A moderate-priced shoe is sold through a number of retail stores in different cities. The manufacturers advertise in magazines for national “publicity,” to bring buyers into these stores. Incidentally they mention their department to fill orders by mail. Thus an enormous correspondence has been built up, of which the average annual increase alone during the last three years has involved 264,000 first-class letters--a minimum postage of $5,280. This is simply one yearly addition to the company’s already first-class business, of which it writes that “all but a nominal percentage” has been “induced by our magazine advertisements.” More than $15,000 was spent for postage by a mattress manufacturer last year, “following up” inquiries received from his magazine advertising, though it is designed to create a demand for the mattress at local furniture stores. This $15,000 is over and above his steady correspondence with dealers, etc., which was built up in the first place by magazine advertising. One of the many recent “contests” conducted by magazine advertisers was that of a stationery company. Theirs is also “publicity,” not mail-order advertising. It is designed to create a demand for their paper over the stationery store counters. But their “contest” awhile ago, announced exclusively in the magazines, brought 59,000 replies, which, with follow-up, etc., averaged 12 cents first-class postage--a total of $7,080 in one month. Here is still another “publicity” experience. In the course of familiarizing women with a new trade-mark for silk by means of magazine advertising, the manufacturers incurred postage bills, during the first 11 months of 1909, amounting to $7,979.75. About $2,000 more ought to be added to represent the stamps purchased by the prospective silk-dress wearers themselves. Another “contest,” held by a national advertiser, brought 12,089 replies from a single insertion in one magazine, to handle which postage stamps had to be bought for more than $600.00 The publishers paid to have that page carried through the mails, at second-class rates 97.66 A half page in one issue of another magazine brought 4,000 letters from inquirers, which, with “follow-up,” etc., meant stamp purchases 200.00 The carriage of that half page at second-class rates was 25.62 Magazine advertisements of a popular cold cream brought 170,000 letters to the manufacturers last year, though the controlling purpose of the campaign was to get the public to ask for that kind of cold cream at the drug stores.