(To avoid inferior Imitations of the original & only genuine Liebig Company's Extract.)] [Illustration: FIFTH. BIRD'S CUSTARD powder PRODUCES THE RICHEST CUSTARD WITHOUT EGGS. The unfailing resource of every successful Hostess, and those resonsible for Household management. RICH IN NUTRIMENT.--DELICATE IN FLAVOR. _NO EGGS! NO RISK! NO TROUBLE!_ ] To catch the eye is the first essential of a good advertisement; the first sense to which it appeals is that of sight. The object of the skilful advertiser is to make the space he occupies--whether a page or a portion of a page--the most conspicuous in the publication. Turn for a moment to any page of advertisements you please, open and shut it quickly, and you will generally find that there is one advertisement which has immediately attracted your eye. Let two persons try at the same time, and on comparing notes it will generally be found that the same advertisement has been spotted by both. That one possesses the first essential of a good advertisement more conspicuously than its fellows. [Illustration: SIXTH. FRAME-FOOD BEST FOR BABIES FROM EARLIEST INFANCY 16OZ. TIN IS. _FREE TEST_ ¼ lb. Sample Tin of _FRAME-FOOD,_ or 3oz. Sample Jar of _"FRAME-FOOD"_ _JELLY,_ sent free on receipt of 3d. to pay postage; both samples sent for pl. postage. Mention this Magazine. _FRAME FOOD CO.; Ltd. BATTERSEA, LONDON, S.W._ ] Try again, and this time run through the pages rapidly, so that every leaf of the journal falls quickly from your thumb. There are certain to be one or two pages which will stand out conspicuously and leave their impression on your eye beyond all the rest, and you will turn back to see what it is all about. [Illustration: SEVENTH. Quaker Oats] [Illustration: EIGHTH. ROBINSON'S GROATS] The cunning advertiser has thus obtained his audience--it is now his aim to keep it, Here he has to introduce some connecting link to hold the attention until his message has been duly delivered. Where the original design has nothing particular about it to hold the attention, there is no better method than the insertion of some catch sentence, generally a question, which you are compelled to read, and, of course, to investigate further. It may be said that the language of a good advertisement should resemble that of a telegram--straight to the point; the information is to be given in the most concise, clear, and complete form possible, confined to the main feature or features of the article advertised, so as to convince the prospective buyer of the excellence of the goods in a short, logical manner, and to do this so that fact and not fiction is apparent to the reader. [Illustration: NINTH. Government Tea]