Arizona republican., 1907-10-30

Rice with per cent. of barley malt. found that this turned the snowy white
 flakes to a beautiful gold color and gave them a dellciously piquant sweet-bitter
 favor Rice by itself has comparatively little flavor. you know. and my improve ment found favor everywhere.
 'It was five years ago discovered that
 barley malt. or dietose. had much the same benefcent effect on the taste of
 grains as aging has on meat. The ex- periments with IL on Flaked Rice turned out to be very much worth while. For children we still think Flaked Rice is
 best; Malto Rice for gown ups.
 Successful as we arg we have not yet
 reached the stage where we can let up
 on our incessant campaign of newspaper advertising
 The man who dared invade the kitchen and discovered Flaked Rice. and the maa | who dared give up profitable business | for a new one and discovered that news paper advertising is but a longer name for Success" two have managed to combine their discoveries into a blend | that may perhaps prove an interesting ex- ample 10 many a struggler.
 illustrations which invite direct com
 parison are always the most convincing
 and the most fruitful in getting directly at the facts. The advertisement which is shown herewith occupied the top quarter of d page in a representative monthly magazine claiming the largest circulation of any magazine in the United States. The position given the advertisement was | a particularly strong one and 1t should
 have had the effect of bringing out the
 full strength and pulling power of the
 magazine. The especially interesting fact
 is that this magazine Is admittedly q rep
 resentatiye type of such publications, both | in influence, character. and, us said, in circulation. The advertisement cost just $21G, and it appeared in the August is-
 sue, which Is published about the 20th of July, right in midsummer. when the in- iiuence of the magazine on its readers l should be the greatest, because of the | leisure of the people. Very close tally
 was kept on the results of this S216 worth l of magazine publicity. and due allowance
 was made for the territory covered by the
 magazine, and the natural delays. etc.
 Our careful watching of this advertising showed that up to Sept 1th we had only | received seven replies. It will be observed that we allowed two months to elapse be- fore concluding the test, making due all
 lowances for the summer season, etc. As against this strong and personal testimony. showing wherein the magazine
 was not effective in bringing about suf- lo pay uo tNcu tnc houcy | that we had expended, is the vigorous,
 wholesome and interesting fact that this
 same advertisement was published in q New York Sunday Newspaper at a cost | of but $2I. We applied the same system in | keeping exact tally on the responses to
 this newspaper publicity and in one week
 our record showed 166 replies. Facts are
 facts, and performance is better than promise
 .-;o and
 the Newspaper, and the result has been of
 great value to us. as it should be to other
 national advertisers. As l said, the news
 paper replies were quick and very gratify-
 ing, and our judgment as to the exact
 value of newspaper space received a sub-
 stantial corrobQration, which, of course,
 has had the effect of strengthening our
 judgment as to the influence of newspa- per space upon its readers" I