“We are in the business to make money. Advertising conscientiously and scientifically placed does, and will pay as well as any investment.” R. M. Searle, at the annual meeting of the Gas Light Association, October, 1897.

This is a terse and convincing statement. The paper that reaches a certain community and is recognized as the best medium catering for that community ought to be patronized by the manufacturer, on the ground that it is the most direct method of appealing to those who are likely now, or in the future, to use his g;ods. What more effective or legitimate means can he select for this special purpose ? Circulars are good when called for. They may be sent out to-day, when there is no demand for the goods they advertise,with the result that they are cast aside and forgotten. It is not so with the newspaper. It performs its functions regularly every issue; and, when the time comes to buy.its columns are perused, and the regular advertiser receives the benefit. This is the strongest favor of steady advertising.

The newspaper is the medium that brings wares to the attention of the prospective purchaser. FIRE AND WATER reaches ail the responsible people who buy supplies for fire department and waterworks use. Why, then, waste money in advertising in every medium that comes along and is misrepresented for the purpose of gaining patronage ? The shoemaker who sticks to his last generally makes a good pair of shoes. The newspaper that confines its sphere to providing scientific and general information for a certain class of readers must be appreciated by that body ; hence, it is only reasonable to allow that such a medium is the best in its special line for the manufacturer’s use.

The newspapers of to day show how much money is wasted on injudicious advertising—hence, it is important to select the best medium FIRE AND WATER will be greatly improved during the coming year. It will be, as ever, the best paper of its kind published anywhere in the world—true to its principles—true to its friends.

There was a man in our town.

And he w.s wondrous wise;

He swore by att the h»athen gods

He ne’er wou’d advertise.

But his goods were advertised ere long.

And thereby hangs the tale,

For the ad. was set in nonpareil.

And headed “Sheriff’s Sale,”

The Metropolitan water commission has began the laying of water mains from the Chestnut Hill. Mass., reservoir to Watertown and Belmont. The pipes are laid to Ward street and Waverly avenue. Newton.

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