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DECEMBER CONTENTS—Continued
The Christmas Bird Census at Santa Barbara WILLIAM LEON DAWSON 1185
Bagging 104 different birds in one notebook on Christmas Day
The Panama-Pacific Exposition Today Photographs by SWADLEY 1191
Photographic evidence of progress toward the Wonder City of 1915
Illustrated in colors
Stately Homes of California PORTER GARNETT 1198
I. New Place, the residence of William H. Crocker, Esq., of Hillsborough. First of a series of critical estimates of notable places in California which combine architectural and landscape beauty with culture, on the scale made possible by great wealth
Illustrated in colors
The Puller-down of Trees CHARLES G. D. ROBERTS 1204
Fourth instalment of the romance of Grom and A-ya, lovers in a forest primeval. A particularly terrifying enemy appears to vex the path of this couple "in the morning of time"
Illustrated by Paul Bransom
Interesting Westerners 1215
The Exposition's Landscape Gardener; A Brace of Champions: An Aviator on Earth
The Pulse of the West WALTER V. WOEHLKE 1222
Editorial Comment on Western Affairs
The Month's Rodeo 1236
The Portola Festival at San Francisco; Santa Claus on "The Limited": An Open-Air Christmas Tree; Opening of the Los Angeles Aqueduct; "Peer Gynt" out-of-doors; The San Francisco Land Show; The Meeting of the Waters at Panama
Sunset Service Bureau 1246
Questions and Answers regarding the West, illustrative of the general service of the Bureau to thousands of inquiring tourists and homeseekers. Conducted under the supervision of Walter V. Woehlke
Development Section 1254
Tuolumne's New Golden Era (Arthur Dunn) 1254; Coos Bay Coming Into Her Own (C. E. Fisher) 1258
Motor Notes 1262
Verse and Miscellany
The Sheep-herder (Margaret Ashmun) 1136; Christmas in California (Jeannette Campbell) 1143; A Christmas Greeting (Katharine Rolston Fisher) 1160; The Miracle of the Train (Antoinette DeCoursey Patterson) 1171; Desert Flowers (Helen Field Fischer) 1222; By Way of Illustration (W. R. Lighton) 1202; Shopping Early (Drawn by Albertine Randall Wheelan) 1234
Published monthly by Sunset Magazine, William Woodhead, Business Manager, Sunset Building, San Francisco. Two dollars and fifty cents a year, foreign subscriptions one dollar additional for postage. Canadian subscriptions fifty cents additional. Entered at the San Francisco postoffice as second-class matter.
Copyright, 1913.
Who Pays for the Ads?
Who gets the money?
Some are asking whether the money spent in advertising does not add to the cost of living. Does it increase the cost of living?
Advertising is a method of marketing. Judiciously used, it operates to the advantage of both seller and buyer. For the volume of business that it produces, it is the cheapest agency known, and that is why it has grown to such prodigious proportions.
But does the consumer pay? Only as he pays for the labor and material that go into an article and for the cost of marketing and
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