Evening star., 1917-09-29

neS IS cents a pOunQ. Inc POSCOIIlce
per pound, on account of the greater
,er average haul of magazines.
ACTUALLY HAPPENED TO THE
ICE REVENUES
Pretty good % for the department. It
second-class rates, $19.40.
Even better in proportion was 1-5-coumn appeal
to mothers In one issue Of the magazine. 1t
produced postage to the amount Of $4,000.
To carry the little advertisement at second-class
rates the Government charged SITS.
single-column magazine "ad" of Chicago cloth
ing firm, with number Of retail stores the
try brought 1000 inquiries, which, with foow-up &c.
caused postage of S38OOO
That column cost the publisher to mail at second
class rates $38.67
The Woman's Home Companion sent letter to the
advertisers in November issue asking for exact
memorandum of the letter postage or. the inquiries
from their November advertising, and the to
these inquiries. Seventy five advertisers reported with
definite figures an aggregate letter postage expenditure
The Woman's Home Companion paid the Govern
ment just $583 for carrying the portion of the maga-
zine on which these Is advertisements printed
Any advertising man point to hundreds of
"nnaiL-order fyn,s like the aboue. These firms can
trace directly to their magazine advertising, eDery
year, purchases of millions of dollars North of the
stamps that make big profits for the Posfof7fce.
It is surprising to learn the enormous
postage bills caused by entirely different class of
magazine advertisers-the general publicity, na-
tional advertisers-who wish the reader to ask for
their fine soaps, mattresses, silks, stationery
at his local store These firms do not depend direct
replies, yet they receive many that thousands OF
dollars spent for stamps scores OF cases
per month in many.
A moderate priced shoe is sold through number of
retail stores in different cities The manufacturers ad
vertise in magazines for national Pubicity to bring
buyers into these stores Incidentally they mention
their department to fill orders by mail Thus an
correspondence has been built of which
the AVERAGE INCREASE ALONE during the last
three years has involved 264 900 rst-class ettersa
minimum postage of $5,280. This is simply ONE
YEARLY ADDITION to the company's already large
first-class business, of which it writes that a but
nominal percentage" has been 'nduced by our maga-
zine advertisements
More than $4,000 is spent annually for postage by
a mattress manufacturer, following up inquiries
received from his magazine advertising though that is
designed to create demand for the mattress at local
furniture stores.
This $4,000 is entirely over and above his steady
correspondence with dealers &C., which was built up
in the first place by magazine advertising.
One of the many recent contests conducted by
magazine advertisers was thaC OF stationery company
Theirs is also publicity, not mailorder advertising.
It is designed to create demand for their paper
the stationery store counters But their contest"
announced exclusively in the magazines, brought $4,000
replies, which with foow-up, &c. averaged IL cents
frstclass postage-a total of 81 080 IN ONE MONTH.
Magazine advertisements of popular cold
brought 1000 letters to the manufacturers last
though the controlling purpose of the campaign to
get the public to ask for that kind of cold at the
drug stores
Not including postal orders special delivery stamps,
&C., the stamp revenue to the government from those
letters $500.
And, of course, that does not include the profuse
correspondence between the manufacturers the job
bers, the drug stores all the country, and so
For another facial preparation single advertise
ment in leading weekly magazine brought more than
$4,000 replies The stamps involved here add up to
$4,000.
The publishers paid the postofice to carry this
advertisement at the second-class rate S4S.S3.
on magazines
90 per year"