One of the most extensive magazine campaigns ever conducted was that for the sale of the eleventh edition of the Encyclopedia Britannica. Several pages, sometimes with inserts, were used in each issue of a large list of national magazines. The purpose of the campaign was twofold : First, to tell the pub lic about the encyclopedia and to create interest in it ; second, to obtain inquiries, which were turned over to salesmen in the field. There was little expectation that direct mail orders would result in sufficient num ber to pay for the advertising. A few orders came di rect by mail; most of the business, however, was ob tained thru salesmen. The advertising was a tremen dous help to the salesmen in two ways. The inquiries, of course, gave the salesmen direct "leads" in many cases. A man who has taken the trouble to inquire about something that is advertised, and who has re ceived a large amount of educational material thru the mail, is an excellent prospect for a salesman. But, even when a salesman called on a possible pur chaser who had not sent in an inquiry, the salesman could be reasonably sure that the prospect already knew of the encyclopedia, and that his interest to some extent must have been aroused in it. A very large number of sets of encyclopedia were sold as a ,result of the excellent advertising supplementing the work of a considerable force of personal salesmen. Cer tainly the sales would not have been nearly so large if the salesmen had had to work alone, unaided by advertising.
7. Use of farm 1910 a little over half of the population of the country (53.7 per cent) was rural. While many farmers read the general maga zines, magazine circulation is chiefly in the cities and larger towns. Farm journals are probably the best mediums for reaching farm dwellers. The purposes for which farm journals are used does not differ greatly from those for which magazines are utilized. For a long time it was thought that farm publications should be used to advertise only things particularly adaptable to farm use. As a result, the advertising columns featured chiefly farm machinery, farm sup plies, household utensils and mail-order advertise ments for a variety of things that could be sold readily in the country but not so readily in the cities. Now, however, many advertisers are beginning to realize that farm wants do not differ greatly from city wants, and that anything in general use can be brought to the attention of farmers thru the medium of the farm journals more effectively than in any other way. Ac cordingly, the modern farm journal is likely to carry advertisements of breakfast food, clothing, invest ments, automobiles and all the other many things that are advertised in magazines. These advertisements are often exactly the same as the advertisements used in mediums circulating in the cities.
Farm journals, as has already been said, have for the most part territorial circulation. The extent to which farm journals as a class, and the extent to which any particular farm journal is to be used in a campaign depend on the thing advertised and the nature of the field to be reached. Some things can not be used on the farm; it would be foolish to tell about them in farm papers. In other cases, the line of least resistance is to go to city dwellers who have ready access to stores handling the advertiser's goods.
In some states the farm population is negligible; in Rhode Island, for instance, only three and three tenths of the population is classed as rural, and in Massachusetts only five and two-tenths. To do much business in North Dakota, on the other hand, the farm trade is absolutely necessary, because eighty nine per cent of the people in that state are found on the farms and in very small towns.
8. Use.of trade, technical and class publications.— Trade, technical and class publications are used chiefly in advertising campaigns where it is advisable to reach and influence a certain class of people. Trade papers, therefore, contain advertisements chiefly of manufacturers and jobbers who wish to in duce dealers to handle their goods. A technical pub lication for dentists carries advertisements chiefly of dental supply houses and of other advertisers who particularly wish the good-will of dentists. A class publication for teachers contains advertisements of books and appliances of particular interest to the teaching profession.
The rate per unit of space per thousand circula tion in trade, technical and class publications is usu ally higher than in newspapers and general maga zines. Accordingly, these special-appeal publications in the past have not been generally used for the ad vertising of articles of general consumption.
Trade papers are often used by manufacturers to tell dealers about advertising that is to be done to try to influence consumers. Other trade paper ad vertising is designed to induce orders from dealers. Trade paper advertising differs from consumer ad vertising in that in consumer advertising emphasis is put on the uses and quality of the article adver tised, while in dealer advertising the emphasis is put on the profit to the dealer, the amount of consumer advertising that is being used to help the dealer move the goods and the general merchandising policies of the advertiser.
One of the interesting developments of trade paper advertising is the use of space in trade papers by the proprietors of other advertising mediums. Pub lishers of farm journals often feel that to assist their advertising patrons properly to distribute merchandise, the dealers must be acquainted with the advertising (lone in the farm papers; therefore the farm journals are taking liberal space in trade publications to adver tise their own publications and their advertisers. One farm journal takes a four-page insert once each month in the leading trade publications reaching the general stores, the grocery stores, the hardware deal ers and the implement dealers of his territory. In these pages, the publisher of the farm journal tells the dealers of the new campaigns about to be launched in his publication and reproduces some of the advertisements. This service is furnished without additional charge to all advertisers taking a certain amount of space in the farm publication. A great metropolitan newspaper takes regular space in trade papers each week, listing the products which are advertised in the newspaper and urging dealers to handle and push the advertised goods.