ra way to estmate toe cost o ad-
vertising is the cost of one line per
million circulation. This is known
as the Milline method of revealing to
the advertiser exactly what he is buy-
ing. "The MacMartin Advertising
Agency says: "The Milline of The Chi-
cago Daily Tribune, which costs 70
cents for 437,158 circulation, is $1.60:
while the milline of the Grand Forks
Herald which costs 7 cents for 14,737
circulation is $4.75. Instead of the
Chicago paper being 10 times that of
the smaller, it in reality costs about
one-third as much."
One classification of ads which, us1
ually is interesting reading, regard-
less of the dullness of the other col-
umns, is the Barter and Exchange.

Here one finds persons willing to ex- reads it again and waits-for an
change practically anything and every- answer. About one-fifth of the ads in
thing from a Bible to automobiles. the paper are so called "blind ads,"
Most of the ads seem to end up with to which are sent to the Tribune of-f
"Or a diamond. Or what?" It ap- fice. To these alone, an average of
pears that diamonds are great articles 74,000 replies are delivered every week.
of exchange, and also that if the pros- During the past summer, when the
pective reader hasn't exactly the ar- help wanted situation was so acute,
ticle advertised for, the advertiser many help wanted ads received as
wants to know what he has. high as seven hundred answers to one
After taking and writing on on av- ad. In those cases, the advertiser
erage, of a hundred ads a day, one be- would sort his answers, throwing all
comes hardened to the wants of people. those away unopened which did not
But then, after a day's work, he can have neat envelopes. He would se-
see that back of each little ad there lect perhaps two hundred to open.
is a human problem. To the adver- Out of these he might throw away an-
tiser, that little ad of his, busied per- other hundred. He then could con-
haps among thousands of others, sider the remaining hundred and inter-
stands out to him as THE ad of the view perhaps fifty applicants. The
paper. He buysa copy, reads hisid

ability to write a well-constructed,
catchy, individual letter meant a posi-
this last summer.. And a position
meant, more than once, life.
The situation wanted ads were hard
to take. Poor beggars! Most of them
were without work, most with very
limited means; an ad meant the world
to them and few were able to afford
the type of ad that brought results.
"The Wants of Millions!" Think it
over. And then the next time you
pick up a .want-ad section of some
newspaper, stop to consider and wond-
er what the human story is behind
each ad. The tragedies, anticipations,
hopes and ambitions of a nation are
expressed in these little lifeless ex-
pression of human thought.

I'! f1

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