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Now we
reveal the genesis
of a great editorial
success
O advertising men this story will be interesting. They
know how great successes have been made by a simple
change in merchandising thought.
For many years we believed, with the textbooks, that
land was the source of all wealth. And we labored diligently to
disseminate, through FARM & FIRESIDE, information that would
make farms more productive.
Then one day we met this thought:
If the known facts about fertilizers were used by all the farmers
of this country, the production of our grain crops would be more
than doubled.
That was three years ago.
How to get facts used
As we pondered the problem of getting such facts used, it cam
to us that the textbooks and we were wrong.
The source of wealth lay, not in the land, but in the hidden
energies of the men who worked the land.
And the essential problem we faced was how to stimulate these
hidden energies: how to so present farm information as to set a
flame to men's imaginations and fill them with such warm desires
as would lead them on to action.
From that day forth we began to edit FARM & FIRESIDE, not for
"farmers," but for men who live on farms.
We built a book unlike any other farm publication. A book that
dealt with the human problems of farming as well as with the
technical ones.
An immediate response
The response from readers was instantaneous. The editor's mail
bag bulged.
Then the character of our circulation changed. We lost the men
living ofFof farms, but gained those living on them.
Then advertisers reported a new responsiveness.
And last, the tides of circulation began to run our way. Study
the pages of March Farm & Fireside note the character and
editorial form of its articles and stories and you will understand
the grip of this new kind of farm publication on its 800,000 readers.
In the March issue:
Regardless of Price Levels, My Farm Garden Pays Me a Profit
a HOW story written by the man who is doing it.
Farmers Who Fight Low Prices with IDEAS, and Make Money
an article that stirs the imagination as no textbook ever did.
Some Farm Boys and Girls I Know Who Succeeded Against
All Odds charged with that fighting spirit which makes one
itch to be up and doing.
Here's Fathers Chance to Do Mother a Mighty Good Turn
written not for "farmers," but for MEN who live on farms.
The Crowell Publishing Company
381 Fourth Avenue, New York City
Farm & Fireside
The American Magazine
Woman's Home Companion
Collier's, The National Weekly
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