By CUNARD-ANCHOR LINES new oil burners.
Rates include hotels, guides, drives, fees.

125 days, $1250 to $3000
Round the World

ss" Caledonia," sailing Jan. 16 8th cruise; 19 days Japan-China, option 17 days India: Palestine and Greece; also includes Havana, Panama Canal, Los Angeles, Hilo, Honolulu, Manila, Java, Burma, Ceylon, Egypt, Italy, the Riviera, Havre (Paris), Glasgow. Europe stop-overs.

65 days, $600 to $1700
Mediterranean

ss "Transylvania," sailing Jan. 25 24th cruise; Spain (Madrid-Cordova-Granada), 15 days Palestine and Egypt; also includes Madeira, Lisbon, Tunis, Carthage, Athens, Constantinople, Italy, the Riviera, Havre, (Paris), Glasgow. Europe stop-overs.

OR some years the mania for millions of circulation has held sway over the minds of many space buyers, advertisers, and publishers. Gradually now, above the tumult of shouting in large numbers, is coming to be heard the cool, level voice of the more astute, inquiring "What's it all about?"

Does any one seriously believe that the population is multiplying as fast as the totals piled up by the circulation builders?

Does any one suppose that the time which the American people devote to reading is increasing as fast as the product of the printing-press?

Does any one calculate that a page reproduced ten million times is going to get ten times as much attention as a page reproduced one million times?

It is quite possible today to buy advertising space having an apparent aggregate circulation of 25,000,000one copy for every family in the United States. Soon it may be possible to buy 110,000,000 circulationone copy for every man, woman, and child.

And yet the wisest heads in the business know and say with growing

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emphasis that millions are not enough. Nobody will ever buy universal advertising or win unanimous patronage. Even if some mightier circulation wizard could offer the advertiser that boon lightly referred to as "one hundred per cent coverage" he couldn't afford to pay for it and he wouldn't want it.

At some stage in his expansion every advertiser-no matter how common his product-cries quits and begins to talk about selectivity.

The mania for millions has postponed that salutary second thought in the harried brains of many who are beginning to wish that it had occurred to them sooner. Always there will be plenty of advertisers who can wisely spend money freely to reach the masses-though not all the masses. There will always be, however, many more advertisers who will conserve their funds by recognizing the limitations imposed by the quality of their own products, who will advertise to the influential minority and trust to the influence of that minority to spread the news of their products through the masses as widely as desirable or useful.

Advertising in THE QUALITY GROUP reaches 700,000 of the influential minority-and it is next to thinking

matter.