Unfortunately, the accepted custom of inserting the same advertisement in every paper acts to the distinct disadvantage of the advertiser. The advertiser charges the sum total of his meritorious medium, expense against the sum total of his returns, and thereby does himself and the best puller an injustice, by crediting the less productive sheets with results that they have not earned. There are newspapers in many a town that are, single-handed, able to build up businesses. Their circulation is solid muscle and a new one isn't the number of copies printed but the number of copies that reach the hands of buyers—it isn't the number of readers but the number of readers with money to spend—it isn't the bulk of a circulation but the amount of the circulation which is available to the advertiser—it isn't fat but brawn—that tell in the long run. There are certain earmarks that indicate these strengths and weaknesses. They are as plain to the observing eye as the signs of the woods are significant to the trapper. The news columns tell you what you can expect out of the advertising columns. A newspaper always finds the class of readers to which it is edited. When its mental tone is low and its moral tone is careless depend upon it—the readers match the medium. No gun can hit a target outside of its range. No newspaper can aim its policy in one direction and score in another. No advertiser can find a different class of men and women than the publisher has found for himself. He is judged by the company he keeps. If he lies down with dogs he will arise with fleas. 