cell>
<cell>
Sales
</cell>
<cell>
100.0%
</cell>
<cell>
1
</cell>
<cell>
2
</cell>
<cell>
67.1%
</cell>
<cell>
82.7
</cell>
<cell>
2
</cell>
<cell>
1
</cell>
<cell>
70.9
</cell>
<cell>
63.1
</cell>
<cell>
3
</cell>
<cell>
3
</cell>
<cell>
40.5
</cell>
<cell>
47.6
</cell>
<cell>
4
</cell>
<cell>
6
</cell>
<cell>
31.5
</cell>
<cell>
41.0
</cell>
<cell>
5
</cell>
<cell>
5
</cell>
<cell>
35.9
</cell>
<cell>
38.6
</cell>
<cell>
6
</cell>
<cell>
4
</cell>
<cell>
38.8
</cell>
<cell>
38.1
</cell>
<cell>
7
</cell>
<cell>
8
</cell>
<cell>
24.8
</cell>
<cell>
36.9
</cell>
<cell>
8
</cell>
<cell>
10
</cell>
<cell>
22.0
</cell>
<cell>
32.7
</cell>
<cell>
9
</cell>
<cell>
11
</cell>
<cell>
19.5
</cell>
<cell>
32.2
</cell>
<cell>
10
</cell>
<cell>
12
</cell>
<cell>
13.8
</cell>
<cell>
31.7
</cell>
<cell>
11
</cell>
<cell>
9
</cell>
<cell>
24.4
</cell>
<cell>
28.3
</cell>
<cell>
12
</cell>
<cell>
7
</cell>
<cell>
25.6
</cell>
</tabletext>
</table>
<p>
Number of inquiries from best advertisement = 100%
</p>
<p>
These results are shown graphically in Chart I.
</p>
<p>
Interpretation of Results
</p>
<list type="ordered">
<item>
<p>
1.  With the exceptions noted below inquires serve as a good measure of the sales value of advertisements.  Thus, for example, the advertisements with the highest index for inquiries (100) also have a high index for sales (67.1).
</p>
</item>
<pageinfo><controlpgno entity="lg670009">009</controlpgno><printpgno>7</printpgno></pageinfo>
<item>
<p>
2.  It will be seen that there is a close correspondence between the inquiries and the sales produced by the same advertisements.
</p>
</item>
<item>
<p>
3.  This did not always hold true in individual instances.  Some advertisements were found which sacrificed everything to gain an unusual volume of inquiries.  Such advertisements are not typical.  The average inquiries received per advertisement by ten firms, however, were closely paralleled by the average sales resulting from the corresponding advertisements.  As indicated by the chart the advertisements which in general brought the most inquiries also produced the largest amount of sales, and vice versa, the advertisements which brought the fewest inquiries produced the smallest amount of sales.
</p>
</item>
</list>
<pageinfo><controlpgno entity="lg670010">010</controlpgno><printpgno>8</printpgno></pageinfo>
<p>
CHART I
</p>
<p>
Relation between Inquires and Sales
<lb>
 10 Companies&mdash;12 Groups of Advertisements
</p>
<p>
Comparison between inquiries and sales for 12 sets of advertisements.  The first bar of each pair indicates the number of inquiries, and the second bar indicates the relative sales resulting from the same advertisements.
</p>
</div>
<pageinfo><controlpgno entity="lg670011">011</controlpgno><printpgno>9</printpgno></pageinfo>
<div>
<head>
PART II
</head>
<p>
Number of Inquiries per Page Black and White per 100,000 Circulation (Magazines)
</p>
<table entity="lg670011.t01">
<caption>
<p>
Based on 761,000 Responses from 369 Advertisements
</p>
</caption>
<tabletext>
<cell>
Size of Space
</cell>
<cell>
Number of Replies per 100,000 Circulation
</cell>
<cell>
1 page Black and White
</cell>
<cell>
225.3
</cell>
</tabletext>
</table>
<p>
These results are shown graphically in Chart II.
</p>
<p>
Interpretation of Results
</p>
<list type="ordered">
<item>
<p>
1.  The average number of replies received from a one page black and white advertisement per 100,000 of circulation is 225.3.  This figure will serve as a convenient basis of comparison.
</p>
</item>
<item>
<p>
2.  Elsewhere in this report certain factors are segregated and measured which cause deviation from this average.
</p>
</item>
</list>
<pageinfo><controlpgno entity="lg670012">012</controlpgno><printpgno>10</printpgno></pageinfo>
<p>
CHART II
<lb>
Number of Inquiries per Page, Black and White,
<lb>
per 100,000 Circulation (Magazines)
</p>
<p>
Circle=100,000 Circulation.
</p>
<p>
Shaded portion = 225.3, the average number of replies per page black and white advertisement.
</p>
</div>
<pageinfo><controlpgno entity="lg670013">013</controlpgno><printpgno>11</printpgno></pageinfo>
<div>
<head>
PART III
</head>
<table entity="lg670013.t01">
<caption>
<p>
Relation of size of Advertisement to Number of Returns
<lb>
Based on 1,395,800 responses from 907 advertisements.
</p>
</caption>
<tabletext>
<cell>
Size of Space
</cell>
<cell>
Size Ratios
</cell>
<cell>
Number of Replies per Reply 100,000 Circulation
</cell>
<cell>
Ratios
</cell>
<cell>
One page
</cell>
<cell>
100
</cell>
<cell>
225.3
</cell>
<cell>
100.0%
</cell>
<cell>
One half page
</cell>
<cell>
50
</cell>
<cell>
120.4
</cell>
<cell>
53.5
</cell>
<cell>
Quarter page
</cell>
<cell>
25
</cell>
<cell>
71.8
</cell>
<cell>
31.9
</cell>
<cell>
Sixth page
</cell>
<cell>
17
</cell>
<cell>
38.9
</cell>
<cell>
17.3
</cell>
</tabletext>
</table>
<p>
These results are shown graphically in Chart III.
</p>
<p>
Interpretation of Results
</p>
<p>
NOTE:  To make a fair comparison between advertisements of different sizes, the above tabulation was based upon advertisements, large and small, which placed approximately equal emphasis upon the securing of a response.
</p>
<list type="ordered">
<item>
<p>
1.  Advertisements brought replies very nearly in proportion to their size, although the smaller sizes had a slight advantage.  This may have been due to the possibility that the smaller advertisements, even with the proviso stated in the preceding note, placed more emphasis on securing responses.
</p>
</item>
<item>
<p>
2.  The half page advertisements brought 53.5% as many replies as the full page advertisements; quarter page advertisements brought 31.9% as many and 1/6 page advertisements brought 17.3% as many as full page advertisements.
</p>
</item>
<item>
<p>
3.  The relationship indicated in Chart III held true whether the advertisement contained a free coupon, a charge coupon, or no coupon.  See Part IV for the replies brought by these three classes of advertisements.
</p>
</item>
</list>
<pageinfo><controlpgno entity="lg670014">014</controlpgno><printpgno>12</printpgno></pageinfo>
<p>
CHART III
<lb>
Relation of Size of Advertisements to Number of Returns
</p>
</div>
<pageinfo><controlpgno entity="lg670015">015</controlpgno><printpgno>13</printpgno></pageinfo>
<div>
<head>
PART IV
</head>
<table entity="lg670015.t01">
<caption>
<p>
Relation of Type of Coupon to Number of Replies
<lb>
Based on 1,395,800 returns from 907 advertisements
</p>
</caption>
<tabletext>
<cell>
Type of Advertisement
</cell>
<cell>
Replies per 100,000 Circulation
<anchor id="n015-01">
*
</anchor>
</cell>
<cell>
Reply Ratios
</cell>
<cell>
Free Coupon
</cell>
<cell>
131.0
</cell>
<cell>
100.0%
</cell>
<cell>
Charge Coupon
</cell>
<cell>
81.9
</cell>
<cell>
62.6
</cell>
<cell>
No Coupon
</cell>
<cell>
53.0
</cell>
<cell>
40.4
</cell>
</tabletext>
</table>
<note anchor.ids="n015-01" place="bottom">
* Average of the following advertisement sizes:  one page, one half page, one quarter page. one sixth page.
</note>
<p>
These results are shown graphically in Chart IV.
</p>
<p>
Interpretation of Results
</p>
<list type="ordered">
<item>
<p>
1.  Advertisements containing free coupons brought the largest number of returns per advertisement.  Advertisements containing charge coupons averaged 62.6% as many returns.
</p>
</item>
<item>
<p>
2. Advertisements without coupons brought about 2/3 as many replies as advertisements containing charge coupons and 40.4% as many as advertisements containing free coupons.
</p>
</item>
</list>
<pageinfo><controlpgno entity="lg670016">016</controlpgno><printpgno>14</printpgno></pageinfo>
<p>
CHART IV
<lb>
 Relation of Type of Coupon to Number of Replies
</p>
</div>
<pageinfo><controlpgno entity="lg670017">017</controlpgno><printpgno>15</printpgno></pageinfo>
<div>
<head>
PART V
</head>
<table entity="lg670017.t01">
<caption>
<p>
Relation of Color to Number of Replies
<lb>
Based on 162,354 returns from 28 advertisements
</p>
</caption>
<tabletext>
<cell>
Type of Advertisement
</cell>
<cell>
Replies per 100,000 Circulation
</cell>
<cell>
Reply Ratios
</cell>
<cell>
Black and White
</cell>
<cell>
148.2
</cell>
<cell>
100.0%
</cell>
<cell>
Color
</cell>
<cell>
232.3
</cell>
<cell>
156.7
</cell>
</tabletext>
</table>
<p>
These results are shown graphically in Chart V.
</p>
<p>
Interpretation of Results
</p>
<list type="ordered">
<item>
<p>
1.  Colored advertisements brought 56.7% more replies per 100,000 of circulation than black and white advertisements of similar size and character.
</p>
</item>
<item>
<p>
2.  It should be noted that these are only average results.  Color may be and probably is of more value for some types of products (such as food products) than for others (such as machinery).
</p>
</item>
</list>
<pageinfo><controlpgno entity="lg670018">018</controlpgno><printpgno>16</printpgno></pageinfo>
<p>
CHART V
<lb>
Relation of Color to Number of Replies
</p>
</div>
<pageinfo><controlpgno entity="lg670019">019</controlpgno><printpgno></printpgno></pageinfo>
<div>
<head>
PART VI
</head>
<table entity="lg670019.t01">
<caption>
<p>
Effect of Left vs. Right Position on Number of Replies.
<lb>
Based on 126, 477 returns from 90 advertisements
</p>
</caption>
<tabletext>
<cell>
Position
</cell>
<cell>
Replies per page per 100,000 Circulation
</cell>
<cell>
Reply Ratios
</cell>
<cell>
Left
</cell>
<cell>
210.2
</cell>
<cell>
100.0%
</cell>
<cell>
Right
</cell>
<cell>
239.9
</cell>
<cell>
114.1%
</cell>
</tabletext>
</table>
<p>
These results are shown graphically in Chart VI.
</p>
<p>
Interpretation of Results
</p>
<list type="ordered">
<item>
<p>
1.  Advertisements inserted on right hand pages brought 14.1% more replies than similar advertisements inserted on left hand pages.
</p>
</item>
<item>
<p>
2.  These results held true regardless of the size of advertisement, type of magazine or type of advertisement.
</p>
</item>
</list>
<pageinfo><controlpgno entity="lg670020">020</controlpgno><printpgno>18</printpgno></pageinfo>
<p>
CHAPTER VI
<lb>
 Effect of Left 
<hi rend="italics">
vs.
</hi>
 Right Position on the Number of Replies
</p>
</div>
<pageinfo><controlpgno entity="lg670021">021</controlpgno><printpgno>19</printpgno></pageinfo>
<div>
<head>
PART VII
</head>
<table entity="lg670021.t01">
<caption>
<p>
Percentage of Returns Received by Months (or Weeks) After Insertion
<lb>
Based on 236,495 returns from 213 advertisements
</p>
</caption>
<tabletext>
<cell>
Periods Months for monthly magazines Weeks for weekly magazines
</cell>
<cell>
Reply Ratios Average for Monthly Magazines
</cell>
<cell>
Reply Ratios Average for Weekly Magazines
</cell>
<cell>
1
</cell>
<cell>
46.5%
</cell>
<cell>
51.9%
</cell>
<cell>
2
</cell>
<cell>
19.8%
</cell>
<cell>
20.1%
</cell>
<cell>
3
</cell>
<cell>
9.1
</cell>
<cell>
8.0
</cell>
<cell>
4
</cell>
<cell>
5.2
</cell>
<cell>
4.4
</cell>
<cell>
5
</cell>
<cell>
4.0
</cell>
<cell>
3.0
</cell>
<cell>
6
</cell>
<cell>
3.1
</cell>
<cell>
2.0
</cell>
<cell>
7
</cell>
<cell>
2.3
</cell>
<cell>
1.5
</cell>
</tabletext>
</table>
<p>
These results are shown graphically in Chart VII.
</p>
<p>
Interpretation of Results
</p>
<list type="ordered">
<item>
<p>
1.  Advertisements bring traceable returns for at least seven months in the case of monthly magazines or for at least seven weeks in the case of weekly magazines.
</p>
</item>
<item>
<p>
2.  Approximately 50% of the returns from each advertisement were received during the first month for monthly magazines or during the first week for weekly magazines after insertion.
</p>
</item>
<item>
<p>
3.  For each of the next three succeeding periods returns were approximately one half of those received during the immediately preceding period.  For the following three periods the returns were approximately 3/4 of those received during each preceding period.  See Table VII.
</p>
</item>
<item>
<p>
4.  These results apply to all advertisements regardless of size, color or magazine in which the advertisements were inserted.
</p>
</item>
</list>
<pageinfo><controlpgno entity="lg670022">022</controlpgno><printpgno>20</printpgno></pageinfo>
<p>
CHART VII
<lb>
 Percentage of Returns Received by Months or Weeks after Insertion
</p>
<p>
Period (Months or Weeks)
</p>
</div>
<pageinfo><controlpgno entity="lg670023">023</controlpgno><printpgno>21</printpgno></pageinfo>
<div>
<head>
PART VIII
</head>
<table entity="lg670023.t01">
<caption>
<p>
Seasonal Variation in Number of Replies
<lb>
Based on 1,885,052 returns from 856 advertisements
</p>
</caption>
<tabletext>
<cell>
Month
</cell>
<cell>
Actual Percentage of replies received each month
</cell>
<cell>
Reply Ratios (Smoothed)
</cell>
<cell>
Jan.
</cell>
<cell>
107.9%
</cell>
<cell>
107.0%
</cell>
<cell>
Feb.
</cell>
<cell>
141.1
</cell>
<cell>
134.0
</cell>
<cell>
Mar.
</cell>
<cell>
123.8
</cell>
<cell>
124.0
</cell>
<cell>
Apr.
</cell>
<cell>
91.3
</cell>
<cell>
108.0
</cell>
<cell>
May
</cell>
<cell>
112.1
</cell>
<cell>
91.5
</cell>
<cell>
June
</cell>
<cell>
73.5
</cell>
<cell>
75.5
</cell>
<cell>
July
</cell>
<cell>
71.5
</cell>
<cell>
68.0
</cell>
<cell>
Aug.
</cell>
<cell>
73.1
</cell>
<cell>
72.0
</cell>
<cell>
Sept.
</cell>
<cell>
89.1
</cell>
<cell>
96.5
</cell>
<cell>
Oct.
</cell>
<cell>
126.2
</cell>
<cell>
122.5
</cell>
<cell>
Nov.
</cell>
<cell>
119.6
</cell>
<cell>
120.0
</cell>
<cell>
Dec.
</cell>
<cell>
71.5
</cell>
<cell>
81.0
</cell>
</tabletext>
</table>
<p>
Average for twelve months - 100%
</p>
<p>
These results are shown graphically in Chart VIII.
</p>
<p>
Interpretation of Results
</p>
<list type="ordered">
<item>
<p>
1.  The number of replies from equally strong advertisements appearing in different months of the year varied considerably from month to month.
</p>
</item>
<item>
<p>
2.  The range of variation was from 68% in July (taking the average for twelve months as a base), to 134% in February.  Advertisements appearing in February brought approximately twice as many inquiries as equally strong advertisements inserted during the month of July.
</p>
</item>
<item>
<p>
3.  The smallest number of returns was brought in July and December and the largest number during February and October.
</p>
</item>
<item>
<p>
4.  The seasonal curve was approximately the same for most types of products included in this study except that the amount of fluctuation was greater for some types than for others.  The range of fluctuation for individual products was, of course, greater than for the combined or average curve here presented.
</p>
<p>
The curve for drug products fluctuated more <pageinfo><controlpgno entity="lg670024">024</controlpgno><printpgno>22</printpgno></pageinfo>widely than that for food products.  The drug product advertisements also showed a somewhat reduced pulling power during the fall months as compared with other advertisements.  The miscellaneous group of products fluctuated most widely of all.  See Part IX for the number of replies brought by each of these three classes of advertisements.
</p>
</item>
<item>
<p>
5.  Seasonal variation seems to be the same for all sizes of advertisements.
</p>
</item>
</list>
<pageinfo><controlpgno entity="lg670025">025</controlpgno><printpgno>23</printpgno></pageinfo>
<p>
CHART VIII
<lb>
 Seasonal Variation in Number of Replies
</p>
</div>
<pageinfo><controlpgno entity="lg670026">026</controlpgno><printpgno>24</printpgno></pageinfo>
<div>
<head>
PART IX
</head>
<table entity="lg670026.t01">
<caption>
<p>
Return by Classes of Products
<lb>
Based on 1,885,052 returns from 856 advertisements
</p>
</caption>
<tabletext>
<cell>
Class
</cell>
<cell>
Number of Advertisements
</cell>
<cell>
Replies per page per 100,000 circulation
</cell>
<cell>
Reply Ratios
</cell>
<cell>
Drug Products
</cell>
<cell>
343
</cell>
<cell>
263.8
</cell>
<cell>
208.6%
</cell>
<cell>
Miscellaneous Products
</cell>
<cell>
171
</cell>
<cell>
147.2
</cell>
<cell>
116.5
</cell>
<cell>
Food Products
</cell>
<cell>
342
</cell>
<cell>
126.3
</cell>
<cell>
100.0
</cell>
</tabletext>
</table>
<p>
Food Products - 100%
</p>
<p>
These results are shown graphically in Chart IX
</p>
<p>
Interpretation of Results
</p>
<list type="ordered">
<item>
<p>
1.  Advertisements for drug products brought twice as many inquiries as advertisement for food products.
</p>
</item>
<item>
<p>
2.  Advertisements of a miscellaneous group of products brought somewhat more replies than the advertisements for food products.  This miscellaneous group included:  office supplies and equipment, household supplies and appurtenances, furniture, and home furnishings.
</p>
</item>
</list>
<pageinfo><controlpgno entity="lg670027">027</controlpgno><printpgno>25</printpgno></pageinfo>
<p>
CHART IX
<lb>
 Returns by Classes of Products
</p>
</div>
<pageinfo><controlpgno entity="lg670028">028</controlpgno><printpgno>26</printpgno></pageinfo>
<div>
<head>
PART X
</head>
<table entity="lg670028.t01">
<caption>
<p>
Comparison in responses between one page color, two page color and back over advertisements
<lb>
Based on 281, 585 returns from 50 advertisements
</p>
</caption>
<tabletext>
<cell>
Types of Advertisements
</cell>
<cell>
Return per 100,000 Circulation
</cell>
<cell>
Reply Ratios
</cell>
<cell>
One page color
</cell>
<cell>
177.6
</cell>
<cell>
100.0%
</cell>
<cell>
Back cover
</cell>
<cell>
255.8
</cell>
<cell>
144.4
</cell>
<cell>
Two page color
</cell>
<cell>
333.9
</cell>
<cell>
188.0
</cell>
</tabletext>
</table>
<p>
One page color = 100%
</p>
<p>
These results are shown graphically in Chart X.
</p>
<p>
Interpretation of Results
</p>
<list type="ordered">
<item>
<p>
1.  Two page color advertisements brought nearly twice as many returns as one page color advertisements.  This ratio is consistent with the results shown in Chart III, page 12.
</p>
</item>
<item>
<p>
2.  Back over advertisements (colored) brought 44% more returns than one page color advertisements in inside positions.
</p>
</item>
</list>
<pageinfo><controlpgno entity="lg670029">029</controlpgno><printpgno>27</printpgno></pageinfo>
<p>
CHART X
<lb>
Comparison in Responses between One Page Color, Two Page Color
<lb>
and Back Cover Advertisements
</p>
</div>
<pageinfo><controlpgno entity="lg670030">030</controlpgno><printpgno>28</printpgno></pageinfo>
<div>
<head>
PART XI
</head>
<table entity="lg670030.t01">
<caption>
<p>
Comparison of Types of Magazines
<lb>
Based on 2,043,433 returns from 831 advertisements in 10 magazines
</p>
</caption>
<tabletext>
<cell>
Replies per advertisement per 100,000 Circulation
</cell>
<cell>
Reply Ratios
</cell>
<cell>
6 Women&apos;s Magazines
</cell>
<cell>
108.3
</cell>
<cell>
100.0%
</cell>
<cell>
4 General Magazines
</cell>
<cell>
44.7
</cell>
<cell>
41.4
</cell>
</tabletext>
</table>
<p>
These results are shown graphically in Chart XI.
</p>
<p>
Interpretation of Results
</p>
<list type="ordered">
<item>
<p>
1.  Six leading women&apos;s magazines brought more than twice as many inquiries as general magazines, per advertisement, per 100,000 circulation.
</p>
</item>
<item>
<p>
2.  This is probably due in part to the fact that advertisements in the women&apos;s magazines stressed responses more than advertisements in general magazines.
</p>
</item>
</list>
<pageinfo><controlpgno entity="lg670031">031</controlpgno><printpgno>29</printpgno></pageinfo>
<p>
CHART XI
<lb>
Comparison of Types of Magazines
</p>
</div>
<pageinfo><controlpgno entity="lg670032">032</controlpgno><printpgno>30</printpgno></pageinfo>
<div>
<head>
PART XII
<lb>
Characteristics of the Stronger Advertisements
</head>
<p>
The stronger advertisements (i.e., those which brought the larger numbers of responses as compared with those which brought the smaller numbers of replies) were found to have certain characteristics in common.  A summary of these characteristics will be illuminating for other firms in evaluating their own advertisements.  The more important of these characteristics are as follows:
<lb>
<list type="ordered">
<item>
<p>
1.  The wording was personal and specific.  The advertisements were addressed as a rule to one reader at a time about a single problem which might obviously be considered important in his or her mind.  In several cases a part or all of the text was written as an editorial and signed by an individual.
</p>
</item>
<item>
<p>
2.  The text was quite uniformly convincing and interesting.  Testimonials when used appeared to be genuine and believable.
</p>
</item>
<item>
<p>
3.  The illustrations were nearly all of the highest grade of art work.  In each case, they pictured surroundings in which the reader would very probably like to live.  There was nothing unnatural or stiff or lifeless in these illustrations.  The reader could easily imagine or desire himself or herself a part of the picture.
</p>
</item>
<item>
<p>
4.  In these advertisements special care was taken to make the advertisements easy to read.  Short headlines and short paragraphs were used.  Especially legible type faces were chosen.  Italics, capitals, and bold face type in the text were avoided.  Confusing variety in the type faces was avoided.  Subheads or ornaments were sometimes distributed throughout the text making the advertisements seem easy and interesting to road.
</p>
</item>
<item>
<p>
5.  The average length of headlines for these full page advertisements was 7 words.  The shortest was 4 words and the longest 11 words.  The average type size for headlines was 27 point (halfway between the 24 and 30 point sizes).  The smallest was 14 point and the largest 48 point.  Caslon and Goudy were the predominant type faces for headlines.  Several headlines were hand lettered.  In each headline, the central feature of the text was completely started.
</p>
</item>
<item>
<p>
6.  Recipes and illustrations of attractive foods, ready to serve, were featured in many of the strongest food advertisements.
</p>
</item>
<item>
<p>
7.  Where a coupon was used, a small illustration of the sample or booklet offered was usually placed close to the coupon.
</p>
</item>
</list>
</p>
</div>
<pageinfo><controlpgno entity="lg670033">033</controlpgno><printpgno>31</printpgno></pageinfo>
<div>
<head>
PART XIII
<lb>
Characteristics of the Weaker
<lb>
Advertisements
</head>
<p>
The weaker advertisements were found to have certain characteristics in common as follows:
<lb>
<list type="ordered">
<item>
<p>
1.  The weakest advertisements were notable for their general or diffuse wording.  They were seldom addressed directly to the individual reader.
</p>
</item>
<item>
<p>
2.  The art work in them was in most cases poor.  In addition the meaning and application of the illustrations were usually not clear.
</p>
</item>
<item>
<p>
3.  Most of these advertisements were not built around a point of interest to the reader.  The advertiser was talking too much of what interested him rather than the reader.  The first paragraphs, especially, failed to secure the reader&apos;s attention and interest.
</p>
</item>
<item>
<p>
4.  A few of the advertisements were exaggerated and unbelievable.  The ordinary type of testimonial proved relatively weak.
</p>
</item>
<item>
<p>
5.  The headlines and text occasionally broached or even demanded action before presenting a cause or reason for such action.
</p>
</item>
</list>
</p>
</div>
<pageinfo><controlpgno entity="lg670034">034</controlpgno><printpgno>32</printpgno></pageinfo>
<div>
<head>
PART XIV
<lb>
Twelve Advertisements
</head>
<p>
In the belief that the stronger advertisements would be of much interest to advertisers generally, several have been reproduced by special courtesy of the respective firms to whom grateful acknowledgement is here made.
</p>
<p>
The following advertisements were among the ones which brought the larger number of returns in their respective fields.
</p>
</div>
 
</body>
<back>
<ad>
<pageinfo><controlpgno entity="lg670035">035</controlpgno><printpgno>33</printpgno></pageinfo>
<p>
<hi rend="bold">
My best strawberry and rhubarb recipes
</hi>
</p>
<p>
To most of us Spring means the beginning of new things.  New things to do, new places to visit, new things to wear, fresh fruits to eat.
</p>
<p>
To me Spring always means new recipes to make with new fruits, first strawberries and rhubarb.  I am giving you here four tested recipes for Spring desserts all made with a shortening which is just as sweet and fresh and wholesome as a shortening could possibly be.
</p>
<p>
This 
<hi rend="italics">
vegetable
</hi>
 shortening (Crisco) makes the most dainty delicious things; desserts which melt in your mouth; pastry which is tender and flaky; cakes with the finest texture, light and tender which really cannot be told from those made with butter.  And for frying it is ideal, for we can fry in the deep kettle or frying pan with no smoke, waste or
<lb>
 unpleasant odor, and never the slightest suggestion of grease in looks or taste.
</p>
<p>
I find Crisco economical, too.  It does not soak into the food when frying, so very little is used up and I can strain it back into the can and use it over for anything I like.  It doesn&apos;t have to be kept on ice, either, and is always ready to use.  You will find that Crisco is the only shortening you need in the house.
</p>
<p>
I have made all these recipes with Crisco and have had fine results.  I wish you would save them and try them with Crisco, too.
</p>
<p>
<handwritten>
W.S.C.
</handwritten>
</p>
<p>
Strawberry Snowballs
</p>
<p>
A dainty, delicious dessert:  quickly made and cooked.  Crisco makes them tender and light.  Just a fluffy, dainty morsel which melts in your mouth.
</p>
<p>
&frac14; cup Crisco
<hsep>
1 cup pastry flour
</p>
<p>
&half; cup sugar
<hsep>
1 &half; teaspoons baking powder
</p>
<p>
&frac14; cup milk
<hsep>
&half; teaspoon salt
</p>
<p>
Whites of 2 eggs beaten stiff
</p>
<p>
Cream Crisco and sugar.  Sift flour, salt and baking powder together.  Add alternately with the milk.  Last fold in the egg whites.  Divide the batter into 6 or 8 small Criscoed cups and steam 20 minutes in a covered steamer over a kettle of hot water.  Turn out and serve with the following sauce:
</p>
<p>
SAUCE
<hsep>
1 cup sugar
<hsep>
2 tablespoons flour
<hsep>
&half; teaspoon salt
</p>
<p>
Mix thoroughly together.  Add 1 tablespoon Crisco, 1&half; cups boiling water.  Stir all together and bring to a boil over the fire.  Just before serving add 1 quart of strawberries cut in half.
</p>
<p>
Rhubarb Short Cake
</p>
<p>
This Rhubarb Short Cake is delicious.  Even those who do not care for rhubarb like it when served this way.  Substitute strawberries, if you prefer, using the same short cake recipe.  It is an easy way to make it.  No messy rolling.  Crisco makes a short cake which is short, tender and light.
</p>
<p>
&half; cup Crisco
<hsep>
&half; teaspoon salt
</p>
<p>
3 cups pastry flour
<hsep>
1 egg, well beaten
</p>
<p>
3 teaspoons baking powder
<hsep>
1 cup milk
</p>
<p>
Silt flour, baking powder, salt four times.  Cut Crisco in with two knives.  Add milk.  Last add egg.  Spread evenly in well-Criscoed layer cake pan.  For individual short cakes drop by spoonfuls the size desired on well-Criscoed baking about.  Bake about 20 minutes in hot oven, 475 degrees F.  Will serve 8 people.
</p>
<p>
<hi rend="italics">
Prepare Rhubarb as follows:
</hi>
</p>
<p>
Wash, peel and cut into inch pieces.  Cover with boiling water, cook slowly until tender.  Drain off water and for every two cups of rhubarb add one cup of sugar and flavor with ground cinnamon to taste.  Split the short cakes, spread with butter, put rhubarb between and on top and serve with whipped cream with a little cinnamon dusted over the top.
</p>
<p>
Rhubarb Puffs
</p>
<p>
A delicious Spring dessert for those who love rhubarb.  Use huckleberries this way or green apples and serve with the same cinnamon sauce.
</p>
<p>
Use the recipe given at the left for Strawberry Snowballs to make the batter.
</p>
<p>
3 cups rhubarb cut fine
<hsep>
&half; cup sugar
</p>
<p>
&half; teaspoon ground cinnamon
</p>
<p>
Mix the sugar and cinnamon together.  Then mix with the rhubarb.  Divide in 8 cups; cover with the batter; set the cups in a covered steamer and steam over a kettle of hot water for 20 minutes.  You can bake both these puffs and the strawberry snowballs in hot oven 375 degrees F., about 20 minutes.  But they are lighter and daintier when steamed.  Serve hot with the following sauce:
<lb>
SAUCE
</p>
<p>
1 cup sugar
<hsep>
&half; teaspoon salt
</p>
<p>
2 tablespoon flour
<hsep>
&half; teaspoon cinnamon
</p>
<p>
Mix together thoroughly.  Add 1 tablespoon Crisco.  1&half; cups boiling water.  Stir all together and bring to a boil over the fire.
</p>
<p>
Strawberry Tartlets
</p>
<p>
Crisco makes ideal pastry for tartlets&mdash;crisp, tender and flaky, and most attractive to look at.  Wholesome, too.
</p>
<p>
PASTRY
</p>
<p>
1&half; cups Pastry flour
<hsep>
1 teaspoon salt
</p>
<p>
&half; cup Crisco
<hsep>
Cold water to mix
</p>
<p>
Sift flour and salt.  Cut Crisco in with two knives.  Add water to hold.  Roll; cover the bottom of inverted muffin pans greased with Crisco.  Prick with fork to prevent bubbles.  Bake in hot oven, 450 degrees F. about 15 minutes.  Slip off, turn pans over, and put the tart shells inside.
</p>
<p>
FILLING:
</p>
<p>
1 quart strawberries
<hsep>
&frac14; cup water
</p>
<p>
1 cup sugar
<hsep>
1 tablespoon lemon juice
</p>
<p>
1 tablespoon granulated gelatine
<hsep>
Whipped Cream
</p>
<p>
Wash and drain berries.  Take one half, cut in half, mix with 1/3 cup powdered sugar.  Let stand a few minutes:  then drain off juice.  To the remainder of the berries add sugar and lemon juice.  Mash all together; then add the gelatine which has been mixed with the cold water and melted over boiling water.  Mix all together thoroughly.  When mixture has started to set, fill the tart shells; then put on the top of each tart a few of the berries which have been cut in half.  Set on ice to harden.  When cool, make a border of whipped cream around the edge of each tart and serve.  Makes about 12 tarts.
</p>
<p>
TO MAKE A DELICIOUS OLD-FASHIONED SHORT CAKE WITHOUT A ROLLING PIN
</p>
<p>
1.  
<omit reason="illegible" extent="6 lines">
</p>
<p>
2.  
<omit reason="illegible" extent="5 lines">
</p>
<p>
3.  
<omit reason="illegible" extent="7 lines">
</p>
<p>
4.  
<omit reason="illegible" extent="6 lines">
</p>
<p>
<hi rend="bold">
<hi rend="italics">
Delicious cakes, pies and fried foods
</hi>
</hi>
</p>
<p>
I use Crisco for everything that requires a fat.  It makes my pastry crisp, tender and flaky, my cakes light and dainty and in both deep and pan frying it puts a crisp brown crust on foods.  It fries without smoke, too.
</p>
<p>
&copy; 1925 by The Procter a Gamble Co., Cincinnati
</p>
<p>
Crisco is the trademark for a superior shortening manufactured and guaranteed purely vegetable, by The Procter &amp; Gamble Co., Cincinnati, Ohio, U. S. A.
</p>
<p>
<hi rend="bold">
<hi rend="italics">
Free!
</hi>
  &ldquo;Miss Olive S. Allen&apos;s 200 Tested Recipes&rdquo;
</hi>
</p>
<p>
Miss Olive S. Allen, a real home cook of many years experience gathered and tested hundreds of recipes from all over the world; from famous foreign chefs, from old fashioned home cooks; from luxurious hotels and little inns; even from trappers and hunters.  From these many hundreds she selected the best two hundred and put them in this little cook book.  To secure it free, simply fill in your name and address and mail coupon to Section N-4, Dept. of Home Economics, The Procter &amp; Gamble Company, Cincinnati, O.
</p>
<p>
<hi rend="italics">
Name
</hi>
</p>
<p>
<hi rend="italics">
Address
</hi>
</p>
<p>
<hi rend="italics">
City
<hsep>
State
</hi>
</p>
<p>
<hi rend="bold">
A
</hi>
&mdash;9 3/8 in. x 12 1/8 in.&mdash;Colors
</p>
<pageinfo><controlpgno entity="lg670036">036</controlpgno><printpgno>34</printpgno></pageinfo>
<p>
<hi rend="other">
Real beauty show best when the silver is in your hand
</hi>
</p>
<p>
<hi rend="other">
That
</hi>
 is why we are making this extraordinary introductory offer under the picture.  But remember, each person may have 
<hi rend="italics">
only one spoon at 25c.
</hi>
</p>
<p>
The Buckingham design was made to appeal especially to young women of unfaltering taste.  Its delicately hammered background and the ornamental group are indicative of the luxury and refinement which cultivated women desire.  The graceful motif of the Georgian period harmonizes with the Colonial decorative schemes so popular today.  The finest quality of stainless steel blades is used in the knives.  This is the Buckingham:  the most perfect design, made in heavy Wallace Plate!
</p>
<p>
We feel that after getting your own teaspoon, you will not be content until you possess at least a 26-piece dinner set.  Go to your local dealer and buy it for only $32.10.  Be sure you receive it in the Blue Bird Box which goes to you with his and our compliments.
</p>
<p>
And now about the Hostess Book.  The Wallace Hostess Book will help you in countless ways.  It contains practical etiquette suggestions as well as information about various kinds of entertainments.  You may have a copy for only 25c.
</p>
<p>
<hi rend="smallcaps">
The R. Wallace &amp; Sons Mfg. Co.,
</hi>
<lb>
Dept. II R., Wallingford, Conn.
<lb>
Gentlemen:  I am enclosing:
<lb>
[ ] 25c For one Buckingham teaspoon
<lb>
[ ] 25c For one Hostess Book
<lb>
Name
<lb>
Address
</p>
<p>
<hi rend="other">
The Blue Bird Box
<lb>
Patents Pending
</hi>
</p>
<p>
This is a handsome blue keratol covered, velveteen lined 
<hi rend="italics">
wooden
</hi>
 box&mdash;not a flimsy paste-board one.  It is so made that it slips easily into any buffet drawer.
</p>
<p>
The beautiful Blue Bird Box goes to purchasers of exclusive Wallace Plate.
</p>
<p>
<hi rend="italics">
The Hostess Design in heavy Wallace Plate shows beauty and dignity of line The Buckingham in Wallace Plate
</hi>
</p>
<p>
<hi rend="other">
A 60c Spoon for 25c!
</hi>
</p>
<p>
<hi rend="other">
The
</hi>
 printed reproduction of the Buckingham design cannot possibly do full justice to its beauty.
</p>
<p>
So, for a short time only, we will allow each person the opportunity of buying one Buckingham teaspoon, which retails for 60c, for 25c.
</p>
<p>
We want you to see it for yourself, in your own home, on your own dinner table.  It is only because we are so confident that it is just the exclusive, beautiful design particular women want, that we are willing to make this unusual offer.
</p>
<p>
Send 25c today for your Buckingham teaspoon, addressing The R. Wallace &amp; Sons Mfg. Co., Dept. II R., Wallingford, Conn.
</p>
<p>
<hi rend="other">
Wallace
<lb>
Silver
</hi>
<lb>
STERLING
<lb>
AND PLATE
</p>
<p>
<hi rend="bold">
B
</hi>
&mdash;9 3/8 in. x 12 1/8 in.&mdash;Black and White
</p>
<pageinfo><controlpgno entity="lg670037">037</controlpgno><printpgno>35</printpgno></pageinfo>
<p>
<hi rend="bold">
Will You Reach Old Age with All Your Teeth?
</hi>
</p>
<p>
<hi rend="bold">
<hi rend="italics">
The daily way to check decay kill the germs that cause it
</hi>
</hi>
</p>
<p>
<hi rend="bold">
By Ira Davis Joel, B. S., M. S., Department of Bacteriology
</hi>
</p>
<p>
<hi rend="smallcaps">
Your brush your teeth faithfully.
</hi>
  You brush them carefully.  Yet when you visit your dentist you are often surprised at the number of cavities his instruments reveal.
</p>
<p>
You feel baffled.  Others seemingly no more careful than yourself enjoy the blessing of sound teeth.  What is the trouble?
</p>
<p>
<hi rend="other">
The
</hi>
 trouble is that your teeth require a certain kind of protection which you are failing to give them&mdash;the protection they need is a adequate dental care and the daily use of a 
<hi rend="italics">
germ-killing
</hi>
 dentifrice.
</p>
<p>
The protection they need is the germicidal protection of Kolynos Dental Cream.  Kolynos not only keeps your teeth white and glistening, but its main properties are highly antiseptic&mdash;extremely important properties if you are to have sound teeth, teeth free from dangerous, offensive, and painful cavities.
</p>
<p>
<hi rend="italics">
In a paper read before the Stuyvesant Medical Society, a famous dental surgeon gave this advice to those who would avoid abscesses in their teeth:
</hi>
</p>
<p>
<hi rend="italics">
Protect the enamel and you protect the life of the nerve; a tooth with a live nerve is a healthy tooth.
</hi>
</p>
<p>
<hi rend="bold">
<hi rend="italics">
Kills germs&mdash;washes them away
</hi>
</hi>
<lb>
Did you ever watch snowflakes collect upon a window-pane?  That is the way germs collect upon your teeth.  The first few find it hard to cling, but soon they build up rapidly.  First 
<hi rend="italics">
Bacilli Acidophili
</hi>
 lodge on the enamel.  They are tiny, short threads of germs.  In your saliva is a sticky substance called 
<hi rend="italics">
mucin.
</hi>
  Little flakes of this adhere to teeth.  Thus a close, sticky, web-like film spreads across the enamel, a film of malignant germs that cause decay.
</p>
<p>
These germs multiply with amazing rapidity.  Each produces tiny quantities of harmful acid.  The film holds this acid against the teeth while it gradually eats into the enamel.
</p>
<p>
<hi rend="bold">
<hi rend="italics">
Section of a Molar
</hi>
</hi>
<lb>
A&mdash;The stickly, web-like film of germs, mucin and food particles begins to form.  B&mdash;Acid then begins to eat into enamel rods and separate them, before it finally destroys the rods themselves.  C&mdash;Germs swarm in through the break in the enamel and attack the dentine under it.  D&mdash;When the decay reaches the pulp, which surrounds the nerve, toothache follows.
</p>
<p>
Kolynos checks this.  To begin with, it 
<hi rend="italics">
kills germs.
</hi>
  It breaks up the film.  It washes away the film, with its multitude of germs.  It leaves comparatively few germs in your mouth; hours pass before there are again enough to be dangerous polished are your teeth that it is very much harder for the germs an the mucin to cling to the glossy enamel surface.
</p>
<p>
<hi rend="bold">
<hi rend="italics">
Less danger from tartar
</hi>
</hi>
<lb>
The accumulation of tartar on the teeth is greatly retarded by the use of Kolynos.  How important this is!  Consider the ugly aspect that tartar gives your teeth and the pyorrhea which it so often causes.  Your teeth stay beautiful.  They glisten.  Their full natural lustre shows in your smile.  Then, too, Kolynos is delicious in taste.  It leaves your mouth with a clean, fresh, wholesome feeling.  It counteracts the acidity in your mouth caused by the fermentation of food particles and the exertions of germs.
</p>
<p>
<hi rend="bold">
At 20
</hi>
&mdash;Youth and Gleaming hair.  Sparkling eyes.  Lovely curves of chin and cheek.  Smooth, velvety skin.  TEETH like matched jewels of a necklace.  Then the same girl&mdash;
</p>
<p>
<hi rend="bold">
At 40
</hi>
&mdash;Still fair to look upon.  But the hair is not solustrous.  The eyes are not quite so bright.  The skin is still smooth, but with an effort.  Here and there a muscle sags.  Her teeth, however, show NO CHANGE.
</p>
<p>
<hi rend="bold">
At 60
</hi>
&mdash;Gray hair.  Crow&apos;s-feet.  Wrinkles.  Yet one feature in as beautiful as it was at 20.  Her teeth have NOT CHANGED.
</p>
<p>
<hi rend="smallcaps">
The
</hi>
 contents of both those tubes were inoculated with germs that infest the mouth.  Then air was pumped through the tubes.  The air forced through one tube was first brought in contact with Kolynos.  The air forced through the other was nor.  At the end of the experiments, for every 200 germs in this tube, there was only one in the Kolynos kills germs.
</p>
<p>
<hi rend="bold">
[FREE&mdash;Enough Kolynos to brush your]
<lb>
 [teeth 22 times, &half; inch to the brushing.]
</hi>
</p>
<p>
<hi rend="smallcaps">
The Kolynos Company, Dept.
</hi>
 2-Al,
<lb>
 New Haven, Conn.
<lb>
 Send sample tube to:
<lb>
 Name
<lb>
 Street
<lb>
 City
</p>
<p>
<hi rend="bold">
C
</hi>
&mdash;9 3/8 in. x 12 1/8 in.
</p>
<pageinfo><controlpgno entity="lg670038">038</controlpgno><printpgno>36</printpgno></pageinfo>
<p>
TEA-TIME SANDWICHES
</p>
<p>
Boston brown bread, graham and nut, bread are especially good for dare sandwiches&mdash;and especially nutritious.
</p>
<p>
If white bread is used, a rolled sandwich, made with sliced dates and salad dressing, is appropriately formal, unusual and delicious.
</p>
<p>
Sprinkle Dromedary Cocoanut over chopped dates and cream cheese&mdash;for graham bread or Boston brown.  Spread pimento-filled olives and dates on white bread.  If you have pimento cheese, mix with dates (half and half), season with salt, paprika and a few drops of lemon juice.  Then 
<hi rend="italics">
spread
</hi>
&mdash;an original delicacy for five o&apos;clock or 
<hi rend="italics">
any
</hi>
 o&apos;clock.
</p>
<p>
Dates, nutritious as they are, make a most sensible sandwich for the children at school.  Dates alone are often added to the lunch-box&mdash;for dates are a fruit and natural confection, too.
</p>
<p>
As you open a package of golden dates, separate them at once&mdash;and save minutes.  Take a date between the thumb and forefinger endwise.  You will need a small kitchen knife, holding it very near the point of the blade.  Slit the date cleanly from end to end.  As you do this, squeeze the ends slightly, and the pit will be free.  After you have pitted all in the package you can stuff them&mdash;or slice them for sandwiches, for cooking, for the breakfast cereal or an unusual fruit ambrosia.
</p>
<p>
Certain foods that absorb the healthful rays of the sun and the strength of the rich, brown earth are later refined&mdash;robbed of important food values&mdash;during the process of preparation for your table.
</p>
<p>
But dates come to you just as they are harvested.  Their golden color is imprisoned sunlight.
</p>
<p>
<hi rend="italics">
There is a new cook book called &ldquo;Foods From Sunny Lands.&rdquo;  It has a hundred delights for you, made with dates and cocoanut and other sunny foods.  Use the coupon and send for it at once.
</hi>
</p>
<p>
<hi rend="italics">
Dromedary Dates
</hi>
<lb>
THE FRUIT
<lb>
CONFECTION
<lb>
FOOD
</p>
<p>
<hi rend="italics">
And dates deliciously stuffed with
<lb>
cheese, nuts or a sweet
</hi>
</p>
<p>
<hi rend="other">
Dates
</hi>
 deliciously stuffed&mdash;how natural a confection when entertaining; how simple to prepare; how decorative to serve.  Some of the favorite fillings are probably known to you, soft cream cheese or candy fondant, for instance.  But do you know a full seven delectable stuffings?  Do you know how easily you can pit dates, filling them and rolling them in powdered sugar or tender Dromedary Cocoanut shreds?
</p>
<p>
These seven date stuffings are the true favorites of those who have tried them all.  Why not consult this list of intriguing flavors, any one of which will make your stuffed dates a favorite when they appear on the tea-table, on the dining-table, or in the living-room?
</p>
<p>
CREAM CHEESE
<lb>
PIECES OF CANDIED PINEAPPLE
<lb>
SALTED PEANUTS
<lb>
COOKED OR UNCOOKED CANDY FONDANT
<lb>
MIXED WITH DROMEDARY COCOANUT
<lb>
QUARTERED MARSHMALLOWS
<lb>
HALVED PECAN NUT MEATS
<lb>
QUARTERED WALNUT MEATS
</p>
<p>
A FRUIT AMBROSIA
</p>
<p>
Fruit cocktails and salads are an important part of the menu in every home where the value of 
<hi rend="italics">
natural foods
</hi>
 is recognized.  They are delicious, but not too often monotonous.  Dates add a different touch, a nourishing and flavorsome touch.  This Dromedary Ambrosia is a suggestion for dessert some evening soon.
</p>
<p>
After you have carefully cleaned four oranges of all fibrous skin, slice them in small pieces.  Add to them a cup of dates, sliced very small, and a cup of Dromedary shredded cocoanut.  After chilling, garnish with maraschino cherries.
</p>
<p>
Dates are 
<hi rend="italics">
natural
</hi>
 food as are all the fruits and vegetables that we eat in the same general form in which they are taken from soil and trees.  Instinctively we seem to know that we should eat all of them we can.
</p>
<p>
Most women today realize the need of thoughtful eating.  They look for foods that retain the constructive properties on which our bodies depend.
</p>
<p>
The date, for instance, has remarkable content of digestible fruit sugar, which is immediately absorbed by the body as energy.  Most of the every-day sweets that we eat are not the 
<hi rend="italics">
natural,
</hi>
 easily-absorbed sweets; and so there is danger of excess&mdash;but not with dates.
</p>
<p>
In contrast to many sugar-foods, the date contains a small amount of protein for tissue-building.  The date is recognized for its mineral content.  Calcium, one of the important minerals, is the essential food for bone and teeth&mdash;iron, as you know, is nature&apos;s tonic.
</p>
<p>
This does not mean that the date is perfect.  It is doubtful whether any one food is nutritionally 
<hi rend="italics">
perfect.
</hi>
  Dates are simply an unusually well-balanced food, pleasant to taste and within the means of all.
</p>
<p>
<hi rend="italics">
There is a new cook-book called &ldquo;Foods From Sunny Lands.&rdquo;  It has a hundred delights for you, made with dates and cocoanut and other many foods.  Use the coupon and send for it at once.
</hi>
</p>
<p>
THE HILLS BROTHERS CO.
<lb>
Washington Street, New York City
</p>
<p>
<hi rend="smallcaps">
Gentlemen:
</hi>
</p>
<p>
I should like a copy of the new cook-book, &ldquo;Foods From Sunny Lands,&rdquo; which contains a hundred delights made with Dromedary dates, cocoanut, grapefruit, figs and cisson.
</p>
<p>
<hi rend="bold">
D
</hi>
&mdash;9 3/8 in. x 12 1/8 in.
</p>
<pageinfo><controlpgno entity="lg670039">039</controlpgno><printpgno>37</printpgno></pageinfo>
<p>
<hi rend="smallcaps">
Pyrex
</hi>
 Platter
<lb>
Baked Fillets of Fish
<lb>
See Receipe Page 25
</p>
<p>
<hi rend="smallcaps">
Pyrex
</hi>
 Square Pudding Dish
<lb>
Cauliflower Polonaise
<lb>
See Recipe Page 9
</p>
<p>
<hi rend="smallcaps">
Pyrex
</hi>
 Covered Baker
<lb>
Baked Squash with Bacon
<lb>
See Recipe Page 7
</p>
<p>
<hi rend="smallcaps">
Pyrex
</hi>
 Pie Place
<lb>
Apple Pie
<lb>
See Recipe Page 21
</p>
<p>
<hi rend="smallcaps">
Pyrex
</hi>
 Round Casserole
<lb>
Beef En Casserole
<lb>
See RecipeP Page 7
</p>
<p>
<hi rend="smallcaps">
Pyrex
</hi>
 Cake Dish
<lb>
Chocolate Layer Cake
<lb>
See Recipe Page 21
</p>
<p>
<hi rend="smallcaps">
Pyrex
</hi>
 Au Gratin Dish
<lb>
Eggs Au Gratin
<lb>
See Recipe Page 13
</p>
<p>
<hi rend="smallcaps">
Pyrex
</hi>
 Baked Pot
<lb>
Baked Beans
<lb>
See Recipe Page 21
</p>
<p>
<hi rend="smallcaps">
Pyrex
</hi>
 
<omit reason="illegible" extent="1 word">
 and Tray
<lb>
Shrimps Au Gratin
<lb>
See Recipe Page 19
</p>
<p>
<omit reason="illegible" extent="4 words">
 from the &ldquo;Expert&apos;s Book on Better Cooking.&rdquo;  This will be sent if you send your dealer&apos;s name to Dept. &ldquo;C&rdquo;, Corning Glass Works, Corning, N. Y.
</p>
<p>
<hi rend="italics">
You&apos;ll want this
</hi>
<lb>
&ldquo;Expert&apos;s Book on Better Cooking&rdquo;
<lb>
<hi rend="other">
Its a revelation
</hi>
 in its recipes and directions.  It shows in color the many luscious foods you can bake and serve in Pyrex Transparent Ovenware.  Alice Bradley, Principal of Fannie Farmer&apos;s School of Cookery, Boston, wrote it. You know, then, that it&apos;s a book every bride will want to have in her kitchen&mdash;whether she&apos;s a bride of this year or of twenty years ago!
</p>
<p>
In it are all the delicious foods that you can bake in Pyrex, and they range from a 
<hi rend="italics">
cheese and onion soup to a chocolate pie!
</hi>
  You serve, as well as 
<hi rend="italics">
cook,
</hi>
in Pyrex, and you have 
<hi rend="italics">
no
</hi>
 ugly &ldquo;pots and pans&rdquo; to scour afterwards!  This Book proves 
<hi rend="italics">
no home can bake too much
</hi>
<lb>
PYREX
<lb>
A Product of Corning Glass Works, Corning, N. Y.
<lb>
<hi rend="italics">
Originators and Patenties of Oven Glassware
</hi>
</p>
<pageinfo><controlpgno entity="lg670040">040</controlpgno><printpgno>38</printpgno></pageinfo>
<p>
<hi rend="italics">
The largest selling high grade syrup in the United States
</hi>
</p>
<p>
&copy; 1925 The L. C. P. Co.
</p>
<p>
<hi rend="bold">
<hi rend="italics">
Why 
<hi rend="underscore">
two
</hi>
 syrups are blended
<lb>
 in log Cabin
</hi>
</hi>
</p>
<p>
Those who really enjoy pancakes are the world&apos;s most critical judges of syrup.  For the golden-brown, tender cakes, they want only a special goodness&mdash;only a rare perfection in liquid sweet.  It is to them that this syrup has come as a wholly new delight.
</p>
<p>
To produce perfect flavor in syrup, requires special knowledge of one of nature&apos;s most delicious gifts&mdash;maple sugar.  Its full delicacy can be secured only by the most skillful blending.
</p>
<p>
In Log Cabin Syrup, choice maple sugar from Canada and Vermont is combined with granulated cane sugar by the Towle Process.  It is by this method of blending that the flavor of the maple is so wonderfully mellowed and preserved.  That is why Log Cabin has become America&apos;s Favorite Syrup, used in millions of homes from coast to coast&mdash;served by representative clubs, hotels and restaurants and on the diners of &ldquo;crack&rdquo; trains.
</p>
<p>
Until you have tried it, you cannot know the whole joy of maple.  Surprise your family tomorrow with pancakes of waffles and Towle&apos;s Log Cabin Syrup.  Watch their eyes grow brighter when they get their first taste.  Use Log Cabin on hot breads, French Toast and fried mush too.
</p>
<p>
The recipe given on this page for Log Cabin Fudge is only one of many ways to use this delicious syrup to make food more tempting.  Fill out the coupon below and send for the free set of 24 recipe cards.
</p>
<p>
Towle&apos;s Log Cabin Syrup comes only in the Log-Cabin Shaped cans&mdash;in three sizes.  Ask your grocery for a can today.
</p>
<p>
THE LOG CABIN PRODUCTS COMPANY
<lb>
St. Paul, Minnesota&mdash;
<hi rend="italics">
the center of North America
</hi>
</p>
<p>
<hi rend="italics">
Free&mdash;A set of 24 recipe cards giving delightful ways, both new and old, of using Log Cabin Syrup
</hi>
</p>
<p>
LOG CABIN PRODUCTS COMPANY
<lb>
Dept. D-2, St. Paul, Minnesota
</p>
<p>
Please send me the 24 recipe cards as described above.
</p>
<p>
Name
<lb>
Street
<lb>
City
<hsep>
State
<lb>
My grocer&apos;s name and address is:
</p>
<p>
<hi rend="bold">
G
</hi>
&mdash;4 5/8 in. x 12 1/8 in.
</p>
<p>
<hi rend="italics">
<hi rend="bold">
Log Cabin Fudge:
</hi>
&mdash;1 cup Log Cabin syrup, 2 cups sugar, 2 tablespoon butter, &half; cup milk.  Boil all ingredients together until a soft ball forms when dropped in cold water.  Remove from the fire and cool; then beat until creamy.  Add nuts if desired.  Roll &half; inch thick and cut in squares
</hi>
</p>
<p>
Always unforeseen-
<lb>
-always happening!
</p>
<p>
No need today to suffer hours of torture from burns&mdash;no need to risk dangerous infection from cuts and other wounds.
</p>
<p>
You can now have in your own home the remarkable remedy used daily by thousands of hospitals and by physicians everywhere.
</p>
<p>
<hi rend="other">
A hot
</hi>
 oven door&mdash;a pot of scalding water&mdash;a sharp parring knife&mdash;accidents no home seems able to avoid!
</p>
<p>
Today medical science has developed a remedy that gives almost instant relief.  A remedy so effective that it is now used by physicians and hospitals throughout the entire country.
</p>
<p>
<hi rend="italics">
This remedy is Unguentine.
</hi>
</p>
<p>
For burns and skin injuries of every kind&mdash;apply Unguentine 
<hi rend="italics">
at once,
</hi>
 and bandage lightly where necessary.  Relief is almost instant!
</p>
<p>
Highly antiseptic&mdash;Unguentine immediately kills dangerous germs of infection that need but a slight break in the skin to gain a foothold.  Unguentine is not in the least harsh or irritating.  Even on an open wound its effect is immediately soothing.  It stimulates the quick healing of the tissues, and often prevents the formation of an unsightly scar!
</p>
<p>
There is nothing like Unguentine made today.  No medicine cabinet should be without it.  50 cents at your druggist&apos;s.  Or the coupon below will bring you a trial tube free of all charge.
</p>
<p>
<hi rend="italics">
Made by The Norwich Pharmacal Company, Norwich, N. Y. Canadian Agents:  Harold F. Ritchie &amp; Company, Ltd. 10 McCaul St., Toronto, Ontario.
</hi>
</p>
<p>
<hi rend="italics">
Free
<lb>
A generous tube
</hi>
<lb>
<hi rend="bold">
Unguentine
</hi>
</p>
<p>
THE NORWICH PHARMACAL. CO. Dept. A
<lb>
Norwich, New York
</p>
<p>
<hi rend="italics">
Please send me trial tube of Unguentine and booklet&rdquo; to do&rdquo; ( for little ailments and real emergencies) by Webster Stofer, M. D.
</hi>
</p>
<p>
Name
<lb>
 Street
<lb>
 City and State
</p>
<p>
Norwich
</p>
<p>
<hi rend="italics">
A trusted name on pharmaceutical preparations
</hi>
</p>
<p>
<hi rend="bold">
G
</hi>
&mdash;4 5/8 in. x 12 1/8 in.
</p>
<pageinfo><controlpgno entity="lg670041">041</controlpgno><printpgno>39</printpgno></pageinfo>
<p>
<hi rend="bold">
Nothing affects the taste of
<lb>
coffee made in Vollrath Ware
</hi>
</p>
<p>
Makers of good coffee differ on how to make it.  Many prefer percolated coffee; some like the filter or drip method; others still like to boil their coffee.
</p>
<p>
But all who have ever used Vollrath coffee percolators and pots say that no matter what method you follow, you can make better coffee in these enameled vessels.
</p>
<p>
This is because no metal comes into contact with the brew.  Even the inset in the Vollrath percolator is all-enameled.  Hence the coffee is free from any metallic taste.
</p>
<p>
And the triple-coated enameled surfaces of Vollrath vessels harbor no residue from previous brews.  No trace of yesterday&apos;s coffee can flavor today&apos;s drink.  You don&apos;t have to scrub and scour to clean Vollrath utensils.  They are as easy to wash as china.  There are no rivets or seams to hold dirt, grease or germs.  You can always be proud of their spotless, snowy-white surfaces inside and out.
</p>
<p>
Handles, spouts and ears cannot come off or work loose because these attachments are made one with utensil itself&mdash;by gas-welding.
</p>
<p>
These advantages are the reason why many women have all-white Vollrath kitchens.  There is a Vollrath vessel for every kitchen need.  You may select the Vollrath utensils you want at your regular hardware or department store.
</p>
<p>
Send for &ldquo;Cuisine&rdquo; a book of original recipes by famous chefs.  In it we give you full information about the proper pots and pans to use in preparing these distinctive cuisine triumphs.  Sent free to you on request.  Mail us the coupon below.
</p>
<p>
<hi rend="italics">
Vollrath drip coffee pot, for brewing coffee by the popular drip method; all enameled inside and out made in several sizes.
</hi>
</p>
<p>
<hi rend="italics">
Vollrath coffee pot, enameled inside and out; rounded handle and spout are made one with the vessel itself by gas-welding.
</hi>
</p>
<p>
<hi rend="italics">
New Vollrath percolator, with inset that is enameled both inside and out.  No metal comes in contact with the coffee.
</hi>
</p>
<p>
THE VOLLRATH CO., Dept. M-32 Sheboygan, Wis.
</p>
<p>
Please send to me 
<hi rend="italics">
free of all charge
</hi>
 &ldquo;Cuisine,&rdquo; the Vollrath book of recipes by famous chefs, with information on proper cooking equipment.
</p>
<p>
Name
<lb>
Address
<lb>
City
<hsep>
State
</p>
<p>
<hi rend="bold">
H
</hi>
&mdash;4 5/8 in. x 10 3/16 in.
</p>
<p>
<hi rend="italics">
Yours
<lb>
upon
<lb>
request
</hi>
</p>
<p>
Department of Domestic Science
<lb>
Armour and Company, Chicago, U.S.A.
</p>
<p>
Please send me, without charge, copy of your Booklet, &ldquo;Sixty Ways to Serve Star Ham.&rdquo;
</p>
<p>
Name
<lb>
Address
<lb>
City
<lb>
State
</p>
<p>
<hi rend="bold">
<hi rend="italics">
Armour&apos;s
</hi>
<lb>
STAR HAM
</hi>
</p>
<p>
You will want to add it to your collection of choicest recipes!  Sixty tempting ways to serve ham, from the heartiest of dishes to the dainty mouse for summer luncheons.  How to cut a ham most economically; what vegetables and salads to serve; original menus; many color plates.  Write to the Armour Department of Food Economics for &ldquo;Sixty Ways to Serve.&rdquo;
</p>
<p>
To ask for &ldquo;Armour&apos;s Star&rdquo; is to get the ham of delicate flavor&mdash;young, tender, with an unusually mild cure.
</p>
<p>
<hi rend="bold">
ARMOUR AND COMPANY
<lb>
CHICAGO
</hi>
</p>
<p>
For Shortening
<lb>
For Frying&mdash;
<lb>
In Pails
<lb>
and Cartons.
</p>
<p>
<hi rend="bold">
I
</hi>
&mdash;4 5/8 in. x 12 1/8 in.
</p>
<pageinfo><controlpgno entity="lg670042">042</controlpgno><printpgno>40</printpgno></pageinfo>
<p>
<hi rend="bold">
After Shaving&mdash;
<lb>
every little drop
<lb>
does six big things
</hi>
</p>
<p>
<hi rend="smallcaps">
Aqua Velva is new,
</hi>
 but already many thousands of men are using it.  Some of these men formerly used nothing on their faces after shaving; others used dry preparations which absorb the natural moisture that the skin should keep.  Still others used liquid preparations of very limited value.
</p>
<p>
Aqua Velva has succeeded because it does all an after-shaving preparation should do.  First and most important, it 
<hi rend="italics">
conserves the skin&apos;s natural moisture.
</hi>
  That is what the newly-shaven skin needs.
</p>
<p>
Then, it does five other big things:
<lb>
<list>
<item>
<p>
&mdash;it tingles delightfully when applied
</p>
</item>
<item>
<p>
&mdash;it gives first aid to little cuts
</p>
</item>
<item>
<p>
&mdash;it protects the face from sun and wind
</p>
</item>
<item>
<p>
&mdash;it prevents face shine
</p>
</item>
<item>
<p>
&mdash;it delights with its man-style fragrance
</p>
</item>
</list>
</p>
<p>
Use Aqua Velva a few times.  See how it keeps your face like velvet all day long, flexible, pliant,&mdash;just as Williams Shaving Cream leaves it.
</p>
<p>
We&apos;ll send a 150-drop test bottle FREE for you to try.  Use coupon below or postcard.
</p>
<p>
The large 5-ounce bottle at your dealer&apos;s is 50c.  (60c in Canada).  Costs almost nothing a day&mdash;only a few drops needed.  
<hi rend="italics">
By mail postpaid on receipt of price if your dealer is out of it.
</hi>
</p>
<p>
<hi rend="bold">
Williams
<lb>
Aqua Velva
<lb>
for use
<lb>
after shaving
</hi>
</p>
<p>
By the makers of
<lb>
Williams Shaving
<lb>
Cream
</p>
<p>
<hi rend="italics">
For free test bottle
<lb>
 Address:
</hi>
</p>
<p>
The J.B. Williams Co., Dept. 44-B. Glastonbury, Conn. (If you live in Canada, address The J.B. Williams Co., St. Patrick St., Montreal)
</p>
<p>
Send free test bottle of Aqua Velva
</p>
<p>
Post 4-16-25
</p>
<p>
<hi rend="bold">
J
</hi>
&mdash;2 3/8 in. x 12 1/8 in.
</p>
<p>
<hi rend="bold">
A fine white powder which
<lb>
absorbs and 
<hi rend="italics">
neutralizes
</hi>
 body odors
<lb>
<hi rend="italics">
By Letitia Hadley
</hi>
</hi>
</p>
<p>
<hi rend="other">
Women
</hi>
 like to use powder.  I think.  There is something so luxurious about it.  The very 
<hi rend="italics">
feel
</hi>
 of it is gracious and soothing.  Its delicacy ... a faint, wistful fragrance ... feminine!
</p>
<p>
This was reflected when I questioned 10,000 women as to their preferences in a deodorant&mdash;liquid, paste, or powder.  Ninety-six per cent, said they would prefer a deodorant 
<hi rend="italics">
powder!
</hi>
  They mentioned the case with which a powder is applied, as well as its pleasantness&mdash;rather apparent advantages, once you think of them.  But there remained the problem of producing a deodorant&mdash;a really effective deodorant&mdash;in the form of a delightful powder.
</p>
<p>
It required the skill of one of the world&apos;s greatest laboratories.  You may not know the Mulford Laboratories, but their work is familiar to every physician, every scientist.  They produced most of the serums and vaccines used by the Allied Armies during the War, and are world-leaders in the standardization of drugs.  It was this type of skill which, after months of research and experiment, produced Deodo.
</p>
<p>
It has an almost unbelievable capacity for absorbing and 
<hi rend="italics">
neutralizing
</hi>
 body odors.  It does this, mind you, without sealing the pores or interfering with their important functions.  It is applied in a moment&mdash;rubbed under the arms and dusted over the body&mdash;and daintiness is assured for the whole day.
</p>
<p>
And it is so delightful to use!  It brings healing comfort if the skin is tender, and doesn&apos;t stain garments, or harm them in any way.
</p>
<p>
Outside of the important daily uses of Deodo, you will find invaluable its immediate and continued effectiveness on sanitary napkins.  Surely it is a boon to 
<hi rend="italics">
know
</hi>
 you are sweet and fresh, regardless of circumstances!
</p>
<p>
I assure you that Deodo satisfies every reasonable need in the pleasantest way.  I want you to find this out for yourself.  It is sold at most druggists and toilet goods counters&mdash;or I will gladly send you a miniature container holding a generous supply, free.  Please mail the coupon today!
</p>
<p>
Deodo
<lb>
A MULFORD PRODUCT
<lb>
<hi rend="italics">
prevents and destroys body odors
</hi>
</p>
<p>
L. H. I. 9.25
</p>
<p>
H. K. 
<hi rend="smallcaps">
Mulford Company
</hi>
<lb>
Mulford Building
<lb>
Philadelphia, Pa.
</p>
<p>
Please send me the free sample of Deodo.
</p>
<p>
Name
<lb>
Street
<lb>
City
<hsep>
State
</p>
<p>
FREE&mdash;MAIL THIS COUPON NOW!
</p>
<p>
<hi rend="bold">
K
</hi>
&mdash;4 5/8 in. x 12 1/8 in.
</p>
<pageinfo><controlpgno entity="lg670043">043</controlpgno><printpgno>41</printpgno></pageinfo>
<p>
<hi rend="bold">
<hi rend="italics">
Grow more useful
<lb>
every day!
</hi>
</hi>
</p>
<p>
<hi rend="other">
The
</hi>
 &ldquo;SAVORY&rdquo; Bread Saver is captivating the hearts of thousands of housewives wherever introduce.  Every day adds many new owners who rejoice in the convenience of this useful bread-cabinet with its clever, compact arrangement of necessary utensils.
</p>
<p>
There is a large, roomy bread-cabinet with a removable wire shelf or cooling rack.  Fitted in the swing-down cover is a smooth, seasoned bread-board, a removable crumb-tray and a keen &ldquo;SAVORY&rdquo; bread-knife.  A &ldquo;SAVORY&rdquo; Prize Recipe Book is tied to the handle of each Bread Saver.
</p>
<p>
To help keep the kitchen tidy and spotless, to save space, steps, time, work, bread and crumbs, get a &ldquo;SAVORY&rdquo; Bread Saver from your dealer.  If he cannot supply you, write direct to us.  Your money back if not satisfied.  Order for yourself and the June bride.
</p>
<p>
<hi rend="bold">
SAVORY Bread Saver
<lb>
FIVE HANDY FEATURES ALL IN ONE
</hi>
<lb>
BREAD BOX
<lb>
BREAD BOARD
<lb>
BREAD RACK
<lb>
BREAD KNIFE
<lb>
CRUMB TRAY
</p>
<p>
<hi rend="bold">
The REPUBLIC METALWARE Co.
</hi>
<lb>
<hi rend="italics">
Makers of Quality Kitchenware for 90 years
</hi>
<lb>
<hi rend="bold">
Dept. H
<hsep>
90 Alabama St., BUFFALO, N.Y.
</hi>
<lb>
<hi rend="italics">
Originators of the celebrated
</hi>
 &ldquo;SAVORY&rdquo; 
<hi rend="italics">
Roaster
<lb>
and the useful
</hi>
 &ldquo;SAVORY&rdquo; 
<hi rend="italics">
Steam Double Boiler
</hi>
</p>
<p>
<hi rend="bold">
L
</hi>
&mdash;4 5/8 in. x 6 1/16 in.
</p>
</ad>
<pageinfo><controlpgno entity="lg670044">044</controlpgno><printpgno>42</printpgno></pageinfo>
<div>
<head>
SUMMARY OF RESULTS
</head>
<list type="ordered">
<item>
<p>
1.  The results show that inquiries are on the whole reliable measure of the sales effectiveness of advertisements.  This is true for advertisements which place approximately equal emphasis on securing responses.  See Part I.
</p>
</item>
<item>
<p>
2.  The average number of replies received per page black and white advertisement per 100,000 circulation is 225.3.  See Part II.
</p>
</item>
<item>
<p>
3.  The number of inquiries was almost exactly proportional to the size of the advertisements.  There was a slight advantage in favor of the smaller advertisements.  This may have been due to the fact that the similar advertisements as a rule tended to put more emphasis on securing a response.  See Part III.
</p>
</item>
<item>
<p>
4.  Advertisements containing coupons to which there was a charge attached brought 63% as many replies as advertisements containing free coupons.  Advertisements containing no coupons brought 67% of this number of replies or 40% as many replies as advertisements containing free coupons.  See Part IV.
</p>
</item>
<item>
<p>
5.  Colored advertisements brought 75% more replies than black and white advertisements of the same size and character.  See Part V.
</p>
</item>
<item>
<p>
6.  Advertisements inserted on right hand pages of magazines brought 14% more replies than similar advertisements on left hand pages.  See Part VI.
</p>
</item>
<item>
<p>
7.  Advertisements in monthly magazines brought 46% of their total replies during the first month after the insertion of the advertisement.  For each of the next three succeeding months, the replies were found to average about half the number received during the immediately preceding month.  The same statement holds true by weeks instead of months for advertisements inserted in weekly magazines.  See Part VII.
</p>
</item>
<item>
<p>
8.  Approximately twice as many replies were received in February and October as in July and December for the same amount of advertising.  See Part VIII.
</p>
</item>
<item>
<p>
9.  Advertisement of drug products brought approximately twice as many replies as advertisements of food products, other factors being equal.  See Part IX.
</p>
</item>
<pageinfo><controlpgno entity="lg670045">045</controlpgno><printpgno>43</printpgno></pageinfo>
<item>
<p>
10.  Double page advertisements brought nearly twice as many replies as single page advertisements.  Back cover advertisements brought 44% more replies than inside pages.  See Part X.
</p>
</item>
<item>
<p>
11.  Advertisements in women&apos;s magazines brought more than twice as many replies (per 100,000 circulation) as advertisements in general magazines.  This may be partly due to the fact that the advertisements in the women&apos;s magazines stressed the responses more.  See Part XI.
</p>
</item>
<item>
<p>
12.  The strongest advertisements were personal, concrete and direct in wording and contained high grade art work.  They usually pictured the product in use in the home or in a familiar setting and usually appealed to some strong primary instinct such as appetite, pride, and so on.  See Parts XII and XIV.
</p>
</item>
<item>
<p>
13.  The weakest advertisements were notable for their general or diffuse wording and for poor art work.  The significance of the illustration and the meaning of the text were usually harder to grasp and the appearance of the advertisements was less pleasing.  See Part XIII.
</p>
</item>
</list>
</div>
</back>
</text></tei2>
