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EVENING LEPaEB-FHIflAPEKffHl, 'jVBBDAr, MAY L 1&16.
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St I the first of four advertisements descriptive of The Ladies' Home Journal jm, ;
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It has been said that more manufacturers have
successfully started in national advertising through
The Ladies' Home Journal than in any other way.
It is true that almost the entire history of mod
ern advertising has been spanned by the lifetime of
the Journal.
When the Journal was founded, more than 31
years ago, advertising was a somewhat discredited
method used almost blindly to promote a few sorts
of commodities. Today, advertising is an integral
factor in the selling of goods of every kind, including
the most staple.
Advertising may now be entered upon with far
greater assurance of success than most business
procedures.
In this development the Journal has been a
constant leader.
With its background of experience, and with
undiminished editorial energy, The Ladies' Home
Journal is today more powerful than ever.
To the veteran advertiser it offers a seasoned
vitality an established market always capable of
more intensive cultivation a known quantity and
a known quality.
To the new advertiser it offers a clientele of
1,600,000 loyal families, the result of a refining process
that has gone on for a whole generation. They are
families long trained to respond to advertising, to
know that any product admitted to the Journal is
absolutely worthy of their patronage, and endorsed
by an introduction from an old and trusted friend.
"What is your favorite magazine?" an impartial
investigator asked of 7155 women. 2919 answered
"The Ladies' Home Journal."
By the example of its success, it has brought
into being more competition than any other national
periodical. Round it has grown up a large group of
women's publications, many of them of high char
acter and large circulation.
But the Journal remains the admitted leader.
Selling at $1.50 a year, it maintains a hold on
1,600,000 of the most responsive, home-loving homes
in the country.
Last year it contained advertising to the amount
of $2,544,417. More than 86 per cent, of this came
from firms who had also used its columns the year
before the surest indication that they found the
results worth while.
Today a single issue carries the advertisements
of more than 125 different commodities, from half
inch announcements of baby-clothes and rose bushes
up to two pages in colors for automobiles.
It pays the general advertiser who uses it to
create an impression and to build good will. It pays
on direct inquiries where the exact sales are checked
up in dollars and cents. It enlists the enthusiasm
of retail merchants for the products advertised in it,
and it often solves the problem of winning the
jobbers' support.
The manufacturer to whom advertising is still
an uncertainty will do well to consider the 31 years'
record of The Ladies' Home Journal, built from the
first upon the success of advertising, and its out
standing position today a huge and powerful ex
ponent of well-rounded, well-grounded national
salesmanship.
THfi CURTIS PUBLISHING COMPANY, INDEPENDENCE SQUARE, PHILADELPHIA
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The Ladies' Home Journal
The Saturday Evening Post
The Country Gentleman
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