All the above examples are of postage sales caused by magazine advertising directly, in point of time. Just as directly caused are the sales for correspondence between manufacturer, jobber, retailer, agent, etc., in the many businesses that have been built up by magazine advertising. A camera company writes: “There is a magnificent revenue to the government through our correspondence with these dealers, through their correspondence with their customers, and through their sending our printed matter, furnished by us, at a postage cost of $100, and such dealer could not afford to go to this expense were it not for the fact that this local advertising which he does is backed up by our general magazine publicity.” This one result of magazine work is figured by the company at tens of thousands of dollars every year in postage. The postage-stamp revenue created by magazine advertising keeps on for months, and years even, between the advertiser and the consumer, in cases like correspondence schools, for instance. One prominent company writes that it not only spends $429 per month in postage, answering inquiries which themselves account for about $100 more, but that it enrolls per month more than 2,200 new scholars--and every scholar, by the time he has received all his numerous “lessons,” etc., costs the school about $3.50 more in postage. Thus each month creates about $7,700 more in postage bills for this school, not counting nearly as much again which the scholars must spend. “Our advertising,” writes a leading investment banker, “by reason of names being placed on our mailing list for circulation, etc., costs us several thousand dollars a year for postage, which would not be the case if we were not doing and had done advertising.” In fact, there would be little left of the department’s profitable postage stamp sales were the big magazine houses crippled. The publishers are the largest buyers of lists of names used for circulation. To circularize these lists many millions of 2-cent stamps are bought every year. “Our entire mail order book business,” writes a Western firm, “has been built up through magazine advertising. Last year our postal bill amounted to $12,298.57. This was used on circular matter and letters. If the circulation of the magazines should be reduced, and it is our opinion that it would be if the postage rate should be increased, our postage bill would be reduced proportionately.” There is much more to be said in support of my contention that the advertising pages of our periodicals are their _revenue-producing pages_, but it cannot now here be said, as I must pass to another division of our general subject.