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EVEtflSTG LJSDGBB-PHlIAbELPHlA, ITfelPAY, MAY 7, 1&253
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RESPONSIVENESS AND RESPONSIBILITY
Tie fiird of bar advertisements descriptive of The Ladies' Home Journal. ,
In the six months ending April 20, 1915, the
editors of The Ladies' Home Journal received 268,512
letters from readers.
These letters asked for suggestions on caring
for babies, making gifts, decorating rooms. They
asked for house plans. They asked how to trim hair
and hats, how to make dresses, to plant gardens, to
organize Sunday School classes. They wanted ideas
for entertainments. They came from expectant
mothers, from women writing club papers, from
lonely women craving a friendly touch.
They were the outpouring of
hopes, foibles, troubles, confi
In them you might read the
whole upward trend of American
The bond between the Journal
and its readers is more than mere
interest in the printed page.
The vast correspondence be
tween hundreds of thousands of
women and twenty-six skilled
editors makes the Journal a liv
ing, breathing personality to its
"Whatever you want to
know, ask The Journal," is the
slogan of this service. Every
letter is answered fully. Many
replies are personally dictated or
even written by hand.
There" are today 4500 babies
all over the country who are
being fed, bathed, dressed and
trained by the directions of the
Journal's physician. Their progress is painstakingly
charted, and individual reports and instructions
sent regularly to the mothers.
More than 40,000 children have been' thus
reared up under the care of the Journal.
More than 30,000 homes have been built in this
country from Journal plans. One whole community
in a Southern city is referred to as "Ladies'-Home-Journalville,"
Inquiries from readers received by
Ladies' Home Journal Correspondence
Departments in six months ending April
20, 1915, compared with the correspond
ing period 1914.
Home Building 50500
Poster Cover Orders 12123
Children's Department 11 542
Home Parties '. 21476
Minister's Social Helper 5472
Table and Cooking 5624
School Entertainments 2651
Miscellaneous Entertain m e n t
Home Dressmaking 7092
Children's Clothes 2197
Miscellaneous Fashion Inquiries. 30585
Furnishing the Home 3460
Girls' Problems 928
Good Form 3238
Household Problems 3487
The Care of Babies 10245
Pretty Girl Questions 5056
Prospective Mothers 2994
Reading and Literature 1261
Miscellaneous Inquiries about
History, Biography, Drama,
Such service as this means absolute reliance
upon the Journal, and a good will which extends- to
It means buying power. Where there is a baby,
there is a real home. Not a halfway-house between
the North Shore and Palm Beach, but a normal,
earnest home, dreaming upward, eager for all that
is new and progressive, with thousands of wants
just developing and with an income increasing year
by year a young home, with empty spaces picked
out for the new chairs it hopes to have soon, with
ambition to have more luxuries,
and with the education of a fam
ily brightening the horizon ahead.
Likewise, people who are
planning to build houses are
people who are about to buy
many things and who have the
ready money to buy them and
where are they more likely to
study the selection of these
things than in the very columns
from which they have chosen
the house itself?
0 ma. to 0 mo. to
April 20, April SO,
1915 10H Increase Decrease
Totals 268512 159528 127101
TOTAL INCREASE 108984.
Such a correspondence also
snows a high responsiveness.
When 25,934 women send
4 cents apiece to the Journal in
answer to a single page about
Christmas gifts when in six
months 41,966 readers write to
the needlework editors it
means that Journal readers are in
the habit of acting upon the ideas
they read about. That they are
responsive in the highest degree.
This tendency to act extends to the advertising
columns. That has been proved by the experience
of hundreds of manufacturers.
Responsiveness is based upon responsibility.
Readers know that the Journal takes just as much
responsibility for the integrity of its advertising
columns as for that of its editorial contents and its
tremendous departments of personal service.'
And this brings results to the advertiser.
THE CURTIS PUBLISHING COMPANY, INDEPENDENCE SQUARE, PHILADELPHIA
ine L,aaies aome journal The Saturday Evening Post The Country Gentleman
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