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S'F.W YiiliK IMVKIisnV scuool. (>»■ ( MM .IKIICF, Ai_rOi NTK hMi rTNANC'E NKW VUKK •JITV Title ■ .h///i"- APPLIED ECONOMICS James M av r ORGANIZATION' AND MANAGEMFN1' Llk Calloway SKLLINC i;. S. BvTLUu CREDITS Lee Calloway TRAFFIC S. J. McLean ADVERTISING Lee Ca'.loway BUSINESS CORRESPONDENCE . G. 3. IIoicii-viss ACCOUNTING PRACTlGc: . . . . p^ ' CkEF. ,rlim.er I E. V, . W Hii nr CORPORATION FINANCE . . . . / ^^ "--fAv H. Lor.^n I. Iked ^^ . r 'ei,:< MONEY AND RWKING . . . . / Eakl Dea.n H, ,^^ ',.m • \\ \\ . SW AN.^ON BANKING rRAC'ITc:; E.I..>ti:waiitPattehson FOREIGN ENCHANGE . . . . ( |^";Nk,.i v Esn„,u ' l\ L. Stewart Patterson f 1 rioMvs CnvwAY INVESTMENT AND SPECULA i ION : Aliiek Atwood i Fred \V. Field INSURANCE CEdwa-^i) R. Hardy ■ ' Frk 1 W FiEi n REAL ESTATE f\VA.T,:K Lixi-ner ' E. \V. W UKaiT AUDITING . Sevmimk \Vai,ton COST ACCOUNTS Stei'iien Vv . Guzman COMMFRCIAT, LAW Walter S Jopvson L- M^ *-*3 Advertising and Correspondence PART I: ADVERTISING BY LEE GALLOWAY V98I8TANT PBOFFaSOR OF fOMMtlU E AND ISurHTttT IN N^W YORK rMVEBSlTT SCHOOL OF COMMKHfK, ACrOCNTS AND FINANCB IN COLLABORATION ^X'ITH G. HOWARD HARMON VirE-PBESIDENT OF THE MUKSE INTKHS ATION AL ADV ERT18ING AfJENTT REVISED BY RICHARD B. HUESTIS EASTERN rSlTED STATES MANAGER FOR THE MaCLEaS PrDLISIllSQ COMPAST. PART II: BUSINESS CORRESPONDENCE BY GEORGE BURTON HOTCHKISS ASSISTANT PROFESSOR OF BISINESS ENOI.ISH IN NEW YORK CNIVERRITT SCHOOL OF COMMERCE, ACCOUNTS AND FINANCE Modern Business Canadian Edition Volume IV ALEXANDER HAMILTON INSTITUTE NEW YORK J COPTKIOHT. 1911. BT ALEXANDER HAMILTON INSTITUTE COPTRIGHT. 1912. BT ALEXANDER HAMILTON INSTITUTE COPTBIQHT, 1913, BT ALEXANDER HAMILTON INSTITUTE COPTRIOHT. 1914, BT ALEXANDER HAMILTON INSTITUTE CopTRiQHT IN Great Britain, 1914, bt ALEXANDER HAMILTON INSTITUTE TABLE OF CONTENTS ^i PART I: AI)\KRriSIN(i. CHAPTKR 1. HISTORV OF AnVKRTISINC. sunns 1. 2. :i. I. 5. 6. / • 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. Industrial Basis of Advertising Evolution of Advertising Most Primitive Form of Ad\(rtising . Mediaeval Crier Second Phase in History of Advertising . Use of "Signs" in Mediaeval Times . Use of Signs To-day Early Newspaper Advertisements . Early Newspa])cr Advertising in Ameriea Benjamin Franklin's Method of Advertising Effect of Industrial Revolution on Advertising Problem of the Nineteenth Century . Advertising More than Mere Publicity Adaptation of Methods to Conditions . Early Magazine Advertising in tlie I'nited Stat* Growth of Magazine Advertising . Advertising and Postal Receipts . 1 o 3 4 5 6 6 7 8 10 11 12 13 \'i 1 t' 15 18 CHAPTER II. PSYCHOLOGY 01- ADVERTISING. 18. Psychologj Defined 19. Advertisers as Psychologists 20. Why the Need of the Study of Psychology Arose in Ad- vertising 21. Appeal to the Sense of Sight 22. Illustration of an Appeal to Sense of Sight .... vii 20 20 21 22 23 ^"> ADVERTISING SFCTIOM '2fi. Importance of Appeal to Imagination oi 2i. Two Imj)()rtant Points ^T) '25. Illustration of Tlicsf Principles cui 26. Illustration as Applied to Advertising o- 27. Apixal to Prevailinp Form of Mental Imapi ry . . „'!) 2H. Illuirtration of Choosing Proper Metl\o. Avoi'i.inee of Kxapgeration and rnj)leasantness . . . ;!1 .'<(). Universal Sifrnificanre of R'>vtlim ,'n ;n. Prartieal Importance of Hliytlim in Advertising . . . ;?'2 32. Color and Tone in Advertising Xi .'i.'i. Form and I'roportion in Advertising ,Si .'M-. Rules of Attention .18 35. Relative Length of Sentences Mf) 3(). Tlie Eye in Advertising 41 37. The Kye and Rhythm y^ 3H. Optics and Advertising 4-2 39. Illustrations of Unsuccessful Methods l.') 40. Reasons for Failure of These Methods of Appealing to the Eye 47 41. Characteristic Part of Letters 48 42. Power of Suggestion 4() 43. Importance of Making the Right Suggestion in Adver- tisements .TO 44. Devices for Making Strongest Suggestions . . . . 51 45. Suggestion Induced by Rejjetition 52 46. Suggestion by Inference 53 47. Wider Relations of Psychology and Business ... 54 48. Help Obtained from Psychological Studies .... 55 CHAPTER III. ADVERTISING TECHNIQl'E. 49. Relation of Typography to Advertising . 50. Point System 51. Type Thickness Standards "j'-i. Measuring hy Ems 53. Reasons for Adoption of "Em" as Standard 54. Spaces in Printing 55. Selection of Type Sizes and Styles 58 59 61 62 64 65 66 CUNTKNTS IX srcTlov 5(). 57. 58. 5i). 60. 61. 62. 63. 6i. 65. 66. 67. 68. 69. 70. 71. 73. 7-1. 76. 77. 78. 79. 80. 81. B D, 8-2. 8i. 85. 86. 87 Advantages of" a Type Spcriiutn . Kstiiiiatf of I.ttttrs in (liv.ti Spices . Borders MiMMirt-nu iits for Ad-.t rtisiiig Space . rrintiiifT Plates for Advertising . Zinc KteliiiiK Ready for Etching Making a Half Tone Kinds of Copy for Etchings and Half Tones Cost of Etchings and Half Tones .... Importance of the "Screen" Wood-cuts Impression Cuts Production of Electrotype Making the Finer Electrotype .... Stereotypes New Styles in Newspaper Illustration. Process Other Methods Cost of Reproduced Plates .... Kinds of Paper Book and Print Papers Cover Paper, Bristol Board, Manila Papers Qualities of Paper Testing Paper How to Figure Stock Formulee for Determining Size of Paper and Ensuing Waste CHAPTER IV. CONSTIUTTING AN ADVERTISKMKNT. Importance of Harmony in Style and Purpose of an Advertisement Illustrations Should be Pertinent Determining tlie Amount of Space Summary of Considerations in the Use of Space . . . Size of Advertisement in Relation to Expense . . • Ascertaining the Market fAGF Gl 67 r39 ■'0 71 7ii 73 7i 76 76 77 79 79 79 80 81 81 82 84 84 85 86 87 88 91 91 94 95 98 9« 99 99 r I SECTION AD\i:UTlSI\G "••'(•t.T of (;,„h1s Adv.rlis.d ;,'"•''•'' ■''■ ''"'''i-tn'-li".. of Adv. Hi.i,.^ A,>,,r..prnt, 'M..nu;i,i;rtl„. -Lavoiif . •^''•'kin- t/,.- I.av..Mtin Ma.s.s 'J'-i. ••^'i. Ins.rti.ii, .,f Ciitj, .•'^• I.av.)iit f„r ('.)in,,„.sit„r .''■'■'• Car,. i„ Placing tl,,- futs I';;- Two Factors in IJctcrnmnng F.r,u '. •>'■ Kiiuls of J'r.nifs . !'«• l'r,).,f-H,.,Hiin^, .'"_"■■■ yy. "C'Josinir" of A,), .i- • >■ . I 10. 1-is- I'lilili.atl.ins . A v/mtap's of Tr,.!. .I.)nrnals. j;r.s.nt Status .,fTr:„l,,(.,„r„alAdv.Ttisin./ I.TmatmiM.f S.vn,l,..a!,s , 1 Tr.,,!.. p,,,„.,, PI""-t„n,(„s of II,.. T...|,ni.ar.\.|urt.srr "' <^i'sli"ii of Ir... .\,i\,rhsnitr .... ' IX. ( ontr.icts ,in,l 'r.rnis llf>. Tsf of ficncral M..di„n,s I'-'O. Distriliuh,.,, .,;■ l',:l,i,..ations I'J 1. Am.iI, ^;^ .,(• P..I.I; . .. PAGE • !)!) . 100 101 lO'J lof 108 1 ()<) 112 l]3 114 116 117 118 118 I'JO l.'l I -J J I'J.'i Ml I'-!.". I J 7 1>'7 IJi( l.io 1 .■{•J l,'i,{ I.U l.'!7 I .iiJ I to I M I PJ 1 l.'i CONTENTS a SECTION PAGE l'i'2. Mag'.zines for Women 143 123. (ifiur.il Monthliis ,111(1 W«tklifs Hi 121. Inrimncc of Kditori.il Policy 1 i(> 125. Experienci of Collier's Weekly 147 CHAPTER VI. AnVF.RTISIXC. MKDIl'MS (rontinueJ). l'J(i. Newspapers, Home Prints. Patent Insides . . . .152 I'JT. C'oiiperative Printiiifj 153 1'28. Location of I'apers Printed Cooperatively . . . .156 I'if). Ready Print I.ist 157 l.'iO. Space, Position, aiul Lists 158 I'M. Choosing Necessary .Space 158 l.'i','. Relative Value of Various Parts of Newspapers . . . 159 l:i;{. Analysis of Problems of Position Hjl L'ii. Advertising Rates I63 i:U'}. Temptations to Rate Cutting iGi l.U). Other Methods of Varying Rates H)7 i:i7. Kate Cards I(i8 CHAPTKU VI L SrPPI.KMKNTAKV .\1)\ KRTlSIXr, AIDS. l.'iS. .Siippleiiieiitary Ad\iTtising l,'i|(. .Street Car Advertising 1 Ml. ( h.iraeter nf .Str(. ' )i(|ieiiltirs of Mill Mn ird Advrrtising It". Org.iiii/ itioii of Hill Posting Coneirns ! IH_ P.lilltll! .Siirlis 1 H)- Risks of .\d\ < rtisiiig li\ I'listi rs or liy I'linti d .Sigi.s 170 170 17-' 173 175 17fi 177 178 179 180 181 xu ADVKU'l'ISING CHAPTER VIII. SUPPLEMEXTAKV AinKUTISIXG AIDS (Co„tin,u,l). SECTION 150. Electric Advertising ir>l. Greatest Electrical Sign 152. Electrical Sign Costs 153. Placing of El.ctrical Signs ....... 15 J. Organization of Electrical Advertising 155. Indoor Electrical Advt rtiseinenf s I5(). House to House Distriliution 157. Risks of Tliis Metliod 158. Methods of Agencies for Distribution of Hand-Hills' 15.'>. Advertising Xoveltirs HiO. Successftd Sales of Advertising Novelti.s . nil. Calendars ilh2. Eirm.s Using Calendar Advertise ni.nts Hi.'i. Effectiveness of the Calendar Advertise;nent . l')K H!ott( rs 1()5. House Organ Hi(). Vari( ties of House Organs 1()7. .Making the Ilou.e Organ l(i8. N'alue and Cost of Such Mrdinnis . Hi!). IJooklets and Folders 1 70. Size and Shape of Booklets .....".' 171. A Successful E.xaniple 1 72. I7.i. 17k 175. 17(i. 177. 178. 17!). I8(>. LSI. CHAPTKH IX. I'Hom.KMs or Tin: hktui.kh. Retaih r and .Manuf.ietur. r Power (d" .Middh ni.m Clos.r Helalion of .Mainifactnrer .in. I Consunirr Opposition to .Mail Order Houses . Ret.iilers I'se Snlistitiition Manuf.Ktiirers. ami I'ru, ( utting hv K.tail.rs He<|uir.nients of M.lhods of l'< rson il .\pp, ,| Where Company h.is Legal Mon..p,dy Companies Without Patent .Moiu)poli,s ( ontr.iet Prolnhiting 'I'r.iding Stamps, etc. PAGE 181 18t 185 18() 18ti 187 188 188 18!^ 1!)! 1!)'J l!).f 1<)5 1!)5 iy(i 1!K) iy'< 1!)8 1.0!) '200 201 203 20.1 201 'J 05 •i07 i>OH 20{) 2U) 216 1 ^ CONTENTS Mil ^F.C^ION 182. Advertising Advice for Retailer 18;^ Factors in Price M.iliing 18k Advantages of Stable Trade Conditions . 185. Well Advertised Goods L'sed as Leaders . 186. Maintaining Price 187. One Method of Maintaining One-Price . 188. Devices Adopted by Price Cutting Establislinients 18S). Following Up Consumer's List Furnished by Dealer 190. I'ree Samples l.'M. Coupon M it hod V.H. Use of Dealer' Name in Advertisement . . !<».'?. Advantages of This Method 1!H. Guarantee as .1 Sales Promoter 195. Difficulties in Distribution of Adveriising ^^atte^ to Re tailers , . . PAi.K 217 217 218 219 219 220 221 222 224 225 226 9^>7 If 228 gelicies CHAPTER X. PREVENTION OF ADVF.UTLSING WASTE 19fi. Various Methods of Elimination .... 197. Fundamental Points in Gaining Good-Will of Dealer 1!)8. (Jiving the Dealer Competing Advantage . 199. Arguments for "Free Deal" M. *;. 7. H. 'J. 10. 1 I. Iv.'. PART If: CORRE.SPOXDEVCE. CHAPTKH I. THE AKT AM) ns I'HOHI.KMS. Business ( orrespondene.- in Voruur Times Old M.thods of Insfruetion On.wtl. of the Art of Husine.s Correspondenie ''"rpos,- <,r H„,i,„.ss Correspondcnee 'I'est of a Letter .... The Ve.essity of Conviction ,u.d PersuaMon ( orrespoii,!,.,,! .uid .Salesman i'tttrs and T,,lk Impression v.rsus 1 11, |sf ration Adjustment in l.,t. rary Composition' * A.ijustm.tit in Husin.ss Correspo, , )ndenei How to Leai-n (,i VV-,t.. 11....: " '-U3iijr33 Inciters 275 27 2K Politeness a Part of Courtesy 29IJ 2.5. Courtesy Concerned With Writer's Attitude . . . 298 2t!. Value of the "You" .Attitude 299 27. Character 301 28. Character not .Secured by Posing 302 29. Avoidance of Stereotyped Expression 303 30. Result of Obtaining Character 30i 31. Character Illustrated 304 CHAPTER III. THE I'RINCIl'l.KS OF fONSTUrCTION. 32. Relation BetwecM (^lalities .and I'rinciples , . . 308 .'i3. Inity 309 .'ik Concentration on liir l'',ss( iitials 310 .'!."». I'nity in Hilation ti> l\tficiency 312 .'!•;, (nity Exeiiiplitifd 312 .'!7. Coherence ,' K>. Coherenct' E \rnipli(it d 317 11. Emphasis 318 ■t'i. iuginning of a Letter •5l!t 43. The Ending of a Letter 320 / XVl COHRKSPONDKNCE 11. Proportion . i5. Emphasis Exemplified TACK 321 321 4t!. 17. 18. 1!>. r,o. r>i. r,2. r>:i. r>i. 55. .'■x;. 57. .OS. ri\K (JO. 01. CHAPTER IV. THK FAHAGRAPH. Origin and Purpose of the Paragraph . Value of the Short Paragraph Misuse of the Single-Sentenee Paragraph When Short Paragrajjhs Are Undesirable Paragrapinng Clauses Unity in the Paragraph Paragraph Unity Illustrated .... Testing Unity I'orm Paragraphs Narrative Order in the Paragraph . Deseriptivc Order Deduetive Order Fnduetive Order Climaetie Order Construction and Conneetion in the Paragr, Emphasis in the Paragraph iph 323 351 325 32t; 32 H 32'.) .S3() 331 332 334 33.5 33('i 337 338 338 310 ('•:'>. ck I i .") . tit;. •!7. 118. til). 7<>. 71. 72. 73. 7y. CHAPTER V. THK SFA'TENX'E. Sentenee Construction by Revision 343 Kffieient Sentences 3,1,3 Length of Sentences 34.J, i'raginintary Ideas 3l.r, 'I'oo .Many I'nrel.itt d Ideas .{1.7 hicorrect (Jrouping of Ideas ^^ "< 'omnia F.iult " 3 H, Ineoiiercnce .{j.,, l.ogi<';il Order 3;,!, Unnecess.iry Change of I'oint of View 3/51 i'ar.illel Construction 3/50 ii.ii.mccd Sentence 3/-,c) .Misrelated Pronouns 353 \ CONTENTS XVII SECTION 7'). Misrelated Participles .... 70. Faulty Co-ordination and Subordination 77. Brevity as a Means of Emphasis 78. Rcix'tition and Suspense . 7!t. Position as a Means of Emphasis 80. Periodic Sentences .... 81. Climax PAGE 3.53 35.5 3r,*\ 357 3,-) 8 3f,n 301 8'.'. 83. 8 k 85. 80. 87. 88. 8!>. i)0. J»l. 92. CHAPTER VI. WORDS. Ciood Thinking the Basis of (Jood Diction .... 363 Principles of Choice of Words . . -. . . . . StU Correct and Incorrect Words 305 Misuse of Words ... 307 Shall and Will 308 Idioms 37<> Simplicity in Diction 378 Exactness in Diction 37!' Concrete and Figurative Words 37".» The Place fcr Lingo 381 Slang pnd Colloquialisms 381 03. !>i. Jt5. 00. 07. 08. 00. 100. 101. 102. 103. 101. CHAPTER VII. MECHANICAL MAKK IP OF TML I.KTTKR. Correctness the Most Import.iiit Question .... 383 Business Stationery 33.3 Letter Heads 38 V Color of Ink 385 Written Heading 385 Inside Address 38ti Salutation 387 Body of the Letter 3HH Complimentary Close 388 Signature 380 General .Suggestions 380 Envelope ^^^ XVIIl COHRESPONDKNCE CHAPTER VIII. HOLTINK LETTERS. SECTION I <).■■). Inquiries .... ino. Ordrrinir (ioods 1 07. Kxrmiplt^ .... 108. Knclosiim Moticv l<>!». ITurrv-Lp Letter's . . 110. Examjjlcs .... PAGE ■Mi. 'Aur> 398 111. 1 1 'J. ILJ. UL 115. no. 117. 118. uu. 1 20. I'JL I'.'v.'. V2:i. CHAPTER IX. COLLECTION LETTERS. Tw., ()l)jeet> of Collection Letters Metliods of Manufaeturer and Wholesaler •Methods of the Retailer System in Collection Letters Formal Notifications Personal Appeals Appeals to Symiiathy Appeals to the Sense of Justice Api)eals to Self-interest Inducements to Pav Ai)peals to Sense of Humor .... Threats Examples of Threats . . 401 402 iQ:i 405 40ti 408 408 409 411 412 414 415 41G I'JL 12.). 126. 127. 128. 12!t. l:u). :.SL i;i2. CHAPTER X. APPLICATIONS AND HKCO.MMENnATIONS. Riglit Attitude ^^ Analysis and .Adaptation . * ,,"",., Answers to Blind Advertisements 435 Answers to Complete .\dvertisements Successful Aj)j)lications Applications for Heccmimeiided Positions Recommeiuiations Recommendations th.it Helped ^^,. l-'nsolieited Appiic/itions . . ,,,„ • • • • • • .*i-.)0 427 4,31 4.S.'? i.'ij. CONTENTS XIX CHAPTER XI. AXSWEkS TO COMI'LAJNTS. ^^"'"^' PAGE i;5S. Necessity of Thcin 41,1, I.'U. How to .Make Complaints {.n l.'i.). Answering Ordinary Complaints H-t; i;it). Example of Wiiat Not to Do I.I.7 l.'i?. Answering CompIai?its Aliont (Joods .... 4i!> i;?8. Answering Unjust Complaints 1..51 139. Answering Inadequate Orders 1,52 CHAPTER XII. SALES LETTERS. I if). Difference Between Sales Letter and Advertisement . k)') in. Functions of the Sales Letter ....... i57 142. Typical Sales Letter Analyzed tSY 14.S. Attracting Attention 4(50 Itk Selection of Talking-Points . 4(j(j 145. Description of Article . 4tjo 140. Facts ,"ind Figures , . 473 147- Testimony 474 148. Tests 475 149. Psychological Command 470 \r>0. Minimizing the Reader's Exertion 477 151. Iniiucements to Ordering 478 CHAPTER XI 1 1. THE APPEAL TO DIFFERENT CLASSES. 152. Adjustment to the Reader 48(> 15,S. Arguments that Appeal to Farmers 481 154. Language and Tone to the Farmers 485 155. Problem of Reading Professional Men 480 15»5. Failure to .Adjust to Prospect 4. Successful Letters to Women 497 XX CORRESPONDENCE chaptp:r XIV. FOLLOW -UP LKITERS. jECTION lt!0. General Purpose and Plan Division of Material Linking up the Scries Beginning the rojlow-np Letter Body of the Loliow-up .... Two Good Follow-ups .... Last Call Letters .... 101 lfi2. ]»;3. lt!L lfi.5. 1 06. PAGE 502 .'50.'? r>or, .500 ;jGO 51.3 515 CHAPTER XV. EN-CLOSURES AND .MAILLVG CARDS. 107. Classification of Enclosures 5J9 108. Reference Catalogs and Booklets . . . . [ [ r,.,] I0!t. Descriptive Booklets . " "-'', ... .■)21 I'O. Evidence Enclosures ro,- 171. Order Blanks and Miscellaneous Enclosures . . . sog 172. .NL-iiling Cards and Folders [ r,^^) 173. Display in Folders and Letters .53^ i 174. 175. 176. 177. 178. 170. 180. 181. 182. 183. i G f. 185. CPLVPTER XVL KOLLOW-ll' SVSTK.MS. Necessity of Careful I'lanning 533 Purpose of the System 5,^3 Margin of Profit gg. Nature of the Proposition 53^ Classes of Prospects and How Secured 537 Types of Follow-up Systems 533 Planning the Individual Mailing Pieces . . . [540 Time Element . .' ,., rr . , . 541 lypical Systems g,„ System in Checking Results 545 itenii2ed Costs ,._ Tests in Follow-u)) Campaigns ...,.., 550 CONTENTS CHAPTER XVII. ARGl'MKNTATI VK LETTERS. x\i SE'TION ISi). Solving Particular Problems 187. Minimizing tlu- Objection 1 88. Meeting the Objection 180. Examples :>:t'^ r>r>3 555 CHAPTER XVIII. OFFICIAL LHTTFUS. 100. Official Letters ' .501 101. Formal 5n2 10'2. Use of Titles r)«i2 I0'3. E.xamples of Formal Letters 503 lOL Informal . . 5i)i 195. Examples 505 & ADVERTISING AND CORRESPONDENCE PART I: ADVERTISING CIIAPTEK 1 HISTORY OF ADVKRTISING 1. In (I list rial basis of advertising. — A complete history of advertising would involve a treatment of in- dustrial development. For adverti.sing is a result as well as a cause of tiiat industrial growth which marks our epoch as the commercial age. One effect of the increase in the powers of production was to create tiie necessity of tiiidinir some means for disposing of the ])roduct. It is not hy chanet . therefore, that tlie indus- trial develoj)ment of the nineteenth century shows three distinct i)hases, eacli of which grew out of the one pre- ceding. The century opened with the productive power of the world greatly increased hy the use of steam power and the machine. The middle of the century saw nations striving to create facilities for the transportation of these numerous products. The close of the century beheld the widening of the market to such an extent and ihe growth of the power of consumption to so great a de- gree that the producer was taxed to tiie utmost to devise means whereby goods could be made known to those Vol. IV— 1 1 o AD\ I'K'llSING who desired tliem, and to ereate desires where none had existed l)et'ore. ^Vloiio' with the ^rowinn- consimiptioii of <,r(,„ds duriiio- tile hist fifty years lias n-one the steady increase of advertisiiio- hoth in hulk and in variety. It is very evident that the art of advertising- gvcw out of an industrial condition which made it necessary to an- nounce to the consumer that products in ahundance were for sale. It Is also a consi)icuous fact that adver- tising in turn hecaiue the means wherehy new wants were created and old desires <|uickcne(l to such a decree that hoth |)ro(luction and consumption were stimulated and industrial [jrooress was promoted. •J. Evolutiuu uf advcrtmiifj. — Let us tlierefore con- sider out of what conditions the i)rohicms of advertising have nnnvii. The word advertising is simply a term which refers to those methods of gaining puhlicity whose purjmse is to sell goods or services at a i)r()fit. In one sense it is strictly a hiisiiicss word, and refers to the various metliod.-, by wliich sellers c .unumicate with tl>" buying ])ublic. Therefore, in a state of society wh( re tliere was little or no exchange of commoditiis, little or no advertising wouhl be needed. The cobbler, wiien shoemaking was u tyi)ical form of industry limited to a small commum'ty. had little need of other adxcrtising than that which resulted from a good rcjju- tation among his customers, aided perhai)s by a crud(,- sign o\er his shop door or by the badge of a dress pecul- iar to his tratlc. When, however, the cobbh r or other artisan began to make goods for a wi(I(>r market than that eml)iaced in his own native towu. it became necessary to find means of letting strangns know of his i)ro(luct. Thus, other methods of obtaining public attention ^wrv addpted to meet the exigencies of gaiii- iuy comiiiereiai pui)iicity. V HISTORY OF ADVERTISING 3 3. Most primitive form of advertising. — To be ab- solutely exact, a(lvertisiiii^' ■••.■.!>•.!>.; l)eople who could read and write In those davs was in V IIISTUllY OF A1)^'EUTISING 5 deed scarce and was contiiied mostly to the upper classes. Even the names of the shop keepers and their oecupations were more effective when annonnced upon the si<4iihoard in the I'orin of a rehus tiian in the lan- nM;i<;e of the printed letter. A husii or the i)icture of a hush was more elfective as a wine si<,ni among the Ro- mans than the gilded lettering of the Anheuser Busch ^ign would have heen. .5. Second phase in hisfan/ of advertising.— The next form of i)rimitive advertising was the use of th.e "signhoard." This existed along with the vocal method. Rolls of paper have })een exhumed from the ruins of Thehes, u])on which are written descriptions of runaway slaves and offers of rewards for tlieir return. These sheets have lain heneath the earth for fully three tliousand years, and their age i)roves to us that as soon as writing was invented, even in its most primitive form, it was used for the pin-pose of advertising. The Hahy- lonian Code of TTammurahi and the Ten Command- ments of Moses were made puhlic hy l)cing written upon tahlcts of stone placed in consi)icuous jjlaccs. This is oui- earliest record of the use of the signhoard. The earlv (Irecks inscriiu'd on sheets of lead the names of offenders who had found or stolen i)roperty. Hereon was invoked the wrath of the deities of the nether woi Id. and the aflixing of the sheets to the statiics of the deities, llic wiilrrs thought, was higldy efVectual in hringiug down punishment upon the offenders. In the ruins of Ifiiculaneum and I'omptii were discovered notiees painted in hlaek or red upon the walls announcing plays, gladiatorial shows and "warm, sea and fresh water haths."' Signs ov( r l which contains a notice advertising a cer- tain book. The book descril)e(l an unknown plant wi>ich had l)een discovered in a certain town. It was believed that such a discovery was a warning of divine wrath to wicked mortals in general, and the advertise- ment refers to tliis idea, commending the reading of the book. Other early news..ai)er advertisements were of Looks. The first commercial and miscellaneous adver- tisement was i)rinted in a Dutch newspaper in 1<)2(>. In dilferent type from the rest of the pa))er this gave notice of a sale by auction of such articles as sugar, ptpixr, ivory, etc. Willi the introduction into Kngland in ir.."»H of tea from China, i^any ;'.d\( rtisements appeared in tiie early iie\vsi)apers commending the new beverage to the l)eople, l''ven In those days all new combinations ot food and drink were recommi'iided as a cure for many ills, and Ibis was j)articulatly true of tea, and also of eolVee wliicli had been introduced a few years earlier. Tt win be interestijig to note Hie following (piolatioti p -III., II. :n l.i;._I,..,l tf. llwi ci'icnt I'ciit b century and preserved in the Hritish Museum. After 8 ADVKKTiSIXCi a (lescnption of the l)cn y and instructions as to its prep- aration for tlie (Iclicious hevera// Pasqua Hoscf, (it the sio-n ,,( his uicii head. From this time on, with the oradually improved metiiods of i)rintinn', tlie newspaper heoan to he used more and more for advertising purposes. In 1()82 the Citij Mcrcur/f of London displayed a list of advertised articles (pn'te as promiscuous as the cross-roads grocery store of to-day. This collection included among other things Scotch coals, feathers, masks, Icath t, j)aintcd sticks, (juiljs, onions, pictures and ox-guts. Despite all its imperfections this pai)er foreshadowed our modern mrlhods. and to th<' (••lilor, Mr. John Houghton, hc- longs the credit (if ijitroducing a new era in advertisino- liistory. lie made it char, foi- tlic first time since the estal»lis!iment of the first we(kl\ newspaper in Kngiand in l»J2-J. that the newspaper had otln r functions than the mere printing of current news. 9. I'Jarli/ nczL.s/xijxr a(fvrrti.\i)i(/ in .t inrric/i.' 'Hn- lir.st newspaper venture iji the Colonies in ltJ9() was IIIS'i'OHV (Jl' Al)M:R'nsi.\(i short-lived. Tiiis pul)lication, entitled Piihlick Occur- rences both Forciyn and Domcsticlt, avus siieeeeded in 17()-i bv the Boston Xcks Lcitcr, a weekly. It was foity years, lioweser, before this pajxr had a eireiihi- titon of .'JOG eopies. It may be easily surmised that ad- \ertiscnient.s did not ii^ure lar«4'ely in tiie newspaper Imsiness of those (hiys. Not until the ap})earanee of The Independent Gazette in New York in 1787 did it liecome evident that news})aper advertising- was a val- iial)le means of sprea(Hn^ trade information. Tiie see- ond year of its ^KibUeation was marked by a list of thirty-l'our advertisements. Before this, the most eom- iiion advertisements in the colonies, as well as in Kn^- laiid, were announeements of runaway slaves, servants t lla/ors, IV'U-Kuivi's, Sc-issars, slu'.'irs, shoe tucks and stanipt awl Ijlndi's, ti-cth insfrinnci'ts, lancets, white and yellow swords and ^word belts; ca>e knives and f'nrks ; ink powder and ^ealin^' 10 ADVKHTISING V ^vV wax, files and rasps; 1 hrass ink pots, 1 lorsc rtfains iniios and nirlinn^ tongs lorn and ivory combs ; whit.-, vfllow and steel I.oe and knee buckles; ^r,lt, laekered an.i plated' coat and i.reast butt ons Slli iff 1 )oxes, and ;i few seeoiul-liand hats, ett cheap. dl ver N.B. R izors, pen kniv es /uid scissars ground, scabbards ■ ua.ie for swords and bayonets, case-knife and fork bl at said si id les made lop. The chief virtue of tliese announcements was the straiohtforwardness and ahsohite simphcitv. 10. licjnmiu Franklin's method of advertising.— liut opportunities such as exis* in the field of udve'rtis- ing could not m^ uncultiviited f tile dj or any lenoth of time in !iys ot iienjamin Fraiiklin. Xo than he how to conduct one knew hetter ;ui advertising campai<>-n, and the followintv story tohl hy IvJo-ar W. C\)l book in the history of advertisin cman m his on "Advertising Development" is one of the best '«•• When r'ranklin decided t o publish Poor Richard's Almanac, one of the problems he had to meet was the opposition of an existnig almanac published by a certain Titan Leeds. The lat- ter annual was an established and wll-known institution and' 1(1 so presente.i „„ nic/ui obstacle in the path of a new-corn. r. !• rank- lin decided that the most sure means of ridding hims. If „f t opposition was to have Leeds die, so he kill.,! him,— not I. brutally murd. rous method, but by the blandly scientific ni'ethod us )V anv of the jirintfd word. It was t custom for aln lien, as t'or long afterward, t uanaes to prcdiel n went further Ij come. Frank! tl was to die October 17. \~'M: but madi' it neat ler or th year lie to this and ^ravclv predicted le death of his de,:„- f,-i,.,„l Titan Leeds. Ik- staled that Lee.ls appear that Leeds 1 iim se I while agreeing as to the mont I ami year- nelioved tl le .n 1 11.11 II. u( niMilu oe IX'tOlU'r Nit). Of course' till re h.id really I leen no such discussion or a"-ree- iiisTuuv OF ai)vi:rtisi\(; 11 ,„cnt and wlu'n Fnuikliirs almanac up})cari(l L.cd.s was furious. He raved and called Franklin so many kinds of a liar that peo- ple flocked to buy the new uln.anac, just to find out what the fuss ^vas about, which, of course, was just what Franklin had hopi'd for. He was too wise, however, to spoil the ihm>j; by prruiittinfr himself to be lured \n\n any discussion of the matter, but just sliook his head, with a deprccatiu.,^ smile, and let Leedb do all the scoldinfj. When Leeds brought out his next almanac he called gleeful attention to the fact that the year ha.l gone by and he was still alive, but Franklin was not feazed a particle. He gravely in- sisted that Leeds would never have used such language as had appeared In tlie almanac now publi>lud under his name and per- sisted in his contention that the prediction had been fulfilled and Leeds was actually and positively dead! What was the poor man to do with such an Imperturbable adversary.^ He gave u}) the losing fight, concluding to find .M,ne better use for his time and energy than to s.^rve as an adverti>ing puppet for Franklin's u.es ; and his almanac soon passed into oblivion. IL Effect of industrial revolution on advertising. -lint a(lvcrtisinf "the peoi)Ie," and the conse(|uent increase of con ivino sumption. The force whicl 1 was to accomplish this wa.* the power of advertising; and in this light we must con- si(ls of u PajH,- of Intrlli- ^nn-v, this is to notifir, ,„uv for all, tliat we will not .har..-. tla- (-■./.It. with Ac.Mu,ils, uiiks. tii.v he matter, of State. Co/itrast the inditrere.iee and liostile attitude of this early notiee with the lolloujuu. notice which appeared in a l)romit)ent pai)er of the western Mnited States, an- iiouncitio- tliat, The most loral a.lvertisinjr—//,,,^ ;, the real test of u newspaper. Its loeal a.ivertisi,,^. is a sure in.lie/ition of its loeal influence. . • . During January, 1!)1(), tj,,. ^..^..-j^d o,) p^.j. ,.,.„t more lo.'al display, and durinu- th, .nonth of Fehnmrv, 30 per cent more local advertising than any competitor. Surely advertisino- has come into its own at h^^ • 1.). I'Jarl/f wnya-iuc adirrfi.sinf/ in the -rl A7r//,x -The history of the um^imut'S attitude is niuci tlie same, except that it enipliasi/es more forcihiy, if possible, the rec-entness in which tin's new force has en- tered the calculations ,,. :>usi?.ess men. Harper's Mr-rj. n:j}ic inserted its iirst advertisement in 1H()4. The Julv number of that year contains eleven advertisements, and although the cuts and the arranoement of the matter are crude, nevertheless some of the '"ads'" disclose a shrewd appreciation of the purpose of its composition. Some of our modern composers of "reason-why- f'opy" mi-ht study witii muc'^ profit the old advertise- nient then displayed of "the universal clothes wringer." Xot for a moment is the reader left in doubt of the ex- m usual specialty— "the i)atent cog-wheel reg- And it might be questioned if modern terse- HISTOKV OF Al)\ i:UTISING l."> ncss and forccriiliitss have j\ally imj)rovc(l upon the cl()S'n<^ })ara<^iai)h of this advertisciiieiit. It states that "A ehikl can Mrinn- out a tnhful of clotlies in a few minutes. It is, in reality, a clotJic.s .saver! a time .sdvcr! 2()(),()()(),()((() computation made in IDO") has'd u])on an investinat of the advcrtisino' and circuhitino- conditions of thirty- nine of the leading mon.hly ma<>a/ines shows an a()(), or J^.'i.OOO, 000 more than ic raniditv wi th came from sales and suhscriplions, was contributed hy the advertis s. This fact indicates tl which advertisements are ltec and th.- tn iid di-oloscd l)y tlniii is coining to look upon the editorial department of tlie n.wspaper as merely a lueessary me.ms of giving a literary tone to the puhlieation, thus helping business men get their wnrcs before tlie pro})er pi.ople. — The tremendous jjowi r of advertising is tlu- most significant t'lin^- ahout mixh rn iimrnali-m. ll is advert i^iiii; that lias eiiahlrh<'e on see' <\d chiss matter lias hron,<>ht ont the faet tiiat tlie cost of maiis eanno t [ )0 c-aiTyini;' the ma^'a/ines through (ii considered entirely apart from the effect which the ma^r. a/ines liave. throiiiih thtir advertisements. u])on the| creating of first-class mail business. -iVs an cxamj)le of how advertisinj^- creates a demand] for posta^-e stam])s, the case of a lar^-e mail c^-der I louse niav be ci ted. 'On r nusiness. savs the presu dent. IS derived entirely, cither directly or indirectly, from our magazine advert isinn'. Durino- the year liX)!) avc paid tile post office dijiarf ment, for carryin<4- our first, third | and fourth class mail matter, tlie sum of S 1.:}:{,-J t2. Atiother example is furnished by the manufacturers | of a medium jiriced shoe whicii is sold f Ov a numlier o c nia<.'). -JHO. Another bio- posla^'e bill was Ii ieun-((l ineidenfallx a soa|)compan\ which used a |)a,uc advei-tisemeiii m one maua/inr oik tim* . This biounlil more than .'{<»,(»()() let- ters. The tiisl cImss postaL;c on these and the answers to them an-ure^afed more than $!»<)(». 'I'lie cliaruc for cariyin^ that jiagi' of advertisirm throu«)|i the mails at V IIISTOHV OF Al)\ KUTISINC 10 the s(?cotul class rate was about ^I'JO. Tin's shows what a lar^e jxjrociita^c of the first class [)osta;i^-e sales, out of which the postal (iepartmciit claims to make up the deti- cits (lu- ^^o carrying periodicals other than daily news- |i;tpei's is caused hy ma^'a/iue advertising-, directly or iii(Urectly. 'i'he different sources of stamj) huyiii<4' created !>'■ *.iie iiiu^a/ine ])uhlisher may be outlined as follows: (.'opv from advertiser to })uhlisher. Proofs i'rom pu!)lisher to advertiser. Hills from [)ublisher to advertiser. Remittances from advertiser to publisher. .Vnswers from readers to advertisers. Letters from advertiser^ to readers (sometimes three or four follow-up letters). Orders from readers to adxertisers (in many cases containing postal money orders). Mailing of goods from ad\ertisers to readers. Hills from publislu'r to subscrii)er. Kemittances from subscriber i < publisher (in many eases by postal money order). Letters soliciting subscriptions. Premiums to suiiseribers. Miscellaneous correspondence, etc. V" CILM'TKU II I'SV( nOIAK, OF ADVERTISIN(i IH. rnjuholoyii difnii'd. Mention tlic term psychol ();4'v lo the avera4ht to discuss a business propo- sitiots. lie will he apt to think that your intercstii per- tain more to a sphere lyinr ab- struse "theories," that have puz/.led the thoughts of men from tl-.e time of Aristotle t(; that of Hcr^son. lint recent methods of scientitic investigation and the widem'ng of the sphere of knowledge have enabled us to assign a very practical meaning to this classic term. It is nothing more or less than a study of !lu' mental ])roccssc,s as \\v oltscrvc tJKrn in ourselves and in those about us. r.t. Advcrliscrs r/.v pst/rhohn/isfs. 'I'hus interpreted, psychology becomes tjic practical study for the business man ami iiic adNcrlistr, each oi whom arc (bh'>cnt stu- iiU PSYCHOLOGY OF ADVERTISING 21 dents, of llie effect of one ])ersonaIity with goods tor Side, working upon another personahty with wants to be satisfied. Specifically, the advertiser wishes to know to what extent tiie ])ul)lic is willing to respond to his [advertising. It would aid him, tiieref'ore, to know tiiat tlie human mind is mneli more mechanieal in its actions than it was once generally supposed to he, and that tiie way certain things iniprcss the mind can he ascertained with great exactness. The functions of interest, attention, emotion, reason and siiggi'stion, are all dependent u])on well-known laws of the mind. Hence it is important to know how each of these funetio?is may he utilized lo the advertis- er's advantage or profit. Furthermore, it 's known that certain colors, forms and tones have a like effect upon the majority of people. Certain combinations are l)leasing while others are not — they may even be rejiMl- sive. The advertiser who takes advantage of these iiietital prejudices increases the power of his advertis- iiig. lie knows how to approach the buyer by moving along the lines offtring the least resistance to the lat- ter's mental prejudices. It is not necessar\ that the advertiser become a pro- fessional psychologist. He is not primarily concerned with the study of the causes of all tiie mental phenom- ena. What hi' should be interested in consists of the results of the psychologist's investigJitions and discov- eries, which show him n\ hat hal»its of the mind can he I'clicd upon lo finthcr his business policies. •JO, It'll II I lie iitid ()(ls were extended and it became necessary to pr(i(hi..'e ^reat I i I « t ! I 1 1 I I V- « « ■ SiiiCe these images must I'ome to the mind through the senses rSYCilULOGV OF ADVKKTISING gfJ it is iiiipoi ■tant to know wliieli of the live senses is the most I ,t protitable to ai)i)eal to, and having decided this, w hat methods of ai)i)eal are the most etfeeti\e in stamn- nt 1. It needs no extended n iiio- the ima<>-e ujjon the mi proof to show that modern advertising must dei)end eiiiefly ui)on the sense of sight. '22. Illii.slnUion oj an appeal to the sense of sight. — 1 have before me a i)oster advertising the annual auto- niol)ile show in Madison S(iuare Garden. As my '\ve wanders over the siieet, 1 sec the details of the picture— the men and women grouped alxnit the automobile ex- liil)its. the decorations, the Hying banners. 1 turn my t yes away from the poster and in n)\ imagination see again the variegated Hags and st'eamers, the smartly dressed crowds and tiie deej) reds and blues of the auto- mobile decorations. Tiiis reproduced picture is the image of the original one and is (piite similar to it. It is, in fact, a mental facsimile. If 1 had never been to a show of this kind, nor to a circus, nor to a horse show, iKu- to similar demonstrations, my mental image might hr limited to the story as told in the ])()ster— but 1 have l.e( n to such i)laces, and as again 1 go over the picture in my mind, 1 hear the call of the "barkers," the nervous '-uml)le of sounds and noises, and above the roar sud- denly break the strains of "Hail to the Chief!" 1 can Uv\ myself pusbin.«>- and straining forward in the crowd. I lecail myself fo: a m«nient and find that I am actually nushino- auainst the table at which 1 am writing. A-jain I hear the good-natured raillery that keeps a crowd in a happy franu' of mind. Across the bn.ad •rack comes the parade: horns are tooting. Hags arc uaviug. men, women an••,. iicl\ Vo.'iin I s;biit of! but mv attitude toward the com- at llMliI I l< M I 111 ^_ .>■ ■ ses ■ the mental panorama S4 ADVKK'J'ISIXG ing s'liow is difFcrciit— I feel lik ve "•oiTi"'. T 1 - o (-.• -.Ins second mental picture is \ase.l upon the first but it is far ditt'er- ent ,n context. It is a new creation made up of a num- ber (,t images wiiieh did not come into mv experience througli the eye at all, Imt wliich at various times in the past have come as images thn.ugh the sense of touch, (motor imagery), or by way of tlie ear, producing an auditory image. Such an ensemlik „f images, repro- duced irom the poster and produced from mv own memory, is the type of mental image c<.mmon "to the mass of mankind. Tile majority of men produce their own mental pic- tures by pouring their own experiences into the image suggested by the advertisement. Orators, artists, ac- tors and writers have always recognized this power, and their success in moving their audiences has dei)ende(i m large measure upon their abih'tv to suggest just so much of the picture as they wished their audieiices to reproduce, and in such form and proportions as to direct the imagination in producing the tinal and completed mental image in harmony with the desires of the sjjcaker or writer. 2:}. Impoiinnve of appeal to i»ia;ination. ^Nlan's everyday activities are controlled hy it. He imau;ines iir constructs a possible environment for certain lines of (•(.nduct. His first impulse is to follow this mental image. When I imagined myself in the crowd, pushing and shoving, I discovered that 1 was in reality pushing Mgainst the table. Jf you doubt this tendency to give motor expression to an imagined line of conduct, try to iniugine the jjronunciation ol' the word '"jmc," and then notiie if there is not a niuscidar contraction of the lips pivparatory to its utterance. The advertisement, there- Inrc, that can arouse the imagination has gone a long way toward producing the motor movement that con- \iys the cash from the customer's i:ocket to the till of the ad>ertiser. ^V good advertisement must show it- self capable of moving both the judgment and the emo- tions, but it must do this through the imagination, since hdth are closely related to the images which are gathered up by the mind. Therefore a knowledge of the iiK thods whieli are available for the advertising-man in irder to ])roduce an "ad" that will stimulate the imagi- nation is of lirst importance. 24. Txco impurtaut jxtints. — -Uegarding the imagi- nation then it is important to remember that: 1. The (luM-e eoneretely the advertisement presents the situation to the mind, the surer it is of impressing the judgment with the reality of its existence. '2. The subject mat- Icr should appeal lo as itioaii a iiiiO oi imiiuiii iXpe- rietiei as is in keeping with tlu' purpose of the advertise- I 26 ADVKUTISING J iiu'iit, for tlu'ii the new iiim,u,e will eall into aetivlty the store of images ai.eady in the niind. 25. Ulii.slrafioii of Ihc.si' principles-.- -'llwsv two jjroj)- ositions may he ilhistrated as they apply in general, and then as they pertain to the field of adsertising- in par- tienlar. Keeently a eireular eanie to my desk. Jt wishes to enlist my symi)athies in a movement for the prevention .'Itv t( ds. It h tahk hieh show th ot eruelty to animals, ii has lanies wnieii snow uie nnnd)er of animals that are killed daily in New \'ork City. It has statements in regard to the eti'eet of this n])on the ehildren who nuist continnally ohserve the snf- ferin^ of injnred horses and other animals. It eon- tains varions items and ahstraei tii>nres and "eneralities, Compare this now with llohert Burns' po'^'n "To a. Mouse." Wi'o, slcH'kit, cow'riir, tiiiTrous htustie, Oil, wliat a panic's in thy l)ri'a>tic! Thou lU'cd !ia start awa' sac liasty Wi" l.ickcrino- l.rattir! I wild hf laith to riii anil cliasc tlice, Wi' niui'd'rin;;- pattlu ! Here the situation Is eonerete, ai;d wliere we cannot see or feel or reason ahout HO. 000 sutferinf^' eats, we ean easily form the ima^e of one little timorous mouse with its actions and emotions. But th^^ ])oet does not waste the ])ower of his imaoi' after once creatinu; it, for when he completes the ima^e of "mousie" with its ruined home of "wee hit heap o' leaves and stihhle," he asso- eiati's it all with the hroad human experiences of ilisap- poinlment and sori'ow. l]ut, nioiisic. thou art no thy lane, In proving forosiglit may Ijc vain: i rSYClIor.OGY OF ADVI.UTISING Tlu' l)i>t-l;u(l scliniu's o' mice ;uul iiifi (Janti- aft a-ifk-v .' 5 An' loa f us nou'flit but grit-1" an pain l'\)r j)r()nii^L(l j»v. The poet has now e:;tahhshe() per cent ofi' if soM within the next (W) daysf' The necessity of the case demanded that some- tiiiuLr more be done. " Ik-sides, no experienced advertis- in.^ man would have ho])ed for a sale of more than -ii)«» rulrs as u result of such advertising. It isn't the price ADVKUTISING tliat makes an "ad" strono-. ]t is tlie reason for tlie priee. and reason works l)esl for the advertiser when the j)rosi)eetive eiistonier is oivfn ;i conerete univ^e to think ahoiit and is direeted to assoeiate it with experiences of liis own tliat strengthen the desire to l)uy. After consnltation with their advertising)- cxijcrl the firm (ieeided to adopt a plan invoh in^- these prineiples. 'VUr phui jH-ovided for the insertion in each of the (hiily ])ai)ers of a faesin-.ile of a one-dolhir hill made ont in the name of the firm, to he n(,(,(i |',,i- tjie next six days if nsed in hnyin^' any oriental ru.!-- at their store. Al- thonoh crnde, this imitation one-doHar note was eonerete, and it served to estahlisli an imaoe that was assoeiated l)y all the emotions aronsed hy the possession of a real doHar bill. 1| was just at this point that the genius of the athertiser sliowed itself, for he had relied npon a very Imman attrihnte— the inaJ/ility to throw away an el' inent of value. Therefore, the peo])]c into whose hands this advertisement fell found it as ditlieult to let the imitation hill ^o umised as though it had heen real monev. Sa\ s Mi-. Deland: I It sccins iiK'n'(Iil)lc now. fm- the (•\))(M■iln('Il^ w;is not tried In :i l;irj:s \va> far exceeded In the pcr- fonnance. and the wiek eridid with sales of 1,()()() ru;.rs. On these there had l)een a total discount of .^l.GOO, with hut little r.iore tlian {lu cuNtoniarv daily amount of advtrtislng, and a complete savino- of the lar-v sacrifice which liad at first scianed io the firm !o he irievilaiile. ... If instead of , purcliase moiiev lie rii<^ tl lere nil -iht ave Deeil -Id. perhaps. ^200 of those i I i'SY( iini.ociv or advkh risiNc; 29 H III i)V ni.i kiiil< II( le other modes ol mental imagery eo?nl)ine(l. Ho theref(M'e -uhled to eaeh ol' the ahove pi i rases heauti Cully eolored pietiii-es showing rieh hrowns. creamy yelhiw- iHss and tlak\ erispness so vividly that few peoj)le eonld go iinmo\t(i if hroMght within ]"ange of the appeal. A verv imi)ortant prohlem, then, for the advertiser to solve is the stleetion of the most aj)propriate sense [)ercepti()n through wliieh to make his appeal. 28. Illiisfrfition of choosing proper incUiod of \\\^ I )i -I'l ( t>'i 1 1 ■! I li •/ ' rfviitti-il III MM'it tlu> actor wiiiilil l( I'll, ""tt aiiiiL; the |iass!(iii to tatters l'SY( HOlAHiV OF ADVERTISING 31 .:i •20. Avoidfincc of craggcration and uiiplia.sautncss. —An iiiiportant con.lhuy \n the lovv^rohu^ principle is ilKit cxuKUvratioii should be ^rc-ncrally avoi.led in c.mi- nurcial advert isinjr, but more esi.eeially in connection^ uiili certain classes of emotions. If some classes of ■ In.inv a.is" have succeeded, it is due to other n in (uh'crtixhKf.— Hut the |)ractical importance of rhythm, harmony or projuirtii :i, as it is variously termed, lies in mt)re suhtle relations than ir; the aho\c ilhisti-ations, and wliilc some advcnist nunts have had a y^wA success, although ap- parently \iclatin,!4' exci-y |)rin(iple <)f |>ro|)nit ion. vet llieir success is |»ro!ial)ly due in ;i ;^real nuasin-c to pcr- sisteniv. ^'et pcrsistcncN. wiihoiit regard to due lorm, is as costly in advert isiny' as it Is when relied upon hy the "social h )iv ' in makinu his iiijvvjird nniLrress -n politt soiii t\ where "harmonv "' is eveivthinir. I'crsist- m .^^ l'SV(II()l-(HiV or Al)\l.KTISlN(i :ncc costs nioncv uiuk-r such rondilions. ai (I 1! ;5!3 ic same or more satisfactory success cou 1(1 have been attained by a t •loser co»\l'orinity to simp le and costless rules of harmony. . ;{•' ('nl<,r and tnuc in (uhrrtisliu/.^- I here are certain ,n|ors which are displeasin- to most of us, while there „,. others wl.i.h are ^vnerally liked. Most people are a.Mveablv alV.rted by the si-ht of red an>lstaiict' of till' eve, which is a^ srnNitixx' and as particulaf ahout color as it is ahout form. If thirc is not tone harnio'i\ ill the advertise mint the e\e hesitates, and will not con.sider it unless i orced to do so. The tone of .in advert isenu'iit is sieured l)v liasinu- the t \ ne, the illustration. Ihe (lec-(UMlion and tlie rule, or l)order. luirnio- ni/e ill ueii.;ht, in hiackness. This dots not iiiraii that all tliesr eleineiits should l)e of (([ual hLukiuss, init th.tt e.acii should li.ive the (|i';^rie o^' lilack or color that is tlu; most ass. If it is tiic illtist r.ilion tli.al is !o be riliiii ii))oii to ^ct t!u' attention of the readir. it should hasc ,a t:iiii' stroiii'- eiiouo'h to thne '^ its pictorial niolive ,it the rc.ider uilh force ,nnd effect.^ .'{.'{. Fan, I (111(1 proporf'ioti in xd'iCrli.siiu/.- As manv hiiw an iiistiiK ti\e lii : \shih' in line ]\ the saiiir relation holds tine, hut in an inverse order. The line. 1). is divided in Ihe ('(ntei'. altlionoji to '"ilie .\it .iml .S(iiiiii 111 \li\(■l■|l^lllg,■' ji.igf .'It. ^ I'SVCIIOI.OGY OF ADVERTISING ;i5 most i)L'()ple the upper section will appear loiifjjer than the loNver one. This is due to the fact that tiie eye eni- l)hasi/es the upper part of a ti<4ure rather than the lower l)art.'' This is important from the advertiser's point of \iew and will he referred to a^ain in connection with till- layout of an advertisement. if the same ratio is carried out in the structure of a reetanu'lc in which the hase is to the altitude as :J is to ."), or in an ellipse in which the short diameter is to the A B c D e A SERIES or BISECTED LINES. F'uiurc 1. l()U<;er as ;{ is to .'), Hie same pleasinpf impressions result. Archileels and artists followed this principle in their wniks lou^- hefore they discovered that they were follow- iiio ;!n nimost universal prejudice. They were work- iu«' accordiu-■-. li.'lii^'.v "f \(lv TtiMng," WalliT Dill Suit, piig.- 1^7. f •36 Ai)\ i:h riMNG r •8 x: c I'SVCnOI.OCV OF Al)Vi:UTISIN(i 37 t,ne (.f objects that conic under our observation every ,lay is seldom rcali/cd unless our attention is called to it." Tor instance, most buildings approach it in which \Uv w idth and height do not violate our sense o\' propor- Holiday Disblay /or 1909 Allen q* Browm invite your attention to their Holiday Annpuncement 0/ Sterling Silverware Choice Boxed Stationery Novelties in"^Leather an d So jvenirs A special ollection of Decorative Pottery and Metal Goods /or the Libra,ry is also off( red ThI CRAFtSMAN Allen 46-48 Minnc Shop Bbowm Nicbllet Ave. apolis TiM'lim. .lra«n v.rti.allv tl,ront,'li tl,i, ,„iv.rt ...■lu.nt .livMcs il inio two ~M,.M,.ln.al part., T!,.- Iion/ontal .l.viM,.,,, slmun I... tl 'i,un,liy. lion. Whenever this principle is viohitcd. we show our ,lisMpproval by appro|)nale epithets; a person who is dis- |.inp,,itionalely tall is called a ' luanpole. Most books and ma.ua/ines use this ratirrcctly. and hence the s|)ai'e of a whole page advertise- '^ inent would of necessity i)e in corri'ct pi'oportions: like- wise would the a(lvertiseme?its occu|)yiug (juarter sec- tions of those |)ages. 'I'he pleasing effect produced l)y figures constructed accoi'ding to the golden section is due to the \ ariety that is olfered, Jiut the ])arts compared nuist not he too much alike or too diireivnt. If thev are, the feelin«>- of unity in tin- figure or line is destroyed. The choice of space according to these artistic pro- ])ortions should he followed hy an Kjiially artistic suh- (l^ision of the space into symmetrical parts. .\u ex- amination of the figure on page '47 will show how tjie saiiK' |)rinciples of proportion and symmetry are carried out in a sulidi\ ision of space. .'U. liiilis i,f (ith iitjoii. Hnt the rulis of harmony or i-h\llini do not cease with the form and arrangement of adwrtisiiig s|)ace and matter. After the eye has heeii directed td the ad\ crt isernciit . it is iiec (>!!!• !'!!!!!!'.i'- \'.\ s|)ect we !•( spond to the argument and willin<'l it our attention. To oi.-tain the highest ell ll. v accord IClellcN' Ml rsvcuoT.or.v or ai)\ r.inisiNd 39 :* M I I i th,. Nvrillcii advcrtiseiiititt two imix. riant fads sliould I,. U,.,,t in inin.l: 1. Onr allcntion is l.rsl employed ulun a iKiiod of ll.inkin-' is r..llouvd by a pmod ol „„,iial Rst. Ncitlier inriod should l.c too Ion-', for that would produce mental exhaustion-, nor too short, tnr that distracts the attention. The halanein.u' ..I' these iwo factors produces rhythm and aids the thinkin- proe- , ^s. -J. The senlence is the uint of thonoht, and hence il/structure and nature determine the rhythm of the nm.position. Hy structure is meant the numher of uonls and the orammatical relations of its parts. IW nature is meant the character of its predication. ,•{.-,. Ih'latkr lni.-) words is the avera.uv nnmlur necessary (o pro- ,hi,v tlie best conditions for holdin-' th.e allenlion of the reader. This does not nu'an that every sentence in the .;;K.,,,..;,, .,,,,.., I -!h>>!!(! be !ust about li.") words loiii^. but is simpiv a caution a-ainst the use of Ion-" ai,d involved sn, truces ..r the oi)p<.sil.' the use of the too short and P 40 Ai)\ rjrrisiNc; c'li()|)})y scritt'iu'c, wliicli lost's i\\v altt'iition by iitt'ordiiij^ too ri-c(n;(iil o|t|)orlimily for the di.sti'jictioii ol' the readers tliciii^lils. Ueiiieinlieiinn' llieii, that an a(l\ frtlseiiiC'^ cannot claim more iluiii a few nioinents ol' tlic reader's time, compare the I'ollow ini;- sentences taken from recent ad- \ ertisemenls: Altlioii;;!! till- ]s liy IK) iiifaiis the fii'-t iiiiic ;i kliii^' or iih'M- li"f dl' r(i_\;ilt_\- has ;)iirclia-M(l an Aii;^tIus, iifvcrthflcss. tliis most I'l (•( lit i-oyal lril)iiti In (loiilily iiii|)i-(-si\ c and ()ai't it'nlarlv si"-- iiiticiiit ill vi> w of fhf i'art that all the Icadiiii;- {)iaiio-])layrr>, lioth AiiK ric.ui and foi'i iyii, aw sold in I,(jndoii. Few j)eoj)lc will orasp all there is in this sentence at the first readino'. '1 he nnmhcr of words and predica- tions ai'c too many to ^ive the nnity necessary for ease in attention. 'I'he "thonoht oi-()n])s" do not corresjxjnd to the scntenc-e strui'tnre. Notice how nnich more easily one reads the followino' sentences iVom a tclejihone ad: All otlici- nif.'Uis of (•onimnnication nro cold and colorloss in coiiipail-oii. \\\ till- tclciihoiic alone is the human (ju.'ditv of llu' hiiiiian \oicr carried i)eyond the limitations of unaided heaiMiy,'. 'i"he He 11 System has provided tliis uonilerful facultv for all the [Xdjlle. 'I'hese stidenees arc short and cord'oi'm in their leni>ths to the normal nnits oi' tlmimht. Although the ohserv - aticc of till' principle pertainine to balance and nnitv is (.'ssential to all ad\ crtiscmcnt writino, it is of s|)eeial importance in aihertisenu ids rccjuirino- the writing' of - _,, lijl. il 1- ■■ 1' !_„• ;;..;._> j/.i^us. :i iiivii ussiiiii* s WK iii^^iiii \ iii a picilsinu' literary stvle. and a fin-thcr discussion of j)rineiples and :tpplications would in\ol\c the whole subject of the PSYCIIOI.OGV OF Al)Vi:K'riSlN(i 41 p.Ncholoov (.r readino-. Only so much of the sulOect as ,KTtains"lo the pim-tical si.le ol aclvcrtisin^ cat. he trtiilrd of liere. TlR. teehnieal ariaMKon.ent of tlie adverlisintr space, ,lu suh.hvisions of Ihe space into parts, the composition ,,!■ the various colors and of the written sentence, as we Invc seen, gain in etVect if each feature is carried out in acc.rcUince witli the principles of rliythm. These are ,,„Hn.only desioiuited i.roportion, symmetry, tone and '";i!';!'77/r mc in adirrtishu/.-'Vh.ve is still another H.vthm which the advertiser must cater to. It he ig- MoV.s it, there is a strong prohahility that he will lose all that i.ii-ht have heen gained from an otherwise well con- stru.tc.d advertisement. The advertiser must depend „,,,n the phvsical eye to do the work of carrying the .M.pression of his advertisement to the hram. It he fuls to cater to the eve's desire for ease, he must sufter tl„- adverse discrimination Avhich the eye will put into ,tVu-t while skimming the maga/ine pages, the scenery ,,oni a railway car or the attractions of a street car. The eye is forced to its work hy an over-curious hram uhiehOften grows ti'-cd in its efforts. Tiic eye has its own i)eculiar construction which per- ,„ils it to perform its functions easily within certain h.n.ls, hut with increasing effort and lahor when torccd h. vond those limits. 1 1 is constantly on the alert and by , olauce it decides wlUher the size of the type or the l..,>gth of line or the arrangement of the hues are av- .,,ahU. to ease and speed of movement. If it funis that the knglii of the hues is sucii as to he followed 1 rom ,1 , Yy. -j-rr;-- +=■• tl'!- !■!'''. with. :i minimum ot ett'ort, the . ve wni' select that advertisenierit in preference to one uhieh coniiK'ls it to move through a wide angle with au 4f^ Ai)\ rirrisi\(, I I fxpciidituiv of coiisKlcrnlilr iiiiisiMil.ir foicc to pull i| lit-'yond its Ii;il»itii;i I r;iiiMi'. 'i7. The iiic (t)i(l rliiitliiii. It i. ill this point llirn that the construct ion of the wi'ittcn hues of the ;i(i\ ei'liscnient c(.ines into relation with the law of rhythm. The eyes in readino-. like the leos in walking-, have a natural 'pace." II' the leov are compelled hy Uie condition ol the surface of the road or hy the tempo of a hand to take shorter or longer steps than usual, tluy soon n-row weary. A walker is hest satisfied when li« can tak(; his outi '"stride" in his own time. The movement of the eye from r:,i>ht to left or vic( versa is most easily accomplished v. hen rhvthmieally p '•'■"rmed, h,u this is conditioned hy the length of the line aiono' whieh it nuist trav, 1. i'svcholooists have discovered that lines in tli. newsjmpcrs which are ol moderate lenoth, rather ihan the lonoer lin- s, tacilitatu a rhythmical venularity of eye movement for the major- I'y of peo|)le. Tiicreforc the advertisers who appeal to tile majority in res])ect to the speed and ease of readinn-. have a decided adxantaye over those who '^'^''' •' iK'SC tixiitioii points 111 a liMc. ant 1 these in turn Jife (K tcr'.iiinc (1 l)v the leii,L;lii «)t Hk line. Aei".)!"(lin- , :.v .v. . . ..,.^-- \ersa. the fewer the ],a.-ises the hir.uvi- ^niy M- is aiit to he/' Sinee t''e pauses are less in are II MM OIK' 44 ADVKirrisixc; I I I I shorter lirirs thai! in the I ^i<-'l«l of attfiitioii" at tl oil"' (!M-.s. tlic 'Vxpandin^-of the K' fixation poinis is iiiadf more rrc(jiie.Mtly and with greater cnsv. These movements ..(' thr cv.s are so autcnatie a.wl so unconsciously made that thev arc very diHicult to < c-tcct; hut l^rolc.M,r K. J}. ]I„ey has .L-vised a verv (lehcatc iustrurnc/it which, while affixc■ and l'<'ilai,'nj,'y nf 1{( inliiij;," h\ Kiliniiii,;)('ctive customers are reached most easily. .'{'.>. Illi(.slr(ili(l.s. — It has Im III assumed that the lines of print have been arranged ;iiriirdinu to the custcuiiary way and thai letters and vMi'ds were coirihined in "sitisc matter." When thus iiiraniicd ind combined it ha> bt'iii found tliat twcntv to Miirty letters may be read with ease at each reading |i;iiise. ^'et many advertisements violate the rules of iiirr(cf arrangi'inent by writing the worcLs in unusual \\,i\s or bv using peculiar t\|)e r in enmbinatinns that tn.ilxc nonsen-.c unless the re ider it const iiieis them. Attention thercftu-e should lu- called to the fallacv of 46 ai)m:i{'1'isl\c tliCsc iiictliods. How II iiaiiy r of tin's sentence rec- e a d e r OUR NEW COMBINATION DROP AND JACK ii A R M A T U R E A D J U S T A B L E L M. ERICSSON TEL MFG. CO. BUFFALO. N.Y. 11. .u inilrli nC llijs .uK, itiMi,,, lit (In \!,u IVliR liil.rr , \ ,-, yiMi Ji.iM t.ir< ( ,1 \ (Miivi If Id II ,1,1 it? n<4iii/.c llic wnid rcadiTs .it !!ic (iisl n|;,ncf' 'r. h'ld.soii.s for fuiliirf of llusc iiitihotls of (ippcaUug li, llic cue." Such methods cannot he periuancntly suc- (•(ssful since they violate a fundamental principle of iiKutal activity. Hrielly, it may he stated thus: It is iMit the constituent ))arts (in this case the individual j. tiers) of any ^iven form that make it reco^nii/ahlc, hut it is the fatniliar total arranuement. 'I'hc ahove il- lustrations have a'i the I'lcmeiits of familiar words, hut tile visual forms are not the ones \\v are accustomed to It coniii/f at once. 'I'his i-i'coj^nition hy miu'ral fortn (i< peiids up(»n the fact that we have in our minds a sto-e- jioiisc of familiar woi'd forms, geometric forms and so iMrtli. and these are all hrou^^'ht into use when we arc Inokiny at a new woid. or new i)icturc, or new form. In the following' illustrations there are the same num- li( I- of characters, hut in the first fii^ure their arraa^n- iiK lit is not accordinLT to any form which the minii lias >t(Med awav for (piick reference. This law of recou'iii- h I'ltirr (i. tiuii may ho tested hy taking- just one fiance at the first fiuur<' and tlun Mltcmpl inu to n produ«'c the liins. It will he disco\ci<(l that not more than four or five charac- ters can he p( reeived at a ulanci . whereas in applyiji^' the sami' test Ut liie stcond M'i.ure, whcri' these ioiiii> iiit- fl 48 ADVl.KTISLNG ex])osc(l in the more faiiiiliar arran<;ements, the whole is recoLnii/ed at a uhmce. ""The hal)itual association of the ])arts into a unity wliieli makes the perception facile and 1492 Fi'iiin- 7. the memory after liie e.\|)osiire easy, and the familiai-ity of the total foi-m as an nnanaly/ed niiole. work togeth( r as factors in liiese as in all such reeo<^nitions."' The adwrtiser who uses unusual words, forms and arrangements will find that his advertisement is not easily |)ercei\ df ])rimary concern to him. 41. Cliafdcfcri.sfic part of letters.- Advertisers sonu- times employ a method which oftcJi i)uts a strain ujX'ii the readers perce|)tive powers. In order to attract at- iiio n^cnaiii^ iiidiioi ixiai ^woo vviiii ii. \tA-\rr~»^-!rto\inf\ ri f->-*'\ir^*~\riC: f\ir^ ♦"Vici ■»'-oli<<-» r\r fU c^ re:%c\ /-4ir-»#V •v-»offr»«- ^V«oi- rir\c\c W ifV» «♦ tiiitinn h\ the nTii(iuci;css iif the ad\ t-rl isriiiciil llic line of ])riutt(l \\..i-ds is dixidcd i:ito .it! upper and a ^t^\(■r half, the upper p.ni heiiiy piiiited in one ((dor and tlif 1 Pr.ifrsM.r V.. \\. ilu.y, "The r>>i Imlojjy an.l I'ci.iK-K.v <>f l{r;i,liii>;." rsvciioLCKiv OF Ai)M:KrisiN(; i9 lower in anotlicr. T'sually tlic lower half is ])rinte(l in strong tones while the upper part is less deeided in color lliiis atti-actinii' less attention. This is seen most fre- .|ii ticl mil leiitly on l)illhoar(ls and j)oster siyns, thus, making r ineanino- not easy lo ^rasp. Hy eoniparinLf the tijated i)assa_nes alio\c, the reason for this lack ot" tl( aniess heeoiiies evident — i.e., tiiat the nj)|)er half of a wiird or leUer is more important for i)ereeption thai' IS the lo'ver hall'. I'J. Poxccr of sii(/(/('s-finn. — Many advertisements at- :iet tile attention of the reader and even succeed in im- ■j ^ |ii'essin into a ])an and stii- them for I ..ic 1 i,v.. <;•-.. ).■■( iw. tl ■ tl L' IK l.> think of tlie word liii)]iiipotamus. Many thousands IV 11 50 Al)\ l.liTISING ] 111 tried l)ul none weix' suctTssrul. The I'abil word wliieh l)erliaps tliey liad never tliouolit of before Avonid now iinfortnnately rush into their minds, and tlie more they tried to supjjress it the more it jjeisisted in eominn-. 4-'}. Imjxir/diicc of mfthiii;/ the ri(/lit siKjgcslioii in ad- iiiiisiiiiciils. — .V writer of an advertisement therefore shouhl he \ei'y careful that the idea whieh he wishes ini- ^ pressed upon the mind of the readir is not sul)or(hnate(l to some other advertising- moti\e. l-'or if this oeeurs, it may nulhl'v the wvy ])ui pose of the advertisement. whieli Mas to pie])ossess the reader in fa\ oi- of the ottered ware. N( •11 e\eruieless, one can turn to the lu Ivert isintr section of any mana/iiie and tind this principle violateii in many places. I'or instance, a manufacturer of col lai's ad\erlised a new (le\ ice which permits the necktie to slip easil\- into j)lace. The central attraction of the advertisement is the picture of a man pullinn- his necktie throu<>h the collar. The exjjrcssion on his face plainly shows the irritati(,n he feels in not heino- ahle to })ut the tie where it ou^lit to he. The set of his teeth, the curl of his lips, the intimation of a snarl about the nose, all su<,^- j4;est the fitlin^i' "condemnation"' that ap})r()j)riately ac- companies siich a situation. 'IMie suj^^^cstion is force- fully made. It appeals to a common ex|)erience, but in- stead of associatin» l.m n Hill ; 1 K 1 1 I ' V .'^ I I \ t \' t linn- oi ri'liahi lit' IS iiat autliori tv It IS, Ml II ifM 11 Al)Vi:i{TISIX(J reality, a special (lc\ ic-r for indiicin!^ contidciu'c in tl ic Avarcs advertised. Jii the reali II of oratory or the pro- tessioii of teaehinn- this device is al)sohitely essential. The teacher nnist si)eak with authority, or his conclu- is SI 1^ litest ions ^o icre is also i>reat need of sions are taken with liesitation and h unhetded. In advertisinu- tl inijiressin^- the prospective hnyer with a feeling- that the advertisement speaks with authority. This is espe- cially important in financial advertisemc^its and is <,a'?i- le use of ii ers and directors erally employed by hankers and others, hy tl lon^- list of the names of inlliiential otlici in connection with their various aiu louncements. lint i the most extravayatrt use of this device i s seen in the ad- vertisements of patent medicines, the test imonia Is of pul)lic otHcials, ministers and o])era stars heinn- especially pronn'nent in all such advertisi!ir anvthinu- ly, l)orderin,L;' u|)(»n haluncc, symmetry or -uuncstihility. Another business man scouts al llie id( .1 nf needino- authority or rcliahililv as ])romineni factors. Iiy ref'erri in- to the success of a cer- tain shoe adxciliseiiient wli- re not oidv the piinciples ot composition ai'e disregarded, as well as m 0.-5L OllKT th ^ I'SVCIIOLOOV ()!'■ ADVKKTlSINCi 53 the 1 !•()- I iai. -^. In- ^ «" 1 ()| J the ■;; pc- .| r a ^ \vt ' ul- of lly ' < p- lur I. ,^ - F DC lis. nl is iiy til cy Ml ilr a |)iiiici|)k's, l)ut wlicre the piciure of a bald-liejuled man IS thrown in, with whom I'rom a i)syc'hoIo^ical })oiiit of . irw it is (htlicult to assot'ialf the shoe trade. To ehneh iIk ai'^imieiit a^uaiiist the j)ossihihty of em|)loyin<4' psy- chology in the tield of advertising-, the theorist Is (Hiveti'd to note the resuJts ol)tained ])y the iM.iiiiifaetnrcrs of a eertain taleum powder. What con- met ion. they ask, is there hetween a ])hoto^rapli "I a Itristly-liaired, swai-tiiy-hearded in(hvi(hial aiid tile virtues of a (hiinty ])o\\(ler for the skin^ Tlie siiU^iiNtion mi^^ht he anythin<4' hut hodpfnl in its effect ii[ii>ii |)eople's desire to huy this particnhir talcum jinwder. Although these advertisements show a disregard of tiiany things that mi«^ht j)rove lielj)ful to them, they have, however, employed one of the strongest methods of indueinn- a su_<4<^esti()n. Advertisements that are St (11 day after day have an effect upon tiie mind similar In that made l)y daily contact with our associates. Mras which at tirst are repellent may, hy constant rep- 1 1 it ion. hecome more acceptahle. Many iiu advertise- iiKiit j)roves a failure upon its lu'st ai)])earance, l)ut Liiown familiar with its face, we first "pity, then en- ihiii', and then emi)race."' It is said that the face of (iirhard Mennen is piinted more than 10(),(){)(),()()() times a year in the advertisements of Mennen's Talcum I'nwdcr. niakino- him a rival of tlie i)osta^e stamp. A photograph for every man, woman ami child uixmi the (nntincntof North and South .Xnurical It is upon the 1 lower of suggestion induced l»y repttilion that the husi- iicss man bases liis results when he uses insertion after itiserti<>n in tb.e s?nne u?>d ditlVren.t uuhlicMt ions. U\. Sii(/(/('fiti()!: liij iufcrviicc. — A fourth URtluxl of inducing the i)ros])ective i)urchaser to huy is a comhina- 64 Al)\ i:KTISlN(i ti' iiii Mm. tion of tlu- otluf metliods. It may be c-allod su^fj^cstion l)y inriTiiicc. Hy lliis is meant tlic pi-occss hy wli'di tile a(l\ei-tisemeiit l)i-iii;^s the I'eader to tlie desired C( ii- eliisioii. without directly referring to eei'taiii (|ualitie>. \irtiies, or heiieiits of tlic ,i^o()ds or sei'\ iees adxertised. A readei- who is di'awn thus to the advertiser's eoiielii- sioii is hound to it hy the whole I'oree of his own e<^()tisni. lie feels that he has nasom-d it all out himsell', that it is his own idea. The recent address of Attoi'ney Johnson hel'ore the Vipreme Court in the Standard Oil Case illustrates this method, although (inployed in a ditt'ereiit Held of endeavor. In referring to the suli- jeet of unfair competition he said: '"Is tlurr ,1 kind of soft (•('iiiju'tition, ;i I'ickwickiaii compoti- tiori, ;i kind of kid-^lovc x.iriity wluff tlicv jiiNt coinpcK' so iiicclv lliat it won't hurt? (linrr.il Slu rinan usfd a word in drsciihino; what war is. I won't use the word in your Honor's j)rtsiiut' l)ut that is wliat conipctition is. Vi't llicy coniplani hi'causc we undersold si/nieoiie." 'I'liis melliod of leading to a conclusion hy indirect suggesti»)n well illustrated in the advertisements of those firms who must meet strong comjjetition, but who know the had impression made uj)on the ])ublic by a direct attack up(Ui a competitor's products. The "I'ostum Cereal" advertisement, whicii indirectly sug- gests that yoni- loss of sleep and ap|)etite is due to coM'ce, is an advertising masterpiece. It does not argue. It simi)lv suggests sleeplessness and cod'ee and then iiatlers the ivuder into the associatiiiii of the two by con- cluding: "There's a !( ason." The addition of the i)ic- li!!-,. ,,{' !!i.> ki'i.dlv old diictnr i.'iirth.er strenolheiis the conclusion by its own iiKhrect suggt'stion. 47. Whlif rcldl'unis of jisiicJuiUkiji (iikI I)ii.sin('ss\ — rsv(;iinT.(H.v or Ai)vi:K'risiN(i .);) The attempt in tV.s clmpt.r has not hecn to cxpoun.l a ,,„HpWte thu.rv of a.lvcrlisino.. Tl.is wouM be a most aMVieult luatkT, .eeause there is still so miieh that is un- , ,„„vn ill vc^^rd to the aelions of the mind an' the emo- tions. Still the ioreo-.,ino- pnneiples eover the main points of eontaet between advertising an ean t, 11 „u.>t ..earlv wl.at one thnu>an(l ,■ M'' ^^111 tlunk upon any .iv,n topic will eonie neare>t to pn-au. - successlul aclur- ti-ing. \H. Help obtained from p.y/chological .s/»J/V.v.— The sliidics of the professional psycholooist are adding mcw •Material everv vear for the use of the advertising man. \nl ,.nlv adver'tisers, iait nun from all lines of business n-e watching for further suggestions from this direction. Professor lli'go Muensterberg refers U, this point m the following way: •n,o experimental stu.lv of Ihe ronnnereial ,,ue.ti.,M may (l„,llv l.Hn- new el..arnc.ss into the nlatiuns of trul,. and law. ■^ ff I ADVMUTISINC 'I <> tr;iii()ii fi om m.'inv, iii.'iv inciitioii tl ic case <)(' <'(iiiiiiu rcial iiiiit'il inn. l'".v(. rvoiu' who Ntudlcs [| IC CIUI 11 rt i(>traint iil' \v:u\v hcconics iiiipri'^Ncd with thr loo- r:it>s and v.i;4'ii('in>N I if tl i^al Ideas iii\(il\iil hi'i-c in^ iioMhcrc a (li'finitc standard. In i)ii\ nm- is favorite article the pur tliaser IS some ord( r no t, t times expt'cted to exert the sharpest attent! )ii in o he deceiM'd liv an i.nilation. In utlier cases, tht court ^eenis to consider the purchaser as t te mo st carelo: stuj 'i'l person, u ho ( an 1)1' tricked h_v ;\n\ superficial simihirity. le evidence ol le trade witm an ( ariiit r;i rv fact( If so-called ordinarv purcliaser clia:.imie JMOOieiil IKIOII^I lo I lie p>\- ■liolony of reco;^iiition. There would be no difficulty in pro dueiiin' in the laijoratory condition s under winch tl le mitital I'SVCIIOl.or.V OF ADM'.UriSINd ) ( principles involved could he rcjH'atid ;in.l hrounl't under exact oli-rv.dion. Many obstacl. -. would have to l)c overcome. l)ut (Hrt.iiulv liic c\j..rinitorr or oar lack of att.nCon was ' i hlame when we were anx- ious for H M'l''^-^ <»^ M.>xie and the drrk o;avf us, instead, the lirnwii hitter fluid from a bottle of Noxie, Hoxie, Noti-Tox, Mndox, Nox-ail, Noxem all, Noxie-C'ola, Moxine, or Sod-Ox, all ,,f which stand temptip(/raj)Jr to advi'iiisiiuj. — At best the altciiipl l :.s : i .'^ Al)\KH'riSlN(i 'i'K( IIMVli: ■,{) pass iiidepcndent judniiu-iit upon tlie cluiracter of work to l)c turned out by the |)rintci'. His motive is strietly iit"'i'ariaii, l)iit lie dois not wish tltat the shal't of his ', v"' he tiiriie(i aside hy inartistie priiitiiiu- froni _,• strai<'ht to tlie hull's eye of the reader's eoiiipre- I ..on. ir the ])rinte(' am the smaller size of the Kthrs in the one. although the style would be ihe ^anu in both. Mi CO ADVKliTISINCi ir Eacli style of type is now standardized, tliat is, it always hears tiie same fractional relation to the inch. iVeeord- in^ to this system the inch is divided into seventy-lwd parts and eaeh di\ ision is ealled a "point."' So a style designated "six-jjoint type or nonpareil is six seveiity- seeonds (,«i-72) of an ineli in de|)th and all type I'onnders, all printers and advertisers should know on just what size to count when nonpareil or six-point is designated. Confusion, however, may still arise since the ])i-inting "face" of a type is not its actual depth as laid down hy the point system. An illustration will make this fact clear. J ....< — .y % 1. I pI'iT (i^'iin- shi.w-. t\|H> fail- aiiil l>:i-.c nf 7< Jiniiit an; a \ u\s n( t Ih- fai 1 ami ipl (p r Iral urcs. II Al)Vi:UTISIN(i TKCIINIQUE 61 'I'he 1)asc uhic-h Irtl- is (Mv. inch, determines the si:/.e ,,f this type ..hieh is the unit of comimrisoiK It is railed Ti'-point. 'Vy^c ^vith a base of one-half ineh is known as .'}(; point and contains just lialf as many points as tlie former, lint it will he notieed that the ■M-intin^' face is not .'juite an ineh. in ]v\\<^\h. In ;\ '^i^- ineh point type it would he about three-eighths of an inch. This cdlows one-ciohlh of an ineh for the •shoulders" toj) and bottom. Vet type makers seldom \arv from a common si/e of letter. :)1. Tiijx' ih illness staiulurds.— Auoihcv measure- M'.cnt Mas found necessary to be standardi/eti the thickness of t'- ' -pe, i.e., the distance from the base to the i)rintinK surface. The term "type-hi^h" is a])plicd Id this feature and embraces not oidy the thickness as api)lied to type, but to all cuts, borders, plates, etc. The standard established is .918 of an inch and the j)uri)ose of establishing a uniform thickness from the hase to the ])rintinK I'^i^'^' '^ '" ''^ ^^"■^' "' '"^ al)S(»lutely |< \cl printin<4' .surface. The following- table shows the different sizes of type. Two nomenclatures arc used, since ujidcr the old system .,r nieasm-emcnt the si/c of ty})e was shown l)y it , name this: nonpareil, pica, canon, etc.. and these names .still p. rsist alon*; with the new system indicating lypc sizes iiiMJcr the i)oint system. ,,1 ■ V Hrilli.int ;5' ^-pniiit , 1 " ,. l)uilll()ll(i - ■ « •'""■' ;,!.. <■'. \j;,it.- .. 4i N()iii).t III! U ' I. Miiiiuti I J. t. Hii \ u r (J ,. Hoiirj^i'ois M:- 6S ADNKK'l'lSLNG 10 11 14 16 18 04> Hi HH 30 aa 36 40 44 48 60 it I.<.ti-- 1' .SiiihII I'l rmicr I r Inline Nonpareil or I'ici M i!ic .MiiiKin, or i-:„u-i i>h ;Mim- IVail H rc\ ur. or ( 'o'.iiiiiliiai ;} line Noiiparril. or (inat I'l'in ..'.'line I, oil"' i'niiicr. or I'ar.ijj" jMlnc Small Ti ur 1- line NoMjiarcii. or Doiihic 1' 5,'-liiR' I'.n^-I KM ;)-iiiic Aoiipan 1-liiif Hri\i( I- .(Mine Nor'.pari'il. or I^i-lliic (it. I'rlintr Doiiiijc l'ara;;(m T-liiic Noil j)a>'iil . 4-liiic Small I'ica. or (' OKI H-Jiiii' Nonpanil. or i-liiu- I'ifii !) line Noiipari'il r lO-li lie NoiipaiTil, or .)-litK- 1 ica l;J-Iiiu' No'ipanil, or (j-iiiic Pica , .")•_'. Mcdsur'nKj h/f cms. 'l\\v point systerii does not ■ 3|M''>' t" ^'"-' iiK'asurtiiR'iil of type wlun the width of the i iri(li\ i(hi;il letters of the k-noth of a line of iy]n' arc i on- side ri'd. 'I'>'l>e founders follow a certain standard pro portion hut thei'e is not sullieieul uniformity to enal)le the practice to hf I'-jdueed to a lule. I""or this reason, a ieller of eeriain si/e ( its h'lioth alone liein^- considi yc(\ I may he much w id( r in one style than another. Tin followino' hues s( t in different st\ ies. hut <'onf;iininIK (^'-^ This .linViTiK-c in the w='tli of iacTS is also ol)scrv:il)lc .: Hnu tlic same stvlc o'" , pc Although printers have ,,l,,,v..re(l to reduee tl.e variations as n.ueli as possible , ,c are still -reat .lifVerenees. To speeify a pro-res- .Nf increase in wi ti 17 a 18 4. 1!) n yo ii ;^i kb oo ki 'i;5 a .'n ii ?.'.-, k( !^() (k .'.>7 >( ilH kk W.) kk ADVKRTISINd TECllXIQUE 65 Siicli a table is especially valuable to the trade journal advertisers. These papers vary considerably in the width of their columns. For instance, Hie Electrical Aye lias a width of column measuring 2' ^ inches or 15 ems; Tlte Iron Age, 'lY^ inches or l.'J'/^ ems; The American Klevator and drain Trade, 4e'-]\ inches or •.'8'._. ems, while The Roller Mill has columns of two widths, 21/4 and 3';'i inches or l'i\j. 'I'ld 22^/. ems re- spectively. The columns in the po])ular magazines are of a uniform w idth of 2-;5 inches or 1(5 ems. M'. Spares in printing. — Jiut type alone is not the sole thing to be considered in the composition. The s])aces between the letters and between the ending of one sentence and the beginm'ng of the next and the distance Ixtween the lines must be provided for. This spacing is done by means of pieces of type metal, copper and hniss. These "spaces," as the pieces are called, vary in size, ranging in width from one-half point to three eiHS. The narrower pieces, one-half point made of c()p})er and the one-point made of brass, are used chiefly to justify the lines, i.e., to make the lines come out so evenlv tiiat thev mav be locked finnlv in the forms. The wider spaces are known as .3-em, t-em, and 5-cm spaces; a .'J-em space being l-.*J the width of an em and ^n on, i\n em is, as we have seen, the s(piare of any size oi' type. The still wider spaces are known as "quads." The .\-(luad is the smallest of the group, being 1 o of the em- qiia*], while the other pieces, called 2-em and .'}-em quad- rants are double and triple the M-(juad in width. SPACES I I I I Hair j-em 4em i <'m Kn i-em Spare hpare Spare Space Quii yua.l IV -5 ■ PItl 66 A1)\KUTISING For sj)acin^ between the lines, thin nicUal strijis arc used. These are ealled "leads" and the ])r()eess is called "]eadin<)'." Since they vary in thickness the strips are measured by means of the ])()int system, the smallest l)ein^ one-point '>r \-7'2 ol' ati inch and th.e largest, .3-points or l-'JJ- of an inc h. The 2-point, however, is the one most I'retinently used. If a thickness p-tater than .'J-poinl is needed, a metal stiip called a "slu<^" is used. .}.). Selection of ijipc shcs and .sli/lcs. — The average reader pays very little conscious attention to the various lines which make n|) the individual letters of a word. Still the human eye has its ])rejudices and for some reason or other, ])rol)ahly because of legibility, it has ^ivcn distinct })reference to the Roman type. Refer- ence to the specimen books of the ty])e foundries will show that nearly all of the current styles are based on the lines of the Roman letter. For this reason the body ' matter of "he advertisement should be printed in R tv Th )ther f; )f t^ that Oman may be used for display unes, title pajres ot hooklets, catalofifucs, folders and so o?i. But even here the selec- tion of other than Roman ty , should not be hastily ile- cided upon. The selection of type requires considerable judj;- ment. Tiicre are prol)a!)ly ci^ht to twehe hundred styles of type and this joined with the larnc number of different sizes makes the "lay-out" of an advertisement a ditlicuit matter. One writer, Mr. A. M. Stryker, ad- v'ses the following: ' r> 1H' is (ii\iilc(i Inid Ivvii I'Lis-.!",. 1. "FJoilv" tvpc is nsrd in scttiriff tlic liiuly ur rcadiii^r porliniiN ol' aiU, [icrHidii'aK, aiid Imiiks. .'. "Displ.iy" type is iiM'il for litMiliiifrs, suhiicadN, "catvii lines" (ir liius to he niadf htrikiiigly prominent. Tiicse two faces tiiflcr even when both are of the t>aiiie stvlc. •\\x ai)Vi:ktisi\(, tik iink^hi; 67 It Is well to (.mtloii tlic t)o<;iiincr tliat in making tlic "lay- oiif of an ad lie >li()ul(l not attempt to iiidicatf the si/cs of \\\tv in wliicli each ])art of the cut ire ad is to he set. To do tliis successfully re(|uires a thorough' knowledge of types. Start hy indica! iIl^• tiie sizes desired i\,r ihc Iieadinn-s and pv..i- cipal display lines, ^ avin^- the sizes for the oilier j)arts to ho, .selected \)\ the eonipoMior. If you make nn'-takes. don't mitid tile "know in;^'' ^niile of tiic comi)ositor, for you are learning siiini lliin;;- — you may he al)le to "show" him presently. After you have become familiar with ty|)es, measurements, propor- tions and results, vcni can sidect the sizes for tlie entire ad. Ill: :i ( linl ')(), A(1v(inl(i(jc of a ti/j)C sjx'cinicn. — The advertiser ay oiitain considerable aid in this direction by having t liaitd a ty])e specimen showing tlie si/.es and styles ariic'd hy the printer. It wouhl t)c impossible for most inns to carry all the different styles and sizes of types, lit lach will liave a selection l)est fitted for its individual Miiposes. liy arrano-ino- these specimens into lines of ■njiiinn or two columns in lenoth, preferably tlie latter, lid indicatino- beneath each specimen line the size in nts and the name of the type, it will !)e easy to esti- !iiate the inimlx r of letters for a given S])ace and to select a desirable style or size for the advertisement. .")7. Ksthniitc of letters in f/ivcii .spans. — The follow- ino' sugof.'stions will be found hel[)l'ul in selecting a inMj)er style (d' ty])e and in estimating the number of letters for a given space. I. Select a poj)ular display type used by ad setters, "i wliich the following are good exami)les: Cheltenham Bold. Hdncocl<. Winchell. Caslon Bold. JtM 68 ADV FJITISING Gothic. PlymotitH, Post. • DeVinne. Lithu Roman. 2. Set introdiK'tovy luadings in 8-point if the body type is (i-poiiit. This (Hfrereiiee of two points for head- in!' the printiiin- tcc!!ni(|tie :!^ Liiven ah()\i' is of \ahie to Ihe adxiiiistr in his tstiiiia- tiitn of eosts, hi Aiiuriea. the ad\(.rtis(r |>a\s for li!^ s|);iee so much per "a^^ale hue.""' .\i'eoi(hnLi' lo tlii-> ' riiiv i: lint llir rc^ruliir M^'lilt■ I\im-, ',' . pninl, l.nl ii, u .j.np.T ii>f«t<- ty| ■■. ADVERTISING TEdlMQl'l' 71 N\ stem 11 line of newspaper agate is 1-U part of an inch. It makes no difference whether the advertisement has more hues ])er inch, which may l)e the case wlien smaller t\|)e than agate is used, or fewer lines ])er incii, when laruvr than the standard unit is used; the space nuist he pnid for on the basis of 14 agate lines or one incli. Oidy after long experience can one tell oif-hand the fiuiount of space a certain number of words will occupy. Tlie modern newspaper and magazine practice of run- iiiiig a large amount of display in various sizes of type lias made it <[uite impossible to do more than make a oood guess" as to tiie number of words that will go into a delinite space. However, in j)lanning matter which takes several pages, a table like the following may be iist'ful: TARI.E I MMIIKR Ol HDHDS i'cr 1 1 iip.itp liiK"., one I 11 AKM If.H or IVl'K IVi- s juare Inch iiilimiii wiiU ', -2h inclifs Solid Leaded Soliil I .fiult'd - ii-|i(iint, NimjKirci! 47 Xi lOti S7 T-piiiiit. Miniiin :w ■j: s:, lii) '' |ioiiit, lift'\iir •Mi J I 7.' :,\ '1 |ioiiit. Hourffi'iiis J(i JO (i;{ i7 ln-|)oiiit, l.()ii)r I'riiutT. . . ^'l k; 47 '.i(i n-|M>iiit, Smiill I'U.t 17 u :>^ SI ! '-noiiit. Pica !t 11 31 -'5 CO. Pvinliiiij [ihitcs for aJiCrtisiiKj. -Auumg adver- iMHir nun and printers, jirinling plaUs are popularly 1 iii.un as '"cuts." 'i'lurt' are seven different kinds of these. 'I'luy are /iiu- (tellings, half-tones, wood-cuts, elt(lrotyi)(.s, kad-iiiohhd elnlrolypis, niekcllyiKS, sill l-l'acrd electrotypes and stereotypes. The first .■< point. ■riii> iiitMMiniiHiit is iisnl ill iuws|iM|)(T.s, iii.iifn/.ines, ami in ^oiiic trade journals, Mo^l Ir.ulf JmiriMls, Iionm'mt. nuiisiirc .iilvcrtisiiiff "-p.iec by paites, fractioniil |>,irts ni pa^rc-. ami liy iiicln-,, the iia^^f IkIhk ilnnlfd into halves, (iimrt'Ts aiui ritriiiiis. I'alile arranged from i (l.'iti AilviTtiscr's 1 1 iiulliiiok,"" jiatfe 4.>. m 1 "Leaded," i. <• , liius ^i iKir.itctl li\ .'-|>oiiil U;ul. It ADVEirJlSIXG three of these differ from the others in that each is an ()rif,nnal pUite while the hist live are reproductions of these three original plates. The zinc etehin (Idiic by coating it with a thin layer of ink which is ap- plitd bv a soft roller. The zinc is now })ut in a bath of water and washed. This operation removes the ink and inating from all those parts where the light has not ( aiiscd the sensitized coating to adhere to the zinc dur- ing the previous operation. The water having washed au ly tlie ink from the portions just mentioned, a per- mI |, lint, although in a reverse position, is left upon the /me. i;2. licndu for chhiinj.—'Vhv zinc is now to be pre "m red for the elehin< \s soon as tb'- plate is dried it is (Itisted with a tine red powdi r called "dragon's blood" which slicks to the itiked ]>arts of the plate. Nex» the plate is held over a ilame until the powder melts and glazes over the ink. This is done to make the ink adhere more closely to tlie plate and to protect the luideriying zine from the action of the acid. In order to protect 74 ADVERTISING the back of the zinc phite, a coat of asi)haltuni varnish [, a|)j)h'e(I. The plate is now ready for etehin^^ and is })hiced in a M siiallow tank containin^r a sohition of nitric acid to re- ceive its first '-hite." The acid eats or bites away all those i^ortions of the zinc not protected by the ch-agon's l)lood. The eating })rocess is aided by a nieciianical M contrivance which rocks the tank and so permits the acid to run over the phite from one end to the otlier. However, as soon as the acid eats away the zinc from between the hnes or protected parts, it also begins to eat under the edges of the lines. This would soon de- stroy the light hnes and if it were allowed to continue any length of time, it would weaken the bolder lines also so that tiiey Avould break off during the ])rinting process. To avoid this, the zinc is soon removed from tlie bath and given another coat of powder which is applied witii a brush. The i)late is ilien ready for the second ''l)ite," but just as soon as the acid begins to undennine the hnes again, the i)late is removed and given another ap- plication with the brush. The ojjcration is repeated mitil the zinc has been given four bites. This coni- |)letes the etching so far as the acid j)rocess is concerned, but the plate has still to be thoroughly cleansed of all acid and of all superfluous metal around the cut, and hr- tween widely se|)arated lines. The plate is now mounted on a wooden or a metal base, care heing taken to make it just type Jiigh. (I.'J. Mdh-iii;/ a half /o//r.— The j)roeedure in making a half tone is mwdi the >ame as that followed in making the zinc etching. The iiist ditferenee arises wjien the copy is ])hotographe(l. A screen is interposed between the copy or print and the negative plate. These screens are very im|)ortant in the j>rocess. Thev are ADVKirnsiNG Tiu'iiMQn: 75 -t. siniplv clear plates of ^lass wliich are ruled very ac- niratelv in tno directions, the ruled lines crossing each ,,tl.er at right angles. The screens are named according to the nuniher of lines per incli. Thus there are CVline sr-rens, 8.5-line screens, lOO-line, rJO-line, VMiAmc screens, l.)0, etc. In photographing, the light from the copy must pass tlnniigii the screen hefore it reaches the negative.. The lines, by cutting otf some of the rays, cause the negative to piiotograph in dots which correspond to tlie light ,„,iti()n of the copy and in cross lines and in mass where portions of the copv are in shades and blacks. In developing the negative and in transferring the image to the metal i)late, the same methods are followed as in the case c^f the line cut, except that where a line half toiR' is desired a high grade of copper plate is used in- .t(a(l of zinc. The latter, however, is often used for , ,,arse screen half tones, as it costs less and is more easily (tehed. There is a difference to be noted when the halt tone plate is taken from the frame, as it is not inked. IIow- rv. r. the surface of all the parts not to be etched is ui\,n a hanl finish by holding it over a flame and the hack is coated with a preparation similar to that used on ll„ line cuts. When the coi)pcr plates are ready for etching, thev are i)laced in a solution of iron and given only mie "bite" and no more. In this condition it is called a "flat half-tone." These are not finished cuts since the work reciuij'ing the greatest skill is still to be perfornu'd. \u order to get striking contrasts in totie which cannot 1„. obtained bv etching, a still further ,)peration is per- tonned Tl lose par Is of the i)late that are to be dark arc given a coating w iiich 'X'W resist the action of acid I 1 -A' '-.11 !*":• 76 ADVKU'IISING and are put into the hath ao-ain. Tlie dots and lines are tlius made fitier sinee tlie aeid eats away the unpro- teeted parts ahoiit them. Those parts of the plate MJiieh contain the hion them in the i)rinting press. Such cuts generallv cost less, and the reason is evident, '['hf !,vp.-:-j^- I zinc etching is about six cents i)er scpiare inch. A cut measuring .3 by H inch es and containing iO scpiare xVDVERTISING TECHNIQUE 77 I - iiiciics would cost -$2.40. However, a minimum price is set by most makers and all sizes of 10 square inches or less are charged for at the uniform price of GO cents ;i cut. Tlie making of a half tone requires more skill than llie making of a line cut and conseciuently it takes a joiigcr time to make and costs more. A slight error may compel tiie workmen to start the work afiew from tlic beginning. Not understanding this, advertisers often accuse the cut makers of being unnecessarily slow. Although half tones can be made in six hours, better K suits will be obtained if two or three days are allowed tor tlieir production and delivery. The average cost of half tones is about 18 cents per Mjuarc inch. At this rate 40 scpiare inches would cost XT. 20. Here, too. there is a mininuim charge of $1.80 for all cuts containing 10 square inches or less. Where two or more half tones are made from the same nega- ti\e a discount of 2.5 per cent is usually allowed for all ■ duplicate half tones." This allowance is supjjosed to cover the cost of making a negative which in such a case is saved. m. Importance of the ''screen"— The printing qual- it\ of a half tone plate depends upon the coarseness or tiiKuess of the screen before mentioned. It is impor- • iiit. therefore, to decide upon the paper upon which a l"M.k is to be printed before making the half tone plates. The same is true of plates to be used for advertising l)urposes. The quality of paper used by the j)ublica- tioiis in which the advertisijig is to appear, should be considered before making the plates. That is, if half tones are to be printed in newspapers or on a si'uiiar grade of stock, 65-line screen should be used. If the n ti ai)\i:ktisin(i |>ai)(r runs a liltic iRtlcr, lOO-liiic scrcrn may he use.]- \\liilc I'or (lie ordiiiai-y lirtiou inagaziiie I:^()-iiiie screen is best adapted. For booklet Avork on fairly oood. coated i)ai)eT W.i line screen should |,i. ,,sed; while on \cry fine ••■rades (if |»;i|)er excellent results may he obtained with 1.30- or e\en I7.)-liiK- se'ieiii. (1) Cut made with Cj-liuc ecrccu. (3) Cut made with 120-liiiG screen. (2) Cut made with lOO-line screen. (I) Cut made with ISS-line screen. 'I'he plates printed her.wilh show different screens from 0.5 to J'.i'.i. The dots h.inw- much wider apart in the coarser screen makes it possible to ^-el a oo,,d print- i> in t tiie ti ^rrcei (lilail (>7. nil h< a re\ eliuT; ly |.l • if tl The the ] at'tei cnt. |)l(>y niui imie trnt; ill t elec cut prci or 1 ing lice whi orij hcc nie ,)h: mo- ^^' result on tlk' low nrade ])aper. hen the surface of the paper is liard and cl can as it X.. ADVERTISING TECHNIQUE 79 1, ill tlie better grades, it becomes i)ossiblc to print Avell tlu' tiller screen. It will be noted that in the tiner ,,,.,, IIS we obtain a more perfect reproduction oi* all the ,1, tail ill the object. (,7. jroo£/-cw/.s-.— AVood-euts are enirraved by liaiid ,„i l,..x-Nv.)0{l. In earlier days the design was drawn in a iTNerse position on the surface of the wood and then niMiaved. To-day, however, mr)st wood-cuts are made l.y photographing the design ui)on the sensitized surface of the i)late and then engraving the picture by hand. The shading or "tone" is procured by manipulation of the lines and the apportioning of white space, much after the method employed in making copy for a line- cut. C.S. Impression f///.s'.— Various substitutes are em- l)l(.\ed for the original cuts in order to reduce the time and cost required for making zinc etchings and half imus. The commonest of these substitutes is the elec- tintvpe. Of these there are two kinds, differing chiefly ill the methods by which they are made. The name electrotype is applied to the reproduced half tone, line- cut or type matter when the mold which takes the im- pr. >>ion of the original cut is a composition of beeswax or n/okerite. GO. Production of clcctrotj/pc.— The process of mak- inn' an electrotype is as follows. When the wax has l.tni applied to the half tone, an impression results which shows in miimtest details a representation of the oriiiinal cut. This impression is called a mold and it heroines the basis for making the electrotype. By means of brushes the mold is dusted with a very fuie ]ihinii>ago and then ])laced in a bath of muriatic acid, \\;iter and sui])hate of copper. By muuiis of aa eiectrio current passed into the solution, a chemical action is HO ADVERTISING I t -: i '• } 1 ! created. The result is that a thin coatini)ai). r i)a-v eoiiMsts of 1 This is a y.rrtcc::'i for ^li.idin- nn.l u;j>i,linjr iinr cu[^. I! is .'icromplislird |,y in.'.ins of uortxluj: on ;i (l(sij.'ii tiimii-li .i s.imtrMiisii.in nt (•.•lliiloid slirct iM-iriiijf llif sii.i.liiitr tii"-s in niii-f whuU .in- illl^.■(i «illi :\ li,in(i roller. Whin iircsM-ti on the (opy in llir |il iii-. ihsirc.l thcM' inltctl lines niiikr « jM.int. ArUsls smnrtinif, i.ro m \\-t\ Pin joI. l.y iKin.i, init liiis. wii.-ii niu- work is re.iuireil, wiy be ilwiu nmdi n.^rc .juu Uly mu\ iIumi'Iv by the jiliolo (ti^rriixer. ADA'KRTISING TECHNIQUE 83 1, ;,n.l valkys and peaks and promontories. Every advertiser Irs In. r to "rise above liis iiciglibor. My advertisements are I I : !i " ! W i ii;"Jl | l l ||ir i i ii ' !*|l |i !'i " ' M!"M '! ' ' r My ■:^ ^^: at -.r^as.-^^^SzrS'^. A Xl.\V SiYI.V. IS N'f.WSIVMIU Tl.l.rSIHATlnN. Courtflsy ,if t!ii- I'.iM.-K.TH ,,f .I.Ji.T/i'i'ii; ,in,! .^((/intf. int.nlionally low and tla! I), aiitifnl i.lain. Ilmt o, t ace.ntuatrd liv tin- surroundinfj; niouMtain^. If most MiM^jtaper adverti^enu nts were m ij llir! ifiltid tfibte, 81. ADVERTISING I .'idiiiit tli:it sort'ccliiti'' would !)(.■ an cflTrotivc w.'iy in whicli attnut not ICC l)ut at a ])irio(l v icn had taste is so ramp/iiit, ^oud taste lias the charn, ol" novelty in addition to its intri beauties. tlMC 71-. Cost (,f reproduced y>/c//('.s'.— Stcreotypt's, nickcl- iypi's and elcctrolypcs arc ('liar<,a(l for according to si/.c, (luantity and nioimtiiig. The cost per square inch diniinishcs as the size of 'lie plate increases. According to the standard electrotype scale, an electrotype containing one s(piare inch costs "J.'J cents, while one contaiiiing .'}(> s(iiiare inches would cost ordy SI. 19. Combined with this scale is a system of discounting which allows changes in tiie price to be made without altering the scale itself. It is done by varying the discount rates which is a siinj)ler process than arrai;^-- ing a new j)rice scale. The usual discount is about oiie- thiid of the scale j)riccs. The prices as (pioted are for line-cut mounted electrotypes. 1.') per cent should he deducted when unmounted cuts arc desired. If wood- mounted copper or nickel electroty|)cs are made of half tones, 2.') |)er cent and ."iO j)er cent resj)ectively should | be added to the scale ])riccs. If luimounted, it will he 10 per cent less. Jf nietal-tnounted bases are desired, then scale prices should be iticrcased two and one-half | '1 times. Stt reotyoing costs may be computed from the scale for ( lectrotyping by deducting the discount and then making a further allowance of -'."> per cent to be taken from tile I'cmainder. 7"). Kinds iif jinpcr. — The ad-.crliser should ha\e at least a genenU knowledge of paper and its uses. The cheaper grades are made (diietly from a mixture c'lu- taining one part of sulpliitt' liber to two paits of ground wood filler. Sindi |)aper c.innot be used for higii gjade wiirk face, iiiiic. •-iiiall Tl cot to tiiiisl tiiiisl \c!j;el the 1 cxpe n-rad A hi hnlln lia|H cale! cnile ■fh.e "tlKI . With ( \cti 7« liool le iiior tiiii^ S. ( tral slioi UiUi eiro hcs 'I '-'S. X ADVERTISING TECHNIQUE 85 1 uiik, as It is ver>' porous, and has a rough, uneven sur- face, and turns yellow within a comparatively short iiiiie. For these reasons it is used for type matter, not Miiailer than (J-point, line-cuts and the coarser half tones. The medium and hcst omdes of i)aper are made of cotton and linen rags; hut the metlod hy which it is tiiii>.licd has much to do with its printinjr (jualities. One finish known as '"siziii;,' is composed of a resinous, \een com])letely coated uith clay and glue; while the "antitiue" has a soft un- ot ri surface. 7(5. Hook and print papers.— \s the name indicates, liodk paiHT is used for hooks, catalogues, magazines, etc. t ■ The cheaper gr at les are made of wood-pulp while the 1)1(1 re expensive grades are comjHiscd of rags. Varioi IS tinishes are given to hook ])ai)er, si R ■h as S. .^ C, S. .V S. ('., cameo, anticpic, enameled, hut if half tone illus- trations are desired, only the hcst enameled papers shdiihl he used, as the anti(|ue will not take u tine half I I tiiiie. l^)ok iiapcr is a!sn ustd \\>v the lutter classes of circulars and other forms of advertising literature to he sent through the mails. The common sizes of l)ook j)ai)er arc 2 1 X 30, 2.') M8. -'K < 12. and .'12 •: it inches Doul )lc sr/cs are also / 86 ADVERTISING made in which the sizes run twice tliose of tlie above, a^ 'M X 48, etc. 'J'he weights ran^rc from .3.5 to 140/ Print j)aper is used j)rinci|)ally for newsjjapers, jxKst- ers, hand bills and tlie like. The colored i)()sters whidi are used so extensively for out-of-door advertising an made of tinted print papers. The usual sizes are t!if same as the book i)ai)er sJieets, and the weight range, from 2.J to 100 pounds. 77. Covir paper, Bristol hoard, Manila papcrn.—W though the name indicates the use to which cover paper is generally i)ut, nevertheless it should not be implied that its s(jle usefulness from the advertiser's point uf view is so limited. It may be effectively employed in niaking maihng cards, novelty folders,* hangers, etc. For the pur])()se of getting valuable suggestions as to f«)rm, printing, and color scliGmes, the advertiser will often find it useful to have on hand a large assortment of samjjle cover stocks. These will be furnished free "i' cost by any large wholesale jiaper house. There \> IK) way in which the ingenuity of the advertising uiaii can be given a wider scope than in finding new uses Inr cover i)ap(r and in originating new and striking de- signs. WitJi the line enameled stocks, the most delicate ftfccts can be obtained. IJy exercising care in tie seleclion of the proper tint, a three-color etrect may he b.id by tlie usi- „f only two printed colors. C'i.ver |)aper conns in Ihice regular sizes: 20 X •'") 221^ X 281 ., '>'.\ X ;{2l .. 'I'he weights of thrse'sl/e^ are r. sp,cti\ , ly. •_>() (,, loo ,,o„nds. •_>(> (,, i._>() ,„,„(i.K. The MMi il ' Wiipl.t iimmlly means llu- mirnlMr of |„,mi.ls I,) l|,.. rem "<'<.im1" Ims ,'>()() shcrts to the rrMiii. J",.,"'""*"' '"',''''' ','"'.'"■"■'"■ '"■'• 'I""'''' '" '^^" "■■•'.VS l.y the p.M.n.l .,n,l ^ V i.A'- !••:■;! !- ::::!=. ri!,jr, thf- f..!l:, X 40, 22 X 3i, 22 X 28, 22 X 28l,o, 24 X 30, ISi^l X 28, 18 X 28 and 2') X 28 inehes. Hristol board is made by pasting sheets of paper to- ovlher, each layer being called a "ply." As this process was first used in IJristol, England, the name of that city lias attached itself to this kind of cardboard. Its al)ility t,, fold without breaking determines in great measure the grade of this paper. Folding Bristol is given a bet- t. r Hnish than the ordinary kinds and may be usecl for announcements of a particular nature. The ordinary white Bristol board is used for signs, business and mail- ing cards, etc. The size is 22 X 28 niches and the u. iglit may be as high as 100 ])ounds. Manila i)ai)er is made in two colors, white and buff. It is used princii)ally for mailing booklets, catalogues, , ic. Tiie common sizes are 22i o X 28l o and 24 X. 30 incites, the weights ranging from 80 to 100 poinuls. 7S. Qiialitii'fi of pajn-r.—By consulting any good cn- ( vrlopedia, one may find information in regard to the i^roeess of making paper. It is intended here to simply lall attention to the (lualities whieh depend upon the IMoccss. Paper Is made of fibrous materials that are ni( ivly pressed together. There is nothing to ii«>Ui tiie partieU's in contact except the adhesive power .>!' pres- sure and the glutinous (lualily of the sizing. \o spin- I ln^■ or weaving [)roeesses are emi)loyed j'.s in the mak- ■ 14 of cloth; consi(|Uently any change of teii:perature ,,, liuinidity pnuhiees a ciiange in the "cohesive eciuiiib- liunr' of the fibers and the pai>er either shrinks or swells. Ibit as it is more hkily to stretch cross-wise than later- allv since the libers increase in tliiekness more tlian m lingth. tiie sheet increases m wKJlh ratlier tiian in I. nnlh. All this must, of course, be allowed for by the m s.minm*%a ii 88 ADVERTISING j)rinter, and sucli allowance often taxes his skill and re- sourcefulness. ]Much, therefore, depends upon the paper nTerchant. It is he who controls the j)aper in stock Avhile awaiting the orders of the advertiser or printer. These should know under what conditions of temperature and "seasoning" it is stored, Many kinds of wood-j)ulp ])apers deteriorate in storage hecause of the action of the moisture u})on the resinous acids contained in them. Otiier papers are damaged hy heing kv\)t too long in stock because of the tendency of the fibers to arrange themselves, thus de- stroying the individuality of the i)ai)er which depends upon the satin and glove finish. Colored papers are seriously affected by careless handling in storage. Heat and light cause them to fade. In the case of writ- ing paj)ers such as bond and linen, it is found that the best work upon them is out of the question unless care has been exercised in thoroughly seasoning them. That is, all this ])ai)er should be kept under similar conditions of tem])erature and humidity for the same length of time so that each sheet may have the same homogeneous (jualities. W possihie, the conditions in the press room should not vary from those obtaining in the store room. From this it may i)e seen that a merchant who kee|)s all kinds of ])aj)ers in one room cannot furnish tlie best (jualities for every line of advert isino-. Two other simple precautions will give an advertiser good returns: (I) I'apir should be worked with the grain. ('_') In scjuie classes <. 7V.s7///r/ ijfiijcr, — Kverv ;idver?ic.fr sl>.o!!l!>u' IwAv to a|)ply simj)le tists for determining the fitness of papers for s|)ecitie iobs. Mr. (ieorgc l-'reneb in his 1 XX ADVKR'riSINd TECHNIQUE 89 .k "The Art and Science of Advertisin^r" u;illv printing- p;ij)ii- nciulns a surfaco adapted to reco ivo t!„ iinpnssioii of the type, ratlur than orcat stiviijrth or much ~]nu^. It is impurtaiit that the paper sliall he free of aeid, .Ikali and elilorine; that it lias no uncooked wood or H^nieous matter: that the slieet l)e opatjue. To properly test paper it is iKcessarv to have: A pair of scales, a dial-face micrometer -aii (it the last mentioned solution and fdlow it to dry. If ■ :. (.Ihilose Is pure the color will not change: If it contains uMul ii,,l j)roperly cooked It will tuni a light pink, and It will turn from a mottled to a briUIant red if the ])aper contains tj,n>nnd wood. 'i'o drtcct the presence of acid, alkali, chlorine or starch, tear ,1 pl(ce ol the })a])er III shreds and l»i)il in a beaker with just (iiough water to cover. Cool the licjuor and iiour it Into four (lili'.riiii hrakers. Into one gla-.s dro}) a minute bit of Congo iv(|, and if the llcpior turns lilue it indicates the })reseiice of ;ui(i. Into tlu' si'cond gla^s dip red litmus paper, and If it turn- l.hie there is alkali in the paper. 'I'o the third glass add thru drops of nitric acid and tl-.rte cry>tals of silver nitr.ate, .nui if there Is chlorine in the paper there will form a white precipitate. To the fniirtl! ulass .add a drop of the iodine solu- tinn, and it will turn blue if starch is in the paj)iT. t'"r diir.it)ility, tear u sheet in halves. Tut one-half in a. dark 90 ADVERTISING (li'iiwor and tlic otlur in s unit fflit. After two weeks conipait. the color, and test for strei;<'tli on the Mullen tester. To test the t( th to the ti and note if tongue the moisture is (juickly absorbed or remains on tlie surface; ur make a wide lino on the paper with pen and ink, and when the ink is drv exa'iiine the edij^es of the line and the reverse side of the paper, to note if the edn. look iu>s oi icross slu'ct-. the surface of ii sheet held To jud^e of the f 1, vel with the eves. To Hiid the thick in^r" .juulitv, fold It twice and inea,ure it hi the nucronieter and so i> tiiii.ite its "1)U Ik- irauirc HO. Ilotc to fujure sfoch.— In getting out liooklets, catalogues, etc.," the advertiser ^vill liiul it convenient in estimating the cost to have a simple formula at hand. Suppose it is desired to make a hooklet with a page sr/e 4 inches wide hv inches long, and the advertiser wishes to k!iow how nuich stock will he rcpiired to produce 10 000 hooklets of 12 pages each. It is ohvious that each leaf in the hook must carry four paoes, also that anv Ixx^k must have a numher of pages whk-h is a multiple of four. A hook ot ten pages, lor c xample, would not he practical as there would he two 1, aves carrving four pages each and an extra leaf of two ,,ages whiJh could not he hound in and would have to he uhKd on. In figuring the amount of paper recpiired, Uarefoi . the unit of measurement will he a sheet 8X6 c:,rrying four ])ages 4 X ('>• A hook of 12 pages wdl (diitain three of these sheets 8 X C. HI Fonnuhv for dticnnimng m::c of paper and cn- suiuq tcash'.-'Vhc si/e of pa],er selected will depend ,,,H.i\ the amount of waste resulting from cutting out this size sheet. As there are several sizes easily oh- tained, the advertiser should try the various sizes as viven on the previous page, to determine which will eul must economically, that is, with the least waste. 24x:3r» 8x{) (Size of paper) (Si/e of ii.'in-i" rciuiired) 3X0= IH I )ieces wi Innit waste N 92 ADVERTISING The first trial in tliis case produces satisfactory results, since there is no waste. The result is obtained l)y divid- ing 24 ])y 8, which gives 3; 30 by (5 which gives a (luotient of 6. This shows that the 18 sheets 8X0 may be cut from a sheet 24 X 30 without waste. Since each 12 page book will re(iuire three leaves 8X0, 10,000 books will require 30,000 sheets. As eacii 24 X 30 sheet cuts out 18 8 X pieces, the 10,000 books will require 1,0()G of the sheets 24 X 30. It should be noted that a reasonable margin should be allowed the printer for spoilage; this quantity depending upon the nature of the work. In order to illustrate the case when waste appears in cutting, the following example is given of the number of pieces 0X5 which can be cut from a sheet 24 X 30. Solution : 24x36 6x5 4X7 (Size of sheet) (Size of piece required) 28 pieces with no waste one way, but one inch waste the other It will also be noted that this is the most economical way to cut the paper in this case. If the figures of the size of the page had been reversed, the result would show in the following solution: 24x36 .5x6 (Size of slicct) (Size of piece) 4 X 6 ^= 24 pieces with 4 inches waste one way Yet many times by reversing the iigurcs as above, waste may be avoided, since by doing so the upper fig- 1 i-f •_- i 1 r 1 1 • I' I ■ 1 iil'L'S iiiC Ui'Oiigiii; iiilO iiiij rCitli ii <[i lii iii-'il V..t|ltttl yr n'.'arly ccjual multij)les of tiie lower figures. There are many api)licati()ns of this principle and by ;i '*^., ADVERTISING TECHNIQUE 9S ii little experience in actual practice it will be found easy to adopt it to many reciuirenients. For exanip'e: How lai^c a sheet will be retjuired to cut IG pieces, without waste, each piece being G X 9 inchest Gx!) (Si/c of slu'ct required) 4x4< (Factor.^ of IG, tliu iiuiuber of pieces) 'Zi\'Mi (Size of piece) In every case where a i)ook runs into many pages the pinhlem of binding is an important one, and the printer who is going to handle the work should always be con- sulted as to size of sheet best adapted before the paper is finally ordered. This formula, however, will be found very practicable as a method of getting at the approximate cost of the si;;ck. C1IAPTK1{ IV CONSTHL( Tl.\(, AN VDVKRTISKM KNT 82. Imjxjr/aiici' of litlw>i' 'l^iivi i'/..i<<>i>^ •>>.... I : „, 1 o ■■'•■■'"■■■■' ::"••;. :-""^ .l.-ioij^iieU iiii" a COIllIm;!! practice of ignoring this law of the "univeisal fitness of thii oth an :iti( the wh tyi to int liai 1 tisi ilh ITJ th( t'a( il'( (iil Im. III. Ill' al th ■ ill ill il 111 i ill : V ti ; P J tl y CONSTRUCTING AN AD^ERTISEMKNT 95 thinf you can write .on.e .sort of a,n.rti...nK.nt to n,ak,. tli'il butter ^-o." Well, wh,„ I ^rot arou.ul to the „,atter. the first thino- ti,,f sru.k n.e was the ohl .,,]., pi,, „f „,., w,,,.,,,,,,^.,, ':^,,^ nanan.akertvpe. wec-alle,i it. The„ I 1..,,,,, „,,,,, ,„^.^,„. what arMun.ent euuld he e.nplo.ved to interest people in this Iloi- s ■'.n hutter. This brought ,ne .■^entuallv to what I believe l^ the pnne.ple of all adv- rtiM-n^.. I aske.l n.vself uhv J, or ,nv -"". <..• ...V fanuly, sh„ui.l Use that hutte;. H.cause it u,. Kond~hetterthananyoth,rtolK.hadatth..pricc. The po|,.t «as, thenton, to 1, t people know luuv ^n.od it was I he^an an in^esti^.dion of Holstein eattl.. and found that ^.r n thousand v.ars this breed has be,., the pr,de of Kuropo. Uheu An.enea wasa -slld.rne.s tl„. HoUtein herds had been -red for h , ehddren, and n,anv ta,„ou. bu.ter-n.akinK .stran.s,hkcMeI.:n.l,shH..hlerness, wered,,.i.,d tVon, the,,! If «as n, enselv interesting, t an.l I (M, ,,,, ;, ,,.„,., ,„ to th- pubhr. So three ads were planned -the first to «ive ll„ : "^•' ; •" ;" ■■•••'^^f'lN ilie .second to tell about them i„ Ani. r '•■"• ■""' "" "''•■'' •" ••-■•'I -1. .Mr. Singerly's herd and tin CUNSTUUCTL\(; AX AI)\ KH riSK.MKN' I) I iiKthods of iiifiking buttor at liis f nn. I'liroo cuts of IIol- >t. in cows were made. Tlic ads took u lialf column of space ,11 the Waiiamakcr tvpo, witli the cut in the center. The facts ui re >o interesting that any one who het^an to read would con- liiiiie to tlie viui. The only advert i>ino- ar^'ument was comprised •I .1 nonpareil line at the liottom —"Butter from a herd of Hol- ^tun cows will he on sale to-dav at the Ceiitial Market at reonie months after .Mr. Sin^^nrly a>ke(l me what I knew about iiinsic. •"Nothinrr at all," I said. "Well, there's n m;u) named Willard Spencer here in town uli(.\ writing- an ('jxra for the Temple Theater, and 1 want you tn advertise it." 'I'lie Temple Theater belon<;cd to the })ubllslier of the Uccord, hut had never j)aid. 'J'lii-; new opera was '• The Little 'J'vcoon." Tlie Japanese were an unknown people then, and I foiuid out "hat I could al)out them from books. A hundred and fifty lit- tii' ads were written discrihiiiij; fhelr life ami mainier-, siu'Ii as th( ir way of sleepin;^' on a woodt n pillnw with a latilern to keep auay evil spirits, tluir <'ustom of >hakin;;- hanils viilh themselves, jfettin^ onto n. horse from the ri^ht side and --o forth. Tjiesp Were printed with little cuts of ,Iap^ })lautin^ rice, drinking- tea, and .so on, and .at the bottom of each was a line, "The Little 'I'ycoon will <;ivi' a reception at the 1'enipli' Theater to iii^-|it." .Mniost immidiately tin- theater litf^an douin- a liusiness that far exceeded its capacity, and the oji. ra had /i run in IMiiladelphia that WHS never equaled on the road. After that I wrote some inlvertisinpf for Kelkar, the niaj^ncian, then a voiuifrster in his professicm, usni^ the f.iei^ of K» llar"> own life aiuj travels as the main tin nie of interest. Illlt thi< iw: liL-i. ,.I,I ,,•..,->•.. f P....1 ^ T „ .„ ~ "•■"• '- ■ T * ""' ti lling you things that are of no interest to present -da v ailver- (isers. IV— 7 ^ i [)H Al)Vi:UTISL\(i 84. Dclcrmiuhuj the amount of space— The princi- ples mentioned in this chapter showhl he supplemented i>y a eareful study ui' the physical structure ..f the a.l- vert.scn.ent. i'he lirst c.nsideratiun is the amount nf space which it will (,cru,,y. I,, the matter ,.C cost, this ■s of . reat importance, especially in ma,ua/ine a'• Ji. the extensive use of anv medium. The Wan,^ maker stores found that one of the o.^at savings ef- Itrte.l l.y puttino. i„ Hh,,. ,„,•„ composiuu. n.om w.. that ot havino. the advertisements set in the store, whciv a strict watch could he kc pt, and where a wonl could I.. cut out here and there, a savins- i„ the eoMrst of a dav amountmn- to many lines of space. As th cost of a line in all the papers was somethino. Jjke four dollars, tlii- composm^r r,.()i)i paid f,„- it,^.i|'_ Although the traf <'N.s in ///<■ „sr of .space- - In decidino. „,„„, the amount of space to use, the six fol- lowi.i^r considerations will help to onide the advertiser throuuh the many (juestions that will confront him ii, making- his decision. (1) Kverythin^' else heinn- ,,|,,al, ;, Hdl pa^re will attrad more attention than .-i riaelion of a pa^re. (2) The mnrkei for an .idvertised article sho.dd he asccrtaine.l as closely as possihle in order to avoid the huyiiiH oi' more s|)aee than the prolits warrant. i'-i) 'I'he si/e and eompl.xity of slrueture or the Mmncn.us .,ualili.s of a fhino- advertised are important rli iiif nts ii, Ti„ d, 1. iiiiiiiaiion of tiie amount of space to i>e used. III. ^ tiu CONSTRUCTING AN AinKiri'ISiailAr U'J (t) The mim])cr of i)ul)li('ati()tis in which the cadver- tisiiiR'iit is to run will often decide the size of the indi- \ idiia] advertisements. .")) In advertisinn- a nnniher of articles, it is hetter t(i devote a certain space to a few of theni than to devote the same sj)aee to the whole list oi articles. (<;) The advertisinfjf a|)])roj)riation may limit the ex- 'i lit of the puhlicity i)nt it is generally hetter to cover M:ly as much of the Held as can he done in a thorough iiiaiitier. SCi. Si':(' of advcrfisrincnf in rchiiiou to cd'pcnsc. — T;ikinn- uj) these i)oints in order, it has heen found that iltliounh the larger the advertisement, the more atten- tion it will attract, the (luestion resf)lves itself to a mat- in- of e.\i)ense. As one writer facetiously puts it, when \v(> JO to the circus we never fail to see the elej)hant, V iiilc the leopard sometimes escapes our notice. ITow- i r. an elephant is a much more expensi\e animal to 'm|) than a leoj)ard. Tlieii the (piestion is simply this: Dm, s tlio clej)hant i)ay as an attraction^ ST. Asccviiiiiiiiui llw iiKtrhct.- A disrcpird of the vii;ii(| factor has cost many advertisers heavily. It can !' lasily seen how an article which aj)peals to oidy a : iiiited numher of people in any community mi^^ht lie n\ei-advertised. l'"or instance, the numix r of jiersons iti any community who have use for Lilass eyes is com- paratively small. An advertising- camj)aig'n, therefore, nii;iiit he plamied wjiicji would i)e so exj)ensive that the l)r()tits from the sales could nt-\('r oMi-take the costs for ndvertising sjiace evt ii though tui It* iii'i _ I. ^_^ ..1 . pii^rN, ;r v;;;; <".;iiy ^MiiiK yr«u ri< i n TvVii jdi^o.s, iiii li.lf, Knriiiiii;^ nice that ired liii ' Hiat )()r- )nly ays i:.se -i , (ir liaii niii- lu'ii the ^ Kud iter ■ cir- mi- , /0.I ' )ers J eld. 1 ,1 3 tlie *.j 'ise^ iich 21 thei If =^ Ins- ■ two g| •gin B i^ou ■ K'l 1 CONSTRUCTING AN Al)\ ERTISEMENT 101 ftw oTiura! assertions and the firm name in bipf hlack type tlii'Ui^h several paii'es is not using space — it is wasting' space. Most advertisers wlio try to iiuike their juhertise- uiiiit (I<» duty for a catalogue make a serious mistake. 'lilt majority of readers are interested in partieular things and not in the mass. Tliey are attraeted to the a(hertisement by the speeial features. Tliis is made ])lainer by devoting the spaee to a few speeialties giving tacli its amount of sj)aee in })roportion to its importanee lathi r than Ijy trying to give ecjual emjiliasis to a long list (if artieles that have little eonneetion besides a eom- iiinii salesman. 'Ml. Distribution of advert i.sinpropriation. A grand splurge may be made one month and the next month little or no spaee may be used: or a steady, eonsistent inttliod may i)e a(l()j)ted by whieh the advertising space \aiits aeeording to the emphasis it is desired to j)ut uj)on cdtain features. Si)eaking of this point Mr. Cidlam says : I lie average space used \)\ Wanainaker's in those days was a 1 "Iniiin a d;iv, hut ^onlotilnes we took a J)''ige, and onei two }mf;'es. l{iit tie mi'\I ad would he a half column. Tiie Milverti.sing simply nporftd the normal gossip of the storr. 'I'll!' size of the .ad indicated Its importance. A three-cohmm ■iniHuincement in th»' IMiilad.ljdiia morning p.apers was in>t!intly I'll ogiii/ed hv till' people lit th.'it city ;is an event .'it Wana- iiiaker'.s. 1' uas a good methnd, that. I flunk to da\ that the lii'llMill nr«> oi ,1 iaiLje >iiue can in- ;iiii|ii\ iniii m a cuiUliill of »paper space. The news of the store is like the news of the Wiirli I. You can't takr I'nrt \rthur every morning, or I'ury '■ni 10^ ADVKKTISIXG II Qiieoii or assassinate a rresident. If von do, the thinease. Tiie bread is spread so tliii; sometimes tiiat you can't taste the butter. The everlasting grimi of filling a page a day inevitably leads to exaggeration. Tlie last })art of this statement is extremely interest- h)^, eomiiin- as it does from one of the oldest' and most sneeessfiil advertisiiio- mtn in Ameriea. There seems tn he no turn of the tide as yet hi the direetion of smalhi advertisements on th(> j)art of the lar<.e stores. Then is, of eourse. no hard and fast ride that ean he laid down, hut it is well to remember that an advertisement of thf l)roper size and in the proper mediums is far hettei than the same amount of spaee divided amono- a lar-t number of papers. The one makes the ]n-o])cr im- pression so far as it ^mes, while the other heeause of small type and weak display .t>ains few. if any, readers, In the one case the advertiser o-ains read-rs at the ex- pense of eireulation: in the other, he •>ains in the number of i)uhlieations and eireulation hut he sacrifices the \nih- lie's attention. !>1. PhiiniliKj ihc 'Ia//(nit."~-The size, form and c(p|i- tent (if the advertisement having- hvvu decided upon, the next thing' foi- c()iisi(k'ration is the arrangement of the type and cuts. Tjie first possible ditliculty consists in cutting down the tixt. Vhv writer has written too much lor the spaci- al his command. The true test of the writcr-advcrtiser ?iow comes since he must he ready to c<)/*i*iiif»i> itiii/ilt 4ii.i4 \ . **,.! ** i'.... I.. *! « 1 »i ''■""*'' -— ""' -~ V ;;.-*. ;-; ; ; ;r ;;r;.*v iiy S SiiKc. ill must keep his sales story strong yet fit it into the sj)air liarmoniously in ordir to catch and jiold the attcntidii. w^ .^ ----i CONSTUrc TiNCi AN ADVKUTISKMKNT lOlJ Tin first revision should be made with the idea of gain- it.n clearness, foreefulness and pertinent content. Ad- (lirional revisions should seek to give special emphasis [n the selling points. This may he done by i)utting the iijiportant statements in the most ])roniinent positions ,,!■ hy the vise of display type. The ^-cateli-line," the 111 ading, tlu introductory and disjday lines will be tirst itt ins of importance for which to provide suitable typog- laphy. Hy referring to the si)ecimen types, it will be . ;isy to judge whether a certain size of type can be used ill "the allotted space or not. The writer siiould be (iintioned now against the tendency to choose "Ad" tspes and unusual arrangements, examples of wliieh lia\i' been given in previous chapters. This is the cliiNsalis stage of the advertisement and the strength aii(i force of the sales story may be easily injured by in- jiKhcious rearrangement of tiie copy. A few practical suggestions are about all that can be m\rn since the production of an attractive advertise- ment in harmony with the principles of rhythm involves an understanding of all that has been said in the other chapters. If any line is too short, it may be -letter- spaced" to the proper letigth or an "extended" type lace used. A line that is too long may be shortened by liciiitr set in a "condensed" tvpe face. Failing to get the riyht results from these methods, smaller or larger si/.ed In |.r may be tried. Jf this fails, then the cojjy nuist l>e changed. The advertiser will save extra expense if he gives careful attention to tlu' plaiming (>f the hiyout. i\fter IIh matter has been put in \y])v every correction must !.. ....■.! !'..-.! '!M-.i. .-Lj!::!! ♦}'." !!m!!!!!!'!' :!!>(1 \\\t' I )r()!)ort!( >n- laii nc as Ihorouyhlv tested bcl'ore being set in type us tht V can Ite afterwanls. tf I 'ft 104- AD\KRTISIXG 02. Mailing the lat/out in ///«.s.v.— The layout in mass is simply a roii^li sketch of the advertisement whieh shows in hokl out hue tiie ideas of tiie advertiser. Sucii sketches, no matter how crudely executed, are of more assistance to the artist or draftsman who is to make the illustration than any amount of worded explanatioi). Jn making this layout it should he home in mind that the work must he limited to the use of three colors. The disj)lay type will he hlack, the small type composi'iir the hody of the advertisement will he gray and the un- occupied s|)ace white. The only tools used in the mak- ing of the layout are paper, pencil or pen and i?ik and a ruler. The method of procedure will he as follows: Draw the horder in its exact proportionate size. If the advertisement is to he engraved it is always hetter to have the design drawn on a larger scale than the one in- tended for the newspaper or magazines. The right })roportion may he ohtained hy a very simple device. Sui)posing that the space allotted for the advertisement is to he a standard magazine sized {)ai)er 5\<> X 8 inches. How large and in what proportions ccudd the original advertising copy he made in order to he reduced to the desired size^ IJy constructing a rectangle olL- X H inches and then draw ing a diagonal line so that it will extend heyond the rectangle, it may easily he determined how large the original drawing should he made hy cou- .structing another rectangle upon this extended diagonal. Having decided upon the |)ro|)ortionate size as shown hy the horder, the (lisi)lay lines may Ik' indicated In ilrawing heavy lines close together. If no reduction is intended, these lines should he of (he same length and the j)roportI<)n;ite width the same .-is the li.>es of tv!>c which are to fill these spaces later. The hody type may then he indicated hy ligjit lines, keeping in mind con- CONSTKLCTING AN ADNKU'riSKMKN'l' 10". oj a; < "5. _ a e3 ^ • ■5^0 -to ?" K •= .2 -a S ■So -S W ^ ^ — . ^ .-3 _, ;^ >. X .5 .^9 M ^ a is c •" w ^ o la T3 -3 _ .E a £ c s 03 3 -»- w •a S lor; ADVF.R'riSIXG ■ ft tinuiilly tliat the white spair is as iiujiortaTit in its dis- trihution as is the hhu-k of the heavy types and tlie <>r;,y of the body type. he I'tij HKllfllKflftlMliHKiiaif lilt Iffliimdiitfi KlilnM iiillimiftiiffiaii dlKiH iiiiiiin l/i ^11)1 iihill llMlM ItiUI the MMMiMniui itreBapaiga Layoii in Mass, iiKK.iti: SKTTiMi Ad. in- Tvi>k, Sir- the number of each cut in the space it is to occupy. Cuts are numbered by stamping tiie tinures into the side of the block upon which they are mounted. When this is done with a pencil, the marks \\ JU soon be obliterated by frequent handling. A set of steel numbers can be obtained at almost any stationery -tore. Another favorite method employed by adver- tisers is to paste proofr of the cuts directly into the lay- ..iit. This not oidy shows the exact amount of space to hr occupied, but also shows how the cut will appear in ,:. tin.ished state. It is an es])ecially f'ood plan to follow in making up the "dummy" of a ( ^ dogue or booklet, i n ease there are no proofs of the cut at hand, it is not -.'"* I 't -.m S4 no ADVERTISING I/O W CJU ol. SCJi^j I.nyniit lor llio cnmpositnr showing all the detail* to he ob- . ■erved lo setting up the mL ^^^^^ C()NSTRr( TIN(; AN ADVKUTISKIMENT 111 Makes a Fair Skin The secret of a clear complexion lies in the faithful use of Hinds' Honey and Almond Cream. Being antiseptic nd immediately absorbed, it cleanses and invigorates the pores, enabling the glands to throw ctT impurities, stimulating the circulation and assisting Nature to supply the nutrition nec- essary to build a healthv, unblemished skin fabric. Hinds' Honey and §^^»^^ W^ Almond V^lCClIIl quicklv heals all irritated, sore, eruptive surfaces, and is es- pecially good for chapping, chafing and liabies' raUi. Hard, rou^h, dry shriveled skin becomes soft, smooth and velvety after a few applications ; continued use mak- ing the complexion clear, fresh and youthful. It is absolutely free from chemicals and all greasy, sticky or starchy properties ; — will not ai i a growth ot hair. At your dealer's, .'ioc, or postpaid by us. IVritr f'cr free i.i'npk h>tt!e ari.l >'o^ klrt. A. S, HINDS, 18 West St., Portland, Me, liK' iui ancr It iia-. Dccii Ml iij). I 112 ADVERTISING necessary to send to the ])rinter for them. Ink the printing- swil'aee of the cut from tin onhnary stamp j)a(l, l)eii:<4' careful not to mar or scratch tlie surface if it h >■ lialf tone, and then pUice it face downward upon a i)ii • of ])apcr ui\(ler which arc several other sheets all sup- jjorted hy a })erfectly even and solid surface. Then hy si.ikin^' the hase of the cut a mild l>low with a hammer a rou^h ]>v'\\\\. may I)e made, thai will answer all Hie })urj)oses of a layout. {)(). Txca facfor.s in drtrnnifiiiif/ form. The form cf the advertisement may he determined hy two important considerations: (1) An illustration of an ohject which is lon^ verti- cally, such as a windmill, siioidd he made lon/^er than it is wide: while an ilhistration should he wider than it is lon^' if it is to ^ivc proj)er emphasis to important facts conceriiin;^' an ohject whose len<4th is horizontal, as a motor hoat. (2) One position on a i)a^c may he far more cfTic- tivc than another: the outside half of a i)aU\\ of ixactlv ti-- --.~._ -i^- i'-i- I »- »i...t i:iti :» I.I the same MZv Ii;r r;;; :: j,-.-. ; : : •:: -•■ ■ : ■ •. ■:■•:• :::-.:: :• ~ hnnfr in folds and on a lii^ man, hur^t with t i in thrti- or fi.nir issiit-. of tlic .'■anie publico- CONSTRUCTING AN ADM:in"ISKMKNT 113 tion you will soon discover that ndvertisers arc divided into two classes — those who have purchased space and have prepared their a(l»- ising to fit it: those who liavc prepared tlieir ad- vertising and have purcliased ,i\ ii) cniiiiiu'iid the lattir method, as advertising produced iu ilii- manner "speaks for itself." 07. Kinds of proofs. — Every advcrlisenicnt should he li ,1(1 several times to Insure eorrcetness of the size and r.iee of Ihe tx'l'e, liie :ufaii.L>eiiieiil, llie thiekness of leads, ill'- pmietuation, eapilalization, s])elliuo;, etc. Proof is the naine for the jjaper u])oii whieh is the iin{)ression in ink of the type or euts. '''he eheapest kind is the stone pi'oof. This is a rough proof made l»y fon-inn- the pa])er iiuainst the type as it stands on the compositig stone. if the advertisement has a half tone ilhistiation, the I'lrlJiod is not satisfactory as tlie ludt' tone will not stand cut elearly. For the most ordinary eorreelions, how- ever, and for a cut ^vhieh will jjrint easily, a stone proof will do. In otlier cases the following order Is customary in making ])roof. Tlie lirst Is cidled the galley proof, which is on long strijjs of paper. It ..i ealhd so because it is taken from type held in "galleys" or long narrow trays of metal or wood. l*age ])roofs come next in order, made after the corrected galley proof. Tlicy are sometimes called the lirst revise and are made uj) in ]i:iges of the ])rescrihe(l form. Page ])roofs are expen- sive when there are many alterations. Wiien the cor- rected revise has been r( tinned to the j)rlnler, the matter is made uj) into pages v.hieh are calli'd press j)r'M)fs. These are geiurally Ihe final proofs and are su[)posed to he a perfect eo|)y. Besides these there are engiaver's proofs or i)ress jiroofs taken i»y engravers of half tones, /.ine etchings, » IN -H \ ill lit AJ)\ KRTISING etc., for the jxirpose of showiii;^' how the cuts will aj)- j)ear; color |)!()of.s tii]. 09. "Closing" of advcrtisiug forms. — In order to al- low for the time needed for tlie setting of tlie type mat- ter, the reading of tlie i)roof, printing and getting re;MJy a magazine or other puhlieation in which advertising^ matter is inserted, a "closing'' date is set hy tiiese piih- lications which is the last day upon which any kind of copy intended t« l»e inserted in a particular issue will he accepted. I f a certain magazine is issued on the twenty- tiith of the month atid it retjuires fifteen days for gettinj,^ it ready, the magazine will "close its forms" on the tenth day of the same month. A puhlisher shouhl he allowed at least one week hefore the closing date so that there will he sufficient time to send the advertiser his proofs and have them returned for any needed changes in the type matter. Otherwise dissatisfaction may re- sult hoth to advertiser and puhlisher. Information in regard to "closing dates" if r.ot announced on the rate cards may be procured from publishers on re(]uest. ^^f^^. CHAPTER V ADVKiniSING MKDILMS 100. General mcanini^ of Ihe term.— The word imdiuni" is used in I)oth a broad and a limited sense. Anything by means of whicb an advertiser ealls atten- liMil to bis ^H)ods is a nieibum. Tliis would inthide biU- iMiards, trade papers, eireulars and street ears. In a more restrietcnl sense tbe term is eonfined to newspapers :ind magazines. Tbese represent tbe ebief means of tv:idiinn' tbe eonsmners, as eontrasted witb tbe trade papers wbieb reaeb dealers only. .Magazines, news- papers, trade and teebnieal papers are generally s!)oken ,,f eolleetively as ])eriodieals. In distin^uisbing between inontidvandweekly publieations, tbe former are termed iiiao-azines and tbe' latter periodieals. Advertisino- men (listinguisb between niontbly magazines as well. Mmi- sei/'s, Scrihtier's, CosmopoUiau. Ceutiirii. CaiuuUnn Mui^a-Jue and <^tl-.ers ..f tbis elass are deseribed as stand- ,1.(1 size maf>:azii..s. Sueb magazines as Liiemsji Dii^esl. Inuricaii, Mefrojiolitaii . Cauada MunthUi and Mae- Lcau's Ma^i'trJneiWv termed flat sbeets. wbile tbe Deline- alor, MiCall's and otbers tbat ai)peal to women ebielly. :u-e dubbed women's pnblieati(Uis. Tbere is a furlber class of peii.MJieals in Canada and in ibe Tnited State's. ,,,.1. as Farm and Fireside, Farm Monlld/i. Farmer's Idvorale and Farmer's Mafrazine. known as farm ■ iprrs. 'Ibe weekly publication is well represented l>y sueh 117 ? i i 'A 118 ADVKUTISING papers as the Satnrdaji Evening Post, Collier's Wcchbi and Cauddiau Courier, which have a semi-news char- acter. Trade and technical papers aj)[)eal to sj)ecial cUisses of readers and are therefore sometimes called "class" papers. Such pul)lications ;',s Ilardzcare ^tgc, JIardxcare and Melal, J)r// (rood.s h\riezc and Canadian Grocer are correctly termed trade pa|)-rs. The term "technical" ap|»lics to i)apers like the Electrical World, Canadian Macliiner// and Poxcer House, wliile the Christian Herald and the K/ncortli Herald would he called "class" pa])ers. 101. Xeicspaper versus inaga-Jne. — One of the first (luestions that confronts the lar\s a general rule, it ought not to he difhcult to decide. Each medium has its peculiar vir- tues, and it remains for the advertiser to judge whether his product will he given more and hetter publicity in the one or the other, rerhajts hoth may ])e used to ad- vantage. The chief (liH'ereiices hetween the magazine and the news|)aper are as follows: (1) A magazine lasts thirty days: the weekly, seven days: the newsj)aper. only one day, (2) The magazine is read slowly; the newspaper, hurriedly. Hi) The circulation of the maga- zine is general: the news|)a|)er is local, i.e., conlined to a citv. state or section of the countrv. (i) Mauazines. as a rule, l>v using a i)etter (juality of paper and a slower process of ])rinting, cnahle the advertiser to em- ploy higher gnide cuts for Iiis work. (.)) Conditions surroiuiding tin- puhlieaiiot! of a magazine reijuire thai an advertisement he I'cady son:etime in advance of the date of |)uhlicatin!i. A iie\\spai)er will accept rn ac'ver- I tisement within twcntv-four hoinvs (»f if s goiiiif to pre. 102. Character (if goods tidvertistd. In the fiist AD\KKTISING MEDIUMS 119 jilace, the character of the advertiser's wares will larcrely dttermine the mediinn to l»e used. Second, if a ware call be advertised to advanta> by the magazines. Fourth, conditions of trade must also inlluence the advertiser in the choice of a medium. Trade conditions for some lines nt woods chanoe rapidly, therefore, in some eases, by uaitino- for his advertisements to a])])ear in a ma<^azine till' advertiser mi^ht lose many favorable trade opjjor- tiiiiitic!:. On the other hand, the magazine is usually the most satisfactory medium when general results are desired. 'I'lie avera,i;e bnying power of each magazine reader is mvater than that of the average jjcrson who reads the n.wspapcrs. Intensive etfort is ])rotitable after the Mdts from general effort have been obtained. The (Mst of increased business, after the "cream has been skimmed," constantly rises until eventually a ])oint is reached where further effort in the same direction will not be ])ro(ita])le. As a rule, therefore, newspaper advertising follows th'' mor(> general magazine ad- M rtising. These conditions resolve themselves into an analysis (if Ihr iM-oduct on the one hand, and a study of the market conditions on the other. When these have been determined, tin advertiser most choose his means of 1^20 ADVKRTISING ^1 J reac'hincr tlie consumer l)y ;i study of tlic character of the eircu]ation and its territorial distrihulion. I0:i. C'haracfcr of a mtcspajjir. What we really mean by "determining" the charatter of a newspajjcr is findino out tiic class of people who read it. A news- pai)er simply rellects the desire of its readers, and hence serves as a valuable guide in directing the advertiser's style and approj)riati()i;. In the Tnited States and Canada the newspapers an- read i)y the masses. An apjjcal to the i)eoi)le that is fo be quickly and thoroughly clfeclive must include the dady journals; bni a wise (hscrimination should be ex- ercised. The American masses are not uniform in tlu ir attitude toMard political and ethical (|uestiow:i, and tlu v are keen in detecting inconsistencies between tlie edi- torial and advertising and news sections of the same ]niper. As one expert in bank advertising ])uts it: 'J'hc iii'W>i),-,pM- that pivacli.. til,' In-otluTli,.,),! of man an.l th.' Cliristiaii >|)irit, that I. alua_v> asMiiniiio. a Ii.'o-l, moral to,:.' in its editorial columns, vet panders to tlir lu^ts and nicrhid runosity of the moh in its news an that reads this sort of ^tiitF tha^ the appeal must he made. i:\perienc-t' has provon otluruise. City hankers wantinriil)es the ideal newspaper from the advertising point of view thus: I'lie ideal iidvcrtising medium is tlif lionie newspaper. It is a paper which is so filled witli "rood tli()up;ht> for every mem- !n r of the family that it finds a \vi\v\n welcome and an ea<>-er iriidinfj- wherever it ffoes. It is free from crime and scandal ,i:m1 unwholesome things. It takes more pride in the quality ; ! its circuhition than in the uiere quantity — but it has the '|iiantitv as well as the id(-red impossible. Yet few news- papers of our acquaintaiico could a])i)ro\Imate even half ot thrse refiulnuients, \shlcli, we will admit, are In every way (l.sirable. Mr. Warren mi<;ht havi- sugg<>-ted, in addition, that i' ideal iunvspay)cr will endeavor to malidain honesty and in- t' i^ritv in the advertisements it permits to occupy its columns, ■I';;! T tlM'ik be would tlicn liavo embodied all the requirements of an Ideal newspaper. '•'Financial Advertising," by V.. St. Flm.i I.rwis. 12^2 ADVERTISING Tlic same kind of (liscrimiiiation wliicli applies in the seleetiou of ne\vspai)eis a])|)lies also to iiia<4'a/iiRs. A strikiiif^' illustration of ^^ainin^j; an ajjpeal to ditiVr- ent classes of peoi)le is offered in a comparison of the ImiUcs' Home Jouiiud and a montlily puhHea- tion called Comfort. Hoth have enormous circula- tions, hut a study of their respective make-ujjs would speedily show that an article intended for the intel- ligent and well-to-do .Vmerican woman should go in the well-edited and well-printed Joiirna] and not to the other ])ublication. On the other hand, cheaj) goods such as "jewelry," remedies, agent's supplies, etc.. which are meant to interest the ignorant classes would find Comfort a profitable medium in which to advertise. The fact that hoth of these publications rank among the most extensive advertising mediums in the country shows that each is successful in its own province. lOo. Choice of eveninii; or morning editions. — The question in regard to the relative effectiveness of ad- vertisements in the evening and morning ne\vs])aj)er lias often been discussed, as though a definite rule could he established thereby the one or the other could be excluded entirely without detriment to the advertiser. No such arbitrary and general rule can be made. The difference between the two papers is chiefly a time dis- tinction. Oidy l)y a careful study of the local habits and customs of the ])eo])le can the liusiness man determine in Avhich ])aper his advertisement will ol)tain the widest and most attentive i)erusal. The artisan class has as a rule little time for reading a morning pa])er. I'urchases in the honies of these men are generally weigjied before tliey are made. An evening i)ai)er is likelv to be read thoroughly, both because there is time and because there is no other literature competing for tlie reader's time and A])Vi:UTISING MKDIl'.MS 123 ■ ihf •jii i'fri attention. On tlie other hand, an advertisement that appeals to the connne'-'-ial ehiss to men who are hahit- iially accnstomeil to ([iiieU aetion in matters ))ertaini!!0' to tiieir aU'airs— may ^ive better resnlts if puhhshed in the morning paper. For instanee, the merehant reads !iis j)aper on the Avay '"down town." lie is interested in the market news. A hanU ad\ ertisement npo:i the linan- cial i)a.i4es wonld proljahly he elVeetive in his ease. \ et. (ven in the single matter of hank advertising, this rnle uould not prove an nniversal one, i'or a savings bank uhieh appeals ehiefly to the "home folks" would find uieater sueeess in the evening pai)er. 100. "General iinprcs.sioit" a.s an iinh\r. — The charac- ter of a newspaper is })est ex])ressed by the term "general inii-ression." This impression may be radically differ- (iit fiom some one business man's ])rivate ideas. In choosing a pajjcr, therefore, a careful study should be niade in order not to let a prejudice stand in the way of a profitable bus-ness venture. The selection of a proper style of advertising depends upon the character of the pa])er and this is often indicated by the term "general impression." Take New York City as an example. There are iiineteen daily newspapers. Each reflects the diversity existing in the i)()])ulation. The Xcic York Herald and the Xctc YorJi Times appeal to about the same type of people— the intelligent wage-earner and the average business man. The Xezc York World is a newspaper for the wage-earners and working men. The AVre York Sun aiul the .Vctl' Yorl- Eveninii; Vo.^f reach men of afl'airs, financiers and baid' hiisiness. Such ijiiestioiis as the I'ollow- iitj^' Were aslv'd : \ ♦ ii.i i n io( j III m I lew s 1 1,1 1 HI ( ii ) \ c »i i icl;! Hi! I i \ i ■ .ii i .' What (•\( nin;4 iiewsj)a|)( r do yoii rc'^nlarly read f ADVERTISING .MEDIUMS Uo m What newspaper goes to your home? In whieh paper do you have the most confidence re- s|itctin«^- honesty, I'airness, resiKnisibilityi' The card closed witli a recjucst that the customers ;iiis\vcrs he returned with the pass hook ^hen his next (Irposil uas made. The information thus received tlnrw new h^ht on the oUl advertisinn- pohey of these I, allies and led to a chanj-e of Uie advertising^- mediums. One source of inforjnation re en made in the (■haraettr ol' tlie vontenis of trade . . I 1 .• • I 'IM... a|)crs. no'ii in niNNs , 1 1 I \ I I 1 I -1 1 1 1 1;, purily 'wnli u])" stage is gradually passing away a IK i! ii fr 126 ADVERTISING "card" advertising lias largely given place to advertise- ments that really liave .sonietliing to say. The trade paper tills an important gap in the tieM of general pnhlieity. The consumer has nsually been Tiade the point of attack by the "dverliser for increasiiiir the initial demand for a product. lie in turn bears ujjon the dealer or uhoiesale consumer, an important class interested m the journals i)ertaining to their trade. llow costly the overlooking of any material link in a great national advertising campaign may be illustrated in the case of a certain soaj) campaign. ^Vhen this tinn began advertising their product in the rnitet((l 1 wasttd in useless ad\(rlis!ng and it was ADVEKTISING MEDIUMS 127 a lon^ time before continued, persistent advertising s;i\ I'd the situation. lOl). Advdiila^cs of trade joiinmls. — The better tnide i)ai)ers have also an advantage over the ne\vsi)ai)er ai!(l niana/ine in the I'aet that the readers of trade jour- nals follow the advertisement from the business niaiTs pniiit of view — i.e., profits. Advertisements beeome rial news of the market, priees and (jualities of goods are compared, and valuable commercial knowledge. ])er- I filing to the latesi improvements in design of product, i.r methods and orgj.nization of the trade, become a Mil)s^itute for the news sections of the daily papers. .Ndvcrtisements are practical and essential ideas are put f( award in concise manner, and often in much better 1 Ml 111 than the extended articles, which do not give the uiratcst amomit of information, in a way that con- siiims a minimum of the reader's time. Mr. (Jordon C. K( ith. niariaging editor of the Poic.r Ilcitsr. says in this (lamection: (iiviiiM; the p.-ipcr tf) \ho subscTiluT at a lowrr rate is very i'l-ijriiiticant comiiari d with IIk- ((lucativi' \,tluf of tlit a(l\' rtisc- li. rits. 'I'lir ,Hl\rrtisc!ii\\ ih' •sT;i(iii.iriiS < to another consideration — the attitude of the achertisinj,' ageney toward the trade j)uhlieation. T'wo causes have contributed to a feeling of indifference on the part of the agency toward the trade paj)er. I'irst, it is more ditlicult for an agency lo create tiew i)usincss for a tech- nical pa|)er than for oiic of general inti'rcst. Second, the trade paper generally ehargi s a much lower rate for its advertising than the other publications. l^)th of these causes reduce the possibilities of the agent's re- ceiving large returns in the form of commissions. There is no donl)t that the agencies ha\e done much valuable \\()rk in "educating" the mamifacturer and the business man to the value dcnxcd from high class ad vertising. but the general mediiuns have bcfu dirivir):: the material bcndils from the ag( nt's labor because tlu v could pay for it. \\hile the trade papers were too indi!'- iereni to engage liigii-pnced copy u riters. A cjiange ni this resp<-et. howe\ or. has tahen jdace in tjie last fev^ ADVERTISING MEDIUMS 129 years. Able and efficient copy departments are main- tained by tbe l)ctler class of trade and technical papers and the service ottered is of ^n-eat value to the adver- tiser. These dei)artments are manned by expert copy u ritcrs who, as a rule, are thorou< , , n t.., . •. . .^.t. ^ ■"« l* 130 ADVERTISING ^1- !li^ dian Foundrfjinau, Sanitari/ Eii^hiccr and Plumber and Stcamfittcr, Printer and PuhliHhcr. In addition, this concern also publishes other more general magazines and papers such as The Financial Post of Canada, Farmers' Ma{j;a-Jnc and MacLcans Ma^a'Jnc. The Hugh C. JMacLean Com[)any, Ltd., pid)lislies The Winnipci^ Commercial, Western Canada Contractor, Western Canada Lumberman, Contract Record, Canada Lum- berman and Electrical Nexcs. The (Jagnier Pul)lishiiin- C'onij)any, Ltd., publishes The Cif^ar and Tobacco Jour- nal, Wines, Liquors and Spirits, Clothier and Haber- dasher, Trader and Jexceler. This com})any also con- trols The Motor Magazine, Motor C/jclc Magazine and other more general magazines. 112. Changes in methods adopted bjj trade papers.— Perceiving that the apj)eal to advertisers must be made along different lines than those emi)loved by the other kinds of ])criodieals. the ])ul)lishers of trade journals arc emphasizing the element of (juality rather than quantity in their circulation. A trade ])ublicalion that is jmpular in the office and also in the shoj) would hardly omit an opjiortunity to show the advertiser that while the men in the factory may never directly purchase machinery themselves, yet they have a great influence in determining the choice mIk'Ii several comj)eting products are presented to the maniigcmcnt and the office. The Textde World Record recently published a state- ment which illustrates this attempt to establish a new faith in trade journal advertising. After cmi)has'zing the necessity of knowing the names of buyers among *l,j. 1 ._..., ..J , .. i....i:r^ ...Mi^. !i . ,, ..I. ..I ii... i'.,!! • ii;v :^;i^v: ;: \;:;; :;:;i;~., ii j/i v scTi ii'ii XiK" Tt'/i iO >^'ini^ SiiHl- mary of three hundred mills i)rij)ared from the Official ADVERTISING MEDIUMS LSI American Tcwtilc Director//, and showed the kind of men into wliose hands the Teaiilc World Record fell: I'osrriDN iiKi.n nv iuyiik rrcMiK-nt l'ri,M>uriT S<(T('lar.v Acmt or Su|)(Tiiilciiil('iit Special Buyer ('(ilton Mills 18 ii 4 47 7 100 W«)i)lrn Knitting Mills Milla 19 23 25 SO 2 2 46 40 8 5 100 100 A statement reeently made by Cduadian Macliinerij and Mfiniifactiiriug Xe-ws, showing the eireulation and jiosition held hy its subserihers at four Canadian points, illustrates the information sueh a publieation is prepared ti) submit to advertisers. This partieular statement, which is only partially reproduced, ^ives a general idea nf the engineering plants in Canada reached by this medium: North Ray NAME Position held liy siil>«iTibcr. II < ■. Rcid Muster Mclimic, (". V. R. Sliop-i. Wi' Wchstor Slioj) Foreman. T! Ro-s Master Medianie, T. & N. O. Ry. Shops. \\ Hlack Shop Foreman. \\ ( rijips Foreman, Nipi^>inp Fdry. & Maeh. Co. ("oi'PKH Clifk I iiiulian f^'opper f "lifT ( o. Offiee i.-l(i snh.) li S. l.aii(l PurrhasinR .\pont. Can. Copprr To. •I. (iarrow Master Meehanie, (an. Copper Co. \Vin. Fra.scr Foreman Machinist. C.in. Copper Co. K Micgs Tof)l Room Foreman. Can. Copper Co. '■• I{,ipson Moulder Foreman, Can. Copper Co. Rmi.t Stk. Mmiie l> Kyle M(>(hani(al Supt . .\!i;oma Steel Co. ■1 't NVshitt Cen'l Master Me< h.. .Mjiimia Steel Co. \ v.. Stewart Supt (if Shops, .\l>,'iiini> Stn 1 Co. J ■•triikland 'has. Frcsch Ma-ler Meeh. ( oke Plant, Aljjoma Steel Co. . Master Meeh. Bla^t Plant. .\!gnma Steel Co. I' •'ff 1;32 ADM:KTISING Friink Lowry A-^st. Master Mccli. I?lnst Plant, Aliroma Steel ( o. \V. A. Hdltiics I'drcnian Macliinist, Aipoma Steel Co, \Vm. M. Mann I"(ireinan Toolmaker, Algotna Steel v'o. 1". J. Tennis Mi;r. ( an. Barker Cd. A. ("albeck ( (wner. Machine Slidp. Northern Fiiry. \ Much. (D. . .Manager's Oflice. Jell II N I'll rsteil I-oreinan Nor. I'M ry. & Maeli.rii, Aipinia Steel ( .1. I'dUT William T. S. Johnston Sliop Foreman, ('. 1'. R. Shops. .1. S. Smith ( hi.'f Millwright, C. V. H Hlevator. Holit. ("HIT ( liit lo motive power jukI car oflicials. It covers this one fii'ld only. It lays no claims to other (le[)artments. Its readers are tli(> olficials who operate the p;rcat systems and say what cquipnu nt sli.ilj he houerht. A railway mafrazine for mechanical ofRci.iK. I^ractical, technical, clean, clear cut and close to the motiM' power (It partiiient. These illustrations from the Irade press show thiit the pnhlishers ai'c niakinu; a flMiit to nut their i)apers on the liigh j)lanc which their opportunities as advertisinj,' mediums demand of them. ADVERTISING MEDIUMS 133 114. Trade puhUcatwrn must depend on quaUty.— The trade paper must be content with reckoning its sub- scribers by thousands instead of huiuh-eds of thousands and niilHons, as the magazines 00 l)aid for a mc in a general medium were spent for 'ight i)agcs 1.:.. t,..„i<. ^^.^u,'v■ if tlu' wholc storv were told and a li |M.\verful ai)peal were made to the men most in need of product and cai)able of buying it. -4' -•a I f 134 ADVERTISING 115. Editorials as indc.rcs to quality. — The man who buys advertising space shoukl keep an eye o: '^he editorjal page of the trade pai)er. Au echtor who is aiixiv)us to keep up tile nuinl)er ol' his subscriptions must (k) more tliaii fill his editorial columns with matter securnl tiirough a manii)ulation ol" the shears, a little general news and a variety of aiiti(juaied jokes. Strong, earnest and original editorials devoted to the ])articukr techni- cal field hold up the suhscrii)tion list more strongly than any other element in a trade ])aper. .Air. H. L. Aldrich. publishei- of International Marine Kni^incering, says: The editor of a technical journal should have the one aim of givinf? to his readers tlie very best editorial matter that can he secured in his chosen fit'ld. so as to make the publication worth the full value of the subscription ])rice. To throw in pock.t knives, chromos, fountain pens and a variety of other thin, to induce a man to su!)scril)e for a teclmical publication is a confession of rank weakness in editorial qualitv, or charging of a .subscription price out of proportion to what the paper is worth. . . . The superintendent or ma!ia<>'er of a shipvard would not waste his time in readinf? a pu!)lication that did not liave the best of editorial quality. Neither would the chief en- <^-innr of a merchant marine vessel, or the senior engineer oificer ol a war vessel, bother hinwelf about a publication that was edited by a "chaii'-w armer." That a lively, aggressive and decided editoi'ial policy is a strong l';u'lor in bringing an advertisement before the I'cader can be judged by tic reading attention gixcii to a publication. Tlie i"ollo\ving list o!' trade paj)ers in the linancial field was pi-(|)ai'cd by a j)romincnt usei' ot Itanking |)ublications. I'il'ty bankers in each state ol' tlie Cnion were asked three leadiuLV (Uiestions as fol- k)\vs: I'Mrst. What Itanking publication do von j)ay a subscri|)tion for? Second. What banking ])ui)lications ADVEIlTlSliNG MEDIUMS lt^5 do you read niost^ Third. What banldng publications ,.„nie to vour otlice free of charge? Answers came troni a total ot' a httlc over aO per cent of the bankers to whom the (juesticms were put. Question Question No. 1 No. ^l ' Bankers' Monthly ^-"^ ^ ^ AiiKi-icnn Hunker ^^1 ~-^'^ Hankers' Muga.ine ^^05 2G3 Southern Banker "'"l^ ^"^ ll.nkir.jr La«- Jouin.il 10^ 8^ y-^^.^,J,,.,. 88 48 Iniiincinl Age ^'^ ^^ ( niinnercml \\ c'>.t Wall Street Journal f)'^ ^'^ PaeiHc Banker ^''^ ^* ruiiinierce Monthly '" Southwestern Banker ^* Noithwestern Banker '^^ ^* Daily Banker and Stockholder -i^ I'liited States Inve^tor <"^ ^ ^'^ linancial Review '>^ ^ ( n.itidential Banker ^^ ( liicafro Banker '^-^ ^ W. stern Banker '^^ ® linikino; and Mereantile World '5^ ^® I^,ll,.tin of Anieri. in Ii^titute <.f Bankinj^r. . ;2:i 10 1', Hiker and TradeMiiar. ^'^ ,, 17 14 Mi)iiey \V ill Strcrt Stumiiary ^'' .; i.antile Ad.iiist.r "''J ^ \Mrri<'an Bank Itep.-.rtrr ^'^ ^ i'> 9 Mi. hiirau Inv.-tor \ .. V,>,.,l,.,, M.iir'ivitio ' ' , 11 8 I nance ■Quoted by St. F.lm<> I-ewi'^. in Finnndal A^trrrtivnij. ^r 136 ADVERTISlxNG Question Question No. 1 No. ;i Moody's Magazine 10 ;j Jjiiiikazine 12 tlounial of ('uiiiiiicrce 11 \l Fitiaiicial Section of New YoiK Tiines 9 ... Economist 9 Texa.s Banker 10 l.'i rinanciul Wurlii 10 -i Bank Advertiser 10 5 Dun's kevieu 6 i 'J'lic ('onniiercial IJullutin 6 2 Texas Bankers' .Journal 6 4 Tiiv; Banker 5 ... Cleariuf^ House Quartulv 5 2 Rhodes' Banking Journal 5 3 Financier 5 43 Bonds and Mortgager. 4 1 National Banker 4 1 Trust Companies 4 1 Michigan Banker 3 1 Okhihonui State Banker 3 3 Monetary Record 2 ... Capital 1 Nel;raska Trade Review 1 ... Bankadote 1 1 The Bulletin 2 2 Banker .uid Investor 1 1 Bankers' World 1 1 Tf such .statistics cduld he collected for all hranchcs of trade, it would ])r<)hahiy he fouud that in every litie of husiness, sample and free copy circulation is of little value to advertisers. A comparison of the two columnr. of tlie tahle clearly shows that the hankinjr ])uhlications which ar'- read most are generally thcise that are paid ADVERTISING MEDIUMS 1S7 for. Furthermore, anyone familiar witli the magazines ill the hst mentioned would be struck at onee by the rela- tivdy low place which those j)uhlications hold that are WL-ak from an editorial point of view. This illustrates the importance of exercising care in weighing tlie claims of various publications seeking an aiivertiser's jjatronage. True circulation is nowadays taken to mean a paid circulation. It is imjjortant that the advertiser assure himself beyond all doubt just how the circulation of any medium he contejni)lates using is ol.tained and who gets the i)aper. The burden of proof :> always upon the publisher and any good trade or tech- nical paper will welcome critical investiga' '• n of its subscription list, editorial pohey and any claims it makes in its solicitations. 110. Opportunities of the tcclmical advertiser.— Be- cause of the general backwardness in the method and (luality of advertising in the class publications, there are <,neat opportunities for the advertiser who adopts more piogressive ways, llis work would stand a good chance (if being successful if only by reason of the agreeable contrast with the ])oor displays. The modein adver- tiser who will put in contrast with the worn-out general lonnulas, such as "proven by fifty years of unsullied success," "built for v/ear," interesting statements of con- crete facts such as "^'these cylinders are made of close grained Iron, thick enough to be re-bored if necessary," nill have little op])osItion so far as competing for the r. ader's attention is concerned. This contrast Is well slinwn by the above advertiseinents which a])peared in .tdvertisinfr and Selling as illustrations of this very jinint. Anotlier opportimlty for the progressive advertiser '■-s in the fact that so many technical advertisers are 138 ADVERTISING fearful of disclosing some of their trade secrets if they use specific facts which might be adopted profitably liy competitors. One advertiser who was not afraid of ■ SACH'S aAOOKLTM ■■IOO> HOrPMAN N aWAIIK-aOSBMOALa HOHTON XJIX ROSENDALEv. C^^TMra' Reputktlon btuda Behind K«f>r; B«rr«l ^p^ ^^^ ^^ ^ «^ ^T^Vk <■ H A L \. K W <1 g <' O M PA B I M 1)11 ^^EM t^^lT OONaOLIDATBO WO»«WDAf CBMBMT COM^AWY, »« COWTtUtWOT BTWT, WBW YftW '"■^ I Specimen of tub Old Style of Copy. ii! ill 907o 'WILL. PASS A 10,000 SIEVK We are now grinding all cement so that SU'y will pass through a 10,000 mesh sieve. This increases its efTiciency 25% more. You can accomplish, without increased cost, more work with a given quantity, as the liner ihe ''emcnt the greater its sand-carrying caj^acity. Thus improved Louisville Hydraulic Cement meets the demand for a very finely ground, relial le comcnt for brick, stone or concrete constniction. Na'.uru is our choi ist. Our product is therefore unifonn. We should lik,' to li:ivc you write us for our illustrated ji:iiiipli'its. They are iiiteri'sling to nuu nt users. Western Cement Co. 351 '^' Main St.. Lo«slsvllla. Px. Til k^ .N t ">V A N ii l> 1 i I t'. U U I N 11 11 ». A ii \ ^ l( rlMlNQ. tcUinu' his "secrets" is the maker of a now well-known salVtv re\<>l\er. lie told the niiblie ol' the s;il'etv U\tr that makes aeeidental (hsi'iarge impossible. lie eiiiiie into a field already well covered bv old and reliable re- (II ADVERTISING MEDIUMS 139 volver makers, but liis method was unicine — it Icalt in a "trade secret," and it has huilt up a great business. Alth()u<^h others have followed with safety deviees, lie was the first to inform tiie tcehnieal readers of his prod- uct, and no competitor has yet overtaken him. 117. (Question of free rcadinij; notices. — Kve'-y trade |)al)er is confronted with the (juestion of free reailing notices or '"write ups." Some advertisers seem to have the idea that an advertising contract entitles them to free ii>,c of the reading columns (jf the jjaper. News that is i[istructive or of general interest to tne readers of tiie paper should, and usually will, be printed by any good tnule paj)er, regardless of whether or not the news has \n do with an advertiser. A new factory, a new prod- uit. a new plan of advertising, a new method in manu- facturing is of interest to ever man in the trade. But mere personal items or (leseri})tions of old goods, the jirima'v purpose of which is to give additional advertis- ing to a concern alrea('y aj»j)earing in the advertising sec- tiDU, is of little value, either to the advertiser or to the |iii!)lication. The openness of the advertiser's methods Is ([uestioned and the editorial policy suffers loss in pres- tige. The natural restdt is a falling off in interest in the reading matter carrying with it diminishing interest in the auvertising ])ages. 'I'he effect of a loose policy in this rcs|)cet is illustrated ill llie reasons given by a large advertiser for canct ling a long time contract with oi' .1' the largest tr;'de ))aper.s ill the r?iited States. " I •' • were to send those |)eople a cut of the first s(]uare we iver made and v,ire to a^k til' ! 1 to write it up. tliey would bring it out in their 1.1 \t issue in The New (loods l)«|>artment. \N'e, our- selves, do not wish to take any such advantage ot any paper wc use, but, on the other hand, we lU^ not ^\i'^h any fr*' • ♦■-. 110 ADVF.RTISING Hi. of our new goods to be ilis[)kiye(l side by side \\\i\\ the old <4'oods of some otlier nuuiufaetiirer. \\\ our opinion, siK'h a i)a])er is of little value to the trade and ean exrrl but little inliuenee. So \ve have deeided we ean lio ;is V ell without it." 1 18. Contracts and terms. — Most business men do not think it good poliey to sign eontraets for more than one Year, unless thev feel they are proteeting themselves against a probable advanee in rate, or in order to obtain a long term eontraet diseount. In Canada, for exami)le. the rapid growth of tJie eountry earries w ith it eorrespond- ing inereases in the eireulation of any good publieation. i\d\erti.sing rates, as a result, are inereased at intervals and for this reason, strong publieations are not inclined to aeeept eontraets i'or more than a year or to allow discounts for long term contracts. A contrary policy would, under ordinary circumstances, l)e an evidence of weakness on the part of the publication. The best trade j)apers are insisting upon consistency in their advertising terms. Cut rates produc he simiic havoc here as in any other line of business. Tiie utility which the paper oifers in the form of selling power is more easily comprehended by the l)uy( r ol' advertising space if a one price |)olicy is adopted and held to. In fact, it may be said that no trade or technical puh- lic.'ition of high standing, in the I'nitcd States or Can- ada, will d(\ iatc from its publiNJicd ratr cMrd. iAlthongh ti'adc p;iptr circulations arc mil fi\c factor, yet the publication with the large circulation is. of conisi'. most \;duablc. It ?nust. however, cover its lield in a thorough ni;mn( r and be e(htorially strong. The practice of charging iVom l.j to K) per cent tnorc ADVERTISING M KDIUMS Ul foitlirec or four insertions than when a yearly contract is siuiH'J makes it desirable to examine the (juantity as \m!1 as the qnality of the circulation. Other discounts iillowcd by trade journals are discounts for cash, dis- II Hints for a certain number of consecutive insertions, liiscounts contingent on the amount of space used, and tcr \;'.rious other reasons. In writing to pubhsjiers the prospective advertiser Nlinuld recjuest s|)ecitic- ini'ormation in his iirsl If-tter. This is necessary since many rate cards issued by trade iniirnals fail to ^ive eomi)lete information. Ml). l\sc of ^noicral mcdiiiiiis. — Illustrak'd j)apers iinil magazines may be said to cover the caj)tion of j^en- d.il mediums.^ A recent newspaper directory showed a lotal of 2.'i,.)9.) different publications, of which 17,02fi Wire weekly jiapers, ])rincii)ally local weeklies; 2,81-1. \v( re monthly publications: and of the class publication.;. I'VJ '.ere religious. 307 were devoted to agricidture, '2t)0 tn general literature and magazines, and the r'^mainder wf re devoted to various special interests. The total lirculation of each issue reached the enormous sum of 1 1 l.'JIM»..'}.'{i copies: i.i'.. I'nr a period of .'M!.') days the (ircnlatiou amounted to S,1C.H,1 4.i,7tO copies or enough I he (|urvtion is frccincntly ,isU<-(l. "How tti.iny more nc\vs]i;nicr.i ,iru) 'iii^Mzines arc thrrr now (Iimti tlurr n^rd tn tir'-" Thr st.ilislir'; .iic infrr- i"-linp. The nuinl'cr of j-uMicitioiis in the riiitfii SlatrN at difTcrrnt "••iiifls nrr .is fol!o\v>.: N iiir. |H(il IH7I IHS,, |H• in St. l.ouis. ( )r, in C'anachi. it may be found that of vo pub- lications of the same character, one has a larijfer circula- tion in the l^rovinee of Ontario, while tlic other's circu- lation in the westeiit i)rovinces is particularly strong. Thus it may be well to have a jjopulation ma. at hand, which should bi'eomjjared witli the statistics furnishcil by th(> solicitors' departments of the various publieations. Such a comparison will show that, in a general way, the density of population and circulation of j)criodicals rougbly coincide. l""oi* instance, a map showitig the relative density of eii'eulalion over the I'nited Slates would disclose ♦he fact that, of all kinds of publications, the greatest circulatio?! is confined to'tbc counliy east of the Ml^- sissip))i River and no'Ib of Mason and Dixon's lint. Illinois. New ^'ork :ind IN imsyh ariia each ha\c a cii- culation of 1(>,00().(>()() and over. Maine, Massachu- setts. New .Jersey. Ohio. Indiana. Missotn'i and Tdi- nessee each have i)etweeti 'J.OOO.OOO a!ul 1 (>.()()(■ 0(»(i; while (".Mlifornia, New Mexico. Kansas. \ebrask;i. T«'\as, Minnesota, Iowa, (ieorgia, \'irginia, Maryland and Kentucky each show a cu'cuiation of between .")()(».- ()()() and I'.OOO.OOO. The of her states have less than 500.- ADVi:RTISIN(i .MKDUMS 143 ■■,1 '■! 1)00 each. A I'lirtlicr analysis shows that tlie first ten states named eontain 81 per cent of the conihined circu- lation of all pubhcations. It is evident, therefore, that ill a general eanipai;4ii, unless special effort is made to use the pa|)ers that circulate in the far west and south, the |iiil)lieity \\ ill i)e confined largely to the northeastern Mction of the United States, ^here the ])opulation is ill iisest and consumj)tion of all jjrodncts greatest. ill Canada, aj)))ro\imately .>() ])er cent of the circula- tiiin of a national maga/ine such as Mac I. can's, Caita- illiiii Home Journal and Canadian Courier will be fo>md iii the l*ro\ince of Ontario. The halanee is about ecpially i|i\ idcd between Quebec and the maritime ])rovinces in t!ic east, and Manitoba, Alberta, Saskatchewan and Brit- isii Columbia in the west. The Western Home MontJil// and the Canada Home MonlJiIi/ circulate principally in the Canadian West. lieeause of the large French s])(aking population in Quebec, tiie circulation of any I'.iigiish magazine in that j)rovince is naturally small. If is clear, however, that a judicious selection of maga- /.iius in Canada will ])ro\ ide an advertiser with circula- tion uniformly covering the entire country. l'_'I. .inali/sis of jnihlications.- 'Vhc same general II Ihod should be followed in detei mining the character III a general medium as is used in the anal\sis ol' the tr.ide paper. Its circulation .ind its personality deter- !H ;ic the pulling p"\ver and the advertising rates of a II igazine. i'_'2. Mas:a'.incs for rconicn. — .Advertisers commonly ^|i' ak of the general mediums as being divided into three (lasses, since eacli attracts a distinct class of readers. I is makes some publications more xaluable to one ad- "'iriiser lii.ui in rtiiriTrKr. i irsr cr'nu iiic" tvoiiKii s j/iri- "licals, of which Ww Ladies' Home Journal and the |i, 144 ADVERTISING Delineator arc prominent examples. In a sense these two mediums have set the type for all others of this kind of pui)!ieation. It would i>ot he safe, however, for an advertiser to rest contented with so simple an analysis, for each of these i)a[)crs has an individuality (juitc dif- ferent fi-oni the oilier. The Ladies' Home Joiiniul and the Delineator ap- l)eal to every class of woman; to the home side of her nature, and also to the social side, 'riiese two puhlica- tions show distinct characteristics in their make-up. The Jonrnal amon^ the women's paj)ers has set the standard si/e for this class of ])ul)licati()ns. The size of its type ])a^^e is 9:1 hy 1 U. The Delineator held to a si/.e of its own for a numhcr of years with a page fil by 0], hut recently its dimensions were made the same as those of the Journal. In another respect these two papers resemble each other and that is in their power to hold their position as a "regular" family paper. The renewal of subscriptions year after year for some one pa])er is not so characteristic of American homes today as in the past. One or two maga/incs will he taken one year, and the next year something new will find a |>lacc Mithin the household. Hut in the matter of women's publications the choice is more restricted, and as a c()nse(]uence the Journal and the Delineator hold the family allegia?ice with gnat tenacity. In Canada. The Home J< irnal is the only |)ublication that might strictly be termed a woman's maga/ine. ha\ ing genei'al features that distinguish, a j)ublicati(>ii of this ty|)e. TJ.'J. Cieneral monthlies and rceeklies. The second class of magazines embraces the great monthlies, such as the Atlantie Mont hi fi. Harper's and Serihner's. An analysis of these p»d)lications would show that each has h AI)Vi:in'ISlN(i MEDIUMS 145 ;, pt'ciiliar advantage as an advertising medium. Eaeh wirlds an iniiuenee over its eonstitueney worth paying iui'. Tiiese ])ai)ers ai)i)eal to their readers in a manner iliat mai in the path of every advertising venture. W hat the advertiser wants to know is the si/yC of the circulation and where the luedium goes. Some of this iid'ormation may he ohtained by a general inspection of the editorial policy. ,\ dill'ercnce in the editorial poiii' of view indicates a ditference in the mental attitude of AD\i;K'llSL\(i M1:DU MS 147 the readers. For example, the Saturdaij Evening Post makes a speeialty of diseussing savings inve>tnieiits. in harmony with this point ol' view the ethtorial policy takes a sane and conservative stand on the ([uestions of the day; hence its influence with the average man is very strong, hecause he I'cels that every proposition adver- tised l)y the Post has heen investigated. The advertiser may i'urther learn that in the United States Harper's Weeklfi re])resents the opinions of the commercial Kast, and that Miiii!ic'//'n is relatively stronger in the West than in the Kast, in Canada, that Macljcan's is strong in the East, while the hulk of Canada Monthli/ circulation is in the ^^'cst. But if he wishes to know whether the circulation management is vvorking vigorously and elVectively in any ])articular ter- ritory, the advertiser should demand such knowletlge of tlie solicitor. 125. E.rperienee of Collier's IVcckli/. — An example ut what one })uhlication has done to gain the confidence of its advertisers is shown in the statements issued hy Cnllicrs' ifceJ,!//, which are printed on pages 148-140. The actual net circulation of Collier's is given in a statement signed hy puhlic accountants. That this iinarantee is not an advertising dodge is proven hy the p'ljicy j)ursued hy the company since its ado])tion in I'M 18. In tliis year the conrpany refunded every adver- tiser pro )-ata of what they had paid in and on a hasis of about l.'J.OOO coj)ies shortage. This refund amounted tn many tliousands of dollars. This was the beginning of a ])olicy which is graduallv I" iiig adopted by ntht i publications and may become utiicral. Apaiii iii H)()o another refund, uas made to a I>art of its advertisers, namely, those who used the paper Mu first part of the year, but not the last six months. I IH 118 AI)M:KTISIN(i Circulalion Analysis of COLLIER'S The National Weekly Statements ahi-: Lssukd undku thi; Fullowin4,32S New Jersey 17. HO Pennsylvania r.s.fiOt 1G1,322 30.1 SOUTH ATLANTIC Dolawart 0S3 Maryland S.oir, District of Colnniliia. 3,72 1 Virginia t).7U West Virfiinia 4, "SO North Carolina 4,.')^7 South Carolina 2,315 (leorpia .5,100 Florida 3,407 SOUTH CENTRAL %nt Total Kentucky 7,314 Tennessee 7,2S1 Alabama 5,290 Mississippi 3 074 Louisiana 7,720 Arkansas 4,450 Oklahoma 7,300 Texas 13,492 55,97: 10.2 WESTERN 39,75 NORTH CENTRAL Ohio 2S,C17 Indiana 1S,074 Illinois 33,930 MichiRan 15,1:23 Wisconsin 12,411 Minnesota 12,952 Iowa lO.fSl r»i ioiiv'iir* i ~ , i — .t North Dakota 2.514 South Dakota 2. 70S Nebraska 0,040 Kansas 11.319 17;;,S24 31,8 Montnna . . . . Idaho Wyoming . . , Colorado . . . Now Mexico Arizona . . . . Utah Nevada .... Washington Oregon .... California . . 9 1 o 4 13 30 4S9 1S4 934 943 753 ,042 ,041 743 050 204 000 80,054 14.7 Canada 30,021 B.5 Forcipn 2,075 ^ Total 540,030 100. 1\-10 B,5 ADVKUTISINT, MKDH'MS STATEMENT No. 2 — BY OCCUPATIONS 14!) FINANCIAL, C^VSSES Hankers a' 1 brokers i: Ilk offirials and cashiers Ki:il ebtate and insurance brokers ' 1 Insurance and trust offl- <'ial3 Treasurers 515 5u7 25,3^2 PROFESSIONAL CLASSES I'hvsic-ians, b irgi ms and oculist 21,293 Lawyers • • Dentists DiuKS^ists and then sis... i^ intists, professors. '■achers ,:i((tricians ^'•lulents Secretaries Archit<^('ts Ckrviymen Art; 's and scul|iturs 1,1j4 Misi ellaneous 3,353 i:!,592 7,4S8 7.923 5,94S 4,243 2774 1,726 1.341 1,242 M ANUFACTURINQ P U R - SUITS Officials and owners 5C.031 Foremen, expert, mechan- ics, etc 33.278 89,309 RETAIL DEALERS For example: Clrooers, 14,- 823; butchers. 7.7CS 89,812 OFFICE WORKERS OF ALL CLASSES 129.7C7 SALESMEN AND BUYERS. 23,064 HOTELS, CLUBS. RES- TAURANTS, READING ROOMS, AND PUBLIC INSTITUTES 20.750 72.077 I!I ILDiNG AND ALLIED TRADES luchidinK builders, con- tractors, engineers, deal- ers in lumber, decora- tors, dealers in building; materials 32.356 GOVERNMENT OFFICIALS AND THE PUBLIC SERVICE !"■ Icral and municipal offi- cials C,485 r ilili(' service 7,s.j4 (' hsu'.ates *^^^ TRANSPORTATION Steamphips ai. 1 Pullman cars Officials Engineers, despatchera, agents, conductors, etc. . 19,280 230 643 20,153 HOT'SEHOLDERS. HOUSE- "EEPEUS, ETC 14,101 ADVKRT'SERS AND AD- V E T I S I N G AGEN- CIES NEWSPAPERS AZINES .. AND MAG- MISCELLANEOT'S Total ^'C,o: 5,059 3,543 5.024 !0 thoir circulation books at any time. Ot" upon their examination The above circulation ci ^wo.ooo wao ^i.w. ..riiouse & Company, Chartered Accountants, jur circulation, December, 1909. l\ F. COLLIER & SON, JffcT J. H. Guy, VumptroUer. If 150 ADVEllTISIXG w •if I • If I m \m- Those advertisers who used the j)aper the whole year (hd not yet a rei'iind beeause during tin- seeond haU' there was an exeess over the guarantf ed number. Furthermore, the advertisers who received un ex<.ess above that which they were guaranteed paid nothing fur the surj)his. The business world (luiekly responded to thib at- tem])t to strengthen their confidence in the adver- tising ])olieies of maga/ines. This res])ons>' is shown in the larger amount of advertising carried by Collier's in the year 1909 as compared with 1908, while the amount carried in 1910 was at least 2j per cent more than that carried in 1909. In commenting upon this policy and the success with whicli it has l)een carried out, JNlr. C. E. Patterson, the business ricnager, says: Advertisers and advertising agents are no longer worrying about Collier's circulation. Tlioy do not worry wlietlier tlu-y get 300,000 or 500,000 ; they know from past experience tlmt they only pay for what we actually deliver. I hclievc advertisers have a right to demand to know the exact circulation of publications that they are usiner. Investitra- tion shows that this information is liard to obtain. Publishers will not cjuote in round or net figures or, if they do, they will not promise to refund for shortage. As an excuse for tiot (h)ing this some publishers say it is not right to ask tluni to pay for shortage vmlcss advertisers pav for excess. Wheat is sold by the carload but paid for by the bushel; woolens are sold l)y the bolt and paid for by the yard. n In addition to quoting a circulation, CoUicr's gives its advertisers all the information that they could reason- ably demand. Tims besides the statements shown above it also ])re])ares statements showing the circulation ac- cording to buying centers (i.e., within fifty mile radius V AI)VERT1SIN(; MEDIUMS 151 of the lart^cr cities) by groups of cities, and by individ- luil cities oil re(jiiest. Hv pursuing tliis policy Collier's set an example that must sooner or later be followed by all reliable pub- lications. This is in luirmo' nith the constant demand of advertisers that magazines and newspa])ers furnish reliable data as to the amount of their circulation. CHAPTER VI ADVERTISING MEDIUMS (Continued) If? H I- ^ f Uti' m m 120. Ncti'spupcrs, home prints, patent insides.— Newsj)a})ers may be spokf'U of as dailies or as weeklies. The former may be eltiier iiK-tropolitan or country j)apers, but such a division is Durely an arbitrary one. Advertising men generally consider as metropolitan dailies those which are })iiblished in cities of the tirst rank, of which there are about twenty. All other pai)ers are called country dailies. There is another division of newspapers wliich is im- portant because of its numbers. This consists of tlie Meekly ncws})apers and they exceed all other publica- tions j)ut together, there being about thirteen thousaiul in all. Two reasons may be given for the growth of tlie number of weekly newspapers in the Ignited States and Canada. The jxistoUice department has given more as- sistance to this form of periodical than to any other, and a system of coiipcration e.\is,s by which many different weeklies are printed in j>art !)y one ci'iitral printing con- cern. Tile cost of printing has bitji greatly reduced for the small country ])ublisji(,r. 'I'hese concerns are called "ready print" comjv>'ucs and they supply on an aver- age about I ight thous.uid nc\vsp;(p(.rs u ';, ready prints, This feature is ini|)ortant to the advirtiscr sini-e it per- mits him to eiononii'/e in the matter of |)laies or electri)- types whenever undirfaking an extensive campaign. l"or example, oidy one jilatc or dec trotyjie need be sent i ■ ! i - - Ir ADVERTISING MEDIUMS 153 to the home office of the "hst" where the insides of per- liaps two thousand pai)ers may he printed from the one plate. 127. Coopcralh-e printing.— The following table shows, by states, provinces and territories arranged geo- .nai)hicallv, the number of newspapers printed on the c()()perative plan: 'I'ahle 57. — Ne\vspai)ors printtcl on tlie co-operative plan, by states jukI territories: 1900.^ Statk oh TiKiUTOKV Nuniln r of Ni'\vspaj)ers. United States 7,7-i9 North Atlantic- diviMon 7!^8 New Kn inland ^ ' * Maine • 1^ New Hanipsliire 30 Vermont ^^ Massaehusetts 90 Uhode Island 16 Connecticut *° Sontl.ern North Atlantic Sr)! New York 196 New .lii-sey "9 Pennsylvania •^'6 Soutli Atlantic ilivision •'>11 Nortlicrn S..;itli Atlantic- 185 l).Ia«-u-.- * Maryland +9 lv,l.,h (rtiMis of tlu- rnit..l Sl.l.s V.mi, \ ..I. !», j-iigrs IIOV-IIO:,. No ' r li^jiirrs hiivc Ucen issui-il. li ff*^ m If: f '- ilifl iNJ i54 ADVERTISING Number of Newspapers. District of Cohiinhia 6 Virginia 62 West Virgiiii.i 61 Southern South Atlaiitie 3i2f> North (arohiia 81 South ("arohna 51 Georgia 135 Florida 59 North Central divlNion 4,725 Eastern North Central 2,110 Ohio 337 Indiana 358 Illinois 703 ]\Iichi<^an 3G5 Wisconsin 34.7 Table 57. — Ni\vspaj)ers printed on the co-operative })lan. In states and territories: 11)00 — Continued. Statk ok Tkukitouy Western North Central 2.(515 Minni sota 40<) low.i (jl!) .M;s>ouii .'J7f) North Dak-.t.i 122 South Dakota 224 Nebraska 4(52 Kansas 403 South Central division 1.179 Eastern South ( 'ent ral 476 Kentucky 69 k V ad\er:isixg mediums 155 Nuinher of Nl'W.SJ)ilp(.TS. Tennessee ll-l Ahihaniii 13i Mississippi 1G9 Western South (Vntral 703 LouisiiUia 9-i Ark;uisns l-i^ Indian TiTiltory 6ii Oklahoniii l-tS Texas 2.'51 Wesurn division 606 K(Kky Mountain 285 Montana 32 Idaho 40 \\yom'u Orif^on '•■* I'ahruriiia 118 I M ( ' \ \ \ 1 1 \ Qui'Ix'c ' '* Ontario -'fiT Maniloh (yH Alhi. I f'G Saskaichi'« ■HI 1 '1 Uritish Coiuiiihii 10 loO ADVERTISING n 128. Location of papers priulcd coiipcrativchf. — It Mill l)t' seen IVoiii this statement that in the Fnitcd States oNcr (■){) ])er cent of t!ie papers j)riiile(l on the c()(')])erative ])lan are found in the North Central division. 'J'he num- ber in Illinois alone (the highest for any single state) nearly e(iuals the niiniher shown for the entire North Atlantie division, and Iowa (next in rank) surpasses both the >\'estern and South iVtlantic divisions. In Canada, Ontario leads in this elass of ])aj)er, while Sas- katehewan, Manitoba, iMberta, Q.iebee and British Columbia follow in the order mentioned. Many of the news])apers of this elass are tiie only ones in. their respeetive towns — this l)eine the local editor St K<-ts Mliat he chooses. On rcc-eiviiiti the plates he cuts them up as he likes, t'or arrannrment in his pau'c, c\cn eutliii^'olV tlu' hcadinu,s and supplying,' luadlines of his (n\n. io secure greater indix iduality The Amci-ican Press Association of X^w ^'ork. orer the woman's or the financial page, while trust companies find it more profitahle to use cither the local news, where, for example, the build- ing news is usually printed, or the financial page. Like- wise, hanks or trust companies, advertising their savings (1( partments, find tiie home page more profitahle; while tlie commercial hank, which deals chicfiy in commercial paper, uses th.c market or financial ])age to the greatest jiiKnntage. However, even financial advertisements v.ould prefer a coiispicuous ])osition on the news page to any here mentioned. ^'arious kinds of ])ositions for which newspapers charge more, varying from li [ler cent to full rates, are tlie following: 160 ADVERTISING tii- 1. Island posit'Dii^ — .surroutuled with riadiiirr matter. 2. Top of column or bottom of column, surrounded by read- in"" matter, oi" fi)llo\\in<; readin'; matter — called "full jjosition." 3. Next to and above reading matter. 4. Next to and following' readni^ matter. 5. Next to reading matter, alongside, undi nieatli, or above, fi. I'oot of column. 7. Toj) of colunm. Of tlicse positions the most exclusive is tliat of island positions, but most j)aj)ers raicly <^i-ant this privilege to an advertiser. There are various opinions among ad- vertising men as to what constitutes the best position, but the majority seem to agree that the top of tiie column, next to and followed by reading matter, on the news page, is the best position in a newspaper. One strong argument in supi)ort of this is that the adver- tisement is urought in line with the headlines of the newspaper and thus is the first item to attract the read- er's attention, since the average man, by force of habit, when he looks through a ])aper seeks the top of tlie column in order to fit ' the headhnes of the leading? articles. In order to use this space to the best advantage it is better to have an advertisement which is one-half the column i)agc and two cohinuis wide, than a full colunm in a single column space. Another thing to be considered in the selection of a position is the relation of the advertisement to the read- ing matter. Since the eye in reading tra\els from the left to the right, it is more likely to rest for a longer time u()on an advertisement which is ])laced at the right of the reading matter than when in a position to the left of it. f ! ADVKRTISLNfi .MKl)irM:> lUl ' if iVdvertismg position in llic evening- i)ai)crs is sonic- uliat different I'ron; tluit in the morning {)apers. i'oi- instance, a position on the editorial page of a morning {,';il)er is not so vahiaMe as the same space it) the evrning piiper hccau.-, ' the hdler i're(|nently u.ses the editorial page for special featnre articles. When it comes to position in the weekly and monthly magazines the })()ssil)ilities are considerably fewer. Many magazines have no reading matter position at all. The best positions in a magazine are generally ranked as Inllows: 1 I'a^-' faciiiff \:i>\ ]^n<^i- of n.idm^ iiiattiT. ',' riic .second pa^c of covrr. '■'). riie paf^f facing" mcoikI pa^^c ol iinci-. k I'/ifijc facing c'oiiti nts pa^r. .'). I'aifo faciii^j first pa^c of nadinj^- matttr. (i. l*a dixidrd into (luarters, each quarter section priced as one' ins,.lr pai:;e. Ill addition to these jxjsitions special rates are sometime s I'sked for gnarantced sitnations on right-hand pages. The basis of this charge rests ni)on the fact that as the reader tnrns the ])age the contents n])oii the right-hand pa Lit' lie flat before his eyes, while the kft-hand ])age is inclined at an angle and thns ont of tlu' direct line of \ ision, 1.'}.'}, Annliisls of prohh'n of position. The qnes- tiniis pertaining to space and position can hardly be sep- ni ited from each other. If the position npon a page is \irv good the size of the sj)aic used may be mnch Miialler than is the casi- when ai\ advertisement is bnried aiiiong many others of the same kind npon the same C— IV— 11 Uil ADVKUriSING .:i. m- li'. pfte, hut this same advertisement, plaeed upon a i)ane surrounded hy many others, should he much larger iti order to gain the same amount of attention. In deeid- ing the (picstion of position it is im|)ortant that the puli- lieation i)e thoroughly studied hy the advertiser. For instanee, there would he litllc gaint'd lor an adverlise- mi'nt which had a good position next to reading mattir. if the eliaraeter of the reading matter was such as to detraet from the eonfidenee or dignity of the advertise- ment in (juestion. I'ositioi.s are not solely ])referre(l heeause of some ])artieular s])aee upon the page, hut hy the eharaeter of the ri'ading matter, whether in the form of news or oilier advei'tisements with which it is associated. An advertisement for investment honds is Jiot strengthened hy heing plaeed next to an advertisc- menl foi- some imiversal health restorer, nor would an advei'tisement for wedding rings gain any sui)j)lement- ary support hy ai)j)earing |)arallel with a column of reading matter which chronicles the events of a divorce ease or a wife heating. There is also a general impressio \ that the cover pages and more esj)ecially the hack covers of magazines are the most desirahle j)ositions, hut agan. tiiis point can only he determined after a thorough analysis of the situation. Advertisers desiring general puhlicity, such as is sought for hreaklast foods, soaps, etc.. can use these 'special dis- ])lay positions to great ad\anlage, hut for advertisers engaged in an educational cami)aign such ])ositions have little value. A hanking institution, for instance, would gain litfk' in ilignity noi- win niueli public co.'ilidence by being re])- A1)V1,UII-I\(. MKDHMS l(i;j rtsriitc'd l)y an iKlvfi-tisciiRiit printed in bright colors u|)()n the hack c'ovcr of a ^j'licral niaga/inc. Some advertisers in trade j)ul)hcations seek tlie front nr !iai-k cover page. The vahie of this |)o.silion hc.^ in tlif fact that the ad\ ertiseinent is likely to he \ isihle so ImiL'' as the _joni'nal is retained nj)on the ollice or lihrary t;il)k'. I 'poll the length of time it remains there, de- [i( lids the vahie of the j)osition. A right hand page fae- iiiL'. reading matter or o])posite a l)nyer's indix. tlu' first p.igc pi'eeeding I'cading matter and the lirst p.ige foljow- ■w'j; leading matter are also considered \aliiahle i)osi- tillllS. A student of advertising \vho notices the methods cm- ])Iiiyed hy the Ladies' IIowc Journnl, the Delineator or [\\c Salurdau Kvcuiuix Post will iind exdllent examples ^^'i how these ])apers. which have develoj)ed the method I't' relating advertising space to reading matter, have >U('ceeded. l.'JI. Advcrtisiiiij; rates. — Selling of advertising space li'is not been reduced to a one-})rice liasis. Puhlishcrs li;i\ e not yet reali'zed that this would he the hest l)usincss policy, since it would result in giving better satisfaction fii the advertisers, and in creating better advertising. Till one-price j)()liey which is maintained in the inercan- til( world is the result of a long commercial develoj)ment. C iiiiiitries which are furthest advanced commercially are iiii'Nt strenuous in sujiport of a one-price system, liaek- "ii'l countries exhibit their lack of commercial experi- ,PDi iizTr] iM/iGE Inc Kit Al)\i:ii'I'ISLNG prises .seem lo exhibit at some slaL>e of tlieir development a teiideiiey to use i system o' liiyerential rates in their business (!eahn;4\s. !u the world of transportation, rate discrimination on the i)art of the railroads has called for gcnernmental interfei'ence in order to protect various chisses of business men. Adxertisin;^'. like lrans])orlation, is an imj)ortatit faetoi- in the distribution of i^oods. and although it has not been found necessary to call for uovernmeiilal ri',i)ai)ers, seeing.? tlu advantar' !ice to the piililishers whelluT this iiialeilal consists of ;!il\ ( I'l isin^' or reading matter, 'lut when Ihe piiilils upon the space lire ('ojjsidercd, e\er\' ineii oi adv ert isin^'. no iiiaii(i- ai wiiat piatc II !-> SO M, adds to II le ini'oliK' o f the I >ui>iis|i(r, w hii( tl le reail- it IS 111 111 cs in L'S ADVERTISING MEDHMS 165 inn iiialtcr may rcpristiil an added outlay for rc'|)()r- imial or editorial eopy. Ti lis is the same arjiumeiit. course, wliieli the mamd'aclurer makes when lie sells (ids in l'orei«4;n eouutries at priees niueli lower than le \aries the i)riee II 'se ' i so lie reeeives at lioiiie; or \s lieu I me artielt,' for diU'ereiit markets. lie ar<4"ues that l!ic eost is jiraetieally the same whether lie sills these ( ■ lia u'oods or not. yet there is some ^aiii i'rom the larger ^:lit s due to the maintaiiiiii*^ of his position in the market. The piihlisher \\\u) cuts rates od'ers a similar i.ason in siippoi't of his jiraetiee, sayin,u,' that the eost of jjiililiea- tii.ii is praetii'ally the same, and, therefore, any adver- tjsiiin' space that may he sold re|)resents just so nuich i(ss eos t t o he l)() rue in the pu hlieat ion o f li s i)ai )ai)er. 'rims, the tem])tation amoiiu' the puhlishers to cut rates real. 'I'hey figure that it is hetter to ^^et ^.'t.OO ])er (I;iv for a eei-tain spai'e eoiitainitm' advert isin-i' matter is <•• III tint lo liax e I t at all. 'I' IIS space must he used anv an( 1 tl R'V prelcr to h ia\c it used hv an advertiser vd;ii would |)ay souicliiinu' I'oi- it, I'athcr than lo ))ay ^i'ace rates to the repoiier tn till it. .Sui'li an ar^umi'nt as this, 1 lowt'ver lea\ IS oiii ol account he niJlus ol tl various advert isci's who use tl e puliliea'ion. 1' V erv a( le 1- is luiiin out at a trade dis:: i\ aula; 11 c IS 111 much vertiser who j»ays more than another for the same serv- icr till lii-l same pi>sition as the .sliipp( r in a town who pavs a lie to the railroads than aii\ of his eompi lilors. icr M 'iitlilv inaLia/ihcs arc m ip< 11 () inis t( iii| »!;il HUi so iiiiicli as the ncws|)a|)ers, since they an- in a position to r U rcn'iilate the tiumlter <»f their pa^'es in accoi'dancc Nviih tl ic amount of advcrtisinn- thev lit The eost of white pjipcr and the iditorial expenses are so L^rcal, iiexcr- liiclcss. jiiat the puiiiisiier must lonk to llie ail\ eri isiiil;; ' • |i.i\ the freight."" Mdsl of the |)uhlicat ii Mis have an IGG AI)V1:RTISI.\G flastic advertising .si)ace, since business polic\' often dic- lales that good editorial or news matter must give way to page adxertising. Slill, some publishers establish a dead line o\er whieh advertising matter is not per- mitted to eneroaeh. Nevertheless, as the literary eliar- aeter of the magazine retreats farther and farther iiitd the baekground before the i)usiness necessities of mod- ern publications, this dead line is beeomijig less and less in evidence. Nowadays, the advertiser is looked upon as the chief support of a jjublication. In conse(iuence. he is becoming a g- ater factor in determining what tht maga/ine shall contain than is the reader. ^Vs an illus- tration of the relation of advertising to the cost of ])ub- lication, the following statistics u])on the subject, from a well known rnited States ^veekly trade i)ublicati()ii will be iustrui'tive. 'I'he following table gives tlie cost per column inch of s\KH'c sold, and also shows the percentage each item forms ol' the selling pi'ice: Cost per IVr (Vi.^ iticli Kdltori.il cxjjinsos $l). IS) 11 Mr( h.iiiic.il print inn-, |i,ipr)-, liiiid- inn,-. Iiiilk. po-itaiff DJ) to HllMlicNS .salaries ami liiiseillaiiedlls < spmses r>'.l :5() I'rolit iMi 1!) Tnl il $1.7.'J KM) Such an analysis shows that after and i»ronght only .Sl.7«'J. in other words, it cost the pidjlislicr Al)\ ERTISIN(i MEDIUMS 1G7 SI cents for each dolUir's worth of service rendered its aiUci'liscl's.' In Canada, the relation of advertising to the cost of |)iihlication is slightly iiigher than in the United States. C'iiculation ex|)enses are heavier ilue to the more widely (listrihnted popnlation, and the mechanical costs are also higher — paper costs from 2.3 i)e)- cent to 40 \)vv cent more than in the United States, and the Canadian pub- lisher must pay a duty on printing machinery which must lie imported. IMC. Other wclhoiJ.s of variiiiiii; rates. — Besides the ihreet cutting of rates hy publications there are many subterfuges used in getting around the rate (juestion. One of the commonest is the jjractice of trading space Inr merciiandise, or services of various kinds. Mr. K. St. I-Jiiio Lewis in his c()m])rehensive hook on '"Financial Advertising" cites several interesting cases illustrating this method of rate cutting. On one occasion, a husi- mss department of a ])r()minent daily newspaper tried \n sell the author an assortment of tyj)ewritcrs which it had taken in payment of advertising si)ace and for wliieh it had no use. On another occasion a newsi)ai)er took a large • V -^1 I'lino I/«i- ill "I'lii 111. i.il \.Ki rti-iii«." m [(i8 AD\i:UTISI\G IW iiisci-lioiis at a set price, and .slii)nlalc in the contract iliat Ml many coliinins ol' IVee reading' mailer will lie ,ui\(n in aifl'-'"i<>- riic reason for this has l)een exj)lained in the treatment nl space and position. .Magazines also offer a discount to their customers \'nv continuous insertions. Sometimes, houevei-, an ad- \( rtiscr wishes to skip some one issue, hut, as this would l(iM' for him the discount hased on continuous insertions, it is well for him 1o knijw that hy using a very small aiKirtisement, consisting of the minimum numher of lines which were specified by the publication, the lower rate may he held. In Canada, this form of discount is iKit fonnd. It is the universal practice of Canadian iiiaga/ines and trade and technical i)apers to base their (liMoimts upon a space used l)asis. The advertiser ob- tains a rate according to whether he uses ti, 0, 0, 12 or 52 pages, half images or <|uartcr pages within the twelve iiKUiths. Whelher he does so i!i a greater or lesser num- l)( I- (if insertions has no bearing on the matli-r. The ainoiiiit of space used within the period of one year ^ii\ei'i)s the rate. Ill these days of rapid developmiut. tlic circulation • if many maga/ines grows gi'caler I'ach year. As a con- se(|!ienee llie advertising rates arc changed in accordaiu-p "itli the increased service put at the dis])osal of the ad- vertiser. Sometimes, if an advertiser indicates the aiiKiuiit of space he will use during the year, the privi- l ADVKUIIMNG mattcT to the best advantage (k.|)tii(l.s larocly u|k)m tlic particular |)art of the c-ar in wliicli the readers of tin advertisfiiicnl.s arc seated. A person seated in the mid- dle of the ear would he able to see about the same nuui- ber of advertisements, reilance in a sired car advertisement, and this factor sJH.nld receive allenlion lirsl in determining the charac- t,r of such an ad\ertisemcnt. Second, it should he kept in mind that the available space is limited and lliat not more than lifty words of descrii)tion can ])e i.st.l to advantage. Third, this advertisement must l)e n ad by ])eople at a eonsiderahle distance from the sign. I'Murlh. the state of mind of the readers should not he Insl sight of. since there are certain distractions common 1,, alftravelers, which tend to divert attention from llic printed card. Thus it is that the character of the (■(imposition of the advertisement should tend more to- wards winning the reader through forceful suggestions tliaii bv lengthy arguments. Nevertheless the latter caiiiiot be ignored. in. Xcccssit/i for diird appeal— The success of III any car advertisements dei)ends upon the direct ap- |:.al to the i)erso]is reading them. This is done by the use i^\' the s(vond or the first i)ersonal ])ro!ioun. and while lli.rc is not much s])ace for argument, there is always Miflicient room to insert a eonmiand. One authority savs: nnr ca.i r ad iiiust not oi .1 lik f :- traetion. That ar<;unnnt is the first tiiin;;- lie reads; it's the hist he reads -and {]\v first and hist impre>siotis usuallv stiek. Ir! (h<^(stihie (h)ses the eai- series sends liome, one 1)V one, tin truths of a selhn^^r story. Were those truths collatvd thiv nNi;ht he wearisome reaJing; very possihly tluy ml;4ht nut he read at ah. ^ i\ii illustration will show tlie (levelopmciit of advcr- tisiiio' c'opy in a?i effort to l)riii«r out the various poiids nieiitioMcd ahove. The text as originally eoniposed was as follows: Mueli trouhle is saved hy paying hills with eliceks. The cheek acts as a receipt for pavmcnt. Put your money In the Dime IJank, subject to check, and avoid uf,dy disputes. The material for a good advertisement is liere, htit its presentation is uninteresting. The advertisement was re\ised to read as follows: You may SAY you paid your bill, but you can't prove it. You could if you had used a check. A check prevents arnnmnents. Put your money in the Dime Bank, subject to check, and avoid u<^]\ disputes. But neither in form nor tone does this advert semen i vet rise ahove the e ommon|)Ia('e. It IS moi'e eonvineing le seeond ])erson hut )eini>' reeast because it uses the i)ronoun in ti still it is not direct enough. The form after I again and again finally took the form in whieli it ap- peared before tiie pul)lie. SUIMM K.MEM'AllV ADVKUTISING A1I>S 175 oil (Ik lift oil (hilii 't ••ilii>l ^ oil o|) (lispiitin;^ c-aii St V\{{)\ voii paid that l)ill if von paid it l)y Till voiii- iiioiuv ill the Dime |{aiik. pav l)_v chuck, and Jivoid i\ (li^plltts. 1 H'. Siriif car versus olhcr (idvciiisii A i t'W ^( IK nil coiisidfratioiis uliirli (liM'ercnliatc hclwcTii slrcrl car :i(lvcrti.sin«;' and n[]\vr kinds ilcpeiid not only upon th( nature of the advertising but upon its organi/ation. In the iirst phiee, street ear advertising does not permit In any great extent the carrying on of an advertising campaign whieh depends upon (hiiiy announeenients, or which expects hirge returns after the manner of the mail orikr house. The cost of the cards makes the first I hod i)rohibitivc, while the Hmitations as to space make it almost impossible to impress the name and ad- dress of the firm upon the reader so that he will rcmem- h( r it w icn he reaches home. Street car advertising does lint have the (lualities which give dcHnitcness and expan- sion to periodical advertising, but since it must confine its I'nrccfulncss within certain limits, its cfi'ect as far as it III! 1 so it becomes a valuable 1' jjfies is very intensive, aiu sii])plemcnt in the general advertising campaign. Fur- thermore, since it conies before tlie eyes of a greater luimber of peo})lc. as well as before the same jjcople a j.n'cater number of times, than do advertisements in other mediums, the impression is still further strengtli- eiicd. In discussitig this ])()int the authors of "Modern Ad\ rrllsitig" make the following inlei-esting statement: Str(it-car advertisjno; acts on passeiiffors in a more or Rvss compiilsorv wav. It can not he escaped, especially wliorc one 170 ADVl.K'nSINCr is ;i constant d.iilv ridi r. 'riu'rctOrr. it is a powerful au\ili,ii\ to anv dtlu'i' t'oriii nl' a(l\ i rt i^in^\ N'l) slorv wliicli it(]ii1ii^ details ill telllnti; it can, however, l)e siicce^sl'ullv i'\|)Ioit((l in st reet-cai's. I)esci-i[)t i\e >[)ace cm he ohtaiiuil only in ni.ini zines and newspapers. With r( IVrciHc lo ()r;.iaiiiziili<)ii <»!' t!ir Idisiiu'ss nl' sli'ix'l c'Mi' ;i(l\ I'rtisiii;^- in tlic I'liihd Slates, it may he said iK'\(i' to !ia\(.' been coiit I'dUcd cntiitly liy any (mk au'i'til. 'V\\c (■((.intry is (li\ivli(l inht sn-lions iiniK r the coiilrol ol" (lillVrciit ;.;j,iiils. 'I'Inis, the wliolc ol' N'lw l''n^laii(l is maiia;4(.'(l hy inic I iiii ; tlu' M iddlc Slatrs. I Ih- nois, Indiana. Iowa, Miclii.uan and Wisconsin arc coii- irolli'd hy anotlifr; tlif Sontli. cast oj' \\\v M ississi|)|)i. is owned l)y still anotlicr. .vliilc the I'ai'Hic" Slo|)e is ' and \'ancon\ er. I t;{. I'os/tr.s mill /i.'iinlid .v/':^ //.v. ()ntiloor adxcrtis- in;t may Ix cai'ried on hy lhr(( main niethoils: Poster work, p;iint(d sions, ;nid (lecli'ical displays. To nsc all the seis which may he provided I'or an\ tMie of tliisc melhuds ol' ad\(rtisino wouhl f\idenil\ he I'iir lic\(»!i.. lie I I o. • t» tl.* Ill»'*l lllll'l> ,>IV\ tlltlllll'l »«' «llll'l**t tin hill ho;u'd method was thai of a food coin')aiiv wliifh If S'lTLK-MKN'rAKV Al)\ I'.K'l'ISl.NG AIDS 1?7 undcTtook a campaign that cost about !^2.),()()() pir iihiiith. I 14. Iic^-iilntion of JuU-hoard (ulrcrfisiuii;. — So far as tli( l.ill-I.oanl is c-oticcrtit(l \Ww is pii'liitps no dcparl- 111, III of ;i(lvcrlisin;4- in wliicli .u'ood jiidgimnt is so ahso- hil.lv necessary. 'I'licrc is nuicli prcjudici' a.uainst tins Inrin of adv( ^tisiIl.^. Surely, tlurc could lie liltie -.liiHil li>- |)uttinu' heforc a eoniniunity a siun wliicli ui.idd ai'oiise oiilv t'eijiiius of rli.'ati.ui. A -laniiy liill- !,,,,i-,| s( I ,,j)p(ixitc' a ni.'.irs hoii-e ill a xaeaiil Inl lioid' riiiu iipnii 1 piil)lie hif;-livvav, in a ciiiintry Inwii (Irxolid to limm -. i- |ii>t a- nlTensive to tin immediate re-l(lcnl,> as wmilil lie llie inam- liiiaticT nl' a |>i^ -l\ ^i^i^J^ I'orlli ulVeiisivo odors, or the maiii- teriaiU'C of a slune lireakiiii;- machine. ... It umild lie a ^iii^Miliir re-ull of onr liu- If r'h' f eoiild m.l !:.• liad ii;;aiiist 111,' inaiiil, nam-, , hT pnr, Iv ad\,rliMii-- purposes, of an iiii- e.iitli hllMioard opposite mv lion-r. ha\int,f paint,,! iip,>n it yr,ites<|tie lulvertl-, nieiils an,l I, iii^' eoiistant ly, honrlv ami ,j..i|,. „ ,1, ,!(.:,. ,,...) 1.. .,,•_ ••••,!■>!■!■!» a!>(! !i so'ir'"'' of Mi!nr\' t,i Ih" felines ,if mys,lf ami family — or if an ,u',linanee liaviii; foi ' IV H ITS ADVERTISING it> ohjiH't till' >uj>prc»>inn of this iiui-.;uici_' could not \)v w.claii(l valid. Iji SOUK' c'oiiliiieiital ccuntrirs this I'ortii of adxcr- tisino- is iimUr sii'icl o()\t'niiiK'iil;il coiiliol. In I'jiLi- laiid llu\- arc slri>rio|y (|iKsli()iiiiio- Hr' ri,u,id ol' any owe sliiolr man or corpoi'at ion to nioiioi)oli/.c' tlic lan(lsca|)(_' lircansr lie c-liosr io pay a I'l w sliilliii.^s per annum Inr its UN! . II.'). f'it:c (if l)ill-h(i(tril fid: ( liisir.- 'V\\v otiui- sulr of tlir irustion. Irom the conuncrcial ])oint ol' \ic\v, is well jMit l)y Mr. Samuel C. l)olil)s. prrsidcnt of tlir .\(1\ I'l'tisino' C'Inl) of America, in a ri'ccnt address \k- I'oiv tlic Mayor and Council of Los Angeles: I i-tpn-cnt a firm wliicli spiinN nioiT than half a niillinii (liillai-> atiniially in ad\ rrl i-ini.'. A lari^c per cciil of Ihl^ ap pi'oprial inn 1^ >p('iil in xvhal \\r Ici'ni iiuldoor ad\ rrt i>in^'. >ii( li as hill posting;-, painted ualN, hullitins, etc. l\\ sonn' the hilh lioards afc attackrd a> a miisancc. Whicii i^ more un--i;;litlv. a striiiL;- of -jilcndidh paintid hoai'd^ (for wr advcrtistrs uon't have anvthini;' i-Im") or a ;^-ro«lh of raid< unds and piles ot old tomato cans and oilur n I'usc \\hi<'h Invai'iahly ixaaipv \ i- cant property on which hill hoards are usually placed.'" 'i'lie hill hoard is an ( udi ii<-e of thrift. We men who spriid mom v ad\ert i-inLi' ^pcnd it where there are |)rosjier.ins people, .ind the vci-\- pn s( nee of hullelin ho.artis and hill hoards m a town is .in ('\ ideiH'e ol |iios|)( ril \ which is a st.indm;;' ad'.crt isenieni '■> the transiint y,ues| tli.at that touti is a li\c town. It hrin^s husincss to your town. In l.os Angeles alom' tin concern I represent is spiiidin^- more Ihan >:'.*(>() pi i- month to pay lei' outdoor advrrtisiti/T. That money i^oes Id |,.iy Ihr hiijli-priced painters .•uid -!.i!!ei! I)ill-postors and helps mainlijn in vour city such a concern wliic-li Is a credit Io the town. Instead of hi ma- laxed as a niiisancf, they slioidd lie en<'oin'.i;^ed .and their lin- niss fosiered. I ••Mil told lli.tf this plan .alone Mpuseiit.s .siJii.. thino- like ^'.'wO.OOO. I.d us look for a monient to .see where Sri'I'LK.MHNTAKV AI)\ KKTISINCr AIDS 171) tlii> iHOiicv is spent. '!'li('\' u^imIIn' hiiild tliclr linanU on va- ( iiit pr()])ert y, or uliat is known as non -prochicin;^; ])ropirt_v. T: \ jiav iTntal for lliis occupation, wlucli ;4'i\cn to vacant, |in>[iritv an added \ahir and to holders of the >anK' a ri^uiar iiu "iiR'. 'J'lie hnilchiiL;- of t hi >e hili l)oard> ;^i\'cs cni|)Ioynienl, ill a lai'^'e Ijoilv of carpenter^ .md |iain!er>. and inako proihic- t;\e section'^ of this mlv whua x\onld olheiui'^e lie iiitircly ihaiiiaid. The itv oi I.os AnL;eli> sp. nd> lhiui-and> ol dol- l.ir- anniiallv to Induce people to come to Ihis city, to encou I'a i;!' iiianufactuiin;^' and olhei' enterprises. Here you lia\e an eiiti r- |iri-e which i> more valuable to you as a |-e\iiuie producer in \<'ur town than almost any manufacturing- proj)osit!on whicii MMi could induce to come lure. Its clientele are mostly foi-- _'i. in this wav l)i'ini.;ini;' into yoiii- city hundreds of fhou- - <:hU of dollai's ai'.nu/dly fi'om otlur sections of the I'nited >f.ili> that otlu'rwise would imt come hei'c at all. I sulinni'. til vou that this i)ill-i)oard }ilanl in Ihis city is nioi'e vahiai)le, v.i>tl\ nioi'c (ssential to the commei'cial lite ol I,os An;;'eK's, than anv liank vou may have in your touii or the largest com- nii reial i'nterpri--e whii'li you may ha\e here'. 'I'liis iimcli li.Ms Ii(.rn said in order tliat tht- adxniisri" im:i\ jj;\\v diK' considcratiitii to an advcrtisino' proposi- ti ii which in\ol\(,'s social as well as business (piestions. I I'i. l)i//iciillii.s (if hill-lxKinl (ulvciii.siiii:,.- 'I'he iiiak- iiiy (if a hi!ld)oard ad\ crtisi iiient is in one respect more ditliciilt than the \\i-ilin,o' of the street ear ad\ertise- iiiuit. People do not sil in front of a hill-hoard as loiin as thev do lufoie an annoinieeiiient in a street eai'. TIk' attention of the reader must he oaimd and the *«t iry Kiust he told all within a ulanee. 'I'herefore. the ('()])\- iilc;! suu'^i'stcd fo!" the strict e.:u' <"ird neei's oiilv to '«• slio'litly niodiliiil to iiiaki an ellVclive |)osl( r. I'ost- C'l's varv in si/.e from a lhree-s|i((l np li> a ! w ent v-l'our stiirt. A slieet ol standard si/.e is L'H \ !■•_' ineiu s. "i'iie ' ■ ' "f the sheets vai'ies, !he di!Verenee in price dep< ihI- 180 Ai)\i:Kri>iN(i iiiu upon tlif ixi-ddv of tlic ))ii'li)rl;il work and llic luim- ])vr of folors iisid. 'I'lic (iiiaiitity ol sliccis priiilc-l also has a htarin.u on llic n>st. 'VUvvv is a dill't rcncv of I'l-oin 70 pel- c'tnl lo SO per (ri\l liclwccii .5,000 and 1.000 lots. ll is salV lo cslimalr IIk' I'ost of covrrin^' rilics IVnin OIK' lo li\c thousand inhaliilanls al ahoul S'-'.SO per month. This will allow 0- lo S-shtcl posters al se\iii I'rnts per slicct. In cstliualin-^- the amount ol' display for dillVidit cities il shouhl h( kr tlie ii^soi'ialtd hill-jiostcrs, ol" wliicli tluiv aiv about I'oi-ty in all, dp lo llic plant owners lir nisc'lvcs. The lallir, in most cases, sini|)ly attend 1(1 their local Held and make no pretense of handling national accounts. It is at this point that the bill-posting industry shows I he weaknt'ss of its organization. Advertising agencies |iraclieally control 7'> l)cr cent of the national ad\ti-tis- ifj, jtalronage, and with the exci i)tion of four agencies wliieh make a specialty of hill-posting, and which deal directly with the hill-posters in the \ai-ious towns and (ili( s. this method of advertising has received hut little ,iiil from the agencies. There has heen httle co(>pera- 'iMi. and little cenlrali/ed etl'ort to jjromote the general ill! I list of the })ill-posting industry. To ivmedy this and, thert'foi-e, to meet the growing (Miiipetition of the news|)apei-, the magazine and esjje- 'inlly street car adv ci'tising, the association has organized :i promotion hureau." This hiu'eau lias heen gi\tn Mithnrity to foi-mulati- ])lans hy A\hich the selling of tills particular kind of adxertising may he strengthened. It is tlu'ir ])in'|)ose to develop the great field of com- li ■cial adserlising as successfully as they ha\e that "Urh pertains to the theatrical and cii'cus organizations. 1 tS. Painted .S7-7/.S'.- Clost'ly allied to !iill-|)osting is tlic painted sign. Painted adxcrtiscment s may he classi- ti((l as rcgidar. clwuu'e and f(niporai'y signs. Kegidar iKiintcd siLins arc set up all o\cr the country and ri'g- iilar stands arc maintaued in Ihc cil\-. ("liance |>ainted si'jiis (lepend for their display on fn work in the I'lnted States and Canada. The maximum i)ria' ])aid for this work is four cents per scpiare foot, annually. The work is distributed amonu' the various outdoor advertisers wlio control this kind of advertising space in the different localities. Such a firm as Varney and (ireen, in Los iVn^eles, would divide their expenses in earrvinu' out their i)art of the contract with the C'nca- Cola Company as follows: One cent per sijuare font \vould be paid for their leases: two cents ])cr scjuaiv foot for painted si)aces: onedialf cent per s(iuare foot for administrative expenses: and one-half cent per s(iu;nr foot would thus l)e ai)plied to jjrolits. The cost of bulletins such as those erected aroiuid a new buildiiiii' or around a vacant lot is twenty-five to fifty cents \nv running' i'oot jier month. These jjrices include one |)aintin,u- with a repainting' at the end of six months on vcai'lv (onlracts. 'I'he displays avei' i.i>'e ten fi't't hiuli, but some ai'c as hiuii as fourtei'U f<-'t. Special l<»c;i- Ikmis. lif coursr, demand special rales and are usually sold ti) the hi.ulKst biddei-. Contracts are not ^cncrallv iii;i(lc for less tb;in six months. 1 V.K Ifisl.s (if (Klvcrlisin:^ h/i poslrrs or }>// pai hil III, .si^iis. I'l'ihaps no division of ad\ crtisinu- involves si SI rri.i:Mr.NTAiiv ai)\ i:rtimn(t aids 1S3 Miicli risk as that iH'i'tain'm.n- to liill-boanl ])uI)rK'ity. If pn^icTs are used, llicii llic advertiser rims llie risk •>!' li,i\ in<4- liis si^n destroyed liy wind and rain. To meet this emeri^eney extra sheets should always 1)C sent to liie loeal bill-postinn- aoeiR-y, If a painted sign upon ;i wall is used the advertiser inay be conii)elled to see liis siun obseured from ])ub]ie view by the ereetion of a II, w i)uildin<>-. The Foree Food Company has a reeord ,,! havin.u' i)aid S-2.K)() for a wall whieh remained ex- pii^ed lor only eight weeks. illfl^- CITAPTKK VIII Sri'l'I.r.MKXTARY Al)\"i:irriSI\(i aids (Continu.d) ]'){). I'lh'ctr'ic (idycrlisiii!/. I'litil twinty years and llie cliit r iiuaiis of inakiiii^' si_niis atlracli\c was tliroui^li Ur- use ol' ink and pnlnl. Within the last two deeadrs, h(jwe\er, a new niediiiui has steadily <^'ri)wn in inipur- tanee, until to-day eieelrie advertising- has heeoine a reeo^ni/.ed I'aelor in modern coiiiniereial ])uhlieity. 'i'he fii'st eleetric si^n made its appeai-unee on liruad- way less than twenty years as^o. In eonneetion with i-etail advertising- cleetrieity made rapid strides from the l)ei>imiino-, and now it is show- ini;- its adaptability to the i)roader iields of national and iiilernational ad\ertisin^-. '!'he eleetrie si^ii niakes ati ai)i)ial to the hnmai; eye, and making- this appeal, as it does, al'tt'i- dark, it is n^t ■omj)elled to eompete with the manii'old attraelions which ai'e ])i'esent durin<4- the daylight. It is not dillieult, therefore, for the advertiser to impress the name of his |)roduet and the name of his firm u|)on the pnhlie mind. Althoniih electric ad- xcrtisiiiL;- is only in its infancy, its ncncral applicahility to all lilies of liusine.s ])ortcnds foi- it i)ossil)ilities that are yd iindi'tamcd of. 1.")!, (I'lKili.sl (It'clricdJ .s/f/'/.-The hiuhest achicvc- mirit in ehcltical sinns is sei i! in the \t\ij; display facinu' Herald S(|uarc in (ireati'r \cw ^'ork. It is crectiil on a threat steil sti'uefin'c si\ cntx-two feet liiuh and ;i tiiird of a city hlock in Icntith. It represeids a Koman chariul race with ohservatioii stands on which SI rri.i-.Au.s'iAKv .\i)\i:irrisiN(i aids IS.-, .w-ls l;!i)I1])s ai'e c'liecriiiijj the iirst cliarioteer to victory. Aiuad of tlic first c'liui-ii)lcrr arc live Koiiiau cavalry- man. JJy means oi" iiiij)rovc{l electric (lc\ ices the horses .ippear to be ^'oiii^;' at a I'ull <4alloi). their inaiies and t;uls waviiific in tlie wind. The wheels also a])i)ear to ir\()l\e rapidly and the crimson robe of the first ( liaiLoteer floats in tbe wind. While the chariots and ii\e horses are ])lu!i<4inn' on, a device manipulates a light illiiiiiinatino- the rc»ad bed which is ])ainted to represent liiH at stretches of track behind and ahead of the racers. l'>\ this continual change of the scene the illusion of an aftiial race around the ami)hitbcatre is greatly in- creased. The illusion is further heightened by the ap- |ii arance of dust rolling up behind the wheels. Some idea of the size of the sigii can be bad from Mil fact that the main chariot and the horses are foity- ti\( feot Jong and twenty feet high. There are ])osts nil the top of whicli are flaming torches thirty feet in li( ight. To M-hat extent this sign excels other signs of its kind may be seen by the fact that it contains III ally 'JO, ()()() bulbs, while its nearest competitor does li it have more tluui 2.000. It re(iuires (iOO horse j)ower In generate the electricity and more than .300,000 feet t'i' ujie is used in its construction. The space costs ^1 •■{(»() per showing for one year— a ten-year contract I • iig conij.Milsury. I.V2. Klcclricdl shin cosh. — Pi'ices for such signs are Iiiteresling, The Kayser 'I'ip (ilo\e s|)ace at Longacre "^ iiare has been (pioted at J^l,,")!)!) a monlh. 'I'he sign Npaee on to|> ol' the l)uil(ling across the s(piare from lliittl Astoi- has bien (pioted at >t^l.000 per month. ii... 4l.,. II..»,,1 1/ .1 V I to sell t'or ."l^iOO per month. There are many other ■^i'.^ees which sell for from !*<1,000. to $1,200. per month, IhG ADVKKTISING and it lias l)een estimated by a eonipetent aiitliority that Sl\()(M),000 a year is spent in the vieinity nl' New \\)vk on sneli si^n spaees. Tlie lai'^est si^ii in 'I'oronlo is that of the Dominion Sns|)en(ler Company. It meas- ures 21) I'eet by «U) I'eet and eosts SI, ()()() a yea'-, on a three year eontraet. This eost inehides the ex])ense of ereetion. iiyhtinj;' and rejjairing. Another ^vell-kno\vn electrie sii)'n in Toronto is that ol" tlie Seothuid W'ooh n Mills, eonsistinij' of about l.'JOO lights. The si^ii oii J.oew's Theatre is -J.") feet by 1-' feet. The eost of ereeting this sign was ^l.tOO. It eontains <.)()() lamps and the expense of lighting it is 18 eents an hour. It is interesting to note in this eonneetion that the Hash light sign is eheaj)er than the permanent one. sinee the latter is using })o\ver continually, and it is this item that makes the expense so high. Kven the small fractions betwtrii Hashes is a great saving of pouer and tlierefore of cost. 1.3.'J. Placing- of electrical si^ns. — As an illustration of the applicability of the general ])rineiples of adver- tising it may be noted that electric signs are ])ut in cer- tain j)laces l)ecause of their iiiHuence ujjon special classes of buyers. The famous Ileatherbloom sign at the corner of Fcjrty-second Street and .Se\enth Avenue was ])ut in this ])articular |)lace because of its proximity to Ilain- merstein's Victoria Theatre. During the buying sea- sons this theatre becomes a meeting |)Iace for huiuh-eds of j)i-ofessional di'y goods buyers, mostly from out ot town, and it is these men. and not the ordinary man (»v woman wlio may i)c passing uj)on the street, that the ad\(i'tiser uishes to impress. l.Vt. ()rij:/ini'jili(jn of clcclrictil (ulx-crlislnn;. — 'I'he electric ad\ crtising business shows less organization than the bill-posters or the painttd sign advertising Itusine^s. 'I'liis is due perhaps lo its youth, 'i'here are no national Sri'l'LKMKNTAUV ADVEll liSlNCi AIDS 1H7 solicitors for electric advertising and there is no arrange- iiuiit \vl)ci-cl)y a national advertiser can receive inrornia- tioii concerning the cost of the disi)lay in certain cities, unless he takes the matter up with tlie local lirni in each ( ity. No advertising agency has interested itself to a |)()int where it can render the electric advertiser such aid ;is would he necessary to secure a national ap})roi)riation. There are, in fact, no data, literature or statistics on riectrie 'iilvertising. So far the electric light eoni- paiiies have heen the chief factors in i)roinoting this new imdium of commercial ])uhlicity: for exami)le, The Rice Klectrie Display Company, of Dayton. Ohio, who t rected the "chariot race in tire," so well known to visi- tors to New York, have closed contracts with firms whose comhined capital reaches the enormous sum of Ji>.5()(),()0(),- ()()(). Only one firm in each line of husiness is repre- sdited on this list, whi-'^ is styled "Leaders of the World." l.").}. Indoor electrical advcrtiftcmctits. — Electric ad- \i itisina' is not exclusivelv an outdoor feature. It may Ik used in the store with great effect. The window advertising, interior decorating, lighting and display schemes have heen revolutionized since electricity came into general use. Interior lighting in reality is a ])art of the merchants' advertising. It imparts a sjjirit of (liirrfulness and makes the disjday more attractive and a!)|)ealing. It has heen said that at least one-half of llic articles sold are purchased hetween the hours of five and ten in the evening. The husiness of the druggist is cs])ecially adaptahle t" this form of electric display. The testimony of one Mch concern located in the center of the husiness dis- trict of a large city is to the effect that (U) pt-r cent ' f its sales are made after five o'chjck in the evening. m ISS ADMlUriMNC \\'itliont altcniptin^- to spcrily all the various lines to MJiic'li (.■Icrtrif advert isiiiy may he adajjtcd, it may he said ill hrief that the term, eleetrie adx ertisiii"^', may he iiseil to desit^iiale all the metiiods of atlraetiiig- attention hy the use of the eleetrie li<>ht. I.jC. House to house (lisliihiitioii. — A means ol' ad- vertising' whieh stands midv.ay hetween the hill-hoard method and the use of speeiallies is the distrihution of hand-hills and samples of ^oods from house to house. At one time this method was largely eonfined to drii^' and li(iuor houses. This faet, eomhined with taetless means of foreing hand-hills, hookjets and samples into ])rivate homes, io say nothinn- ,,f the disreputahle ehar- aeter of mueh of the "literature," estal)lished a stroiii-; prejudiee against the use of this method hy advertisers. More recently, however, the makers of food jtroducts, soaj)s, etc., have heen emuloying this means with con- siderahle success. l.)7. 7^/.vA',v of this method. — The use of this method involves two risks to the advertiser. The first pertains to the getting of honest distrihution. The second has to do with the legal liahilities to which the distrihuters of sample medicines, etc., are suhject. To reduce these risks as far as ])ossihle, agencies have grown u]) in the Fnited States which assume certain of these risks and guarantee to the advertiser a satisfactory .service within Certain territory. Such an agency secures the services of men as dis- trihuters in the \arioiis towns and cities of the rnitcd States, It examines, as far as possihle, the character of these men aiid kee])s a close record of their work through a system of reports to tlu' central agency. The auency in return keeps the local distrihuter informed as to anv Sri'l'LK.MKNTAKV Al)\ KRTISlNd AIDS 1 H[) n, w k'.uislatioii ' aH'crtiiin- the distrihution of cimilars. Mitdiciiic or (Inios. tells thcin ol' tinns tliat arr likely to rontraet for the (listril)iiti()ii of eimilars or samples. ,,n,l sends up-to-date lists of relial.le loeal distributers to |.ir> one of the largest distrihutin"' aj^^eneies describes how the method is carried on by one central agency: Wu ^ruiu-fuilet' tlio srrvico of all (iistril)ut.rN n'p;!>tfnil on ,nii- list to all advertisers who inay employ tlieiu. and a^ree to ■ Iront (■n]n- of c.ird i-'^iird to vnch of tlie .Mnpl<'V<'-> wlicn tliry ixrr iiMkiiij.' HANI) TO ADII.T distrilnitioii of -,iiii|.l.s of MedKiiRS or Drugs. To ciMliIov <■■- of the WILL A. M(»I TON' Distriliutinj;- Ajrenev. Yo„r nttrntion is rnllod sperificMllv h \hr Ohio .St.,tn Law refrrrinf: to tl„. (listril.ution of sM.nplrs of .M.dicin.'s or Dru;:. as i-rintcl ou th<' back ot this card. ,■ , i .■ ,»• m ,i 1„ coini)liancc willi tiii. law w.- warn you to make .'istnhii lo,, oi Med- icine, or Prufrs of any nature TO AIH T.T I'KH.SONS a. lolhnv,: Call on each fa.uily by froiuj: to th.^ door -nost ''-''■ .''iVl/Vr.nJlv wait until door is oi>eneM. :'.::., I'roprielor Will .\. MoHon DisI riimtint: Apiiey 1010 St. flair A\e.. N.t'.., Clescland. Ohio. 1!M) ADVKUTLSING r«iinl)ursc advertisers for any })r.)v,Mi loss sustaitud throii-l, \iolati.)n of coiitrart, uvrivil,.,re to act as our .jud-^-intnt dictates in order to estahlisli . a ri'liahle serviie at all j)oiiits. .\dv.rtiMrs deslrlno. to employ distributers listed herein are n(|U,'s|,,| to <'ornsp,,„,| ,n,v,.t ,vitli th,. dist rihuter. sendinfr sample . r m.alt.r to I.,' dist ril.ul.d. statin- maimer in which it '•^ '" '"■ ''"'"■• ■'il'l l-c(|Uest price p, r tl 'Usand pieces. Also l,r sure to mention that you were nfernd to tluni throu^'h .Mm! ton-s last. ,.,nd that you hold th,- .Molton a-ency responsible '■'"• the service. Do not ship m.dter until satisf.aCtory lu.d.r- st.indm- is r.acl.:d. If any complaints ar.. nia.ie that matt,r iias li,en destroyed or wasted, or dislnhidcd dilferentlv agreed upon, take copy of same and forward us. and \\ e u i'nn.(diat,ly investi;,^a t., and if foun. ;tii(l a,Iv,'rtis..rs .should n f,r to th, lat,st lists only, wlii,li *•■'" '"■ ''■"' "I applica loll. Our endorsomont holds o-ood on all disfrihiifers pui.lislud in each list as it ,tpp-e.irs. unless ollier- uisc stal,d in f /, ^, />„/, Dhli'iluittr. -\d\,rtis,rs are cordially invibd to c,)rr, spoiid uith us freelv 11.11 il SI rri>i:.Mi:.\'i'Auv Ai)vi;KTisi.\(i aids 1!)i i; ill inattcTs pcrtaiiiiii^^ fo the l)u.-.iiu.ss, as we are pKaxd at ,;i timus to i-Liulcr all the advice and survice in our power, and ■f. (■ of expt'nse. \,l(lrr>s .Main ( )flire. WILL A. Moi/roN DisTuinrTiNc, a{;i:n(V. 1010 St. Claii- A\e.. Cleveland, Ohio. >li',('I.\L NOTICl', .\ll "lio employ dlstillmli in Il^iid i^rwitli, inidrr onr n-iiarantc e, will take notu'e that we only _; 1 ii-antic their Ncrviee t'oi" the town> a> li^tid and not \'nv eoun- ■iK routes or .iddltional t'Trllory they nay cover, LNLESS <\Mi: IS Lisrr.i) hi.kkin. We do luit -i-iiarantee that the luinihei- of pieces mentioned to . .\.i- distributers is ahsolutely correct. IIowe\er, (li>.tril)uters ,\r in evrry in-tance stated Ihal their fij^aires sui)niitie(i are • ikin from an actual can\a-- of tluir whole tei-ritory. reaclnn;,^ .fMrahle classes only. In the small towns and citus a small ,i;intilv ha> In en added to place into farmer^' vdiicl.'s when I \ come into town. Thi- api)lie.s only to tlio agricultural !»i-lriels. ill C'jinada, llif dislrihutioii oi' saiiipks is doiu' lar^rly i \ iiulividiial oroani/atioiis located in tlir various towns Ml. I i-itics covcrfd. Soiiu' (d" tin- advcrtisiiio- aocncies, |m\\(\{i-. maintain a scrv icr oi" tliis kiiid. Tlir .1. .1. (.ililions C'ompatiy. Limited, of Toroido and Montreal, havi' rt))ri'sentati\es in various cities for the distril)ution of samples. Circulars and samples are nrcncrally distributed at ,1 cost of so miicli per tliousand. and the advertiser should find out the nnnilier of i)iires necessary to cover a particular locality, 'riiere is a .u'reat tenii)talion f(.r the local distrihiil< r to (A.-ium rat* in .ui"'i"M' '''^ estimate • llii- numlier nijinnd. in this i-esp( el a ci ntral dis- Irdiutinu' aocnev is ocncrallv more to lie relud upon. I 11 whei'c a lirm s( iids its own tra\elin,u icprescida- 192 ADVERTISING lir tivc rrom town to town and (itpiiids upon him to liir the local (hstrihulcTs, it is often wise to consult ll j;-uarant. d list ol' some central division, since the list men are likely to I'eel their responsihility to a u'n aU r 'jxtent than the casual distrii)uter who may he pickol u]) at random in any town. 'I'his service may cost more hut it ,U(ts more "nndii- llu' doors." !.)!>. .idvcrli.siii::- //orw;u inediums. In this deparlmi nt men ar • employed I" L'l ;ii fi ai .S(. ti ,f II w tl ft. I i sl'pi'li:.mi:ntauv ADVKirrisiNCi aids 193 uritt .tdvcrtiseiiitiits and to siig[i;cst methods that will in'iduce tJR' liest ix'siilts I'or iiicrcluuits wiio may have iiiixild _i>()()(ls on their shelves. H'lO. Siiccissfiil .sfilcs of (idx'trli.sinff )iovcllics. — Lead- (.is amoii<4' tl'.e maiiul'aetiin'rs of advertising novelties ;iri' thus awakening- to tin I'aet that their sueerss in the future must depi'ud more upon tlu ir ability to sell ideas, Mild plans of makiiiu' thesi' ideas eil'eeti\t.\ than in the vljinix of noxclties as merchandise. 'I'he lar^'e ad\er- tiHPy' a^eneies ha\e show.i tlkin the way and if they (Id not follow, "the specialty man." in the words of one i)\ the leading novelty manufacturers, "will soon be \\Mikinlr|) to M,'[) (louii III,. ciiriKiar pnip,, sitioM UMtil it svnns as t|,„u-l> w^ hnsv ,■,.„„■ ;,t ha.t h, ■, I,,' ,1 snIutH,n-a plain, ta.ty Uu <-al,.,:,lar, a n-ood j„b o„ craftMn.u. Imos m itl, pk-asi, .. ,i]\. f. ,,lain, sin,,,], yet fornl.lc '■'■■■"'"•- "'■■'^^■■'■- ""* t "•"•I'< P''i'l as ia-;,-.. as consistent ulfh caien.iar, uiM, i\^uvr. |ar-r an the rooni, and eael, eneloMd in a s,,„a>v, .-ivino- an.ple rnon, for the luHisewile t„ k. .,, nn'nnt, > of I„ ,• ameer's l,i||, „nlk Inll etc., and tin. farm, r his t..>(s, u. I;;l,ls an.l future hills reeeivahlo k to" sue- ccssfully got your uares before an appreciative public. Again I'X'.'I .nnditions must Rovern. \\-, hire two bright and reliahlo boys to distribute the calendars from house to bou.se in the city .mpressins: them with the fact thnf they must, gentlemanry.' dehyer one calen.lar to every fan.ilv in the citv. Kach mail box upon every rural route leading from the city is supplied '" "^"^.^ rni:;;T;y morchanf and creamery has his iH.tulle of calendars stamped by his compliments, an ...ficer p sriTLi-:.Mi:,\'r.\Hv ai)\ i:Hrisi\G aids 19.5 Miif> OIK' Ml Dirsoii to i\t'ry i!U>lmss house and extra effort is !■ to place one in every lo.i^'^in',^ caiiij), school (listrict and r\.n huntin^f camp in (lie country. Tliin^rs of this kind seen III (lut-of-way and une\j)ectetl i)laces make a ^n'oater im{)re.vsi()n ; III wlien met alon-- the nrchnaiy walks of existence. We I ue heen follow in^^r tliis j)Iaii for a numix r of years and find ■ it the demand increases each yiar. Tlir pedple have come ti) expect and depend upor, our yearly calendar, and ri f)ay 11^ for our time and expense hy unconsciously havinn- hurried ' i"'n ilu'ir minds our name and ad hy kcepin^^ the calendar I'luji, rly torn from danuary lo Decemiier. Twenty years ao'o there was one firm nianufaetur- inu calendars I'or advertisin*^ jjurposes. To-dav there in a thousand important firms, besides many smaller liiuises. engaged in this husiness. While the business li'nie l)y the one firn) two deeades ago amounted to a h " thousand dollars a year. Ameriean business houses ill I'MO spent about i^'JO.OOO.OOO in giving nwav ealen- iliM-s. It is estimated that the calendar houses have at I'.is! three thousand ti'axchng salesiiHii. I''-. Firms iis'ni;^ cdlciuhn- (iiircrllscinnils. 'Vhv ureal branches of business thai are using calendars \\'iiil(| j)robably rank, as to the numbers used, in the h'llnwing rder l-'irst eomes the insurance company. '•ii' firm alone recently spent '^.'jO.OOO in this direction. Next are the railroads, and in this connection it is said 'iii' Mr. TIarrimati was a great believer in calendar 'I'lvertising, spending yearly thousands of dollars in this ^y ' After the railroads come the banks, and next to '''"iM are tlie retail merchants. Some firms not onlv S\'v away calendars but advc rtise the fact that tliey have tlieiii f) give nwny. Armour Packing rom])anv an- nnnnced one of their calendars through the Safunlnij f^ioiing Pout. 196 ADNERTISLNG ^fany companies making calciulars contract with artists oy the year for their wliole output. Jn addi- tion to tlie t^oods made in the Cniteil States manv tiriiis imj)ort yearly I'rom (iermany millions of "'shells' to In- made into calendars. Some of these calendars cost the advertiser 2.") cents and n))\vard apiece. The orcal hulk of the calcnfhir sales is made ahout January first, the mannfaeturirs takin<.'; orders twiive months ahead sn that liny may have somethino- dfiinite u])on which lo reckon in making' and ordci'inn- siip|)lies from aliroad. 1 <■).•}. h\ffi'(iivciic.ss of tlic calendar adx-crtisniu'iil. The \alue of the calendai- as an advertisino- jnedinin is based upon the accumulalive elfect that its continiud presence ])ro(luces ui)on the minds of a few persons, rather than upon a single impression made upon .urcat numhers of observers. The makers of calendars reasdii thus: Our calendar advertisement will he read h\ at least fi\c proplf a day. 'i'he noi-mal life of a calciular heino one year, it is further reckoned that 1.82.5 impres- sions will he made durinj^r this time. At that rate the adxcrtisemcnt on 1. ()()(> calendars «ill he read 1,H-J,).0(MI linus din-inn- the year. The cuu; dative effect will, thei'efons he oreat. C"onsiderini>- that the average I'ost of an art calendar is IC. cents each v<'ar. or Sl<'><» a thousand, this form of ad\ ci'tising t-ompares \( rv {';\\nr- ahly with other publicity mediums, l-'urthcrmorc. it U'ets a i)rcfcrred |)osition. since it is placed u|)oii a man's desk or on the wall of his oilice or iioinc. "l?iit for the calendar."' says the noxelty manufacturer, "yoii could not iihtain this space for lo\ c nor monev." Kit. ///o//n-.v.— lilottcrs are probaltly used in orealir numbers than any othrr otie form of noxeltv advertis- '^• i- ■ » 1 11.1 1 '^ 1 in \ ,11 < iiM (I 11 PI) atioooani i\'. . V n nounii flic blotter is a verv ehe.-tp method of advertising <'()(iil sriM'i.i::\u;.\'r.\Kv Ai)M;i{Tisi\G aids 107 liid.Hiiieiit slioiild l)e shown in .sfkctiiin- an a[)])r()i)ri:itc liiim and inscription by which the lirni oi- the -^oods are aiiiinuneed. An advertiser wlio shows [)oor taste in tiiis resi)ect will get poor results. It is not his i)ur- p(i>c to leave a had impression upon the minds of those u!n. use the blotter and see his advertisement day al'ter day. To get the best aeeurnulative results the blotter I shnnld be (hstributed at least once a month to all the (iistomers ..nd to all the business houses in his locality. It i> well to have some variety iti the amiouncement. I'lil ^ll()rt. terse, sharp arguments should not be departed iV.iiii. If the blotter goes into the ollice the argument MiMiild be made to appeal not alone to the head of the li"ii^<', but to the otHce force as well. iti.-). House oriiv///.— About the iirst record, accord- ing to Harry (iriit'e in Advcrtisiu'j; and Silliiiii, we lia\<()f the house organ is j'ound in the year IHCi). One enterprising merchant in Paris in an effort to surpass III"' rivals and regain interest in his wares conceived the I'l' a of getting out and sending to his customers regu- larly a j)ublication containing items interesting to them, •i'l'l at the same time advertising his goods. .Sinci' that tunc the number of such ])ublications has constantly I'lcrcnscd, until to-day there .are being i)rinted at le:ist ■■I'd lionsc organs of the better class and the number is rnpidly growing. .Some of these house organs havi' 'H'M-mons circulations, one i)ubIicalio!i in the Tnifed Stiitcs, issued l)y the Metropolitan ],ife Fnsiu-ancc Com- pany. lia\ ing an average circulation of .').()(>(). 000 copies, house organ, c.-dltd the Mtlm/iolihin. conta'ns Tl us ii'""it .sixteen 'pages and is issued six times a year. It is iK.w in its twcnfv-sixtli \r»lnme. l"'*!. J'tirictics of !ii)u\c ori^v/z/.v. -House organs mav '"■ classed into several divisions: 1. Those reachinu 198 ai)Vi;ktisi.\g dealers. 2. Those reaching consumers. .3. Those reach- ing brancli (jillees, agents or employes. Probably the most fruit I'nl field has been the one appealing to thi, dealer. The (le\elopnient of the house organ has bcm due to a I'ecling that a newspaper or a maga/inedid imt ort'er opportunity enough I'or a thorough exploitation of all the good points in the article advertised. And again, in the general medium, each advertisement niur,t lose mucii distinctiveness because of the numerous other advertisements with which it is associated. The house oigan enables the advertiser to tell his slory completelv and in detail, and to illustrate his product, while at the same time the advertisement gets that benefit which comes from direct association with editorial matter of a magazine quality. A])pearing regularly it has also a cunndative ett'ect in influencing the dealer as does calen- dar advertising, and, going as it does to the desk of the business man directly interested in tiie ])roduets adver- tised, puts the announcements at the right s])ot at the right time. I methods, and hy advocating a higher standard of per- sonal efliciency. In order to gain the personal intenst of certain readers some houses maintain advertisino' cohmms for ])ositions wanted, husiness op|)ortunitie,s. etc. Other houses make a si)eeialty of writing up sales arguments and other suggestions to he used with a gen- eral campaign for the local advertiser. This would in- clude illustrations of goods in use and of window and store displays. A\'here two or more different lines of trade are to he reached it is hetter to devote a small house organ h) each, rather than to try to make one puhlication serve these various interests. Where the one issue method is followed much of the reading matter can have hut little interest for a large part of its readers. For example, a firm dealing with architects, i)lumhers and roofers <'ets l)etter results- if three house org;ms are used, each ap- ])ealing to a separate constituency, than if one house organ of a com|)osite ty|)e is used. l(>i». Boolhts null folder.^.- A discussion of all fin features which pertain to the hooklet is not shorten((i l)ecause the suhject under consideration is a little hook juul riot a large one. The advertiser has adopted tlie I little hook rather than the 1 irge one hecausc it is more ST'rrr.i:.Mi:\T.\i{v Ai)vi',irrisi\(i aids ^201 Mill table for his busiiitss. Jlut all the problems ol' eoiii- [H^Mtioii, printing, etc., that pertain to the kirger book, ;i|)ply here also. All the reasons, psyeh()lo<4ieal or otherwise, meii- ti 'lied in a previous eha|)ter, ap])ly with the same i'oree ill (letermining the eontents, dimensions and proportions oi a booklet. ]{en'arding- the size from the business ii.au's point of view, one author says: I venture to suy tin: vast majority of booklets that have lieeii tlniiuu away will he found to ]ia\e had lar^rc pa^^es and there- t"ie no place could I)e found aI)out a hu-iiiess man's dok, in "liiVh they could fall. 'J'lnie and aoai,, I l,,.,ve heard hu>iness inui connnent on the l)eauty of typouraphv of the folder or l.noklet, hut they say they should he smaller. A L.rne Ijooklet lu^ ahout a. desk until it eventually oets in the way, when it is iii"pped into the waste basket or p'.it away in a bookcase or a cli lu.r Mliere it soon ceases to have tliat ever [)resent familiarity .i!:d opportunity to do business that goes with a place on a mail's desk. 170. She and filtupc of hooJdc'ts.—Miiny books to- day which liave comljined artistic (juahty with coni- 11.' icial success are j)ublished in the size six inches lontr by lour indies wide, and about three-fourths of an inch tliick. Tliis size seems to meet with nencral ajjproval, and hence meets the demands of the advertiser for a maximum return in response to this api)eal. It would M' 111 from this that odd or extraordinary shapes would as a rule be barred. Little booklets in the shajje of lulls or r..:i.. :., u^ purpose. A booklet in order to he Imi)ressive should ai)pcal to 202 ADVr.UTlSING Ml '3lBM ir the reader as a candid statement of faels, namelv, that it is an ad\ ertisin«>" method and that the advertiser wauls the reader to trade with him. It makes n<> (Hd'ereiuo Avhether tlie reader is ahxady a enstomer, or whether he is one who has simply e.\j)ressed an interest in your he .1- ness; or whether he is at the time entirelv ignorant of your existence. Kach reader, whether lie be a custoniir or not, is open to the ajjproach of com])etinfy firms, and alth(ju<>h the advertiser may ha\e estahhshed trade con- nections M ith one of them, nevertheless, he may be taken awav bv the comi)etitor who has first gained his attention » * J cry by tlie stronger appeal in the make-up of his booklets or folder. 171. ^i successful example. — ITow a high grade of ■work may gain the interest of an indifferent firm is wdl illustrated in an instance told ])y K. St. K'mio I^ewis in his book "I'inancial ^Vihertising." The >- il Casii Kegister Com])any on one occasion desired to pn ^o a selected few among the most prominent merchant of tliis country an'l France an argument relative to their department store cash register. A booklet v.-as pre- ])ared to meet the special conditions, one of which was that the advertising man reach the head of the firm. Folders and advertising in })ersonal letters had failed and so it was decided to make a book that would b<^ so cosily in i)rinting. binding and general make-up that a man would inevital)ly be di'awn into a consideration of its contents. i\ceordi,,gly, a 1)0()klet was designed, en- closed in a hand-sewed pig skin ti-aveling l)ag, of the latest London design and workiiianship. In all, it cn>t more than .%")(), but it reached the head ofTice and accom- plished its purpose. Of course, this was a device to meet an extraordinai'v ease, but it shows in a measure what the advertising strategist may do when circum- stances demand it. CITAPTKR IX PROIJI.K.M Ol- Till-: UKTAII.F.R 172. Bciailcr and manufacturer. — The two irre- (liR'l)le t'ufturs in Ihc industrial world arc the onsunitT and the iiianiifaeturer. The f'linetions of these two are aI)S()lutely essential to coniniereial liiV'. Tluit each nii^dit have the advantage that conies from speciali/a- tion. certain features pertaining to the (leh\e.\' of tlie goods hy the manufacturer on the one hand, and the starch for j)urchasahle goods l)y the consumer on the other, were turned over to men who could devote their whole time to these duties. Accordingly, there grew up one set of middlemen ^hose interests were closly as- sociated with the manufacturer, since they sought to find outlets for his Avares. Another class of intermediaries likewise arose, hut their interests were closely allied to those of the consumer, as they hecame specialists in the selecting of goods suitahle for their respective conu 'U- nitics. Although the term middlemen has attached it- self to the first of these groujis, the wholesalers and joh- lii-rs, yet so far as function is concerned the retailers are also middlemen. IT-'J. Poiar of mUliJlcman. — So long as the whole- salers fulfilled t'>eir mission and thus removed a hiirden from the shoulders of the })roduce", they were encour- aged and aided hv the latter. Manv causes, however, Irtided to so increase the midd'''man's power that manu- laeturers felt tlieir economi. rosition growing weaker and weaker. Having many competing manufacturer? aH /# 201. Al)\ l.iMlSING if- from wlioin to choose tiuii- slocks, ainl often lmviii>r af- ti\-,(l llicir own name or trade mark to tlie "^-oods, the unknown nianufaelurer was sometimes kft dependent upon the jm'd(h(, man's wishes, wliich meant that tli<- maiuifaelurrr had to mei-t tlie priees uliieh the whok - salers set for liim. The killer knew the market and the consumers, and the manufaeturer did not. Had Ihi' means of oainino' pnhjic-ity ahvays remained as crude as they were uruler the early coruh'tions whieli ^•ave rise to llic michlknuurs position, tlie manut':;eturer woukl prohahly ha\e fouii'^ it necessary to still aeeept his depenik'nt situation. I5ut ])rintinn' and the |)rcss wliieh hrouL,ht poIii.''al freedom also hecame the means hy which the producer was ahk- to make known his ex- istence a?id lo push his ckums directly Ixfore tlie con- sumer. IJy niiiuis of advert isinn-, therefore, the manu- I'at-tm'er is ^ainin.u- his independeiKc. The joithcr is ha\n),n' Iiis activities i'(sir'-t or lie is hcino- eliminated alt<)<;-ether. This docs not mean that the function of the johhcr is not as essential as e\ i r. hut the manufac- turer is dircetinn' the distrihiition himself. The manu- facturer has not none directly 'u most cases to the linal consumer, hut ha heen content to supply the retailer yet, as we shall see, he has no' tlioroiiLihlv solved the j)r()hlcm •' untrammcled (lislriltutioti. Vtt. ( ioscr /•( hi/ioii of iiKiiiiij'inhircr (iitd roiisiimcr. — I'l-om till- cotisumi rs" point of \ iew there is a move- ment, still ii! lis infancy, which is drawin;^- them into a closer and moie dji.ct iclali.Mi with the mamifaetnrcr. Consumers can now ^-o aronnd Ihe local n tailev and purchase from Ihe mail-order house, or lhroi|nh co- operative store can huy directly from the manufac- turer ur j(»i . SoiDf of ihcsc institutions lake the whole produc f r ♦• ii manufacturers. St) far as the TROUT, T.:\I OF THE Rl' lAILKR 20.' manufacturer is coiUTriud this method does not (hffer inueh from the dislrihuliou of goods Ihi'ounii the ^\•hole- saler, I)ut it is a method affeetiii<^- the eonsumer aud ^hnvH that the attack upon the mi(hl!emen, wholesalers and rehiilers, is jfroeecdinuj from two sides — from the side of the demand for goods as well as from the side of tjie su])|)ly. As it is natui'al to expect, tlic retail stores arc not less strciuioiis in tluir denunciation of this consumers' move- ment than the .johlurs luive heen in their attempts to force the manufacturers to deal tlirough tluiii. The fol- louiug resolution adoj»ted ])y the IJeiail (irocers and (General ^Merchants' ^Vssociation of .Minnesota at their convention of ](»!(), expresses the general feeling of the retail store against the "catalogue house" and the con- sumers' attemjjt to huy directly from tlu manufacturer. U'hcrcas, it is well known tlwit soino of the Twin City whole- sale 'louses, as well as some Chicafjo dry pfoofls houses, are luakiiifT n, practice of sellinnr in catfilo^ie houses, while the majority ,iic I()\al to the ext.iit of coiifitiinff their sales to Kf,'itiinato retailers exclusively; theret'on . Ii, it Resolved, hy this association, that we herehy most emphatic- ally protest apiinst said ])ractice and urfre that the ni.tiihers of this association express their disapproval in a iiirunu r that will if persisted in tend in time to correct it. 17."). Oppos'ilinn in mnil order hnunca. — A\m\ again, the National Associatio?i of K( tail (iroccrs' at Spring- fii Id. Illinois, adopted a resolution condcnming as un- liir the selling of goods to a catalogue mail order hniise !'\ a jobber, broker or manufacturer, or ai^vnt who at the same time sought an ouljel fnr his -roods throii-di the lit a Me I'. AcCOrdiuLl' to the r<'S'i!ul !(>!>.. !l>e !-;!M!h'f«5 gj-g t'» give their loyal support to all manufacturers, etc., lii '&} '»' rz";-;! ^20() Ai)\ i:K'risiN(i 1 I 1 I Ifi ' Hi. \\li() protect the ixutil iiierclKUit.s by rei'niining fn^ni sell- ing' to such institutions. In C';ui;i(la, tlie iclnil niei'cliants associations h; c not yet adopted any such risolniion. 'I'hey have, however, (hscnssed aetixcly the ])i'ohlein ol" ])i'e\c'nti!ig the mail order houses i'roni nnderseijinj^' retail stoi'cs. They liaxc protested that this is unfair to the retailer. ^V recent ease was that of a larurchase jj:oods from any par- ticular firni which is nnfaii- to them. This charier has .Mssist(d in prevcnlinn' wholesale grocers from selling t" cerlain co-operali\c stoi'es ujion whom (he assoeiat inn does mil look with faxor. Tliiy simjily r( fuse lo Imy fi'om any wholesaler who sells to such a sloi'e. This ac- tion would he a xiolation of the ("omhines .\ct without the express permission gi\iii to the association in r charter. \() attempt will he made to descrihe the situation as it exists over the whole field of distrihution. This sec- tion of the industri;d \">()rld i-. rapidly undergoing? a iforgani/.ation. It is our purpose simply to indit'ate the tt' w alignment of llii main faelois in order to show more clearl\- the dii-tctlon from which How the forces that PH()m,i;.M or rm: ui:taili:ii 207 , m control, or .slit)iil(l control, the policies of national as .■11 as local advertisers. \\'e should note, then, that the retail incrcliaiit is ;intares of this movement a common policy was ohserved Iiy nearly all concerns. 'IMic manufacturer stimulated orders directly from the retailers hy his advertising, hut these were filled throu<>h the johher. Finally, some nianufacturers. fcelln<>- fhey were stron«.r enough to deal (linrtiy with the retailer, I roke all connections Avith the ,iolil)ers. The mamifaeturer sooii found, however, that lie had simj)ly transferred his dei)endeiice upon one mid- dleman to another. The mamifacturci' in his altempi to induce the dealer to handle his j^oods often made his ad\ erlisii;^' appeal ilircctly to the consumers win-. Iiy their deniands upon the local merchant compelled him fo stock up with the advertised wares. This kind of a.f 'Vol.wllwurT r-. ,111st ns -rood"' ;it a lower j)riee, hut upon tiie sale of 208 ADVKHTISTVrr whu'h tiny could make a greater pro"* than upon 11,^ advertised <>()()ds. This pr.ictice < le retailers threatened to canse seri- ous iiipiiv to the 'wliole piihheity method, and tliiis forced ilic .-idvertisers into a new eam])aign of adver- tisiny' in order to teach the j)nhhe to (hseriminate wlui! askint;- for _u,'oods. Tliat this suhstitution evil has not entirely (lisa|)peare(l is evident from the eantions, "he- ware of imitations," "see that every ho\ hears our sii^- natin-e," etc.. etc.. that appi'ar on nearly every well- advertised article; hni it is no lon/^cr considered the most serions ])i'ohleiii to he nut hy the manufacturer The most (lillieult (luestioii now hefore the national ad- vertiser is how to maintain prices. 177. Mfuiiifacfnnr (in<} /ir/rc ciifliufi; hif rctnilcn. — The dealer hy his actions has a (1,,. ,l...il,...' r I _ Ai I' I .. ••»-_■» . . - .-}-v!:..t ..•. i,,;,,v;i . ^'-ii. i imiiv ii. iiul- nian in Priiilcrs' Ink says: C-TV— U '»' 210 ADVKirriSING In till- inn Ic^'al ;i;;'C wlu'n lawyers in p;riin Ii.utalions and saf(s loadrd with jiarchinoiits lioarin<; dniilily-w itiu'sscd si^^jni- turcs arc so ri-((iui'i't Iv re lird u|)oii to pu-li tlirou^li price |)ri)- teclioii and otlii r .saji .s policies, it ^ccins as if llie liarkiii;:^ hark to tiir ('niidaiiiiiital, |)ersoiial and moral appeal is both better !)UNiii(>> and more aj^reeahle and o])timislic. U is certainly true that a better feelini; nnist exist hetween a n lail(T and a niami- faoturer wlio^c relations ai'e jitit on (lie plane of pure loyally and lioiioi', tli.iii between the nianufactunr who liandcuil'j u :ii- crs with stet thain.s of h^al doeunieiits. The second imdliod by \\liicli the alert manufacturer has been accustomed to eslahhsli stronger control over his prices is hy means oi' a conlraet. This contract was generally comhined with some kind of ])enalty })lan of price ])rotecti()n. The etrectiveness with which the terms of the contrat't ennld be enforced has depended largely u])on whether the company has a legal })ateiit nionoi)oly or no^. 170. Where (I c())!!j)(iii// Juts h'fj;al monopohj. — In the United States the manufacturers of goods covered hy letters patent lune always contended that they were empowered to regulate th'' pi'iee at which their good may be sold by virtue of the j);dent law which gives tn the patentee and his legal rej)resentative the exclusive control of the patented article for a term of seventeen years. A\'hether this exclusive control, however, ex- tended to the right of controlling the prices at which the articles were sold by jobbei-s or dealers has been the sub |eet of eoiisidf rable ditterence of opinion. 'IMie (jiies- tion s(>('Tns to li;i\(' been (h cidcd io the ;itbrniati\ c hv several court decisions. One o|' the most notable is that which was i-end( n d in the case of John D. I'arks iV Son C'ompan\' \ s. iiarman. I.)8, i'cderai •Jk n reads in part as follows: rUOBLKM OF Tin: RETAILER 211 .\itifl(\s made uiuk r padiits may he tliu sui)jcct of contnicts liy wliuh their use and price in sub-sales may be controlled bv the j)atentee, and thai micIi {•oiilraels, if otiierwi.se valid, arc ml \Mtliin the terms of the Act of ( 'onffrcss .against re>traint ■ f trade or of Interstate Commerce or of the rules of the (oiiimon law a<:t;iinst monopolies and restraint of trade. This In well settled, but : Th(- [)ate;it grants lhi> rMMusivc ri,i;lit to make and to sell. Ti .■ patentee may n'l-.uit, if he \\\]\, an unrestricted n<;-ht to make, to sell or use tlie device tiiihodyin;^' hi- invent inn or mav '^r.ad oidy a restricted ri^ht in (Ither the field of makinv the patentee, with notices, is an infrino-cr. Similar dwisions have been rendered in otlier eases :i!mI even more deeisive jndninent in favor of the iKilenteehas been handed down hy theKn<,disli Courts. The situation, however, is still unsettled and is suh- j'l to further adjudieation. Jn the \\'altham vs. Kirne case a Fedeial (h'striet eourt ruled that the V>altham Watch Company could not eni'orce a con- f!;i. t ,r)tered into with them hy Charles Keen(\ in which tile latter h;"' hound himself to re^yard the price a^ree- nient. IHO. (\,w panics iaih(t}it pnloit monopolies. There ^ lio (juestion, iiowever. fiiat thi' manufactunM- of an unpatented article can not enforce any contract or ii«:!vcnient hy whieji he seeks to fix the prices at which I'iM'crs or dealers veil his w.Mrcs. His pi'cscni status '^ .idmirahly stated in Thomas I'crnlcy's hook on I'rice Maintenance." Bnt under cxi.sting conditions n manufacturer of unpatented ""■'- wlio i,s engaged in Interstate Commerci' and desires to •II 2i: Ai)\ i:iirisiN(i lit i u itlL m cdutrol tl'c I'rf.iil [•rico of siicli ^ooils must jirorrcfl with cir- (■uin>[)ccli< ti. I{_v otaliliNlimjj; the rrlatioii of princi[)al and an'ciit hctwi'cii liiiiiMlf aiul tli()>c \\ ho {Ustriliute liis product, he can, witlilii proji'i' liiiiital ions, exercise the desirrd contiul over the .seHini;- price of his o(i(, ("oniun'i'cial lawyers liavu dlsplavcd iiiiicii in^^ciiiiit V m di umii;^ con--iLi;iinR'iit contracU wlierehy I lie relation of principal and a^'ent or bailor and liailee i> pre>ir\e(l without lai'^'ely depart iiii;' from llie ummI procedure of outright sale. It seems quite within the rariije of possiliility tliat a feasihle selliiiLi,' system of this sort iiiinlit he devisi'd. hut if not, the neuiufacturt'r may still have his counsel consider a system whert'hy, \\itliout any liahility to ohserve the manufacturer's annoimci'd re-sale j)rices, the mer- chant who docs so shall be rewarded by a "ift or allowance at stated periods, which fjift or allowance sliall he withheld from those who do not (>i)si rve tlic manufacturer's re-sale }>i'icis, (ir the mamifaetMrer mav adopt the somewhat innocuous plan of ^ixiiiLi,' an express warranty on each article of his manufao- tiii'i — the same to bi' conditioned upon the purchase of tln' article at the authorized price and to l)e noii-elTi ctive if pur- chased from oflier than a re^^ul.ir dealer at otlur than tlie authorized price. Hut what is ri'.illv neeiird is a federal law which \\ ill ;4'ivi" the luamifaetunr of iinpatentid articles the rii;ht to control their retail price as lonjt^ as he docs not conHict with o'' r manufacturers Siicli .siil)trrriis;ilii-s. /// ('mi.s'iih'nition of John Doo & Comj)any, placing us on their JoIjIhts' List for the purcliase of their products, namely.... we a!<- Mtleration of sales of the product- .iforcNaid whidi would in any «ay \iulate or icduee the selling prices. 214 x\1)V1;RTISING 'I'he price ]i>t now in force, called Xuinhcr One, it is under- stood and agreed, may, from time tu time durincr the continuii- tion of this agrccmont he chan/^nd, or otlier prices cstahli.shed by mailing them or otherwise notifying them to us. We further agree not to sell or otherwise supply the sali! products of the said .John Doe X: Company, to any person or company who has violated their agreement with the said John Doe k Company, iiftcr having received notice from the said Juliii Doc & Company that such violation has taken place. We also agree to advise our salesmen of tlie terms of this con- tract. We further agree tliat wlien called upon we shall give un- conditionally to the said John Doe & Company, a declaration sworn to by any member of our firm, or ' • any one in our cni- })loy designated by the manufacturers of tiie aforesaid products, covering the details of any sale of goods in such terms as mav be required by tiieni where an actual or supposed violation has occurred. Failing to give this declaration -vro agrco to pay to the said John Doe k Company, the sum of Fifty Dollars ($50.00) as liquidated damages for failure to comply with the terms of this agreement. Wholesaler. Date In Co7isi(h ration of the signing of the above selling contract, we agree with the signer thereof that all sales made by us to the retail trade will be at the same price and on tlic same terms as set forth in above contract or in accordance with any suhsc- (}Ui'nt prici' list. We agree that we will Invoice goods to the said si'^'iier at lUir regular prices to the retail tratle and, if satisfied that the iernis of said agreement have been failhfuhy observed ami nerfoniuHl, we will give to the said signer per cent commission or discount as arranged between us. \\\ fuillur agree that ulieii call.l upon, where reasonable :^.. i'K()iu,i:.\i OF Tin: ]{r/i'AiLi":R ns _;r(iinui> ;ire slirwii to (■\l>t, that our li>t i)rlc(' and trnns liave liecr. violated, that we will insist, upon uiHclavits to cover the alleged ofilVnfe heing completed, and that in no instance will we (lUulue, directly or indirectly, the source of our information i~ to said alle;4('d violation. We agree that wIm n called upon we shall ^ ve to the said wholesale house a declaration sworn to hy any member of our (inn or hy .any one in our employ covering the details t." any side in such terms as may be requireil where an actual or sup- posed violatI(jn has occurred. Failing to give this declaration we agree to pay to the said uholesale Iioum' the sum of Fifty Dollars (.$50.00) as li()uiiluted ilaiiiages for failure to comply with the terms of this agreement. JOHN DOE & COMPANY, Manufacturers. Date {Whulcsdhr — Khidh/ adyise travelers of this contract.) Frequently iiulividiial nieiiibei-s of \vholesale firms are asked to sion itulividual eontraets and oeeasioiially tlie wholesaler's travelers are asked to sign forms of deelara- tioii. If a manufaeturer suspeets that a traveler of a wholesale house is selling to retailers under the fixed iuiee, lie ean demand that the salesman's declaration be iilled out and s\vorn to. If the traveler refuses, it is taken as evidence of guilt and the Ayholesale house may lie cut ofi" from receiving further sujjplies. If there seems to he sufiieient evidence to justify ati action, the luamirMcturer may pi'ocecd auaiust the firm at fault un- der "The Secret Commissions Act" passed hy the Do- minion (;<)\ernment in 1"M)U to prevent the giving of secret commissions, rebates and other i)rice cutting in- (IncciiK.nts. Soccial fomis of drclarations similar to that (juoted above are signed by firm members and trav- elers. 216 Ai)M;irrisi.\(; ISl. Coiilrticl prohihitiii'j; Irddhiii; stamps, etc.— KidianI Iliidiml of \cu Wn-k City, maker of jh..,-. fiiinery and toilt I artic-lcs. luis never advertised tlirou<.|i the o-eneral niediuiiis. As a conseciuenee. lie must r^Iy upon a strongly worded contract with the dealer in order to maintain his prices. In those states of the n 1 » Ifi TO RICHARD HUDNUT 115-117 EAST 29th STREET NEW YORK CITY In consideration of the discount of 1 2 ' . ' , deducted from your whole- sale list prices ^^.^ the undersigned agree that, so long as J^ deal in your Perfumery and Toilet Articles or other preparations. J^ will not on any occasion resell to consumers at prices less than the retail schedule printed in your current Price List, a copy of which is in ^ Possession, nor will J^ give any article of value or trading stamps or make any other concession fo! the purpose of reducing the retail selling prices aforesaid. ^^ furthermore agree not to supply said feoods to jobbers or other dealers except at your full schedule of retail selling prices. furthermore agree to forfeit your semi-annual bonus discount of We lOSo as a penalty for breach of the foregoing conditions of sale. Signature. Town Date State ORIGINAL to l,e sent to Ricli.rd Mudnut. liiion, such as Texas for instance, where such a con- tract uould he void, the sifruino- of jt would liave no more force than a tendency 1., increase the effect of the moral ohllo^ation. The exjierience of the firm shows that ujieiv one (icaler cuts prices another who is on the alert will rejiort the case to Ihe New York firm. ^Ir. riiUBLLM Ur Tlii: Ul,i'.\Ii.KH 217 Iliidiiut Iiaiulks siicli cases with lirniiKss and dispatcli. A Savu!iiKili IX'', I'l- who was riportcd to him as cutting prircs was iiiiiiir(hatLdy visilnl hy a salesman with in- structions to hiiy hack all th.c remaining stock on hand, vdiicli he (lid. The contract, which is shown on page -i'i aiul is filled out in duplicate to he retained hy the dealer, is a good e\amj)K' of this form of price control. lS-2. J(Ii-crtisi)i^- advice for rctdilcy. — The industrial woild has always showed a disposition to condenm the activities of the middlemen. IJeing neither tlie con- suiiier nor maker of the goods which he handles, man- kind has found it dillk'ult to aeeount for his industrial iKcessity. ]Men have noticed, however, that it is the middleman who ([notes the i)rices; hut hecause he is the mouthpiece which gives expression to the results — that the economic forces of supply and demand have been forging into the concrete form of a ])rice— most people look upon the middleman as the creator of the price. Tiny assume that this power comes to him simply through his strategic position in the conunercial world, a position which enahlcs him to take advantage oi the nmls and necessities of both consumer and producer. is:}. Factors in price making;. — \Vhile the middle- man does hold a point of vantage from which to observe the movements of industry and commerce, he wonld lia\c hcen dislodged long ago if he had not contributed something vital to the progress of economic society. lie lias assumed some of the burdens and risks of distribu- tion, but this is not saying that he has not also often al)iised his positioji. sometimes designedly, but often ignorant ly. because he did not realize the importance of tlir forces that were subtly working out the determina- tioi) of the prices on any given lines of goods. l! costs more to make good articles than poor ones, 218 / DVERTLSING at least there Is a general eorrespondence betMccn quality and cost. Tlieix' is ni'[v\\ added to the eom- niercial costs a hea\y exjHuse for ad\ertisiiiy the future losses due to decreaMil buying desire on the part of the publii'. which has Inst coididence in an article suri'ounded by such untrust- worthy and unstable trade conditions. lA-ssened sales by the dealei- of tlu' goods > pn)gress is measured bv the business sf;uid;ird of fi\(d »!.. .:i I... Ill 1 1 1 1 1 . 1 1 l>r .1...1 that the sMiall nlailers can have tlie commercial cxperi rHuiJLEM OF 'I'HK ri:tailer 219 eiice, opportuiiilics and tiie business kiiowicilge ami fore- M^ht wliidi long or wide exi)crience makes possible for the big nuiiiut'aeturer to have. It therefore devolves w])on the large eoneerns to e(hieate the .smaller, l)ut far more numerous membois of the retail trade. IS."). IWU-advcrtifiid ^oods used as leaders. — One ])iaetiee that is eommon among dealers is to use a well- advertised artiele as a "leader." This means that a dealer offers to the puhlie an artiele, wliieh the eon- Mi.uier knows to be a stajjle. at a priee below the standard set by the manufaeturer and tiie one whieh the buyers liave grown to aee-'pt as just and reasonable. Some- times the priee is eut even bek)w the cost of |)roduetion. Of course, the dealer loses the difference between the price he ])ays for the article and the lower ])rice at which lie sells it, but this is charged u]) to liis advertising Mccount. So far it may look as though the manufac- turer had no cause for comi)laint. The dealer has })aid liim jiis price. Hut the loss comes when tiie price-cut- ting dealer decides not to handle die article longer. All tin' other handlers of the artiele in that comnuniity }i;iv(> already dropped it from their stock for obvious reasons. Then the manufacturer finds the public edu- cated to a lower ])ricc for his product than he can afford, 'i'lic manufacturer discovers that his trade reputation f|Ma!((l by e\pensi\e advertising has not onI\- been ftirated. Iiut scuttled as well. To show the dealer that '>im1i policies arc detrimental to escryone concerm d. and tliaf the trade-marked article can b- u.adc a pcrmaiu nt asset to the retailer as well as to the manufacturer. uian\' d> \ ires are put forth. 180. M(uiil(i'ni'ni^ jiricr. — The mcthfxls adoj)ted by iiai. i ; .'icriiT'crs aTe sri nniift tnus Tiiaf >' nxomjO iie iiiiiios- sible to illustrate them all, but the atteu'j>t to maintain u iW^^' -2^20 ADM:iiTiSL\G it ])|-icc;; IS one ol" tlir niosl intcrtsiiiio' (lL'Vcl()[)im'nls go- iiig on in the business world [ j-day. 'riure is one elen)ent eo'iiinon to nearly every method, liowever. Mannfaetinvrs, and more esj)er'ij)!Iy the hii-u;e ones, haek ui) their n )rk of priee staiuhirdizutioii i»y advertising lor the consumer and education I'or Ihe trade. A typical story is ])resented in tlu' case of a small corporal Ion of Xew ^'ork City. It hegan business in toiht articles in a small way. Its lint' comprised al)oiit Jdty i)rej)ar'itions, and they were sold by women agents 111 the sniidj towns throughout the country. Soon they noticed that .nc- article took hold of the public more strongly than the others, and retailers began to ask .'1k" manuiacturers to sell it •through tlu^ tradi'." Accord- ingly, the company decidev t \\ o xcirs fh(ri' w;is litlh fioiiblc. but with the urowth of the article in populn faxur llie tenin!;!! j,,!. ,,.. 41. ,. .....■• :J.' =1: ■•.],.:•.: ».. .^::f >!:. price incre;)sed. 'j'jie enm|.an\ in. I cases of Ibis kind PROBLK.M or THE RETAILER 001 with finniicss. One sinall (lniH«.ist, iHin*^' discoN civd with a ,sii>ri aimoiitK-iiio- the artick- at a rut price, was I xpostuUited with and the pohcy of the firm was e.\- plaitu'd to him. It was shown that as the demand y;rr\v for the <4()o(is his nrolits woidd he surer and ureater liy maintainin<4 the |)i-iee. This missionaiv method did not meet with sneh a ready ri. spouse \\ hen the hu\L;e (K'parlnient stores wliieh make a p.-ai'iiee of cutting- priees adverlisi-d this pro- prietary artiek- as one ol' their hack rs. Here the lirm was met with the arf^iunent that it was necessary and riu'ht from the stores j)oint of view to take oil' a lew (rnts from the price of such a toilet article. The re|)re- s( iitative of the firm \'as told in one store that the toilet fit partment was run simply to cover costs, and if neces- sary at a small loss, in order tiiat customers mi^ht he (hawi! into the jewelry department where the profits wre lai-;^e. There was only one i-ourse to |)ursue in such a ease, and no "^oods were sold to this department store. riie manufacture!' found compensation in the fact ''I'd not all the department stoi-es lollow price-cutting policies, in fact, some of tlu se asked him if he made a practice of stjlin^' to lirms which cut ])rices. since they must deeii?ie to handk- ^oods which wcri' likelv to he left on their hands unless they followed the same H.IJind. IHH, Dnircs aJopfiJ In/ pncc-nillitifi^ csfaJilishinriils. lint the sirouH-er Ihr t iVort to maintain |)ric(s. fjie more desi'-ahle heeame this a'lielc in the eyes of the |irice-ruttin,u estalilisJinK nts. N'anous devices were ?-e- sortcd to in order to olitain tlu' Ltoods. If was not Ionu\ fli, .<•,,<' i..^e,,,.^ ii . !• ■ !• ! •• lari-e departnutil store to which he iiad refused to .- -'n II a sell 22'-2 ADVEUTISIXG Mjis olferiii^r his oO-cent ])roi)rielary article at 80 cents. lie investigated and found lliat the store had obtained tlie ;4oods })y l)ayin;4' tlu' I'nll retail i)riee at another retail store. When this dealer was taUen to task far selhn<; the n<),,ds. he j)r<»lested that the sale liad been n-ade in t-ood faith to a stylishly dressed woman wjio claimed that she wished a ^loss of these articles, as she was ahont to sail for Asia where it v.onld he impossible for her to bny them. The dealer was warned l)y the mannfaetnrer and the resnlt shows liow strong- a senti- ment is ^rowino- in trade circles in support of the jxilicv of price maintenance, for the offense was not a<,fain repeated. When the pro|)rietary manid'actnrer ; "tended his territory to ini'Inde other cities than New York, he found it necessary in some cases to turn his demon- strators into actual salesmen in onkr to maintain his l)rice. In these cases be simply turned the retail ])rotits over to the dealer. 'IM)is lie found to be ;[retienilly a successful method in educating' the price cutter up to the standard of a Uwd price. Naturally the manufac- turer could control his own sales at the re«^ular prices oidy so h)\]if as the demonsf rator remained in the store, but the time was -venerally lonu- enough to make the lesson effective. ISi), FoJhncins: up consumer's JisI furuishcd hii (Jialtr.~H was the ease in the above illustration that the III uuifacturt r had cre.fttd a considerabk' consumers dema?id for his article. He used this as a lev( r in forein,^' the (haler to maintain a standard price. It is fr((|uently necessary to yain the cor.peration of t!ie dealer at the same ti-ne that the demand of the con- ■ ;^ • =• •■■■ ■■■■ -■ !'C .irsi step tuWai.i sc ciiri;;^; the dealer's interest is to show jiim th d there is a si)ecifie rROIJLIlAl OF TilK RETAILER (Icmaiul for the nianufaetiirer's goods. The method adopted liy a hardware manuraeturing firm illustrates Din; way tliat this may he done. A dozen weekly and iiidiithly puhlieations were seleeted, in whieh were lii.iced I'nll and halt'-page eopies oH'ering a eatalogue. jiy this means, a list ol' prospeetive eustomers was oh- laitied. Jvieh in(|uiry was promi)tly answered and the iiHjiiirer inslruet((l to huy of his Jiome dealer. IJut in case his home dealer did not earry the goods he was to iinkr direetly from the manufaelnrer. Furthermore, the dealer was notified at onee of the demand, and the name and address of the incjuirer was given him. At the same time the Anns poliey as to j)riees, the eharaeter of the goods, the eonditions of sale and the dealer's profit were exi)lained to liim. This method l)rought in orders from over 10 per cent <»r the dealers, while (I per cent more wrote letters. Those who did not answer were sent a second letter at the end of ten days. A complete window display was 'itlVred them hy express, prepaid. This disj)lay in- i hided advertising matter wliieh was free, and a com- plete set of the goods was to he delivered to tliom at wholesale jiriees through the johher. ^'ithin a month III ;iily 20 per cent of the letters sent out hrought orders. Having secured the dealer's attention, liis interest was t'mllier strengthened hy offering other aids, such as '1' v\ spaper advertisements, hooklets, samples, etc, I .ater n a monthly house organ was pu))lished which in a nuasurc took the place of the letters This puhheation foiitained illustrations of the goods, selling plans, dia- irnuns and pietures of the window displavs; and the various selling points of the goods wei'i- ( niphasi/.'d. \ ('(,,. »i,; 'M I It 1 1 , (t iaiii|)le copy of the house organ always accompanied l^ii li'.-< AJ)\i:UTlSI.\G ii the first letter to him. This showed him how the iiumii- faetiirer was ereatiii^- a broad and steady deiiiand tliroii^ji methods ol' national adxei'tisin^. In tiiis vav the retailer <;aiiis eonddenee in the mannt'aetni-er aii,i makes a response in the form of an order to the eoii- snmer's (kniand more reachlv. I'M). Free sdiiipU.s. -There arc many me'hods uv- pendin-j;' largely npon the eharaeter of the ^oods, IIk. si/e of the hrm, I'te.. hy whieh the consnmer's demaiid is eri'ated. The hardware eoneern mentioned ali(i\f eonid not em))Ioy samples for eonsumer's (listril)uti(iii, bnt, on the other hand. s(«i]) makers find this nieth(i(i a very ])rofital)le one. Advertisin> I )i i\ 1 HI 1 1 I 1 1 la 1 1 IIK [| .">;ini- ])les were then pr( pared and put into jiackaLVes 1; il'ii-c rilUULKM OF TJIK in/lAILEU 223 enough to meet the re(iuirenients of a family of five pcrtioiKS, and the distributers uere instructed to pass tliein out on that basis, and wherever possible to obtain a personal interview with the women of each household. 1!)1. Coupon method. — This distribution of samj)les hy manufacturers through rei)resentativcs who have liccn selected witii some care is perhaps the surest way nl' obtaining effective distribution, but it is costly: when a very extensive distribution is re(|uired to b< made in a slinrt time, some other means must be employed. One linn which found it necessary to make its distribution of samples through the dealers used the cou|)on method. The plan followed involved an advertisement in the \\(ekly papers which offered a free !)ottle of ginger ale upon presentation to the local ilealer of a coupon to be clipped from the advertisement. The dealer, i?i return \'':r his trouble, was jjaid the full ictail price for the uiiiger ale by sending to the comj)aiiy the coujxuis which Ik iiad collected, but which were also to be accom]>;uiic(l !•>• the caps from the bottles. The last re(iuirement was imposed upon the dealer to avoid a promiscuous distri- Itiition. Another comi)any which deals in summer drinks added two iiew re(|uiremciils before the coupon, which \^ 1^ presented by the customer, could be hoiiored bv the il-aler. The first of these retjuired that tlu' coupon be pn seiitcd by a person accompanied by a frietid to whom fuo free drinks were gi\en; the second n Mrcd that the iKarer be an adidt. In explaining (he reasons for these rt'iuircmcnts. Ihc manager said that soeiabilifv height- en' d the pleasnre and deepened the impression nf the ||' !ik upon the mind. The si cond i-e(|nli-eniint \\as to ^ ii'ii agamst iiie i-onpoiis ruing monoj)oli/e(i hv iiews- lioys. < — IV— 1.5 226 ADVEUTISIXG H » The coupons Mere redeeiiieii l>y the eompaiiy at four cents each. This ,u,ave tlie dealer a i)rotit of al)ont three cents. In a(Khtion, the c()nii)anv indireetlv called the dealer's attention to the free advertising that his g'eneral hne of goods reeeixed by having people call at his store with the conjjons. i;)2. L\sc of dealer's name In advcrllscmcnt. — The methods so far have depended upon creating the initial demand through the consumer. Some manufaeluix rs may wish to enlist the cociperalion of the dealer by some other niean.> than that of iniiuiries foi- goods. The i\ntieor Manufacturing Company of New York, which makes a safety cm-n shaver, (le\(lo])L{l a scheme which was very successful in this rcs])cct. The company wished to introduce its goods into IJaltimore. It al- ready had a few dealers there, but before it began an extensive newspaper campaign it had added twenty- nine additional dealers to its list. This was done in a half day's work by two men. one, a representative of the firm, and the other, an agent of the lidJlimon' Amcncdii, a |)aper which was chosen to carry the first advertisements. The plan was exceedingly sim])le, but it succeeded because it enlisted the interest of the dealer at once. He was re(|uired to j)urchase merchandise worth twelve dollars at retail to insure his good faith, and for this he was lislrd as an Anticor dealer and his name and address ))rintcd in a space ])rovi(lcd in the advertisement. A copy of the proof of the ad\ ertisemcnt containinii the blank space for the dcaKi's' names was presented ti) ihem !)y the newspaper repr. s were use< I t! PKUIJLEM OF nil; Ki;rAILi;il 227 Hsts of afTonts were (li.seontiTuicd. As a result of this three iiioiiths' eanipaion three hundred dealers had been mdueed to handle the iVntieor C'onii)any\s goods. The next eity ajjproaehed in tiie same way was Wash- ii^ton. Here within two Meeks the eonipany suc- rnied in adding ,„,e hundred and twenty-tive dealers tu their list. VXi. AdvdiitaiXi'.s of lliis mclhod.-Awidhvy eojujiany "Mch has used the same method with sueeess, is the firiii "liiVIi makes the thermos I)ottle. The great advantage "f tliis method for the advertiser with limited eapitalls tlKit he can get quiek returns and can thus re-employ liis appropriation for further advertisijig. He can put his money— say .$1,000— into advertising in City No. 1 111 January. His money should he returned to him troiii the dealers ^\hn have ordered goods within the iKxt sixty days. He is now in a jiosition to attack ( ify Xo. 2. \Vith fair success, therefore, he should he ihh- to exi)loit at least four cities within tlic year. Of "'iiise. if the advertiser has a larger ajjpropriation he '■ill approach several cities simultaneously. The dealer also j)rotits l)y the advaiitagcs of this ■iKtIiod. As a rule he is not recjuired to order more than ten dollars' worth of goods in order to have his "lie listed. According to the general practice such |i;ah rs would he given thirty days' credit. AVithin this I"!' the general advertising scheme should have aided 'ill in disposing of this amount of goods, so that he. Iil^c the mamifacturer, has his money returned and he "il! have received a month's advertising free. VH. (riiaranlrr a.s a sales proiHolcr.- 'llw use of a -'lar.inire in connection with i)n)ducts which have not h i^rttofore heen considered capahle of heing guaranteed "s increased the sale of products in *CJ many recent cases. ft 1 ^^B'-k, « ' ■^ J ^^Kit fl ^Hl^ z ^Hr< 1 ' Si' J' i- •i ^^^B>^ ' 1 ^^^Bratiz,. m ^H ii. 1 11 1 \i- m i i li 'V 2i2S ADVEUTISINCi To guarantee stock in (^s against premature weariufr out, or to /guarantee absolute freshness ' ;' oysters on deliv- ery, would lia\ e ai)])eaie(l at one time as si)eeulative as guaranteeing' the weather. The sueeess of the Ilolc- I^roof Hosiery ]K'0|)le and the l^)otli Fisheries Coni- i)any show how times ha\e ehan,u;e(l. The latter, '.)!• instanee, durin. Difficulties in dixtriJjutiou of ndvcrtisin^ matter to retailers. — Many dealers take the ijosilion tliat they are doing the manufacturer a favor when they make a small trial purcliasc of trade-marked goods and receive free an advertising display equal in cost to the pur- chase price of the goods. As a eonse(|uence, much of the printed matter, window cards, posters, price tickets, window disi)lays, electros, etc., ])rej)ared hy the manu- facturer at great expense, is destroyed by the dealer or })erha])s never taken from the ex])ress otfice because transportation charges have not been ])repaid. One manufacturer relates how a dealer refused to pny forty cents freight charges ui)on a free window displ.iy costing fifteen dollars. Then there is the case of a mamifacturer who had his electrotypes returned to him because the dealer retiised to ])ay fifteen cents exjjrcss charges. These were sent free to l)e used by the re- tailer in his local newspaper and circular advertising W()rl<. Another tells of a merchant who was discovered doing u|) bundles of mtrehandi-e in beautiful four- | sheet posters, lithographed in five colors, besides these "evidences of thrift" on the dealer's part, there an PROBLEM OF THE RETAILER 529 \\( 11-kiiown practices anionf? dealers of usin<>' the adver- li^il!;4■ matter or material ol' one iirm to advertise aii- ulhir firms ^oods. One maiiiiraetiirer who I'lii-nished all expensive indoor electric window si^^ii to the dealer l'ii(|uently found that his advertisement had heen re- iii()\ed and announcements ol' another nature ])ut in its place. Perhaps the most familiar example of suhstitu- tioii of this kind is sein in the use hy the retailer of the electros sent hy one manufacturer to represent the ^tiods of another. Shoe manufacturers have suffered i'.nticeahly in this respect. Other evidences of the dealei''s hick of ai)preciation of the importance of the advertisin,t the retailer is the poor judgment used in the dis])osal of costly advertis- ing matter sent to him free. Salesmen fi'ccjuentlv re- I'itI a large sujjply of advertising mattir on hand, when pi I haps the dealer has just mailed a reijuest for more. I>^' 2:Ui ad\j:utisi\g Cases of this kind are more than matched, however, by thnse dealers who waste thousands of folders and'cir- eiihirs every month hy sendinn- them down the waste paper chute, or giving them away promiscuously. CIIA1»TEU X PRF.VFA'TIOX OF ADVKHTISIXG WASTE IDC. Vdriotis mctJiods of cUminnllou. — Tlie inaim- ractiircr and the j()l)l)er who advertise widely not only In^k upon the retailer's praetiees as unlnisiiiess-hke, hut tluy also look upon tlie retailer as a person without a (oiiseienee. The advertisers have attenii)te(l to elimi- nate the waste due to these causes hy various methods. riieir attempts, however, have shown them that the taiilts did not lie altogether on the side of the retailer; IK idler was the latter a hopeless fool nor an unregene- raU' rogue. 'i'iie manufacturer's investigation of methods hy uliieh the retailer's eo<)i)eration may he more ett'ectively piomoted has disclosed; first, that there is a growing understanding hy the retailer of his own economic i)osi- tioii; and that there are large nnmhe.s of the retail Iniders mIio are rapahle of seeing the Ihie which divides tli; ir interests from those of the manufacturer-adv< v- tiM-r; and mIio, furthermore, are Avell eijuipped with tacts and fully capahle of presenting their side of the case witii logical force. These are the large retailers, Mirii as the hig department stores. Tlie smaller stores- arc also learning tliat advertisijig furnished free hy the I>ig advertiser is not a philanthropic act on his j)irt (itsirous of ])romoting the sales of the retailer, hut that l'< vond such increase of sales lies the desire of tlie manu- lartiircr to iiifi!uin(ili'/f> tlip l1lnI•l,•<■^ •jud lucin'/. 4lw> i...h^ Ills product to the exclusion of all other: as we 11. 231 .'j;5.'2 ADVKH'IISINCJ II !s not strai)n-e. tlicii. lliat tlie iiianufjicturLT, in liis aitcmpl to "educate tlic dtaicr."' should im'ct with li;ill'-li(ai'tc the corisuincr, either h\ selling- direct or thr unji aLi'encies undi.'r his '(ntrol. he must de\ ise meat , of intlnericinu' (h,. independint dealer to coiipcrate witii liitn. I!»7. Fund (I men Id] po'nils in (/aininf/ (/ood-xcUl af (/iiiltr. 'I'he first esst^ntial which ou^ht to hclonn- to every method of etd'stitiH' the dealer's aid is a hoiia tide atl(i.,p! to incre ise the dealer's profits. This will uain his loyalty. \ second fundamental is the eaiv- l"l "^liidy of I ach d(il( I's situation in adxanee. and a prrst nialion of IIk plan to he adopted io the dealer for his ciiiieisni. l'',\ery |)oint of contact should he h'oik' "vcr and lli( pail that rtant third eonsider;it ion an avium which e\(!'\ hranch of husim ss knows and. some time ov otlwr, at- ti ni|tls 111 pro\r is |tie employment of a method wliicli wiii v,i^^■ ihe retaih f ,t eomp«l ii\l; adxanla.u'c. So Ioiil; as this nittlioil is unknown oi- unpracticed hy tin ."ti* I'H1.\ I.N'I'ION OF ADM.lM'lSINd WAS'l'i: f>;jii iii;iiiiir:ictuivr"s coiiru'liloi's tlu- (.•iitlmsiasni of the dcal- I I s is assured. I'.»H. (iiiiiHf I he (Icalcr ccin pcliiKj (idvdiihujf. I'ci'- l':i|is this third (.ssnitial should hv I'lirthci- (.xphiiiicd. A iitaikr will lia\c ati ad\aiita,nx' ()\n' his coinjX-'litnr if \\v can hiiy inoiv chfaijly or fan sill at a <4rcatt'r |iiii(it. 'I'his is tin axiom, and it is accouipaiutd l)y the liillowiii^' coi-ollary. 'riic iiiamiract iirtrs lia\(.' at- ' iiiptcd to !4i\c [\\c retailers this ad\ aiita_!^v l)y inaiti- tiiiiiiiiii' a puhlished list of prices, hut allowing' them ditaiii disi'oimts oi- i-ehates of which the trade in ^^i-iieral knew iiothiiii';. One method which woi'ked to the ad- v.ihlau'e of certain retailers foi" a while was tiie ^iv ini;' (if a dist'ount to those deali'rs who oi'dercd then" n'oods ahead of the season. It was not neeessai'y to ha\c them ^hipped until the sease o|)ened. ()f course, there is MM com|)etiti\<> adxanta^t- in this method to-f this coMipjui s is to njlow the urocer 10 pt r et nt ^f his ;d)siihii( iirders. l)(casionaIly the eonipanv \ail(s its {viv deal UKlliod "iv ; Kcrlisinu- in ihe hewspapei-s with coupons, which 'I -x he tilled iiiit hy the consumei- and ni\tn t(. the u' iccr in e\ih;uiuc foi- a f n » package. The coupon 111 2:U Al)\ r.HTISING n':i '1 \ i!M ;|.i N is passed on to the inanuraetiirers who replace free of cliai'^c the i^oods so ^iveii awiv. In eaiTviiio' out its IVce (leal policy, about ti.'tOAHA) mailing' c-ai'ds a yiar are sent to retailers iirnini^' them to order under this 'eodperalixc sliarin;^' plan."" 109. Aryinnciits for "fnc did!" ini'lliod.- 'Vlw niaii- ny\\vn a hctter price than he who ])urchases in small lots. This is the law of trade which the successful mamifaclurer follows. The laru'c. his outjjut. the .greater his purchasinn' power. lie never does his buy- ing on the limited sillino' plan policy. When he huys his cartoons, his ha<4s, his advertisino- space, and ain- tliiuu' that entirs into the mamd'acture and sales of liis |)ro(iuets. he always insists that the (pi j itv shall enii- trol the i)ricc. This aruunKiil appears to have stretched the tcnii, free (hal. to ciidtrace "(piantity huyiny'."" and so loiii: as the firm publishes its 10 \hv cent allowance as its regular jiolicy tin ri' is no 'free de.d." If is only a I'ound-ahoiit way of sfatins^' the ptice. If this amouiiK to a loweriuL;- of the price by the manufact lu'er. IIm other concerns must nie( t It by a like reduction .tr its ei|ui\al( !it. Th( re is no moi'e free deal in this kind et a fra;isactk)n than there is in the case i^i' a railwav cr.iii- pany making lower rat( s u|)on car load lots. The real \'v({- deal exists in all its \ inoc when its use is iu>\ |Miniiei\ aiiiioimced tuii is ni\iii as iioiius, iia\ iu^ ail the effect of a secret reliate. rREVl.NTION OF AD\ I.UTISING WASTi: 23 J In the long run this metliod may be a questionable l>nlicy because of the way it allows its discoinits. The ailnwaiice is not in cash but in Kji^g-O-See. besides c-.lablishi!ig tiie same coinhtioiis that the railroads have created through their rate discriuiination, i.e., a eoni- iHlitive advantage i'or the large shippers, the breakfast l(M)d company, by the character of its ' bonus, " tempts the merchant to overstock. The eM'ect of this on the trade is shown in the next illustration, which rejects the live deal in all its forms. It may be of i?iterest in this cnimection to note that Egg-O-See is no longer on the market. •_'()(). "Protected price" method.— In contrast to the Kiig-()-See Company's [)olicy is the one pursued by the l\< Uogg Toasted Corn Flake Company. 'J'hey sell at t \aetly tlic satiie price cverywiiere. It makes no difl'er- (iice wlicther the (piantity be large or small or wjicther the location of the dealer be near to or at a great distance tiniii the factory. In suj)j)ort of this policy, the com- I);iMy claims that, wjiereas the purchasing power of the ili.iler is limited, better profits arc assiurd him because lli^ selling power is strengthened through the elimination i>r competition due to price cutting. It also puts the small dealer on the same l)asis as the large one. So far is (he company is concerned, it enables the/n to main- t III! the (|uality of thc disposed of at cut prices. Of the policies cxemplilied in the practice of the two I'lvakfast food concerns, the retail trade apparently lif.utr. ;;r;" j;r>>im«'>i piK'C JiKtiirMi. i il i rittiii aliiiiii'ii riKcting the National Association of l^elail (irocrs 2SG ADVERTISIN(J j)as.sc(l the f()llowin<>- resolution: "Itesolved, that wc oi)I)osc Tree deals ol' all kinds and hclicvc tliev over- load the ^roeers and encoiira-^e priee eutlin-;/' 201. Scluiius for iinit'Di^j; local or Inidc .sclliui^ cmcr- i>;cnclcH. — The methods so I'ar disenssed have dealt with thf !)n)ad i)rineii)les whieh any firm must ehoose het'ore «n[erin<^' upon a General sellin,i>- eampai<>n in which ad- vertising' must l)e an important I'aetor. A poliey wjiicli enc(. urates price enttin^' hy the retailer is ineonnrnoiis with an advcrtisin<^- jjolicy which has as its chier n<,al the hrandinn- of* a trade mark uj)oii the j hlic min(h 'lO'l. Out of season a- js not to create a new husiiu s. hut to hold the attention of the puhiic until the season opens. This is illustratnl by the street car cards used hy the Po-osknit (Garments ('om))any in the winter, which have an api)ropriate i)ic- t'.ire accompanied hy the |)jirase, I'lltil next -lllllllHT hen- w.'Il -it, T(t niiiiiid you all of I'uKi-lvnii. /\not]i(r Hrni ujilch Ims m;idc a su( cess is the con- cern uhich Mianulactur(s the Schnndt-knit suralds. 'I'hc \';\\\ and winter months arc naturally he proper seasons lor these ooods. |,nt a sunimei' deii.and vas created hv ad\.rtisino lli,.,,; j,, U,,. sjM'ino. TIr- l,|,;i which this advertisiiio exploited was the nccessilv ol' a .sweaier roi- sunmier iioatini; and o()|fino-. •-'<>;{. (irltiiii!; (listrihittion of cr/x nshr s/nciallii'S.— rUKMATlON Ol' ADVKRTISINC; \VA>ri: ^;3- M:iiiy firms are nut with the })roblein of marketing an t\ pensive artiele in eonneeticm with their staple j)r() DuJiarry perfume was made popular among this class through a booklet pre))ared by Mr. Iludmit him- ^1 It'. Not oidy was no expense spared in getting the 111 •,( (juality of workmanship and artistic skill, but Mr, Iludnut sj)ent considerable time in Paris prcpai'ing the iM.iti i'ial for the booklet. 'I'his involved an authentic arcoimt of the life of Madame I)u Harry, and her de- ]>' ndetice for her pei'sonal success in intluencing mon- archs and courts upon the use of certain distinctive I'likt j)reparations. Of course, the author emphasi/es tile fact that the Iludnut preparations arc made after IIh' methods employed by l)u Harrys own j)erfumers. riie lists of customers to whom these booklets and I' Hers containing btautif d cards satnratee (luaiitities, nor can cheap means of distrihiition he used. The (k-or<,re Eorofchlt Company in advertisin advertiser should also remcmher that advertising- matter unsolicited hy the ;}9 Ayaiii, if the miuiiifactiirer wants to interest the (Ir.iiei-, he should not send him booklets printed on the |i(iiii(.st material, show cards that advertise nothing- more tliiii the [)i-inter's mistakes, counter wrai)i)ers that will nut wraj), circulars tilled with indecent testimoni.-ds, and dtlicr advertising' '"aids" which the advertiser thinks are rma|) because they cost little. The dealer /generally (Ntiiiiates these at just about what they cost and will mMoiii use them. I'pon this point, ti.e adxertisinir iii.iiia;;er of a lai'^e dciJartinent >lore in IJutfalo, New \'>vk, sa\s: I I aiiiiot hut speak fcolinfjly of tliis waste txratiso liardiv a ii\ [)a^s(■.s hut It is hrou^-lit foreililv to my attention. Yi s- tiidav we stai-ted some KJO.OOO pieees down the waste paper I nil, truck cheert'ullv contrlljuti d hy (a>v manufacturers wlio !■ I thrir duty ( iided when they sliipped a package of carelt^>lv jiii pared, clieap circulars, turned out hv a sloverdv printer. A tv.ii (•( nt stamj) would have l)roufrht the manufacturer sending (■ important information, and tiie circulars could have ^one liHun their paper cliutc instead uf ours, saving them tiie cost I'l I \prl^s■>al!'>'. •_'(»."). luvfsfif/alion of coiKlilioiis of coi'ipcrai ni narssdr//. — That the advertiser should investioatc the oitiditions under which the dealer is prepared to co- "peiate witli him is further evidenced by the testimonv • '1' the Oakland ("hemical Company, the manufacture rs "f Dioxyo'cn. This conc( rn soids out only the highest i;i.ide of advertisino- matter. The list includes a ten- I'll'T lithoorai)h window cut which in lots of ."). (»()() 'i'M them i^l.lO c;ich. I'efoi'c any oj' this companv's iii.'ilrrial was sent lo the dru,oois|s, tluy ncre asked to MJrcl the ad\cilisinu' dc\icr which the\- wanted sent t" liiem. Alono- with this re(iucst there was to come a p'- live aks ol' the ])aint house with the actual cost of thes(. rREVKNTION OF ADVERTISINC; WASTK ^H iiK'luding a luindliiit-- diar-^e. By watcliiiin- the ac- (dunts closely, the conii)aiiy can soon I 11 wlietiRr its aiivertising in any case is profitable or not, ano il" not, it can locate the tronl)le. If the dealer did not co- operate effectively, either through ini|)roj)er distri!)ii- tion or throiin-h improper nse of the adverlislnn- matter, ('!• heeaiise of some jxeiiliar local sitnation, that fact will ' r disclosed through the accoimls. In the distrihntion of tluir (iKimeled si.uns, the Pat- 04,0 AI)\ KU'I'ISINC llii U } ^ 111 order to til more satisfactorily th. needs of a Aai'ied retail trade, one inanuraeturer of iLens elotliiiin- has I'onnd it a u'ood practice to leave the .-pace hlank in til' elccti'o where the lasliion ent is used. i'liis pei'- mits tlie nierehant to insirt those cuts wliich illustrate tlie |)articular line of ^oods or - till' local dealers to push theii- advertisin<^- by otreriny to |)ay "in kind" for l'ahnoli\e advertisinu'. 'J'lie dealer is tiivst infoi'med, through a circular, that tin- com|)any has three diil'erent sizes of newspa|)er ad\er- tisements. Prints of the actual ad\ertisements aie also shown, and each is ie|)resented hy a numl)er. If electro numher one is used, the company otl'ers to de- Ii\er one-half do/en packages frrc; pi-ovided furt!iro ss 01 r [ilmoli\e for HIS ,toek. 1 ai-ger gins ai'c oriered lor c tl'i ■lect ros number two and three, since the cuts ai'e lai'ger and reiiulic a higger appropi-Iatioii on the part of the dealer, 'i'lie otter concludes thus; , Hi:\ kn'ikjn of aj)\ i;i{'iisi.N(, wasti; oi-;j 'I'll' ii-(lri- for f'lTo snap in t'xcliaii<,n- for /ulvcrtisiti^r will he iuiiiinIk'(I \ou iiimiediati'lv on receipt o the paper cotitainiiig 'In .(ixertisenient. The order for soup will he on vour re >t:.ck. Von cnu (jonhle or ti-iple any of the ahove orders 111(1 nreivc I'vvv Talniolive for advertisiuM- in like [jroporlion; pi"\i(lMl you {)uhlish th. rleetro a eorre-pon(hn^r niinil)er of 1 ;irti('lc ill Prhil^r's Iiih oiv,s ;in illustration of ;in iiiii<|iic ftictliod. An a(l\ citisiiio- campaign) carried "II liy a larjLre paint company was national in its scope, tint I'aiKd to get satisfactory returns. l'|)on investiga- tinti. the attitude of tlie dealer i)rove(l to i)e the weak M»'t. Tlie ,pacc on their own account in the local Sunday papers assoiiated with the Sii mliiii Mnscnz'nie; i2. Ry di>tr'hution of circulars with the ,V;/,7 '/'/// .1/' irjiic where no Suiida\ |)aper "as printid. ( !) ) '!'(! isre-'.'if fl:!- T-.!:i-. -.•■. fl..,! '!... .!....!.._ ! ! its bwicfit to him. I if:. I!.' ;2ii Al)\i;ilTISING "t ('. Mrtlio.l. (a) AiuiDiiiicciiiciils of "paint wock" to clraltTs hv iiuaii-- (if toiir j aor I'olorcd circular^. (li) Dilaii-, of llic [ilan. and ar^'UPuiiU to iiulucc dial ('!•> to C'loixratt'. "It'_\(in arc lliinkin^j^' ot" a >|»i'ciai n|)rnliii;' |i,iinl \Mik, lia\c tl)r lir>l week III Aprd. \) < or.tif \i>!ir s|or(. utI omI xnnr puMli- and (■ard> and (lis,i|av cm r\ tliin;^ \n n! \aiiia;j;f. Make a N|iccial window lii- |ila\. l{r(|iiirc \()ui" clerks to talk |Miii' and \arni~h diirlni;' tlir entire wc'k to a>L voiir eii^loniers whether thev iiil'iui to paint. I '-e special divpLiy ad\rrti- iii^" in m w^paper-. He Mire to iiave our a(l\ert!--einent in voiir p;i])ers dnriii^' that week. "This is I he time i'or vour fidl pa^'e or vmir lialC-pacfe I" (c) A riniinder to keep the i'ii'cidar annoiiiiei iik lit fresh in niiinl. A cai'd witli the pictui"' of a hand with tliree finm'rs ext iidrtl iiikI the woi'ds : Count llicin on Your Finders The Week- Hefore "Ill-h Standard"* Taint Week April 1-!). (d) .\ si'cond reminder not from \\\r jiaint coiiijiiiiv l)ut from the Associated Siindii// .l/'/^'"- ,■:/;/(• otiiee, and a hrlef ar^iniii'nt sho^iiiiT llie dealer the advantage of adverti-iiiC locally ill eon jiinel nni with the pam^ company's national campaign. /..■) (':M-ds :i:\:\ i'i)\i\:v-: M!>(). ()()() •!! ■.•.\\\ !!;;;!ler] f;>r\!>- tonicrs oil' dealers'" lists during tlio "week." i'Ri:vi:\ iio.N OF Ai)M:irrisiN(i wasti: ^^^r, (i'j C'o\»rs of the Siinilit// Mtii^(ir:iiu- sent out four (lays ahead of the fcN-nlar i^Mie to he huii^' ill dcaliT.-.' windows as a sinn, thus '■fh)M'ii<;- the eircuif l;y adding- the hist liii -<> tlic h)ea! advtrtisiiii;- campaij^ii. (<;•) Coiiiplrtr copies of the S/imhi/j .\fnii.!::uic sent to (Kali rs so as to reacli them Satiirdav. (h) Ki}.riiil> . ■ liu eover pa<^e advirtiM iiuiit appear- ing- in t!i,' Sfitnidd// KniiiiiLC I'ost of the sanii' weik forwarded to deaiirs so a> to reach theiu on \V< (hiesday - the dav he- fort- the reo'idar issm appiaiid foi- sale. These also to he put in eon^picuous places. (I) A clincher in the fonn of a circular which was finally sent to the dealers asking- them to describe their "'Hi^h Standard" paint ■week — the repoH to he used in the ])re|)- aration of a house or^an — this to serve as a clearing hoi.ix. of infijrination (>!> liow to conduct a paint week. All deal- ers cooperating were to receive copies. low the de.iliTs cotiperated. (a) Hefore the specified date, all the dealers In the cities where the SinuUiji Mh;it line of paints ]) roved the l)e:;t sellers. (f) Tlie contact thus estalilished between the deah r> and t'.ie niaimfacturer opened the w.iy for a continujus cooperation of tiiis k'lhi throuu-hout the year. Since the '"Hi'ili standard" .veek campaign tlie c<)nij);iiiy has a )•' > ord of 170 l)ackaf;es of electros .sent out one dav to dealers for local um. '200. Ti])s for chrJiS. — Tfow important it is for tlic manufacturer to watcli every link in tlie eliain of tht (listril)uti()n of liis o()()(ls is seen in tlie failure of some firms to reaeli the consumer effectively even altei' his interest luis i)een enlisled. Tlie j)ositioii of tlie ehrk should not he overlooked. •J 10. Illrsfrdlions. — Inclinations for showing- and str\ in^f a particular line of ,i>-oo(ls are often found in the ineeiiiivcs offered the eler) hy the inanufaetuier. A ehvcr scheme, ojjerated in connection with Mie intro- duction of a new summer drink. l-'an-Ta/, was an adaptation of flu' coupon system. The coupons took the form of unti;'nsfcral»le due hills jjrinted ii. two and live dollar denominatii>ns. 'I'liey wen -sued to soda fountain clerks wluii the drunLiist or other dealer ordered twenty-live ^'allons of l-'an-Ta/. These i\\u' hills were to he exchanged for two dollars wliene\cr the firm for whom the clerk opirated the soda fountain sent in its lirst rej)eat order for aiiotlur twenty •li\e rUKVKNTlON OF ADVKUTISiNd WASTE ^+7 oalloiis. The live dollar "^n)l(l ])()ii(1s;' so called be- cause of dieir appearance, were oivcri out with larger orders. T'wo large l)reakfast food comi)aHies eonihiue a dou- ble p(;licy v.-ith their methods of -tippiun"' the clerk. 'I'he Cream of AVheat and the Quaker Oats j)eople are both sendin<,^ out with all cases of <>-oods small order hooks for the clerk's use. Wheu a clerk has tilled an (,rder book with Ihe nanus and addresses of the pur- eliasers of Cream of Wheat, for instance, the company redeems it at a u'ood prolit to the clerk. As there is a •Queen of Wheat"' on the market, it is not ditlieult to iiiiaoine a salesman tryin.u" to shift orders for it to the kind which has a similar na;ne. This is the i)rimary con- sideration of the company, bi a secondary one is the obtainin<^- of an up-to-dale mailing list which may !)e- (ome later the basis of a consumer's advertising cam- paign on the part of the comi)any. •Jll. ClcrJxs' com mission for .siilislitiitio}i. — It was thr practice of a well-known cliain of drug stores to in- (i'ease the sales of its own pnparation, by offering the ( lerks a tlnrc per cent ii)mmissi(>n if they succee.led lu inducing a customer to buy the store's l)rand whenever a trade-marked article was called for. This is also a tavorite scheme for marketing breakfast food and otluT uroeery hues. A gioeery clerk was given from two to tliree eiiits per i)ackage if a certain kind of breakfast food was sold. This commission method varies in its perfoiinancc. Some firms use it as a substitute foi- all ntlur advertising. Others use it during <•< itaiii dull reasons to stinndate trad'-, whih' still .)llirrs use it only in connection with demonstrations in the store by cx- |it I ts. One compaiiN uivi-^ eorn!nis>,ion to the store clerks .'-' w Ai)\ r.urisiNii (ml_\ \\liilc tlicii- own denHnistrutors arc at work in the store. it is lli()ii!_;!il tliat I»\- the elei'ks" eocipiTutioii a, i^rcniir |)i'ii]Miiii(iii of all the eiisloiiitrs within the store will li.iM- lh( ir alt( nlioii drawn lo the conipanys cU-nion- .^ti-aiion iahlc. A suljstitutt' for the dinionst ration UK thod was t'oinid tiy the makers of l-'oi'ce in iiuhRiiiLj llic dcah Is to pciiiiil the eonij)any"s men to take their stand in \\\r d(h\( r\- room, and \,} nnt sampk' |)aeka<^rs ol' l''oi'Ci' with apjn'onriati' rciuhny matter into evt'i'v liaskv t ol' out Li'oiii!4' li'oods ()!" coni'sr, this method re- (|uir lliiiik tliat he is tiot iiji-to-date and liaii- dlhiH a popular hrand ol !.;oods. A steadv crstomt i" d( niaiid fur a ci rtain hr.ind of aitlele will linalK' coii- \ ince the ;iio-t ohdiirale of ritaik is that he should sen' in his Midi r for these Ljoods. I^l■^llas|on ol' anollur kind. liou(\er, ma\ hi' less rKi:\ I'ATioN ()!• .\i)Vi:i{'i^isiN(; WAsn: J249 c\' iin, vrta.il sale, than on necessary commodities that li;i\f an esialilished demand. It will he helpful for the manufacturer to re^'ard ihc retailer as his sali'sman- the link that joins him in I" rsona! contact with the custonui'. Althonyh nom- inally indcjH'ndetit, the two are really made intcrde- |M iidcrit Ihiou^h the liusiness necessity of cari'yin^' out the \arious functions of distrihution most economically. •_'1"{. Di'dlii'.s jildcc in (lislrihiilion. -'Vhi' advertiser uiiii sha\cs till' dealers prolils too closeh is likcK' to lia\c lost siu'lit of (he lniiiy; sfiise iit' I lie nn ri( hroiiniit .•ihnut gradually. Teach him tlw advantage-, to he derived from >elliiig relial)le goods, atid tin j)er>oiial >at i>t'aeti()ii which will he Ids in pleaMtig his customer^. (Jive iiim a good jjrofU and hold him to it. Make him feel tliat lir i> ,1 %ahial)K part of your orgaid/ation, 1m 'i' him to sell your product, link all these things in his mind with your tradr mark. an.l you th.n have ..nthusia>m. tliat greatest of all auxiliaries to an advertising campaign. J CHAPTER XI METHODS AND rLXCTIONS OF THE ADVERTISING MANAGER AND OF THE AGENCY 214. RcJaiUm of advcrlisitig maiKujcr to sales- (Jfpart- ;ncfit.— x\ ^Teat iiuiiiy of the iiiost pro^nvssive concerns tliat atlvci tise to any extent employ an advertising- nuin- a^er. Tliis advertising manager is sometimes supreme in liis position, lian.lling all the details of the advertis- ing {kpartment, such as the writing of the form letters, and inventing, ailoj)ting and adapting different plans for the advertising campaign. The advertising man- ager, when he is in sole charge, suhlets his advertis- ing to the liill-poster, signboard contractor, advertising agent, and also his jjrinting if the house does not em- jijoy a printing })lant of its own. In some very large concerns, the advertising manager reports and consults with the sales manager, the sales manager having jurisdiction over the advertising de- I'ariment. The sales manager, having the most com- plete and direct contact with the advertising manager and advertising departnient, is likely to have the great- (sl success. He naturally has charge of the salesmen, and posts his corps of t^ ivelers in accordance ..ith the advertising plans. 'I'hiis the s.-desman is in a position io e\plait\ to his trade what the housf is doing in the way of ■publicity: and to emphasi/e the inimensl' amount n| work that his house is loing in order to move the g- nianaiicr is lilled liv llie same i)erson. I'er- liaps this is the most ideal method ol" all. XatiU'ally, the sales manager ol' a lart;e concern mnsl have his a^sistants, hnt the most siiccessl'ul sales manager meets his j)ri>l)lems best when he is advertisint;' mana,u,'er as well. If the a(lv( rtisinij,- eam})ai,yn is conceived by the sales manager, he gives the subject of advertising the most careful thought of his eiitire selling cami)aign. '21.'). I III portdncc of ad'crtis'nig iwpcndlturc. — When a large concern is spending >i;-j:)(),0()() to ^.)()(),()()() an- mially in advertising, it is spending as much as, or more than, its entire sales force would cost. Hence, in j)oint of exj)enditure, the advertising expense is the more im])ortant, and is so deemed by many of the most successful advertisers. In other words, this ailvertis- ing becomes a sales force on papei". Many of the highest paid advertising managers con- sult with their ad\ertising agents, the agency furnish- ing a great many of the suggestions and 'much of the copy used in the campaign. The agent is often of great assistance in the planning of the advertising, the pre|)aration of the copy, the checking of the ad\ertisL- ments and the ordering the entire details, thereby sav- ing till' advertising maiiager a, great deal of umieces- sary laboi-. Manv adxcriising managei's get right out on the riiad tlicmseK es and examine a teri'itory wlieri' the sales ma\ be weak, analyzing the laek or loss of busi- ness. ()ften he pi'e|iares. on the spot, an ad\ (•.•lisiiig cam])aign to interest the special community. 'I'hei'e is no greater argument in the world I'or a sales- mai; to place befei'c his ti'ade thaii a b<»okl( t ])repai'ed by the ad\erlising manager shuwing I he present ad- THE ADNEUTl^lNti MANAG1:R ^ZoS vcrtisiiif;' campaign in ])n)usiiiess in 1H(U, and has 2a4 ADVKUTISING shown tremendous ability and foresight in developing a there are a nnmher of aggressive con- ,. ins. Some of these liave made fortunes and reiired. TiKie are a numher of exeellent eoncerns tliat have sprung up since the starting of tliis inchistry or pro- Ir.sion. ()i\c of the well known Chicago agencies is tliat iniiductcd l>y Jolin I.ee Mahin. The advertising agency has also ])laycd an important part in the development of Canadian husiness. The ,„incii)al Canadian agencies are A. McKim Company, .1. .[. (iihhons Company, Limited. I'atterson Xorris. Limited. Desharratt's Advertising Agency and Gagnier Advertising Conipany, Limited. A recent development in the agency field is the or- uuii/ation of what are known as export agencies. These ,>tal)lishments i)rimarily deal, as the term implies, in the hnilding of foreign trade. They are familiar with merchandising conditions in foreign countries, with ad- vertising mediums, with local customs and are ahle to tiiniish the advertiser with local color. T. B. Brown, l.iinited. A. (r. Perry and Company and the (iotham Ailwrtising Company may he mentioned as representa- ti\( of this new tyj)e of agency. •-'17. Imporiancc of advcrliHiuc; mannscr. — In gen- eral, an advertising agency works in conjunction with tlu advertiser, or his advertising manager, in the \n'c\vA.- nilion and planning of advertising campaigns. In soiiK' cases the advertising agent may he the advertising iiiiiager. in this latter event, the agent has a certain appropriation in his hands which he will expend to the InneHt of tlie advertiser, adopting every good plan that ir d-jO Ai)\i:u'nsi.\G 's economic- and ri<2,lit for his rliciit. In fact, some ul' tlic keenest minds of this ccnnitry are en«:^ane(l in the a(Ivertisin< .-sight and ])laeing of the same, a good deal in the same eapacity as an areliileet. who ehargcs a ccrtani priee lor ins plans and speeifieations and is then allowed a eonmiission for tl.c ])ro])er .sn|)ervisi(>n of the earrying ont of all his sj)eei- jieations. 'I'here has been an apparent sueeess among a few of these speeiahsts, and it may f»e that in time ti> eome they will attain more importanee than at the pre s- ent time. '22\. ('i of (li^cnt. — A well-e(juii)i)ed advertis- ing agent shonld not only he an expert in his line, hut should have an entire organization and he well ccjuipped to handle any line of advertising that may eome to his attention. lie should he an excellent judge of ))oss!- hilities. knowing the seetions of the country where goods can readily he sold, and those where dillieulties arc apt to encompass the advertiser. Or the campaign may he a getieral one which will include the magazines, the cir- culation of whieh is very fluid, going almost to every corner of the country, 'riierefore. the inlluence of this ad\citising would he felt everyw hei-e. and the goods nuisl ha\t' a \t'ry genei-al sale in order that thei'c may \)v a minimum of waste in the cxi)enditure. ^Vll this the advertising agent is, and more. lie in lime secures the conlidence of his customer, ••nd l)usiness [.rohlcms that do not hear on advertising are sui»mitt((l to him for consMcration. His advice is sought and he hecomcs a part of the advertiser's busi- ness family. The ad\erti^ing agency business lias attained almost to fjwj Kiositjn?! iif .:i nrr)t'( ssioiK Mild those who ha^i' been in the business a tiuiiibcr of yc.'irs ;uid ha\c cslab- THE ADVEKTlSIN(i MANAGKll 259 lished themselves in the confidence of their clients en- joy the same comparative position Avith them that the lawyer does with liis chent in all legal matters. '2'2'2. Outliniiiij; cnmpaii^ii for an advertiser. — In some cases an advertising agency may l)e simply a [)laee where tli<' details pertaining to the mechanical or technical end 111' advertising are cared i'or, such as the making of cuts, rliccking up of newspaper advertisements, hargaitiing lor space, etc. In other cases the agency may assunie the aspect of a commercial adviser. It may even keej) a force of experts in its employ who have nothing to do with advertising directly, hut who are sent out on the road to gather information and to form a judg- ment of sales conditions for the henetit of the advertisers, for example, a manufacturer who could not account lor the small amount of his sales in a certain section of tlie South, put his case in the hands of an agency, which s( lit a man into this territory. The trouhle was dis- Kivered to he in the (luality of the local advertising, and liie inahility of the firm's salesmen to grapple with the Ml nation. A campaign was outlined, and immediately ilie sales trehled in amount. The character of an agency's aid to an advertiser is ^'■r]\ ill the following chapter, where an outline is given I a camitaign prepared ior a large coticern mannfac- tiiriiig silverware and doing a national husiness. This -liiiws in one direction the application of many of the !'iin(ij)les which have heen emphasized in tiu- preceding 'I I.I piers. •J2.'J. Special rei)resenlalives. New "S'ork City nat- I' lily l)ecame the center of the advertising husii'.ess. li'i- the reason that most of the manufacturers and large I'lv frtiscfs hcJia!! in the !'';!st ]!>!>'>■ I>-!' *]>.'• Mi!!;!!?' '"■! I'ar West were (h-veiopcd. It was found that, as 260 ADVERTISING I I; iii htf? news{)aj)ers became esta!)lished nearby and at a dis- tance, it was necessary to have what is now termed a "special representative" but was formerly known as a "special agent." The special representative is different from the frcn- cral agent for the reason that the general agent repre- sents every j)ublishcr, receiving a commission from the j)Mblishcrs, whereas the special agent is more the direct employe of the ne\vsi)ai)er or magazine. It is his duty to call on the general agent, and to solicit business from him, and also to call wherever advertising might be forthcoming. The special agent receives a salary or a commission from his pub- lisher. The business of a "special" has developed into con- siderable magnitude, ajul to such an extent that the "special" will buy space at a flat rate from his publisher and will issue a rate card in conformance with the rate card of the publisher. This card is used for such local and general business as may come to him directly, and therci)y saves the difference between the cost of the space that is bought and the si)ace that is sold to the adver- tiser. The sjH'i'ial rejjresentative maintains a consideral)lc force of solicitors, ehecking clerks and bookkee])crs iit his husincss. He oftentimes irnests money with the publisher. This is true especially of the newspaj)er s|)ecial representative. A number of "s))ecials" have made a business of loaning money to publishers and taking their recompense in such advertising as they are able to secure by their efforts. Many times, this has proved of great assistance to the jjublisher. It al- 1.. .1 ■__''_^ _' „* _•'* „ -1 ows hiiM ill i«|>;i\ iiif iwaii liiirnign aiivii TiSnig, an;; it also makes it easv for him to Imrrow money on time t.> TME ADVERTISING .MANAGER TK1{ XI r A TYPICAL ai)m;im'isi\(; campaign 224. Dctdils .set forth In c/ report. — The campaign, as o-ivon !)cl()\v in the form of a re|)()rt u(hh-essL'(l to tlit' l)rcsi(k'nt of n hii'^e maniirac-tiii'cr of jt'Wch'w is in many respects suhjcct to ci-iticism. hnt ma\- hv vv- .yanhd as a lair <\ami)k' of carcfnl thinking- and plan- ning'. The report is reprinted just as it was written: In ni.ikiti^r up this plan of ,ul\ t rHvitiif. ;it vour ri'(jutst, uc lijivc l)oi-Mc tun tlilii^N ill mind. One is to attnu't ivirv thiiicr that is i)os>ihlc to your \( w York hiisiius,. Voy th. sccoikI. \\v ulsii to ha\c the ^c nci-.il Ijusiiicss not only main taitud. Ijut incrcaxd in all (lie xarious lines that you man ufactui't'. We realize that eyevy (iepartment of your f.ictory should !)'■ ke|)t i-unnin^r on profitahle lines, and would adyoeate only the pushini;' of the froods that are most jirofitahle for yourselyes to ad\■ fidm the f.utory and I'epoits made i)\ \our salesmen .as lo \\hat si emed to he the hist sellers throui^h out t he eoiuit l'\ . To Hit v\[A\\ down I o I he .uKert isiny «Mmpai;;'n as sui^u'esti-d. Ihe features nf the a d \ i ■ r I i s] n o' are: I. DisI rihul iiiri id' hook his !)y I hi' liie.d diali rs I h rnii;;l lou I I he eouidry. \i. The U'l-f ad\ ert is| II (_!■ Ill Incal pi pi rs liv de.iji'rs UsUli;' ihc t I'os iriiftil! UP espeei.aj|\ for ihuii .iiid supplied hv \ou. '.\. 'I'he sindinn- nj' visitors to your N(\v ^Ork stores In vour local dealers through .1 J !'' ' jii.i ... .... I lie t'fxni w 11 it 11 « 1 iiuyt- <'iiin u i m- i ,i i i n < li ( 1 1 n i i . j . mm ma^'a/ine .id\ eri islne-. .">, The monthly puhlication called 7'/i, I A TVPK'AL ADVERTISING CAAIPAKIX m) J: Argent, wliirli would 1)l- tlii' mouthpiece of the factory, going ic al! your dealt in all over the' I'ovuitrv. Wc sj)eak of eucli of these five depart nieiits ot" this ad\ trtisiu^ j)laii .sejjarately, giv- ing vou the explanation on the following pages. One })<)int We v.ant to make plain in presenting this ])I,in to vou. and oru- of the nuportant I'esults, is the reflex action on ycnir Niw York stoi-f }jy the local deak rs throughout the I <)untr\'. If these local dealers advertise specialties witli New York iianies. if they adxertise ycnir products in their local newspapers, if tlu'V send out booklets t'ontaining your name and trade mark, if they use this Letter of Credit, and if you l)ack this all up uith vour magazine campaign, sj)eaking of vour display rooms in Neu York, what happens? You have secured the attention of tile visitor to New York City from each and every town in tills country. Lirni'.R OF ( KKDIT 'J'ho card shown indicates its exact meaning. It is an introduction to your New York Stores, and at the sanu' time a letter of credit. Kvery dealer nuisl regret the loss of sales to liis wealthy customers who {)urchase away from home. A large j)ortioii of this class by custom seek New N iirk for their expensive purchases. Dealers in the small cities arr (|uite intimate with tluir custonu'rs' doings, and if the dealer can enjoy a share of the sales made in New \'ork, in his own lines, he will urge his custonn rs to Use the Ktter of introduction and visit \<)ur store first. This card is a viiy strong link in this chain, factory to dealer to New York, .anil it \k i.'vident that till Nrn ^ ork \isitoi- having this <'ar(l in his possession will Use it. Tlh- dealei" nalurallv Incomes an addt^l salr"!man for you, ami m turn the Nrw \"ork store Ixconii's sometliing to lie df- su'cd by him rather than a. detriment. 'i'here is jealousy exlst- nialiu fact urniii; concei'u oi)er.a fes the st ore or n.o t. N. York C'ertiiinly gets more than its sliare of trade from tl le ineoi iiilig .'^64 ADVKKTISINd visitor. This Letter of Cn;]h. or card of introduction, elim- inates tills jealousy as far as yon are concerned, because it give.i the d.aier a chance to land some Iar that sdl readily, S1:K\'I('K wliicii should .all be trade marked products. The idea is to furnish these booklets, with the 1 1 « ..... ;•■ .w: r s own n.iiiie on iiie hiie page. gi\ing iiim a chance to se?i(l til' M' bookli ts out to his customers in his own envelopes witli his I in .m am Al)\ l.Kl ISINCt tijiinc oil tlicin. of course. In that way lie will ho ^-ottliig his a(lvii-ti>iiio- valuu out of thcin, and reminding liis customer that lie IS in business, hut the booklet will triat of vour own o-oods .solelv. Wo indicate duiiimi( s of a few. The booklet scheme IS to make the booklet look and seem like the deali r's ver\ own. That is the excuse for the dealer's sendiii;.;- the i)ooklet out. I'lif Argiut, wjien it is [)ul)li>hed, uill s-ieak of a certain booklet, sample to be enclcjsed with an order blank, so that the dealer may order in quantities and indicate Just how his name is to be i)rinted. 'I'here is no doubt but that tens and thou- sands of these booklets will be reiiuested by the Jealers, and sent to their custcjuu'rs. No dealer would lu'sitate to state the superiority (jf vour floods if he is carrying that line. He believes finnly in your products, and wants everyone else to have the same faith. We do not advocate too expensive booklets, or ver}- laro-c ones. Your distriiiution would be enormous, and the expense can be kept down to a minimum without sacrificing the attrac- tiveness of the booklets. The ones that wo show herewith an not expensive booklets in any way. MAGAZINE ^^^ ^"^^'^ prepared two advertisements for magazines, which are indicated on the ADVERTISING opposite j.age. The strength of your magazine aiiverti-iiig .s to convince the dealt rs around the country that you believe in sending tradi> to them. 'I he advantagt > accruiner from the maga/Ine advertisinir are of two kinds. one. you will be able to advise vour dtaler that Air. or >Irs. So-and So has reijuested a catalogue .and ,ask iiiiii to fohow this paity up. the other, direct sales that vou can m.ake fi-om your factory. This last can be done in sections where \()u lia\c no de.sKrs. but conc;rns have even been known to use these replies to start de.ders where (Ksir.ible. bv statin.er fji.it .-i s.'i.le could, be !!!'lde. '.\'.\. -.•■v.:]'.:'.:!- \::::y tr:-..-.:!c r^ . ' ,-s that are desired after the parfy re(juesting the catalogue lias been workt-d up to the point of silection. We do not, however, A 'lYl'lCAL Al)\ J;H'11SIN(; rA.Ml'AK.N 'Ml ,;(K(it';itf llii> as we l)clit ve that you >li()ulcl ncLivL' a portion of tlic j)rofit.s from (ilnct salis. It is tii(j cxpriit luc of nio>t advertisers, oxeopt those that iiM' oiilv general puliiicilv, that iii;i;;a/iiie advt-rt isinluiuld do this advertising. It m.akes him more enthusiastic, makes him })urchase in larger quantities, and naturallv the r> >nlt is more business for the concern advertising. We believe very thoroughly in magazine advertising for you. It would really be the main ])oint of your whole advertising 1 \pense, and, as shown on the estimate following, the amount uiuld be very small in comparison to the whole amount of ^iilvertising that you would be getting from the dealers all over the country, and they will accept the sincerity of the whole scheme if this magazine advertising is done. Our idea is to start out with the basic fact that yours is the oldest concern in America. We woulil show your factoi'v as it is to-day, not as it was, but as it is. There is no other sii\ersmitli in the country that can show such an immense fac- tory and, as an initial advertisement in this camj)aign, it should hf used. A factory of this size is impressive', certairdy. The statements that are made in the advertisement are certainly im- Jiresslve, |)ut W(> could droj) this factory advertisement aftir iinr insertio.i. and proceed to show cuts of silverware of all l^mlls, oni- month flat ware, another month hollow ware, and wliatever seemed to be the thing that was most in vogue, or to \)v in vogue. I his magazine advertising gives you the opyxirtunity lo miiiii,,ii _\,)ur New 1 Ork stores, it makes it ])ossii)]e to men- tion the New York stores because of the I.itler of Credit. The I.illir of Credit is the link between tlie dealers and vour New .'^f!.S Ali\EHTISL\G !H" iii si i;t York stores. It eliminates tlie jealousy of the New York store by outside dealers, and after a while, instead of calling the New \ ork stores "display, rooms,"' yon ca,, call them New York Stores vithont offense. It would !).• hefter to feel the pulso of the dealers first, l)eforc doing this, and for th.it reason we advocate the use of the words "Our New York Display Rooms," with their separate addresses. We also attach an estimate on what it would cost to cover the magazine campaign. We will speak here of advertising your goods in a general way, rather than in a local way, because we have treated of the local proposition more specifically on another page. For your general advertising, we believe, as already spoken of, that you should \^\\A\ the articles that are the readv and most desirable sellers. xXnything new that you get U]) should be featured,— that is, any new pattern of flat ware cspeciallv. —and for that purpose we should advocate your using the magazines such as Munseifs^ McClurc's, Harper's, Ceufur//, Harper's Bazar, Everi/bodi/s and Cosmopolitan. exciiaxgf; magazixe advkutisixg. W\> believe that in the same character of j)ublications, a great many exchange deals can be made. By that we mean equal exchange, or better, for the advertising space for silverware of your manufacture. This would augment your magazine list greatly, and give you a s})lendid list of publications, and reduee the cost of the sj)ace matc'rially, as you would get list retail prices for all this exchange advertising. We should endeavor to get as nuich of this as possible for you, .■ind believe that a great deal can be done in this way. SI'K( !AI, KKATDtKS TO ADVKRTISK IX SPECIAT, IT HIJCATIOXS. We should like to iMish your Baby Silver, such as the Rahy Spoon and other things that you make for babies, in pubii. m- tions like Ladies' Home .lounuil. Delineator, McCall's, n'oimui's iit.-::;i i^ c; ,;'ip;; ;ii(i!i aiiii i i i/ii.Mi\ iipir. The pewter we should like to feature in sucli publications as -■^.-■oii.:^ A TV1M( AI. AI)V!:i{TlSIN(; CAMrAKlN ^f--) Ldilics' Ilnnic JoiinuiL (iooil Ilonsckecping, Country Life, De- Hiicdtor, Cniftstniiii, House lirautifid ••iiul Siihiirhan Ijfi\ for ur hclii'vc tliat tluTc is m great illU^c^t in {irwtcr all over this (iiiiiitry to-day, and tlusL' })iil)licatioiis would bring enough liii>iniss io you to more than pav for tiiciiisclvt's. We i\v not advocate ;i very large amount of advertising in (luect fradt' [)ul)lieal ions like Jrurltr\s Ciiriildr and Kcifsfonr. \\v think that the less of this that is used the better, because lh( magazines themselves go to the trade to a larger extent, and the trade p;i|iers can i)e handled in a very judicious way, since tliev are always seekiii"- business. Vou have also another profitable branch of your business, and that is the C oninuinion Ware, and we should advocate spending for this a small amount of money in a few publications. .\ 'J8-linc (i>-incli) advertisement has proved to be quite i)rofit- ilile, and this advertising can ])e done in the following list of pipers: — Interior, Congnff-ntionalisf, Christian Advocate, y.'iDii's Herald, Christian Work and Obsenrr. h ■ rrxcTioNs OF "THE ARGENT"' The Argent is primarily a house organ for yourselves. This i)ook should be scut to all your trade once a month. It should contain a certain amount of interesting trade matter. By that, we mean what the factory has Ijcen doing, what class and kind of goods are selling readily. If possible, make the booklet full "t helpful suggestions to the dealers, but the main feature of 'flic Argent, to start with, would be the interest created through till advertising service that you would furnish the dealers. l^ach month we should give them a seasonable lot of advcr- ti^' ments. That is, in the May issue we should feature the June \N"lding Silver, and in November would be the holiday sug- i,'f>tions for Christmas. Then, when you make a new pattern, "1 have it ready to place on the market, — a new dinner service. ■ .... ,_»>4.^t ,>i^, u» n, ,11,. ,,,n ..,ni jjctLiciii, Liicse cuuiu Oe ill >trated. Your novelties, also, would be shown from time to time. vw J270 ADVERTISING Enclose an order l)l;mk, a.sklii name on the booklets, with the riMjUcst that he >i lul in tor a cert, in (|uantity. The inat;-a/ine ad\crt iscuicnl s uouli' aNo be I'eproihiced in 77((' .//•(/(■///, arid a li^t of the niaixa/ino whiu'c the ad\ei-ti>r- metit will ajipcar. 'I'hls has a mi'v w hoKsome t'ffect on the dealer^, liecauM' it >how> iheni tl.ai \on are reallv pushinj^ vonr own o-oods and cndc,-i\ orine' to ^'et the consumci" into his stove. It >ho\\,s that \()u arc a^kint;' 'miu, to be sure, to s|)eiid soine money in hi^ loe d |ia|Hi-s. but ii i>o indicates your willin^nos to do the s,iiiii in niair;i/iiics. Then He should siiyo'est s|iccilic ser\ ice of advertisement-, freafinir spicial cases in a s|u ci.il wav where the stock ads will not apjily. After a little while, the ihaK rs will write, fellinir how nnuli they like the dealii\ own sp ice advert iscuKnts. and the special .id\ crtisenunt s. and uhal IIh ( ll'eci had been on the l)Usines-i, also what ell'ccl flic booklels h.ul on the liusiness. Colli spiMldellCe \Nould natui'alU result, and wlielC these letters (irf ^■ood. tin v (ould lie j)rinti(l in 'l'}\f .[njiut. This method will persuade oth( rs to adojif this fii i adverfislnj^ service. 'i'/ic Ai(ftiit could also in\:te deal( rs to make sufr^est ion-. We sliouhl get up a frit ndly contest amongst your dealers in preparing adverriscmcnts. We shpc a lilii^ iioiii aii o\t'r liie iouiiii\, tmi iinii v..:;;-; ^"^ A TVPR AI. ADVERTISING CA.MrAKJN ^71 lie iictivc interest in The irrjent because of the jM-rsonal iii- ti rest each dealer would feel. Then TIu- Ari^cnt could lie used to explain the Letter of <'redit, and could he used to n (jue^t the dealers to apply for these letters. \o matter if sonic of th,. n-ood thin<^s that would he tdvocatefl hy 'I'hc Ar<:ciit ;ire a(lo{)ted or taken hodilv hy vour eonipetit(U-s. 'I'hat is the ptrialtv of succe.-s, hut IN.ineroy did it first, and vou have distanced others iiy hcinu- ficst. 'J'hen the stnel car service coidd i)e oli'ered to the various d. .ilrrs, to [\\n>v who po.>lii!_v do not care to Use the local papers. 'I- use the hooklets. hut uho helie'e in street car work. The Argent \\ill show reduced rrpioductions of these, and offer as many cards as desired, and all this is virtually free advert isin^r. The hooklets will cost much less than the dealer's cost of 'ddressiiii.- and {)ostarro. The electros or de;der"s own space .HKertisements will eost less than the dealer will have to pay fur the sj)ace in the local papers hy four or five time, or more. Mnct car cards are cIk.-ij). ;ind street car space costs at least III cts. j)(r car per card per month. Taken altoj^vther. The Ari^riit advocates advert i-infr I,v the i xal d.aler v, ry thoroughly, n-lves him an id.'a as to what is ^ il'l"''""^;" ''it vour own factory, what new thino-s arc heinj; introduced from month to month, explains the i^ovel features "f the Letter of Credit. ol!\ rs hooklets and is a constant re- iiiiiid( r of the fact that roiiieroy makes sjh ,.|•„;^,.^,_ ^. I'.xeiNonc of wealth visits New ^'ork at least ■""'" 'i''"' diirinn- Ihc \car. one or more times ■^ No mailer uliat the distance is, they come her.' i.-c- cause Ncu York sits the pace in this countiy for I ' hioiis of everv smi. Advcrti.sin^r that is d,,ne os,,- ;he dealer's name, rvrn in a ' ry remote place, is .seen hs the wealthy persons of that place. I!:'sc men and uom.n t;iay purchase immrdi.ite m .ds in their OMi town, hut for the ev.lusixc or lar^^rcr or hetter purchases iliey come to N, w NOik. i Al)\i:RTISIN(i h '- I m. k It is estimated tliat there are ."iOOjOOO stnin^ers in New Yor' everv (lav tiiroughout the viar. 'I'licv eoiiie from a;! over tlie count rv. 'I'ifl'anv iV Co. Icpctid luaiiily on their in,ii;aziiic ad- vert isiuo- to iiitliienee thise people, alt'noii^-h not alto^i'tlier. Tliev di> spend nioiHv in cities, advertising their oidv store, in ("In'cajj^o, St. Loni>, Dnivcr and many other phiccs, but tlicy spend their own money to do this. ^'oii are hound to reap a twofold henefit from all tliis adver- tisinj;- llie ioi d d(aKr>' advertisements, the ina^a/.lnes, l)on! let (hstrihution and >l reel car card^. You sell the local dealer, and vou have New York stores. The dealer in the local towns will he payin<^ for advertisinir in local papirs, and this man is send- iiifjf hi> hest trade to ycair New York stores. lie lias the Letter of Credit, and that !> additional levi raj^-e th.it you arc using in ohtaiiunei- his lulp. New Y'ork })eople do spend money freely, but tliey do not all spend money every day. Wiien the visitor comes, lie or she spend:; monev every day. That is what lie or she comes for. All active local camp.iign In cities and tovxiis will and niu^t bring jnople to voiir stores in New York. The local dealer, to he sure, is a pa'-sixe agent in lhl>, but it is true that he is in- tluencing hu-iness to your New ^'o|•k stores, and presumalily vour I'"iftli Avenue store, that biiiig nearer the visitor's proh- al)le hotel. In your New York worli, wc should not advocate a vi ry larejo expenditure of money. We should advocate sonietliing like .*.■),()()() this coming season. Tlie nsiilt:-< of your last season"-^ work will show whether or not the id\erti>lng was desiraiile. and we belie\(', from appearanci> and t"roiii the large numln r i)f people tli.it voii had call at your -tore, thai lhl> advertising was better than aii\ done pn\lous|y. It i> onl\ fair to .i! tribute --onie portion id" I h. large nuinlier of jieople to tin-- ii' "' •»tvle of advertising. 'I'ln> amount of money «ou!d !»' men' tlian ample to cover the jiapiTs here. We sliould (idvncnte yoiir sendmrr out Hride's Hooklefs, a -.aiit pie of wh.jch «e show on anotlier page, ,and --ome ratlnr snappv little letter';, but one of the best things that can In- done A TVriCAL AD\ ERTISING CAMPAIGN S>73 i^ to aclvcrtise "Sales Not Advertised," not in those words, but ^Miiutliin^r similar. In other words. .ime tlirift is found in New York as in Boston. Tlie papers that we u.^rd this last Fall are as ^ood as anv that eould he selceted, the list hrw^ the Xn. York IlcrahJ, IVnrlil, Times; Eve. Sin,, lirookhm E(i<:;}c, lArmiig Post and liihinic. 'I'll,, weekly jiapers were Aiiurhnn Ilihreic, 'J'ozen tV Coinitn/, Bruckh/n Life, 'J'ou'ii. Topics, Vo<^r,u- and Armij t^ ,V(/rv/ liegi^Ur. l-QUIl'.MKNTS FOR YOFR SALESMFN Wc would sun-frost that you have hooks Rotten up for your salesmen, instrueting them as to what your advertising plans are for the eomir.g year. Show in this hooklet tile d( alir's own spaee service, ready-made advertisements to be useo be shown in this ' '^' ■i"'l 'I hst of the magazines fjiat would be used. Let the salesman tell the dealers that they will receive 'I'hr . I '•-.»/ once a month, and that it will contain novel and helpful suggestions in the trade way from the factory. ,\lso go .as far ■V you like in telling about this ad\(rtising c.impaign, but «( think it would perhaps be Just as well to confine most of the talk the salesman would make to the sample advertisements of the local dealer, the sample street car car.ls ,.,,,(1 the m.igazine iiHvertising. The salesmen, from all indicatl(,ns of your plan, shou'd be ftlile to secure laig.r onlers from the d. ,ilt rs. p.rhaps i,, staple Imcs as wdl as in new things \ ou ar( makmg. b(,ause this |i'lveHisirig cunjiaign will !,.■ \.ry aggressive and very active. I lii inaL^azille .adxert IsIih.- (Ill) ,,>,■ ,.,.,, 4 !..»., .1..!..^ II •IS Ime an .ffeet on the dr:i\ry b.vause the deal, r himself realizes that the eonsumer is greatly intensted in the magazine adver- IV- I". 2T4. ADNKH'IISING tisemcnts, and i-; influciurd to l)uy cirfiiiii mamifarturors' goods l)_v this iiiaiii own tradi\ 'I'aken altof^-ether. it will make a very interestinef topic for the -alesmen to talk on. and will Indicate a spirit ot" husinev^ ;in-n-|-(.ssi\('neNS Oil \our })art, and all tins ou;j;hl to pave the wav for lar^^ r orders in more varied lines and increased husines^ from t\ei'v dialer. A f^reat maiiv up-to-date concerns are doii!n; tins tliin<:; to- dav. liv that we mean advisiuir tlK'ir salesmen as to tmir plans for the future, for the concern's salesman is the irn>att>t advocate of advertising fovuid an v where. lie knows how to use this sort of arginncnt, and how to use it well. PART II BUSINESS CORRESPONDENCE CIIAl'TKR 1 Tin: AHT AM) ITS PROBLEMS 1. liiixinc.s.s cones pondciicc in fonrcr iimcs. — It lias heen only in recent years that one could spcak of an "Art of Business Correspondence." Not only would the idea have heen scoffed at formerly, but in reality there was no such thin* itti^v 1(111 ■i\i«'t •'"»! I'li'ii 117^ VIX It ^ (■II > » I I : K 1 1 I ^1 Jl . ];i«'S •JT6 Bl'SINESS CORRESroNDENCE tunitics. The letters were still for the most part mere makeshifts, not tools. 2. Old methods of instruction.— To what extent this faet was the result of the teaehing of hnsiiiess corre- spondenee and the text-hooks on the siihjeet ean only he eonjeetured. At any rate what little instnietioii tiiere was dealt prineipally with the meehanieal forms of the letter— the salutation, eomplimentary close, etc. The hody of the letter was also made as much of a median- icarform as possihle, and models of various kinds of letters were ^iven to he rigorously followed hy the student. These models most frequently hegan and ended in some such way as this: My Dkar Sir: — Your favor of tlic li3tli inst. received and in reply would say : — (Here follows the rcplv with a wealth of "hercwltir's, "herc- l)y"«, "pursuatif's, etc-.) Trustiiif^ to receive an early aiul favorable rejjly, We remain, Your obrdicnt servants, JONK.S & Co. That kind of letter writing' could ohviously never hccotne more than a poor crutch to husiness. And yd many hooks oi' very recent date encoura^'e it. For that 'matter, too, some of them give models for letters of condolence, love-letters favorahle and unfavorahle. and the like. Such was their idea of correspondence. '.]. aroKth of till- art of business correspondence. ■ It was not in the instruction either of schools or of hooks that husiness coirtrsjioiuK iUL ;;vgr;ri lO- i>e rec-u- nized as an art. It was in the actual practice of husi- II THE AHT AND ITS PROHLEMS ness men, and as usual it came as an outgrowth of com- petition. The struggle to get new husiness and to keep the old, since much of it was done hy correspond- (iice, necessitated improvement of the methods. Xat- ura'ly those men who wrote effective letters had an ad- vantage. Of course there have always heen numerous reasons for the success of one firm and the failure of another, but among them the ability to write good letters or the lack of that ability assumed increasing impor- tance. It u safe to say that at the present time nine- trnths of the notably successful business men and l)usiness houses of the country pay particular attention to their correspondence, and strive to make it reach its possibilities of accomplishment. Business correspond- ence is recogni/x'd as an art. Moreover it is now being studied and taught as an art, although its development has reached only a limited stage as yet. Trade papers are beginning to devote sjiace to it, a few books of advanced type have been published on the subject, and a few schools have taken it lip. It is still in a formative stage, and much remains to !)e done. k PiirpoHC of })iisint'ii. m ^istc(l upon at this len^tli because tliere is frequently ;i tendency to l(Jok iij)on a letter as a production which may have merit in itself, apart from any effect it pro- I luces. The real test, and the only test of a business letter is this: Does it make your corresj)ondent do what \ou want him to? Does he responds In this connection it is well to bear in mind another (iilference between letters and other forms of composi- tion. A letter is ordinarily directed to a sin^'le individ- ual. Frequently we see letters that remind us of the piayer of a noted clergyman which was reported by Diie of the newspapers as "the most elofiuent ])rayer ever addressed to a IJoston audience." It is possible for k Iters to suffer from similar misdirection of effort. It is j)ossible for them, too, to be effusions that sou!id well — so ^ve\\, indeed, that we find in them no other dl'ect. A letter should be regarded as a tool or a machine wliich has definite work to do. Xothin' have no other test for the letter than its abilitv to tin it. ti. Tlic ncccssil// of conviction and jwrsuasion. — The 'fS •J so BUSINESS C'UllKKSPONDEXCE :i :iii prohlem is fur from being- as siir.|)le as it souiuls. In a way, it is more diflicult than those of the scientist or tlie novelist wlio aim either to instruct or to entertain their readers. For it is easier to do either of tliese tilings than to incite to action. Tlie old saying that "you can lead a iiorse to water but you can't make him drink" has its application here. The mere inertia of a man makes it necessary tiiat some force be used to start him into a state of activity. I lis reason must be affected to convince him that the course of action we propose is wise. His emotions must often be touched to persuade him that the result of this action will be ])leasurable. Frecpiently, too, he has prejudices that must be over- come before he will act. Tims it will })e seen that the art of the correspondent is similar to that of the debater or the salesman. It combines the necessities of conviction and of persua- sion The manner in which conviction and persuasion are used varies greatly with the kind of letter, and will be discussed in connection with the separate kinds. But it may be taken as a general rule tliat the two processes furnish the chief means to inalcc men do thinff.f. Of the two processes, conviction is by far the more imi)ortant for o-ir pur))ose. Without it, the other is useless, for a business man is not likely to be greatly affected by what is coinnionlv called "hot air." lie wants facts, and conviction is a matter of the clear and forceful presentation of facts. "Facts are like bullelN: there is no dodging them." To cany the simile a little further, persuasion alone is like a blank cartridge: it makes a good deal of noise, but it does not reach the niai'k. Thei-efore this treatise deals mainly with the proper j>resintation of lacts. What kind of a presenta- Tin: ART AND ITS PKOHLEMS 2«1 lion is proper is a qiu-stlon whicli involves a multitude of considerations, some of which may hriefly he 'xamined here. 7. Corrcsjmndcnt and salc,sman.-~\ comparison has heen made hetween the task of the correspondent and that of the personal representative of the company, or salesman. The correspondent's task, of course, pre- sents immeasurahly the crreater ditHculties. In addition to the diiliculty of gaining a hearing there are the diffi- culties of holding the reader's attention and of answer- ing the ohjections that may arise in his mind. There are other difficulties, too, so obvious as hardly to need (numeration. The mere fact that the correspondent must depend on mere words in cold black and white seems at first to put him at an insuperable disadvantage when compared with the personal interviewer. This, however, is ))y no means the case. Business men aie apt to trust more to their : s than to their hearts, under the ])k,ising impression lat the former is hard \\ hile the latter is soft. Ilenoe they frecjuently have a wholesome distrust of the i)ersonal representative, while they welcome a written communication. Ano it is true that the letter does expose the truth or falsity of an argument more mercilessly than the salesman. But its \< ly weakness is its strengtli. The adage "sell in per- Miti, but buy by mail." is so well recognized that the iv\erse may be an -/(lually good rule to follow. At any late those who have no deception to practice are not likely to be greatly inconvenienced by the fact that de- n ption is more dillieull in a letter. «. Lcllcrs and talk. — Because a letter is in a sense intended to take the place of a j)ersonal conversatio!i, till statement is frecjuently made that a good business Ivtler should be as much like good talk as possible. To ■'H \ mm '28-2 BUSINESS CUHHKSrONDENCE fr-i m ■ ■ ii some extent this is true, but it is l)y no means literal truth. Written words have far I'rom tiie same e fleet as spoken ones. Many sentenees that sound well enou<^h when sj.oken are erude in the extreme when set down in hlaek and white. Moreover, talk is a leisurely affair compared to a letter. Here jverythin^ must he con- densed. There is no room for lon^- winded explana- tions. The faets must stiek out so })lainly that they can't be missed, and they must be set forth in language that is unmistakable. Heal talk transferred to paper would be tedious if not grotes(|ue in many cases, and in ahnost all cases, it would be ineffective. The grain of truMi in the statement is the fact that the letter should not appear stilted or pedantic. For that reason the use of colhxiuialisms and informal ex- pressions is often desirable. l?ut this is only one of many little devices that may be emjjloyod in writing a letter tlu't will give a man somewhat the same imj)res- tion that a talk with liini might. A fuller explanation of these devices will be given later. Talk we do not want in a letter; what we want is to ])roduce the effect of talk. More than this, we wish to give the effect of our own l)ers()nality and make the reader feel the influence. The letter is our l)usijiess representative and it must as nearly as possible produce the same effect that our own ])ersonal contact would. \Ve cannot afford to disregard the |)ower of ])ersouality. Many letters do this by ein- ])loying simply a string of stereotyj)ed expressions and phrase-book sentences. Others do it by a stiffness and lack of flexibility that treats all kinds of letters alike. Little success can follow the use of such means. Nor can good come of imitating lettei-s, much less of using set forms. For that reason, models are s])aringly used in this treatise. The letters that are included are solely TIIK AUr AM) ITS ruOIU.l'.MS lis; J for the i)iir|)()sc ol' illustration. Tlu'v arc not intended as guides. !). I ht prcssion vcrsuff (wprcssion.—'Vhv importance of this warning, and indeed the siiiiiifieanee of all that has heen said al)ont the uritino- of husiness letters, niav he hcst suniined up hy saying- that the purpose of a let- ter is not iwprc.ssioii. hut impression. What the writer says is not the test; the ])<)int is. what does the reader •ret ? The message must he conveyed to him if he is to act in such a way as to ])i()duce jjrotit. Theoretically, of cou'.'se, all Knolisli com])osition is intended to convey ideas and feelings. Practically, however, few persons think of anything- hut ex])ressing them. They are more interested in f'orniindar iu\\sj)apeis and magazines foi- tlu ir littrarv en- joyment. Here the |)uhlishers, who are dependent oti their eirculatioi! for a li\ing. ha\i' made an attem|)t to find out what their I'laders want and to give it to tlieiii. Most of them conduct tests and itncstigations to dis- co\cr what tlungs tluv p:i!)lisli are well reeei\('d. hi till- same \\:[\ the w riters of hest-seljing no\( Is are cater- in > !• \i I till' ! > ! ! ! H ! { ' . 'A'A ! ! ! S ! ! ! ! ."' ! ( ! it. II. Ail'iHshm nl in Ini.simss i:(>ni'sv()H(1t'nc('. 'V\n- THE ART AM) ITS PROBLEMS 285 adjustment made l)v even the magazine and newspaper, however, is oiily partial, and it is not so neeessarv for their suecess. In hiisiness eorresj)ondenee it is all-iin- |)ortant. The reason for tliis is that, although the reader may adjust liimself to the writer of Hterature, he will not adjust himself to the writer of a husiness message. When a man is trying to get money out of us in one way or another, we do not spjiul any great amount of time and energy in trying to eateh his ideas and feel- ings, lit' must come to us and must n'eet us on our level, not on his own. This is true to a certain extent of advertisements. The difference l)etween the copy in advertisements of W'rigley's Spearmint (ium and that in advertisements of Packard automohiles comes largely from the ditfer- I'tice in the ])eople who are to he reached. Hut every advertisement, however poorly constructed ;ui(l adapted, is likely to aj)peal to some one. It may lint apj)eal to the largest numher, hut of the thousands \viio see it some are sure to he of the right character and in the right mood for its message. With the letter no such selective process is ])ossil)le. rnlcss the letter ii Mchcs the ])ei-son addressed, it will reach no one. A iMKirly adjusted advertisement is only less etlicicnt than a good one; a poorly adjusted leiter is entire waste. Adjustment nuist he eonij)lcte. This adjustment or adaptation must cover at least tliiee points: the character, the language, and the mood 1^ the person addressed. The character of the reader M ly he learned fmui the leltir he writes, or frttm his ' i-iuess position, age, nationality, cri-dit-i'atmg and a \;uietv of other faclois. If he is conser\ati\e it tiiav !" siii)i>oscd tiijit a i'jurlv l<>n.<2\ correel aiid !(M'!nal <•<>!>!- iiHuiication will not he uridesirahle; if he is progressive, :iS() nrsiNKss ('()hui:sp():ni)i-:\cf> 11 I a short. sna])]\v appeal will he more likely to )< .'! idel'.ee ;ind otjier forrns ot writ- in^. It is the most important tinner to lie M;ained, hut THi: ART AM) ITS IMIOHLKMS 287 is usually the last to he learned. Nevertheless, it sliould he kept eoMstautly hel'ore iis as an ideal, i'or tlw CiohJcn liulc of h'tfir-tcrifinf/ is (uhiphifion io the reader. r_*. Iloxc to Icani to -iisrile l)us'iu(:ss- letters: — This, then, is the way to learn to write hiisiness letters that will hrin^- ])r<)fit. First, reiiiei-iher that a letter must he indued hy its results, and not hy any erilieal standards (if rorni. Second, i-eineniher that the impression \ ou wish to eonvey is conveyed only when you have the reader constantly in mind and make a sincere attempt to adapt yourself to him. Third, find out hy analysis what <|ualities liave distin<^uished suecessffd letters in the ])ast atid what principles liave heen used to ohtain them. I'ourth, praet'iee. Practice is the most important })art of anv art. In husimss eorres])ondence it may he made eviii of greater \ .ilue than elsewhere, heeause the results of eai-h j)iece 'if work can he tested and cheeked uj) and can tlun he used as a "uide for future use. Much can he learned iVdin the experience ol' others, hut more can he learned imm your own. And as every letter offers a new proh- |i III, it is hest that you have in mind only certain finida- nirntal j)i-ineij)les and ^'■eneral methods which \ ou can i|)|)ly in your own way to the solution of \o\iv own j>t(ihlems. In the sueeeedinn- eha])ters tlie imjxirtant fundamen- t li princii)Ies and methods will hi' set down and illiis- tialed. 'IMiey will then he ap])lied to the more impor- tant types (»f letters, 'i'hey will hi' \aluahle only if you kei'ii in miml the ali-important fact that the construc- tion of every lelti r di pi nds upmi tlie reader. J'rotil from him demands impression on him. §■ WMy CIIAPTKH II TIIK FTVK rs OF BUSINESS CORRESPONDFATE 13. Ksscntial (jualitics. — Tlic fact that liiisiiicss Krifrlisli is (lislin^niishcd from other forms of composi- tion chiclly by its more careful adjustment to the reader makes it more (hthcult to kiy do"'' general rules for it. No two classes of men are alike; wo individuals are just alike. There are certain appeals, however, that reach nil human hein^^s; certain others that reach all of a given ty])c. Ikfore we discuss any ty])e or individual, we need to know what ([ualitics ajjpeal to all human be- ings. Wq shall then be al)lc to find princij)les that will hold good for the great majority of business letters. Analvsis of successfid letters shows that the favorable im])ressions they make are not in all respects alike. But certain ((ualities arc common to all, and these may be regarded as the essentials. For convenience we call them the Five Cs. The Five "C"s" of business English arc: Clearness, Correctness, Conciseness, Courtesy, and Character. The nature of these <]ualities is not fixed, of course. All (jualities are relative. Heat, cold, bardness, softness, beauty, uglincvs. and so on have a meaning ordy win ii ♦ ••L-."!'. !!• r!'!.!* !!!!>. !(> s')i!!e stundiifd. Nevertheless, everyone has a fairly definite grasp of Www meaniii>{. rm-: five ( s of bisiness ( orrespondenc e ^hj) If. in adiiition. v.v rcmcinhtr that tlic standai'ds used iti ,iiid^'iiio- tlifsc (iiialitics arc the reader's, wv shall not i^o far astray. 11. Clearness. — First of all in iniportatiee is clear- ness. ]?y this we mean that the leltei- should he w ritlen in sudi a nianntr that tlte whole meaning- nijiy he und' r- slood and, uliat is more, that the meaning- cannot he iiiisuJidcrstood. Tlic necessity (d' this (|uality is self-ex idtnt. And \ et iii.uiy lelti'rs are \\ritten daily which lacl; this primary r((|uisite. I'rom tluni a iari^e sliari' of Ihe husiiiess dif- licultics arise, for thei'c is no cause more ))rolilic of husi- iiess disputes than misunderstandings. And as in let- 1< i's these n)isundcrstandin",s "•Sordc llo " .uid the K Iters «'i' Ilashimura Tooc, aic hotli ohscuri' lo Ihc a\erao-c I'.ider, hecause Ihcy ari' not in his lan,uua_uc. In one case the cN|)rcssioii is aho\ e his !( vcl: in the oilit i- it is Im low. 'i'hesc ar( e\t renic cast s. ( )I(scuiit\ is jtirsi nt ill less dcu'rcc in many husiness letters. :. ::;;:-i : -. .;; ; ; i ; ; i ; ; ; ;;;.;; sOfllctHllCS a niCSsa^( iJl.lL is obscure to the average i)er!>on is perfectly clear to . IV— 19 mL •J!)() BI'SINKSS ( ORUI'.SroNDKNCE Hil^ those for wliom it was intended, A cii)lier telefrram is as simple as the ])riiiier to those who hohl tlie key. So letters to nieeluuiieal and eleetrieal engineers may prop- erly eoiitaiii many teehnieal terms ])eeuliar to their ])ro- I'ession. The same may l)e said of letters to men in other ])i'ol'essi()ns ie(iuii'in,u' sj)ee!alized knowledge. .\s a rule, however, tl.e writer should avoid o])senrily hy inakin<^- sure that t!ie words and sentences he uses are common to his reader. If he does not he will find him- self writin.^-. "Collect and all ehai',ues." or "e. and o. e.'" to j)ersons to whom these phrases ai'e (J reek. IG. J'af/Ncnrss. — Some letters are \ au'ue. The ideas coriveyed hy them are indefinite, ^\'e ,uet a meanintr. hut it is not the writer's entire ai;d exact meaning-. For instance, he says that the tyi)t\vriter he sells is stron^'ly huilt. is a visible writer and can he delivered ])romi)tly. i\nother man tells us that his machine has a dro]) forucd frame, that the writin^' is always in sinht, and that he can make delivery in three days. The vauueness of tii.' former is avoided in the latter l)y makin<>' the statements exact and specifk'. The dilliculties caused hy va.u'ueness are I inumerahle. \\'(,' all know what trouhle resulted to a cirtain Pres- ident of the Tnited Statis i>y his use of the vaoiie ])hrase, "^■ou and I are prai'tical men." in his letter 1;) a ureat capitalist. The di'sirc for brevity often leads to the use of lan.u'uau-e so va.uue that a second or third letter is luided to explain the thou.uht int( nded. 17. Jmhi(/iiilii. Ohseurity in letters is not frc<|uint if the writer knows what lie wants to say and has a lair woikini;- knowjedm' of the lan,L,niau'e. hut amhiuuil !(-■ are a (huiU'cr to eve?i the cxperienctd writer. Amhiy- uit\ means tlial a slateminl may i)e inieri)reieii ui iin'i'- than one way. iiiK fim: c's or business correspondknc i: vdi Vou recall the assertion of the side-show harker: "Come in aiul see the show; you will l)e olad when you mine out." A Turkish hath ])r()|)rietor. in liis desire to write a hriel' advertisenient, produced this sentence: "La(lies"(lei)artnient separate, except on Sundays and lii'lidays." Anihinniiies of this inture would he merely launh- ;iMe if thev were not so fre(|uent in Husiness Kno-Iish. Ollen they cause harm. Only tlie other day we read Ml a (hoiiified sellinu' k-tter: "There are no hetter eards iiiatle than these, and l/urr arc not (/oiii;/ to he." TJie nniedy for amhionity is nrcater eare and |)recision. nl)scurity, va.yueness, and aml)i^uity are harmful not 'Illy hecause they may prevent the reader from under- st;iii(hn,o- your message and so lead to husiness (piarrels, !mi! hecause they are wasteful of enerny. A husiness !n;m simply Mill not ])u//le over a letter to (lecii)her its n.il nieaninf the words he cannot mistake the ideas. And people wlio will i)ay three eent>> for a ])aper are usually of the educated class. In con- clusion, we may say that clearness demands that the writer know exactly what he wants to say, and then use the lan();{ A story is told of a yoiiiio- man wh.) lost a posilioii siiii|.ly licraiisc in stiniiti..' a tckwiaiu to his prosixrt ivt" Miiploytr lif said, "I will he ,o|a,| to anuv on those !' iins." The ein|)loyn- iiiiincdiatcly trk<.ra phed hack, "Tiic Mian that doesn't know the proper use of will' ati.l 'shair is not the man for me."' This may seem like .1 small point, l)ut it is lar«'ely upon such sn.all i)oints tli;it e(;rrectnessand incorrectness depend. And in other eases the result of inaccurate and faulty ixpression has heen to put writers at a disad\ anta^x^ III dcalino- with firms and individuals whose commercial ivsprct is most valuahle. Xor will it do to say that appearances are deceitful." They may he so consid- ered when the api)earances are <.(„„1: )„,t when the ap- inarances are had, every one takes them as a true index. Conse(|Uently no one can afford to neukrt tllCIM. '^ A deeper reason niioht he found for insistino- upon i"ii' ful use of nouns and ])ronouns and verhs, attention I- llieir aurrement and the like. Care in this respect IS likely to lead to care in all the little husiness details, the simi of which means so much. C'ertaiidy eareless- iHss in it leads to carelessness in even moie important matters. Therefore the writer who would he most ef- fVcti\e Is painsfakino' in his atlem|)t to he correct in laiii^uao'c. (orr.i'tness is a mallei- that eoneerns not merely laii-ua.MV. i)ul also v'lal uc may call the dress of the '^■tter: that is. tlx- stationery . ink. and '^eiural ajjpearance all the mechanical details. Many a nood husiness li"iiM has lost trade hy the use of stationerv that was (hi '1 1 1 'III. I.'.... 4l, I 1 l^ 1 V > il I I IK I II > I AIM INC. I' ii<^lit way is harder to lind than tl U' wron<4', ;in< I rtqiiiivs no little lahor .and constant \ ioilanee. hiif it <.n lu siM.ss (()hi{i:si'()N1)i;nck has its sure reward. I'ailurc to find it and kvv]) to it, lias its sine ptiiaity. "20. ('(irrccl/ii'.ss (It pi ikUiiI on //.s7/i;c. lint it may he said, what is eoncetiiess, alter all' Who shall say \\hat I'oi'nis of expi'essioii are eorreet aucl what iiieor- reet, and still more what meehanieal forms of the letter are eoi'reet ' To this there is hnt one answer: it is j)nixly a matte r ol' nsai^e. To hi- eori'eet is to eonl'orm to what the hfst anthoi'ities ha\e presei'ihed. What sueh con- cerns as 'I'iit'any and C'omj)any, John Wanamaker, the National City liank and the like aeee|)t as correct iti theii- letters may safely he taken hy the stndent as a standard. 'I'his nsa^e — or fasliion — is an evei--chan>4inj^ thin'n onisell' '■\'onr Immhle and ohc'dient ser\ants." \o tirm in this country would hv likely to do that to-day. There have heen times when ornate letter-heads were co?isi(lered the height of pro- piiety, and pompous, \erhose lan^ua^e was a si^n ot' •greatest elegance. Simplicity is now the rule. So the chan<4'es in usaNci-'<(iicss. The \ u'tue of conciseness is so weii recognized hy husiiiess nun that its necessity needs i'i\i: ("s oi" jusiM'.ss (()RHi:si'()M)i:N( i; •_•().■ little attention luiv. Obviously a letter should nse no iiHiii' words than iieeessarv, for husiness time is limited ,111(1 \alual)le, and cannot he wasted in reaihiiii' nnneees- saiv materiah A lon<4' and techous-lookin;^- letter is iVeiiuentiy east into the waste-paper hasket unread. If it is read, and is found to contain nothin','' to warrant Mich a demand u|)on tiie reader's lime, he is likely to lie so incensed o\ er the intrusion as to ^ive it scant con- sideration. Therefore it is well to have a letter concise. '22. Jircrit// intt 'uhniicdl. — lint conciseness is too nl'ten confounded w ith mere l)revity. Urcvity concerns itself merely with the length of the letter; conciseness lias the additional idea of completeness. lousiness men lasily n'ft into the habit of writing- brief letters, but in lluir anxiety to save their own time and that of their (nrresi)ondents they are frc'iuently liable to sacrifice cnnipleteness by leavino- out sometliin<>' that is really ivscntial. Sometimes this is in the foi-m of whole sen- t' iiees. More tVecpiently the undue brevity is caused liy the omission of pronouns, and the use of unauthorized altbreviations. Such a method is not conciseness. Con- ciseness is the ([uality of making' ojic word serve for two, liiit the omission of a word that is necessary to ^n-am- iiiatieal com|)leteness is not conciseness. It is pure slit\ tidiness, as in the follow in <^' example: (1 i:\Ts: — VoinN of tin- ITtli iti'-t. ii'cM. In ri})lv would s.iv we liavi no rrcord of sucli tiMiis.ul imi. Would ask voii kiiidlv to n- ]" -if ^:UUL'. Vr's nsp. J. .loNKS Vi\ all means be brief. Avoid tediousness, as v 'OU II '■'■i: i| •2'.H] 151'sim:ss (■()Ki{i:siM)M)r.\("i: would the ])l;i!4iK'. \\ write across the bottom of this letter, -••! am iiitere>te(f *" Put it ui the eiuel- ope j.iui seiui it back. Yours very truly. IJl.WK \' Co. •Jl. Poliltnc.ss a pari of coiirh's//. Courtesy, like conciseness. Is freijuently coufoiuided with a (piality which contains only a part (.f it; in this case, j)oliteiiess. Politeness is a well-recooiii/ed necessity. A letter which contains its reasonahle pi-o|)()rlion of "plea.se's ' and "thaid-: you's" is obviously moie satisfactory to the recip- !!>•■.} f!'.!!!! !!!>.!' wb'cl'. in bi'nsiM.M' .'U'.d cni't. ;\nd it !S true ■*"■' '--'- - *i " that mauv letters do fail of conuuon politeness; in ri\K ("S OF lUSlMlSS ( ()l{Hi;si'().\l)i;.\CM "jnT fmnKdt oases, csj)cpially wIktc co-iiplaints are inadc, llicy aiv oiossly iiisuliiiio-. Many business men scriu In lliiiik lliat when they have a ^rievanee, it is neeessary [n he veiy hitler in their expression to seein-e redress. Tlie result is sueh letters as the f'ollowin"-; (ir.NTi i:mi;\ : — \in\r I,i4 sliipincnt of rretifs liose is the rottcncst stuff" we rwr had. Wo \v(jul(l hkw to know what vou riicaii hv MtKhno; that kind ( f o(„k1s to us. Kvltv pair wo have sohl has h)st us Made and the total \sill foot up in the hundreds. You must he in thi' l>usniess to make money. Hut we are not ^-oinu- to .>tan ,-iii_\ of the iiuiiil {iosmIiI. . Very f iiil\ yours, IJl.ANK. It is ])()ssil»lr l(» ()\ci'(l() tlu' iiKitttT dT politt'ncss. Vny itistaiicc-: "Pk-asc find cjiclos. d cIicc'k" st'fins ratlur ai)siir(l. When a I'avor is not asked, it i.s as well to omit the pkase. AiiotluT c-asc wliicli Is ratlin- difrerriit. and in wliirli a niistaUcn att(i!i|)t at polihness results in real (lisconr- tesy is ilie frecjiient expression. '"I'liai ' 'no- you in ad- vaiiee J'or the ."avor." etc. 'V^- ini|)lieation that hv necessarily wil! do the f'av(>r _ (.n ask is diseonrt^-^v eiioii_yli, since it discounts tin- value of the favoi': liul tile implication that you wil! not take the time to thank him aftei-wards is far worse. It is dismissiu''- an ohii- <»'atioii liel'orc it is made. •J.'). Coiirlcs// t'(»u\ nii'd :cilh tc/vVcr'.v dltiliidt'. 'I'ln forcnoino' discussion has Ik('i concerned chi( ily uilli wli.'it is ord. -y politeness. Coiu-tcsy o(H's much fin- tlicr. 1 1 is a mat III' nol merely of expression, hut of the s|)iiit li( I., nd the t \pression. In i)ri<'l', courtes\ means that \ our attitude toward the rcider is su< h as you wouM wish to he adopted toward yon. Voii show a rcnanl for his iVelin^s and i\>\ his interests, and aitt nipt to eii- '■'■"'■•K'h ujion neiflier. This does not miati th.at vour attilude is one of v'-'i'-T "i" lawninir; it i.s i,implv di I- ercnci to him. i our le:tcr vou show that vou have I'lvi; { "s (JF jusiNKss ( oHin spoNnExn: 299 atieniptc.l to look at tiic matter fVoni his point of view 1" ^ivino- this impression, which should he a true im- P'vssmn there are several practieal s.i^j^estions that ,nav 'le ol help. One of the maxims of courtesy in former davs used to he "Never heoi,, a ktter with I." This is no* lon.-vr -v^arded as a str.et rule. In.leed, there are times wh^n its ohservance results in awlcwardness of expression. I^'t tiK' maxim has a i.asis in real trntl,, an.I in real courtesy. -'«J. raluc of fhr ''unit" aflifudc.—Thv word "I" slionid he suhordinated in a letter as far as possihie. I hv word -you ' shoiihl he made prominent. The im- P'Tssion uu.„ |,v ,, |,tt,,. in which every sentence hc-ins with 1 ,s not at all pleasin- as is shown hv the follou- iM,n instance: I't \i( Sir : — I nn.i.,M,.,n.,.„, V.u,- M.ln- Mm uur.Unn nf i'uvuacv.. I « i,l, to call your att..„t,.,n '" 'Ik- Sm„H, furua.v u luVl, Ilun,il,.. lean confi,I..Mtlv n.co,,,- "-'.l.ta. tlu. Ih.I valn.f.M-tl,.. nioM-y. I .sl,.,..l.i l.kc". to have V'li call Ml and i!i>p(c| th, hue. Very truly yours, TllOM \s Sil Md'K. Here it app.ars that die n nter is ehi. (Iv con.rnic.l uith his ..wn interests and 'cry little with "thus, of his 'respondent. ('..mparc ij,.. \y,„ foUuwin^- statement^ I Jmnhi like to have you cxnniino our Neverleak lomitain p.ns.- ■ \ou will tind it wcrth uhil,. to ,\.iniine ,.nr Wxcrl.ak '"""tain .ens. Kxampks mioht i.r niultlplic.l indef- '^ \P\ :{()() HISINKSS ('OHIJl.SroNDI-.NCK Initely, hut tlu'sc juv j)erliaj).s cnoiii^li {o show thr iin- |)nit;iiuT of jiiiphasi/iuo- --yoir" and tioo^Urtiiio- "l." One iiK.ri' cxampir will scim' I,, illustrate the value of adopting' tin' •■you"" attitude in -^aininL; the ((uality of courtesx'. ('iiirM,(.. S< iit.iiili. 1-. !!)()<). l)r \K Sut : — i ui.ImI. !• if vou lV;ilizo jll>t uli.it il iil.;tll^ to wi,tr //,,ii this i-ttrr. ^ oil, a-* ;i NJirrvvd !)ii>in(N> ni.iii aiul s.iIimii.ui ( aiul ivtiv mk- cosfiil l)iisiiicss man is a sajisinaii ) are iiccai.st d to nicllnu-. M/in<4- up, iiittTfstiiio;, s\\n\\un; and coiiviiu-iii^- ail isiiid. of hu- niari nature. Vou are versed in tin art of liaiidiiii^' your ouii ar^-uinents, — and an a|.|Kal, to win your interest at all, naist !.. a ini^'litv n(),)ii ,1111 . Vet if vou liad an off\ r to maJM — an otf'iT as irr(si>til)Ie as this one nf niin(, \oii would want to tell lue ahout it — even if vou liad to eonlinr _\our whole ai-^uni, nf and all your enthusiasm t ) (uie sliiu-t shcrt of paper such a^ I ,un tisiuu- now. For thi> otl'( r ha> to do w itli -, thin^- that ini au> more prolil-, for you in your l)usine.ss — a liook on m llin>;' that actudU >frik.s the keynote of human inlirest. and "ets at tiiis crreat prol)!(in of man handlino' fioin an iwitinly new anol,.. 'I'lil> liook show> you exactly how to approach your man; how to ailapt \ourMll' to hi-. mui>_)i(l: make him talk: how to introduce your proposition: make him f . , I tlic n^d of it; \>r\\\^ him to a state of desire; how to nu ef each ohjection in-tantly; reeou-ni/e the p-sViholooical iMomenI ; ami how to ^ret his sii^nalure. Think what if would mean if you kmw in advance the slirewdesf, niiol cl( ver and convimin^ s<'lieMies that sales l)rains had i vir in- vented fo met t the \ei\ |irolilems that confront you every d,(\ ill \ our liiisiness ! 'I'hl«. hook. "How to Imrcjise Your Sales." has hi •. !■ <■.■••!•:•; iiv twenty two succe--ful liusiiii'ss nien sfar salt smen and star rivi; ( -s oi' lusiNKss (()hi{i:si'()M)i..\( i: .-joi -ales iiiaiian-,.,-.,; iiitii wiio li.ivf -fudird out special selling mctli- ...'- of tlirir own. And suniv. out of all tli.;v know about I'll,,., n-- nun. vou can -ain Mini, point that will prove ot ini- nienM; \ahic to voii. l'"oi- IIk v >!iow vou everv clever move tliev found nece-sar\ in ihi. ^^reat game of gelling into Hie >ale.s knig rou. And -How to Increase Your Sale>*" j,^ jili.olutelv t ree if _\ oil (U'der nms . ' "'"' .\'"i '" ■"'' llii-> ItiHik. It com,, io _\ou aloolulelv ^''" ' '■"'-' i'l <-onniclion willi .S//sl,iit, Hie big i^jO-to-JJaG-payo iiiaga/nie of hii-iness. ^ on |,,ke no ndx. I do not uani any miniev f.n- tlil> lio.ik. ■^'"' .^"" ""■'' ""1 ''\'ii conliniii' Ninir Mib.scription Io S//.sliiii unless voii are salisfjrd .' i ,\ei_v particular with the very first ninnlier. So 1 simplv suggest Hial you sign the card enclos.d. gel Hi( hook and the first nimiiier .d' St/slnii \v ill, out |)avmenl of aiiv sort whativir. and liun d I un^r ini|)rcssiitn ol the eiiai-actcr j| ■50-' BrsiNKSS COKHESPONDENCK (liiierent." Xot that it mt-aiis eccentricity or oddity. This is an extreme that is nsiiallv worse tliaa colorless mediocrity. It is rath ,e frank and sincere revela- tion of a man's self. . i.js character. It corresponds closely with what in literatnre is called style. 28. Cliaraclcr not secured hi; yyo.v///^^— Xecdless to •say. the <|uahty is not senn-ed hy stiainin;Lr f,,,- it. Such •ni attempt is likely to result only in the eccentricity that w. have just condemned. Kspecially is this true when the \\ I'iter assunies an aii- of oeniality. It fre- quently leads to a kint fnr ,„„ morn '"^' "'''''■ J ■"" "P'l'i'l;;- 'lir ill.ul. fnr I .linnM lik.' tn li.-.Vr Voll ■si'f tliL> many Irtt. is uc nnivc coiilairilii- pral^' <,f ,,ur liia" „f M'« iii;;--iiiacl:iiic>. I sIh.uI.I aNo like to have yon .>t. p into (!„■ >ak>s n)om> of fl,.. .loiics (■..nip.uiy. wlierc" a coinpKf,. Iii„. of mir niac'-in.^ i. sl„.wn. i'nr If tli,'i<- is a siriM-lr dnip <.f >alc Miian^lilp l,l„.„i l,i vour iiiakrup. \\r kiK.u fliaf xoiir lirart will ^anii Mill, ( „th,,si;,sni— vo'i MMipIv rami.. I lirl,, l!. ^-.i,, vmII j,,.| „,.,nt to urf niit on tli<' tln,,r and In Ip -,,11 tjic ooods. Ix^cauM^ (h. v l)() SO HON ^:S'I"^^■ r.'pivMnt tl,, \u^\w^l possihK- con.tiuclion. workman sliip, mat.ri.il. finl,!, .i,,,! mccliaiilcal fcafun- in tla macjiiiii^f. ■'"■f- ^ ">' "ill liironu . tillniMastir in spil,. ..f \ (iiir>clf. vU\ \ oiii-> \, I \ tnil\ , DiAH Silt :- Now (Oil llir f'ariiKr ami n ^i of niial ilistricts arc fiiniin^r tlioir at Now coinrs. fill' ■.inninir ^.ii^/v'! •■.!:; !•. ••!! :■.•■!:!-.. I I'lVi: CS OF IJLSINKSS (OKKKSPONDKXCi: mr.i fM.ti.„i to fidds, gardens, and lawns. What lo„k. „,orc l.cau- tif'il tlian tlR. soft, vcIvLt.v, -ras>_v lawn of the sul.nrl.anit., an.i "li.it looks nioro attract iv.. to tlu> artistic, as well a> to \h.v finan- ^iil ive, than the «ouri>liin!!••-!■!*' ;••. !!=.: !...!.:! ..c f.\|»rcs.sing yourself in an iiuhMdual \vav. aiK I uill no IIP I 304 BUSINESS CURUKSPON DKN CE 'I; i> I pi Inn^fi- ha\c to cast alxnit for a I'o'-iii in wiiicli to put your ideas. S'ou will lind that youi- letters possess cJiaracti'r. .Ml liiat is iiceessarv, then, at the start is to avoid all slei'eotyped and hackneyed ph/'ases and aim to he simple, dii'eet and exael — write as _\ oii lliiiih'. 30. Jic.siilt of ohldifiini^- chtinii'hr. A pkasin;^' re- sult of this is that the wrilei- actually de\eloi)s his own indi\ iduaiily hy the [)rai'tiee. lie he^ins hy demanding- that his ideas should he expressed exactly and oiM-^inallx . He ends hy findino' that the ideas tin niseh es lia\-e hecouu- moi'c exact and ori,iiinal. 'I'he uain in the individuality of his lettei's has residfed in a ^ain in his own individu- ality. On the othei- hand, nine-tenths of the men wlu* use the stilted and slei-eoty|)e(l forms of expression he- come in time as mechanical as tlieir cxpi'cssion. Tlie one inevitahly has its etfect upon the otlu'i-. l''ailin<^- to wi'itc o!'i^inally, men fail to 'Jiink ori<4inally. They hecome fitted only for the position of clerk — mere coos in the ^I'cat machiiic. Jf you I'ead the letters of any hcails of imjxtrtant comp; iiics. you find in IIkiu little of the stereotyped. These nun art' ori^'inal thinkers and they e\i)ress themseKes ori,yinaliy. Their letters ha\e chai"acter. The quality niiis! noi he thought to he the produi't of genius. Anyont.' can ha\c it. Tlie man who expects to w i-jtt' efVectixf husiness letters must have it. .'ll. CJiamcfcr illihsfralrd. A lar^c pro|>ortion of tlic |ett( rs i-e|»i-odueed in this hook will he found to possess the t|uality ot" char.icter. Wc shall, therefore. jL;ive hem two letters, slightly a])ai't from the imsiness field, wi'it- ten hy yreat men. They are in no I'espeet like i''U-- in wInVlMny Dictionary ;, n....„n,,..n.i.,i to tlu. '"''''":"■"" "••''^'•'•''.^- .-,„>• lonl.ln,,. To Ik. >o .li.ti,„„M„,l ,;"' ''''7'; :'''•■''• '"-^ -'-V liHl. .uvu.tn,,,,.! In fav..,.. f,oM, •'-^-a Ik^ou.:,.t^u.l:iH.Mo^.a...iu.ori„.l,at Unas to K'kllOW Icd^C. \yi,..M, upon so„„. .!;.M .M,.onra^n,H.nl. I fi,.>t vi.it..| vonr l--.NIi.p. I was ou.ppowc.ml, lik,. flu. n.t of n,ankin,l. In" 11,,. -•-tn-nt of you. a.ldn.ss, and could not fo..l...a,- to'wi.h l-tl„„^h M,oast n,y..if /,,,„;„,,,,, ,;, ran.j.r.r ,lr la trrn: that I nn.|,t obtain that ,vn.,,,a f„, „,,;,,, ^ ^.,^^. ^,,^, word co„t.n,li„,0.ut I found u,y att.ndano. >o ii,,|.. .ncou'r- a^.-H. t^hat nnthn- pnd.. nor „,od.sty .oul.l sutr,..- „K. fo OH. --yN .M I had one. addressed your lordship in puhh.. ' ''"/"'7'f ''''■'''''■ --t ''h'l-sin. which a retind a,!] un- <-ntly schoh.r can possess. I ha.l done all that I could; and n|>-n,swcl|pi..ascdtoI.w.hisallnc.|,.,.,,,„,i,_^^ S--. vcars. n,y lonl. have passed since I waite.l in vour nel -e , „ pushiu. on n,y nork throu;,h di.liculties. of >'''f''f ^--l.-tocon.plam. andlwueluou.h( it at lasMo IH' verse of pu.l cation. . a, hout one act of a..,,ance. one -nofencoura^nnent.or nnle of favor. Such treatn.ent '": -'•■^l-t. <<..Ine..rhada patron h.f.u.. -'-H..nlinV,r,,Ure. a, la., an.uainled wilh Love, '""I found hini a natne of fl,,. ,()cks '^ '"'"'""■ '"•^- '•"•<' — ■"'- look.. i,h unconcern on " '" ""■ "••'<'•'•• .Hid «hen he ha. rea..h,d a man .t ruo-M-linM f.,,. kj !™Mo take oin. labor, had it n eariv. had be, in but it I it; til! F " '"■'" o. laye.l till 1 an, Indiiren nt. an.l n io >iii solitary and kii,.! '■•■ir,n<.| appo:n!ed, tiioui^li I should ciMiclnde it. if le->s he jiossiiile. with less: for I liave l)een \<)i\<^ wakened from that dream of hope, in whicli I once boasted niyvelf wilii so nnjch exultation, mv lord. ^ our lordship's most humiih , most obedient servaid, Sa.m Johnson. Ap.haiiam T.im'oix to TToKAcr, Gkf.ei.ey October ^I'.i, ISfiL*. T have just read yours of the l!)th instant, addressed to mv- self through the Xnc Yorh 'I'rUjinu-. If tlieri' be in it any statements or assumptions of fact whicli I may kn(*w to be erroneous I tio not now and here controvert th( ni. If there hv in It a!iy inferences which I mav believe to he falsi Iv drawn. I do not now ;ind here arirue ai^ainst them. It thtre be pirc'eplibK' in it an impatient and dictatorial tone. I waive it. in del'en nee to an old friend whose heart I lia\e always suppoxd to be rln'ht. As lo the policy I "'seem to lie pursultii;'." as vou sav, I ha\(' not meant to leave any oni' in d()ul)t. I woidd save the Union, I uould sa\e it in the shortest way under the Constitution. The sooner the national authority can l)e restored, the neai'ir the Union will lie. the Union a.s it \s as. II Ihel'e be those \s ho Would not save the Union unless till V could .it the same time save shivery, I do not ayree with tlnin. It tliire be those who would not sa\e Ihe I'nion unless liuv foidd at the same time de trov slaverv, I do iKjt ai;-ree with them. and not edher to sa\(' or destrox sla\erv. nn: fim: c-s of business corukspondknce ;j()7 -•;'i<''';^:.n<...nds.v..i, ,.,,V....in,allHK.sl.vc^^^ ' -' -;-l -n -uM .au. i, hv IVn.in. so„H. an.l I..avin. othu-s ""lie. I would ako do tliaf. Wliat I do al,oHt slavnv and tl. ..olond ran^ I do l,...aUM> '''■'';-'' '-'I- ''• -v.. tl,. rnion: and ul,aM (orh..,.M., I for- '''7' ^;?7/ *'''•''•''''■'--'' --''Hul,. to .avMI,M^,ion. I>l)..l!do|... „lHn,VM-Ih,.lH..,. ,1,,, .i,,t I,..,„.|oin.r|,„Hs ''■•■'--•: and I siKdl do n.Mv wlHn.vu- I slull Ui..v;doin. ""'I''' "ill lirlj) the caiiM. '>'-nt>-vto..u.n.ct..,.nMSwlK.n.sl,owntol,....n-o,-s.andr >M1 adopt n.w VU.W. a. fa.t as IIh.^. .1,U1 appear to b.. true I I'-^l.ero statul n,v purpose aoonlin. to „,v va.ws of of- pu-sunal wish tliat Jl .uai cvervwhere cuul.i be free w if CIIAPTKK III Tin; !'KI\( il'i.l.S ()! CONSTRUCTION T f V .'{•J. UihitUiu lut-c <.•<<;/ (inalifii.i and pnuciplcs. '1 III iiKKst essential tiling- in tlic cunijjosilir)!! of biisiiu'ss kt- tt'i-s. as wc liave already >een. is the proper adjustment and adaptation of the niessa, these are almost always n T iter shoiiM lecessary lur.e tluni cwy hefore him as ideals to he attained. In attainin<4' these, or any otlui ideals, eertain oiiid- in^' i:rineiples ai'e neees.vary. (Qualities are pereei\eil by the i-eadei-; the writer's attitude toward them is ei'it- ieal. not eonstrnetive. He may know with absolute aeenraey the ])reeise eft'e*. ' he wishes t(» ])roduee, hut if his knowledge ^oes no furtlMr, he can produee the ef- fect only hy accident. Vavu nunule analysis of cH'ects and (pialities will help him only in diseoverinti' whetlur his woi'k has succeeded oi- failed. When it comes to any actual woi-k of construction, ^iiidiiin- principles must he used. The architect cannot ])lan a huildin^- that will ])rodnee an impression of heauty u|)on the liehohUi'. unliss he knows the fmida- menfal laws of si i-iictural |)roporlioii and design. I'lif UK I I I (. V I lltH't IMVtlllV ll llMlllltll iUIII »l 111 I H I'^V ll I 'V . even the humhlest oh.jects of still-life, unless iie knows 3U8 i Ict- iieiit . this litive •har- ases; (iiiM I. [iiid- ■i\C(l crit- iliite it if ' d'- 'CCtS tlicr ;ion, innt 1 nf ida- Tlie Hin- Tin- i'i{i\(jn,i:s or consthtcuon ..{oo •■ lans ,.f Ijnl.t nnri sliad.', color, perspective, mm.1 the ^v. S,, the ad-nuMi, in layi..- out his aclvrrtiseinent, i>t know M.inelhin- ahoiil hah.nee and hannonv in "ider I.) make the must eff'eetivc use oC hi> space. ' ' The hasic- principles of all arts are similar, niose of tlir varions types of composition are essentially the ^.i.i.e. They are rmi/f, Coherence, and Emphasis. A I'nMiicss letter or other messanc written ir. accordance -|"i tlH'sc ,s likely to he clear, and to he reaso,.al,ly ellective m convcyino' icK'as and i'ee]in,us. 'I'hese ])rin.iples are so important that ve need to eoiisider them as applied not onlv to the whole letter ''lit also to the separate j.araoraphs and sentences, hi tliis chapter we shall consider their application t(, the letter as a whole. ;<;{. T//////.— Fnity is the selective principle. It de- '"^mds that all necessary ideas he included and all un- iKcessary ideas he exc-hided. In ..tlier wonls, the writer Mii^t stick to the point. From the first word to the last •i';|liiM- shonid he allowed to enter that does not con- tnlH.te to the main idea that is to he impressed on the reader. Many writers minht well pattern after .Tones' office Old Jones, attorney, of Pnnkinville, accordintr to i- as to their ahilities and experience, he snu'lcl '""' '"Id a little storv. I '"n .Smith," he c onimenced. "once went rahhit i"'im- The ral)hit douhled hack in the d rcff i 1 iiiii ^ latlier s harn a nd '1 '» "i''cl, to look for It. He set fire to the 1 <»ni raced in after it and lit ia\- in the ;{i() nrSlNI.SS COlillKSroNDKNCK 'IS »' '-! ;li mow. .'ijul ill ;i iiiiimtc tlie liani was a 11 ahlazc Til (lairyiiiaid came sciirfyin^- out and iij)stt the iiiilkpan. and 'roin's latlicr saw tlic lila/c and ran to |)iil it owl and IVII and sprained liis anklf. 'riitn Mrs. Sinilli l)ii()nc(l Doctoi- .Jinks to coinr out I'rom town and attend him. and tlir doctor came in siicji a hurry that he U])sct his i|i»- in the ditch and smashed it. He went the rest of the way al'oot. One dai'k ni^ht an auto humped int.i the remains of itie vUj; and thi'cw thire people out and the township was sued and lost the suit. "\ow." added old .Tones, "if tl lere s anvtiiinir a th ihoiit the story that's not clear, just ask me, ho\s." One hoy wanted to know how much damages the autoists <>-ot from the township, and another if the doc- tor had to pay pai't. and another if the harn was in- sured, and a fourth if Tom's father oot hetter. In the midst of a frantic lot of (|ucstions. a hin- hulk- in,L>' chaj) with freckles on his face hroke in and asked: 'What hccome of the I'ahljitf Old Jones waxed his hand to the otliers. 1{ un alonti', l)oys," he conimandcd. "This chap ^vU the joi). .'U. Couciulfdlion on the cssciilidl.s.— This idea of concentration is important everywhere: in husiness let- ters it is necessary. Do the one thinu' you set out to de. if youi- main idea is that tlie reader must send in liis adxfrtiscmcnt at once in order to have it inserted in llie next issue of youi" ])aper. don't ohsctire it hy niviiiu' twentv reasons whv he should adxcr ise If von are applyinu' for a position show why you are the man to till it ; don't hother ahout siiyin^' that you want to leave your pi'csent place hecause you are not a|)preciated and oiiiy iiie oid man s nei)iK\\s are a(ivance(i. On the ttther hand, don't lea\e out anvlhinu' that is TJii: I'kincii'm:^ (m- (ONsTKii iiox :i\ I ne at a time, and that one tliinu done well. So iiuitv rtcjinres that tile waste of iimieeessary woi'ds and the waste of unneeesNary iilias be avoided. It is better to write two letters than to try to cover two important ideas with one letter. The whole idea of a follow-ni) system in sellinji let- ters is due as niueli to the necessity for ( oneentration as it is to the faci that a stron<^- impression is best se- cured by repetition. It is true that the cumulative eti'eet of a scries of letters all bearing' upon the same purpose results in more orders than can be seeuri'd b\- any sin«)|c ap|)eal: i)ut it is also true that each single letter is the stron,mi- because it contines itself to one argument. The i-cspoiisc that a letter aims to secure is single. .Singleness of inipressior, 's esse iitial for it. That single- ness ol' inipicssion can bi' sceurt'd partly b\- i-inht sch-c- tioii of luaterial. or the prinei|)le of luiitv. Hut this is not eiiouLih. Till' selectiou must lie made ;ij)parent. As one aiiilmrity on speaUinu has put it. "^'()u should till your audience in advanci' wli;it \(»u are <4()iiii4" to s;iv. \ on should till tlicni later what \ on art' sa\ iu^-. and you should tell them at the end what von Ikinc said." If you do this, they may be able to rt im iiiber what \imi lia\ e said. '.U'k I ' nil// i .1 ( ill /illjit !'<■ Ixis.v U>v you a,„l inunv tl,inns a.v ov.rh.okrd. Wv. thcnf,,,-., .•all your attention a-ain \,, th,. hi!] „f ^^-jr^ ^q -' ' •""ount of «l,irh is still ,h,.. u.. Vou pn.l.ahlv hav this ' li.ck all na.ly to mail so this will just hr a ninin(Kr. ^'olll•s truly, • Ns ari example ..f pcrfeet nriily. the lolIowit.M- sales li Iter will .ser\e: l)i:\i( Slit : W. Iiav.. ,v,1m ^-ifiO a month, only $1 more than the ^ party rate. ^o,I now enjoy party-line serviee. whieh is" the |„.st of its K 1,1. As its name shows, however, it is limited. When you want to use your l-party |,ne in a hurrv, an.l ""'"'■'■ p."'fy IS usin^r it. v„u are vex.-d. When so.ne one » "'t^ to speak to ym, and fin.K the lin.- in u.e, ,our intended "II'-' is nnnoyed, the message may l„. |„„ |.,f..; in.le.d, it may I ' '' r he M'ut. " '^-''''l'''H'''l"al' I. Letter than none. So it i.. Hut when " "'"'I'' !"••'»■ i'l this ea.e Dinet I.n.e Serviee may h. ha.l '" ""'>■ ■■' »'•-••'■"" "ver 'i rents a day more than "you pay '"". th.. whole of it should he y„urs. """■| l-t this |,n; dider.n.'e stan.l in y,.ur Nsav. Ne|-\ tnil\ \oii|-s, '' ^ ■"/'"•'•/,'(., The ri..;hl s.h.cli,,,, ,,f material Is ''■■ iiK.st impcriaiil la.ldr in s.^'uriiiu; eie;.r.!rss a.,,! ii'.'^lei.ess ..!' ellV, I aii.l a lav. .r. hi.- nsp.ms... ( )||ur pniK-iples, JK.uivrr. are h, lpr„l. The princplr uf n,- Im !e(icc ■ ' ■ .1. > I III* » I I H SIMM I tartrd. !"!,illur tlic ideas li:i\( been ])iit in illogical order, or they ha\e not heen made to eohei'e. or :>tiel< toi^'elliei'. I a'I us eoiisiih i' each pait of the pi'ohieiii se[)arate!\ . .*{S. Order. The ideas must he in lou'iea! order. In Some eases this is a falrlv simple mattif. Where the writer is simply reijucstinu' immediate delixcry of i^oods he has oi-der.d sorue time Ik fore, he needs only to nar- I'ate the excnts as the\- liap])(n. The sami' may he said of a kttt! that makes a complaint of pooi- v(i-\ i'/c. This (•hronoloi_iieal order, howexcr, is not ol'ten possihlc, ^\'hen you are selling' j^ood,. for example, \()U do Mdl wish to tell how the n'onds are made, and j)laeed (Mi 111. inark( !. The reader is inlei'ested in knowinu how he i> to henelil ))\ u^iuu them. l'"or such eas(s, and i!i(le((l lor the ureal maioril\ hI' hiisiness leit( Is. tile order -iiax' well ht deternii'ied 1)\ ;i I'lindaiiK htal la\\ of ps\eho|(iL;\ This iiia\ lust he ( \- pressi'\ sa\ inu that the hiter shnuld he'_>in with, th I'eadt r's pniiit o|' \ lew ;ind work ^r.adualU a''oiind tn\r for my ink." He cuds hy .saying-, '"S'es, J will send an onitT lor some of this new hrand."' Or ayain take an answer to a complaint. Vou have some excnsc to make, hut the reader is not ready for yonr excuse until you have shown him that vou uiider- stand what the trouble has heen a.id svmpiithize with iiiMi. ITe is not ready to l)e told that vou hope to have Ills orders in the future tmtil he is convinced that there was o,„»l jvason for the poor ser\ ice he has experienced CM this one occasion, and that there is no prohahijitv of a iccurrence of it. These truths seem ahiiost self-evident. Vet tliere are i-mumerahie letters that hhinder helplessly from one point to another and end jiowhere. '•{!>. ('oniurfion.—Cimuvvfum is a somewhat more dillicidt matter, and it is not easy to ocnerali/.e ahout it. Tiic need for e\i)ressed connection will largely he ■•'\nided if the ideas are in proper order. The jnind. in pn.ccedinu. f,om or-e idia to another, nec-ds no hrid^re if the ideas are closely l)rounht together. It must he miiemhered, however, that human minds do not work !llll^(■. Ideas that seem »o he very riose tonether in one I" iMMi's mind are far apart in another's. IJridnes are tlu refore necessary Tlie simplest devi'-c is the old-fashioned ojie of lli<- [•nach.r with his li,s||y. s,<,,ndly. and lliudlv. 1 1 is still valuahlc in s<.mr cases, hut is hkely l<. h," to<, mh- <'liani<-al and. what is more import.uit. I..0 dciddiitiu |,, tile imanln.'lt !' in which it is now interested to the thiriir in which it was intei-ested some time hefori-. Instead of makiny-a letter cohere, he makes it more dillieult to fol- low and to understand. There nnist hi continual i)ro^r- •■• ss. and not the kind of proon-ss made hy the fro^ in climhin- out of the will, j^aeli time heclindted u|) thrrc let I he fi II ha.k two. ( ( it;iin i|._.iit. The mainl( nance of a sinnic point of \ ieu IS desn-ahlc. The use of paralhl construction ;iiirl I I IW <> 1 ->< I 11 I I > I I I I. I inM- o- \ iri's. now ( \ er, ai'c II m or( imporlinl in llie indixidiial |.ara_yraphs and sen THE I'KIXC'irLES OF CONSTRUCTIOX ;ii tonces. A fuller treatment of them will he foimd in the chapters (le\()te(l to j»ara^iai)hs and sentenees. For eo- Im renee iji the whole letter tiie main poitits to rememher ■AW that the ideas should loyieally progress fi-om he^in- .liiiu' to end. and that enough eojineetive words should iie used io make tluin siiek together. I(». Colli ri II: (' iwciii pUfud. The follow inn- sales let- ti r illustrates yood eoherenee. The ideas are plae((■( ni to lie nearly x) hotliersoine as in the siini- liH r. 'I'liis hads many who move into new houses in the late -'iii'iiier to think tliev can put otf scrdiiin''- till ne\t surin" i^lt here's \\\\:\\ happens. If they can ^n t In. flies will come l)y the hundreds from the lirl^rht outside ;^rlare to the cool and shade of the inside. The'- li'in't lin/z around and make their presence felt as the\ do ■ II her. hut th(y will cluster on your walls and chandeliers and 'ill tlicre. liaxint;- musty spots that it is almost impossible to -' t ofl" ott( ti making it neicssary to entir( ly redecorate whole moms. ^ our lioiisi should lie screiiied as soon as it is finished, and ' adMsi against leavin;,^ it till the last nunute. (Jood screens -i-t he made to measure and carefully installed this is the I'lily satisfactory w.iy, and this takes time. Let us s( nd a screen expert to measure your home now and -iihnut ,a complete cost islimale of course, without th. Last ' lili^'iiticui to \ou 'I'hen evervthitl!,r M ill he readv inv tune voil ready Io ;^r,, .ahead, and a lot of t une and ;uuiovan<'e mav " saved ;3i8 BUSINESS COKRKSPONDKNCE ■•■\\ Won't vou use tlie oncloscd po.stal to indicate when it would hv most ronvcnant for vou to talk this ovir with our practical screen man.-' Yours verv truly, H. Emphasis.- Thvrc is a fundamental law of all coriipositioii that llic thiii|rs of ^rrcatcst importance slioiild be ])]aee(l in tlie position of ^n'eatest [)ronn"nenee, and should he oivtn the lar^rcst amount of spaee. The most ju-ominent positions are the he.irinnitin- ;,ti(l the end. ^Ve see the truth of emjjhasis well illustrated in the newspaper, Avjiere the head-lines eontain the ideas that are of ^n-eatest importanee and interest to the reader, and the first paranra[)h of the story likewise ^ives all the important ideas. The unimportant details come later. Iti the fiction story, too, we see at the be^nnning the villain succeedin^^ in one of his dastardly plots, and at the end we rejoice in his death. In all composition it has heeome an estahlished fact that the imjjortant ideas should come at the he,«>innin^' and the end. There is a ])sycholo<.ical reason for this. The first idea catches the attention, the last remains lou'rest in the mind. AVhen we shout amon the hills, it is our last words that are echoed hack to us. It would seem self-evident that the he^nmiin^r .-nid end (if a letter should he rcnaided as of greatest value, and eontain ideas of fiuidamcntal im|)ortance. ^'ct, as a matter of fact, we find thousands of letters heninnintr, "^'ou^s of the lOth instant received and contents duly noted." Thousands end. "Hopin.n to rei'cive an earl\ "a\(»ral)lc reply, we remain." These ide;is caniKM aiH lie llie most important, because they are eomuKm to tin nriril iii'i i'i arc i!ilrn,tt(l in a conisc in aicouritintr. It? ( 320 BrsiNESS C'()RRi:sr()\T)F,\CE W\ rc;rr(t that we arc unal)K' to sii])|)ly the information re- quested in your letter of Noveniher :}(!. We are sorry to learn from your letter of Noveniher '.id that our last shipment of canned peas did not come up to jour ex- {)ectations. The new l)ook on business rorresjiondenci-. about which von iiKjuired in your letter of Novt niher ;}(!, is now in the f;riiiter's liands, and coj)ies will soon be ready for (list ri!)ut ion. u m M ':lfl '•ml m. A little inox'imity will make it possible to opeii pnic- tieally every letter with a sentence that exjjresses an important idea, uses a tone that will a])peal to the reader, and at the same time acknowledoes a previous letter in a manner that is not too hackneyed and trite. Hi. The ending of the letter.— Clos'mjy the letter is to many peojjle as difficult a matter as openind by it. { ■ se a definite statement. If you do this you will discover that in ?n'nc cases out of ten the idea yf)u thouoht was important was really unimj)ortant. ^'(lu will beoiu uradiially to end vuir letters with ideas thai are more inijjortant and to do it without al)ruptness. It is not abruj)t to sav. "We shall ...... ,('..! . ... 1 .. if;,., 1 : \ y fyi t ||V.\L and are confident that we shall more than please you," Tin: nuNc iTLKs of constiuction 321 or "\\c know that our i)n\'es have interested you, and art' confident that a trial order will eonvinec you." 14. Proportioii.—Oi' the other ])art of eni])hasi.s, that uhieh comes from ri<4ht })roi)ortion, it is not necessary to say mueh. Everybody agrees that the most import- ;iiit ideas should he ;^iven most space, and nearly every- Ixuly for^-ets it when writino- a letter. Often we see a It Iter, the purpose of which is to sell ^oods, that spends tiiree-(iuarters of the time in attackin*^- eomjjetitors — at lust a negative way of advocatin<^- one's own product. Oflen we see a letter that tries to collect money devot- ing' a ureat deal of time and sjjace to apolo^v for send- ing it. It is not contended that those ideas should never lie included, hut they should })e ^n'ven less space. i"). Emphasis c.rcmpUficd. — The following letter ^llows how the important ideas are placed at the hegin- iiiiin- and end: 'V\\v i'if,'ht-(lo]lar-a-wt'ik ckrk lias fourteen hundred and fort// minutes at liis disj^jsal every day of his life. I'lie ten- tlioiisand-doHar man lias exactly the same amount of time. Ilive you ever fiirund that possibly an economy of its use had i!i!H li to do with the ditfereiicep liive a clerk more Ih.iii he can do in the hours of h' work- iml; (lays and he ovi'rworks or shirks the work. Either, in the 1" , run, costs you nioiiey. (liarles W. Kliot, President of Harvard I'niversitv. has >.iid: "A man ou^lit not to he (inployid at a task which a nia- cliinc can perform.'" '('hero is a lot of hard, cold, sound husiness sense In Presi- (It nt Eliot's remark. Tiiink it over. ^ ou have clerks doin^r work a machine can do lore (juicklv, 'I ' I hetter, easier and at a small fraction of the cost. You -m-uid he iriierested in knowing' tin lit KKOI (,1IS HOOK- KKKPINC; .\E\Cni\E will ,lo all we clai.n for it. Tlu invcs- IV-il « .'J-2-J BUSINESS CORRESrONDEXCE tigation is entircW at our expense. No obli^ration, no expense on your part. SinipW sign and mail the enclosed card. It will bring you relief from the worries of office ^' uls DO IT TO-DAY. These principles are simply for the purpose of ^niid- in«', not restrainino' the iiaiul. They are in no .sense laws. The individual must n\)\>]y them aeeordin^r to the purpo.se he wishes to aeeomplish. 1 f he keeps them per- manently in mind, however, he will eertainly ^o a lon^r way in the direction of clearness, and his letter will he very nmch more likely to secure the right response. I!ll Ik ' CriAPTEH IV THE PARAGRAPH 46. Origin and purpo.sc of the parac/ra ph. -—The paragraph is tlie lar^r^st unit in (•(.niposition. It is the only one dcsU^md mainly for the convenience of the reader. AVe use words and sentences naturally. We oxi)ress our thoughts and feelinn-s i„ them witliout the ( /fort of the will. After committiticr them to ])aper we M.Mietimes see the need of revision, hut we do not for- nmlate them in advance aecordin^r to anv principles. Tluy reflect the recklessness and force of every-day s|)eech. Parae masses of ty])e are repellent to tlu' evi' and mind, modern writers have adopted the j)raetiee of making- freciuent j)ara,urai)hs. This is especially true in Business Enoh'sh. Short ])ara^n'aphs are tiie rule. TT^ardly more than twenty years a^o J'rofcssor JJarrett ATendell defiiud the short para<^raph as one of less than one hundred words; the lon^uf parajLjraph as one of more than three hundred words. In most husiness letters, advertisements and other compositions all the para- oraphs are distinetiv short. A distinetlv lonir one would he hard to find. This tendency is (juite in accord with the etlioiency ])rinei])le of adjustment to the reader. If a hroketi ])aoe attracts the eye, then th.e more hrok^n it is the greater the attraeti\ (.tiess. \\ ithin certain limits t!iis is true. Kven in stories, ])a<^'es of dialo<>'ue attract 11s more tliari j)a^es of solid descrii)tion or action, ^loil- ern story writers often like to he^in with a hit of dia- logue in order to catch tlje eye. Similarly, at the l)e- i>in?iinrj' of a letter a few cris]) 'paragraphs compel the leader's attention more quickly than a single long one, regardless of the thought or language. Com])are specimens A and li following. The .>in- teiices are the same. The oidy difi'erence is in the para- graphing. Is there any douht as to which is the more readahle ? THi; I'AKACiUAPH iVjr, B Two sDurci's oT jji-ofit can I" (l(\(l()|)((| ill VOLII- liusiiios ;,'tt liner niorc liusiniss and n.liiciMir thf co.st of the I'liiit.d niattiT. II o w t o (i'> it. Incroase voiir business tliiou^li (liruc't, convincinir Kt- t' IS and stroiifr follow-up ["■iiilcd niattir .M-nt to a list <|f pidsjiicts or possihli' ])ros- l'"t-.. IJcdncr the f,.>t of I'l iiittd niatti r hy doin^r vour "\wi printing -ival jirintiT'.s i'liiiting — in tin' privacy of }iness and re- ducing tile c„.t of the j.rinted matter. How to do it. Inrnase youi- business through direct, conviiuino- h.fters and strong foilow-up irinted matter sent to a li.>t of jirospects or j)o.ssi- hle prospects. liediice the cc ,,f jirintod inattt'r hy doing your own printing— real p r i n t e r ' s Itrinting— in the ])rivacy of your own office, with your own cini)loyees at a saving of 05 per cent Uy V* jier cent. The Multigraph, a multiple typewritir .and rapid rotary printing jiress combined in one handy machine, will do both. Hi. I lll.-strat.on of tl,e attractiveness of simrt paracvraijl.s ;■-;'>• he r.nuul in oihrr fid.ls. Consi.ler editorials. I --<- n. the Xew ^^,,,,< I^vcmu/ Jouruul are prol.ahlv "-i I'.v a ureaier nuuil.er of pecpje than anv others in ^* ' jnuntry. A ohuiee at any o,ie of thet.! \vil| eonyinee n^ that the credit Cor their pop-darity is not due entirclv '" 'H^ ideas an<{ I'eeiinos expressed. The short, incisive paia^n-aphs make th.eni easv readino- ...nd ;„..„.... fi,. Hi; ssao-e eh-arlv on tl ^s. Mis, ic a\eraoe mind. i-sc f the ,siu(jlr-.sciif( iicc Jiarayrupli. —Short II It ■.{ it) .'{•J(i nrSINESS rORRF.SPONDENTE t ill >l' l)arji^i-:i|)Iis arr undoiiljUdly nicst serviceable in Riisi- ncss Kri,!4!isli. They should iu)t. however, be carried to too n'reat extremes. 'I'bt re is a teiideiiey anioii^' some writers to |)ai-i^i aph laeh seiiteiiee, regardless of the purjxise oi' the letter or the class of people to whom it 's directed. What is tlie /.suit? Yon read the iiussa^e. Ol' coui-se. ^^)u can't helj) it. Voii iniderstaiid the idea, ^'ou <^'et an im|)ressioii. lint v(Hi also feel that this cotitinuoiis hammeriim' is a bit nionotonons. x\ui\ it is not coM.plimentary to yom' intcllit^'ence. It will do for the forei^jier just learning to read, lint you are able to digest man-size doses. The siiii^le-sciitence paragraph in its place is wondiT- fnlly etfecti\e. lint when it tills indiscriminately col- lection letters, answeis to complaints, and sales letters: letters about iinestments, advertisin/4. insin'ance and books; lett( rs to bankers, fai'mcrs, agents, and school teachers, it is lime to call a halt. The ^^'oldcn lule of adaptation to the rt ader 1 a|)plicable heic as clsewlKri. What slioidd \M lliink if the consir\ati\e \; \ \'oik K\tii'ni(i Pitrt adoplid l!iis short pai-a^raph method for its editorials' We shoidd certainK' cease to regard its statements as bearing the mark of authority. The idias mi^lit Ik the sj'.mc; the sentences ininhf «.\ en be the same; but tl;'etV.(t would be cjuif'' difl't icnt. And the effect would not accord \\itli the diL!iiit\ ol a thrcc-ciiit j)ap«r. Iri iioint lA' f.;i(t, thr id v< eof!'. cx-rd in sinn h'-scM.lcMCC j)araiiraiihs arc not likt 1\ to be the same as those in THE PARAGRAl'II 32- lar^or ones. There is no room for nK)(lific'at,i)ns or cx- tcjjtions. Slronn- assertions and s\vee])in^' generalities take the ])hiee of earefiilly hahineed and judieiai opin- ions. Kxaetness is inipossilile. Ii>. f I' lien .sliorl /)ar(i(/>-(ij)lis arc iiudcsirablc. — The js'ragraph of a letter or other husiness eonnnunieation (iiin'ht to he achipted tn the reader. The sin<^le-sentenee para<4raph is not nsually suital)le in k'tters to teaehers and other pi'ofessional men and women, or in <^eneral to iiitn and women of the e(hieated and enltnred ehisses. Tile uain iii attention that resnlts trom its use is more than offset hy tlie h)ss in eon\inein<^ ])()wer. People alio think for themselves pay no attention to the noisy and extravaj^ant deelarations of the side-show harker. riiey are likewise nnmoved hy the staeeato declarations nl the sin^le-sentenee par; raph, whether ahont pol- itics, morals, or Imsiiiess, W-yardless of tl:e class of readers the sinf>le-sentence ]iaia<4raj)h does not Itelony in the ])uhlications of certain classes of hnsiness houses. Kstahlishinents like Tif- I iti\ \ and (iorham's could not ])rotit hy its u>e, heeanse it la( ks dinjiity. Conservative investment houses should .!' nid it. hecausc it saxoi's too much o) the <^-ct-rich-(|uick lunics of the popular promoters. It is not suitahlc in " httcrs of lar-^c t rMis|)ortation com])anics. art dcal- < I . or ollur hioii-^rade concerns that <^ain n( v husiness ■^InW |\ . lldur proposition in\(i' ^ a tpiick decision and a de- cision hascd upon inip'i' latlu i- than reason, sin^le- M mI( iic( pa ra'lier hand, the pro|»osilion appeals onl\- to the limited > and in\o|\(s a slow decision hascd upon conxiclion. (I., . ;. .1. i^t ly 1(1 harm than to help. ,.... ..^. ..1. :ii I. .i^l .'}2S IJUSINKSS ("OHUKSI'ONDKNCE In J' Then, too. there are eertain jjurposes of liusiness Kno-lisli with whieh the siii^le-seiiteiiee Mara<>rai)h is not in harmony. If \\c ;ire simply ^ivii.o' information or adjustinn^ (hfftrenees c.f opinion; i; wf are eolKvtinn money, refnsino- en-lit. or doinn' anythin--- v\sv disaoTee- ahle to the reader, \vf should hcware of the sinn|r-sen- tenee jjaraoraph. It always nivcs an impression of in- formality- rvt-n familiaritv. .Sometimes it ^ives the imi)ression of eurtness and rudeness; and it can never «ive the smoothness and delicacy of touch thai is seein-ed hy the lonmr pa. a<.raj)h. As we have said hefore. the single-sentence paranraj)!! almost inevitahly leads the writer to an..'ressiveness of attitude and j.ositiveness of statement. The lono-er para^raj)h has room for (pialiti- eation and e\])Ianation. .)(). ]*ar(i(/r(ijihiu(/ cJdu.sc.s.- There is a tendeney aj)- l)arent in the letters of many hiisiness houses to para- graph separately no! merely sinnle sentences hut single elauses in the sentence. This is a logical devilopmeiit <»f the idea that the pai-'c should he hroUen a- iiueh as |)ossil)|e. In \ iew of the main |)urpose of tiu' |)araf4rai)li to Jiiake readitiu- ■asier the tendency nia\ lir iustided. I)iii there are many people who n sent if. It is too oh- \ious an atti'inpt to nain the attention. It siinn-ests too much the mefhod of display used in street-cai- and el((- tric-li;4lit sinus. \'ery ,,fteri i| defeats its own i)urpos.'. Of course there are certain cases in which this mctliod of paran-raphinii- is am|)ly justified hy custom and con- Ncnience. .\n oi-d( i- for hcmIs that cont/iins scxcr.il ifcnis shoidd lia\e each of thrse if(uis sepiirafely par.i graphed, so iliai tin y can he clirciscd more eon\ enicnl l\ . I'sa^i'i also a|»pro\(s the separ.-ife paragraph inn- of c\crv clause in ;i set ol i-isofnt lon.s. Th.. !•(. u-.n!.! s! ■ !!! to he sufhcicnl |)r.ce(Knt lor !)aranrapliinn separate ly THE PARAdliAPJI racli one of a series of reasons wliy an artiele sl-.ould he |)iireliase(l. wlietlier tluy are in the form of definite statements or merely elai.-ses. In many eases it has heeii (Inne with sneeess. WMierexcr possihic. however, it is tar better to make sej)arate senlenees of i-aeh of these ivasons than to paragrapli them separately without (liiin,y this. ( 'se the short i)ara<)Tapli— the sin^le-sentenee i)ara- Hiaph even— when gainino- attention is y.onr all-import- ant ohjeet. I)(i not use it when the eonvietion of a fc w i> more useful than the attention of manv. I 'se it when ynur j)roposition is po|)uIar in eharaeter and must ap- Ptal t(» the many that are unedueated and uneultured. Do not use it when your a])peal is made to the eultured and wtll-edueated elasses. Tse it when you are selling ^iiods. Do not use it when you are answering eom- plaints. •)1. I'tiitu in the /xiraf/ni/iJi. Whether short or long, I>atai;rai)hs will not eompletely ser\ e their purpose of making nading easier for the eyr and mind unless eael; one marks a detinite step in tin- |)rogress of tlu- eoniix)- sition. The sentenees groujxd in it must he hound to- jietlu r l)y very close relation in ideas. I'or the pur|)oses • •r eoristruelion. indeed, the jtaragraph (nay he ngarded as a whole composition in itself. It nnisl he eoiistrueted iin tile same principles that govern the whole composi- tion. I'tdess this is done, the fact that one jtaragraph is s( I olf from another will he of lillle re;ii help to the n ;iil( r. riie p.iragraph must, first of all, ha\( unity. All the "^inii net s in it unist hear u|)on sonic one |)oint in the liiessage. This one |)oint ni.i\ he «hoseii In ati\ one of I 1 1 1 1 .^ 1 1 1 1 n 1 < I I 1 1 ^ , I o .1 saic'i-iei u lor t \ :niij)le. it may he chosen aee(.rdiiig to its purpose, (»r 330 BUSINESS COHKKSPONDKNCE function. These functions are usually considered to i)e four in number. The letter must attract attention, create desire, convince, and stimulate action.' A jjara- ^rraph of the letter may he devoted to each of these functions. 5-2. Paragraph unit// illii,strati'd.~'n\t following let- ter will illustrate this method: ill 5:4! 4i m ■I: 'til m Creates Di sire. Dkak Sir : tittracts Oni' liuiulnd million tlollars arc s|Hiit tvcrv Vi-ur itteiitiuN. on saks IcttiTs. Only oiu-sixtli of tin-' arc cvt r nad. An- yours ani(>ns if von coiil,! inaki' your K'ttirs so coinpiliiiiir that no husints- man could liclp reading tluin. I. earn to make thcni forceful, vital, -•ompcllinn'. \ .)U can do it. Inntatiii.,? other jKopIe or hiriii:,' them to do the work for you may xrve as a make- shift, hut it won't he a permanent help.* Hunt's liii.siiuss Kii;/lisli is practical '^\ndv for practic.d men. It puU before vou. in siin|)le. us.ihlc foriii. all the principles yon need to know to write anv kind of l)usiness messa^rc. Each priiu iple is fullv illustrated l)y concrete examples from ai'tual e\- perii lice. The srienlific v.tlue of the treatise Is shown li\ ''"• '■"'•f that 't is Us. (I ill the l.iii^r.st I'liiversilN Schools of Comiiiei,-,. ill the .•oimtrv. I'rofcssi.r llenr\ .\m.s s.ivs of il : --No other t.\t hook on composition is so lhoiMiiir!il\ piacticil. It U( \ io|>s the pou, r o:' Ih. iiidis i.hi il."* Hut it iiil he a proper division of the material, so that each !);na k. *.i 1 1 i >i t. .. t ir ii .... ..* li \ I* » ( 1 1 1 1 i \ I nrelatid ideas aic included, or essential ideas are '.V.i)i UrSINKSS ('OUKKSI'ONDrACE IS it li omitted. If it can he suniiiied up in a key-sentence, it has unity. Apply this test t<. the letter ahove. The key-sen- tences are as follow s: 1. Von can increase your husiness hy making your letters more compellinn-. 2. Hunt's Bii.siHc.ss Euylish is the hest ^njide to knowiedo-e of the way of doin^ this. .'J. Jt is endorsed hy those who have read it. 4. \\)\\ take no risk in ordering it to-day. Jt will l,e noted that the wl'.ole letter can he sumn)e.4i » I.; iiiij*ui.> tiie leaiicr wuii a hehei m your sincerity and good will; to show him the cuiuses of Tin: rAHACiHAl'H 833 tlir ti-Duhle; to c.\j)laiii to liini your responsihilitv ( ]:uk ofrcspoiisiljilitv) for tlicni; jukI t or o convince liim that it is still to his a(lvanta. \„„ ,),,|,,.. ttr-luads Nov Ifi Tf ; ""I 10,000 lettor-lK.,uls Nov Nov oo , ' ' . ' """ k; It ■ i. • ■^"' '""I tlu're arc st 11 • ^; .s true vou .Lliverod ,0.000 Mtcr-hends to be d '^ -uel„pesNov.l4,buttl.e Inored to us. ''I'k of the order is still un- til li\crcd. M. Dc^mpfkr onin.-The descriptive order is oc- : "'•-'-"" '■" !*"--« KnKli.sh ,;,.ra,..apl,,s If t ."."cs necessary t„ j,.ive a ,„e„tal picture o s,„„e a t" I- tins ean frc,,„enlly l,e ,l„„e l,v jrivi,,^; a .e^l.nl :'"|;'<«'"-. "f it, f..llo>ve.l l,y ,l,e .no'st nceestarv", ,a ' "-■ <'.-'ler ,„ which they .nisht he „hs. rve,l. The M '""■".«■ I«raj;raph will i|l„,trate this ,„eth„d: '*' '" !'"■ "''■' '• l'"'-«'-lf- Hltl.' m.,.,1 I,,. s,u,l l,v «-.,v „f .„ ::"'" '"'• "'■' •■■^'"I'k-" i- -II k„„».„ ,„ „. , i:i" '"■ ; :r:::„ifr""" "■"'■'■^- ■'^"' '- - -^ "-■'-"'" »])()iiit!iU'Tit'^ of the stfaincr for u criusi' in Hie Mt-di- f( rraiu'iin Is stiit vou lu rcwitli. As a riiK', liowcv cr, tlic rcfinircmcnts of Jiiisincss En(/lisli make lc>ii,<,4hy (Icscriptivc passa^^fs iiiadvisaMc. rii()t()<^n-a])lis, drawings, or otlur i)i('tnres take their l)lacc. If descriptive matter is <;iven it is eoiideiised as inueli as ])( s !e, Fre(|iieiitly it contains only a stah- nient of the materials used, and the (piality of the work- tnanshii). The following- example will illustrate: Till' c'r,h .3.-37 nientioiis tlie causes. It is the doniinatiii^r niethod. 'J'lic f'ollowino- nill illustrate: ■I'll, shr . ,,-,■,■,,, h, r stuuls ii.ansf (lu head of the ..ffico. He i- llir iM.Hssary to colhct jiromptly in ..rd.r to be able to buy "II material in lar^rc quantities at cash rices. If we d,, not '"li'et promi)tIy from our customers and our competitors do f'H'i th.'irs, we shall find ourselves at a disadvanta^rc in keej)- iii::.iown the cost of pr-uhiction and unable to compete as suc- <->fnllv as we shoul.i. This will react to the disadvantage of our rn>tnmers who u .1 be 1. >s able to compete with the cus- t'liiii rs of (Hir competitors. 'Ilie chest< T am makin^r ,,re fashioned from the most frag- r.ini ..„d pun-ent \ivi\ ( edar that prcws. 'I'hese Cedars have 'l"ii- natural home ri^dit here in our own Southern Mountains, ami ;renuine Southern l{ed Cedar, as you k.iow. is noisonons to ;iH>t!,s and oth.r p.'sts that live on furs and woolen garments. Ilu V >imply can't brea.the tl-- strong Cedarv odor and live f w^^Wl ' /> 338 BISINESS (.'OKHKSPONnKNCE *JT In fivir shops an' imii who wofk witli wood as Koafs did witT; words. Tlicy take thf xasoiud himhtr from the y)ilf, th( v smootli it and polish it and -hape it and it in it nntil it r\- prosses a tl;on^ht. .Mdi «ho lio that do not liiinv. Tht'y an not niakinj,^ .a Jiundrcd tl:in^r> at once. Iii''_v ai'. ni.'kin;^ one. 'J'hat i, wliv there I-^ a distinct individuality in cai'h H rk'y \- (iay ]>i<'(t'. C()ni|)cirison of tlicsc two jjara^nipli orders will sluiw that the (lediietive has the greater atteiition value; the inductive is the iiiofc conviiieiii;;'. 'I'he former is usually preferahle at the i)e^iiinin^" of letters. 'J'he latter is usually preferahle in the lat<:cr part, when interest has hecn secured. Xeither, however, should he used to tiic exclusion of tlie other. Ktrectiveness is greatest when tltere is variety. .59. Climactic order. — The order of climax is hy far tlie most common in Business Knglish. The facts are ]ilaced in the order of their importance — en(lintr.:Ko which is absolutely essential for a j)erfect shave. tP These orders are hy no means the only ones that arc useful in the paragraph, hut they are the most import- Tin-: I'AJ{.\(,|{AI'H ;j;jc) •int. The fact that paragraphs arc so -cncrallv slu.rt n.ak-cs It nnncccssary tc. mention other arrangements of tlic sentences. <;0. Constnivfuni and mninrfio,, i„ fhr paraqraph.^ It IS tucessaiy. however, ... ^Wvc some thounht to the M'Hst.on of eonsin.etion and connection, to secure c(,- I'-i-ncc within the para^n-aph. Tliis is the more tn.e I'n ausc the desire to suy mwcl, in few words often re- fills m wide o-aps between the ideas. These must he 'Midn-cd, if tlie message is t.) he easily .irrasi)e(l hv the n;!(ier. Keep the following principles in mind and vou will Ih- hkely to secure coherent construction. 1).. not Hianoe the subject of the sentences. If the ideas are Minilar, put the sentences in sin)ilar form. Do not he 'it-aid to repeat words. Do not chancre the tenses of yn„r verhs. Do not use many participles. Notice that tlu paracrraph just written exeniphfies these rules. Here are two more instances: IJii: Hrn stands 7 inches tall, sIckIcm-, niasslvo, handson.o. 11. nn:;s stt.adily for Hvo minutes or intermittently for ten. lie's !'!' i-in^r to read and pleasing to hear. i'nidenl mm are now ,ioin- j„st what Bake:- (i;,! They ' n:v husiness insurance. They take it because It is noi an 'M"nM.; because it Is a ,)rotectIon; because it is a substantial -i'l^Mnn to their assets; because It Is just so much money to "^^ 't' m case of dissohition chirlng the life of partners. " ^ '.nnection within the imra^rruph is muci, the same as ;;■" ''ctween in.lividual paragraphs of the messa-e. 'I' purpose. Kxainple: 'rii;i(\ the hiatily of tlic (Jirani (inar. It ^ivcs you tlio full l)n(li((i tropic (jiialily of t'lc iiativ' Havana t(,l)acc(). Hut this is fully ^tasonrd. iiirllow, and >wi it ; a ciirar that vou c.ui cii/|oy to the full without its ^'■ittluL'' on your nerves. Tiie to- bacco i^ seaxiind hy the natural ('u')an process; not "sweatid" artificially. .\n(l we hleiid it hy u method that is oiu" own di.s- covery. 'lluii's no otiu i- way to ^jroduce such u cigar. iil w T)!. Km j)h(i,sts in tl/c ixtrdf/raj)]!. Emphasis depi-iids on proportion and position. I'roportioti in th? Hiisincss Kno'lish par.'ioniph is not likely to he tronhlesome, ho- cause of the hre\ ity and strict unity reipiired. There is no likelihood that a minor idea will i)e <4i\ en more space than an important one. Position re(|uires more attiii- tion. The hcninnino- and end of the paragraph should lie oecu|)ied hy sentences that contain the most import- ant ideas, expressed in the n' ist elVecti\e words In securinif this emphasis cd' position the climai'tic order is of help. This nattnally results in puttino- the stron<;est ar;^niment at the close of the para^n-a|)h. It mav result in a rel.'iti\(Iv weak heoinnino, hut .he ( tid is the more im|»ort;mt of the two jxtsitions 1 1 li;is he< n I'ouihI th;il the Lrrejilesi emj)hasis is Ire- t fuiiioiis ill all tLo world) lias .srii'ntificallv tcsttd and tried tlii^ jiarticiilar watcli uiid ^uaraiitcfd it as of iiiaxiiiiuiii ac- cuiMcv. Sucli a ci'i-tificatf means that the instniiiieni is more than a fine watch; tlii' stars in their courses are scarcely more ii pillar. Do voiir h.'iulinfr costs vary at diffen nt seasons of the Mar.' Have v on ^rot it down in black and white for evirv Mioiith so that you can control and regulate all tluctuations ? Ai ( ordiiifr to the Cirainm sy>teni, the cost of handling- a ton of li ly, for instance, over a ^iven route mi^lit l)<- eiirht cents at imc X ason of the year and only three at anotlu'r. Hut tlie piiint is--voii will know. kh ill the construction of ])!iraorra])hs, then, the writer nt Hiisiness KnoHsh sh.ould renu-mher that attractive pnwir is only ^i^ained with short ])ara^ra|)hs, hut that Miiiirtiines these are undesirahle hecause of their ahrupt- in ss or their lack of dignity. He should deal with only "IK main idea in tlu' message; should so order and con- liiict its several ];nrts that pro^i-ess hetween them is I :is\ fctr the reader: and should sre tliat the most im- |'"it;nit |)arts are jjlaced wheri' they will make flu- diep- .'liid nios I las! mo' impression. it \. u lil CHAPTER V THK SKXTFACF. 02, Srn truer ron.sfnirtioii /;// rcrisinti. —The coii- striK'tion of i)ara<>Tiii)lis, as we liavf sitm. is a matter of })revisi()M: the eonstnietioii of seiitenees is a matter of revision. The writer who formiihites his sentences in advance, aeeorchnL-- to (Kfinite rules, will never l)e a <4reat success in talkinsj;' into a dictaphone. Tie may het- ter ohtani the force and freedom neces>,arv in l^i:;iness Kn^Iish l>y adoi)tinhite coiisl imicI ion, or the split in- 'ii"''i\i'. If nolhuig more. Hk re is often ;i laek o|' Ih \i- I'lhty. a failure to make use of all Ihe various scnli i.e. forms that ;h e ax.idahle. 'i'lie wiiter who juis not m.i>- lend till' possil»ililie.s of the ddlert nt senlence forms is ;{ fj I TJtE SENTENCE 343 ;is much luimpercd as the one whose vocabuhiry contains (iiilv .1 few hundred words. tI3, Kljh'icni sen I dices. — In the final analysis, it is (III th*' effeetive?iess of the individual sentences and \N(-rds tiiat the inijjression made i)y the message de- jjcnds. iVll inipr'/ssions are composite. Clearness, for (.\;unj)le, is not wholly a matter of general organization. It demands that the meaning of eaeii sentence shall he instantaneously and unmistakahly revealed to the reader. A single obscure piu-ase clouds the whole mes- Tiu .,itn..tion is like that of the manufacturing estah- li^ilnlent seeking ethciency. Organization of the dej)art- iiK iits and system in tiie work are essential, liut these tilings are of no avail unless the individual worker fits iii-. jol) and becomes ])ersonally etlieient. So in Business KiigHsh, the jjroblem is to make the smallest units etfi- eient. Sentences, like paragraphs, nuist be suited to their |Mirj)ose. It is unsafe to advise the extensive use of ]M ricdic sentences, of balanced sentences, or of any • itlicr form. There are dilferent mijids to be reached .ii'il (hlferent ideas to be presented. The pr;ncii)les to i" n;v( II in this chapter, therefore, are somev.hat gen- (r;il. Their ap])licati(in va'-ies with c-onditi( ns. It iiiiis* be remcml>ered that there are some allowable M iil( luts that (h) not eonform to grammatical rules. I s.iU'' ha', instilled thein and made them an imi>ortant |i.!it i)\' the language. These idioms, as tluy are called, an ev( u more valuable in nusine>s Knglisb than in liter- ature. .Since they have their origin in our daily speech, they have a nati\i' vitality that is l.iekiiig in mTound.' A sentence should fit its place. One hundred words may not he too manv in one ca^ ; ten may hi- too many in another. TIk purpose to he accomplished, not the foot rule, is the standard of measurement. It may he of help to know that the sentences uf siicli clear writers as Macaulay and Stevenson averaue ahniit twenty-five woi'ds. liincohrs a\i-r.in(' fviii less. In liusiiiess messages the a\»rau'e should not hr yrcati r than twcnt\-ti\<' words and in some kinds it niay Ik much less. .Sales Utters, as a rule. ri(|iilic slioi't s( ii- teiiees, lit raiisi of tin ir attention v.aluc and their eh ar- iirss. An-.\\(is to eomidaints slioidd haw lonurr oms. hecause of lli( ii' greater smoothness. l-otin'. nivohcd sentt Mfcs are to he avoidtd. If i'e:iil at all. thiy ai-c likeiy *(. fail to make the meaning- dear, and ai( almost certain to lack force. Im|)oi-tanf ideas are hui-i((l, tlie reader is cMtifnsed, aiMJ the impitssioii HE SENTENCE created is one of ol)seurity. The following actual ex- ;iiiil)le is only one of a type that is too numerous: I .ifrrcc with you partly as to tlif aiiioi.nt of iducation I get HI \uur offic-c in so imich that it is practical and not m.ntal, wl. rcas in takiiicr this cour: .• I have a cliancc to fr^t more of •lie iiKiital facts of vour f;ranch of business, whidi of course ui!l li.Ip me very iniicli as a foiindatioii for the practical ex- I ' nciK-e that I jun liavini^ everv day in your ciiiploy. Mere lenr^th is not necessarily ohjectionahle. But it iiMially hrinos with it a iiiiinher of serious technical aiilts, most imj)ortant of which is lack of unity. Ke- ■••ardless o\' len<>th, each sentence should l)e a unit. It >!inii!.l contain one C(»m])lete thought, and only one. <».>. Fra. Tdo inciii/ iinnJiilcd !;Jc(is. Much more comiiicn is Ihe |)racticc of oronjiino- scviriil umclated ideas in one sentence. I'\\v writers v.diild lie ^iiiltv of such THE SENTENCE 847 atrocities as this: "The Inisiness haronietcr indicates hin-li prices on all woolen "(jods this fall, and we are (ift'erin^ a full line of specialties that will appeal to the trade." In dictatin^r letters, however, one is likely to he led from one idea to another, until he lias strun a nuiubcr of otlicrs fngugud in Unified You are not the only manu- facturer of shoes; there are a nuiiilKr of others engaged in the same industry, anil all of tlie same industry, and all of those so engaged are striving tiiose so engaged are striving to obtain for themselves the to obtain for themselves the largest jirojjortion possible of largist proportion possible of tht business that is offered the business tli.'t is offered. ■ iiul no matter how well- No matter liow well grounded L,n-ounded you may be in the you may be in the fundamental tiiiidamental principles of principles of manufacturing inimifacturing and selliiii; and and selling and no matter how nu matter how well you may well you mav realize that in rcili/e that in order to do n order to do a prosperous busi- |irns|ierous business vou must ness you musf obtain sonie- ohtaiii somi thing in excess of thing in excess of the cost of the cost ot votir goods you .\ our goods, you are no longer •ire no longer a ♦'n.,. agiiit as a free agent as you wool < be ym would be iin.li r inotiojioiy. undi r monojdilv. Vou are af- I'llt affected hy t h. act> ul fected by the acts of others, "fliers, many of whom are ig- many of whom are ignoratit of ii'Taiit of 111,, first priiicipi.s H^ first jjrinciples of business "I l)Usiness, and are gmplng d are groping in thi' dark 111 the dark and hoping and hoping against liojie that {'1 cl'- 3^8 BUSINESS c()khi:sp()M)i:n('i: against liopo tlmt tluv iiiuy they may conduct tlicir bu si- coiiduct tliiir h Tj hiisiiu'ss at a ncss at a profit. iius condi- ])r«)tit, and tliis condition is tioti is called "competition," called "coinpt tition," the stri- the strivin^r of two or more vinjf of two or more persons persons for the same thiiifc. [| for the same iliin^r, and it is is a condition that exists not a condition that exists not only in the line of nianufac- only m the line of manufac- tiire coverin^r shoes, but in ture coverinroin^ over the pulleys, tliis reduces t'.e thickness of the belt and thus decreases tiie strain on its outer surface. It also lessens the tendency of the plies to separate and prolon^rs the life of the belt. The obscurity here is : le only ijartly to the use of technical terms. It is Uuc more to the fact that the ideas are not properly grouj)ed in sentences. One sen- tence s1h)u1(1 explain the construction of the belt. Tlic next should e-q)Iain how this lessens the strain on tiu outside surface. The third should exi)lain the other ud- vaniagcs of the construction The last should sum up the general lesults. Kewritteji: liy forcini^r thi' friction and the cover into the fabric \m brin^r the plies of duck closer and reduce the thickness of the \h " There is conseejuently less strain on the fiuter surface "f the belt when it f,'oes over the pulleys. There is .also less likeli- THF. SKNTEXCK liiV Iiood that tlu- plies may separate. These two savings prolong the life of the belt. r>8. "Com ma fruilt."~Aunihvr aj)i)aiTnt violation of unity, wiiic' is in iiuiny cases only a violation of coher- ciKT. is the "c-oninia fault." This is espcrially prevalent in the work of you!)^^ writers. It consists in writin^r two unrelated, independent clanses followino- each other with only a comma for separation. The remedy is some- times to write these clauses as two distinct sentences; sometimes to supply a proper connective. Examples: 77(r Comma Fault While ill my fath(>r's ottice r hud charge of the collec- tions, this gave iiie the ability to (leal with people. lieuTiffcn While in my father's otfice I had charge of th.e collec- tions. 'J'his gave me the abili- ty to deal with other people. Or While in my father's office I had charge of the collections, from which I gained the abili- ty to deal with ])e(,ple. Tn revisin^r sentences, the writer shoiihi always look first to their unity. He should see that each contains a complete idea, and only one, with its modifyinj,^ ideas. He sh.ould see that the several ideas are clearly ^rj-ouped. If he does this, he can ^rovern the len^h accordin<4- to tlu effect he Avishes to produce. <)I). Incolurcncc. — Incoherence is the most common 'Milt in sentences. It residts in all maimer of awk- \wirdness and often in obscurity or amhi^niity. The • "'"»" ca.uses of incoherence are ])oor order, poor con- ^iiiKtion, and poor connection. The following illus- ' I lies all three causes: :J50 RISINKSS CORRKSPONDKNCK =!;/ Imohcnut Coherent Admitted tlijit \sv otilv know Altliouirh w,. know tliinfrs thin^rs l,y ..xpt.ricrur, vet our only hy cxixrii ticc, our minds nnnds m.tv Ik m) trained tliat mav Im^ so trained that we can w- can assimilate and analv/.e more readily asMmilate and facts and factors which w analv/.' the facts and factor, come in daily contact with so with whi.h we <'onf into dailv 'ii'"li •>"">. readily, and ti:at contact; uid this trainin^r. coupled with the [.racfi,,.,! ex- coupled with practical expe- ls rieiice in y„ur oflice uill rience in your office, will make make a more efficient worker us more ifficient workers, than cither trainitu' alone. m. %\ 70. Logical o'Y/rr.— Order in the sentence demands that modifiers shoidd he ])laeed as near as possihle to the wonis they mochfy. The rule is trite, hut it is far from hein^r as sim|)le as it sounds. Faihire to ohserve it results in many sentences that the newspaper funny- men deli^dit to (}uote. Even careful writers sometimes nod. Examples: Incoherent Coherent Drop the little tahlet you Drop in a pint of water the will Hnd enclosed in a pint of little lahlet you will find en- water. closed or The little tablet you will find enclosed s h o u I d he dropfx'd in a ])in^ of water. In the first place, we ])lace a In the first place, w<' put ..ii rnhher cov.r of suHici.'nt th( carryin^r side a ruhh. r quality on the carryinLT .id,, to co\er of sutfi.M.rit (pialitv to withstand the action of the withstand the action of" the material conveyed. m.iterial conveved. THE SENTENCE 851 I One pf tlic chief (lifficiilties is the correct position of .ulverhial modifiers; such as, "only," "also," "likewise." ■iikI the like. These should be placed next the words tlity l()<4'ieally iiiodify. Correlatives, such as "not only" and "hut also" should occupy corresponding positions ill each clause. Examples: Incoherent Coherent ^'()ll will not only find the Vou will find tlic furnace tiiriiaco fc-ononiicd in the not onlv cconoinicil in tlio amount of coal used Imt also anKnuit of coal used, t)ut also (,i>y to oj)i'rate. easy to oj)erat('. Split infinitives, such as "to really know," should he a\(ii(led, uidess the avoidance leads to awkwardness or ]u(lantry. This danger is so rare as to he almost negli- ,iiil)le. 71. Vnncccssarii chnngc of point of victc. — Poor con- sfnietion is a f're(|uent cause of incoherence. One of its (•(Uiimonest forms is thr unnecessary change of suhject. Tlie suhject of two clauses in a sentence should not he {•lianged unnecessarily. The voice should not he clianged from active to passive or rice versa, nor should the mode he changed unnecessarily. Jvxamples: Incoherent Coherent Kulilxr will stand a great Rubber will stand a great I' Hunit of heat and the cold- amount of heat, and will re ' -I \v( uther does not ini});ur its main flexible in the severest !l' \il)ility. cold. We t,ik(> great care in the We take great care in the ' iMif.icture of every })art, manufacture of every part ' i 'igid inspections are made and make rigid inspections at ''> us ;it every stage. every stage. MICROCOPY RESOLUTION TEST CHART -Njl unu iiO lEbl LHART No 2' 1.0 I.I i;^ 1 2.8 |jj|Z5 [2.2 zo 1.8 1.25 1.4 1.6 ^ APPLIED INA^GE Inc r-i .'J 52 nrSINKSS CORRKSrONDKNCK .: Hi Wv solicit your orciiT .-irid We solicit yo ir order and your [);itron(igo will hv ajipro- sliaii appreciate your patron- ciated. u'fe. Cut the two ends in st'ps so Cut the two ends in steps so that lliey will (it exact'/, and \h .: they will (it exactly, and then they slu.uld he ctnu iited then cement them together, together. 72. ParaUcI ('oiistrn('tion.-'\y]\vn two ideas in a sen- tence are similar, or liave a similar relation to the main tliout and with Ihe inaxiniuin prompt- ries.s. Knowing thai \ ou jire )i mm of practical t \pt licnce. Knowinif you to lie ji man of practical liu^ill" >is exi)e rienci' urid thai \oii arc aKo a nd that \-oii arc also intr nitcrcstcd in high, r eduiation. « ^t((| in higher (ducatioM. I X yv,\ux Ti> .4>.K \tMi ill wiiu- n w.iTiT id ask \(n\ to unit a TIIK SIA'I'r.NCi: ')■) i sJinrt articl o nn sf sniiic phase of s'lorf .'irUdo nn some jilmso of liiisincss trainin■ otiurs coiisldciiii^ iK any olhri>, cin-id. imiim- |h.. '"-'• ard to 1 would say," is a f'avoi-ite ol' many uiiters, and is nearly always I'atal to emphasis. J'jxamples: Emphatic The ^rumiiu'd hibils can be IJucmpluitic As to the ^uiniiud labels, I wish to state that same can be boii^rht at any stationer's. pnichased at any stationer's. Tliis arrangement is a very cMiiMiiiciit one. Tin's arranf-enient is con- venient. ^4. Sometimes an idea that deserves eniphasis is l)uried in a lnn,o> sentenec. It should he taken out and i)laeed in a sdiltiice hy itself. This sentence sliould he sliort. It IS a favorite device of newspa])er writers to ])ut at the iiid of a paraoraj)Ji a .sentence of two or three words, esiKcially if it contains a contrastino- or unexpected liiea. The followino- will show how this method secures eni- ]>liasis: Viu-inphdtic .\il\( rli-.in!4- i"^ salesmanslilp "II |>i|i'r as we |ia\c licanl fiiiiii iii,iii\ sotiie'^s In tlif last E'lipJuitic Advert i>inome bad, l)ut most all good, some bad, but most of • if tli( in indiH'erent, tiiat it is them inditt'erent, tiiat it is sort -lilt of hard to maki' a choice of iiard to make a clioice or to 'ir to kii:)W which one wdl know which one will prove to |iio\e to i)e a payer and which be a hw, r and which a pa\-er. I loser. (Xote.- It woidd i)e e\ en liettei' lo leave out the suf^- li'estion of loser.) I? m ill 41 One of the eonvetiieul rules niemori/ed hv most ■^i JiooiiM )\ >i i> iiini a pre|M».sili()ii is a had \\(uu io emi a bentenee with. The rule furnishes its o'vn example. nil '% ■If ,'JfiO BT^SINESS CORUKSPOXDrACi: Like most rults of this kind it is only half true. The l)rejK)si{ion is not usually a won! that deserves empha- sis. There are oceasioiis, however, when the avoidanee of a prepositional endin^r results in awkwardness that destroys the native force of an idea. i\s a rule, avoid endin<4- with a preposition, but do not do so if this avoid- anee results in pedantry. Example: PidantL A sic tlioso with wli Better (1 wlioiii you Ask tliosv' you coiue iti con- coiiK' in font.ut. t.ut with. Inversions of order also tend to ])roduce em])hasis. These should not he used, if they ])ro(luee awkwardness or appear palpably artifieial, hut freipiently they make for increased streniith. pjxamples: Vncmphdtic The keynote of the liowles I)iaiio is "Tone lirsl ; beauty afterwards." 'I'here are no wtak h'nks in Ilaniilton chains. * If vou are not perl'icllv sat, isfi((l. v(Mn \ ..IK V will come hack. Kviphatic '"Tone first; beauty after- ward,'' is the keynote of the Howies piano. In Hamilton cliains there are no weak links. Hack will comt' your money if vou are not perfectly .satis- fied. HO. Pcritidic .stiilciircs. -Move fre 'riw. ..,...^,,.w.,. ;...^ ^'iven is an artificial illustration of the thiny it defines. TIIK SEXTFATE JCl The periodic form should not appear forced or it will nut he effective. It should not l)e too 1 (iV it will not he clear. The I'oih had ])crio(iic scMtcnce and also the weakness of ono- and involved )uin^- example shows a participial subject. 'Knowinfi- that you are a man of practical business exi)erience, and that you are wiilino^ t,, look with f upon the efforts of vour clerks wli Ivor tl len tliesc are appii ed tnr your best interests, j)rompts me to ai iswer vour letter, n The ])eriodic sentence is, in general, 1 Ktmlish th ess useful i n iiMiiess Knglish than in literature. It is slif^htly arti- ticial. Our conversation is composed chiefly of loose sentences, and Business Knain he repeated that the writer should not he too iideiit upon rules when he is writiu*^' the stii- tenccs. The sentences should come naturally from liis mind as thoughts. Revision afterwards may helj). Tlu I'hieJ" value of revision, however, is in tixino- the priiui- plcs in his mind, so that the next time he writes his thoui»hts will he more likely to come forth as unified, rwiieieiii, anii cnipiiaiiC ■sLiittiiCca — cueii bUiLcii lu nS place. II CHAPTER VI WORDS 82. Gt)U(] Ihiiikiiu/ tlw ha.sis of (food diction. — Words lire the smallest units ot' coiMjxisitiou; yet in them lies tile chief difference hetween a dull, insipid communica- tion and a vital appeal. In them we find the chief dif- iVrences beSvecn two styles. They are the basis of style. For this reason the writer of business messages should take unceasino- pains in selecting words that will comey his thought. There is a too general idea that style is se])arab)e from thought; that our ideas come to us and then we ihcss them up in a])propriate language. This is an 1 1 1'or. Words are ideas; to the writer ideas come in the t'lirni of words. For the ])ainter ideas may come in tirms of form and color. I'or the musician they may (•(line in terms of sound and may be so transmitted. IJut fill- the writer ideas come in words and are conveyed (inly in words. Thought and language are for him in- M parable. II follows, therefore, that the foundation for good diction lies in good thinking. The mechanical and imi- t;iti\e thinker cannot get away from mechanical and ii.ickneyed diction. lie is depei.dent on his ])hrase- !t(iok just as he is dependeiit on the j)laiming of others t(ir his work. The careless and vulgar thinker can con- vty iiiii ideas only m slang, liie creative tliinker, on the other hand, is hoimd to have vigorous diction. it I i i i- 304 BUSINESS ("OHHKSI'ONDKNCI.: r ttlB' \$- 1^ 1f^"' It may iK^a'm he repeattd lieir that tliinkiiio- (lcpe?i(ls upon tlic person to whom tlie idtas arc to he comnnini- catcd. So (hetion shoiihl he suitahle to the reader. If you ^o to the South to live, after a tim- vou uncon- sciously heoin to talk with a drawl; yo,, may even say //o// all and seems like. If you o-,, to'lioston', you sooli ac(|uire the lioston accent an. i!h !•=: = = ;=,!.: II I I ' I I I J > I 1 II > ii.i i i it i it li-iii >ii( mil i i ) ; WORDS .'j(; not be nnde to talk like wliales. We nn>ht add tliaf in t.iikirif)- to little tisli you should not talk as you would to whales. The thiii<>' to do is to ^o out anion<; the ])eople I., whom you expect to write, talk with them, know tiiem, think with them. Human limitations make it diflieult I'or us always to say .just what we intended. Fre(|uently we write u |ia!-ani'a|)h or letter and diseover that the words we have i!s(d do not eon\cy our idea. Ilt-re it is that revision IhI1)s. Certain ijrinciplcs may then he hi'ouphl into |)l.iy to improve the dietion and convey the impression iiitinded. The process of revision will help the indi- Mihial case, hut its greater value is in ^ivinn- j)ower for the next message. We shall here set down some of the ])rineiples that aiv most useful in revision. They will at the same time Ih ms( fid in stimulatin<>- ri^ht thinking- in the first place. All these ])rinei])les are for the sake of ^ivin^r greater (■'urectness, clearness and force to impressions. VA]\- ( i« lit dietion demands these (|nalities. SI. Cornel and iurorrcct icards. Lan,i«ua^e woidd not he a medium of eomnnmieation if words did not iiMan practically the same to everybody. There has to 1" a standard of correct use. 'JMiis standard is the prac- tice of the i)est anthoiities: its crystallization is found M. the dictionary. The writer of i)nsincss letters must know what is correct use. although he mav sometimes iltlibcrately disre_ject. '^'ou ti/7/ n(), T ])resume. in spite of the weather. He 'aill ^;-o in spite of all ohji'ctions of his familv. llil^ WORDS .369 1 1 I II' "Wc A\ill liall you be present at the meclinjr to-nifrht .^ (I shall lint.) Shall I forward your inaiL^* (^"•)ii shall.) II is to be noted that -all is never used in ,. first |)er- '"' "jtiestion. U'dl I f,n is absiu'd, because the s|,eaker knows better than anyone else his on n wishes in the III dependent clauses, as a rule, shall Is uscl to <-x- I'^' s nilurily in all persons and u/V/ to express v..lition. 1^ die sub.jeet of the two clauses is dKr-renl the form d ill til.. A. ,. ,l....t ..I.. jse i.s d if the ela im iiiiin. .!■> \\oiiui He n-e were independent. W^' 3T0 BUSINESS COUHKSPONDENCE Would is sometimes used to express a eustomary or hahitual aetion in the past. Till' nu('li;iiiici;uis woiihi c-fircfully ti.st every part of the inachiiie before il was assembled. Would is also used to express ji wisli. Would that I could assist vou in this matter. i ? ■■ ■ i; ih < : 111 all eases of doubt, eoiirtesy and "ood sense can be depended on to suo'ofest tlie ri^ht word. It fre(piently lia])pens that in ^ivinon a command the courteous form You xcill report to hiuuhiuartcrs at one o'clock is pre- ferred to the command //ou sJiall rc})<,rt. This is invari- ably the case in army use, where the speaker's control is al)solute. A list of words that ])retended to ijive all the mis- uses found in business letters would recjuire a volume in itself. There are certaiii ones, however, uhich ex- perience has shown to occur more frecjuently than others, and the most common of these may profitably be set down here. AIUI.ITV I'AIWCITV. A man has capdciti/ to receive kjiowledgc, and (d>ilit/f to use it. ACCEPT — KXCHl'T. To accept is to take, usually as a ^nft. To ex- cept is to eliminate, to cut out. "If you will excej)l the iasi clause, I will accept the condi'ions." ACC'KPTAXCK A(( ri'lATION. Acceptduce is the acl of accept ini.'". (iccepiatioii is the nccepted nu'aninu' of a word, "^'our acceitt- ........ . . (' lliiL' ..^Y*<.f* «,iilt.- '.'/Ill iiiwli'i* 11/1 / 1 1 11 1 1 r>l f w in .:::\- -r: ;:::-: ■■■.:■.■. j--:;- _: ,, l' 3" "What is vour accej)tation E!{— REST. Ihdance is a commeivial term mcanintr i\\c .; indefuiite motion. CO-OTERATE roCJE'rilER. Tixjctlier is sujxrtiiious. COl'NCIL -COl'NSEL. ..,.;/ ;...iw..,f,.. <■» j-r»», as advisors. WORDS ;{?:{ AIX— y mis lie for II. iticni- vd the ion tn lisuse. )rroct. ic (lif- )o IKit Dctrr- Cor- witliiii r. ikcr. ;cr f'T Iw, .W.I Counsel is a(]\ ice. or a len^al advisor, (lirniiu.i: — ckkditaum;. Credible means belicvahle; eredit- that has been in (vistence. A new machine is invented. l)lsriNtl' DISTINCTIVE. The latter is the stronger word. If an article lias a distineiive merit, the merit is distinet or ap- parent, and it also serves to distinguish the article from every other. I 11 illlt - ANY. Kitlier refers to one of two. Anfi or ani/one re- IVrs to one of several. KNOKMirV — ENOK.MorSNKS.S. Enormitij has reference to moral (piality; enor- iiioitunifis, U) M/.i". llv does not realize tlie enor- mitij of his crime." •Mil .'}74 BUSINESS COllIlKSroNDENCE m ii.'^r !*i| EXCEPTIONAL — EXCEPTION ABLE. KiVccptionahlc means that it is iiiipt'rl'ect, sub- ject to exceptions and corrections. EXPECT Sri'POSE — Sl'SPECT. rJiV])C('t looks toward the future. It is incorrect to say "We ca'pect that you have received the .tioods." To siisptct iiuhcates distrust. (To SH.ie. W(,ul(l he incorrect. They are aniono- the most useful ( '\ Di'csi^inn V in In icii>t»i.i.' /ir>».., ,,..,, ....1 l. ii I ■'■'■■-■•- V.V.I1 v:5pwiuit-iiuc, ucs/uuse ine\ have grown up to he common e.\})ressions of everv dav V.:.< WORDS ;J77 nnd are, therefore, elose to our conversational language AiiioiiH- these ithoniatie e\|)ressi()iis are the Collowin^r ^iiul. used ill phiee of to in the infinitive form of the verl); as, "Try and do this." .is it ttYvr. liicL' find ('(ill. li// lt()(j/,' or crooh. Either, at the end of a sentejice; as, "Vou cannot I'et a hetter article either." Else's, as in "This is nohody else's husiness." Ever// ot/wr da//. Forget one's self. Get rid of. (iiveu, in such a construction as "Given these con- ditions." do hard rcith one. Hard /)ui to it. {Hard up is not an idiom, hut a vul^-arisni.) I lira the ihiek of it. In this eonneetion. Make off, for Get atcai/; "The thief made off with the plunder." Man// a /nan, for Man// /nen. Xot a tchit, or Xot a hit. Of mine, of //onrs, etc., as "He is a customer of ours." Onee, in the sense of // ever or never; as "Onee you try this soap you will use it always." Out of one's head. Over, in the sense of /nore than. '"\\m will make over 10 per cent, profit." (Jhove in this sense is not correct: as. "Vou will make above 10 per cent, profit.") Fl -.■f? m Ml I .'178 BUSINKSS CORRESrONDKNCK Scrape acfiiKiititancc. Sinci\ for (KJo; as, "We iiiroriiu'd you a iiioritii since." Sj)icJx (1 11(1 .sjuni. Talc if. as in "^'oll exi)ec't. we take it, to do more a(lvertisii)H. Sim Illicit// in diction. -Vov most pur|)osis the short, simple, common words are hetter than Ihost' tiiiit are ioiii!,' and unusual. I''.\en tlion^h the letter ^(u s \n a man of yood education and culture he is not likely tn ohject to simplicity of lan^ua/^e unless it ,ui\(s tin ifii- pression ol' juv emity. In advertising'. simj)lr words art ol>\ iously hest for most |)urposis, jiccausc the nhicct ol" the a(l\ ert istnient is usualK' to attract thi' ur(att>t numher possible. II ha|)pens that most short wmiN and common word-, ai'c of Anyio-Saxon orij^in. hut llu oriyin of the word is ndt in itself a \er\- ^ood index to its suitability. The idea is to Li'et words that aie (diii- Uion til t\ (TV otus vocabulary and undeistiMid b\ < \ ri\ (»ne. and so fai' as possible to save ell'ort ami space liy using the shoiter of two words of the same meaning. WORDS .'J7!) li ('(/ill is better than co /// //; cticf, hiuf than parch nsc. assert than ns-.scvcratc, r/rra.sr than lubricate. lit/Jit tlian illiiiniiiaic, and so on. Tiie oecasions are rare when the Ion;^er and less eoniinon word is ])ref'erahle. ^ At any rate, ponderous derivatives should he avoided. They give an idea of pretentiousness and strainino- f„r etf'eet. There was a j)eriod in Aineriean journaliMn— It is not entirely ended yet— when the idea of writers srenied to he to express eornnionplaee things in unusual I.Kiuiia-e. A ///•(■ was always a conflagration; a luncheon was a collation; a house v-.,s aii edijice; a xaujon was a vehicle; and the r//// was the metropolis. A Mian did not .shout, he vociferated; he did not drink. lit' imbibed; he did not .sleep, he tcoocd Morpheus; and w !irn he died he deceased or passed atcai/ or rLin(/ed his llil/ht to eterniti/. There is little excuse for this sort of tiling in the newsi)apers or in hooks. There is none whatever in Business Knglish. H!>. h\vactnessin diction.^- Kxaetness in words is like- vise essential for elearness. Ilaekneyed phrases, whether those especially associated with liusiness Kng- lish or not, should he avoided. They are worn out arul < nry an indefinite meaning. The same is true of words !!'at are too hroad and general. Such words as axcful, ''irihle. nice and fine have hecn used and misused so fiMich that the original exactness of meaning they pos- sessed has been entirely lost. The same is true in busi- ness of such words a. hi,/h-!/rade. lirsL-class. best and llic like. The remedy for inexactness ..f this kind is to ])e spe- \ ii\ i inu tile :{,s() UrsiN'KSS COUKKSPONDFA'CE 1ft H Iff OIK' uonl that expresses the <>- Comrrlc and Jlf/nrativr Tco/v/.v.-Conereteness is a st.ll further help t,. exaetness. C'„„erete n„nls earrv a I>K-t,.riaI ,n o-e; they sh,.u- the exaet nature ui' th"e artiele. Instead of sayino- the hcst eotton. v-.u sav more eoneretely AV////>//V/// lonf/ fiber eotton, oj- AVr/ 7.s/.7,„/ cotton. Instead of sayin,;.- a humorous book, von sav a book that }>riu,,s lauc/h/rr or makes !,ou hold i,our sides instead of sayino- //,, ,,an Is houcsi , von sav '//r.// ta>././ //•//,s/ ///,„ -elth Hour last dollar. Instead of savin- // „ ens,, ruuNiu;/, yon say ,/ child can run it. Vou niav "o even farther and express the idea in term., of aeticm Instead of sayin- the automobile is potcerf,/, von sav no hdl too steep: no saud loo deep. Instea. of sayin- the tHpexenter is easii running, yon sav, no three o'clock jntHiue. Conerete expressions of this kind not onlv c.nvey the idea more exactly and ddinitelv; they aisl. have a stronocr appeal in that they rehite the idea more elosejy to tlu- ordmary exj)erienee of the reader. (Greater strenuth of expression n.av fre.jnc'ntlv he secured hy the use. of figurative lanouao-e. instead of saym^r ///,. nuiehme (joes rapidlt/. vou sav // /lies In- stead of saying- th.- furnaee is eeonomieal.'you say // rcill not eat up //our eoal : it tull euf ,/our bills in half Ad- vertismo- n.en speak of letters that pull, of the eop,/ that (jets across or has a /lunch. S-nictmirs we liavc not onlv u,,nls used iu a tionra- t'vesrns... Im.! simil.s. n.elaphors. hvperh-.h., t,, cnTonr an idc-a. \\^. j,,,rn that a (clain honk is nn| ,/,7/-„s- dust read.r.-: that a errlain insurance companv has the streujth (,( (idn-dtar. and s„ ,m. \\\ air pn.nnsnl a mine oj information or a harxest of dolbirs. It is '' thr pla.-,. thr finanrial f-uan -rts pir.l -you simply ""' '"'-'k into thr iMdrp,.n.i,„t rla>s t.y wav of'tlir wa.^r- M.ilr route. You've simply ^,>\ to niakr .mall mom'v <'ount f!,r -M NOW, mnk. it work ov.Ttnn.. all th. timr; an.l'thm, whm . M CM>h. Ihrrr Won"! I,., any !o„,| roar from thr front ottirr. K'-i i i-il Ml !>2. Shnu/ ami colhx/nialisms. Vavu slan«- may he "H<| in some cases. The lett, ,• nnisl o-,». however, tn f!,,. iiass that is accnstome.i to „s,ng it and the article must .'}82 BUSINESS CORRESPONDEXCE m i'* f^ be consistent. It is absurd to try to sell art engravings, jewelry or l)iisiness devices by tbe use of slangy lan- guage The ease is different with cigars, liquors, and the like. The class which uses these things is likely to know the c.u-rent slang of the day and the association of the article itself is in harmony with this method of expression. One <.f the greatest successes in advertising in recent years was ol)tained by a new tobacco, which (lei)en(leli to appeal, widen your voeal)ii]ary hy beeomii.^r f';miiliar with the exaet iiieaiiin^r „f every MfJrd that you "ill he likely to need, and then write. " Write with 'the ";•'!'■'■ ill niiiid. Think in the way that he would think. Win fi you have done you may find it necessary to ^ro mir your work and revise it. ^'ou may find that you lia\e failed to convey the thoun^ht you intended and niNst do your thinkin^r „ver a^rain. The revision, if mkhIc in accordance with the principles we have stated, uill lielj) you in writing- the next time. 'I? CITAPTKR VII MIX HANK AL MAkK-Ll' OF rilK I.KTTKR 1 11 !>.'}. ('orrichic.ss Uw iiiosi hn paiinui (jiir.slion. — i\l- tlioii<,>-li tliis tiralisc is inlcri(U(l |)riiiiarily as a hv\\) to the \\(»rk ol' Kiio'lish coinix^sitioii in tlic art of husincss (•()rrc,si)()n(lcnc'c, it would he incomplete witliout soinr diseussion of the nieehanieal forms of the letter. J5y this is meant the external matters of paper, headings, husiness forms and the hke. In the meehanieal forms of the letter, correctness is tile chief . Ar//o- //r.../.v.-As n.ost business lett(>rs are urit- ''--.pon sheets that iKne a business letter head, it is -th wlule to eonsider the form of this. Althou^d, the "■"••■^' "^ the business n.akes a vast amount of diffCrerur HI lie question of the eorreet letter head, there are never- fl'Hc'ss a few prineiples worth eonsidcring. "the first plaee. it should be a head: it should not ' '- ";eans o a series of pletures or fanev borders l:7;r'^';; '''''''■ ^*-^J-''<' take up not «... than " -hfth of the spaee-the less, the better-and should "'^ <'<>"ta,n so mueh in the way of printing or illustra- te. MS to appear erowded. In faet. it is not considered I'"-- MOW to use illustrative pictures of anv sort in the '"!;■'• l>cad. Sou.etimes a trade-mark is u.^ed, but the "st eoneerns avoid even this. The head :'-.ive(l. lithographed or nririt.d- ;,. ..,.,. ,... niav be en- j)rint ^iiMiild usually be blaek. OtI »'d: HI any ease, the col •11 (ctnclv used ler colors ai "" safest and most correct f >ut black ink on whit or ■<-' sornctinx's oi t' pajjcr is bv f ;ir <"H- eolor is always a sign of po„r taste \flvertising i,, the letter head is al nn. i he use of more tl lan Tl :u Ivert 'Msniess stationery should ise it. M ways objectionable, represent the Hrm. not '""ii- list of articles that the f "i-eover, advertising is useless, f or '■'■""'Is the top of the til liKJieat'.' tli.'if »!!:■ i tatal adrnissit)n. u-m sells is not read, and paper, hi addition, it mav se; in n-vj.'i Sim III intMi o! advertisiri"-- phcity in the letter hea.j is best; #;; H (p..^, :JS6 Iff!; iih I lU'SINESS (OURKSrONDFA'CF the name and business of tlie concern and the address are fre(]nently all that is necessary. The members of the firm, or the otbcers of the corporation, the telephone nnmber and cable address may sometimes be added. Hut everything- unessential should be omitted. An examination of tlie letterheads used by some of the rcj)resentati\c business concerns of Xew \'ork C'itv shows thai they are always simple and dignified and contain no unnecessary matter. Such business institu- tions as TIk' W'anamaker stores. Titfany ^: Com])any. and The National City Hank, display excellent taste in the selection and arrangement of their letterheads. 96. Color of ///A'.— Closely related to the matter of a correct letter head is the matter of correct color in the ink or typewritin.1,^ ribbon. Oidy black or blue-black ink is allowable in writing, and the typewiiting- may well be in one of these colors. Purple is also allowable, be- cause of its usefulness in copyincf. Othe-- colors should be used only to match the ink of the letter head wheic that is of some color other than black. The depart- mental service at Washinoton uses blue-black tv])c- writin^r ribbons, and there are no handsomer letters to be found anywhere. As the letter that is written upon a letter head differs from that which is wholly written oidy in the fact that nothin^r excc])t the date is used in the headings it will be convenient to consider now the letter that is wholly written. For convenience, it may be said to be divided into six parts: the heading, the inside address, the saluta- tion, the body of the letter, the complimentary close, and the signature. 97. Writti'it }n':dd,s a sn,all,„w„. the heading ,h„nld in' ■I' ;.• I.e mnne of the post otHce, connt^• and state I ^'it,eular ear,- ,nust he taken wlua,' the writer's post ""«■•■ -1; .-CSS ,s d.H'erent Iron, the plaee of writing' a ^ "I e„ the ease ,n regions where the rural free delirerv ii.is heen extended. "emery In «.se a ™p,est is ,„„de that the reply he '.ne of a seeon.l ,,arty. the faet should l,c elearlv *;;'«'... the hody of the letter and not in the hc.dn'. '-perlv wntten hea.lings always follow a definite o^ ; ■■.-.nthisonhr the date eon,es last ;„»ntl,dav, '• I'c month may he written in f„|| or properlV ..•ev,at«l, hut n>o.lern usage de,.rees that the dav'sha I P-cde the n,onfh, . e., lOth Januarv, as was the i.i^hKin some years ago. So„,e writers indieate the month, like the dav an,I ;::;■ ;•; "'"f ™;»-."» *-^>^-l'.m. l,nt as there isdouht ^|'|-l_^the order, tins metl-.od is not ,lesirahle in husiness « a letter. JIany busmess letters prove utterlv valued e« w en wr.tten without the dale, „n,l as cvidenee i , "I" u.ite can hf nrm/./i ,\. ..-.4- ii_ .i . . in he proved, is not worth tl le nnocr if i\ leii (it|_ ^8. In.sidc addrcs.'i.—Thi name and address of the :{.s,s nrsiM:ss (okhi.si'ondiac i: 1^ person to wiioiii the ietter is direeted, should always he written at the lei't-hand side of the i)a" of a letter, and, in business letters, is practically limited to four forms: Dear Sir: (ientlemen : Dear Madam atid Ladies or Mesdaiiirs. In exceptionai (.-ases, as \n w riiiii<4 to go\ernmenlai rint, occupies little space and this space should he as near in the center of tlic pa-e as i)ossible. A half dozen sprawlinn- li„es •Hinss the full width of a sheet of paper look un<.-nicefuL The material shouhl be cmpaetly n-rouped into a dozen sliort hues SMiimetrically bounded by wide maroins. If a letter deals with more than one subject, each sul.jeet should be denoted by a separate para^rmph, and each para<,n-aph should be clearly indicated by a deep indentation into the body of the letter. Paran-raphs should be indented an e(iual distance. In typewritten letters, live to fifteen spaces is the usual ■I'linMiit. Ten is j)r()i)ably the most common. Jn ad- 'litioii. it is helpi'ul to leave a wider space between j)ara- yraphs than between the lines within the paraoraphs. ^^^i.Complinieiilar// r/o.sr.— The comi)linieidarv close '"llmvs the body of the letter. it shouhl heoi,,' about "H.lnay l.etuee.i the ri-hi and left marKins. It in- '^IiHi. s merely the words Voiirs Irnl//. Vour.s re.yurtfnlh/, J "v/.v rordiallf/ or Vonrs .sincere!//. The words / ,/,;,. te.liiiM' it, arc unneeessarv and .should 1 'lin^ I IIIH, ,-, llSld onjer of words in tli pre- )e omitted. The e eompjimcntarv close mav I )e re- fme- ii[)0 lU SINKSS COUltl'.Sl'ONDl'ACi: versed, as Tnili/ //oiir.s. J\r// may be added, i s Yours vera trill'/, oi- f'crf/ Irul// iianrs. In any ease, oidy the first word is eapitali/ed, and tlie whole is followed hy a eoiniiia. Of the forms named al)ove, those ineludinn' //•///// are the most common and suitable. Ucspcctfulbj is soMU'limes used in writin<^- to a peisun who is your superior in authority. Jt is also used fiv- quently when a re})ort is submitted. CunUaUif is occasionally useful as a variation, and may be used to oive a friendliness of tone. S'niccrclii should ordinarily l)e reserved for use in personal letters, but sometimes it may be emj)l()ye(l in business letters which deal with matters somewhat out- side the ordinary routine. Tile eomi)limeiitary close must never be abbreviated, as l'/-',s' rcsp'ij. 102. Shnxiturc- 'Vhc signature comes last, and 1 - gins just below the comj)limentary close, and ends close to the right-hand margin. If a letter comes from a firm, the firm n-'cne ' ♦^^ jicwri^^ten, and below it comes the written signature of the ofHcial who is directly responsible for it, sometimes preceded by the word hij. ]5elow this comes his title if any: such as President, Sec- rit(ir//, Cdshhr, or the like. This is also typewritten. A man"s title, such as Prof., Hon., Dr., lire, and tlie b'ke should ne\er l)e v.i-itten with his name as a ])art nt his signaiui'c. It should always be put upon a sep- arate line, if given at all, and should be in full, as Pro- fessor of (ireeh, or the like. 10.'}. General suL''!iest'H)Us. — A jiostscrlpt is sometimes added, but P. S. is no longer used to lal)el it. Fornurly the jjostscript was used to ex))ress some idea wbieli liiul been forgotten. Now, whenever it is employed, it is .MF.( HAMCAf, MAKE-ri' OF 'rHK I.F/m'Il .'JHl i etmics niu'i'ly ^' cli had 1, it is Inr the sake of some important idea tliat the writer uishes to make partieuhirly empliatie. lor instanee: KtiiiciulKr, vou do not have to Sfiid one cli;! in ulvaiici'. Only o?ie side of the pajjer should he used, whether the letter is written or typed. A typewritten letter should ordinarily he short enough to «.() on one page. If more are necessarv , hiank sheets without tiie letter head shoi Id be used. In folding the letter, the l)ottoni edge should he folded lip and hrought exactly even with the toj) edge. Then a little more than a third of the letter should he folded («\er from the right; tiie remainder from the left. The free Q^^ye of the letter will thus be slightly below the light-hand crease. It should be placed in the envelope with the free cdiTQ toward the gummed side of the en- \el(>i)c, and at the top. 104. Envclnpc.—The envelope is preferablv of stand- ard size, about <)1 ^ inches by .'}!.. The return address of the sender should always be printed or written in the upper left-h.ord er)rner. Usage i)rescril)es that it shall not be large and conspicuous, and that it shall not he used for advertising purposes. The address should begin slightly below the middle and should be well centered. The next line may be in- dented live spaces and the third five spaces more. The main thing to be considered is that this address look well balanced. Some concerns write the address with- out indentation: this is advantageous when a letter has to he forwarded, for more room is left at the right of the enveloj)e for the forwarding address. as follows: first I lie order oT tne address is usu; iine. name of the addressee; second line, street addr ess; .'5!)2 i{!SlM;sS COIiHKSI'o.NDiixci.^ tii.nl hne, city or tnun : fourth lir.e, state or countrv C are slioul.) always hv take., that a business letter aiul envelope have no uusiohtly hlots or tinoer marks or erasures. It .s better to rewrite a letter entirelv than to take any ehanee ol' marrino- the effect of an'other- wise ])ertect page hy one of these blemishes. Correct- ness and neat.iess in a letter, as m all biisiness uses, are very important ,n uimiin- a passage lo the favorable consideration of the reader. CHAPTER vm ROLTIXK LETTERS 105. Inquiries.-Jn ordinary routine letters, by nhich wc MK-an M.quiries, orders tor c,oods, I,nrrv-„i; letters a . ,|K. I, e ar.,1 answers to tl.es., the n.ain ,,ualities o he souKh tor are elearness. eoneiseness and eourtesv. (> thes... he fu-st is hy far the n>ost in.portant. it ^yll s.dhee to o,vc. a i\■^^ sn^-^^estions in at..l M, !,i.,»„noil uoik, etc. All ti...f :, -''f^KCrTr-- foil .>.>ai » 111 .-ill! owm M a i-ase is a note like tl le noD :5!I4 BUSlNESfe COURESl'UNDENC'i: IS- -S' Dkar Sir : IMoasc xrid iiic ;i copy of vour citulo.^ with specimen shel!^ (if "Siiiitirs in\t()rv of the United States," as advertised in the Monday Evening Gazette. Yours very truly, If you have several iiuiuiries to make in the same letter, give eaeh a separate paragraph. 110 East Tentli street. Syracuse, Nkw York. October 1, 1909. Wm. J. Janes, Secrefari/ The Jones B/i.sine.s.s School, Xezi' ]'(>rlx City. Dkau Sir : Before decidinrif to leave my present position to come to New \ ork and take up a course of study in your scliool. I >hould lik. a little further information. ^\\\l it he p()^>il)le forme to tak.- a [xi^ition as hookkeeper and still carry on my studies satisfactorily? Does the school ^ive assistance in finding positions of tlii^ sort r' Is any de<^ree cfiveii upon sat isfadory completion of a rcfrular course? I sliajl oi,;.t|_\ .ippreciate a }irompt aiisurr to tlie-e ni(|Uin. - ^'oiirs very truly, .Ja.mks Smith. In all incjiiirits. hi' courtcons hul to the point, it is unnecessary to insert eornplirnt iitary adicctixcs; sueli as. "ynui- cr/xrl advice," "yoin- valiKihIr experience." "your fttnilisrcmlin;:; att* ntion." Xo apology is lut di d Idi aii honest in(|uiry. atid a fawning attitude docs not raise yon in the estimation of your reader. Stale your- husi- ness and ha\c done with it. lioriiNi: i.i;'i'i'i:ijs :{!).■ !()(!. Ordcriiif/ goods. — In an on^.er fnr i^oods there are six simple but important lequiremeiits. (iive all details siicli as size, style, (jiiality and the like, that ean i)e ol' liel[) in filling your oi'der pr()i)erly. In the case of a hook, the title, author and puhli-iier, and sometimes the edition or hinding' are necessary 11' there are several ai'tieles, arrange them in the form of a list with a se])aiale paragraph to each item. State how money is sent and what the- amount is, or explain how you wish to make |)aynRnt. State how you wish shi[)ment to lie made: hy mail, exj)ress or freight. If you need the articles before a certain date sj)eeil'y this. Do not neglect to w lile in full both the address of the tirm to which the order is directed, and your own ad- dress. 107. Examples. — Tlie following is an examj)le of a |M)orly written hlter: SOMK-'VII.I.K, I'M). If) '09. r.tt Hros. I'hUii. I'a. Dkab Sirs: I'Icuse send .it oiKr n do/cii f'nilt i.ii>, a j);ic'k(ige of wrlt- '"K |"i|"-''" -'"id i'n\( lo|)(s, u |>air ot lna\v ^ll(>e•.^, six I'ukes of so.ij) jitid ii |)i)>t card .dlimii. I iir< d I he tilings now, so hurry •'■•■iM aldii^' and I ulll pav Hit liili win 11 llii\ airivc. \ soon as possible : 1 (ioz. Mason fruit jar^. ijuart sizi' ; One 1)()\; of irloss fini>li, unruled whitf note paper and eiivel opes, about W cent-^ in price; A pair of heavy worknian's >li<)e>. ni/.c S. ludad, wortb ^'J..")!); Six cakes of lOcent 'i'ar Snap; An album lar<^e enoui^'li for ,")()() po>t iard>, plain (.'over, at :<1 or $1.^"). Enclosed von will find a mone\ ord( r for S(i. A> vou pa\ ex- pros diaries, I will a~k you to I'l fund any balance due me. \ our> truly, .IaMKS SlIKVMN-, It would be IK) ti-()ul)le I'or tlie i-eee!\cr to fill an ord' r St) clearly and completely descrihed. And the manner and means of shi|)nuiit and |)aynient are down in black and white in such form '.hat the most heedless clerk Avould have no excuse I'or making- ;. mistaki'. lOH. KnclosiiKj nioiuif. — There is a I'isk in sendin,' parate envelope, noting*- on the enveloj)e its contents and the amount. The envelope should then he folded ii.t.* the letter. Never send coins hy mail unless they are fastened >((airt!y in a slotted sheet of cardhoard. Nothing larger than a t\\(.nty-fi\ e cent [)iece sIk ild Ix sent in tins fashion. Tor lar il; 11 11 • ;'j8*aw ninU ■ PI w ■ g m m ;39H JH sim:ss ( ()Uiu:si\)M)i:n(i: U IP 1 f SKi, Wi^ 100. ITii?T//-uj) letters. — After an order has l)eeu sent to a firm and some time lias elapsed without the receij)t of the o-oods. it is often necessary to send out a "iiurr\ - up" letter, in which yf)u m-tie that the transaction 1)l' completed. In Ktteis of this kind it is mcU to he coui-teous. Xotliinn- is gained hy casting- slurs u[)()m the husiness methods of the firm or upon their motives, lint it is also well to indicate that this particular case may pro\e an un])leasant exam))le of the firm's business methods, and is of much real aimovance to you. It is preferable to ask them to "hurry up" as a business prin- ciple, rather than as a special favor to you. However, it is sometimes helpj'ul to point out the urgency of your necessities. ()rdinaril\, the letter would begin by giving the cir- cumstances which lead to the hitrri/-iij). The details iii regard to the order should be given clearly and exactly. If it was not acknowledged, it sliould be repeated en- tirely, as it may not have reached the addressee. Other- wise it is enough to give the date and nature of it. Fol- lowing this a brief statement that you would like to know the cause of the delay is usually enough. If the first letter is unpr()ducti\e of results, a scco'mI and a third may be sent. Tliese will be worded in a manner that may be more irritating, in a degree to vary with the seriousness of the case. But even in these, courtesy should be observed. It would not be wise to write: Dfar Sir : I liavc hrnii^ht. to voiw attention several times a matter whiih YOU have seen fit, to ifrnorc. I do not know wliat kind of u a: 1 I 1 1 •- I . t :i piaci- yr.u ^vi :-; :;;;;;;^:i; ;;;; ;n. :;;;; ;l t;i ; ; (k'cciifv \'()iilent to you in reiranj to my order of November 1. Tliat ni-on you douiitless can tell me, and I slioidd very much appre- (i.itc the courtesy of an ininn diate answer. I Iiis kind (d" htti'i- is equally suitable in any case, where yoiu- letters luuc '•eni.tined unanswered. It is well to rcfjuest an immediate answer, in any case. 1 1' you can secure a reply and a promise from your cor- rcs])()ndent, he is more likely to hurry about filling this order. lit). Examples. — I October 30, 1909. Mi'.'isrx. Graif and Brorcn, Providence, R. I. Gi XTI.F.MKN : We have I)een greatly surprised at our failure to receive the t'liur porcelain lined bath-tubs, No. 8, ordered from you on Odohcr 10. We are in great need of these at the present time. I'lia^e let us know immediately just how the order stands and wliin you can make shipment so that we may know what we can coimt on. ,T . , Very truly yours, Amks Bhos. n Novemijcr (), 1909. .U( «w,s-. Graji and Brown, Providence, R. I. Gextlemf.x : Oil October 10 we sent you an order for four porcelain lined bath-tubs. No. 8, to be shipped as soon as possible. On October 30 we wrote asking wiien you could make sliipment, but have rcciivcd ,i() repiv. ■f 100 IMSI.NKSS COHRKSl'ONDKNCE m Nearly a month has now passed, and we are suffering t^n at inconvenience from the delay. You have certainly had lime to answer our iiKpiiries, and we nui>t ask you to give tlie matter immediate attention. Unless we can h;ue the goods li\ NOvemlier "[2, we shall he compelled to cancel our order. Very tiuly yours. Aaies Bros. I'ii' . if" lii CHAPTER IX ror.I.F.C'TION- LKTTERS 111. Txco objects of collection /r//r/-.9.— Collection letters illustrate all the most important truths ahout Bi.siness Kn^^lish coni])osition. Their purpose is the •liiect profit of the writer. IJut this profit is not oh- tained unless the niessa^^e impresses the reader; unless it is adapted to him. Dehtors are of many classes. The methods that induce one to pay will have no effect on another. It is necessary, therefore, to study at least a few typical classes, and find out what ar^ninients and what tone are most likely to ])roduce the desired result. We must rememher that the desired result is not sim- ply tiie payment of the particular !)dl in question. The friendship of the dehtor and continuance of husiness with him are almost always necessary. If our collection letters hrou^dit in the immediate cash hut destroyed all (Ii.ince of future trade, they would he most inefficient. So \\e must always write with two objects in view: to eolkrt the money as quickly as possible; and to do it without givin^^ ofTense. It fortunately happens that the t\vo objects are usually consistent. A courteous, tactful recpiest brings in more cash than a brutal or insultin^r demand. Amer- icans are all very much alike in resentin^r nn"^dit even when accompanied by right. Those who collect money li;uc learned by experience that even when the debtor's friendship is not valuable, it is unwise to arouse his an- ••ap:nnisni. And they have iearned that it is usually better to subordinate "/" and emphasize "//ou " l\-26 401 """■ iu^mjiMA 402 BUSINESS (ORRKSrONDKNCE T'l.o iniportancT of the two ohjects of a collcctif)n letter — ^ettiiii^' the money and keej)iiig tlie friendship- is relative. It varies with the nature of the husiiiess, witli the money value of the eustomer's trade, with the eharaeter of the eustomer, and with the length of time the aceount has been standiti^. These factors shouhl In considered before we can take up intelh^ently the study of different tyjies of collection letters. 112. MctJiods of nifinufactiircr and tchnlcsalcr.- 'l\ various kinds of business re(iuirin, ■nii)ly to collect the money. Friendship hardly enters the (juestion. The wholesaler and jol)ber are iti much the same posi- COLLKCnON Ll/I TKHS K);{ tioii. Imt tlic retailers with whom they (hn] are hdiind to tlKiii Ity eloser personal relations. Often these retailers are small cfjiicerns. imhiisinesslike in methods and of mseeiMT credit. With sueh dehtors friendshij) is a more iiiiportanl faetor. It is not usually possihlc. therefore, to send a draft as soon as an aeeouni oasses the due (late. Nor can the letters simply exaet immediate pay- iiitiit. Il.'J. Mclh.ods of nlaihr.' -T\w eustomers of the re- t.iilcr are even less likely to !)e thorou.i^hly familiar with I'lisiness methods and accustomed to ])rom])tness in nurtiii^r their ohlinations. 3Iany of them are women, Mii^itive to real or fancied insults, and yet inclined to hike advantao-e of credit leniency. Too ^reat uroeney 11 Inrciiin ])ayment is likely to offend them and result ill flic loss of their trade. C'onsidcr how the storcs--])articularly department ^t()res— emj)hasize the personal element in dealing' Avith their customers. They provide rest-rooms, tea-rooms, nniccrts and the like for their ])atrons. They make niiicli of friendship, and they cannot afford to lose it. Their collection methods therefore siihordinate the |uiriK)sc of he re- ceives them in a bunch that they would have had if de- livered to him at reoular intervals. The constant drop- l-inu of water Avears away the stone, whereas the flood iiitrelv washes it. The repeated impression is the most essential thin^r in collecting' by mail. 'I'lie letters themselves should l)e arrano-ed in a care- fully ^n-aduated series, be^innin. Formal notifications. — Of the three types of hk; Bl'SINKSS COURKSPONDKNCE collection letters, rornvil notifications are tlic most ex- tensively used. T'kv are suitable in all kinds of busi- ness, and in sonic no other letters are necessary or de- sirable. In any case, they should precede personal ap- peals or threats. The formal notification is estion that he is slow in })ayin<4-. and he feels that he is l)ein<^- singled out for attack. The personal recpiest introduces a new and unpleasant note into the friendly relations that have existed between debtor and creditor. The formal notification avoids this by hein^- strictlv impersonal. It is as much a matter of routine as the mop.thly statement. Indeed, it is fre(iuently oidv a rub- ber stamped reminder at the bottom of the monthlv statement, readin«.'- 'Past Due: ])lease remit," or the like. The exact wording' is unimportant, so lon^ as it is di<»nified and formal. It should not be |)en-writt( ii or |)ersonally tyjjcwritten. The moment this is done llu ni' ssa^e becomes jx isonal. and personal apj)eals, to Ik either inofl'ensi\ c or efreetise. re(|uire different treat- ment. Tlu-re are a few whob sale houses dealing- with ditli- cult and irresj MUsible retailers that have found a lead- pencibd Please i(iiiif ,! \eiy ttVicti\e dun. It rarely fails to pKiMike a reply of some sort, but Ibis is pre- eiselv because it is so disenuileous. It ^bould ne\ ci' be ustd on (It btol's wiidse yood will is worth kee])irin'. Mo!'i' diyiiili((l Iba'i llie rubbei--st;uiii)ed reminder is tiie |iinii(ii ihmc wiiji iiiaiiks i(i|- the amoiini and dale. COLLECTION LETTERS 401 Its form indicates tliat it is sent to many otlier jjcople, .111(1 that it is iiKM-ely a jjart of tlio rc-«>iilar machinery of the concern: hence it can hardlv oll'end. Its wording is hrief and ahnost stilted, l^ersonal pronouns are axoided. I'lie follo\vin-m iits. and that he will pay as soon as he is able to collect what is due him. Th( appeal to sNUipathy, however, if ri<.>l,tl\- use*!. can be madi' etVeetive. At wor^t. it is unlikely to offerxi. In ail cases the bcjj^gin^- tone should be earefullv avoidid. >-CS?^ COLLECTION LETTERS 409 iii't only because it is witli the majority of people a poor arL,niiiieiit, hut hecause it is not likely to l)e helpful to fill- further interest of the coneern. A continual use of it is simply like the sliepherd hoy's cry, "The wolf! the \\vlf !" After a certain len^rth of time it ceases to have any effect, and when there is a real occasion for its use it is unheeded. The appeal to sympathy is properly made when the writer calls attention to the fact that a hr^c numl)er of small accounts run into hio- Hl'»' 'I'lality of the ^innh, and the excellent ^ct'\ ice. ill return f"->r uljifl'. \ ...... ,, II , -..■■"^lii iTTiV JUMIS '■'• rxpecf,.,!. We may point ou» that this confideiice m k sr fUA M 410 BUSINESS COPRKSrONDEXCE prompt ])aynient is the romuiation ot' the credit system, and that further dehiy on the (lel)torV; part w ill impair that eoiifidenee. We must always be careful to avoid any implication that he does not intend to ])ay. ^Ve take it for granted that he expects to j)ay sometime, and merely desire that he make that sometime //ore. If this is done, and the tone of the letter is courteous aiul fi'ank, there should he no likelihood of arousing antagonism. Sometimes, in letters of this kind, a certain amount of sales talk is given. The writer mentions some ex- ceptional \alucs he is offering and invites the reader to include an order with his remittance. This serves to show that the reader's interest is kept uppermost in the writer's mind, and guards against his feeling that he is being ])ersonally (hmned. It is always wise to maintain his point of view in order to make the right impression. The following is a good exam[)le oi die a[)[)eal to the sense of justice. Dfau Silt : l-'or some ri'Hsoii we li;i\i' tint rccrlvcd voui" cluck for your iifcoiiiit of iHiw two mo lit lis (»\(i(luc. What is t lie nasoii ? Siirtiv till' ^fiods wt re |)trf(,t!v satisfactory, or wc sliotiKi lia\c liiard from vou 1)» fore this tim<'. ^ Hii know our iinaii •ihh' |)ohi\ : "If aiivthiiii^- is not i-iuhl. wr make it i'in;|it." Ami that |)olic\ really imaiis thai mir ^oods ale n^^lit in the (ir^t piilCf. \\'\ are coiifidctil thai \<>'\ have found Ihcin so, and that vou)' dfliv is diR' mcrclv to an ovci'siirhl. Hiil m jiislicc lu us and to vour r< piitation as a {rood liiisini s~ man, don't you think \(>ii should take [tains to si e that the dela_\ does not t a n Don't hotlur to write us a let* v we understand just how COLLECTION LETTK US 411 >McIi oversights occur. Simply put your cluck in the enclosed tiivcl()])c ;ui(l mail it to-day. Very truly yours, 110. Appeals to sclf-intcrcsi. — Tlic ai)|)eul to self- interest is similar in nature, l)ut it may i)e made more i'oreel'iil. We point out to the reader that it is only by l'r()mj)tiiess in colleetion that we are able to maintain tlic low priees hy whieh he pi'ofits. We show him that lie f^ains i)y our firmness in enf'orein^ the terms of eredit. if we allowed debtors to delay payments, we should be tyin«4- up in their business eapital that should be invested ill raw materials for the benefit of all our eustomers. Possibly we call attention to the faet that we have here- tofore ke])t from troubling- him about the aeeount l)e- caiise we were eertain that there was a ocxuj reason for tlic delay. "We show him that we have extended eon- siileration to him beyond that whieh we extend to the average debtor. In all these ways we -,how him that it is to his interest to secure a continuance of this favor- able treatment by making- a i)roper response to our re- ipicst for paynu'iit. The foliowinu' example will illustrate the effective use of such an ai)|)eal to self-interest: (li \ ii.iMi.v : In till' cticloNrd statiiiicnt (filrd (j.-tolxr l")!!! you will find npcatcd till- liMiiifs of our account tor the scason\ ad\ iiiff ulilcii wa'. II iidnrd on IIk first of last iiioiitli. \\'c had t\|uct<'d your i< mil I aiicc> of two Inmdrcd doilars. th, amount "f its balance, to be avaiialiit for our um it least hy Hiis date. 1 1 • I t la ( 'III *iUilillM'l liioiitlis .Or not an income |u riod with ( dui at ional institutions *!»''■ '" i$ 412 m ', t -i m- BUSINESS CORllESPONDEXCE we plan to carry accounts with tlicm until the fall opening. Tliis arrangement, of course, is mainly for the convenience of these institutions, and in makinjT it we confidently expect pay- ment by or before the end of September. With October comes a demand for a different use of the part of our capital devoted to the carrying of educational advertising. While the amount m a single account is not large the aggregate runs up into con- siderable figures. JJut we are glad to see our increase year by year. This fact, by the way, makes it more important 'o us that we be promptly paid. You will readily understand, th.erefore, how important to us both it is to have this account settled as soon as ])ossible. May we not have your remittance by return mail? We shall at the same time be glad to hear from you about how the school year has opened and what its 2)rospects are. Very truly yours, 120. Inducements to pni/ment. — A more direct ap- peal is sonietinies made to self-interest by the offer of some consideration to the debtor for a settlement of the account. This consideration should not be in tiie form of a discount. Kxperience j)roves that this merely temjjts the debtor to wait lon^^er, in the hope of a larger discount. Moreover, it docs great harm to the rei)uta- tion of a co!icern, besides being unfair to the honest debtors who pay j)Vomptlv. A |)remium is not so objectionable. It is most useful in collecting smiill and scattered accounts that are to be l»ai(l by the installment method. The best time for it is in tlic early ])aynKiits. iicforc the (lcl)tor has had ;i chance to i)ecoine dclinciuent. Then' is then no loss of dignity in ort'cring a book-rack or other premium for a cash settlement of the entire amount. ir If If ,■....,! *.. ..,., i i'.. Ill It been long ifi arrears, some good reason must be shown. COLLFXTION LKTTERS ■iV.i H This may l)e the statement that a limited number of a certain aftiele has been seeured by some unusual good fortune, and that there are not enough to sell by the usual methods. They are therefore offered at a ridieu- lously low price to customers who are indebted to the coiupany. The desire for the bargain induces many de- liiKpients to remit. This collection method is, of course, unsuitable to most forms of business. It should not be used if there is any ho])e of collecting by the more strictly business- like methods, or if there is any danger that the fact may become known to future customers, and either preju- dice them or get them into bad habits. The following letter will illustrate the use of this method to customers who haxc bought an encyclopedia on the installment plan and have fallen in arrears before iialf the payments are made: m i i DiAu Sir : Wlun you ordered from us the new Globe Kncvclopedia in thirty volumes, tlie latest and most iiuthoritiitive puhlislied, you signed ;i coiitriu't to ])uy tor it in installment-; of two dol- l;ns on tlie first of each nioritli. This cotitraet von have faih'd to tulfill, and for some reason you have not respoiidid to our npeated notices /uid letters re^ardirifr the matter. Vou have not even ^iven us the courtesy of a reply. Now we hesitate to helieve that this was due to wilful nei^lect "ti your ])art. We understand how it is that re^idarity in Mii.ill iiaynients sometimes hccomes irksome and the matter is postjjoned from day to day. Hut you nu, I admit it is onlv fair to us th.'il the <-ontrii't U- k<|it to the letter. And we are pri]iared to take whatever action is necessary to secure tluit result. lOli- a(io|)iiii^ at iiiiasiin are wuunfj to ,'ive you one more opportunity to make a friendly settleni< nt 414 BI'SIXESS CORRESPONDKNCl.: mi of this maftir. \\\ .shall .v.,, ,„aki' it t„ yo„r advantage to close up the entire acecunt and n li, ve yourself of the necessity of niakinrj ren-ular monthly payments. A fortunate i-urchase l,as ,,]are,| in our hap.ls a small num- iHr of the Peerless Atlas, whirl, nni.t he known to vou. I.v nputation at least, as the most emnplef,. atlas ever puhlislu.i. It is fully (jeserihe,! in the .nelos,,! eircular. If v<.u will rennl to us at onee the halance of your acvount. amounting to ••""' ''•"■'>■ '''"'^ extra, we shall send vou at once. post pai.l. a ropy of this handy work of refer.-nee, which will be invaluable to you in Using the encyelopedia. Kemember, we have only a sn.all number of these atlases, which are regularly sold at five dollars a copv. If you want to take advantage of our off,,-, you nuist ."ict innnediatelv. ^nnply use the enclosed envelope in mailing the renuttance ami the hook will he forwarded to you innnediatelv. Take advan- tage of this offer now. A'ery truly yours, III 121. Appalls to .sr;/.sr of humor.—lu addition to the appeals to synii)atliy, justice and self-interest, there are a few others that may sometimes he used. Most im- portant is the appeal to the sense of humor. Some men are helpless to resist the eolleetor if he ( Houratively speakino) tickles them under the chin. If they can he made to smile, they will si^ii the cheeks. Concerns that sell such articles as ci^rars, ei^rarettes and the like hy mail, find this form of ajjpeal very effect- ive. Even laro-e wholesalers and j()l)!)ers fre(|uently use it to advantage. It is dilJieult to handle, however, he- cause few writers have the oiff „f humorous expression, and an attempt to he funny is very j)ainful when it does not succeed. I 111' fdjlnuinrr ('V'H!! !>!;■ K;b; '.■-■.•■-: *]\i^ :-...■ appeal to dealers in sporfino' yoods: i liiiS Kiiui ui COTJ-KCTION LETTERS 415 Dkah Sir : Well ! Woll ! Well ! It h.-is been a busy fall season, hasn't it? W'v have h/id liardlv time to wipe the sweat from our fore- heads, and your eustomers must hav(^ kept vou on the jumj), too, jdd^n'n^r from the faet that you haven't had time to at- ti 11(1 to our little account. I,ots of time yet, of coarse, but the ^:unv has been prettv OIK sided so far. We've scored a^'ainst you sever/il times with our little notices. Why not make a little run around the ac- count end with a check and even thin^rs up? We cion't want to have to make another "touch'' down. Cordially yours, 122. Thrcatft. — Fear is one of tlic stronorest instincts in human nature, and appeals to it form the basis of the third type of eollection letters, threats'. The threat liowever, should not he used unless other appeals fail of response, for it is inconsistent with friendly relations hctween creditor and debtor. It usually arouses antaor- (inisni and fre(|nently makes a continuance of business \\ ith the debtor im])ossible. The probability of this depends somewhat on the na- ture of the threat and the method of expressing it. Sometimes it is va^ue and indefinite. This kind is ef- fective with people Mho are ignorant of business meth- ods, for their ima<^ination conjin-cs up ad manner of iiiKJcsirable thincrs, from dis^n'ace to imprisf)nnicnt. \\'ith business men and other well-informed people these va^ue threats are less effective. It is better to be specific; to promise definitely a certain change of col- hctio!! methods. The most important of these other methods are the I'nilowing: 'I'hc draft ; the personal collector; the col- it rtinii ageiiey; and ilie iaw-suii. The first of these is : 1...11..: i..i.i.„_ .. ri ... ai ..;„. j)ly concludes that his creditor is trying to scare him, roi,T.i:rTi()x letters 417 ;m(l waits to see if anytliiiiir more will luipiun. The .ipptal to Tear loses its terrors if too often rei)eutc(i. Some ignorant people air reaelied best by a loii<.' tliirat that i)ietiires in detail (he (lisa<,n-eea!)le results o7' .1 lawsuit or other eolleetion method. The avera,trc busi- ii( ss man. however, does not yield readily to this treat- iiKnt. It merely rouses his oi)stinaey.' He is mueh more likely to he impressed by a brief but definite state- iiicnt that if his remittance is not received by a certain date the matter will be placed in the hands oV an attor- ney for collection. The letter will then have the ap- [>i a?;uiee of absolute finality. .\nd it should be absolutely final. If the debtor does not pay, the threat should be carried out. From an (tliieal stand])oint the creditor has no more ri^lit to make a ])ronn'se that he cannot fulfill or does not intend t" fulfill than his customer had to contract a debt that lie could not or would not i)ay. From a practical stand- point, it is |)oor policy to make vain threats. The repu- tation of the concern makinfrthem will suffer and the de- lni()uent de!)tors will be eneouraincss ;i dnift should now be sent. I feel sure there must hv sonu' mistake; that vou have sinjplv overlooked sendintj' your check. Of course, it mav be that vou prefer to iiave us draw on you for the ami iint. Some of our customers lio. The majority of them, however, do not, as it docs not im- {)rove thei; ( redit standinir in the community. Ttiat is why I am writing you, so that if you {)refcr not to have a draft j)rc- sented yo\i can head it off by mailing us your check for Here is an envelope. \Ve shall abide bv your preference in the matti r. Wry truU vours, 77/<- huni threat to mi i(/iinr| \i; Siu : 'I'liis is to advise you th.it if you do not adjust your account hefore Decemher 1st. or make satisfactory arranrrcment for its Ncttlement. w shall he comi)elIed to phice the matter in the h.-incls of our attorney without further notice. Your balance ^'ery truly yours, IS 4 Hy way of summary, let us repeat a few of the mo^t important principles to K- observed in vvritin<.- eolleetion I' 't« IS. As a wjiolc. they should Ik- caret^iliy adapted ■" ii"' naiure oi riic business, the character of the debtor. '""I *Iie length of time the account has been due. Thev PJO UrSIXKSS COHUKSl'ONDKNCE a are of three main types: formal notifications, personal ap])eals. and tin-eats. All are arran<^e(l in a careful series that is sent ont with ahsohite re<^nlarity until they draw a res|)onse. .Inst as the sei-ies of letters is climact'r in (M'der, so should the individual letter ha\e a climax. It should take the reader's point nf y'ww in the he^irmin'ua<4e and tone. ]'2.'). Aii(il//.sis (111(1 (((/(ipfatidii. ~\\u\\iU)\vvs iWfYvr widclv. The I'eciuiremi nfs of thrir oositions are vari- oils. Hiforc y(ni a|)ply, you should analyze the situa- tion and find out what (iiialifieations are essential. \'oii will tind that som<' positions are ideallv suite- to receive." 'I'hese f(irms would ne\ er do if you wei'e ap|)lvin,u: to yoiinu-. i)ro^ressive firms of American husiness men. \'(»ii would ])rol)ahly ado|)t a more a;'<^ressive tone. Courtesy, of course, you would not sacrifice, hut you \\ould ste that you did not fall into any trite, over- worki'd exj)ressions. ^'()u would see that yo.u" letter • lid not hen-in with "lUplyin^- to your advertisement in tlit Herald, I heo- to apply," or '"HavMifj; learned that ynu are in neid of I Ifco- io apply."' ^'(»u v'nuld cirtainly make the letter shorter and you would liy fo maki' it distinctive. When it comes to the aiiifunicnt. you would ?iot he I krly to lay orcaf stress on the lenuth and <\celle»u'e "f youi- recs( li. 'rju. pLirit covii-s t,.„ .uT.s and was coniplrtr.l in K» than a year. In tlu. uoi-k I was al.lr to ttf'.c-t a savin^r ,.f ,„,,• .S4r,,()0() uml.r tlic lowst contrarl bid. '|'I„. .nclos.d dippin^r fn.n. tli<. ,Vo„„.- xchnr Xncs will i-iM' ts for the position are '/wvn only in a ^'•en- < ral w;iy. In a|)|)lyino- for such positions it is not worth while to write a lon<.' Utter. It is only necessary to do -I'liietliin-^- lo distin<^uish your letter from others, and t" dislinyuish it in the ridit wav. Distinctiveness is sometimes ohtairu d hy enclosing til' letter in a lonu-. K-oal envelope. This secures early •I'lrnti,,!, if the letters are delivered to the employer ii'injKiied. One appheaiit for a posit ion as eon-espond- trit enclosed his letter in ;, red mvelope. The messa^-e was simply this: Mnsl as this letter stood out from the others on your d. sk, so will my work stand out fnan that ol the uvera^-e corres])ond( nt." He ^-ot the posi- ''<"•. The method would not have done in ajjplyint for iKISit Kiriv. (>r ^M I l.-» * ttlllC 42() Bl'SINKSS ((mRKSPOXDENCE & f." Within the envelope the letter gains distinctiveness of the right kind only ^lien it is in aeeord with all the re(|uirenients of good taste and good use. Vou should not use hotel or ehih stationery, i)eeause oi' the unfor- tunate suggestion of sporty hahits. You should not use ruled paper, heeause it is ohsolete. \'ou should not use social stationery, heeause it is not a])propriate. The hest thing is a sheet of plain white paper of husiness si/e. It should he of good (|uality hut need not he ex- j)ensive. The message, however short, should he written in such a way that tjie margins ahove and helow shall he approximately etpial (the lower margin should he somewhat greater than the upper hut not twice as great). The right and left hand margins should he nearly e(|ual, with the k*'t hand margin somewhat the greater of the two. The message itself should contain only the essentials. Frecpiently it is enough to say something like this: 1011 VVtst lM)th St root, New York City. X. Y. Z.. Can- of The Star, Xi-iC Vorli Citij. (JkNII.I MFN : My (lualiiic.'if ions arc as follows: \p,v, twenty-ono; nfttioii- iilitv, American: education, lii^^li school .and business collei,fe fi'radiifite ; txperience. two \ears stenofjrai)lier and bookkeojxr. If these meet voiH" n (|uii'ement ^, ph .se j.'ivc nic an interview. Yours very truly, John Jo\ks. Some young men olgcft to answering "hlind" adver- f ii^oiiK'iit V .■•nwr iti'CMi i>^<> tlii'x- ('(''ir flwir i»r(»'»«>i»t 1- ployers may hear of their atlemi)ts to change, or heeause lN APPLirATIONS AM) KKlO.M.MKNDA'llONS 42' H I 1 tlu\v l)elievc' they oaTinot comphlc (idvi'rtiscmciil.s. — lk>tter ()])j)ortunities eoiue through the ac'vertisenients that are more e()mi)lete and that are suttieiently indieative of the eh;iraeter of the employer, to enahle you to ada])t your iiiessane to him. Sometimes if the employer's l)usiness is not stated the eharaeter of the magazine or jKiper in which the ad is inserted will o-ive some elue. An ad- M-rlisement in Priiitcr.s' IiiJ:, for example, would indi- (•;ite that the firm was progressive and to some extent interested in advertising. 'I'liere is sui'e to he strong eompetition to he met in applying for j)ositions of this kind, and you must meet it almost entirely !)y your letter. It is imj)ortant. there- fc-e, that your letter should he reasonahly eom])lete and give every argument or ])ieee of evidence tiiat is likelv to he of value. Vou should certainly show that you tulfill all the re()uirements that are stated. Together with more eom|)lete argument, mor* are- lul construction is necessary. Tlie prohlem is like that cf the sales-letter. 'S'our application, if it is to si'cui-e Hit position for you. must attract attention, create de- ^M<-. and convince. In a way, the i)rohlci>i is mori' ilitlicult than that of tlu' onlinary sales-letter, for vou iMiist accomplish these ohjci'ts without giving the im- pression of hoasting. ^'ou eamiot eulogize voui' eliar- a(l( r, as you \\ould eulogize the e a|)plicants hy their education, experience, references, and their reason for apj)lyino' and and)ition. 1 f your k-tter is directed to such a house it may he divided into parts according to these head- ings, which may or may not he set down in the letter to distingnish the several paragraphs. The following is a good illustration of such a letter: Mr. Amos Strong, ('. P. A., ^00 WiUidin Street, Xexe York- Citi/. Dear Sir : From the want coluinr.s of the Star I liavo just Icariu'd that you are in need of a junior accountant, and I wish to present my application for the position. Here are my (jualifications : Education. — In 1909 I was ^rraduated from the Hin-h Sciiool of Connnerce in New York City, where I speciaHzed in book- keepinol.' eharg. of the hooks (rf the Finan ei/il r r)lishing ("ompatiy, H-1 Murray Vinn-. 'I'hi,, company h,id ;i comparafiv.ly suiall Ijusiiuss, hut it includdl wholesale ai:d retail selling as well as publishing, and gave me i>. ni",. varied experience than I could have obtained in a much, longer time elsewhere. h'casDn for ( hnnge. — T-ast monfii the hu-inoss of the coni- j)any w.is sold out to the publishing house of ,1. ('. Collins X: APPLICATIONS AM) RECOMMKXDATIONS 429 Son. Tlic cliicf ,'iccoiintant of this coiiipjiny, !Mr. Fruncis Udwlts, (■xj)r('ss('(l liiiiisolf (is thorou^'lily satisHi'd witli the con- dition of my hooks. He has left me in charirc of the final set- tlin>:-u[) of the affairs of the Fiiianeial Piilthshin^r '^'om{)any. lit also offered me a position in Jiis or-ranization, hut I prefer to t iitt r the emi)h)y of a tirsl-elass aeeoiintant. Clninirfir.— I am American-horn, Christian, twrnty-two yt.irs of a^^e. and live at home. My former employers, Mr. .lohn H. Weld of W/ild and Weld, and Mr. Anthony Britton, toriiiiTJy of the Financial Puhlishin individuality, cliarac-tcr; tiioy have force, aiv original, and have tlic po ,i of ptrsuasion. It has UiV.-n tiiiir to acroni})]Isl, this, l)ut il is dom- now, and the result is at vour s( rvifc. In 11)00 I was graduated from Union College, wliere I had m\ r,V2 lU'SINKSS COHKKSrONDKNCK H' ' ^ l->£^v£i^'S[ ' .k thorou^rli drill in l",iiirlisli ; Ihikc I know liow to write. Pr;ic- ticjil husiniss cNpc riiiicc li.is sliaped inj knowlf(liitial in nu appiieatioii that tli<' writer firi'is liis ow: method of e.xpressioii. Jt is (Mliciill to eoimterl'eit successfully, and if connterfeit- n\jj: is (hseo\ered it will react unfavorably o?i the one \\h() |)iaetised it. Aside from this, no one letter will s( rvc with all classes of employers. Von should keep 'I mind the ^-olden rule of adaj)tation to th.e reader. 1 •_'!>. Apidicdfioihs for rccain mriidcd positiors. -The easiest [positions to secure, as a rule, are those for which y(Hi have l)ee?i recommended. lint you must not make tlu mistake of supimsin^r that your sponsors Mill do all i. w( rk for you. What you have to say for yourself |^ niore important. It must supply any essential facts aiioiit yourself that your sponsors may have omitted. If must lay stress upon the (|ualifieations ai)out which tile employer is likely to he most in douht. Now it is evident that you need not speak of your personality and character. It is also evident thatyou n((d say little ahout the part of your experience with uliich yoiu- sponsor is most fann'liar— prohaLly that oh- tained in his employ. Vou must cover the period since tliat time to the satisfaction of the reader, ^'ou must 't'ten show M-hy you desire to change from your present ■'-itiiation. ^ our reason must he a good one. :Mere dissatisfac- tion with your present jjosition will not do. Some peo- I'l' are always dissatisfied. Their frecnjent chanires SIKIIl UK, classify them as "floaters," and employers avoid 111. It is a good thing to have amhition, but this is r. m 434 lU'SlNKSS COHUKSPONDKNCE diffcrcn; tl.i.io' fnuu disc-ontcnt. lU- sure vour reason IS Mivcn i„ Slid, a w.-.y as l„ avoi.l the ap'pearance ,.f disloyalty to present or past employers. Do not aer -. then, of CavHritism. Do not |,cwail vour laek of op tunity. or sa> you are 'ti.-ed of waitin. h\rnmmrnil„li,nis. The ht ler ..'' rccon.me.Ml.i- «i"!i Itself deserves a l\ w w.,nls h,,tl, fn,.,, Ij,,. sI.uhI P«""t "'• the writrr ;:ih| fn-,m that ..f the oser. TIim. AIM'LICATIOXS AM) HIX OM.MEXdaTIONS 435 arc two n.ai., varieties: tlu.se that serve as Lre.ieral -oH'n.en.latic.s addressed "To rchon, if uuu, concern " ^iMd those t.iat are addressed to an individual! The hitter is hy far the more vahiahle. So.ne I,usi- n; vs ,ne„ reC.se to write the other, or ' o,,.,,- h>tter ' l-.v d,, not eare t(, reeonl their opi,,io,,s in pennanent '""'• "" the theory that the letter ,„av he used Cor i|- !. Uit.rnate ,,ur,,oses or at a C.tnre time whe„ the man's '''•'-•aeter has .,ndero„ne a radieal ehan.e. When an .'H,.loycvk.ayc. their serviee they sin.plv promise to ■mswer tr.ithlully any (,nestions asked th'e.n ahont 1 als lor patent n.edieine. that purport to have -.M nT.tter, hy aetre.ses or pugilists. Thev have )"l|-' >nno- the letter oC reeommendation into ,mde- •^' i\ ( (I disrejjute. "■;"' "JH" letter oC reeommen.Iation is written, it ^'"'"lneC, a.ul should state o,dv Caets >vithin the ^^nt.rs knowle,lu-c, Tsually a eoneise historv oC the 'iMployees servi^-e with the eon.par.v is euou^rj;. (),,„. i-n> should he^iven reservedlv. iC at all. Il"' Collowing is a «ood style oC the open reeomnien- 'l;iti(in : lis oni- cy t ii A '1 V" W lit) III It Mail Co ticcrii: !:;;;;;f*''' '''f'- '''■'•''''''■'■-'->■" ■ , ..„«-,. :..','";:.'""'"'■ •'''■'-'•'-'-...,, assistant ixr «v.k S..„n „n,.,- tins h. .ol„Mt.o,lv |, f, ..ur s..,vi.-./ ,,. -wmtc In.ns.lf uiih Mr. IJi.lu.ni Hot-. liiii 436 BUSINESS ( ORRESPOXDEXCE Tils work was iiitlrcly satisfuctorj both as assistant and in cliar^f of small rii^a^riiK'tits (iurinjf the latter part of his service, and he f^ave jjroniise of development tliat would war- rant promotion to the rank of areountant in ehar<;e. His in- dustry and h;d)ifs were both entirely satisfactory. Very truly yours, The rcconuiu'iulatioji addivsscd to an individual is iiiuc'li more valuable and is easier to write. It is a ])er- sonal eoninniiiieation and slionld therefore 'l)e a(hi])te(l to the reader. It should <,nve the f'aets concretely and explicitly, and it should he free from laudatory stat'- ments of a ^'•eneral nature. Overpraise arouses sus]»icion. Some men like to display their descriptive talents in every letter of recommendation they write, with results that are, to say the least, not helpful to the person eulo^^i/cd. Kulooy should he the exception, rather than the rule. in letters of recommendation. Few men assay 100 per cent, pcu'c gold, and the employer knows it. Praise should lie c right effect: I'nlvirsily IlclgliK, New N'oi k City. .April 'n, \.ii)i(' ol fiiim;^ tiie poMiioii to your -;it i^fact ion. H' '!' APPLICA'J'IONS AM) IIECDMMENDATIONS 437 wnull hv plmty of .saxoir faire, iiiii has such soci.-d accomplishment ^ jis sitiirin.,' and dancinij • \.rv likely is a fusscr. I do not think he has ,inv real vicivs, .ii!(l 111' is enertji tic. I'.ither m.an w.ulii be n;l,id (o rail at any time you wish and t lik with you. and J commmi nt ioiisly biliivr that eithiT vsould .Mo-,1 sinierely vours, 11. C. Ilii.i. ' • a ij^ixh] man for •. on. '/'. .I,,l,,; ('. (\irl, r. Hnlfi>r,l. Mass. lb V 11 Mil. I'll \\ K i i\ : 'riiis \mI1 introduce to yi.o Mr. Arthur H. Corli., \(]io wants ti. ^al ir.i.) advertising' work. I fe. 1 mik- that In. .|uali(icaf ions *ill H|),)eal to you. lie has Imd no pnicticul cxptriciue in tin work, excej.t that 438 niJSIXESS CORHESrONDFACE ■ I' obtained in (he lui^ini'.ss (icjiartnuiit of a small newspaper in Ohio. Most of his experience has been in the teciinieal field. He \Mites well, howtver, and has a ^rivat deal of originality ani(leiit of his cla'.v. I have a very high opinion of his ])ossil.illties, and shall per- sonally ap{)reciate any consideration you mav give hii,,. Wry truly ycnirs, E. (J. IIoPKIXS. Tlie applicant slioiild have some judoiucnt in liis >e of letters of reeoniniendalion. A lar^e slieaf ol' tlieiii IS not always an asset, espceially if many of t -m arc from his teaeliers, liis father's old friends, and the pv - tor of his ehin-eh. They may sometimes he vahiahle in reaeiiino- aii old, eonsen ati\ (_■ nierehant, r>r hanker, hut their chief vahie is as keejjsakes. Most hnsim .s men won't hother to read a lot of leta:-s that are simpiv variations on the theme, "Jolniny is a o(„,d l„)y." There are occasions, of course, where a eonsiderahie nnniher of recommen(hitions may nrofitahly he used. Haidvcrs and investment houses sonietinu s attach weiyiit to them, for they arc concerned with an apphcant's social stan.lino- and moral integrity. I„ the majorilv of cas, .. ii is hctler lo sch ct «.nly the one or two that arc must xalnahlc hy reason of the writer's reputation, his knowicdof ,,r the ai)plicanl, and fh<' forer of his expression of opimon. The others should he held in risnlicil,,l (ippfiidlinn.s. \ n^ will fretiuentlv I'md it advisaiile not to d. p( tid on triends' recommenda- API'LICATIOXS AND KE( OALMFADATIONS W!) I tlniis. nor t, ,i'ait for advertisements, but to ^o hunting i(.r the position. Vou should do this, if jmssihle, before Itavinu- your old position, and you ean if you use letters. Hut don't use them indiseriminately. Don't follow the |)raetiee of those who write a form letter and send copies of it to fifty different eoneerns, in the hope that tliey may find an openin^^ somewhere, "^'ou can't kill liiu- ^^ame with bird-shot. Neither ean you obtain a good |)(isit!< ii by any form letter campaiun. Tiiere are exceptions to this rule. A man who lias service to offer many companies may address many. This, however, is slightly ai)art from letters of api)lica- tlon ])ure and siniple. His task is to appeal to the ),irg( I possible numl)er rather than to impress one. lie IS compelled to make his message complete, even at the loss of concentration. Here is a good instiuice of the successful general let- t( r* It w;!s printed <,n rough card-board of very cheap >|iialil\, but it secured a r.iir peieentage of resj)onses. Tills result was due largely to the simplicity and con- ii( teiicss of the storv. Esi- ri Yini would not N,. ],.(•{ u salcsiii.ui by ji "piir-In-ilu'-haff" III. thod. Y,,M would inquire info liis cxprririicf. his ability to mII ^roods, I.,: riH'o Kiulatiotis. Yon would look liini over ciiticailv. In ofl'iiiuir my service to you as a sales ;ind advertising^ iii.inasln,i fn.tii "Sly postal. It cost .fii.j.OO to print and mail it. Of ^2(5 issues mailed, every one had sli.nvn ,i })n)fit from direct orders. The September, {9()(), issue brought back in direct orders on the jjostal over $;3!i.').00 in orders; profit, easily .^^iiOO.OO. 190 ^, .uranged to open an advrrtising offi alers. strong business-bringinI'ould devote my ti.ne exclusively to advertising and sales. I ■'.I t ... f-.-ver, chronic of 15 years' stan.iing. It burned me up. I iwul been handling big things-.sales over four million per .v.ar. To sp,.c.alize on sales and advertising, to drop all the "tl"r ta.ls, was my ambition. The time seemed ripe, I re- hiirned. April ;i, 1909, I hung out my sign thus: ri\ CONSULTING SALES AND ADVKRTISING MANAGER This bald recital of c.xpcrifnco wc,,,!,! not impress all Hassts of men. Its construction, however, is as ^r„o(l as < in iisnally he obtained in a letter of this kind, or in anv uvrieral apj)lieation. The better way is to select a firm whose employ von ^^'^l> to .nter. an.l then make a well-directed elfort to ■"MlK-re. Youv selection should be earefullv consid- ."-'!• and should be based upon the opportunities for •7;^';^'V"^"« '•••>"''■'• ".an upon the chance of an imme- 'I'-'U'.y lar-cr salary. You sh.ndd be wiilinj.-, indeed to •'I'' I't a lower salary in nicr to secure the desired '''■■"IMC. n yon have not (unlidence cf.ou^h in yourself 442 BUSINESS COKRESPONDENCK ^* m to do this it means that yon arc siin})ly discontented or else yon hick the stamina to l)ack yonr amhition, Wiicn yon ha\c picked out the firm and are sure Ihal it is the ])hicc for //on there still remains the harder task of sho\vin<^ that yon are the man lor the ])lace. One l)i<^ asset is your desire to go there. IJnt it is not an argu- ment, uidess you make the emi)lover feel that it is really based on yonr snitahility for the work and yonr inten- tion to deyote the rest of yonr days to it. Km])loyers are jnstly skeptical. They have seen too many f"llows who thonght they were l)orn acconntants or ad-men. only to change their minds after the first taste of hard >voi k. So yon shonld spend most of yonr energy finding out the best way to reach the employer. Take an inventory of yonr life and see what there is in it that will help him. See what (inalities of yonr cliaracter are demanded in his hn^iiu ss. Then adopt a tone that will he ada])te(l tol iim. It is liard, yon say? Of conr se. Otl lerwise, every- body would he doing it. And it is only because it distinctive that you c-i i profit by doing it. IS Vou may find that ...j circumstances demand a more extensive campaign than a single letter. Vou n lav want to use one letter to gain attentioi that a few words about the reader's 1 U ememtiii' )nsuicss will do tli;i th n lore effectively than a page ;d)out yourself. The f ( u 'vords may be of praise or of blame. Tliev should at least show that the firm intei-esls you. "N'ou may later find that you interest the- fii-m. \<) geru'ral rules can be gi\(ii for the proeedin-c. !t varies with the individual. One young man introdueid himself to a (ii-m by calling attention to a fault in tin ])lan of the lirm's mw building which would have ma-'e Dig AITLIC'ATIONS AM) KKCO.MM I A DATIONS H^ the work of clicckiii^- np delivery men both dilHeiilt and inellieieiit. Another jn.inted out ;i possible iniprovc- iiicnt m ti certain sales-letter. Another sunnestcd an a(l\ ertisinosition with a large jewelry concern in New \ oik City. The names us.'d are, of course, fictitious. Mr. John Jones, I ' Janus Street, Xe:c' York- CHtj/. I)i:.\u Sir : TIk' possibility of .sic'uring ,i j)osition as a bookkeeper with r eoruern has su^r^rosted itself to me and with this object \HW permit me to my quahfieations. I am tuenty-thr.'e yvars of a^r. ..„ul possess a hi-h school "lucn\i,m. I jiave been emph,yi.,l diirin-r the past five years as . hnokkeeper by the Wliite K- Ho.l.ir,. Co.. Manufacturin^r .1,.^- 'I' rs and have heeti -Iveii to mid, rstand that my work is satis- ory. I am attendin^r the c-vi>iiiiie more diHicult to pacify him. and keej) his patronage. It is hest to shoulder tlic responsihility and he fnuik ahont the matter, l^it at the same time you may show that j)reeautions have hern takdi to avoid a recin-rence of the diUicuIlv. Iti doing this, you should he concise and specific. I.ong-winded. vague e\|)lai,at ions ;uid promises air valueless. \<.r is it ticccssarv to rcNcal all the inside workings of your husincss to show how the mistake occurrrd. 'I'Ik main point is to sooIIk his iMillled iVci- ings and con^ inei him that ser\ ice in the future will he all that he c.in d( sire. ANSWERS TO COMPLAINT 447 WCuE.ramplr of zvhat not to do.—The following ex- ample IS a good instance of what not to do; Tin; (^)ii(k-im;ixt C OMI'ANY y-'J Masv Strekt, New York Citv, Jciiiuurj 2iid, 1909. rii;\Tr.r:MK.\ : In atrswcr to yours of the 529 ult. You complain that the 'Mtalo^r w. j,rn.t.,i for vou was not .lolivorcd until two ^vceks '"rr th. date wo pronuscHi and th. paper was heavier vd<^h^ tlian you ordered, thus increasing your postal bills, and the Tnk •'" a consuierai.le part of the e.lition poor. Of course vou can't .xpect h-rst-class work at the price you pay. You o-uid not -rt anywhere near as good done anywhere else at the price :{.-.des, we think you are unreasonable in kicking about the i''!--, „]uch is of a better grade than the one you ordered, which I'Mild not be procured at this time. We camiot always be respon>ibIc for .lelavs. This time it "as a strike that tie.l up our establishment "for several .lays. Il"'i manv of the men were green ann- M'ances arc W, will do hotter n. xt time. Il'-Pm^- V..U uill give us a chanc,. to show you what we r.u, ,|o •^Ihu we try anrint- in^r estahlishmcls in the city have been tied up for the pasl month with the ^'emral printers" strike. We were therefore compelled temjiorarily to ,iire i^reen men who were uimhle to do the work so rai)idly or so well ii.s our own employees, who had heen with us for many years. Vou can see therefore that we labored under great difficul- ties in turning out your work. An additional difficulty was the fact that the mills hav discontinued making paper of the gradi' you ordered. In order not to increase the delay, we took the liberty of substituting in place of it a more expen- sive grade. No doubt the (piality will partly compensate you for your extra ])o^\:i] bills; however, if you will send us a statement, showing the t xtra ciiarge. we shall be glad to deduct that from the face of th.' bill. We shall also be glad to allow you a discount for any imperfect copies wliich you may return to us. As I said b( fore we ire \.ry sorry indeed that you were compillrd ti. sud'er this annoyancr. Our old m.n have now returned to uork. and wc have installed some ww machln< rv so that we shall hi' in hitt.r position to serve you in tli<' future )li;in we li;i\c been In the |)ast. and assiir.' you that you will not be siii)jecfed to similar difliculties again. Very truly yours, l.'JT. ^t n.s:ccrlii(/ coitt pla'nils (ihtm! f/aods.- W]uf\ soincoru' (•(inijilairis ol' the ucx'ils tiuiiisi'lvcs lluil tin \ ari' not us npn scntrd or nvv nut wortli llif |)ri(r Ji ANSWERS TO COMPLAIX'J' 4M) lelicatc toiicli is needed. Tl >;()ine lis is especially true if thf i"ef)ate. Whetlier you yield to writer demands "MS clc.,„an,l „r not i., a ,|uc-.sti„„ of'husincss policv info « l..ch we cannot enter, I f ,„„ do not, the reaso,,; „,av I- '■■>--.«ly state,l. In any ca.se yo„ nce.l to free voo,:. «ll „■„„, the c,a,-f;e of nnsre,„-e«.„fat;on an,l at tl,c .«,ne time avo„l any implication tliat his claim is not ".^"ic m «o,„l faith. The following letter handles this Situation fan-lv well: D^Ait SiK : W^' liavo rea.) your letter of Juno 8tl, carefully and feel ';plv s„,.,^tl,at you are not satisfied with the ^ooch sent you. ^' M>u will indly state .iust what the .oo.is are and when U.ey -re s hipped and will tell us just what is the matter with theni, «--'' -able to take up the matter in detail and tell you W.J '.'n he done. We want all our customers to feel that'they are -1' >-ted wen they deal with us, and you will tiud us anxious t" niake eyery fair adjustment that is possil.le I| -ould help us ^.-eatly in t,-a,.i„. the shipment if you could --M d.eek on that the articles whic.h haye .lisappointed you.' We shall .lo our best to arran^re th. „,atter to please you. Very truly yours, Vlaints are, o course, utterly unjust, and the elaims un- :•"•••;.,. ed. In sueh a ease you must i„. ...nrtenus hut '.'■"« intelhnol,,,,, that you are not at fault. Do not tell Y n. .s -harkin. uj, the u ron^. tree.- or 'ki^-kin^. ■•'.'"'."' ""t'";'^^ in faet. the ^vord .-on.plaint ar.d -"-lar words. shouM he kept out ..fvourhdters. But - -• youf-self of the ehar^es in a dignified wav arul su^- ,^._^^ "-^ -^i^v.cii |,au,o lu xeriiy his assertions. m i i:U! 4,50 BrSIXESS C()RRKSI>0\I)EXCE m ■,•*- Tift. ,; liiir The case ^nven below will illustrate the ri^^ht and the wron^ way of handliiifr a matter of this kind. A small furniture dealer in the upper i)art of Xew York State ordered an assortment of l)rass heds from a wholesale house that had been supplyin^r liii,, at intervals for some time. He ne^dccted to ^ive an adecpiate description of the ^roods, on the su])position that a previous order would be duplicated. The «oods sent him were in the dull or satin finish, whereas he had expected the bri^dit finish. lie then wrote the followin, Send me the kind I onh red and l.t me know what disposition to make of these. Wry respeet fully y(,urs, AcMK Fl- UNIT I 111'. Co. The first letter priven below shows the wron^r method of dealin^r ^vith him. It has a j)atronizin^r attitude and would surely antan(,„ize. The second is a'■"' "■'■'■•■ >i''m«'i«h,\ with '"'•■■ ' I '■ 'i"ii f"-'''..-.'.-, ,i„. f,,.i,i,„,„,,i„ I,,,,, ., ; ■;"'.'■»';.-■"- -« i...,- .1,.. i„.i«i,. «,„»!, , ."'; -.-'"• Mi^«i::;;:*l:L;:;;:::r .;;;;;;:■ "'^ f... H,„.,.s i,„vo ,,.„,,„, „,M„^ ,1,.™. .,„.t , ,; '■' """"'" ^'■"■""''^■™-"-n».l,..,,,j;,:/;::';;;:^;:;''-".™" Very truly vours, At tho sa.no time, we aro not altoo-otlior snrrv fJ> f >\> reel this way hccaiiso in Xcu- VorL- P.-f i "vo!:!-;;": ■:;':;■;: ";""■ '-r "r"' "■■ "-" «-'.. bed. "••' mnit at y„ur cnmvnu-m-v 'f'liey arc not costini: y '"> would elsewhere. ou /inv i>i 41. 'ours truly, 'ji.ym nni.sli I^ OTTKH R: Co. 452 BUSINESS CORRESPONDENCE Srii * iKhi~ Another example of a slightly different kind: Dear Sir : We rcgrot to learn that you wore not pleased with our last sliipinent of canned ^^oods, and regard them as unsalable, be- cause of tlieir unattractive labels. It is true that we liave preferred to ])ut the money into the goods themselves, not into a brightly-colored label. Rut the ])roof of the ])udding is in the eating, you know, and when your customers have once tried our Eclipse brand they will be satis- fied with no other. Vou miglit put the goods on 3 our slielves, at least. You may find that they disajjpear so fast that the scenery is not marred by them. We carry brands with bright labels, of course, but the Eclipse is so far .ahead of them at the price that we have almost decided to discontiiuie the otliers. You ar.' not the first to eye with disfavor the rather simple and unobtrusive appearance of this line of goods, but if you put them on your shelves and call your customers' attention to tlieiii occasionally for a week or two you will find that they sell. U vou do not have tiiis experience, you vill be the first of our muiiv patrons to be disappointed. For whatever their looks may be, they arc the best goods at nn Iff king Vile the price. Verv trulv vours, 180. Ansrvcrinr/ inndcqiintc orders. — Sometimes a concern receives an order which omits some essential de- tails. The answer to this, rc(]ucsting a hetter order, shoidd l)c handled delicately, much as an answer to a complaint is. ANSWERS TO ( OMl'LAIN'lS iryi] February 20, 1908. Mr. James Slic~cTm, SoiiuTvilh; X.J. (?)i J)i: Ait .Mk.- SiiKvi.ix : UV liuruby^ notify you tl.at your estcLUKcJ ^ letter of the Kith inst. was nreivcd, and roccivcd ■- prompt attention. We are unable to fill your order, however, as the .said order ^ does not tell what kinds and quality of goods you want. Moreover « u.u (lo not state how you wish the goods •• shipped, and enclose no funds. If you will send the necessary in formation regarding the qual- ity and kind of goods desired, and enclose a sufficient amount 'n <'over transuortation at least, we will attend to your order immediately. Yours very truh', JoxKs Bros. The following is a correct answer to a letter ordering i^'oods: iM r February 20. 1908. ■Iiiiiu's Sherli?}, Ksii., Somcrvlhe, N. J. Di'AR Sir: We were pleased to receive your order of November 16, but i-^ we wish to be sure of filling it to your entire satisfaJtion, ue would ask that you fur.n'sh us with a little additional inf..r- iiiition regarding the .articles you desire. ■|'!ie Mason fruit jar, .,uart si/e, is the kind which we sell '" most of our customers. The price is one dollar {.4!1) per 'i"/'M. lVrha})s this brand and siz.. wouM suit you unless you li !Vr some especial preference. \V.' would alM. ask that you .lenote the si/,. re,|,Mn d in .hoes, 'Ho nr.t insnll ;, rii>,|,.nuT l.v a question m.irk _l).Mr .Sir- sli.Mil,! l,c ,is..,i in a pnrrlv l.usiiipss letter ,.,;„^;"f' " ^r.V''/"^ •\I..T<.l,y " is f^m.-rally unn.-crs.arv. an.l L-ives n rlp,,d. * \ tiicanlnfrlcss word. ' Ueiutilion of words shonlil Ik- avoided. ■■"!n addition" woald l)e uhkIi l.ctter" i> 1 ■ t • I! ■>■ I lU'SINKSS C'ORRESPONDKXCE Hiul the price jou wish to pay for them. A fuller description will he necessary for the other articles, too, in order that we may select them to as ^-ood advantage as though you were here in the store and could make your own choice. We want to have the goods meet your best expectations and shall be pleased to have you write us fully so that complete sat- isfaction may be insured. Yours very truly, LiTT Beos. ■ii CHAPTER XII. SALES LETTERS 140. Difference hcttceen mlcs letter and adverthe- mcnt.—lt IS estimated that over one hundred and tuenty m.Ihon dollars are spent in postage annually in the sending of sales letters. Five-sixths of them prob- 'My never are read; less than one-twentieth of them secure any response. A difference of half of one per cent, in returns on a letter may make all the difference between a fair-sized profit and a considerable deficit Jn view of this, it is important that the sales letter be so constructed as to ha^•e the best possible chance of secur- ing favora])le response. Many people labor under the supposition that writing an advertisement and writing a letter are practically alike Ihey are not. An advertisement enclosed in an ynvelope and sent under a two-cent stamp does not by inat fact become a letter. ./ letter is a personal eom- ^nunieation to an individual It is, or should be, c„ •Inected to him as to make a favorable impression It •mist be adjusted to him in point of view, in language, and m argument. An advertisement, on the other hand, appeals to peo- I'l'; i" l,e mass. There may ],e some adjustment, but ' -s only of the most general kind. An advertisement "•at appears m a trade journal going to enginee.s will -iaturally be more technieal than one that appears in a i-i>'.lar magazine. An advertisement in a Southern spapcr ma^ nul be the same as one in a N orthern 455 -h ill 4r;() UrSIXESS COKRKSPONDKNCE newspaper. One in a "Roston pai)er fre(]iiently differs from one in a \e\v York i)aj)cr. Some attem{)t is made to direet the appeal to the eLiss of readers the medium reaehes. But the adjustment is made to a ehiss or type, and the appeal is to a elass or type. An advertisement is at best a leeture or sermon rather than a personal conver- sation. Attempts to luake advertisements conversa- tional usually result in a fatal loss of di(,niity and utter failure to accomplish the desired end. No man looks at a newspaper or magazine as conveying- a personal mes- sa^re to him. lie does not buy the publication for the sake of the ads., and the readino- of them is only inci- dental to the readino- of the editorial columns. In the letter, on the other hand, it is e(iually fatal to adopt a method that savors of preachin<^' or lecturin"-. The same letter may be sent to one hundred thousand other people, but to each man or woman it must come as a personal communication, if it is to reach its highest point of effectiveness. It is a message to John Smith, not to the world at large, nor even to any class in the world. No matter how many John Smiths there are, the appeal must seem personal to each one. There are other differences between the lei ter and the advertisement which are aj)i)arent to even the most superficial observer. The advertisement has the great advantage of type dis])lay, distinctive form, borders, ornaments and illustrations, and even color, in present- ing its appeal. These advantages partly a)mpensate for the disadvantages of Iiaving to I'orce itself on the reader's attejition, and having to compete with other advertisements. The fundamental difference, however, '. T 1 V ^ .•-.-.■■•- 1 : 1 1 •* : 1 1 2 £1 V % sibilities of adaptation. ,.*' i\. i.i-^.. ' 1 lil 1 V 1 • »- "» iii'C'U. iCi" IJO'iJ" SALKS T-KT'IKUS 157 The essential similarity lietween tlie advertisement aiul the sales-letter is that of jjurpose. lioth may be considered, rou^dily speaking-, "salesmanship - n paper." Koth attempt to make the reader hny an artiele for whieh he has no need,— at least no need thai he has here- tofore reeo^niized. Both do so hy ])erformin<,^ eertain (lefim'te funetions, though in different ways. Ul. Functions of the sahs htft'r.—'Vhc four fune- tions to he aeeomplished hy every sales appeal are as fdllows: ( 1 ) AttraetiiifT attention; (2) Arousing desire; (-•J) Convineing the mind; (4) Stinudating action. This does not mean that every sales-letter performs, or tries to perform, all four of these funetions. Few lio. The majority of letters are in response to an in- quiry that shows interest. :Many are hut links in a chain of letters that make the complete sales appeal. The same thing is true of advertising. Only direct mail-order advertisements, as a rule, attempt to make the comi)lete sales appeal. Fre(|uently a series of ad- Ncrtisements are designed sim])ly as reminders. Action (■(suits from them, hut so indirectly that the imj)ulse is not always traceahle. ^Ve ultimately ask for Blank Soap; we may not rememher having seen it advertised, 1)1 it we are familiar with the name and believe that it is ^'ood. Sales-letters never work in so intangible a way as tins. They always have a definite jMn-pose, and almost ahvays try to get direct action. How nmch of the other iiinetions they i)erform depends on various factors, "iiieii will be fully discussed in a later chapter. 142. Typical sales letter analysed. — For our present : - 458 BT^SIXESS CORRESPOXDENTE •!■ purpose, liowevor, it Mill he best to studv the sales-letter that does perform all the I'unetions. VVe ean then see hmv the eonstruetiou varies under different eonditions. T\w letter oiven helow is a good example ol' the com- plete sales-appeal: now TO (iET A POSITION- AM) HOW TO KEEP IT Is the titlf of ,1 littk. book that business men and editors say Js the most sensible and lu.lj.ful tlrn^r i.yor printed on its sub- jeet. Contains tlie l)oiIed-down cxiurience of years. Writt.n hy an (xiHTt eorrespondent and liigh-salarieci" writer of busi iiess literature, who l,as hunted positions for Iiims.lf, wlio has been all along the road up to places where he, in turn, has ad- vertised for employees, rea.l their letters, interviewed and en- ^*''^''' *'"'" "'"» '^ "<>^^- with a eomj)any en>ploving i>.70() of botj, sexes, an.l all grad.s, 1. ,,n tlio .$!3-a-week otfiee bov to a $75-a-wetk specialist. now TO GET A POSITIOX AXI) HOW TO KEEP IT tr.ats of what one shouhl be able to do before expecting to iuul a good position; take> up the matter of changes; advis. s bow long to hold the oM position; tells what kind of a n< w position to try for; .xpL.^ns the various w.avs of getting posi tions; suggests how lli,. aid of prmninent p.-pl,. ,,„, be en- listed; shows the kind of indors.iiM.nts that count; teaciies how to :.7/7, /,tt,rs of applhatinu that (OMMAM) attention: giNes hints on pivp.tri.ig for the inf.rvM w an.l on how to niak. the l„^t iliipr,>si„n; I.IK «hat should br done when you .MV selected for a p.,>itlon and t-.ke up your duties; deals with tin •liHstioa of „,lary before and after th.. eMgannnent ; will, the b.igb.ar of ex| .rien.v; the matter of hours, .uid giv.s pages „1 horse s.Mse on ;, ,|,.„.,i oth.r important toples. The dear ,n stru.fions fur writing strong lellers of appiiratn.n. ami ti„ model letters sIh.nui. are alone uurlh the pri.c of (he bonk. X(.t one in ,1 hundred ,.v.„ .•.inong th.' w. 11 . .lu..,!,,! ,■;,„ WiiU a ieii.r oi ap|(iic,iti.)n thai .dn\ IIIC.S. II, >7, V iiKinii SALES LETTERS l.")l) l/OH rs fail? Till- ong;io..niciit usually (IcjkikIs on tlio intej tlio uitorvicw cannot, as ;i rule, hv obtained without tl vsivf letter. C'on.seciuentlv. the letter is of treniend view u' nn- iKirianee, If you carry out the su<,'«cstions set down In plain 1 ous nn- in'nia're In this book, you can hardly fail to land a i)o>ition. And I :ini ufj; the book for t:ci>it/j-fixr nnl.s a cop//. ,Iu.t ijiink of Tl l)rincii)l(s and plans outlined in its j)a valuable information is yours for tlie [Mice of five car rides. This is my offer: Send me a 2.")-cent piece in the enclosed coin-card, or twenty five cint^ in stamps, and 1*11 mail you a . .pv of now 'lO C.Kl A POSITION AND HOW TO KEEP rr. If, after reading- the l)()ok, you do not feel it is worth iMiny times its cost, just tell me so, and return the copy in i;m„| condition. I'll send your money l)ack without any quib- l»!m^r. ("„ul(l any offer be fairer? Order to-day-- now. Next wi.k there may come to your ii^.tlce an openln^r that may be the chanc.' of a lif.-tlme- when iii\ little book will be worth its weifrht in ^r„!d. Besides, it tells !h>u to create openInH>' write me a letter, dust write your full name an.l atand. \\'iite plainly. I ,■,„, selli„^r the book s„ cheaply that I can- i".l aiiord to li.a\e .any copies ^o .astray in the niaiN. ^'our^ t rulv, III ; A slmly of tills Itllcr will nvcjil ilic f.ict Uml it ac- mplislus ;tj| the liiiiclinris (d' ;i sales Ml. r. li uses Ml-iiiKs at llic start to attract ;itl(itii(.M. This is not I'Imarily <-<)iisi.|(rc(l the l.,sl iiiclluHi. luraiisc it fakes ^^ay soiiicf liinu' I'ntin flu- iwrsonal ■!!••!■:■!;» Is-f h^.j-e iH'i poinl IS to w{ t t \ t ly i)crs()n to read tlic l-jtlcr III H)() «rsI\ESS COHHKSI'ONDFA'CE hi m m who will 1„. interested in tl,e hook. The first paragraph then ^ives the hrielest jjossihle deseription of the nature and p.n-poses of the hook and at the same tii..e eonvinees the reader of its authority hy tellin ,aeh of the functions in detail and to discuss Ilk. \ailous ways in which they may he uccoiii- J)lislied. 1 Ul. .Iflrai/iiuf tilfnilldii. The hetiinninn- mj' ... ...,!,..; left er njiisf attract attention. .\i 1 unread letter is onlv SALES LETTERS 401 so rnnch waste i)aper. Xo matter how appeal in^^ the (IcscTiption, how .rood the argument, or how strong the stiiiiiihis, these are of no avail unless the heginning makes the reeeiver a reader. To he attraetive, the first paragraph uinst he reason- ;iMy short. A long p;.ragraph rei)els the eye hv its very mass, and diseonrages reading. The first senteneJs should also he reasonahly short and the words fairly siinple. The heginning idea must [)e grasped instantly. .No hnsy man will read and re-read the first sentenees nla letter in order to find ont what the writer is driving at. He eertainly will not, unless he is sure it is to his interest to do so. Kxam])les: Bad ''iNTi.iorKx : It those wlu) Better fiRXTM:>JF.V : purchased Vo„ know it's easy to sell fim;. vou in ll.c Sprin^r paid sonic brands of Ecrtiiizors— in .\'.u a ^r„od profit ;n.adrfrood tl... Sprin^r. Tli.. hard timo I '"ps .very yrar, consid.Tin^ coinis around Octolxr 1st, '■■ il conditions; paid you when tlic notes cr.nic , hi- I "nnptly on October 1st. an.l (hi October 1st is when '"' '" <■""><• ••■'••k to buy Vor HEALIZE that with l'"n. you a-aln the foih,wi„^r Eertdi/.^rs it's what is IN-^ Sprin- (as you had eN,h,>ixe NOT „„ the sacks that '""^'■"' "'■ ♦'"• '""•) .V""M cMuds. Von. no.h.ubt. foun.i 111 ike bi<("! '••■'I"»-'I is re.,uire,i. and vou nu.st have additional The proi)l( in therefore that capital. "•""'■'■""'^ •'"■ ■"••'•'■hant an.l The ,,Mestion vou nnist an- nianufactunr is JI()\V TO >«er is II()\V To i.K(,Mi)f ruoviDi:. mm:, A(Tivi:, mvk, .\(tfvi;. .\i)1)i- ADDITION \i, WOHKINt; TIONAL WoKKINd (AI'l- t'ASII (APIIAI. Willi Ol'T takin^r .., partner and di ^idin<^■ the profits ami WITH ( U'T (1,, ., ■ 1 )■ . . 1 ' ' • "' •* ' I 1 \ 111 UlHIi p( 11(1 ■•d>l<' hank a( commodat ions. TAL Ul'i'llori' takin^r ,., p.ii iiier .and dividing the prof- its, and \V I 'I' II () TT the "i>rry of ini.iepeiidahle bank aecomniod I tions. nece.ssit\ .I..I i I i i ' I n I e SSI I \ (»| 11(1 n^ Specific is flu of hein<,' concrete. There are only u limited SAI,F,s LETTERS ^^..^ ni.n.her of al.stract truths in tl.e world, hut tl.e oncrcte ni.niifcstut.ons of thein are innnnicral.lc. So if our statcn.ents are concrete, they have the chance of hcinir nnv to the reader. Moreover, the averao.. person is ■•H-rc interested ,n facts than in the<.ries. Ik- doesn't "ant sermons or tracts; he wants the truth as it is ex- IMvssed m tenns of everyday life. He wants things that ;"c tan«d)Ie, that are jjerceived hv the senses. He is not nif. rested in general statements tliut brin^^ no iniu^^e to Examples: M T^ -, lirttcr ''■< i)i:\K Mn.JoNc.s- Afv. n, at t A .vrtau, ^n.a financier J. i.i,,,,,„„t y^ ^^. -.V n.fu.so,l to sec a ..all.r o„ f„.s..d to s.o a n,.ort.; for tl,e |l-^.n-ound that he was too AVr. York HcraU, on the ex- ^■"■'^•-' that Ir. was "too l)ii.sv." "Wli/it's his time wortji?" tilt' report. 1- aske(i. Mr. Mor^ran's re[)]y was, '-.^lOQ a ""■nu!e." -I'll ^nve hin. that," P'ty tliat said the r-porter. It took , , ,, . "'""• ''^'""^ .i''^-' thr... nnnutes to .ret the '■;""'''■ ""^'•'•y'"^^' ''^' ^•-- '"^-"-tion he ...,„^, ., , '^'-i'— Mr. Morgan was handed a >lit(k for .^:)();). roilier '''^r"r ''^ ''•' ^''''' ^''^•"''' ''^' '^''--^-J to the adcr. \ e bej, to announce" is an interest-killer. So •'"■ '""^t other beKinnintrs that us<- the first nerson-d .-n;..n. T1.S is i.ot nu.rely because they are !,IX^^^ •^ nte. but because they are about the writer. The r-..!,.,. has h,s own interests and the wnter shouhl adant 'I'hc ealler asked wliat liis •■'II'' was worth iind was told 'lilt it was worth a '■"■;;'"■ sum. Tile ealh \ery r .said U:.t he illinuilt, I '1 'lilt hi Would ind I" tiiem. lie .second personal proi "«- ♦),:.) li;il I-,,,.,. .,,,,1 -Mil.. •^..,:ii. ,..,.i ,. f., ii.. c \:] , ilk lire liars, to ;ssunie that i \i rythintr tliat inld von I- Tl SALES LETTERS 4(j; •nul tl,a| all engravers an- liars? We realize that vou and -.rv other user of en^ a had trad., mark for c,.m.c, and a ra^^ed tramp is ..mdcsu-ahle Illustration in a.lvertisin^ a hrand of "'Hskey, so likewise is an u.ipleasant idea harmful tn takes if lie can .sec J)laiiily at all times just what he is tioiiig? Tl..' JONKS VISIHI.K Adding' and Listinfr Machine, manu- factured at Wilkesbarre, I'a., is the only machine on the mar- kit which sliows the items as tliey are listed aii 1 totals In direct line of vision. To sum up, then, the beginning of a sales-letter that has not already been ])reeede(I by something that has aroused interest in the ])ropositi()n should be so eoii- strueted as to be attraetivc and apt. It should be easily i\ad. should be s])eeifie and concrete, and shoidd take the reader's ])oint of view. It should draw attention to the ])ro]K)sition, not by negatives but l)y giving sugges- tions that are distinctly ])leasant and distinctly related to the article to be sold. It should do all this quickly, and without a single waste Mord. 144. jSi'Icclio)! of talkiii(/-j)()inl.s. — "Well begun is hah' done. If the beginin'ng of the letter attracts the atten- tion of the reader, the most dillicult part of the \vork has been accom])lished. It now remains to make the reader desire the article, to convince him that he must have it. and to stimulate him to do something in tlie direction of getting it. Arousing desire is most fretiuently accom])lishe(l hy description. Having shown the readi r that he has a iictci, \ t»M iiiii>.i sii<)\> iiiiii iiuw \ (iii i;in sii|>|)i\ liiui imii. You must show liim what the article is like, how it is liiis a SALES LETTERS 4^;- nmdc. and wlmt it u il! <1„. Von can usnallv cl„ this t,. some extent l.y enelcsino- oirewlar material, hnt there nmst also he somethiT.^r j,, the letter that will o-ivo him a (a.r ly definite idea of the artiele and n.ake hin, want it. Ihe(le.sen|,ti(,n m.ist first of all have nnitv It is -iposs-hle to tell ev.rythin^ ahoMt an artiele i,; a letter ( areh.l seleet.en of the "talkin-points- is essential ^ on nmst eoneentrate on the distinonishino- c-haraeter- i^tK.s of yonr artiele. Show how it is different ami bet- ter than anythinn- dse of the kind. There are nsually two sides to an a],peal: the cost ■■"Id he va ne. Valne is not merely a matter of intrinsic "•"/'> '>nd ntdity. hut of quality, heautv, durahilitv style, exelusiveness, and other elements that appeal h, '";'an l.eni^s. li.fore you I.e^iu to write vou have to •Icrule wlHch of these elements in your article are most essential for ai)],ealino. to your audience, and which arc so nn.mi)ortant as to he omitted alto^rether. The cost clement can almost never he neolected ^ ynr choice of talkir.o- points (Tepends not only on the •"•t'^-'^' 'tselt hut on com,,etino- articles. It depends -^■" '"ore upon the class of people to whon, vou arc •;>^"o. .0 sell. A fanner's desire will he readied in a •''^f^;'-^"t way fron. a husincss nian's or a jm.fessional '"■"> s. A wontaii's must he reached in still another wav ' Ins matter is so important that it will he discussed at l"'yth m the next chaj)ter. 't niay he said in passing- that, from the jioint of view "' M.erehand.sin^, a careful analysis of the situation, ''-I'Hhn.- the article itself, the eompetu.o. articles, and -• audience, .s far n.ore important than is the const ruc- <"».. of the letter, 'i'l.e suecess nv failnr. nC ih. ....... sHhno- plau depen.ls laroely upo„ it. Vet it h ^ tinies hai)pened that two lett( :%'l IS some- crs on the same proposition A ^'m'i" 4G8 BUSINKSS CORHKSPOXDIATE to tlie same class of |)coi)lr iiiidor the sanu' conditions have pnxhiced widely differin^r results; sometimes one has pnxhiced twice as many orders as the other. It is therefore clear that the rio-ht presentation of the tulkin'".» V.1..5...-), dim >\iii i)c iiiiiiifr (iiseusstti later iii the chapter. Sometimes the price is not men- I SALKS LETTERS 4G9 tloned until a description of llie niacliine has sliown tliat It IS the hest machine of its kind; then the low-price .ippcal strikes with added force. Hut if the price is stjindard, the talking point must be sni.R. feature of (h-fference, some (hstinctive sui)eriority. It may he that the machine is easv-runnin<.', (,r that *it !•> more accurate tliau other machines. It may be that it lias the i;()ssibihty of usin^- a variety of types or all sizes and kinds of paper. AVhatever the point of dis- tinction, It should he clearly brought out in the descrip- ti"n. It must not be buried in a mass of uniuiportant details that are common to all competino- machines. ]ir>. Description of r//-//V/<>.— Besides being unified— iMinuiuo. (,„t clearly the talkin- points— the description ■lioiild be as concrete as possible. It should make an appeal to the senses. To s,. +l,.it the machine is easy- n.nnm- is not sufficient, i ,ay that it has ball bear- iiii-s IS more specific, but does not particularly arouse a 'lesire for it; to say that you are not tired after using it makes a stronger human ap])eal. "Xo 'u'ee o'clock fatigue" sums it up concretely in a few words. It ap- peals to the senses and arouses desire. The following are a few other descriptions that illustrate this point. 'I'li.it is tlio reason why you will Ik. interostccJ in the Harvard \ .Nr of .simplicitv. 'I'hr.v is not an unnecs.arv ])art In its >'i'"l>' eonstnu'tion. T!u,v ur.. no ph.os t„ stick": no scats to n'.M-n «•. no discs to \h- r.'^rn.un.l. no parts to hv n -bul^bltted. Jl 'iNard construction docs away with them ali. an What would you >ay of an oil hurncr that operates on a f^ '■'■^f of S OFNCES, is practically noiseless an.l "MECII \\I- < AI.LV SI'RAVS the oil into a yery fine MIST l.y n.eans of '- pM..ntec. sprayin^r j.lu^? Vou will a^ree with its users tl^ou-hout tlie country that 8-oz. air pressure means a saying 11 ;| 3, -*'. WW iro UrsiNESS iORHKSPONDENCE in power and a nu'cl.anical spray Is far more efficient and oco- noniieal tli.an tlie old-fashioned injector method which does NOT ATOM IZi; theoih Indian Cedar Canoes are pecuh'arly adapted to the needs of tlie canoeist who has to r()ry-teller of course makes his work finally complete. The tidal wave of (). Henry popularity sweepin^r over the flction- i' ulin^r world makes this first beautiful i)o})ul.ar edition a thing lliat is hound to iucrcdsc in vuliic. The eii^ht splendid volumes uith their U7 .irripi)infr stories, surcharged with humor and i'atlios, are a perfect treasury of fascinating and absorbing " .uhng. O. Henry is the most sought-for author of the day. ^ our library demands him, your patriotism demands him, your .'iiiinaiHty demands him. unnor- Tlie beautiful rockd)ouml coast of Dahnatia and its ni "US islands, winding channels opening into noble havens. In "Inch are ensconced (|ualnt old cities nestling 'neath loftv ii'.ipices, .all th.se off,.r a n.w fiehl for tourist exploration. In- from tl... beaten t-,.ck of travel, a lan.l thoroughly un- i-towed upon Dahnatia by the Austrians, is indeed a fitting ^Hic. What better rest-cure for an Anu^rican than to traverse t:u stn.r.^ v,r jiics.. p.iimtive cities and innigine what the world lik e wiien t here were no Stock Exchanges 472 BUSINESS rORRESPOXDENTE .'Si r 'h I. The first of these appeals to lovers of music The second appeals to lovers of literature. The third ap peals to lovers of travel, especially those who are en- gacred in finance and business (hn-inav ..nv..lop.: I .squ.ml n.y sLouIcLts o,,.. ..vor.tful ,„,.r,.i,.^. ,uul "..ucl alou.l to mysc f t ns uo,.-t do. r,„ ,.,!„. to |,av. another iron in th. tiro jf I HI burned aliv.- in the att.uipt." A th„ui,d,t ..trn.k „,. hk.. a blow h.tw.vn the .v... I b.-.u. to fi^un. and think. T, n. of thousands of dollars--a ^.t -f't'd-^wasput up hy huMM...s nu.n of n,y .onnnunitv in fh.. ■^I'.'I- of hd s nn..oll....,.d. Thousands ,.f p.,,,,., ,,,,„ „„,,., ""•'"■>■-;••• ''-.M^^ th.. u.. of it. without int..n.t. wh..n th. v -'•-••■thsoh,..|yn..f..ntit!,dtoi;. Thi n.v should h. .-ol 'V'"V'""' 7"''* '- o,ll..,.,..d l.y ..p..,.,s. I-f.,„„| ,„at th. "'■•-'v .stahlish...! Colh..,;,,,. .x;:n,..i.. n.ad. a. hi^h as 50 W nffo,u...s ,Wra.,.d .,th th. vast a„,o,.at ,,f outstanding '' V ?'"' r ""-^ •'"' ■'"* - oi-o, .l.;:niH..d. iudin ;■;■' ^,, ';'^7''''-'-'-i.-.-t^houid..oi,,...tn,on,. u... ♦''on.U,d.ly frankj.usin.ss hk. nnunur and ,nak.. a f,;.:.,.. .r I vtl y iniin he oncounlirrd. with ti If t \( ( pti( on, of course )f ti SALES LETTERS nidcsirabk. "Dead Reat," for the. ,Kl,tor of to-d; iln' creditor of t IV i> lia bk' t( o-morrow, and my idea was to buikl uj rriuitation at every stej) for Exf)ert Collect ) a ion Servu-e. Is it finy wonder that tl (in this land hurrahed so that mil. away when we talked of liuildinip a town? A town hi're. when tl qiiite, cacti and cattle? le cowboys that \vere piinehinif cattle you could have heard the Kettin^r ,1 railroa(« in 1 111 a lere and ere was al)sohiteli iioth W it surprised that the M i»'i we think about it 11/,' but nies- now. We are (/ <'v ftiii h I, oxican cowboys told their friends Uone cv:i/.y.) Well, tl oro.s los joTcnrs Carter." ( Those ('art er ovs have leri' is no use it w d to n-o through to ^r,.t it •cut deal harder t tl our telling you what we lere is a If Sb^).()0 an ir.it h We \v ill ^.iv this, that sicre within a st( o sell land here tlin e years uiro at )ne to sell 50 front ftrt of that throw of the dej)ot than it IS ■same now at .*5()(). 1 in. Farts' ntul fi "take nit'ii liiiy, cvtTv f/nrcs-.-Ji' (lesir V were siiffieiefil to ;i steam vaelit. 1) one wouhl own an automobile and (It (Ills [kikJ Ivl s nj)on the other d <'sire IS a relative thin^r, ;i,„i jt^ foret iii\e. V esM-es a man niav simiiltane- tiiaii anvtliin*"- el ven wluTi a man desir se,- and ti es your artiele more t""i should have— he I' chase by eoiivietion. It lis IS the effeet your deserip- fe(juently has to justify his p ur- • lUoyment onK . but I e serves ''•■II its puri'ha i.'iy he that the artiel le must always he eonvineed se Is a(|\ i,ali| M <''Mivincinn- the niind thai fj le pinchase is wise, tl Iftler must do two tliinos. tiele is as represented. Il tnusi pnivf that it "h' price and is better II le It musi prove that the ar is worth hSIl I'll methods are I iJiii (ilhers a! fli e iiriee. Tl le <\ idenee Of li .« ..I. )> means of lo^^ie;,! n;e lie former it is umieei'ssarv t oiling and h <> sav mueh -•^ t I I 1 I M l| I I "■ presented to him in tlw I a)un to tlie reader. F ,r instanee: "Tlie Iilanl< t> p< .vriter, oper- ated I. y Miss A!iee Jones, won t!ie tentiu.usand (!ol!ar cup in tlie tentli annua! sperd eontest. lield at Madison S(iuare (Jarden, January ]<;, IDia." Tlie same neeessity of eonereteness holds ^rood in ^iv- in,y showino |„,\v tin offiee hoy at .fd a we, k ,aii do the work ..f two hii-li- priecd st.n.mraplH'rs. and he ^dves iinun.s (.. siiow wli;.i a saving' would thus hr dVeeftd in a year- ( nou^d, |„ pay foi- llu' machine twice oxer. ii7. T(sr„u>iii/.\\\u\\ people sav nf an artiele i^ < .hinc o^Ji •I«ily OHO .\tlfrilsf 0()] Scjitciiilur ;} 1 7 Ills rc-dfii f' UlffVS SALES LKTTl-.KS 47 (•) nf'te?) ^ood evidence. For a i uv.ikcr than facts and fi( )u.sines.s man, however, it he IS lie > kcptical of the vahic ol" all test ^•ures, hecause he is inclined to inionials. Tl ty patent medicine concerns and others t it' d()iil)trul merit has (h-aun them int leir use The kinds of test (> sell articles jiute. () some (lisre imony that are most useful include liat of experts who are in a i)osition to he unhiased, that nf persons ifi hin-h oflicial jjositions. and that of persons »y rei)utalion to the \\ liu reader are known })ersonallv or I It IS. ol course, essential that the testimonv he nini a person who has no direct or indirect ith the article hein<.- sold. Tl comieetion 'i\(ii le e\])ression of praise. isupposectlyi hy actors, actresses, i)unili.sts. pro- , tVssional hall players, and the like, are useless for 1 ness men. and in point (.f fact usuallv have Jio real val i r ucniiinc tin )USI- ue. \- Wl'I \rrt isiri! Test ■e ^iven for the sake of personal ad- imony in the hodv of the Ictt er must nmssardy he very short and to the |)oint. 'i'l ollowin..- e\am|)le illustrates the m.od „se „f t'st imony jti ail appeal to business Mr. (;.ori,rc ir. D.-uiiil^^, (h,. fr men ini(M. r.s//rh<>h>f,inil rommand. The success of a sales-letter m..re than that of m,.sl kinds of husin. ss l<;H<'-s IS measur.d hy Its power to secure response, liiis responsr may <.r may not he in the I'orm of a direct "'■'^'■'' ''•"• )''•' •■"•iich. The typu-al sah-s-lettcr we arc considering- aims to secure an immcdiat. and direct or- der. ConseuuentK. Ilu. I-.tt,.- ,..,..» -.c «i.., i. .^ .. _:..... some imj)ulse to direct and immediate aition. SALES LETTERS 477 There are three general Ava eld ys in which the letter may se with a stiniiihis to action. It may have the il psy oiiimaii.l. which is simplv a direction to the reader to do a certain tinner. It „,av remove the ob- stacles and smooth the path of the reader so that re- si.oMsc will he the natural thino-. H „,av ..tt'er some in- omv desn-e for the article and is convinced of its value <<• t'l.n. Unless the letter has alrendv accomplished tliese tiunn-s, no amount of stimulus will avail. On the •'ther hand, it is rarely that desire is stron^r enou^di to ^^ercome the inertia of the avera-e person. His nat- nral tendency is to de! ly— to "think it over"— and de- Mie fades away and conviction weakens until the matter !>> whcilly for^-otten. Hcsponse must he secured at once if at all. "Trust- 111- to receive an early and favoral)le replv" trustr in vam- It is unwise t.. end with an i>!!l!n!] -.J.' ■-■:•.!::..- »!... ! the "psycholoi^ieal command" I I IV 1 V iH II r's exert i Ull. ill IS usiiailv eoii:l)ine(l witli SALES .lettp:rs 479 it. "Fold a two dollar bill in this letter and mail it to lis at once," "Put a (jiiarter in the enclosed coin card and the hook will he on your desk day after to-morrow." Human ine and mood. l"f illustrative purposes \.e shall take np a i'(^w of tlir more important elasses, and see how letters to them should differ from those to hnsincss men. I."):{. .in/iinu'Nls tf/fif aiipcal to farmers-. —The chief 1 If' enee hetween letters to farmers and letters to husi- nrss men is that "hr letter to the farmer mav i)e very much lon-er. He has more time to consider a proposi- tion in detail. If he does not oive the letter a carefid reading at Mrst. he is very likrly to save it for tlic long winter evcninns. Then he can sit down with his mail order eatalon-s and his circulars and other material and decide liiiii 1 1 ne wants to ouy. \ ery little that is sent to y mail is wasted. He makes a careful and pains- IV-;ii e^ '' ■ -^t:' ■ 4t£ ? M 4.S2 lU'SIXKSS roUHKSPOXDKXCK takmo- o<.n.,.nns,.„ of the merits „r tu„ similar articles so that he ca.i \k- sure to o-et "his inoncv's worth." The fanner wants col.l facts, and ])lcntv of then. \ •sin^-le talkuio^ point is not enouoh. U,. ,;.a„t.s to kn.nv that your article is sui.erior to others, not sin.plv in one particular hut in all. I fit is a huoo-v, for example, h. M^ants to know the kin<| of ash used in it. the construction of the axle and wheels, the numi.er of coats of paint an,| how they are put on. and the si/e and color and numlHr oi stripes u. the decorations. He wants c.m.parison iu- twecn your article and its competitors, and lie wants %- ures to suhstantiate the comparison. The following- example will illustrate this point: Dkai! Sir : You hear a great .l.al tlu s. days about tl>e value of buvi„. (lu-ect from thf iiiaiiufaeturer. "" The ,nauufaett,rer who mUs this way c-hmns that hv can sue you h,,. „,„ney. II. dahns that by cutting, out all nndcllonien's cost ami profits, h. ean ,-' they do that when he quotes lowe.- prices he" sends pooler quahty. Which is rijrht? This ,,uestion is one of big importance to you-it is one of 1).^^ .Mipoi-tanc to nic. too. and I want to discuss it with vou on ttie l)asis of ro<.|< bottom facts. Let-stake the price of stoves, for c.xample, because that's my business, and I know most about it. and let's take towns of from 1, ...)(, to o,,„„ ,,,„,,,,, i,,,,,.^,,^^, ^,,^,^. ^^^.^, ^,^^^ _^^^_^^^ towns when, the big ma,io,.ity of .toves a.v sold. The same hgures wil! apply to larger tow„s in proportion '" towns of f.-om l-'OO fo '>.()()() von' will „suallv find two I>1:aL to DIFFKUFA'T classes 1s;{ Now Kr.s fi^nn-c. first, what it costs to s.ll tlus. 100 stoves r- r uar to th. d.aKrs i„ carl, town, tlun what it costs these .UalcTs to sell the,,, to vou and you,- nei^rhbors. The first bi<. cost of sellin. to th.. dealers is tl... t,-avelinrr '"'" ^^1'" '"nkes the. sale. lOaeh on. of these ei^ht hi. n.anu'^ f;. .-i^ars. takln-r his >n4on,er to dinn,.- a,,,! then the other iten.s, we can casik see •1' 'f ^'Hch one of these stoves ,n.,st cost several dolla,-s n,o,-e Mi^t to f.ay the expenses of these t,-avelin- men. TlH- consider the dealer's profit an,] expenses. The local .i- -• who sells only oO .toves a year n.ust fi.u,-e on ,nakin. a !- ty b,g f)rofit on each one to ,„eet all his expenses for rent, ' -k lure, loss, and ,nake ,.non,nh extra to ,„ake it worth his "l"!^'- Certa,nly no dealer will he content to take less than -^.(» profit fron, a whole yea,-'s stov In.siness, an 'on^rht throned, a local dealer ,nust .sell for ^t least M5 -Hi .ene,-ally more extra just because the local dealer ii.'iidles ,t. Now, why should we pay this .^L", or n,ore extra just for the >ake of b„y,ns fron, your local dealer.= Does it in,prove the qii.-.l.ty of the stov.. to have hin, ha,Klle it.^ Does the fact that '";!'--^t to sell it.^ Instead, doesn't it show that 1 m^ you a $5 cheaper stove and simply cl <■"' it to bi-eak even. ■ in $15 more e is really giv- larging you $10 more "■^ IS Mie dealc S SI tllfi f iri,i .1 -1.. 11 IIIO i"e for cheaper Waterloo Direct to V iro (h1 s. Ih • •>^ iiiii.-x. eiiH ou. He must ch. a„*t eoiiij)ete with "tl rge ',e irge vou more for m ii. 484 BUSINESS COHKKSrONDKNC], the samr value, scllirifr so few stows in .'i yvsw he can't possibly give vou as f^ood a scli'ctioii. These are ;il)solnh- facts. They cannot bo explainc-d or "knocked" away. More and more people e\ i rvwhere are com- iiii;- to reail/e them. More and more they are refiisiii«r to j)ay this bi^f extra profit for notliini;. Why do yon <'ontiinie to do W 'f Why not try the Water- loo plari.^ It will tove, a wider selection, and save you from .^5 to $ M). and. remi niber, you take no ri>k whatever. I'.very stove is sent on approval — your money back if you are not aijsoluteiy satisfied. Tv. to make a town. Where towns arc S.') M. apart he can average towns per dav. Hotel, .>.^..'>0 per day $1.25 prr town Car fare at 3c. pir mile T.^ " " Fintertainment, etc 1.00 " " Salary, .$1.00 per day 2.00 " " .$5.00 A stove salesman uses catalogs, so needs no drayajrc for trunks, etc. — liis Dostage is small, laundry less than $1.00 per week. $5.00 would easily cover his average cost per town to his firm. ;>.2 tri|)s per year at $."').00 $160.00 It i.s notable that tlic ar^iiinent.s in the- above, as in iii.-isl icitirs to iaimti^, are oi' practical coninion-sensc nature. The larrner judges value l»y efficiency — only he f Tin: APPEAL TO DIFFEHEXT CLASSES 4«:. • Incsn't ciill it timt. Matcriul, as a rulo, is more inijH• f'"' "'-'linarv fanner. This nnist always l,e 'h. '"'•■'l t-^t ot any niaehine. And I ean't tell vou how" pleased I am every tn,,e I o.t a new letter fro.n one of n.v fanner friends Whno. ,ne hou the (;iant is .p,.t tearin-. over "their stump lot. t.n-n.ni,. the worthhss. h.afer i ,nd into broad fields and b.- j)rofits. "^ '■-■ I'';' ilM.usands ,.> sn.h letters fron, every part of th.. <;"untry, but I an. prou lo p..ople wl,, really know about n,v '"'"'''"'"■ •""'-' """'Ul>t I would take fins way of iust ,""^^"";''" •'"""' '— -pl-" -I possibly eould just li"W (asy and sun' th, v work. Men are the verv photoirraphs "Snap-shot" of son.e -f n,v fanner fnends , .i,h,„,,il,.th.y were workin. in the field. He,. '*'■',';.'*■ '''^ •'-' '-'-''-^ -H. the pi.,.,res, e.p|aini..C ■'""";'"'"'"■"""' ""■'" ^"'' ' '■•!"-"lHn.,snothin..I,.an -ythal unul.i , -.ally ... V.,, ,...„,, ,,„j,,^^^,,^,,^_ ;_^_^,^^ fulmentof.he 'tMup Puller as these very !e„.,.rn„n SO n.anv pleased u jrs. And wliat i}wy' »l--nv " > .til »n». 1 ou ran ^'o — so ahsohitely without risk, that I am .ijoin,- f„ ,^ri at least one exhibition stump puller in every neiirhborhood in the eouiilry. .'list to nvf somebody i„ your nei^rhliorhood Parted usinrr one of my machines I am -oin- to ./nv the hrst couple of buyers in each locality a 70 piT cent, reduction, that mems a ^'m (liant for oidy $ .— . I'his is the most attract ixe price offer Eve ever made, but I •^':"» it's .iToin^r to mean l„ir busuicss to me ni the long run, so I 111 ^'oniij to make it to vou. Moreover, in a-e etters to Imn. Comparisons shouM relate to I,,: nc^- 'i^' "^ '"''" '''"" '1 ""' ''' ^^^" ^^^"^^ ^ '-•»- Znl I '• ?•',••"' " '"* "i- steps." The farMH , shoul.l he visua „.d m his surroundings. The follouin.. example u,ll diustrat. how an ar^ununt is enforeed In an a.iah.uy tl^it he can -rasp instantly: Di.AH Sni : Vouknou..,,.,,o„tlK.rs..s...Knfvo„n.od..dawor^ ^-^^^P^-^'^hors. lU.^^^s hunt for.. rU .i....pdu.t. .1 l();i(l .uul k.rp ,,f it. ■ Wl.v \i oan'f ve yoii he same 11- iniiid. . CO. •ht nnt ' tllCM' •y tli^ L'S (lis- lie use ted in to Ills (orty- iriiRT )wi||;i' f(l l.v horse I'.st.d. Ik'.i\ V (on] rsf— oiiiii L'l n- TIIK Al'I'KAL TO I)IFFi;i{i:XT CLASSES 4S0 c . > races ifs h. a.i off till it ^ots ho],l of the loud-then there's a different storv. The gasoline en^ri„o is a wonderful invention-for f!,,. mto- ...ohde and flvin.i. niac^hin... Uut the railroa.l en^rj,,,, H,at has to do real work depen.lahly i^rt of thai tv|.e-„or is the en- f^'ine o( th.. orean li,ier - ov the en^n„, ,.t , he hUj; power plant- -.■ any other en^nne that has real work to ,lo--^/,oy arc all .\ttnm pourr. Connnon sense is connnon sense, whether applied to horses '»• <'nM.nes. And Maxwell stean, power is the co,n,non-sense I-"..- tor the far,,.. Tl.is has further he... prove.l bv KS years ot liaid e\(i-y-day expei-jciu'e. Send haek the enclosed eanl. telll,,. u. al,„„f ,„„,,,,,.,• ,„,^„. n.e. Prohlcrn of n aching prof ess},, nul men - -l^rofes- ^^'""al ,ncn, such as lawyers, (K tors, cler^r^-nu.,, a,,, teachers, do not respond readily to a lett.'r. The meth- ods of .seen rin.u response I'roui them must he verv (htFer- ent from those use.l to reach h.isiuess men ,„• farmers ih.. professional man receives a laruv amount „f mail l'i"-liy heeause it is su , ;,sy for mail ,.rd,.r concerns to <'»tamh.snan,e. aud partly h.causr .d'ti.e supposition '''■•'t '«■ IS ma position '.. h,,v uhat lir wants. The pro- •'-si.mal ,uan who is ahh. I., huv nadilv is usuallv a ^••'•yl>"SN man. F<.r this nason and lor th,- reason that he receiv.s larnr amounts of mail, he w,|| „,,f .-.ad a l"iiK' letter. l-rtters to profc.ssi.,nal m, n slionid 1.,. fairlv .short. I I..S in-il./.i. i» •>,.,.,,....,.... 1 I < " :!^t.t.sr..!; -, ;;, ,i,. a iai^c amoiUU of tho ""•Is I'y enclosures. If lla .short letter nets his att en- V.H) BUSINESS conn i-spondknci-: if i iwiw w Mk tion and .stimulates n liftle desire, it is possible that he uill read the enejos >, be ecnviiieed and aet. So far the probkiii is not unliic shuntie.l. Another .Nnieut that makes the I, l|,.r lo a prof.s- sHU.al man a .hHieult pn.position is the lucssitv fur U'< "'.I ^tati..n. ry an.l (irsl-class postaoe, ()„|, paj )er .)l THE AIM'KAL TO DIFFKUKNT ( I.ASSKS m V excellent quality is worth usin- and tl.e tw„-(rnt stunn, cannot he av(,i,le(i. The letter must he filled in ,,rop- crly u.th name and address, and a persoual signature should he written in pen and i,d< at ihe end. There is no economy in savin-- in matters of this kind. I.'<: Faihnr fo adjust to prospect.- Sm a Curthe'- '^U'c.ilty ,s the fact that few husiness men appreciate fl'^; pn.fessionai nuu.'s point of view and are ahle to ^Hl.pist to ,t. They are too likelv in letters to over-em- piiasi/e the price aro„uient and to ur,der-emphasi/e ;|; ku,^ pomts that really n.i^ht appeal to the reader. Ik- lollowmn. example from a n„o,| puhhshino- l„,„se ' hMrates the failure to n.ake proper adaptat -n to the itlitude of the eolleo-e professor of Kn!!! : < l.^uuvr s .„,n,,l„t.. ,,n..tuni „„,U. Tl,.. ..u-Iom.I oi.vuJar de- Miih.'s tins hook in (it'taii. 'If- n-uiar pri... of tl„s ],ool< U .$.5.00. cnrriaffe oxt-:. In.t ;p-' -w an,u,,n.:; so tlK.f ,.,,,, ,,..s of Kn^IisI, n.av obtain •'- l-mnlon... fius.. t..nns n.v s 1 .<)„ I, |,v..ry „f tlw hook ■'-I -. no ,,..,•, Month lor four UH-ntl,., and n. a.l.iition ... p,v- i'i.\ tiic ixprcssant . yi- Cfuuun. I'p tn-lJaU- .s in it.lf an ..x,,,nM,., hook in the -• - '.r pnnhn.. il|.,s,,-ations an.l l.in.ii,,. a hlu.. .n.l .oi.I f-L h,.a,,hlulK u,.on.!,!. .:,h .n.h.nlu,^ iih-straMon: in -lor h, ,h. .If,,., a,,.,. V...,„.„ ,.„„,,,, ,,,,^^ ,.,,,^ ^^_„ ;";;l«;Hl-...ison„ Chnstnu. pn.nl. If von .i..siro it w. will 1 l>H! to States till ml "" ^' 1' 1 rii- and sin P anvMh.iT in the rniti-d //i 1% 492 BUSINESS ( ()1{ri:sp()M)i.:n('i.: \\i would ask you ]i,irHcuI..rI y to nofe tl;at this offer Is only open for the Holiday s.aso,,. a.ui trust wr may receive your valued order per the helow suhserlptiou form. \ ery truly yours. Tin: HAMILTON COMPANY. Subscription Rook DejiartMieiit. The Hamilton Com paw. Sixteenth Ave., N.w York. As j)er your spiecial oHVr to colierri. professors, please send me, express ,,aid. the (.lunircr r p^fo-Datc hy Whitall and Smythe, fcr wiu'ch I a^rne to pay you .^1.00 on delivery and $1.00 for four months until the total price, $.'',.()(), is ])aid. Signature Collepealed to him; the opportunity to pav in little drib- lets of $1 .00 per month does not. The su,()od illustration of the right i!i( thod of appealing to professional men: PAN-AMERICAN LINE Around the World Colonel G. r. C.o,.fI,als say. tli.. Panama Canal will nover I>.' so int.nstinir f,,,- thr tourist as it is to-dav, whiK. fl... bed of tlir wat.rway. now practically ronipU t.,], lies exposed and tlio vast niaehlnery employ..! is still in op.'ratioM. 'I'he /illi„;:r „,, "f liio «nat fhannels will hide for .jrenerations, no doul)t, the most interesting features of the en^Hneerin- work. To appre- ' ■ .t,. the greatest engineering- enterprise of lustory, the canal must be .seen now. The enormous inter, .t of AuHri.-ans in the ^rreat waterway tlint will cut North an.l South .Xinmca asun.hr is manifested kv the great denian.l for [.as.a-e to I !,.■ Isthmus. ^ .,m cann..t o miss .seeing tiie Canal and we tlieref attention the s])ecial crui.ses of the 1 aiior d I ore wisli o vour 10 l)i'ints Ui duv.s. Tlu. rates ranr^e Iroin .sl.-)() a prison up. " We enclose a foldrr about tlies. -'' np^ ■nid also our Cruises Around the World and to other parts „f the World, an.l sh dl he please.l to fun.i.sli vou witli further information about a of theni. any You IS \( rv trulv, ••AN AMKIUCAN LINE, doiix I". Smith, Resident Director and (icural .Manarrpr. In addition t„ tlie o-c„oral adjustment to tlie profes- sional class, there should he a speeial adjustment to the partieuhir professional class t.. u hich the rea.ler helonos This t wad this letter tlirou-li c-anfulK- tlicn t cm th t( //Oil. price. I iiicati exactly what I say. me icltat it'x I'A-erv I nv\ e speakti {)()iit! ^nnu the life and spe.ches „f Al)rahani I Clan, aiui |)ui)hr man should American e\ei- IHoplc. No A .incoln -poke so strain-lit f,, H,,. ]^^.:^y^^ „f f|j,, ^ niericaii piihh'c utterai are so U( 11 k )ved, so (juoted. nown, so Notl nil"' Wl 11 l)nn'i- llll'V ■ in audience political nieetiiiir or ;uiv A so close to t inc ri- le speaker notliiii just the n\-ht epigr -tir tl R'lll, Mil or (juota- \ >u need Eincoh i-i^dit on your desk. \ot what lut( sc .said ;il)out him. l)ut what he said 1 ■t'crs. anecdot i/e volumes ( 5 \ 8 \ 1 I HicKram and printed fi \ti ill a (juality book ])aper with -nit t n, complete in in.) bound in om sj)ecial jilates on "III casi Iv 1 le one o f th oj)s and uncut cd ilea. It M y nnusual off ffinis of your library. er 'I'h IS SI pecial edition sold for $2.50 per volume, Twenty-two Dollars and Fifty Cents the Set-- Xi'or th a Uw set everif cent of if hi honest booh- 7-alue. Rut I 1 and IS Mnh s and I am "mw' to sell tl lave only les t' to the hifjhest bidd '.V jioiir (,un j,ric. ers. .vou will pay for a set and I'-t a set will ir.. forward at ite nu' on the enclosed card h ow muc m.ail me vour bid. As 1 onjf as t. lev .f tl. tl oniemi,er tvery set is ab-olut ighest bidder; R number of sets is limited. So d ' ly new, strictly De Euxi .•irul on't L'ive this <:reat oppor- M») iJrSINKSS rORUKSrONDENCE • if ■I iui lunitv a chancp to slip jour iiiiiul ; write down your bid now and mail it it once. Verv truly, J. M. Vol- NO, Manager. lo8. .1 ppcdls lo xcJiii'h tcorncn rcs-jxiiuJ. — Woiikti ;ire supposed to liavc more tiiiic tlmn riicii to read letters. 'I'iiis may not he tr.ie of women in the eity. whether of tlie woi'kinn- class or not. I)nt it appears to he true of women wlio are or(hiiariIy reaehed i)y letters. 'I'ests have shown that, other thin-^s heinTeater interest in the projjosi- tion. For that reason many concerns use fac-simile pen- written letters and, if the proposition is valuahle, indi- vidually pen-written letters. The tationery used is sometimes very nmeh like social stationery and should almost invariahly he of exeellent (juality. These devices help, hot flir most imuort/ijit fhj-vr is the lano-uaoe itself. This should he correct and even nn Tin; Ai'i'EAL TO 1)11 ri;i{i:.\T ci^assi S M)T precise. C()llo(|m"alisnis and sialics sIiouM Ik- avoided j L(.nn- words with .soiiietliin- of a literary llavor and cs- - penally words that conic Iron, the I'rench seem to have tlK' ri-ht atmosphere. Dis/inf/ac, chic, fin d. sih'lc, and tile hke are at times helpful. They should he used, of '•nurse, only in deah.iM- with women of s<,me (let,n-cc' of K'i'Kinent and education. Kven with womcn'in the '"iHiir.N-. however, words like -.stunning" and "lascinat- i!iU are e/Ieetive. in ii Utter t(. a man a sentence should not he over- loaded with adjectives and adverhs: there is not likely I- '''■ .'"1 overahundance of them in letters to W(,men. 1 nllness and richness of diction appeal to her. So do repetitions. It is a well-known i)sveholonieal fact that ^vnmen have a hiuln-r de-ree of suo-o-estihilitv than men liny are therefore influenced more hy the" reiteration of an idea. Tt IS particularly important to secure contiden'-e in s|)(.,l;,l I,, I will soon In- "xli.iii.tcl— Hotter iii.iii ii> VOID- ;i|)|ilic;itioii to-dav.) now vor ^^.\^ sKcrui: a (;\i\s- ii()K()r(.n I'KTi i{i; FRKi: of (iiAiuii:. 'l"|]i> offer will ,|()l III- rcpcatfd. Criii' salutation is ■•|iialci:c,| in" ]urv.) Would you arcpf as a |,n sent a Inautlf.d. la.ir,. , .,^r,-av- ing of (raliisboroiiirh's ^r.-.at portrait of I,a.lv I lamilio.K'— a portrait of the most dianniu^r ^-ourt I.eautv of the Ki-hteentli Century, who set all i;nicttires and are thoroughlv pleased with them, all you need d„ is merelv to forwar.l us ^S for the five Ilogarth-s. plus K)..., the hare c^ost of expressage, and the Gawshorough ,s yours ^without paying anything whatsoever for the engraving, .itlier now or in tlu' future. J{,.menil)er. you pay nothing for the (Jainshorougli-^you recive it entirelv Iree aiul in addition to the five Hogarths. 'I'liis is a rem.arkahle time-limitrd offer, which we extend to .^ou ,n order to populari/e the new .-olor-nproduction process ■■■■■"■"" '"^ ""'('"ii.*- J'ooiion, so i)eautifiiiiv repre- sented in the Hogarth series. As this is a sj^ecial offer, it wiU Tin; APi'KAi. TO i)iKn;j{r.\ r classes 4j)1) >..0M Ik. uitlulrau . W. tln.vfnr.. urir,„tlv Mi^.^r.^t tl,,t ,,„, (ill o,it, and rch.n, i„n,M ,li.,|, I v tl... ,H,>t.Mnl ,„,.|„m,|, l,.f,„-c. nuv i.rc,s..„t liMiih.l suppk ..f imtuns is ..ntin Iv ..Nl,,.u,.t, ,1 Thrn.for.., (ill nnt ll,,. ,H„f....,n| I,,,-, with ,nul ..onv I.n.no- .liiMv III.' beaut. fill (;ai,i.l,„r(Miu|,, .■,l,.„l,itrl_v fiw. \'()iiis \i IV tnilv. AfF/rKOI'OI.n AN AIM- (OMrwy, (Han.! writ I, „ sionat.nv to he i„s,rt,.,l I,,.,-, i,, i„k)' Sales I)e|iai-Ililellt. ('I'liis special lot will soon be exhausted — better mail us your application to-d.iv.) now vor MAY si:( rin: a ciArNsnoHouGH picture FKKE OF CHAHC;!;. (Th.. salutation is to be "niatelud in"' h.iv) A beautiful, larire en-raviuir <.f (Jainsboron-rl,-. portrait of ■ a.l.v IlaMulton-froel-and think, too, of not havin.^ to -av for the ]).eture eitlier now or after you receive it ' ~ A UH^t remarkable accident has placed us in possession of •';<)()() of these en-ravino-s at an unpreceon process, 5.()(),) sets of Hogarth's ^n^at picture- >d,re. "Marria-e A la yUnUr \u five nuu,b..rs. Tin. enoravin;. of (Jainsborou-h's >^rvni portrait of Ladv ilHMulton measures iust o , r, fee. \V|,„„ f,,,„„,,, ^,„,i ,,„,^,^ :^ J)arlor. it «il| add many dollars in d. I''. I.;idy Ilann'ltf irativ e yalue t I) ■ ^•l\y^ "Ultiful of all tl Itrtainl;, the Hamiltc in portraituri', and, ii n IS .renerally adnutted to be tl • f l> le to your le most * < •> V til n i)icture is (^linsl 1 concejition and cxecut ^ f^ieai master. )orou^rh's masterwork ion, ranks with 500 RrSINESS i'onHESPOXDFA'CE r %. i ' \it\ . i. . till' ^rcatot of Hiiiihrandt and Titian. l'()ssil)ly you liavc never seen a iiiDre Inaiitii'ul jJortraiNpictnrc, and I do^bt wlu tlur anv work lias heen more consuiiiinately cxeeaited. Tlie heautitul. lar^e (laiiisliorouiih niastt r|)iecc is f;iven free, in or(l< I- to introduce Hu' new method of I'lioto-Cliron'.i- repro- duclion, as dtnioiisi rated in Ilo^farth's live pietiire-sat ii ,'s. I Io:,arth"s |Mciures oil"er the keenest criticism we lia\e of laH-ht - eeiitli Ceiiliiiv l'.ni;lisli I.ifi — and indlr«ctiy of all human na- ture. Ilis irreat seii( >, '"Marriage a la Mode," was completed in IT^r). It tells with droll irony and unt1in( liiuf^ fr.uikiiess the storv of Hie bartered bride and what became of her. 'riie candor of the d( tails as cleverly unfolded in the five pictures su^^ests the satirical l''rench rather than the l'".n^lis]i temper. '"Marri.a^e a la Mode" alone shows that no<;artirs i^rasp of satire is ^M'eater than that of any otlier contemporary cither at liome or .abroad. I'.ach of the Hve pictures measures 10 \ 1.' inches, is richlv jirinted In colors on heavy p.iper, and f.iitli- fullv rc]»roduccs the original now in the National GulKry. London. OrU ()FM-R: Mtrdy send us the convenient postcard rt»- (juest enclosed, and we will then immediately forward you, .dl charifcs prepaid, tlh' beautiful (i,ainsboroui;li euifraving. .\fter vou h.ive thoronixhlv ( Aamuud the )iicture in your home, ,iiiil like it. \'\ for Hogarth's (i\e pietun s. .and |(>c., the bare cost of e\pr(ss- age. The complete picture series, "Marri.li^e a la .Mode," is then yours, without my furtlu r e\])ens( wh itsoe ver. Should vou not keep ih( pictures, \()u may then riluni tin' at our ( \|iense, and \ou «ill o«e us nothini,^. W'e mail you liii> very special oH'er of Hie l!r)nirths. to^^cther with the (iaiii- borougb. free, i)ec.iuse \iiur reijuesi will add one nnu'e tow mi the .5,000 sets \\\\\r\\ \\v h.ive undertaken to disl|l!)ute for 111' i'l.oto ( bronie ( ompany. in.isMuicli as tliti-e will lie only ."i.OOO sets dist rlbu* in^rcT, drew prae- tieally twiee as many orders as the first from siir-hir lists '•' prosj.eets used as a test. It has a nmeh more detailed (lesenption „f the i)ietnres, and nuv whieh picjues the <'"nos,ty. It oently flatters the reader hv assuming' that she has an mtimate knouledoe „f sueh o-rc-at painters as l-'"J'nu..lt an.l Titian. It plaees more em,,hasis on the ' ir( iimstanees whieh made the offer possihlr. a, id «ives I" »'ore speeiHe detail the directions for orderinnr It lays more stress upon the limited mimher of sets n\' pic- ti.ivs to he distrihntcd and upon the limite.l time in "liK'h the reader can take advantage ,,f |I,e „ffVr. Holh letters, of course, reach her confidence hv allow- I'li^' her to examine the pictures hefore pavin- f(".r them. 15';tli of them offer a premium in order to'make the har- i^iiM idea |)rominenf. Much miuht he said ah„ut letters appealinn- to others "! II"' numerous elass.vs uito which l.uvers as a whole "Kiy he .hvide.l. These i. , stances, however. shoiiM he '■"""■^'' ''• 'll-'sl-afe the nnpMrlant piu.eipl,. that in i\«iy case adaptation should I.. ,,,a<|,. t.. the p.nnf'of view, character and lan-uauv of the p.rsoiis .iddrcsscd. '" writing |„ m.u. ahoul arfid.s that are exelusively '"• tlxir nsc, it has heeu found u is( i,, us,- a -reat deal •''■••"""M'-i.''l .'ind ev.n slan-v lanmiaov. 'I'lnCis partic- "'•"•ly true ui sell,,,,- siuh articles as tnhacc(» and cio-ar- lit cs. Th e s;iles-|< Iter must al\'.a\s I <'<'rdance with that noldi •< written III ac- '■'■■tler, n rule of .'idaptation to ll le JRlptiii CIIAPTKI? XIV FOIJ.OW ri' LETTERS ino. Gcucvdl j)iir/)().s(' (iiul /^/a//.~ In tlic two j)recc{l- in^r cliapttrs wc lia\ f Ik'vu cfMisidcrino- cliicHy the sales- ItttcT that is iiitciHlcd to ])v ihv sole means of m'ttijio- the ordtr. This is tnu' only in a hiiiitid imiuiIrt of cases. It is extrtiruly (htliciilt in a sinok. IdttT to attrac-t at- tention, ai-ouse desire. eoii\ inee. and stiniidate action. The altcinpt is made oidy when tlie special character of the proposition or the h'mited amount of ])ro{it juakes a moi'e extensive cani|)ai,n-n impossible. I'snalK- a scries of letters, called a foilou-up series, is used. The functions of the whole set of follow-uj) letters are the same as those of the indi\ ithial sales-letters, hut orly a part of the \\()rk may he performed hv each imii- vidual letter of the series. Tlie numher of tollow-iii) letters sent de|)ends upon manv factors, the most iiii- j)ortant of which are the pcrec otai^'e of profit and /l tiiiKilw.i, I' l..tt...... .....I ii - - " ; - : :\- !. 1V2 .-:, iii:\i ■-• direct selliui;' puiposi'. FOLLOW-ri' LETTERS 50;} im. Division of inaicrial. — I II such a campainrt of the work to do, it should l;i\ e practically its entire space to d()in<;' that work. '•"Ill hcn-inninn- t., end every idea, everv word, should I 'iiosen with a \ ai'coiiin () ne lew to its ahijily to helj) the letter l)lisli its purpose. There should he ahsolute unity. series, for example, mav he devoted ■tt cr o r tiu V nian- mnlifv t" ,:^ivin,y- a description that will arouse d( sire, iiiacturer of cash renistcrs may show how they si ilu work of kee|)innaecounts and reduce the risk of 1 A pulilishinL.' house may paint in vivid colors the jov to OSS. '!( rived from readin<>- the hooks 11 ie\- se Tl icre is iml () fiiii more than one descriptive letter in tl le series, lure hincivs, it is a case II (icsire ;doii( is siillieient to ind '"'■ a short campaign what niiulit he called I'liKe eampai^^ti. ail itii- Tl; Miiiiplion that, whereas di ina/|ority of |,.Ilow-up letters are ' ^uallv for the . . i" ■ I • nil . ■ ■ '■■' ■'■=■;< i<'ii..fi. i ill \ are iiased upon tile as- siie iii;i\ he arous((l instan- f ■' n 504 BUSIN KSS CORRESPONDFATE W- il" J taneously. conviction comes only with repetition, and tlie operation of the time element. ^Irvst folh)w-np let- ters are to some degree educative. They appeal to the reason. They ^rive logical arguments and hack these uj) hy evidence. Evidence may he the sole material found in a follow- up letter. One letter may merely give a hody of evi- dence in the form of facts and figures. It may point out that the Jones Typewriters were used hy the win- ners in the last three national speed contests, that ma- chuies huilt ten years ago are still in constant use witli- out having heen rehuilt. that the sales have increased liO per cent, in the ])ast year, that this machiiu ■ used hy more puhlic stenographers than any other make, and so on. Records and comi)arative statistics form the basis of many follow-up campaigns, especially those con- ducted hy the advertising departments of magazines. Evidence m the form of testimony may he given hy another letter. In some cases of a series df letters, each gives a hit of testimony from some user of the article. In other cases a single letter gives the testimony of sev- eral different |)ersons. Testimony in the origiiial sales- letter is not often useful heeause of the imjjossihility of giving it fully enough to seeure convii-lion. Sevenil j)ieces (,f tcsiiniony, however. gi\en one after another, sometimes pro(hK-e a strong iinpi-ession. Other follou-iip Utters in the series nia\- ;inswer o!)- ,i<«'tions lliat have not heen spoken hut |)n.hah!y h;t\e heen felt hy the reader. I'nr instance, a printer in a distant eily may use ,,n,. follow-up letter to show tliat the fact of the dist.anee will not prexent him from giv- mggoo.l service. He su|)ports I . argument hy giving; e\ideFice of (he ninnh: ■• !:!' ■•.!•!•=•.!•.- !.. places. tivJ Jll lil.llttllb FOTXOW-T P Ll.TTERS rt Is nearly always possible to u se one letter simply tn answer the ohjeetion of expense. Such a letter would naturally eonie at or near the end of the series. It takes It Cor oranted that a desire for the article has been nvate.1: if this has not been done, it i)robablv cannot k done. It ihen tries to show that the expe.uliture of til'- money is not to be regarded as expense but invest- nunt: tJie article is indispensable, and it is cheaper to lu.ve It than to do without it. This aroument is fre- niientiy advanced to sell office appliances an.l such propositions as ins u-ance. The sliohtjy difJVrcnt handlin^r of this question of e-peiise is fre(iuently found iji one of the letters of a f'llovv-up series to dealers. Here the writer niav at- t'lnpt to show that, althou^rh the indivi.lual profit in li'ndhrin- an article may not be ^reat, the larne sales will nore than comj)ensate. He also shows that these lar^e sles are bemo- produc-ed by the co-operation he is niving I' the d.alcr in the form of advertisin letter. — ^lore fre- (|uently, howcNcr, the letters are liid". he- cause it woidd weaken the emphasis of the i>eoiMnin,o'. I The nature of this direct reference to precidini; letters \aries in indi\idual eases. It is a hard matte;- to hatulle cffeetively. 'I'hc sim])|est method, but l>v no meniis the lust, is to su^'o-est that the former letter has not been received. The following' example will illustrate: '^i FOLLOW-UP LETTERS 607 DiAif Sin: Sonif time afrn wc sent you a li>tter regarding our improved !)u-tltss Sweeper, but as we have liad no ri'ply we suppose the 1, tttr went astray. Tills old excuse, "Possibly the letter went astray," is sn iiaekueyed as to he practical ly useless, and it is oh- vldiisiy untrue. It is even worse to su^-oest that the readers failure to reply to the fornier letter was due to stiipiditv on his part or to discourtesy. It is always un- wise to cast a slur upon hiiu. We see the evil of this iiu'thod in the following example: i)i \i{ Siu : Sonii' two weeks airo we sent you a copy of our Ijooklet, "Safftv in Saviii.iv«.'rs in N(W N'ork. nun and women who are makintj the very !i. t Use that Ihev can of million- of (hiHai 'I'ht y do not ex- j! I to oil MKUC ili.in f'_. per cent. ■"f This hroinnino is also had lieeausi- it atteiujits to make the reader fee 1 thai the coinpany has Auuv him a fa\or in sending him tlu' booklet. 'I'his attemi)t to in- 508 BUSINESS CURHESPONDIA'CK If 'f: m timidate the rcadc may be siiceessfiil in a small per- eciita^a^ of eases, with the ehiss cf readers who are ignor- ant. Most readers, however, in the present (hiv aiT eti- h^htened enou-li to understand sales methods, and they luiow that their iiKpiiry for a certain booklet involvi's J'" obligation on their part. It is useless to sugn-est that it does. Far better is the beo-innino- that eompliinents tlic reader on his wisdom in wishing' to examine a i)roposi- tion earefnlly before he accepts it. The following- ex- ample is a n-ood ilhistration of this method. Foi^that matter the letter is o-ood throu<>hout : Dkar Sir: When we sent you our catalogue a week or so ago there was so nmeh tl,at was new a,ul interesting, we hardly had room to tell It all in one letter, neither can we expect vou to realize all the advantages of "Come Packt" sectional furniture on first thought. Because our plan saves you nearly two-thirds the cost, don't gc't the idea that ther.. is anything cheap ahout our goods. \\^ make a profit on every sale (ahout the same that the ordi- nary manufacturer makes when s.'lling to the jobber)— HfT there's just that ONE j.rofit : you pay not a cent for com.nis- .sions, wages, rents, etc., NOT ONE IMANV EOR THF TIIIN(JS THAT .\1)I) ONEV TO COST and not to the valu.' of the furn,t„,v. W.. make a speci.tlty of this o,„. kind of fur- '"tnr. ; we ,■.,•.. e<, nipped to m.ike it as economically as possihlr — this .sav.s money for |,olh of ns. \\\ KNOW that you can't g't hett.r fiirMitiirc. m, matl.r uh.it vou pay. Look ,at the grai.i and he.autirul (lak,- in"ti„. uoo.l we „.,■. Not plain sauaal oak. which is eheap.st; not n.l oak whnli ,\ most commonly „sed— nolhini. hut (,)( ' A liTl'.U S.WVKl) WHITE OAK; It i. m, handsonn-, ..yen h.t'or.. stainin-r th.t one ,n,an writes me, "he h.at.s to touch it." I wrote him. „f course, that our stains wonl.i HUEN(; OCT the exu.uisite fl.ik.. i FOLLOW rr LETTERS 50C ih<' (li'licntp frrain, ,-ui(l a to you, we will refund your money and freight charges. We are ex])ecting to lioir from you most anv day. Very truly yours, THE COLONLVL MANUFACTUlUNCi COMPANY, J. lJi,ANK, President. li Soijictlmcs a fvood I)c<^-i?ini?),ir may be made by telling the rradcr that since the f'oniier letter was written the uriier has received a letter in j)raise of the article which hv knows will interest the reader. Similar to this is the nil thod of sayin-r that since the ])revions let r was writ- ten some new evidence has been comj)iled which has an iiiiporiant bearino- o,) the jiroposition. Then, too, if the ic(( ptance of the ])roi)osition involves the time element, thi litter may sometimes bco-in by refcrrin.j!!«'V!t thj' hiMrin^ 510 RrsiM.SS (*()I{1{1.S1»()M)1ATE it" f nfno-. liowcvcr, it slu.nld make use. so ('•,,• Ms }u,..il)!r. ,,f tlic iiitrrrst i„ tlu- pn. posit i.,,, tliat has alrca.lv lurn t'iratcd and s!io,,ld uivc the reader new inip'nlse to read this appeal. Kil. li'nln of I he follnxc-N/>.~'Vhv o,.„eral eoi.strnc- tion of the ho.ly „f the follou-np letter is shnilar to that of the sales-letter, uith the exeeptir.. already note... Hiat m th.e |'oll„„-np letter only one lunetion" niav he performed. The nature ..f the material inelnded in the f'ollow-np letter has already heen disci. ssed. It is neces- sary here merely to remind onrselves that the material shonld he put in j)roper order. The tone of the rollou-n]) letter is similar to tliat of the first letter: it is in all cases adapted to the reader. It !S possihle. however, in the follow-np letter to become shohtly more personal. Th.- salesman adopts an attitude of or.alcr fann'liarity with his customer after he has called several times. In just the same wav after three .)r four letters have been sent, those succeediiit in\estment you could possibly make. .\nd surely my ti inis have Inen fair enou<,di. .\s I have already said. I want to ^^.t this puil.r introduced in every >Hifrle community in the country and to do that I have made some of the most remarkalile off..i-< ll,.,f I I., i; _ 1S 512 lirSlNESS COUUKSrONDKNCi: put oul hy a (.11111 iii.uliincry liousc. Honestly, tliiy .-.rr oflTcrs tli;it cairt ])o>'>il)Iy 1k' diijilicati d in flic futiirr when every- bodv knows aliout my ])ullt r and the orders ln<,nn to come in tlie wav I know tlicy arc f^oiii^j to. fiillv \\( II to have a |)Iaiii man to-man talk with lit out into \oiir field with von r.i you. like aw To tak. ni\ puller 11^ and show voii exact I v wliat i t if will do Hill I can't very \vi do th lis perNonally \\i h mv thousands c:'' fanner friends all )vcr the countrv. and if I ^ciit a man u|) to do it, it wi lid h e\|ien>i\(' am want to make my offer y puller uj) to you am I IM have to charge more fnr the puller. Hut I ni jii^t as fair as I can. I want to send I let vou test, it out in the field before Voii dicide to keep if. I want you to ])ro\i' coiu 'usively hy your own experience that every tlii:iff I say about if is true. That f- vou can no o eilows on ver your >tiim|) lo', pull out the biV it l,;nks t. ic i^lovc with a scvcti- fin. and IM rfcctiv t ') Miiall. hnt put it I Miow a ladv s vou will fin.l that ,t str-t.-h.. just .nou^h to o.nf "<• of your liaiul. \„firc how „u„| ;• cvcrv out] ki.l orni 1 too !v it lifs wl love appears when i lew, \,t I In I I' "•" I»it on. This will si loiv adinir- 'I ins a postal to.lay, .^i^,„^r„s p N'ery trill) or. C. n.WDKl, MF(;. CO. (HI IT ir l*i»!. La.s/ call It II ' series, the |i,i;t| | rr.v. -Heu. ■,,-,) l(.ss of i|„. |,.,,^rfl, of "ll«m-,i|)I^' ;nv vvm' ,. „nlv hy .-. last 1 .11 mot resist tlir a eall. T! i'.\- i.e Mccr s a "le. The last letter u\ \\ •If) to liririy tl pp(al: '( "•II10-. (.'•OHIO- le scries slionhl lia\ e some le \v;i\cnt|o: (iiics into li Miadr evident to tlu t;i that tl ne. It sli.MiM decision aiu loix ley camiut pni ,,(1' jl. Tln« last call letter has to he hati.lh.l in the ri,t,dit 51G IU;SIN'i:SS COHHKSPONDKNn: way. It is not well to say, as some writers do, that we are niakinn' this last ap|)eal i'l desperation. The followiiiir example will illustrate the wroiin- use of this method: l)i, \it Sir : rardon inc. but wliat in the world is tiir matter that von have never ;tns\vere(l a sirii^r], om- of niv ilouljie value, no ri-k offers.' So in doperatioii I am ^^linij to make vou one ' offer- tlie faire>t otl'er one man eviT madi' to anotlur. 1st The ahove example shows th'' wront i-nilnfi'd wAn final follow-up letters. Tjiis method is not usually (it- FOLLOW IT LETTERS 51' )-ri-k ■ la.st sirablc. however, because many readers are led to hope lor a further discount. As a matter of fact, there are certain concerns that do keep on dccrcasin^r tlie price until they liave reduced it by ei^ht or nine humh-ed |ur cirit. This practice has worked a hardship on i( -ultimate concerns in simihir fiehls. Some have foinid it necessary to a(hl tlic postscript: "This price will not he reduced under any circumstances." The hest of all inducements for the final foilow-up letter is the free trial offer. The reader is told that one of the hooks, or whatever the article may he, will !if s( rit to him on approval. He can try it first, and if lie decides not to keep it he can return it without ex- pense. Sinn'lar to this is the ;18.()0 a $o-,.0() Mut for ^IkOO— "1.1 inak.' tli.„. JHtt,,-- „„„•,■ stylish --il.an )!.,• .jollis you aro i;' itiii^. ! 'iis is a ,.ntty hi^r > lai,,,^ p,i l,a,,s you liasr I,,.,, ,i i).t >k'P»i«'"l "M that a.Tount hut I ran^ I J,, bark up .v.rv "•"■(I of it. ■-. ..,,\r airca.iy Ma(i two I.ttrrs ahout ,uy cloth, s my ,aia- l".::u.' t.ljs all ahout th,,,,. t..... Vou'vr s.rii rxa.'t i.hotojrra|.h.s 51 S HI 'srxi:ss cohrespundexce fi^,fe it of my styl.s—you hav(> samples of the icKntical clotli out of whi «'l it ri/rht into the mail >„ v.m, Won't be di.s.appoint.d «li,„ lh,. first hot days come. ^'eparate cover. As ,1 .<-( ,,( raf rirlc. it is hest t() put the hookl. t in the letter, if this is possihle without .sacriticin.u any of the efrectivetiess of the nm- terial. Even if it is impossihle. e.ire should he taken to see that a Itookht or cataloo is sent at such a .r^( BUSINESS CORHKSPONDlA'Cl.: time lliat it may not arrive too lonTee of effectiveness, en- closures shoiihl he related as closely as possihle to the letter, and should correspond with it in (General style and appearance. They should he e.iually well adapted to the reader. A well-prepared letter on .ijood pajjcr (Icinands the use of attractive enclosures. Too often the concern, u\ a sudden fit of economy, decidt.^ to dispense with elahorate enclosures ai!.i puts in sonie- thiiio- eheap and unpleasant to the eye. This is not tiiie economy. Lack of harmony l)etween the en- closures and the letter itself has been responsihle for the failure of more than one ^ood sales letter. It is Inolish to cram an enveloj)e with u^Iy slips of paj)er ,111(1 cheap "stuffers" simply because there happen to he some on hand. It may be true that no a(lvertisin- two inconsistent pieces of material. l<'or instance, oir" ron- cirn sent out in the same letter two testimonial letters iVom the same man writtiri on the same day. but en- tirely dilferent in character. This naturally aroused -ispicKiu as to the «4enuincness of the testimonial and '•<>!ise(|uently of the whole i)roi)osition. A few carefullv -'-* BUSINESS C()RIlKSl'()M)r:\CE 108. Ifcfcrcncc cafalor/s and hooklcts.~Caia]ocrs bookicts and cimilars that arc intended to arouse de- -sn-e may be divided into two main classes aecorcbn^r t„ tlie methods by wln^ch they do the work. Some are for reference })uri)oses and are expected to be in constant use. Others are for the ])nrpose (.f aronsin^- a direct buym^r impulse which will be sufficient for the one pur- chase. In the first class utility considerations are up- permost: in the second class attractiveness is the chief consideratif)n. Tile reference cataloo- is so constructed as to l^e a ^•uule to l,uying. The ^n-eat mail order houses in Chi- cago send out cataloo-s that are to l,e found to-day on the parlor table of millions of families ail over tlie coun- try. The bi^ steel companies send out catalo^rs tliat are to l)e found on the desk of every structural en- gineer. Many laro-e sup])ly houses in the electrical anI (nr IS 1 usaoe. and it should 1 )e IIKK ra le as substantial as the inaroin of profit will war nt. Hrass staples are f'reciuently used in bindinints in their favor. Additional interest iiiay some- be o})t;i!.'!ed 1)\' slH>\\!n"' .•>>! .••••*!;•!;' !M \\::i ; ■.:•-•■..-:. --.•^-. i»r construction or mami lure, Copy for refei-.'nce catalous slioiild l)e el ear, direct r,-2i msi\i]sr. rOHRKSPOXDFATE i^5 arul mtcvstiMo;. The writer's main oh je- t shouM he to enr.vey every hit of irifornuitio,, that ^- ill he vahi- al.le to the prospective huyer. He should I,. sM.iple "' la,.i,uao.e and exaet in his deseriptions. He should also pay sonu. attention to the plaeino- of the illustra- tions so that he will not Mn.l. when the eatTtlo^r is eon.- pleted, that an artiele deserihed on pa^re ,7 is illustrated on page 20. As m an advertisement, illustrations an,l copy shor' 1 he linked closely tf)<.ether 1(59 D^cripfivc />ooA/r/.v.-I)c^eriptive hooklets are intended for a very different purpose. If thev secure a s.no-le order from the reader thev have done* all tint >.s expected of them. The reader will not ke( ,, a . a tailor's dummy, but on a .u^entleman who is surrounded !)y l)eautiful women or by bio- business men like Car- luo-ii and KockelVller. Pictures that convey a ne<^ative 111- an unpleasant idea should l)e avoided. All the illus- trations should be i)leasant and positive. The makeup of the pa'_jes is a matter of even more importance. The illustration^ should be so ])laced that tlicy will balance. There should be no l()])-sided or liottom-heavy pa^es. ( It must be remembered, in mak- inn- up a booklet, that two pa^^es facing- each other must frequently be considered as one, for the j)urposes i>f display. Space does not here ])ermit a len o.sitrcs. Kvid ence enclosures are ndverned hy much tiie same i)rinciplcs a^ .•i|)ply to de script ive calalo^s and hooklets. Since tl lev are t o pre- sent Tacts, however, they should strive for ahsolutc clearness of presentation. There is no room for imai tahular t'nrin. Still hetter frequently is the o-rajjliic method of presentation, where the comparative size of two nuni- licrs is shown l)y the comparative size of tAvo scpiares or circles. In presenting- evidence the point must be so clearly hronoht out that the reader cannot possibly miss it. Testimony may be ^iven either in a l^ooklet or in the loriii of separate insertions. It is usually wasteful to send a business man a larL>8 BT'SINKSS COKUKSl'OXDKNCE I • 11'' 11* i Samples form one of the best kimls of enelosures provided tliey are properly used. They shouhl ab ' be aeeompaiiied l»y some explanation or deserij that will point out their ofuxl (jualities, or direei for testin^^ them. Some ineentive should be •jj'iven tor keepin^f the sam])le. A building'' eontraetor who finds in his mail every day a lar^e assortment of samples, of painted or varnished bloeks of >vood. pieees of tile, tin and slate roof^n^^ and other buildinn- materials, is very likely to ^ive them to his little Ixn to plav with. lie will not do this if explanations are attaeheil which show him tJie value of the article and arouse in him a desire to lest it. 171. Order hlank.s and wiscrlhuwdiis cnclofinrcs. — An order blank is one o," the most necessary of all enclosures. Sometimes it is merely a coupon attached at the bottom of the letter. In other cases it is a more or less elaborate form. The ideal order blank would be one that is ready to niaiL AM order blanks should aj)proach that ideal as nearly as possible: in other words, they should not re(|uire of the reader anv more exeriion than is absolutely necessary. A lono- slij) ol pajxr cheaply jirinlid with many ruled colunuis. with- out any ex|)lanation of their use is likclv to be an obstacle to orders. The blank should be simple and convenient and should contain every bit of information that is necessary for the one who fills it out. Spaces should be clearly desinuated for the rnimb; rs. descri|)- tioii, ^\/v and other ditails of the .••■•iele ;ind for tlic address of the buyer. Kven fnen ten per cent of thosr who order will luA fill it out eoirectly. All unneeessarv strain on the ir min(K nuist be axoided. There are many iuiscell;meoiis iiielosiucs that can not be el;issifi((| under an\ of the abo\e heads. Tlu KXCLOSrUES AND MAILING ('AHI)S oL>U I majority of them are Intended as a direct stimulus to .iction. Some are in the nature of an artiele to he used ii\ tlie receiver, such as a blotter, calendar, memo- r:m(iiim booh or something- of this nature. Sfmietimes ;i guarantee ta- the receiver of the letter to a (crtain discount if the order is received before a ^ivcn (late are often a more effective stimulus to action than the statement in the letter that such a discount will iif niven. The certificate is a concrete and tan- a lac-simile rej)roductioii of an ad- vtrtisement inserted in some national magazine which will indicate to the dealer the demand that is beiiio- created for the ^r„(,ds. Kven such an extreme form as an envelope of the si/e that is commonly used for birtli announcements is sometimes found in a IVdlow-uj) sys- tem. This will fre(iuently be followed by another tii- \eloj)e of yi^antic size. IT.'J. Di.sp/d// in jnhhrs and letters. Whatever the nature of the maihiiii' eireulars, the outside must have on it son.etbiti;^- that will stimulate curiosity. This is usu.'dly in the nature of a picture of some kii.d. or a title, or the fragment of a sentence which is contini.td nisidc the cii-eidar. If a |)icturc is UMi\ it must nut l)e Minply some urotrs.jiic cartoon that lias absolutt h no eoniKction with the ;irti(dc ad\(rtiscd. It ;|i(Mild be somcthinn- tha! will make the reader lo<.k and lli.il wdl lia\e sonic >i-iii(i(aticc lor him after he has read S of I'tivc •(I is 11 l<\' (Ic illlll iinl not tioii til IS lur- )re(l ad- iii'l 1 as irtli >\s- cii- tlu- l\C S IS r a lid not tlv EXCLOSFRKS AM) .MAIMXC i C.MtDS o.'jl tlu' text inside tl le e.ivular. If it is a title, it slio.ild, like the title <.| a l„.(,klet, i,e sliort. attraetive and apt II |)...ss.l,le. It should :,ave the -You' appeal. Haek- "ved titles like "Look Inside A H li"- n a\ I) ided. Miicji hett 1) aroain," "Stanethiiiu' \ on M ISS Tl lis. fw." should I le vv -ire titles like the Toll Vl.nt.$I Will Do,— Story of a Yankee I ind the like. Tl owino- nvention le re(iiiirernents of fra<>rnents of tcnees are very similar. Tliev should I apjiear personal to the read sen- )i il er, If Y Tl le )e eonerete and I'ollowiim are oil 'lew, "On .Taniiarv 17," Tl the Reason Why," "Hc-ardin^- ^'our Sales ere s ter Day's Work," "AVill Your \ papers on Mareh 1(5 r" All these titles anddi^iil A IJet- unie li e III should, of course, he eloselv the X l)lay 1 eus- iiies to l>e found inside the eireular, It has not heen found eonneeted with the material I" refer to the displav forms f neeessary in tliis disei ission lartieularly in icference to the amount of educational work reciuired hy it. 4. The class of prospects and the source from which they were ohtained. We shall consider each one of these factors in turn. The ])urpose may he to sell the article di.'cct to the (•i)iisi,iner. Staple articles would not usually })e handled in this way. The article handled in this way would usually ')e a novelty or specialty, for which no repeat nrders coi.id he expected. A long series of letters would Mdt he used, therefore, cxcej)t in rare cases. Even the great mail order houses, whether hatidling an im- mense variety of articles or simply a singk line, such as elothing or ieweliv, usiiallv find that a loriir series of letters rhu's Hot pay, in spite of the rejuat orders they hope to si-eure. T!ie mail order houses cannot, as a rule, do Imsiness m* "e cheaply than the retail mer- ehatit. They cannot, therefore, use a long series of let- ters to secure the initial ordhest percenta^a- of re- turns is not reached until the fifth letter. Frecpiently the percenta-'e of returns on the sixth and seventh let- U rs is greater than on the first, second, or third. liefore the campaign is decided upon, therefore, the nature of the i)rop()siti()n should he carefully examined and analyzed in all its asi)ects. The saJne sort of analysis, by the way, is likewise necessary before under- takm^- an advertising- campaion. The factors given l»il()w are the most important in relation to the article itself in detennininK whether the series of letters should Ik lono- or short. ( Hy a l()n<>- cam|)aie amount of mail. iVny proposition ]>rcscnte(l to them will receive r(.lali\ely less attention than the same ])ro])osition ])re- scnted to the workingman or clerk. For the latter, one or two letters may be enouijii to secure all the r('sj)()?ises tiiat are possible; I'or the former a lorifi-er cainpaign and one entirely diff'erent in character is the I'fiK- kind woi'th consider'nu". it also makes ;i ditfei'en<'e how the list is secured. A man who has replied to an advertisement is worth .1 lon;^er series, and should receive a longer series, of lollow-uj) letters thiui a man who has shown no interest 111 the proposition at all. If lie has sent a few cents for 1 l)ooklet or sample he is even moi'c valuable. There :ire exceptions to this rule, of course, but within the • iMie class of j)-ospeets it holds i^ood. -J ■I »38 lUJSINKSS COUUKSl'ONDKNCI.: ^ The source of the irKiiiirv is jilso a factor. A mail order piihlieation may i)ro(hice iii(|Miries at five cent^ apiece; these are of less value i)rohal)ly, at least ' )r the purposes of a business man. than in<|uiries produced Ml a more e.\})ensive i)ul)lication at. let us say, tiiirty- five cents each. In the latter oroup there would prohahlv l)e fewer curiosit V seekers. ver- it> From this it is evident that the nature of the ad 1^- cami)aiori has some etrect u})on the natin-e of le follow-uj). If the policy of the tisir tl concern is to insert ach ertisements in publications that prod uce m- (juiries at the smallest nossihle cost, it may produce a ess incpiiries. lar^e proportion of comparatively worthl If, on the other hand, it wishes to concentrat class which will provide the largest proportion of buyers, it may use certain trade or class i)ublications upon the that produce in(|uiries at a slinhtlv hinher cost. iiKpiiries deserve a lon^-er follow-up ser uc les. Tl le advertisement itself must be tak sideration. Mystery copy — that i en into on- s, copy that j)i(iues the curiosity and does not tell much about the article— d not produce in(juiries that are so valuable as those oes pro- [ duced by coi)y that tells mor.,' about the proposition The latter class of nu|un-ies is worthy ol' a longer f offow up series than the former. Si )me advertising men simply re- icn. set out to ])roduce as many inciuiries as possible. 1 quently they do this by misrepresentative cojjy. Tl d" the follo\v-u|) system does not produce satisfact suits, they put the blame upon the sales departmenf, whereas in reality the advertisement was at fault. Hy way of summary, then, let us say that the follow- up system de|)ends ujjon the follouin'^' factors: 1. The purjiose of the system. 2. The cost of the article and the marni,. „f profit. FOLLOW- i;i' SYSTEMS 539 .•{. 'I lie nature of the |)n)i)ositi(>ri, i)artioii]arlv in n tVreiiee lo tile ainniint of edueational worl lev are ^eeured. !■. Tlie class of j)ros|)eets. and how tl I71>. Til pes of folloxc-iij) s//.st('m.s.~'V\Hvv are t types of f()llo\v-ii|) systems: the eanij)ainii svst wo main .iiiil the eontiniious svsteni. The em. onlv one \w ha\ e thoi (1 eampasoii system is rou^hlv considered in the rhl .ailier discussions. This is a definitely planned series •III hen-innino- to end. The whole theory of educat Ir ive work rests n|)()n this form. Tite continuous system is not so definitely ])lanned. In many cases it is simply eo-operativc in nature. It rps in touch with dealers and with advertisers- it Kt Liives them timely news that is of imi)()rtance to them 111(1 to the writer; sometimes it nu relv "ives them what i.ulit he called the MHiilar to the "I iiliui iiaiH 1." I n purpose it is louse oro-an or magazine issued hy some concerns, and in many cases th» house or<)-an ulti- mately takes the place of the follow-up letters. Some concerns of course, use the continuous foil o\v- s. /Vn ocean trans- th 1 wi lip in dealing- directly with customer pnrtation line, for example, would keej) in toucl prosjjcets hy a continual follow-up. and call to <:heir •itfention the different trips that the company is ar- laii.U'in^-. \\itli its clients In the same way a hank might kv^'j) in touch ri lere is another type of continuous follow-up that 1^ sometimes called a 'wear-out series. Tl lis IS a series {•('I M lit out to a list of prospe'-ts until there is no longer Miy chance of securinu- [hv order. It is hest used in mection with stai)le articles, like furniture, which li.i\e few talking points. Its success de|)en(is largely i'|'<"i the timeliness and the force of the individual IJter. j.Mi MICROCOPY RESOLUTION TEST CHARi ■ ANSI ai.d IbO 'lSI chart No 1 1.0 I.I 130 "^^^ I" 1^ IIIIM 1.8 1.25 1.4 _A APPLIED IM/1GE .340 BUSINESS CORRKSPCNDFA'CE In the "wear-out" I'ollow-up there is no climax. Each letter is a direct atteini)t to ^t>et the order; one from one an^Ie. .\nother fp .' another. The letters may he written hv many different persons and each one is in effect a separate pro})osition. In selling- a set of hooks hy this method, f(.r example, one letter mi^ht emphasize the pleasure of the family in havin^^ a set of "Handy Classics." It would appeal to the parent instinct, and the love of ^ood reading. An- other mi<4ht appeal to the i)ride of havin<^- heautit'ul thitigs. Still another mi^ht ai)])eal to the har^ain in- stinct. Xo one of these a))peals, perhaps, would reacli all the i)ossihlc hnyers. Together they get all the ])()s- sihle huyers: they get every hit of juice out of the list. The hest feature of the "wear-out" series is the ])os- sihility of stoi)ping it at any time. Vet it sometimes hap])ens that one letter shov.s a loss, and the next one from a different angle sliows a considerable ])rofit. 180. Pldtiniiu/ (Iw iitdhidiial in(iiliiiing both in the scries. 'I'he kind of pjiper to be ustd and the class (*!' postage FOLLOW-UP SYSTEMS 541 nrc sii])jccts of nmcli argument. Some authorities in- sist that first-chiss postayv is the only kind to l)e coii- >i(l(rt'(l, and that the hest paper is none t(»o o-ood. The (iillieiilty with sueh authorities is that they are eon- ^lj^nvu <.f Ihr ad\ isahility of olferinM' special vacation h;irnains in s,,i,ic |*articu'lar line. In \Mn\uir io dealers ucneially. a continuous f.,||ow-np FOLLOW-UP SYSTEMS 543 series sh().i)(l l,e linked up very closely with the advertis- ing^ that is heiii. I-- .:;t>.f .-.:;» f.--. -. i-:.-f of one hundred thousand names. After it is prepared iv-;ij »!-■- n \ 54G it is sent rand sulti on BrsiNESS (OHRKSPONDKxcK oii^ lo a sjnall nuinlKT of 1 'Voni this list. Tl names clujsen n^ from tlii; le percentan-e of ord "e taken as preliminary eampaio-n ma peeted from the whole li in approximation of tl ers T V nsnal A similar test pre|)ared for the san of the different lett St. is made \vl le resnlt to he e: icn several letters have hee her of orders ohtained I le p.irposc. The relative effie nn he determined from tl ers e lene ■'iize. Sneh a test ean I v t aeh fi le nun ">i lists of the sam cffi cieney of first- and third-el >c' used in eomparin^r the relativ relative efl not t K leney of different kinds of tss postao-e as we as tl eo py. It o con.pare too many faetors at one time IS W1S( this is done the difl fo r II tl ie wron lines at .5 )C. per I me 5.00 .'J.;30 yp IjJ?' I ' T , i m\ 5^8 BUSIXESS (OHIU:SI'()Xl)i;X( K 200M shotts at OOc. per M r.^t.w-thn.o-)ino'WMHn.i,ron'iooArM;;;;.; ''"■' •p-i- <•) per .AI f">t or f,„-,i,„ii,. »i.,„:,h,... ■;„;■, ooAi',,:,,,:,;',,, ""'■' li.in.l. ,it --„; |„,,. j[ '■• "> cvt..rf.i,ii„«.,ooA,,,,H;.i.:; ,,:,;;. ■,,,:;,;,; :,;,,-;,;; •■'•" ;;;;',;''■;'"'''"•■■■ f-i'i^ )••■•»■. i«.. M ,,,. ,s,,, WMn.„-,i„,,,,, ,,,,,,0 ,,,■,....., ,,t ,„,.,,„,,,,„ ^,,^. Cost „f .,e„ii„, Vno,ro,„;.,;.,„;; ,, „,,:. ,;,:,• ;„ ■ ■ ■ ; ■ «; ■ ;« <-.«' ..f i.o,„.,.. „„ ,ooM ,.„t..r, ,„„,,,!. ,„,_„.;,t -"■"" stamp '"^ T, , , 2,000. 00 1 otiil _______ $'J,H2H,;J0 ol the letter itemized above is about $.38.28 pe tl o, sand. A test of .-,,0()() letters produeed VU ^ J^.*3 40 e-ieli Tl, > <• ii n'"(JWcc(i i.j] orders a thelt n, nm ^'""^' ^'"'"I'^^^^io" indicates hov tlK .u t pioht per order is determined. LKTTEli NO ]. (Letter H i„ Sootion 1,58) H( ccipts. 1'51 orders at .$,'3.40 viu-\\ Cost to mail .5, 000 •T-'"' • ^io per .\i J-\pcn(liturcs. •■iifular letters at $44.5.4(1 $191,40 180.00 275 . 00 75 . 00 80.00 150,00 60.00 20.00 20.00 2,000.00 :-'J,82H.;j() ed even ern. It r)ni])any 'lie co.st T tliou- ■dcr.s at tes how !445 . 40 FOLLOW I^l» SYSTEMS Amount MxfK'rukd in Filling Order. Cost of L'Jl cojiirs of the Gainsborough fiicture jit ,'};3c. each ,^ j,;3 03 A\.ia^ro express charge on liJl shipments /'^-^'- ^''"■'' 36.68 ( o^t of 6 collection letters on the li^S or- ders at an a\erage cost of 7c. j)er order. 8.96 Cost of L'Jl .sets of Iloffirth's i)ictures at 50c. per set .... ,.r -,. ' 05. yO Amount to be deducted from each of the 1.'31 orders (about ^> pvv cent.) for loss m orders— ave- .re loss beineen made in the above letter bv the use orcheaper pa{)er and the one-cent stamp, and the omission of the "latched-m address and the fac-simile si-nature. The number of orders produced, of eo.n-se, would have !)een nuich .smaller. It is ,,uite ijossibje that it would have been .so small that the total profit wouhl have been less, even thwugh llic iict pro/it per order mi-ht have been greater. I I 550 BUSINESS ( ()HI{i:spom)i.:xc:e ll^tS i Suppose, /V,r exan.plr, the cost of tl,c letter had bee rcduee,! to S.o ,,,, H.nus.,.,1, l.,.t that 5.000 e u' 1- .K.. n,, HH> on,e,-s. iieeeipts .o.HU then [:;: UNO. Assunnn,. fh. other itc.ns to W the sanu t'"^ tola expen.h.nres m.uM have heen .<^-.>(;t 85 Th ;||^I-.htperonh.u.a,hlhaveheen75eenl.hut J^^ap,.of.,,,,,nu. 5.000 h.tte.swouhl have heen <. •."•1-- lli.s eornpares with 08 cents, net profit nei orderjaa total profit ,,!• 8HfU5 in the prevj.s 'ir Ihis n.ereiy .n.lieates the fact that when the eosts'of tuo etters are to n.ake a test of a series of letters used to follow ;i-'.ly emphasized that, whatever line of business you are in, you should keep a careful iceonl of the results '.f each sales and follow-up letter you send out. Collection letters may also be tested. Xo matter how carefully you analyze the situation, von cannot be sure you have the best possible letter until you have seen and checked up the returns. The i)rinciples of writing- letters set down in these ]nio;vs have been tested and found to hold good in the majority of cases. They are far less valuable to the individual concern, however, than the results gained from the concern's own experience. If these results are accurately kept they will be as valuable as anv of the accounting records in the office. ^m h~- iii-'i Cir.M>TER XVII AR(il MKNTATIVK l.KTTrilS J-ol !"/""•'{ r"'"'"'' /'•■■"'''""•'-"'I,c„ a man has ' •„, '''•'"'''"■'< >■'"•'■ l^tt>-.-- I."t ,locs not p,„rl,as,., ,'"•""''■'"■': ■ i.u.kc.s M.m.. r,„th,M- i,„|„i,.v. II ■■'::;,;■"""""'""''•'«■"""- ".,.,,,„„;,,„,',„,; ,„,|^^. Th.TclV.rc, in ,„.,lu- that tiK.e n.ar-sale.s „,av be co„- m-«unK.Mta,,.c. !..,e« n...n,l,l. , Ik. sales a,,.l r,,Ml„,,^ '"V" "" ""-■•■"■-l''"'"'l'"^'l--H-Hass„C,„.„,,l '"t'""M„„l..„„liW,i„al. TI„,v,,,v,.,.al.,-,.a.iU.,,il,;,.v' ':'""" •■"■I"-"'' <■"'"' "'"■'"••"'■ ^■"1, ,„,. I, -vin., „,„..,.. "« n...-,ls, a„.l sl.mv /„„, that l,e .,„,„„, ,„r„;,,| ,„ ,„.„,|^,,, Ihi- iirii|)(isili,,ii yiin olVcr. " , "'■■" ';:- ';''■"■'■' '- ■■-»> ■!"<■ l- n,is„n,l,.,.s,a,„i- l ■ ■'"""■':':' -• in raili,,«l.,,..|,lain ,„,„■,. ■ ■";;"\[":"'"'^"'""^-"l'l"-.v,„, ,„„,■,.,.,|(„sl„m■ "'•"■'■•■'II.Vlf ,s|,a,l„„.arK a,la,,l,,n„l,isn,r,ls l»'i"™M-sh.,Ml,ly,>„s„a;,,.sl llial l„. has ,„ls,„„|n- AiiCS soiiir irv. I f nil Miakf be coii- to use purely Ilow-np people. n'iloi-\-. )lve ilie to meet IK'^leet iu ti!a\ ■slaitd- I iTiore ) slio\', iikJci [)i(lit\. le loi- Di;.\K SiK : — \()u have cvaicntly misunderstood our proposition. \Vc do not claim that the .uaterial ue put into our $50 monev-d.an.ror costs us that. We otfer you .$.5 worth of metal and .sir, worth "f l)rauis, and a ,nan who would rather have .$45 worth of metal .uul .$5 worth of brains is just the man wlio needs all the brains lie can get. Tl lis idea i.s good enou"h, hut tl would aidagonize almost anv 1 188. Mcctinir iJw oh le way of putting it possible, the idea that th nnnan being. jcctiou. — It is best to avoK lei-e IS really a very strong ob- .l^'-t"'" to be met. JJut sometimes there is a real issue. In sueh a ease, begin by agreeing that he has reason ''>r his posdion, and saying that you would probably Ic-el the same way in his ])laee. Then define the issue as sharply as jx.ssible. .Alake it a yes or no question. Help him to answer it. Freri. Then you ean give new truth in its plaee. One of the most fre(|uent objeetions is: "I have tried something ni' the kind, and fonul that it didn't pay." Sueh an objc-tio,, may be .-inswered bv showing tliat there -.re really great diH-frenees between this ar- ticle or })roposition and th,- others Ihal seen, to have M.me similarity. The resend)lanees are on lh<' surlaee; the diHerenees are underlying and essential. 'i'he prospeet says, for e.xample. that advei' ,in.'- does 554 BUSINESS CORRESPOXDEXcE Ijii^ '■* "ill «aoh the !,« „i f "■ '" ''.'"l"-'^- '«<•■■•"-■ V"n i,„ek this ,„,,''''"'"' "■"^''^■» '" ""^'re,st. ""■-"-inhiriL ,:::;'''';■'■--'".- .,otw about the value ,.f ti> ' ^'* ^"''^ scrptical -Hi were c™;!;:,;:,, *'"■ '''■''''"■^'''"''' >-'''«..«. it a .rial '"'■ '"-.^ i.'ai,ihtv- 1„ . t r' '."""" '" ""^•'-'^■» .si.e„,hn« a "; , X , o :'""""' "''"■'•'*• '— I"' ■» " j-i'^««L (icai of iiioiicv /^ii> .lit i- ti""« to his plant. v„„ a e tt th '^ '""'"'''''■• "il>acitv „f his plant ,,.;ii ,"'"'*''•'' 'l'"^ "H'lvasf m the of iiK..ss «hi „ ;; ;'-l'-7,«"l-"t ti.e i„o,.ea.se car/ta,i.,.dinsnn:.f' ''::•;; '•;■/'''"■';'"'■'«■ "'= «iat the future „f l,i„„,l( , , '""'''' '" ''"l'^'-' i."i-.ant a n^te,":':';': X!:: '"'""■^- " --">■ - ,,, ,.,^.,^,, N .(. .hepsvela,,„,,ealen,,,n,= lMMMlon;.tr,.pe.i ,, , , -"-'li' ""<•.'" ah ■■ •" i.is .i.;:;;:,;!;, ::::.:';;;,:,:'-;"• ; r tion. ' ui.i ..u.h ill. sn,.„(v.,C..„o,,„„„la- argu.mkntatim: li:iii;i{^ ooo 189. E. ram pics. Mr. W. I\ Smith, Iloho/itii, X. ,/. I)i Aii Ml!. Smith : March 8tli, 1909. W ■ ippivciaU' the stand vou tak l(i. and nm-w witl iiK' -ue for thf I ik I Ike vour si( le wl It'll e in your ktter of March 1 you whiii you say tliat our proposition is ■)t-'ginncr. i\w promoter, etc-. Wc will also .vou say tliat your ktttrs have brounht good iv-ults. But we want to convince you that ^iilt> for vou. goc wo can get better re- a oeneral rule it is true that a cerl kiMiu Irdu'i' is n ain amount of tei'hnlcal ecesMU-y to siH any article. This last statement particularly applic,il)|e uh, n you >l,ut out ti lit e insur.ince, niachuierv or anv oti > Sell such a thing ler -laiidardized hv long ii> proposition that IS ige ami pie whom it is sought to inl, i-..,t. We have not tried to g( t eliiiicrv manufacturers well under-tood hv the peo- uiv lite iiisurai e companies or nia- our clients for the a!)ove r ^ our edge tools are known to every hardware iohl ern States. Do vou sell to all of then easons )i' those who are not |o1)Ih r in the Ivot- Ndt (piite, and a lot )t your customers are worth gnttiiin, ''H'' Hiey not.' 'J'hey will yield to a systematic campaign. 'I'he per>i>t- rit and systemitic >aleMiian makes the hesf showing among joh- >' I- liuf it will not pay you to keep a man travc ling after vour e Us w rite them lettirs if we can get any nasonahle amount of results and iiard cases. It will pay you to hav «e can. \\ tin rou- took ( harge of the Dowddi I'owder Co.'s d vnaimle and ycerine sales in I Ik l{o(kv AIi am Stales a viar .igo uare iiilihe---, and giiier.d ston III We are at llll. ft v lo give ( these liiiis are sold to hard kiepers ) and w liil( ue do mil f, ,1 I 'Mit the (igores wr lia\. as h, the incPeas.' id' sal '"'" "'' -"I'iMg- e\p,nse we are sure that fh.' !)..«, I,,, ( '„. "ill not refuse lo give you the informal ion. Write ,tnd ,isk es .111(1 |i iluc- Ei ii Now 111! 11 w.' have made a succ ess (d' Ig e\p|os|\,s for 55G RrsiM.:ss(oHK,;si.(>x,),.:x,,^ K ■PI <".^ ■ ^ '^^°- ■""' I"'"" '■"■• 11,0 K,„„., i.„; «ouL!;;:;:f''!,™;;';;';;- '".;'"-• >«« -. ,.,.., ,,„„ "•■■- '•■"- -<: .v"..r .C M,,;. ™" ' "'■ «^" " '■''»'- '.t ^' .•«„, Vtry truly yours, r^^^AR Sir: M-r,;::::::r't;'' -;:';-; '- - -p-...-.,, .„„, '■ ■'■'■■■ '•■■ v,,„i„i,,/,,„.;,„ „: "''7 ""• ""I "'• ti,. k.,ic,; .,, ■i--- - i::':r:;::; :,:::;;::,::' ;;::77 "'^ - - -r ;„. "'■ '"'tv o.p,.,.^< i,, ,,,,,,.,,;'' .."''■• '""-tart' i. „,,.,,„ „,, --"'• ■'■"'•■>■" «Jli::/;::';::;vr '"■■■'■' :'■'"■■■■' ' •^"", as to voiir sfat,.„„.„f ti » "■rrrf"-' ■ -"■- rii: !;::;:: ■■" "■■ ■ '•'"' -^"K""' »'■ l"'.l I., .■.il.r,.,, III,. Il7,„|,\, , P-''"'>i.'>n'..r-:,i, , ,1,.,, • "-"^'-'■'l..-,i;.:..„l,„,„. ;"'■ «■•■ "-.V-...... ;,,o:;,.,, ';:,:: '7 ;:■'■''■' ^ "■"'■'■'■•" ■. :.i.'.,:d,r:;'"::'',r''''.''''^'"'™-''"' ^^"■^ >ntUnrinrv h, .1 ,... ''"''■ "' ^C'lhiMi (l,,.,f ' '"} ' iii.(i lis in .,,,,1 '" ■""' M.U.- IIS H AHCJL'MEX'JWTIVE LF/1'TERS O.) ( Toenail Co., aii.sas Paint •' cmild ui,t ■'~> - -• ---n^i-i iiin;in, -.s SO satisfactorv tl.at thry -avo us a trial on their domestic sales-l.tters wntm-r, and on .Ja.uiarv 1. 1909, thev si^rnod a '"-'(.-art with us to write all their sales-letters for the next two vears. TIh- president of this eo.npany. Mr. Smith, told us re- '•ently that they are savin- almost .in,e.. they adopted our syste.n. Vou „„.ht 'pho,,,. Mp. s,„ith uid verify this. W.. have h.en successful for other people and we will be M.ecessful for you. Practi.ally every custon.er we now have, «lien wntm^r us first, stated, in effect, tlu.t l,e was -from Mis- >oun," and we Jiave shown him. Let us show you. \ery truly yours. The Umversitv Corke.spoxdexck Co.vrAXY. Dear Sir : In accordance with your request, T submit a summary of the -tnnated economies which you will make by takin^r s'pace in -e of our u.odel loft buildings, and giving up your present New \ ork warehouses: Insurance: Saving per annum .gainst rates from lii to .58 cents in your present warehouses, upi)ro.imately.. .*(),000.0() I. II 1)0 r: Without allowing for a.lded efficiency of labor, and possible economy in emergency belp, Mr. estimates" that if th.. ..n- tire business is transferr.d to Brooklyn, five (.-,) porters, at .$1 ;}.()() per week, can be saved, or a total p.T annum of ;),;}ho 00 Space: It is estimatrd that ;W.O0() s(,uarc feet of "d date as much merchand uiings Hiu acv'ommo- as your prcscjit o.iH m "h nUSIXKSS rOHKESPOXDEXCE space of 4J..000 .st|uarc f.rh This is bc- ■<'au>r of the .•UT,in^ri.,„eiit. and the in- c'l-eascl cuhical oa,,,Lcity of the storage -space. 'IMu' (liffcniicc Ijetwivri your prcs- *'nt spa.v, at ^7 ccts per s(|uar(" foot, and the space in our huildin-s, at ;}() cents j)er •sfiuan foot, will effect a saving per y.ar of approximately ;.._ ,,^^_^^ Total cart tuna teri saving, exclu SI VI' iLSr )f .$ll,f)60.00 Whil. our estimates of vour cart ri"' economy to v ou, I I la feature, because it is dependc lishment of certain throu'rl ve consid(>red it w nt. cost indicate a further ise not to present this etc. It is certain, I o\ve\cr 1 r.ites f that be greater, for t! will be the el le same vohune of bu Tl unuiatinri of cai-tafr. Ins is estimated to be $^,118.00, on 11.7.-) in a measure, upon the estab- rom \ew England territory, will not cononiy ncs. vour cart ige costs siness. The ge on deiivenes to rail li cents per package. This will crease of «.", per cent, in the ( liveries, and the possible slirrht <•>! packages, at 18 J)racticallv offset I )v an in- 'ost of your \ e\v York City de- iiig your in( I •oniuig shipments from water lines, can secur . through railroad rat.'s from tl increase in the eost of receiv 1 bel ieye that H. n. an( 1 fr oni H dl ound Hrook, uhirh will '• Hoston X: .M line res 11 1 in handling incoming shipments from t slight increase in cost. ]i 111 an economy les. points, instead of roadly .•onsider.'d. the propositio oconomy of approxim.ately .^ll.OOO ap}iears to be a cert (){). niies which will incr wit I ^':^■. se this to .'fJl ;■"),()(,().()() ain fiossible econo- sonable allowance should lie made f «!iich cannot !..■ a.aairately ,..stimateli W x'asoirs. etc., ef( securing additional space 'lile we 1 ia\(' it t le [iri'sent t line, iffi, I ret spaci m our building No. .'J. we h nve ni ■gotiat ions wi th ARGUMENTATIVE LETTERS .^59 l.TiTo number of pn,.s,H..tive tenants, uhich arc in about the .s:um. cond.tH.n as (hns. .id, vour firm, and I trust that vou w| be abk. to .J.ter„,ine at an early date w.at vour aeHon will f- .n the matter, so that we „,ay .ive you the best location pussible. Very truly yours, Bi'sir Tkkmixai, Co. I) K\R Sir: A<,'-itat if^n tor a shorter day f variety of opDo or iriiij operatives has met with P[)osinir ar^riii,„.,|t. At least one eontention of textile and other liiariufacturer: las nev( r b( en outsiders have failed to understand. IVrhaps it 1 made quite clear. This is the contention-perfectly f,roper-that even though the weekly pay-roll was re.luced in ,,roportion to the reduc- t.on in workin^ three per cent. What is to become of the profits.' ^ The retailer is being forced to make more "turnovers" of his '■'"7 /'^ '"''''''"' ""«■ '''f '1 considerable part of his goods remain long untouched on his shelves. :^,€^l- B=f pf, M •■] ■ t il :» BUSIXKSS (OHUKSI'ONDKxcE A typical small store operates about like this: $10,000 40% $14,000 3 $4«.()00 10% $4,200 Capital. rerceiita^rc of mark-up. I^tail value of stock. Number of turnovers. 'I'ot.il business Un- year. IVrcenta^r,. of nvi profit. Net profit. equii)mcnt. * t'lpuai and f :: ;;;:;;i"'T- 1 '■""°""' '™" ™^" "">"• ■"•' n.-ntation and i,n,oranee e ' ' " I '"''"'' "^ '"'^"^^'- l'.rl,..,,„ vo„ „r.. ,|„„ „„,. v„„^^ ^., ^^. ,_.^ ,^ Servki I'i Bi.isinx,! ^'^,„,,^^.Y. CITAI'TKR XVIII OnrciAL LETTERS M 1!M). (icitcrdl nilcs.~'V] iittc'i'.s. wliicli (lifrcrs ii K'?-e is one class of I,,) sint'ss 1 most rcspt'C'ts IVom lli,,v whid liavr pivvioiisly hwu (•(.iisidcird. and wliici veniently he called "official letters." Tl .yoveninieiit officials, iiienil I ma\- i-on- )c\- ai'c used hv (■(Ji ■poi-atioii, and the lik 'crs of a firm, officers of c. in writino ahout matters that (ii-(» t outside the scope of regular husiness. 'inetjmes matters of importance to the fi iinization, hut fre(|uentlv are of i)urel Tl lese are I Inc. Letters to tl that to tl ask lese niemt)ers or o rm oi- other })urelv i)ersonal ffic ic same class. Y xa mpl( lals would lid he- cs would he a letter ■s a husiness man to act as a meml)er of comimttee, one that asks his ad nswers to such letters, and the like. In fact, anv 1 some- hat is written hv or t vice on some (juestion, etter o an official or a I .my other (jucstions than those whicl nuular routine of l)usiness, .11 "Ificia.l letter. The stationery »usmess man on 1 come up in the as an may l)e considered on which ofTicial letters are writt( usually differs from that used for other 1 n ters. It iS most fre(]uently smal ilar t )usiness let- Icr in size, of folder orm, and similar to social stationerv. head IS fre(]uentlv used. Tl A small lett er lie name, o Ificial lis contains usualiv onh position and address of tl M)metimes only the address. I liave this on what is ordinaril of tlie folder. Tli IV-36 501 le sender \' c< wi v.t;iiloi saire is at present to )nsidered the hack pa_<>e irst J >a<>e U) oe ■I ,1. i1 r,(])> BUSINESS ( ( H!i;i;si'( )XI)ENCE i ,- mi " rittrn ru. If a second is necessary tlie other outsi,] pa^e is used. OHieial letters fall naturally into two classes- tl. '"'■'"'•'' ^""'^''•■'■"'■'•nnal. Thrv differ so ui.ldv in ton '»"(! eonstrueti<.n that they may hest he ex.n.in'ed sepa rately. ^ 1!»I. Fnrma/.~l\mm\ letters are those written t( .i,^overnn.ent ..(lieials, inen.hers „f (-onuress. olljcvrs o ♦'"• "nny and navy, an.l otlurs in hioh positions, an( «v„erally to all husiness nun except those with who., the writer is on a footin- ..f friendiv faniiliaritv. TIu letkTs wrdten hy these ir.divi.luals are likewisc'formal, llie mechanical form of these letters differs froii] that of other husiness letters. The inside address is written at the close of the letter at the left-ha,.d side In d all titles are oiven in full. X<, ahhreviations sh.ould he used. As correctness is so necessary, it is worth while to «-ive a hrief explanation of m„re common titles l;>^^ r.sr of ////..v.-The titles I^rvcrnul and Hon- orahlc, and the foreio,, title Sir should he used with the fn-st nan.es ur.less Mr. is included, as Ucvcrcnd Sam- »cl Jc/lcrso,,. When used in the hodv r,f a letter, the should precede the title, as ^the Honorahle Ja.ncs Gor- don Will a.ldress the meeting;' or "The llcverend .Mr. Knox hopes to I)e |)i-esent." ^^'ith the title of Doctor uv Professor the first name may or m ly not he used, accordino- to ehoicc r.ider die laws of the Ignited States no tjxed titles a.-e attac-hc.d to any of the federal office,-s. Certain rues have hec. estahlished hy custom which slu,uld he I oil owed. Tlie l^-esi,jent should he add,-essed The Prrsiclcnf. -1" outside isscs: thv \y in tone led .sepa- ritttn to llifri-s dl' ions, and til wlioiu ty. TIu; ' formal. ■I's from I dress is md side. IS sl^.ould •til while itlcs. d //o//- cd with id Sniii- ;ter, ///c !cs Gor- nd Mr. it name d titles Certain >uld he 'sidcnf. A ''■ovcrnor or liiicfi the C, OFFICIAL LF/1TI:ks mayor shonhl he addressed // >m v\ell. Iloiiornhic Jain .fcr.sr//. rovcnior and ///,y //, is I'Lvccl- )it or tin- Ma r.v /-'. Fielder, (, ,'ior, or, as Ovcnior of Xctc and .i"'ress (>rcrs of the House of ]{ •li-fssed Ilonorahic Carter Cla epresentatives are ad- "•t II fat I vailj '■t*. In state leoishiti •v.v tl Hoi se of I ic mes tlie same iisaj pre- pre- Any titles are written out in full 1 may he, as Licutenant-G K 'cneral. )UTver lon.r thev The titles Superintendent, ALn'nt ete. after the name (i{ «-rees, likewise, -low tl /'. JoJi n Stuart, . / ^en t. II are written onorarv ihhrcviated oe„erally, as D.I)., LI, J) le name and are, unlike titles The salutation is usually Sir. Tl etc. close is Itespeetfullif or / /•// ''( • , 'eetfulli/. le complimentary 103. E.vamples of formal lethrs.—ln tl the letter, the strictest formality is u\ hreyiations or collcxjuial expression Xqy]- fr( in speak dd le hody of equently the third person is used througl init>- of the writer. The 1 )seryed. No ah- s are permissible. lout in^uage is stately and dignltied to the point of coldness. The following is an example of the formal ofPcial letter: nir: MUM'tmo- of the Wliolosale T,uinl -roatiT \e«- Vorl<, held on Marcl iiT Associat! on ()} V-iy 1 30, 190!), it wa^ rc'solvfd fii.tt: I i m-h HISINKSS (OHUKSPOXDKXCi: •ii- V- "'I i..':u:",';:;!::: r:;.,";'' ^ •■ ■ '-' •■• "■•■ ^v,„„ Ml fliw I,,, ; ■ ' ^'""i;; 'III llu- /inns iii.-a..-. J^ tliis clause is allowed to rem il-i fn ll, . •«• . -n • Ilcspcctfullv, T„K Whou.:s.u.k T^rMBK. D^.u^kks' Association. iJv ,J„„x r. .Morris, .SVrn/./r/y. Honornhlc Thuoth>, I). SulUvan, House of Htprcsnitathrs, Wa,s/,;,i^^rf„„^ j) q h. , turns of fa>„,i,.nty with c«cl, oti.cr it would al,s,n-,l to use the shited fo,.,nal stvle. For tl e M... I.. J ho M.lonu.l otlici.l letter is in f.et the ev.et ' "'"'^ '" "-• '■"■■-'I. I, |„s el,an,e.e,- „ „ 'e ^ , '■^" ';'"■'; 'f- i'>- «l."'«- the lo,- I letter s tni«n,si,e,l ehiefly l,y i,s h,ek ol' eharaeter In laet. it is har.iiy 1„, ,,1, I,, sav that the onlv -l-|.>mtlK.i„,oru,alletteris,lK.toueho,-|Irs ,am■ l•"^that reasou there are almost nles to he laid oscd in flu c Aiiurlcvui prcsciitativo to liave tliis \Vll()|r>a|,- IIS iiioan-,.,1 'ivu thou you can in 'ill, it will t' "orkiiii'ii tli'alfrs to action on UTION'. OFFICIAL L1:TTEUS >\Mi for its construction. r) (',.-, J^ikc the ordiiiarv personal letter, ,t n.ay be of any form that tlie writer chooses- iie js at hherty to please himself. The sahitation is usually Dear Smith, or Dear Mr Smth, or Dear Jaek or anything else the writer pleases i IH- msHle a.ldress, if used at all, is placed at the end ■■'s n. the forn.al oiHcial letter. The con.plin^entary Hose may he Shurreh,, or Cordialhj, or Faithfulh,, Others are frequently used. in the hody of the"letter the writer need not trouble iiiinself to be correct or concise. Clearness is easy to <'f>ta.n, and courtesy is natural. C-haracter is the c'mlv 'IMahty the writer has to concern himself with; he should aun to give the letter the stamp of his own personalitv. 10... A.y,,;,^;/.._The following are examples of the iiiiormal ofhcial letter: len who t would )!• these tine of is de- c exact •e than is dis- e only inalitv. Mv i)KAR Professor Jones: I will have the printer send you two proof's of vo„r articles •HK rev.ses whenever you think necessary. I will h'ave hin, also -1 ow copy as to spelling, althou^.h in ^ivln^. this instruction I shall feel a hftle as I shou.,1 if I were to ask Dehnonico if I nu^rht hrin^. a frie.u] to dinner in fiannel shirt and .noccas.ns, >a.d r.end l)emcn bent on simplifying .nodern attire and prevent- ing' the enormous waste of ^inie which it compels The ho■ "■""''> ' '"I" v.... ..Mr .■.],|,iv,.i,-,.;.,M „/■ v„„r „,„.l. cl..,M,.,„„„l,;, , '.'■'•■"l".-."......N..i.....mve K..I.I.... ... v...ii-a.,ili.,v,„„|i„,|,„|,-v iJ/r. Kdxcurtl Fninhliii, ThcCarnaal Kc/, Cmnpanu, Sr.c York City TlIOMA.S (JhaVKS. QUIZ QUESTIONS PART I ADVERTISIXG [The numbers refer to tnc numbered seetiona in the tejct.) CIIAin^KR I iriSTOKV Ol- AI)VKKTLSI\(; 1. AVlmt effect did tlie increased pioduclion of ^r,„)ds have oti advertising;' 2. DeHne advertising^. AN'hy did not the cohhler of the I7tli ceiitmy need to advertise:* .*{. What was the most i)rimitive form of .•idvertisin^v;' ■t. How did the media-val Irader announce his wares ^ ■"). (iive some early examples of the use of "si|^-n. ttoards." «i. Why was haiidwritin<.' used so jon^- ;,s a means of advei'tisiny:' 7. \anie some forms whicii ad\ ( ilisiuLi- sjuns take to-day. H. Wjiat eoiinlry produced tlw lirsl ad\ ( rt isement of ■' <"rntM.i. What |irt.(hi( Is were advertised durin«r the earlier vi\\\ liistorv f .1. ..r \ .. '-■-"n;;;::::;r::;::;;::-:';:-r'--"-,, <.(• lw;o' ■ " '""'"■" '^^'""J"'-^ "ill, ll,e ,«,„ r- illCS C^TI.M'TKH It ''^v( M(M.o,;v or Ai.vKirnsixo \«- Wl,y ,1,, l.usiness nicn oik.,, h-nr •. • .• ''«-'.sMlK.stu.|yorpsyc.hoIo^.V? '""""'"^' ^?>- How \\(i(]I(| Jl ii,,!,, (1*1 11,,. ,Min,l „,. „„|,, ;' '"■,•■"'>■■' I'-'- I" l-i ■ ll,,,t fnl' "'"■"'' ;'•'' "" '"'■ •*"«■'' '■" ""■ ""-' ' ' "' "" i'l'i'ilisfrs i,„i,it „f v,V„.? '» of ail ()l(i ■> <1(\( loj)- L'aj)er and iindard of s and the 'lit of ad- vvard ad- izines to- o advcr- le issues ^ver tlie due to griZ QUESTIONS 569 \i I id ice ^v I hat harae- . -r a •2-2. Glw aji ilhistration showino- how the iinao-es pro- 'liK<. Why should the advertiser eater to the eye's de- sire for ease? MT. Wh H Men j,s ine ihovenicni facilitated "I tile e_\r most easily r>To ADVEiiTlSING t i I I ;i8. Describe l^rofessor iruey-.s experiment to dete mine tlie movement of ilie cyt'. Jt ^V':^^ '"''"^''1'^^' '^ ^''-'^'te,! in the a.hertisemei oi Ao. () :" M Why are the more familiar arrangements c wonis more easily remembered.^ 41. Whieh pait of a printed letter contains the mo.- eharaeteristies by uhieh it is ree()o-„ize(H 42. Show the psyeholooieal point involved in Pre tessor .AJ nensterbero's story. 4;i. AVhat common fanlt" is found in manv ads. whie em])hasize two or more ideas? Toh"^" ^^ IT' tl^'" ''"''"' "'■ ^"^^«-^-'^^'«" ">-st success rullynsed.^ ^^ »'='t i'onr cardinal points are to be kep mmmd U-,,atpa- 'oes eonti' ''^'^^^ ■i-;. \Vhat is oained ])y repeatinn. an ad. contimiallyi 4<.. Illustrate suo..-cstion by inference. 47. Xame other emotions or instincts which mav be Morked np..n successfully bv the advertiser 48. What help n.ay be obtaine.l from psvcholoiri.a) slinhes ni d.vnlnu^ H., ,„estion of connucrciai in.itatlo,.? ADVI l{TIs|\(; rKCIINKvrF. 40. What r, I.Uion has typou-,,,p|,v to advrrtlsin<.-? ^y^"'- '^ '- '"'"i system usrlandanli/ation of fvue •size.s i ■ ' ■''. ^VI'^"is'H.;mtby th,,mn-lypehi^h'*? What ' to (leter- "rtiscment 'IMCIlts ol' the most 1 in Pro- ds, which : success- ' l)e kej)t 1 a trade y patetit tinually.'' may he loloirica) litatior'.'' t' I Iters:' III' type What QIIZ (,)Ti:s'ri()Ns 571 is the stamlan] lieinht.'' X: niK ler tl le point .svsteni. ime the chief type sizes II ow is the wi(Hh of type measured y-i. W'liv was tjie ]ett II A 1 er m adopted .,s a staiuhird:' ow wo nid yoi, jiuh'cale (lie Kiioth of a hue of t meol type -j',; iiiciies ]onn- eoulaiiis I ype: low many picas: marv news- printing! What is the widili of a cohnnn (.f an ord paper? Of the popuhir ma,na/inesr "ii. \\'liat spaces shonhl he ohserved How tin the sj)aces vary in size." 53. Why should tlie ad. writer at first not try to in- dieate the sizes of type in which each part of the entire a(h is to f)e set? .3<). What practical tiscr to jiidi^c the niimh iiJians may l)e used hv an adver- and to select desirahlc stvl ■r of Ictteivs I'oi' a ^iven sj)ace merit e or size for the advcrtise- .>7. What suggestions may he helpful in select proper style of tyj)e, etc, •JH. \\'liat practical m mg a gain ideas regarding hordcrs? ly is open lo the 'idvcrtiscr to .")!>. On what I 'asis does an advertiser pay for his ad- vertising space? What is the difl' i'c,L,iilar .igate typi' and the i erence hetween the ()0. What IS a "cut X i'occss of zinc ( lehinu'. <■>;{. Describe the procedure of makiiio a lialf t <:^. \\hal is the hest kind ..f escnhe the one cut "eopy" for a half tone «;.). w lat is tile |»;iM eiil .' a h.dl III hasis of charging for making a zinc lOIH o72 AD\ KK'lisiXG i|^^; <'<'. Oi' what importance is the "sereerf.' ^yu.,t •, someot thepopuhn-sereens:' ♦ )7. How are wood cuts niade.^ <>«• ^^ Jiat are impression cuts'* ^- Hyu lon^ does it take to „,ake a ^ood elect. n P^ I ..w n.u.y miprcssions should a ^ood .,ne nmk, '«• ^''^^t,s he ddrerence between the -shells-' of, - i.s the lead-mold produced.' W'hat advantage lias It over the copper electrotype i ' 71. If cheapness rather than fine work is desired wha process may be employed bv the advertiser^ .:^n hat features should be considc-ed from a print n« po.nt of view u, preparino- ,,,,,,. ,-,, ^^ ,„ ^ l-..-a,.wspaper. IWH, the i^en Day proems. .^Uhat bad eonddioMs in newspaper printino.|u. 311. (,e..r^re Hunter lrie"'f"^^'snmy the advertiser put cover paper -<; '>.-•.! and n.anda papers. sL, advanl^ "'•»>lH'A^a,ned ,t a prop..,, tu.t is selected in eolo,. w.H- >\liat IS meant by the word 'piy'V rn. Whatetrecthasteinperaluivonpaperr Wh.Vh ^^•l\ Is Dailci- ni, wl 1,1 .. I.. 1 . ... l-r-umo. ,1,..,. ,hi„«s „l,al a.lum,„ije ,U„. ,|,,\„K,,:. \^ ^^'llat are k1 (.Ic'clro- >iic iimkc.' ■lis"' of an )!' nickel.'' i\iuitag'e.s ired w hat 1 a pi-int- la^aziner eess. itino' lias 11^' as to s about Cor fine of hook colored liat arc ■ |)a|)er, ianta^e n- work !'■•'!'<'•' Which .' iiy ad\cr- QUIZ QUESTIONS 573 User 1. \Vhy shonhl an advertising writer he readv 1 saen/icc eleverness for the sake of hrevitv? Ihnv nn lo.eernh.ess hv uain.,].' How n>av Ihe'sales storv I n.med. A\-l,y will eare in n.akin-. a lav ont savj th advertiser expense.'' J>2. Wliat is the ehief purpose of making a ]av out i n.ass lur an a.l.f Deserihe the n,etho.*J. How shouhl eno-ravinos whieh must he used in ; cut, hut whieh do not mateh, he handled.^ How an small euts nenerally hest disposed of in an ad.? Ihns can the white- space ahout a eut he re-.dated? Ihns should the title plaee7. What is a "proof? Wha( is the cheapest kin.P AN hat pomts should he looked for in correcting proof? AVhat is a hlue print and in what class of work is it economical to use it? 08. \\'hat are the characters for the following changes m i)roof: 'Xo paragraph:" 'put in lower case;" '-take on.t type or matter with a hue drawn through it;" "trans- pose;" "insert period:' 'insert Ci)mma;" "two-em dash;" "straighten lines"? 00. Wliat is a "closing day" as used hy magazine and newspaper? s^ le amount ready to flow may story l)e save the ay out in rocedijir. used in a How ai-e .? How 1.^ How let? m[)o.sitor ng room rmiiiiriiT st kind.^ ;• proofs irk is it chan/res take "trans- dash;- ine and QUIZ QUKSTKJNS 575 CHAPTER V ADVERTISING MEniUATS 100. Define the term medium. What is a pcriodieal .' What is a nmga/.'mv^ 101. State the chief differences hetwecn a magazine iiid a ncM'spaper from an advertiser's point of view. 102. AMuit infiuenee should the character of the ad- 'xrtiser's noods have on tlie selection of a medium? 108. How would you set about to find out the char- acter of a newspaper? 104. What qualities are considered of first ma. Wliat inlhieiice dors the editorial pohrv have oi the fharactcT of a incdiimi '. HO. W'iiat advaiita-c is nrained hy usiiio- c-oncrctc dhistratioiis in technical advertisements.' 117. Of what is the general nature of ^Uxv adver- tismo-"/ How are "personals" looked upon hy the trade.^ lis. Why is it not considered o-ood Inislncss policy to si^ii an advertisino- contract for two years or morcT Hi). Accordin... to statistics, how many magazines are furnished per 1,000 of ])opulation^ ^ 120. How could a i)opulation maj) aid the adver- tiser? What would such a map contain.' 121. A\'liat two factors largely determine the adver- tising- rates.'' 122. Why are the IahVics Home Journal and the Delineator considered women"s papers.' What makes them valuable advertising mediums? 12.*J. What differences can he easily made between the various j)ublieations known as general monthlies? ri-k Does the editorial jx-int of view indicate a men- tal stale of the readers? How is this imp.,rtant to the ad\crliser? 12.>. What important eontrihution has Collier's Wccklfi made to the advertising practice of the day? .•iiialyzcs se a Ih'm-Ii I tliati il •(•Illation, as speni ' lia\c on I'onci-etc V a(her- l)y tlic I)()licy to ore.'' a^azines 3 adver- u iulver- aiul tlic t makes between lilies.^ a iiien- t to the "ollicr'.s (lav? griz gnisTioNs r,~- CIIAPTER VI ADVERTisixci MEDIUMS (Continued) 12<->. What .listinetioM orspaec freq.ientlv soM^ Wh ■ an advert.s.Mo- .xpert ahnost a necessitv when tb question of newspaper rates comes up? SUPPLEMKNTAKV AOVKirnsiXG AIDS j;JH. JVhat is n.eant by supplementary advertising^ 1.30 How does street ear advertising, compare wiU other forn.s as to systemati.ation? n;.- uu nv Jr would be red u red for .. cf,.„ ♦- . * earns the r-.ited Sf t ^'''/'^'''^ ^'^^ camjmi^n coverin^r '^ I .Hted States and Canada r What would be the eost ot sueh a cam])ai_on .^ ^"^ ^ 1-*|>- What eomi,arisons should be; ' before ado nt n^, street ears in preference to the loea. p., tt't general ,n.pressions n,ay help one to deea. VI a \^\j "'V" " ^'"'""'^ "^ *'^^ ^'l"ve ad.? 1-il. llow is du-c'ct apj)eal ol)tained? advel^is^^'f '""'""""^ "-^ ^"""^^^- -^'^ ^t-t ear adve^^is!;!;?;'' ''"^ "^''"'^ ^^-^ ^"^^^^">-^ "^ -^^^-^ 144 What objections have been interposed by way of protest against bill boards? ' ' 14.3. What are .Mr. Samuel Dobbs' arguments sud- portmg the commercial point of view? ^ street •c^:':i"''\n';"'^r "'•' '■" '"^^^ ^^- '''''^ '^^ ticet ca, a AM.^t ,s the s,/e of a standard sheet ^ Its cost? \Vhat n.f.t cl„.,.i,i 1. .7.^.-. .-. . , . • oiJI boards m different cities? ^ I VtifBiTI'TrYJriftiia ig a husi- 1^ Why ^vhen the crtisin/T? irc with ly cards -overirig [ be the 2 adopt- What \Miat lat does •eet car mtdoor )v wav :s sup- ith the sheet '. J I using QUIZ QUESTIONS .-,T!) 1 17. How is the hill hoard advertising ])usiness cori- t lolled? How would you ])lace your husiness? U8. How are painted signs classilied? UO. What risks are taken wiieu an advertiser uses cither a bill board or a painted sign? CHAPTER VIII SUPPLEMEXTARY ADVERTISING AIDS {Continued) l.)0. When did electric sign advertisements begin? 1.51. Are electric signs popular to-day? 1.52. How do the prices run for electric advertising? lo.'J. What trade influences often decide the location '»r an electric sia-n? 154. Has the advertising agency interested itself yet with this branch of the business? lo5. How may electricity be used for advertising purposes indoors? 156. Wliat practices gave house to house distribution ;} bad n.ime? 15T. AVhat risks do the advertisers take who rmploy this method? 158. What means are being employed to give adver- tisers good sen-ice under the distributing method? 159. Why should the maker of advertising specialties keep in touch with the user of them? 160. What two tendencies should be guarded against by the advertiser when he decides to use novelties? 161. Wliy has the calendar become so i)opular as an advertising specialty ? AVhat evidences are there of the growth and strength of t' ; • meanK i^f oriyertisi--- In- using the calendar? ^ '' 162. What firms find the calend ar especiallv useful? K-^^lb^ 580 ADVERTISING 103. What cunmlativc cil'ect is referred to as being the [)rime arouineiit in favor of the calendar r 104. What danger is there in using blotters as ad- vertisements if Km. IIou- di,l (Ik- use of the house or^•an orininnte? How many house oro-ans of (he better class are pub- lished to-day in the [Tnited States? UUk Into what divisions may house or<.rans be di- vided.^ What field was left unexploited until the house organ a j) pea red.'' l«r. Why should sales ideas, profit making schemes, etc., he emi)hasize(; in the house organ which goes to dealers? Is this j.ubjication's best objects attained if it IS nothing more than a collection of clippings? What qualifications should the editor have? 18i 17.3. Why (lid the iiianufacturer ^row suspicious of tiM- wliok'salcM- and jol.l.cr.^ \Vl,y did he no i,, the re- t;:ilerr lias the function of the niiddk'uian disappeared uliere the johher and wliolesaler have heen (h'sphieedr ■'71. W iiy is the eousunier lookinn' to the uiaiuifac- tiHvi- nioi-e aiKi more as u source of liis goods and not t!ie retaik-r? 17.J. Why do tlie retail houses ohjeet to the mail ..rder houses? Do they ohjeet to other lirnis Mhich sell 'iirectly to tlie consumer? 17<). When the manufacturers tried to standardize tlie price of goods how did the retail dealers take advan- tage of it? 177. How has the manufacturer attempted to deal with j)rice cutting? 178. What are the reciuirements m dealing with the -iistomer through the personal appeal? What two ")nditions determine the effectiveness with which the contract method can be enforced? 170. How does a legal monopoly help a firm to hold !ip i)rices? How docs a comi)any keep a johher from dealing with suh-johhers who re-sell at cut prices? IHO. How is price cutting met hy some firms which do not have a monojjoly hut have advertised widely? IHl. IIow docs Richard Hudnut (hal with a case of price cutting? IH'J. Docs the .niddlcman make the price? 1«.'{. Of what itnporlance is it that the price of goods tends to c(|iial the cost of production? 1H^. What cvd clfccts lollow continued policy of substitution by u retailer? IH,-). What is gainc 582 AD\FJn'ISING 186. What element is common to all price maint nance methods used hy mamifacturers^ 187. Sjiould a concern he firm in its (' inaiul that oi price he maintained r Should it \vith(h w its ncKuls cnttin<.' is persisted in;' 188. W'jiat are some of tiie seiiemes I'or oettii around the ])riec maintenance agreements lioTv nui the demonstrator he useful in educating- the dealer I the advantage of price standards S 1H!>. How may the co-operation of the dealer he ol tamed xvhile tiic manufacturer is creating a consume demand r 0. How juay free samples to consumers he dis trihuted so as to help tjic local dealer.' IIH. When the sami)lc method proves too costly, lio\ may the coupon schenu' he suhstituted for it S 102. ITow is the dealer's co-operation gained hv us. of his name in the manufacturer's advertisement.^ * Ur.i. I low does the dealer profit hy this methocH 194. What is the advertising gaiu in the use of i guaranteed 19.>. Wiiat is the attitude of manv retailers toward advertising mailer left in their hands'for distrihutiou;' CITAPTKH X riJKvENTiox Ol ADvr.K-nsixc; ^\ astk 100. Why do the retaih rs look with suspicion upon llie attempts of the adverlis.r t.Mhstrihutc his literature, etc.. throiiMh themS l'.-'<. \\ h;ii a»-e (he fiitidaiiieiit;ii points in gaining the good will of the dealei-:' 1!>8. How d(, certain tirms islw dealers ,i te!!.|..(,r...,.v competing advantage.' QUIZ QIKSTIONS .^H.'i "6 mainte- (1 that one s noixls if r «vt tiller [low may dealer t(i ier be oh- cousuimr s he ilis- •stl)', how (1 hy use it.^ ' ho(W use ot' a > toward butioii:' •n u|)i)ti rratmc, [lino- the II III >PM l'\ 199. Wliat are the arguments for the "free deal"? 200. How is the proteeted price policy carried out l)y irrtain breakfast food concerns? How does tlie retail hade look at it? 201. Is ])riee euttinnr in liarniony with the trade mark pohey of the manufacturer-advertiser? 202. Wiiat reasons can \r,u give for advertising out uf season? 20,'J. What problems arise in eoniurtion with the ad- \ertising of expensive specialties? How did Richard Hudnut meet this (piestion? 204. ^Vhy should the financial i?iterest of tlu- dealer never be lost siglit of? 20.). AVhy sliould the conditions surrounding the dealer be investigated before his co-operation is asked? How may a firm be sliown that bigli-grade advertising is expensive? 20G. Is it advisai»le to cliarge !..c dealer for adver- tising matter? How does the l»atent Paint Company keep track of tlie advertising leaflets, enameled signs, etc., which are sent to de lers? 207. Give some ways by wiiicli a dealer may Ite in- duced to use space on his own account. 208. How (\h\ tlie Palmolive Soaj) C'<;m|)an\ inte?-est tlie local dealers? 2(M>. Give an illustration of how the local paper may Ik' brought to work in harmony with the ad\erlising in .1 national medium. 210. Why should the adxcrtlscr not lose sight of the local clerk in a store? 211. How does the commission ])lan work in connec- tion with substitution? What must be the loyieal end (if .ill Hi.cc i.cl./.».i,,^ 4/x 4,>.....f ll 1....1_.^ I.. ^ .II .. i ■ ••" - .v.. ... .:. ..^ .. _,;...! L!0()ds.' ; I m 584 ADVKHTlsiN'r, 212 TTow may tlie dealer be made enthusiastic ove the cstahli.slinient of a brand? 213 In ,t direction does the manufacturer thir.l that the dt r ought to be educated { CHAPTER XI METHODS AX„ . rXCTIOXs OF THE ADVEKTISIXU MAX- AGEH AX I) OF THE AGEXCV U'ft'- T-^'"^ ;"■' ^'" '^"^'''^ "^ *''^' ^'''v^'-tl^i"n. rnanao-er? U hat IS Ins rehition to tlic sales ma.ia..vr' 21.-, II. AMiat is a test of a o-o.hI hnsincss h-ttc- Fcr Hhat rc-ason do ,i,any Ic-tters fail t„ meet this test' 0. AVhat are the two processes nsuallv neeessarv in ^vntn,^. a suecessful husiness letter^ Distinonish' be- t ween then. ^Vhieh is the nu.re in^portant and whv'^ '■ \\ hat are the disadvantages of the eorresp(,ndent J.^.pa:.d w,th the salesnuu.r What are his advan- H. Why shonl.l a n.an n.,t "talk"' in a husiness letter? In what respects should a o-ood husiness letter resemble .!oILlitw"' '''*^"'"'^*'' ^"'' '^'' 1^""^^ "^ P-- J>- ^Vhat is the difference between writing for ex- j'l-ession and writing- for impression? JO. In literary composition who makes the adiust- "u-nt between writer and reader that is necessary if the message is to be conveyed ? 1'. In business correspondence wiio makes the a. What is obscurity^ How may it be avoided ? ]:- ;M"I '^ ^•'^^"^"^^'^^ n-v n.ay this be remedied? -• -.wiuT i> uMiiMguityr VVJial is its remedy? Qriz QrKSTioxs gg^ 18. Wliat positive things are necessary to secure clearness.'' VI \Vhy is correctness necessary in a hnsiness letter^ -0. \\ hat is correctness? Discuss the nature of us- age. •-^1. Why sliould a business letter be concise? 22. How (Joes conciseness differ from brevity? 23. What are t.ie merits of the example gix-en? 2-t AVhy ,,s pohteness necessary in a letter? When and how ,s ,t most frecp.ently neglecte.l? Why is it not MdUo say "Thanking you in a.lvance I'or tl^. favor'V Jo. ll(;w does courtesy diJlVr from polite.iess^ 20 Wliat is meant by tlie "you" attitude? What is us value? 27. What is meant by cliaracter in a business letter^ 28 ilow do some writers mistakenly attempt to se- cure it? ^ 29. Why should stereotyped expressions be avoided^ ilow can a writer secure character? 'i(h AVhat is the value of securing character' ai. Analyze the letters of Lincoln and .K.hnson to discover the things that give them character CIIAl'TKH in Tui; ntiNc ii'i.Ks or i oxsrurc tio\ :i'2. What are tl„. I.asic principhs of construction In ,. ,,, , J nocncL. W luit is lueu relation to the II \e C sf ^i'i. What iioie letter f ;u. [I OW may a letter be testcl for unity? 588 ^OJ{jj|;sj'o.M)j;^^.j, I" If !; teren(P ^''^oi.ud. Il.m- sliculd the let- <^HAI>TKH IV ■'■'fj: i\\i{.v(;i{Ai'if ■i. '^.1 M- : l';;'-^'«'-:''''' ■-•'-■■'«•.■"' Tr„„. . f«- ''■"I.-.- nl,„t ri,v,„„.:t„„,,, .|,„„„I .,, ,,. . •■■"We-«.„te„ee panwa,,l, I,, „v„id„l.' ' -in, i;;urr tiY \ Qi:iz qiEHTlOSS () the g'en- ii-c uiiih'. wnand in ice ? I' be con- ed letter and of a ficre ac- ^ Hon- -' intro- tlie let- l)e de- nethod 589 49. Why should the short paragraph be avoided in aiLswering complaints r JO. Under what conditions may clauses in a sentence be separately paragraphed^ "itence parag,5;: '"^^ ''' ''^''^'^^^ ^' -'*>■ '4>ply t<, the .52. Jlow may a letter be planned in advance to se- cure unified paragraphs^ u' Ar."V"''V''' '"''^' "^' P^"-^'^'-^n^lis be tested? oi. \\ hat are lorni paragraphs and how niav they be constructed to be most useful.'' * ^ grf,y^'^''" " '^'' ''"''''''' ""^^^ "^^^■"' ■" ^^ P^^'-a- .56. What is meant by the descriptive order and when ina\ It he used? .57. AVhat is the deductive order? What are its chief advajitages and disadvantages? .58. What is the inductive order? What are its ad- vantages and disadvantages? ^^^.^O.^IIow may ideas be arranged in the climactic (iO What is meant by the maintenance of a sin^e point of view m a paragraph? Whv is it useful^ <•!. How may emphasis be secured in the paragraph? IFow iseful CHAPTKH V TIIK SEXTEXCE 62. riow may good sentences be produced in busi- ness C()rresj)ondence? 6.'J. What is the relation of th^ im,..-...; t.. j '•>• mdividuai sentences to the impression prndu^rbv the whole letter? • 590 ('OKKi:sj>0.\i)].;v('"" 1-n^th of sentence, allow- able in husiness correspondence' ^. Why should iVa«n.entary sentences he avoided? sJL2 [^ ''T\ •■ !''^ ''"'"^^^ ^''^'t Jac-k huilt" sentence . U hy shoiikl it he avoided' (i7. How does the incorrect ^voupnv^ of id.as violate the imncple of unity in a sentence' ;;«. What is the connna faults ,Vhat is its ren.edv^ sentences; "" ''"^ """""" ""^^^ ^^ --'— e in 70. Jjnmt is the ruie .,f onler in the sentence? iatit>hl;:;:er " '""""^^^^'^^ ^'^^"^^^ 72 What is the parallel con,^ :ction and how is it useful ,n secunno. coherent sentences^ ^^^7jJ. ;^Vhat is the halanced sentence? Where is it val- 74. What is a nilsrelated pronoun^ 7.) What is the rule for the use of participles' Whv should the ahsolute participle he avoided' ' he'L-!:dV"^^''^^''^^^'---''^^ 77. Why is brevity valuable in securing, sentence em- phasis? IFowisit ohtained' cnSa">" ^^" "''^"'"'^ ^'"' ^"^^^^"- -'^ ^^> — 70. Why shouhl parenthetical expressions and con- tence. A\hy should neoatne ideas he avoided there ^ What words should he placed there? 80. What is a periodic sentence? UHmt is its value in secunncr emphasis? ^81. What is climax^ What is the most effective *•■•' -' '" "lilt-, HI a ciimax ' QUIZ QUESTIOVS CIlAPTEIt VI «2. \VI,at is tl,e baM. .,r g„„,l ,i ;,•„„, j,,„^. . «.'i. What ^^eneral nieth.uls arc hdpful i, .securin..- . n«ht choice of words ^ Wh-if i. n. ' ■•><-ujiin^ a '" "-kin«. the du'lcVr "" '■'"■''"^•-- "' '■"-'"" S4. Wliat is meant I)v mioil nsr' H'l.-.t i ■ i ,. « onls arc n„t in «,.,„| „.,,; ! ' "" '"'"''' "' 8.3. Wl^. .sl,o„l,l sla„« and vul^^arisn,,, be av„i,Ie,l? 87 wV"""'':-'"" "■" "■""'■' "'^^■" "''.ieoti..nable? nv. Wlmt are idionis? 88. Whav i. „, ,„, „f ,. „j,|,.^..,_^. ,^ ^,.^^.^_^^ •'ia\ It be secured^ se'lrer^'' ^^ ''" "'" "' ''^^*"^^^- "«- --3' it be ^^^no. When should conerete and figurative language he in. When k lingo permi.ssihle? V^l^r^r'7"^' '"'T" '^'"^ ^"''^ colloquialisn.s. \\ hen are they permissible? CHAPTER VII MECHAXICAI. MAKE-UP OF THE LETTER 0.3. What is the most important <,ualitv t<, be sotight iM tlie mechanical forms of a letter.' * 04. Whiit slumh! U stationery used? IIIC Ol/yC, ouiur, an(i te.vture of the 592 CORUESPONDKNC'i: 05. Wluit are tlic chief re(iiiircnicnts of a f^ool letl lu-ad:" Why is advertising- in a letter-head ohjecti able^ !)(). \\'hat e()h)r of ink slioiihl he used;" !)7. \Vhere shoiihl the wi'itteii heachn^' of a letter placed:' What should it include.' What is the con order J" t)8. Where should the inside address he ])lae Wh.it should it included What titles should he usi 99. What are the correct forms of the salutation 100. What is the correct arrani^enient of the body the letter^ 101. What are the correct forms of the complim tary close? 102. What are the requirements of the signature? 103. For M'hat j)in'pose should a postscript he us( How should a letter he folded and placed in the en\ ope? 104. "What are the reciuirements of the envelope' CIIAPTKIl VITT ROUTINE LETTEPS III 105. What qualities are most important in routi letters? How should an incpiiry he written? Write iiuiuiry. 10(5. "What are the six recpiirements in an order I ifoods :? 107. W'rite a correct order of goods. 108. In what form should money be enclosed in letter? ijfool letter- l ()l)jec'ti<)n- a letter l)e tl»e correct lie placed? 1(1 be used? Ill tat ion:' the body of ^ompliinen- lature? [)t be used? I the envel- nvelope ? QUIZ QUESTIONS 593 I 111 routine Write an 1 order for closed in a 109. What is a hurry-up letter? AVhat should it i.i- au0 Hon- does the appheation for a position to wlnVh e writer has heen reeommended differ from the kimis . I -dy diseiis. .1^ What parts of a man's .nalifiea- *'«"is sho.ih! he emphasized h. sneh a h-tter? 1-iO. What material shouhl the letter of reeommen.hi- lion inehide:' l*n. IIou- sh..i,hl reeommendallons he used hv the .■tppheant:' • ^ ';f • ^''';\^:,^'-'.'''I '•' A^'-neral letter of applieatlon 1 fn the luibolicitcd appheation? )e I)()siti()n AXSWr.HS K) ( i)Ml'i AINTS m. What is the main porp.-se in answe.In.r , nhiint ^ I r(^n^- fiven as apply- laiyzed v.ered ? be an- I 4 131. Til writii QUIZ QUESTIONS iplaint wh OUO 1^^ a complaiiu wiuu (|iiaiitv is espcciallv 1" '|C' souohtr How siu.uld the complain't he urittei^ V\ i-ite one. I.T). n,,u may onhnary foiiiplaii.l. he answered^ VM. I>„int out the faults in the example oiven U n(e a suhstitiite. 137. How shouhl eo.nplaiiits ..I' poor nunlhy he an- swered^ AVrite siieh a letter. 138. How should unjust complaints he answered' \\ nte sueh a letter. 13!> How should a letter in answer to an fnadefiuate order he written:' Write one. he rea- ' wliich ' kinds difica- lenda- >y the on he isition com- CIIAPTKl? xir SAI.KS I.I'riKKS 140. How does the writin- of a .ales letter diiTer n.m the writinu of an advertisement 1 in. What are the four ehief f;.n<-tions of a sales ap- peal f I I1-. How does the typical sales letter perforin these I I unctions f I ^3. What are the re(|uirements <.f ;, m,„„| heLnnnm-r "1 the sales letter:' '^ I U. How max the talkino-poinf s he found and used? n.m should the pru, talknio-poinl he usr<|' U."'. AVhat are the rc.piiremMi.'s of .-, ooo.l presenfa- 'k'II of the talkiiiu-points' 1 ^':. Wh,-,| is the vJu.' of facts and lio„,vs in secur- m^^ <-<.n\ ictioii r F low may they he pr.'sented ' I 1'7. What kinds of testitnoi.v nrr ..-r.;! •;:;=! j;..,=. may thev he used:' '1^ f>l M'f 148. IIou -liay tests l)c used t '> seciu-e conviction? '!■• ^^lla rs the psychological coinnunul? What i^ 'In vahje in the Hose of a htter' I.>0. llmv n.ay the eh.nces of scrn.ino. an onler he .nm.ase,lhy eeonoM,i/in. the reader's exertion r ^J-^. U hat mducements are vah,ahle in securing the CIIAPTKI{ XI H TTIi: AI-I'KAI. TO 1)11 IKKKXT CLASSES l->2 Wiwit must the writer know a!.ouf his readers in '-- to adjust the message to their particular n:"i: ..3 lowdoesalettertoalarinerditrerininaterial ' "iif I" .'I llliMllCSS iiiaii.' I.H. I !.,„ ,;„.., ,1k la„j.„aKc ,lirtV,- IVo,„ (i,, |„„. K"a„v ,,..,! ,na.l,l,...M,,. a i,,,M,,„s ,,.,,, f WiK, t I.... II.,u ,„ |,„,.s ,„ |„„,Vvs„.„al „„.„ dillV,- i„ '■'7:;;'' '';;■";• <• '- i-si,„.« „,. .,.,,an„..,s I- m,«,.,,,,,,,a,,,si,,,,.,.,,,,,,|,,,^,, ,,,,,,. .^^,,^,, ''"'" '■'■■ '""■'""■' -PiHsi-tl,,- sl,a,„shi|, <.,,„,,.,„vs l,.f- !'-P.n..,-r n,Mv..a„,h..,,.,„.,.|„.a,.i„s,,, ,. ,, . .,',;;,„ ■"■" '"'^ •"""'"'-■'« I-ints a,„„.aM„ •''.'"""■■""'■"-""-'I' l"-li„„ |V„,„ iIk. I,.|l.,. , , >tev . linn? Vhiit is •(Icr he iiff the P Icrs in icc'dsif itcrial ■ l;in- l sort tilers f (-■r in piil)- s let- pa !•- al to iat)i- .'r to QUIZ qi:j:sti()\s rm CIIAPTKll XIV rOLLO\V-ri' l.KTTl'.RS lOO. What is the {)iirpose of tlie majority of follow- up lettirs and how do they perform it:* Itil. How are the functions of a sales appeal divided ill the letters of a follow -u|> series :' Hll*. How may the letters in a follow-np series he ■"tied uj/' with one another^ li;.*}. How should the heo-iiHiino- of the follow-np let- tei- he written:' 1<>4. How do the tone and eonstruetion of the follow- iij) letter ditKer from that of the original sales letter^ K!.-). How should the endino- of the follow-up he writ- ten^ Kit;. AVlKit should he the work of the final follow-up; C'H.V1»TKR XV F.Vcr.osruF.s and afaimnc; ( ahiv" I)S ow 1»»T. l-'or what pur|)oses are enclosures used? H do they differ from letters f KiK. What are the main requirements of the refer- < luf eataloy:' K.!>. What is the purpose of the .h'serlptive hooklct and how slio!ild it lie eonstrueled ' 170. How should e\ id,;uc (uelosnres he constructed and used' ITl. \Vliat are the re.juircments of the order l)Iank^ 17'J. What advantan-cs have mailinnr cjirds an(J fold- ers i-.viv letter's? How shouiri ii,y i>e construeli'd so ••IS to make the hest use of these advanta^rcs^ ih o98 COHUKSl'OXDKxci. .r:i. n,nv ,„ay U,,c.,.s „„d r..!,,,,, |„ „,.^.„ Pl>'} ■ W hat arc ll,c lc,ju„a„f„ts u( a o„„,l ,7t,e? I53J ■ • ' lil CIIAPTKU XVI l'OLL(n\-Li' SVSTKMS ,11 1 ■" 'l-^- ll.c I ninnf,,,-,,/!! affect it; "/ .. " .at ,|„c.st„„is al,„„t the art!- I, itself ,n„st h,. ^msvvccl hclorc |,h,„„i„„ the svste,,,' •"••'liitt airc'ct the .s\>,tciji :^ IHO. \V|,e„ are „,allh,« ear.!, an.l f„I,Ier,, pennis- Class postao-c luccssarvr P'^tMs^ U|,,t seasons an.l days oft!,, month .,n,l \\rck shoiiM lie avoided? i«:^. ri.n a ean.palu,, h. a, How dors an arirumcntative letter differ from the ordinary .sales-letter^ 1H7. How ean an objeetion lie niinimi/ed I" 188. How ean it he met ^ How should the ar2. How should the titles Reverend. Sir, and Hon- orable he used? AVhat titles are used in addressing the important federal otliei rs f I9.'{. AVrite a formal ofJirial letter. 191.. In what respects do infoimal ofFieial letters dif- fer from the foiiiial ' 19.J. Writi' an informal oflleial letter. I A INDEX Advertisement, Character of goodii, 97-100. Cost, 98. Danger "of a page a day," 102. Determination of space, 98. Di^tril)ntion of appropriation, 101-102. lAI)cnse and size, 99. I.iirge advertisements, 99. "Layout," planning the, 10^-103. Market, 99. Publications, choice of, 100. lihythni in, 103. Selling points to be emjjhasized, 9«-98, 103. Type, 103. W.inain iker style, 96-99. "Advertiser's handbook," 100-101. .\dvcrtising, evolution of, 1-.'. Advertising manager. Advertising c.impaign, 232. Duties of, -'.58-259. Importance of, 255-256. Of manufacturer's selling organ- ization, .'U8-3t9. Itelations with the agencv, 252- 253. lieiation to salespeople, 251. lielations with salesmen, 252. \il\ertising mediums. Character of goods determines, 118-120. Collier's Weekly, exi)ericnce of, li7-152. Contracts and tertns, UO-UI. Co-iiprrative |irintiiig, 153-1.56. Density of circulation, 113. "'i>ti liiuiiipii of, i42-i4-;i. Family jiaper, 144. Free advertising. 139. Home jirints, 1,*2. Magazines, 117-120, 143-141. Monthlies and Weeklies, U4. Newspaper.-,, 152 et seq. Rates, 161-16.3. Trade journal, 127. Advertising specialties, 188. Advertising technique, 84-93. Advertising tricks, 56-57. Ambiguity in writing, 291. Ajiplication, letters of. Analysis and adaptation, 422-424. Hlind advertisements, 425-426. Comiilete advertisements. 427. I'or recommended {)ositions, 4.3.3. Successful applications, 431. I'nsolicitcd applications, 438. Argumentative letters, I''.xamples, 555. Meeting the objections, 553. .Minimizing the objection. 5.>3. Problems, .solving particular, 553. Art in advertising, 89-91. Attention, holding the. 38. B Ben Day Process, 82n. Bill boards, 178-182. Blotters, i<16. Booklets u.l folders, 201. Business correspondence. ("■roulh of the art of, 276. A.dju'.tiiiint in, 281. Conviction and persuasion in, 279-280. In former times, 275. Letters and talk, 281-282. (>()] 602 IXDEX m business com-nondencp— (r,>„/,„. ued) .Methods of instruction, old, 276 Purpose of, 277. Simplicity and exactness in, 291 Business letters, Farmers, to, 181-lHl, 185. How to learn to write, 287. Professional men, to, 489-490 493. Test of, 278. Titles in, 562. Women, to, 496. 497. Business stationery, 383. Calendars, 193-196. Character in business correspond- ence. How secured, 302. Illustrated, 304. Stereotyped expressions, avoid- ance of, 303. Clearness, 289. Coherence, 313. Order, 314. Connection, 315. Kxcmi)liricd, 317. Collection letters. Formal, 406. Humor in, 406. Inducements in, 412. ■'"stice, appealing 'to the sense of, 409-410. -Manufacture, methods of. 402 Oiiject of, 401. Personal appeal in, 408. Kctaiier. methods of, l.03-t04. Sclf-i„ierest, appeals to. HI. Sympathy, aii[)eals to, 408. System in, 405. Threats, 415-110. Collier's Weekly. 144-148. Colhxpiialisii,. ;}HI. Coinplainfs, atiswcrinir. iViioiit >ro()(Is, 449-150. Hxamples, 497. How to make, 444. Necessity of, 444. Ordinary complaints, 446. t'njust complaints, 451. Conciseness, 294-296. Consumers, Creating demand by, 224. I5efinition, 227. Mail order houses, 204. Manufacturer, 204. Co-operation in general. How some dealers used, 245-246 Co-operative printing, 153-158. Correctness, 292. Dependent on usage, 294. The most important question, 38 Coupon n.ethod of creating den.an, 225-226. Courtesy in business correspondenc, 296-297, 298. Cuts, how inserted, 108-10.9. D Deland, Lorin F., 27-30. Demonstration as inducement to buy 247-248. •' Di( tidii. Kxactness in, 379, Good thinking the basis „f. 'm,3 Simi)Iicity in, 378. i)istribution to retailers. diffie„lti„ m. Advertising advice for. 217. Kliminalion of jobber, 201 "Free deal." the, 233. C'uarantcp, use of, 227-228. Indueiiiir dealer tr> ,. -'37->!9 •■"'-"I'erale, Opposition to mail order houses -'07-208. Place in distribution. 219-250. Price cutting, 208-20'). - r::T Ittnkiiifi. 2|7-^I8. Publicity method, 208. INDEX 608 i, U6. 151. , 224. )4. I, fd, 215-216. 53-158. 29-t. luestion, SH.'i. ■ing demand, respondence, 09. ^ t lent to huj, ! of. :im. difficiiltir^ -'17. '01. 'H, o-operaf.-, J-^50. Distribution to retailers, diflBciiitics in — {continued) Quality of goods, importanre of, 218. Substitution, practice of, 208. Oobbs, Samuel C., 178-179. E Klectric advertising, lHl-187. Electrotypes, 79-81. Kmphusis, 318, ;}21. Beginning of letters, 319. I'.nding of letters, 320. Paragraphs, 310. Proportion, 321. Sentences, 350. ]''.nclosures, Classification of, 519-520. Descriptive booklets, 521-525. Display in, 5,'}0-531. Kvidence, 52()-527. •Mailing cards and folders, 529. Order blanks and nii.scellaiieous, Heference catalogs and booklets, 521-523. Kxpen.se, size of advertisement and, 99. Eye in advertising, 41-49. P "Financial advertising," 122-1G7. I'()ll()w-up letters. Beginning, 500. Body of, 509. I-ast-call letters, 515-519. Linking of, 505. Material, division of, 503. Piirpo.se and plan of. ,502. Two good foUow-up.s, 513. 514. i'ollow-up systems, C ireful planning in. 532. I'liccking rcsult.s, .system in. 51,-,- 54«. Costs, itemized, 547-519. 'iidividiiai mailing ])ieces, 540. Profit margin of, 534. Proposition, nature of, 534, 536. Prosi)ect.s, classes of, 537. Purpose of, 5,^3. Test in follow-up campaigns, 550-551. Time element. 511-542. Types of, 538-510. Tyi)ical, 513-511. Free advertising, 137. Free sarn|)l("s, 224. French, (leprge, 88-89, General mediums, analysis of, 141- 143. Gillam. .M. M., 95-98, 101-102. "Golden oblong." 38. Grief, Hurry, 200-201. H Half-tone, 74-78. Haiid-I)ills and samples. 188-190. Holnian, Frank H., 2iO. House organs. 200-201. Huey, lulmund Hurke, 43, 44, 45, 48n. Hunter, George L., 82-84. Hurry-up letters, 397. Imagination, appeal to the, 24-32. Visual images, 30. Keith, Gordon C, 127. I.ayntit. 102-112. Letter, mechanical makeu|i of. Body of, 388. Color of ink, 385. vciii|iiMiif ..iptive crder, 3,35. Kn)|)l,asis in, 310-341. ''''>rni, 3,3J. Inductive order, .337. •Narrative order. 331,. Origin and purpose, 3,'3. P'T'igrapliing clauses, 3,'8. ■"ilii'rt paragraph, value of, 3>1 •^'"Tt pargraph, when un.lesir- 'd)le, 3.'«)-3;J7. Single sentence paragraph, mis- "■^e of, 325. Inity in, 3,>i), 3.30, 331 I'er.siiasion, -'18-^W. Point system, 59. Posters and signs, 170 By retailer, 209-2\o Price niak"ing, i>l7-Ji() Price standardization, 230. Printing technique, .ifj-fia Proof.re«ding. 11,3-115. P.sycholojry^ Advertising and, 52-50. Hate cards. ]fi8-lo'9. Hate cutting, Kn. Hates, l(i7 Heady print lists, l,57-l,';8. Hecommcjidjitio,,.,, i:j|.|.{; H.romn.c.dations that ' help. „(j. 1..37. ' Helation I.etueen qualities and principles, 308. H'tailer. prnhlcnis at. ]9(1.22S HIn thm, in advertising, .i.Ki'j ' HiHiline letters, KncloMrig nionev, ,30-, 3f)r, "-O-P letle;s, ex^npl.;. 397. INDEX 606 i3(J. atul S.'iIps lottors, An.ilyscd, li7-l,W. Article, description of. Ki9-47J. <'oiimi;iii(l, psycholofricil, J7(i. I'.xfrtioii, iiiiiiiiiiiziiijr tlic rcfuliT>. K7. F.icts .ind (ijriircs in, I.7:!. l''iinctioii.s of, \:,7. Indiiccnicnts to ordering', Ws- 17!). Sales letters and advertisements, difference, t.jj-tjli. Talking points, selection of, liid- 468. Testimony, ill. Tests, 475. .Celling methods, limergencies, how met, 236. Sense stimulation, ^l. Sentence, Halanced, 352. Climax, 3(il. "Comma fault," 3W. Construction, 31.', 353. Co-ordination, faulty. 355. Kfficient, 31-3. Kmphasis through j.osition and l)revity, 35(>, .358-359. Ideas, 315-347, .348. Length of, 341. Order, loTJcd, 350. Participles, misrelated, 353. Periodic, 330. Point of V w, .351. Pronouns, misrelated, 353. Heiietition and suspense. 3,-,7. Suljordination, faulty. 355. Sight, appeal to, -2'.i. Slang in letters, .381. Standard c.mditions in rates, I(i<). 170. Stereotype. 81. StereotvDed e\urrK<^„^r, ,:,i Stycker, A. M., 66-67, 100-101, 1 12. 113. Suggestion, 19-54. Snpiihmentary advertising aid-^ Blotters, I!)(i. Booklets and folders, 2(H)-Mi. Calendars, 193-)!)(i. Uifficulty of devising, 1(;9. J-.lectric advertising, 181-187. Hand hills, IK7-I9I. House organs, 19f;-J0O. I'ainted signs, IHI-IHI. I'oster, 176. Street cars, HO, 177, Textile World record, 132. 'I'iles in letters, 56-'. 'i'rade mark, 51. Trade papers, 127. Trade secrets, disclosure of, 138- 140. Trading st;:mps forhidden by man- ufacturers, i?16— '17. Type. 103. Tyj)ograi)hy and advertising, 58. U I'nitj-, 309. Concentration on essentials, 310- 311. Kfficiency, in relation to. 3Ii. Paragraph, in a. .3J9-330. Senfeiu'c, in a, i;56. Test for, 3.31. I'nnsu ! forms to he avoided in ad- vertisements, 47-48. Vagueness in construction of letter 290. of, 303. Street car advert Wast ising, 171-176. W p. prevention of adverti 233-249. img, (HUi Words, C'hdict" of, 'Ml. Concrete, .'iTa, Correct and incorrc( f, ;j(;.5. !>■< tion, simplicity in, :i7H. Kxiictness in diction, ;j7!). Mioms, .'!7(i. Lingo, the place for, Wl. 1M)KX Misuse of, HOT. Sliiili and will, ;jfiH. Siangand.oiloquiali.sms, 381 Mood cuts, 79. Zinc etcLiMK, 73-78, 581.