■■■■■"■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^^;^^vWȴ^^^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.