To The Friends of the Improvement Era

To The Friends of the Improvement Era (7N view of the impending change, it is proper at this time that we Q/~ express our appreciation of the loyal support accorded this mag- azine during its thirty-two years of life. One can hardly conceive of an enterprise which has been the recipient of more unselfish, gratuitous service than has the Era. From the commencement of this venture, at first a seemingly precarious one, hosts of devoted workers have willingly given their time — more, they have given themselves — to the task of making it a great success. Hard-'working men have built up subscription lists at serious personal sacrifice. Some of the busiest and ablest people in our com- munity have burned the midnight oil in preparing articles, and for this splendid voluntary service we express deep appreciation. But that is characteristic of the Church. Some things cannot be bought with gold, and man's very best effort is one of them. To the army of officers of the Y. M. M. I. A., we are partic- ularly obligated. They have cheerfully accepted the responsibility of placing the Era in the homes of the Saints. Not a few of those who first assumed this task have gone to their reward, and not infrequently their sons have taken up the work laid down by their fathers. The foundation upon which every periodical must build is its subscription list, and we extend sincere thanks to all who are or have been our patrons. Some of these came out of sheer loyalty and not because they felt the need of the magazine, but they have continued because this messenger of righteousness was too helpful to be dis- continued. To the business firms and individuals who have bought adver- tising space, our thanks are also due and are gratefully extended. In this connection no advertising matter is to be accepted which could offend the strictest Church member. We will not teach something in the reading columns and advertise articles the use of which violates those teachings. Neither will we advertise questionable concerns; and we therefore solicit the patronage of our readers for those firms which patronize us. Although we express appreciation for the gratuitous labors of field workers and contributors, we are sure they will not go un- rewarded. And deeply as we feel the obligation to subscribers and advertisers, we have the comforting assurance that they have received value for every dollar spent. May we enlist the same spirit of co-operation for the new mag- azine? This combination of the Era and the Journal brings to us the assistance of talented women, and plans are laid for a periodical which no Latter-day Saint home can afford to be without. The slogan, "An Era in Every Home," is not inspired by selfish motives but by a sincere desire to broaden our sphere of usefulness. We feel sure we may count on your continued support. George Albert Smith, Richard R. Lyman, Melvin J. Ballard, General Superintendence) of Y. M. M. I. A.