Not including postal orders, special-delivery stamps, etc., the stamp revenue to the government from these letters was $8,500. And, of course, that does not include the profuse correspondence between the manufacturers, the jobbers, the drug stores all over the country, and so on. For another toilet preparation a single advertisement in a leading weekly magazine brought more than 13,000 replies. The stamps involved here add up to $990.00 The publishers paid the postoffice to carry this advertisement, at the second-class rate 48.83 A household remedy, seen in most drug stores, was mentioned to the extent of one-quarter page in a single issue of one magazine. The requests for samples numbered 1,685. The postage involved was 202.20 Another “drug store” preparation frequently brings the manufacturer 2,000 to 6,000 letters each month from their magazine advertising of it, though that is, of course, for “publicity,” first of all. A single insertion last fall brought 12,000 inquiries, which created, first and last, the purchase of $750 in stamps. A system of physical culture for women put quarter pages in several magazines during the month of November, from which 3,905 letters were received. In this case, the total postage, including follow-up and correspondence back and forth, was $1,104.09 for that month of November alone. Narrow limits would be expected in the demand for expensive silverage. Yet a silversmith’s two advertisements in the November and December magazines brought 45,000 requests for catalogues. These had already involved by January 13, with the following up, etc., a postage bill of $5,510. Another big postage bill was also incurred, incidentally, by a company which uses magazine advertising to bring buyers into drug stores, etc., asking for certain shaving soaps and the like. Still their postage bill during 1909, as a result of inquiries from their advertising, was $3,656.08. This does not include the stamps bought by the inquirers--probably $1,000 more. A similar soap was described in a page advertisement which, printed in one magazine one time, brought more than 30,000 letters. First-class postage on them and the answers to them aggregated more than $900.00 The charge for carrying that page, at the second-class rate, was about 120.00 THE LARGE STAMP PURCHASES OF ENTIRE BUSINESSES DEPEND ON MAGAZINE ADVERTISING.