Mr. Hitchcock, so far as I have been able to read him, furthermore ignores the important fact that advertisements are secured for a periodical largely by solicitation. Of course, the “Want,” “To Rent,” “For Sale” and similar small line “ads” come to newspapers largely without personal solicitation. But the display advertiser does not frantically rush to the publisher and say: “Here’s my check for $500.00. Give me a page display for this line of goods.” Not at all. The publisher must go after him and, not infrequently, go after him numerous times before he lands his $500.00 or $5,000.00 contract or order. To secure such advertisements the publisher employs the most skilled advertising solicitors within reach of his bank balance. Such men, if carried on his regular payroll, are among the “high-salaried” human units which make up the operating, managing and service personnel of his business. If they are not on regular salary the publisher must pay such men a liberal commission on the contracts secured, a commission seldom or never as low as 10 per cent and I have known them to range as high as 40 or 50 per cent of the gross price received on the first or initial contract, “just to show the advertiser what we can do for him,” as the publisher frequently reasons. TESTIMONY UNDER OATH. Senate Document No. 820 presents a reply by some publishers to Mr. Hitchcock’s loose or reckless statements on the point under consideration. I wish to appropriate for use here some very manifestly truthful statements made in that Senate Document No. 820. I shall summarize or quote as best fits my line of presentation. In 1909 the publishers of five standard magazines, admittedly carrying “the largest amount of advertising” among the monthly periodicals, made _a sworn statement_ covering their receipts, expenditures and net profits. That sworn statement is on file in the Department of Commerce and Labor and is easily accessible to the Postmaster General if he desires to know a little something of what _the publishers know about their own business_. The publishers of the five periodicals thus making sworn statements to the government of their incomes, expenditures and profits, are the publishers of “Everybody’s,” “McClure’s”, “The Review of Reviews,” “The Cosmopolitan” and “The American.” The named periodicals, it will be at once recognized, if not the strongest, at least are among the strongest monthly periodicals of this country. Yet these sworn statements show that Mr. Hitchcock’s proposed increase of 3 cents a pound in their mailing rates would, under present conditions, _exhaust “81.8 percent of their net profits_.”