1915;
6
A TRUE FAMILY PAPER
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The second of four advertisements descriptive of The Ladies9 Home Journal
The Ladies' Home Journal is not a specialized
publication.
It gives much space to woman's clothes because
that is a large feminine interest. But it is not based
upon the fashion appeal. It covers continually
cooking, the new housekeeping, the care of children,
money-making, building, gardening all that has
to do with the development of a home and the
family life.
It is not solely a magazine of utility. It prints
fiction from the best writers, beautiful reproductions
of the work of leading artists, keen essays upon the
events of the time. It has expert editors dealing
with social life, music, literature, religion all that
makes for constructive entertainment and complete
mental experience.
It is not exclusively a woman's magazine.
It is a family publication, adaptable to all the
members of the household. In it the children find
stories, games, cut-outs, prize features. The girl
finds her youthful social problems discussed as fully
and sympathetically as are the help-question and
tMe woman's club interests of the mature matron.
An astonishingly large number of men read the
Journal.
Fully 50 of the inquiries about house-building
50,500 in the last six months come from men.
They say, "I saw your designs in my wife's Journal."
In a single issue recently there were articles of
interest to men by Theodore Roosevelt on reading,
by Cardinal Gibbons and John Burroughs on old age
and work, by William Jennings Bryan on "Why I
Lecture," and by "Billy" Sunday on his methods of
preaching.
Here are some actual letters from men readers:
"Our home things were bought through you, and without a
single unpleasant experience or regret. All told, we must have
sent orders to twenty-five or thirty firms. That was five years
ago. I never read a copy of your magazine before that time. For
the last three years I have read every copy."
"I was figuring it out with my wife and we found that during
the past year we had ordered and bought over five hundred dollars'
worth of household contrivances and clothes through your adver
tisements. And in not a single instance were we disappointed.
The goods bought were always up to the advertisements."
"I wish you could induce the makers of men's clothing to put
their advertisements in your magazine. Do the makers of men's
clothes realize the very important influence which women have in
the selection of their husbands' clothes? No, I'm not a woman; I'm
a man, as you will see from my signature and this letterhead. My
wife has absolute faith in your magazine swears by it and buys
everything she can through it. I used to laugh at her about it, and
then I began to read you, and now I have the same faith that
she has."
And this letter may have been from either a
woman or a man:
"Here is what you have done for one family: We found the
plan of our home in your magazine. Then, through your prize
offers, we earned over one-half the money to buy our lot. Then we
decided on the furnishings of our home through your interior
decoration hints, and, lastly, we bought two-thirds of all the
furniture and fixings in our house through your advertisements.
That is serving one family pretty thoroughly, don't you think?"
The Journal is in the true sense a family paper.
To the illiterate, the slovenly, the shiftless, the im
provident, its purchase is not warranted. To the
cliff-dweller of New York living in apartments de
luxe, thinking in terms of tiaras, English lords and
Monte Carlos, The Ladies' Home Journal is negligible.
It automatically excludes those who can't read,
those who won't read, those who can't afford to read
and those who do not love a home. To amuse,
instruct, comfort and inspire the woman whose con
stant thought is to make a real home for her husband
and children, and to have a real interest for the
husband and children, too that is the mission and
the accomplishment of The Ladies' Home Journal.
Reaching such homes, and spreading its influence
through and through the family, The Ladies' Home
Journal represents a power to buy, and a predisposi
tion to buy, which spell for the advertiser a rare
opportunity.
Where else could you find such a selected list
of 1,600,000 prosperous, high-grade American families,
to whom you can appeal through a medium brought
into the home by its chief purchasing agent the
woman and passed on by her to every member of
her family?
THE CURTIS PUBLISHING COMPANY, INDEPENDENCE SQUARE, PHILADELPHIA
The Saturday Evening Post y
The Country Gentleman
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