■■■■■"■it ■■■■■1 THE LIBRARY OF THE UNIVERSITY OF CALIFORNIA LOS ANGELES GIFT OF Girt U.C. Library ACiVERTISlNG (ZrL.^siGLj BuildinQ Telep^lOne Sutter 1173 LETTERS THAT MAKE GOOD LETTERS THAT MAKE GOOD A DESK BOOK FOR BUSINESS MEN EDITED BY George William Poole • Jonathan John Buzzell CONSULTING EDITORS George W. Coleman President Associated Advertising Clubs of America George French Author of Art and Science of Advertising BOSTON AMERICAN BUSINESS BOOK COMPANY 19 13 Copyright 1913 by American Business Book Company Printed by Poole Printing Company Boston, Massachusetts, U. S. A. CONTENTS Bus. AdnOn. Library 5730 P181 Part /—THE PRINCIPLES OF LETTER WTIITLNG Preface . Introduction IX 1 By George William Poole The Plan — Basic Analysis, Purpose, Definite Aim ... 9 By Carroll Westall The Data — Collection, Classification, Logical Arrangement 17 By S. Roland Hall The Message — The Facts, Viewpoint, Human Interest . 25 By George W. Coleman The Style — Language, Personality, Atmosphere ... 31 By George French The Opening — Securing Attention, Interesting, Pleasing . 39 By J. George Frederick The Body — Description, Proof, Persuasion 45 By W. H. Ingersoll The Closing — Inducement, Climax, Direct Command . 55 By Tim Thrift The Mechanics of the Letter — Stationery, Framework, Typography 61 By George French Part //—SPECIMENS AND EXAMPLES "The Best Letter I ever Used and Why" — 306 letters that have been used by business houses. Notes and Comments 71 Edited by Jonathan John Buzzell 554502 PREFACE 'np'HE basis of all progress is a study of facts. The business I man who seeks increased proficiency in letter writing wants to know what others have accomplished and how. For him has been compiled this book of letters and facts about letters that have taken part in the building up of strong business enterprises. The facts here set down represent the best prod- ucts of some of the most competent men in the business world. No claim to originaUty is made by the editors. The assist- ance of some of the foremost writers and authorities on business letters has been freely sought, and each one has made important contributions to the sum of what can be learned about writing and executing business-building letters. Several recognized experts in business correspondence have contributed chapters on what their experience has taught to be the basic principles and underlying factors of the result- producing business letter. It cannot be claimed that letter writing in its average application has yet reached the exactness of a science, but the foundations of a science have been laid and the superstructure is fast being reared. These monographs should serve as an authentic guide not alone to the ambitious beginner, but to the experienced writer as well. Many prominent business houses, large and small, national and local in their trade relations, have consented to tell what letters they have used, how they have used them, for what pur- pose, and with what results. Even a cursory examination of these letters cannot but help to stimulate the average business man to develop plans and prepare letters that wiU prove of similar value in his own business. Much credit is due the Consulting Editors for their sug- gestions and efforts in securing valuable matter contained in this volume. Their sole aim has been to benefit business corre- spondence as a whole by helping to place it on a more efficient basis. PART I THE PRINCIPLES OF LETTER WRITING ^00 LE- ■PrMting(^mpa^y BOSTON ^^.^ /^.rt^ Form Letter Specialist; Proprietor. Poole Printing Company. INTRODUCTION By GEORGE WILLIAM POOLE THE important place held by the letter in direct advertising makes it a subject worthy of the most serious investigation and thoughtful study. It occupies an essential position in the promotion of practically every business enterprise at every stage of its growth and expansion. Probably no one other form of advertising is so generally used by all classes of business, large and small. Its value is well recognized. Its future is assured. It is vested with certain privileges and bounded by certain limitations. The only indictments that can be brought against it are the same that can be brought against any form of advertising. There is much more or less facetious talk about the relationship of the form letter to the waste basket, that kindly receptacle of all, written or printed, that is worthless or impertinent. There is little question that, dollar for dollar, there is far more other advertising than of form letters flung directly into the waste basket without a reading. Until within a comparatively few years less serious attention has been paid to the writing of copy for form letters than to the writing of advertising copy of other kinds. It admits of no illustrations and no display; in no other copy is genuine human touch so necessary', or so hard to get. Many form-letter cam- paigns have turned out to be failures; but so also have almost countless newspaper and magazine campaigns. In either case the fault has been, not with the medium, but with the way in which that medium was used. It has been because the cam- paigns have been lacking in some essential features or details, the greater part of which those who have specialized along ad- vertising lines have now become able to place on a more nearly [ 1 ] LETTERS THAT MAKE GOOD scientific basis. Many features of advertising campaigns that once were considered as a gamble, pure and simple, are now matters of ascertained knowledge among advertisers. Such knowledge has come as the result of experience and investigation. Among progressive business men there is going on an everlasting digging for those facts that are based upon the laws of cause and effect. No one man has in his possession all the facts concerning the writing of form letters, and no several men have yet reached the end of what is to be learned. In fact, education along this line is in its infancy. Little by little, nourished by the interchange of ideas between those who themselves make careful deductions from their own experiences, it will grow to maturity, but not within the time of any one taking a part in compiling this book. It is, accordingly, the purpose of this work to set down the facts that have been gleaned from the experiences of some of the largest and most important concerns, as well as those of some houses operating on a smaller scale. That information regarding the subject of business letters has been less in evidence than regarding almost any other phase of advertising is due, primarily, to the fact that it has been far more difficult to obtain than any other. The average business man is more secretive regarding his letters than of his other advertising methods. Letters are not publicly displayed and distributed, but are circulated within the confines of a carefully guarded mailing List, which in most cases contains few, if any, who are interested in the method by which the business is con- ducted. Great diffidence in displaying their form letters has been shown by many big advertisers who do not hesitate to commit themselves on other advertising matters. There has been a noticeable lack of confidence and fear of criticism. That there is a genuine get-together spirit now prevalent among business and advertising men has been fully demonstrated by the hearty response that has been given to requests for material [2 ] INTRODUCTION for this book. Letters that have brought many millions of dol- lars in business are here given pubUcation, for the benefit of all who will study them carefully and constructively. It is noticeable, in reviewing these letters, that judicious plarming and straight- forward, human-interest facts have a far more important part in the construction of form letters that actually have made good than the aptitude for the adroit use of language, or the ability to "wield a facile pen." The form letter is the most difficult to write of all adver- tising copy. It is far more difficult than the single letter to an individual. The letter must be written to a composite person, of whom the several parts are common to all of the class addressed. Great pains must be taken not to insert any statement or argu- ment that will offend or fail of response, as every useless word or sentence is an encumbrance that lessens the chances of driving home the argument in a way that will tell in results. This sug- gests the advantage of selecting and classifying your mailing list with greatest possible care. It means a close study of con- ditions, of needs, of human nature. The better the classification of the mailing lists the easier it will become to write form letters that will bring a large percentage of results. Of nothing does it seem more true that "what is worth doing at all is worth doing well" than of the planning and writing of form letters; and in no other phase of business promotion is that adage more flagrantly disregarded. It is my belief that the average form letter can be made to accomplish from two to four times as much as it now does. That it is possible to lay down any specific code of rules whereby this may be accomplished is not to be advocated. It is a problem to be worked out by each individual for himself, and can be accomplished only by exerting his best energies in the proper research and investigation. The study of the elimination of the useless and the acquisition of the elements that make for [ 3 ] LETTERS THAT MAKE GOOD clearness and force has not received from the practical business man the attention which it deserves, because he has found it difficult to obtain dependable information outside his own per- sonal experience. The average sales letter is the result of impulse rather than of careful planning. It is true that some business houses have succeeded in collecting a mass of facts, and in estab- lishing standards for their letters, but they are the exceptions. Writing a form letter does not begin with the writing at all. The perfect letter, if there is such a thing, like every other perfect piece of work, must be the result of a perfect plan. Much knowledge of merchandising, of human needs and human nature, must be had in order to provide a basis upon which a letter to produce the greatest possible results should be founded. A thorough conception of just the position one's business fills in the economy of the people must be the starting point of the successful sales letter. The power of reasoning and the faculty for analysis must be brought into full play. It is no small task — this planning and writing a form letter. The appeal must be deep. It must reach the very ground upon which the reader stands, and the facts must be such as will admit of no contradiction as he sees them. Show him. Action can best be obtained by the statement of facts that appeal to his reasoning processes. But how can you state /ac/5 until you first find them out for yourself? After the facts — all the facts — have been obtained, then there must be a logical arrangement of these facts. There should be maneuvering and marshaling until an irresistible phalanx is formed before the attack is made. Next the enemy's camp must be considered. WTiat is his viewpoint? How can I present my facts so that they will have that element of human interest which will touch a responsive chord in the reader's mind? The difference between letters that will get business from a business man in a metropolis and those that ^\'ill get business from the leisurely minded rural prospect lies not so [4] INTRODUCTION much in length, as some suppose, as in style. The language must be pleasing, without evidence of straining to make it so. It is a courtesy due the reader from the writer, and will be appre- ciated — other things being equal — in dollars and cents. The basic foundation of the argument is the individual writer's con- ception of the business he is writing about and the place it fills in the needs of the class he is addressing. Do not use argument for argument's sake. Make your letter stand out with force of personahty — a personality that is pleasing, sincere, logical, and convincing. AU these preliminary steps wiU serve to fill the writer with confidence and conviction that will not fail to have a telling effect in net results of the letter itself. Find the point of contact between your proposition and your reader, get into his confidence by giving a legitimate reason for writing him; and then, if you have become sufficiently saturated with all the facts in the case and enthused by the genuineness of the proposition you are to make — writing the letter will be as easy as talking to a friend. Of course there must be logical sequence and proper arrangement of facts in each individual letter, and each letter should be written with due consideration as a unit in the series. It is quite as essen- tial, in a series of follow-up letters, to arrange the facts and arguments to be emphasized in each letter according to some definite plan as it is in each individual letter. The final letters in a series should bear the same relation to the series as the final paragraphs do to the single letter — that is, use the strongest and most convincing arguments last. Say just the right thing, and just enough to give your prospect what facts he can readily take care of without confusion. Be careful not to crowd in "just one more" unless there be ample room for it, and remember that the closing paragraph or sentence should suggest action, or at least be strong enough to clinch the nail and make your [ 5 ] LETTERS THAT MAKE GOOD point. The too abrupt ending should be carefully avoided. Give it a natural swing — an individuality that will grip. The dress of the letter — the stationery, the letter heading, the typewriting, the spacing, the margins, etc., all have an im- portant bearing on its success as a business getter. A poorly "processed" form letter is less effective than a printed circular. If it be "filled in" it should match the body of the letter perfectly, otherwise it is better not to attempt it. That business man who pays considerable attention to looks in his form letters will be found, in the long run, to be far more successful than one who neglects appearance in even a small degree. There is a distinct selling value in appearance, and the mechanical make-up of the business letter should always be in keeping with the best standards. It has been the task of the editors of this volume to gather such information as is possible to obtain, and to present it in a form that will make it readily accessible to the business man working at the high speed required by present-day conditions. The constructive thinking necessary to derive the most benefit from these letters comes as a force of habit to all practical business men, and care has been taken to make clear the essentials upon which judgment must be based. It is first necessary to know what constitutes valuable knowledge on this subject, and that must be determined by men who by their wide practical experi- ence are competent to determine. The writer has for more than eighteen years made a special study of form letters, and has taken active part in hundreds of mail campaigns. The knowledge thus gained has been supple- mented by that of a number of recognized leaders in advertising work. The essential divisions of the subject were thus determined, and writers qualified to cover these various phases of letter writing in an effectual manner were chosen. [6] INTRODUCTION It is our belief that the subjects and the writers of the seven monographs which follow will appeal to the judgment of every man interested in knowing more about this powerful factor in the promotion of modern business. 17 1 PETTINGELL-ANDREWS COMPANY ELCCTRICAl. MERCHANDISE BOSTON f(ayui^o-ej )fe<iJaM Manager of Advertising. Pettingell-Andrews Company; former Director. Pilgrim Publicity Association of N'ew England; Author of "A Manual of Church Publicity." THE PLAN By CARROLL WESTALL Who has not heard that picturesque exclamation, "It beats the Dutch!" Analyzed, it's the unconscious tribute to the qualities which have made the enterprising Germans our most dangerous competitors in the battle for foreign trade — Teutonic thoroughness, the unlimited capacity for digging down to the roots of things. This faculty the following article has also. With the gusto of an engineer attacking a new and complicated construction problem, yet in an off-hand, readable style, Mr. Westall holds up for your inspection a letter plan. He takes it apart — shows how it works — puts it skilfully together again — then tells you in breezy, man-to-man, practical fashion how to plan your own letters in the same effective way. We urge you to read this article in its proper order. It's logically the first — arui moreover an excellent "curtain raiser" for the other chapters that follow. — Note by The Editors. EVER been in Boston? Ever try to get anywhere in the heart of "The Hub" without becoming "completely turned round"? What perverse ingenuity devised its narrow, overcrowded streets that seem to have no beginning or ending, and whose twistings and turnings defy the points of the compass ! Who "planned" Boston? Not the early settlers. They were "too busy" fighting Indians and trying witches. Their successors were "too busy" making money in the East India trade. And so, left to shift for itself, Boston, like Topsy, "just grew," till to-day its crooked streets are the imf ailing stock in trade of comic journals and professional guides. Who "plans" form letters? Not the average business man. He is "too busy." So far from saving his time, the apparent effect of the invention of typewriter, telephone, loose leaf and card systems, and other modem time savers has been merely to "speed him up." Like a squirrel in its revolving cage, he is apt to be too preoccupied with "gomg through the motions" to realize whether he is actually getting an>'^vhere or not. 19) LETTERS THAT MAKE GOOD Plan form letters? Not he! "Let George do it." And so — as usual — what is anybody's job ends in being nobody's job. The form-letter task, like a homeless cur with a yelp at one end and a tin can on the other, goes vainly "down the line" repulsed by everybody till it finally reaches the clerk, who being the "lowest in succession" can't dodge. But he is too buried in detail to have any breadth of view. He can't plan; he can only execute. Most form letters show the result of this treatment. They are outcasts. No parents. No brothers or sisters. Just acci- dents! Like Boston streets they start from nowhere — they twist and they turn^and they get nowhere — unless you call the waste basket somewhere. They remind you of the new house that a friend of yours has built. He proudly ushers you through it. You notice that the parlor opens directly into the kitchen. You notice other things, but you say nothing. Finally he bursts out triumphantly with "I planned this house and saved the architect's fee." You murmur the customary compUments; you think "it certainly looks it." And you mentally decide that when you buUd you'll have an architect. Business men are coming to realize that form letters without a plan are like a building without an architect. Form letters are written to get business. Not some business, but the most business possible. And just as the high-priced salesman would never think of calling on an important "prospect" without first carefully planning and preparing for the interview, so the man who would have his form letters sales letters must plan — broadly, thoroughly, comprehensively, before he even touches pencil to paper or whispers into the phonograph. Why are not aU form letters so planned? Frankly — because it means work. There's no dodging that fact. And work — especially along new or different lines — is never popular. You see the brain dislikes entering upon a new field — it prefers a rut. [10] THE PLAN You have to fight it — hold it down — keep it in the new path. After a while it gives up resisting and presently you discover that that which has previously been difficult has become relatively easy. You have gained a tool with a keen edge and you deUght in a new sense of mastery. But in the first place one is confronted by that mental sluggishness of which we are all more or less possessed — that disinclination to grapple with a problem with the full force of the mind. How are we to overcome this tendency? First, by ridding one's mind of the nervous sense of haste. Resolve to take enough time to see the thing through. Get some good sized sheets of paper and some well-sharpened pencils. Light a good cigar. Select a corner where you won't be disturbed. Now let's start at the very beginning. Then we'll feel sure we're building on bed rock. Imagine you are a total stranger — a keen, experienced salesman, say — entering your office for the first time. Forget for a while your experience. Lay aside your usual point of view; look at your problem with new eyes. (Yes, I know it's difficult, but it can be done.) Take nothing for granted. Get yourself "in a comer" and ask yourself questions, writing the answers down on paper. "How can I develop a plan? By thoroughly analyzing my business. What is thorough analysis? Digging down to the roots of things. What's the root of all business? Supplying human needs. What are the fundamental needs? Food, shelter, clothing. What are the businesses called that supply these fimdamental needs? Staple lines. Is my business a staple line?" — and so on. And here I must offer a warning. Be sure that you ask yourself but one question at a time and that your answer is correct. Make each joint true as you go along, or your whole structure may fall. You see, analysis is not at bottom so complex as it may seem. It is merely the comparison of one thing with another. til] LETTERS THAT MAKE GOOD You're reasonably safe as long as you don't try to crowd too many things into the mind at once. In which case you may find yourself in the same fix as a sensational clergyman who asserted that "premature gray hair is an indication of fast living." Analyzed, his reasoning evidently was: "Fast" living depletes the energy. Gray hair is said to indicate depleted energy. Therefore all people with prematurely gray hair have lived fast." His error lay in trying to hold more than two "propositions" in the mind at once. Had he divided all hair into "gray" and "not gray," all people into "fast" and "not fast," and all depleted energy into "resulting from fast Uving" and "not resulting from fast Uving" he would have quickly reahzed that in order to prove that all people with prematurely gray hair had lived "fast" he would also have to prove that all depleted energy is the result of "fast" Uving — a claim too absurd to pass muster. He had put some of his parishioners in the wrong pew; we must be careful not to make a similar mistake in our classification. FoUowing this plan of not holding more than two facts in the mind at once, we continue with our analysis. Business comes from two sources — old customers; new customers. Finan- ciaUy, old customers are of two kinds — those buying up to their limit; those whose purchases can be increased. From the "good wiU" standpoint, you have satisfied customers of your house plus dissatisfied customers of competitors; just as your competitors have dissatisfied customers of yours and satisfied customers of their own. Prospective new customers are also of two classes — those now buying of competitors; those not buying at aU. Now we are getting down to brass tacks. We find that new business is the result of "demand," and that demand is either already developed or to be developed; and that demand involves a supply. (Note here that by working upward from the basic human needs to demand, we approach the form-letter prob- [121 THE PLAN lem from the correct side — that of the buyer — and thus avoid the mistake of the average business man, who, approaching the question from the manufacturing or selHng end, fails to get the buyer's viewpoint.) To this demand and our supply we now add a third factor — the "medium" by which demand and supply, or market and product — are brought together. This is accompUshed by the sales campaign, and we must first find out what place in the sales campaign should properly be assigned to our form letters. Here we are face to face with some nice questions of policy. Shall we need one letter — or series? General letters — or spe- cific? To go to jobbers, dealers, or consumers? To a number of classes of buyers — or to one class only? To women — or men? Letter to carry the whole message — or short "letter of trans- mittal" with other printed matter? To boost the general line — or to focus on a single proposition? For general welfare — or for sales? And so on. Along with these questions we must also consider the facts developed by our analysis of the product itself, involving such questions as: Permanent, all-the-year-round — or seasonable? Necessity — or luxury? QuaUty high — or low priced? Only one of kind — or competitive products? Many talking points — or few only? One leading quaUty or "hook" — or several, of about equal importance? There! We have the foundation facts for our plan, and can lean back in our chairs and rest for a moment. And while we are resting, let's glance back over our course. What did we do? We analyzed first the basic needs of business generally, then the relation of our line to general business. Next we considered the necessities of the sales situation growing out of that relationship, and finally the conditions as met by the particular product we wish to push. In other words, we dis- 113] LETTERS THAT MAKE GOOD covered that "a plan" meant analysis; that analysis is the com- parison of two things and from them creating a third; that the fundamental factors are the buyer and product; that from a consideration of these two — the "demands" of one, the "talking points" of the other — result the sales campaign and the sales letter. Now we can safely go ahead and lay out our letter or series of form letters. We have the data for a successful consideration of the purpose and keynote of these letters. We have charted the harbor, set our course and can now hoist sail and away. No doubt it has seemed a long process to you. But the longest way round is frequently the shortest way home — "home" being of course the plan that produces the most efficient letters. And if the work has been done thoroughly, part of it will serve as the basis for a future plan on other lines or products in your business — or at least will so develop your power of analysis as to make the next similar problem much easier and quicker to solve. Bear in mind that I have not furnished you with an exact chart of your harbor; I have merely indicated the necessity for such a chart so that you may avoid the rocks, and have sug- gested how such a chart may be made. In a nutshell: Find the facts; find all the facts; be sure you have them straight; find out where they lead to. Then build your letters on your conclusions. A final thought. It is now impracticable to straighten and broaden Boston's crooked business streets, for it would cost untold miUions of dollars. It may cost your business a pro- portionate amount not to revise your form letters — if you have been writing them without a plan. It certainly will cost you little more than your spare time for a while to work up a plan. And you'll find it wiU pay. [14] Schools of Selling ^CRANTON. PA ^L.^£y> Principal. Schools of Selling. International Correspondence Schools. Scranton. Pa.; Ex- President. Scranton Advertising Club. THE DATA By S. ROLANB HALL The basis of successful teaching — what is it but the collection of adequate facts and their arrangement and presentation in orderly, logical fashion? Mr. Hall's success in treating this important and too frequently slighted division of good letter-writing principles in part explains his success in the larger field of mail instruction. In a simple, unassuming, conversational style that "gets under your guard" — a style, by the way, which is characteristic of all his writing, and which is part of the man himself — he plants some fundamental ideas as to correct fact-collection and arrangement, to later bring forth a good crop in your own work, if you follow him closely. This article will no doubt be read by his own correspondence pupils as well as by those maturer students of advanced business methods who have inspired this volume — and to equal advantage by both classes. — Note by The Editors. AN acquaintance, regarded generally as one of the most efficient letter writers of America, was asked what he would charge for preparing six letters to be used in ex- ploiting certain real estate. His reply was that he could not conscientiously charge anything, because he did not know any- thing about the property; and he could not write effective letters about something he knew nothing about. It evidently had not occurred to the inquirer that it would be necessary to furnish this letter writer a great deal of information about the property, and that it would be necessary to classify and absorb that infor- mation before real sales letters could be prepared. He prob- ably had the idea, that unfortunately so many people have, about letter writing and advertising — that the clever writer can, without data of any consequence, lean back in his chair, close his eyes, and out of the air pluck details and arguments that will induce people to part -mth their money. The fallacious idea about the clever writer's ability to write without data is responsible for a great deal of poor work. The [171 LETTERS THAT MAKE GOOD truth is, of course, that one who is skilful in expression can reel off a letter that is gracefully phrased, and that often calls forth favorable comment. The expert letter writer knows many tricks of the trade: interesting opening, adroit argument and effective closing. But after that, what? A compliment on the letter? That is not what we want as the result from a sales letter; and it is the sales letter that we most often refer to when we talk about "letters that make good." We are wiser than we can explain. That is, we have a sense that we caimot well describe. That instinctive sense enables us often to read between the lines of mere skilful expression, and perceive that the writer does not really know whereof he writes. That instinctive sense, on the other hand, often enables us to see in a crude letter the real information and the con- fidence of the writer, and makes us beheve the message, though it may not be expressed so gracefully as a more skilled writer would express it. A letter from a farmer, about a lot of pickles that he put up himself, is before me. It has none of the tricks of the professional letter writer, but it tells about the pickles, the care with which the farmer grew them and with which he put them up, how good they are, what the price is, and when he is going to be aroimd dehvering. And his letter makes me pickle hungr>^ A sales letter is an advertisement — an advertisement in letter form. We put many of our advertisements into that form, because we know that people are habituated to read, with more or less care, everything that comes to them in the shape of letters. The letter goes out with the guarantee of a great gov- ernment for its delivery. Its "circulation" is assured. It is read by itself, to the exclusion of other things. It is not "blanketed" by other advertisements surrounding it that draw off the easily diverted attention. Consequently, the letter is a great advertising medium. But the letter is, nevertheless, an [18] THE DATA advertisement — a good advertisement, a mediocre advertisement, or a poor advertisement, according to whether we have wrought well or ill in our writing of it. And though we think most often of sales letters, when we talk about business letters, let us not forget that the mere acknowledgment, the answer to a complaint, and all the other forms of letters, also have advertising value. Now, we teach that the effective advertisement must have real data behind it if it is to have a positive selling force, and as the same thing is true of the letter, it foUows that we must search for data for our letters, just as we would for data for other kinds of advertisements. If we do not, then our letters are likely to become "as sounding brass or a tinkling cymbal." A writer of business letters should not flatter himself that the finding of nuggets of real information is an easy task. Some- times it is only after the most painstaking inquiry and study that what we are looking for comes to light. The letter writer should regard himself as being in the position of a reporter, or a lawyer. He must be a living interrogation point. He can get much by searching libraries and printed matter generally. He can also get a great deal by the use of his feet and his eyes in another way. There are some things that one caimot do justice to with- out actually seeing them. There is a confidence, an enthusi- asm, an ability to describe graphically, that come only through having seen with one's own eyes that which is to be advertised. If I were going to advertise a colony of small farms, I would no more think of trying to write letters about those farms with- out first going and seeing the property with my own eyes than I would write love letters to a woman whom I had never met. Imagination is a great creator, and those who have the gift of imagination, in large measure, can do wonderful things, some- times without much fact with which to feed the fire; but that sixth sense is likely to see through the purely imaginative work. [19] LETTERS THAT MAKE GOOD WTiolly imaginative work, and work based on second-hand information must, in business, be inferior to writing based on first-hand data. A buyer for a large department store was once found by an acquaintance calmly tearing a shoe apart with a pair of pincers. He explained that certain statements had been made about the workmanship and material of the shoe, and he was tearing it up to satisfy himself that the statements were true. So, then, we have the principle that in searching for data for eflBcient letters we should, if possible, go and see the things we are to write about, or have them brought to us, and maybe tear something apart. Maybe tasting, hearing, or feeling, is important. I am sure I wrote much better matter about the fig-growing business of California by having specimens of those figs on my desk and by having tasted them. And then we must ask questions. It is hard to beat the question method. It is one of the oddest things in the business, but true, that the most important kind of information will often remain hidden until it is brought to the surface by a question. A dentist once had an article that he wanted to sell to other dentists. His argument for it seemed good, but something was lacking. Finally, he was asked in what way competitive goods failed to do their work perfectly, if his did that particular work perfectly, and why it did it. Out it came — the real kernel of the nut; but in some way he had missed it up to the questioning. Once in my own experience I foimd it necessary to have very full answers furnished to thirty-five or forty questions, and to have specimens of dozens of letters written by a client before I could undertake to suggest improvements in his letter- soUciting plans. Finally, the people to whom the letter is to be written must be studied, and data collected from them. For, of course, there [20] THE DATA is a buying point of view, as well as a selling point of view, and the data drawn from seeing and studying the thing to be sold must be adapted to the needs, sentiments, manner of reasoning, etc., of the people to whom the letter is to be written. One cannot hope to write letters about vacuum cleaners that will lead women to buy such an article unless a study from the woman's point of view is made. You cannot hope to write the farmer an effective letter about a gas engine, or a sulky plow, imtil you have secured data about the way a gas engine or a sulky plow fits into a farmer's life. I recall that I once had the job of selling a city lot situated on a sloping block at the top of a hill. I put in considerable time gathering and assembling my data. Against the objec- tion that the lot was at the top of the hill, and that the purchaser would not have so easy a walk as if he bought a lot on the level, was the fact that the views were fine and could never be cut off. Against the objection that the rear sloped rapidly down to the valley were the arguments that, (1) the lot was lower priced than one entirely level, (2) that a terraced backyard was more artistic than a level one, (3) that a stable, garage, or any other outbuilding that might be desired in the rear, would be down below the dwelling, and isolated, and would not shut off the view. Against the objection that a fire house was soon to go on the comer was the argument that it was to be a small fire house, that firemen were orderly and their presence really con- stituted extra poUce protection. For every objection, logical argument was studied out; and much good argument was foimd to which there were no objections. It was then no trouble to write letters about that lot. There was plenty of data, and the job was merely one of selection. I have demonstrated, to my own satisfaction at least, that no form letter addressed to a fairly intelligent class of people needs to have names and addresses "filled in." The conclusion [21] LETTERS THAT MAKE GOOD has been forced on me, by a number of experiments, that after all, what counts is the information in the letter — the data. Based on strong data, your form letter does not need a name and address filled in. Lacking that, all the skilful "filling in" you can do won't save the day. The classifying of data is in itself a task for the master hand. But the general principles are: In the first division, put the data most likely to compel interest; reject the points of such little strength that they may impair the strength of better ones; keep back, until near the end of the argument, data that is likely to repel if introduced near the beginning (such things as high prices, etc.); reserve some strong point for the close. [22] OfTiceof thePrcsident 348 Congress Street Boston Director of/Publicity. W. H. McElwain Com- pany. Shoe Manufacturers. Boston; President Associated Advertising Clubs of America- E.x- President. Pilgrim Publicity Association of ii^!i' England; Director and Chairman, Ford Hall Meetings. Boston; President. Sagamore Sociological Conference; Chairman. Publicity Committee, National Men and Religion Movement. THE MESSAGE By GEORGE W. COLEMAN 7/'5 a mighty hard job to pry out your own viewpoint and replace it with the viewpoint of the other fellow. In spite of the difficulty of it, the man who writes letters that bring a large volume of business knows it must be done. Nobody better understands this, or knows how to do it better, than Mr. Coleman. Because he sees things in a broad way he is able to do things in a broad way. That's why he is a successful leader of movements which have the force of massed opinion behind them. Mr. Coleman shows us how to get outside of ourselves by concentrating on the facts and the way to use them. His article is well thought out — it's clear — it's helpful. That's the Coleman way — and it's the way to get the message "across." — Note by The Editors. A LETTER without facts is like a body without bones; it won't get anywhere. The facts in the case are good enough for any letter, much better than the most radi- ant moonshine and much harder to get. First get the facts. Then get all the facts. And finally make sure that they are facts. Don't guess, don't imagine, don't infer; just dig, dig, dig for the facts! There is nothing so interesting in the world as facts. But don't tell all you know at any one time. If you know a whole lot more than you tell, your very expressions will carry with them a sense of knowledge held in reserve that inspires confidence and trust. You write with an authority that is instinctively recognized when you are able to pick and choose among a wide range of facts. Having all your facts before you, it is a great study to know which ones to employ and in what order they should be mar- shaled. Now here is the place where you must imagine, guess, and infer unless you have an intuition that leads you unerringly to the mark. You may have an exact knowledge of your own proposition, but you can be only more or less acquainted with (25) f LETTERS THAT MAKE GOOD human nature. This is where that wonderful force called per- sonality comes strongly into play. It is at this point that what you are counts for more than what you know. And if you can combine a full knowledge with an effective personality nothing can stop you from writing letters that will do the business. Your personal gifts, your experience of life, your innate understanding will determine your arrangement of the facts, the aim being to arouse in the reader of the letter an interest that develops into desire and culminates in decision. There is no rule of thumb by which this may be accompUshed. The man who can do it can do it in more ways than one. The man who can't do it can't do it anyway, no matter how much you show him. But you will not know whether you are the man who can or the man who can't until you work it out for all you are worth. And your very labor may give birth to an unsus- pected letter-writing talent. It is not always the most likely man who succeeds best, but generally the one who works the hardest. This is as true of professional letter writing as of anything else. If you have a knack for letter writing you are at a disadvantage with the man who has got to work for it, because if he keeps at it he will outstrip you in the long run. While you are wearing out your knack he will be building up a substantial ability that will stand the severest tests. The man who has some gift of expression is more in danger of turning on radiant moonshine, while the man who has to dig to find out what would best be said is more likely to unearth some hidden or unobserved but powerfully interesting fact. The temptation is to think you know all the facts. This is where the value of an analytical habit of mind comes in. It enables you to see a thing all broken to pieces while it stiU stands before your physical vision as a complete whole. It is a uni- versal instinct of the human mind to like to see a thing taken to pieces. Like the child, we want to know what it is made of. [26] THE MESSAGE A power for mental dissection reveals treasure facts that for letter-writing purposes far outweigh the value of the most felicitous phrasings. This appHes just as truly to the analysis of an idea as to the dissection of an article of merchandise. When you have mastered the facts of the case, then you might give your attention to the importance attaching to the point of view. The keenest facts do not make an effective appeal to the mind unless they can easily and naturally be ap- phed to something in which one is already interested or about which one already has some knowledge. Of what use is it for you to try to interest me in the purchase of an automobile by telling me the vital facts about cylinders, tires, engines, coolers, and the like when aU your talk is pretty much like Greek to me? If I already have a machine and you are trying to sell me a better one, doubtless that might do, for I would be sup- posed to know something about those things. No, you are approaching me from the wrong point of view. What you must do is to show me how a busy man with no time for additional pleasures, and not inclined to extravagant show, can use a machine to increase his efficiency, save his time, pro- mote the health of his family, entertain his friends, and serve the sick and the poor. I am already interested in such matters, and if an automobile has any appUcation to such things, then your facts along that line will interest me at once. Later you can tell me all about the mechanism. In other words, after you have acquired a great range of facts from your own point of view you must turn right around, if need be, and do your best to see them from the point of view of the man whom you are seeking to impress. You will find the same facts taking on entirely new colorings. It is up to you to pick and choose those that will relate themselves to the other man's present knowledge and feelings. You have got to start in at the place where you find him, else you will never [27] LETTERS THAT MAKE GOOD get the chance to pull him along to the place where you want him to go. Your minds must meet, as the lawyers would say, on some common ground before you can expect him to follow your reasoning to some conclusion as yet new to him. A point of contact must be established, and that you can discover only by taking the right point of view. Now we are ready to employ this talent for expression, this requisite which comes last and is generally put first, and sometimes both first and last, in letter construction work. Hav- ing absorbed the facts, gained the point of view and selected your approach, you are ready for the element that might be called "human interest," for the lack of a better designation. It is to the letter what personal appearance and manners are to the salesman. First of all, your language must be clear and unmistakable. No involved statements or ambiguous expressions can be tol- erated. And whatever style of phraseology is best suited to the letter in hand, let that style prevail throughout. To intro- duce flippancy into a dignified communication or to employ a stilted expression in the midst of a flow of colloquial language is very much like presenting a personal appearance in overalls and a dinner coat. For whatever style you elect to use, see that it is shot through and through with the human-interest element. This is where the gift of expression plays an impor- tant part. Entirely independent of your facts, and without relation to your argument, see to it that your modes of expres- sion vibrate with human interest. Better almost than any one else I know, Thomas W. Lawson of Boston has the gift of in- jecting a Uvely human interest into his phrases. But you would fail disastrously were you to try to copy his way. It must be your own human interest that you pump into your writing. And this brings me to the last point that I want to make. Everything that you do and think goes to make up your char- [28] THE MESSAGE acter upon which you must draw when you are seeking to give a human interest to your expressions. Therefore the larger the life you Uve, the wider the range of your reading, the deeper your moods of contemplation, the more numerous your friends and acquaintances, the more vital contacts you have with life, the larger will be the reservoir of human interest upon which you may draw when you are seeking to persuade others to do what you want them to do. To shape your message well, then, get the facts, find the point of view, select your approach, and salt and pepper with human interest to suit the occasion. 291 GEORGE FRENCH 130 FULTON STREET NEW YORK CTT^' <^<^£-^>'^« Author of ' 'Art and Science of Advertising, ' ' and "Printing in Relation to Graphic Art"; Pub- lisher. The Independent. New York; Associate Editor, Advertising and Selling. Xew York; Vice-Chairman. Educational Committee, Asso- ciated Advertising Clubs of America; Mem- ber, Vigilance Committee, Advertising Men's League. Xew York. THE STYLE By GEORGE FRENCH An agreeable personality casts a delightful spell over all who come within its influence. 1 1 softens the "crust" of the most unapproachable business man — softens it as probably nothing else does. In the hands of a salesman it is a tremeruious force. Mr. French tells how to work that personality into the "style" of your business letters — tells what it will do for them, and why. Mr. French is an enthusiastic student of style and lays down some fundamental and prac- tical rules for the development of a result-getting style — a mastery of words that will carry your message straight to the bull's eye. These are the very rules which he himself has followed in developing his own style. This article is something to read carefully, to think about, to remember. Something to take into your own business for profit. — Note by The Editors. WHEN I am to meet a man who has it in his power to do me a favor or give me some business, I take the pre- caution when I dress to don a freshly pressed suit of clothes, select my most becoming shirt and cravat, get shaved and manicured, have my shoes polished, and wear my most agree- able countenance. When I meet this man I do my best to make a good impression on him. I try to remember all I know about him, and I study him, and try to get leads from him all the while I am shaking his hand and asking about his wife and children. I endeavor to throw around him an aura of agreeable impressions. I try to lead him gently up to the business in hand, along a pathway that will fill his sub-conscious mind with pleasant feelings, and gently incline him in the direction of mercy for me and my quest. I conduct all the talk in a direction that I believe will agreeably interest him, and when we come to the hard knocks of the core of the business proposition in hand, I try to so present my side as though it were his side, to make him feel that I really am willing to make his cause my own. [31] LETTERS THAT MAKE GOOD We all do this, to some extent — to the extent that we under- stand how to approach a fellow being who may do us a benefit or an injury, as he may feel, or find it for his profit. What we try to do is to turn this man into a way and manner of feeling that wiU incline him to be pUable to our will and consenting to our request. We all know that it is thus that the great battles of business are won, or at least saved from being the defeats they well might have been. The impress of an agreeable personality is the greatest asset a good salesman has, after his goods. It is the constant study of the good salesman to perfect himself in the art of reading human nature, and of making men do that which is for his profit. The good business letter must also be buUt upon exactly these same lines. It must be an agreeable object for the eye to catch, as it emerges from its envelope as well as when it lies on the manager's desk for his rapid attention. It must do some- what better than this, and be an agreeable object as it still reposes in its envelope before the sharp point of the clerk's opener seeks vantage under the giunmed flap thereof. The physical appearance of the stationery has much to do with the reception a letter gets, and that matter is dealt with in another chapter of this book; but I must here insist that the stationery must be right to begin with. The best business letter that can be composed and typed by the best typewriter ever trained loses much of its initial force if it is written upon a letter sheet that is slovenly or tastelessly printed and designed, or inclosed in an envelope that is not of itself an agreeable object for the eye to rest upon. And having proper and properly printed stationery, we go at the letter. The style of the letter depends upon the writer. There is nothing in the way of rules that can be laid down for the guid- ance of the writer of business letters. Mr. Arnold Bermett has said that style is the form of words in which one conceives an 132] THE STYLE idea. "The idea," he says, "can only exist in words, and it can only exist in one form of words." The man who wishes to have a good style for his business letters must therefore have the right ideas about his business, and about the person to whom he intends to write a letter. He must have a very vivid notion of the person. If he does not personally know him, he must build up in his mind the best possible conception of him — vis- ualize him as well as possible from the revelation of personaUty that has been made in previous correspondence or that has been imagined by the writer. If there has been no previous acquaint- ance, and no clue at all, then the writer must assume that his correspondent is at least a human being, and therefore sus- ceptible to the charms of urbanity, frankness, an evident desire to satisfy, and brotherhood. I often feel that writers of business letters study to make them cold, perfunctory, antagonistic, meager in information — in fact, all that they should not be. And especially does it seem to me that business correspondents neglect the great advantage of the English language. This English language has within its less obvious reaches much advantage for the business corre- spondent. Read James HoweU. He knew how to drag from its lair the one most proper word to wing with his idea, and how comfortably do those ideas float and skim through the rari- fied intellectual atmosphere of his letters, and ahght secure within the reader's consciousness. Accepting Mr. Bennett's dictum that there is but one form of words for one idea, it is evident that we should know about all the words there are from which to choose, else we do not get into the letter just the idea we wish. The letter writer who wishes to be or become a good letter writer should pay much attention to classical hterature — fill himself with those authors who are noted for their felicitous use of EngHsh; for in a letter it is the felicitous phrase that must do duty for personal appearance, for the ingratiating man- 133! LETTERS THAT MAKE GOOD ner and the winning smile, for the quick acceptance of any challenge of predisposition, for the clean shave and the becoming cravat. Urbanity, it seems to me, and explicit statement, go hand in hand in the making of good business letters. Combativeness should find no place in correspondence. Dignity, yes, a-plenty of it and always. But there is always some distance between the hot answer and its receipt — distance of time and space — and there is not the same atmosphere at the receiving point as at the sending point, and not the same understanding of con- ditions, and not the same temperament, and not the same degree of charity — or absence of charity. So the letter must be brought onto the common ground of urbanity, of explicit statement, of patient exposition, of charitable tolerance, of practical brother- hood. In conversation one may plunge and rear, and then shift to safer ground; accuse, and then apologize; give body blows, and take them; free the mind, and Usten while the other man frees his. Much ground can be gone over in a talk, but in a letter there is but the narrow path of simple statement and clear exposition. Pitfalls must be avoided. Doubtful points must be ignored. A generous word will expunge a whole verbal tirade, but a small sneer in a letter sears and bums and cankers for as long as paper and memory last. Many business letters give no sUghtest clue to the person- ality of the writer. They fall upon the reader's spirit like an arctic breath. They seem to come from a cold void. They create shivers. They are couched in the most formal and colorless language, and give no hint of humanity. Tom Reed was once caught in New York on a very cold day, with nothing better than a light overcoat to protect him from the biting east wind. A friend met him, and sapiently remarked: "A cold day, Mr. Reed." "Yes," piped the great Maine wit and politician, resent- ing even in his own misery the frigidity of the President he [34] THE STYLE served with, "Benjamin Harrison must be somewhere about." The cold-natured man never gained the love or fealty of the warm-blooded wit. So the cold letter never wins its way in business. The man who writes himself into his letters, and takes care that that self is agreeable and persuasive, is the man who can count more than two percent returns from his corre- spondence, and his circularization if he writes the copy himself. ^ And with all these quaUties for a good business letter, there remains one more major element — honesty. There are such a proportion of business letters that are framed to let one into a pitfall ; and the pitfall is usually in plain view of the honest reader. It is so refreshing to receive a business letter that manifestly has no reserves, no equivocations, no subtle hiatuses, no double enlendres, no phrases that may mean two or three things, no manifest evasions, but which goes straight to the point as the arrow to the target. There are such, and they are those that influence business quicker and more consequentially. It is so much the better policy to write honest letters. Even poor goods are the easier sold if the truth is unflinchingly told about them, and the price made to fit the degree of poorness. The deceptive letter returns to the writer, bringing toll. In the long nm the percentage of profit in business is higher for the honest man than for the "skin," and in the long run the man who writes honest letters gets more for his pains than the man who tries to cloak his evil designs with plausibly false letters. But we come back, do we not? after any survey of the ele- ments of good business letter writing, so far as style is concerned, to the core of the problem: "The idea can only exist in words, and it can only exist in one form of words." And we come also to the core of the problem when we conclude that as is the man who writes the letter so is the letter. Therefore we must urge that the man who writes the letter look carefully within himself for the power he wishes to get into his business letters, k35h LETTERS THAT MAKE GOOD and always remember that he is writing to men with blood in their veins, and sensibilities as acute and finely attuned as his own. Noblesse oblige. The business letter should be a part of the business man, and fitted to become a part of the business man to whom it is addressed. The chief thing to remember is that in writing one is communicating with a man, and that the message will be effective or ineffective pretty much in the proportion of the humanity that is put into it. [36] 260-261 BROADWAY NEW YORK Vice-President, The Business Bourse (Selling and Advertising Reporting Service. New York) ; President . The Round Table , New York ; Chairman of Funds, Vigilance Committee of the Advertising Men's League. New York; Formerly Managing Editor, Printers' Ink, New York. THE OPENING By J. GEORGE FREDERICK "Fools rush in where angels fear to tread." That is why Mr. Frederick believes in headwork before action. Time was when the ability to "sling smart sayings" was considered a winning qualification in the opening of a letter. The "Game of Talk" was quite the thing. Read what a man who knows has to say — a man whose fingers are on the pulse of the business world, and who recognizes what efficiency of ideas really means to the business man. Be shows just how unscientific the so-called "scientific approach" usually is. Securing attention in a letter is not something to be accomplished through subtlety, foxiness, or "hypnotics." In Mr. Frederick's article the once prevailing ideas of what was a good opening paragraph are held up to ridicule in a manner that makes his facts stand out by contrast with great force. Mr. Frederick makes it easy to see what an effective opening really is — and why. — Note by The Editors. THE opening sentence of a form letter is the letter. If these words do not say anything, there is no con- ception of philanthropy that could reasonably urge any man to read more. In the course of eight or ten years I have seen a very curious and significant evolution of the form letter, and it all swung, as on a pivot, upon the opening of the letter. Who doesn't remember the hurrah days of form letters, when as preparation for writing an important form letter we horsewhipped our Pegasus, fed ourselves ginger until we reeked and got dizzy with verbal intoxication as we penned an opening paragraph calculated to put the equivalent of fifteen volts into the reader? We singed his eyebrows with a "starter" like this: "You're losing a big wad of money every day! Stop it!" Or rapped his knuckles after this fashion: "Forget everything you ever knew about engines, and let us show you something." Then we went on careering like a Kentucky Colonel, well [39] LETTERS THAT MAKE GOOD heeled with corn juice, at a Democratic banquet. We glowed with satisfaction as we wound up with a hurry-up slap on the cheek, and considered that the victory of Gettysburg was a cock-fight compared to the magnificent and masterly manner in which we had swept into tamed captivity by scores and hun- dreds our natural prey and enemy, the reader. But the gaff has dulled wofully in recent years. It not only fails to get into a man's vest, but incites derisive mirth, or silent, deadly scorn. It has no more edge than a wooden spoon — as a weapon it belongs in the armory of ancient days. For we have become a businesslike generation in adver- tising. The housewife, the farmer, and certainly the dealer, are businesslike to the Nth degree. To carry snap to them in form letters is a perfect parallel to carrying coals to Newcastle. They can each outsnap the snappiest snapper who ever snapped. The American housewife no longer runs joyously to the gate to meet the postman, and breathlessly peruses five-paged, single-spaced form letters. Nor do farmers. And dealers! — they have grown gray in the art of dodging bunk. All of them are looking for ideas. They are all far more keen for points affecting their interests than they ever were. They read more and think more. And that is why the openmg of the form letter to them is important. They demand an idea, or they quickly pass you on to their true friend, the waste bas- ket. The modem retail idea is quick sales and many of them; and speed is a necessary factor. In the old days salesmen used to loll around a dealer's store for hours, chinning; but to-day both are too busy. The form letter has got to keep pace; and the opening sen- tence of the letter is the cue to the whole performance. The rest of the letter should simply be concentrated, specialized backing up of the idea in the opening sentence. Suppose you are tr>dng to sell an adjustable office chair [40] THE OPENING to a business man. The general "pull" in your proposition is more comfort at his daily work. But so many hundreds of advertising men can't see two vital things: (1) that the argu- ment "comfort at your daily work" is not an idea, but a gener- ality with no "hook" to it. (2) that the reader looks for not only a definite idea with a hook, but an idea applicable to his side of the fence. Six out of ten of even good advertising men will start their form letter somewhat in this fashion: "Hundreds of office men are buying this supremely com- fortable office chair." The number of people buying this chair is primarily an idea from the manufacturer's, not the reader's side of the fence, and the talk about comfort is far below the status of a real idea. Suppose the opening were to read: "You can increase your daily business efficiency by at least twenty-five per cent by using an office chair that rests the small oj your back." This, and more of it, is mathematically, psychologically, and common-sensely bound to land on the bull's eye, because it is the bull's eye of the whole matter. There is an unescapable hook in that sentence, because it carries an idea — an idea from the reader's side of the fence. And see what you've done by starting your letter in that way: You have, at the first stroke, put your reader on the alert for more; because there isn't a business man in America who will not be interested to some degree by that opening. Not because there is any magic advertising genius in the writing of the line, but because the ideas in it chain the reader to your wheels by sheer necessity. And there is the innermost psychol- ogy of the form letter — the work lies not in words or writing, but in marshaling ideas in their best order and combination before ever putting pen to paper. [411 LETTERS THAT MAKE GOOD The opening sentence is doubly important in a letter be- cause it is the only "headline" it has. Printed advertisements have display headlines; form letters have no display except that which is in that first sentence. Motto: Unless you have an idea for a strong opening sen- tence, don't write a form letter. [42] Advertising Men's League of New York City, Inc. OFFICERS WM. H. INGERSOLL, Prcsidc.l 315 4th Ave. O H. Blackman. Vkc-Pris. 10 East 33d St. :\' F. N ACLE. Jr. Secretary 46 West 24th St. Mason Brittos, Treasurer 503 Pearl St. Sales and Advertising Manager. Robt. H. Ingersoll & Bro.. Watch Manufacturers. New York President. Advertising Mens League. Sew York; Chairman. Educational Committee .tsociatioA of National Advertismg N^^gf^j Member. Educational Committee. Associatea Advertising Clubs of America. THE BODY By WM. H. INGERSOLL When we see a man whose frame is well "clothed" with good firm flesh we say he is a man of "body" — "substance." This is the thing most needed be- tween the introduction and the conclusion of a letter — and it is just this body which Mr. Ingersoll's article has — the very thing which he tells us in so master- ful a manner how to build into the structure of a business letter. Mr. Ingersoll is serious in urging far-and-wide search for truths — truths that have "body" to them. The Editors know of no man better qualified by temperament, training, and practical habits to deal with this hard-work subject. This monograph is "meaty." You mil not exhaust its suggestions in one reading — or in several. You can return to it again and again with advantage. — Note by The Editors. TO convince and persuade is the function of the body of a letter. It must do the hard work. The opening is largely a matter of strateg}-^ for the purpose of getting favorable attention; — strategy demanding a knowledge of human nature to be sure, but strategy neverthe- less. The closing, likewise, is characterized by right tactics in clinching what has gone before. But the heavy duty of the communication falls upon its body. It is here chiefly that we give effect to the plan which has been decided upon, the analysis made, the data gathered, the message to be conveyed, the aim, and the other features of preparation treated in the preceding chapters. All of the principles heretofore discussed are most heavily drawn upon in writing the body of the letter. Here we must perform the arts of holding our correspond- ent's interest and gaining his confidence while placing our facts and message before him, convincing and persuading him to do whatever it may be the purpose of our letter to accompUsh. For letter writing, especially business letter writing, has a more concrete aim than general writing. It seeks to get the [45] LETTERS THAT MAKE GOOD reader to do something, to act, rather than merely to inform, instruct, or entertain him. The action sought may be the ordering of goods, the settle- ment of an account, the performance of a service or favor, the release of a condition, or anything that one business man may want of another. In any case, the task is the same. The letter must get the correspondent to passively agree and then to desire, decide, and act. The body of the letter gets this passive agreement; it smooths out the obstacles; gives the reasons, proves its points, and induces that state of mind where just the right word in the closing clinches the whole issue and secures favorable decision and action. *" The steps to this agreement are conviction and persuasion. They are what make men do things. They get the response. There are some definite methods of value in inducing these mental states which it will pay us to note in this chapter. But now let us suppose we are writing a letter. Our open- ing has been made in a way that cannot fail to command atten- tion. Then what are the processes to be followed to make the body effective? We have stated and restated what the body must do; how it shall do it is the question next in order. With reference to the foregoing chapters we need not more than mention here as a matter of course that we will refer to the plan and basic analysis which has already been outlined, and will make use of every item in all our work of preparation which can be turned to advantage in writing the body. Especially will we keep in mind the purpose of our letter and the keynote determined upon when we made our plan. The style to be followed will similarly be held before us. At the outset we recognize some essentials which charac- terize all good writing. Unity is one great principle underlying perfection in every individual thing. Unity means one-ness, THE BODY completeness, and as applied to letter writing particularly it means coherence, agreement of parts, absence of purposeless repetition, "hang-togetherness." It suggests the importance of fixing upon the central thought which is to dominate the com- munication. This central thought is the kernel around which the whole letter is written. It is the essence which is to flavor the compound. This thought can be expressed in a single sen- tence, when once it is understood, yet to be fuUy comprehended in its various relationships affecting the purpose of our letter, it needs amplification and elaboration. And the entire letter is merely this necessary ampUfication. When finished it leaves but the one vibrant thought, without confusion or mixture of ideas. "■ Thus does unity conserve that singleness of impression, that vividness, that unwavering decisiveness which eliminates alternatives and in the very nature of things leads to the one course of action which it is our object to secure. We will strive, therefore, to have the body of our letter a imit and unified with the opening. Balance is another principle to be observed. All things need balance to be comprehensible, convincing, and pleasing. Balance means keeping the parts in their relative place and importance. In letters it also means that substantial evenness of impression permitting continuity of thought. An unbalanced man cannot command confidence because certain of his facul- ties are overdeveloped at the expense of others. So it is with letters. We have been careful in planning our letter to analyze our points and arrange them in logical sequence. In writing the body we must continue this care, in order that none of the points shall be so overfeatured as to interrupt continuous thought or overshadow or obscure our main theme, thereby causing our case to rest and be judged, not upon its principal appeal but upon a secondary one. LETTERS THAT MAKE GOOD The principle of emphasis is another to be employed. Em- phasis lays stress on particular points to be noted and re- membered. It is opposed to balance in principle yet must be subservient to balance. It is the moderate disturbance of balance for the purpose of avoiding monotony and giving fresh stimulus to the reader as well as to make certain supporting ideas stand out in furtherance of the central thought. Carried to extreme, however, emphasis breaks rather than stimulates the chain of thought, gives prominence to more ideas than the mind can clearly comprehend, dividing and weakening the final impression, and gives the subordinate precedence over the prin- cipal appeal. Absolute balance would lull the mind to inactivity. Em- phasis jars it back to take fresh hold at important junctures. There are a number of methods of emphasizing: The position in the letter, the paragraph or the sentence partially determines the emphasis given to a point. The begiiming and end are the most prominent positions. A departure from the ordinary grammatical construction or arrangement of words, the choice of unusual words, increased or diminished vigor of expression, the use of capitals, italics, underscoring; in short, any form of contrast insures emphasis. But to be effective emphasis must always be kept within the limitations imposed by the more important principles, unity and balance, so we will follow our analysis and see that our main thought is never out-shone by any of its dependent thoughts. Unity, balance, emphasis, harmony, motion, and color are universal principles common to all modes of expression. The writer as freely as the artist or musical composer has recourse to each in interpreting his thought. High color is not less known in writing than in painting. Harmony in written expression is as potent as in art or music. The motion of the march has its counterpart in the picture full of action or the energetic letter. [48] THE BODY Space permits no fuller reference to these powerful and flexible forces with which nature has provided us to reach the under- standing of those whom we wish to influence. But their im- portance is apparent because they are all of the qualities needed to arouse any shade of thought or feeling of which human beings are capable. And since the body is all of the letter save the opening and closing, since it is the lengthiest portion and most varied in appeal, it is the place where these principles are chiefly called into play. But the foregoing are merely characteristics of good pro- ductions — not the productions themselves. They are the essential quahties which make the productions expressive, under- standable and convincing. The thought which these qualities should characterize is the real substance of the letter, however. To accomplish its purpose of convincing and persuading, the body of our letter must be fashioned over the mold of the mind of man. We know what it is that interests people. We know what moves them to do things. We will, therefore, adapt ourselves to the structure of human nature in forming our communication. We wUl commence the body of the letter from our corre- spondent's point of view. He wiU be interested in doing what we desire only in the degree that he is impressed that it concerns him and coincides with his interests. Gradually we wUl lead him around until at the end he is ready to accept our viewpoint and do the thing that we recommend for his own advantage — immediate or remote. Throughout we must maintain his confidence. A motive, wholesome and sound, must be breathed into all we write. Only reasonable, beUeveable, statements or claims will be made. Thus we will inspire trust both in our intent and judgment. There are two sides of human nature with which the body of our letter deals: One is reason, the other the feelings or emotions. [49] LETTERS THAT MAKE GOOD To get people to do things, we first convince them or get the assent of their reason; then we persuade or prompt their feelings to induce action. Conviction is mostly a matter of reason, and it is evidence that satisfies the reason and convinces most quickly and surely. Consequently, in the early part of the body, having interested the reader from his own viewpoint, we will describe what we have to propose and then, by referring to our prepared data, we will marshal our facts in telling form. The most convincing evidence is that which includes enough supporting detail to make it real and vivid. In all great legal cases it is the numerous confirming details woven together into circumstantial proof which provide the foundation on which verdicts are secured. Figures, tests, and the testimony of others, furnish very convincing evidence. And so, having arrayed our evidence to permit of only one conclusion, we have the assent of our correspondent's reason, and it is left for the body of the letter only to stimulate the desire which must precede action. But what an important point we have reached! We all like to think of ourselves as reasonable beings. We pride ourselves that the intellect holds sway. But the fact is that we are prone to do what we want to do rather than what is reasonable or prudent. To be sure, the intellect must be satisfied or allayed or it steps in to object to action, but never- theless it is even more true that we are only too anxious to find reasons for doing what we want to do. And when reason has been subdued, if desire is strong, action is sure to result if con- ditions permit. Desire is a matter of feeling. It belongs to the emotions. It responds to persuasion. Nearly all that we do is decided in anticipation of sensations we seek. The need of warmth and covering dictates the pur- chase of clothing, but the suit we select is the one that we believe [50] THE BODY will most fully satisfy the pleasurable sensations that a well- fitting, stylish, becoming suit may give us. The feelings of satisfaction which a good appearance before others gratifies is more controlling in the choice of our clothing than its warmth or durabihty, yet the efi&cient salesman will not overlook these latter appeals to our reason in paving the way to his final appeal to our feelings of pride, beauty, and self-respect. Therefore, in concluding the body of the letter we will strive to touch the imagination and stir the emotions of our corre- spondent. Since nature has ordained that men are moved more by feeling than reason, we will picture the satisfying sensations which the acceptance of our proposals, the possession of our goods, or the doing of our service, will give. What are these feelings and instincts over which our thoughts may play as the fingers over the strings of a harp? Curiosity, gratitude, pride, pleasure, benevolence, sym- pathy, the sense of the beautiful, comfort, convenience, the social instinct, the parental instinct, fortitude, enthusiasm, recreation, acquisition, faith, courage. These are some of the appeals which set the human instrument in vibration. Every business proposition can be attuned to certain of the human instincts. Life insurance touches a man's affection and solicitude for his family. Jewelry appeals to one's sense of beauty, love of adornment, joy in following popular customs, and delight in displaying one's prosperity and artistic taste. Jewelry would be but unsought metal and stone save for the allurement thrown round it by these divinely implanted human instincts, the very same which in other directions make for sturdier virtues like self-respect, courtesy, confidence, and desire for good reputation. Machinery itself makes its strongest appeal to the mechanic's innate love of workmanlike construc- tion, accurate operation, and efficient production. [51] LETTERS THAT MAKE GOOD Consequently while we employ the weight of logic in gain- ing the support of his reason we end the body of our letter with an appeal to our correspondent's human side, certain that it leaves him in that emotional state of mind which the climax in our closing will crystalize into an emphatic "I will." [521 CLEVELAND Advertising Manager, The American Multi- graph Sales Company, Cleveland; Director, and Chairman of the Committee on Circu- lation and Rates. Association of >s'ational Advertising Managers; Director, Cleveland Advertising Club. THE CLOSING By TIM THRIFT Whatever is worth doing at all is worth doing way through to the finish. Mr. Thrift tells in a plain-to-be-seen way how to bring a business letter to a close in a way that will get the reader to act — act in the way that you want him to act. Unless you accomplish this all that has gone before avails nothing. Mr. Thrift has made some striking comparisons to show how to force action. He has suggested some ways of getting new angles on your own proposition — new arguments and ways of ''closing the deal" that perhaps you have not thought of — some methods that seem worth trying out. His article is a "closer" from start to finish. — Note by The Editors. ALL parts of a form letter are important, but perhaps none more so than the close, for what does it profit a man if he has successfully introduced himself and stated his proposition well, if he cannot close in a manner that will leave a good taste in the mouth or get the action desired! You are all acquainted with those salesmen — and their name is legion! — who can carry a deal through to an almost successful conclusion. They understand "approach," how to get to the prospect and start off with a good impression. They can present their goods most persuasively. They have confi- dence in what they have to sell and can instiU that confidence into others. But when it comes to the fatal moment, when the name is to go on the order, they fall down. They simply aren't there. It is the same with many form letters. They carry you through all the stages of attention, interest, desire, and resolu- tion to act, but they fail to impress you at their close of the necessity for definite action. They do not teU you what to do and then concentrate on getting you to do it. So, while it is of the utmost importance that all which goes before shall be right, it is even more essential that your con- [551 LETTERS THAT MAKE GOOD elusion shall be right as well, or the letter might better never have been written and sent out. Bear in mind that when you have arrived at the close of your letter you should be ready to quit. In other words, let the close be sharp, concise and to the point. If you want the reader to do something, tell him very clearly what he is to do and then persuade him to do it, not by stringing out the letter \vith arguments why he should do it, but by impressing upon him sharply the direct command for action. Too many letters, when they have reached the closing point, begin aU over again and re-hash all that has gone before. There are times when this may be done to advantage, but these are so rare as to be the exception and not the rule. The following illustrates a rehash of the body of the letter, and is, in reaUty, an extension of the body into the close. This cannot be said to be a close, in the general acceptance of the term: "This is just the time that a selling effort in this field wUl pay. 1911 will be a record year in the Blank Industry, and all of the 25,000 manufacturers of Blank Products are making their plans accordingly. There is great activity now in the enlarging and bettering of plants, and a good market for you. A large number of Blank manufacturing plants will be constructed during the next six months. This big number is issued Jan- uary 1st, and copy should reach us before Christmas." Note that these are all general statements. Even if the reader is interested in the information conveyed, what action he is to take is left to his own inference. Leave nothing to him, where it is possible to suggest some definite thing he is to do. The letter from which this close was taken was sent out early in December. The time was short for copy to get in for the issue it was intended to promote. How much better, then, this close would have been: [56] THE CLOSING "You have just two weeks to take advantage of this opportunity to get your products before a live market. And the Umit of that time doesn't guarantee 'position' in our special number. Mail your order to-day — no matter what space. Copy can foUow,' but space will be reserved then. This is too important to neglect. Act at once. Use the enclosed order form." Here the time element is impressed upon the reader's mind. He is made to appreciate that this is something which cannot wait. He must take action immediately, if he is to get in on a good thing. If possible the close of a form letter should be presented in one paragraph. Sometimes two are effective, and even three, the second and third consisting of short, pithy sentences. But it is best to adhere to a single paragraph close where this can be made to carry the message. The principle is the same as that of an interview. When your proposition has been presented very thoroughly, there is danger of talking the prospect out of a buying frame of mind if you linger with him too long. What is said after the sales- man has risen to his feet and taken his hat very often ruins all that has gone before. A long drawn-out sermon or lecture is a like example. You may have been interested up to a certain point, but past that point the discourse grows wearisome, because your own mind has reached with the speaker the climax he sought and you protest against going to others. You mentally exclaim, "What a fine place to stop." By the time you have reached the close of your letter you should be in a position to explain the final details quickly and there should be no necessity for drawing them out. If there is, you have failed to convey in the body those important facts which are essential to correct understanding. Above all, avoid being flippant. Do not create the impres- [57] LETTERS THAT MAKE GOOD sion that you are now through with the "bread-and-butter" stuff and are reUeved that you can say "so-long." The pros- pect will sense the same relief and with a hurried glance at your conclusion toss the letter aside. Instead, impress the importance of the closing admonition. Here is where whatever benefit he has in store will accrue to him. These are words which should be heeded. These are instructions he should follow. Only by doing so will he be just to himself. Express the selfish viewpoint, too, but see that the selfish- ness is not wrongly placed. Appreciate first that the reader is always interested in himself and in his affairs, his profit and what will profit him, but rarely, if ever, in your concerns. There- fore appeal to his selfishness. Give him to understand that the action he takes in response to your suggestion or command will be advantageous to him. It is something for his good. Too often we see the shoe on the other foot. In other words, the writer of the letter impresses the reader with the thought that he (the writer) will materially gain through the action taken, and fails to point out to him (the reader) where he gets off. An instance of this is shown in the following close: "If not in the market at the present time, inform us how soon you wiU be; and remember, we want your business." Very kind in them to want the business, to be sure, but what have they done to deserve it? Here the selfishness is wrongly placed. The writer has a profit in prospect, but the reader is not only called upon to put himself out for the benefit of the other fellow, but he is asked to take action in a way which promises nothing in return. It is quite natural that the concern which sent out this letter should want the business, but let them first indicate real reasons why they should have it and wherein the reader wiU profit by giving it to them. [58] THE CLOSING There is no better way to analyze the close of form letters than to study those which come across your desk. You will find the majority of them redundant with stock phrases and meaningless terms. The author of "Do it Now" should have been pensioned long ago and his classic thrown into the discard. When all other closing admonitions are exhausted we find this one brought forth, burnished up and presented with all the ardor of discovery. If you find it a difficult task to get a good close, call in one of your best salesmen and put the proposition up to him. Ask him how he brings his interviews to a close. The chances are that he will give you some short, succinct phrases that will be just what you are looking for. But do not tell him you want these for a letter. My, no! The great trouble with most salesmen when they go on paper is that they get "write-fright." You will find this true through thousands of form letters. Their writers may be men who could sell coal in Newcastle, but because they must put their arguments on paper they grow fearful and concoct the most amazing balderdash. Therefore do not let your source of in- spiration suspect your purpose. Get his good fresh viewpoint and then let yourself be the buffer between him and the type- written page. Finally, ever bear in mind that the close of any form letter put out to sohcit business, should, first, last and all the time have action in it. It is the "clincher," the one thing remaining to make the letter a success. Unless it is well done, unless it is handled in the right way, the whole effect of the letter will be lost. Look over your letters. See if they have the proper persuasive power at their conclusion to get the action you want. If they haven't, this is probably the reason why returns haven't been greater. Analyze and reconstruct! [59] THE MECHANICS OF THE LETTER By GEORGE FRENCH The first glance at a caller usually gives you an "inkling" of whether or not you care to cultivate his acquaintance. Of course you "size him up" by his dress. Correctly clothed, he stands a good chance to get a hearing. If he suc- ceeds in "breaking through," the first impression weighs big in his favor in the final summing-up. The "dress" of a business letter gives you an "inkling" of what kind of firm it comes from, and whether or not you want to do business with it. There are many little details, and all important, that must be combined to make up a well-dressed letter. Mr. French is a master of these details. He has the artist's eye. He tells how and why correctness of mechan- ical details — stationery — printing — typing — spacing — color effects — etc. — do make a difference in the results of a business letter. — Note by The Editors. IT is not all to be able to indite a smooth and insinuating letter that shall put the case in hand in the most favorable light, and do all that written words can do to extract from the recipient the action or the decision the writer wishes to get. That part of the letter is very important, but it remains for the mechanics of the letter to give the vital text just the right me- dium in which it is to go to the reader, and just the best dress to captivate his eye when he slits the envelope and begins the battle with his distant correspondent. There are some business men who open their own letters, who take the first one on the morning pile and open it, and then the next one, and so on down to the last one. There are other men who shuffle the pile through their fingers and toss certain ones aside for some future hour. This kind of a man selects those that he knows have an immediate message for htm, and those the appearance of which appeals to him, and deals first with them. All men, when they come to read their letters, are favorably impressed by those letters that are attractive in themselves. Many a hardheaded business man may be found [611 LETTERS THAT MAKE GOOD saving and cherishing a unique letterheading, or one that is especially well designed or printed. I once made a letterheading that attracted constant attention, and as long as I used it brought frequent references in correspondence and not a few specially written notes. It was nothing extraordinary or unique — just a conventionalized country scene with a dusty road winding through it, two or three tile-roofed cottages, with the text out- lined through the narrow cut, which was printed in colors. But it attracted pleased attention, and it helped to introduce me in a favorable manner. The letter should be regarded as a very potent piece of advertising, and it should be given much and constant care. There is of course no definite rule that can be laid down for the making of the letterheads, as it is a question of personaUty and getting some atmosphere of the business into them. But it is more a question of having them handsome, attractive, able to suggest some primal quaUty of the man and the business by their type treatment or their design. I am one who objects to steel-die and copper-etching work for business letterheads, as being too cold and too formal. They are aU right for personal stationery or for the use of professional men, but for the ordinary run of business I would never use them. Lithography and the offset process as much as you like, if you like those processes; but type properly used makes the best, the most human, and the handsomest letterheadings. But if it is type, then there must be brains to make the design and decide upon the right type and the right paper and the right color. To make a good letterhead is one of the more difficult and abstruse tasks the printer has put up to him, even if he does usually not only shirk his responsibility and ignore his oppor- tunity, but show that he is wholly and debonairly unconscious of them. Yet it is to type that the real letterhead artist usually turns. Among a hundred notable letterheads that you may [62] THE MECHANICS OF THE LETTER select from your correspondence during the next year, you will find that 75 percent of them are made with type. But they should be made properly, and with the fear of a cold reception on the part of the man who gets the letter always before the eyes of the maker; designed to make a piece of printing which, when taken in connection with the typed letter, will make a pleasing picture upon the desk of the recipient, and ingratiate the business motive of the letter into the mind of the man who is to read, in such fashion that even before he does read there is some semblance of warmth permeating his sub-consciousness. The letterheadrng should be quiet and dignified, and it should have the minimum of matter printed upon it. It is a mis- take to load a letterheading with a lot of detail. There should be the name of the concern, the name of the business, and as little as possible of other matter. It is a moot question if the names of the partners, or ofiicers of the corporation, ought to be printed. For my own part, I find it very useful sometimes to have those names printed on the sheet, for the reason that the man who signs the letter often affects such an execrable scrawl that it is impossible to decipher it, and I have to search the printed list for it. But there should not be a lot of adver- tising detail about the business, nor should there be half-tone cuts. The chief idea of the letterhead designer should be to make an attractive piece of printing, calculated to help create a favorable sentiment for that which may be thereon written. Then the typewriting. Here is a chance, a demand, for a great and significant reform. But a small proportion of business letters are decently typed, let alone being attractively typed. Yet it is a simple matter, and as easy as slutch work. It is first necessary that the importance of well-written letters be recognized. Then it is a question of how a letter ought to look; a question of getting a typist who is able to follow instruc- tions. Then you have your handsome letter. The hardest [63] LETTERS THAT MAKE GOOD of these is the getting of typists who can be made to follow in- structions, after getting a correspondent who recognizes the value of handsome letters as contrasted with slouchy letters. It seems to me that the business schools and the typewriter dealers might bring about a most valuable reform in this line if they would. There is nothing very much more discouragingly hopeless than to undertake to make a good typist out of a fresh graduate from a business school where they teach typewriting. They teach it in such an ugly fashion. The same is true of the graduates from the training schools of the typewriter manu- facturers and dealers. There is surely a fortune awaiting the concern that will train typists to write handsome letters. In the first place the typewritten portion of a letter should be placed upon the sheet in such a manner that its bulk shall form some sort of a pleasing rectangle. That is to say, if the letter is short, it should be written in short lines, double spaced, and so placed as to help make of the finished sheet a composi- tion not too crude and ungainly as to form and proportion. If the letter is long, it is better to double space it and use a second sheet. A single-spaced letter is a risky experiment. The lines should not be too long to allow good margins — margins that balance well with the margins about the printed heading. Re- member that white paper has as much value on a letter as on any piece of advertising printing; and remember also that to read a single-spaced letter is a tedious task. I have let that sort of a letter lie imread on my desk day after day, dreading the job. On an ordinary letter sheet, 8|x 11", or 8x lOj", there should be a margin of not less than f " all around. It is much better to go over to a second page or even a third page, than to spoil the looks of a sheet by crowding it. The typewriter ribbon should either match the color of the printed heading or harmonize with it. It is a good plan to have a color harmony that includes the printing, the paper and the [64] THE MECHANICS OF THE LETTER typewriting, such as can be secured through the use of an azure or azurine paper, dark blue ink for the printing and a blue ribbon for the typewriter. Have the printer match the ribbon. He can do that, while the typewriter dealer cannot match more than one shade of blue printing ink. This plan can be appUed to other colors, of course, and if white paper is used the harmony of color can be secured just the same, by having the printer and ribbon co-operate, as white harmonizes with any color. For- get about the old-fashioned purple ribbons. Use a good type- writer, and have it kept always in good repair. If you have more than one, have one fitted with elite type, to use on per- sonal and "swell" stationery. Every concern should have at least two grades of stationery, one of which should be quite "swell," having an air of difference. It pays. Insist upon correct spelling and proper punctuation. I cannot say "correct" punctuation, as there is nothing of that sort in the market. Some time there may be an authorized system for punctuation, but there is none now. But you can have some sort of a system of your own and insist that it be followed. Do not permit eras- ures. Do not permit interUning. Better have the sheet written over. Insist that every letter shall go out clean and perfect. It can de done. If it is not done it merely means that your typist is careless or lazy — too lazy to perfect herself. If she is careless or lazy it is the fault, and the misfortune also, of her employer. The matter of paper for stationery is important. Do not pay too much attention to the alluring advertisements of bond papers. They are all right — in their place; but there are many papers that are more desirable for fine business stationery. A good linen, a good superfine, or extra superfine, a good ledger that is not too stiff, a good wove — there are scores of finishes better than bond for business stationery. But the paper makers have seen fit to push bonds, and many business men think that 165] LETTERS THAT MAKE GOOD a good bond paper for their stationery is a symbol of good taste and good judgment, and perhaps financial soundness. And there is something in that view. But whatever the paper used it should be good. It does not pay to use cheap paper for any kind of letter writing. The dollars saved in that way are seed dollars which if planted in good stationery might result in a crop of business that would make any puerile saving look too small to think about. An up-to-date business man would never think of taking a large prospective customer to a ten-cent hand-out restaurant for limch. Why should he offer him cheap and poorly printed stationery? If I were to advise business men about their sta- tionery I would tell them that they ought not to pay less than from $5 to $10 per thousand for their letter sheets, or from $4 to $8 a thousand for their envelopes. And in the long run the man who has the courage to pay the maximum figure gets his stationery at the smallest cost, reckoned as an overhead and giving it credit as a business getter. The great trouble with business stationery is that business men do not think about it much, or in the right way. It is worthy of as much study as any other element of salesmanship. [66] PART II SPECIMENS AND EXAMPLES American Husiness Book Company I-UBLISHERS OF BOOKS FOR BUSINESS MEN Kcany Square Building Boston. Massachusetts. U. S. A. Author of "Letters That Collect." and "An- alytical Letter Writing"; Editor. "Letters That Make Good"; Sales and Advertising Manager. American Business Book Company. "THE BEST LETTER I EVER USED AND WHY" Edited by JONATHAN JOHN BUZZELL For convenience in referring to the notes and comments on letters contained in Part II of this book the following method is used: In the text the letters are referred to by page numbers. The comments on any particular letter may readily be found by noting the section number on the inside edge of the page opposite the folio on the bottom margin and then turning to the section indi- cated in the "Notes and Comments." In cases where series of letters appear, the comments on all the letters will be found under one section. A GREAT deal has been said and written about letter writ- ing as a lost art. To one who has studied the history and followed the growth of this now almost universal practice of promoting business by letters it is perfectly clear that whatever changes have come about have been in the nature of gradual development toward a more perfect art and a more tangible basis upon which that art is founded. Some claim letter writing to be a science, but that is true only so far as all art is based upon certain scientific principles. A letter con- structed upon principles laid down in any set of rules, without the subtle infusion of art in the form of individuality or person- ality, would be utterly hopeless so far as its effect on the human emotions is concerned. It would be as frigid and uncongenial as a mechanical man. The more personality injected into a letter the better. In that personality lies the strength of the appeal. And just as any writer develops a strong individual style by a study of the different styles of all the great writers, so by close study of the styles embodied in these successful busi- ness letters, the letter writer may develop a strong and telling individuality in his own letters that will go far toward achieving the maximum pulling power. [71] LETTERS THAT MAKE GOOD It is the purpose of this chapter, not to lay down a code by which letters may be written mechanically, but to furnish to the earnest student of salesmanship by correspondence a large number of successful business-getting letters that have actually been used by business houses — letters that have accomplished the purpose for which they were written, and that have been factors in the building up of solid business enterprises. After many years of experience with letters in a great many different Unes of business, during which time a large number of letters and facts about letters have been collected, the com- pilation of this book was undertaken. During these years the writer has unlearned many things. Hundreds of letters have been followed to an untimely grave. Here and there have appeared the real gems that have succeeded in justifying them- selves. Many letters that "read well" failed to pull business. This suggests that there are a great many points besides the language used that are important elements in the construction of any letter. In order to make this book as broad as possible in its scope requests were made for successful letters and opinions regarding them from leading advertising men and business houses through- out the country. This request met with a cordial response which justified the conclusion that there was a widely felt need for a book of this kind. These letters have been submitted as "The Best Letters I Ever Used" and although actual tabulated results have not been obtainable in some cases, these letters have been selected on account of some tangible reasons that place them above any others that have ever been used by the firms which have contributed them for publication in this book. The practical business man for whom this book is intended wiU readily grasp the points made by each letter, and many interesting and valuable facts can thus be gained. Many adap- tations of principles can be made, and in that lies the great value [72] LETTERS THAT MAKE GOOD of this work to any one who would increase the efficiency of his own business correspondence. Many examples will be found that will flatly contradict some of the old ideas that are pretty well fixed in the minds of many letter writers of to-day. Not all the letters here produced are perfect specimens in every detail. The critic will find many letters that come far short of his standard of masterpieces. But, it must be remembered, masterpieces of business letter writing, as in every other field, are not common- place — they are the exceptions. Many otherwise good letters fail of results because of faulty conditions of lists or of other details. On the other hand a mediocre letter may bring very satisfactory results if the conditions under which it is sent out are ideal or , approach to the ideal. The writing of a perfect letter is by no means all that makes for the success of a mail campaign. The mailing lists, the mechanical details, timeliness, and many other points are each essential to the best results. Each of the letters that are used in this book has been left as it was originally used and each represents the ideas of its writer rather than those of the Editors. In this very fact lies the chief value of the work. It is not the exploitation of any one man's ideas of business letter writing, but scores of men whose experiences have been along diff'erent lines and under different conditions have contributed specimens of their most resultful letters. These letters are all of comparatively recent date, but as conditions change from time to time it should be borne in mind in reading them that what to-day is new and forceful to-morrow may become too trite to be of value. The physician studies cases and thereby discovers remedies and methods of treatment, but he modifies and adapts his treatment according to the particular conditions. Individual judgment is the most vital factor in his success. It is equally valuable to the business man to study cases, but, as with the physician, his success in writing business letters depends upon [73] LETTERS THAT MAKE GOOD his individual judgment in applying the knowledge gained by such study. The higher the development of the art of letter writing by this method the more successful will become this branch of ad- vertising, for it will create confidence in the public mind by elimination of those abuses of the letter privilege that are so common. A great deal of damage has been done in this way by attempting to make the writing of letter copy conform to the same rules that have been followed in the construction of advertising copy where display and illustrations are, or may be, used. Many attempts have been made to force advertis- ing down the throats of the public by giving it the form of a letter with the letter left out. Many subtle schemes have been tried, but deception always disgusts and the legitimate letter suffers in consequence. With study of letter writing comes respect for the privileges of the letter and consequent improve- ment. Mere cleverness will not do. A letter may be infinitely clever, and possess all the points which are conceded to be essen- tial in a good letter and yet be a failure as a puller because it is infinitely clever. Nothing can be so beneficial in overcoming this tendency toward mere cleverness as a careful study of the great letter successes, as few, if any, succeed by cleverness alone. Many firms use what might be called "Good-wiU letters." It is not expected of these to bring direct results, but they are a part of the advertising scheme that helps the salesman or that helps in distributing goods through other channels. Many of the letters contained in this book are of this kind. And in studying them their motive should be kept closely in view. The letter itself should reveal its purpose. The letter that most readily reveals its mission is the letter that is most hkely to achieve the object for which it is written. There is nothing so attention-compelling and so convincing of the sincerity of the writer of a letter as a legitimate and self-apparent reason [74] LETTERS THAT MAKE GOOD for writing it revealed in the first paragraph. And this goes a long way toward putting the mind of the reader in a favorable mood for the arguments that are to follow in the body of the letter. Letters that conceal their message until the second or third paragraphs are reached must use greater force at the close in order to convince the curiosity seeker who reads to the end. Such letters have pulled remarkable results in some in- stances, but a close study usually reveals the fact that there is some influence outside the wording of the letter itself that is a strong factor in its success. Such letters often amuse — if we have time to read them — but they too often do no more than amuse. A letter may be pleasing and even humorous to a con- siderable degree, if it is saturated with the individuaUty of the writer, and will be aU the more forceful and convincing on that account, but here again individual judgment must be exer- cised and only a careful survey of the conditions wUl show where humor may safely be used. The subject of letter headings has been taken up in another chapter of this book, and their value and effectiveness as a part of the letter fully discussed. In the belief that the effects that may be obtained by typography and the ordinary printing press are too Uttle appreciated, considerable effort has been exerted to show in this work a large number of desirable styles produced from the type. These headings have been set especially for this book by some of the best typographic artists in the countr>% and show a variety of styles in composition and t>'pe faces from which the discriminating business man may choose when making up a design for his own business stationery. [75] NOTES AND COMMENTS §1 The first series of letters, pages 121 to 139, were used by an advertising agency and were contributed by Mr. J. K. Fraser with the following comments: "Circular letters may be divided into two parts. "Those for direct replies. "Those intended as fertilizers — backgrounds for more personal work to foUow. "A direct reply is usually easy to secure. A trick will get it. But trick replies are seldom of any real value. They are very misleading to the man who re- plies, or a very thin basis for further development. "In our letters we are not aiming to get a volume of replies. We want no replies on false expectations. We want no repUes that will lead us to suspect that there is business ahead when there is no sound reason for think- ing so. "Our letters aim simply to explain ourselves and our views. If they sufficiently interest the manufacturer in us, and in our views, he will get in touch with us. We will then be deaUng with a man who is in touch with us because he likes us and our methods. "Under these circumstances when we get together we will be well on the road toward doing business to- gether — that is, so long as our letters truly represent us and our views. "If we had expected many business leads from these letters we would have been disappointed. To date we have secured very few. (761 LETTERS THAT MAKE GOOD "On the other hand, we find they have been success- ful in accomplishing their real purpose. They have broadly created a favorable frame of mind toward us which we are encountering when we approach adver- tisers, or when we approach them through the mails." §2 The letter on page 140 was contributed by Mr. Clark E. Schurman with the following comments: "Here is the letter that has created the most interest of any I have used in four years and it must be known before reading it that our company has shown evidence of its mechanical ability through a long series of fine booklets and has proposed many plans of advertising to this list of furniture manufacturers, month by month before this letter. "Also that in the furniture industry the writer is fairly well known for a few successes with difficult furni- ture accounts. I suppose the conversational tone of this letter and its confessional character have something to do with its success. "Perhaps the opening is strong because it takes up the attack by a third party upon the recipient and the writer, throwing us together in mutual interest. The proposition in the first paragraph is so striking and im- portant, if true, that a man could hardly pass up the rest of the letter. "The illustration in the second paragraph justifies the first assertion. "In the third paragraph one party on the defensive admits the challenge of the outside manufacturer and accepts his share of the blame, which subtly suggests that the recipient of the letter may as well admit his share. [77] LETTERS THAT MAKE GOOD "Likewise, we have offered a good example in the matter of a resolution in the fourth paragraph and in- vited a frank, explanatory answer by quick termination of the letter without any preaching. "We received a number of long answers to this letter and two manufacturers came from a distance of over a thousand miles to take it up personally." §3 The two letters, pages 141 and 142, were contributed by Mr. Mac Martin and commented on by him as follows: "First letter: "Number sent out 304. "Number of replies 47. "Number of new accounts received 3. "Number of orders received 7. "Gross profit on first orders received $1,427. "The reasons why this letter brought this rather large return might be catalogued as follows: "1 — Quality of paper, printing, and typewriting was the best I could make it, regardless of expense. "The letter was filled in in our regular form with 'My Dear Mr. Doe' at the top and the name and address of the recipient at the bottom. "3 — It was signed in ink by myself. "4 — The letter is short, shorter than most business men are used to receiving. "5 — The letter was timely. "a — In the first place it referred to an incident in my personal experience on which the local newspapers had given considerable publicity. (In a business which seems to have a professional nature, business often gets away by people thinking you are stiU out of town.) "b — It was sent out at the close of a rather dull [78] LETTERS THAT MAKE GOOD summer season when most of the recipients were feeling the need of some stimulant for business. "6 — The letter was natural. After writing my first draft I called upon a representative of the list and used the exact words in conversation with him to see if the style sounded natural. This is the hardest test I know. "The letter contained a definite proposition. (In this relation it might be interesting to note that only one of the orders received was for a booklet, the definite proposition suggested. The suggestion of a booklet was used in the form of a 'leader' only.) "8 — The appeal was in the form of Suggestion and the particular arguments in favor of the action were worked in as descriptions of the service which were sup- posed to be taken for granted. (To the fact that a reply required no prolonged dehberation I attribute consider- able of its success.) "9 — The letter was personal. The letter was ad- dressed to 'yo*^/ 3. definite representative of the hst. "10 — The conclusion suggested immediate action and, to an extent, described the process of an action. (It might be interesting to note that, although the action suggested was that of telephoning, not one of the repUes came in that form; and I did not expect them to. One came in as a personal call of a man from out of town who arrived the same day he received the letter. Four came as voluntary interviews the next time I saw those men at a Club. The other forty-two came as letters. "I might add that I have never received less than 5% response of some kind from a letter of this descrip- tion. "This letter was not 'followed up* in the regular sense of theword although on December 26 1 sent another [79] *(-•} LETTERS THAT MAKE GOOD letter (page 000) to 218 of this same list and received 22 replies. This New Year's letter was not written with the expectation of receiving any immediate rephes. It is too early at this date to estimate the amount of gross profit on this New Year's letter." §4 The letter on page 143 was used by a large advertising agency and is self-explanatory. The friendly tone of the letter throughout makes it valuable from a good-will standpoint. The closing shows a highly optimistic viewpoint the keenness of which makes it highly commendable in the personnel of an ad- vertising agency. §5 The letter on page 144 was typed in red with note on side and bottom margin in imitation handwriting. It is original in its construction and no doubt that is in a large measure respon- sible for its unusual success. It shows the value of originality. §6 A series of seventeen letters, pages 145 to 170 inclusive, were sent weekly to 2,300 dealers in twelve eastern states, at a cost of $1,564 for the campaign. The detailed results given by Mr. John G. Keplinger follow: Letter No. 1 2 3 4 5 6 7 8 9 10 11 [80] Orders from new accounts Requests for samples 1 5 5 5 4 7 3 10 8 7 3 6 6 14 6 5 2 7 5 7 16 Orders from new accounts Requests for samples 9 7 8 7 12 4 3 3 6 3 33 10 LETTERS THAT MAKE GOOD Letter No. 12 13 14 IS 16 17 Eleven of these letters — one to eleven inclusive — were used on another Ust of 4,800 in the remaining states of the coun- try with results as per table below: Letter No. Orders Requests for samples 1 3 13 2 19 3 9 5 4 12 3 5 12 8 6 12 3 7 7 9 8 22 8 9 20 2 • 10 6 3 11 4 A year and three months after this campaign closed the following letter was received from a firm in South Omaha, Nebraska: "Gentlemen: "We had received several circulars from you last year in regard to your silks. "We were not in a position then to handle your goods but the impressions made by your talks at that time stiU remain and would like to hear from you now in regard to prices and advertising propositions." [81] LETTERS THAT MAKE GOOD §7 The series of six letters (pages 171 to 177), used by a large carriage manufacturing concern, are commented on as follows: "Our sales department supports a large corps of travelers, and most of the orders received are written by salesmen. The selling plan is to market the work through the travelers rather than by mail; however, it is the policy to supplement the travelers' activities by the Ub- eral use of follow-up letters. Naturally these letters are intended to mould the dealer's opinion and impress him with the desirabiUty of handhng the goods in order to pave the way for the traveler. "It will be seen, therefore, that our letters are de- signed more particularly to co-operate with the salesmen than to solicit immediate orders by mail, although of course a considerable volume of business comes to us through the mail. The usual method is to employ a series of five or six letters sent at intervals of from one to three weeks. The series, therefore, rather than the indi- vidual letter, should be considered in determining its effectiveness, because the individual numbers of the series are so closely related that the results of a single letter would be hard to tabulate." §8 The letter on page 178 was sent out by a large manu- facturing corporation that sells its goods to farmers, and is commented on as follows: "In preparing its form letters this company avoids all hobbies. We have no pet theories. We issue many milUons of these letters each year with a twofold pur- pose — first, to create good will, and second, to sell our machines. In getting out these letters, we do not special- ize for any types. We take it for granted that there will be enough normal-reasoning, clear-sighted, everyday [82] LETTERS THAT MAKE GOOD people read them, so that we can ignore cranks, slipshod thinkers, penny-wise and pound-foolish types. In the same way that large credit houses have discovered that between 97 and 100 per cent of the public at large is honest, so have we been convinced that between 97 and 100 per cent of the American farmers have more or less intelligence. We do not go after the minimum class, that is, those between the 97 and 100 percent. "A large corporation such as ours is subject to con- tinuous attacks by interested parties, which would tend to create an impression unfavorable to us, irrespective of any basic grounds for such attacks. To offset these statements we frequently have recourse to form letters. These letters we try to make convincing, straightforward, and, as far as possible, we take the farmer right into our confidence. We call these our good-will letters. When we write a letter to sell anything, our policy is the same. We go in a straightforward way after a sale through a letter exactly as if we were talking to the possible purchaser. We do not try to put in any fine phrasing; we abominate conventional forms, and we rely entirely on good straight 'reason why' copy to make the sale." §9 The two letters, pages 180 and 182, used by a manufactur- ing jeweler, were contributed by Mr. John G. Keplinger as the two letters which have been the most resultful of any used by him in promoting business with retail jewelers. The letter on page 180 opens with the "news-value" paragraph and uses the guarantee argument in a new way which brings it closer to the dealer himself and strengthens it greatly on that account. The letter on repair materials is an excellent follow-up for the first letter and adds force to the argument relative to watches. §10 The letter on page 183 was contributed by Mr. Daniel E. [83] LETTERS THAT MAKE GOOD Paris as the best letter he ever used in promoting business for his firm "because it has brought more business and more comment than any other effort of mine. This letter shows perhaps the best example of the style which I have sought hard to cultivate entirely thru watching results and not thru the use of any rules of system which I can possibly lay down. I am somewhat of an enthusiast on letters and beUeve that there is not half as much accompUshed thru this medium as is easily possible." On pages 184 and 185 are other letters from the same source which have proved more than ordinarily resultful. §11 Mr. St. Elmo Lewis has contributed two letters (pages 186 and 187). The trial letter has been especially productive of results. The other (page 187) has brought a consistent 7 per- cent of returns, which in this business is considered a very large result. §12 The letter on page 188 is commented on as follows: "1st, it requests the privilege of talking to the buyer on what he is interested in; 2nd, it not only em- phasizes Paint but gives an idea of our other stock; 3rd, it emphasizes service; 4th, it stresses the fact that we are the only manufacturers in this state." §13 The letters on pages 189 to 192 are commented on as follows: "We have written and re-written all our form let- ters a dozen times in the last dozen years, and have tried to cover every phase of our business, and each time we re-wrote the letter we thought it was better than before and were satisfied at that moment. After six or eight months use they began to get stale to us, [84] LETTERS THAT MAKE GOOD although probably just as new to the people receiving them as any other would have been, so that it would be almost impossible to pick out anyone and call it the best. "We have a letter (page 189) which we send to parents of newly born children, of which we use a par- ticularly large number. This has just been entirely re- written, the stationery entirely changed, and it will go out as something entirely new. I do not beUeve that I can call even this the best we ever put out, but if there is anything in approaching a mother with clean, up-to-date linen stationery, with a smooth-reading, simply worded and easily understood letter, in which she is told what our product is, for what it is to be used and what it is going to cost, then we shall have a form letter away above the average and one which you may be able to class as amongst the best." The letter starting with the words: "In accordance with" (page 190) represents form letters going to people who have answered magazine advertising requesting a sample. The letter starting with the words "By this mail" (page 191) represents people who are receiving a sample as the result of somebody's suggestion. The letter starting with the words "We shall be glad" (page 192) represents a follow-up letter which goes to both these classes. §14 The letters, pages 193 to 197 inclusive, are the principal ones used in a campaign to dealers on a line of guaranteed goods. QuaUty and the guarantee furnish the principal selling arguments in this campaign which was a very resultful one for the manufacturers. §15 On page 198 is a letter contributed by Mr. E. C. Tibbitts as one of the best letters used by him. As a creator of confi- dence in an old-established house it is an excellent example. [85] LETTERS THAT MAKE GOOD On page 199 is another letter from the same source which has received much favorable comment. §16 On page 200 is a letter contributed by Mr. George P. Metzger with the following comment: "It would be a brave man who would state that any letter is the best letter he ever wrote and give the reason why. For instance, I can remember a letter which I wrote while I was in the book business which pulled $25,000 worth of business from the names written on a half bushel of old dead and worked-out magazine coupons which had been thrown away and which I dis- covered in a corner. It wasn't so much the letter that did it in that case as it was a realization of what were the possibilities in that list of names. "So when I state that this letter is a good letter I want to say that it is mostly because I know that it was written to fit the circumstances precisely as I knew they existed, and to reach precisely the class of people whom I knew I was trying to reach. Also, I have reason to know that it stirred things up precisely as I expected, and caused a very wholesome controversy." §17 The letter on page 202 was contributed by Mr. Louis W. Wheelock with the following comments: "Out of many form letters, some of which might be called clever, I have selected this homely old speci- men, without a bright phrase in it — just plain and simple, without any 'do it now' tricks or appeal to the imagination. "It is the clearest and briefest statement of an agency plan and an advertising plan that really meets the needs and interest of the dealers to whom this letter is sent. It has been used nearly five years with [86] LETTERS THAT MAKE GOOD very slight changes, has been mailed as the first letter in a series to druggists in every state east of the Mis- sissippi, and I judge it is good because it has initiated business that has aggregated many hundreds of thou- sands of dollars. That it is open to improvement I am sure, but I would not agree to revise it imless in the direction of greater simplicity and clearness and greater care to present the plain, attractive facts without exag- geration. I believe that its success is due to the fact that it presents a plan that exactly fits the needs of the recipient. The skill consisted in constructing the plan, not the letter." §18 A series of three letters used to supplement the work of the salesmen, and which were very successful in a glass and paint business are on pages 203, 204, and 205. §19 The six letters, pages 206 to 212, cover the question of paint to the architect, the householder, the painter, building managers, and farmers. Letter on page 206 was sent to pro- spective paint users. It calls their attention to the fact that they should read up on paints, in order that they may talk more intelligently with their painter when the time comes for them to have painting done. The fact that the manufacturer offers to show them houses in their own city that have been painted with his paint gains their confidence. They can also get a copy of the booklet mentioned, together with color cards so that they may choose their own combinations from the local dealer, thus saving time and inconvenience. The enclosures with this letter were such that it gave a more detailed explanation regarding paint products and how they should be used to get the best results. The object of the letter on page 207 was to suggest to the architect to give his clients more service by letting this company furnish him with detailed information regarding [87] LETTERS THAT MAKE GOOD paints and paint products; partial list is given describing each product. Rather than have the busy architect send for Uterature, etc., this letter calls his attention to more detailed information regarding the manufacturer's products as listed in Sweet's Index which is found in every architect's ofhce for reference. The fact that he can refer to this information at any time, and that these products are sold in his city by an exclusive agent, makes it a very simple matter for him to look into them and possibly test them out. The letter on page 208 to building managers was successful because the first paragraph brought out some vital points which all managers of buildings must look into with care. The next paragraph bringing in the fact that this finish has the soft, attractive quaUties of water paint with sanitary, durable quaUties of an oU paint is most interesting to the recipient. §20 On page 213 is a letter which brought v^ery satisfactory returns. It was contributed by Mr. W. B. Greene and com- mented on by him as follows: "This letter was mailed to a small list of glass manufacturers. We, therefore, were able to know rather definitely the matters in which these people would be interested, and to write our letter accord- ingly. We paid particular attention to the sequence in order to gain and hold attention. "The cost of operation of a plant is always a live topic with the manager and the immediate reference to a very large company in the business and the fact that we were sending them a description of an impor- tant part of this company's equipment, was a matter of considerable interest. Having gained their atten- tion, we were able in the second paragraph to offer [88] LETTERS THAT MAKE GOOD the services of our Engineering Department. It was unnecessary here to attempt to sell our machinery as there is nothing to sell until the engineers have studied the conditions and made recommendations. "The third paragraph offered the House Organ after they had become interested in this through the article mentioned above. "We believe that we had this material arranged in the proper order as every concern would be inter- ested in the first paragraph, but a relatively small number in the second. The second paragraph, how- ever, would have no value without being preceded by the first. Responses to this letter have been rather exceptional, considering the product which we sell." §21 The two letters, pages 214 and 215, were used on a list of prospective buyers furnished the manufacturers by dealers. They were filled in to match the body of the letter and the dealer's name is mentioned at the close as being glad to supply further information. §22 The letter on page 217, used by a Southern shoe manu- facturer, is commented on by Mr. R.Winston Harvey as follows: "This is probably one of the best form letters I have sent out recently. Why is it the best? Is it because it is a good letter? Is it because the merchants to whom it was sent were in a receptive mood? No! It is because it was aimed straight at the merchant's pocketbook and the aim proved true. "This letter produced results because it was com- posed after a careful survey of the general trade condi- tions, and in letter writing the same basic principles apply as in preparing an advertisement — know your people, know the trade conditions, and go after them [89] LETTERS THAT MAKE GOOD with clean-cut proofs of the pecuniary advantages in handling your product. "This letter was sent to a list of Southern pros- pects — merchants whom we had never sold. We wanted their accounts, and this letter got a great many of them. "Now, what were the conditions in the South at that time? Cotton prices went bad, Congress was 'monkeying' with the tariff, the weather was all but favorable, shoes were getting higher, and the Southern merchants took on an aggravated case of pessimism — that is, some of them did — and we knew they were having a dull trade. "Now we get to the real reason for this result- producing letter — ^we gave the merchants who were not handling our line actual figures from merchants who were handling our line, and proved to them that nothing was wrong with the weather, that nine-cent cotton was all right, and that the tariff had nothing to do with their sales, but that they were handling the \vrong line of shoes. "This careful analysis of the conditions I believe is mainly responsible for the results from this letter; al- though the fact that we enclosed a self-addressed government postal card, all ready for the merchant to sign, had its weight. The card gave the merchant the opportunity of having a salesman call, or of receiving a catalog of anything in the way of shoes or shoe find- ings. We got more requests for catalogs than for sales- men, but by our catalog follow-up system, we were able to land some nice 'direct' orders as a result of this letter. "Then there is the postscript which made it seem (90) LETTERS THAT MAKE GOOD more like a personally dictated letter than a circular. The letter was also filled in with the merchant's name and address. This 'P.S.' suggested seasonable goods for the HoUday trade, and there is nothing like the power of suggestion in salesmanship to get the pro- spective buyer in a buying frame of mind. "In preparing form letters one is apt, if he isn't very careful, to fall into the sterotyped phrases and give too much study to the rhetoric in his composition, which makes the letter stiff and stilted. A form letter is purely and simply a business communication and should be dictated in the same way you would dictate any other letter— smooth and right from the shoulder. "Upon the first paragraph of any letter depends whether or not it will be read to the signature. It is like the illustration, or the headlines of an advertise- ment — you must first attract attention, and then make your story of sufficient interest to justify a reading. If a reply is desired a self-addressed postcard or en- velope will lend its aid materially, because you then make it an easy matter for the customer to reply with no expense and practically no trouble." §23 On pages 219 and 220 are two letters used by a large clothing house. They were productive of record returns, a fact which their writer says: "Strikes me as unusual upon re-reading. I have written many letters which were infinitely cleverer than these — which had all the essential points of what we all agree to be a good letter— and yet whose records as 'pullers' have been very mediocre. All of which goes to prove that psychology and theory frequently fail when applied to advertising." (911 LETTERS THAT MAKE GOOD §24 The two letters on pages 221 and 222 were used by a stove manufacturer marketing goods on an agency basis. Actual record of results was not obtained, but as evidenced by comments and satisfaction of agents they were highly successful in accomplishing their end. §26 On pages 223 to 235 inclusive is a series of letters that have been big producers. Most of these letters lead up to the point by some statement or human-interest story that prepares the reader's mind for the argument. There is an atmosphere of frankness and confidence throughout that is always worth more in a letter than any so-called strong sales talk that can be used. §26 The two letters on pages 236 and 237 were used by a manufacturer of ofl&ce filing systems and were contributed by them as the most resultful of any they have ever used. §27 On page 238 is a letter which stands out as a distinct type and which seems to violate most of the principles that are usu- ally safe to follow in writing. It probably won on its humor, which is of a sort that would naturally appeal to the class ad- dressed. It proved to be one of the most effective in pulling business of any ever used by this concern. §28 The letter on page 239 was contributed by Mr. Edw. S. Babcox as one imusually productive of results in advertising a recipe outfit to women. A specific instance is an order written on the margin of the letter and received more than two years after the letter was sent out. The letter opens with a testi- monial, which is, if the testimonial be brief and strong, a very good way of getting interest. In this case the testimonal states something specific and descriptive. The body of the letter is plain and convincing, and the close suggests definite and imme- diate action. On page 240 is another letter from the same source. The opening paragraph is frank and therefore unique. This very point would win for it a reading in a great many cases. The [92] LETTERS THAT MAKE GOOD frank tone is maintained throughout, and altogether the letter is one that should inspire confidence. §29 The two letters on pages 241 and 242 use the question form of statement for emphasis. The first letter would appeal to the business man who was uncertain as to the best filing methods for his needs, and would bring the desired inquiries. These two letters brought a large amount of business for a branch ofiice of a filing cabinet manufacturer. §30 The letter on page 243 was sent to a list of 250 prospects and brought 12 trial orders and 10 permanent customers, who, when these results were tabulated about six months after the letter was sent out, had purchased goods to the amount of $4,135. The letter on page 244 was sent to a similar list in the same territory a few months after the above letter went out and brought but a single trial order from a customer who never re-ordered. The letter on page 245 was sent out later to a list of about 500 names, covering a much wider territory, and brought over 30 percent of replies. §31 The series, pages 246, 247, 248, 249, 250 and 251, were used by a large clothing manufacturer and were eagerly ordered by the dealers. The letter to dealers on page 246 explains the method of handling the mailing of these letters. Each of the series of five to be sent from dealer to prospective customers had a two-color cut showing the particular style of suit which was mentioned in the letter. The same cut was also shown on the envelope. §32 Two very good letters sent by a large manufacturer to dealers are found on pages 252 and 253. These were selected as the most resultful and satisfactory used by this house. They are plain, brief, and are written from a point of view which should make a strong appeal to dealers. [93] LETTERS THAT MAKE GOOD §33 On pages 254 and 255 are two letters sent by a large manufacturer to a list of farmers and which proved to be very efficient in bringing results. They are written from the right point of view and are excellent examples of the kind of letter that should appeal to the farmer who wishes to progress along the lines of modern efficiency. §34 The "Night Letter" on page 256 affords a very striking ex- ample of pulling power. Its success is attested to by the fact that the orders received directly in reply to it amounted to $1,600,000. It has been the practice for a number of years for this firm to send off these telegrams on New Year's Eve, stating the exact condition of the underwear market and thus posting the cus- tomers, giving valuable information upon which they can act immediately. In most cases a response was received by return telegram at the expense of the firm, duplicating the order of the previous year or increasing it anywhere from 35 to 100 percent. §35 On page 257 is a letter used to foUow up notices in the trade papers. This furnishes a reason for writing and makes the letter personal. The results from this letter were probably due more to the plan than to the letter itself. §36 The letters on pages 258, 260, and 261 resulted in a large amount of new business. They were sent by a manufacturer of a guaranteed article to dealers, and are considered by them to be their best business producers. §37 The letter on page 263 was used to call attention to a new catalog and is a plain, businesslike statement that should appeal to the class of prospects to whom it was sent. In immediate orders this letter brought a net profit of more than twenty dollars for each dollar expended. Through the sale of small tools men- tioned in the second paragraph business relations should be opened that would lead to orders for more expensive machinery. [941 LETTERS THAT MAKE GOOD §38 The letter on page 264 was contributed by the Welsbach Company as one of the most productive they have ever used. It uses the argument of an expense-saving move turned to benefit for the customers. This suggests Uberal business poUcy and thus gains confidence. §39 The two letters, pages 265 and 266, were contributed with the following comments: "The longer letter (page 265) we sent out first some time ago when the interest in tariff revision was at its height. We began by using it in Kansas City where it made such a favorable impression that it was finally sent to nearly all of our branch cities. In Kan- sas City it was mailed to about 1,000 automobile owners. It eventually pulled into the branch more than 200 new customers. "The other letter (page 266) approached the subject directly and brought splendid returns. "We are great beUevers in circularizing by letter under first-class postage. We make it a point never to send out a letter unless we have something to say that is of real interest to the recipient. We nearly always enclose a return postcard and according to the kind of letter count on from 10 to 33 percent of responses. We believe it is safe to say that no other one form of advertising has brought us the direct returns in dollars and cents that we have received from our circularizing during the past two years." §40 The letter on page 267 was contributed by Mr. G. U. Gates and commented on as follows: "This has been a good result-producing letter and was sent to institutions in the United States which make a specialty of treating tuberculosis. Such insti- [95] LETTERS THAT MAKE GOOD tutions are always looking for sputum cups, and this letter made good because our cup was carefully described and its advantages shown. "It furthermore quoted specific prices, which prices were low enough to get the superintendent to whom it was sent to write us for a quotation upon the number of cups he would contract for. Over 20 percent of the institutions to whom this was sent repUed. Another letter used by the same house and which was sent to prospects in foreign countries is on page 268. "This letter states the name of the book which has been sent, and the day it is put into the mail. In export this is very essential because the mail deliveries are not as good in all countries as in this; in fact, when sending catalogues to Latin America, it has been found advisable to have them registered, and the same is also true in many other countries. "Next the letter takes up the fact that we are in a position to make special apparatus that will suit their individual tastes. In the third paragraph atten- tion is called to the quaUty of the product which we manufacture. Then we take up some specific articles which are in the book to draw a reply as to what the prospect really intends to buy. In each specific article we draw the attention of the prospect to the exclusive features as these are the ones which cause him to buy. Our reason for referring to specific pages is to make the prospect go through the book. Then we take up the matter of deUveries and discounts. Lastly we set a rather definite time when we expect to receive an answer, and key the letter," [96] LETTERS THAT MAKE GOOD §41 The letter on page 271 was sent to a list of 757 industrial plant operators and 94 replies were received. The amount of business resulting from these replies was highly pleasing to the company using the letter. The first and third paragraphs of this letter were severely criticised by three different advertising men and all advised not using it. In spite of this it was sent out and over 12 per- cent of replies were received. §42 On pages 272 and 273 are two letters that were used by a manufacturing concern to create demand of the jobber for their goods. Both letters use the "headline" first paragraph. The first letter is an argument showing the advantage to the dealer in carrying goods of high quality backed by reputation. The statements are made from the dealer's point of view, the fifth paragraph taking up the argument for the particular goods offered by the manufacturer. The second letter takes up much the same line of argument. These letters brought many very satisfactory reports showing that they made lasting impressions that were favorable. §43 The letter on page 274 opens with the "news-value" para- graph, which doubtless makes a strong and interest-arousing appeal to clergymen to whom it was sent. It is a smooth play for a salesman's interview. Its appeal is made on a basis in which every clergyman is vitally interested and it suggests helpfulness and thorough understanding of his particular problem. The letter on page 275 is constructed along lines very simi- lar to preceding letter to clergymen. It gives a reason for writ- ing and brings up the point of ordering holiday goods in time, which really is its object. The body of the letter shows willing- ness to co-operate and special inducements. The closing gives a reasonable basis for demanding immediate action. The letter on page 276 is more strictly an advertising an- [971 LETTERS THAT MAKE GOOD nouncement, but it plays on human interest and the unique paragraphing makes it striking and undoubtedly adds to the element of force. The letter on page 277 is intensely personal in its tone. The first paragraph furnishes the reason for writing and makes a point of contact between the writer and reader. In the body of the letter is a carefully prepared argument or selling talk well adapted to making a strong and telling appeal to the particular class to whom it was sent. The closing suggests action in a manner that should appeal from the reader's point of view. §44 On page 278 is a letter used by a crockery salesman on a list of western customers. The first paragraph furnishes the reason for writing and forms a point of contact. The body of the letter contains good soimd argument for the goods and bids strongly for the prospective customer to postpone buying until he sees this unusual line of goods. It proved effective in in- creasing this salesman's sales several thousand dollars over the previous year. §45 On pages 279, 280, and 281 are three letters used by a lumber dealer. In each case the opening paragraphs are state- ments from the reader's point of view. Based on these para- gaphs the remainder of each letter is a general sales talk. They brought a very perceptible increase in the daily purchases from this concern by contractors and builders during the period while they were used. §46 The six letters, pages 282 to 287, were contributed by F. H. Chase as a series that were very useful in getting more business from old customers, and stirring up many that were not buying regularly. §47 The letter on page 288 is strong in imagination. It aims to create irresistible desire by its tempting descriptions. It is in no way personal and depends for its point of contact on the [98] LETTERS THAT MAKE GOOD chance that some of the delicacies described will appeal to the reader. §48 On page 289 is a letter contributed by Mr. Jens C. Petersen which brought the most and best results of any letter he has ever used, and he comments on it as follows: "This letter developed $2,275 worth of business from only $52 worth of advertising alone. It was the second letter used in answer to inquirers who had seen a certain one of my houses illustrated in a magazine. These inquirers wrote in concerning these plans. Fail- ing to hear from them, I wrote this letter. "My explanation of this letter is that it had just enough of antagonistic temperament to almost compel them to answer it. My closing remark convinced them there was no other way than to answer my letter." §49 Two excellent letters from a retail clothing store, one to men and the other to mothers of boys, are on pages 290 and 291. The main argument is satisfying customers in merchandise and methods and in a general way trying to create and maintain good will. These letters are general where the letter to pro- duce direct sales must as a rule be specific. These letters are an inducement to patronize this store for wants in this line, but do not create demand. §50 The two letters on pages 292 and 293 are commented on by Mr. Frederick W. Aldred as follows: "These letters were carefully filled in with names of customers. The linen letter was written to a picked list of twelve hundred women, all of whom were known personally to the signer, our Vice-President. The re- sults would not have been so great, of course, except that this is done annually. Nevertheless, we have done a tremendous volume of business in fine linens during 199] LETTERS THAT MAKE GOOD this sale and at times women have had to make appoint- ments ahead in order to get the attention of the signer. "The second letter (page 293) pulled so hard, and that from the very best class of women in the state, that we were obliged to put up a fence on the stairway leading to the Trocadero and let women in and out by small groups. Our sales, of course, were tremendous for a store of our size. "The open sesame to good letter writing is the phrase 'You versus I' which instantly with compelling force impresses upon one while writing the fact that the other fellow's point of view is all important and mine of absolutely no importance whatever, except in so far as I can change my point of view to his and direct the latter to the results aimed at, whether these results be buying goods, speaking at a dinner, voting for a candidate or doing a favor. "This is as true of personal and friendly letters as of business letters, altho not always apparently so for the reason that you, as a friend, may be intensely interested in my personality, thoughts, and experi- ences; while you as a business man are only interested in business letters for the direct bearing they have on your business interests or professional pursuits." §51 On page 294 is a letter used by a Boston clothing house and was accompanied by a copy of a 350-page book published by the Boston Chamber of Commerce. One thousand copies of this book which retailed at $2 a volume were sent out. This is an ideal good-wLU letter. It was sent largely to professional men and the appeal is made from a viewpoint that should make it of strong publicity value. §52 The letter on page 296 brought larger returns than any [100] LETTERS THAT MAKE GOOD other ever used by this firm. The appeal is intended to pull from the highest class trade. No specific appeal is made and it is merely a little quality talk opened with an implied compli- ment, both of which seemed to be very effective. §53 The letter on page 297 made use of a check for $1 which applied on the first purchase under certain conditions. This would naturally attract attention and secure a reading for the letter. The letter proved a big business getter, and the return of the checks made it very easy to tabulate results. A list of those returning checks would also be a valuable new list to follow up with still further special offers. §54 The letter on page 298 brought into the store over 50 per- cent of the prospects to whom it was sent. It created the best sort of feeling and while open to criticism in many ways, proved to be a very valuable business-getter. The opening paragraph has the absolutely selfish viewpoint of the advertiser, yet is so put that the old customers to whom it was sent would doubt- less take it somewhat in the nature of a compliment. The comphment is taken up again in the third, fifth and sLxth para- graphs in such a way as hardly to be resisted by women. The fact that the letter would put the advertiser under obligation to any prospect who came to the store in response to it would make the prospect feel absolutely free to inspect the goods — it would then be up to the salesman, as it is in every case where an advertisement brings a prospect into a store. §55 The letter on page 299 proved to be a very effective appeal to the class of people addressed and made an unusually big holiday trade for the florist who used it. The invitation to in- spect the offerings without obligation would naturally appeal strongly to women. §56 The nine tailoring letters, pages 300 to 308 inclusive, were contributed as being especially productive of results. They are far above the average letters that have been used in [101] LETTERS THAT MAKE GOOD this line and were selected from many diHerent sources and localities. §57 The letter on page 309 is written in an interesting vein that should appeal to the class addressed. It is the tone of the letter probably more than any other quality that makes its strength of appeal. §58 On pages 310, 311, and 312 are three letters that were used by an enterprising newsdealer in soliciting trade in a select dis- trict. The quality of stationer^' used and the general tone of the letters would appeal to the more discriminating prospects addressed. §59 The letter on page 313 opens with the headline paragraph. The whole letter tends to fill the reader with the spirit of ideal suburban life. In the closing paragraphs the possible objections are met in a general way. On pages 314 and 315 are two letters to real estate owners on the management of property. The second letter uses a human interest story that would hardly go unread by anyone interested in real estate. §60 The letter on page 316 is illustrative of a simple proposi- tion for keeping in touch with customers and showing interest in their patronage. It has a value of general advertising aside from what direct orders might result, although it proved more than ordinarily satisfactory in immediate results. §61 The letter on page 317 is essentially a formal business an- nouncement in the first paragraph. It was sent to a list of automobile owners and patrons to try to interest them in a new model of a dift'erent make from their own cars, yet carefully avoiding any suggestion that might offend. It is not strong as a sales letter but as a good-wiU letter was very effective. §62 The letter on page 318 was successful in getting immediate business from over 50 percent of the prospects to whom it was sent, who, of course, were customers who had been on their [102] 7 LETTERS TIL\T MAKE GOOD books previously. It gives some interesting specific information that could hardly fail to convince. §63 The letter on page v'lQ proved to be a very effective short letter. In the first paragraph there is a comparison that brings out the point of the letter in a simple and telling way. It carries an air of confidence which sounds businesslike without any attempt to overdo it. §64 The two letters, pages 320 and 321, were actually written by a woman and have an appeal that is rather hard to get except through the personality of the writer. The letter on page 322 is of the more personal kind and makes its appeal along personal lines. The letter on page 323 gains attention by its appeal to patriotic pride. This letter was written by a woman and in that vein of woman-to-woman talk. §65 The letter on page 324 is one that proved highly successful for a large public service corporation. Forty-five thousand of these letters were sent out to consumers; 125 replies were received the same day the letter was mailed; 2,578 replies were received on the second day; 1,037 replies were received on the third day; 930 replies were received on the fourth day. In all 7,431 replies — nearly 12 percent — were received. Of these 6,945 expressed themselves as entirely satisfied with the service. Mild criticism and suggestion were received from 396. As a stamped addressed envelope was enclosed for reply, the company naturally assumed that those who did not reply were satisfied with the service, or at least had no specific criti- cism to offer. This letter together with an analysis of returns was published in all the daily papers in the city as a display advertisement on the sixth day after it was sent out. This shows the advantage, even in a good-will letter, of asking some specific question or making some specific suggestion. In this case complaints were called for, but by far the larger number [103] LETTERS THAT MAKE GOOD of replies were commendations instead — which was, indeed, to be expected. The complaints were taken up mdi\ddually and straight- ened out to the satisfaction of the parties making them. Thus the letter accomplished a threefold purpose : it brought out whatever dissatisfaction existed and enabled the company to correct it; it proved tremendously successful as a good-will letter, as the replies show; it brought out some very valuable facts that were used in advertising to possible consumers. Each letter was carefully "filled in," thus making it appear to be a personal tj^jewritten letter. > It is not a masterpiece of rhetoric, but a simple, personal message from the General Superintendent. §66 The letter on page 325 was sent to a list of ten thousand names throughout the rural districts of New England. It is personal in its tone, makes an appeal to holiday generosity, suggests bu>'ing for gifts, and has a strong close. The returns were unusually large for a letter of this kind. §67 The two mail order letters on pages 326 and 327 are excel- lent examples of right-to-the-poLnt-ness and cannot help but inspire confidence in the business house that used them. They proved to be big winners. §68 The two letters, pages 328 and 331, were contributed by Mr. Edward B. Waldron as the most resultful of any he has ever used in the mail order piano business. They are not as long as the usual letter used by the piano houses which range from two to five pages. These letters were designed to appeal to the rural classes and brought a large percentage of orders. §69 The two letters, pages 333 and 337, were contributed with the following comments by Mr. A. R. Wellington: "Owing to the class of people with whom we have dealings our letters are necessarily of considerable length and deal specifically with the premium proposition. [104] LETTERS THAT MAKE GOOD "In other words, the letters I have written which I beheve have brought the best results in dollars and cents, have been of extreme length, going into the proposition in detail, and the success of these letters, I believe, has been due to the plain way in which I have tried to state facts. "The keynote of the letters I have written has been the use of the 'heart-to-heart' idea, taking the pos- sible customer entirely into my confidence and trying to explain my proposition to him in such a way that he feels what we have to o£fer is more valuable to him than the money he has to pay for it. "The first letter (page 333) is what we call our second follow-up letter and is sent out about thirty days after the original offer is made. In looking over our records, I find that without any question this letter has brought better returns for the money ex- pended than any proposition we ever put out. "The other letter (page 337) was an appeal for quick payment of money due on old accounts. We collected thousands of dollars from the use of this letter and without the use of a premium of any sort. I simply took advantage of the fact that we had suf- fered a severe loss by fire some time previous to the date of this letter, and we were building a new factory which necessitated a large outlay of cash. To sum the whole thing up I told our customers the truth and obtained far greater results than from any other methods of collection used. "In connection with this letter I also want to state that what you might call commercial license has been taken so far as the grammatical construction is con- cerned. Remember that we are dealing entirely with [105] LETTERS THAT MAKE GOOD the farming class and further than that, with the small stock raiser, and people of this class require, to my mind at least, a different sort of soHcitation than do farmers who are more interested in diversified farming." §70 The letter on page 338 is highly imaginative and seems to depend almost entirely upon creating desire by this method and then leaving the reader to act without explicit suggestion. The offer to ship on approval is depended on as the clincher, the final paragraph being too formal to stir the prospect to action other- wise. It is, however, one of the most productive letters ever used by this firm and brought excellent returns. §71 The nine letters, pages 339 to 348 inclusive, were contrib- uted by Mr. T. W. LeQuatte with the following comments: "No. 37 (page 339) is sent to advertisers who are using other papers. It is not intended or expected that it will bring an immediate reply. I have never found it profitable to attempt to make an advertiser decide for or against our pubhcation with one letter, but have started this correspondence with the view lo carrying on an educational campaign which will cul- minate in an order. You will note that there is very little said in any of these letters about an order. My aim has been to educate the advertiser to the point where the order will come voluntarily and as a result of his own deUberate judgment rather than to force him by any briUiant and swiftly moving campaign to use our publication either against his judgment or without a full knowledge of what he is doing. "No. 56 and No. 66 (pages 340 and 341) are intended for the advertiser who has been confining himself to a restricted campaign in a small territory or to the adver- tiser who does not feel able to pay our rate, but who is [106] LETTERS THAT MAKE GOOD using a combination of other publications that cost more and reach fewer farmers. "No. 64 (page 342) was originally written to answer a man who questioned the quaUty of our circu- lation and has since been used as a matter of general information. "No. 63 (page 343) is a sort of final effort to get a reply and is successful in more than 85 percent of the cases. It is sent anywhere from the third to the fortieth or fiftieth letter, depending altogether on the circum- stances. Whenever I am ready to call for a show down I use that. "No. 59 (page 344) is intended to overcome pos- sible criticisms that may have been aroused in the mind of any man because of anything that we may have said in any previous letter, and to impress the advertiser with the fact that we are not knocking anybody else, but that we are giving him the plain, unvarnished facts from time to time because he is entitled to them. "The fact that our business has more than doubled in the last three years is not, in my opinion, so definite an endorsement of our plan of getting the business as is the fact that most of the advertisers who begin to use our paper continue to use it from year to year. In other words, by avoiding the hothouse method of sprouting a desire or a willingness to try our paper and by sticking to the educational method of developing actual and definite knowledge which results in an order, we are not only getting the business but we are keeping it." §72 The two letters, pages 350 and 351, were contributed by Mr. Louis W. Wiley as examples of some of the letters that [107] LETTERS THAT MAKE GOOD have been notably successful in getting advertisers to use his paper. §73 Mr. S. R. McKelvie contributed the letters on pages 352, 353, and 354 as three which were unusually good producers of business. The one "Pigs is Pigs" produced a single order of $436.80. §74 Eight letters, pages 355 to 368 inclusive, were contributed by Mr. A. D. Bishop, concerning which he says: "For five years past similar letters have been sent out each month. It is difficult to determine just which of these sixty or more that have been issued produced the best results. "We simply know that they have attracted con- siderable attention and no doubt have contributed somewhat in extending the name of our paper. We have within the past four years spent nothing for advertising purposes save the publication and dis- tribution of these letters." §75 The eight letters, pages 369 to 378 inclusive, are com- mented on by Mr. E. Wallace Brainard as follows: "The purpose of these letters was to attract atten- tion, arouse interest, stimulate desire, and, by their constant dripping, sell advertising space. "I have found them all ver>' valuable in develop- ing a business friendship by correspondence and hence gaining an advertiser's confidence likewise in time secures his advertising." §76 On pages 379, 380, and 381 are three letters contributed by Mr. Joseph W. Hill as samples of some that have produced very good returns in soliciting advertising for directories. §77 The letter on page 382 has brought forth many favorable comments from advertisers and has been the means of increas- [108] LETTERS THAT MAKE GOOD ing the sale of advertising space in the farm paper which used it. It shows a knowledge of the statistics of farming and this implies an equally correct understanding of farming itself, therefore a paper in which subscribers have confidence and con- sequently a valuable paper in which to advertise. It also shows prosperity of the farmer, a condition favorable to the liberal expenditure of money on advertising in farm journals. §78 On pages 383, 384, and 385 are three letters contributed by Elbert Hubbard on which he makes the following comments: "I have used these letters with great advantage and benefit. However, I would not recommend any one else to follow the general style of these too closely. "The fact is that every business is a sort of indi- vidual problem, and while these letters brought me big returns, business men who deal in staples might con- sider the missives a trifle frivolous." §79 The letter on page 386 gets down to business without any unnecessary words in the first paragraph. The second para- graph tends to overcome the objection of any who might be prejudiced in favor of other mediums than the class men- tioned, thus avoiding any antagonism at the start. The remain- der of the letter is devoted to argument and is closed with an offer to explain an interest-arousing proposition assumed to be new to the reader. §80 On pages 387, 388, 389, and 390 are four letters used by trade journals to sell advertising space. They open from the reader's point of view and are straight-selling talk throughout. The first two close with a strong bid for action, the others take the attitude of mere fertilizers for more vigorous suggestions to follow. §81 Mr. John Horace Lytle has contributed the four letters on pages 391, 392, 393, and 394 as letters that were especially [109] LETTERS THAT MAKE GOOD productive in securing subscriptions for a magazine. The first letter gets the attention at the start by introducing some man well known to the class of readers to whom it was sent. This method seldom fails to get attention and interest, especially when it is backed up by something substantial as it is in this case. The second letter is based on the principle of arousing the curiosity to the point of ordering on the strength of a gen- eral statement, the postscript, of course, making a special offer that is no small part of its purpose. The remaining two letters feature special offers. In these cases the effectiveness of the letters Ues in the sales plans rather than in the writing of the letters themselves. §82 Mr. A. L. Pelton has contributed four letters, pages 395 to 401, as the form letters which have stood up above all others in point of returns. He says: "Two of these are get-the-money letters; two are 'on approval' offers. "With letter No. 1 (page 395) there went a four- page descriptive circular, on the front of which were the hands holding out the book, with same wording in display as in under the cut on letterhead; the order coupon also had the cut on the left side of it. "Letter No. 2 (page 396) sold books in good shape. "Letter No. 3 (page 397) was sent out immediately after the close of the Boston Advertising Convention, and went to delegates who attended the convention. "Letter No. 4 (page 399) was sent to 4,500 mem- bers of the various advertising clubs, with special commendations from advertising men. One 'high- brow' said it was a 'rotten' letter, too long, and all that. A dozen other advertising managers said it was a masterpiece. And as it took out $2,500 worth of [110] LETTERS THAT MAKE GOOD books, we will give it the benefit of the doubt and say that from a business-getting viewpoint it was not abso- lutely a failure." §83 The four letters, pages 402, 403, 404, and 405, were con- tributed by Mr. John Ir\'ing Romer and are letters that have been productive of good results and many favorable comments. The easy conversational style carries the reader along almost unawares and is conducive to a state of mind that lends itself readily to confidence and suggestion. Mr. Romer modestly says that they are not model letters, but it is certain that their good quahties far outweigh those of many letters that have been held up to us as models. §84 On pages 406, 408, and 410 are three letters used by the Curtis PubUshing Company. They are studies in merchan- dising from the manufacturer's point of view and should inspire confidence in the ability of these publishers to help him with his problems. They dwell more on trade conditions and argu- ments and less on the publications themselves than most pub- lishers' letters and it is undoubtedly this feature that places them in the Ust of productive sales letters. §85 On page 412 is a letter contributed by Mr. B. H. Tichnor, Jr. It was first sent to dealers with excellent results, and afterward was used by a number of retailers. One book store sent it out to a list of 2,000 and it sold over 10 percent of them direct by mail. It is a strong human-interest letter, makes a forceful appeal to sympathy and imagination, and is remark- ably well adapted to the proposition it has to offer. §86 The letters on pages 413 to 426 inclusive were contributed by Mr. L. C. Ball and commented on as follows: "Our follow-up letters are designed to conform to the following 'Ideal,' evolved jointly by the Sales and Mail Order departments. [Ill] LETTERS THAT MAKE GOOD "I want my Selling Talk to be a Service Talk, that will be worth my customer's time whether or not he buys my goods. "I want it to tell the Truth. "To be a perfectly human statement of the Service I can give. "To show in simple, plain, business language, 'You can use my goods.' "To treat my proposition as a purely business matter and handle it in a businesslike way. "To use Wit only with Wisdom. "To treat every man's attention as his business property, not to be secured by dishonest means. "To convince and persuade Me just as I hope to convince and persuade my Customer. "To make my Customer see my Proposition more than myself. "To make the Merit of my Goods so clear that my Customer will want to buy. "It is for This I am working. "Our foUow-up is directed especially to business and professional men, and it is necessary for each letter to make a general statement as to the value of our proposition, which wiU seem to be a specific one to everyone who receives it. To generalize is fatal because every man is ready to say that his business, his personaUty, his problems are different from every- one's else. "The letter keyed 'N/A' is designed to develop inquiries from general Usts and accompanies a Uttle booklet. "The letter keyed 'AS/A' accompanies our Sheldon Book, sent in response to inquiries and is followed [112] LETTERS THAT MAKE GOOD within two days by the 'PR-6' letter containing the application blank with testimonials. "The letter keyed 'AS/I-3' is the last of a series of eight, and has pulled its share of the business pro- duced by the follow-up, although accompanied by no enclosures with the exception of an enrollment blank and a small motto card. "The letter keyed 'AS/D-3' was designed to take the place of 'AS/D-2' which was very efl&cient in kill- ing business — for reasons I have not taken time to analyze — -I suppose that it hasn't the appeal to heart and logic which the 'AS/D-3' has. This letter is getting the business. "You may consider all the letters of our follow-up to be more or less alike, but I aim to present the argu- ments from several different standpoints in the course of the follow-up. In any event the letter keyed 'AS/F-3' is one that failed and I am substituting for it the letter keyed 'AS/F-4.' "The letter keyed 'AS/H-3' is one that failed. " 'AS/H-4' is pulling where all previous letters trying to make this point have failed. "Summing up the reasons for the failure of the two letters, 'AS/D-2' and 'AS/F-3,' I should say that on an educational proposition it doesn't pay to appeal merely to reason, judgment, and intellect — there must also be an appeal to the heart side or feelings, if real results are to be expected. As to the reason for the failure of 'AS/H-3' I don't think any one would have to puzzle very long to see the reason why. "The letter keyed 'LCB/BJ' is being sent with a little booklet entitled 'The Man Who Bossed Johnson' and is pulling more than 5 percent of leads on old lists. (1131 LETTERS THAT MAKE GOOD It is entirely different to the 'N/A' letter in its appeal, although it is for the same purpose." §87 The four letters on pages 427, 42S, 429, and 430 are com- mented on by Mr. Hugo Parton as follows: "These letters are sent out to a selected list of men in the larger cities. We make the hsts ourselves, choos- ing the more substantial men in all walks of life. Our proposition is a difficult one to write form letters about because we have no specific article which we are trying to sell to one class of men, who, by their business, we know to be in the market for such a thing. "We are trying, out of a clear sky, to interest a man in his health and the betterment of it. We are dealing, not with an article, but with an idea. We have to make these letters unusual, and interesting enough to get the man to read in the first place; appealing enough to get the man to return, for further informa- tion, the postcard we enclose. "Furthermore we have to be very chary of talking about exercise, because most men think they know all about exercise. So we are trying to interest a man in a thing we scarce dare to mention by name untU we are given opportunity to explain fully. We are trying to interest the best class of men in the country and it is essential to make our letters catchy; it is also essen- tial to have them in no way cheap. "In view of these facts we feel that our letters have been very successful, as some of them bring 20 percent of replies." §88 On page 431 is a letter that was very productive of results for a boys' camp. The appeal was made to physicians to en- courage boys in whom they were especially interested to go to [114] LETTERS THAT MAKE GOOD a small camp whose advantages were such as to make it espe- cially adapted to boys liable to be under the physician's care. The letter is not written from the point of view that would in- terest a parent as there is no appeal to the heart side. It takes the practical viewpoint of the physician and results proved that this was the correct one. §89 The two letters, pages 432 and 434, were contributed by Mr. D. Arthur Bowman and commented on as follows: "To create a desire one must first establish a prestige. To do this latter it is not only necessary to have character, personaUty, and straightforwardness (NOT flippancy) in the investment banking house letters, but a degree of helpfulness and suggestive in- formation which wiU form in the mind of the prospect a concrete picture. "Summing up, the first point to be established is the matter of confidence. After that has been gained, the facilities of the house should be briefly explained. This spells service. FinaUy, distinct offerings of secu- rities may be made, which means the exposition of opportunity. These three steps properly taken, suc- cess should foUow." §90 On pages 435 to 441 inclusive are five letters that have done effective work for a large trust company in selling securi- ties. The stationery and all details were of the highest quality, which is an unquestionable advantage in this class of business. §91 On pages 442, 443, 444, and 445 are four letters that were used for advertising safe deposit boxes, and which brought them many new patrons. The first letter opens with the news-value paragraph. Not general news but of interest to a selected list to whom the letters were sent. The second letter is a little stronger in its tone and the sentence paragraphing increases [115] LETTERS THAT MAKE GOOD the emphasis of each statement. The third letter opens with a general statement and leads up to the argimient. The fourth letter opens with a comparison, which is often very effective. §92 On pages 446, 447, and 448 are three letters that were used by a brokerage house and which proved to be rather above the ordinary in returns. Each used postcard enclosures to facilitate further inquiry. §93 The letter on page 449 was used by a brokerage house and was unusually productive. There was a very high percentage of the cards returned and the sales from these inquiries were highly satisfactory. It has the tone of inside information with- out saying it in so many words and from that point of view would appeal to the investor. §94 Four letters, pages 450 to 453, that were used in raising money for the celebration of a city's anniversary were contrib- uted by Mr. George H. Cooper. He comments on them as follows : "I think these letters have brought more results than any I have ever used. I raised $10,650 without leaving my desk except for a few hours to gather up a few little amounts that I could get that way." §96 The letter on page 454 was contributed by Mr. D. M. Grover and commented on by him as follows: "My aim was to bring out two facts: First, that mutual insurance was something which was not new to the citizens of Iowa and which furnishes sound indem- nity; second, it was economical. It brought a high average of results." §96 The three letters on pages 455, 456, and 457 were used to promote business for a concern producing dupKcate form letters. They brought excellent results. They are of the cleverly written type, depending on sales argument rather than any specific plan [116] LETTERS THAT MAKE GOOD for trying out the service. On pages 458 to 462 are five more letters of the same type as the three above, and which also were good producers. The three letters on pages 463, 464, and 465 were used for promoting a mail order service. The first letter aims to create sufficient interest for an interview, the others have specific trial service to offer. These letters proved the most effective of their kind ever used and brought 54 orders from a total list of 362 names that were not selected, the total amount of business being $1,893.31. The five letters on pages 466 to 470 inclusive brought results which were unusually satisfactory. Many complimentary expres- sions were received by the printing company from prospects to whom they were sent and requests for a series of follow-ups of this "ginger" tjrpe were constantly coming in. A large in- crease in the volume of their business was the direct result of this series. §97 The four letters on pages 471, 473, 474, and 475 were used by an engraving house with unusually good results from each letter. The letter on page 471 has received a great deal of severe criticism, but was one of the biggest business-pulling letters ever used by this house. §98 On pages 476, 477, and 478 are three letters contributed by Mr. H. Arthur Engleman of London, and which were used by him in an English advertising campaign. These letters were used to follow up incjuiries produced by advertising in class publications. The campaign was highly successful and orders were produced at a very low cost. §99 The two letters on pages 479 and 480 were contributed by Mr. Herbert J. A. Reid of London. These were used to follow up incjuiries from magazine advertising. A hand book was sent immediately in response to the inquiry and then the letters were posted at intervals of two weeks. The two letters here [117] LETTERS THAT MAKE GOOD shown have been the most successful of any used in this cam- paign. They have brought hundreds of comments on their advertising merits from recipients in America. Their strength probably lies in their personal and confidential tone as these qualities would naturally appeal in a proposition of this nature. §100 On pages 481 to 486 are six letters contributed by Mr. Stanley ¥. Talbot of London, as examples of big business pullers used by him in England. Page 481. A foUow-up letter used by the pioneers of fac- simile letters in London. It proved most effective and brought a large number of inquiries and opened many dormant accounts. Page 482. A letter used by the same firm to create inter- est in their process of "Offset" Lithography, and this also proved a winner of business. Page 483. This letter was sent only to those people who were likely to be interested in reaching the British golfers and brought forth much profitable business. Page 484. This letter proved perhaps the most resultant of the lot, the postcard which accompanied it making it easy to reply to, and from the total number of firms approached in this way, 20 percent sent in an inquiry. Page 485. A letter sent out by a London firm of tailors and which brought a large number of replies. Page 486. A letter which was used in a mail order propo- sition to introduce a new line of cocoa. Although long, it opens attractively and should be read right through by the recipient. §101 The letter on page 487 was contributed by Mr. Charles E. Dawson of London, as the most successful of any he has ever written. It is rather long but well connected. The two postscripts are unique and breaks make the letter seem easier to read, which is always an advantage in a long letter. [118] O. H. BLACKMAN F.J.HERMES Blackman-Ross Company <:_Advertising F.J.ROSS J. K. FRASER SET IN BOOKHAN OLDSTILE ANO tOOHHAN ITALIC VCRSATILE OltNAMrNT AMtniCAM TTPC FOUNOCns COMPANY No. 10 EAST 33rd STREET New York City Dear Sir:- We want you to know us. Some day it nay prove useful. We won't explain here the character of our worjc. In- stead we will give the character of our thoughts. To hegin with: We don't aira to develop unsettled "busi- nesses. Wa believe in building on a solid foundation and we seek the manufaoturer who has laid his. In our own business we could esiploy novices and try to make them strong. Ic. zti.a.'i wd e'.-.iloy strong nen and try to make them stronoier. We have adopted inside the policy we aim to follow outside. Wo seek only advertisers who are s-iuare with the public - of which W3 are a part. We saek only products whose honest story is a strong one. We don't aim to supply ginger to those who lack It. We save ours for those who have it. We know we have ability and we seek customers who will bring it out. We have few fired advertising fonaulas. One is - avoid the "only way": the track is too crowded. We have little patience with the experienced man who says he kro.Tg l.e.ia atoit a.ivortlsing now than when ha started. We know we know more. We realize that successful advertising is no child's play. But we welcome the difficulties as a good stimulant to good work. We doubt the usefulness of terms like "Service", "Co- operation", "Coiisuxor Influence" and "i'crohandising". ??e believe they are too big for small men, and too vague for big ones. We feel frankly that the efficiency spirit is leading §1 11211 -2- advertlsera astray in their copy. The puhllo has other occupations as useful as advertisement reading. We feel that we should take oare lest they find them more interest- ing. Wo believe that an advertisement should hold both what the manufacturer wants to say and what the public wants to read. To accomplish this, we believe in the waste basket. We believe good work on the trade is too vital to bandy words over. But we find most advertising to the trade slip- shod. We believe printed talk to the Jobber and retailer should be studied as carefully as advertising to the public. This brings us back to the waste basket. Every member of our firm Is bigger than all the rest of us in some particular. An exchange of views helps us all. We believe our views have the same value to the manufacturer. We take the successes of advertising with a grain of salt. We have had our quota. But after we have given the manufacturer his just dues, we find we must content our- selves f/ith a moderate share in the credit. Advertising has seldom saved a business fundamentally weak, though it has greatly strengthened many businesses fundamentally strong. We believe the advertising agent works best with a good advertising manager and the manager best with a good agent. That is all for the present. We are sending this to some who are customers of good friends of ours. It is not private. It doesn't aim to sow discontent. But in this field unexpected changes take place. We simply want to make known who we are and what we stand for. Very truly yours. [122] §1 DC Successful A dvertising Ideas O. H. BLACKMAN P. J. ROSS N 3U Business Bringing Literature f" I-. J. IIERMKS J R. FRASKR Jllatfeman=Eos(s! Company No. 10 East Thirty-Third Street NEW YORK CITY arr in cloistcd slack, nim caslom and new caslon italic aTllATHMOIIC ORNAMENT NONOTQMC •OUDCII AMCttlCAN rrPC FOUMDCffS COM^ANV Dear Sir:- An offioial In a company that leads the world in Its line, in explaining to us an advance in their business, said: "We discharged the men who would not attempt the impracticable. " There is a big thought. The most practical advances have come from men with impracticable aims. The manufacturer or advertiser who does not constantly attempt the impracticable risks finding himself in a rut left behind by those who do. One thing more than any other puts a method of pro- cedure into disuse. It beco^ies too practicable; so practlce- -able that all are able to praotioe it - and do. It loses value because it loses individuality. We try to keep this before us in our work. In talking with advertisers we often stand up for the impracticable and the ideal, in the face of the most pronounced views. We are sometimes fully conscious that what we advo- cate cannot be worked out by the route under discussion. The route is not important. The destination is. By in- sisting on the ideal wo find aui unexpected way out often develops. It would be missed if we stopped the discussion in the face of "practical" obstacles. Very truly yours, §1 [123] O. H. BLACKMAN F. J. ROSS J. K.FRASEP. F.J.HERMES BLACKMAN'ROSS COMPANY ADVERTISING • 10 EAST 33rd STREET NEW YORK CITY SET IN OCLLA nOBBIA AMfRICAN TYPE rOUNDERS COMPANY Dear Sir:- Here is a thought on copy. We wonder if you are thinking along the same lines. We all agree that most advertising copy is dull. Of course the defense is; "It has a mission. It has got to sell goods. It is salesmanship on paper." Assuredly. But it needn't icarch up to the house with a sejnple case under its arm and a hadge of tho order on its lapel. That J *» hardly the type of salesmen we welcome at our doors. The best salesmen seldom look the professional sales- men at all. And we have seen no evidence that the test advertiseicent need look or talk like a professional ad. Usually a few merchers are picked from the fajrous "ity" family - "purity", "quality", "dependability", "reliability" and all the little "ity's." They are put down on paper and backed by enough will power to move a mountain. The will power would do the work but a little experi- ence shows that it won't go into black and white. Than arguments are shaped up that would be forceful If read. We wonder if tho same advertiser would employ many salesir.en who were convincing if heard? He would want some assurarce that his man would get a hearing, wouldn't he? A strong story to a man or woman who is not listening is hardly an achievement for either a salesman or "salesmiui- ship on paper." If the plea is salesmanship, why not learn from sales- men? The most selfish of them spares a few pleasant words for conversation's sake. How often do we meet a good salesman without a sense of [124] §1 humor? And how often do we find a sense of humor in this pompous salesmanship on paper. And still we see condemned as "clever but poor adver- tising" practically everything that the public likes. If the public thinks it good reading the advertising fraternity almost surely pronounces it poor advertising. That is an easy way to dodge hard work. Popular, readable advertising is not easy to produce. It taLkos tiino. It takes so:a3 talent. We've never known an advertiser yet who failed because his copy was too popular. If it fell short it wasn't too Buch popularity. It was too little something else. A great deal of study Is now devoted to making dull copy efficient. If we can judgs by advertising results as we have seen thorn, the study would be bettor spent on Baking live copy efficient. To do its part, advertising must be read. To be read, it must be readable. Every honest advertiser has some strong message to deliver. His problem is how to get it home. One school of advertising says: "Be brief." Another says: "Tell your story." Probably both are richt. But there is a great differ- ence between making statements and making impresaions. There is little valus in a short advertisement that lacks point, or a long one that lacks interest. Suppose a man you were talking to left in the middle of your talk. You would hardly think he was ir.pressed, would you? Advertising copy in our opinion should be judged by the same standard. It should get Interest. It should hold interest. §1 (1251 -3- It should have point. It should have life. When you talk about results, life in oopy comes hard. When you talk about the actions behind results, life ooaes easy. For instance: "7 • broken crown. Jill had a tumble. Both nisfc 3 froro a trip up a hill to fetch a pail of water." Compa-r- chat with this: "Jack and Jill went up a hill to fetch a pail of water. Jack fell down and broke his crown and Jill ceune tumbling after." One talks results. The other talks the actions behind them. Which makes tha better reading? That is one simple expedient. There are many that oan be usod to give point and interest to a sound message. They aren't obvious, but they can be developed by study. In conclusion: The display line seldom takes up more than 1/4 the spao« in an advertisement. If folks don't read your story in the other 3/4, what becomes of most of the money you spend for advertising? We often find solid facts in solemn sermons and light touches in empty nothings. But W3 seldom find advertising copy that's up to prise bacon, with its "streak o' fat and streeik o' lean" - copy that holds both point and interest. We think we have the ability to produce it. Yours very truly, [126] §1 BLACKMAN-ROSS COMPANY MAKERS OF MODERN £ bberti^ing 5S O. H. BL ACKMAN F. J. ROSS J. K. FRASER F. J. HERMES No. 10 East 33rd Street New York City SET IN lOOHMAN OLOSTVLE AND CLOISTER BLACK MISSAL INITIAL MAPOOOO rLORET AMCRlCAN TYPE FOUNOERS COMf>ANV Dear Sir:- We lately promised a letter on the functions of adver- tising counsel- Most large houses employ a corps of salesmen. These men - smart, alive and with a hobby - coae into contact with the executive heads. They talk sales, sales- problems, sales-troubles and sales-prospects. Unless the executive locks his doors against his own salociaen he can't forget sales if he wants to. Willy-nilly, he thinks sales, studies sales, dreams sales. Under the inspiration of this sales contact the exocu- tivo develops into a penotrating sales thinker. Sales 'n'?thoi.1s brne^it. Adve Is human drag-net. The /. ^ ^^er stands practically alone. It is on his shoulders to radiate as much inspiration as the entire sales-force. He deserves help - assistant radiators, if you will. That, as we see it, is one function of the advertising a^ent. The ' " ■ ' -maoids the co: " " -o of men of the firat . H-? Is a c? house of the most u .8. Hv ^r with the safety oheck and the stimulus that the Sales kanagor gets from his ealosmen — facts, points of view and experiences from the field. Advertir' - -'•■ ' - -i- simple from the outside. So does ,fr. But the pu. ^0 doubtless has its intrica- oies and short c . John a master and the rest of us novices. Advertising has posnlbilities and forr^tj of finesse that develop only through t , work t. No oxecutiva can j >i(t.fvi -jing practice unless he froquontly t The capable aff^"', •.-.^ L.:.cugh the Advertising Uanager, ht ] ps to c i necessary thought. K Very truly yours, §1 [1271 ). K. FRASER F. J. HERMES O H. BLACKMAN F. J. ROSS BLACKMAN-ROSS CO. Advertising NUMBER 10 EAST 33RD STREET NEW YORK CITY Dated 3CT IP* 5TRATHMORE OLOSTYLC 3TRATHM0RC ORNAMKHT8 CMAP-aOOK QUIOONS amcriCan tvpc founders COMPAMV Dear Eir:- Here is a manufacturing suggestion: St staple L -chandise is in direct competition with other iise. But a sound Idea often gives staple merchandise a Bon-ccmpetitive identity. The manufacturer then commands the staple price plus a price for the idea. A pp.r.cil plus the idea of an attached pieco of rubljer made a fortune. A hook euid eye plus the idea of a hump made another. A sensitized film plus flexible hacking - another. Chicle gum plus sweetening and flavoring - another. Biscuit plus a moisture-proof package - another. Ordinary fabric plus water-pro of ir.g - another. Soap plus sand for scouring - another. A razor plus the safety idea - another. A watch plus sten winding - another. A pen plus an inlrwoll - another. And so on. Some day a new idea added to shoes will make a spe- cialty out of a staple. [128] §1 -2- Sooner or later, an added idea will bring a non- competitive price for clothing. The cleajising field is still wide open for ideas. The food possibilities seem almost unlimited. Confeotionery, gloves, pianos, piece goods, shirts, cigars, underwear, etc., etc., are all waiting for ideas that will give a non-competi- tive identity and command a non-compotitive price. The product you deal in to-day was originally a novelty- idea or utility-idea. If it has become a competitive staple, you are simply dealing in an idea grown old. Would it not pay you to employ a man, at the salary of a good salesman, to spend his whole time reaching for ideas that are new? Commission him to look for improve- ments in your product that will give it a more distinct non-competitive identity. If an alert man spent his whole time in search of ideas it would he remarkable if something well worth while didn't develop. We will ask the department head who receives this not? kindly to pass it along to the department head most ipt to be interested. We have no Immediate axe to grind. Very truly yours, U 1129] SCT IM rA«ST OLOSTYLC AMO PAtST ITALIC ^A«ST SONOeR VCRSATILC ORNAMCNTt AMCRlCAN nrPC FOUNOCftS COMPANY 10 Ea»t Thirty-Thira Street New I ork City Dear Sir:- There is one phase of to-day's advertising wbioh is, we think, alighted. That is the value of establishing a likable personality. It isn't enough to make people like your goods. You have not finished until they like you. If you aocomplish this you establish two valuable assets - a desire to buy your goods - a duuitG to trade with 5[ou_. Under preaent conditions the public is getting farther and farther from the manufacturer. The manufacturer usually is a distant unknown. Adver- tising holds the power to bridge that personal gap. It has the power to make friends of people who never saw you. So long as an institution in the eye of the public is a vague nothing, or morely an swggressive pleader for business, it will lack the personal good->vill that la half the force in a sale. That is apt to be one weakness in oopy which is devoted chiefly to giving reasons. There is nothing wrong with reasons. They are, and always have been, the basis for sound advertising. But when reasons are held up as a necessaiy formula we are apt to get hard, cold logic in place of warm friendly advice. The reasons are apt to sound as if we were talking to our enemies and not to our friends. If they make the reader [130] §1 dislike us they will have a hard time persuading the reader to buy our goods. Every advertiser recognizes the value of the friendly touch in the personal sale. It is curious that he should ao often overlook it in advertising. In a former letter we referred to the lack of humor in current advertising. We don't talk to our friends in hard, cold, dry terms. It is the sense of humor between friends that draws them together. The sense of humor is neither smartness nor cleverness. It is merely an appreciation of facts as they are. As the bluff wears off the sense of hunor comes to the surface. Your friend says: "Don't try to put that over on me." He resents stilted preaching. He wants you to come down to earth and talk things as they are. When you do talk things as they are, the sense of humor creeps in. Then you commence to establish yourself on a friendly basis. That is a sound basis for making sales either in person or in print- Rather a humorless talk on the value of humor, isn't it? Very truly your?, §1 [1311 U. H. BucKMAM F. J. Rou J. K. Feaiu F. J. Hluns BLACKMAN-ROSS COMPANY - Advertising NUMBER 10 EAST 33rd STREET ' NEW YORK CITY srr IN uCMecRS or tmc hoooni rAMiLv amCRICAN TVC rOUNOCRS COMPANY Dear Sir:- When is advertising read? Generally after the day's work - when people are rest- ing. Isn't it about time to reckon with this:- What a ttr acts our resti,ng friends? Moving picture shows outdraw stilted lectures. Vaudeville plays daily; Shakespeare at cautious inter- vals. The public works hard hy day. It seems to want a hard laugh at night. And when resting readers sit down to the advertising sections what appears? A few benevolent advertisers suggest trips to Europe, holiday hats, bon-bons, concert music and downy cots. But most of them talk work. The readers are invited to visit numberless factories; to test out the positive merits of many brands; by an im- plied battle to insist on certain other brands; to sit right down and send for quantities of valuable booklets; to wash dishes with specified cleansers; to reduce flesh by exercise; and to disport themselves in sundry equally active occupations — after union hours. Most advertising talks work, and in work-a-day terms. It is written to interest a tense working spirit in place of a relaxed receptive spirit. Fortunately, advertisements aren't human - or their cold reception would send most of them behind the scenes in a panio. Give the audience more entertainment and, it is safe to say, they will give the advertising more attention. Remember, we are talking to people who are relaxed. [132] -2- Soma one aslcs: "Well how about £ales?" We will ansv/er Yankee-wise: Do our friends trade by- preference with the solfcmn-visaged shopkeeper, or the man who greets thera with a smile and a laugh? The manufacturer who will put geniality into his advertising will appear the stronger for it. In advertising, the hard work should he done "by the writer - not the reader. Of course, a great deal of dull advertising has suc- ceeded. The credit, usually, is due to the force of adver- tl^si^ng, not the force of the cop;/. The dull pleading is waiting for a wholesale uplift. It's time to give the tired public more advertising joy. And, they'll respond. We needn't worry about that. No. We don't propose to circulate pleasantries at the expense of convincing talk. We propose the pleasantries as a sugar coating, to make strong talk the mora acceptable and therefore the stronger. We appreciate, too, that lifo has its solerrr. mcr.ents, and cocnerce its serious topics which shouldn't be treated in the lighter vain. But the topics are few and the mo- ments we would like to have fewer. Very truly yours. P.S. Bepoatedly we've been asked, "Why don't you say mere about yourselves?" That la coming. §1 [1331 ^1 1 ^1 Blackman-Ross Co. i;|£r ""'''^'"Advertising |g©^ SET IN New CAktON AND NrW CASLON I ftT«*TNMORC OMHAMCNfS AMCOICAN irrc rOUNOCHS COMPANY 10 East 33rd Street New York City Dear Sir;- Advertising is a product of personal atllity - nothing else. The best that any Advertising Agency can offer you is the creative strength of Individuals. The solicitor is important. Good office management i» desirable. But, the one big, vital question in your selection ■oust be: "What men will create our advertising?" Next: "What are their capabilities? will they work with us?" To what extent Different Agencies are built along different lines. One form is the departmental organization. It comprises subdivided clerical, copy-writing, emd soliciting staffs. Such an Agency generally holds individuals of marked ability. But, in an organization of that kind, the real creative work is usually turned over to a staff of moderately paid writers. The high-paid men are the business getters. Under our plan, both the advertising and sales plan- ning are in the hands of one group. Every account in our office has the direct attention of every one of the seven men who make up this group. These seven men have been repeatedly drawn into many of the biggest advertising problems in the covmtry. Six of them have held executive positions demanding pronounced capacity. Their time in these positions was given mainly to subordinates. It is now given wholly to advertisers. [134] §1 -2- ffe have no low-paid "creative staff." For that reason we cannot afford to handle, and do not handle, a lar^o class of accounts that would be perfectly aoceptalale to tha big departmental organization. Our theory is a small group of able men - a small group of profitable, promising accounts. We feel perfectly safe in saying that no Agency in the country con. ' ' tly brings to bear on its accounts as much high-grade , :1 ability as we do. Every man in this organization entered it at an imme- diate personal sacrifice. The incentive that brought us together was our common belief in the necessity for, and the future in, an Agoncy that would offer the direct, personal service of a well-imit group of high-calibered men. We have all lived through, and seen the incompleteness of, the executive idea in advertising. We know, from experience, that the stron'^fint. rx-'-'cutive oauinot get a first-grade product out of a s j oreativo staff. And, nothing short of firsL-^, .<. • +lve ability can properly deal with the problem that C' j the usual advertiser under to-day's competitive conaiT-ions. A majority of the seven men referred to are bat.ven tiM ages of 35 and 40. They are at an age when a' tislng problem is entered into with the zest of cc. ._. j.^ ..-ive youth and the Judgment bom of experience. Six of these men have advanced through purely copy- writing positions. One was Bditor of the two leading advertising Journala, §1 [135] and head of the second-largest oopy department In the country. One entered advertising by creating the Sapolio "Spot- less To-vn' series, and later proved himself one of the most forceful prose writers that the business has seen. One, during a recent Presidential oa-npaign, handled the magazine propaganda of the Republican party. Thsse men write from a matured insight into the whole marketing problem. Our space planner is not simply a buyer. He is an officer of the Company. His judgment on medi'jms is backed by sound experience both in msdlums and in advertising. He works as part of the creative group. His attitude toward space buying is entirely different from that of the usual Agency space buyer, who, as a rule, is an estimate clerk. Before he starts active space planning, he has learned the nature of the advertiser's distribution - whether it is secured through jobbers or direct - the obstacles - what the advertising must accomplish. Three members of our creative group have in the past been merchandiso sales.Tien. One was a factory superintend- ent. This experience acts as a safety chock on advertising theory. Too often salesmen are asked to preach a glowing story of future advertising results. The salesman who is worth his salt wor't accept vague theory. Before he talks, he believes. Before he believes, he applies his common sense. Rosy advertising hopes offer him little sound help. [136] -4- The real problem in advertising and sales oo-operatlon is not bboraing vague advertising futures. It is arriving at sound sales practices. That takes a contact of sales and advertising minds. The Advertising Agent to work properly with your Sales Manager must know both tho limitations of advertising, and the natural working methods of salesmen. Wo have repeatedly been engaj^ed by institutions of standing, on a retainer basis, purely for our sales advice. The Advertising Manager's position is not an easy one. The separate advertising departmont is a recent development. Its place is not yet clearly defined. To do his department Justice the Advertising Kanaijor should be allied with an organization which will do justice to advertising from both t' " rtislng and tha practioal sales standpoints. That r. .jnt we think we fill. As we see it, the Advertising Department ia in muoh the same position as the cor-poratlon Lsgal Dapartmcnt. It should bo strong itself. It should work with strong out- side help. About our solidity: This Compajiy is less than four years old. It has never borrowed a cent. It has never missed a cash discount. No institution in the field pays more promptly. 1137 That, briefly, is our story. If you should engage us as your agent you will be assured of this: You will work with a group of aggressive men of unusual advertising experience and demonstrated capabilities. Your problem will have the direct attention of these principals. We are not human avalanches. We don't know more about your business than you do. We have no ready-made formulas. But, we do have comraon sense, a sound working method, a vigorous working spirit and a group of creative abilities that are very much out of the ordinary. This, as you of course appreciate, is a circular letter. But the list that it goes to has been carefully selected. There are many advertising accounts that we don't want. Hardly a week passes that 7/e don't decline business. We are organized to fit certain kinds of business that offer a real scope and promise a real future. In our judgment yours is one of them. If you should be interested in our terms, a list of our oustomers, evidence of our sales-planning methods, of our ability to produce copy that does justice to a business, or further details of any kind, we shall be glad to furnish them. Yours very truly, Before sending out this letter we put It before an acquaintance prominent in the advertising managing field. We asked him if in any way it appeared to be an over- statement. Ha said, "Ho, I think it fairly represents you." [138] ijiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiniiiiiiiiiiiiiiiiiiiiiiiiii^ BLACKMAN-ROSS COMPANY ¥ PAMPHLETS AND BOOKLETS NEATLY ^ J «• • DESIGNED AND ILLUSTRATED / 1 Hi )PYT1 ^ITI O Dummie* Prepared %^ \_} w NUMBER TEN EAST THIRTY-THIRD STREET t NEW YORK CITY aiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiu^ 3CT \H HCMBCMS Of THE CHCLTENHAH fAMtLV VERSATILE ORNAMENTS LITMOTONC BRASS RULC AMCRICAN TTPE FOUNDERS COMPANY Dear Sir:- As a result of the dissolution of the Stamdard Oil Company, we have ceased to handle Standard Oil advertising. To prevent possible misunderstandings over our position Mr. ♦ • ♦ • • ♦^ Advertising Manager of the Standard Oil Company, was kind enough to volunteer the following statement: "During the past year your Agenoy has handled two distinct campaigns on entirely dissimilar prod- ucts. I have felt all along that the work you have done on these campaigns was of eui exception- ally high order and I know that you will he as gratified as I am to learn that the actual results in both oases have more than exceeded our highest estimates. On both of the articles - the adver- tising of which you have handled for us - we have broken all records as to sales, and In what might be called an 'off year' at that. "I believe that the industry and perseverance which you have exhibited in going into a consider- ation of the whole marketing side of the business is really what gives you the foundation for such effective work. "You are at liberty to use this letter in any way you see fit." Very truly yours, §1 11391 UINDERN' EQUIPPED FOR HIGH GRADE WORK MAKERS OF CATALOGUES HAVING QUALITY The Dean- Hicks Company ADVERTISING - ENGRAVING - PRINTING =^L K' Grand Rapids, Mich. SET IN STRATHMODE OLOSTVLE VERSATILE ORHAHENT SCHUIL ORNAMENTS AMERICAN TYPE FOUNDERS COMRANV Gentlemen: — I was talking with a Grand Rapids manufacturer last week. He said the furniture industry was ono of picayune businesses. Beside the giant industries in chewing gum, food stuffs and wearing apparel, the little pigsiies doing one quarter of a mjllion to three-quarters of a million a year in furniture, were really pitiable. Twenty years ago, we bought any kind of ready made clothing off the counter, at 10$ or 12$ a suit. To-day we insist on a particular brand and pay 28$ to 45$. One maker of this clothing does 15,000,000$ worth of this business a year. I absolutely agreed with what this Grand Rapids man said and I admitted that, while the furniture men had bean short-sighted and narrow-mindad compared with the men in other lines, perhaps the fellows who advised them about their advertising were really the guilty parties. With this letter the •••♦♦• Company makes a new resolve. It will not talk littl e ideas, modest appropria- tions, temporary attainments. We are going to talk and plan and advise for the same kind of big things that have been put over in the automobile industry. We have been doing this in a few places, but we have been afraid of our story. What this Grand Rapids man said, makes us believe that it is time to use a little courage. Are we right and do you want to start something? Sincerely yours. [140] TELEPHONES TBI STATE CEKTER 1 188 NORTHWESTERN NICOLLET 28S The Mac Martin Advertising Co. OF MINNEAPOLIS OFFICES, 1020 SECURITY BANK BUILDING SET IN CAMBRIOQE SERIES THE M. C. HANSEN TYPE FOUNDRY BOSTON AND NEW YORK Dear Sir:- I have 1)6611 intending to write you ever since I re- turned from the Boston Convention. They say that the time to advertise is when you want more business. If you are interested in getting In closer touch with your buyers or in decreasing your proportionate selling cost, I should like to show you what we have done for others. I have been wondering if a booklet telling about your proposition Just the way you would tell it to me, if I were a prospective buyer, would not be of value just at this tirae. The facilities of this office backed by eight years experience in this territory are at the other end of elthar of your telephones, thore in front of you. Yours very truly. §3 [141] ni j<r»e- -i n -5: The MAC MARTIN ADVERTISING COMPANY of MINNEAPOLIS OFFICES Number Ten Twenty Security Bank Building -e: TELEPHONES Tri- Stale Cenicr 1 188 Nonhweitem N.coilct 288 3 SCT tN DtLLA nOtllA MONOTONC •OROCN AMCHICAN TY^E rOUNOCNt COMr«HT Dear Sir:- Just at this time, when you are reviewing the past twelve months and making plans for increased efficiency, I have been wondering if some of the records and data which this office has accumulated may not "be of assistajice to you. Even if you do not use any of our particular products I will toe glad to furnish you, free of charge, any data or suggestions which my company in its eight years of experi- ence has acquired. We have found that, no matter how much or how little advertising one expects to do, a definite plan for at least one year in advance often eliminates much waste and greatly increases efficiency. May I take this opportunity to thank: you for favors you have shown me in the past and add my word to the many wishes you are receiving for a Happy aoid Prosperous New Year. Cordially yours. [142] §3 PHILADLLPHIA 300 Chestnut Street NLW YORK Fifth Avenue Building o,« r^h'r,d- . N. W. AYLR & SON Old South Building CHICAGO ADVLRT15ING 105 So. La Salle Street CLE.VE.LAND 1006 Ludid Avenue PHILADELPHIA BET IN BULFINCH OLDSTVLE AMERICAN TYPE FOUNDERS COMPANY Dear Sir:- We regret to advise you that there is an error in our 1911 calendar. It is in the section under the flaps, where we have overlooked the fact that 1912 is a leap year. Having sent you a calendar, we feel that the least we can do is to send you a correction. We are accordingly enclosing a new section that may be pasted over the incorrect part. You will find it provided v;i th adh:->3iv^ In arilar that it may be conveniently attached. Three of our friends have aireaiy aiacovered this error and written us concerning it. We hope the correction will arrive in time to prevent you any inconvenience. We cannot fully express our annoyance emd regret at having circulated such a misleading thing. In the course of business we have now and then dropped a stitch but never a day. The chief satisfaction in sight seems to be the reflection that 1912 will give us one additional day to serve you if you so elect. With best wishes, Very truly yours, [143] t 1313 VaUll;fim VuiUting SFT IN ClteilAVCftt 010 CNOLISM OffN WAV3IDC OKNAHCNT 'HcmcAN rr^c rounoCR^ compakv Dear Hr. ••♦••• This l3 my Red Letter Day. I havo moved to the Thirteenth Floor of the new * • * » Building. Uy trip up In the world was made possible by the hearty and cordial support given ny new Advertising Business by • * • * * * City. If you have any sneaking idea that an advertising ran, who has put in eighteen years in the hard school of experi- ence, can be of so2".'ice to you, I really couldn't suggest anything better than that you call Main 873 on the Bell, and give me an opportunity to go over your matter with you. Or drop me a line (I'm out a good bit, because I prefer to do my work for a man in his place of business where in- spirations flow freely.) Very respectfully, [144] §5 i<> Addrc«* Reply to this Letter tn the AtJvcrliiiiit Department Makers of MONEYBAK TradcMirk Patented Selvage SILKS SALESROOM AT NUMBERS iSSS-SJ GRAND STREET. NEW YORK C. afifi !'"'!" iniiUiiiiiiiimiHiiimmiMiii m ii iiiiniiiiimiiqii Miiiii MimiiMiiiiii i iiM i i inmM i i i iim mm ■liiiiinii York Silk Manufacturing C< ADVERTISING DEPARTMENT • ET IN new CAflLOM AND NCW CASLON ITAtlC CHAP'IOOK OONOCR LINEAR SORDCM NO. 3 rOOLC PRINTINO CO., tOSTON, MASS. Dear Sir:- York, Pennsylvania I will oall on you by mail at short intervals to show you why it will be to your advantage to carry a line cf the • *•*•* Patented Selvage Silks. Yours truly, 11451 YORK SILK MANUFACTURING CO. Manufacturers of the Famous M^.^aj^ Patented Selvage SILKS POOLC PAIHTINS CO., ftOSrOM. MAt». YORK, PENNSYLVANIA Dear Sir:- Pour years ago a retailer in a large eastern city said he couldn't sell high-grade black silks. People wouldn't pay the price. We asked him to try. He did try. We worked together. First year he purchased |350.52 worth of • • * * ♦ ♦ Silks. Second year he purchased $1378.47 worth of ♦ * ♦ • • • Silks. Third year he purchased f 3985. 91 worth of ♦ * * * ♦ * Silks. Fourth year (to Deo. 1) |7444.31 worth of ♦ • ♦ ♦ ♦ ♦ Silks. But that's in a large city. Let us show you what we are helping merchants in small towns to do. One firm in a town of 5000 in western Ohio took up the ••♦♦•* line in 1904. Their first purchsise was one piece of * * * * * * costing $58.85 net. First year they purchased $275.84 worth of * * ♦ * * ♦ Silks. Second year they purchased $532.85 worth of ♦ * • • • • Silks. [146] -2- Last year (to Dec. 1) |1367.17 worth of * ♦ • • * SiUcs. In 1905 a Michigan merchant in a small town of 3300 bought a trial order of one piece of ***** • Silk amounting to f66.13 net. His purchases for the year amounted to $178.63. Per the 11 months ending Nov. 30, 1906, this same merchant has bought |422.0a worth of ***** • Silk. In a California town of 2200 a small firm in 1905 tried a half piece which cost them $40.47 net. Their purchases for the year amounted to $225.63. To December 1 their 1906 purchases of ***** * Silk amounted to $760.75, Iferchants in smaller towns do just as well. Last year a firm in a town of 1000 in Missouri bought a trial order in February. To December 1 they have alresidy purchased $342.65 worth of ***** * Silks. These few instances give you an idea of the growth of the silk department sales where the merchant takes up the ****** line and co-operates with us to push it. While we prefer the laying in of a full line at the start, we do not insist on your doing so. Most merchants in small towns start with a piece of the 34 inch ****** XX taffeta at $1.22^ or the 27 Inch ****** XX taffeta at $1.05. Shall we send you a piece? Yours truly, S6 (147) SKLESROOMi B9-«S-87 GRAND STREET, NEW YORK RDVERTMING DEPARTMENTi YORK, PENNtYLVAHIA York Silk ManufacVur'mg Combanvj MONEYBAK ^^^f. SILKS (KdArt** Rsplij to Th'ia L«M«r to tK« Adv«rti*'>n( D«partm«nl York, Pcnn. tCT IN aOLO PEN MINT AMO PZH MtH POOLC PRtNTINO CO., BOSTON. MASS. Dear Sir:- Quality is the reason for the sales growth of the **•«•* Patented Selvage Silica. In appearance these silks have a beautiful black luster, a mellow touch and their wearing q.ualities are like the silks our grandmothers used to wear. Another thing, we guarantee these silks to give satis- faction. If a claim is cade for ' i or poor v.oar whioh is the fault of the sili, we sta.. of you and tell you to adjust it to the satisfaction of your customer. We wo ^ er think of doing this if the q.uality wasn't in .rio. ****** Patented Selvage Silks ai'e pure dye silks. But that means very little. Every manufacturer tells you the saune thing. Pure dye silk once meant pure silk with just cuffi- cient dye to give it a lasting color. How, it so often means that the silk fabric ±3 purely d2;e_ and very little silk. This is a fact. One of the textile journals "^is condition in the silk business a. of three pieces of black taffeta silk, oi tho leading stores in New York City, by i .-.^^o, of the Philadelphia Textile School. One piece marked ***♦•• was bouc'ht at f'l.OO for the narrow width; another, an imported blaci tarieta, same width and price was marked Ho. 2 ar,d the third piece marked number 3 was the same width and cost 75 cents. The result of the analysis was submitted to the editor in tho report of Professor Algeo dated March 4, 1904, in which he says:- "In accordance with your favor of Feb. 18, 1904, re- questing an analysis which would determine the relative [148] §6 amounts of material other than pure silk in the three samples of silk taffetas which you enclosed, the following is subraitted as a brief summary of the results of the analysis :- Sample narked •♦•♦•♦ contains 91'ji of pure silk. Sample marked No. 2 contains 72-^ of pure silk. Sample narked No. 3 contains 39^ of pure silk. The term pure silk is here uned to represent silk from T;hich the silk g\Hn or sericin has heen removed." Pretty conclusive evidence, isn't it? The next test silk to • * • * * * contained only 72^5^ of silk and 27|-^ of dye. Just think of it! Throe times as much dye as in ***** * and selling at the same price. Is it any wonder that ****** ^as awarded a Grand Prize at the Lo'.iisia'ia Purchase Exposition for its purity and long wearing quality? **•♦•• is the silk that is "building up the silk dppartnonts of over a thouricir.d merchants in the United States and it will help yours. Those silks are made in two weights, ♦••••♦ XXX end ****** XX. The lij^hter weight, ****** XX, is the more popular and a readier seller. * * * * 23 in. . 27 in. . * * XX Taffeta 1 .90 1.05 * * * * 20 in. 23 in. 26 in. 30 in. * * XX Peau de Sole $ .95 1.10 34 in. . l.?H 1.35 1.30 36 in. . 1.45 36 in 1.65 Lot ua send you a piece of each. Yours truly. §6 1149] York Silk Manufacturing Company MOEI^AK sTl^v^/g^? 5ILK5 Address Reply to This Letter tt) the AdvertisinS Department Srr IN BULriNCH OLOSTYLC SULriNCH BOKDCn f^OLC vftiHTiNa CO., losroH, mass. York, Penn. Dear Sir:- There are three reasons why we authorize you to adjust without quihtling any reasonable claims for poor wear of the ***** * Silks. The first is the quality of the silk. The second is the purity of the dye. The third is the patented detachable selvage. Two of these features would not be sufficient to make up the perfect **♦*♦* fabric. The three are absolutely necessary. No matter how pure the dye or high the quality of the ailk, if the manufacturer cannot separate the perfect pieces from the imperfect, they all must be sold bearing the trademark of perfection. That is the superior point about the ♦♦•••• Patented Selvage Silks. Notice on the enclosed sample how the selvage is attached. You will see that the patented detachable selvage is not a necessary part of the fabric, and can be removed without damaging the edge because there is another or inner binding. [150] §6 -2- In this way every defective piece of ***** * Silk, whether it be the fault of spinning, dyeing, weaving or finishing is cast aside and the trademark removed and the silk disposed of through other channels. Perfect pieces only bear the *♦♦*•♦ Patented Detachable Selvage and these you are authorized to sell with our guarantee that they will give satisfactory wear. If by any possibility they do not, you are told to adjust ajiy reasonable claim to the satisfaction of your customer. That will mean a great deal to you because satisfied customers are your best advertisements. Every one sends you another. That's why it will be to your advantage to co-operate with us in pushing the •••••♦ Patented Selvage Silks. The wide widths, due to the fullness of garments, are the best sellers at present. For that reason we advise you to take a piece of the 34 inch ****** XX taffeta at |1.10 for a start. When shall we send it? Now or Jnnuary 15? Yours truly, §6 [151] The York Silk Manufacturing Go, SI ONEYBA Trade -Mirk m PATENTED SELVAGE SILKS Advertising Department York, Pa. SCT %H HEARST AND HCAKST ITALIC HCAASI INITIALS rOOLC pntNTiNC CO., BOSTON. MASS. Dear Slr:- You liava read v/ha,t i say. Now read what a firm who has been handling the * * * » line for four years says: "We placed this silk in stock four years ago because in our judgaent, it was the best silk on the market for all purposes. We made no mistake - as hundreds of customors that have bought ♦•••♦• Silks will testify. Ask anyone that has a ***** * Silk and they will tell you, as they have us - 'The best silk I have ever bought.'" But read their advertisement which we eiiclosa. They made no mistake - neither will you if you put in the ***** * line. If you do this at once, we will confine it to you for your town, and help you sell it. Suppose you start with a piece of the 26 inch ♦ * • • XX taffeta at 90 cents or a piece of the 34 inch * • ♦ ♦ ♦ IX taffeta at fl.lO, or both. The selling helps will follow at once. Yours truly, [152] §6 Adflrcaa Reply to This T.cttcr to the A'lvrrtipinf: D'^partment :2 ^\c 3 CD YORK SILK MANUFACTURING CO. fv^Si2'^ MONEYBAK ?4l?.^|i SILKS WE ARE THE SOLE MANUFACTURERS OF THIS CELEBRATED MONEYBAK SILK SALESROOM: 83-85-87 GRAND STREET, NEW YORK ▼ ADVERTISING DEPARTMENT: YORK, PENNSYLVANIA DC :i CDW: 3 □ 3 D StT IN CCNTUHT EXI-ANOCO CCNTuMT BORUCI STRATMMOnE OKMAMCNTS roOLI PHINTIMO CO., •OSTON. MASS. York, Penn. Dear Sir:- I enclose a copy of our Spring 1907 prloe list showing the various weaves and widths in which the ••♦••* Silks are made. These prices are subject to a discount of 6/10/60 days extra. Each dealer selling *•••♦♦ silks receives a copy by mail and our salesmen are not allowed to make siny devia- tions in these prices. Thus you buy the •*•♦•♦ Silks with as much advem- tage by mail as If visited by our salesmen. The retail prices given in the pamphlet are not adver- tised because distant merchants cannot sell the silks at as low a price as those nearer our New York salesrooms. We have no objection to your asking more but we don't want you to sell them below these figures. That's fair, isn't it? It is our aim to protect and co-operate with all the •♦♦*•♦ dealers in every way. As a trial lot us send you a piece each of • * • • • • IX. 27 inoh taffeta at ^1.05 and •******XX34 inch taffeta at tl.ZZi- Yours truly. §6 1153) The York Silk Manufacturing Company MAKERS OF MONEYBAK Tradr-M«rW PATENTED SELVAGE AdTcrtising Department SILKS York, Pa. »CT m CONOCNSCO LiTMO ^OOkl fMINTINO CO.. •O3T0N, **«)•. Dear Sir:- How much do we spend advertising the •••••• Silks? Let's put it another tray. How much do we spend in co-operation with dealers to push the sales of the ♦♦♦♦•• Silks in their own locali- ties? That's better. It all depends. Of our 1050 agents, some are in districts where people want the best of everything and are willing to pay a reasonable prico for it. Others are not 80 fortunate and must educate their patrons that it pays to buy the best merchandise. It is In such places that we spend most of our adver- tising money. It shows results, too. Merchants who never handled silks over a dollar a yard are surprised to find how the ****** silks are preferred after they are brought to the attention of their patrons. But to answer the question of how much we spend to co-operate with you in pushing the sales of these silks. By our last financial statement the total amounted to $139,327.87. Divide this amount by the number of ***** * dealers amd you have your an3\73r. Think for a moment what co-operation like this year in and year out will mean for your silk department and your store generally. Think, too, what it would mean to you if your competi- tor were employing this force against you. The opportunity is yours. Will you take it? Let us know at once so that we can get to work on your selling helps. For a start we advise a piece each of the 27 inch ****** XX taffeta at $1.05 and 34 inch ****** XX taffeta at 11.22^. Yours truly, [154] §6 Address Reply to This Letter to the Advertising Department, York, Penn'a Salesroom, Numbers 83-83-d7 Grand Street, New York City YORK SILK MANUFACTURING COMPANY ^(r MANUFACTURERS OF =^C MONEYBAK Trade-Mark PATENTED SELVAGE SILKS York, Penn'a SCT >K CHtLTCNMAM Ot-OSTVLC CONOCMCCD NCWSPAPCH BOnOCI* POOLC miNTlMO CO.. aOSrON, MA5S. Dear Sir:- We help you sell the •••••• Silks through your local dressmakers. How many are there in your vicinity? Do they all deal at your store? They will if you sell the * * • • • • Silks. Why? SisQ>ly because we make it worth while for them to do so. Read the enclosed offer which we authorize you to make them. For every twenty-five yards of the •*•••• selvage which they return to us we will send them one yard of the twenty-six inch ••♦♦•• XX taffeta which you retail at fl.25 a yeird. Think of it! Every yard of * * * worth five cents to them. selvage they return to us is And there are a lot of them returning it. Read the letters which they write us. In our New York salesrooms there is a ball measuring nineteen inches in diameter and which contains more than thirty-five thousand yards of the returned •••••• selvage. You oan readily see by this offer the dressmakers §6 (1551 -2- help you increase your silk, notion, lining and other sales because your store will be the only one at which they can briy the ♦ • • ♦ * * Silks. We are confining towns dally for an Increasing number of merchants and the opportunity is yours if you are the first to send in your order for immediate or future de- livery. Don't delay. Slcply make a note of the silk and helps you want on the bottom of this sheet and return it to us. We will send them to you with the least possible delay or hold them for you until Spring. In that way you will be sure of the agency for your town. Silk: Selling : H«lps : Signs, Very truly yours, Mdse. envelopes, Booklets, Electrotypes, Dressmaker propositions. Name Town [156] §6 SALESROOM: 83-85-87 GRAND STREET. NEW YORK ADVERTISING DEPARTMENT: YORK, PENNSYLVANIA ^v'^iiiSl MONEYBAK^f,^vYIE SILKS Addrcii Kcpir (» Thii Letter lu the AJvcrliiioC Department set IN SHAW TEXT, NECUT CASLON AND NEW CA9I.0N POOLE PfUNTINO CO., 90ST0H, MA5S. York, Penn. Dear Sir:- Your competitors help you advertise the •••••• Silks. They can't help it. Thoy do it in self-defense. Best of all they advertise these silks to the women you have the most difficulty in reaching. It's this way. Your competitor knows as well as you do that the ♦ ♦ ♦ Silks are superior to all others. By the distrihution of the selling helps you give every woman in your vicinity facts and evidences which con- vince them that the •*•••♦ Silks are the best silks they can huy. You are the only one from whom they can buy them. The women who buy at your competitor's ask hia for them. He does not have them. Offers them something else. They tell him about the good points of the •••••< Silks and the weak points of others so that he must defend his own goods and in this way, by his counter attacks and explanations ho puts his oustomers in a position of cham- pioning the • • • • * • Silks. §6 [1571 -2- When once you get women using your arguments to con- vince another person they are pretty certain to convince themselves toy the force of their own eloquence and your proofs. See how it works out. A retailer in the South used our selling helps to such good advantage that his competitor couldn't stand it any longer. He "hollered." Said his own taffeta silks were the peer of tmy silk manufactured, *•♦♦**, or any other made. Read his advertisement which the delighted *♦••*• agent sent us. JvidsirfT from the way this **••*» agent's sales are grcv.Jns, this advertisement bought ajid paid for by his ocapetitor was the best he eTer had. Shows, too, that our selling helps do help. They'll help you. If you send us your order for immediate or future delivery at once, you'll be sure of securing the agency and we will get to work on your selling helps. Yours truly. [158] The York Silk Manufacturing Company |V| ,„„ij^„ |\ Selvage ^ILlX^ Advertising Department YORK, PA. *IT IN CLCAHFACC aoTntC POOkC rfUNTlMQ CO., ftOtTON, MAtC. Dear Sir:- You want to know how we help you sell •••♦•• Silks. There are a number of ways. One of the best, as many merchants tell us, Is the ■erchajidise envelopes ne supply free for their use. These envelopes will save you a part of your necessary fixed expenses as we furrinh tkem freo and pay the freight to your town. The envelopes, as you will notice from the enclosed, are nicely printed in two colors and will have your name printed on as the dealer selling ••♦•*• silks. Thes; od way to tell the •••♦*• story to every t. _t at your store. Besides, every envelope .d out is an advertise- ment not or.ly for •*♦**- ^ of which you are the only dealer in your town, but Tor your entire store as well. You can readily see by your own experience how this direct advertising helps you. Por instance, we advertise •••••• silka In the trade papers . You do not seem to notice. But we come direct to you with a letter. You read it and it makes em impression upon you. §6 [1591 -2- You receive einother. The Impression deepens. Thereafter when you pass your silk counter you natur- ally think of ♦ * • • • • Silk. You can't help it. So, too, with the women who buy at your store. They will hear so much of • * • * * * Silk that when they are ready to buy, they will want •♦•»**. This will be profitable to you for several reasons. First, you will sell more silk than you do now. Second, your increased profit resulting from more sales. Third, your customer will be well pleased and will send another. Fourth, your store will maintain its reputation for carrying the best in every line. Fifth, the •*•*♦• envelopes will save you the expense of buying others and you save the freight. Kindly advise us when you will take the agency so that •e can get to work on your envelopes and other selling helps. Yours truly, [160] Address Reply to This Lener to the Advertising Department \brk Silk Manufacturing Co. MONEYBAK1sTL^TG^?r Silks Salesroom: 83-85-87 GRAND STREET. NEW YORK CITY ae ae ADVERTISING DEPARTMENT, YORK. PA. SET ev TmE POOL£ PRINTING COMPANY 805TON, MASS. York, Pa. Dear Slr:- Do you have a mailing list? Good! Let us loiow how many names you have so that we can co-operate with you in selling the *•♦*•♦ siiics to every woman in your vicinity who is likely to buy silks. How? Simply by having you tell her the same story we have been telling you. We make this easy for you by giving you as many book- lets, like the enclosed, as you need to go round your list. That will mean a lot of additional business for you. Not only that, but it will make your store known as the silk store of your community. A reputation worth striving for. But read the booklet. Yours will bear your Imprint on the front and back covers and by sending it by mall you will reaoh your cus- tomer when she is at rest and her mind receptive. It will not go the we^ of other booklets because it §6 (161] -2- oomes dlreot from you and she knows there is something important in it for her. Then, too, it will reach her after she has seen the merchandise envelopes and signs in your store and possibly the silk itself. In this way ••♦•♦• Silk is not a stranger hut a familiar friend introduced by one in whom she has confidence. She learns all its good points and you fortify her with facts and evidence about the superiority of • * * * • aiid the weak points of others so that when she is ready to buy silk, she will want ♦•♦*♦♦ and no other. All this information she will remember and will be ready to impart it to euiyone who even mentions silk. Think wliat this will mean to your store. The merchandise envelopes, booklets, signs, electro- types of advertisements and other selling helps will be forwEurded as soon as possible after you take the agency. Write for it before the advance in prices which takes effect December 15th ajid we will confine it to you for your town. Yours truly, [162] §6 SALESROOM: 83-65^7 GRAND STREET. NEW YORK ADVERTISING DEPARTMENT: YORK, PENNSYLVANIA YORK SILK MANUFACTURING COMPANY sTp\^.§^ MonH^aK irj^^F^ SILKS Address Repiy to This Letter to the Adocriiaing Department Yorlz, Penn. ■ CT IN MCMRCKS or THC CMCLTCNKAM PAMtLr AND tOXHCAD flOTHtC rOOLC PklNTINO CO.. •OSTOM, MAM. Dear Sir:- Your satisfaction will be great if you sell the • * • • Silks. I know this from the experience of other merchants- Read the enclosed letter from one of them. Here's what they say: "Our success In sales and satisfied customers throng the distinctive high quality of the *♦•♦** silk and the liberal publicity given to the difference between good and bad silks raeems that our house is talked about in con- nection with purchasers who desire high-grade silks and our store as t)ie place to get them." Pretty strong, isn't it? Bears out what I've been saying about the quality of the •«•♦•* Silks and the advertising helps we supply. This firm says further: "Merchants and consumers are weary, worn out, out of patience euid thoroughly disheartened with poor silks." No wonder! Hot much satisfaction in selling such goods. This firm's experience is very similar to that of another large house who advertised the •••••♦ silks in this way: §6 [1631 "You have learned that it doesn't pay to buy doubtful silks. We have always Icnown that it didn't pay to sell doubtful silks. Being agreed upon this it will be easy to come together in rallying ' roiind the standard of "* * * •", The Honest Silk." We enclose a copy of their advertisement. Near the end of it they say: "We should say that we have been selling the • • ♦ • • Silks for many months, and that we have rarely ever had a customer demand the return of the price paid because of ajty defect. The satisfaction that oomes through selling such silks is great indeed to us as it must be a satisfaction to those who use them." You can easily imagine the feelings of a firm who advertises the *••••♦ Silks in this manner. Shows that they have great confidence in them. You will have the same confidence and satisfaction if you sell your customers the ••**•• Silks. Suppose you try a piece or so before the Spring rush and let me know the result. Say a piece each of the 26 and 34 inch *••*♦• XX taffeta. Yours truly, [164] §6 York Silk Manufacturing Co. SALESROOM 83-85-87 Grand Street New York D C n D MAKERS OF THE WORID FAMOUS MON^^K IIYv^/J? SILKS Advertising Department York, Pa. CT )H WIMCHCLL 'NO COMOCNSCO WINCHCLk HCMICAN rtPl rOUNOCHB COHPAMV York, Pa. Dear Sir:- You needn't bother writing silk adTer+laementa, if you sell tiig * ♦ • ♦ * • Silica. We'll do that for you. The enclosed booklet shows a number we have all ready set up in type to send you. The: p««e or -ately as desoribed on. the first .1 the adTertise-uent wa enoloae. The electros oonslsting of type matter and illustra- tions are equally good for olrculara, folders, fashion sheets and newspapers. If your advertisements are illustrated, so much the better. A picture always attiacts and tells the story quicker and is more effective than mare type. Leading merchants everywhere appreciate this fact and in the larger cities, large forces of experts are ^ ' ed to prepare this business news and the outlay for i ^, writing and lllustrat' 'arable. In the i- towns you do not cnjo, tnges and your a 3e- monts represent harder work and a proportionate Increase in expenses for illustrations and cuts. If you sell the •••••• silks, we relieve you of this work and expense by sending you as many of these elec- tro typed advertisements as you oan use. Think of the benefit your store will derive from all this advertising. It will be the one most talked about in your community. Better tadie the opportunity now. It's yours with your first ordor for ♦••••• silks. Suppose you start the new year with a piece each of the 26 inch XX • • • ♦ • • taffeta and 34 inch JX • • * * * • taffeta. Tours truly, 1165] Salesrooms. No. 83-85-87 Grand Street, New York THE YORK SILK MANUFACTURING CO. MAKERS OF 7SAONEYBAK PATENTED SELVAGE SILKS Advertising Department York, Penn. SCT IN OCLUI ROIIIA OCLUI ROBBik ORNAHCMT rOOLC rniNTINa CO., •OSTOM, MASS. Dear Slr:- Sse what the hlg retailers say of the •••♦•• silks. A Philadelphia firm says: "There is an honest tlaok silk made in York, Pennsyl- vania. It is called i • ♦ • ♦ • ♦» and the name means this: The merchant gives the customer's money hack if the silk is a cheat or 'goes wrong' - and the mill stands the loss." Note the evident pride In the next sentence: "We have the selling of it." A Minneapolis firm says: "The "best hlack silks made in America are the justly famous ♦♦♦♦*» Brands which stand for perfection in weave, quality and satisfaction." A Chicago firm writes as follows: "When you see the name ♦*•••• on the selvage of black silk it means silk insurance." A leading New York merchant speaks about "the well- known wearing qualities for which the ••♦♦•• silks have become famous." The Boston Silk Store advertises them as "the celebrated production of the best and most progressive manufacturers in this great country." But read their advertisements which we enclose. They speaJc for themselves. Note the pride and satisfaction expressed by each of these firms because they have the selling of the **♦♦♦• Silks. They have been selling them for some years and find the demand steadily increasing. So will you. Send us your order to-day for a piece of the 26 inch ••**♦• XX taffota or the 54 inch *♦*♦•* XX taffeta and we will confine the sale of it to you for your town. We'll help you sell it as we do for others. Yours truly, [166] §6 York Silk Manufacturing Co. MAKERS OF SALESROOM 63-85-87 GRAND STREET NEW YORK Ser IN NCAVT COr^CnPLATC aoTHIC ANO ComitPOTE UOTHIC 8O10 AMERICAN TTI-E POUNOtAi COMPANY MONEYBAK TRADK MARK ADVERTISING DEPARTMENT YORK, PENN. PATENTED SELVAGE SILKS YORK. PENN. Dear Sir:- A western firm writes: "What does the ****** guarantee mean? We have had considerable experience with silk to our sorrow and have decided to confine our silk business to one line as nearly as possible for we realize we can have a clcaiier and more satisfactory stock and our advertising will give better results. " Good! More than a thousand progressive merchant--: have arrived at the same conclusion and large numbers are doing so right along. But that's not the point. I want to explain the *•♦*•* guarantee and what it means to you as I did to this firm. Read the enclosed copy - front and back. It says to your customer: "In case your •♦••♦* Silk gives unsatisfactory wear return the garment with this coupon to the merchant from whom it was bought." That means you because you are given the exolusive agency. "The purchase price will be refunded on all *•♦♦•• 811k that proves defective with reasonable and ordinary wear. " That's clear, isn't it? How let's explain it by an example: Suppose one of your customers buys and has made up a dress pattern of • * * * * * Silk which fades, cuts and goes wrong. She should by all means return it to you with this coupon. §6 1167] -8- If the claim is a reasonable one and the trouble is the fault of the silk, you arfl -"itliorized to satisfy your customer's claims. We will at once send you the amount in silk or cash that you think is due your cuatoTier. We can depend on your fairness In this matter be- cause it is to your interest as well as ours to prevent any unfair claims. There are so few claims presented that we insist upon having all defective garments returned to us for examioatioti. In this way only can we tell why the silk went wrong and. it enables us to prevent anythini? like it happening a^^ln. Nine out of every ten claims which have been presented have been from the causes shown in the enclosed folder en- titled "The Wrong Treatment of Silk." Per your as well as our own protection, we send you a number of these for distribution among purchasers of silk at your store. You see the *••••* guarantee is a preventative of silk troubles and not a money solaoe for them. Your customers want silk that will wear and the guar- suitee we give with******is the way we show our confidence in its worth. Your confidence will be Just as great if you sell these silks and this guarantee Is yours if you take the agency for your town. When will it suit you to take it? Yours truly. [168] §6 ADDRESS REPLY TO THIS LETTER TO THE ADVERTISING DEPARTMENT The York Silk Manufacturing Co. SALESROOMS 83-85-87 GRAND ST. NEW YORK MAKERS OF MONEYBAK ■*■'■*■ Tr«de-Mark -^ ^ PATENTED SELVAGE SILKS ADVERTISING DEPARTMENT YORK, PA. SET IN CRAWPORO AND CRAWFORD ITALIC THE H. C. HANSEN TYPE FOUNDRY BOSTON AND NEW YORK York, Pa. " in an Ohio town of 1,500 trrltes as follows:- to Bail you r-~ — ' - ,• ,..xi.. ^.,. h * * ♦ ♦ • , _ ♦ ■- ^ Dear Slra;- A I "I piece of half . " • — ^ She r I pl , . sale on all tho *»»**• SiIjcs." yow I went to tell ycu how we protect ycu from ccrpeti- tlon on the • ♦ * * • • Silks. of ♦*♦•*• • ,3 numb^ . er.d of the piec any other piece of silk. Both those "■■-■>-'-'■'' --- «^~!i. --^^ For fhi^t ■>. "■ "3 us tc on tl . . • This r.u.Tper Is not very noticeable and cannot be rezcved. eve • * • « « ^ Tn O^ - re imu ft ^ng ... . -- , . - . - ^3lly find who is -> trouble and their source of supply is ■etQ we grlve you the fiTcluslve aoqua i n L .^ d w 1 t.i t. We '11 do our . ... w. See the renult of this co-operation. began nine pieces. You can do Just r- --^ 27 In'^h ••••••:. •*••*• XX taffeta ; ly. 773 to -h §6 [169] ADDRESS REPLY TO THIS LETTER TO THE COMPANY AT YORK, PA. THE YORK SILK MANUFACTURING COMPANY • • MAKERS OF • • l\AONEYBAK ■^ " ^ Trade Mark ^ ^ ITED SEL SILKS MAKERS OF SALESROOMS • IWI^^llLID/V IX . . MANUFACTORY 8S-85-8r GRAND STREET 1 V i TradeMark ^ ^ ijo-iz* EASTERN AVENUE NEW YORK PATENTED SELVAGE york, pa. SET ay THE POOLE PRINTING COMPANY 603TOH, MASS. YORK, PA., Dear Sir:- When will you take the agency for the ♦•»•♦• Silka? We'd like to get you started as soon aa possible so that you will get more profit out of your silk sales. You needn't take full pieces if you feel that you don't want such a large stock. We'll cut half pieces if that will accoimnodate you. Our idea is not to sell you a lot of silk and then let you get rid of it the best you can. Not at all. We know the wonderful possibilities in the **»♦•• line and are willing to spend a considerable amount to enable you to get the silk started in your vicinity. That's fair, isn't it? Consider this matter carefully. We are helping hundreds of merchants In small towns to lacveatae their silk business and we can do the sace for you. For Instance, of our agents, 35 are in towns under one thBOsand population; 78 In to-jms between one and two thou- sand; 106 in towns between two and three thouoard; 131 in towns between three and four thousand, and 69 in towns between four £md five thousand. The small town merchants are doing as well propor- tionately with the ••♦**• Silks as the large city retailers and we want you to get as much benefit from our co-operative efforts as thsy do. Suppose you take the agency at once and let us send you a piece or say a half piece each of the 27 inch * * • ♦ X2 taffeta at $1.05 or the 34 inch ••♦•*• XX taffeta At $1.22 J. These amounts will enable you to prove to your satis- faction that it will pay you to work with us. Yours truly, [170] §6 S C PARRY. PRIStDEKT E R PARRY, VlCtPBESiDENT L. D GUFFIN. THEASUREB T. H. PARRY. GEN L SUP'T A U. PARRY SCCRETAnr PARRY MANUFACTURING COMPANY BUGGIES • SURREYS • PHAETONS • DRIVING WAGONS SPRING WAGONS • DELIVERY WAGONS • CARTS ADDRESS ALL LETTERS TO PARRY UrC. CO.. IHOIAHAPOLIS THE LAftGESr CARRIAGE FACTORY IN THE WORLD Indianapolis. Inc.. U.S.A. »tT >N HCMSCRS OP TMC COPftRPLATC OOTMIC r*Mll.r AMCniCAN TTPC rOUMOCRS COMPANV Dear Sir:- Mr. Brown, who calls on the Eassachusetts trade, feals that In pursuing your sales activities, you cannot afford to overlook the features which have cade the 1911 *•♦••• line the hardest hitting and most liberal money-making propo- sition now hefore the vehicle dealer. Ee suggests the fol- lowing undodgeable reasons why. First - Light, neat and substantial gear work. Lighter axle caps than heretofore. Swedged axles. Second - Improved top work. Smarter styles. Better material. Third - Tasteful and durable painting and finishing. Fourth - All upholstery material two ounces heavier them last year. Fifth - Painstaking care in the matter of orating. Sixth - Faithful and effective co-operation in the sale of the work and promotion of mutual Interests. Seventh - Dispatch in executing orders. The •••♦*♦ line for 1911 is the very line you're going to need. It meets your wants, maintains your custom and makes you money. It is tho lino that stands out pre- eminently in Massachusetts to-day because of its peculiar adaptability to the specific trade requirements, and Mr. Brown is convinced that you are the logical dealer in Boston to handle it. Yours truly, §7 [171] PAKin MANUFACTUKING COMPAXY BUGGIKS • SUBREYS • PHAETONS • DRIVING WAGONS SPRING WAGONS • DELIVERY WAGONS • CARTS • CT IN CAHD MCRCANIILe AND HCHCANTILC AMCAICAN TT^C rOUNOIMS COMP*NT THS LAHOKITT CAUniAUK rACTOBT ui Tns woiu^ INDIAJfAPOUS, IND., U.S.A. Dear Sir:- You will have tlio catalog you requested Just as quickly &8 tti3 tcalls can get it to you. It was sent this morning. Plear rn tlie card that went with it bo we will loiow it r- you safely. The line it shows is a triurph in the nanufacture of rehicles - a natmoth success, designed for successful dealers. The snappy new round-cornered todies will "be sure to make a hit with your trade. They mey b« had in either steel or wood - no extra cost- See page 9. It*3 easy to Bake money with such a well-halajiced line. Keep the enclosed price hook handy. The quotations in it are suhject to the wholesale discount of — ^, less 5^ for cash, except on carts and extras which are net. Hote the particularly low prices on the genuine Eelly- Sprlng ruhtier tires. All quotations are f.o.b. cars factory. Keenly appreciating the opportunity of supplying you with our catalog, and trusting that the season may prove a profitable one with you, we are, Youra truly, [172] §7 Parry Manufacturing Co. BUGGIES, PHAETONS f ^ T'T'lCi (j ^ Q SURREYS, DRIVING WAGONS \^ Cll 1 ICl^ C/O ^ ^ 1 Largest Carriage Factory in the World Vehicles ofall Kinds B0O«M*N OtDSrVLE AND BOOKMAN IIAliC VERSATILE ORNAMCNT FRENCH CAST SQUARES AHCRICAN TYPE FOgNDCffS COMPANY Indianapolis, Ind., U. S. A. Dear Sir:- fhen the dealer sells a buggy he nakes ^ "' * . That's hia prl - ' -^ 'n selling it. ^' j sells the more piuiit iie c" .So it is iiis aiii to sill a great ncry that hia prof r~. Ti-.o c JD of this 1. reasct.ing la that the vehicle deeiler bju of ». sell _ emd t That's what we are offering the trade foi -'s the kind irhich Tsrrlts you to b»iy low ar.l sell hirh, with a good loc. But t: honestly aa^-e, pier bors, too. Surely, Mr trade and worth fT-^tl enc] >- yourself i.. w^« — .... .i i:ot the only ylrttte. j., 1 trork - the kind v..::-', E^t c;ily , but : back - and his noi^jh- J the line that \ 3 your your profits while it does it, is la way is easy - the does the trick. Y, i; rT +.1-11"' -.J . §7 [1731 ADDRUa ALL LVTTBR« TO Pakbv Mr<i. Co.. LSDiAjiAPOLia TltE LAROBIIT CA.RBIAOB PACTOBV IN TIIK WOHLU l^arry Manniattntxn^ (Enmpany Buggies • Surrevs • phaetons • Driving ^Vagons Spring AVagons • delivery Wagons • Carts «. e. PAKRY, PSKSIDBrfT E. B. PARRY. ViCK-PusniDSNT 1„ D. GL'FriN. TMKAMURSH T. H. PARKY. t.-^NL BUP-T A. M. PAiUiY. SJfCUKTABT BET IN CNQKAVIRS OLD CNQLISH SOkO AtO (NgAAVfKfl lOLP AMimCAN TVM POUNOCM COM^ANT fn2)iana)ialia, Jfnh.^ 33.#. A. Dear Sir:- If you want an assured sale for the work you handle - If it is to have points that will instantly commend it to your trade - If you want to honestly feel that the work you are selling possesses real merit and embodies advantages that your competitor cam't offer - Weigh these 1912 *««*** features. First - Stylish round-cornered bodies - either steel or wood - no extra charge. Second - Snappy auto seats - both twin and triple effects. Third - Full wrought gears on "A" and "B" grades. Fourth - Improved painting - the kind that lasts. Fifth - Honest values in delivery wagons. If you want to dominate the vehicle business in (town) - if you really want your patrons to have the very last penny's worth for their money - if you care for absolute fortification against competition - think these things over carefully, gentlemen. Yours truly, [174] §7 AOOBKSS ALL LtTTKHS TO Th K LAROEST CARHIAOC FACTORT Pabrv Mro. Co.. Indianapolis in tmc World iJiVixw *J\Lanula^\wunwKJininanw BUGGIES -SURREYS -PHAETONS -DRIVING WAGONS SPRING W AGO NS • DELI VE RY W A G O N S • C A R TS 8. C. PARRY, PRCSIOSNT E. R. PARRY. VICC-Pni«IDCNT L. D. G UFFIN, TrCASURKR T. M. PARRY, CKNL SUP'T A. M. PARRY, SKCnETARY SET IN TYPO UPRIOMT BOLO AMD TYPO flOTHIC AMCRICAN TYPE FOUNDERS COMPANY tJnJMi.ncuaa.UA', «Jn<li, U.C^.CX. Dear Sir:- "It's the little things in life that count" - likewise in buggies. In many fixed essentials buggies don't vary much. There are certain lines and proportions that are observed more or less carefully by all builders. The real difference lies mainly in the care that is given to details. A top may be made from the very finest of leather and fully equipped, but if it hasn't the right "pitch" - as the trimners say - or if any part of the appointment is out of harmony, the top is a failure . A buggy is judged not so much by the length of the body, the color of the gear, or whether the top is full leather or part rubber. The things that unconsciously mould the cus- tomer's opinion are often the minute details - the way the dash is braced, whether it is padded or plain, whether the fifth wheel is really wrought or merely malleable, whether there are good steel springs in the cushion, etc. If you've been making the mistake of looking upon these things as trifles, reform right now. Adopt a rigid standard regarding the work you buy, and then measure oUr 1912 line by that stfuidard. It'll toe interesting! Yours truly. §7 [175] S C. PARRY, President T. H. PARRY Gchl Sur>T L. D. GUFFIN, TRE«su8En E. R. PARRY. Vice-President A. M. PARRY, Sccretart pmm mmwmmmm mmfmY THE LARGEST CARRIAGE FACTORY IN THE WORLD iySdDES, Sy^^EYS, FTOETOINli, i^flWIid WKSOiS SPRING WAGONS, DELIVERY WAGONS AND CARTS Indianapolis, Ind., U.S.A. SET IN BOSTON OOTHiC AND LINING QOTHIC THE M: C. HANSEN TVPf FQUNDflY BOSTON AND NEW YORK Dear Sir;- Are you "fussy" about tho gaar work on the buc^gies you sell? Then look ir.to the features we are offfering on the 1912 **•*♦• line. You'll he proud to offer them to your trade, lir. , Just as we are to call your attention to them. In the fir wheels juid all the gear work are thoroughly ...... .... ..... ---.^ - the clear, tough kind that gro7;s ri^ht here in Inc It's the hest in the world, and other builders from iiaine to Uissouri come here for it. Axles; 71:ey're one piece - made from ona bar of steel. There is no T,-eld. Eid you ever r..:tic-2 t'-.^it L.oit of tlio axle breakages are at the weld? Springs; oil tempered, elastic au-.d scientifically graded. Thay are not stingy in length either - thirty-six inches on cost vork. Fifth wheels; Twelve inches wrought on all "A" and •B" work. Kalleahle used on "C graide. Clips, bolts, etc., are all wrought - reaches are cross and diagoneilly traced. Think how easy it is to invostlgate! Yours truly. [176] §7 S. C. Parry, pres. E. R. Parry, vice-pres L. D. Guffin, treas. T. H. Parry, genl Supt. A. M. Parry, sec. Parry Manufacturing Company BtlGGIES SURREYS PHAETONS DRIVING WAGONS SPRING WAGONS DELIVERY WAGONS CARTS ADDRESS ALL LETTERfl TO THE LARGEST CARRIAGE FACTORY PARRY MFG. CO . INDIANAPOLIS IN THE WORLD INDIANAPOLIS. IND.. U.S.A. SET BY THE POOLE PRINTmO COMPANY BOSTON, MASS. Dear Siir:- As a dealer you are a buyer of work as well as a seller. In your role as seller you find that the people with whom you deal usually have two mighty well defined ideas when they buy buggies. They want good goods and they want low prices. Some are more interested in the low prices; others make quality the principal consideration - but all want both. Here's how we neet the demajid - We go into the raw material markets and make purchases in immense quantities. That's one big saving. The raw stuff comes to us in car quantities - that means no leaJLage for transportation. We work it up \inder the most systematic methods that a corps of the world's best manufacturing ex- perts can devise - more saving. It is done in a factory that is known throughout the leuid for its completeness, comfort- able appointment and excellent arrangement. From the time the steel is refined and the oak and hickory are milled out of the log, until they come together in the finished vehicle, there is no opportunity for waste. We do the eoonomizing for you - the price proves it. Yours truly, §7 [177] International Harvester Company of America (Incorporated) Geneiral Offices at Chicnito, U- S. A.. Champloo D**»iatf MeCormiok MUwaakes Piano • CT IN MCMaeRt or THE LTHO fAMIkV AMIRlCAN TYPC fOUNOf A> COMPANY Dear Sir: You can't do very much with 2 cents nowadays, espe- cially in some directions. In these times of excessively high prices it wouldn't buy much food, "but 2 cents spent in a certain way will do more than you realize. Spent in hired men's wages, 2 cents would get you practically nothing. Supposing you had a chance, however, to get a hired man who would — Grind 6 bushels of com for 2 cents Pump 3,000 gallons of water for 2 cents Cut 1 1/2 tons of ensilage for 2 cents Shell 40 bushels of com for 2 cents Separate 800 pounds of milk for 2 cents Run your spraying outfit for a couple of hours for 2 cents — you would jump at the chance to get this man, wouldn't you? We are offering you one now. An I H C gasoline engine will do these things at a cost of 2 cents for fuel. Can you get em equal amount of work done by any other means for the seuae money? This is because each tiny drop of gasoline is an ocean of energy, ajid an I H C gasoline engine transforms more of 1178) §8 -2- this energy Into actual, useful work than any other engine built. We might mention more about the actual economy of operating an I H C engine, but there are other important things to be considered. There is the release from the worries of the uncertain hired help problem- Isn't it worth something to have an absolutely dopendable power at your command day or night, summer or winter, in-doors or out-of-doors — a power that will work for you this year and for years to come? It will out short the time you now spend over many a hard, disagreeable, unprofitable task, and give you aore time for leisure and pleasure. An I H C engine is one of the most potent factors making for a better, easier and more profitable farm life. We have an attractive engine catalogue reserved for you. It describes the I H C lino fully. Wouldn't you like to look at it? Say the word and we will cheerfully send it. Yours truly. [1791 iiiiiiiiiiiiiiiiiiiiiiiiniiiiiiimiiiiiiiiiiiiiniiiiniiiiiiiiiiiiiiniiiiiiiiiiiiiiiiiiiiiiim «J\,iaiv t:^xaa.e/ Uiinc -UiaceA' e^ptiivajicitt' SCT IN nwe SMAOED linear BonocR no. a AMCmCAH TT»C FOUNDERS COMPANT Dear Sir:- In the v.ii.eufl of a prominent Milwaukee jeweler's store j.a a ciard bearing this inscription: "Naturally we push the watch which gives us the least trouhle in making good our guarantee. That's why we recom- mend the ♦ * * ♦ ♦ * Watch. Read that again — "the watch which gi«v;o j___i the least troubls in making good our guarantee." Their guarantee sells these watches — not the nanuiac- ture.i' . We are rcsponi^iixs lor xa-3 ui^i- T-^ii-ity oi t^ij nova- men'- . -- ' • • iiich gives these j'ewelers the leaot troucxj ir. : good their guarantee. See ho'.i sa-i-xing the best watches on v,:2ir c:jn guarantee adds to the presf " these Jewelers? Now look at \, ij Liitter from another ^j^-u. Did you ever atop to think that your pre3;,l;-'j aaffors every tiae you subordinate your guarantee to that of the manufacturer who makes the goods you sell? Think it over. Your customer buys from you — not from the manufac- turer. He wants your guarantee. You are the man he can [180] §9 -2- reach. Then why should you lose this opportunity to add to your prestige by shifting the guarantee to the manufacturer? Hake the most of it. You select the merchandise and are responsihle for it. If it does not prove satisfactory you must make good the guarantee — the quicker the tetter. Pushing it off on the Banufaoturer caxtses your customer to lose confidence in you. If the merchandise proves satisfactory you are entitled to the credit and good-will which you have earned. This is an asset which will daily become more valuable if you select the best goods — those which give you the least trouble in ■aking good your guarantee. That's another reason why it is to your advantage to push the sale of the •♦••♦♦ Watch. If your stock is not complete for the holiday season it would be well for you to anticipate your needs now. Yours very truly, P. S. We have reproduced the card above mentioned and are •ending you one together with another very attractive card, both of which you may wish to use in the same way. [181] HIGH GRADE TIME PIECES Srr IN COPPCRPLATt OOTMIC AND WBOOINO T«)fT AMERICAN TYPE FOUNDERS COMPANY Dear Sir:- Why sell the best watches and use Imitation materials in repairing them? Your reputation is as much at stake in the one trans- action as in the other. Why not be genuine all through? Genuine materials are standard in size and quality. They are interchangeable and when you replace a damaged part with new material from the factory the watch is of the aame high quality as before. This is not the case when imitation materials are used. They are not standard and the quality is open to question. Besides, they cause you more trouble smd annoyance than you save in the difference in cost. Why not increase your satisfaction and get better prices for your watch work by using the genuine materials when repairing ♦•♦*•• Watches? Your material jobber can supply you with these whenever needed or if you prefer you can maJce your selection from the catalogue we are mailing you and send your order direct to the factory where we are splendidly equipped to serve you promptly. Yours very tmly. [182] §9 n^ntps^fjire Qapet Qompanp feoutf) ^ablep jFalltf ▼ iWa£f£(ac!)usett£( Jfine dtationcrp ©fpartmtnt SCT IN CLOISTEH SLACK MIS»*L INITIALS »8ttD ITALIAN SANDS CHA^-SOOK OUIOONS AMCMICAN T-rf>e FOUNDCRS COMPANY 1 r iJear Sir:- It is your problem to produce printed matter capable of conveying your ideas or arguments to others without loss in the transmission. Rare wine from a tin cup would lose its charm. Telling thoughts delivered by a poor orator lose their effectiveness. In all times influence has been Just as potent as argument. That »♦»♦♦♦ Bond Covers will help to influence those who read your arguments has been pretty definitely settled - still that is left to your judgment. When a man buys a page of magazine space the circula- tion governs the price. When a man buys printing and paper, too often nothing governs the price but the price itself. It is what a piece of printed matter does, not what it costs, that establishes its true value. If you decide to use ••*••• Bond Cover and your printer seems to have euiy difficulty in securing it, will you kindly write us. Yours very truly, 610 [183] III.IIII.I.I.II.II.I.I.I.I.I.I.I.I.I.I.ir.t.l.l.l.l.l.l.l.t.l.l.M.I.I.T.>.l.l.l.l.!.l.!.TTTJ i.itij.ri.i.i.iTt.tiAiTi.r.ri.iTi.Li.i.i.tii.i.ri.ij.»j.i.i.i.ti.ti.i.i.i.i.r.i.i.ii.i.r.i.i.i.i.i.i.iiii.i.i.i.iiii.i.ii.iiiiiiiii i.'.i.'.i.'.i.MaEj: Ha mpshire Paper Comp any MANUFACTURERS OF THE CELEBRATED OLD HAMPSHIRE BOND lvr,■I^^^■r^■I^^^M^M^■r■■r^Tn^'l^■l^■l^■]^M;TrtVTT^:■r,M^M^M^M^M^■]^M^M^■l^■r^M^M^M^■M^■I^■M^■■l^M^M^M^^r^^T;'rTT^^ SB GRIFFIN. Pres. W.D.JUDD.Treu. South Had ley Falls, Mass. Ser IN OCLLA ROSB<* OCLtA ROBBIA BOttDCR tlTHOTONE BDASS DUI^C STHATHMORC ORNAMCMTS AMIRICAN TYPE rOUNOCnS CON^ANV Dear Sir:- We have your favor of the 1st inst., and as requested, are sending, under separate cover, a sample book of • • * ♦ * Bond. VTnilo the paper must prove its own best advocate, we suggest that:- We can make no attempt to compete with ordinary bonds on first coat. Our claims for your consideration are based entirely upon final results. The value of * * • * ♦ * Bond lies not so much in the keen personal satisfaction you will find in using the clean, crisp aheets, as in the influence the paper adds to the messages it carries. Modern business is done by letter. Stationery that was considered good four, three, or even two years ago does not measure up to the standard of to-day. Letters and litera- ture claim our attention on all sides, and if they are to step out from the mass, they irust stamp the individuality of the writer. ••**•♦ Bond invariably bespeaks consider- ation - it prohibits the waste-basket habit, so to speak. We suggest that you fill out one of the enclosed esti- mate blanks and mail it to your printer or lithographer. If then, you have any trouble in securing either paper or envolopes, please advise us and we will see that the diffi- culty is removed. Yours very truly, [184] §10 TT TTTT ■ Mil llfT ^1]^ i^^ Hampshire Paper Company FINE STATIONERY DEPARTMENT M mill iiiiiiiiiliiiiB IjljlllllI'MI!^ r^^S*^ irr IN ■TMATHMOIIC OLOCTVLC OMAV BODOCR NO. 3 «MtltlC*N TVPE rOUNOCKS COM»*XV South Hadley Falls, Mass. Dear Sir:- On the assumption that you will he interested in a note paper distinctly for men, ve take pleasure in enclosing a small portfolio describing *♦•♦*• stationery. There are certain distinctions recognized by men of culture and refinement that, however finely dra7vn in the beginning, have, through long usaga, become arbitrary. For instance, no man would think of wearing other than white linen with his evening clothes. With stationery, men have invariably left the papers of soft texture, the tinted papers, and the linen or fabric finished papers to the use of the ladies. And the distinction here is not without foundation, for such papers are effeminate. On the contrary, the crisp, clean sheets of • • • • * • Stationery have a masculine strength, dignity and quietness that suggest the gentleman who is also a man. We beliere that you will find a marked pleasure in using ****** ^ euid that you will wish to add your name to the list of its users - a clientele of whom we feel justly proud. It will be more convenient for you to purchase the stationery of your local dealer, but if you should have the least difficulty, we will supply you at the prices in tho portfolio, prepaying the carriage. Yours very truly. [185] DD :nn Burrou2;hs Addins; Machine Co. DDC DD CAB1.F. AtinRESS;"BURAD- DETROIT, -ADDITIVE" LONDON THE WtSTEKiN UMON. LIEBERS. AND PRIVATE CODES USED THE MACHINE WHICH INSURES CORRECT ACCOUNTING HAS SAVED ITS USERS MANY THOUSANDS OF DOLLARS Ceoeral Office* antl Factory; Detroit, Michigan, U.S. A. ■ CT IN MIMBCm or THC BODONI fAMILV BOSTON BAETON CAST SQUIRES AMCMICAN TV^C fOUNOCKS COH^ANV Dear Sir:- "Cost Keeping Short Cuts" Is a new book about costs and it's free to you If you want It. It Is a practical book because the things in it come from concerns who are keeping costs in all lines of business. Friends of ours really wrote it for us; users of * * * • • • Machines, who have worked out simple time and labor saving ways of knowing the vital facts about their business. That's why we want you to have a copy. You'll be sure to find help in it from the "other fellow" who has found some short cut. And, if you have no cost system now, you will get a good idea of what a simple sane system of cost knowing can do for you. Some of the 192 pages of the book tell how the • ♦ • • cuts the cost of keeping costa. frankly, that's why it pays us to print so expensive a book and to mail it without cost to you. Will you send for it on this post-card? To-day? Tours truly, [186] §11 Burroughs Adding Machine Company acNcnAi- oFrices ano factory CAOLC Aooness WESTERN UNION. LIEBERS. BURAD- DETROIT JJETROIT, JVIICHIGAN, U.O. i\. ANO PRIVATE CODES USED '"ADDITIVE" LONDON BET IN at-AIR AND LIQMT LITHO AMERICAN TVPC FOUNDERS COMPANV Dear Sir:- We would like very much for you to become familiar with the uses of the ♦••**♦ Machine, even though you may not seriously contemplate purchasing at the present time. Just now we have a very good opportunity to arrange it so that you can do this if you wish. Several of our demon- strating machines are now in your vicinity and will not be in use for a little while and, if agreeable, we will have one of them delivered to you, as we would much prefer that it be in use rather than standing in the shipping case. Our representative will then tal:e pleasure in dropping in on you sometime when he is near, and explaining the uses in detail, after which you can make free use of it until we require the machine elsewhere. You will in this way be better able to Judge as to whether the machine will ever be an economy for you in your work. Should you feel any hesitancy about doing this, we want to explain that the machine will be entirely at our expense and risk - fire or otherwise - while with you; and your using it will not obligate you In any way. We will very anich appreciate your favorable reply under the enclosed staaped cover. Yoars very truly, §11 [187] BC DH Q LEUND MOORE PAINT & OIL COMPANY Q Lemoco Quality Paint Products JOBBERS OF OILS, ROOFINGS. CLASS. BRUSHES AND SUPPLIES LELAND MOORE. President and TreMurer W. H. MIXSON. Vice-President R. S. WHALEY. Solicitor E. H. McIVER, Secretnry Q B QC StT IN MtHOtaS 0» t«t CHflTtHHAM ««Ntl.V C'ST 5Q1J*ntr SfllATHMOItC O'MAMCNTS MONOTONE SOnDCII AHcniCAN rv^e rouNotus com»nt Charlestown, S. C. Dear Sir:- It iray not occur to_u3 to talk to you about or quote you on the particular thing which would interest you. S o TTon ' t you just rememher that it gives us a very great deal of pleasure to answer questions and name prices? While_we_are paint_s2ecialists and therefore talk PAINT more than anything else, yet we carry large and well- atsorted stocks of GLASS TAR PAPSR RUBBER ROOFINGS OILS GREASES LADDERS ROPES BRUSHES and a lot of other things tesides. Shi-PTner. ta are ma de the same day the order gets here in almost every instance. That ought to interest you, as you prota^ly want what you want when you want it - not later on. Will you remembe r us the next time please? Very truly, Did you know that THE OIILY PAITTT FACTORY in South Carolina is ours? [188] §12 Eskay's Albumenized Food NOURISHES FROM INFANCY TO OLD AGE, THE IDEAL FOOD FOR LWALIDS DEPARTMENT Smith, Kline & French Company No. 429-t3S ARCH STREET Philadelphia, Pa. ICT IN HCMSKKS OF TNC ■OOOMI PAHILT FOOie PRINTIHO CO., OOSTON. MASS. Dear Madaim:- We have learned incidentally of an addition to your family and we congratulate you. What to feed the baLy is probably the first question you will have to decide. Under normal conditions the best food is, of course, mother's milk, tut if the mothar is not in perfect health, or if hsr vitality is simply impaired, then the q-jr.lity of her milk is most apt to become undesirable and arti-iicial feeding should be employed. Cow's milk is undoubtedly the best substitute, but cow's milk is intended by nature for the stomach of a calf gmd must be modified so that it shall be as easily led as mother's milk and yet contain the right food c^ ; in the right proportions to maie strong and healthy tiaauos. ****** Food yields these results. It ic ' -.^ith fresh cow's milk, and the milk is not boiled in p. ;; thus all the healthful freshness of the milk is pi\; ji^od and yet it is rendered as digestible as mother's iiilk. What can be said of ***** * Food as an infant food is just as true for invalids or any one suffering fre.-n stomach trouble. If taken by nursing mothers it greatly assists in the production of more milk and of better (quality. Ask your doctor about ••♦♦*• Food. T' are prescribiiig it regularly in their practice and i j have used it for their own children. The cost of feeding •*♦•♦* Food is e- \y low. It costs only 9 cents a day to feed a three-mc. -xi child on ***** * Food, including nilk at 8 cents per quart. Surely not enough to consider when the hetilth of your child is at stake. It can be purchased from emy druggist at the following prices: 25 cents, 50 cents, 75 cents a.id {2.50 per Jar. Samples large enough for ten feedings will be sent on request. Yours truly. §13 [189] WB Eskays A bumenized Fooc DEPARTMENT SMITH, KLINE & FRENCH CO.. CANAL AND POPLAR STREETS. PHILADELPHIA. PA. '^. m^. SIT IN AVIL CASTCN •OnPEH ^OOll miNTmO CO., BOSTON. MASS. Dated I Dear Itadam: In accordance with your request we send by this mail a sample of ***** * Food for trial, and feel confident that your experience will be as satisfactory as others have reported. The ingredients of ******* Food are combined in such a way as to give the proportion of einimal and vegetable matter which the highest authorities claim the infant needs for its y nourishment and development. Nursing mothers will fi... . it imparts strength and tone to the system ar.d increases and improves the supply of milk. •♦•••« Pood can be retained by the most delicate and rebellious stomach when all else is rejected. •***•♦ POOD HUST BE BOILED. This is no more trouble than the boiling of water, which every one recog- nizes as very important in infant feeding because in many places the water is so liable to contain impurities. The be ■ ~ need be done only once in twenty- four hours when p 1 according to our directions. It is equally impor- tar-l to destroy the germs found in cow's milk whic' •?nt- ly I'^^^'e rise to sickness in infants. This is ace ad w milk is added to the boiling ••••♦♦ iood in a^ .ce with directions. *•**•• Pood costs you about one-half the price of other foods and is sold by druggists in Trial Size 25 cents, (1 iKe 50 cents. Large Size 75 cents and Family Size ; four times the quantity of the Large Size) $2.50. We would appreciate the receipt of a letter from you after you have given it a thorough trial. Yours truly. [190] §13 m^k^wm^M^^^ ESKAY'S ALBUMENIZED FOOD The Food That Nourishes from Infancy to Old Age ^^ •xl_ X^l • O "C^ 1 /^ The Ideal Food for Infants. Invalids and Dyspeptics Olllltn, XVlinC 6L 1/ rCIlCn \^0. tT IN CENTunv OlOLTYLC aOLO OLD CNGLISH KOnOt" MtmcAN Tyre rouMDiRS company 429-35 Arch Street Philadelphia, Pa. Dear JIadam: By this mail we send you a sample of • * • * • • Food for trial, and feel confident that your experience will be as satisfactory as others have reported. The ingredients of ♦ ♦ ♦ ♦ ♦ * Pood are combined in such a way as to give the proportion of animal and vo matter which the highest authorities claim the infant for its hoalthy nourishment and development. Nursing moiuaca will find it imparts strength and tone to the system, and increases and improves the supply of milk. **•♦** I'ood will be retained by the most delicate and rebellious stoaiach when all else is rejected. *•♦•♦• FOOD MUST BE BOILED. This is no more trou- ble than the boiling of water; which every one rec^ tis very important in infant feeding, because in many the water is so liable to contain impurities. V g need be done only once in twenty-four hours whon i according to our directions. It is equally important to destroy the germs found in cow's milk, which fr'-'^i^ My gives rise to sickness in infants. This is ace jd when the milk is added to • * * * * * Food when .ju.j.jiig in accordance with latest directions. ♦•♦•♦♦ Food oosts you about half the price of other fooda, and is sold by druggists in Trial Size, 25 oenta; Jcdlum Size, 50 cents; Large Size, 75 cents; and Family Size (holding four times the quantity of the Large Size), $2.50. We shall appreciate the receipt of a letter from you relating your experience, after you have given It a thorough trial . If you are Interested, we shall be glad, upon applica- tion, to mail you our little book "How to Care for the Baby." Yours very truly. §13 (191) THE FOOD THAT NOURISHES fflOM INFANCY TO OLD ACE THE IDEAL FOOD FOR INFANTS. INVALIDS AND DYSPEPTICS DEPARTMENT SMITH, KLINE & FRENCH COMPANY CANAL AND POPLAR STREETS c/m(aa«{phia) Ua SCT IN TVrO UPmONT lOLD AND rrPO SOTNIC AMCmcAN m>c rouNoens compahv Dear Kadaa:- We shall be glad to have you advise us whether you received the sasriple of ***** * J'ood mailed you a few days ago, ajid have given it a trial. You are, of course, aware that it is of the utmost im- portar;3e to stilect the hsst food obtainable with which to feed t:io baby if mother's milk be insufficient or lacking in quality. The very favorable letters received from phy- 3icia.:3, and also aothers, who have used ****** pood makes us confident that their experience has proven satis- factory. Not only does ••*«♦• Pood contain all the elements necessary for perfect nutrition, animal and vegetable ingre- dients for infants, but the strength-supplying constituents fou-vi in this Jood make it the most desirable diet for adult convalescents, dyspeptics, and all those suffering from any form of irritability of the stomach. The composition of ***** * Pood (the addition of hens' eg-^Ts to cereals) must necessarily coauaend itself to the intoiligent student of infant as well as adiilt diet, and oavy have found the happiest resuJLts from its izse. Three thiTiga coamend it:- its coiuposition, its palatability skCii its low cost. It is strongly recommended "by physicians as a substi- tute for tee. or coffee because it strengthens without any harmful effects. A cup of ***** * Pood tiiken hot before retiring, insures refreshing sleep. If you desire any further information about •*•**• Food, write us, giving full particulars, and we shall be pleased to give your letter our prompt and careful attention. Hoping to hear from you we remain, Yours truly. [192] §13 ■ ill ill K^MiiWgi!!'g|^ppii?p^ipi|ff!pPW;ii'i'i j^erw(iiir IHI®gn(g!r^ CensaipiiiB^ iiiijiiiii ■■■llllllllllllli Illlllllllll llililli illllillllllllllllllllllllllllllilllllllllllillllllHIIIIIII iHliai lll!IIIIIIIIIIIIIP!'ii !lll!l!l|ii!l!gii!i|||!l!j'i|!|!|ii FRED. H. HANSON, Pretideol Rs.„ U. S. A. StT IN CONDCNieO rOSTCR ANO C0MDCN9C0 WCBI LINCAN >OI>0CR NO. 2 AMERtCAN rrfC FOUNOCNS COMPANY Dear Sir:- Uany merchants tell us that ****** Guaranteed Hosiery is the most and best advertised line in their stock. The "best advertising is THE-WOED-OI'-MOUTH-ADVERTISING which millions of • * • * * * wearers do for us every day. We value most the fact that *♦**♦♦ is so well made that it makes good with the masses. You can trust their judgment every time. When they want something they get it and make it part of their requirements. ••*••♦ Guaranteed Hosiery is THE HOSIERY OF THE PEOPLE . Many customers have candidly told us that they would like to throw out every other make of hosiery, if we could supply them with a complete line of * • • * • * Quality. We are now ready to do this. We have just added the styles listed on the supplemen- tary price list which we enclose. These with the styles on price list #5, will enable every merchant who desires to concentrate all of his hosiery business on ***** *. Within the past six months some two thousand merchaints have bought their first bill of ***** * Hosiery from us. This means that many new customers, and what is more re- markable, we have retained all of our old customers, and the majority of these have shown a considerable increase in their sales. These are facts which cam be figured in DOLLARS and Cents. If you are oxen to conviction allow us to prove to you, how good •••*♦♦ Hosiery will be for you in your store, by sending you a complete sainple line, express charges pre- paid, so that you can inspect and compare it with other hosiery you may have. Just say on the order blank, send seimples, express paid. We will be glad to do so. Very truly yours. §14 [193] FRED M. HANSON, Presidcol JOS. ZENS. Vice President FRED BRAUN. S«<rebiT ud Tieuurer Everwear Hosiery Compaimy MILWAUKEE, Wis.. U. s. a. SET IN CHCLTCHHAM INLINE AND CMCLTCNHAM OLOSTVLE CONOfNSEO AMERICAN TVPf FOUNOEflS COMPANY Dear Sir:- It is a noteworthy fact that at the recent meeting of the National Association of Hosiery and Underwear Manufac- turers, they decided to curtail the production of moat of their mills by 33 l/3<^. The ♦••♦♦• Hosiery Hills are increasing their ca- pacity and sales by more than 50^ as against the same period last year. No doubt, you realize that after all, it is the con- sv '1 makes your business, and the manufacturers and the ILL 3 who can please the greatest number of consuii.ers, are the ones who will enjoy the greatest prosperity. When *•♦••♦ Hosiery was first put on the market, not only the consumer but the merchants as well, were skep- tical about the guarantee feature. Our ever increasing busi- ness is proof conclusive that guaranteed hosiery is what the consumers want. The guaranteeing of hosiery as we do it has been a great benefit to every retailer in business, for those who do not carry the line, as well as for those who have it. It has forced every hosiery manufacturer in business to give the consumer a better value thsun they had ever done before, though ♦•**♦♦ is first in the field of Quality, Popularity and Sales. We should like to interest you in our line, and, as pre- viously offered, will gladly send a complete sajnple lino, express charges prepaid, for your inspection. ****** Hosiery, as an article in com-iion and daily use, is a staple to-day, in a majority of stores. We can make immediate deliveries on our OADZB WEIGHTS in Cotton, Silk Lisle and Pure Thread Silk hose for men, also our best selling Light Weight numbers for women and children. The reverse side of the enclosed order blank will give you a complete description of our entire line. Yours very truly. [194] §14 '0. U ♦ ♦ ♦ Everwear nQsicrx Company ♦ ♦ ^ u :o: Fr«d. M. Hanjon, President Joseph Zens, Vice President' Fred, firaun, Secretary and Treasurer SCT IN THC TOAIIO eCKitS TA»AHU SOROChS Milwaukee, Wis. U. S. A. Dear Slr:- Chicago has given the retail business world a concise and convincing demonstration of the value there is in ad- vertised brands. The establishment of * * * * * * has proved conclusively that the boat lines of merchandise are advertised lines. It might be mentioned right here that all advertised lines aie not good merchandise. To return to our subject--the ♦♦•♦•♦ store is to- day the foiemost of its kind anywhere, emd though it feat- ures advertised lines exclusively, It is building a Napoleonic name for its fo\inder. He has earned his pres- tige through •♦•♦♦* Service with Nationally Advertised Brands of Merchandise, brands which are in demand with the consumer. Watch his progress with •••••• Hosiery, which he taaa selected as the best for his customers. Naturally we had to prove Merchandise Value, Consumers Demand and Value, with Intrinsic Value--before •••••• Hosiery advertising appealed to his majiagers. Watch his •••••• windows, his •••••• Adver- tisements and his method of selling this Nationally Advertised Guaranteed Hosiery. Very truly yours, §14 1195] Everwear Hosiery Company Fred M. Hanson, Prea. Jos. Zena, Vice Pres. Fred Braun, Sec'y and Trea>. SET IN CMCLTEHHAM WIOC ONAPMIC eOKOCIt AMCHICAH TYPt rOUNOCNS COMPAN* Milwaukee Wis. Dear Sir:- The word "Service" is the most abused in the entire Business Dictionary, because there are as many kinds of ser';-ice as there are Mercantile Establishments. The stores rendering the best service — pleasing the most customers — winning new ones and growing every year, are those rendering Customer Service. The greatest Service Stores — East, West, North and South sell *♦**♦* GUARANTEED HOSIERY. Right down at the bottom of facts this is a mighty good reason why you should have it in your store. Ho Not because we say so. Ho Not because other stores have them. Yes Because the best retailers have invest- igated and found the light of business reason burning in every box of ******, a light shedding reason, understood and appreciated by the consumer. We enclose a newspaper advertisement printed by the greatest Men's stores in the middle west. The Holiday and Fall trade on ****** is big and heavy: do you want to consider it now, plan for it, and cash in on your plans? If so, the first thing to do is to let us pay the express charges on a line of ssimples. After that, let your judgment do the rest. ****** HOSIERY IS ALL THAT THE NAME IMPLIES. We advertise for you at our expense. Yours very truly. [196] §14 'Re O. M. HANSON, PKiaioINT JOS. ZeNS.VlCK-PncxioZNT FRED. BRAUN, Sec.ANOTni Milwaukee, Wis., U. 8. A. 8CT IN COMSTOCK ANO MITCHELL AMERICAN TYPE FOUNDERS COMPANV Dear Sir:- ****** Dealers increased their purchases from us by more than 50^ siiice Jenvary 1st, as against the sejr.e months last year. This increase is not from the 900 new dealers added to our books since January 1st. WHAT AEE YOU DOING TO INCREASE YOUR BUSINESS THIS SEASON? Your host interests deirand QUICK PROFITS, QUICK SELLIiyC HERCHANDISE, and the kind which is sold with the least effort, and which, if possible, KELFS TO SELL ITSELF. This is plain business logic. Consider how close we come to filling all of these re- quirements with ***** * Hosiery — The American Standard of Guaranteed Hosiery. "The Least Service the "Consumer receives from ******* Guaranteed Hosiery, "is the most he can possibly "Expect from other Kinds." We want you to have the exclusive sale of ***** * Hosiery in your city, for Men, Women and Children. We pay the express charges on a line of our samples, If you will give us permission to forward Ihcm to you. Our NEW GAUZE WEIGHTS are con-j:anding the retail hoisery situation in every big, and in nearly all other shopping districts in the United States, Canada and Hexico. We can and will increase your Sales and Profits, If you want our co-operation. We want yours. Very truly yours, §14 [197] B. F. GOODRICH COMPANY Chtcaeo Philadelphia Cleveland St. Louis Kansas City Minneapolis Indianapolis Pittsburg Mexico City London Paris MANUFACTURERS OF ALL KINDS OF THE HIGHEST GRADES OF Rubber Goods Our products are handled in New York, Buffalo and Boston by The B.F. Good- rich Co. of New York. Agencies in Seattle and Portland oAkron, Ohio. tCT IN SOOKM«N OLOSTYLC CAST PANCL flCCCS AMiRiCAN rvpc rOUNDOS CONPANT CO-OPBRATION. Dear Sir:- Thls word "co-operation" is one of the finest, strongest meaning words in the English language tut it is so calloused from hard and free usage that you have to dig under the sk:iD in order to find it if it is the Simon pure article. The next time it is passed on to you as an incentive to Join forces, forget the glamour of the word and ask your- self - How much of a help has this would-be giver of co- operation been to me in the past? Where are the specific instances showing my cause championed - my business interests advanced by the past actions of this would-be foster brother? Is there sufficient evidence of absolute impartiality, good faith, good goods? Does the leopard change its spots? Now as pertains to the case direct. We have not all of a sudden seen a new light. We have no new argument or now brand of confidence to offer. Ours is 4;he same Goodrich method that has been in force from the beginning of the tire industry. It has made friends, made business - good busines* for all concerned. It is built on confidence with the knowledge that confidence begets confidence and that in- creased power and momentum are bound to follow. Co-operation! It is a good thing. You need it. We need it. But remember that for you it should be something more than a promise, something more than a new name or un- tried organization, something more than mere shouting from the house-tops. Old friends are best. Twirs truly. [198] §51 mB ^F^^ The B. F. Goodrich Company CHICAGO CLEVELAND ST. LOUIS PITTSBURGH INDIANAPOLIS KANSAS CITY PHILADELPHIA MINNEAPOLIS RUBBER GOODS ADVERTISING DEPARTMENT Our Products are also Handled in Ne«* York, Buffilo and Boston by The B. P. Goodrich Co. of New York. Detroit by The B. F. Goodrich Rubber Co. • CT tN HEW CA9L0H HEAVY CASLON i RECUT CAbLON ACME aonoCM AMINICAN TVrC rOUNOERI COMPANY Akron, Ohio Dear Sir:- It was too bad that the mother of Achilles Just missed her purpose when she dipped the infant Greek in the River Styx in order to make him invulnerable. His heel didn't get wet, and thereon hangs the tale of the mighty warrior's ultimate downfall and the triumph of his enemies. It is the old story over and over again. A chain is no stronger than its weakest link; and to draw near the subject of our own theme, the automobile tire is no better than the knowledge and vigilance that attend arvy one of the processes that go towards making it complete. ^ • • • * « • Tire isn't rubber; it isn't fabric; it isn't theory; it isn't what one msun thinks or a thousand execute. It is the organization, experience, and equipment of the largest rubber factory in the world. It is a reward for slighting no thing- -taking nothing for granted — proving everything. It's contagious and the communication is spreading fast. Just increased our capacity to • • • • * • Tires a day. One good turn deserves auiother — Insist on •• * * * * Tires. Yours very truly, §16 [199] B IB' EDWARD D. EASTON. PresidcDl GEO. W. LYLE, Giieril Htotier HABION DOBIAN, Treuorei C. W. WODDBOr, Sec'; aod Am'I Trtii. Columbia Phonograph Company COLUMBIA GRAFONOLAS, DISC AND CYLINDER GRAPBOPBONES STORES IN ALL PRINCIPAL CITIES DEALERS EVERYWHERE ftCT IN CONDENSED WriNCHELl STRATI BOSTON BRCTON C*ST 9au**C9 AHCmCAN TVrC FOUNOCMS COMfANV 1MORC OANAMtNf Cable Address "COLPHO" New York Telephone Connection -■m TBIBUNE BUILDING New York Gty Dear Sir:- The average sale is a fall-down On the part of the man who made it. For he's supposed to he a salesman and he proves to be nothing higger than a clerk. There's a heap of difference. Any respectable citizen can taJce orders. It takes a salesman to sell goods. The man who sees the customer coming while still a great way off, who meets him more than half way, treats him courteously, takes his order, hands him his change, and says "thank you" - call him a salesman? Not by seven miles and back again. He may be a gentleman and a scholar and a good judge of clothes, but he's no more a salesman than his aunt's an uncle. It is a salesmaji's business - and pleasure - to do exactly what the clerk does and then multiply it by two or four or six or a barrel-full, and do it while the customer waits. And it isn't half as hard as it looks to the man who never tried it more than on© consecutive time. [200] §16 -«- When a man has been persuaded to the point of reaching down into a deep pocket for money, all the hard work Is done. The demand Is created, the advertising has taken effect, the store window has done Its part, the goods have proved acceptable, you've made connections, you've gotten acquainted, you're on intimate speaking terms - and you have more goods and other goods to sell. If you let your man go away without selling hia more than he intended to buy, you are slipping up on your Job almost every time. Don't forget for a minute that whatever he may say, thm average man wants to be solicited. Hot pestered - but he likes to see that his patronage is as val-uabla as you know well enough it really is. SoBetlnes a eus toner will go hosa and realize with surprise that he bought more than he Intended to - but next time he forgets everything except that he did get waited on emd attended to cuid had his patronage asked for. Double up your sales! You ean do it Just as easily as yov o«n get a transfer on a trolley. Tours truly, [201] n n PI — n ■ ■ ^tepfjen jf. Wbitman Si ^on MANUFACTURERS OP SPBCIALTIES Confections, Chocolate and Cocoa ■ ■ II II Cable Address "Dragon' «11-421 RACE STREET N. B. COR. LAWRBNCB AND RACE STREETS P&ilaDcIpbia, Pa. SET IN MCW CAtLON, NEW eA9L0N ITALIC «N0 CASLON TCXT PIIENCH CAST SQUAHES AKT-TilC TINT rORMEnS AMCRlCAM TY^C FOUNDCRB COMPANY Dear Sir:- You probatly know how auooessful our saleo agencies have been in your state. We are now establishing agencies in every town where we are not already represented and your store wo believe ia qualified to make a great success of the sale of ***** • Chocolates and Ccnfections in your locality. We protect each agent. Wo supply our_agents on ly with our packages, dlreot'from the factory7 by freight or_exprc8s prepaid. We do not sell our packages to joSbers, thus we are able to protect our agents against competition and price cutting on our own goods. As you know, this agency is very valuable because of the demand existing among the best people for ****** ^ a demand that has increased tenfold within the last two years, eind is still Increasing. Not only has our advertising in the leading magazines helped the sale of our packages everywhere, but cur adver- tising by mail to the druggist's own customers and neighbors has built up business for our agents in a way that Is very gratifying. If you are interested In Increasing your candy trade — *^ controlling it — we would like to hear from you. If we have judged correctly that you can take care of the fine trade of your community we can offer you goods and service which, with the co-operation of our advertising department, vill greatly Increase your hold on this class of trade. le must be represented in your locality as soon as possible and woiild thank you for a line by return mail on the enclosed postal letting us know if you are interested. If you are, we will send you full details of the aigenoy plan, prices euad prints showing our packages in their true colors, samples of the advertising that has been ao successful for our agents, etc. Yours truly, * « * • • P02] 517 lET IN TYPO UPRIGHT aOLD AMERICAN TYPC FOUNDERS CQMPANV Dear Sir:- Our Mr. ••»♦•♦ left with you an art glass catalogue the last time he visited •*•♦•♦. |fg want to keep in elose touch with you on this particular line, for we feel that by working together on this subject we will be able to give better value in art glass than you have been able to obtain elsewhere. Art glass, like any other article, changes in style, aad the art glass to-day differs materially from the art glass of five years ago. We are prepared to carry out any color scheme or design to confona with the architecture of the house, a point that is worthy of your consideration. The next time you have a particular Job, wish you would let us figure on the art glass and give you the benefit of our experience in this line. Yours truly, [203] iilitilanli (gla00 anU ^aint Company <Blas6, S^ixxoxs, paints, llBrusljcs Clcbtntljanl) DjotoarD Sttctta SDmaba, Jl3eb., SET IN CA8LON TEXT AMEIICAN TVf>E rOUNOCRS COMPAN Dear Slr:- Ibe enclosed booklet on plate glass gives 70U some Infomatlon that wtaj be of Talue to 70a at some later date. The best homes to-day are glazed with plate glass and the difference In the appearamee of a house glazed with plate and ordinary window glasa is surprising. The difference in cost is a saall item wiien you consider the difference in appearance . Ve are prepared to furnish plate glass in any size, shape or design at prices that will interest you. Send us your list when in the oarkat. We will be very glad to quote yoiL. Yours truly. [204] §18 sfidland Glass and Paint ^Ci:^ Company GLASS, MIRRORS, PAINTS and BRUSHES of All Kinds FRANK W. JUDSON. Stntmrj and Maiuger tCT IM aaoONI OUTCM INITIAL AMCMlCAN VfPt rouMOtItt COM**N* Eleventh and Howard Streets Omaha, Neb. Dear Sir:- 'Tis to our BUtual interest to discuss fully the prop- osition made by our Mr. •••••• vherein he urged you to take up the sale of * • * * • • paint and axjt as our dis- tributor in Idaho Falls and Tieinity. We have made overtures to you, for we believe that you appreciate the superiority of • * • * ♦ • paint ausd will make for us the best distributor. You will identify yourself with the most progressive line of paint on the ■arket and we believe you will give us the best outlet as general western Distributor. The paint story is a long story, but, briefly, it resolves itself into co-operation between the distributor and the manufacturer. The best brand of paint on the mariret unless properly advertised will meet with a limited sale. Tor this reason we know that you appreciate the advantage and the benefits you will derive in identifying yourself with the best advertised line in the country. Mr. •♦•••• will go into details fully on the subject the next time he calls. Yowrs truly. §18 [2051 The Lowe Brothers Company PAINTMAKERS ♦ VARNISHMAKERS COLORMAKERS Dayton, o. I€T IN PURITAN SCfllCI THE H. C. HANSEN TVPC FOUHORY •OrrON AND NKW YORK Dear Sir:- The time for painting and repainting is fast approach- ing and you should read up on paints - so that you can talk intelligently with your painter. In doing this you will save PAIKT MISTAKES and DOLLABS. The cost and quality of paint car.uot be judged hy seeing it in the can. It must be spread on the surface and then wait to see how long it will wear. You need not taJce chances - on paint failures. Read our bock, "Attrective Homes"; you will then get the best results at the least cost per years of wear. See houses in your city painted with "High Standard" Liquid Paint, then you can tell about the wearing and the colors. Uost painters want you to know about paint and see homes which they have painted - you will then appreciate their work. ■HIGH STAKDAKD" Paint is best for the exterior of your house. It covers most, spreads farthest, wears best and costs less per number of years of wear. When it begins to show wear, after years of service, the surface will be in good condition for repainting - saving you money and trouble - a thing cheap paint will not do. "MELLOTOHE" is the durable, washable flat finish for walls, ceilings and woodwork of any room. It has sixteen tints "soft as the rainbow." "flMMICOL STAIN - stains and varnishes at the same operation - excellent for floors, woodwork and furniture. We also call your attention to our Concrete and Cement Coating, Elastic Cement Floor Finishes, Hard Drying Floor Paint, etc., for special uses. Procure a copy of "Attractive Homes," with color cards, (free) and obtain your paint requirements from Yours truly, (206] §19 Di ID PaintmakerSy Varnishmakers and Colormakers BOSTON NEW YORK CBICAQO UNSAS CITI DATTON n i 9tT IN CMAUCCN TEXT ANO SCWICR ROMAN MONOTONE ■OROCO MISSION TOV AMCNICAN TYPt rOUM0tR> COMPANY JDti^ton, <0!)io Dear Sir:- The questions of preservation of materials in building, as well as those of boauty of finish, are now receiving more and more attention from Architects and Architectural Journals. The problems are no longer simple or such as can be left for the last minute. That is why we as manufacturers have been studying structural and decorative problems and making long series of tests, the results of which are found in our products. These are specified and used by those who think of quality, for "Uigh Standard" products are based wholly on 2.uality - made to GIVE BEST RESULTS. Among the paints, enamels, stains and varnishes that will interest you are - Red Lead M etal Pr e servative, for structural iron work; " High Standard" Liquid Faint , for exteriors and general use; ttellotone, an inside flat paint for walls, of unusual, durable quality; Sanitary, washable, fade- less; Has tints "Soft as the Rainbo*"; Linduro , the highest class of enamel, unsurpassed by other American or European products; Bxtra White Enamel , a clear white enamel of fine quality for interior use; "Little Blue Flag" Varnish, a line of hl^ quality var- nishes for all puri)oses. In addition, there is a special paint or stain for every purpose. The facts we offer, the assistance we give in the preparation of proper specifications, the assurance of satisfaction to yourself and your clients - make It worth your while, we believe, to consider our products. SWEET'S INDEX, pages 1486-87, will give you many de- tails. You can secure supplies for your olients through oar agent. Yours truly. §19 1207] The Lowe Brothers Company PAINTMAKERS and VARNISHMAKERS DA JTO.V BOSTOJV CHICAGO KANSAS CITY New York •CT IN CCNTuHv OlOSTVLC tOkO AMO CCMTUKV OLOSTTI.C BOLD ITALIC ANT ORHAMIMTI IMLANO •OROCn MO. 13«I AMERICAN nrPC rOUNOCNl COMrANT Dear Sir:- The analysis of the Building Majiagers' problems is most helpful such questions discussed at large - 1 Lighting the Office Building. 2 Repairs and renewals. 3 The expense account of the landlord, aund others are most interesting. However all of the above problems are modified when jou as a Building Ibmager become awjquainted with our permanent, satisfactory and economical flat finish -- "Mellotone" "soft as the rainbow tints," for walls, woodwork, and plastered, steel or concrete ceilings. It is already used in aany of the finest office and apartment buildings in the country, and found in every instance to be most satisfactory and economical. It has the soft, attractive appearance of water colors, with the durable, WASHABLE, sanitary qualities of oil paint. It is economical in first cost, and saves money by its long wear. The colors are beautiful and modifications of shades are easily ma/ie, enabling you to adapt it to any scheme of decoration. It is easily put on and looks well at all times. The enclosed color cards and circulars will tell you more about "Hcllotone" and other paint products which are especially adapted to Beet the needs of Building Managers. Further information may be had, and orders filled through our local agent. Yours respectfully, P.S. "The Right Finish for Every Surface" Is our handy reference booklet for Bldg. Ifgrs. Sent on request. [208] §19 [J 1 * A f- . . __ ^ The Lowe Brothers xrHHEt V>tJ A 1 X I./ U. A 1 ^ MANUFAeWRERS AMD DEALERS IN THE HIGHEST GRADES OF D.yton Bojton Kansas City Chicijo ±HlTlt^ dJTCl F Ct/ /Z7o/Zc; O ■ CT (N MCAUST and MCAHST flALIC CASI ftOUARIt ART-Tlkl TINT fOltMtftl AMERICAN TVPC FOUNDCng COMPANY New York City Dear Slr:- Interior finish and decoration, whether In homes or public buildings, has come to be regarded not as a luxury, but as a necessity, for good colors on the walls, made of durable materials, mean comfort, health and satisfaction. For this decoration all kinds of experiments have been made In an effort to find something that would be a practical improvement upon wall paper, recognized to-day as niwawl teury and temporary. MBLLOTOHS meets the requirements of decoration. It is a liquid paint, not kalsoralne or water paint. It gL-rmm the soft, restful effects that erery householder wants, with all the permanent, sanitary, washable qualities of an oil paint. IfSLLOTONE odors and tints are attractive, but may be changed, as desired, by the use of Vhlte or other colors. KELLOTONB is designed espeolally for interior decora- tion on steel ceilings, woodwork, concrete or plastered walls. It is Intended for the home, for public schools, public buildings, hospitals, libraries, etc. It may be washed or cleaned without Injury. Our own tests of UBLLOTOHB in aeaparlson with other §19 (209) -2- goods of a similar nature and flat lead paint made toy hand from lead ajid turpentine, have convinced U8 and others that our product steinda unequaled upon the market to-day in hiding power, uniformity of covering, smoothness, convenience, and beauty of finish, as well as in spreading capacity and ser- viceability. By reason of its unusual spreading capacity VELLOTOITS proves most economical for the user because fewer gallons are required to do a certain piece of work and to do it properly. When properly applied on a surface in fit condi- tion to receive paint, MELLOTONE will cover from 250 to 400 sq. ft. per gallon, two coats, and 500 to 700 sq. ft. per gallon, one coat, depending upon the hardness and smoothness of the walls. It naturally follows that KELLOTONB is econom- ical in first cost, emd its greater durability makes it even ■ore economical in final cost. MELLOTOHE is popular with painter and user alike be- cause of its easy working qualities and its satisfactory results. Will you not look into this matter more fully and consult Yours truly. [210) 519 BOSTON CHICAGO NEW YORK KANSAS CITY The Lowe Brothers Company PAINTMAKERS ' VARN1SHMAKER5 COLORMAKER5 DAYTON. OHIO Dear Sir:- Mr. •***•• ^ one of the best known and moat honored painters of the country, recently said before the Ohio Master House Painters: A n\2mber of years back I was forced to the conclusion that something must bo dona to improve on the results that I was receiving from the use of carbonate of lead (white lead) as a single base pig- ment. With slII the care I could exercise, results were unsatisfactory. I was confronted with chalk- ing and rapid discoloration, the latter caused by the use of bitiiminous coal, sulphurous gases and other local conditions incident to a great majiu- facturing city amd its environments. Mr. •••♦** only voices what many painters are realizing - that conditions of wear have changed and that a good paint like •••♦♦♦ "High Standard," made to give best results for the painter as well as the householder, is a boon to good workmen, for it makes money and reputation alike. Based upon the recognition of White Lead of the highest quality as essential to good paint, and of the fact that properly reinforced it will form the base of a paint that will meet all requirements, "High Standard" Paint has proved its right to the complete confidence of painters. But this is only one of the products of The •♦••♦• Company, made for painters. The advantages of paint for interior decoration are now recogized, and * ♦ * • * ♦ is the acknowledged best for this purpose. Besides, there are colors in Oil, Enamels, Varnishes, Stains, and all the other requirements of high olsiss painters. Will you permit our agents to tell you more about these products? They can show you results and we cam help you ovar th« hard places that are so numerous in these days. Yours truly , S19 t^ni THE LOWE BROTHERS COMPANY PAINTMAKERS ^ VARNISHMAKERS BOSTON NEW YORK CHICAGO KANSAS CITY «CI IM eOOONI BOLO and BODON* 10011 VIMSATIIC OdNAHCNTS AMiniCAH TVrC rOUNDCRI COMPANr Dear Sir:- Are your bams and other outbuildings, your wagons and Implements painted and in good condition? Do they need paint? By painting them vhen they need it you economize, and you can also save money by using the best ready- for-uae paint - the modern paint. You know "High Standard" Liquid Paint is recognized everywhere as the one best paint for all purposes. With it you need not take chances on paint failures because it is Bade with the sole purpose of "giving best results." Our booklets "Attractive Homes and How to Make Them" v/ill give you Much valuable information in decorating and painting. "HIGH STAinDAHD" Paint Is best for exterior of houses and other buildings. It covers most, spreads farther, ■ears best and costs less per number of years of wear. "MELLOTONE" is the new durable, washable flat finish for walls, ceilings and woodwork of any room. It has six- teen colors, all "Soft as the Rainbow Tints." HARD DRYING SLOOR PAINT - is a varnish paint which dries hard in 12 hours. It is made in 10 colors, all rec- ommended for their durability. STANDARD BARN PAINT - is a genuine linseed oil paint made to give perfect satisfaction when used on bams and other outbuildings. Our WAGON PAINT is very popular for preserving wagons and iraplements at a very low cost. All of our products are put up in srceLll cans in order to aocom-modate the needs of snail work and can be procured together with circulars and information from our local agent. Yours truly. [212] §19 W. W. STEPHENS. President D. B. PiERSEN. Secretary F. C. ADAMSON. V. President and Treasurer Stephens-Adamson Mfg. Co. Conveying, Transmission and Screening JVIachinery S-A BELT CONVEYORS AURORA CHICAGO NEW YORK Main Office and Works Aurora, Illinois SCT IN CLCIItrACC aOTNtC INOUSTKIAt. OftNAMCNTt AHCmCltN TVPC rOUNOERS COM^AHV Dear Slr:- You hare undonbtedly found the cost of handling the ■aterlals a large factor In the economical operation of your glass plant. You will, therefore, be interested in the labor-saving equijiaient, which the Hazel Atlas Glass f*uw|iiiiij installed in their Clarksburg Plant. We played a large part in the design of this equipment, and have pub- lished a description of the same in the "Labor Saver" for Xaaaary, which is being sent you under separate cover. If you are interested in conveying equipment of this — tttre, we shall be glad to have our Engineering Department study your requirements. We have had considerable experi- ence in the design of labor-saving machinery for glass plants, and if we can be of such service to you, we trust that you will not hesitate to call upon us. We shall also be pleased to place your name on the regular a«.illng list of the "Labor Saver," if you wish. It is sent without charge to the larger conoems interested in this line of Machinery. Trusting that we may have the pleasure of a reply, we are Tours very truly, §20 [213] CaiUAdarc^ryiCHSTOVE" MANUFACTURERS OF THE CELEBRATED Westtm Union Code The World's Best 'Varlatid'' Stovcs and Ranges 7^ d LARGEST AND MOST WIDELY KNOWN MANUFACTURERS OF HIGH GRADE STOVES AND RANGES IN THE WORLD ■CT IN MIHtCNS or TMI CLCAHrACf fAMILV tTMANO tOMOC* AMCmCAH TTfE POUNOCMS COMPANV Detroit, Mich. Dear Sir:- We take pleasure in forwarding to you descriptive stove literature and our booklet entitled "The Only Safe Way to Buy Stoves and Ranges." When you have read this interesting story, we believe you will realize that the disadvantages of buying stoves by mail order far outweigh any seeming advantages. You will realize that, in the end, it pays in cash^^_ oonvenienc_e, smd 55^ilISSli2D ^° ^^ stoves from your local deaieV. We are particularly anxious that you see our ♦ * • » • Stoves, Heaters and Ranges before you make a selection. No matter what style you wish you will find it in the • • * • • line and you can be certain of permanent satisfao_tion and rea8onable_grice3. Our dealer ♦♦♦•♦♦ will be pleased to show you any- thing in our line and explain the many valuable advantages and exclusive features of the ***•*• construction. You will find an excellent assortment of all styles. Won't you please call just as soon as you can and look at them? You need feel under no obligation to buy. Simply go and Icok at them. If you can not get just what you want in quality, style, and price, don't choose a • • • * • *. You will be nothing out for making an investigation. On the other hand, if your dealer shows you a • • • • * Stove or Range that suits you, you may depend upon it that he will extend to you every accommodation that the most lib- eral mail order house would. He will do some things for you that mail order houses canjt do. He will deliver your stove polished and clean. If you do not live too far from his store, he will haul it to your house and sot it up for you free of charge. And he will give you a guaremtee, not of 30 dajrs satisfaction, but of permanent satisfaction. Trusting this may be of holp to you in selecting the best stove for your needs, we are. Yours faithfully. [214] §21 nil Largest MaKers of Stoves and Cable Address , "MICHSTOVE" Ranges in the World Western Union Code The Michigan Stove Company DETROIT "Garland" Stoves and Ranges Chicago I •CT IN POST HONOTONC NO. I C*9T SQUAttCS MONOTONE ROnOCn OOCUT AHCfftCAN TYPE POUNOEHS COMPANY Detroit Dear Slr:- One reason why people waste so much money on stoves is that they pay too little attention to the atove when they buy it. They think too much aboutthegrice. "Oh, a stove is a stove - doesn't make much difference where you buy it or what you pay - they're all alike" - that ta the way people often talk. As a matter of fact, there is just as much difference in Btoves as there is in people. And Just ais it pays you to have staunch, reliable friends, so it pays to have depend- able stovss. How can anybody figure that it is economy to buy cheap stoves? The low price is in itself Bost certain proof that it won't last long. Since we must have stoves all our lives, why not buy good ones in the first place? In the end it costs leas - and it means a lot of time and trouble saved not to have to buy a new stove every few years. How can you tell a good stove? By its looks? No! By 30 days free trial? Ho! There is but one - and only one way to know you are getting full value for your stove money. §21 [215] -2- That way is, - BOY A STOVB OP ESTABLISHED REPUTATIOH. Then you take no risks. If you buy a * • * * * * Stove or Range there is not a ehance on earth but what the service it gives you will mora than Justify the price you have paid. We could never have built up the biggest stove factory and business in the world had not •••♦•• stoves and Ranges given satisfaction in the fullest sense of the word. The Millions of ***** * Stoves have all given satisfae- tion! All you need to KHOW you are getting the utmost in Stove value is to go to the ••*••• dealer in your totm and ask for a ***** *. It is the easiest, quickest and most certain way to get •tore satisfaotion - and, in the end YOU'LL SAVB HONEY BY IT. Your local •••••• dealer will extend you euiy reasonable sMiconBodation. Why not call on him to-day, pick out the stove you want, have it delivered, polished and set up for you, and be en- joying the eowforts and satisfaotion it brings? Yours faithfully. [216] §21 JOHN W. CRADOOCK. PRESIOCNT A. P. CRADDOCK. VlCl-PH«8IOtNT T. H. TERRY, TrEASURBH EDWARD F. 8HEFFEY, SCCRCTARV DIRECTORS CHA5 G. CRADDOCK EDWARD F. SHEFFEY PAUL C. EDMUNDS GEORGE MAHON T M, TERRY A. P. CRADDOCK JOHN W. CRADDOCK Craddoek-Terry Company «« MANUFACTURERS OF Long Wear Shoes "LONG WEAR SHOES" WEAR LONGER Lyncliburji, Va. 99 ADVISORY BOARD W. W. BROWN J. B. STROUD WALTER CARRINGTON GEORGE HAUGH ALBERT L. NOELL J. M. DUNWODY WM. C. GOODE Dear 611:- Are you selling tvlce as many shoes as you sold last year - if re not, ' ' ' ' " - - - -- . . . ^ . . ^ warm, dry r or t _ y reason that . not .s more shoes than you sold last year is that you are not handling the right line of shoes. a of owr best m to 111 th^ir f'Mlr>-' i"Tt rear, -1 pr ■ r aver n over the saaie period of last yeu.i was 9cif(. There is no guesswork a>-out this - these are actual Ti-fnires - and as these me ^ are ^ • ' ' Ah oat e ?o we tel CO'- d all oTcr t let . . ; . 1 . ■ ■ . ■ v...oir >=•>•■- --■"! J. 1 - /^, in yo\ they sold last year. Can you afford to continue to Iffnore ov oan prov. 1 that our ov me ■ ou: , _ . - that our other build?! rs? Can you a.f t jtmr tr? you h are not giving then the best ahoee rlret h -^-~o §22 (217] -2- Ehoes aro coi-^S hicher, but v;e are still selling r great many of our shoes at from five to twenty-five cents a pair less than they are worth on to-day's narket. Don't put this natter off longer - we have the shoes and can fill your ordors pronptly - we bought leather at old prices and will give you the advantage of what we saved. Wo want to send our salesman to see you. It costs you nothing, and we are enclosing self-addressed postal card for your reply. If you are only interested in a few shoes at this time, let us send you one of our catalogs, showing a complete line of leather, rubber and canvas goods and an exceptionally attractive line of felt slippers ajid juliettes for the Holiday trade. Fill out the enclosed card and mail it to us right now, and rest assured that we will give you that satisfac- tory service that will make it to your interest to give ua your business, and when you put in a line of ***** * Shoes you will find your business increasing just as these other merchants' business has incresised, and an increased business means increased profits. Yours very truly, P.S. Don't you need some filling stock for the Holiday trade? Some fur or ribbon-trimmed felt slippers? Some children's shoes or perhaps some men's fine shoes? Get our catalogs now and order in time to supply the demand for Christmas trade. [218] §22 L. Adler, Brothers & Co. MAKERS OF ADLER CLOTHES ROCHESTER, N. Y. SET BY TMC POOLE PRINTINO COMPANY BOSTON, MAS5. Dear Sir: When Labor Day arrives - when your fall selling season has opened - you're going to bs alghty sorry If you've negleoted to send out Style Books. Perhaps you don't value these hooka vary highly. Per- haps you believe your husinass will he as hlg without then. Please den't think so. Our Style Books help sell olothes, and va oan prove it. We have e uB toTners who have gone without them one 9eR3on and the reby l ost "business. Your ooiBpetltors use Style Books, and douhtless send them to yo«r customers. Can you afford to risV IosIiij:; t^ade Vow, we don't douht that you're going to use Style Books this ■••••n - our knowledge of your good Judgment gives us this eonfldence. But the time is getting late. We'r e in earn est. We know that our Style Boo ks are business f^et ters and business ke eper s. So please don't hold op the enolosed order-blank a minute longer than is necessary. Very sincerely yours. §23 [2191 L. Adler, Brothers & Co. MAKERS OF ADLER ROCHESTER CLOTHES ROCHESTER. N. Y. 86T BV TMi POOLE PHINTINO COMPANY BOSTON, MASS. Dear Slr:- Let's get shoulder to shoulder and boost Spring and Sumner ■business. Let's make this a big ■'■'f>«'". We can '^i i ^. - tncf.thp.r. But we've got to get aotlon - v^£2_2222 ''^"• Men, everywhere, are beginning to think of buying clothes. It's up to us to sell_them. You are handling the best, value clothes in town. You ought to sell every man whose custom is worth while. You can! You have newspaper spaoe at your command. Print your liegiiining '.?itii zho. $3600 paga m tat-ii-'iay isVL-nxng rost, Uarch 25th, we're telling them what_kind of clothes we make. You can very eoonomioally make this page yours - and each page of every publication we use thereafter - by adver- tising that you sell ••*•♦• clothes. Will It pay? Well, t]r;f_it and see! Remember, we're working with_j_ou, and for_you. Sincerely yours, [220] §23 WESTERN OFFICES 202t TO 2833 t-A SAL(-E ST R E CT. C H I C AOO GENERAL- WORKS 1320 TO 1300 J EPFCRSONAVENUe, DETROIT DETROIT STOVE WORKS LARGEST STOVE PLANT IN THE WORLD 9CT IN MITCHELL AHCKICAM TvrC rOUNOCnS COMMxr Detroit Dear Sir: A and r a.x. hip: wl Is last 1. '• ' , the a It. a and Luo a-ii p- ra Xiti^fej aai 6a-;iXj a • can bi Youra truly. §24 [221] DETROIT STOVE WORKS LAUC.liSr STOVE I'LANT ^y ,.; ^^f^y jup c;()I,K M A NC K A CT T K KRS DK TIN-. C K L KB K A r K 1) IN THK WORLD We Lead the World in Ranges JCWCl StOVCS End RangCS Western Offices: '2921-'29:a LA SALLE ST., CHICAGO. Works: 13>(t-lS60 JEFFERSON AVE., UETKOIT SIT IN SCOICH MOHAN r»t«CH (*M 5iJU • AT-TtlE TINT rORMCnS ■ xrRiC'N rr*C rouNOCHK company Detroit, Mich. Dear Sir:- The true teat of any stove cornea after it has been in use for some tiaie. ffbsn new, one stove loolcs a great deal like another and it ia only ty actual service that the value of a good stove ooates to the surface. The value ofa****** Range ia shown In the year* of sati^factoi-y serTioe it will give the user. Only the hiehest grade materials and the nost skilled worksiDn are eiEployed in its construction. All steel ia extra quality, highly polished and re- quires no blacting. All oast parts are Eade fron Kemi Test Metal, insuring the kishsst grade cast iron put ia a::y stove. The fire ho-es are made large and roony and are correctly proportioned to hold fire for a long time. The ovens nre full sized, made square eund will hake quicker, mora evenly and with loss fuel than the ovens in any other rant;33. Those are actual facts that thousands have proven to their own satisfaction and that you will find to he true if you place a ***** * Range in your kitchen. Can you hesitate between a ***** * Range emd the others when you consider the above facts and that you actu- ally save money on fuel and repair bills by using a * * • *? Can you hesitate about paying a few dollars more for a ****** Rauiga in preference to a cheaper stove when a ****** will last a lifetiae, will alvrays be ready for service and will cause you no trouble or expense later? When you think these questions over fully we believe you'll agree the ****** is the range you should buy. Yours truly, [222] §24 NEW YORK PHILADELPHIA ROCHESTER ST. LOUIS CINCINNATI XX}UISVILLE .EAMAN; OJO) nMPORTERS ° MANUFACTURERS CONVERTERS 174-180 LINCOLN STREET EOSTON SET rN aurFALO outline and stratford THE H. C. HANSEN TYPE FOUNDRY BOSTON AND NEW YORK Dear Sir:- Hls uaae was Smartam and he wore i^lskers. Name, whiskers, aiid all oonsiderad, he was b" 1 indlvidaal aveii for tViZaa Qo^s, tut cs tLs iiitci ■. ra have paintad his portrait on tha Ci.uVu,3 of ou- j , uc gaze, rellcot, and insist that Lad he lived i.. . dajs, instead of being a ooaati-y school ,r Lo ..ouiu. cci.ati- tute one entire shoo, and that a i. -^r act in vaudoville. One night in every thirty during the winter term we would assuiuble at the schoolhouse for a "doLate." "Resolved, "soitething or other, it did not make much diff ■ -t, 80 many on the "aff inaativa, " bc on the " • i" and then for two hours it was at. re United iitatuii Senate, the only diaseniihle differoiioa being that we were not paid for doing it. The only thing that we oaji remembar about Sjrartp-' or the dsbates that really stuck by us, the only thi t proved of &ny lasting benefit, was S-iiartiiji's oft iw_^.dd injunction, "After you've luada your 'p'int* quit taikin'. The more you say aft&r that weakens your case." We think by this time we hav referenoe to ****** • Too i. i^sults in ir. e again, time for the t where you are using a silk •••••♦ at a sav^lng in i- "p'int" Kith atic n oir^ ly last t , zo Bf^^ .. , J I, you can aat)3titule .^ cost of Ttji. That it is being largely uasd, we siiuxily mention one oity as proof (St. Louis) where Qoj^ of thj shoe miumfaoturors are using it with great satlofaotion in the place of silk. We enoloie atill another postcard, respectfully asking you to return it to us requesting sajaplea. Very truly youra, §25 [2231 Seamans & Cobb Co. Importers^ Manufacturers Converters No. 174-180 LINCOLN STREET Boston, ■ CT tN MOW CAS1.0N AND MIW CAILON ITALIC »OOkC PMiNTiNO CO., tOtTON, M«^l Gentlemen: - The shorter thf^ art the lonfri^r the encore. T' vri? leX'ter l;';? rjiore r'-'-.Ter.' i i. will iiavo and as that you, in common with ourselves, have your favorite authors, this letter will be short and right to irit, and we candidly believe it will pay you to read eve I of it. The above space would ordinarily be filled with words, words, words, only these and nothing more, and aa y find more of these in the dictionary than we could ; .. crowd into this letter, we will save your time ajsd skip them. Cr^ »v^ p > ,-1 oc i r cr a price list. : , . . '.gj,^ j[^^ this ? we will r of the whole ar toard. This postcard, if you will return it ")U at once our trade dir ", and this tr ve you a lot of •♦♦••♦ Dse it ju ty if for no other reason and let us prove I': r or not we have any excuse for bein^ in the ••♦•* Very truly youra. [224] §25 NEW YORK PBILADEWHIA ROCHESTER ST. LOVIS CatClNNATl LOViSriLLE Seamans & Cobb Company Importers, Manufacturers, Converters Cable Address, "Seaco Boston" ICT IN aoOONI ITAUC »oOL( miNliHa CO.. ICSTOM. HASI, No. 174-180 Lincoln Street Boston, Mass. Dear Slr:- r-, to f .■ 1 llvlri!? at hfjns on t.hft f .<> rr. , p. r '^n rl^iivn up is do, to vr' ' we > wx';ux we tire xryii^^^ to mauce you xo j.c l us + ViQ ''> m.z. nx^nt dcciaio.. .^i.L^i\,^., .■'.,: inc Kiud o r f-nilx « 1-' r-v T 1-1 1 I V V n u r •* , §25 12251 SEAMANS & COBB CO. Importers, Manufacturers and Converters NO. 174-180 LINCOLN STREET, BOSTON, MASSACHUSETTS ,eT IM HCMBCItS or TMC CHClTEMHAM lOMMCHCe OONAMCNTS ■OOI.C 'lliNTINO CO.. BOSTON. HfcSS. Dear Sir: We happened into a marufacturer's office the other day Ir.d the desk of orders and just r ' -^ ^ - 1 as tl hasti". , z two the oth;r cT ai;-..: . , ■ ' to our " , nnd now if ycvT r;71, '■ ' , to 1- '.it of our t-: at th: I to r mt when two jston z ' Lrii at i- mately the sanio tir.e, the result is U3u?.lly an on. One thought, aiid that reed not be too large or o .^..osie, is about all we can take care of comfortably at cue sitting. Our first thouf^t was that right then and there we had received ocular, a:id not to be questioned proof, of the "A lot of advertising is wsisted." -t iras, perhaps in that pile of dlscr-.rled i 11:3 deals, is miasi"^ ,.^.. , .;. ; ,._ „ <• •• "lua, d help him in his truth of the saying, Oiu- r-:::t t^:'.i-''. mai^ , so . whi^.. availed hiaself of c> . - - . V. ^ J i.j.m out frors his factory better goods at the saae cost, or may- hap caterially reduce his present costs. Yes, we feel sure that a lot of advertising is wasted, but we fosl just as sure that cany mar.ufaoturers miss cany tin:cs a "^zoi thlrg" simply because all advertisir.g looks alike to then, and from the fact that they never open the envelope or remove tlie wrapper. All this p-. ''"i, of course, is designed to lead you if possible, by tagos, up to * ♦ • ♦ • *. This is the thread that loska iiL:3 silk, works like silk, wears as well a^ silk, and costs you 753^ less money. We would be foolish to make these assertions unless the go-ds " ' bear us out. We af3k you to grant us this i . to submit saTiples at no expense to yo.i. V.j.il yoa do it, just as a trade favor, if for no other reason? Very truly yours. 1226] §26 ^ia i mm SEAMANS & COBB CO. Manufacturers, Importers and Converters 3 Q B Q B Q C No. 174180 LINCOLN STREET BOSTON, SET IN CLCARFACe GOTHIC CAST SQUARES FRENCH CAST SQUARES rOOLE PRINTINC CO.. BOSTON, MASS. Dear Slr:- A Chicago paper speaking editorially in a recent issue, said in : ' '"ice this: - There are $5,000 men in this coun- try in : .e, but ftlO,000 men while in great demand, are as scarce as ure ' : in the stew at a church supper, and as rare as an adv ont which sisply states facts, plain facts, eind without any attempt at exaggeration. The highest priced, best paid ad writers in this coun- try, in their exploitation of any article or cocanodity, say but very little, but they sjiy that little well. They deal in facts, stick to facts, drive homo facts, - only this and nothing more. We want to talk to you for Just a minute about ♦ • • ♦ and we shall confine ourselves strictly to facts. ♦••*♦• is a substitute for silk, ar.d for the pur- poses for which you v/ould use it, it is equal to silk, and costs you 75<(f less money. It is made from the very highest quality of Sea Island staple, and due to a special process of manufacture confined by us exclusively to this brand, it possesses an unusual and beautiful lustre. It_will_v/ sand when it i.. , not one person in a thou- ,j could distinguish it from silk, and it costs you V'_^_1^1'1_111'1'J?L The above are simply ♦••••• facta minus all adver- tising frills and flouriuhas. We want to prove to you that they are facts. rioft.^fl note that wa have taken care of Uncle Sani's chargoa with refercnoe to the return of tho enclosed card. Very truly yours. §25 [227] IL. SEAMANS & COBB CO. Importers, Manufacturers, Converters ^L 1 ^ i Number 174-180 Lincoln Street BOSTON, MASS. scT IN MCMaeiis or tmc chcltcnhmh fam VCRSATilt •ORDI't POOLt ^ttiNTiNO CO., BOSTON. M*33. Dear Sir: one ',% r;: not exactly agree with this s glad we can ' t . are in - if th take i. - i . jice tbanselves in a position , or ty one A tlon, for sili tLi\iiul. « • • .te out " V' ev UHsui ]. at i t, jl . ■.It, ' man « * 3 and th- / J. 3 ;, of courae, will not for you c very muoii loiig>jr, anJ we do not raaliy t-blievd that you will. leas '. :an ■J at Ht;i-t's oiio Li.»r card. Use il ajid inalce us prove it. Yours very truly, [228] §25 NEW YORK PHILADELPHIA ROCHESTER ST. LOUIS CINCINNATI LOUISVILLE •er IN rosTCK AMO coNDCMtio rostKR vei«9AT1i.r DNNAMCNT ChA^BOOK OUiOONl AMCKICAN TV*>C FOUNOCMt COHfANT ftentlemen: SEAMANS & COBB CO. Importers - Manufacturers • Converters ■ ■ 174180 LINCOLN STREET, BOSTON, MASSACHUSETTS Dated I ?irc?» Trrit^v ro'.-r a short ttma ago, as perhn'^s you will ar * ♦ • • ♦ • • fin- wV,- ■-er .t up within a very few dajrs with a regular full-sized pp- 13 to 911^ finish thread. of s>i 1 oon- H thread to be used in unusuc air id yam. -•J t i 1. ^ iving rsf h^ ki\om ««* will receive xr Very truly yours, §26 (229] NEW YORK PHILADELPHIA ROCHESTER ST. LOUIS CINCINNATI LOUISVILLE SEAMANS &, COBB CO. IMPORTERS MANUFACTURERS CONVERTERS tCT IN STi«ATMHOIIE OLOSrvLC «**ATNMORC OKMAMCNTf AHtlXCAN TTPC FOUNOCHS COMPANY 174-180 LINCOLN STREET BOSTON Gentlemen: - In one ear and out the other. This is possihly true of a lot you have heard about ******, but what goes in one e_y_e_ stays in the back of your head, and this time, to prove that the *•♦•♦• is the best covering thread made for buttonholes, we send '% specimen of the work it will do, instead of talking about it. You can maJce as good a buttonhole as this, in your factory, with **••♦• and ♦••••* Reece thread, at one-fourth the cost of a hole worked with silk, and at ap- proximately the same cost as one made with two hard finished threads . Ycu can prove this statement by trying samples at our expense, and it will pay you to do so. Pill in the inclosed postal, and we will do the rest. Very truly yours, [230] §26 HBHHHBHHHHHHHHHHQHaElHHHHElBHHBtDHHBBHHHBEllEHHBElH B B B B B B B B B B 13 B B B B B B B B B B B B , ^ BBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBB iti tN CLtAHtACE BOLD C*b' SuUAntS STUATHMOttC OHNAMCNTS CMAPOOOK GUIDONS AHCRICAN TYPE FOUNDERS COMPANr Dated IT l SEAMANS & COBB CO. Importers » Manufacturers » Converters 174-180 LINCOLN STREET, BOSTON, MASSACHUSETTS NEW YORK PHILADELPHIA ROCHESTER ST. LOUIS CINCINNATI LOUISVILLE our Among the many gratifying reports sent us on samples of ' ' ' • one of the most pleasing was the letter re- ceived from The *♦*•♦* Co, of which ws inclose a copy. of Wisconsin, It may seem odd to you that we attach so much impor- tance to a letter which did not bring an order with it, but the point is this. The *♦•**• Co. has for years been known as one of the most exacting makers of high grade shoes in the West. They say in their letter that our *•***• works as well as silk, and l£2]r2_S2_5'^i-'-_lD_*^''-- ""f^- They hesitate to use it because it is not actually silk, and not understanding perhaps that the finished ****** is a far cry from crdJr.o.ry mercerized cotton, they feci that in a shoe v/hich retails frcn J5.00 to J3.00 a pair they can af- ford to use silk for the name alone. Can you afford to do that? If an article will work as well as silk, look as well as silk, and wear as rrell or better thaji silk, can you af- ford to pay from 200 to 2iC0^ more for the name alone, of a different article? Our ••♦♦•• will do all of that, and our r --s on this Twist for buttonhole purposes has been phc I. Don't think you carnot use it economically sir.ply : you may now be using cotton. Soiie of our larqcct . . ave adopted it in place of cotton as a covering thread o.i iieeco machines. It will not cost you a cent to try it if you will sign and send to us the inclosed postal. It is certainly worth investigating. Very truly yours. S25 [231] L r ^ " "- 3yv-"">vy= -■■ "- ri I Seamans & Cobb Company j n Importers, Manufacflurers, Converters Q IT L . . . ,^ . J\ 1 n l ^-i c=3c ■ II — II II II ■ icsaeriJ n SCT IM MCMBcnt O* IMC CHfl.TeNN>M r*MllT ICHUIL OHMAMRNn *NC*'CAN TTPt fOUNOIMt COHVANV iA^o. 17^-180 Lincoln Street Gentlei!;en: - "Button, button, wlio'a got the button?" This question has bean asked mai nea during the paat ^s tha au great •any peopj^; t-if ui.^ji^liu towards us, »u r.:j^i'L 'ts ,/oil own up. Yes, we've got 'era! The buttons jau are looMng for are at, i7/t Ettreet, in Boston, and p^ >te that i /les which we are sendJiTig you are made with p s, and designed to run on button sewing machines. We are sending you a few samples, so that you may gain some ■'-■•■■ 1 right here i".- ...... „„ „„^.. j^,. ^ Ho. 44, - at f2.00 per grosa. Th«c.a buttons are beau- tlo~, - ■' - -1 .Ai„.^ ..i,,4.,^_ v.^ ■,^ worke.1, ■— ' — -• ■•♦=^aly gu a will I tin until the shoe is worn out. No. 21, - Plain Buttons are plain Ivjtto =>. nnverthelesB there is a great difference oven in p" The coating or finish on sone buttona off in the hand- ling necess' so witli ov.r- . ... ... .• - ■ - ■ .;.-.:.. ,. . .. ,, ..v ^.,/ per gross, c: very way the most reliable and trustworthy of any Manufactured at this price. [232] S25 -2- No. 20, - This button being one of the very popular styles at present, calls for your consideration, not only because of its popularity as regards style, but because of its superior construction to the ordinary button of similar appearance. Instead of being made from paper, which soon grows shabby, or glass which breaks and is dangerous to run on machines, this button is manufactured froa the unbreakable vegetable ivory, which wear really does iaprove in appear- ance. The shanks are rigid, also ths prise (75/ per gross) which is most reasonable, - beyond criticism in fact. No. 49, - A new style button which is attractive, and has proven a good seller, $1.20 per gross. As compared with the sole and the upper, buttons are a small item in the manufacture of a shoe; just the same, how- ever, one poor button frequently spoils the sale of a mighty good shoe. We trust to receive your orders for samples on some of the above grades. Thanking you for past favors, we remain, Very truly yours, [233] Sea mans ^ Cobb Comp any Im;porters, Converters ana NewYo Pkiladelphi Rocbcstei ;L jYianufacturers St. Louu Cincinnati Louisville t SIS '■ta :si8 174-190 Lincoln Strtit Boston, SET IN PABST OLDSTVLC AND PABST OLOSTVLE ITALIC VCRSATILC ORNAMENTS BROCKTON BOROCK AMERICAN. rvPC rOUNOERS COMPANY Dear Sir:- A leading periodical recently refused a certain large manufacturer's advertising business. They refused to run his copy because they said it was misleading, that it dealt largely in exaggeration, and that should they give it pub- licity they would become a partner with the manufacturer In fooling the public. The manufacturer claims that this isn't true, that his goods possess ell the merit he can claim for them, and that while they may be played up somewhat strong in his ads, that this, nevertheless, is simply a little advertising license which is perfectly legitimate, and to which all manufactur- ers are entitled. As to the merits of this particular case we know noth- ing. For aught we know, one of these parties may be doing the other a great injustice. Perhaps the publisher is wholly right, perhaps the manufacturer. The chances are, however, that right and wrong prevail to a degree on both sides. The point we wish to make is, that this very contro- versy is one of the encouraging commercial signs of the times. Exploitation ought not, need not, in order to be suc- cessful, depend upon exaggeration. For instance, we could write a book filled with adjectives extolling the virtues of We simply say, however, that it is not a silk thread, that it is used in many places as a substitute for silk thread, and where used, few caji tell on the finished product whether it is silk or not, that it will wear as well or better than silk, and that it costs you 75^ less than silk. That is the whole story. We wajit to send you seunples auid quote prices. Please use card Inclosed. Very truly yours, [234] §26 New York PhUadelphiB Rocbeater hiiiiiiiiiiiii:Ti:ii:ii:iiiiiiiJJii:jiiirtrir]:iiiii 11:1111111:1111:11: a[ aoE SEAMANS & COBB CO. II Importers ♦ Manufacturers ♦ Converters | 17 1-180 LINCOLN STREET, ^^OSTON, MASS AC HI' SETTS 3D St. Louis CinciDOali Louisville iiiiiiiiiiiiii "3 I ^ |i r 1 1 1 1 II 1 1 r : I : II 1 1 1 1 1 : 1 1 1 1 1 1 1 III 1 1 w 1 1 1 II I r II 1 1 1 1 1 1 1 1 1 1 1 1 1 :: 1 1 : 1 1 1 1 1 1 1 1 1 : 1 1 : 1 : 1 :: I r II 1 1 1 1 J :: 1 1 II : 1 1 1 1 1 1 j \ \ |i i : iiiiiiiiiiiia SCT IN CENTURY OLDSTYLE BOt.0 THOeC POINT eOXDEIt NONOTONC 80RDCR CHAP-BOOK OUIOONS AMERICAN TYPE FOUNDtRS COMPANY Dated { 1 Gentlemen: - A man, a big man, at least when gauged by the modem and onr now generally accepted size atajidards, a man of affairs, ripe in years and full of experience, remarked this in our hear- ing the other day, "Take it from me, honesty in business is a lost art. " We were sorry to hear him say it because he was too big a man to be puckered up with an Idea so small, sorry also because we could not agree with him, and like the rest of mankind, we always dislike to hear a man boisterously shout euiy opinion which runs contrary to our own. We are right glad, too, that we do not agree with the afore- said gentleman, because being in business and dealing as we must with business men, we still have, thank goodness, quite some faith left in ourselves and in them, £ind when we lose it, as this main evidently has, we trust we may also lose at the same time, the art of breathing aa well. We had no idea of writing the above when we started in, but it was on our mind and we had to get rid of it. We have oonsumed so much space in writing and so much of your time In reading something we did not intend to say, that we shall be obliged to make the really essential part of this letter, the message itself, very short and perhaps, too, that will please you Just as well. We never take your time and our own in calling particular attention toa****** unless there is something about it that is particularly good, a something that makes it better than ordinary ••••••. Believing you might think us naturally prejudiced in favor of our own goods, we enclose order blank, re.qpeotfully asking you to Bend ua an order, a sample order if you please, be- oause we know it will ple&se you. Yours very respectfully. §26 (2351 NEW YORK CHICAGO WASHINGTON LONDON Clje ^bato Walter "'o. FILING DEVICES AND SUPPLIES Muskegon, Mich. SCT IN CASLON TCXT AND RCCUT CASLON AMERICAN TVPC rOUHOCKS COMPANY HAS IT STRUCK YOO IN JUST THIS WAY? Dear Slr:- If you saw an employee throwing fifty-cent pieces out of the window, you would be "jarred," to say the least. But you will say: "It can't happen." No, not in just this way, but are you quite sure that - as seconds and min- utes represent dollars ajid cents - you are not losing moi-e than the equivalent in time because some particular part of your office work is not handled in the most efficient way? In one case, the loss would be quickly detected and instantly stopped, but in the other, the leak might go on unchecked for weeks, or months - even years. THINK IT OVER. "Scientific Mainageraent in the Office," a little booklet we have just Issued, points out a few possibilities along this line and shows some of the different channels throu^ iribdch time slips away, business is lost cmd money wasted. If you would like a copy it will be sent, with our coa- pliments, upon return of the postal enclosed. IT PAYS TO INVESTIGATE. Tours truly« [236] §26 MAIN OFFICE AND FACTORY, MUSKEGON, MICH. THE SHAW-WALKER CO. FILING DEVICES AND SUPPLIES CABLE ADDRESS, "Shawwalk." Muskegon Muskegon Srr IN CLEARFACe aOTHie QUADRUPLE CAST SQUARES AMERICAN TYPE fOUNDCRS COMPANY CAN YOU GET IT WHEN YOU WAKT IT? Dear Sir: When you want a letter, an order, an invoice, or any office record you want it QUICK, It may mean a thousand dollars, some day, to be able to find instantly Brown's quotation. Smith's order or the copy of Jones's letter, for on this particular record may hinge em important decision. You have, perhaps, already installed a filing system to take care of such problems, but is it thorouglily efficient - does it enable you to get what you want when you want it - IHSTMTLY? Every business man to-day seeks to keep abreeist of the times and wants to MOW the latest and best methods devised to promote efficiency and save work. To meet the widespread interest in more efficient office methods we have issued an interesting booklet cover- ing the field of VERTICAL FILING, of which we have made a specialty for many years, and we shall be pleased to send you a copy, upon return of the postal enclosed, without any obligation whatever on your part. IT PAYS TO INVBSTICAT3. Tours truly. §2« [237] DISTRIBUTERS TO THE TRADE Sm ALL-0RAin Dtsttlling Co. INCORPORATED OLD WHISKEYS EXCLUSIVELY LOUISVILLE, KY. aCT IN COMSTOCK, LIQMT COPPERPLATt GOTHIC AND LIGHT COPPERPLATE GOTHIC EXTENDED AMERICAN TVPE FOUNDERS COMPANV Dear Sir:- As harmless as a custard pie - as potent a^ the sum- aei sun - with an aroma that would smooth the wrinkled brow of an Egyptian mummy - that's •••••• fourteen years old. What would you not give for an opportunity to get on speaking terms with a Nectar that grows two smiles where there was only a grouch before. Better as a medicine or a wrinkle chaser than the pills of any M.D. We are offering this perfect Kentucky lubricant to the elect few Yfho differentiate whiskies solely on the basis of merit. The return of enclosed postal will be con- strued as your order. Respectfully yours. [238] §27 Jlinilllirilllllimimillllllllll TTtrTTTTTTTTTTffTTITTTTT inTTT T' special Offices in Leading Cities Everywhere lllllfllUllIIlII IIIIIIIIIIIIIZZXXX^ jmmzjmnuurtmimixxtiiirixxiniiimtiiTixxixiixxiimir: gatoman anb €rte iWanuf acturing Co* Makers of Filing Cabinets and Supplies of First Quality Rochester, N. Y. SET IH CLOISTER SLACK. HECUT CASLON, MECUT CASLON ITALIC VEHSATILC OMNAMCNT linear SORDCR no. 2 SIX-POINT ■OROER rOOLE PfUNTINO CO., eOSTON, MASS. Dear lladam: - We recently received a very interesting letter from a lady in Uortliem Ohio expressing her frank opinion about our Card Index Recipe Outfit. Note what she says: "I received the recipe outfit all right and I like it so much. It is such a great convenience to select the recipe I want and hang it up before me vihile I am engaged in preparing the dish. Really, it is so handy and unique that I often wonder how I ever got along without it. "Be sure and let me know when you issue your supple- nental sets of recipes. I want every one." This lady is only one of hundreds who are being daily benefited by using one of our clever outfits. The fundamental idea back of these outfits is right; each separate piece of recipe information is on a separate Index card, so tliat it can be handled and filed distinct from all other recipes. More than anything else, these outfits are BUSINESS- LIKE - just as the enclosed folder explains. Mrs. Kirk's long experience in studying and teaching Domestic Science qua-lifies her pre-eminently to prepare these recipes. So that in providing these splendid recipes in such ttisteful and handy shape, we feel that we have rendered a distinct sei-vice to the housewives of the country. Which one of the outfits do you prefer? Your order will have our careful and iomodiate attention. lours truly. §28 [239] 1 1 DIRECTORS PHILIP H. YAWMAN PitiUlenl FREDERICK WAGNER Vice Pretldcnt CARL F. LOMB Vice PreftldenI FRANCIS J YAWMAN Secretary GUSTAV ERBE Trexs. and Gen. Mgr. CHARLES SLEMIN Sales Manajjcr MORITZ WIESNER Superintendent FREDERICK G ERBE Ass'l Supt. Yawman and Erhe Manufacturing Co. First Quality Filing Cabinets and Supplies SPECIAL AGENCIES LOCATED IN THE LEADING CITIES EVERYWHERE FILING EQUIPMENT STORES NEW YORK CHICAGO WASHINGTON PHILADELPHIA BOSTON PITTSBURG SAN FRANCISCO ST LOUIS CLEVELAND LOS ANGELES CANADA TORONTO MONTREAL OTTAWA WINNIPEG VANCOUVER "BSSHSSRSiHSSRRI!' Cable Addre&s" Shannon. Rochester ' Western Union Code CT IN MCHaCRS OF THE CLEARFACC FAM HERICAN TYRE FOUNOEnS COMPANT Rochester, N. Y. Dear Sir:- Yes, this is a foiiTn letter, but it is decidedly worth the thirty seconds it will taJce you to read it! In going through the advertising section of November ****** I noted and read your ad carefully. I am always interested in reading what our neighbors in the magazines have to say, just as I would be interested In our neighbors were we all to move into a big office building. Our advertisement in November •••♦•♦ featured a new System of filing that will prove of vital Interest to every business man the country over. I am taJting the liberty of enclosing herewith a folder which describes that System in detail. If the filing department in your office is not under your jurisdiction, will you kindly hand this letter and circular to the proper person? He, or she, will see at a glance that this ••**•♦ System is a great saver of time and money. I am enclosing return card, so that anybody in your organization who may be interested in this new System, which we are going to hammer hard in the magazines from now on, may secure advance information right away. Yours very truly. [2401 §28 The Barrett Furniture Company OFFICE FURNITURE and FILING CABINETS 1029-1081 WOODWARD AVENUE DETROIT, MICH. BET 8Y THE POOLE PRINTING COMPANY BOSTON, MASS. Dear Sir:- Caji you put your finger on Just the record you want instantly? Is your filing system really a time saver? Does it respond quickly and accurately, or do you have to stop and think, and then look in several places before you find what you want? A filing system is either a money saver or a money loser. It either decreases operating erpenses and increases the efficiency of the office force, or it is a drag on your business. It all depends on whether it really gives you classified information, or is a hiding place for records. The filing system is a vital factor in every business and plays an important part in influencing every decision euid facilitating every transaction — but the system must fit the business. Experience in hundreds of different lines of business and familiarity with the best modem filing practice enable us to offer suggestions of value to you. We have filing equipments for every business and the widest variety of arrangement to suit every need. Write us your filing problems euid we will help you. Yours very truly, §29 [241] The Barrett Furniture Company OFFICE FURNITURE AND FILING CABINETS DETROIT, MICHIGAN. SET IN AUTHORS ROMAN WIDE SERIES BARNHART BROTHERS \ SPINDLER, TYPE FOUNDERS. Dear Slr:- Does your filing system erer go on a strike? Does it ever refuse to give up instantly the informa- tion that you know it holds? Unless your filing devices minimize the moves necessary in transacting and recording business they make you a victim •Bid not a master of details. Your valuable papers and records must not only be safe, bot must be instantly available in order to facilitate and aiocelerate the despatch of business. Our cabinets are built for usefulness and you can select and arrange a cabinet to suit your exact requirements, and not have to adjust your requirements to suit the cabinet. The enclosed card filled out and mailed to us will bring information helpful to you. Tours very truly, (2421 §29 MANUFACTURERS PAPER COMPANY ^^w? ^ ^m MAKERS OF THE CELEBRATED KRAFT GUM STAY g^^5] y [L FACTORY SITUATED AT CAMBRIDGE, MASSACHUSETTS SET IN MCMBCflS OF IMC aOOONt MMtLt (TALIAN OWMAMENTS CM*»-800K QU100NS AMtKICAN TYPE fOUNOrRS COMf>ANY 1 f Gentlemen: - We are manufacturers of 9<^ Imported Kraft Stay similar to the enclosed sample. Our paper is made from Sulphite Pul£ and coated with glue especially axiapted for stajr pur- poses. We guarantee the paper to give satisfaction. Our price in 500 lb. case lots is 7 1/4 cents per lb, f.o.b. your oity. We would be pleased to receive your order for a sample case. Awaiting your reply, we are, Yours very truly. ISO (243) 1 I I F ;/ I W 1 I "h ; V, 1 1 ,1 I V \ 1 . 'i ! MANUFACTURERS PAPER CO. Factory at CAMBRIDGE, MASS. SJ ^L^ Makers of 'KRAFT GUM STAY" SCT IN CLEAfirAcC QOTKlC INLANO BORDER NO. 6000I7 CHAP-BOOK QUIDONS AHCRICAN TYPE FOUNDERS COMPANY Dated at [ ] Dear Sir:- Old General Brag can't go very far as a salesmeua unless he is backed up by the goods. And it is better to let customers do the bragging. Many shrewd buyers who use ****** Kraft SJ;ay are brag- ging about the superior quality of their boxes. We are so sure of its excellence and superiority that we will allow you to test it fully at our expense. This is how we will do it: Pill out and mail the enclosed detachable post card, and we will ship you a fifty-pound saaple order at the regu- lar cash price of n\i f.o.b. your city. You give it a thor- ough test, and if you do not find it the best value you ever had there will be no charges. That's the way we back up our ♦•»♦♦* Kraf t _Rtay, and that's the evidence of our certainty that ilTwill make good. You do not get any fairer or squarer propositions than that. We do not expect to wait long to receive your trial order, under the above conditions, and we are certain that after you have given it a trial you will not wait long to repeat the order, with the intention of using •♦•••• Kraft Sta^. permanently. Yours very truly. [244] §30 THE MAKERS OF "KRAFT GUM STAY SUPERIOR QUALITY • MEDIUM PRICE i^anufafturerg 3^aper Company FACTORY AT Cambridge, Mass. 9CT tN CLOISTCR BLACK, NEW CASLON AND NCW CASLON ITALIC LINCAU tOllbeN no. 3 HENAISSANCC OHNAMCNr AMEMICAN TYPE FOUNOCRS COMPANV Dear Sir:- We are manufacturing what we consider an excellent seal- ing tape, in both Kraft and Manilla papers, all widths smd weights, and supplying them to the paper jobbers throughout the coiintry at a price which enables them to make some money. If you have any trade on these goods suid would be in- terested in samples and prices, we will gladly forward them to you. Kindly advise us what widths you are interested in, and what quantities you buy of the same. Respectfully yours. §30 [245] STEIN-BLUCH SMART CLOTHES THB SMARTEST READY-TO-WEAR CLOTHES THE STEIN-BLOCH COMPANY Rochester, N. Y. SCT IN MCMSCMS OF THI LITHO FAMILV ITALIAN BANO rOOLK PNINTINS CO., BOSTON, MASS. Dear Sir:- Look very carefully at the sheets and cards. They have been arrajiged to take the place of the old clothing "book- let." You will find two distinct styles of circulars — one, the illustiated letter heads, the other the illustrated post cards . If you wajit us to send out for you this spring the LETTER HEADS, select the forms you wish and fill out the enclosed card. We shall send out to your mailing list the forms you specify, on the date you specify, IN ROTATION. This means that you can reach each name on your rcailirg list as many times this spring as you choose. WE SHALL FUTvNISH THESE FORM LETTERS ¥BSK, ATTEND TO ALL THE DETAILS HERE WITHOUT CHARGE. All you are called upon to do is to furnish postage at the rate of 2 cents per envelope. FIRST CLASS KAIL MATTER IS ALWAYS OPENED. One-cent envelopes go into the waste basket. If you prefer the POST CARDS, fill out the card, fix your mailing dates, and we will teike care of the work here, you paying postage at the rate of 1 cent per card. CORRECT YOUR MAILING LIST TO DATE. Dead-wood lists are money losers for you and for us. Unclaimed letters are dismal losses. ALSO PLEASE ESTIMATE YOUR MAILING LIST BEFORE FORWARDING. This circularizing idea is a new one, and will be jumped at. Nobody who has seen It so far has failed to see the novel appeal it makes to any man who Is wondering about his spring clothes and where to get them. SEND IK YODR RESERVATION AND YOUR MAILING LIST AS SOON AS YOU CAN. The orders are filling up fast. Yours tntly. [246] §31 l^ije ^teiniPlotf) Company Mfjolegale tZCatlorsc ®ur Uabrl idarfas tfje Smartest Ktabp-tO'ZSIear Clotljcs SCT IN CLOISTER BLACK ART BORDER POOLC PRINTINO CO., BOSTON, MASS. Dear Sir:- Tbls is the Standard sack suit for this season, jjjg • • » • • * Standard. Particularly got up for the all 'round busy man who has to look well all the time, and a good many times hasn 't the time to pass with the made-to-order tailor and his try- ons. The matter of price is a telling one, too. The style this season demands snugness in the suits. We obtain this, but KEEP THE CLOTHES COMFORTABLE. The shoulders are narrow tread, but they fit. You look active, energetic and trim in a suit like the Standard. Our fabrics are guaranteed tested al l wool and are innumerable in texture, shade and pattern. Grays, blues, browns, half-shades and mixtures of all kinds are equally right, and serges and worsteds are racing neck-and-neck with tweeds and homespuns in popular favor. Try on this •••♦•• suit at your clothiers. This is the address, and you will get every attention. Take this letter with you. (Space for your store name and address.) Go to-day. Perhaps you will like some other one of our models better than this Standard. They all carry our label, like the one at the top of this letter. IT GUARASTKES YOU THE BEST, AHD ALSO PERFECT SATISFACTION. Toars tralj« §31 1247] THE STEIN^BLOCH CO. WHOLESALE TAILORS Siein-Bloch Smart Clothes ROCHESTER, NEW YORK ICT IN OCLLA KOBSIA MONOTONE BOftOCM POOLS ritlNTINO CO., BOSTON, MASS. Dear Sir:- This is a****** simmer style that we call the Park. The shoulders are narrow tread, the coat is snug, and the lapels are long and roll with a good deal of grace and style. We have a smaller coat — snugger, we mean — "but none better adapted to the service of the professional or business mein than this Park sack. Comfort is particularly a feature of the Park. It looks stylish in its snugness, but it PITS lightly, as simmer clothes should. The fabrics are all wool S}iaranteed__and tested, and are light, airy and so numerous in pattern and shade that any taste can be gratified. The saving in price is an important feature, too. Go to your clothier's and have a try-on. You caji find there many other ••*♦*• models for this season. All of them carry our label, like the one at the top of this letter. This GUARANTEES YOU THE BEST, ASD ALSO PERPECT SATISPACTION. The store address is (Space for your store name and address) Try on to-day. Take_this_letter_with_jou. Yours very truly, [248] §31 IIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIUIIIIIIIIIIIIIIIIIIIH 'I STEIN-BLOCH SMART CLOTHES OUR LABEL MARKS THE SMARTEST R EADV-TO- W EA R CLOTHES %fft ^ttin-JBloc!) Company LEADING WHOLESALE TAILORS SCI IM C*9t.ON TCXT AND BLAIR LINEAR OOROEn NO. 2 rOOLC PdlNTINO CO.. BOSTON, MASS. iaoclje^ter, i^. g. Dear Slr:- Thla Is a young man's suit. Ken who feel young oeui wear it, too, but the YOUilG kAN is its natural owner. We call it the • • • • ♦ • Seneca. There are three or four other young men's styles that we Bake, and this one is a fine sari.ple of our energies In the direction of satisfying the Y0UN3 MEN in their clothes •■bltions. This suit is not decorated like a uniform. It is not, however, a grandfather's suit. But it is planned for the clean-cut, self-respecting, hustling your.g fellows who are going to make to-morrow in this country. The saving in price will interest you, too. Try on one of our suits at the clothier's. There are ■ereral other good styles, as we have said. The store ad- dress is: (Space for your store name and address) The important fact ahout these clothes is that they are •♦•••♦. All of them carry our label, like the one at the top of this letter. It GUARAMTKSS YOU THE BEST, AND ALSO PERTECT SATISJACTIOH. Try on to-day, and take this letter with you. Tours truly, §31 [249] y I I I" ( { in e^TEIK-BLOCH CO. 'vvhoi^sai^e: tailors M9LAJKT CX-OTVUBS Sn IM ENOKAVCilS SHAOCD LINCAR BOROCR NO. 2 POOie PRINTIHO CO., BOSTON, MASS. ROCUKSTKR, TV. Y. Dear Sir:- This is an extra light • suit for hot weather wear. It consists only of ooat and trousers, and the coat is scarcely lined at all. The trousers are looped for best wear. You hardly feel the suit, so cool and airy is the fahrio. The tailoring is just as carefully done, however, as in our three piece suits, and the suit will fit you with much style and good looks. You can wear It anywhere. Por business, for leisure, vacation, or sport, it is a friendly and companionable suit. You will learn to like it. Just as you like a good friend. One reason for this is its com- fort. The price will Influence you, too. You can be fitted in this suit, no matter what your girth may be. Ask to have it tried on by our dealer. Take this letter with you to show him. The store address is as follows: (This space for your store address.) Go to-day. Tours very truly, P.S. This two piece cool suit comes in a variety of fabrics and shades, from blue serge to homespun. All of them bear our label, like the one at the head of this letter. This LABEL GUARANTEES YOU THE BEST AND ALSO PEKreCT SATISFACTIOH. [250] §31 STEIN-BLOCH SMART CLOTHES THE SMARTEST READYTOWEAR CLOTHES Due/ §teiii/- Jjiacn/ Lainjianii/ Cl/fuu«Aalc/ Uaiu3^L6/ SIT IN TYPO SNAOCO AND LIQMT COPPERPIATC GOTHIC roOLC PRINTINQ CO., BOSTON, MASS. uvacnciict'f «JC, ". summer sack suit is called Dear Sir:- Thls style of * * * • " the Saxon. It is frankly rather an extreme style, and is small and slender, and narrow tread in the shoulders. If we were not thoroughly American, we should call this suit somewhat English. But it is STYLISH, and you will see scores of these salts worn by the style dictators in erery notable city. This may be exactly the suit for you. We hope it is 6Hid we think you will be making no mistake in trying it on. The price will Interest you. Go to our agent in your town and get a try-on TO-DAY. You can find half a dozen other ••♦•** models to choose from. Take this letter with you. The address is: (Space for your store imprint.) The main thing about this suit is that it is a * • • •. All clothes made by us carry the label like the one at the head of this letter. IT GUARANTEES YOU THE BEST, AFD ALSO PKKPECT SATISFACTION. Yours truly. §31 [2511 BNANCH HOU8KS NEW YORK NKW ORLEANS PORTLAND. ORE. SEATTLE. WASH. SAN FRANCISCO. CAL. ESTABLISHED IB32 BRANCH HOUSES: LONDON. ENO. MONTREAL. P. a ST. JOHN. N. VANCOUVER. ■. C. SIMONDS MANUFACTURING CO. The Simonds Saw UNEQUALLED IN QUALITY AND UNirORMITV SAWS KNIVES FILES STEEL WORKS AT FITCHBURG. MASS.. AND CHICAGO. ILL. FITCHBURG, MASS. SET IN MEMBERS OF THE COPPERPLATE GOTHIC FAMILY AMERICAN TVPC FOUNDERS COMPANY Da«r Slr:- Srerythlng is autual In this business. Ws sake good Saws. We expect good Dealers. We spend money to create a ■•jrket. We expect oo-operation froa Dealers. Let us hear your side of the case. If selling ♦♦•••♦ Hand Saws will not be of more profit to you than it will to us, do not tcraoh them; but how are you going to know unless by •etual experience? Why not get things started at once? We will get after the Carpenters while you get the goods in stock ready to senre then. This means only a small outlay emd the percent of profit will be worth every bit of the effort. Every •♦•*•* Saw we fully guarantee. What shall we ship you? Tours very truly. [2521 §32 Branch Houses: Branch Houses: NEW YORK NEW ORLEANS LONDON. ENG. PORTLAND. ORE SEATTLE, WASH. ESTABLISHED 1832 MONTREAL. P. Q. ST. JOHN. N. SAN FRANCISCO. CAL. VANCOUVER. B. C, ^xmBnhs Mannfattntxn^ C0. THE SIMONDS SAW UNEQUALLED IN QUALITY AND UNIFORMITY SAWS KNIVES FILES STEEL WORKS AT FITCHBURG. MASS.. AND CHICAGO. ILL. iFitcl^bitrg, Mass, SET IN LIGHT COPPCHPLATE GOTHIC AND eNQRAVEHa OLD ENQLlSH BOLD AMCRICAN TYPE FOUNDERS COMPANY Dear Sir:- We are supplying sone of the largest printers in the United States, principally in Chicago and Nev Tork City, with * * • • • • Paper Cutting Knives. Are you buying through manufacturers of the cutters, or direct from loiife ■umf ac tu r e rs ? We Judge that a firm of your size would need excep- tionally good knives, and would be buying every once in a while. If this letter should find you in need of anything at this time, will you give us the opportunity to figure with you on • • • * * * Knives? Yours very truly, §32 (2531 = i r==i i 1 Cable Address -EcllP8e"Chle««o ^ftfcSilPHIS*^^^ fteencles In All Lar«e Clflesin Telephone Connection ' ' U. S.and In London. En*. Ff^lRBANKS. MORSE & COMPANY (Incorporated) We Manufacture All Kinds of Manufacturers and Distributers of the Celebrated and Universally Used Electrical Machinery *■•■_ I ^ f* J J** I Gas. Gasoline and Oil Engines Fairbanks Standard Scal6S jl steam Eneines. Boilers. Dynamos and Motors. Elevator and Minine Machinery. Railroad Supplies fj lli=ini — ir^ i =ir==i [= ir== ^-irTW»np^==i [ i r^=i i ==i[=ir i ni=il| 5CT IN HOBO ACME flOffOCH rOOkC miNTIHO CO., BOSTON, MASS. 234-238 E. 3d Street St. Paul. Minn. Dear Sir:- MAKE MACHINBRY DO YOUR WORK. Isn't it a pleasure to look over a fann where praoti- cally all the work is doae by labor-saving outfits? Here's where farm life oeases to be a drudge. Proper ways of till- ing the soil make good crops and the value of the land is increased accordingly. It is easy to picture in your mind the difference in pumping enough water by hand for tweaty-five head of stock or hitching ona****** Gasoline Engine to do it while you plan the best way to make a larger profit from your cows. The maul who runs his cream separator by hand, looks forward to the task as a daily burden, a • • ♦ ♦ • • Engine will do the job while you eat your morning or evening meaLL. Watch for the book which goes forward to-day under another cover. You will find it full of facts that are of interest to every practical farmer. The estimates we are ready to make will surprise you. As many questions as you wish, it will be a pleasure for us to answer. Yours truly, [254] §33 Saint Paul Srr IN CHILTCNHAM OLOSTYLC CONDENSED t STYLUS aOROER AMCRICAM TvrC rOUNOCRS COMPANY ) CHELTENHAM (TALIC Dear Sir:- You naturally like what pleases you. Every piece of machinery on your fann that gives gcod satisfaction adds Just that much pleasure to the work. *»♦*«♦ fcrigines are a close approach to huffianity. They step in as it were and lighten the load of lator; hard Jots are aade easy and profitable. Where once the task of turning the cream separator v&s a hig burden in the early morning and near the end of the day's toil, a ***** * Gasoline or Oil Engine now makes the work like play. A few years ago farms without running water were not in demand, usually for the reason that the task of pujiipiiig by hand for live stock took so much time, to say nothing of wasted energy. /^ ♦ • • * • * Eclipse Pumper will fill an eighteen barrel tank at a cost of a cent and a half for gasoline. Just think of it! Where it once took several days sjid perhaps weeks dur- ing the winter and spring to get up a year's supply of wood, it is now the work of a few hours with a • • * * • * Wood- Sawing Outfit. Taking the grist to the mill for most farmers means a whole day as good as wasted. Oftentimes a late start calls for an extra trip the day following, especially if business is brisk at the mill. This usually happens at times whon a day can least be spared. The fanaer with a****** Grinding Outfit grinds feed on rainy days or at slack times when there is no regular work to do. In the manufacture of * * * * * * Engines, quality and efficiency are always foremost in mind, the builders being ever mindful of tho work each engine is to do. Great care is taken to make every outfit perfect. You will be interested in a proposition we are maJcing on farm engines now. Let us know your needs and we will be glad to write you fully and serve you according to your wishes. Yours truly, §33 (2551 Form 2289 F. NIGHT LETTER THE WESTERN UNION TELEGRAPH COMPANY INCORPORATCO 25,000 OFFICES IN AMERICA CABLE SERVICE TO ALL THE WORLD ROBIRT a CLOWRY, PResiOCNT BELVIDERE BROOKS, OtNCWL MAWAOt R RECEIVER'S No. TIME FILED CHECK Send the following NIGHT LETTER subject the terms on back hereof which are hereby agreed to ,-i ir Sir:- 6P0T COTTON FIFTEEN AND A HALF CEMTS TO-DAY. TEH CSreS IS BASIS OF OUR PRICES FOR FALL HItfETBEN BLBVEV OH "UERODB" AK) "HARVARD UILLS" HAHD-FINISEED UNDBRWEAR WITH HO CHAHCI DT QUALITIES, FINISH OR FABRIC. UILLS OUTPUT LAST SEASON LARGER THAH BVBR BUT IKFOSSI- BXS TO M.iiP AEiLAD OF DBUAHD. YOUR URGENT CO-OFERATIOH HSCESSAKY TO IISSURS PROUFT DBLIVKRIES. WIRE AT OUR EXPENSE YOUH SHTIRB WANTS. GIVB DETAILS TO SAUioUAJii NOW ON ROAD. Youra truly, Dr. to The Western Union Telegraph Go. For Message to by _ „dated 191 No. of Words Rate Amount $ (Sgd.) -.- SENDER [256] §34 MORTON IRON 6? STEEL CO, "Malleable Iron Castings, Chain Hoists Plain and Galvanized Bars, Hoops, Bands, Angles. Sheets. Plates, Channels, Tees, Wire, Nails, Pipe. Cold Rolled Steel Rounds. Chains, Rivets, Squares, Flats, and Special Shapes. Special Terms on Large Orders Phone : Ludlow 524-A SET IN POWELL SERIES CUT NO. 8288 8 POINT BORDER NO. 6007 MADE BY KEYSTONE TYPE FOUNDRY 24 Ludlow Street. p Baltimore I DMir Sir:- Th« notices of your large contracting work that I hare seen in the various trade papers lead me to bring to your attention the *•••*• Diving Apparatus. You will find on investigation that a large number of the principal contractors, bridge builders, railroads, etc., now own their own diving apparatus and use their own men for sueh diving as they have to do. This saves the expense and loss of tlae due to securing regular diver, with the great advantage of always having their own diver on the work. It will pay you to give this matter your careful con- sideration, for any man in good health oan perfona all ordi- nary diving operations. Our latest catalogue and prices will be sent at once •n receipt of request from you on the enclosed card. Very truly yours, §36 U57) EDWARD FRESCHL. PRES. W. W. FRESCHL. VICtPRES. L. MEILBRONNER. SEC. AND TlirAS. M. A FRE8CHL. SUPT. MAKER OF THE ^ilUiaukce.His. Srr IN SHAW TtDTT AND LIOHT COrUHPLMt OOTHIC AMCmCAN rvPC rOUNOERS COMfAMV Dear Sir:- Sorae business men wonder at the other merchant they are constantly hearing of as Just striking it - in fact they wonder why most all of the other merchants are getting more business than they are - and always getting in on the goods that prove out in the end the most profitable to sell. Stop and think a moment; some business men go by hoar- say - others draw on their imagination. These two types of men are invariably losing out. There is another class of merchants - the "thrifty folk" - they always investigate for themselves - thoy have to be shown - they see and seize onto the right merchandising proposition when it is presented; they are the merchants that make the money - they get there on a big scale; and they are the very merchants at whose prosperity the other business men sit back and wonder. The most successful merchants in the United States sell The privilege of the advantages in selling ♦••••• is as much yours as anybody's. You have a right to investi- gate our proposition, and to sell ♦♦*••* Hosiery. But don't read this letter and then assume the attitude of either type of business men we have mentioned that are always los- ing out. Write for our samples and proposition - go over [258] §36 -2- ssune carefully - let your own mental forces - your own good sound business judgment work out the result. We are not trying to blindfcld you into the belief that •••••• is the whole thing. We want you to see ♦ ♦ • ♦ samples with your own eyes - get our proposition - be your own judge; then you will appreciate the sincerity of our every statement regarding ♦•*•**_ you will see wherein lies ****** advantage over imitation guaranteed hose - and you'll realize too, that *♦♦•♦* meajis more money for you in the long run. We so keenly appreciate the impossibility of any busi- ness man making a profitable decision, as to putting in any line, without first carefully investigating said line and thoroughly understanding the proposition relative to same, that we want to ask you to kindly extend us the business courtesy of making the request for ♦♦♦♦*♦ samples and our selling proposition. This in no way obligates you - just give us the oppor- tunity of proving our claims - sjid you the opportunity of determining how profitable ♦••••• Hosiery will be on your shelves. Pill in the card and mail it out to-day. We thank you. Yours truly, §36 [259] ^(>c==>0(><==>0(<z>i(>c::::>)(>>c:=s«(><c:z>«tt<cr:>«0<==>0 I Holeproof M. A. FRESCHL. Superiniendeni trr IN dclla noBtiA DCLLA ROIIBIA nOttOER DCLLA lOSatA OONAMCNT AMCatCAN TTPf rOUNOEHS COMPANY HOLEPROOF SOX GUARANTEED (><c:>)(<i:=>O0<:r»«o<3>oo<:r=>O()<::r»0(<:r9<»»<3>0^ Hosiery Co. | Milwaukee, Wis. Dear Sir:- Please send the enclosed night lettergram at our ex- pense. This will bring you samples of famous •••••• Hosiery. And in time so that you can secure a spring stock. By getting your spring stock aoit, which we can ship prj;':[.tly, you will take advantage of our extremely heavy advertising which will make a moat lively market for ♦♦♦••• popula r suaime r colors . Bvery spring, •»♦••♦ has caught the eye of THE MSH by letting tham know that the smart styles in hosiery were • ••••*. Those dealers who sold ♦••*•* in etn assort- ■ent of suiQiner colors have done a tremendous business. The biggest stores catering to the most exacting trade have found that ♦••••♦ summer colors take the popular fancy. This spring our summer color lines will be bigger sell- ers than ever. We take care of your order promptly and will gladly send you samples by izunediate express prepaid from which to Bake your selection. You can do the summer color hosiery business this year If you have *••♦♦*_ The Original. Please send the telegram enclosed for quick action, and note that it is at our expense. Yours very truly, P.S. We will save for you one outfit of window trimming ma- terial that will help you double your hosiery sales and prof- its the first season you sell ••*•••. 1260] FRESCHL. PRcaroeNT . W. FRESCHL. Vice-pqeST L.. HErLBRONNER. Stcv.-TRtAS. MA. FRESCHL. SuPT. HOlEPdOOf HOSIEBY CO. OF Canada. Ltd Loaooa, C«>aoa Holeproof hosiery Co. 230 TovfB BuiioiHCS LlVttPOOL, ElCLAlO ^olcprnnf ^oishrg Cn. NEW YORK Office 9)6 FiiTM Ave. Bloc. Chicago Office 234 La Salle Sticct PACIFIC COAST Agency SI3 Haiact STlin S*i faAiasco Milwaukee, Wis.. U.S.A. BET IN BLAm. CONOEN8EO BLAIR AMO WEOOINQ TEXT AMERICAN TYPE FOUNDERS COMPANY Gentlemen: - We have addressed to you several comraunicatlons relative to our product and had hoped to receive your stock order before now. We are distinctly disappointed at not having received a favorable answer to our letters particularly as • * ♦ • • • is a conmodity which appeals directly to the high class mer- chant. Moreover, we cater to those who appreciate the value of advertising and of advertised articles, and the tremen- dous campaign which we are carrying on should certainly Interest you. Laying aside all question of merit, of durability, of ooneliness and of good value - all of which points we feel sure you will readily accord to ♦ • • * • ♦, our hosiery In your window or on your shelves is In itself an item of enor- mous advertising value. It has a certain fixed value as an •dvertlsing medium. Just as tangible as the columns of your newspaper or the billboards you have to pay for. As a firm of the higher olass - one whose standing in- dicates a positive knowledge of advertising value, we ask you whether you do not owe it to yourselves to take advan- tage of the advertising feature that •••••• offers you. In addition to this when you consider that • • • * is the best selling, quickest selling, easiest selling hosiery in existence - that it is as staple a line as yc §36 (261) -2- oan possibly carry, and that your ♦♦•♦•• sales are made at half the store expenses connected with any other of your staple lines; don't you think it worth while to at least give us a chanoe to demonstrate the truth of our claims? 1912 will he a great year for •♦♦♦••. Our appro- priation has provided for a greater advertising csunpaign than the famous one conducted during 1911. The people want ••♦*♦* now but they will want it more and want more of it later in the year. Why not get in line now so that we can ship your initial order immediately? All arguments in favor of our product have been sub- mitted and we write you with the idea that you may have overlooked sending your order and for fear that you may overlook it entirely without this reminder. Enclosed find order blank. Please use it to order your stock now while the matter Is fresh in your mind. Rest assured that your requirements will have our best attention at all times and the writer will take pleasure in the personal supervision of your future needs for advertising matter, window display material or electros. Hoping to hear from you at once, we are, Yours truly. [262] W. S. RAILSBACK. Pr«idcnt and Treasurer Telephone, Richmond 1188 A. B. Black Road Machinery Co. WE HAVE IN STOCK. PREPARED TO SHIP. REPAIRS FOR ALL MAKES OF ROAD MACHINES, STONE CRUSHERS Gyratory Stone Crushers, Motor Mowers, Dump Wagons, Macadam Scrapers, Etc. New England Agents for The Austin, Western Co. Sole Agents for Black's Snow Plows in New England SCT IN MEMaCRS Ot THC CLCARFACE FAMILY VCRBATILL OANAMENTS feu*' AMERICAN TYRE FOUNDERS COMPANY 29 South Market Street Boston Dear Str:- We are enclosing catalogs showing cuts aad giving brief description of our lino of road machinery. Please examine them and keep them among your references, euid when you are in the market for anything in the road building, road re- pairing or road cleaning line, please drop us a line and give us an opportunity to give you detailed specifications and prices. We carry in stock, ready to ship, repair parts for all ■akes of crushei-s and road machines, also shovels, picks and general supplies. Our aim is to please our customers, be- cause we want their trade. We solicit your patronage on the merit of high quality of material emd late improvements, and we stand back of everything we sell. Thanking you for past favors, we beg to remain, Yours respectfully. §37 [2631 l^etebact) Companp sabbrrtising Sktpartintnt • CT IN CLOHTCN SLACK VCRSATILK aOflOCR AMCOICAN rvPC roUNDCKS COMPANY (gloucesiter, i5.f. Oentlemen: At first you may not know why but this fact is of concern to you; — Vhat fact? The fact that we moved. We moTed from 1133 Broadway to 78-80 Murray Street. And that move means this much to you — that It enables you to get a better service from ua and at a lower price. Our rental, per square foot, is much lower here and our facilities are better in every respect. We can offer you up-to-date, money-saving, light-in- oreasing •••••♦ equipment, at the best price yet on record. After buying from us, you will not feel that you have spent money — you will feel as if you have earned money. Look over the enclosed folder. See for yourself. And then, better still, — come in and see our new quarters. Yours truly, P. S. You will do yourself (and us) a great favor if you will keep this letter on file where you can refer to it easily. [264] §38 BOSTON PROVIDENCE SPRINGFIELD HARTFORD NEW YORK PHILADELPHIA BALTIMORE ATLANTA NEW ORLEANS SYRACUSE ROCHESTER BUFFALO CLEVELAND DETROIT CHICAGO THE FISK RUBBER COMPANY FisK Automobile Tires BOLTED-ON CLINCHER Q D CLINCHER FISK-DUNLOP INNER TUBES FOR ALL STYLES FACTORY AND HOME OFFICE CHicoPEE Falls. Mass., U. s. A. INDIANAPOLIS MILWAUKEE ST LOUIS MINNEAPOLIS ST PAUL FARGO KANSASCITY OMAHA DENVER SAN FRANCISCO OAKLAND SACRAMENTO FRESNO LOS ANGELES SEATTLE SET IN WEM8ER9 OF THE COPPERPLATE OOTHIC FAMILY AMERICAN TYPE FOUNDERS COMPANY Dear Sir:- Will you let ua ijvlse your tire bills? It isn't a Payne-Aldrich kind of revision we are asking you to consider but a genuine revision downward. Those old casings that you throw away very likely have a good money value, but there are many Instances when only an export can tell whether it will pay to have repairing or retreading done. The foreman of our tire repair department will be gla4 to look over your tires and to advise you Just what can be done to your best advantage. No matter what make of tire you use, his opinion is yours for the asking and no obliga- tion is incurred by you. Possibly you could use a bigger tire on the present riia and get better results. He oaii also tell you that. In this day of motoring there Is no excuse for excessive tire expense or for delaying amd exasperating annoyances. If you are not wholly satisfied with your equipment, there is a ramady for your troubles. The return of the enclosed card may save money for you and will give us the opportunity to get acquainted. We don't expect your business until we show you that we CAN REDUCE YOUR KXPEJJSE. Very truly yorox^. §39 265] THE FISK RUBBER COMPANY I I Our Goods Have Merit MANUFACTURERS OF THE CELEBRATED Inner Tubes Ftsk AutomoMle Tivcs For All styles Bolted-on Clincher Q. D. Clincher Fisk-Dunlap THE FISK TIRES ARE KNOWN EVERYWHERE FOR THEIR GREAT WEAR-RESISTING QUALITIES Factory and Home Office SCr IN HCMBCRB OF THE CCMTUKY FAMILV VCNSATILC OMNAHCHT AMERICAN TYPE roUNDCNS COMPANY Chicopee Falls, Mass., U. S. A. Dear Sir: To-day we received a letter from a dealer saying he has •old 509 •♦••♦• Inner Tubes in the past seven months to car owners and up to the present time has not received a request for adjustment or the suspicion of a complaint. A dealer from another state writes: ■*♦♦♦•♦ Tubes are longer lived than any others. We have a great many users whose •♦•♦•» Tubes are over four years old and the rubber is still bright and lively." ****** Inner Tubes are unequaled. TWENTY-PIVB TEOUSAHD perfect to ONE Imperfect is the record. The reason - these tubes are PURE Para rubber with only enough sulphur to vulcanize. They do not stretch out of shape and cannot deteriorate. Very truly yours, [266] Founded 1830 C<xfc.U«J Cbk Addto.; ChiiurBie liicorpor.ted 1875 A. B. C. A I. Utben Telephooe: 5450 CWk. and Western Union The Kny-Scheerer Company SURGICAL AND ELECTRO-MEDICAL INSTRUMENTS HOSPITAL AND SANITARIUM SUPPLIES SCIENTIFIC APPARATUS New York MT BY THE POOU PRINTING COWPAMY BOSTON. yA3«. Dear Slr:- Ab manager you are Interested In Improvements. Bspe- olally so, when the improvement means batter satisfied pa- tients and a larger profit to the institution. Wo have, after long study of sputum oup problems, devised th3 * • *. The •♦•♦•* is made of maroon colored waterproofed fibroid paper. Whon folded along the linos of the doop creases, it will always fit the standard alzsd holder. The interlocking flaps render spilling of the contents due to opening flat of the cups practically impossible. Thin pix- olusive feature enables users of sputum cups to difp.n^'iti with a holder when the latter is inoonvenlent. Although the ♦ • • is made of vory strong heavy paper, it is easily inoineratod. But the feature which interests you is the prion. We have the honor to submit the following: In lots from 100 to 1000 per 100 $ .75 In lots from 1000 to 5000 per 1000 6.00 If you desire over 5000, we will make you a sp-^oial price. And, if you can give us the number you annually use, we will be pleased to quote you and ship, at the quotod rate per 1000, such quantities, and at such times as you may specify. You will find this plan exceedingly convan\(^nt. Read the enclosed circular and see the ooncentrated good of those sputiim cups, and send us an estimate of your requirements so you may be intelligently quoted. Have you our catalogue P in your files? If not, may we send you a copy? Very tmly yourti. §40 12671 CaSLK AOORKSS chirurgie TcuCPHONKi B490 CHILSCA COOKS USCD A. B, C, A. I. LIKBCRS AND WKTBRN UNION THE KNY-SCHEERER CO. SURGICAL AND ELECTRO-MEDICAL INSTRUMENTS HOSPITAL AND SANITARIUM SUPPLIES SCIENTIFIC APPARATUS NEW YORK StT 9Y THE POOLE PRINTING COMPANY BOSTON, MAS6. DMir Sir:- In response to ycur request a copy of ny — -'-^-' >. .j^_ ■ent" goos forward to you In to-day's reglatr , J. we hopo that you will receiTS it promptly. If you do not, please infora us and we will send a duplicate. Tou will notice upon exaalning this took that tho pat- terns of each style of furniture aaid apparatus which is il- lustrated and described have been carefully selected as be- ing typical of their class. You will notice that each pat- tern is a typo and If your institution requires soTPethlng wbioh rarles from the type illustrated, please send to us rough drawings giving your ideas so we inay submit a proposal to build the apparatus you desire. In connection with our products permit us to draw your attention to the fact that each is construct3d of thn^e materials which time and experience have proved to be the very best, and that our skilled artisems take a Just pride in producing the hlgihest quality apparatus oonstnioted. There is a dujrability and finish which all our proluTts hare that has been attempted by other manufacturers, but we have yet to see the instance where the imitation equaled the original. If you conteBq)late purchasing any operating tables, we r " " Tly suggest that you particularly consider the •'._ If" which is illustrated on pagas 10 and 11. This is the simplest operating table oonatructed. It is built to withstand the hardest usage, and there is no complicated meohaniam to gat out of order. You will notice that the top is of a new substance called Hlcalloy. Nicalloy is a hard [268] -2- •olld netal that doea not 'break like glass, does not stain like white enaaicled Iron or steel, nor will It chip like porcelain --- " ', iron or steel. It is unaffected hy any of t.i3 ii , i in the operating roo.T, and It la a rery Blnpla matter to keep it always shining with the lustre of fine old silver. If y - ,. purchase of any sterlli paratus, >.. „ . -.-„. ..^j wa are tha originator^ ., .1- •rn sterilliatlon, and that every prastioal Impravo.adiit on our original patterns of apparatus has heen developed In our faotorias. Wa can furnish you with sterilizers to be oper- ated by high preasura -'■-■■-, --ovidlng you have the fasili- ties to employ this he _ um, by gas, if this is handy and not too azpenaive, by petroleua or by alcohol. Wo oan furnish you with Dressing Sterilizers such as are il- lua' ■ • 73 to 83; with Water Sterilizers, hi :i pru -, -n are shown on pages 83 to 91; with i„- atru^jiut otjrllizera whloh are Illustrated on page 66, or with any coablnation of these. If your 1 1 is located where the eaployiasnt of a Diainf •'' : /i^.^tmitus is advisable, allow us to direct your I) .n to those on pages 97 to 101 incluaive. And particularly to call your attention to those which eaploy formaldeihyde and ammonia gas as a dlslnfeoting agent. It haa be " * - ■ - - < -^3 gas la highly £. " ' tic, yot lt_ _ . ., on with aaaonia C ...t in- jurs mattroaaaa, leather goods, fabrics, clothing, cotton. §40 [269] -3- wool or other fitera in bulk; so Is the best dlalnfeotlng medium now known. !fou are undoubtedly aware of the faot that we are oon- stantly packing aind shipping goods to oountiies without the United States. This enables us to know how to pack our products 80 that they will reach their destination In the best possible condition. We build our oasas and orates so that they will stand the rough handling of lightjiage in foreign ports, and it is due to this feature, as woli as the superiority of our products, that the buyer in distant lands prefers The **♦•** Co's, Trade-marked goods. 5*1 jm the prices given in "Hospital ficiulpment" we will grant you a special discount of * * * percent, exclusive of the packing charges which are net. This includes our delivering such hospital funiiture aaid apparatus as you may permit us to send your institution to the steaintjr, thus saving you a considerable sum in tiucKiag chatges. If you will compile a list of the articles you contem- plate purchasing, and deem necessary to fully equip your in- stitution, and send it to us, we may be able to grajit you a slightly larger discount in some instances. You know that w« are able to make a special net quotation upon equipment orders so, if you will send in your list, we will make such a quotatioii to you. Let us hope that we will have the honor of hearing from you relative to your institution needs within the next few w«eks. Very truly yours, [270] §40 .r7.^.^T.^Txr.T.l,l.!.^l.l.lJ.l.^ l/.l,^l/.lJ.IJ.I/.I.^l/JJJ/J.^l/.l.^lAlJ.!/JJ.l.^l.^I.^lJJ.|J.^l.^l.^^^l.^l/.I.^l.T.IJJ.l/.TJ.^l/.l.^l.^l/.I .l,l!ll.l.^!^t l.lJJ.^T.^^ iHartme ilanufacturing Company NO. 425 WESTERN AVENUE, BALTIMORE, MARYLAND iiii i!iiiiiiii:!:!^:::!i:i:iiiiiiiiiii!i!iiiiiiii!'iiiijiii^ SET IN CtOISTCM BLACK AND BOOKMAN OLDSTYLE LINCAR BOnOCR NO. 7 DELLA HOBBIA BOMDCR CHAP-BOOK OUIOONS AMERICAN TVPC rouNOCRS COMPANY iBattb; i Dear Sir:- Llve Industrial Plant Operators are in the habit of telling friends and acquaintances "Our factory is equipped with •••••*. But never in an apologetic tone, as if they were ashaiMd of the fact. It's invariably said with Just a little bit of pride in the voice - just as a man might tell you his car was a Packard. Now - won't it help your business to say "We handle Pill out and return the enoloeed oard for our mailing files and we will send you our Bulletin #7 with quotations. Yours very sincerely. §41 12711 Heni-y Chapman Established 18Te Max Richardson CHAPIMAIV & RICHARDSON Faints, Drugs, Chemicals Plate Glass Phone S-3-4-D MASON BUILDINO Boston, Mass. L SET IN EMERSON SERIES MADE BY KEYSTONE TYPE FOUNDRY Dear Sir:- The safest thing In the world that you could buy is reputation. Uating a purchase from a manufacturer without reputa- tion and responsibility is like loaning money without security. The dealer always feels safe in recommending any prod- uct of the reliable and responsible manufaoturer. Experi- enoe has taught him to be extremely cautious about ar.ything for which prioa is the selling argument. Price-cutters may come, and price-cutters may go, but the manufacturer who earns and kseps a favorable reputation is the one who places quality first. It is the saae with the dealer who wants to make or maintain a reputation — the kind of reputation that is a busii.esa asBet--he must exercise great care in buying for he is known by the goods he sells. Tills is why the •••♦*• Company should always recelTe first consideration when you are in the market for •*♦••. Our faiBous trade mark is a guarantee to every dealer and purchaser. It means to the dealer quick sales and pleased oustomars, goods moving and business increa.aing. Look over our catalog to-day and make a memorandum of order fur your Jobber's salesman when he calls. Tours very truly, [272] §42 PHILADELPHIA NINTU AND SFRL'CB ST8. NEW YORK 'WILLIAM AND HPRUCB STN. CHICAOO 1 lOa 8. WABASH AVB. DETROIT 43 LARNBD ST.. 'WEST ATLANTA 34 SOUTH POSSYTH ST. SAN FRANCISCO 038.040 MISSION t/T. 8KLLINO AOBNTN FOR COTTRELL CYX-INDBR PRINTING PRESSES k:eysto]ve type foxjistdry MAK.BR8 OF NICKEL-ALLOY, UNIVERSAL LINE PLATEN AND PROOF PRBSMBH PERFORATORS AND FOLDERS. PCNCHINO MACHINES "vrnui axiTCBBBs Borders, Brass Rule, Leads and Sluos. Gallbts. Steel Chases. Btc. Complete Printing Plant Outfitters DA.TBD ▲T SET IN EMER90N TITLE MADE BY KEYSTONE TYPE FOUNDRY Dear Sir:- The first thing a customer wants to be assured of In making a purchase is quality. To make the sale you must oonvince him. Uerely telling him it is all right, as a rule, won't do. You should first be sure in your own mind, and then you will have no trouble in convincing him by the same reasoning that convinces you. Now when you are determining the quality of an article you first find out where it corses from. You want to know what it is made of, how it is made, and, more than that, who mads it. If it la from a manufacturer wh-^ '--- ^ - - right standing and reputation that faot alone ^ the quality. By this same reasoning, therefore, the purchaser be- comes CO as to r the article Is what he wants or not. ... ;y yea; o w-*. quality by v?hinh all • • • ' tr auid not ' e but which maela the exaoting ' ncLme has been th' ' • * have basn .^ ^ •'lard of Our t you cculd - ^ -, 1 l r. •. ,^ I 33 of preaant-day requirements. Your reputation as a dealer depends on the kind of good:3 you sell. If you sell our products our reputation Is V,, I,- >- ■ 'itation. Yours very truly. §42 [273] Pettingell- Andrews Company ELECTRICAL MERCHANDISE BOSTON SET BY THE POOLE PAINTING COMPANY BOSTON, WASS, Reverend dear Sir: Have you seen the new lighting ftrtures in the Mary- Immaculate of Lourdes Church, Newton Upper Palla? They are well worth study we assure you, not merely from the standpoint of eoolesiastloal interior decoration, but because they actually solve some pressing problems in church lighting. We do not overstate the case when we say that these fixtures present an entirely new scheme in church illumina- tion, providing inverted mantle type gas burners and Tung- sten electric lamps, skilfully combined in art forms of hand-wrought iron. You can, of course, hardly realize the harmony and effectiveness of this churoh's lighting scheme from a mere description. And remember that this is but one of the many ecclesiastical buildings in which, under the direction of our Mr. ♦♦*♦♦♦ we have installed new, or improved old, lighting systems. In fact we make a specialty of studying present light- ing schemes of churches, and offering, without expense or further obligation, suggestions looking at a more artistic and economical illumination. (And nowadays the influence of attractive, adequate lighting on church attendance is pretty generally recognized.) Can we be of assistance to you also? Very truly yours, [2741 §43 NEW YORK CHICAGO BALTIMORE DENVER SAN FRANCISCO SEATTLE Pettingell-Andrews Company ELECTRICAL- MERCHANDISE BOSTON, MASS. LONDON PARIS BERLIN AMSTERDAM ST. PETERSBURG BELGRADE To insure a prompl reply lellers should be addressed to (he Hrm SET BY THE POOLE PRINTING COMPANY BOSTON, MA33. Dear Slrj- Dld you receive the copy of the Portable Lamp Catalog for the season of 1911-12, which we sent you, last October? Christmas is now near at hand, and not receiving any orders from you, we wondered if you had received it. If you did not or have mislaid it, let us know by return mail, and we will rush another copy to you. Per you will, of course, want to have your share of the trade which oan easily be developed through showing stimples of the line, one or two of the lajnps which appear in this catalog. Also don't overlook the faot that this portable catalog when used in connection with our #5 Fixture Catalog and #5 rixture Supplement will materially increase your fixture sales I and that if you have a Rebate Contract with us, all sales of portables will apply on contract to assist you in earning the maximum rebate in accordance with our estab- lished and much appreciated fixture policy. We want to emphasize the faot that many of the lajnps shown In this catalog are exclusive designs manufactured only for or by us. To assure receipt of the lamps In time for Christmas sales, it will be necessary for you to order at once. Very truly yours, §43 (275] NKW YORK CHICAGO DENVeR BALTIMORK Pettingell-Andrews Company ELECTRICAL MERCHANDISE BOSTON SET BV THE POOLE PRtNTINO COMPANY BOSTON, MASS, Dear Slr:- •GI'ICS SOUS BATTERIES, QUICK!" Can't you hear tUain saying that? We mean all your good customers and many transient ones. Everybody is returning from vacation; And all want to take advantage of the good weather between now and the closed season for touring. GIV3 TKEil ALL •♦♦♦•• CATTERIES! Then thsy will be SATISFIED because— You can thus supply YCUR customers from fresh barrels at all times — As a fresh carload of • ♦ • * ♦ * batteries reaches our warehouse every Monday morning. Don't forget you can buy batteries cheaper on contract — If you use ten barrels or more per year. Ask us about battery contracts — Rebates average from 1/4 to 1 cent per cell. SEHB DS THAT *•••♦.• ORDER TO-DAY! ••♦•♦* are always good Igniters (preferable for automobile work) — or regular. Yours truly, [276] §43 Pettinoell-Andrews Company ELECTRICAL MERCHANDISE BOSTON SET BY THE POOLE PRINTING COMPANV BOSTON, MASS. Dear Slr:- Havlng In mind the fixtures you secured here sooe tlaa ago, it has occurred to U3 that perhaps you mleht like to examine a copy of our new Portahle Lamp catalog for the sea- ton of 1911-12 ir. a:^vi-^o of its general distritution. Memy of ths aesigns are exclusive, and to be had only of us, Eence, although the illustrations have been confined to inexpensive and mediiam-priced suggestions for portable lasps, yet they offer many a pleasing hint of the extent and variety of our complete line, tJhich includes many lamps s« Individual and distinctive that only one of a kind are of- fered for sale. Portable lamps make ideal holiday, wedding, and blrili- dagr gifts. We therefore suggest that you visit u^ in tha mmmar futare, and see if the line of drawing roor, i ..ding, tmA desk lamps on display In our Fixture Studios will not help you to solve the always perplexing gift problem — solve it with a minimum of bother and a maximum of satisfaction. Sincerely, §43 [277] WRIGHT^LEAVENS COMPANY WHOLESALE CROCKERY • CHINA • GLASSWARE ■•# No. 54 WASHINGTON ST., NORTH Buffalo, N. Y. Srr tH OCLIA MoailA OCLLA IIOIIItA ORNAHCHT AMCmCAN Tfft rOUNOCOS COMPAMY Dear Sir: When you bought from ua last year you will remeraher what I said about our new Qermaa buyer, and what great things I expected of him. He has more than made good. Whan I arrived in Boston last week and saw the enormous number of entirely new and striking decorations that he has brought over I at onoe thought of you, for I know that you will be Just as enthu- siastio as I am over this new line of popular prioe goods. This new German buyer ia an American and sponds most of his time studying the demands of the American market. He knows Just what the buying public wants, and ha has shown re- markable ability in his selections. The extent and variety, the delicate tintings and beautiful shapes of this new line will please you and your custo.oars Just as much as it pleases me — it is well worth waiting for. Each year for five years I have been improving my line, always making careful saleotloas to meet the req.ulrement3 of my trade, and now that I am coming to know your wants better I am confident that this year you will say ••••** has the best line of popular prioe goods you have ever seen. I am now busy selecting samples for my Import trip and will see you as soon as I can. It will pay you to see my line before ordering, for it means greater satisfaotlon to you and your trade. I am thankful for past favors and wish you a big 1912. Yours very truly, [278] Telephone!: Fort HUl |63S9 I 7921 Cable Address: "Willcasson" WILLIAM R. CARLSON WHOLESALE LUMBER Postal Telegraph Building Boston^ Mass. »Cf m MCH8EII5 OF THE CLCARFACC FAHIL AMCMICAN TVPC FOUNDERS COMPANY monotone: border Dear 81r:- Your reputation as a builder le made out of the seune quality of materials that you put into your buildings. The use of a good quality of limber will establish confidence in the builder, and you know that the confidence of your patrons is the most valuable asset you can have. Therefore quality is more important even than price-- but the price must be right or you can't buy, for contracts are usually figured in competition and every dollar counts. And then evenness of quality, assuring you against loss from waste, is another important consideration. There are several features about our equipment and business methods that make it possible for us to offer you high-grade lumber at the prices usually charged for inferior qualities. Our location is one — side tracks saving in cartage. Our excellent facilities for storing and keeping in good condition is another. Then there is our financial Interest in the manufacture. And by no means the least is the big volume of business that has been coming our way for years . Visit our yards and see for yourself, or phone for one of our salesmen to call. Yours very truly. $46 279] Triephonea " Cable Addrma 635U - Fori Hill - 6360 "MMIIoaaHon" WILLIAM R. CARLSON WHOLESALE LUMBER FORD BUILDING BOSTON SET BV THE POOLE PftlNTiNO COMPAHV BOSTON, WASe. Dear Sir:- There are three things that you are constantly striving to accomplish. First — the saving of time in selecting and purchasing your stock. Second — getting it delivered on time so there will he no work held up. Third — making sure that you get Just the quality and grade that you pay for. The central location of our yards makes it easy for you to select your stock personally if you wish. This is also an advantage in delivering. Our deliveries are all hy auto truck and every customer gats the best service possible, for we deliver Just when we say we will. All our stock is oarsfully sorted and gradad and can he depended on to hold out in quality. If you tell ug your wauts over the phone, or to one of our salesmen, you are sure to get the same treatment that you would get if you were in our yards. Reputation-building is a long Job and we cannot afford to "let up" for an instant. We are making new customers every day and keeping the old ones by giving them the service and values they are looking for. A request by telephone will bring our salesman. Yours very truly. [280] f^^^^/^/J^/^c^^^^Wi^^^^/^^^/^ Q)€^ t^iioltie^, t^Ot^Hf SET IN COMHERCIAL SCfftPT AMERICAN TVPE fOUNDEKS COMPAN Dear Sir:- Is your dealer a good buyer? — this means a lot to you. If he makes good bargains he is pretty apt to pass them along to you--also if he maJces poor ones. Good buying of lumber is not merely getting low prices. It is getting the right quality, carefully sorted and graded, at the best possible figure — with sin eye always out for economical handling. That makes it possible for a dealer to offer big values, not merely low prices. The buyers in our employ are all experienced Judges of lumber and lumber values. We buy for cash and take advantage of all discounts. And then the large quajitities we buy save us considerable on transportation costs. Every advantage we gain in our buying is an advantage to you in your buying. Look over our stock ajnd get our prices and you will see the advantage of buying here. Yours very truly. [281] BROWN -WALES COMPANY L Iron, Steel, Structural Material Bolts, Nuts, Sheet Iron, Metals ' •••••••••• • • Power Transmission Machinery ' Tool Steel, Tinplates, Wire, Etc. v::;:.. ESTABUSHEO IN 1870 Telephone, Fort Hill 400 69-83 Purchase Street Boston, Mass. 9tT IN CLCAItrACE OOTNIC CAST SQUAHES CAINTV BOHDER HELLO CUT AMERICAN TYPE rOUHPCRS COMPANY Dear Sir:- Upon looking over our book;3 we wura pleased to find that you formerly had an account with us but regret the sam« has not been very active recently. ¥e should like very much to open an account with you as we are exceedingly emxious that you should Increase your business with us and are positive it will result to your benefit and satisfaction. If anytliing has occurred to cause any dissatisfaction if you will be good enough to let us hear from you we will gladly do all we can to reosdy the same. The spring traae wiij. soon open and as you will need aoae goods, we hope to be favored with at least a part of your valued orders. Thanking you for your consideration, we renain, Yours truly. [282] BROWN-WALES COMPANY PLUMBERS, STEAM HHERS SUPPLIES SEAMLESS STEEL TUBING, ALL SIZES POWER TRANSMISSION MACHINERY IRON, STEEL, STRUCTURAL SUPPLIES BOLTS, NUTS, WASHERS, TOOL STEEL TIN PLATES, SHEET IRON AND METAL No. 69-83 PURCHASE STREET, BOSTON, MASS. Telephone. Fort HiU 400 ■Q Srr IN MCMgcnS of TMC CHCLTCNHAM FAMILY COMMENCE ORNAMENT eoSTON tAeiON CAST IQUAREa CHAP-BOOK OUIOONS AMERICAN TYPE FOUNDERS COMPANY Dated 8ir:- We are pleased to find you have in the past favored us with some of your 'bTisinesa, which we wish to e^^-n -,-< v- i -.^nct very cnioh appreciated: aaid you are in a degree reap ci:i;iDie for the growth and success of our business. We are extremely desirous to impress upon you the fact that the service we render is the very best that can he se- cured anywhere. Ve want to convince you - and we oan - that our busi- iwsa is based upon correct, practical, business principles and gives the highest deffreo of efficient service, which is the result of hard, fiRmRst wnric onl corsclpntl o-js effcrt. We know that your patronage is lu our maiu.-ii. auv:i; '.a^je ■ad satisfaction. Our years of experienoe, well assorted stock and efficient organisation at your eoraand, are the basis upon which we sollolt your future business, and repre- ■«it the atron^st possible r»nunri w>iv we deserve it. Yours truly. [283] Ptumbere' and Steam Fitters' Supplies Seamless Steel Tubing Established In 1870 Telephone, Fort Hill 400 Brown -Wales Company IRON, STEEL. STRUCTURAL MATERIAL, BOLTS, NUTS, WASHERS, TOOL STEEL TINPLATES, SHEET IRON, WIRE, METALS, POWER TRANSMISSION MACHINERY 69-83 Purchase Street BOSTON, MASS. SET IN NEWS OOTHIO AMERICAN TYPt rOUNDCfTB COMPANV Dear Slr:- You may soon need some goods in our line - we need your business - is there any good reason why we cannot get to- gether and each make a dollar? The material we carry is the veir best we know how to btty - the best the market affords - to sell at various prices. We feel so sure of the quality of our merchandise - so confident in our ability to please you - that we guarantee both the goods and your complete satisfaction. Trusting we may be permitted to serve you often we remain, Yours truly, [284] §46 ESTABLISHED IM 1870 TELEPHOME. FOBT HILL 400 BBOWN=WALES COMPANY IRON.STEEL.STBL1CTURAL MATERIAL ^k^X PLUMBERS' 6* STEAM FITTERS' SUPPLIES BOLTS. NUTS, WASHERS, TOOL STEEL "W^F SEAMLESS STEEL TUBING TINPLATES, SHEET IRON. WIRE, METALS jffi^ POWER TR ANSM ISSION MACH I NE RY 69-83 PURCHASE STREET, BOSTON BtT IN ABBOT OLDSTYUE WAVBlOE ORNAMENT AMIRICAN TVPE FOUNDERS COMPANY Dear Sir:- For some reason you have not recently favored us with much of your business. We wonder why. You know how you feel about a case of this kind. You have a line of goods, well assorted, prices right, courteous salesman, smd for no apparent reason you have received no orders from a desirable customer. Don't you begin to wonder what is wrong? Well, that is Just the way we feel about it, every reason why you should buy from us, still no business. Won't you help us out and tell us why? You can do a nice business with us if we get together. We can help you a great deal if you will write us, explain- ing why. Yours truly. §46 [285] StTiicturai Material. Pouer JranMrnisMton Maehineru, Seamless Steel Tubing ICT IN CCMTURY COLD AND CeNTUIIT BOLD ITAUC TWCNTICTM CENTunr ORNAMENT CHAP-BOOK OUIOONt Brown -Wales Company EsUbliahed 1870 Telephone Fort Hill 400 No. 69 Purchase Street, Boston, Mass. DATE 1 MCaiCAN TYPE FOUNOCHa COMPANY Dear Sir:- It is always gratifying to hear often from an old friend, and when looking through our records we are sorry to find that we have not heard from you for soae time. Now it Hiay be that you have not heen in the narket since; however, we feel that you will need more goods in our line soon, ajid we would like to ask that you bear as in mind wImb placing the order. Soliciting a continuance of your future patronage, whloh we wish to assure you has been appreciated in the past, and hoping to hsar favorably from you soon, we ar«, with kind regards , Tours truly, [286] §46 c Plumbers' and Steam Fitters' Supplies ^^^ ^^^ Power Transmission Machinoy Brown -Wales Company Structural Material Telephone. Fort Hill 400 Srr IN HCHICRS OF THt CHCLTENHAM FAMfLY INOUtTniAL OUNAMCNT MOMOTOME BOHOU AHCRtCAN TYPE FOUNOIRS COMPANY 69-83 Purchase Street Bo^on, Mass. Dear Slr:- Bnclosed please find alphabetloal list of the articles iriiloh we carry in stock. This list is comprised entirely of materials of merit and our prices are consistent vith good service and quality. Your trade being desirable to us, we are talcing this occasion to ask you to let us quote you when in need of any- thing In our line. Wr w1 rh to kIiow you that we Rre fir.y ; oi:a tn hp.vr' your business caid vjill see that your orders are givon the best possible attention in regard to prompt delivery and lowest pricaa. Thanking you for all past favors, we Tears very truly. §46 [287] Peter Van TwUler. Proprietor Open on Friday Evening* The Van Twiller Market Meat, Fish, Poaltry. Eggs, Track and Provisions Sitaated at Janction o! Broad and Pabit Sts. in Boroagh of Manhattan Prompt Attention to Thone Order* New York, BET IN VANDtN MOUTEN MADE BY KEYSTONE TYPE FOUNDRY Dear Sir:- A salt mackerel, freshened to your taste, broiled to a rich brown and served with the juice dripping from it, with melted butter, is a breakfast dish that will almost melt in your mouth. Lobster salad is a very tempting dish. Imagine oninch- ing into those delicious bits of crisp, fresh lobster and Just getting enough of the piquancy of the dressing to fully develop the flavor. It is mighty good eating. Fried clajns, absolutely as fresh and perfect as served at any beach hotel. The clams dipped into bread crumbs and dropped in hot fat make a meal such as you seldom enjoy. Shrimp on toast is luscious too, and you can have things for these and fifty other substantial or fancy dishes in your storeroom, always ready for an emergency. Such a selection as you can find nowhere else on earth. We want your trial order and will send whatever you se- lect on approval, to be paid for only in case you are pleased with what we send. We have done our part in again reminding you of what you are missing and in making it so safe and easy for you to try our products. Why not make a selection to order now, right away, so you can begin enjoying these things immediately? Yours very truly. [288] 547 Jens C. Peterson STATE BAKK BUILDIirO TRAVERSE CITY. MICHIGAN srr IN BRANDON Cloister black caxton initial AMERICAN TYPE FOUNOERB COMPANY Dear Sir:- I wrote you on May 15th, in answer to your inquiry re- garding the plans of a house illustrated in the March number of ***** ♦, but have not had the pleasure of an answer from you. What is the matter that my communication did not inter- est you enough to get a reply as to whether or not the house meets your approval, or that I do not receive your order for the plans, specifications and details for such a nice home? I am sure you were interested in this house and antici- pated building or you would not have asked for the informa- tion. But the fact remains that I either did not convince you of the beauty and inexpensiveness of this style of build- ing or that the plan did not fully meet your ideas of a home. In either case I have failed in my efforts by not giving you the information you wanted or by describing a plan that does not meet your approval. I am willing to spend considerable time and money to answer all of your questions. Will you spend two cents to answer mine? If you wrote out of curiosity, tell me that. I will be satisfied. It is the curious people who learn and I want to know why I have failed to interest you. The definite promise of service that goes with my plans and specifications is a prestige-building power and will be a money saver for you. I enclose a return envelope for your reply and remain, Yours very truly, §48 [289] [ - ■- - ' ' n MAKERS AND RETAILERS OF CLOTHING FOR MEN AND BOYS • UNIFORMS AND LIVERIES profcanins, i^ing & Co. ICT IN OLOItTCR SLACK AND NCW CA9L0N MCnCANTILC BOROCIt WATSrOC ORNAMCNTt AMERICAN VtH fOUNOCRS COMPANY PUBLICATION DEPARTMENT CM. FAIRBANKS No. 16 COOPER SQUARB Dear Sir: Your name has not appeared on our books for soae time. If there Is a particular reason for this, we'd like to know what it is; especially if it involves any criticism of our merchandise or our methods in the past. It is a fixed principle with ♦♦•••♦ Company to hold your money on deposit for you \mtil every tramsaction is satisfactory. All we ask is the privilege of righting anything that goes wrong in this store- If you will ha good enough to give us that opportunity, we will see that you get the best possible service as well as the best possible mer- ohandise here. Why not enjoy the convenience of a char^j account? Very truly yours, [290] §49 ©rotoning, ging & G^ntpanp MaktTi anb 3Retailerj( of Mtn'i, JBopsC anb C()illiren'j( Clotfjing • ZHniforms anb HiberieS • J^afatrbaiberp • J^ata 16 Cooper ©quart Dcto gorb err in cloibtcr black misbal iNrriALB AMIRtCAN TtPt FOUNOERB COMPANY Dear ladan: We don't know of a more interesting store than this for the MoLiifcrs of Boys, and we want j ou to tr.cw ii, tcvvcr than you do. While eoonomy of cost is a prine consideration both with you and with lis, we do noi, paniit o.irsuxvja to losw Big^t of the attractireness of style and proper fit in aak- tng clothing for Children. We don't know of u;.j uuuji luu.-? that has so happily struck the exact halance between what a boy ought to wear and what his clothing ought to cost. It will be a great pleasure to show you what we haw* done for the little fellows If you will glre us the oppor- tunity. Very truly yours. §49 [291] WILLIAM E. ALORED. PMBa. WILLIAM ARMOUR, TMKAB ARTHUR L. ALOREO. V. Pac*. JAMES CANNEL. SCC'V £BtafallBl]rb (Satt <Snt l^anhtti Qrara err tN ENGRAVERS OLD CNQLISH ANO SLAlR AMERICAN TYPI rOUNOERS COMPANY Dear Madeun:- In inviting you to our Annual Linen Sale, beginning Monday, January 1st, may I call your attention to the fact that Pine Table Linens have been steadily advancing in price abroad for five or six years? Whatever the cause, all Linen Experts are agreed that there will be no immediate reductions but very probably further advances. By placing heavy orders for this Sale last Spring, we can now offer you fine linens at savings of 10 to 20 per cent from present prices for the same grades. As these orders were heavier than ever before, in order to provide for our continually increasing business, the raj:jge and variety of our offerings are proportionately greater. Hoping to have the pleasure of your attendance at this Sale , I remain Respectfully yours, [292] §50 WILLIAM B. ALDREO, Preiidcu ARTHUR L. ALDRED, Vic* PruMMt WILLIAM ARMOUR. Troiorcr JAMES CANNELL, Sacrctur Established Over One Hundred Years B. H. Gladding Dry Goods Company Providence, Rhode Island err in nfw caslon and new cablon (talic AMERICAN TYPE fOUNOCRB COMPANY Dear Madam : - You are invited to attend a Private Sale of the stock of our Lingerie Shop, which was damaged by fire on the night of December 7th. This Sale will be held in the Hall and Parlors of the Trooadero, cocmenclng Tuesday, January 1st, at 10 A.M. and continuing the remainder of the week. Entrance may be had either thru our Art Department or from Uathewson Street. The stock, consisting of high-class French and Domestic Underwear, Corsets and accessories of all kinds. Infants' Wear of every description. Silk Petticoats, etc., was only partially damaged by smoke and water; in fact, most of it is in absolutely perfect condition. However, as we desire to open our New Lingerie Department with complete assortments of new goods, we have decided to close out everything that was in the Lingerie Shop at the time of the fire at greatly reduced prices. We send you this special notice as we feel that our regular customers should have the opportunity to secure first choice of the bargains offered at such an unusual sale &s this. Hoping that you will be able to attend, we remain Yours very truly, P.S, We also wish to notify you that our annual January White Sale of Linens, Wash Goods and Embroideries amd our Clearance Sale of Suits and Garments will conmenoe at the •aae time- -Tuesday, January 1st. §50 [293] c)lmfTvan/ Laxnev Brr IN TYPO UPRIOHT AMtRICAN TVPC FOUNOCRS COMPANY Sir:- fe are forwarding you, with our compliaenta, a copy of "Hew England" ooiapiled by George French. It is an exceed- ingly interesting and instructive book published for the prurpose of bringing into greater proninence this section of the country in which we live, and making ua better acquainted with its remarkable resources. It will be a valuable addi- tion to the reference library of your school, and we shall be pleased if you will accept the book for this purpose. A perusal of its pages will brlrg the realization that Warn England is not decadent as sone would have us bslieYe, bat rather that her future is a question of men and re- sources, auid New England has both. Our population is increasing at rather mora than the noraal rate and the alien influx is being steadily molded into better citizenship. Uanvifacturing has long been New Bngland*s stronghold, auid the present outlook is very bri^t for a continuation and extension of this important branch of her Industries. The $9,000,000 appropriation for the development »f the Port of Boston, is a step of untold value toward the upbuilding of Boston and all New England, by providing better facilities [294] §51 -2- for oonmarce and the export not only of our own manufaotures and product3, but those of the great Weat. As a surtuser resort we stand second to none. Our un- rivalled beauties of seashore, laJce and mountain attractions draw to us yearly increasing numbers of rest and pleasure seekers froa all parts of the country . Our annual incone from this souroe alone amouats to over sixty million dollars. You will find the book comprehensive in detail, giving the most complete stoi-y of this ssotion of our country that has ever been toll, fe feel sure that it cannot fall to rouae the enthuaiasm and strengthen loyalty to good old New Bn«;land, so that while the hearts of her citizens, native or •dopted, are filled with pride in the achievements of her glorious past, they shall also be inspired with enthusiasm and the splendid aaibition and purpose that, with "a long pull, a strong pull, and a pull all together" she sh€tll be raised to the proud eminence of the most important section of our great country. May we count upon your hearty co- operation in disseminating in your sphere the principles that shall tend to her further advancement? We shall be glad to hear that the book reaches you •afely, and wishing you evary prosperity we remain. Tours for K«w Kngland, §51 [295] THE PERFECT BLEND— Dunblllly, Gomfon and Style In Erer; Shoe Healed hj thia Company J^ J J.sT. Cousins Company Fine Shoes for Women No. 373 DeRalb Avenue Brooklyn, New York Daled irr IN itWICK ROMAN TRADE cur QUAORU^LC CAST SQUARES CHAf>B0OK OUtDONS AMERICAN TrrC FOUNOCRI COMPANY I T DEAR MADAU: Your artistic sense and your knowledge of the fitness of things, have often been sorely tried, we are sure, in your search for the beautiful and appropriate in wearing apparel. Not the least of your trials has been the diffi- culty of finding a shoe that is at once stylish and durable, and one that FITS THE ?00T. Unless a shoe is very carefully made, so that its lines fit naturally into the lines of the foot, the wearer will have no comfort. The reputation of the •••••• shoe is the logical result of more than sixty years of patient, skilled workman- ship, and most careful selection of material. People seem to consider our shoes a worthy embodiment of New York culture and refinement. We hope the compliment is merited, for we make shoes as well as we know how. Yet we don't make them quite as well as we would like to, for our ideal seems to keep a little ahead of us all the time. Very truly yours. [296] §52 CHARLES A. M ENTER. President MAX Z. ROSENBLOOM.Vice-President DAVID M. BRICKNER, Sec' y and Tnas. cTWenter CSJ, Rosenbloom Company cTkfe/i's and Women's Clothing General Offices: 600 COX BUILDING Rochester, N. Y. arr in bookman olostyle and bookman rxALic AMERICAN TYPE FOUNDERS COMPANV Mrs. Thrifty Housekeeper, Dear Madam: - As a woman of Intelllgenoe, economy and Judgment, who believes in saving money and gotttng the best that money can buy, wo make a special appeal to you at this time. High cost of living is the worrisome problem of the hour. Every man and woman is confronted by higher prices for food, rent and other necessities. Why not save money on your clothes? We will help you to do it. If you give us the chance we will be only too glad to show ho,v well we can do it. This letter is a cordial Invitation for you to do a little investigating of your own. Your own interests prompt you to make this Investigation as soon as possible. You will find first of all that we are always working In co-operation with you and that we ceui bring you the best results in money saving. This saving can be made by you without a sacrifice of either style or quality. We put only the best materials Into our clothing and guarantee complete satisfaction to customers. The credit account which we allow you is the greatest convenience in purchasing, but it doos not add a penny to the cost of your clothes. You pay exactly one price whether you buy for cash or credit here. All prices ar3 plainly marked on goods. And while wo are sending this cordial inviLatioii 1:0 come and trado here, we also enclose a dollar ch^ok good for its full face value n first purchase r Mg to |10 or ovor. You see we ;lng It an espoci oct for you to come and open an aooount right away. No matter what your occupation may be this offer is too Inporteuit to pass up. Come In and talk it over with us. Respectfully yours. [297] Samuel i^epmann Company 0s\)ko6l), Tlji&iitoniin MT BY THE POOLE PRIHTINQ COMPANY BOSTON, MA3S. Dear liadam:- ^e are asking this favor of you in the interests of our business and trust you may be able to grant our request for aid. rjiQ ^,.„T^.-^,._ v-^„^ „^ ^-'^'"rienoe have Diade us good jud'^c'^^ c y kno'ff from the dealings you ha " ur . \. J c ' do test e •.oe of cl- •■ the conr. .n of cur , 3. We exa ..J z'lO v;ork:.Aar^i.liip thoroughly so that there ii.£.y be no faults there. But our experience teaches us best to judge of the things that affect the durability of the garment and its worth, and it is not on this phase that we want your help. ■^0 one or two styles were definitely settled upon .: "thing," but to-day there are dozt;n3 of differ- ent modes that are equally fashionable. Prom the most desirable of these modes we have selected a. r ' line " ', and now we are to ask you to ;i and new things and -r your opinion as tu jujt v.liich styles you think will be most suited to this particular locality. VThat we want is first hand information, and as you have been a resident here for sone time and are in a position to kno?/ tho \Tant3 of the women of this section, we have taken the liberty of making this request. You may be sure we will appreciate your efforts in our behalf and trust that we may have the pleasure of seeing you here this woek. Very truly yours, [298] John Harrington & Co. Jflorisits; 439 LAFAYETTE STREET BUFFALO. N. Y. SET BY TME POOLE PRINTING COMPANY BOSTON. MASS, Dear Madam :- Do you want to irake thin Holiday Sca-scn eveh noro en- Joyatle than the last? Nothing will nora surely add to your and your friends' enjoyment of this festive occasion than flowers. There is hardly anything more pleasing to the eye than a Tase of rich cut floT/ers: Kosss — Carnations — Poinsettias, or Several potted plajits: Azaleas — Begonias, or a showy Ciclonem or two. And 80 I might go on reciting: Sweet Peas, Violets, Lilies of- the -Valley, et cetei-a. But — what is far tetter — ooee in and see the actual flowers and plants yourself. See for yourself what an elaborate assortment is hare. I know you'll enjoy every minute while hers, as I shall be pleased to explain everything in detail: the different varieties — their peculiarities — their hlosscining — every- thing, and you'll be under no obligation to me whatever. Why not Include FLOTOHS in your list of Gifts this year? They'll be appreciated as much — and more — than any- thing you could give. Very truly yours, §55 [2991 ^^>iin]Ki.n tLnH-arliii] (Cajn^ni]]) 287 FULTON STREET PtooUl}in,^.^. SET IN INLAND COP*>CIIPLATC AND TYPO GOTHIC COLLINS rtORCT AMCRICAH rvre FOUNDCKS COMPANY Dear Sir:- No two men are alike. You have individual requirements in dress. You want clothing that will add to your appearance, not detract from it. Here is where tailoring skill comes in. The designing in our shops is under the personal di- rection of a member of the firm, who devotes all his time and energy to this work. He has an enviable reputation for producing clothing of rare distinction. Making — not selling — clothing is our business. If a garment is made right it sells itself. If we make you one suit you are sure to come to us when you want another. If you desire to have the best there is, come in and see us. Yours very truly. [300] §56 102 SUMMER STREET ^entorti d^oiotnbo ■ CT rN INLAND COPPCNPLATE ANO (.IQHT COPPERPLATE OOTMIO LITHOTONE 8H*$3 ftULC AMERICAN TYPE FOUNOERS COMPANV Dear Sir:- "Between Hay and Grass" is the time between crops and profit. Years ago, in my business, it meant a lot of old- style left-over goods to be worked off. To-day it does not. Right now I have a new line of cloths for good dressers who did not buy what they wanted when the season opened. These cloths came to me between the time of my first rush of fall work and the time of buying in for the spring business. A permanent and profitable business is what I desire to create and maintain. To do this I first have the goods that up-to-date dressers want, I do good work and get it out promptly, and further than that, 1 realize that all men do not buy their clothes on any given date cmd buy my stock accordingly. Call and see me during your lunch hour to-day and let me show you what "Between Hay and Grass" prices are. Yours very truly. §56 [3011 35== ^2= ^ "ClsibM ^ LV Stiiiuintnt" ^ ^Ib^ff er tailoring Company Broad and State Streets, SPRINGFIELD, III. ^fe»6>oo <K> 0^^0^00 c^ ^ Dated SCT IM CLOtXTt* SLACK AMO NEW CASLON CENTUMV BOROER mTNATHMORC ORNAMCNT CHAP-BOOK GUIDONS AMERICAN TVrC fOUNOCRS COMfANV Dear Sir: Correct clothes are not so each a natter of price, aa "brains" in the caking. Any artist can daub paint, but the Rembrandts and Raphaels are scarce. It took "brains" to paint the "Mona Lisa." That's the way it is in clothes maJcing. We put as much "grey matter" into the making of your clothes as tho watch-maker into making his finest watches — the star lawyer into his pleas. And it is not only in the m^^cing that "brains" play a oonspicuous part, but in the selection of materials as well: cloth, tri.'siiir.gs, buttons, etc., — all must harmonize. Cosie in and let us show you our line. We know you'll like it, because — being particular ourselves — we know just what will please the particular mEin. This means no obliga- tion on your part whatever. Will your next suit of clothes or overcoat be a Yours very truly. [302] §56 IXlIKeif'/ 3w G^p^cuuuj/ i^ivsionv Daiu QJV '18 •J'tttmclMV ^tiaQX'y &e.aXX\.<i/, (X/ttAliinatoji Srr IN TVPO 8HAOEO AMERICAN TYPE FOUNDERS COMPANY Dear Sir:- YOU have not given us a chance to siit.; yju i.. > r 1 oloth.0 3 building is liko. Why? It CGnnot bor •■" -,♦♦*♦♦* Clothes are no hiiy;'=ir in r _ , for so-called "good" clothes anywiiore. It car. not be you are not i "ed — for v' rd of a man. v.Iio was not r ' '•' ^ -.d . .. prove his personal aj, j and - + ■ -\ ^ It cannot be fro-a lack of ^tlc-? — for we have shown you just ,.«•«* jtter — the pains we take in the ^ of thc:^i -- ^ v,^„ , So we writ . ' "a char '1 ^ t " p ~ ? ,; ' t WD .A-t to roliove you ol ail your ololiies tr- . " Come iii ti.va xju'a got £.j^u.Lj.a Lud ii.iyway. We'll 1 We'll £::.:/ : taste — M'ci^lii^r plain, co.. ./a or - ju you. Como in KCW. Very truly yours, §56 [303] 5B>t0(j (f lass a^ustotn (Tailors a^enttal thrust ^uildinj ^ilittnukee, ]ESis. err in inland coppcrplate AMERICAN TYPE FOUNOCRS COMPANY Dear Slr:- Have you ever worn a really ill-fitting suit of clothes? If you have, you are the very man who will appreciate •••♦•• Clothes. Tit is the first essential in clothing and unless the collar "hugs" the neck snugly — unless the trousers have the proper "hang" to them — you will not be comfortable. •♦••♦♦ Clothes are "built" on you--not simply f o r you. The "Great Law of Average" is applied to lots of things, but not to the making of ***** * Clothes. Ho two figures are alike. Some have one peculiarity — some euiother. Consequently, clothes "built" for one will not "fit" the other. All the little details are taken into consideration in the making of ***** * Clothes. ♦*••♦• Clothes are made to "fit" right — to "look" right — to "wear" right, and you'll know what good clothes service means when you wear •*♦••♦ Clothes. Will you give us a chance to "prove up"? Very truly yours, [304] §56 cJco/tac/ t/L. LoAil aw tJcuix O-t/ JuKtoAon/ oDuiulino', -VI 8 >J/e>' tjixula' (X2<u Lxe^tatvd/, C/nic 8CT IN TYPO UPRIGHT AMERICAN TYPE FOUNDERS COMPANY Dear Slr;- Like a Uuscovy Duck in an April shower — that's the way you want a raincoat to shed the rain. You want it light, euid have a smart, dressy appearance, too. Something you can easily carry on your arm, or slip into your traveling hag — that will save you a wetting when it rains, and isn't a nuisejice when it don't. In no other kind of clothing is there such a noticeable difference between made to order and ready made as in rain- coats that have been worn a little while. It is such a thin, flimsy, partly unlined thing that it needs all the art of a skilled and careful tailor to make it retain its shape and smart, full, blooky appearance after much rainy weather and wear. If you don't already possess a raincoat, or if the one you have is not satisfactory, it will pay you to have a raincoat talk with us now — before it rains again. Yours very truly, §66 [305] ■^^^i^:fJ>i!'J'^^i::^;J!^^.r^:^;yiy;^^^i:y^:;j^ii^:!::<:i;:!i ~wic «»7AMi».>nricic to nr Yo.— dZl CUSTOM XAILOKS CCT IN CNORAVCKS SHAOCO INLAND BONDIK NO. Ml AMERICAN Tift FOUNOCR* COMPANY Dear Sir:- Wliat are the spring suits to be — especially for Easter wear? Tliat's the clothing question of the hour. The coirect answer is found in the fine assortment of seasonable materials we are displaying — some imported — all of them excellent. Any one of them will make a splendid suit, for they have been chosen to conform to the several radical changes that have just appeared. Besides these brand new patterns, we have replenished our assortment of standard cloths, therefore we are prepared to meet the requirements of all our customers. Those who order their spring suits of us now secure the broadest selection without hurry or rush; a double assurance of our standard excellence of worJcnanship. Come In to-day and examine these r.ew spring offerings — bring aiojig a friend, too, if you can. Yours very truly, [306] §56 illlllllliiilliiilllllllllllllllllllllllillll NATIONAL BANK BUILDING. 216 SOUTH STREET Jjetxait^ iJlLicniaan/ SET IN TYPO SHAOCO AND TYPO OOTHIC LITMOTONC BRASS RULB AMERICAN TYPE rouNOEHS COMPANY Dear Sir:- You will wake up some brisk morning before long, shiver- ing — for the frost king is on hand with advance information that winter will arrive here on schedule time, if not a little earlier than usual. A moment's thought will convince you that now is the time you ought to order that new overcoat for the winter. There's warm satisfaction in knowing that you are suitably dressed at a time when many other men are sending hurry orders to their tailors. We have an assortment of the season's leaders, as well as all the standard cloths — all selected by us from the lead- ing manufacturers. You should regard coming here to-day emd selecting your winter overcoat a matter of the same importance as the keep- ing of a business engagement--it means a saving of time, worry, and money later on. Yours very truly, §56 [307] G. E. Peatody &* Company Custom Tailors National Bank Building, 216 SoutK Street Detroit, Micnigan SET IN PABBT OLOSTYLC AND PASBT ITALIC AMKRtCAN TVPC FOUNDERS COMPANY Dear Sir:- Thsre are majiy times in a man's life when he is anxious to appear at his very best. At such times his first need is an expert tailor — for the first impression is made by outward appearance. If his clothes are right the way is clear for him to make good. Unless the fit is right in every particular — unless the collar hugs the neck as it should — unless the trousers hemg right — the proper balstfice of a man's individuality is lost. It all depends on the ability of the tailor. Our cus- tomers tell us that the clothes we make for them feel easy — right — on all occasions; something they can't secure from other tailors. This is because we have made a study of fitting the clothes to the man to suit his personality, and this is why we can serve you to advantage. Yours very truly, [308] The Parkfields Inn HEADQUARTERS FOR ACTOMOBILfi PARTIES First-Glaas Cuisine and Service trr IN BEWICK ROMAN PANEL BORDER VERSATILE ORNAMENT AMCRICAN Vrrt FOUNDERS COMPANY Parkfields, N.J. Dear Sir:- When you take a run, run over to Parkfields. All roads leading to Parkfields are excellent roads, leading through oharming scenery; and Parkfields, when you get there is a delightful town, full of attractionB. One of the most attractive places in Parkfields, to the motorist, is the Parkfields Inn. You may run a thousand miles «md not strike its equal for good oheer, good food, good service and all the delica- cies, substemtials and luxuries that appeal to the motorist who knows what's what. Come to Parkfields, come to the Parkfields Inn. The glad hand for you euid refection and refreshments that touch the spot add to the siun of your day's delights. Every sea- sonable delicacy from every olime; the best of sea foods. The Parkfields Inn is open all day Siinday and Sunday evening, with a menu a la carte to please every taste. We promise to make good, and we do It too. Yours very truly, [309] ®f)e ^enbome iSetog ^tanb VENDOME HOTEL Boston, Mass. srr IN CLOrtTiit »i>c>t ano Ntw caslon ART OKNAMINTS AMcmcAN nrrc rouNScits coHrAHY Dear Sir:- You wish to get your morning and evening papers prompt- ly and regularly every day. It is extremely annoying not to be able to get your favorite paper at the time when you are accustomed to read it. If it is late, you haven't the time to look it over as carefully as you would like. And you want to have it de- livered in a meinner that will cause you no personal incon- venience. We are the only news dealers having a stand in this locality, and we give especial attention to the delivery of newspapers at residences. If you wajit careful and courteous ■ervice if you want your papers delivered promptly every day then you want Just what we are here to give. We shall appreciate a trial of our service and shall maJce every possible effort to please you. Very truly yours, [310] §68 jffln iiiiiiiiiiiiiiiiiii nm iiiiiiiiiiiiiiiiiiiiiiiiii M iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii w iiii n iiiiiiii TO ^^^ :- ■ ^..y.iiiimummmiUiiiiiM.u ui,,i,iiumimumim.limmi»mmiiiiii.muli.mu.iuuuummmu,iiiiu»iiimimimii,ii„i„..,i.„i,.iii.u..u,.m ....■.....■■.■i,.,iu,.,..iii,m,i.,.Hii„.i,uuuiluuill.M.lUi.lmi,i.iiuii.mi.iiinUiiiiiu,.i^ ®fifJ?fnftoinfJlftoBStenii Irabing Paprrs from llir iLirgrr (giliri inuiiiiiimiiiiiuiiui/iiu»»iuinii»iiiiiim,iiiiiiiij.iiiiii»iii.iiii,iiHi.iiii,i,a iniinrnniniiiiii srr IN CMAUCEB TIKT 12 point 90*55 RULt NO. 19212 AHCMICAN TTFC FOUNOCKS COK^fNY Pfnliomf J&oW Dear Sir:- By special arrangt:r.ent with the dslivery company we now receive our newspapers earlier than heretofore. We have always endeavored to ©"btain every possible ad- vantage for our cu53toyner3, and we believe this new delivery service will be ai iJieciated. Our whole attention is given to this district, where we are located, and we make prompt and regular deliveries morning and evening. We make every effort possible to merit the confidence of our patrons, ai-.d if you desire reliable service, with the additional advantage of receiving your papers earlier, we shall be pleased to add you to our already large list of newspaper customers. Telephone us to call and arrange for delivery of your papers. Very truly yours. §58 [311] nz nz en I I 1 8 » i I r TheVendome TUL 1 II IC ^JL_X_JI_I]CZI I EI ews Stand n[:iD[ii]izi]c I Vendome Hold BOSTON, MASS. srr IN CHELTCNHAH OLOSTYLE CONOENSCO ANO CHELTENHAM ITALIC ART'TILES AND OUTLtNE ART-TriES STRATHMOflE ORNAMENT AMERICAN TTPC FOUNOEHS COMPANY Dear Slr:- You will have to wait a few days. It makes no difference how anxious you are to get the next Installment or special feature that Interests you In the magazine you have subsorlbed for — you must wait. It has been on the news-stands two or three days--lt always Is, before you get your copy. You have paid your money In advance and you feel that you ought to get It as soon as any one. The news-stand editions of all the magazines are always out a few days In advance of subscribers' copies by mall. But place your subscriptions with us and we give you the news-stand edition the minute they're out, and at lowest club rates. Let us give you the rates so you can make up a list of what you wish, and begin receiving them at once. Yours very truly. [312] §68 Bennett & Morrison real estate Special Attention to Care and Rental of Property trr IN MIMBCRS OP THE COPPERPLATE OOTHrc FAMrLV AMERICAN TYPE FOUNDERS COMPANY 52 ASYLUM STREET Hartford. Conn Dear Sir:- The open air — the fields — the hills — the woods! The call is in us. Every fibre of the body of man. I, and child craves the open air. All out-door Nature calls to the Nature that is in us. This desire is often a difficult one to satisfy, but here is an easy way to do it. liaJce Parkfields your summer home. Here Nature has been lavish with her beauties and attractions, and it's just the plaoe for a cottage or bungalow. There are many lots to select from, and for a small outlay you can secure one, erect a neat cottage or bungalow, and have a cool retreat all summer and every summer — one where you can live for less than the usual cost of living at Parkfields meets all the requirements for health, pleasure and recreation. It is attractive and desirable in every way — high elevation, cool air, pure water, woods! Shall we show you plans and take you out to see the lots? Yours very truly, [313] 1 IM^ % Bennett y Morrison ^eal Estate Specill Attention to Care and Rental of Property 1 8CT iN »A«ST OLDSTYL£ ANO PABST ITALIC RCNAtSSANCC ORMAHENT AMERICAN TYPC POUNDCMS COMPANY Number 52 Asylum Street HARTFORD. CONN. Dear Sir:- Eeal estate ia the most secure Inveatment in the world — the profit depends upon the management. Profitahle renting does not consist merely in getting tenants. It means securing good, permanent tenants, quickly and at a minimum expense. Then your property must be pro- tected against unjust demands euid careless usage. It is our business to rent property and nanage it so a^ to retain the tenants and maJce It yield the maxiznam profit for the owner. We can save money for yow on repairs, and guard against damage and losses. We work for your interest — '"— -- --casing your net profits. Property renting is a business that must be learned and it takes years of experience to learn it thorougjhly. We have been at it for twenty years and have succeeded in making hundreds of properties pay bigger net cash profits. If you a; ; atisfied with the returns on your investment we may be able to show you just where an improvement can be Bade. Make BXi appointment on the enclosed card and talk it over with us. Yours very truly. [314] S59 REA.1^ ESTATE SPEOIA.L ATTENTION TO CARE AND RENTAJ_. OF PROPERTY 62 ASYLtXM STREET HAKT1FORI9, C^OIsflV. err in eNORAVERS shaded and card mercantile AMERICAN TYPE FOUNOERS COMPANY Dear Sir:- What would you do in a oase like this? A widow owns a property — to ba exact, two apartment houses, rented out to families. A party renting one of the flats and paying regularly, suddenly fell behind in their rent. Ten weeks went by, and no money was forthcoming. The owner did not want to turn the tenants out for that would mean a certain loss, neither did she want to risk losing more money. She caoie to ua. This is what we did. Wo not only kept her tenant, but got all the money owing and better than that, kept the good feeling between both parties. That kind of mtmagsment makes the renting of property profitable, and that is the kind of business we do. Property renting la a business with us. We have studied it in detail. Oar equipaant and faollitles are perfect. We take the course that will result in greatest profit to each of our clients. Twenty years in business are suffioient reoommendatlon to Justify your giving us a chance to prove out with you. Yours very truly, §59 [315] I Ol)e (ri)amber5-San6er5on (TompatxY 3^eweler5 bronze Statuary T "Gzitphom : 24-^ lET IN WABHINQTON TEXT HADE BV KEV9TONG TVPE FOUNDRY Watcb anb (TlocK 52taKcr5, Silversmiths "IPlamoni Setters, "Antique Tfall (TlocKs 1 ^are'ZA.ntlques T Vcnftomc building. Sandusky. O^lo. Dear Sir: If your watch goes out of commission while you are away this aumnier, Just pack It in a cigar box filled with news- paper, and express to us (or registered mall) and it will receive our prompt attention. This method of transportation Is perfectly safe, and it is much better to have your watch handled by experts. If you desire it, we will send a watch for you to vca» by return express. We do only the very best work, and our prices are reasonable. We want to take care of your watch, and we will guaran- tee satisfactory results. Respectfully yours. [316] §60 RUPUS J. >VAUt.rNGPORI> PRESIDENT GBORCB. H. 'W^AI.l.XNGPORD TREASLTRER E)E LUX COMPANY MANUFACTURERS OF THE LUXURIOUS. UNSURPASSED DE LUX CITY 2- 13- A , LOCAL 29-C MOTORS CITY SQUARE, Baltimore BIT IN CASLOH TITLE EXTENOCO SERIES yAOf iV KtVSTONE TYPE FOUNORY Dear Sir:- Beoause of the growth of our business in ***** * Motor Cars to its present very large proportions, we have determined' it will be for the best interest of our custoiiiers that we concentrate our resources and efforts exclusively on the ***** * line. The situation in this respect is one which you can doubtless readily appreciate. We are writing, however, to assure you, as one of our customers, that this change in policy does not in any way imply any lessening of our inter- est in you and your car. We look upon you as our customer, and feel that our relations with euid obligations to you are in no ii;a:u.3r altered by this change. We went you to feel that you may depend upon the same considereticn at our herds as in the past, and assure you that our spler.did facilities of plant ani organization will always be at your disposal. We also consider it likely that you will be interested in the ini ****** as it embodies the very 1 d to date on the motor car subject, and we should I in- terested in showing the oar to yourself or your friends at any tiuie. If you have never visited our Service Depot at * * ' * * and *••♦•• Avenues wa believe it would >» very inter- dating for you to do so. This building is t a rival •Jiong retail automobile establishments in t^ _ pleteness Of its equipment for oaring for the needs of the oar owner. Thanking you for your past favors, and assuring you that they have always been appreciated, we remain, Yours very truly, §61 [3171 M. N SMITH. PRESIDENT H W. PATTERSON. TREASURER C D SMITH. PRESIDENT J.C BACHELDER F E CHICK MANUFACTURERS. IMPORTERS AND JOBBERS IN 52-56 Summer Street ^l]i$ton SET IN INUtNO COPrCRPLATC AND LIQHT COPFCffPLATE OOTHIC LITNOTONE 8RASS RULC AMCMICAN TYPE FOUNDERS COMPANY Dear Sir:- In looking OTer our booka we find that your watch has not been here for cleaning for twenty-three months. Every watch should be cleaned and freshly oiled as often as once in every eighteen months. A watch is a very delicate piece of machinery - the balance wheel makes 300 beats or vibrations each minute, or 18,000 beats per hour; there Is less than one drop of oil used in oiling it, and when this oil is exposed to the at- mosphere and necessary v/ear for a period of from twelve to eighteen months, it beocxea dry arid hard and commences to out and wear the pivots and steel parts, therefore it should be cleaned ajid oiled again. Hoping you will favor us with the work. Tours very truly, [318] §62 Harry Burtman. president Robert Monroe, secrctary Thomas Stevens. Vice-President GREAT WESTERN AUTOMOBILE COMPANY BAL.ESROOMB 928-30 EAST BROAD AVENUE TELEPHONE CONNECTION MAKERS OF THE KENTON CAR Largest Automobile Plant IN THE World CABLE ADDRESS. 'KEYSTONE' POSTAL TCLCCRAPH AND WESTERN UNION CABLE CODES NOS. 472-476 SPRING GARDEN TERRACE Seaford. Wyoming irr IN WHITTIEII aOLD SCRIES HADl IV KEYftTOHE TYPE FOUNORV Dear Sir: Your automobile ia more valuaoie Uian your watch. And yet you would not think of giving your watch into the care of a locksmith. Do not store your motor car with a tinkerer. We are experienced automobile caretakers. We hare been in the business longer than any firm in the city. We f^iarantce satisfaction; your car always well cleaned, brasses brignt, reaay for the road. Prices reasonable. Ask our customers. Very truly youru, §63 [3191 4'! Cluett-Jackson Shoe Company George H. Cluett Walter A. Jackson Men and Women's Paterson's Leading Shoe Store '"«"='°* SHOES .lii^stj^tiitj^iiiiritiit^ititittAAtTtiimiiiiiiJit^tritlitli 216 liroadway Paterson, N. J. SFT IN MEMBCRS Of THE ■OOOHI FAMILY ITAUAN SOMDEfl AMCRICAtI rrPC FOUNDEHS COMPANY Dear Ifadam:- Clndarella was not the only nor the last of her sex to win by a prstty foot. It's being done every day. A baautlful, wall-shod foot appeals Just aa forcefully to-day as in tiie ti«3 of Cindaralla. The Prinoe linew what he waa about when ho chosa the girl who wore trim, pretty footv/ear. Ha loiew that sha would malte him a good wife. And if hs had Ic;: at the •••••• shoes, h« would have stipulated t. j wear them. Have you evar pictured In your mind's eye the style of shoe you vva.itod and tha way you wanted it to look on your foot, lad to find the shoe to fit the t' " ? I've done 1 a tires, but wh&n I want to tha - 'a and asked to tvy on real shoes, they always fell fii.r siiort of th« picture. It seeuiod as if tha shoes were all made for som* other shaped foot. Since I have known about •♦♦*•• shoes, I know what it is to woar a boot of lovsly lines, one that oonfonas to my foot, yat haa tha snappy, oorrect style whioh so appeals to a particular woman»-th3 look which makeg It a pleasure to aT)paar in tiie newest walking costume, with short, soant skirt. There's a last in every style to fit your foot, and a style ill S73ry last to fit y;our Individuality^ Th«y hars that mada-to-order look, tooT Yours vsry sincerely, Per THB • • • ♦ • • COllPAiTY [320] §64 Carrington & Company THE FAMILY SHOE STORE QUALITY FOOTWEAR FOR DISCRIMIN ATtNO PEOPLK LOW VAMP SHOES FOR THEATRICAL PURPOSES SCT IN COPPERPLATE OOTHtC AND HCAW COPPERPLATE OOTHiC ITALIAN BANDS AMCniCAN TYPE FOUNOCKS COMPANY sec SOUTH STREET Memphis, Tenn. Dear Uadain: There's a oheery little pair of • • • * * * walking boota waiting for you at the dealer' s--mad.e for jou, to Jfour taste and i^our style; Just the thing to wear with that smart, new trotteur gown you've had sent home. You'll love them when you see them; they have exactly the look you've heen thinking about for that purpose-- mannlsh, but nothing lacking in grace and daintiness for all that. As Rebecca would say, they seem to be shrieking aloud for you to come and buy them. When you look over the walking boots, you will be so pleased that the sympathetic salesman will show you some of the dress models, and then you will be lost for sure. A shoe for every occasion, and positively thn b;:;3t for that ocoasion, * * • * * *^ every one of them. Besides, here is a secret I haven't told you before: The •••♦•• are so unbelievably reasonable in price that you need no longer feel that horrid pricking of the oon- Bcienoe that you have tried to down heretofore when you indulged yourself In the kind of boots your taste demanded. STYL3, COMPORT, M0D3RAT3 PRICE! You'll be the envy of your most fastidious friends. DO go and look at those walking boots. Yours very sincerely, §64 1321] Gilbert ^ Sherman Dealers inO noes for jVLen anavvomen so State Strett 9^innea^o1is, 9^inn. srr IN PABtr oiosTYLr and ^asst italic AMCMlCAN TfH FOUNDERS COHPAHT Dear Sir:- As I have not had the pleasure of seeing you In our store lately, which may be due either to the fact that you have not been in, or that I was engaged wu^ii ^uu uctLicu, jl u occurs to me that perhaps you have not looked over our fall and winter lines. In all my many years in the shoe business I have never handled such an attractive line of shoRn as tho fall nn?^ winter styles of tha ******. ^jig iaa.a are particularly good, and they will be sure to appeal to your artistic sense. Some of these lines of the fall shoes are going to be very rapid sellers, and as I know that they are the kind of shn-if! fTit m'nal to you, I want to suggest that you look in as soon a3 jdu oan make it possible, so that you may be fitted and suited before the line begins to run out. Very respectfully, [322] §64 '^(><3>)()gr:>)0<:i>oo<^:>0()<:=>0(><3>oo<rr>oo<^r>0()<=>0(><r^ George B. Downes Superior Service Guaranteed to Cufltomera Leading Shoe Store in St. Louia DEALER IN MEN S AND WOMEN'S High Grade Shoes CORNER STATE STREET AND BROADWAY. ST. LOUIS. MISSOURI ^()<i>)O<:::>00<3>0()<c=>co<c:^K)0<rr>O(H=:^>«(><::^O(><rr'OO<:^>«()<^ SCT IN PABSr OLDSTVLE AND PABST ITALIC STRATHMORC ORMAMENTS □ ELLA ROBBIA BORDER CMAP-BOOK OUlDONS INLAND eOROCR N03. Mt AND 1341 AMERICAN TYPE FOUNDERS COMPANY Dated Y I Dear Uadam:- Aaerioa leads the world in artistic, correct shoe msik- ing, and the new models of ***** * shoes, lead America in every point that most appeals to woaen of taste. The designer of ***** * shoes is an artist and an enthusiast. He has spent a lifetime studying the human foot and how best to bring out Its beauty lines. This designer man says he is going to keep on studying and improving the •*♦*♦♦ shoes until every woman in America will want a pair Just to see how attractive her foot can look. It really doesn't seem as if anything could be more completely satisfyin.^ than the new models. The materia.u„, . that go \r\\n n-io.TP c'h-.o.q .ij-.-. as good a^ ' _j----i- •-g^j hiduu, " people wiio iiid tiieir worJC and 1.' oattar T,iiaa a.;y- one else ever knew it. The velvet oaas are velvet, velvetlne, and the buokskins are d; i there are the tans — but why say more? You simply can't resist them. §64 (3231 iiii i iii i iii i ii m i i i iiii ffl iiiiiiiiii m iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii i iiiiiiiiiiiiiiiiiiii i i iii iiiiiiiiiiiriiiiiiiiiiiiiiiiiiiiiiiiffliiiniiiiii iiiiiiiiiiiiiiiiiiiiiii THE. LDI50N LLLCTRIC ILLUMINATING COMPANY OF BOSTON GLNLRALOFFICL5:No.39 BOYL5TON 5TRLLT ADDRL55 ALL COMMUNICATIONS AND COMPLAINTS TO THIS OFFICL WE. ARt PRE-PARLD TO FURNISH INFORMATION AND SUGGESTIONS RELATIVE. TO THE INSTALLATION OF ELECTRICITY g"'""""""""""""' '"™i" ' iiiimiiimmiiiiiiiiiiiii iiiiiiiiiiiiiiniiiiiiiiiiiiiii imiiiiii iiiiiN [Illllllllllllllllllllllllllll I II Illllllll Illllllllllllllll I I IIHTIMimfia Srr IN •ULFINCH OLOSTYLE TWEMTICTH CCMTURY ORNAMCNTS AHCmCAN TTPE FOUNOCRS COMPANY Boston, Mass. Dear Sir:- I hope you will not think I am encroaching unduly upon your time if I call the following matter to your attention. Has it yet heen brought to your notice that the price of electricity throughout this Company's entire territory is to he reduced this morning from 11 cents to 10 cents per kilowatt hour, --a drop of naarly ten per cent? Have you any fault to find with the Edison service? Is there anything I, personally, can do, or this Company cein do, to improve our service--to satisfy you better? I would esteem it a privilege to hear your criticism on your electric supply, or your criticism of any representative of this Company with whom you come in contact. I am enclosing a stamped addressed envelope for your convenience. I earnestly solicit an expression of your views or suggestions, or any helpful advice to the end that the service we render may, if possible, be improved, or that your relations with our employees may be made more pleaseuit. Yours very truly. [324] JOHN FENNELL IMPORTER 175 DEVONSHIRE ST.. AND 136 ARCH ST., BOSTON. MASS. 8ET IN LIGHT PLATE GOTHIC 8ERIE8 BARNHART BROTHERS » SPtNOLER TYPE FOUNDERS Dear Slr:- The idea that atout thla time you will be making your purchases of wines and liquors for the holidays prompts me to send you the enclosed special price list. During the holidays, of all times, you want the best there is — for "Christmas comes but onoe a year." This is a time when you wsmt to offer your old friends a taste of hos- pitality that has the flavor of real good fellowship. Thare Is something about a sparkling beverage that cements friend- Bhip and maJces for real good cheer and merriment. For over forty years I have been supplying the best families in New England with choice wines and liquors, emd the big business I have built up is due to personal selec- tion of all my goods. I know Just what New England people want and have prepared this special list to Include none but brands of high quality, and the prices are special for the holidays. A bottle of choice wine is always appreciated as a gift, and I suggest that you Inoluda in your order a few bottles to remember your friends with. Pick out what you want from the list and send your order as soon as you possibly oein — don't wait. Yours very truly, §66 [325] BaiiD ilortl) Company (^olD and t)iltjer0mtti;0 PtoDlDcncc, E.3. SCT IN CA9LON TCXT COLLINS FLORCT «Mt*iCJ>N TVPC rOUKDIltS COHPANV Dear Sir:- Ycur rc^Ti^st for our new ectrlift h?,3 Just corns to ny ne- a buy as much for $2 as the retailer can give you X o r ^ o . Before you i-o-f"!- +^ the pic*^"-''- ^"-^ tm-i^,,., j wish you irould rear the 1 Is on ! ■ back cover, also r- ' • '--" ^ - '•^ -'- will 1 lu1 " Is arc will i y Uiings that will make delightrul gifts . . Pirst of 8,11 I warit jon to feel ti?at we are determined to is- fac jse has be if you ex , ^.,.,... clings with us, I '.rant you to write me 7. It is the poT • •■" .,^> ♦ • * • ♦ • tha_^ „,^^ ha^e oause for int, euid I make it my ' :^ to see that no cciuae exists. We W-+ ^- ..- ^.,<v- — -,« ^^A tv^.!. Q^ your friends, not only now if you will send us a- trl'-' • . . . , so I i , . _ , -'lat the full amount of your remittance is returned to you. You V - , ^ of the f>- ;: of ' an addressed envelope and ring size card wil' Yours very truly. [326] §67 m pairb i^ortf) Companp ^rotJibence, ^. 3. SCT (N CLOSTER SLACK VERSATILE OHNAHEHTS ART-TILE TINT rORMCRS AMERICAN TYPE fOUNOEIIS COMPANV -cnuest csire atout three reehn b^,o, ard I ir-.r-^- V t u will find it a source of - fri«Tid.i you are -prettj suro 1- c J 3 -O l^ZXkv'JSJ IJJIC— Uilil^t. XVT»»;:i VliV^lt JVyiA fTV*AA»^ i^^O^ '-.t ■ a. I; But t.ioles and th« J 1 r ■-t price list in tha oataiug covers tli« «*iiiiii:» oust to you. Yours Tery truly, §67 [327] The Waldron Piano Company ■lAKER S OF THE Hitf h Oradc Pianos and Piano Pla>'PPH puRNiTune exHiBiTioN auitoiNa 1411 Michigan Avenue, Chicago tCT IM LtTNO ROHAN, LITHO BOLD ANO BLAIft AMKHICAN nft POUNOCftSaCOMPANV Dear Sir:- Your request for the •♦•••• PIANO BOOK haa been received, and we are pleased to aail you one under separate cover. When you receive this 'boolc, we kindly ask that you carefully read it from be ; to end. By so doing, you will thoroughly understand .-. -.athod of doing business. TIIE QUALITY OP OUR PIANOS la of the very highest char- acter. It has been highly coamanded by the world's most renowned of musical artists. It la a piano that will grace any parlor. Thousands of thsra have been sold to the best faciilies in the United States, and they have carried gladness amd happiness, in the form of music, to the homes wherever they have gone. We ask you to compare the ••••*♦ with any other piano. Have your friends see it and play on it. If it does not come up to your expectations In every respect, if you are not thoroughly convinced that you have saved one- half of your piano money by availing yourself of our whole- Bale manufacturing price, we do not want you to keep the piano. You may return it and we will pay all expenses. You are not under the least o' " '.on to buy when you accept our THIRTY-DAY-PREE-TRIAL- . We want you to first feel sure that the ♦♦♦••• piano is an instrument of the t artistic quality and that it la all and more than we for it. We are atsolutely responsible, and do exactly as we promise. In proof of our assertion, we refer you to letters from two of the largest banks in Chicago, printed on page twelve of our catalogue. [328] §68 -2- Our terms are the most liberal ever made upon a piano of conceded artistic superiority. Por many years the • • • piano, like all other high grade instniissnts, was sold through j others, dealers and agents who always made large profits on each piano they sold. But now we no longer do business with these middlen'.en. We cotr.e to you direct and absolutely save you the profits that formerly went into the dealers' pockets. Thus our pianos are now sold DIRECT FROM OUR FACTORY TO YCUR EC5IE and at a pries just covering the cost of material and workmanship to which is added our one small profit. When the piano is placed in your hone, you are priv- ileged to test it for thirty days before you are asked to decide to keep it. If you select style 1 ' " J?. 00 the tenns are $5.00 per month; on style 2 at ,__....), the terms are |7.00 per month; on style 3 at $246.00, the terms are flO.OO per month. Should you select the ♦••♦♦* Self- Playing Piano at $378.00, the tonus are §25.00 per month. WE DO NOT CHARGE IOT3REST, AND there are no extras of any kind for which we ask you to pay. Many a home is without a piano simply because the re- tail dealer charges too much for a hi; - ' like the ♦ • • • * ♦ but our plan of : ^ THE FACTORY TO THE HOME, puts the artlstio •••••♦ Piano within reach of all. Here is your opportunity < ' 'ing a piano that carries with It a reputation for e^ ^ . iJ. durability, am instrument that has stood the test for msuiy years and is backed by a bond and guarantee for ten years. §68 [3291 -3- By means of our catalog, you can select the plajio you want ,T "' the pianos were actually before you, for the ii are colored photographs, and the exact re- productions of the pianos themselves. There will be no agents and collectors to bother you. If you purchase the piano after a month's free trial, you may si;:;rly rcn^it us the payments by mail each month until the veiy low price is completely paid. YCU WILL HAVE NO IKT2K23T TO PAY. Other firms do charge interest on time pay.'T-.its, and this increases the cost of a piano from $30.00 to C-^0.00, depending upon the price and the length of time required in which to pay for it. Pill out one of the order blanks sent with our piano book, send it to us, and we will ship you any piano you may select on thirty days' free trial right in your own home. It will cost you KOTHIHG POR EXAMINATION. If you are in a position to send CASH WITH ORDER, we will allow you the benefit of our $15. 00 reduction. By sending the full amount you need not consider the sale as binding until the expiration of thirty days, at which time, if you are not delighted with the piano, you may return it, and wn will send you a check for the money you have sent us, and we will pay the freight charges both ways. Thanking you very kindly for your inquiry, hoping we ■•7 have the pleasure of hearing from you by return mail with your order, and assuring you that same will receive our most careful and prompt attention, we remain, Very sincerely yours, [330] §68 EDWARD B. WALDRON, Proldcnl JAMES FRANKLIN LACKEY. VIm Pnaident T. 8. Ql'IRK. Sec. A Treu. THE WALDRON PIANO COMPANY Makers of the V^/ /V I i 1) tc I I |\ High Grade Pianos 1411 Michigan Avenue CHICAGO. ILL. err tN franklin Roman series BARNHART BROTHERS A SPINDLER, TYPE FOUNDERS. Dear Sir:- It occurs moro often than one would suppose that the ****««, ^(, mall, fails to reach the person to whom it is f . It is a catalogue of beautiful art exterior a* d a voluuie most attractive and interesting as ap- plied to the subject of pianos. Having received no response, we fear the catalogue ad- dressed you has not reached its intended destination. That you nay not think us negligent, we write to inform you that we can forward another if the first was not re- ceived. In this catalogue wo have endeavored to state facts concerrirg r'- --, their construction, tone qualities, price and tenr.s of t. We have done this so plainly, it would seem as t" - ■; -y tho most critical r.iu.<5ician as to pi'.: t careful and shrewd pur- chasers as to price and terms of payment. From your former letter, we presume you had the piano subject woll in mind. If so, we wish ycu would advise whether or not you received our catalogue. If you did not receive it, then we shall be glad to mail another one. You may then look it over and make selection of tho style of piano most pleasing to you, sending us your order, using the enclosed order blank. All we ask is that you give us the privilofTo of c} ■ to you, free of all expense, a piano that will be th t counterpart of the one you may have chosen. Do not hesitate, fearing a risk in so doing, or that we may entangle you in some way. It is to allay just such impression or suspicion, we begin, as it were, strangers, that we publish on Page 12 of the ♦♦•♦•♦ catalogue bank letters, showing both our character as men, and our respon- sibility as to finance. If our catalogue reached you, please read these baink [331] -2- Ittters. We can "read our title oTr-^.r" in the school of piano manufacturing. Wo were es* dI In 1842. Th3 ****** Piano Manufacturing C, .y, now In the sooond and third generations, horn and reared in the piano world, always and ever Piano men. Surely those Columbian World's Pair Awards alone (see oatalrspri^ Pages 14 and 15) are proof of the value of exp3rl- f»noe, for, in this casa, it produced a piano that net the World's coTipetitlon, ani won a trluaiphant victory. "The high tone" of this airari proves the "grand tone" of the ♦••••♦ Piano. We are worthy of your confidence. There is positively no risk, no responsihility, no expense on your part. All we ask is that you unbox the piano when it is received. Give it a place in your home for thirty days. Become familiar with it. See its fine workmanship, the beautiful case; and, most Important of all, hear its superb tone. We believe that this piano may make itself so agreeable and so pleasant in its tone quality, that you will give it a permanent home. EoT/ever, if it fails to meet this e:cT}ecta- tion and our hope, then notify us, and it will be rer.oved at once. Is this a fair proposition for you? We believe you will agree with us that it is. We should be pleased to hear from you, and should gladly answer any and all questions you might ask. Yours very truly. Note: After reading the **♦♦♦♦ catalogue, we trust you may feel that we are as worthy of your confidence and can as safely trust us in the matter of a piano selection as we are willing to trust you when we offer to ship you a piano on 30 days' trial, free of all expense and responsibility to you; in addition, to sell it on liberal terms extending through two or three years. [332] §68 nm^ 3 c 3 1= 3 1=1 C WILBUR STOCK FOOD CO. READ THIS LETTER MiLWAincBE. Wis.. Nov. 17. 1904 WiLHim Stock Food Co. Genllrmrn—Onr •Ix hurwe t«am of Peirherona. »wiird.'d iirwt prize nt thi' Wortd'a Fair. St. Louiji, kfiil lit InU-mutlonul Huran Show, Cbicairo. were fi'i] uii Wllbur'a Stuck Fuod durinir entiro iieiuon. YuuTH very truly, FABtrr Brkwinq Co. Jumt'H G. Boyd. Supt. o/ StabUji. Our Stock Food is Recognized as the Best on the Market THE PABST FAMOUS SIX HORSE TEAM OF PERCHERONS, RAISED ON WILBUR'S STOCK FOOD n 3 C H C n a c ■ CT IN MCMDERS OF THE CENTURY FAMin CENTURY RORDCR MONOTONE BORDER POOLE RRtNTINO CO., ROtTON. MASS. 151-159 Huron Street Milwaukee, Wis. Dear Slr:- I a-Ti writing you this personal letter because our president tells me he has written you before but so far has received no reply from you. Did you fully understand our groat offer? Please rei-^em- ber you can have the $1.00 package of ***** • Stock i'ood free if you want it without accepting our special Ne.? YorJc Standard watch-free pall offer, but I certainly feel that if you fully understand what a splendid proposition we are making you, you will surely accept our prcaiua mouey-making plan. I know positively that after you have carried your watch awhile and knov/ for yourself what a perfect tiiaspiece your J\'e-.7 York Standard watch is, and after you have fed our food for a few days and see exactly why it keeps r^^ ""'"e stock healthy and growing at practically no cost ., r, you will be so pleased with your presents, including the $3.50 - 25 lb, pail, that you will sui-ely speak a good word for us to your friends and neighbors. As a special extra present to your wife I am also going to ship right with your goods a beautiful 6 piece Dresden table set 'ly like ; -d if you accept our of;\.i ...^^...i 5 days, i^j..^^^ ^^u^, v. . . coupon frx)m circular and mail with Letter of Aocsptance for stock food. This magnificent ■> table set is as valuable auid useful a present as j-^. ..ife could have. Also I want to again call your attention to the really solid val"-' ■-> " the handsome New York -■■"■ 'i-i ■■•■'<- ■'. - i please i r, this is identically is carried by thousands of engineers and irairuaen all over §69 [333] -2- the world. It contains patent dust liand and regulator. It is 3 oz. in weight and has heavy beveled crystal (open face) and double a\xi.K dial. It has jointed screw back aud is a stem set watch. Each separate part is scientifically tested before it leaves the factory. On the back of the watch is a beautiful engraving of a locomotive and with its seven jewels it maizes a aatch that is perfect in every detail, and we offer it to you ABSOLUIiiLY PRliE. Now besides giving you this watch and the table set to your wife, you are also to have your full size 25 lb. pail of ♦ • * • • • Stock Food free of all chartij. You ali"eady know what a wonderful conditioner and feed saver ****** Food ia. You know that it is acknowlodged by 300,000 stock raisers who use it daily to be the greatest conditioner on the market for horses, cattle, hogs, snoep and poultry. It ia a positive preventive of all atock dis- ease and a few days' trial will show you beyond all doubt that less than one ounce a day of ***** * Stook it. ji fed to each euiimal will not only keep your stook healtliy, increase your milk supply, fatten your hogs, make your beef, pork and mutton worth more per pound on the market and keep your horses and oolta in fine sleek condition, but it will also prove to you that •♦♦♦•• stock Food ACTUALLY COSTS LE33 TilAJil Oi^ii Cii.'iT A DAY to feed each anijuil and will save you dollar after dollar which you now lose in undigested food. •*♦♦*♦ Stock Food ia highly concentrated and is made from the very purest of herbs, seeds, roots and barks. It enriches the blood and acts gently on the stomach, liver [334] §69 -3- and bowala, digaatlng all tlie food and removing tha causa of any irritation which very often provaa serious if let alone. We have thousands and thousands of letters on file in this office which we would be pleased to show you at any time. These letters are from stock raisers who have fed ****** Food all the way from one to twenty-five years and they are getting results in good hard dollars and cents. Now all we ask is that you coapars our offer with any that you ever before received. We actually leean to give you a beautiful New York Standard watch, valued at |10.00 and a full size 25 lb. pail of ***** * Stock Food, valued at $3.50, besides the beautiful table set for your wife, for a few minutes of your time. Not only that, but we also show you HOW YOU CM EAKB ^4.50 CASH ll y selling your pails. The enclosed LKTTKS OF AC. ,j; fully describes our great offer. By reading it over care- fully you will see that all we ask is that you allow us to ship with your free goods four extra pails of ***** * Stock Food. We are also going to help you sell your pails to your neighbors if you want to do so. We will stand the extra expense of this work and only ask you to i st- ance and reap the results of your acquai ^ j farmers and stock raisers in your neighborhood. When you Bend in your LlirriiR OF A " " "we als > id us the njjnas of aaout 5U ^ lable f men. In making out this list be sure and give us tho cor- rect postoffice address of these parties. T get this list we will immediately write each of thesu ^ . o, encloa- (3351 -*- Ing a "UNITED CATTLE KTfirE" olrcular fully describing our great premium plan ifhere^y each man who buys from you a 25 lb. pail of ♦ • * • • * Srtoffi Food can get a fine large United cattle knife with three good blades ABSOLUTELY FREE. When he gets his pails you are to sign his knife coupon BO that when he mails it to us we will know he has been to you £Wid bought at least one pail of your food. These strong personal letters and the free cattle knife plan direct to the farmers are bound to build up a good profitable business for you right from the start. See the back of LETTER OF ACCEPTAIJCE for photograph of cattle knife circular. Now please remember that you are not to pay us one cent in advance. We simply ask that you send us only such small amount monthly that you will never even feel it. Don't forget that you are not paying one cent for your Hew York Standard watch, nor for your free 25 lb. pall of stock food, nor the special Dresden table set. You will also appreciate the fact that we are giving you an oppor- tunity of earning $4.50 actual cash beside. You see if you sell all 5 pails for |3.50 each, that maJces |17.50 while you are to send us only thirteen dollars for four of the pails. Be sure and fill out your LETTER OF ACCEPTANCE euid mail it to us at once. Also coupon for Dresden table set. Write your address plainly so that the goods will roach you safely. Awaiting your reply to this great 5 day offer, I remain , Sincerely yours. [336] THE PABST FAMOUS SIX HORSE TEAM OF PERCHERONS, CHAMPIONS OF THE WORLD, WERE RAISED ON WILBUR'S STOCK FOOD ii i iii i iiii!! ii'i'::;i;i: i a i i i ! .iJMllJani CTtlbur ^tock Jfoob Compan|> Numbers 151, 153, 155, 157 and 159 Huron Street, MILWAUKEE, WISCONSIN SCT IN CLOISTER BLACK AND NEW CASLOH LINCAK SOROEM NO. > CHAP-SOOK OUtOONS AMCRtCAN TYPE FOUNDEMS COMPANY DATE 1 i you a Dear Sir:- I want to talk to factory. On the other side photogreph of fores of stenc treojer.dous busiiieaa v?d ; of labor - the cost of ; stationery, etc., to run the best equipped stock food com- pany in America. We are gradually raying every dollar we owe on our new plant but it takes c nt we can rake and scrape to ir.cet few monents about our i lew of this letter you will find ' . Just i. t a it 1 0-^0 5! the k or I ^nery, : ■ - u our pa;>Tients. helping us in letter to ask payment which Please re you will send IT bv I'cw i > already shewn your the past and I ara writing you t" that you please help us meet tho ,. ,.v.,v.. .wO we must settle up on Decernber 10th. - that this is not e '. I i ry dollar you can ai ; your I because you are a can of experience and business judg:r.ent. You are a man who will realise our position. You will stop and think how you would appreciate a few dollars if you were placed in a similar position. I am not even stopping to see what you owe us. I don't care how larga or bow small your account is because I know when you think the matter over you mill realize my position, and will send mo every dollar you can, even if your account is not all due. I don't ask you to rob yourself or anything like that. I ask is that you send me all you can spare. Just fill whatever amount you can send on the reir.itlance blank mail it in the enclosed envelope. l!y initials are on envelope so I will got it " -" • nlly. I feel pc:-' •■ All out and the I will hear from you with a rt ^o and you may sure I will approciate It, I tt.au.; you in :■ ^ , how large or sxall the remittance is that :, I Kindly remember that I need this money at the possible moment so I trust to hear from you within few days. I remain, Very truly yours, no H^aLter me. earliest the next §69 [337] ROBERT H. MORGAN. Cucral Minitir HOWARD L. DARWIN, Staatmry-Tcguurnr The San Joaquin Viney ards AMERICAN WINES Made from Grapes Grown in the Vineyards of San Joaquin Valley — the Finest in the World Situated tn the S«q Joaqulo Valley, iM BOCvd (Of the luclo»i»npM o( it* J[ O T * /"* I Grape*, wc arc able lom«k«r\Vlnea Long W Dlltmnc* Odd JOflQUlXla Vj31* • that are equal, if not auperlor, lo *Ua Wloaa of the EuropMa Vlneyarda ^"^ SCT IN CA8L0N SERIES HAOC BV KCVSTONC TYPE POUNOitr Dear Sir:- We are writing you this personal letter, hoping you may baooms interested in our produota. You no doubt are fa.ailiar with tha gaographical advantages of the Lake Keuka district as a grape and wine producing section. The rich fragrance of the vineyards at harvest time, the s;ailing sweatnosa of a hundred hillsides, the clinging, tender bsauty of millions of nature's richest and fairest vin3J, th'3 sparlcle, flavor and sunshine of its gunerous and haalth-giving fruit are all concentrated at our establish- meut. This company is one of the very first organized in the fanous grape ssction of ♦ ♦ ♦ • • • and ♦♦•♦♦* and es- ta.jlish3d with a view of supplying physici'?ns and the family trai3 direct from our wine cullars; ba^ that confi- dence must result by eliminating the mi- .1. Our win'js ri'^htly have a plaoe in every Holiday repast. No Chri is 00:. * :;ut our delicious spark- ling C.i . ^ .ail. . 3t delicacy you can give your friends as a Chris tn:a3 1 ace and one most appre- ciated is a case of our choice „^..-^. Our Winery #.?3 near •♦••♦• 13 undsr the supervision and inspection of a U. S. Gaugar. Adulteration would be Impossible. Our wines are very old, fully matured and guaranteed by us to conform to all Pure Food La.vs. We ship - ^al of the gels. Pay on-j-half , n full on orders of .^3.50 and , and v.- ods in a plain sealed paoia^e, ask 1.. iy in a-. ; -. ..jt found satisfactory, do not pay for the goods. See Special Offers Enclosed. Hoping you will avail yourself of our liberal offers and thanking you in advance for your anticipated favor, we beg to remain, Very truly yours. [338] §70 n j8ucces»sif ttl jparmmg Successful Farming Publishing Co., E.T.Meredith, Publisher WE GUARANTEE OUR CIRCULATION. PROVED BY THE POST OFFICE RECEIPTS, OR NO PAY u mi in ckoistcr black and new caslon caxton initials vcrsaTilc ornament monotone border fOOLE PRINTtNO CO., BOSTON, MA98. Des Moines, Iowa Dear Sirs:- As an advertiser in the ••♦•♦♦ you will be in- terested in the enclosed letters froa advertisers in the «**«•* j^j^ ^-^Q same month in which your ad appsared. These advertisers have each spent considerable sums of money in ****** as well as in the excellent medium in which your advertisement appears and for that reason their testi- mony is of value to you. • ****« j^g especially strong in its territory, "THE •BEAT WSALTH-PRODUCING IIEAET OP THE COUNTRY." No advertising medium is so strong in this territory. A monthly circulation of more than 400,000 is absolutely guaranteed and proven on demand by Post Office receipts. We shall take pleasure in serving you through •♦•♦•♦ advertising pages or in giving you any definite information you desire. Yours very truly, [339] 1 Successful Farming [ J SUCCESSFUL FARMING PUBLISHING COMPANY [ 1 1 J E. T. MEREDITH. Publifher Des Moines, Iowa SET IN MCMtCBfl OP THC CHCLTCNHAM fAHILV CMCLTCNMAH aoROCM MONOTONK ■ONDCR ANCRICAN riPt rOUNOIRS COMPANT Dear Sli rtain thlng3 you ought to oonaidar very a list of publicatloris in which to t. stion of the kind c the its .r .■Lock :t it . ret OF 1. - pays _._, in one issue than the averago 1_ ■' sin.ce it is printed on 1 ^ ^ rs use, it is fair to fancers. This is verii:.- i.j i 3 who have uasd it and coiitiuae to uiie ear after year. . of ciroulatior;. ♦♦••*♦ in "'J. :^T farm i.u.i.t,ia puhlibhed in this territory. Wjsv Ifcit ffiani'" list situation. We hai/<j on ^^i J of advsrtiaeis aiid civ^rtis- : J Lo them are of no p^i. ;■ _•) advertiser. Ej.uh of jther I the same sized advertiatsr ' d u-uili..;;; list. i. ^ .._t3 circulation of about 6, COO to uach p^^par or Vki, 10 circulation if you use a dozen siuill paper«; against .^,t,./o if you use ♦♦♦••♦. Then there is the question of duplication. To the ex- tent o! from £0^ to 50'^ the circalo-lioji of these twelve jld overlap. That is, two or EOie of them would icach tue aame people. Each copy of ***** ♦ goes to a different home. There is no duplication. If you will consider these facts carefully you will make use of the coluiuns of ***** * beginning with the next issue. You understajid that nothing we have said above should be 1 L iu6d in any way as a slight to any othor far I of them are good. Their adverti&iiia space is . .• aak for it. But we really believe you get mort ..oy m * * than in any oouibination of papers reaching the seune number of people. Your oopy should reach us early in the month. Yours very truly, [340] §71 NEW YORK OFFICE. Number One Hundred and Fifty Nassau Street CHICAGO OFFICE. First National Bank Building 1 r Successful Farming ' SUCCESSFULFARMING PUBLISHING COMPANY J E. T. MEREDITH, PubUsher >CT IN STHATHHORC OlOSTYUC VCHtATIte ORNAMENTS AMCRicAN rvfc rouNocnt oompahv Des Moines, Iowa Dear Slrs:- SPREAD OUT! Don't be content with doing business in your ovm town! Don't be satisfied with the trade of your neighbors in your own county! Don't limit your ambition to state wide mar- kets! You have as good a right to the trade of all the north central states as any one has. Manufacturers from every state in the Union sell their products in Iowa. Don't be on the defensive! Be aggressive. Carry the fame of Iowa made goods Into other communities. Iowa is known as a fanning state. Don't apologize for that, boast about it. Make it the foundation on which to build a high tower of confidence that shall carry the beacon light of your trade mark and the Iowa trade mark to g'jide the fanners of the North Central States to your factory doors through the regular channels of trade. More than 500,000 of these farmers in the great agri- cultural heart of the country of which Iowa is the center, have subscribed for ♦•*♦*•, an Iowa farm paper, because we have aoted on the advice we are giving you - we have their confidence because we have made good to them. We are in a position to Introduce you to these 500,000 farmer friends of ours. They know that our introdnotlon carries with it our guarantee of fair dealing c ^t for we will not carry the advertisement of a di xrm any more than we would introduce a known thief to our bankers. If you do not receive •••♦•• write for sample oopy and advertising rates. •••••• reaches more prosperous farmers in the north central states than are reached by any other advertising medium of euiy kind. Yours very truly, §71 1341] guf rmfitl ITartning SUCCESSFDL FARMING PUBLISHING COMPANY CIRCCLATION PROVED BY POST OFFICE RECEIPTS OR NO PAY R. I. orricB ISO sassac st. « Chicago office fiest natl bank bloq. »Cr IM trwiCK ROMAN AND CMAUCCM TEXT CHAp-aooK auiooNs AMCMiCAN rrn rouNDERi conpant Des Moines, Iowa 1 r Dear Sirs:- A very large percentage of our old subscribers are sending us renewals of their subscriptions for two, three, five and even ten years. They must like ♦♦••♦•. The places of those who do not renew are filled up by other farmers whose subscriptions are sent in by our old subscribers when they send us their own renewals. They recommend ****** to their friends. Aside from renewals from old subscribers and the sub- scriptions sent in by old subscribers, we secure our sub- scriptions from lists of people who have bought buggies or farm implements or seeds or incubators or similar things because they saw them advertised in farm papers. They are valuable additions to our subscription list. These are paid subscriptions - paid for by the person whose name appears on the list. We will match their buying power, thousand for thousand, against the buying power of the subscribers of any publication of general circulation in the United States. We C8J1 safely recommend that kind of a subscription list to advertisers. Yours very truly, [342] §71 SUCCESSFUL FARMING SUCCESSFUL FARMING PUBLISHING COMPANY CIRCULATION PROVED BY POST OFFICE RECEIPTS OR NO PAY N. Y. OFFICE ISO NASSAU ST. » CHICAGO OFFICE FIRST NATL. BANK BLDG. esi^saiis^i^siiisiiisfe SCT IN CMCt-TCNHAM SOLO EXTRA CONDENSED TITLE AND CHELTENHAM BOLD CONDENSED STNATHMOHC OflNAMENTS VERSATILE ORNAMENTS LINEAft eOROER NO. 2 THREE POINT BOROCR AMERICAN TYPE roUNOERS COMPANY DES MOINES, IOWA tear Sirs:- Do you realize that farm papers in pereral have shown a much greater increase in advprtlslr.g patronage during the last two years than have any other class of publications? A very large percent of this increase has coine from manufacturers who had previously confined thsir adrsrtising efforts to publications circulating largely in cities and towns . ****** reaches as many people as are reached hy any of the larger general ir.op;a2ine3 of standard size. These general mapazlnes circulating all over the country reach comparatively few farmers; v.'hile •****• circulation is alra-r^t r- - • - --to "T!~ ^II-PKODUCIKG HEART O'J . es to ^ . There is a vastly larger average buying power among the r of****** than among the readers of any stancl jazine. We are not saying this to, in any way, discredit the st- " " ,'■■'■ " ■ fact that if au . in th-' ^.".ce of the fact tliat a vc - do not own thoir own : ; profitable in a publication like *••♦»»> more than 75^^ of whose readers own their own hones. We shall be very glad to co-operate with you and your advertising agent in working out a special campaign in farm papers. We advise you not to go into this campaign, under any circumntar.cos, until you are willing to make a special osLm- paign to farmers. The campaign that you «»--. r--,'-'"- to city people will not fit the farm trade. You with the farmer at the point to which you have ^n^'u^.i. i - ; oity people. You must begin with the farmer where you began with the city people and build up his trade in the same way that you have built up your city trade. Youra very truly, §71 [343] NEW YORK OFFICE, ISO Nissau Street o CHICAGO OFFICE, First National Bank Building Successful Farming o Successful farming Publishing Co. E. T. MEREDITH, Publisher SCT IN HACFARLANO, CONOCNSCO MAC PARLANO AND MAC FARLAND ITALIC AUr ORNAHCHT MONOTONE BOROCN AMERICAN TVVC POUNDERS COMRANT Des Moines, Iowa Dear Slrs:- You und ive a great many letters from pub- lications an advertising and your conclusion that each man thintra his publication is the only thing for you to use is perhaps a natural one. We want to say to you, however, that we are positive that there are a large number of other farm papers thst are worth all the publlpbers aak for advertising. We believe thoroufthly in ***** *, but we are not so foolish rs to believe that the advertiser would find it impossible to live without •♦•»•♦ or without any other single publication. We Y T^y tried to place before you all of the fact" 1i to ******. We have tried to make you ur ■ a matter effect****** does hold a le-^ 3 all of the agricultural publications published in the central west and that in volume of adver- tising and in oircxilation and in quality of editorial matter it is the leader. When we tell you that we r' ' over f50,000 worth of business last year, you can und . that we do not think • ««•*• j^g fitted for every advertisement that is placed anywhere. While a considerable portion of the advertising which we refused was of an objectionable character, there was a great deal of it that was perfectly legitimate, but which, in our opinion, would not have proven profitable in ••*•** and we so advised the advertiser. We really believe that your advertising would prove profitable, but we do not want to ur(?e you to use space in ****** against your better judgment, but we do believe that *•••♦♦ ought to appeal to your judgmont. We have no desire to urge you into the columns of ****** without your having taken time for careful con- sideration and we shall be very glad indeed to give you any information you desire, at any time, about our circulation, our editorial policy, our advertising or euiything else in connection with the publication. Yours very truly, [344] §71 ac n CIRCULATION PROVED BY POST OFFICE RECEIPTS OR NO PAY N. Y. OFFICE NASSAU ST.. CHICAGO OFFICE FIRST NATL. BANK BLDG. ntti^Bsfni iff arming SUCCESSFUL FARMING PUBLISHING COMPANY ^ 1 ic^ • CT IN CtNTUHT OLOSTYLt »ND ENQRAVtRS OLD ENOLISH BOLD SCHUtL OKNAMCMTS AHCHICAN TY^C fOUNDERS COMPANY Des Moines, Iowa Deer 81 r«: We went to call your attcr-tion to the fact tl'-^.t ♦ ♦ • • carried more advertising In January than the l-^' -• Rome Jourrnl or n^>v ot>if>r v/rfror'a mage'ifi''; witii *• it ion of the Vot7i!«. In the oaao of the eleven women's magazlnea listed in the January Issue of Printers* Ink, only the Butterlcl" Trio showed any appreolahle gain over any of the prevloBS thr»« years and aos* 3m shoved a loss. In the standard size aafaxinss, CosmopolltRn, 8?jr>«i»t, Review of Pevlews end World's Work were the only on^c that f. <_j 1 .-) g j^j, January thain •♦••••. we beat E i's, Sorihner's, Hunsey's, the Am^rloan, Harper's, ' , Current Literature and all of the rest. CofiK'oroll t?,n, Runset, Llpplnoott's and lletropollt^w ar« the only ones In the entire list of twenty-four r nat^asinsfl that show any appreolable gain In January this year ovr January of any of the three previous years and most of them showed a loss. When It crxTfis to dollere and cenfa or.Jy " --11- tan and th- " ''- *" "e^lews iii the etandard -',* have got e .*•••♦ f-r .TR-.i:"»ry :. I do 1 w how these . t you, hut they a« glad I am In tha farm paper end of the business. Tours very truly. §71 [345] Successful Farmin! SUCCESSFUL FARMING PUBLISHING COMPANY NEW YORK OFFICE. ISO Nassau Street CHICAGO OFFICE, Firet National Bank Building E. T. MEREDITH, Publisher Des Moines, Iowa SFT IN SntATHHORC OLDSTWC STItATMMOlie ORNAMCNTS AMCPIICAN TYPC rOUNOCKS COMfANV Dear Sirs:- Ycur case is up for consideration In this office again. I hs.ve had to harg iry head in sl:ane and aclrnowledge that I hadn't heen atle to write a letter that would brlr.g an answer from you. Now I do not expect you to answer this letter just to please me. You do not owe that to me at all, and I would feel that I vras presuming a good deal if I asked you to answer it on any such has is. Bvt your kind of merchendis© is helng sold to soae ttr "' " kind of people who suhscrite to • * • • •. So - able t" discover you are not o\y^vir your dealers the se^e kind <• ■; in develop!- ■ on yovr goods ainong the f that you are . ; city dealer in developing his trade among the city people. heard a ^od deal of c xr.r:- to the effect that tV ' nd of co-r tcvrr.s ar. to find cut, there is notcdy to ' ' ' ' manufacturer who is making the c. .. . a- sards and tens of thouEands of dollars to help the city dealer educate his trade and does not spend ajr^y nsoney to help the dealer educate his farmer custcnsers. In almost all of the lines that we have inv we hr.ve found that in tokens of 10,000 and less, ^ lo 60^ and even as high as 75^ of the business done hy the local retail dealer is done with farmers. Now when you give that man help for only 1/4 or 1/3 or 1/2 or even 60^ of his customers, you are subjecting him to unfair cor.petition with the city dealer to whom you give help in educating practically 100^ of his customers through your magazine and newspaper advertising. The question of whether you use ♦••••• now or not is of secondai-y importance. The main question is till you help your dealer in small towns in the same way t5^t«t you help your dealer in cities? Your magazine and newspaper ■'.t frora certain , not "been able to the dealers in cora- o far CD re r.re e':l3 [346] §71 -2- advertising does not reach his farmer CTistosera. If you have ary dcjct of that, we will prove it to ycu. We will prove it ty the fam-.ers theirselves ar.d you car.'t go lack of that evidence. Then tra T/ill prove to you that a larga per- cent of the trade of the dealer in towns of 10,000 and less is with the far?>"3r ar.d we will prove that by the d5aler. You can't go TDack of that evidence. Your tr&vellng men are covering this whole territory or at least v/e take it they are or you wouldn't he using ffian:>.zlne or newspaper advertising. When you refuse to help op on up the country trade for the dealers to whom these trpvvl' ^1, you are taking much the e- ' ' ' '>n th'-* ! -n hy a r^^ilrcad that would . ^ a r 7 train when the. re were 1. j; at every station. ♦♦♦*♦* covers the farming? coci^unltles of Its terri- tory'-, """'^ " " " •"■••- --'- "-^-RT 0? TTTE -— '^« Bjore ty.r ;-riif um ccvers ■ Lted ? . We £ fclal to I rove, that to yo'Jjr entire sat- i. 3n if ; e any doutt ahout it. We do not wart to here you with this continuous series of Irig letters, hut each ore of these letters that we have writtrn to you ha^ heen writtsn as a result of serious f ' and c Gcr.sic' 1 not I , form : . , -id Y. with Bpccial reference to your we h. - - -7 helieve that we can help you t: , r- tlsirg for ♦••♦•♦. But if you could 0.^ fi. itjly ar.d c" "" -'ively prove to us that we could not ' - - 'r V i, we should quit soliciting your f, " -ause ♦ 4 , J i • j^^g g^ record of s • ' ~ -.Tith i" " .d we wouldn't lr:tn*itlcr'Llly or ' ly sol: ;i advc- i inten'c- -^ that icci/J. '>,^..'t you want to i cut ♦•*••* and the way we can help you increase your business? Yours very truly. §71 [347] SUCCESSFUL FARMING CIRCULATION PROVED BY POST OFFICE RECEIPTS OR NO PAY SUCCESSFUL FARMING PUBLISHING COMPANY NEW YORK OFFICE 150 NASSAU ST. CHICAGO OFFICE FIRST NATL. BANK BLDG. StT tN OORSCY AND DOMSCV CONOtMSCO STNATNMOKC OMNAMCNTS AHCHICAII rvrS FOUNDERS COMrANV DES MOINES, IOWA Dear Sirs:- It ir or to be ft up to ne to get your touslneea for t.--n ^.hv I don't get It. re 13 p V c-,-,") 11 + ^ 1 ■ ^V»Tr in the much of you. I aJ-it 1 ir Ip its 18 in the same way that It h + ,,'.,^ w^ v.,.,.-, K««,ji tali-i. r., ^■.^■■. J.-. -...._ .._re 1 has the idea that I ara not a lett-jr writer or I'd at least get an Bn<3W9r fro-n gj^ j^.,i,,^ f„ or.r.oe with him, hut I can't afford to t to h 't afford to let this thing run on ' ^ T 'it being able to tell him r "g ^ that I hare written you a go-. -^ n't answered them. I hrv^ jrin will answer this one and I hope you will not 001 'cr to two or three short lines saying your Frc I've i^'jL Int, that nay be none of my ^, but TP have the idea that l.i, ,, ■ .-- ^f • • • * ♦ r kind of merchandise, I y to prove to you that they do and that they would use more of it if t' — --re given the saae attention that you give to the cif le. If you hove any idea that you are reaching all of the farmers that are worth while with your magazine i, I am ready to prove to you that you are not doing ajij ...ixiig of the kind. We do rot ask you to take our word on anything. That Is how we have kept up our reputation for honesty - by prov- [348] §71 -2- Ing everything we say. We will prove each of the points that 779 have indicated aTsove by our own rr- '- . - ' *' . we will Vi3r-lfy it if you want U3 to by your , men who ought to be your dealers. Bow if you think that's a bluff, you Just call it. You .t bscaii33 we know it will be noney well Inv ■ ■ . " " - ■ ot or , :.- '■■ , I quit you to us i" we oan't prove I" .... ^ t . . '.1. As a matter of faot, wa have a right in our office now, but the i. mile for : ,-ou -^Ive us all of ~ « * * • « T. If : this let jr order. as^ic us ' h_n you i -!■=.: ca you « * do, « • * do, an u^ wi: a::o; 73 r. Yours very truly, §71 [349] TJTIf ^ N^ui fork iHmtB ^^^^^ ** All the News That's lit to Print" ' Actual Set Paid Sales More Than a Million a U lek SCT IN CNORAVCHS OLD ENOUSH AND NEW CA9L0N ITALIC VCMSATILE OKNAMCMT AMcmcAN rrrc rouNDERs coMPANr Times Square New York Dear Sir:- If you knew that advertising in the Pictorial Section of The H£W York •••••• WOULD PAY YOU — If you thought that an investment of f20.00 (cost of a forty lino advertiseiacnt) would even PAY lOR ITSELi' Would you hesitate to make such sui investment? The Pictorial Section of the Hew York ♦•••♦• is the woman's supplement of the best Sunday newspaper in America. It is read from cover to cover by every member of the family usually in 150,000 of the best hemes. If you seek the patronage of well dressed women who prefer the best and CAU AJTOED TO PAY for it profit by the experience of others. Each of the letters reproduced in the booklet herewith, tells a story of KESULIS from advertising in The •••••♦ Pictorial Section. What the Pictorial Section has done - is doing - for others, it caji do for ycu - if you give it an opportunity. Let us send a member of our advertising staff to study your shop. Tell him some of the points on which you special- ize - in which you excel. Ho will prepare an advertisement specially written about YOUB SHOP. He will submit this for your consideration - WITHOUT OBLIGATING YOU in any way. Please fill out and return the call card NOW. Yours truly. [350] §72 ? ? ■* ? V V ;• 7 ? ■? ? -i ? i ? 7 i ? T V V *• V V ? i V ? V 1' ■y 9 ?• 9 ?■ t 9 ? ? T t i ? -f \ « V t ®I|? ^tm fork ®tm^s '^// //;e News That's Fit to Print' Times Square, wet IN ENORAVCnS OLD ENOLISH. ftCCUT CASLOM AND KCCUT CASLON ITALIC OLD CNQLISH BORDER AHCniCAN TYPE rOUNOCNS COMPANY ■Nftu ^nrk Dear Sir:- The continuous absence of your adverti semen t froTi the pages of the Now York ♦•*»** leads us to beli-^vc t'.at you do not think it to be as profitable a moiiu.T as so o of the other newr.papors. If so, we fool obliged to ta'-o the contrary view and state a few faot3 concerninj the us j ful- ness of The Ne* York ••**•• for your anaounceaents. Only seven New York momlr'» newoT^nT>ers cover ty° area withii". ■ y miles of T: , • tion of 16, , ?. Of these ; . , . ♦ * • sells more copies in the area stated than the ccnbined sales of three, and almost as many as four of the others. There are only tliree morning nawapapars in IT.-.t Y<?rV f^nt llion ry seven days "to the c * is one o . * * * * nv. rs . 1 the four other ■ largely oirculaL... — ^.-.. in seven days to the matropolitaa r. If G gent mm ; vertisin:: C0I...1 ..3 ; onco arisja as to hiffl in good faith. ■jvr York City ^ -If a mill: lors. eicec ter of ii share to l. , OUtpit. t With opinion, consider ne'i • ■ ■ oe ts. V. -k " c * * * * rtising ac utes its .•a is no v.. ♦ * * • * - an I tno Opportunity a3.:-a, ana r^^..:ii:\, Yours truly, -t you will 1. 3t "i.i- ^id- at 3 §72 (351] KDl lOKl Al. AM) llL'SINi;SS MA.NAGKMKNT llOlll 1)1 KCC r[;i) liV S. H. McKi:i.\IE Published Every Week * Member Associated Farm Papers Lincoln, Neb. SET IN ClOISTER BUkCK, NIW CASLON AND NCW CAILOM ITALIC ART ORMAHINTS AMERICAN TYPE rOUNOERS COHrANY Dear Sir:- ■Pigs is Pigs": Some pigs "is" scrubs. Other pigs "is" f7.10 per cwt. The^e "other pigs" are the kind grown down on the • • • fa: y. Fifty-five head of twelv ;-old po, "• "-- •■ and fed i^- - *'-'" - * ♦ • ho; } , yo. , re 2.17 per bead, the price per hundred : being ^7.10, which was the top of the market for tlu-. i- ... j . This is siEply one instance in dozens of tlires that tta« Poland Chinas from the ♦•♦♦•♦ farms have t^- ' +h9 marL-at. GAII ♦»•*•♦ President ♦♦••*♦( , is the oldest and Eost sr dor of Pc ~b in " ■ ■' " '■'^-.^ay. h.^ ..-.-. .>-.i. ct it for c... .... ..-.^ve yec , -0 this day he takes as ouoh pride in his farm and live stock as any man ever did. I am telling you this because I want you to know that the • * • * • * is owned and edited by farmers-- fann- ers — pure bred farmers — farmers who have earned ^ ^....r.e of toiling in the soil and amid the fields and live stock and have made a success of it. You know mighty well that the farm paper which is thus ably edited is read from "kiver" to "kiver" by the very best class of fannprs, and they have r-.-inf i i - i -.-> \n its teachings, and in its advertisers as well. Very respectfully yours, [352] §73 Member Associated Farm Papers Established 1869- Issued Weekly The Nebraska Farmer UNDER THE EDITORIAL AND BUSINESS MANAGEMENT OF S. R. McKELVIE New York Office, Fifth Avenue Building Chicago Office, Steger Building irr IN cLCARFAce and cucarface italic VKRtATlkC ORNAMENTS AHKRICAN TYPE FOUNDERS COMPANY Lincoln Dear Slrj- THI8 IS A CIRCULAR LBTTER-tut don't you dare "ditch" it. LiyTEN! hi ,1 I of tt io ; rod business cently, Mr. frLifl «**♦»'■ r-: in l\:., • » ♦ > a txa jwlrs letter ..ar is rods V tee than he wouici i.- . vj had to pe.y m-i xojci.j. ud.^^idr oi i'.-iy tr.or concern. And it^ .0 • 1* • in - ai: kn la ia pibi.L^ U. J Is It rorth ary sorw to y^t to h^re your e dv-?rtiser?nt : OJ" ALL If it ia, you Icnow where to find ua. By-the-way, Fehraalca has tba finest/ orop prospect ever c he history of the state. Big Doin'a. Flue rain Yours cordially, §73 1353] ai m THE NEBRASKA ESTABUSBED 18«9 FM^ ■ B B ^ "Tk. TT^T~fc T~fc Jk. i~t'W7' A Member Associated WEEKLY '^1^ HVi. \KVC.V<V< /\y^i\ /X Farm Papers FARMER CHICAOO OFRCK. Stwer Building NEW YORK OFFICE. Flf tb Atooo* Bulldlnc SET IN HCHOeflS OF THE ceNTURr fAHILY TWCNTlCTH CCNTUNY ORNAMENT AMKRICAH TYPE FOUNDERS COMPANV Lincoln, Neb. My Old Prlend and Neighbor: I address you in this vfay because having been bom in Clay Coxiuty, '...l lived thare the first tj/eat /-. : .- \-ftr3 of my life, I 1' ort of first intorest in ^ gets hir '' ' ..iLold, or Clay Canter, or aij >. i .. .- other tc .re. Yea, Sir, I think "Old ¥riend and Meigh- bor" lo Liio iit>-i^t term. What 1 started out to tell you is this: Since I left the Old yflim down there I've been pluggin* along in the farm paper busiaeaa. I'll have to aduit that it hasn't boen sffooth sailing all along the line, but I've new got a paper of ;:)y owii — tiayhow it's in tl ■" -- S I'm mlt^nty prcud of Vaa ******, i*m tr; it a clean, iip-to- d: ■ , . — i-oi, i.i.i 01 t».a kiiid that is run to , t, one that tells facta about pro- gresaxve iarming. T'of ' '--- "^ -- in Fairfield I met "Ike" Evans — you ki: k everyone in that coii-cunity should r^^d. Lio i.a.i--r. W^ii "Ike" says to me: "M;, I wirt to send your ****** to a list of my farmer friends s-'ound here. I'll Just pay you to t to them for , and at the end of that tiiie you to stop . _ t." And I told him I would. Then 1 told "Ike" that I would make him a ■;• - I'l ^ '-^o^ on my paper and I wart.- 1 1 irn to do the sar.;e, a. So if you want to jo for both of 0,. a i.v! one year you can get thu !,.,.■ for $1.50, or if y. the ♦•♦•♦• for ona year you can get it for 75 ce..Lj Lj ''3 the money to •Ike." Nov,' who _,L ten weeks is up for T/hich "I'.ft" raid me to send you the •***•• i«m going to stop t it, be ;ie asked me to do so, r ' 1 t's ray poix^ , ^.j. doing bv . I just take it for ( that if a fellow does nc ' es not ' ; , ajid I can't afford to tc. of ii. ill pleasure by sondir.g you i i you i.^ ' .it. I ti' , , ' '^t you \< - . for t^ 1 for a yt -- -" — and I b«ii«ve you will find it worth the muiiuy. Your old friend and neighbor. [354] §73 THE DENVER POST 15c. a Week. Including Sunday Delivered Anywhere on Earth THE OFFICIAL PAPER OF THE PEOPLE THE WANT AD. MEDIUM OF THE WEST THE DENVER POST PUBLISHED EVERY DAY IN THE YEAR AFTERNOONS AND SUNDAY MORNINGS 9ET IN MASTODON AND STRATFORD O. S. THE H. C. HANSEN TYPE FOUNDRY BOSTON AND NEW YORK ^:. Dear Slr:- Water and whiskey have each been commended as Infallible recipes for attaining old age. The evidence herein is not conclusive as to either. While Sidney Powers was in t^ " t week he loolred up his boyhood friend, sufficiently > _ .t3i, outside the assessment rolls and the City Directory, as Old Soak. To him he recounted bits of news in a recent letter from thoir old Youngs town home. "And Uncle Billy Updegraffa is dead," sippingly sobbed Sidney. Old Soak in liquid and vocal bubbles wigwagged: "Hic- er-how ole was Unc. Billy?" "One hundred and three — drank nothing but water all his lifa," was the ansTver and comment. Old Soak shuddered, mournfully shook his head and said: "It'll get the best of them — sooner or later." Tom Dolan offers other evidence. Tom is himself seventy years old and still active as head porter in one of Colo- rado's big hotels. One day a letter he was slowly reading, ■eemed to trouble him. Finally a friend vanturod to express sympathy. Whereupon Tom explained that he had Just read of the death of his father, in Ireland, two weeks before. "How old was your father?" asked the friend. "One hundred Bind six years," said Tom. The next question was: "What seemed to be the matter with the old gentleman?" §74 [355] -2- Tom took a step nearer, dropped his voice to a confi- dential tona, il you thB truth, I think he killed himadii aiiuixi^ .(■iUL^^,. " - • • • - be long, ng the neceaalty for or th^ Jioy of intell persist- ent, truthful I ar ad/u^Lislng. Tbe • ♦ ♦ -^ « • is r. It If 3- papor we now IC'-'v fmv; f. , .will 1v-. V.n- Dorrow, next v. It has a following solely on scc-oujpt of t' jt" f- quality anl not b f<'-, •• . ■ B every a ^ on 0' .'3. The * * * * • * ia on m3r=it friendly and Intl-nnte terms with all its subaoribars bee: , often a-- " b. can proc T'l 1 the c rtisl' d' and iaaat ,w.j .\.3peetfully. [356] nn i i nn THE WANT AD. MEDIUM OF THE WEST PUBLISHED EVERY DAY OF THE YEAR 'So the Peofile May Know" 0\ ID trr IN CNQRAVERS OLD CNOLISH eOLO, RECUT CASLON AND occur C«SLON ITALIC MONOTONE BORDER AMERICAN TYPE FOUNDERS COMPANY iB^nu^r, Colo. Dsar Pir-: f ! M H citpaT i.-.£r wnn, bsfora Wjomlng, or any other sec- tion h, red and still ready West, had appeHi ' It 1 'ttortlon froff or1'?'1n»l oodas in Eng- land b'-fr i ^ Re-:- f)i , ;or Sir Walter Scott, or.o of } " dividing the spoil by *'" • ; i. hoofs the keeper's feo." r- ' ' -'■■" , -- "- ■—• --- -'■ --^n know! fo 98, wi " < the " teen year? , wr> ter has t) t to know p-t ^ its advBrtlslnj? quol- th al . Tiiey a]< it is the r. • ^--_ or no T>iF! r,h are prizit&d within. Very respeotfully, §74 [3571 THE DENVER POST. 15c. a week. Including Sunday Delivered Anywhere on Earth "SO THE PEOPLE MAY KNOW" THE DENVER POST PUBLISHED EVERY DAY IN THE YEAR THE OFFICIAL PAPER OF THE PEOPLE THE WANT AD. MEDIUM OF THE WEST Dictated DENVER, COLO. SET IN CLCARFACC OOTMIC AMERICAN TYPE rOUNOERS COMPANY Dear Sir:- S • of legs brings to mind the wooden substitute worn ty Wegg. That worthy accorded one merit to this artificial mem- ber, not possessed by the one which nature furnished, and that was that it did not have to be kept warm. Old Silas realized Kost likely that this quality in it- self did rrt f~ t him ary7.here. At cry rate he vias never ' v.n to c -■ the use of a wooden leg as an aid in irak- ii ;;,• pc' ' jt^ccrds ncr did he ever affirm that he could get a: org his friends as freely »ith this handicap as he coula v....'i.r.cut. The •♦••♦• has its full complement of helpful legs. There are no wooden ones among them. In the slang of the street they "go some." They go quickly, frequently, constantly and arrive. Last year on reek days only so ir.ery legs were required. This year rore were needed and obtained. On Sundays in 1910 so many were enough — a niur.be r in- sufficient on Sundays in May 1911. The bpst mrn end women in ***** * and the entire Roc' n. West welcor.e and read The •♦•••». They do • -!G it is the best dally newspaper in this field and aLicrg the bicgest of the really big papers in the entire United States. Of the detailed statement of circulation printed herein we ask ycur careful consideration. It is a truthful state- ment. It is true as a v:hole. It is true as to details. It is precisely vhat we say it is or no pay whatever fcr the advertising offered because of these representations. The advertisements printed by The •••••• add other evidence of leadership. The volume of this business over the r.cxt ••*••* dally is on aji average about 30 columna per issue or 200 oolvimns per week. Respectfully, [358] §74 The Official Organ of the People The Want Ad. Medium of the West so THE PEOPLE MAY KNOW The Denver Post Puhlished Every Day in the Year DENVER, COLO. 8CT IN AV1L AMERICAN TYPC FOUNDERS COMPAHV Dear Sir-: Kaver send a toy to cill. This bit of l!clsan County wisdcn, thick with the dust of tasaallng corn and bristling with the beards of ripened wheat, is a safe rxile of action for advertisers. This Is particularly true when business conditions gen- erally are net so very good and r/hen it is of the utsost importance that advertising appropriations unfailingly bring back adequate returns. Give the boy a chance — surely, in good season, but not now when he is all that is between the family and an empty flour bin. Give these weak daily newspapers a show--but when ta-Ying an advertising chance cay not Jeopardize your business integrity. The •♦•♦»• observes that its advertiser3--big, little, local, other, all — are already in possession of this knc^leci-a and have governed their advertisir.,'; actions by it. For, during the six ronths ending June 30, 1911, they have ena'bled this paper to make a volume of advertising history biggar in nicney value, bipc^r in c - advertising and bigger in n-ar.ber of classified adv-. .-.. :.r..ents, than it was for the like period In 1910, and bigger, therefore, than any corresponding time in the life of The •♦*••♦ Here are a few interesting details: The •♦♦•♦• Advertising, All kinds 296,640 in. 14,832 ooluami The next ♦•♦ Daily " " 189,640 In. 9,482 columns Th« •••••• leads by 107,000 in. 6,350 columns §74 1359] -2- The ♦•••** led the next •♦••♦• paper in the first six month" "'^ ^910 by 4313 columns. The •••*•* leads for 181 days this year, per day, by 29.5 columns. The •••••♦ led for 181 days in 1910, per day, by 23. n „.,-i,.,v,„c,. -The ••♦••• printed this year, up to ,. , . ., .,...,1118 of display advertising — 325 coluinns more than last year. The Next •♦♦••» Daily printed this year, 6172 columns of display advertising — 3139 colurons less than this paper printed and 277 columns of display less than its own record in 1910. Classified Advertisements — The ♦•*••* printed, this half year, 293,450 separate Want Ads. against 139,104 by the next local dally. The ••••♦•♦ shows a gain for these six months of 25,791 separate Want Ads., while the next pe.per has a loss of 40,418 of these ads. This is certainly overwhelming evidence that The • ♦ • is re^rded hy its advertisers as the one big, strong, re- sult- um in this rich Eccky foun- tain : . J -..-.■ they are not sendir.g a boy to Hill. The details of tho f^i ^-'^ulation of this paper for June aire set forth herein. Respectfully, [360] PUBLISHED DAILY THE YEAR ROUND OFFICIAL MEDIUM FOR THE PEOPLE The Denver Post IDIUV-V-V.V The Want Ad. Medium of the West ■V-V-W-IDI "SO THE PEOPLE MAY KNOW" Denver, Colo. •CT IN HCHaCM or TNC CLCAHrACC FAHILV TaiCKY •OROCR VCRBATILE ORNAMENT FRENCH CAST SQUARES AMCRlOAH TtP£ POUNDERS COMPANV Dear Sir-: "What drug3, what charna, what conjuration and what mighty magic" Othollo employed to win the fair Desdemona, proved to be only the simple, truthful, moving and forceful recital of his own eventful career. The •♦••♦• jia3 been charged with some such dark witchery in securing for itself the largest, richest and best following of paying subscribers ever given a daily newspaper in the Rocky Mountain States, and larger, consid- ering the total population of its field, than any other paper in the entire United States can boast. Every sixth person in the City of •***•* is a sub- Boriber to The ♦♦•••♦ Sunday Post — every tenth person in the entire State of Colorado pays for a copy of each Sunday issue. The only "spell" this paper ever cast to obtain the splendid favor of this discriminating people was to print the news. Accuracy in its recital was of first considera- tion. Promptness in publishing was next. Then big men and big women wrote it. The best artists made the pictures and aartoons. No oubjeot of human interest was neglected. Ho §74 [361] -a- good movement of common concern but what was led success- fully by The ♦•♦♦•*. if public men, corporations or Institutions have erred, The ♦ * * • • *^ without rancor or bitterness or self-seeking, has returned them to just ways. Little wonder that such a paper is strong, invincible and has £ui ever increasing niimber of new readers. The details of the distribution for July are printed within. Merchants, manufacturers and dealers generally know the great advertising worth of The ♦•*•••. it is the only ♦•♦*** newspaper whose advertising revenues for the seven months of 1911 are in excess of the corresponding period of 1910. July's business Illustrates the extent to which advertisers prefer The •♦•♦**. There were 942 columns of advertising of all kinds more than the next local newspaper. Local display advertisers gave us 436 columns more than this next daily; foreign display advertisers, 93 colimms more, and classified advertisers, 413 columns more. This is certainly a most pronovmced and convincing pref- ermen.t and proves that this paper is the one big, sufficient advertising mediizm in this field. Respectfully, [362] THE DENVER POST ^f^^ Published Every Day of theYear The Want Ad. Medium of the West The Official Paper of the People "SO THE PEOPLE MAY KNOW- DENVER, COLO. 8CT IN STRATHUORE OLOSTVLE BTRATHMORE ORNAMENTS AMERICAN TYPE FOUNDERS COMPANY Dear Slr:- The Caliph Omar would have made Carnegie libraries im- poasible and driven that lucre-incrusted Laird of Skibo Castle and Pittsburgh Into other channels for avoiding the disgrace of dying rich. Omar ordered the vast Alexandrian Libraries burned, eifter refusing to give them to the learned men of that city. "If those books," said he, "contain anything which is contrary to the 'Koran,' they deserve to be burned; if they contain what is written in the 'Koran, ' they are unneces- sary," hearing which these wiseheimers in the chaste parlance of the day, observed: "Truly, we have a fat chance to save these treasures from the flames!" The Caliph Omar has, in this Rocky Mountain West, every weekday, about 60,000, and every Sunday about 88,000 poten- tial successors, who have decreed the standard for excellence in their daily newspaper to be that set up by The *•••••. No other three daily papers in combination in the state have so large a following. No other paper in the country has a circulation as large, population considered. Equal in rank but less in numbers are other Caliphs, commonly called advertisers, who, from day to day, month to month, year In and year out, affirm without hesitation, that as an advertising medium, nothing here is necessary but The §74 [363] The local display advertising printed by The • • • • • in the ten months ending Octoher Slst, amounted to 3,305,568 lines, or 236,112 inches, or 11,805.6 oolxunns — a suhsteuatial increase in volume over the corresponding months of 1910. The foreign display advertising amounted to 972,972 lines, or 69,498 inches, or 3,474.9 columns. This too is more advertising of this class than we printed in 1910, the volume increasing as the year grew older, October showing am increase of 65 columns, or 14 per cent. Tlie *♦♦**• printed this year up to October 31st, 492,402 separate Want Ads — 39,161 more than we printed in the corresponding time in 1910. The next ♦♦•♦♦• daily this year printed 233,379 separate Want Ads — a nvimber 63,585 short of what it printed in the first ten months of last year. The * ♦ * • * ♦ is the only daily newspaper between Chicago fi.nd San Francisco which could boast, if it would, of an advertising gain for the ten months of 1911. The fact, however, justifies the decree of the Caliphs that no paper here is necessary, as a newspaper and as an advertising mediiim, save alone The *♦••*♦. Respectfully, 1364] The DENVER POST PUBLISHED EVERY DAY IN THE YEAR "SO THE PEOPLE MAY KNOW" •Che Offclal Paper vf the Peapk Denver, Colo. • rr IN MCNBCRS OF THE CHCLTENHAM BU3HA onNAMCNTt INLAND BORDCft AMIRlCAN TYPC FOUNDERS COMPANY Dear Sir:- The top is not a comfortable plaoe. It Is not even en- viable or greatly to be desired. "Uneasy rests the head that wears a crown," was the way Louis XIV. sa-w it. Madame Patterson Bonaparte know when she was well off as expressed in her: "ITot the throne, but very near the throne . " The top is a goal attained, which at best more than huaanly finite. "^13 no Again, it is the ripened grain on the stalk — a harvest time — the beginning, too, of decay. General Taylor, of the Boston Globe, onoe said to his fellow publishers: "From the top all roads lead down," The •♦♦♦♦• has never, in its own consciousness, reached the top. Kore than this, it has nevar fixed or de- fined this position. It never hopes to reach it — will take precious good cars that it does not. The •••••♦ — and this is an entirely different matter--i3 a leader among V-" - - • i - - - of North America- -THE leader in the . It proposes to thus continue to lead. And it will lead because it will livo--becau39 it will ever bo a better news- paper--! it wil'' " ' "!. to do for an anny \ and w. , . ever ad- rancing their ideals. §74 [365] -2- The evidence of the continued growth amd the leadership of The *♦*♦♦• is shown in its circulation — something like 3,000 copies more per day, at this time, than it weis a year ago. The volume of its advertising is additional proof of the leadership of The ♦••••». jor the eleven months ending November 30th, it printed: Local Display Advertising... 13,156.0 columns Foreign Display Advertising. 3,898.5 columns Classified Advertising 10,055.4 columns TotauL Advertising 27,109.9 columns The •••*♦* has a gain over the corresponding period in 1910 of 692.0 columns of display advertising alone- The next ••••♦♦ daily has a loss in display advertising from ••*♦•• merchants alone of 1,938.0 columns. The *•♦♦♦• leads this next local paper in total advertising for eleven months of this year just 10,991.0 oolmnns. The difference in favor of The *•*••* at this time last year was 7,433.0 columns. The ••»♦♦• has prtnted this year 536,684 separate Want Ads. The next paper has printed 252,118 Wsmt Ads. All of which ought to be convincing evidence that you may advertise successfully in this paper. Wishing you the compliments of the season, we are. Cordially, [366] THE DENVER POST, INCLUDING SUNDAY. 15C.AWEEK DELIVERED ANYWHERE ON EARTH •so THE PEOPLE MAY KNOW The Denver Post The Official Paper of the People The Want Ad. Medium ofthe West Published Every Day in the Year DENVER. COLO. SET IN TVPO QOTMIC AMERICAN TVPE FOUNDERS COMPANV Dear Slr:- Billy Root-- this was in • 73-- the year Congress went to sleep and enacted its infamous argent crime — and his pardner entrained a herd of burros down to ***** • one hot August day, intent on buying supplies for their mines. Late in the afternoon they finished work. The next dawn, when they would start home, was hours away. Therefore they sought divertisement. Some hospitable publican gave their inclination a liquid turn. This impressed them so favorably that, for the entire long session that followed, they refused all else but Peoria products. At sun-up, however, they were across the Platte, sadly, thirstily toiling over the long, waterless divide to Clear Creek. The burro pack train relentlessly enforced the speed limit. The sun, the dust and their thirst--but cut that. At last the creek--its name fitted it then — was in sight. They covered the last quarter of a mile on the run, leaving their cargo to its own devices. Throwing themselves prone on their breasts, they drank--and drank sooie more. After a final draught, Billy sat up and satisfyingly sighed this tribute: "If I had known this stuff was so good, I'd have drank some last night." Now, you have advertising intentions — more likely, are actually spending real money for advertising space. You should know — probably do know — that in the name of §74 [367] -2- advertising much substance is wasted — many disappointments lurk. Your business story is in this program — that direc- tory — or guide book--or hanger--or announcement — all so many plain or mixed or fancy drinks, to be indulged sparing- ly or as your purse warrants and then charged to charity or experience or that good old account, Expense, or any other you like, but never to Advertising Inves tuonts. Newspapers of character are tried and well approved advertising media. The • * ♦ * ♦ * is such a newspaper, plus. It is the best advertising medium between the Great Lakes and the Pa- cific. It has the favorable endorsement of more advertisers in all that range than any other daily paper. In the city Qf * * « * i» 4> i^T^Q ♦♦»♦•* ^g^g preferred to any other local paper last year, in total advertising, by a majority of 8609 COLUKIfS. The *•*•♦* received 70 per cent more money for every one of these columns than the next ***** paper, per column. How big the circulation of The •*•*♦* is and where its paid subscribers are, is told within. Write this circulation in your advertising contract, which we anticipate at your early convenience. Respectfully, [368] ^jj(E^ /^"^ OSMOPOLITAN ^ MAGAZINE ^^ 381 Fourth Avenue New York ACT IN tTRATHHOItC OlDSTYLE VEHSATtLC INITIAL STMATMMOBE ORNAHCNT STRAIMMORE BOttDEN AMCmCAN TYPE roUMOEttS COMPANY Dear Slr:- What, I wonder, ia the destination of thia letter? Our School Department has teen keeping your mails occu- pied for a long tine, without apparent result. It set out less than three years ago to bring some four hundred schools and summer camps into the *•♦»♦• fold. Two hundred of these are already with us, with profit to themselves. You belong to the other two hundred and your masterly reserve has interested me. I have determined to have a plain talk with you myself on the larger aspects of ***** *. I don't know anything about school advertising. I do know something about advertising. I know that the school advertiser, like every other advertiser, needs publlolty, must have it, and, if he has cut his wisdom teeth, goes to the best market to get it. That's your side. My side is this: "I know what every well-informed ad- vertiser and advertising man know, that ****** is now one of the very greatest of the great among advertising me- diums — not great for Just a few kinds of advertising but great for all kinds of advertising, yours included. I know that it is one of the four magazines of largest circulation and broadest appea] ; that it goes into nearly 450,000 homes of comfort e \ and ia read by over 2,000,000 wall-to-do Indiv. , .n and woms i of light and leading. I know that it ia entirely safe to t there is, on an average, at least one boy or girl ol ^^.,.:ol age to every one of those 450,000 •♦•♦♦♦ families. I know that ♦•♦••♦ School Directory for the beat reason in the world has grown more rapidly than that of any other magazine, and I know that this last year it received directly and referred to the various achoola advertising in It, over OlfE THOUSAND special inquiries from parents and pv-oo, -,.fi,'., ^...iir-^ -,1 i.a -f,- :n tho othor th'""'-'>' -'=1 of * * * • j received, a? reoeived, fiiL, .. i :. ,1 L.y l.LiJ 3'Ji.PUi.a - - ■ . themse i v ' ;.' . I know - but that's ti t for one meal. I don't want this letter to be inditjuo title. Very truly yours, §75 [369] Cosmopolitan Magazinl 381 FOURTH AVLNUL NLWYORK srr IN auLPiNCH olostvle AMERICAN TVPC rOUNOERB COMPANV Dear Mr. •••♦•• Going! Going! Saturday 'twill be GOHE! ! ! YoTzr last chance to buy space in February ♦••••• at the $500 rate. Unless there is an extraordinary reeison for staying out — yoa certainly ought to be in — Because the rate goes to $600 with Uarch — increase of 20^ over the (500 rate. In actual copies sold you buy more circulation at less cost in ***** * than in any other weekly or monthly publicati on in America. Magazine on sale January 10th — when folks are clipping investment coupons, and are apt to be in a spending fraune of mind. If you want space, fill in the blanks on the wire, and send it — collect. Mail copy, and outs (if any) at once, unless you want me to repeat any previous copy. If so, say so on the wire, and oblige, Yours very truly, P.S. If in doubt, ask your newsdealer, your agent, or «my advertiser now using our pages. [370] 381 FOURTH AVENUE NEW YORK SET IN CLOISTER SLACK ANO BOOKMAN OLOSTYLE MIBSAL INITIALS AMERICAN TYPE FOUNDERS COMPANV Dear Mr. ••••♦• Your clients - how much confidence have thay in you? Are you their counsellor — their valued attorney, or merely their broker in advertising? Your status will be determined by the line of action you pursue in the following contingency: January Ist, ♦•••*• rate goes to $600 a page. Rate to-day, ajid until December 31st good on definite orders for definite space in definite issues up to and including February 1913 $500 a page. AS ADVERTISING COUNSELLOR: you will advise your clients of this fact, and maybe, add that in view of "Cos's" growth in circulation it might be policy to take advantage of this offsr, and place an order now. AS ADVERTISING ATTORNEY: you will, to protect each cli- ent's interests now, go over each present or proposed plan — broadly consider •••♦♦• past, present and future-- place orders for your various clients till February '13, In- olusive--and advise each client of your action. This is the strong, decis^ive, busi ness -confid ence-winning way. AS BROKER: We say frankly — don't advise your clients. On a fixed commission basis, you'll moke more out of placing the business at $600 a page and later (probably around the fall) at $750 a page - than you do now. Accordingly — as you rate yourself — what are you going to do about it? Yours very truly, §75 [3711 Coamopnliian Ma^uzins 3BX iFowrtli Aurnup Batrb 1 r srr IN ENORAvcns old cnqlish bold chap-book ouidons AMERICAN TYPE FOUNDERS COMPANY The •♦♦••* stocking Co., Grentlenen: Last night I visited a house - Just a plain middle-class house. Over in a corner of the living room sat a white-haired old ladj. She was darning socks. And I thought of dear Tom Hood, and his immortal "Song of the Shirt," and then, far be it from me to travesty such a genius, I Jotted down these lines: T he Song of the Soc k With fingers weary and worn. Darn, dam, darn, A woman sat all forlorn. Darn, darn, darn. No blessed leisure in evening hours, A pile of socks before her towers. They have to be mended - her spirit cowers. Dam, darn, darn. This fajnily were subscribers to, and readers of * • * • — There's nearly a million other feimilies like them. What an appeal you could make through our pages! Ask your agent about the February number. Yours very truly, P.S. Rate |500 a page, and pro rata. February forms close December 15th. Magazine on sale January 10th. Hurry copy for February number - send it direct, and instruct us through your agent (if any). [372] §75 BCT IN BELLA ROBBtA DKLLA ROaSIA ORNAMENTS AND FESTOONS AHCRICAN TTPC FOUNDERS COMFANV 38 1 Fourth Avenue NEW YORK stocking Co. , The • ♦ • ♦ • • Sentlemen:- I thought of a second stfinza for the "Song of the Sock" - here it is: men with sisters dear, Dam, dam, dam, men with mothers and wives. Dam, dam, dam. 'Tia not that you're wearing small holes in your socks. But the fact that such labor one's true spirit mooks; So go to your hosier — and order a box — Of •*•***- the wonderful Guaranteed Socks Dam , dam , dam . And I'll wager that the million, or more, women readers of ***** • will bless you, and your thought fulness, if you bring home this fact to their menfolk - and you reach at least three million men and women when you advertise in our pages. As I told you previously, the fSOO rate holds good for Tebruary. Forms close December 15th, so hurry up copy. We don't want to rush things at the last moment. Yours very truly, In reply refer to GUI §75 [3731 Cojsmopolitan iHaga^me il^umber 381 jFourtl) 2i)3tmt DatcB: SET IN CASLON TEXT CHA»>IOOK OUIOONS AMERICAN TTPC FOUNDERS COMPANY Dear Sir:- Have you ever visited Matnmoth Cave near Louisville, Ky.? It was my good fortune to visit this Cave and I think its peculiarity is a Law of the Universe. Here I saw the deep columns of stalactites and stalag- mites - mineral substances peculiar to this cave. These col- umns have been building from time unknown by the dripping of minerally charged water, one drop at a time, forming solid columns in some instances from top to bottom. Others are but partially formed but still building. Now one could watch the formation of these columns for ever so long and still fail to notice any perceptible change, altho it is nevertheless taking place. Nature's Law of Repe- tition does the work imperceptibly but effectively. Now the Law of Advertising is the Law of the Universe. A successful business has the constant repetition of everlasting drops of advertising with the mineral of Juat- plain-old-fashloned-honesty in advertising. If you could make your advertisements and follow-up read as you would talk - filled with "just plain honesty" repeated, again repeated and again repeated everlastingly, you would be bound to succeed, other things likewise being •qual . [374] §76 Your advertising auid salesmanship - or conmonly known as "follow-up" - must also work in this same intimate har- mony. The man who says advertising does not pay should not too erroneously throw the blaine on advertising. Just let him ask himself, Was my advertising persistent repetition? Was it "Plain-Every-Day-01d-I"ashioned-Honesty?" Did I treat the inquiries intelligently and often? Did I try to persuade the inquiries by mere cold logic or by good straight interesting talk that reaches the heart? You know Abraham Lincoln is quoted as saying, "A drop of honey catches more flies than a gallon of gall." And remember as a parting shot there are two classes of people, those who do things, and those who make excuses. Procrastination may mean opportiuiity lost to you. Don't leave a loop hole for an »xovL3e. Very truly yours. Postscript: - The advertising forms for our March ♦♦♦♦•• are now be- ing made up. An order blank en- olosad gives you ratas, closing data etnd all necessary information. §75 [3751 Cosfmopolitan SET IN CLO'STEK BLACK STNATMMORE ORNAMENT LINEAR SOROER NO. 2 AMCRICAN TYPE FOUNDCRS CDH^ANT ilumfJtr 381 JfourtI) sabtnue i?EtD |9orfe Dear Blr:- It'3 pleesant to ride in the parlor car over the present road bed of any railroad from Chicago to Denver. But Aid ytiu ever stop to consider how the railroad was constructed tie hy tie over a road bed many years building? It would not have been much of a road if the work had stopped after the first five miles of laying the tracks, be- cause the predicament arose "all the money is going out suid nothlrg coming In." These railroad men have the prescience to see the fu- ture. Their efforts, money ajid foresighted instinct was a sure erongh gamble. Right among the advertisers of schools and colleges we find advertising builders of the same calibre as these rail- road men. Fortunately we have only a few builders who are building for the present and not for the future. These look for immediate results and are not content with what their present efforts will mean to them in the future. Don't get discouraged after you have laid the first few ties of advertising. Keep building — building forward and forward -- onward toward reputation. The future can never be obliterated and washed away if built on the solid founda- tion of advertising. [376] §76 -2- The printed word is the word which surviTes, and effl- olant advertising is a form of printed word never to be for- gotten. Ifaster it. Don't let your past one time effort in •***•• defer you from repeating your effort NOW — the psychological time when your efforts count to the greatest degree. Remember it's the repeated effort rightly applied which makes your future position sure. Of all the qualities which make for success, intelli- gent, tactful perseverance is the most valuable. Any Eimount of engineering skill will not in itself build a railroad. Ho amount of tact in itself will convert financial ability Into raising money and bringing about success. There must be a combination of knowing how, the ability to do, and the PBRSBVSRANCE in doing. Very truly yours. P.S. •*•♦•• is the Twentieth Century Limited carrying your adver- tisement direct into the American homes. No stops. The next available issue arrives September 10th. Its advertising pages leave 17th Inst. [377] 381 iPourtl? Auenu0 • ^eut ^ork 3C =^ SCT IN CNO««VCRS OLO CNgUtH lOUO tCHUIL OKNAHCNTS AMCKICAN TYPE FOUNOCRS COMPANY Dear Sir: - A P"'^ 3 > U ,JI jUit rr cl I a drei- We have five -ty of writing good d to write letters. ' .0 one , I am .Aui poUi.der," .-..J. I l-'V'^ tlie . - th.8 a.: , -' "■'^ly who.. -^ ia.in8 tion V'- Jo _ etc., et . wi*"- ■^■- ' 1' ti wr . k:, a: St , ^^7 idea from refdlr.g your adver- ts in the ■ r.i of your bu ■ * * * * I aa a strong belie its possibilities. »-.--.- J ■ '•' *'-" "—rd? Shall I go ahead and revise, devise or c ad? Better let rae go ahead with this for our jjcc_03r issue which closes October 15th. Sit right down and write me now. No time better than the present. Very truly yours. the I do this , '^'•"^ -r times of the J. u « :;r- g'iuius in 3 .liar i.3 a study c " - a ;g is an i :lon ;_,._^t mental c i.... ., .l-cal ps you have both (^uaiities [378] §76 DC 3DDDC 30 a Atlanta City Directory Co. DC DDDDC Bell Telephone M. 1161 and 3026 ICT IN Ckt'OfACE OCTHIC MONOTONE eOKOCR INUIND eOROEK iMimCAN TrU POUNDERS COMPANY 61 1-2 E. ALABAMA STREET Atunta, Ca. a DD Gentlemen: - Could you use the serrloea of a moat falthf-il, in^iist- ant, polito, tlroleaa, novsr-looe-aii-ordor and Stlvrrr' '~- the-Job ealc3Kan: one who will work accurately a^. Zy, day and night every hour of the year v/ithout pr^ ,^, pushing, or perquisites? We can furnish you suoh a nalesiian. It Is Tho * * * ♦ thra its "Classified Bualnesa" daparti-aent. Tliis Classified Business Department is the onlv ^j lolete ■Buyers Guide" obtainahle of the City of ***••' *. Every buyer, be he stranger or oitizon, must consult it if h^ would know who is sni;Ling what he wants to buy: or obtain the most and bast for his money. If you are represented in it, under suoh classifica- tions as would cover your business, you will surely get many ohancDS to soil your goods that you may miss if not repra- sentad. Each classification is equivalent to a salesman; or an open door, thru which the world can buy your goodn. The cost of each classification or salesman: or open door, with your name in black type is only $2 a year. c r\ v"ir ^ r* rt We enclose a sample illustrating th you: while this ahov/o many different ol on ono pag3, they would " — i.-..^ _ ,^ , ,^,, appoar in their proper ■ '.tion t Cioasified Pusinoss y . oT ovu;- 100 root place to guide ■. ctlve buyer i ■d 7 The •••♦♦• City Directory Is ooisuTt-f! over five Billion times a year: don't you thir Id be worth |2 a yoar to have a chance at that in , .ties to do business? If you do, ring up M. 1161. Respectfully, [379] JOSKPB W. HILtL. PlucaxxiBNT V^AXO'ESl O. FOOXE:, SsosaTAJtT BKLL TKLSPSOKS 'M.. 1161 iV>IX> S260 AxLiABrrA City Directory Co* MAULING USTS KURNISHED Oir A 1^1, VOCATIONS IN ANY I>AnT OIT THK ^VORLJ). CinCUl.Anf< ADDRKflSICD AND UAXtJBD CURiUENT I>I«lCcrPOni«B Oir ALL. lMI*ORTANT C1TIX« IN TUIB UNIXICD ffrATKS AND CANADA, AIXO HOUB OV OXZIBR OOUNXRIKH. ON KlLlfi VOH THE B*H1EB RKinCRJBNCE USB OV PAXItONii MKkinicR AeaoolATtON iVUKRlOAN £>UtlCCTOI«Y I'U ULJSHKltB SCT IN ENGRAVERS SHADED AND CARD MERCANTILE AMERICAN TYPE FOUNDERS COMPANY eiMi K. A.I..A.Bi\^lV\. gTRTCTBT A.TX.ANTA, dA. Gentlemen :- One million readers a day for fl4.00. Are you inter- ested? On April 10th we made you an exceptional advertising offer: to cover all the oities of America for you, on one order emd one eleotro. We know the offer ia large, hut we also Icnow the cost is small, and we know the service is good, because it reaches the hest class of people in the world: the office and store workers of America - the very people who buy 2;our goods. We can offer you one million (1,000,000) money-making and spending people every day, who will READ your advertise- ment, at the most favorable time for you - the time when they are in the buying mood - when they need your goods - when they have all the facilities for buying at hand - the Telephone, Bookkeeper, Stenographer, Clerk, Check Book, and Office Boy, the combination is perfect: and it holds good every minute, of every hour, of every working day in the year. You can try this service in one town in one State, or in all the towns of all the States, at a cost of from flO.OO up. Compare our cost with that of any other respectable printing advertising mediiim. Compare our readers, the Merchants, Lawyers, Physicians, Ministers, Buyers, Bookkeepers, Credit Men, Stenographers: in a word the entire progressive commercial element of Amer- ica: with those of any other medium - then send us your first order you'll repeat - we know it. Raspeetfully, [380] §76 Atlanta City Directory Company Mailing Lists furnished from all over the World CIRCULAKS ADDRESSED AND MAILED. CURRENT DIRECTORIES OF ALL LARGE CITIES IN UNITED STATES AND CANADA, ALSO SOME OF OTHER COUNTRIES ON FILE FOR THE FREE REFERENCE USE OF PATRONS JOSEPH W. HILL, President WALTER O. FOOTE, Secretary . . MEMBER ASSOCIATION OF AMERICAN DIRECTORY PUBUSHERS Boll Telephone M. 1I6I and 3026 ■CT IN MEMBCm OF THE 80DONI FAMILY VERSATILE ORNAMENTS AHCRICAH TYPE FOUNDERS COMPANY 61 V& E. Alabama Street Atlanta, Ga. Gentlemen :- Wouldn't you like to talk your goods, to all of the dwellers, in all of the Cities, of all America, every minute of every day in the year? Talk to atout 30 million people, at a cost of 14 dollars a day, in a space the size of a standard magazine page? That is just what we can offer you: the entire Urban population of .America: or any portion of it, at proportion- ally aaove mantionsd cost. This is a fact: we are prepared to cover practically every city in America, every day in the year, with & i - -Ji or full page adv. at a cost of fron 4 to 14 dollars a day, and do it thru the most representative, respectable, and thoroly read medium in each town - the CITY DIRECTORY. loe. One order, one eleotro amd one oheok seoures the senr- You can use your magazine "oopy* if you wish. Your own hoae Directory Company and th3 •Association of AJBerican Diractory PuoLishars," rapreaaating 10 aillioa dol- lars, guarauatee the faithful fulfillaent of your order. This offer is made you, because your goods appeal to the office and store workers: wnom we approach at a new and favorable timo, they do their buying either comin? froji or while at their place of business and our Directories are their constant companion during all their wording hours, therefore the shortest link between buyer and seller. Kay we give you more details, and good reasons whj jou. eould use City Directories profitably? Respectfully, §76 [381] NEW YORK MAIN OFFICE SsTpr^rMfn. 315 Fourth Av0nue • ^„,^^„„ SPRINGFIELD. MASS. ABERBEEN D 1 • rt n nj:-A Mynok BuildtnA Seulh Dakota Peopl* a Gas Bailaing The Phelps Publishing Company PDBUSHERS Fairm and Home A NATIONAL SEMI-MONTHLY tCT IN HCHCIRS or TNC IITMO FAMILT AMCiKCAM rvpc rouNOtas compact dentlemen:- In 1900 the value of an aero of com waa $8.50. Now it is $14.80 - an increase of 74^. The aore value of wheat, due to the higher price per tushel and to the increased yield per acre, shows &n. increase in farm value of 112^. The ten leading crops taken together show an increase of 72.7;^ in farm value. This means that the farmer who made flOOO ten years ago, made last year $1727 on exactly the sajna acreage, with the same labor and sa-ae tools. He has |727 mora that is usahle for buying more land or more tools; for educating his ohillran; for improving his buildings; and for buying various kinds of advertised products msuiufactured in one or all parts of the land. ♦**••* the leading national semi-monthly, with its 500,000 circulation, will introduoo you to some of these farmers. Yours very truly, [382] §77 Dear Friend: - Why not aurpri^o jv,l;i v;ui o jj i.i.:i, U.-iu [^ive ,.'L-ux i^-^i-.iJKj- lutlons a treat? The Fra will increase your will power; your oapaoity for friendship; your t T"; r.ni hy adding to your health >, j. avert that humt sienna t , j tlia eliiar ooae, and send the .undertaker into a rooe ). The Fra is printed hy printers, and in i strictly hoaarty. We just must have your subscr -- ;" good and oure. Please rnply a'bniptly nnd ^7lth prooiaioa. §78 [383] Jfrom Albert Eulibarb rja^ €ri£ Countp, ^cto ^orb IfT IN CLOISTIII aLACK CAXTON INITIALS AMD ORNAHCHT AMCRICAN rvPC rOUNOERS COMPAI Saint Hyaclnthua Day 7.30 A. M. Playmate: Here Is an offer that no sensible person like you can afford to resist. Come in on it for yourself and friends before Saint Peter closes the gate. A little bird tells me that 1911 for you will be the happiest and most prosperous year you have ever known. How- ever, you must subscribe for THE PHILISTINE in order to get the full benefit of the vibes. Remit by check, stamps, money-order, Just as is most ••nvenient. At the same time make a wish, which wish we •arrant to coce true. The mails are safe unless your letter ia registered. One Dolodocci! So let us hear from you as soon as you hit the Cosmic turf. One Taft Dolodocci. Your sincere [384] §78 The Roycrofters Makers of De Laxe Books, Hand-IVIade Furniture and Things, Printers and Publishers of The Fra, The Philistine, and Little Journeys East Aurora, Erie County, N. T. SET ev THE POOLE PRINTING COMPANY BOSTON, MASS. Dear Playmate In the Kindergarten of God I am not Elijah but I am something Just as good. I am Pericles with an Aristophanes twist and a Socratlc mental bias gotten from my cosmic sleep of twenty-four cen- turies close by the dust of the gentlemen just referred to. I know more than Plato, Pliny, Paul, Socrates, Seneca, or Shakespeare, because 1 live later. I cum fifty years old and have never been sick a daiy - having never read a medical auivertlsement nor consulted a physician. I have not missed a aeal excepting thru inabil- ity of access. I have never failed in a business venture nor had a fire. I have made millions for others and all I want for fliyself . I have been offered a salary of fifty thousand dollars a year if I would turn over to a Literary Syndicate all I write. I declined the offer because I want to be a fanner and write the Choice Stuff Just for two publications - "The Phil- istine" and the "Little Journeys" - price Two Dollars a year for the two and a De Luxe Roycroft book for yourself, gratis. It's your move! Tovrs truly. [385] Barrister Publishing Co. 250 West 54th Street New York Cit\f SCT IN CMCLTINHAH ITALIC AMERICAN TTPC FOUNPCM COMPANY Dear Slr:- This ia frankly a brief for newspaper advertising. The daily newspaper is not the most effective adver- tising medium for all purposes, Por reaching the manufact- urer, a trade magazine often is superior. For reaching certain closely rastrioted classes of retailers, olroular- ization is an excellent method. But for reaching the large general body of the "Ulti- mate Consumers," there is no medium even to rival the news- paper. This is true because to interest, to convinoe, and to compel response from the ultimate oonsumsrs, their attention must first be caught and then fixed by constant r: ' ' • and repetition. This can be done only through the no r, for the public has beooius aooustomel to consult th3 adver- tising c "■ - 1 of the n: ' '. oh 13 the universal and natural . for anno.. ,j.rding articles of dally ajid frequent need. This Association of newspapers will be glad to '»iv9 you Information about the value of the right kind of ^r advertising. Are you sufficiently Intorastod to ■% . . uuit we send It? Do you wish to have our representative oall? Perhaps you believe that the cost of general adver- tising in the newspapers would be prohibitive. We may be able to explain the "limited seotion** method. Vai"y truly, [386] §79 I ®If^3IUumtnattngS^r0rfi A Monthly Jot4rnal of Scientific Illumination Illuminating Record Publishing Co. Write for Adverliunt Ratet • 983 CLARK STREET, CHICAGO. ILL. SCT IN CN0RAVCK9 OLO CNQLtSH. RECUT CASLON *N0 RCCUT CASLON ITALIC CCMTUNV BOROER RENAISSANCE ORNAMENTS CHAR.ROOK QUIDONS AMERICAN rrRE FOUNDERS COMRANY BaU2i||' r Dear Sir:- To increase current consumption is the everlasting problem of central stations. That is why ♦♦**•• special April issue will be a Current Consuming Device number. The issue will be filled with discussion by authorities; suggestions, plans and ideas to increase central station business and profits--IiOW TO BUI^"^ ^^ A DAY LOAD AT OP? P2AK. It will 136 read and preserved by cvLry manager who "makes good" with his stockholders. Over 255^ of American central stations are in the South; here the percentage of Increase Is four times that of the North, and the South is ♦ * ♦ • ♦ • field. The South offers you an opportimity for profitable business that does not exist elsewhere. ♦•♦♦♦• with its guaranteed circulation, is giving you great help, at low cost, to establish your name permanently in the South. Any change in your advertising for April — new copy or larger apaoe--should have immediate attention. Yours truly. §80 (387] lat^ SES^sa^^gsE^c; iiLaniaaaii. -U,..!^^ Hi S^ly^ IfUxtmmatmg Wi^tovh I □□ 983 dark ^tteel, tiUfUaga ir:i^ :3E^[:^iT?3c^r-ir dczde: A fianttflu Joumoi of #cimtif ir fUtunutaiton ItT IN CNORAVENS OLD CHaLISH lOLO VEASATtLE ORNAMENTS ART-TtLCS AND OUTLINC ART-TILCS CMAP BOOK QIIIOONS AMERICAN rrPE FOUNOCRS COHfANY Dear Sir:- How often have you said to your sales staff: "Stick ily where the orders come from." closely where Most of them come directly or Indirectly through archi- tects. If more of them would specify your goods the year round, what a fine showing for your ssLles account! To have your men in every architect's office long •nough, oft«n enough* and Just at the right time, is impos- sible. But you can do better. You can talk to every archltoot and always at the rtght time. While "Incubating" a proposed building, he looks for suggestions in "The •♦•♦••», particularly in our Apartment House number. It gives him ideas he can use for mansion or cottaige. It shows him aasterstrokea in space utilization, conven- iences auid building methods. He provsdly oonsults the ad- vertising section, too. Talk to him there. Can you impress so many architects so opportunely, so effectively, so economically in emy other way? Isn't this opportunity too valuable to miss? Let us explain what a sales auxiliary our service is to you. "Listen" to the enclosed card — before the forms close for this issue, Nov. * * * * • •^ the most Important number of the year. If you send the card now, you won't forget about it and. you get this sales-information by return mail. Very truly yours, [388] §80 The Illuminating Record A MONTHLY JOURNAL OF SCIENTIFIC ILLUMINATION ILLUMINATING RECORD PUBLISHING COMPANY 983 CLARK STREET. CHICAGO SET BY THE POOLE PRINTING COMPANY BOSTON, MASS. <l«ntleaen:- Tou want the CONTRACTORS • —THE SDPPLT DBALKRS* and the JOBBERS' husiness. You are, doubtless, going after it vlg- orously. There is your personcLL representative — your lit- erature — your followup and your house organ, probably. All •re very good. All are essentials to realize a gain in your sales. But do not overlook taking into consideration the ▼alue of the trade paper. The editorial matter in any technical Journal readily discloses the character of its oireulation and therefore its adaptability or non-adaptability to your particular needs. Analyze the editorial matter in • • • * * and you will find It of exceptional vaLLue to you as an advertising mediiim. ***** is published by former Electrical Contractors for Electrical Contractors and its vital editorial matter baa ■ads it indispensable to 5,000 of than in the United Statss and Canada. It is pre-ealnently your particular medium — for ths reaison that it so effectively and extensively covers the naCTRICAL CONSTRUCTIOH ?ISLD. YOUR riSLD. ▼•ry truly yours. §80 (389] The Ili^uminatii^g Record A Monthly Joomal of Soientilio IlluminatloB ILLUMINATING RECORD PUBLISHING COMPANY 983 Clark Street, Chioato SCr IN THE IITHO FAMILY VtKSATILC OKNAMrNT AMCRICAN TYPE POUNOCRB COMPANY Dear Sir:- What about your advertising? Tho untilled farm yields no grain, tha idle factory produoas no dividend, the unread advertisement supplies no motive power to your selling campaign. Your business suooass depends largely on two things. Equipment made as well as you can msike it and advertising as good as your money can buy. Glance through the pages of the sample copy we are mail- ing you to-day and you will be convinced not only of the magnitude of the field, but also of the superiority of • * * as an advertising medium. Our Mr. ♦*♦*** vvho called on you recently, states that you expect to dsal with your advertising for 1911 in a few days. We therefore enclose our advertising rate card and shall be glad to have your order for at least half a page. Wishing you the compliments of the season, we are, Yours very truly. [390] §80 ■.7ip»p''«p5fc^-< The Business Man's Publishing Company, Ltd. BUSINESS A Magazine /or Office, Store and Fadory Detroit, Mich. srr IN MCMBCAS or The cmeltcmnam family vehsatilc bomoch ANIfllCAM TYPE FOUNOCMS OOMPANr Dear Slr- The Detroit United Railway has a great system - as you know. And their General Auditor, Mr. ***•♦*, is quite a fellow - In Street Railway Clrolos especially. "Keeping Traok of The Elusive Nlokel" Is the title of Mr. ••*•** 13 article, which will appear in the November issue of our Magazine, ♦••*•♦. • • • * * • jg j^ Magazine for Of floe, Store and Factory -■'"'■' ~ iet Railway Offices as ituoh as ar.7 ether. : e pulsates with articles for evsry kind of a Business U&n. Special attention is given prohleTis In Accounting - and this is an Important item in Street railroading. Keeping track of the elusive nickel Is a hlg problem in your 'business - v/here it Is these very nickels that in bulk make up the day's profits. One idea - one thought - one fact or sugcestlon given you in Mr. ♦•♦•♦* tg artl';-' i3_ o_f dollajs f_or_jou if proj)erlY s- _ _ . And yet we offer our November issue containing Mr. ••♦*♦• "a article - with eleven other 1 each month) - each one containing live and inter Icles - all for the small sum of only $1. And If you want the book llluatrated i: the enclosed olroular - simply refer to V. Don't let your interest In the Atlantic City Railway Convention make you forgot to se ' - - ,.ig subscription to ***** *, 'b'^^' r issue, so you can read ♦»♦♦,» gays on the subject of KEPi _lIY?_!JJI^i^I'' Respeotfully yours, §81 [391] ;OSMESS A MAGAZINE FOR OFFICE. STORE AND FACTORY The Business Man's Publishing Co. ud. Dciziizzicizic: SCT IN CONDCNSeO POSTCR AND CONOENSED WCflB RCNAISSANCe OWNAMENTS ART-TtLES ANO OUTLINE ART-TtLES AHCmCAN TYfE roUNOCHS COMPANY W)®kmt Mkk Dear Slr:- Beginning on page 404 in November issue of ***** * you will find an article from which you oan get an idea that you can apj)!/ to your own business. This article outlines clearly a principle that I be- lieve can be made to nean hundreds of dollars for you. And this is only a sample of the kind of articles appea ring evf j7 month in this magazine. Only fl secures the magazine for a year. Send us your order to-day; and if you find you cannot make valuable use of the special article we are here calling to your attention, or are not satisfied In every way with the magazine, you may ^*Y2. _Z2i*J_ JiSSSZ- ^ aok wi thout ques tion . Convenient coupon Is enclosed — sim ply sign this and forward to us with only |1. Please show the Daisy Air Rifle offer to some boy who night be Interested. "Remember the boj. * Yours very truly. P.S. If you send $1.50 we will enter your subscription to •••••* for one year emd also send you a copy of * * * • splendid new 252 page book entitled ••••••. Xl''iL_?2B57 teok If not satisfied. [392] §81 Office and Factory Magazine J. H. LYTLE, Manager Detroit, Mich. »eT IN MCMBEBS OF THE CEHTUBT FAMILV STI«*TMMO(tt OOWaMENTS MERCANTILE SOKOEH amehican ttpc founocrs company Mr. Retailer: - ^^ * * * « • .^ editor of The * * • * • ♦, has Just written a new book that will help you run your store to make more money. As a special introductory offer, for a limited time, we are offering this splendid 252 page book with a year's sub- scription to our magazine for only $1.50 (see enclosed cir- cular) . The current issue of ***** • contains an article entitled "HOW HE SOLD THE SURPLUS STOCK" by ***** *. This is a great article and you should see it. This same Issue also contains an article entitled "RETAIL SCHEMES THAT BUILD TRADE," by ***** *, and we are sure you will both enjoy it and find it valuable. Let us hear from you within 10 days if you wish your ■ubscrlption to start with the current November issue. The magazine alone is fl per year. With •••••* book the price is $1.50. Send yours now. Use enclosed coupon. Yours respectfully, §81 [3931 BUSINESS A Modern Magazine for the Office, Store and Factory :xxz The business MAN'S PUBLISHING CO. Limited J. H. LYTLE, Sales Hanaffcr «Cr IN MCMBENS OF THt CCNTUMV FAHItV VCDSATILI OKNAMENTS MCRCANTtLC «OttOCIt MONOTONC BORDCIt AMEItlCAM TYPE FOUNOCDS COMPANT Detroit, Mich. Dear Subscriber: - You can save 50/. Just 15 dijys left to get •*♦••* at only |1 per year. Positively no one can subscribe for less than the new rate of |;1.50 per year after Pebruary Ist. But if you send only $1 and it reaches us on or before February 1st, we will renew your subscription to * * * * * for one year at the current rate. If you prefer, you may send |2 between now and February 1st, and wo v/ill renew your subscription for one year; and also r-er.d the magazine for one year to any friend whose name and address you may send us. In this case to reward you for the extra subscription, we will send you absolutely free a copy of our book •*•***; or a handsome pair of silk socks; or a pair of Genuine German Silver ****** Gartere. The enclosed circular gives you another offer. " ♦ • • * * ♦" is one of the most widely discussed books of the hour. If you could know Mr. ****** personally, as I do, you would appreciate how he la Just the one man out of a thousand to give the v.'orld such a wonderfully Interesting and val- uable book — you need it whether you are a salesman or not. This Is simply an "offer letter." We've not said much about the roagazilne -- you know what It is, after reading it the past year. We've notified you once that your subscrip- tion expires this month. Now I simply want to Impress upon you the necessity of giving this matter immediate attention. Certainly you don't want to pay the higher rate, when you can tnke advantage of the lower if you but will. But remember this -- every offer in this or any other recent letter is positively withdrawn on and after February Ist, 1912; after which date the subscription price to * • * becomes straight $1.50 per year. So don't for anything in the world even hesitate long enough to miss this very last offer. Make up your mind which of the above you want — then aot on it right away. Yours cordially. [394] §81 ^rs^ THE PEIiT®M FlUBJLISMIM^J C®. GENEBAL. OFFICES: WII^COX BLOCK MEBIDEM, CONN. SET IN COPPERPLATE ROMAN THE H. C. HANSEN TYPE FOUNDRY BOSTON AND NEW YORK Dear Sir:- ••I say in all earnestness that the value of "* * * • * *" is 'by far greater than a $1,000 bank account placed to my credit. It is the one test investjnent of my life. So writes Mr. * * *-*-*-*- The greatest (fane in the world is the game of BRAINS. The "best Minds win the biggest prizes (dollars). n* » * ♦ •« explains subtle ways for short-cutting to brainy ability-- to a masterfully developed money-making Mind. V/hile thou- sands of "average Hien" are tediously waiting out the years to be adniitted through the world-old "experience and guesswork entrance," this remarkable guidebook v/ill show you a private aide entrance through which you will iinrnediately~step into the midst of the game--a skillful player. "******" literally brushes aside all former at- tempts to mould a man's mind so that he possesses that some- thing which makes things come his way. It is a system which defies description. It explains the laws and rules — the straight, short way to ability and success. If you don't know these laws, you can't use them; and if you don't use them--it is impossible to win out above the common plodders. Now--if you don't learn these methods fro ' - passing volum8--WHERE ARE YOU GOING TO L:' Will you send for your "♦♦•♦* *« to-DAY, and realize AT ONCE the surprising advantages enjoyed by those who have the book? Read the commendations from pleased owners — from a few people who thouglit it v/ise to spend just a little, rather than to Jeopardize their futures by missing this mas- terpiece. Why should they have this great dollar-attraoting magnet any more than you? I know you will ORDER AT ONCE, because •••••*•••• backed up all my clairas--you found it a grand good invest- ment. This new book on financial success multiplies that by ab-ut 100. Sign and mail the order RIGHT NOW; quick action oountj_. You know I sell all of these valuable s tudy~"sy3'tera'3~"orr'the~' Dlan of: "Your money back if you want it." Yours truly, §82 [395] 1^1 The Pelton Publishing Company Standard textbook and cor- respondence instruction in Busine-is Psychology w nii;ii Miuw The Power-Books %z::^z Which show men how to m power and rom fhcir hrains SCT IN CONOCNSCO HACFARLAND MACFARLAND ■TAt.lC MACAKLAMO BULPmCH ATTRACTOft TWCLVC POINT BOROCR NO. 207 AMCHrCAN rvrt FOUNDERS COMPAHV General Offices: WILCOX BLOCK Meriden, Conn. Dear Slr:- If I could open an office in your town to-day and dis- play the pages of that powerful system «*»•♦♦♦« to- morrow your business associates, and every financial success seeker in the vicinity would be at the doors olamoring to buy the volume. You'd be there too. "******" will increase your executive ability; it will enlarge your capacity for being a leader, instead of a follower. Its hundreds of wonderful pages produce a rare power for solving the thousand-sided problem of BIG SUCCESS in ang' business, trade or profession. The accompeuiying cir- cular indicates what a monumental work this is; it shows the almost unbelievable range of instructions. When you examine the book you'll find it contains even more than here listed. No wonder Mr. ♦♦***•, Manager of the * * * ♦ * * Co. at ***** *, writes: "It should be put into a corre- spondence course and sold at (^30." No wonder Mr. *•••♦• Qf. * ♦ ♦ • « ♦ Bj^Qg^ cq Qf ♦ • ♦ ♦ ♦ .^ Wash., writes: "It is 80 superlatively splendid that I find the task of trying to describe it a bit too great." Business men of America are surprised at the mental resources they reach through its pages. I have only 160 copies of the first edition left. (A remarkable record is the fact that out of the 840 copies al- ready sold, only one has been returned for refund.) You should send for your copy at once. You may have urgent uses for your money; you may be "short" (oh, this ever-present "shortness" which we all experience); you may raise a dozen objections to IMMEDIATE ACTION, but - you'd quickly brush the whole flock into oblivion ONCE THE BIG BOOK WAS IN YOUR POSSESSION. If I oould write the magic words that would Induce you to send for this elaborate system, it would be worth about $1 to me; to__;^o_u_l^t would be worth_SlLOOO_£lus . "* * "^ * * *" Ts far more than a business manual - It is one of the greatest works that modem times has developed on practical psychology and success-power. Sign and mail the enclosed order form. Your money back, if you'll return the book. Yours for real business power, [396] §82 The Pelton Publishing Company i;f)e Potoer=poofes "Which show men how to get maximum power and efficiency from their brains. Standard textbook and correspondence nmBMBMaMan instruction in Business Psychology, General Offices: ^VILCOX BLOCK SET IN CLOISTER BLACK AND ■OOKHAN OLDSTVLE ■OONMAN OONAHENT HAPQOOO FLORETS AMCMtCAN TTPE rOUNOCRS COMPANY Meriden, Conn. Dear Slr:- The tig A. A. C. Boston convention is over:- you're back at your desk, with your mind set upon making the coming fall and winter iDusiness "the best ever." Above all the echoes of that wonderful gathering of ad- vertising intellects you want to hear the practical note - the actual hring-ln-the-dollar benefit. To me, nothing stands out quite so strong as the statement made Tuesday afternoon ty Herbert Houston, when he said, in effect: "We must have education in our advertising art; our whole ad- vance to greater sviocess iB_to_be_made_through_a_hetter understanding of_i^0_E°^£!I_2.£_?L'i§* " Right he was. The knowledge of our own mental powers, and other people's; how best to develop, direct and dominate minds - therein hides the secret of more success in adver- tising - or any other branch of human advancement. For this reason you will be mighty glad to read the message which I now send, introducing those wonderful study- eystoms on the Mind - the world-famous ♦•♦*•• BOOKS whioh wore formulated after years of careful study and painstaking research by the philosopher-scientist ••♦•♦. And the happy side of this is the fact - that in the adver- tising world the very leaders themselves own these books and praise them highly. [397 When such men as E. St. Elmo Lewis, Chas. W. Hears of Winton Motor Car Co, , Thos. E. Dockrell - that titanic whirlwind of advertising mentality of New York City - Geo. Batten, and others of nationally known ability - send for these volumes, study them, pay their good dollars for them — and even go so far as to write commendations - then no man holding a responsible advertising position will "wonder if they're good." That's a foregone conclusion. So, to-day I am sending you a folder describing the "***♦♦*" and "**♦***"_ and the opportunity is yours to own the books. Thsy will increase your executive ability, give you a remarkably creative mind, develop maragement of men, increase brainy efficiency, enable you to successfully swing daring deals and add an aggressive originality to all your business operations. You know the expense of "follow-up"; why not say "yes" right now, sign the order form, and let the books come to you for five days' critical examination. Then dcoide which you need the most - the few dollars or the 1,000 pages of entirely new, dollar-winning, leadership-insuring, boost- you-ahead knowledge. Yours for Advertising Power, [398] §82 Cfje jetton ^utilisifjins Company 4$tntral 0UiuB: ^CBilcax SSlott iHeribcn, Conn. SET IN CLOrSTCR BLACK BULrtMCH eOROER PANEL BOADCA AHCftlCAN TY^E rOUNOCnS COMPANV (This "form letter" means more to you than any "personally conducted" you evor read.) Dear Sir:- All day long — from the minute your mind takes the trail early in the morning, until you quit the ganie late at night --you're figuring on ways to sell more goods, to ?:ia more trade, to possess more executive ability, to be a BIGGSR BUSINESS BUILDER. This is the one great heart and soul aim of which you are ever consciou3--the mastery of your business, the rising to supremacy in your line, and. the steady year-in and ysar- out increase of financial income. You'd willir.sly svimI a few minutes to learn new ways of directing and developing your mental energies so as to eliminate waste motion — and make every move count for 100^ PROGRESS. Did you ever stop to think that tho average man's brain wastes more energy than the worst old rattlo- 3 that ever squandered good steaa? It's the k/. ^ ,. to apply your brain-powers — how to think, how to reason, how to conserve mental energy, how to concentrate, how to put your mind away up into the forceful, highly creative pla.ij, t'.iat alone cam make you a leader in your profession. There's only one thing in the world that will ever msike a dollar for you--that'3 the fifty or sixty odd ounces of gray matter in your head. There's only o :>u can make two dollars for every one you're ^ . , .t "only way" is by applying certain laws for gatting more and better "thinks" from this mysterious substanoo — Brain. A brilliant scientist, who is also a practical business §82 [399] man, has told what these laws are and how to apply them to your own business. He has put the remarkable results of twenty years research in the realm of mental power multi- plied, into two great volumes of inatruction--and allowed the business and professional men of America to have the advantage of this powerful knowledge. It is ****** to whom we are all Indebted for these wonderful guidebooks— the "••*•••<• and •••♦♦♦•♦.» These books have been seized upon by nationally known oommer- cial chiefs, who are studying them — using them profitably — and giving glowing oommendations to the genius of the author. By devoting ten or fifteen minutes daily to their in- spiring pages, you will acquire new vie-^points and methods for the use of Financial Power, you will increase your abil- ity as an Executive, you will develop Brainy Ways of winning in business affairs, and build a Creative Intellect whioh will surprise you. When you read the enclosed oommendations from some of the high masters of advertising and business-building, and see the long lists of brainy men of wide reputation who have purchased these powerful book3--then you'll know there must be something of eun unusual nature revealed by their 1000 pages. ACCEPT_THIS_LIBERAL_0F5;ER_AT_qNCE!___RK^_TKES^ "ONJfiT" Just to prove the unlimited value of these books, and to make it clear to you that I am not dealing in afraid- to- [400] §82 oome-out-ln-the-light propositions, I now offer you both books on TEN DAYS APPROVAL. If you decide to keep them, send a check in 10 or 15 days; If you can possibly persuade yourself to part with them, simply notify me and I'll send you return charges. Could any offer be more liberal? At_no_stase do -^ou %ll%i°§._^_E2.^'2Z.i._\!!liS.?5._Z2.^_4i°il®_t°_E!ir2.^8.se. Isn't this the "show me" kind of a proposition that you like to accept? I_stand_all_the_ri8k. Don't be blinded by indifference or "wonder if they are any good" and then forget all about them. Just sign your name NOW to the "on approval" order form. You will then have opportunity to see for yourself what it is about these unusual books which convinces the leaders themselves that they can get new knowledge and power worth hundreds of dollars. Your set is waiting for you: will you send for it RIGHT NOW? Yours for Success, P.S. Here's an Illustration of how it works out: "We have received the books you sent on approval. "Please send three more sets at once. These are "quite the best business books we have come across." D. WEEKS & CO. Uanuf'g. Pharmaoists §82 [401] T)RI S TERS' INK lUBLISHING CO. CHICAGO. 1206 Boroc BuUdinl Ceo. B. HJichc, Man>Crr BOSTON. 2 Beacon Srrret Juliui Maithcwi. MaoaCer ST. LOUIS. Third National Bank Bldf. A. D. McKinney, Manager ATLANTA. Candler Building Geo. M. Kohn, Manager PHILADELPHIA. Lafayette Baildinf J. Rowa Stewart : :ONTRBAL. QUE.. La Preite Building J. J. Gibboni, Manager PRINTERS' INK, The Weekly Journal of Advertising 1 1 1 SCT IM RCCUT CASLON AND NEW CASLON POOLE PfflNTINO CO.. BOSTON, MASS. 12 West 31st Street New York Dear Slr:- It is nearly three years ago that I happened to notice at an adjoining ta^ble in the ■ -f dining room Mr. E. D. Giths, for ten years Adverti. rector and trainer of salesmen for the National Caah : -'.ny. I went over to his tahle and tried to i to write for PRINTERS' IJCK. a series of articles which would tell the in- side facts of how the National Cash Register Company has been able to get out of its selling force such remarkable sfficicncv* Mr. Gibbs agreed at once that such a series of articles would be one of the most ii.spirirg; ' ss stories ever written - that they would be of ti . s value to man in other and very different lines of bs^ainess. Mr. GitLs was very busy. Other things were pressing for his attention, P t O 6 to '*I have been after Vr. Gibbs for these articles ever since, and just now, when I had about despaired of ever getting him to v/rite them, he has sent in the first irstal- ments. They will begin to appear in PRINTEF.S' INK Juiie 29th under the title, "How The National Cash Register Cot^pany Gets 1005^ Efficiency Out Of Its Ven " At various times 200 di to mako cash registers, in ci they have had to go out of I its s'lT'V''-- organization in this - was not always so 1892 iiuoi^ -at John H. Pattersc, panic. In order to be prepared for the storm he took Mr. Gibbs on a tour of all their branches. What they learned on this trip was amazing. No doubt the ssune conditions prevail to-day in 90 percent of t iness concerns of the coun- try. What Mr. Patterson . Gibbs did to meet the sit- uation, up to that time uiiauopacted, will be told in these articles, step by step. Enclosed is a blank subscription order for PRIHTiiRS' INK for one year. The cost involved is a mere |2 for 52 issues. These Gibbs articles are only a sample of the vital and helpful matter appearing in our columns week by week. Very truly yours, concerns have started on with the N. C. R. and cause the N. C. R. had ,ot condition. Yet ly intrenched. Back in xpecting a busiiioss [402] J. I. ROMER, President and Secretary R. W. LAWRENCE, Vice President and Treasurer J. M. HOPKINS, General Manager PRINTERS' INK. The Weekly Journal of Advertising * No. 12 West 31st Street, New York SET IN ENORJtvEns OLD ENGLISH UNO RECUT CASLON CHAP-BOOK OUtOONS POOLE PRINTINO CO., BOSTON, MASS. Dated Dear Mr. Jones :- One of our star contributors has become a farmer. A couple of years a^o, Jarces H. Collins bought a 240-acre farm up in the Berkshires and the work of putting it in condition has brought him into the market for all sorts of things. In PRINTERS' INK for September 28th, Mr. Collins will throw very interesting light upon the farmer as a purchaser of advertised goods. The title of the article will be: "THE WEAK SPOT IN GETTING COUIITRY TRADE . " You know how James H. Collins holds the interest of the reader on any subject that he tackles and here is a matter that he feels deeply about. His talk will be right from the inside and it is going to do advertisers a world of good be- cause it will wake them up as tc the riglio way of going after tho farmer's patronage. There will be other good things in our September 28th issue on the agricultural advertising situation. You ouglht to be represented by at least a page advertisement - cost $50. I am sorry to say that we can't offer you much in the way of prefarred po.iition for those are tak ■uaoe at extra rrloes. But we can promise you a _ _ ., next :, at run of paper rate. In faol, there isn't an undesxi L.L.i.. position in tho entire paper. First comers will get the preference, however, and if you will v/ire us your order immediately on receipt of this letter, it will help a whole lot. Forms close September 22nd. Yours truly, §83 [403] I DQC J. I. ROMER, PrtslJenI and Secretary R, W. LAWRENCE. Vice PrcildenI and Treasurer 3Da I. M. HOPKINS. Cencral Manager Printers' Ink Publishing Company PRINTERS' INK, The Weekly Journal of Advertising 12 West 3 1 St Street New York SCT IN HCHBCRS OF TMC CLCARPACC FAMILY MONOTONC BOHOER POOLC FRIHTINO CO., BOSTON, MASS. To the Advertising or Sales Uanager, Dear Sir:- We are so sure that we have a good thing in these Hotch- kin articles that we are sending you the first one complete, Just as it was printed in PRINTERS' INK for Octoher 12th. When you read it you will agree that it is pretty live information. There's more to follow. We are so certain that you'll want it -- and the other coming features in PRINTERS' INK — that we have printed this little circular Just to give ^ou another chance to subscribe while the Hotchkin articles are current. When you come to the end of the articles you will find a blank. Won't you sign it, please? Very truly, [404] §83 J. I. ROMER, President and Secretary R. W. LAWRENCE, Vice President and Treasurer J. M. HOPKINS, General Manager Printers' M PuMisbind (totnpn^ f^rintprs' %ni The Weekly Journal of Advertising 12 West 31st Street JlPto iJorH (Jit^ SET IN CHAUCER TEXT AND BOOKMAN OLDSTYLE AHCniCAN TYfE FOUNOERS COMPANY Dear Slr:- By having joined an advertising club, you show that you are Interested in the science and art of advertising and that you consider it worth while to keep in touch with other advertising men, to know what they are doing and thinking ahout. That is precisely the hasis of PRINTERS' INIC'S appeal and that is why we are writing you to invite your subscrip- tion to the recognized organ of advertising interests every- where. In fact, PRINTERS' IlIK itself is a great big adver- tising forum and at Its weekly meetings the best and brain- iest men in the business all over the country exchange ex- periences. There isn't an issue from which you can't get Inspiration, suggestion and practical help in the every-day problems of sales-groraotion. In PRINTERS' INK of March 23rd, S. C. Dobbs of Coca- Cola and president of the national organization of advertis- ing clubs will have an article which you will want to see. It is a direct talk to members of advertising clubs and all workers in the advertising profession. We suggest that you let your subscription begin with this issue. You can send us your order for six months (26 issues) at $1.00 or for an entire year (52 Issues) at $2.00. A good way to close up the transaction quickly is to tuck a two-dollar bill in with this letter and mall to us at above address. PRINTERS' INK contains too much that is live and vital for any one interested in advertising to try to get along without It. Yours ▼sry truly, [4051 m THE PHILADELPHIA URTIS PUBLISHING CO. ADVERTISING DEPARTMENT. EDWARD W. HAZEN. ADVERTISING DIRECTOR. X MADISON AVE.. NEW YORK The Ladies' Home Journal The Saturday Evening Post The Country Gentleman NEW YORK CITY «t7 IN CfHTURV OLDSTVLC BOLD ANO CCNTURT OtoaTYLt ITALIC CCNTUDV aOMDEO VEHSATILE INIT'AL rOOLC PRINTINO CO., SOSTOM, MASS. Dear Sir:- When you send your salesmen on the road what can you furnish them as sales arguments that your competitor cannot give? You tuy your raw material largely from the ssuiie sources. You kriow about what the other fellow pays for his leather. You all have standard equipment, making your shoes on the same kind of machinery. You pay your labor the same prices as other manufacturers in your oity. Formerly some concerns excelled others in selling methods, but shoe salesmanship to-day is fairly standard. Your men may be excellent salesmen, but your competitors have men equally as good - or can get them. The difference Is almost negligible. What argument, then, can your travellers use to sell your shoes - except price, and after all price is determined by the efficiency of your inside organization, by your abil- ity to pare costs, by utilizing every by-product, and by purchasing in huge volumes. Mere price alone to-day is no object to the intelligent retailer. Low price alone is not a compelling arguaient to the consumers v/ho wear your shoes. They are not trained to appreciate relative values. They don't know a blucher from a bal. You don't buy the cheapest automobile on the market, yet you know more about the leading automobiles, complex as they are, than the public knows about shoes. And so there are not many differences in the consumer's mind between you and your competitor, unless you maJce those differences by your brains and not by your hands. Your efficiency problems are up to you. If you oeui solve them you can sell your shoes where others fail. The [406] §84 .^ -2- high standard of efficiency reached by a few - a very few - manufacturers of shoes has placed them in the eyes of dealers in a very strong position. Retailers want to link up with the efficient concern because its efficiency means a more permanent trade connection. Volume of business tends to make a manufacturer con- sider efficiency problems. Without volume there is less in- centive. The average manufacturer of shoes, comparatively speaking, has not this volume, and therefore not this efficiency. There is 2I12_I2£2HIS2 l^ft to him in selling his prod- uct. Thero reirio.ins'one method of throwing his shoes into relief ;• ' the dead, color" :round of the con- glomera; • of shoes, and T. J IS ADVERTISING. G-ranted that your product is good, your salesmen don't have to argue against the other fellow wholly on material, style and variety. The fact that your shoe is advertised presupposes all these points and leaves to the retailer only the one fundamental question - shall I buy the shoes that I alone know, or shall I buy from the manufacturer what n^y customers know and want to buy from me? Last year a few manufacturers of shoes spent ^279,471 in advertising in the leading consumer publications. Re- gardless of what you think of these products, 50,000,000 worth-while American citizens with shoe needs are predis- posed toward these few manufacturers.^ The burden of proof is on the retailer who sells unknown 'shoes . Advertir ' your shoes will shift this burden to the retailer of unadvertised kind. If you advertise, your salesman and your retailers will have an additional, compelling selling argument. Very truly yours. §84 [4071 liiiiiil i illi m illllllliiii m i m i m iii i iiii m i i i iiiiiiiniiiiiiiiiiiiiii miiiiiiiiiniiiimiiiiiiim iiiiiiiiii m iiiiiiiiiiiiii i iiiirii iii iiiiiiiiii iiiiiiiiiiiiiiiiiiiiiiiiiiiii iiiiiiiimiiiiiiil I lllllillllliiill iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiit Tme Curtis Publishing Co. rTTrmnrntmrniTniirrnnnnm THE LADIES' HOME JOURNAL THE SATURDAY EVENING POST THE COUNTRY GENTLEMAN liiintTtTTrtiTiriirirrmiiiiiiiiiiiiiimmTTnTn imimiimgiummrriimTmiirn; ADVE.RTISING DEPARTMENT. Edward "W. Hazen, Advertising Director. 1 Madtaon Avenue. New YorK [ iiii m i m ii m i m iiiii i iii m iiiii i ii iiiii iii ti i iim iiii i ii i ii i i i i i i iim m i ii i iim i iiiiiiiniiiuiimiiim iiiiiiii iiiiiiiiiiiiiiiiimimiiiiimuiiummmimiiiiim iiiiiuiiii iiiiiiiiiiiiiiiii] mil miiiiiiiiiiiiiiiiimiiiliimiiiiiiiiliillliillliilllllllllN llllllllllMlllllilllllilllllllllll»^ Illl SCT IN CURTIS-rOST AND POST OLDSTVLC MOHAN NO. 1 LITHOTONC •■ASS RULE AMCntCAM TfPZ FOUNDERS COMPANY Barristers Hall BoS^OEli Dear Sir:- The fakir and the business charlatan often advertise. Their advertisements are usually striking, cleverly worded and wonderfully effective. The patent medicine quack and the "bonanza copper mining or real estate promoter are pre-eminently guided by the salesman's instinct. They use with avidity the greatest selling force of to-day -- advertising. And when they fail -- for in the end their Nemesis overtakes them -- their fail- ure is due to rotten goods, dishonest merchandise, and false representation. Their very success in turning the spotlight of publicity upon their business eventually wrecks them. Now you, as an honest manufacturer of honest goods with a narrow manufacturing margin of profit, look on the grafter and patent medicine thief with aversion. And do you not sometimes regard the force of advertising also in the same way? You can't put out your goods in a bottle that costs some few cents and sell it for a dollar. Or you may know of some case where a man bought twelve- and-a-half-cent hosiery and sold it for a quarter — by ad- vertising. Or you may know of an indifferent make of under- wear that outsells more worthy goods — because of adver- tising. You predict for these manufacturers an eventual failure — and so do we. [408] §84 But because advertising has often made tremendous first sales for an unworthy article -- why underestimate tho force of advertising legitimately used? Even the force of gravity has been used to hang men. And the force of advertising has made Ivory, Colgate, Heinz, Stoinway, Sapolio, Uneeda, Vic- tor, Gold Modal, Tiffany, Packard, Armour and Walter Balcer. Very few commodities or business enterprises could en- dure and grow -- on first sales alone. You want permanent customers, not just first sales to transients. We also want 2.erTnan9n.t customers. We are not interested in casual advertisers. We want to interest the makers of honest textiles -- we do not want any other sort. Our experience shows indisput- ably that unless the quality is in the goods, advertising will not make a perraane t success. Our experience also shows that intelligent, persistent advertising will, with oommon-sense merchandising, market a good line profitably. If we can so advise you that a great selling success may be built for you in the next five years, it will make for your profit and business security. It will make for us another successful and 2.®lHi^®Jll customer. It is to our interest to put our experience at the senr- loe of the makor of honest goods. Will your line warrant re- order after re-order — if we oan secure their introduction to 3,314,000 Araeric8Ln homes? Very truly yours, §84 [409] idvcrtisinf; Department The Curtis Publishing Company PHILADELPHIA INDEPENDENCE SQUARE ROBERT L. BARROWS. Ma^acih NEW YORK I MADISON AVENUE WILLIAM A. PATTERSON, Makacm THE LADIES' HOME JOURNAL THE SATURDAY EVENING POST THE COUNTRY GENTLEMAN CHICAGO HOME INSURANCE BUILDING WILLIAM BOYD. Manacu BOSTON BARRISTERS HALL STANLEY R. LATSHAW, Makacu SET IN MCMBCRt Of THC flODONr FAMILY AMCfllCAN TYPE POUNDERS COMPANY 1 Madison Avenue New York City five take V and but outi Gentlsmsn:- Another great ooraraiasion house has closed its doors. The number of mills "selling direct" i "> ■'^'^reasing markedly and includes many of the leaders. ^1 have doubted ten years ago -- perhaps even J — that any such "revolutionary" change would tion and power of the Jobber has also changed to nVinrf?'?. Some of the dominating Hew York 6 no longer with ua. Aj^d really the do not regard themselves as "jobbers" as distributing manufacturers. They either own jv control mills euid do much of their own designing and styling. Commission houses are changing. Jobbers are changing. The retailers are also changing their selling methods. t; -■ big department stores buy almost entirely from firsts ja;,.;ds and the day of reserve stocks is gone forever. One of the Boston stores even refuses its buyers stock room. Stock if bought must stand on the floor until sold. Ov»*qt changes have forced themselves on every dlatrib- ut3 • ing factor and must next force themselves on the rer. Mills in the future must be of one of two classes — (a) Mills that dominate. (b) Mills that are dominated. The majority of course will belong to the latter class. They will make whatever goods the converter or Jobber may order. They will organize, design, style, finish and pack as they are ordered to. They will run full time when goods are scarce, and half time when Schedule K or cotton futures make the buyers hold off. Their profits will be made wholly from superior manufacturing ability or from suooessful spec- ulation in cotton, wool or silk. [410] §84 The first class of mills will be few In number. They will not only ir.ake gooc",:: but will sell them. Ultir.ately they will have sales r 3 and a staff of salesmen calling on- the 1,'"'"" "^ '^ading l direct. They will also sell through . to the 60,000 stores, from whom the jobber will not ..- ,^iminated" for many, n;any years. These manufacturers will have a trade mark. If the goods warrant, they will have distinctive wrap- pers, bands, labels or boxes. Their trade marks will be as well known to tii.^ consumer as Ivory, Colgate, Heinz, Steinway or Packard. Their products will be "st i." "Stci.icircl" with retailer, jobber and exporter, . rybody will sell them because of the constant "call for them." "'-- --^--- on these goods will also be standardized. v?ill remain more continuous and consta:. t, and t t and famine of heavy buying and light buying will '. . . >.^ily offset. V^.-ir. product, trade mark, demand, volumes ajid selling me -dized, it will make possible fur- tl- ; .: mills. ^ooma ricged for a continuous run, fewer patterns and dt " , " 3, and greater certainty of ec , .33. are coming, they are inevitable, they are work- i.'iij ■ ;y groat industry. We don't know how long or where or v/ith v.lHini, but the changes are coming. Last year some 3,000 manufacturers spent $8,000,000 in the columns of our two publications. Our experience Is diversified ajid oould be of value to you. You may have it on your problem -- without obligations. Yours very truly, 1411] HOUGHTON MIFFLIN COMPANY THE RIVERSIDE PRESS CAMBRIDGE • MASSACHUSETTS Dear Sir:- If you have watched a band of immigrants landing from an ocean steamer, or have gazed upon them herded to- gether in some railroad station, did the thought ever strike you how hopeless their lot seemed to be? Did you ever stop to ask yourself what compelled thera to leave their homes, what thoughts were in their minds, and what were their plans for the future? Mary Antin, once a poor young Russian immigrant, answers you in "The Promised Land." Can you read the few words by her that follov; without a clearer understanding of what America means to the downtrodden alien? "Born in a Jewish 'Pale' in the mediaeval a^ re of a dark corner of * ,1 early fled f "conrf'e of despotism k shelter under the J ■ 1 brought with me but my m..: old order of ^. and a great hunger for the bread of freedom. How 1 was fed and tauf^ht and helped till the scars of my early martyr- dom were effaced, how the democratic institutions of America carried me in a decade through as many cen- turies of progress - that is the story of my life. To love your country understandingly, you should know what I have been and what I heve become. In the book of my life is written the measure of your country's growth and an answer to your doubts." Can you imagine anyone not wishing to read the book summed up by these words? Can anyone fail to be benefited by the autobiog- raphy of this young woman who braved the unknown privations of a foreign land, and before the age of thirty won a re- spected position among her adopted people? Pew books touch the human heart as does Mary Antin' 3 autobiography, "The Promised Land." Yours very truly. 1412] §86 The Sheldon School ''f HSP^ Founded by A. E. Sheldon, Formulator of the Science of Salesmanship and Business Building OFFICES. REPUBLIC BUILDING NUMBER TWO HUNDRED NINE STATE STREET ^^^ Chicago, Illinois lET IN STUATHMOtC OLOSTVLC STKATHMOWE ORNAMENTS POOLK nONTINO CO., BOSTON, MASS. Dear Sir:- You can look over your work point by point--what you are doing and what you want to do--and you v/ill see that your profit and success depend mostly on the way you sell your goods or services. What, then, is salesmanship? You will find the answer in the little book enclosed. The man who studied out that answer did business people a great service. He did them a greater service when, in 1902, he organized The ••♦•*♦ School to study business methods and experience — to find th- - — - rs to all kinds of business questions and to give to s people the oppor- tunity to know these answers without leaving their work. Our satisfied clients have helped us to grow into the largest school in the world teaching a single subject by mail, with a total membership of 53,000 people. The success of our ovm business is the best evidence of our ability to train others. We refer you to the • ♦ ♦ ♦ * Trust Company Bank, Chicago, to the ♦*♦*** Bank, Liber- tyville, 111., or still botter--get a special report on us from any commercial agency. We believe in telling the truth about our proposition — in moderate profits--in giving quality 0/ goods with excel- lence of service. "The *••*♦♦ Book" tells how we can helo vou to get bigger profits ajid better satisfaction In your 3 af- fairs. It Is yours, postage prepaid, for one-c-i... ^ ^amp on enclosed card. Yours very truly, H/A §86 [413] THE HELDON SCHOOL Founded 1902 by A. F. Sheldon Formulator of the Science of Salesmanship and Business Building REPUBLIC BUILDINO 9CT IN ■OOKHAN OlOSTYLC AND BOOKH «Miitic*N ryrt rouMocNs company I ITALIC CAXTOM INITIAI. No. 209 STATE STREET Chicago, 111. Dear Sir:- Here is the •'■'•• • Book. The first chapter will help you to determine whether you are one of those who can study our course to advantage. Chapter II (beginning page 9) tells in detail what kind of knowledge we furnish. A description of the lessons and text-books appears on pages 15-17. Note that the first twelve lessons cover "the salesman, the customer, the goods and the sale," which are the elements or fact. ovory sales-transaction. These subjects are so olosely related that a complete knowledge of each can be obtained only by a thorough study of them all. The remaining lessons are alike valuable to everyone. It isn't what we know about business that "throws us down," but what we don't know. And the more we know about business in general, the better we can handle our business in partic- ular. On pages 18-21 (Chapter III), the whole plan of in- struction is made plain. Note that your studsxit privileges entitle you to our advice and help in every detail of your work, thus making the course as personal to you as though it had been written for you especially. [414] §86 -2- Chapter IV (22-26) tells how •••••• became a rec- ord-treaker salesman, how he trained and managed men, and finally became the first man to gather together the facts about business as a profession, ajid the laws which govern gain and loss therein, and to reach them logically and plainly. Pages 27-31 will, I thin-k, answer any questions you may ask. If not, please write me personally. I earnestly re- quest you to note also page 32. A few moments each day is all the time needed to master the course. You can carry a lesson booklet with you and study at odd minutes during the lunch hour, on the oa; , when waiting for meals or Interviews. You can make all your time worth more by this good use of the minutes which are so often wasted. The enclosed student reports will interest you for very apparent reasons. They show the results of a small invest- ment in better business education. The sooner you make this investment, the sooner we can help you to get the same kind of returns. Yours very truly, AS/A §86 [415] REPUBLIC BUILDING 209 STATE STREET T l TB I I T The Sheldon School Founded In 1902 by A. F. Sheldon Formulator of the Science of Salesmanship and Business Building Chicago, Illinois SET IN CLtAHfACC GOTHIC MONOTONE BOHOEW FRENCH CAST SQUARCS AHIRICAN TT^K FOUNOCKS COMPANY Dear Slr:- You can make payment either in cash or in small amounts — see the enolosed application blank. Whichever plan you take, you soon finish paying u3--hut the results we pay you keep on coming — your increased effi- ciency stays with you. You draw dividonds on it every time you raceiva money for your service — this year — next year — all the years to come. That is the experience of every one of our patrons who is earnest and sincere — who does his part as fully as he ex- pects us to do ours. The reports of a few of them are enclosed. They have found out for you just what our service is really worth in every-day business. The only way our business can grow is through serving our patrono. Your interests are therefore our interests — we are here to sei-ve you as we are serving many others. In filling out the back of the enrollment fora, you may write us as fully as you wish. The information will be held confidential, and will aid us in serving you. PR-6 Yours very sincerely, [416] §86 Founded 2902 bu A. F. Sheldon Formulator of the Science of Salesmanahip and Buaineaa Building The Sheldon School Lta C. BALX., Assistant Secretary Republic Building 209 State Street lET IN CCNTUnV BOLD EXTCNDEO AND CENT VERSATILE OttNAHCNT MONOTONE BORDER AMEfflCAN TYPE FOgNOERS COMPANY Chicago, Illinois RV BOLD ITALIC Dear Sir:- What would you do if you received the following letter from U3? "Ten days from date is positively the last day on which it will bo possible for you to secure our Science of Business Building." Stop a moment and decide, fair ajid square. Wc never expect to write such a letter, but wa are writ- ing you to-day on an equally important matter. You are sure to do one of three things with regard to enrolling-- You will enroll now. You will enroll after awhile, or You will not enroll at all. There if: " ■ oreaaed earn of earnest men aud wouion. The cost will bo we havo boon oblige! t : t for yourself such in- 3 is giving to thousands '-■■■■ now--in fact 1 times. To start now means that you get more for the S8une monej becQurci y — ■ able to work easier and earn bigger profits . You -JTould probably have enrolled before If things had been h lit-f!e w: ~ ' . To over "" • ■-• iities In thO v.-; Mil ^ • • ♦ « _ -n you a stro reaouicoful man for having u.ade Uio ef- fort n o it, The grass always looks greener ahead, but It hardly ever is. This is YOUR LAST OPPORTUNITY TO START NOW. Yours faithfully, AS/1-3 [417] THE SHELDON SCHOOL Fouodcil in 1902 by A. F. SHELDON, FormuUlor of ihc Science of Salramancihip anil Ilu»ini-«« Duildlnfi REPUBLIC BUILDING, 209 STATE STREET, CHICAGO, ILLINOIS TF.r FlIIONKS. HARBISON 802. UBERTYVllXE 63 . CABLE ADDRESS. "SHELTIFICO. CHICACO" OFFICERS A. F. SHELDON. Pmuknt J. D. KENYON, y. Praufciu C. H. PATTISON. I'. PrciUtru JAMES WOOD POCUE. K. Prttident C. N. DURAND. Trealurrr A. H.SMlTH.-SVcrrtaiy L. C. BALL. Aiu. Srernary SCT IN MtMSCMS Of THE BODON) FAMILY AHCMICAH nH FOUNOERB COMPANT AF-tOOK auiDONS Dated '< Dear Slr:- There are two kinds of efficiency: First, the kind. than can do things - Second, the kind that can get a good price for it. These govern what you get in return for the use of your time. It is a safe guess that you either feel you are eam- 1' ^t, or else that you expect to be more I e . If you are earning more than you get, it means you need to learn how to sell your own services - Salesmanship is the main tiling taught in the ♦••»•* Course. Even a small monthly increase in the money you get will easily pay for the course within a year - and all you make after that is cler; ' . mere valuable after awhile means getting ac- G If - finding out how to make the most of y-^- , -^ -^ - - ability - It means learning your goods or proposition so you can talk bstter to the other fellow from the standpoint of his own interests - It requires a better understanding of human nature - the biggest business mistakes are mistakes in people - the biggest successes are built on the ability to handle them - It mesins knowing how a man's mind works in deciding and acting - how to state your case so that others will buy, at a profit, --vice you can give them. You c „ all this knowledge - in such an interesting t it will stick in your mind - by giving a * * * * * ^-^„^. booklet a place in your coat pocket, and by putting in a few minutes at a time now and then. Yc ASD/3 nt on a page a minute and an idea from every , useful ideas on how to do things and how jod price for it. More ideas in your work mean ■ to your time and more cash on hand. Yours very sincerely, [418] i:Tl|ii"i' [ri'"',"ii|iii!ii'i" I" Aim HE SHELDON SCHOOL FOUNDED IN THE YEAR. NINETEEN HUNDRED AND TWO BY A. F. SHELDON FORMULATOFk OF THE SCIENCE OF SALESMANSHIP AND BUSINESS BUILDING SET IN DELLA ROBBIA DCLLA ROBBIA INITIAL LINEAR BORDER NO. 2 AMERICAN TYPE FOUNDERS COMPANY REPUBLIC BUILDING, 209 STATE STREET Chicago, Illinois Dear Sir: - You get more pay for each working hour no^.r than you did the first day you worked — why? Because you have put more value into each hour of your tlme--you have developed your efficiency. Your business efficiency grows out of your business ideas, and these como from your ^ ^ i"^"" v ,--1^1-^ t- „gy enriiih your knowledge with the i :e of ot'-' — "' ■ ■ yourself ;- I333 1 out that ju othor man's ; get the best new and original ideas •3 to your own e ..1 out of wliich ' add --you ture These new ideas in business are what make and breaJc . much receives little. They make 3ale3--they win other maa from which to work out new ideas for y*. f :3 . Enri'T T'^ason goes easily into your coat pocket, with room t :--you can cover a page in a minute or so — those spare ui^^.u^^^ you have often had to waste when you were de- layed, or while "en route," or at lunch time. We have shiwn you honestly just why and how our course will put into each hour of ng time. Busy ani . men Judge anJ dec' Youra very sincerely. §86 [419] ^ - ■■ OFFICERS A. F. SHELDON. Prei. J. D.KENVON.V.Pr.i. C. H. PATTISON.V,;Prn. JAMBS WOOD POGUB V. Prri. C. N. DURAND.Tre.l. A. H. SMITH. SecT. L.C. BALL.A..i.S<-cr. FounJcd in 1902 by A. P. SHELDON. The PormuUlor o( the Science ol Saleimanikip and Ruiineit Building DIRECTORS A. F. SHELDON J. D. HBNVON C N. DURAND F. P. DYMOND C. H. PATTISON JAMES WOOD POGUB W. IRVING LAKH A. C. SHELDON REPUBLIC BUILDING, 209 STATE STREET, CHICAGO, ILLINOIS s SCT IN CLOISTCN BLACK ANO NEW CASLON adt-tilC Tint roRMCiia cnap-book auiooNt AMCKlCAN TVrC FOUNDIKS COMPANT i i Dear Slr:- "The making of permanent and profitable patrons — That is Business Building. You want to build your busi- ness and we want to build ours. We can profitably work together. We expect to increase our business and influence by helping you increase yours. We are the largest correspondence school in the world specializing on a simple line of training. We shall con- tinue to grow if we continue to obey that law of business success which says: "The Science of Business is the science of 3ervice--he profits most who serves best." We can give real service and secure confidence in our- selves only on the policy of the square deal. So we have no "cut prices" to offer--no "special inducements." Heal, practical business training at a moderate price is its own Inducement. "If you get something for nothing, is it worth it?" -We offer you "goods" of proven value to you — and at the lowest possible rate consistent with the giving of real service. Yours very sincerely. AS/P-3 [420] §86 OFFICERS A. F.SHELDON, Prts. J. D. KENYON, Vlce-Pres. C. H. PATTISON.VIcc-Prcs. JAMES WOOD POGUE, VIct-Prej. C. N. DURAND, Tre«5. A. H.SMITH. Secy. L. C. BALL, Assl. Secy. The Sheldon School Founded 1902 by A. F.SHELDON Formulator of the Science of Salesmanship and Business Building DIRECTORS A.F.SHELDON J. D. KENYON C. N. DURAND F. P. DYMOND C. H. PATTISON JAMES WOOD POGUE W. IRVING LAKE A.G.SHELDON Republic Building, 209 State St., Chicago, Illinois IN MACPAttLANO AND MACFARLAND ITALIC *ICAN TYPE rOUNOCR9 COMPANY Dear Slr:- Flnding a market for your knowledge, service, skill, ideas- - Exchanging drygoods, hardware, groceries, stocks and bonds, insurance, real estate or machinery for money-- Even meOclng a good impression on those you meet socially — All these are Salesmanship, for a sale is an AGRBBMBNT OS" MINDS, and a Salesman is the man who can secure confi- dence in himself and his undertakings — who can huild his in- fluence and profits. From a strictly financial and business standpoint, he is the one who oaji show other people the reason why they should part with good coin in exchange for his goods or service. That can't be done--at least, not many times in the same plaoe — merely by clever tricks or skillful juggling of words and facts--not by learning a set of rules, nor a "pre- served" selling talk. To sell to-day, and to keep right on selling at top- notch effloiency, you need to know that a sale is only one part "proposition," but three parts "human nature"--like yours, the other fellow's, euid bringing them both to agree. §86 [4211 V To find out the kind of man you are and how you can Im- prove on the original pattem--to learn the signs that show your customer's ideas, tastes, needs ajid circumstances — to know your proposition and why he should huy it--to train your ability to put into his mind your own knowledge and con- fidence in what you have to sell- That is the kind of knowledge that gets orders, patron- age and profit right where they do the most good-- It is KNOWLEDGE CLASSIFIED — put into handier shape for you to think about and use--full of new points and plans for getting more of them — it IS POWER which we have all ready harnessed for you to hitch up to the bandwagon of your success. You can't really doubt the statements of successful business men, nor the dollars they have earned because they were • ♦ * • students. I really feel that there is scarcely need for the reminder that when you take care of the present your future looks out for itself. Yours very sincerely, AS/P4 f422] §86 r •: i ™ > * • • « i : : : II- • OFFICERS ' ' - ■ ^F- 1 1 Tlic Slieldon Scliool I H. F.SHELDON, J. 0. KENYON.V J. w. poGUE. V. Pr.». : : C. N. DURRND,Tr.o« R. H. SMITH, S<c<|. L. C. BALL, Asst. S«c^. • • Formulator o{ tVic Science of Sol«3mans\i'>[> ona Busmefts Building . : : : : •••••••••■•«•«•••••••■•••••••« *••«••••*••••••■•••«•••••••••••••••••••«••••••••■••••••«••••••••••••••••••••••■«•■»••••• S< FOUNDED 1902 BY A. F. SHELDON s DIRECTORS : R F. SHELDON : 1 . D. KENYON • C. H. PATTISON : JAMES WOOD POGUE : W IRVING LAKE A G.SHELDON j {•••••••••••••••••••••••••••< set IN PtN PHIMT DAINTY SOROER AHCniCAN TYPE POUNOCRS COMPANY •••• •. •• .• :•. •. " y •••• Republic Building, 209 Stote Street CliicQgo, Illmois Dear Slr:- Whether your business opportunities lose or win for you all depends on YOU. You have to fight for better position and bigger prof- its. Lots of other people want the same Job you do — the same sale — the same customer. To fight well you must be trained well. The ♦♦•*•♦• School trains well lor Dusines3 ouild- ing. Ten years of success prove it. Thousands of satisfied patrons heap up the evidence. You pay for a mental equipment once, but it lasts a lifetime, working every day. The more you use it, the better it gets. The sooner you get it, the more you can use it--the more things you can get that you want. It is our work to help you get more success. We are proud to offer you our service, because it is backed by proven ability. Yours faithfully, AS/H3 §86 [423] A. F. SHEUDON, President J. D. KENYON, Vice-President The Sheldon School Formulator of the Science of Salesmanship and Business BuildinK Founded 1902 by A. F. SHEXX)ON -^^>w Republic Building, 209 State Street 5tT IN cCMTuitv eoto DCTEHDco *M0 cctTunT cxPAnoeo ACMt eonoc* i^rn/*Sl €Tf\ Til »«..«-..-. rou«o... co-~«r ^-^IllCdgU, 111. Dear Slr:- Your competitor - if you haven't met hlra yet, you may to-morrow, and he may be a bigger man than you are. He's out after Just what you want. And you can't blame him - he has the same bread-and-butter problem - the same aucceas problem - that you have yourself. He won't be bashful about talflng your business away from you, but, at that, he 1 d friend of yours - he maJces you hustle to keep up • a or ahead of hlra - and that makes you a better man and bigger success. It's a fair fight between you and him, and the best nsui wins - the best man in training, equipment, ability, person- ality. ARE YOU THAT MAN? Or are some of your efforts "almost" successful - some of your sales "almost" made - some of your customers "almost" won - some of your patronage "almost" secured? Does some "little slip" spoil your plans, just as the small leak sinks the big ship? The ••*•♦* * Course will give you better TRAINING on how to build your influence and business - will improve your EQUIPMENT of plans and methods - will develop your men- tal and physical ABILITY - will draw out in you the faculties that shine in a strong and attractive PERSONALITY. It will give you that confidence, built on sure knowledge, that enables you to say: "I AM THAT MAN. I know why men fail and why they suc- ceed; I know the methods I rr^ust use - I have the knowledge auid training I need to win i \r of competition." But first you must say . ng like this - "I want less 'almost' sales and more real ones - I'm out to make that fellow who wants my job sit up and take notice. I will use the service of the ♦*•»•♦ School, because they are helping thousands of men to make new rec- ords and to win out over competition - and MAYBE MY PET COM- PETITOR IS ONE OF THEM. I can Just get as much out of the course as he can - and keep on giving him a run for his Boney. " Say it - ALL of it. Then DO it - why not? Yours very sincerely, AS/H-4 [424] §86 D OFFICERS A. F. Sheldon. Pres. J. D. Kenyon. V. Prcs. C. H. Pattlson. V. Pres. James Wood Pogue, V. Pres. C. N. Ourand, Treas. A. H. Smith, Secy. L. C. Ball, Assl. Secy. ([he Sheldon School DIRECTORS A. F. Sheldon J. D. Kenyon C. N. Durand F. P. Dymond C. H Paulson James Wood Pogue W. Irving Lake A. G. Sheldon liiBll Founded 1902 by A. F. SHELDON. Formulatorof the Science of Salesmanship and Business Building SET IN CHUnCH TCXT ANO CLCARFACE LINEAR BOROCR NO. 2 MONOTONE BORDER AMERICAN TYPE FOUNDERS COMPANT Republic Building, 209 State Street Chlcaaojll. liiiiiii Dear Sir:- The little booklet enclosed tells about the "Man Who Bossed Johnson. You can "boss Johnson" better when you know him real well. Did you ever stop to think that you have some sixty different kinds of mental and bodily powers, and that each one of these sixty can be used in many different ways for the doing of many different thir.-rs? To be able to even re.Tie these different powers would "help some" - to know their uses and value would help more - and to know how to take hold of each element in your person- ality and train it to higher efficiency and attractiveness would help most of all . What do you know about yourself? Do you know the kind of mental and bodily power that is shown by the color of your eye, the shape of your head, the texture of your skin? Do you know your strong points and how to develop them - your weak points and how to guard against them? Do you know just how well the quality of your make-up ajid your own personal abilities fit you to do what you do? Do you remember that strong men - able men - forceful men - §86 [425] -2- influential men - are the successful men in every line of work? You can become thoroughly acquainted with "Johnson," you can learn to manage him - by the personality training contained in the ♦••••• Course - it is complete, thorough, intensely interesting. And personality training is only one of the things you get in this course - there is always "the other fellow" to be considered in every deal you make - and you get his agreement quicker when you can size him up quickly and have learned beforehand how best to deal with him. Then there is your proposition - the thing you want to do. You want to know it and to be able to tell it to others so they nill know it, will agree with you and take action upon what you have shown them. The uest way to find out all about this efficiency training would be to send for The •♦•••♦ Book - its price to you is a one -cent stamp on the enclosed card - suid the Government gets the stamp. We send you the book for nothing and prepay the postage. Yours very truly, LCB/BJ [426] »C7 IN TTM» JMAOtO 8TH*TMM0<1C ORNAMEHT LITMOTOME BRASS KULE AMCftlCAN TY^e FOUNDERS COM^ANV Dear Slr:- Very likely there have been morning's when you have said to yourself - "iVhy ths dickens didn't I stay at home last night and go to bed at a decent hour?" And no doubt there have b-jen evenings when you have wondered why you did not enjoy things just as you used to. At such times I fancy you may have solaced yourself with the moth-eaten fallacy that, - "As a man grows older he shouldn't expect to get the sane fun out of life that he did in his earlier years." Poor old exploded idea! I, for one, am glad that it IS an exploded idea. A man should bo a good bit older than you are before the keen edf^e of enJo.yment is dulled. Of course I do not mean to say that there's no limit to the liberties a man can safely take with hi<? bodily machine. But I do mean to say that to the man whose physical condition is whnt it rhould be, such things as indigestion, constipation, hes, liver and kidney troubles, rheumatism, gout, o; ., , nervousness. Insomnia, and other common ills are unknown. For years my time has been devoted to the study of just one thlniT - T^'" . I do not re- fer to the usii ' " entlflc physi- olo<»ical exercisf lly studied out for each individual case. And this 1:; je I have imparted to hundreds of prominent business and professional men, including physi- cians of national reputation. What I teach requires little tine, no diet, no absence from business, no giving up of accu^tf^mod pleasures. Its effect on a man's mind is as marked as the effect on his body. There is not a man llvincr v-ho would not be benefited by it. Just mail the enclosed card amd let me tell you about it. Sincerely, §87 [427] acz ' zpa Wioneittr, iWasgactufiEttS irr IN CLOItrCIt BLACK ITALIAN SANO NONOTONC aOKOCR AMimCAN TY^C rOUNDlftS COMPANY Dear Slr:- I don't dare tell you the full truth - you would not believe it. I wouldn't have believed it a few years ago; but I tried my plan on myself first - here is what it did for me:- I was so much of a weakling that I could not buy a dol- lar's worth of life insurance. To-day I am in such superb health that insurance doctors call me a "perfect risk." Thus, starting v/ith absolute faith, I began to teach others the thi. had done such wonders for myself - the RIGHT kind of =;. Not gymnastic "stunts," tut exer- cise in a new and fundamental conception of the word. Gentle, natural movemeiits that develop your great VITAL MUSCLES - for the heart, lungs, liver, bowels are muscles - so they can perform properly their functions - Dynamos that supply their full man-power. What has been the result? Ask any of the hundreds of men - captains of industry and leaders in the professions all over America - who have received such priceless benefit from my Course that they have given me permission to use their names as references. But I ask you to take no man's word for it - I offer you the chance to convince yourself that refreshing sleep, a sound digestion, strong lungs and heart and nerves, a clear mind, buoyant spirits, vigorous muscles - the perfect health you may no longer know, is within your grasp. I can't expect this letter to convince you - but if you are interested I shall be glad to send you my book, "Human Energy," free and without obligation on your part. You will find It startling, yet obviously true; and it tells how you may test the value of my plan in your own particular case without risking a single penny. May I request you to post the enclosed card before it la mislaid? Yours very truly, [428] SCT IN ENORAVCItS SHAOCD OCLLA HOflBIA ORNAMEN AHCmCAN TVPE FOUNOeirS COMPAMV Dear Sir:- After playing bridge the other night, some one at the table started doing card tricks. You know what a bore they are? So pretty soon I said, "I can do a trick worth all of those," and taking a pack of cards, I tore them in two. Well sir, you would have thought a miracle had taken place, to have seen their faces; but when I put the halves together and tore them straight across, the chorus of. Tor Heaven's sake how did you do it?" got embarrassing. "Did it with my heart and lungs," said I, which only seemed to make matters worse. "There's no trick to it - merely a question of being strong. And there is no trick to being strong - it's merely a matter of getting into vigorous health, organically." And there is no triok about getting into vigorous health, for all the organs - heart, lungs, bowels, etc., -are muscles, and p-- - ■■ - gxercise - a " n day of naturcil, „ a - will str« _ up these vital muscles so they can perform their functions proporly. That '3 the all-ir ' strength of external musclar. Tollarrs as I '.youj.1 ±xxe zo i^oix you more a?out it - no-^ tricks but good health - and I will do so without 01 obligation on your part if you will return the enclosed post card. Unless you are in perfect health you vjlll bo glad every day of your life for doing so. Even thou, I will guarantee that what I have to say won't bore you. Yours very truly, §87 [429] EDMUND THOMPSON WORCESTER. MASSACHUSETTS 8ET BY THE POOLE PRINTING COMPANY BOSTON, MASS. Dear Sir:- Soon after seven every morning I get to my desk; at noon go across the street for a hurried lunch; along toward six o'clock I quit work, not because I am tired, but because I'm hungry - I ajn never tired. I can't spare the time to walk home; I invariably ride both ways. This has been my daily routine for several years. I don't get a bit of what people commonly call "exercise." Yet dy n-usoles are as hard as steel and I am in literally perfect health. I have forgotten what it is to have indigestion or head- aches, or feel low in my mind. My day's work is all the cocktail I need for a hearty dinner and a happy evening. Pull of eagerness for the next day, I drop asleep the min- ute my head hits the pillow. But please don't envy me for being born with "such a wonderful constitution and disposition." I wasn't. I used to feel depressed much of the time, and a few years ago I was what is popularly called "all in," to such an extent that I couldn't buy a dollar's worth of life insurance. I admit the change is wonderful - almost miraculous, considering the fact that I brought it about, myself, solely by a few minutes daily attention to my body, in ray own bed- room. I would consider it actually a iliracle, had I not brought about a similar change im hundreds of prominent men all over America, by the same principles. I am so certain I can do the sarae thing for you, that I am willing to make the test at my risk. But all I am ask- ing in this letter is permission to lay the facts before you without expense or obligation. The enclosed postcard will bring you full information. And if you are in any way dissatisfied with your physical condition, please post it now. Yours very truly, [430] §87 ^MWy^^M^^;^^vW»¥^^^WkW^WvWMW5^^5^^5^^v^^5^^v!: >or>v>f>w> "The Right Place for Your Boy" J. JOHN BUZZELL, General Director C. P. BUZZELL, M. D., Resident Physician CAMP NOKOMIS IN THE WHITE MOUNTAINS SET IN STUOLCT ANO CXTENOCD STUOLEY INDIAN BORDER AMCHICAN TYPE FOUNOENS COMPANr Conway, N. H. Dear Doctor: - Realizing that many parents would like to place their boys in a small select summer camp where careful consider- ation is given to the health and development of each indi- vidual boy, Cajnp Nokomls has been founded to carry out this idea. I and my associates, all of whom are enthusiastic lovers and aooomplished students of out-door life, will en- lighten the boys in a practical and inspiring way from the open book of Nature which is so elaborate and varied in this particular region. The location and leadership together secures an atmosphere "rich in mental and physical urllft." The number of boys will be limited so that all may be under the personal care and guidance of the director at all times. You will also appreciate the advantages of the ad- vice and instruction of the resident physioian, which is of especial value to the boy not old enough or strong enough to "rough it" for himself in a large oeunp. If you desire to know--for yoursolf or some friend — more of the Tiatural advantages of Caiap " ' 3 and of the personalities of the councilors, all of ....... are unusually well qualified in their special departments of the work, I will be pleased to furnish full details either to you or to some one whom you may suggest. Very truly yours. §88 [431] D. ARTHUR BOWMAN & COIVIPANY QOVERNUENT, nUNICIPAL THE HIGHEST RATED SECURITIES BONDS WEBUYAND SELL ONLY THE BEST BONOS SCT IM COMSTOCK. COMSTOCK CONOCNSCO, LIOMT COPFtUPkATC OOTHIC AHO LIQHT COPPCftPLITE GOTHIC COMDtNSED AMCttlCAN TYPE FOUNOCRB COMMNf THIRD NATIONAL BANK BUILDING SAINT LOUIS Dear Sir: - Replying to your valued inquiry, wo take pleasure in mailing to you under separate cover a copy of our 'brochure, "The Trend of Investments." A careful reading of this Doojvict will, we believe, convince you of two things: First, that the judicious and profitable investment of money, while essentially a banker's business, is NOT, as many persons seem to think, shrouded in the least mystery nor fraught with undue risk; second, that of all the various forms of investment a well-secured bond is the most desirable. We have endeavored to make these points clear by show- ing the relative importance of th« four elements which con- stitute any investment - the SECUJRITY, the INCOME, the UAR- KETABILITY and the POSSIBILITY of APPRECIATION. As illus- ti'ating how these four elements are more perfectly balanced in a well-secured bond than in any other form of investment, we have selected, for specific treatment in the booklet, four typical bond issues embracing the Mixnicipal, the Rail- road, and the Public Utility Corporation types, explaining briefly their various advantages to the average investor. It goes almost without saying that the first - the fun- damental - consideration of ANY investment, whether it be a bond or anything else is - SAFETY. All other considerations are of minor importance compared to this one. But to de- termine with any degree of accuracy just what constitutes a [432] §89 -2- proper degree of safety which is at the same time compatible with a satisfactory income yield, and which does not require the sacrifice of too great a degree of "marketability" - prompt convertibility into cash - and "possibility of in- crease" reo.uires a more intimate knowledge - not of finance, please bear in mind - but of the CONDITIONS which are pecu- liar to each separate bond issue, than the average investor possesses. Such information can only be obtained by a most careful investigation. And it is in this respect that we can be of great material service to any prospective investor. Our organization is complete in every detail. Under no circum- stances will we buy or offer for sale a single bond until every phase of the issue has been carefully investigated by our experts and we are satisfied in our own minds that it is desirable from every investment viewpoint. Kindly read our booklet carefully. You will find it both interesting and instructive. Then, if you will write to us telling us about what you have in mind as a prospective Investment, we shall take great pleasure in sending you a list of desirable bond investments of various kinds which will net you an income ranging from 4-j^ to 6^. Thanking you for your inquiry, we are Yours very truly, §89 [433] D. Arthur Bowman & Company Cloths nnh 2ion&Si Government - Municipal - Railroad - Corporation SET IN LIOMT UTHO AND CNONAVERS OLD ENOLISM lOLO AMCNICAN TYPE FOUNOEDS COMPANY Third Niillonnl Bonk Building Saint Louis, Mo. Dear Slr:- It is, of course, a very simple matter for a man with earning-power to accumulate money. But money-Getting and money-saving -- in the truest senses — are widely different. There are so many different opportunities alvrays pre- senting themselves. To the Kan who has acquired from $500 upwards, the temptation to increase that sum — whatever it be -- is irresistible at times. In the flood of all sorts of propositions which come to one, how can the "wheat be separate from the chaff"? How can the ordinai-y business man, without knowledge, experience or the facilities of handling investments, tell the absolute weak and strc"'- -'^-'nts of each proposition? Now our 3 — our profession — IS the handling of funds -- tiu:>i, iunds, bank money, insurance money and the like. We only INVEST. We invest the funds of others every day in the year. V/e know of the varied conditions surrounding each and every one — man, woman or child — who has money by ac- quirement or bequest. It is our business to possess that keen, wide, thorough training which causes Banks, Trust Companies, Financial In- stitutions, Ti-ustees and Investors generally to look to us and accept our judgment in matters of this kind. We offer you, therefore, the knowledge, born of ripe exp^ , ' 33. Our ' ' it very often rep- re?' 3tions of lading investment of tLe country. Thir. an advantage this is to 1 with $500, ,':-b,000 or , J. We have made a Ity of high-class rr \1 and corporation bonds. . . ,^ievs there is nothrl , ^ar, from the standpoint of security. We can show you WHif very easily. If you have some money at this time or expect to have in the near futur^B, wd will be glad to hear from you and assure you that your interests will be best protected by your doing this. Thanking you for your past favors and awaiting your reply, we are, Yours very truly, [434] §89 Title Guarantee and Trust Company CAPITAL AND SURPLUS, |ll4,Oa0.0<NI REAL ESTATE TITLE INSURANCE » BANKING » TRUSTS 176 BROADWAY New York ICT IN MCMBEHS of the 80D0NI FAMILY ITALIAN BANDS POOLC FRINTINO CO.. BOSTON, MASS. Dear Sir: The loss of interest due to delay in investing one's funds is a serious matter. The idleness of your money for a little over five weeks means the sacrifice of one-tenth of a year' s income. The great demand for guaranteed mortgages during the past month has made it difficult for us to supply you with mortgages in sums that exactly meet your requirements. To fill this need, we now offer you the Guaranteed First Mort- gage Certificates of the **•♦**, a Company orgajiized under the Banking Department of New York State and closely affiliated with the Title Gvarantee and Trust Company. These certificates are in effect assignments of portions of guar- emteed Diortgages and in no respect differ in security. They have the additional advantage that you can invest any amount at any time. We recommend them in every particular and advise you to buy them and avoid any loss of income due to your capital remaining idle. The payment of principal and interest is guaranteed by the Bond and Mortgage Guarantee Company and Interest checks are sent out on the first of February and August of each year. Yours very truly, §90 [435] CAPITAL AND SURPLUS. $15,000,000 ^al ^state ®itle insurance • ^mtktng ■ 'Qlrusta StT tN WCOOtNO TCXT, HEAVY CO^rCKPLATC OOTNIC AND HCaVV COr^CKfLATC QOTHIC CONDCNSCO VCHBATILC ORNAMENTf AMERICAN TYPE rOUNDCRS COMPANY 176 BROADWAY '^tbi ^ork Dear Madeuia: Have you in mind the investment of a sum of money in a way that will cause it to yield as large an income as pos- sible without any risk? To accomplish this, it is necessary to make a very careful choice of investments. The perfect investment is one which represents a defi- nite claim on valuable real estate and which is further pro- tected by the guarantee of a responsible guarantor. First mortgages on improved property in New York City are the best class of security that it is possible to obtain, as they are claims on the choicest and most valuable property in the world. The guaranteed mortgages that our Company can offer to you are first mortgages on property in Greater New York and have the payment of principal and interest absolutely guaranteed by the Bond and Mortgage Guarantee Company with its capital and surplus of $8,000,000. During the past eighteen years our Company has sold to investors #400,000,000 of these mortgages and no investor has ever lost a dollar of principal or interest. In order to accommodate investors who may wish to in- vest funds in an amount not large enough to take up an in- dividual mortgage, this Company provides the same security in the form of Guaranteed First Mortgage Certificates. They are in amounts of $200, $500, $1,000 and $5,000. If you are interested in investments of this character, we should be glad to have you write us for further infojoaa- tion. Yours very truly, [436] §90 CAPITAL AND SURPLUS. $15,000,000 tE^itle (guarantee antr tE^rusit Company REAL ESTATE TITLE INSURANCE BANKING, TRUSTS NO. 176 BROADWAY ^etD |9orfe SET IN TYPO OOTHIC AND CLOISTCM BLACK AMERICAN TYPE FOUHOCRt COHfAHY Dear Sir: A short time ago, I wrote you about the value of mort- gage investments. In a great office like ours, employing more than twelve hundred people, it is possi'^le that your reply may have escaped my notice or you may have disregarded my letter because you thought you would not be interested in the subject. Would you care to read a pamphlet describing New York City mortgages? If you have money to invest or expect to have in the future, we shall be glad to send you this book but we do not want to do so unless you care for it. You will find here mortgage investments for the man who can save $10 per month or for the man who has $100,000 or more to invest. During the past eighteen years, we have In- vested for our clients more than $400,000,000 in guaranteed mortgages and not one of them has ever lost a dollar. We shall be glad to have you call to seo us if you are looking for an investment or will send you the pamphlet re- ferred to above if you will write us. Very truly yours. §90 [437] REAL ESTATE TITLE INSURANCE BANKING. TRUSTS Capital and Surplus. $15,000,000 Title Guarantee &JTrust Company SCT IN STKATHMOttC LINEAR BOAOCH NO. 2 STRATNMORC OflNAHENT AMERICAN TYPE FOUNDERS COMPANY No. 176 BROADWAY New York Dear Sir:- When we originated our plan to enable people to invest in first mortgages on New York City real estate by $200 cer- tificates purchasable at the rate of |10 per month, it was an experiment. In New York City, where our business was al- ready well known, we knew the plan would succeed. We were not 30 sure of the rest of the country. We can now say that the public has approved these cer- tificates. They have been sold in almost every state in the Union, in Prance, in South America, Panama and even in the Sandwich Islands. There are people all over the world who want an absolutely safe investment that brings in a good return. We have written you three letters about this savings plan but you have not thought best to avail yourself of it. Is it because, now that you know the details of our plem, it does not interest you? If a plan that saves |10 per month is too small to attract you, we would remind you that we have mortgage certificates in amounts of $1000 and $500 or the $200 certificate cem be bought outright if you desire. When you look back over your own efforts to save money what do you find has been your success? You have perhaps succeeded in keeping the money safe and having it earn a very small rate of interest but on the other hand many a man has "invested" his savings in something, where to-day he can [438] §90 -2- get back his money only in part or maybe not at all. Perhaps you have not saved any money. That is what seems to happen now-a-days to most people whose income is only moderate. There are so many pleasant ways to spend money. Will your financial condition be better ten years from now, unless you get some one to help you save? Many men and women who are living on salaries and whose income seems assured, do not stop to think where they would toe if the firm or company for which they are working should find its business less profitable and find it necessary to discontinue business or to do without some of its oldest em- ployees. There are many families that have not laid up enough to carry them through the period that would neces- sarily elapse before financial rearrangemnts could be made. There is nothing that makes a man so independent as to have some money put away to take care of him and his family when hard times come. If you can spare $10 a month now, there is no better use for it than to make provision against trouble that may come in the future. You will never regret having sent us the initial $10 to start a savings plan that pays you 4-1/2^ interest and where your money la absolutely safe. Yours truly. §90 [439] DODC 3Daa TITLE GUARANTEE AND TRUST COMPANY CAPITAL AND SURPLUS. •IS.OOO.OOO REAL ESTATE TITLE INSURANCE BANKING » TRUSTS t76 BROADWAY NEW York SET (N MCMIEOS or COPPERPLATE 0OTM1C FAMaV COMSTOCK CONDENSeO MONOTONE BORDER AMERICAN TYPE FOUNDERS COMPANY Dear Sir: We are glad that you have written to us for a copy of our pamphlet "The S " "' ^ to Save." It gives us the oppor- tunity to say noma _ to you that we cannot say in a general advertisement. First of all the **•*•* Company is entitled to your confidence. Our main business is to examine and guar- antee titles to property in the neighborhood of New York City and we are very proud of our record, our good work, our good name and the absolute confidence of our clients. When we reconraend that you buy a security, it is because we know that there is no possible combination of cirouiTistaaces that oan prevent your getting your money back or receiving your interest when it is due. If you do not know our Company or the trustees and officers who manage it, you oan, by inquir- ing of any bank or trust company, find out about us. You will see that we stand in the front rank of New York finan- cial institutions. The accompanying pamphlet tells its own story. Your first impression may be that the outcome offered is not large and that we make no very glowing and unusual claims. The moderation of our promises indicates the real value of our goods. People v/ho have bad things to sell, often have no trouble whatever in selling them. Gold bricks seem to be a most negotiable security. This, of course, is because of the promises that are held out in connection with them. To the wise, they promise too much. People who are going to deceive you in what they are selling you, have no objection to making most extravagant representations as to the merits of their commodity. [440] §90 -2- We have been in business for twenty-five years and shall be on Broadway for many score of years more, ready to molce good all our promises. Up to date, we have done so. Any prudent and well posted adviser will tell you that the rate of interest promised in this pamphlet is the highest rate that can be safely paid without a risk that is too great for you to take. The 6^ bonds that are offered you in connection with New York real estate enterprises may pay 65^ Just as long as times are prosperous and business is good, but the return for safely Invested money is getting less every year, and while you may get your 65^ for a while, in the long run it is quite possible that you will lose your principal. It is very hard for people to learn except by experience. It is too bad if you must lose one or two hun- dred dollars before you find this out. Our advice to you is to make a trial of our proposition. It is a small matter to you and a small matter to us, but the $10 per month will probably be wasted if you do not send it to us. If you do, it will come back to you when you need It most, perhaps, and with as large interest earnings as the careful investor, not_s£sculator, expects to get. The Investment which we offer you is exactly the kind chosen by Mrs. Hetty Green and Mrs. Russell Sage for their millions and the very rich, generally, when they wish to be absolutely safe. Whan these careful and experienced invest- ors choose this sort of a security, their example is one that you will be wise to follow. Very truly yours, §90 [441] HARRY N. SHERMAN. Pnesiocn a. F. GILBERT. TnCABUMCH National Securities Company 50 State Street Boston, a ass. SET IN COHSrOCK COMOCNStO ANO BLArit American ty^c foundcks company Dear Sir;- The number of safe deposit boxes rented in our new building on ***** * Street slnoe December is gratifying proof that those who visited our armor-plate vault during the week of inspection were impressed by the security, the convenience and the comfort afforded patrons in this depart- ment. Many of these new customers were people without safe- deposit boxes, who had never before realized the tremendous safeguards provided for valuables in a modern safe deposit vault. Others, renters of boxes in other parts of the city, were influenced not only by the security afforded, but by the light, attractive quarters, the comfortable and convenient private rooms and the unusually accessible location of the building. Whether you have stocks or bonds to protect, you have at home or in your office papers and valuables which, if lost or damaged, could be replaced only at great inconven- ience and by the expenditure of time and money. Their safety is a matter for serious consideration. Wouldn't it be worth the cost of a safe deposit box to know that these things were secure beyond any possible loss or damage from theft, fire or flood? We offer you absolutely modern safe deposit vaults at our •*♦**♦ buildings. One of these offices is sure to be conveniently accessible, and we shall welcome your inspection of the facilities provided. Very truly yours, [442] §91 The National Securities Company HARRY N.SHERMAN President Financial Experts B. F. GILBERT Treasurer CHtLTCNHAM WIOC AMD CMCLTCMKAM ITALIC VERSATILE ORNAMCMTS AMERICAN TYPE FOUNOCRS COMPANr 50 State Street Boston, Mass. Dear Sir:- One hundred years from to-day, there will probably not be one hundred persons who are now alive, still breathing the breath of life. But if you take a valuable paper, to-day, and lock it in a Box in our Safe Deposit Vault, it may easily remain safe and undisturbed for centuries to come. It is built stronger and with more time-defying device* than many structures that heve stood for thousands of years. It is built not only to defy time but fire, thieves and accident. It is a rock-bound, steel-bound fortress. All of its strength and safety you can maJce use of by the rental of a Box for a trifling sum per year. It offers you the cheapest insurance known. For valuable papers, securities and documents, it in- sures against fire, theft and accident. Its service is worth a great deal, but costs very little. A Box can be opened only by yourself or those to whom you give permission, and it is accessible at all times dur- ing business hours. Let us show you the great convenience and use of this modem fortress and stronghold. Very truly yours. §91 [443] J. r. DOWNS. PRCStOCNT JAUCS E. DOWNING. Cashieh I. J. BURR. VlCE.P»H»IO«MT JOHN F. 0*LC. Ab«T. CftSHItR First National Bank Augusta. Missouri SET IN BRANDON AND BRANDON GOTHIC AMERICAN TYPE FOUNDERS COMPANY Dear Sir:- In the ordinary course of events, nearly everything that man possesses is eventually lost through accident, de- struction or neglect. It is only possible to preserve valued things by the greatest care and precaution. In modem life, however, a way has been evolved by which valuable things may be preserved indefinitely without fear of loss. That way is by the use of the modem Safe Deposit Vault. Built of solid masonry, concrete and steel, equipped with timelocks and the most ingenious devices to guard Its contents, it defies fire and thieves and accident for gener- ations and even centuries. No one who possesses securities, valuables or valuable papers worth preserving is just to himself who falls to take advantage of this modern means of safety and security. We say this as a preliminary to the statement that this Bank offers you the security of one of the best modem Safe Deposit Vaults, equipped with every device to make it secure. You can rent a Box, large or small, for a trifling sum, compared with the service it renders you, and although the construction of the vault cost a moderate fortune, you can have practically the same use of it as if you owned it all. With your owii private key to your Box, inaccessible to any one else, the door is open to you at any time during business hours . We will be very happy at any time to show you our Vault amd its accommodations, and to explain to you how useful you will find it. Yours very truly, [444] §91 Pemberton National Bank ATLANTA, GEORGIA SET IN 80L0 PCN ^R<NT VCRSATILC OUNAHCNTS ANEMICAN TVf>e FOUHOCtIS COMPANT Dear Sir:- Our Safe Deposit Vault is as strong, or stronger, against thieves and fire and accident as is a battleship against the projectiles of an enemy. Its walls of steel and the strongest masonry, offer absolute security and safety for your securities, valuables euid valuable papers; and in one of the boxes therein, they may remain without risk of loss for a century, if need be. Outside of such a receptacle, there is not a minute of atfiy day when the things you prize most are not liable to loss or destruction. YOU OUGHT NOT TO TAKE SUCH A RISK, AND YOU ARE UNJUST TO YOURSELF AND Td YOUR FAMILY, AND OTHERS, IN DOING SO. This is especially the case when we offer to you the security, safety and accommodation of a Vault such as de- scribed above, in which, by the rental of a Box for a tri- fling sum, you can have practically the same service as if you owned the whole of it. We will be proud to show you our Vault any day during business hours, and are sure you will agree with us as to the service it can render you. Very truly yours. §91 [445] NEW YORK PHILADELPHIA SAN FRANCISCO CHICAGO 91. m!>Ca%& 6.. 49 WALL STREET Jt«v2/ tJaxK/ err IN TYPO SHADED AND BLAIR AMERICAN T>PE FOUNDERS COMPANY Dear Sir:- Every one concerned with the investment of institutional or private funds in "solid" securities, - where the principal is amply safeguarded - the yield reasonable - and the market broad and dependable, must be interested in "Savings Bank Investments." The nature of Savings Institutions and the character of their business requires the exercise of the greatest caution in the making of investments. Quite naturally, therefore, our compilation of the statutes of the various states governing investments of Sav- ings Banks in Bonds, have come to be regarded by many finaji- cial institutions, trustees and private investors as a valuable guide in the selection of investment securities. Second_edition of the booklet just published. Would you like a complimentary copy? Use_enclosed_card. Yours truly. [446] §92 NE'W YORK CHICAGO ]y. yv. Halsey & Co. Bankkrs ^O -WALL STREET NEW YORK BCT IN TITLE SHAOtO LITMO AMIRICAN TYPE FOUNDERS COMPANY Dear Sir: Would you like to have U3 put your naune on our mailing list (without cost to you) and occasionally send you de- scriptive price lists and printed information on high-grade Municipal, Railroad and other seasoned market bonds? Banks and investing institutions of every description depend upon them for accurate information. Thej;_are even ?2r®_Y^iH§:ti§._l°_1i^?.JjL'yjCy:H?i.i-"^^ ^^0 generally lacks the experience and channels of information enjoyed by the financial officer. If you have $1,000 or more, to invest, or expect to have within a few months, these descriptive lists with quo- tations and practical comments direct from the financial center will be found useful. This service is offered you a.b3olutel^_grati8 as a means of familiarizing you with the exceptional investment facilities enjoyed by our clients. Consult your own Bankers as to our standing, and |,6nd_u3_enclo8ed card. Yours very truly, §92 [447] Philadelphia New YorK N. W. Halsey & Company BANKERS San Francisco Chicatfo SET IN rOST MONOTONE NO. X VCRSATILC ORNAMENTS AMERICAN TYPE FOUNDERS COMPANY 49 Wall Street New York Dear Sir:- Traversing a rich agricultural territory - a pioneer line of the Central West - the **••♦♦ Railroad stands to-day as a conspicuous example of American Steam Road development. Successful from its start in 1861 - it has never failed to meet its fixed charges - and for forty-one years has paid substantial and regular dividends to its stockholders. To-day - its bonds are favorably regarded - are widely held - and at prevailing prices are undoubtedly among the best values in the present market. We have conducted a thorough inquiry into the opera- tions of the Company with particular reference to the status of the two principal bond issues. This "pamphlet" has in- spired many favorable comments from railroad officials and financial officers. Sign and return enclosed card, if you would like a com- plimentary copy, including map of the system. Yours truly. [448] §92 BOSTON NEW YORK CHICAGO DENVER SAN FRANCISCO E. H. ROLLINS & SONS Investment Bonds No. 200 DEVONSHIRE STREET Boston, Mass. SET IN MEMBERS OF THE CHELTENHAM FAMILY LINEAR BORDER AMERICAN TYPE FOUNDCRS COMPANY Dear Sir:- On or e-bout May 3, 1912, we shall offer our clients the opportunity of subscribing to an issue of First Mortgage forty-year six per cent gold bonds, at a price to yield nearly six per cent. At date of writing we are not at liberty to give you further particulars, other than to say that these bonds are secured by First Mortgage on the property, rights and fran- chises of a prosperous Public Service Company, serving a rich region in Central California, and that the protection offered to the bond holders by the provisions of the mort- gage and the value and earnings of the property are in full accord with our high standai-d of requirement. Our San Francisco office is bringing out this Issue of bonds and the California market will absorb most of them. We have, however, in the interests of our eastern clients, persuaded our San Francisco office to allot us a share in the offering. In accordance with our practice, our customers will receive the particulars two days in advance of the public offering. If you wish us to extend the same opportunity to you, we shall be very pleased to do so on receipt of the en- closed card. This card is stamped and bears your name and ours. All that is necessary for you to do is to put it in the mail. You will then receive advance particulars of an unusually attractive offering. Very truly yours. §93 [449] \ vvi : : : '. 1^ \ 7/0 Mvor KELTON B. MILLER. a«niiu Ei-Oficio ShtiifT JOHN NICHOLSON, aurauii GEORGE H. COOPER, Treu. WILUAM F. FRANCIS. S«. 150th Anniversary of the Founding of Pittsfield, Mass. FOURTH OF JULY CELEBRATION, JULY 2nd, 3rd, 4th, 1911 SET )N NEHeCfiS OF IMC CNELTCNHAM FAMILY FIMECIlACKCIt SORDCft rOOkC rfllNTtNQ CO., lOSTON, MAIS. PittsfieU, Mass. Fellow Members of the 150th Anniversary Committee: The tentative plans for this "big celebration, that will do SO much for Pittsfield, are now well under way. They in- clude religious and historical exercises in the churches on Sunday morning, July 2, and an address by President Garfield of Williams College at the citizens' mass meeting in the afternoon. Monday is to be Historical Day, with dedication of his- torical boulder, singing by school children, Grand Historical Pageant in the afternoon and a historical oration by Ex- Governor Long in the evening. On Tuesday comes the 4th of July Celebration, with the three aeroplane flights conducted by a Curtiss aviator, the big Civic and Commercial parade, larger by far than anything ever attempted in this city before. 1,000 school boys in khaki suits and caps will march in this parade. Lots of music, twilight drill by Militia at sunset on the common, big display of fireworks in the evening. All this will cost §10,000. The city has appropriated f4,000 - that leaves $6,000 for your Finance Committee to get. Before we go to the public asking for funds, it has seemed wise that we should first ask every member of the several committees, who will, to subscribe $10. If every member does this, it will assure at once the success of the undertaking and give the Finance Committee something tangi- ble and convincing to go to the general public with, for it will show that the committees have faith in this great enter- prise for the good of the city. Please, therefore, fill out one of the enclosed blanks and send it to the chairman before Thursday evening, May 18, as it is absolutely necessary that he should know how much can be expected from our committee men. Yours very truly, P.S. If $10 is too much, please fill in what you think right, and return before Thursday. [450] §94 4th of July Celebration ^ and 150th Anniversary On July 2nd, 3rd and 4tli, 1911 >/^ The Founding of Pittsfield, Mass. i MAYOR KELTON B. MIUEfi. CKainiii EiOfida WILUAM F. FRANCIS, Secrdary SHERIFF JOHN NICHOLSON. Ooirmu GEORGE H. COOPER. Tr^uinr Dated tCT tH CHCLTCNHAH tOLO EXTRA CONDCNSCO riNeCftACHCN BOROEK CHAP-eOOK QUIDONS AHCmCAN rtPt FOUNDCflS COMPANV [ 1 Dear Sir:- About a week ago, we wrote all the members of the 150th Anniversary Committee, asking them to send as soon as pos- sible their check or pledge to the Finance Committee, that we might know how much to ask the public for, when the gen- eral canvass is made beginning June 1. 120 members have either sent their checks or pledges up to date. We know that you have many things to do; we would ask if possible that you take time to fill out the enclosed blank and mail within the next few days. This is a big undertaking - it will be a big celebra- tion and a big thing for the city of Pittsfield. Thanking you in advance, I am, for the Finance Committee , Yours very truly, §94 [451] AN ELABORATE FOURTH OF JULY CELEBRATION, JULY 2i.d, Srd and 4th, 1911 P 150th Anniversary of the Founding of Pittsfield Miyor K. B. MILLER, Gbairman Ei-O(fioio Sheritf JOHN NICHOLSON, Gbiirmui G. H. GOOPER, Trcu. WM. F. FRANGIS, Sec. m, ^ *rgi-r». ■ ftCT IN SCWrCK ROMAN MISSION TOTS KOtC fRINTlNQ CO.. eOSrON, MASS. Pittsfield, Mass. Dear Sir:- It'8 the beginning of the last week previous to the 150th Anniversary Celebration of the Founding of Pittsfield. The Finance Committee has yet about f3,000 to raise. The money has come in very freely, and the subscriptions have been most liberal. The beauty of it all has been that everybody has given Just what he pleased. The Committee is anxious to have all the subscriptions sent in by Thursday of this week if possible, and if you are planning to send one, will you send it this week that the bills in connection with the celebration may be paid prompt- ly when presented? This is the biggest get-together movement Pittsfield has ever seen, and will be far-reaching in its good results. Yours very truly, [452] §94 MAYOR KELTON B. MILLER, Chaimu Ez-oBicio SHERirr JOHN NICHOLSON, Chairmu ^ V^=^^ Fourth of July Celebratioo ir^mrf On July Znd, 3rd and 4lh. 1911 9ET )H CONDENSCD roSTCO AND CONDENSED WEBB CELEBftATiON BORDER MEMCANTILC BORDER AMCmCAN TVrC rOUNDCRt COH^AMT Dear Sir:- The 150th Anniversary of the Founding of Pittsfield comes July 2, 3 and 4. Elaborate preparations are being made for it. Sunday, the exercises in the churches, public meeting in the afternoon and evening, and address by Presi- dent Garfield of Williams College. Monday, the dedication of the Easton Memorial, the big Historical Parade, the Loan Art Exhibition, the Homega the rings, and address by Ex- Governor Long. Grand electric display at the Park Monday evening. Tuesday is the safe and sane 4th of July, and the finest Civic and Commercial Parade ever held in Pittsfield will teike place. The only Curtiss aeroplane flight ever held in Western Massachusetts comes on Tuesday. There will be beautiful decorations, lots of real music, magnificent fireworks and best of all, we ask the men and women, boys and girls of the city to enter into it all with us, thus making them feel that they are a part of this growing city. It will require over $10,000 for the three days - the City has appropriated $4,000, the Executive Committee has pledged over |2,000, and the souvenir and other sources of income will give nearly $1,000 more. We need to raise over $3,000 before July 2. It will be necessary for several people to give $250 each, several more $100 each, and a goodly number $50, $25, $10 and $5. Will you fill out the enclosed blank and forward to the Treasurer before next Thursday if possible, that the Finano* Conaittee may quickly complete its cemvass for funds? Yours very tnily, [453] 3 otoa implement jWutual Snsiurance iisisiociation Office of Secretary, NEVADA, IOWA ▼ MUTUAL PHONE 92 i OFFICERS P H, \RNf.\.Pr)tHnl Markhilliown J.I.. I'AKRlNOTON.nt./'r.i. looi Fall! JAMES McCOY.rr..<,.Colo. D. M. GROVE. Sir.. Nevada DIRECTORS J. L. McMAHON, Slau Cemar A. J. SOWERS, Bedford A. MAYER. Bincroll HOMER E. PITCHER, Sjjtnocr G. L. MILES, Grinncll i 9alt«ir 1 SCT IN CLOISTER BLACK AND NCW CASLON INLAND BORDEM NO. 1341 CHAR-BOOM GUIDONS AMERICAN TYPE FOUNDERS COMPANY Dear Sir: Are you satisfied with the cost of your Fire Insurance? Would you like to be with a company which divides its profits among the policy holders? This is done "because this is a Mutual Company and no dividends have to be returned to stock holders as they do in old line companies. The Mutual insurance idea in Iowa is advancing. Time was, but a short time ago, when there were but few Commercial Mutuals doing business in this state. Now there are many The Lximbermen, Grocers', Grain Dealers', Hardware Dealers', Druggists', and more talked of; in addition to these, we have other Commercial Mutuals, and over 150 Farmers' Mutuals. There is now |617,000,000 of insurance in force in the Mutuals of Iowa, as shown by the last report of the Auditor of State. And why not? They are under State Supervision and must do business according to law. They have saved thousands of dollars for their policy holders and have promptly met every loss and expense. This Company, in less than nine years, has returned f38,000 to its patrons. We have up our legal reserve and our debts are paid. We want you with us and a line to this office will bring you any information which you desire con- cerning this Company or its methods of business. May we not hear from you? Yours respectfully, [454] m POOLE PRINTING CO. 1 1 Telephone Connection Writers and Makers of Particular Designers of Fine Catalogues Atrbertoing LARGEST PRODUCERS OF TYPEWRITER LETTERS IN UNITED STATES srr IN Rccur caslon, necut caslon italic CLOISTER 6LACK ART ORNAMENT M)OLC PAINTINO CO., BOSTON, MASS. 251 Causeway Street Boston, Mass. Dear Sir:- If you could get a salesman who would see ten percent more people -- make five or even one percent more sales — Somebody would lose a job, because it would be money in your pocket to get the new man. Our form letters will make money for you because they are real personal letters. Those we get out in copied ef- fect are actually copied -- they look just the same as let- ters you oopy in your own copying book. Don't you want the extra returns these personal letters will bring you? And isn't it worth an order to prove to yourself that you can get them through us? Tor 14 years we've been making good with form letters that get orders. We will help jou get greater results. Send us an order now, while this letter is before you. It's to your interest because a delay is going to cost money you could have in bank. May we not hear from you by return mail? Very respectfully, §96 [455] WRITERS AND PRODUCERS OF CATALOGUES AND FINE BOOKLETS OF ONE OR MORE COLORS, FOLLOW-UP SCHEMES. ETC. ^oole printing Company Designers of Particular Advertising LARGEST PRODUCERS OF TYPEWRITER LETTERS IN THE U.S. 251 CAUSEWAY STREET Boston, Mass. set IN CLOISTER SLACK *N0 NCW CA8L0N ^OOLC PMlNTINO CO., ■OSTON, MASS. Dear Sir:- Do you know we can help you to make more money -- get more orders and cash -- out of your form letters? Tremendously vital to your profits, isn't it? Yet it is just as sure as taxes. The strategic end of a letter is the "fill-in" — the neune and salutation — the personal element. Why? Because at first glance the reader either believes you are addressing him or knows your letter is not a letter but a circular sent to everybody. On this one point you win or lose with a great many people. The yavming waste-basket either gets a contribution or you get a reply or an order, or both. We can offer to help you make money out of your letters because we have perfected a method which makes the "fill-in" a perfect match with the body matter. The letters are Just as personal as if written on the typewriter. You get, as a result, a greater percentage of readers, and that's why you receive more replies -- have more musio in your cash drawer. Don't you think these advantages are worth at least one trial order? And considering the value to you of bigger results, won't it be money in your pocket to send the order to us now -- to-day? Very respectfully. [456] §96 DESIGNERS OP PARTICULAR ADVERTISING. WRITERS AND PRODUCERS OF FINE CATALOGUES AND BOOKLETS ^=^==^=^1=^=; ADDRESSING BY HAND OR BY TYPEWRITER r:r=ZZ=:^^=zrr: POOLE PRINTING COMPANY Typewriter Letter Specialists LARGEST PRODUCERS IN THE UNITED STATES 2980 Telephones: 298 1 Richmond 2982 251 Causeway Street, BOSTON, MASS. Oear Sir:- You can make your form letters merely "pay" or you can ■ake them bring big returns. And Just as a well-appearing, cloan-cut salesman gets an audience because he creates a favorable impression, so the perfect form letter, because it is inviting to the eye, gets a reading. Only a real letter can give your proposition person- ality, and that is the most vital element in profitable sales letters. Our fom let' ^y for you, because they are as perfect as a d r. The body is clear and easily read. The 1 tation are a perfect match. Every punctuation ii the sheet. You oannot tell our printed fac-slmile signature from the work of your own pen. Let us fill your next order -- give you the kind of work that makes them read by more people -- the kind that makes money for you. Bollars are slipping away from you because you're not getting the kind of service that cuts down the loss now go- ing Into the waste-baskat. To get these dollars is vital to your pocketbook. trite us now and get us "proving up" — making money for you In customers euid profits. Yours truly. §96 [457] I OOLE RINTING O. Largest Producer of Typeivriter Letters in the U. S. DESIGNERS AND WRITERS OF FINE CATALOGUES No. 251 CAUSEWAY STREET Boston, Mass. SETT IN HEMBCftS OF TNC BOOONI FAMILY ABT ORNAMENT AMERICAN TTPt F0UNDCR5 COMPANY Gentlemen: - Many live, up-to-date manufacturers amd retailers are now using mechanically made typewritten letters that cannot be detected from actual typewritten letters. Why? Because they have that personal element, which is so desirable, and which printed circulars and other forms of printed matter do not have. Merchants have been spending millions of dollars on miscellaneous advertising which can be classified as buck- shot advertising. Each one of our letters hits a bull's eye because it conveys a personal message. That's when a really fine mechanically made letter such as this one is pays well. If your letters or booklets do not read strong enough to suit you, we will have our expert writer polish them up. He is practical, not theoretical. Saimples and prices for the asking. Very truly yours, P.S. This whole letter, including filling in and autograph signature, was done by our exclusive process. [458] §96 POOLE PRINTING COMPANY DESIGNERS AND PRODUCERS OF FINE CATALOGS OF ONE OR MORE COLORS, BOOK- LETS. FOLLOW-UP SCHEMES. WILL SUBMIT DUMMIES ORIGINATORS AND DESIGNERS OF UP-TO-DATE IDEAS FOR Particular Advertising Largest Producers of Typewriter Letters in the United States ADDRESSING BY HAND OR BY TYPE- WRITER. AUTO- MATIC MACHINES FOR PRINTING. FOLDING. SEALING CO.MPLETE LISTS FOR ADDRESSING SCT IN MEMBERS OF TMC CUEARfACE FAMILY MONOTONE BORDER AMERICAN TYPE FOUNDERS COMPANY 251 Causeway Street Boston, Mass. Gentlemen: Your salesman did not stop to see Jones & Co. because he would have lost half a day on account of poor train service. How many firms like this are there that have been dropped from your route lists or only seen at long intervals, and a thousand and one you would like to reach, were the expense not too great for a traveling salesman? Uncle Sam calls on theu every day. Why not send your nessage by him? That's when a really fine facsimile letter such as we make pays well. If your letters or booklets do not read strong enough to suit you, we will have our expert writer polish them up. He is practical, not theoretical. Give ua an opening - we'll prove up strong - we've been getting stronger each of the last fourteen years. Samples and prices for the asking. Use enclosed post- card. Very truly yours, §96 [459] LARGEST PRODUCERS OF TYPEWRITER LETTERS IN THE UNITED STATES ADDRESSING BY HAND OR TYPEWRITER POOLE PRINTING COMPANY Writers and Producers of Fine Catalogues and Booklets DESIGNERS OF PARTICULAR ADVERTISING '" »^ ™^ 2 SI Causeway Street POOLE PRINTING COMPANY BOSTON, MASS. BOSTON, MASS., U. S. A. Gentlemen :- When a man offers to prove his ahility, help you make money, t don't care to watch him do it -- you probably have sc c. of a reason. Bu*- -^"^ "1 your raason for not letting us prove to your Bf. 1 that our new printed Paosimile Typewritten Letters \vou±a increase your business by mall? You want ^qod letters. You know they are the only kind that will win. "Vou cannot doubt the evidence of the sample we sent you -- and you or any other business man would gladly pay the trifling advance we ask for such increased quality. Yet our file holds no reply to our last letter and offer to prove our point. Can it be that you have Just let this opportunity slip by? Can it be that you are lotting the full significance of what this offer means to your business get away from you? You have men whom you are circularizing continually without response. You write a good letter -- yet you get no reply. Chances are your man never reads into it to learn what you say because it breathes "Imitation typewritten letter. " Give us that letter — let us print it for you -- then, if you like, let us fill in, address, stamp and mail one to each of a list of hard ones. And, if the results do no t jump, don't buy any more. Uake the list as large or small as you like -- let us do the mailing or do it yourself. But give us this chance to showj^u -- what real results you can get. Will you do it? Send your order to-day, please. Very truly yours, [460] §96 POOLE PRINTING COMPANY Writers and Makers of Catalogs Designers of Advertising Matter Printers to Particular People TYPEWRITER LETTERS LARGEST PRODUCERS IN THE UNITED STATES 2980 Telephones 2981 Richmond 2982 Latest Automatic Machinery f Printing. Folding, Insertir Sealing, Addressing. Stampii Dear Sir:- Two heads working togather oft«n r>r-.,iuce great results. The knowledge you have gained iroa experience in your business has an established value; the knowledge gained from ny eighteen years' experience in planning, writing and exe- cuting form letters Tculd ba vaTucblo to you. Til « iy .1 U i; U lU ly xuijiu. Vfuuiu i- c; ij u t t- ou _^Ji cj.i.iu t; ^ IC^CtUUl lU* suits in your mail campaigns. Read the enclosed booklet, make an appointment, and then let us talk it over. Yours very truly, (461 ( l^mk printing (Ho. '(Tljc 2."ariKst |)ro^uccr3 of y!^ypcuirttcr iLcttt rs in tljc llnttc^ States =xx: telephones Richmond 2980-2961-2982 No. 251 CAUSEWAY STREET l^cston, jEass. Dear Sir:- An enterprising corner grocer once filled a quart jar with beana, placed it in his window, and offered five dollars to the person who guessed nearest to the number of beans it contained. Many widely differing guesses were registered. But one man bought some beans, carried them home, filled a quart jar and then proceeded to count them. He got the five. That is what we do in laying out a mail campaign--we first count the beans. In other worls, make a careful study of each individual proposition and get the facts. Our seventeen years of experience have resulted in ability to recognize the important features of any selling proposition, and have developed some facility in expressing them in an attractive and convincing manner in form letters and follow-up matter. If you are using letters that have not produced just the results you are looking for, or wish to start a campaign by mail, let us make an analysis and outline a plan for you. Our personal typewritten letters never fail to get a reading, and we can give you copy that will get attention and win replies. A personal conference places you under no obligation, and may result greatly to your advantage. Mail us the en- closed card for eui appointment. Yours very truly. [462] §96 m Telephones Richmond 2980-2981-2982 POOLE PRINTING CO. HIGH GRADE BOOK AND CATALOGUE PRINTING Largest Producers of Typewriter Letters in the United States DESIGNERS OF PARTICULAR 2) Advertising m^ '^^^^^^mm^^m.^^^m^^ ^ '^Ms^^m.^^^m/^s^ ^^^^^^m. 251 Causeway Street, Boston, Mass. (Jentlemen:- You have been asking yourselves how you could interest additional prospective customers in your goods. And you have doubtless eliminated from consideration many of the customary methods — perhaps magazine and news- paper publicity among them--because of the great expense involved. But have you oonsidered--seriou3ly con3idered--the ex- clusive advantages of "direct" advertising? Advertising through skilfully constructed form letters that cannot be distinguished from your regular typewritten correspondence-- with or without folders, booklets, or other printed matter. If you haven't, we very likely can help you open up a rich field, which, properly worked, will yield greater re- turns for a smaller expenditure than any other form of busi- ness promotion. A personal conference places you under no obligation whatsoever. NOW--while the matter is fresh in your mind — just pick up your pen, fill in, sign, and mail us the en- closed Appointment Card. Veiy truly yours, §96 [463] Designers of Particular Advertising D Writers and Producers OF Fine Catalogues AND Booklets a Largest Producers of Typewriter Letters IN United States Addressing by Hand or Typewriter POOLE PRINTING CO. NUMBER 251 CAUSEWAY STREET BOSTON •.• MASSACHUSETTS TELEPHONES 2 9 8 2 9 8 1 2 9 8 2 RICHMOND Gentlemen :- Give your letters a "square deal." Give them the oppor- tunity to produce the utmost for your busine83--through our aervice. Grant us a short interview. Let us place at your serv- ice the dependable results of our eighteen years' experience in writing and issuing PRODUCTIVE "direct" advertising (form letters, boolclets, catalogs and so on). Make us prove to you--as we can, by a careful study of your letters — how a few alterations, substitutions, and re- arrangements, PLUS a duplicating process impossible to dis- tinguish from actual typewriting, are frequently all that is necessary to secure results altogether out of proportion to the small expense involved. Carefully read once more the attached Provisional Order. Then resolve you will take advantage Immediately of Its moat liberal offer — which has proven so successful in gaining new clients for us that it will be withdrawn June 1. All that is required is to sign the attached card. Why not sign it- -TO-DAY? Very truly yours, [464] §96 Writers and Producers of Fine Catalogues and Booklets Designers of Particular Advertising XrfQCj rQCin! POOLE PRINTING COMPANY 251 CAUSEWAY STREET, BOSTON, MASS. jeeeeoi 2980 TELEPHONES 2981 RICHMOND 2982 Largest Producers of Typewriter Letters in the United States Addressing by Hand or by Typewriter « mm ^» »■ i*^ w^ f Gentlemen: - Just another word about that ever-present problem — getting new business. You say you use form letters. But do they prolace the maximum results — that's the question. Securing direct returns from form letters is not so difficult a matter as it seems. In fact, but two things are required: You must carefully select the a 3 which appeal to buyers of your goods, arrai „ ,n in proper sequence, and present them in a convincing way. And you must make 3ure--ab3olutely sure — that the r , the " ■ " ' in," Is, ai that no one will suspect your form letters are not personally dictated and written on a typewriter. Our eighteen years' experience in building business- bri " ■ ■ . " " ' , ' " " ' , ' ■■ . . mat . _ 'St assurance that we can do as muoh--perhap8 even more — for you. We won't even ask you to accept our mere statement, we will g The attached Provisional Order offers a r. ■ ■ ' ■ ■ " ro we MU- _ _ . . it in, sign, and mail to us at once, so that we can start producing for you without delay. Very truly yours, S96 1465] WRITERS AND PRODUCERS OF FINE CATALOGUES AND BOOKLETS DESIGNERS OF PARTICULAR ADVERTISING 2980 TELEPHONES 2981 RICHMOND 2982 POOLE PRINTING COMPANY Typewriter • Letter . Specialists 251 CAUSEWAY STREET BOSTON, MASS. LARGEST PRODUCERS OF TYPEWRITER LETTERS IN THE UNITED STATES ADDRESSING BY TYPEWRITER OR BY HAND Qsntlemen:- The old adage "Be sure you're right - then go ahead" Is ju3t as good advice to-day as it was fifty years ago - with this exception - you can't afford to spend too much time in maJcing sure, as, while you're communing, the other fellow is liable to go ahead, and making up a "lost lap" is a mighty hard proposition and it's unnecessary too! Of course, you intend to go "ahead" - all you need is the assurance and all we need is the opportunity to furnish it to you. Let's get together and talk it over. Yours respectfully, [466] §96 DESIGNERS OF PARTICULAR ADVERTISING • WRITERS AND PRODUCERS OF FINE CATAUX3UES AND BOOKLETS otitt printing Company Mo. 25 1 Caufictuap Street, ^ositon, i$lag£(. ^ ?bon«. »itt,monb aeso. aesi. 2982 LARGEST PRODUCERS OF TYPEWRITER LETTERS IN UNITED STATES • ADDRESSING BY HAND OK TYPEWRITER Sattt) \ I SCT IN ENORAVCnS OLD CNQLISH BOLD AND NEW CASLON CHAP-BOOK QUIOON9 INLAND 80R0CR NO. 1241 AMERICAN TYPE FOUNDERS COMPANY Gentlemen: - Just because Lawson has changed "Frenzied Pinajice" into "Pair Finance," it doesn't follow that you can put a round peg into a square hole or that gasoline by any other name would be less odious. But you can get more business - If you go after it right and go right after it. We have the ideas - attractive, forceful, sales-com- pelling - in hangers, show-cards, folders and booklets. But what's the use of specifying - rather Let's get together and talk It over. Yours respectfully. §96 [4671 POOLE P RINTING C OMPANY •■- 251 CAUSEWAY ST. phones 2980-2981 -2982 Richmond BOSTON, MASS. JL DBs.Gms - TYPEWRITER LETTERS - ™ducers &«ntlemen: - This is latter number three. We did not number our previous letters because we did not believe there would be occasion for writing subsequent letters. It wasn't necessary in a number of cases. Evidently they were ready to do business in our line - anyway, they sent for us to talk it over - and we secured their order. Perhaps you have our letters on file and intend to see us at an early date. We hope so and — Honestly! results have proved that our style was convincing - but not half so convincing as one of those conferences where we are obliged to show "The man from Missouri. " If it's catalog or booklet printing, if it's show-cards, calendars, out-outs or any other form of printing that you require -- and You want it par excellence Let's get together and talk it over. Yours respectfully, [468] §96 POOLE PRINTING COMPANY 251 CAUSEWAY STREET BOSTON . MASS. Urgest Producers In the United States of TELEPHONE CONNECTION Typewriter Letters Gentlemen :- We all recognize the strength of the truism, "A chain is no stronger than its weakest link" -- -- ar.d It's eaually true that business upbuilding is only as succassful as the methods employed. Advertising is as important a link as any in the busi- ness chain. And this thought to close with — It is not how much you appropriate — but how best to use the amou.it aooroDriated. We know how to produce catalogs, hangers, booklets, ■iinw rnrili and posters, in fact anything in the line of printing that will be business prolucara rather than moaev oonsumers. If you are open to further proof -- Let's get together end talk It over. Yours respeotfully , §96 [469] POOLE PRINTING CO. 251 CAUSEWAY STREET, BOSTON, MASS. LARGEST PRODUCERS IN THE UNITED STATES OF TYPEJVRITER LETTERS TELEPHONES 2980-2981-2982 Richmond Gentlemen: - Here's an SLXiom that we're going to turn loose because It deserves to be. It has the ring of soundness and its precept is one that ought to be burned in -- "Man should not be blinded to whatsoever merit exists in the opportunity which he hath in hand remembering that a thousand promises for the future should weigh as naught against the possession of a single piece of silver." We lifted that bodily from a little booklet entitled, •The Magic Story," and the Success Company, its publishers, are entitled to our appreciation of the overflowing inspira- tion found within its pages. There exists real merit in the opportunity to put out seile-inspiring business literature. That's the only kind we care to put into your posses- sion, whether in the form of catalogs, booklets, folders or show-cards. And to paraphrase the sixiom given - Seize the opportunity now and you'll acquire the piece of silver~while the other fellows are framing up future promises. Let's get together and talk it oyer. Yours respectfully, [470] •uffolfe ©ngratiing anb ^Ifctrotpping Company Dcxzrxzx: Office and Plant, 30 E. 21sl Street NEW YORK CITY 394 ATLANTIC AVENUE BOSTON, MASS. SET IN CASLON TEXT AND NEW CASLON ANT ounahcnts nonotonc border AMERICAN TYPE FOUNDERS COMPANY NLAND BORDER Dear Sirs: If Bill Jor.ea tell3 you the moon is made of green cheese you know that Bill Jones is a liar, but is it reason- able, because you know that Bill Jones and Mike Smith and a few others of like ilk are liars, to assume that everything that is told you is a lie and that all engravers are liars? We realize fully that you, and every other user of engravings receive numerous letters from engravers, large and small. Bast and West, making all sorts of unsupported claims as to quality, ability, service, etc. We realize that an engraver with an outfit of the vintage of '76 and ideas quite as ob- solete can talk Just as loud and make Just as strong claims as the thoroughly up-to-date and well-equipped, competent engraver. That is why it is hard to talk engraving and arouse interest by mail and that is why we have taken the liberty of starting this letter in such a familiar tone, and such plain language, for which, now that our purpose has been accomplished and your interest aroused, we most humbly apologize. We are making certain claims in this letter, we are stating them as facts and we are not elaborating on them or offering any arguments in support of them. The •••••• company is one of the oldest concerns in the United States, It has a national reputation for the quality of its work §97 [471] -2- and general business standing. We cannot afford to make any statements that are not founded upon facts. Finally we want to say to you that we are thoroughly equipped in every way, shape and manner to handle your en- graving business. We know what our competitors can give you and we know that you cannot buy anywhere in the United States the same kind of work and the same efficient service you can obtain from us. We want to send a representative to see you. We want you to talk to him, find out exactly what we have, let him bring back a trial order, not one copy but enough to enable us to fully show what we can give you. If we can't satisfy you, can't fully make good on every claim we make in this letter, you are at liberty to throw our plates on the ash heap and tear up our bill. We can satisfy any buyer who knows what he wants and knows when he gets it. Again we wish to say that we have no intention of being familiar or treading on any conventional rules in the tone of our letter and to say that we are simply trying to write a letter that will be sufficiently strong to arouse your curiosity or interest and make you want to know more about us. Trusting that we have accomplished our purpose ajid theuiking you in advance for your early reply, we are Yours very truly, [472] §97 Suffolk ^ngra&mg mxh '^eia '^ark CUq. (tfUct mtb '^lant, 30 TE- 21sl ^tml 394 (Atlantic ^Abenuc ^ostot, (iKass. SCT IN WCDOINO TEXT SmATHHOnC ORNAMCMT AMUiOAH rvpc rouNoent compahv Dear Sir:- Ten days isn't a very long time measured In hours and minutes, but in possibilities ten days may change the des- tiny of nations, tear down the upbuilding of ages and put awry the plans of years. Ten days ago we sent you a portfolio of ssunple proofs together with a letter telling you something about p"- "-- ganization. Ten days is a long time to forget in, a long time for rGmp.rabering, but we haven't forgotten that we sent you proofs. We won't forget our promises if you give us your business. It may be ten days, ten weeks or ten months before you p»-a r- •.'.' f r, v.^r «' ^■'.'^ing - you won ' t remember •*•••♦ that long. Tell us when you are going to be ready to buy «uid let us do the remembering - send as a little remembranoe the enclosed card - you may forget if you don't d" ^^ nr.w. Yours very truly, I473J New York City Office and Plant SO E. Twenty-First Street SET m CHAUCCR TEXT *N0 MEMSERS OF THE COPPERPLATE OOTMfC FAMILY VERSATILE ORNAMENT BOETON BRETON CAST SQUARES AMERICAN TYPE FOUNDERS COMPANY ^ttffolft S^ngrabing and Providence. R. I. Office Industrial Trust Co bldo. 394 Atlantic Avenue BOSTON, MASS. Dear Sir:- The last time we wrote you we made some reference to ten days. We said you would forget if you didn't mail the card ten days ago. We rever got the card. Did you forget? We are still remeracer i iig, perhaps we remember better because we still have hope to help memory along. We hope you will mail the card - now. Yours very truly, [474] §97 NEW YORK CITY, Office and Plant.30 E. 21st St. PROVIDENCE, R. I., Office Industrial Trust Co. Buildine anb ^leftrotppingQompanp 394 ATLANTIC AVE., BOSTON, MASS. SET IN CLOISTER BLACK AMO LININO OLOftTVLE ANTIQUE NO. SflO CAXTON INITIALS AMERICAN TYPE FOVNOEBS COMPANr Dear Sir:- Thirty days hath Septeniter, April, June and November, and thirty days have we waited. Others have sent the card, others are letting us plan their catalogs, others are helpirn; ug remember you by tell- ing us how well v.a uu uui vKjik. I.U1 letters haven't been very serious, but underneath their semi -jesting tone runs the feeling that we will, eventually (jet your business. You can' I V .. I y .: ■; r . 3 J. s L '.r ; 1 1. i-_y ij^.iu .'"u •* gji-'o. min^ iO:i;Ver. We are enoloslng another card. Wo like a man of action. Yours very ti-uly. §97 [4751 Publicity Department d Telephone No. 1193 Paddington ^s#^ Cbe i^eroline Company SICK ROOM & NURSING NECESSITIES London, W. SET IN CASLON TEXT, NEW CA5L0N AND NEW CASLON ITALIC ART OflNAMENT HELLO CUT AMERICAN TYPE FOUNDERS COMPANY Dear Uadam:- Your request for particulars of • * * * * * Nursing Necessities is to hand, for which we thank you. Particulars are enclosed, which will we hope be of both interest and benefit to you. That ♦*»*•♦ Materials are the best we are convinced and we ask you to prove this for yourself. Quality and quality alone is the one point on which we make the statement. Remember that we save you all middleman's profit - ajid this alone is worth your consideration. •***•* Mate- rials have already met with enthusiastic approval and you too can prove their superiority. Your requirements will receive our prompt and personal attention. Yours faithfully, [476] §98 PUBLICITY DEPARTMENT TELEPHONE, 1 193 PADDINGTON a THE NEROLINE COMPANY H H SPECIALISTS IN APRON MATERIALS S a 45 PEMBRIDGE ROAD [*] SCT IN OORSCY CAST SQUARES AMCniCAN riPt. FOUNDERS COMPANr LONDON, W^. Dear Uadam:- At your request, we forwarded you a few days since, a booklet describing our Nursing Necessities, which are giving such satisfaction to nurses the world over. Not having heard from you, we take it that you have found nothing to suit your exact requirements; or perhaps you have not yet come to any decision? You would no doubt like to have fuller information, which we shall be pleased to supply. Our materials are all perfect in every detail, and are examples of sound workmanship and reliable materials. Your perfect fit is guaranteed, as all our cutters are experts. May we assist you in any way? Yours faithfully. §98 [4771 tl L I/; .'':^'^ Writer of Business Bringing Literature P f Special Designs and ScKemes ' H. Arthur Engleman Creator of Business Orldlaator and AatKor of Modern AdTcrlUlott MMM' [ LETTERS U.S. MAIL i] >!i« AdvertlalotJ Gamp«lt(nt and Idea* Promoted No. 24 COTLBIGH ROAD LONDON, N. W. CT m BEWICK ROHAN VCASATILE ORNAMENTS HCRICAN TYPE FOUNDERS COHfANV Dear Iladam:- Will you accept free of all cost a beautifully finished Red Cross Pincushion? ?/hen you have seized the opportunity here offered, you will have effected a direct saving of 20% on your nursing materials. n,:;.w!';; j' v. u .t t ^. v, . ■ j uj j ^ '' ' ^'■^'' " ..i ■ .._^v stockfcd With your apron cloths, &c., it will pof pay you to start using •••***" ' g Necessities :,i/Yi - the most opportxme moment of t < . To fv.-r-u ni;'.-r,e orderirc nt least 10/- worth of these splendic^ , I, > ly, will give as a tee of good utiiii: ii!c most ha.:iUi.-..i •.' ^--^ H - I "" ^ V, ,- ^fj (J ^ S 1 li. - v, .^(^>. d pincushion obtainahle. Tills offer is trade simply because you will benefit by ♦**♦♦* els, and because I feel myself re- ,^, ^f. * + * * » ♦ fiv^rtlEing. using sr"": -; Hi"! p Tor the - - . » * * ii.i; tt ;-iii.xa tire Lei.i.t;i tiituj ai.j uLiiers and it will pay you to use them. I Imow positively that once you have used these mate- rials your only regret will be- that you did not do so sooner. Unless you already use k; t it is to have Kateri;, cl liat wash well and are i cloths you cannot t ao not shrink or fade; .0. Surely it is up to you to accept this offer NOW, while it lasts - and while there is still time to be stocked for the coming season. Yours faithfully, [478] §98 HERBERT J. A. HEID, MANAGING DIRECTOR Telegrams: A UTOTRAVEL, LONDON Telephone: GERRARD, 804S ®l)e Snternational Sutotrabel ^ocietp the"morning POST" buildings 346 ^tranb, ILonbon StT IN CLOISTEfl BLACK AND TYPO OOTHIC AMERICAN TYPE FOUNOERB COMPANY Dear Uadam:- I wonder whether that copy of "Thr rope in an Auto" recently sent to you was cheerful ,.. to ju5<f-ifv « request that you will read this further letter? At present you and I are llkr tr? well-di^T'OS'^d stran- gers hesitating how to brc "er a ; introduction Tay a Eutual t. . r 'ap better accun.i.itt-^d or not will :;:- tent of your sympathetic inteiLoo ±'. -...j j...,:;..-, .»./. enchantment. Ur>i.'')T'- ■ ■• V f.Vir>.^.' few th'TUf'.nrv' 'T'^'T"- BURGH .' 3 it 8 step i .i ;_ . L .1:1, J K,i:,.a OfflC the twinkle of an eye. Bui might possibly prefer to coiisiaer iiie su-Jl.:-! LXLLU^aLiaj-iy and leisurely at home. And that " "^ ^""■' - open-hearted " tion w' "■ ' ' Your qi as if y that 0I traffic of the Strand. J the f I May I say then that t^ or to c&ble tot&j. oost of yout AiBio&jIy yours. §99 [479] Telegrams; Aiitotravel, London Teleplionc: Gerranl, 8045 Write for Guide Book. Maps and Full Information SIj^ 3lnt^rnatt0nal Autctrati^l Bntxtt^ HERBERT J. A. REID. Maimfring Director srr IN eNQRAvens old enolish and scotch hohan CAST PANGL pieces VERSATILE OBNAMENTS AMERICAN TYPE FOUNDERS COMPANV Dear i..a.. The "Moming Post" Buildings 34fi B'trautJ, ICnnJJnn of ti. reservation. last three years I have been br you Blight not think so - over t; traveller who does not want to use a whole 1. Lmself. Hence the idea of ^-^"^ individual is a in r d- e. bl f jr. .Tr:r'.i3 to me - and I think you v.! 11 r.-r--"? - th3.t there sire for this very hi; Tt • +0 book a seat in a 1.. ...... ... a to Windsor and Stoke it is quite ior proposition lo .l^ .a ui.o of a nicely select people and motor comfortably :. end \*'ales in a perfectly appointed seven- n,?* car. leaflet i:' a' tciUJ-f . soir.rj otl do yourself. exact] outlined xn t.iu ci' you need, that is with 3 you It is not necessary that your scheme should involve an e?- ir. There is also V ">- dr „ , _ 1 to such historic 1 '■:■, Stratford-on-Avon and Canterbury Cathedral. The uniform rate of eipht cents a mile for these in- d: wi be treated in strict order of rotation. the rest to us. We have acquired your o. good." ^e Very faithfully, [480] S99 H. B. BOOT, HaugM Dlneui (SompIftF Sf rtiicF for JTorm %mx KdMgns from QUriting to Sttitnpind and Posting Telephone, Central 14767 (3 line*) TeleiJriDii, " Bootodor, Loodoa'^ 3CT IN CHAUCER T£XT AND 8CWICK ROMAN POOLE PRINTINO CO., BOSTON, MAS6. 6 Tador St., LodtJate Gircas London, E.G. Dear Sir:- On looking through my files this morning, I see that we have not had any of your business for quite a time and I am wondering why it is. Perhaps you have nothing iul us just at u.ij lui^u^.u uui. I should like to keep in close touch with you, and If at any time there ia a point on which I can give you information In connection with our work, please do not hesitate to make the enqui ry . I am always glad to hear from you. Lithographic Letter Headings are a big specialty with us, and in order to produce the best possi v/e h'vo rsoently laid dovm improved machinery, which e. as to turn out the highest class work at very T 3 of attractive advertising 1 also a ture of our business, ajid ; bine ei,uiii...v vi,j.i,h high grade results. Do let me hear from you, when next, j^^ ■■>>... really v:.ll rlnp.ft. Very truly yours, P.S. I think the enclosed Er useful to you. It will rc-iiiio. yju wi:_:c to p_ r next printing order, as well as ahov/lnc our exclusive ?. S. writing papers. §100 14811 mz gfcoQo. ,,»0^° 2mi nr^°° "<*ai. ^O^ ^ g^s-d^ r Facsimile Letter Printing Co., Ltd. NEW PROCESS ASSURING DESIGNER AND PRODUCER OF THE HIGHEST GRADE EAR BETTER WORK Rush Orders Solicited LITHOGRAPHY 6d TUDOR STREET. LUDGATE CIRCUS ' Telephone Central 14767. Telegrams "Bootudor. London" imi SET IN AVIL ART ORNAMENTS CENTURY BOROCR AMERICAN TYPC FOUNOCRS COMPANY London, E.G. Dear 81r:- l3 your letter heading part of your selling soheme? It ought to be, but i: It is just as important i should be suitably dressed, as your ' You are very largely .i written word should bear ti same as your spoken word. Our facilities for pro''': Letterpress Headings, po^^^ are at the disposal of t... .... :^u write , and your 1 i tv i u?; t. the every opportunity, a^'l '<• ing to submit ideas ■ Bun^resa Statlr adverti; ., , Judged a firm's emineno: Hake every item of means to an ond, - the A. \:h i .-1 A dividual ity, i-V;9 most of ■ -i/jiN -rr (J '7 1 T 1 _ . i--.. u ... any "- f u.'*.-, ■ -n It .-. c .-_, :uz.± J.OO — 3L "■eputation and til u (^ *- r?. A r V n U V" v ^t n 1 ■» r^ » • .-■ r, m i uij-iia t:.xujj't>, u'.iu UU U LJ-Uiiy, Yours faithfully, [482] §100 The Facsimile Letter Printing Co. Ltd. PRINTING FOR LETTER FORM ADVERTISERS Complete Service Furnished from the Writing of Letters to the Stamping and the Posting HIGH GRADt LITHOGRAPHY BY THE. NE.W TRANSFER PROCESS WHICH ASSURES BETTER WORK AT REDUCED COST Telephone, Central 14767 (3 lines) Telegrams, " Bootudor, London" SET IN eUlFINCH OLDSTYLE BULFINCH BORDER AMERICAN TYPE fOUNOERS COMPANY 6d Tudor St., Ludgate Circus London, L.C. Dear Sir:- Men and women who appreciate the i the luxuri who have : the people The direct appeal of advertising, securing actual focuBsed rr ' ' ' ' '- - '• —■ . Wo 1 list 0^ a, wh upv; the arrti..., well people: • l>ia6it. BrlL^^'■ . ■annrc part of Bales L in f of t... , .-. . , Why not ^ tage of ,ili8 very a] a.ia 4D,t ■.to Youra very ti^uij' , §100 [4831 Jfacs^imile better printing Co.M. High Grade Lithography BY THE NEW TRANSFER PROCESS ASSURING BETTER WORK AT REDUCED COST ▼ ALL ORDERS PROMPTLY EXECUTED Telephone: CENTRAL 14767 (3 linee) Teletrem.: "BOOTUDOR. LONDON" SET IN CLOISTER BLACK AND NEW CASLON STAATHNORE ORKAHENn AMERICAN TTPC FOUNDERS COMPANY 6d Tudor Street, Ludfjate Circus Honbon.C.C. Dear Sir:- If your business could be profitably cultlvatod by means of advertising, naturally you would be interested to hear more about it. Wp hr-vo a definitfi, carefiillv thought cut scheme, by whicu you couid easily muroa.'-je j-uar turn-uv^i' iiiia a.'^d more oustomers to your books. Unlike Press advertising and ordinary circularising pohrm^s, thi?re is no waste, every advertisement you send out goes aj.rei;i- uu tne person it is Intended to reacn, d.jiu. w^ij-t is more, is read and studied by reason of its distinctive appearance. Think of the power of suoh an Advertising Service! Aq n r>rncrfisa1vfi 'bualiiesa man, we invite you to hear what we nave to say nucub in:i cultivation of your business, and if you will post us the accompanying card, we shall be pleased to put our schema before you. We await your reply with considerable interest. Yours faithfully, [484] §100 Telephone City 9676 ABOVE MORTON'S, OP POaiTE WOOD •TKCCT lla&ica' anb (Scnllcntf n's 39, CHEAPetDC '^oni>on,3^.0p. SET IN tNLAND COPPEOPLATE AND TYPO GOTHIC HTHOTOME BRASS RULE AMERICAN TYPE FOUNDERS COMPANY Dear Sir: You will find in the accompanying small tl leaflet, t^o patterns of cloth, which if yon will examine texture and quality. On the inside middle fold is our business policy. Please read it. It is no mere idlo i-nxiv uuL Lua oA._tJi oaaiyn of aims and ideals which we act up to always. Tlien on the hack of the leaflet is proof of our asser- tion - an unoolicitad letter of appreciation xi^m uuc ui. uui- clients. There Is only one thing we want you to do after reading this letter; , ttud that is to post the enoloeed poatc-- Ing either that we may send you our fully illustrated book- let and further samples, or call on you personally. How will you do it, and do it to-day? Yours faithfully, §100 [485] RICHGOQDS 'The Celehratea J^ail Order House for Cocoa Coffee, xea. Chocolate, Etc. SET IN r*e6T OLDSIYLC AND PABST \ll MISSION TOT TRICKV BORDEil AMCRIOAN Ttrf. FOUNDERS COMPANT Abchurch Houae, Sherborne Lane London, E. C. Ifadam, Will you accept a free box of Chocolates? We are making you this offer at the suggestion of Mrs. 'jood C a. and inexpensiveness c. .. ..-.. * d to fill the demand ^'- — " .It is worth 2/6 per .!?rocers, hut we are - or hy means of ex- , but in the most v/ill be astonished y a,/- per pound, post paid at i' In V ou3 and a food in itself. * * • ., _i^+i.-.-, qj. ^YiQ finest brands, 36 there Is no one ake an intermediate glad t^ of this arc e ..iir fi if you , , so that of ***** * Cocoa. .^ . . of your trouble in doing so we ou a free box of ♦ ♦ * * • • Delicious V t P Cccn- , f S L - . - we Ci shou^ ChOCt' "..:■,■.}. y-iTM the Cocoa voursalf by sending a Postal Order for 2/-, " " ^ " , - ^ hy retu: : tage paid, fc- uid tin of '■' '' ' Cocoa, and a free box of Choc. You needn't write a letter, just fill in the form, attach yniii- 'Postal Order and post to us in the enclosed en- velope. Yours faithfully, [486] §100 THANET HOUSE Opposite Law Courts AUSTKALtAN BKANCH-47 Qucen St, HELBOURNe TELCPHONC-No. 268 city Practical Correspondence College Training by Correspondence in Poster Designing; Commercial Art; Journalism; Press Photography; Advertisement Writing. Thanet House, 231-2 Strand, London, W. C. SET IN PASTEL BOLD SERIES BARNHART BROTHERS A OPINDLER, TYPE FOUNOeHS. Dear Sin- In lookin;! through a letter file this momin your applicatir articulars of our Course c Ing, ^ e f Ti ;3 t*a 10 CI >-, T Ti r. 1 n t' r» 'x o (■» r> vvt S i teac! maj.& : is ence on the ij-Qur i -'re Xii Pen, ir r ■ ar you. Many adr muoh untU *■ they do not too late, this rule a ipt 1 Don't , your . lucrfi re th -Train- th ■1 P ■ J your kill kii&v nothing about tdohniqu* »hdn No matter how little you may kvw now, the Course will feegln Just where you need it to br i take you Ju far as you need to go. We teach by first showing HOW & WHY and then by . as exeroiaes suoh work as is actually wanted to-day. ThU §101 [4871 gives a practical and profeasional touch and enables you to earn money at the earliest possible moment. You gain confidence because the lessons are always av " ' - ^ for reference. Tf is a science, and more V ly trat-.nniitting in :n. The tep^her miist his ov;r ^ .1 the t se of tl". 1 impetus given by the teacher. It is our work and your hobby to train, encourage and j^r,!^ ^.,,i^.,/o ,. .^ g^j-Q keen to succeed. Sympathy between s' r is half the battle. As you v/ould soon d' ", helpfulness and courtesy constitute th -ege. 7/ere we to claim full credit for the success of the College, we be guilty of ingratitude. Por we have had - and h; n-.ore than ever - the aid of splendid friendships. V7ithout these, the extraordinary progress and results a: ' "■ "■ ' "'3 been " -ible. No other educational ii such V i intimate acquaintance with publishers, editors, printers and advertisers.. This opens the door of employment to the students for we receive more applications for trained workers than are ever available. Each of our teachers is an Expert of International Re- pute, and his personal attention is devoted to the student from start to finish of the Course. My experience of the w" - - • - 'in the capacities of r ' ' ' " sys- ti , and my knowledge of t. e re- sults ly nearly every one of our students vjarrants me in . „ . j-t if you enroll at once, it will be one of the wisest steps you ever took. [488] §101 -5- Wliy not decide to turn your talents to practical ac- count in this New Year so full of splendid possibilities? Will you not write me on the important questions raised in this letter? Please remember I aj» here to help you, and believe me to be, Very slnoerely yours, p.s. Enclosed little "Meicory Tickler" card will Interest you. Stand it where you can occasionally see it, it has a moat surprising way of stimulating one to make the most of one't time. P. P.S. In case you should like to do Black-and-White work be- fore studyl"G Poster Designing I send you particulars of the "Black and White" SCHOLARSHIP. There is no Entrance lee and full payment for the Course is only completed when you have earned at least £10. Read the Prospectus carefully anl then sit down and make the test drawings and post them to we. Mr. •♦•••• will examine them promptly and if you are awarded a Scholarship I will advise you by return of post and no tljne will be lost so that you may begin to de- rive the benefits of the Course at the earliaet poseibla moment. Winning a Scholarship like this with thd uni ■ '^r- tunlties it offers would prove a very lucky and p. uj start for the New Year. §101 1*891 UNIVERSITY OF CALIFORNIA LIBRARY Los Angeles This book is DUE on the last date stamped below. KB 2 1963 »^B 7 1968 Form L9-32m-8,'58(5876s4)444 University of California SOUTHERN REGIONAL LIBRARY FACILITY 305 De Neve Drive - Parking Lot 17 • Box 951388 LOS ANGELES, CALIFORNIA 90095-1388 Return this material to the library from which it was borrowed.