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THE FORERUNNER CHARLOTTE PERKINS GILMAN’S MAGAZINE CHARLTON CO., 67 WALL ST., NEW YORK
AS TO PURPOSE:
What is The Forerunner? It is a monthly magazine, publishing stories short and serial, article and essay; drama, verse, satire and sermon; dialogue, fable and fantasy, comment and review. It is written entirely by Charlotte Perkins Gilman.
What is it For? It is to stimulate thought: to arouse hope, courage and impatience; to offer practical suggestions and solutions, to voice the strong assurance of better living, here, now, in our own hands to make.
What is it about? It is about people, principles, and the questions of every-day life; the personal and public problems of to-day. It gives a clear, consistent view of human life and how to live it.
Is it a Woman’s magazine? It will treat all three phases of our existence—male, female and human. It will discuss Man, in his true place in life; Woman, the Unknown Power; the Child, the most important citizen.
Is it a Socialist Magazine? It is a magazine for humanity, and humanity is social. It holds that Socialism, the economic theory, is part of our gradual Socialization, and that the duty of conscious humanity is to promote Socialization.
Why is it published? It is published to express ideas which need a special medium; and in the belief that there are enough persons interested in those ideas to justify the undertaking.
AS TO ADVERTISING:
We have long heard that “A pleased customer is the best advertiser.” The Forerunner offers to its advertisers and readers the benefit of this authority. In its advertising department, under the above heading, will be described articles personally known and used. So far as individual experience and approval carry weight, and clear truthful description command attention, the advertising pages of The Forerunner will be useful to both dealer and buyer. If advertisers prefer to use their own statements The Forerunner will publish them if it believes them to be true.
AS TO CONTENTS:
The main feature of the first year is a new book on a new subject with a new name:—
“Our Androcentric Culture.” this is a study of the historic effect on normal human development of a too exclusively masculine civilization. It shows what man, the male, has done to the world: and what woman, the more human, may do to change it.
“What Diantha Did.” This is a serial novel. It shows the course of true love running very crookedly—as it so often does—among the obstructions and difficulties of the housekeeping problem—and solves that problem. (NOT by co-operation.)
Among the short articles will appear:
“Private Morality and Public Immorality.”
“The Beauty Women Have Lost”
“Our Overworked Instincts.”
“The Nun in the Kitchen.”
“Genius: Domestic and Maternal.”
“A Small God and a Large Goddess.”
“Animals in Cities.”
“How We Waste Three-Fourths Of Our Money.”
“Prize Children”
“Kitchen-Mindedness”
“Parlor-Mindedness”
“Nursery-Mindedness”
There will be short stories and other entertaining matter in each issue. The department of “Personal Problems” does not discuss etiquette, fashions or the removal of freckles. Foolish questions will not be answered, unless at peril of the asker.
AS TO VALUE:
If you take this magazine one year you will have:
One complete novel . . . By C. P. Gilman
One new book . . . By C. P. Gilman
Twelve short stories . . . By C. P. Gilman
Twelve-and-more short articles . . . By C. P. Gilman
Twelve-and-more new poems . . . By C. P. Gilman
Twelve Short Sermons . . . By C. P. Gilman
Besides “Comment and Review” . . . By C. P. Gilman
“Personal Problems” . . . By C. P. Gilman
And many other things . . . By C. P. Gilman
DON’T YOU THINK IT’S WORTH A DOLLAR?
THE FORERUNNER CHARLOTTE PERKINS GILMAN’S MAGAZINE CHARLTON CO., 67 WALL ST., NEW YORK
_____ 19__
Please find enclosed $_____ as subscription to “The Forerunner” from _____ 19___ to _____ 19___
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Confidential Remarks About Our Advertising
This magazine was planned to carry twenty-four pages of reading matter and eight of advertising matter.
A careful list was made of about twenty first class articles, personally known and used by the editor; and the offer was made to write absolutely true descriptions and recommendations of them.
The value of this form of advertisement was not in the extent of the circulation, but in
a. The unique and attractive method.
b. The select class of goods.
c. The select class of readers.
d. The weight of a personal authority specially known to these select readers.
Our readers as far as heard from have almost without exception spoken highly of our advertisements and declared they would purchase the goods.
If, however, the amount of sales secured does not equal the price of the advertisement, there is no reason whatever why any dealer should use our pages.
*
There is a tooth-paste, specially recommended by physicians, well used and found of marked value, noticeably checking decay of the teeth and improving mouth and throat conditions.
Now, suppose the makers take one page in one issue of The Forerunner at $25.00. Then suppose that only one thousand of our readers spend 25 cents each to try that tooth-paste. That makes $250.00; and the makers ought to get at least half of it.
if only two hundred did it, the makers would still get their money back—to say nothing of the additional advertising given by each new purchaser who likes it.
*
Here is an experiment The Forerunner would like to try.
If all the readers who did purchase goods on the strength of these recommendations would waste a cent in sending me a post card saying they had done so, it would definitely show whether this small experiment in honesty has any practical value.
Meanwhile The Forerunner will continue to run one or two as samples; put in real ones when it gets them; and may find it necessary to take out the eight pages which would have been so useful if properly filled.
Best of all; if enough subscriptions come in, we can get along without any advertising whatever—and furnish more reading matter.
For this ideal state we look forward hopefully.
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Things we wish to Advertise
This is the list of articles the editor wishes to secure, having known and used them for from two to forty years; some were used by her mother before her. They are things you can buy anywhere or order by mail.
A TOILET PREPARATION: Used by mother and self.
A COURTPLASTER: Used from infancy, perfect.
SOMETHING SIMILAR TO ABOVE, Most excellent.
A SILVER CLEANER: Very satisfactory.
SEVEN KINDS OF SOAP—and such like—all good.
A BREAKFAST FOOD: Used unvaryingly for nine years.
SIX OTHER BREAKFAST FOODS: All first-rate.
ONE VARIETY OF SOUPS: Absolutely good.
FOUR OTHER FOOD-MAKERS: Safe to recommend.
FOUR KINDS OF COCOA: All very good.
A HAIRBRUSH: A real delight—if you have hair.
MY TYPEWRITER: I would have this kind.
A PEN: All my books were written with this pen.
A VOICE TABLOID: A blessing to a speaker.
A TOOTHPASTE: The best out of many.
PERFECTION IN HAIRPINS.
TWO KINDS OF UNDERWEAR: Good ones.
TWO KINDS OF HOSIERY: They wear well.
A HOUSEHOLD COMFORT AND TIME-SAVER.
A MATTRESS: Continuously satisfactory.
BOOKCASES: The kind you want.
A MUSIC MACHINE: Or how to keep the boys at home.
FIVE FOOD ARTICLES: Long valued.
A DRESS SHIELD: That can be trusted.
SOMETHING BETTER THAN WHALEBONE.
TWO KINDS OF SKIRT-BINDING: Always reliable.
THE BEST OF CRACKERS.
FOUNTAIN PEN THAT NEVER LEAKS.
These are “preferred stock.” More may be tried and found worthy; but these have been used long and continuously—just because they were good.
If this list could be filled out at reasonable rates, it would form a very useful little collection, to seller and buyer. And to
THE FORERUNNER CHARLOTTE PERKINS GILMAN’S MAGAZINE CHARLTON CO., 67 WALL ST., NEW YORK
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C A L E N D U L A
CHILDREN CEASE TO CRY FOR IT.
This is a gratuitous advertisement, benefitting
a) The Child; whose pain stops;
b) The Mother; who doesn’t have to hear him cry;
c) The Nearest Druggist—a little.
CALENDULA is a good standard old drug—made of marigolds—in the materia medica. You buy a little bottle of tincture of calendula, and keep it on the shelf. Nobody will drink it by mistake—it doesn’t taste good.
Presently Johnny falls down hard—he was running—he fell on a gritty place—his poor little knee is scraped raw. And he howls, how he howls! square-mouthed and inconsolable.
Then you hastily get a half a tea-cupful of water, a little warm if you have it, and put in a few drops of calendula. Wet a soft clean rag in it, bind it softly on the wound, keep it wet—and the pain stops.
Many many times has this quieted my infant anguish; also have I used it as a grown up. The effect is the same.
C A L E N D U L A TAKES THE PAIN FROM A R A W W O U N D