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ICansaa (Ettg 
f itbltr Htbrarg 

This Volume is for 




° PreTinger 


I San Fr. 

t p ^ 



Photograph hy J. \V 


In this issue: 

<The Farmer Is Changing His Mind" By Carl Williams; "Advertising as an 
incentive to Human Progress" By Bruck Barton; "In Defense of Installment 
jelling" By WiLLLAM R. Bassrt; "Man and Super-Management" Bv Marsh 
<^. Powers; "Handling the Ten - to- Four -and - no -Saturdays Salesman" 

^ubHc Library, 


November 4, 192 

How Advertisers of Food Products and 

Grocery Store Sundries Establish and 

Increase Business In Chicago 

;rtiscrs of 
Iv News ii 

tliniu.i^h <;rucc•r^• sturcs \\\]i> aiUci- 
nionths of 1923. Thu list is :in m- 

siiiiilar products who desire to entei 
in Chiea.yci. ( )nly the fart that this 
of space used \t\ these advertisers 

Agate I 

Adolph Market Company 

American Cranberry Exchange 

American Sugar Refining Company 

Anchor Mills, Incorporated 

Anheuser-Busch. Incorporated 1 

Associated Shippers of Florida Grapefruit. . 
Association of American Importers of Span- 

Kellogg Toasted Corn Flake Company 

Chemical Corporal 
J. W.. Company. 


Aunt Mary's Pie Crust Company... 

Beech Nut Packing Company 

Bowman Dairy Company 

Brillo Manufacturing Company 

California Fruit (Jrawers* Exchange. 
California Pear Growers* Association 
California Prune & Apricot Growers 

porated . . 

Calumet Baking Powder Company... 

Case & Martin Company.... 

Chase & Sanborn 

Cheek-Neal Coffee Company 

Chicago Wholesale Fish and Oyster i 


Kraft Cheese Company 

Laboratory Products Company. The. 

Lever Brothers Company 

Lipton, Ihos. J.. Incorporated 

Livingston Baking Company 

Loose-Wiles Biscuit Company 

Maltop, Incorporated 

Mapl-Flake Mills. Incorporated 

Meilinger. Jos T.. & Sons 

Mickelberry's Food Products Compan 

Milani Company. The 

Mix, Ira J.. Dairy Company 

Egg Producers . . 

al Ic 

;ing Compan 


C-It Products Company 

Clicquot Club Company 

Consumers* Sanitary Coffee and Bijtti 
Corn Products Refining Company. . 

Cream of Wheat Companv 

Crescent Manufacturing Company.. 

Cudahv Packing Companv 

Dorf. B. B., and Company 

Douglas Pectin Company 

Drackett Chemical Company. The.. 

Duncan*s, John. Sons 

Fishback Company 

Fitzpatrick Brothers. Incorporated 
Florida Citrus Exchange Company 



Pacific Packers- Association... 
Penick & Ford Saks Company. 
Pet Milk Sales Corporation. .. . 

Piggly Wiggly Stores, Incorpc 

Postum Cereal Company 

Procter & Gamble 

Puhl. John, Products Company 
Puritan Malt Extract Company 

Quaker Oats Company 

Ralston Purina Company 

Remingt«n*s Bread Shop.. 

Royal Blue Stores 

Salada Tea Company 



Schoenhofen Compa 


il Market House Company 

Atlantic & Pacific Tea Company, The. 
& Pahls 

. H. J.. Co 
II. Cleanc 


Hcrlick's Malted Milk Colt 

Inglehart Bros 

Jelke, John F., Company. 
Joint Coffee Trade Publis, 

Jones Dairy Farm 

Rasper, A. J., Company.. 

Sun Maid Raisj 

Swift & Company 

Tao Tea Company 

Underwood, Wm., Company. 

Wallace Bread 

Ward Baking Company 

Washburn Crosby Company . 
Weiland Dairy Company.... 
White Rock Mineral Spring ( 

Wright. A. E. Company 

Za-Rex Food Products, Incor 




50 404 


'rhroug;h its "home" circnlation of 400,000 (average daily i — appro\iinatel\ l.ilKI.- 
000 readers — concentrated 94% in Chicago and its sul)url)s. The Daii}' News otters to 
advertisers of food products and grocery store sundries economical and efifective access 
to the Chicago market. 


rirst in Chicago 

Au 25 '26 

Not*" Ihi-. i-. the largest volume of food mid grocery store sundries advertising carried 

by any Chicago daily newspaper in tliis period. 

In Two Sections 

Section Two 

Advertising & Selling 


for Volume Six 

November 4, 1925, to April 21, 1926, Inclusive 

To facilitate reference, this 
Index is divided into two classifications 

I. Authors and Titles 
U. Titles 

Advertising and Selling Fortnightly 

9 East 38th Street New York 

Index by 

Author Title Date of Issue 


Adams, James D. 

What Is This Modern Advertising'? Muro.h in 

Adams, William G. 

Methods of Handling Salesmen in Retail Buv- 

ins Offices Hen. 30 


Barr, Lockwood 

Selling Through the Emotions Jan. 13 

Barton, Bruce 

Advertising as an Incentive to Human Pro- 
gress Nov. 1 

Charity Solicitation That Returned 100 Per Cent 

Plus Feb. 10 

Barton, William E. 

A. Lincoln, Advertising Man Feb 10 

Basset, William R. 

In Defense of Installment Selling Nov. 4 

Bates. Charles Austin 

Asking the Man in the Street Nov. 4 

Ralph Holden Jan. 13 

Twenty-Eight Tears After Feb. 24 

Beebe, E. P. 

Church That Advertising Built Nov. IS 

Bierman, Dr. William 

Health of Salesmen on the Road Dec. 2 

Bomer, W. L. 

Giving Consideration to Foreign Representa- 
tives .Ian. 27 

Boucheron. Pierre 

Reducing W^aste in Dealer Helps Feb 10 

Brewer, Louis 

Goulash Avenue Grocer Talks to Sales Man- 
agers Nov. 18 

Why Many Grocers Fail .-. . .Deo. 16 

Britt, L. V. 

Fixing the Salesman's Task Jan. 13 

All til or and Title 

Page Author Title Date of Issue 

Krodie. Charles 

.Xewspaper Advertisement.^ Require the Proper 

,„ Typography April 21 

2' Brown. Allan 

Institutional Advertising by Direct Mail Nov. 4 

Burnham. George 

Direct Line Wood Engraving as an Advertis- 
ing Tool Feb. 10 

Goodrich Launches Drive to Sell Bad Weather 

Merchandise Dec. 2 

,„ Machine Tool Advertising Adopts Salesman- 

■*- ship Ian. 27 

Raw Material Manufacturer Reaches the 

,. Ultimate Consumer Dec. 30 

-'■' Yks, the French Are Different Nov. IS 


2r, Calkins, Earnest Elmo 

"Breaking Into the Advertising Game" .April 21 

3n Choosing an Advertising Agent Jan. 27 

Do Newspapers Understand Advertising? Dec. 16 

3g Expressing t,he Inexpressible F"eb. 24 

(53 No More Room at the Top Nov. 4 

no Speaking In (and of) Parables Dec. 2 

Two Approaches to Literature Dec. 2 

,, rampbell, James M. 

Englishman Writes About Cooperative Mar- 
,„ keting Nov. 18 

"Knock" and a "Nosegay" April 21 

Street Merchants of I,ondon Nov. 4 

., Cheney, O. H. 

■■'" Banker Views Distribution April 7 

Cleland. Ethel 

21 Can the Public Library Help? March 34 

Cleveland, G. H. 

Grocery Jobbers Are Moving Small-Town- 

'S ward March 24 

42 rs This an Exaggerated Picture of Business in 

Florida? March 10 

40 Ves. We Fired Our Salesman for the Winter. . . April 7 


I u_i i .>jj^j i-i- .'- ■ — ; — -It — i^-H-f^' 

April 21, 1926 

..... ,43ate of.fesue ^.?a^« 

Collins, James H. '''.'■'„ 

Coupon Clipping Has Become a Popular Na- 
"onal Sport 

Why Should Real Elstate 


Conybeare, " " 

Be Subject to- 

Organization of an Aavertising Depa 

Dahlberg, Mrs. Robert C. , „ . , 

Old Sod Shanty Is Now a Modern Bnck 


Davis, Arthur W. 

When to Give Quantity Prices? 

Dennison, Paul S. . , .■ 

Super-Censorship and Second Rate Advertise- 

ABTil ,7 
Dec. 16 

Dec. 30 
Feb. 24 

Feb. 24 

„.„„ „„ ._ Increase the 

Profits Nov. 18 

Donnelly, Horace J., Jr. 

Do Consumer Contests Destroy Public Con- 

fldence? April 7 


Eckhardt, Henry . „, 

Third Control, The Jan. Zl 

Evans, S. Keith „. , -r-. ,_ , ,^ 

I Hope That Mr. Calkins Gets His Wish Feb. 10 

Findlay, Paul ^ „, 

More About Retail Failures Jan. Zl 

Fiske. Herbert N. _ ,,„,„T,,,,n 

Has House-to-House Selling Passed Its Peak?. .Feb. 10 
Flarsheim, Henry B. ^ ^ 

House-to-House Selling Has Not Passed Its 

Peak March 10 

Fletcher, Prank Irving 

Fetish Which Is a Virtue March 10 

Fowler, George S. „ „ ,.. 

When the Chain Store Puts "Its Wrong Foot 


Frederick, J. George . „ . ,, , 

Advertisers Take Aggressive in Price Main- 

tenance Battle Nov 

Management, Banker-Control and Advertising. .April 
What Happened in the Thermiodyne "^■— 


What Industries Are Making 

.Jan. 27 


Feb. 24 

Profit? Dec. 16 

Do We Pay Too Much for Attention? March 24 

How Much Have Advertisements Changed 

Since 1921? Nov. 18 

"^Can the Minnows Compete with the Whales?. March 10 
Gillilan, Strickland 

Hoch Der Hokum ! 

Sales Resistance :•■■■,••„ 

Why, Oh, Why Do Laundry men Mangle? 
Goode, Kenneth M. 

April 21 
.Dec. 16 
.Jan. 27 

.Feb. 24 

Tip From the Lively 

Greenstelder. N. S. ,, , , 

We Make a Package Market 


Gundlach, E. T. 

Brevity and White Space — Are 
ionable Fetishes? 


Mr. Murdoch Dec. 16 

March 24 

April 21 

Hall, S. Roland 

Haring, H. A. 

Coming "Iceless" Revolution.... 

Despise Not the Filling Static 

Selling the Tenant Farmer Marcn lu 

Why "Wholesalers Obstruct Sales Dec. 30 

^"Applying Imagination to the Selling of Cast- 

ings March 10 

What's Coming in 'the Machine Tool Industry?. .Jan. 13 

Hewins, L. Glen „, . -rv „ i <■ 

Blue That Drives the Blues Away Dec. 16 

"^c'oral Gables' Selling Plan Feb. 10 

Why' Won't' Advertisers Talk Sense to Their 


Hough, Frank 

Advertising Trend Toward Sophistication 

Heywood Broun Writes a Florida Real Estate 

Advertisement • ■ ■. Jan. 27 

Picturizing the Impossible to Emphasize a 

Sales Point ^°*°J 

Setting for the Product Dec. 30 

Singer Meets Its Own Competition. ... 

Using Education as an Aid to Advertising. 

. . Dec. 
.Feb. 1 

.Jan. 13 

Jones, De Leslie ,, , ,„ 

Before Tou Change Jobs March 10 

Coty and McKesson & Rohbins Exclusive Dls- 

tributor Plans March 24 

Dove-Gentle. Serpent-Wise .••.••• a, '',?"■ 'J 

Making a "Story" Out of Advertising Copy Nov. 4 

Author Title Date of 1 

' "Making the Salesmen Advertising Representa- 

Seven and One-Half Y 
of a Retailer. . . . 
Small Shop Returns. 
Where Is Group Buying Leading 
Why Do Druggists Sell 
"ell " ' " 

Bath Robes and 

.Nov. IS 
.Dec. 16 
. . April 7 





chbaum, Norman 
Ai-en't Reading Tastes a Fair 
Holiday from Advertising . . 

.Nov. 4 


Lawless, V. V. 

Handling the Ten-to-Four-and-No-Saturdays 


Lockwood, R. Bigelow 

Meet the Radio Gyp March 24 

. Technical Copy Material in the Highways and 

By-Ways April 21 

Lockwood, W. S. 

Reaching Small IndusU'ial Users Who Buy 

Through Distributors ,, ■ .April 7 

Lucas, E. V. 

Advertiser's Vocabulary April 21 


Madden, Joseph P. 

Another Famous Trademark Is Sold Dec. 16 

Tendency Toward Ill-Temper .j Jan. 27 

Mansfield, George 

Don't Try To Squeeze Your Men Into a Com- 
mon Mold April 7 

How Shall We Divide Territory? Jan. 27 

Mansfield, Robert D. 

Open Mind in Advertising Nov. 4 

Mehren, E. J. 

Editor's Responsibility to the Advertiser Nov. 18 

Miller, Constance 

Paris Couturiers Shy at Advertising Jan. 27 

Miller, B. H. 

We Reduced Our Cost of Inquiries From $40 

to $5 Each Dec. 16 

Miller, Royal H. . ., „, 

This Continental Competition Bugaboo April 21 

Montague, Gilbert H. 

Trade Organizations in Public Favor Nov. 18 

Morgan, Will Hunter 

Bonus, Profit-Sharing, Point Systems, Etc Dec. 30 

Making the Plan Fit the Business Jan. 13 

Profit and Loss in Salaries "Straight" Dec. 2 

"What" and "How" of Commission Dec. 16 

Morrow, Marco „ 

No Panacea for Business Ills Dec. 2 

Morse, Henry H. 

Coordinating Sales Control in Direct Mail Ex- 
porting Nov. 18 

Morton, James P. 

Interesting the Salesman in New Additions to 

the Line Dec. 2 

Murdoch, Marcellus 

Local vs. National Rates Dec. 2 


Frank Trutax's Letters to His Salesmen Nov. 18 

FVaiik Trutax's -Letters to His Salesmen Dec. 2 

More Letters from Frank Trufax to His Sales- 
men Dec. 30 


Osborn, Alex ,, , ,„ 

Will Dealers Follow the Leader? March 10 

Owsley. Roger F. 

Are Soup Eaters Really Concerned About the 

Campbell Position? March 10 

irks, Gilbert L. 

Plutocrat in Overalls 

u-.'^ons. Floyd W. 

Seriousness of Coal Situation Is _ 

Apparent i^Nov. 18 

Stock Market Slump Signifies What? March 10 

i-dlar. Louis C. . • ., n 

Whv Not Make an Editorial Layout? April 7 

jiL-ilanfl. Edward 

Georse X. Writes His First Sales Letter Jan. 27 

:nvers. Marsh K. , .r ,, 

Flannel Collars and No Collars At All Jan. 13 

Man and Super-Management .Nov. 4 

"Psvchography" of Advertising Copy March 24 

Steve Nag and Tresa Ferrantti Feb. 10 

This Thing Called Continuity April '' 

Vanishing Markets '^"" 

March 24 



Reynolds, Leo J. 

" What Is Home Withoi 

Uheinstrom, Carroll 

Who Approaches Lite 
Whv One-Price Space 

i;ichardson, George Atwell 

Industrial Motion Pictures 


t a Gaf! 

AprU 21, 1926 


Author TlUe Date of Issue 

Ross, Stuart 

Bird's-Eye Retrospect Of 1925 Jan. 27 

Rowe. Bess M. 

How Farm Women Are Modernizing Their 

Kitchens Nov. IS 


Scofleld, S. T. 

Using Color in Advertising Nov. 4 

Slierman, H. J. 

How Advertising Is Building a New Church 

for Us Dec. 2 

Skinner. Edward M. 

Three Forms of Competition That Face the 

Retail Dealer March 10 

Snead, W. Hunter 

Are You Writing to Companies — or People?. . .Feb. 10 
Staples, Charles F. 

Investment Market Is No Longer the Same.... Jan. 27 
Stokes, Charles W. 

Travel Blurber March 24 

Stote, Amos 

Sand in Their Shoes April 7 

Selling the Cracker April 21 

Stritmatter, Albert 

Strickland Gillilan Paused Too Long Feb. 24 

Sullivan, John 

Wooden Soldiers' Uniforms April 21 

Sumner, G. Lynn 

Don't Shout. I Hear You Perfectly March 24 

When Is an Inquiry Not an Inquiry? Jan. 13 

Swasey. E. M. 

National Advertising and Groceries March 24 

Switzer, Maurice 

Taking the Ad Out of Advertising Dec. IG 


Toulmin. H. A,, Jr. 

Courts Won't Always Let You Use Your Cor- 
porate Name Jan. 1 3 

Tuthill, L. W. C. 

Your Sales and the Five Per Cent Feb. 24 

, ',•_, AUiho? ,;^ ,■ ' yitle , Date of Issue 

Updegraf?, BoJb<>rt R. 

Case Asiainst Compromise April 21 

Whai Npkt- in Advertising? Jan. 13 


Vanderbilt, Spencer 

They've Taken Out the Fun Dec. 30 


Wadsworth, Ralph K. 

Mailing Dates That Bring the Best Results. . . .Nov. 18 

What About Selling Your Goods Through 
' „ Agents? Jan. 13 

What Type of Illustration for the Catalog 

Page ? April 7 

Wark, Charles F. 

Answer Is, "They Don't" Feb. 24 

Wark, Robert 

Golfitis Feb. 24 

White, A. L. 

Keeping That Ten Per Cent Margin Dec. 2 

Peru Favors American Goods Feb. 10 

Selling in Costa Rica Dec 16 

Trading With Caribbean States Jan. 13 

Wible, Elmer T. 

Are Propagandists Putting Advertising on the 

Defensive ? Nov. 18 

Williams, B. J. 

"Hiring Ten ; Firing Nine" March 24 

Talk to Your Men and Let Them Talk to Tou. .April 21 
Williams, Carl 

Farmer Is Changing His Mind Nov. 4 

Wilson. M. L. 

English Advertising as Mirrored in a Number 

of "Punch" April 21 

Industrial Advertising Needs Applied Imagina- 
tion Feb. 10 

Wyman, Walter F. 

Exporting Is Not a Profession Jan. 27 

Index by Title 

Title Date of Issue 


Action Promised in Florida EYaud Cases Feb. 24 

Advertisers Take Aggressive in Price Maintenance 

Battle Nov. 18 

Advertiser's "Vocabulary April 21 

Advertising as an Incentive to Human Progress ..... Nov. 4 

Advertising Associations Merge at Convention Nov. IS 

Advertising Trend Toward Sophistication Feb. 10 

A. Lincoln, Advertising Man Feb. 10 

Amended Complaint Allowed by Trade Commission. Feb. 10 

Another Famous Trademark Is Sold Dec. 16 

Answer is, "They Don't ! " Feb. 24 

Applying Imagination to the Selling of Castings. .March 10 
Are Soup Eaters Really Concerned About the 

Campbell Position? March 10 

Aren't Reading Tastes a Fair Copy Inde.^c? Feb. 10 

Are You Writing to Companies — or People? Feb. 10 

As the Australians Advertise March 24 

Asking the Man in the Street Nov. 4 

Are Propagandists Putting Advertising on the De- 
fensive ? Nov. IS 


Banana Makes Its Advertising Debut Dec. 16 

Banker Views Distribution April 7 

Basic Purchasing Power Inde.K By Counties March 10 

Before You Change Jobs March 10 

Bird's-Eye Retrospect Of 1925 Jan. 27 

Blue That Drives the Blues Away Dec. 16 

Bonus, Profit-Sharing, Point Systems, Etc Dec. 30 

"Breaking Into the Advertising Game" April 21 

Brevity and White Space — Are They Fashionable 

Fetishes? Feb. 24 

Business Publishers Offer Prizes Feb. 24 

Business Rises in Protest March 24 


Can the Minnows Compete With the Whales?. . . .March 10 

Can the Public Library Help? March 24 

Case Against Compromise April 21 

Charity Solicitation That Returned 100 Per Cent 

Plus Feb. 10 

Choosing an Advertising Agent Jan. 27 

Church That Advertising Built Nov. 18 

Circus Adjective Feb. 24 

Coming "Iceless" Revolution ^ March 24 

Coordinating Sales Control in Direct Mail Ex- 
porting Nov. 18 

Coral Gables' Selling Plan Feb. 10 

Cost of Crime Nov. 4 

Coty and IVfcKesson & Rnhbins E.xclusive Dis- 
tributor Plans March 24 

Coupon Clipping Has Become a Popular National 

Sport April 7 

Courts Won't Always Lot You Use Your Corporate 

Name Jan. 1 3 

Credit Man's Problem in Installment Selling March 10 

Title Date of Issue Page 


Despise Not the Filling Station, Mr. Sales Manager . April 21 19 
Direct Line Wood Engraving as an Advertising 

Tool Feb. 10 40 

Docket 1251 : Jan. 13 36 

Do Consumer Contests Destroy Public Confidence?. .April 7 32 

Do Newspapers Understand Advertising? Dec. 16 32 

Don't Shout ! I Hear You Perfectly March 24 23 

Don't Try To Squeeze Your Men Into a Common 

Mold April 7 25 

Dove-Gentle, Serpent-Wise Jan. 27 19 

Do We Pay Too Much for Attention? March 24 25 


Editor's Responsibility to the Advertiser Nov. 18 73 

English Advertising as Mirrored in a Number of 

"Punch" April 21 " 34 

Englishman Writes About Cooperative Marketing. .Nov. 18 30 
Expenditures of Some Advertisers For Newspaper 

Space in 1925 March 24 44 

Exporting Is Not a Profession ! Jan. 27 40 

Expressing the Inexpressible Feb. 24 20 


Farmer Is Changing His Mind Nov. 4 19 

Fetish Which is a Virtue March 10 20 

Fixing the Salesman's Task Jan. 13 40 

Flannel Collars and No Collars At All Jan. 13 21 

Frank Trufax's Letters to His Salesmen Nov. 18 27 

EYank Trufax's Letters to His Salesmen Dec. 2 24 


George X. Writes His First Sales Letter Jan. 27 42 

Getting the Product Talked About Dec. 30 20 

Giving Consideration to Foreign Representatives. . .Jan. 27 52 

Golfitis Feb. 24 26 

Goodrich Launches Drive to Sell Bad Weather 

Merchandise Deo. 2 36 

Goulash Avenue Grocer Talks to Sales Managers. . .Nov. 18 38 

Grocery Jobbers Are Moving Small-Townward March 24 32 


Handling the Ten-to-Pour-and-No-Saturdays Sales- 
man Nov. 4 21 

Hand-to-Mouth Buying Did Come to Stay Feb. 24 27 

Harvard Announces Judges for Advertising Awards. Dec. 2 25 

Has House-to-Hoiise Selling Passed Its Peak? Feb. 10 19 

Health of Salesmen on the Road Dec. 2 38 

Heywood Broun Writes a Florida Real Estate 

Advertisement Jan. 27 32 

■■Hiring Ten ; Firing Nine" ". March 24 19 

Hoch Der Hokum ! April 21 88 

Holiday from Advertising April 7 20 


April 21, 1926 

Title ,' : ' ' -DatStjt 

House-to-House Selling Has Not Passed lls'P'eak.Stdrcli io. 
How Advertising Is Building a New Church for Us. .Dec. 2 
How Farm Women Are Modernizing Their Kitchens,- ."NOv..;!* 
How Much Have Advertisements Changed Since T'^. 

1921? .•.Nov. '18 

How Shall We Divide Territory? Jan. 27 

Humanizing the Bank Nov. 18 


1 Hope That Mr. Calkins Gets His Wish Feb. 10 

"I Want to Break Into the Advertising Game". .. .Nov. 18 

In Defense of Installment Selling Nov. 4 

Industrial Advertising Needs Applied Imagination . Feb. 10 
Industrial Coats of Arms As the Germans Do Them. Jan. 27 

Industrial Motion Pictures Nov. 4 

In Sharper Focus 

Capper, Aithur Nov. 18 

DeWeese, Truman A April 21 

Fellows, R. N Nov. IS 

Greenleaf , A. E Nov. 4 

Honig, Louis Jan. 27 

Hotchkin, WUliam R Feb. 24 

Hotchkiss, George Burton April 7 

Hoyt, Charles W Dec. 2 

Kendall, Paul E Dec. 2 

Desan, Harry E March 10 

Dockwood, W. S Jan. 13 

McJunkin, William D Nov. 4 

Massengale, St. Elmo Jan. 27 

Rankin, William H .~ March 24 

Snow, William G Dec. 16 

Taylor, Harry Dec. 16 

Williams, Henry P Feb. 10 

Installment Selling Situation Viewed at Close 

Range March 24 

Institutional Advertising by Direct Mail Nov. 4 

interesting the Salesman in New Additions to the 

Line Dec. 2 

Investment Market Is No Longer the Same Jan. 27 

Is Direct Mail Losing Its Directions? April 21 

Is This An Exaggerated Picture of Business in 

Florida? March 10 


Jordan Makes a Prediction Dec 16 

Jury Designates Recipients of Harvard Advertising 

Awards Feb. 2 4 


Keeping That Ten Per Cent Margin Dec. 2 

"Knock" and a "Nosegay" April 21 


Local vs. National Rates Dec. 2 


Machine-Tool Advertising Adopts Salesmanship. .. .Jan. 27 

Mailing Dates That Bring the Best Results Nov. 18 

Making a "Story" Out of Advertising Copy Nov. 4 

Making the Plan Fit the Business Jan. 13 

Maldng the Salesmen Advertising Representatives. .April 21 

Man and Super-Management Nov. 4 

Management, Banker-Control and Advertising April 7 

Meet the Radio Gyp March 24 

Merchandising By the Chain Coupon Melhnd Dec. 30 

Methods of Compensating Truck Drivers Jan. 13 

Methods of Handling Salesmen in Retail Buying 

Offices Dec. 30 

More About Retail Failures Jan. 27 

More Letters from Frank Trufax tu His .Salesmen .. Dec. 30 


National Advertising and Groceries March 24 

Newspaper Advertisements Require tht- Proper 

Typography April 2 1 

No More Room at the Top Nov. 4 

No Panacea tor Business Ills Dec 2 

Norwich Policy on Price Stabilization Dec. 30 

Obitury. An Advertising Dec. lij 

Old Sod Shanty Is Now a Modern Brick Home Dec. 30 

Open Mind in Advertising Nov. 4 

Organization of an Advertising Department Dec. 16 


Paris Couturiers Shy at Advertising Jan. 27 

Peru Favors American Goods Feb. 10 

Picturizing the Impossible to Emphasize a Sales 

Point Dec. 2 

Plutocrat in Overalls March 24 

Profit and Loss in Salaries "Straight" Deo. 2 

Prominent Publisher Is Dead Dec 30 

"Psychography" of Advertising Copy March 24 


Radio Gyp, Meet the April 7 

Ralph Holden Jan. 13 

Raw Material Manufacturer Reaches the Ultimate 

Consumer Dec. 30 

Issue' Pa^e .V ', ; Title Date of Issue Page 

'.Reaching Small Industrial Users Who Buy 

Through Distributors April 7 34 

Reducing Waste in Dealer Helps Feb. 10 21 

Replying to Docket i:;51 .April 21 25 

Replying to Mr. Murdoch Dec. 16 M 

s t' 

Sales Resistance Dec. 16 24 

Sand in Their Shoes April 7 J.9 

Selling in Costa Rica Dec. 16 . 30 

Selling the Cracker April 21 23 

Selling the Tenant Farmer iVIarchlO 22 

Selling Through the Emotions.. Jan. 13 32 

Seriousness of Coal Situation Is Becoming Ap- 
parent •. .Nov. 18 28 

Setting for the Product Dec. 30 23 

Seven and One-Half Years Is the Average Life of 

a Retailer! Nov. 18 19 

Sherwood Anderson Writes of Advertising Nov. 4 56 

Significant Trends in Distribution Practices Dec. 16 38 

Singer Meets Its Own Competition Jan. 13 30 

Small Shop Returns Dec. 16 21 

Speaking in (and of) Parables Dec. 2 20 

Speeding Up the Turnover to Increase the Profits. .Nov. 18 42 

Steve Nag and Tresa Ferrantti Feb. 10 22 

Stock Market Slump Signifies What? March 10 28 

Street Merchants of London Nov. 4 34 

Strickland Gillilan Paused Too Long Feb. 24 36 

Successful Convention Held by A. N. A Dec. 2 60 

Super-Censorship and Second Rate Advertisements. Feb. 24 24 


Taking the Ad Out of Advertising Dec. 16 28 

Talk to Your Men and Let Them Talk to You April 21 38 

Technical Copy Material in the Highways and 

By-Ways April 21 30 

Tendency Toward Ill-Temper Jan. 27 27 

They Chart the Dealers' Mailings. Feb. 10 34 

They Humanize the Historic Incident Dec. 30 32 

They've Taken Out the Fun Deo. 30 36 

Third Control Jan. 27 22 

This Continental Competition Bugaboo April 21 56 

This Thing Called Continuity April 7 23 

Three Forms of Competition That Face the Retail 

Dealer March 10 42 

Tip From the Lively Ball Dec. 30 21 

Trade Organizations in Public Favor Nov. 18 71 

Trading With Caribbean States Jan. 13 24 

Travel Blurber March 24 30 

Twenty-eight Years After Feb. 24 32 

Two Approaches to Literature Dec 2 28 

Two Respondents Reply to Trade Commission. . . .March 24 .=i4 


Using Color in Advertising Nov. 4 60 

Using Education as an Ajd to Advertising Nov. 4 23 


Vanishing Markets Dec 2 23 

Various Industries and Their 1923 Record of Suc- 
cessful and Unsuccessful Companies Dec. 16 ?n 


We Fired Our Salesman for the Winter April 7 22 

We Make a Package Market for a Bulk Product Nov. 4 32 

We Reduced Our Cost of Inquiries from $40 to $5 

Each Dec. 16 23 

What About Selling Your Goods Through Agents?. .Jan. 13 44 

"What" and "How" of Commission Dec. 16 27 

What Are the Biggest Problems Facing Advertis- 
ing Today? Jan. 13 22 

UTiat Industries Are Making a Profit? Dec. 16 19 

What's In the Mail? Nov. 4 28 

What's Coming in the Machine-Tool Industry? Jan. 13 25 

What Is Home Without a Gat? Jan. 27 89 

What Happened in the Thermiodyne "Mistake"?. . .Feb. 24 21 

What Is This Modern Advertising? March 10 37 

What Next in Advertising? Jan. 13 38 

What Newspapers Sell For Feb. 24 75 

What Type of Illustration for the Catalog Page?. . .April 7 40 

When Is an Inquiry Not an Inquiry? Jan. 13 19 

When the Chain Store Puts "Its Wrong Foot" 

Foremost Jan. 27 36 

When to Give Quantity Prices? Feb. 24 30 

Where Is Group Buying Leading? April 7 36 

Who Approaches Literature? Dec. 1h 22 

Why Do Druggists Sell Bath Robes and Grocers 

Sell Hair Nets? Feb. 24 35 

Why Many Grocers Fail Dec 16 42 

■Why Not Make an Editorial Layout? .A.pril 7 38 

Why, Oh Why Do Laundrymen Mangle^ Jan. 27 24 

Why One-Price Space in Periodicals? Feb. 10 27 

Why Quarrel W^ith "Account Turnover?" April 7 2i 

Why Should Real Estate Be Subject to Spasms? Feb. 24 28 

Why Wholesalers Obstruct Sales Dec 30 19 

Why Won't Advertisers Talk Sense to Their Read- 
ers? Dec 2 21 

Will Dealers Follow the Leader? March 10 40 

Wooden Soldiers' Uniforms April 21 22 


Yankee Salesmen on the Job Nov. 18 65 

Yes. the French Are Different Nov. 18 32 

Your Sales and the Five Per Cent Feb. 24 34 

November 4, l')-c 


/ / / 

with their backs to the wall ! 

How the X . . . Company 
turned red sales figures 
into black through an un- 
usual kind of advertising 

"That bad situation down in .... is not get- 
ting any better," said the X . . . . Company, one 
of our cUents, at a meeting one morning. "March 
sales showed a drop of 17%. April is worse. 
What do you suggest?" 

A Richards representative left two days later. 
Spent two weeks in the field. Traveled 1,600 
miles. Interviewed scores of dealers, all sorts. 

We got the facts: Sales competition keen but 
clean. Advertising competition a campaign of 
innuendo, misleading dealers as well as con- 
sumers. Client's salesmen, as fine a bunch as 
any in the company, discouraged but not licked. 

We made our recommendations: They were 
accepted. The campaign that resulted was based 
on local conditions. Frank talk. Nothing clever. 
Just a plain and balanced diet for an upset 

We followed through: Reported the findings 
in the field at meetings with managers and men. 
Showed the local advertising manager ways to 
get the most out of the advertising. 

The first advertisements appeared. Sales right- 
about-faced. June, the month the advertising 
started, showed 52.5% gain over the same month 
in 1924. July a 46.5% gain. August a 46.4% gain. 




Sales Loss 
over 1924 

March —17.6% 

April -24.5% 

May —19.0% 

Sales Gain 
over 1924 

♦June +52.5% 

July +46.5% 

August +46.4% 

*The advertising started June 7 

An advertising campaign based on facts 
gathered first-hand caused the startling 
change in sales shown above. 

And monthly records are still being broken! 

Knowing the market, telling the story skill- 
fully, helping sell the goods— this is Richards 
advertising service. This same Richards service, 
which goes further than thorough research, 
which goes further than excellent copy, which 
is these plus a skilled and genuine sales coopera- 
tion, can help you. 

Some facts about Richards service are in a 
booklet,"Coordinating Advertising with Sales," 
which we have recently published. If you are a 
business executive, we will gladly send a copy. 



An Advertising Agency, Established 1874 

Member American Association Advertising Agencies 




November 4, 1925 

It was an epic achievement, when pioneer builders battled 
Indians, hardship and time and laid that first ribbon of 
steel that linked the east coast with the Pacific — in 1 8b9. 
The Indianapolis News was born the same \ear. 

The flimsy coach of 1869 has yielded to the massi\-e Pull- 
man, and the four-page News of 1869 has risen to un- 
challenged heights of journalistic achievement in Indiana. 

Every day and every year since 1869, The Indianapolis 
News has carried the unabridged advertising of local 
merchants. Buy space as the local merchants do. They 

know where their sales come from! 


York Office 

E. A2nd St. 

Frank T. Carroll 

Advertising Manager 

ago Office 
:. LUTZ 
ower BIdg. 

November 4, 1925 


Page 5— The News Digest 

Direct Mail Advertising Association 

Announces the re-election of Charles 
R. Wiers as president, Percy G. Cherry 
as Canadian vice-president, and Wil- 
liam A. Biddle as American vice-presi- 
dent. Homer J. Buckley, Charles R. 
Wiers, and Harry B. Kirtland were 
re-elected to membership on the Board 
of Governors. Edward A. Collins, the 
National Security Company, New 
York, was elected a governor in the 
place of Joseph B. Mills of Detroit, 
who completed his term of office this 

Klau-Van Pieterson-Dunlap- 
Yonnggreen, Inc. 

Milwaukee, will direct advertising 
for the Milwaukee Electric Railway 
and Light Company. 

Campbell-Euald Company 

Detroit, will direct advertising for 
the Apex Electric Manufacturing Com- 
pany, manufacturers of electrical 
household devices, Cleveland, Ohio. 

Vol A. Schmitz 

Formerly advertising manager of 
the Liberty Yeast Corporation, has 
become associated with the H. K. Mc- 
Cann Company, New York advertising 
agency, as an account executive. 

C. L. Ozburn 

Formerly with the Albert Frank 
Company, New York, has become as- 
sociated with the John S. King Com- 
pany, Inc., Cleveland advertising 

San Francisco Adveriisiug Club 

Announces the appointment of Fred 
H. Mantor as manager and of Elliot 
M. Epsteen as general counsel of the 
Better Business Bureau. 

Tuthill Advertising Agency. Inc. 

Announces the appointment of R. K. 
Jones, formerly associated with the 
Stuyvesant Publishing Company, as 
account executive; and of C. M. Craig, 
formerly associated with N. W. Ayer 
& Son, Philadelphia, to the copy de- 

Grmer B. Rothenberg 

Will become vice-president and a 
partner in Cone, Hunton & Woodman, 
Inc., publishers' representative, on 
November 1, 1925. Mr. Rothenberg will 
have his headquarters in the New Y'ork 

The Gold Dust Corporation 

Manufacturers of soap and washing 
powders, announces that it has con- 
tracted to acquire the business of the 
E.. F. Dalley Corporation, manufac- 
turers of Two-in-one, Bixby's, and 
Shinola shoe polishes. The business of 
both corporations will be consolidated 
under one head. 

The Thumbnail 
Business Review 

By Floyd W. Parsons 

C The stock market reacted, but was not 
allowed to go far on its downward swing 
or gel: out of hand. The great amount of 
surplus money available makes specula- 
lion alluring to many people. Excessive 
gambling; in ~i( iiilty values will not be of 
any briiefit to the industrial 
situalion. li |i.r-i history may be relied 
upon a- a ;;iiiclf for the future, the action 
of the slock market makes it reasonable 
for us to assume that the present very 
satisfactory conditions in business will con- 
tinue for some months to come. The 
curve of security prices practically always 
shows a downward trend long before there 
is any slowing up of trade. 
C The present movement of commodity 
prices is upward. The large amount of 
capital tied up in speculation is exerting 
a bearish effect upon bond prices. Last 
year the banks were heavy buyers of securi- 
ties. In recent months the holdings of our 
reporting banks have decreased more than 
SIOO.000,000. The reason for this is that 
banking funds are commencing to flow 
from investment securities to commercial 

C Car loadings are not continuing to 
show the increases recorded earlier this 
year. However, the movement of goods 
throughout the country is entirely satis- 
factory if we take into accoimt the effects 
of the anthracite strike and a smaller wheat 
crop. In view of the good outlook for 
business during the next four or five 
months, it is altogether probable that build- 
ing activity throughout the country will 
continue on a high level with wages well 
maintained and a good demand for buil 1- 

7 he Library Bureau 

Has been taken over by James H. 
Rand, Jr., president of the Rand Kar- 
dex Company, Tonawanda, N. Y. The 
two companies will be consolidated 
and incorporated under the name of 
the Rand Kardex Bureau. Mr. Rand 
will be president of the new corpora- 
tion. W. R. Washburn, C. H. Cobb 
and R. G. Clarke, former vice-presi- 
dents of the Library Bureau, will re- 
main with the new corporation in offi- 
cial capacities. 

^'Sanitary & Heating Engineering" 

Has been taken over from the Edwin 
A. Scott Publishing Company, New 
York, by the Plumbing, Heating & 
Ventilating Plumbing Company, same 
city. Starting with the January issue 
it will be published as a monthly. 

Don M. Parker 

Has resigned his position as vice- 
president of the Hawley Advertising 
Company, Inc., New York, to become 
associated with the Wales Advertising 
Agency, same city. 

Austin F. Bement, Inc. 

Detroit, will direct advertising for 
the Bijur Lubricating Corporation of 
New York, manufacturers of the Bijur 
System of Central Point Chassis Lu- 

George M. Bus ford 

Organizer and head of the G. M. 
Basford Company, technical railway 
advertising agency. New Yoirk, died 
Oct. 2(), 1925. His funeral was held irt 
Mount Vernon Oct. 28. Mr. Basford 
has been prominent in railway engin- 
eering circles for many years. ' He was 
best known here and abroad for his 
skill and success in influencing con- 
stant improvement in the design and 
utilization of the steam locomotive. He 
was also known as the father of the 
Railway Signal Association which in- 
cludes in its membership signal officers 
of every important railway in North 
America. Mr. Basford was gi'aduated 
from the Massachusetts Institute of 
Technology in 1889 and until the or- 
ganization of his agency was identified 
with various railway industries in the 
country, being at one time assistant 
to the president of the American Loco- 
motive Company, and later chief engin- 
eer of the railroad department of 
Joseph T. Ryerson & Son. 

A. H. Berwald 

Formerly manager of advertising 
and sales promotion for E. I. duPont 
de Nemours & Company, Inc., Fabri- 
koid Division, has become associated 
with the Eagle Pencil Company, New 
Y'ork, in a similar capacity. 

The Louisville Herald-Post 

Has been formed by the consolida- 
tion of The Louisville 'Herald and The 
Louisville Post which took place Oct. 
ul, 1925. There is a tabloid ^morning 
edition, an ordinary size afternpon 
edition and a combination cwrdinary 
size and tabloid edition on Sundays. 



November 4, 112S 


A Rich Industrial Market 
$6,518,471 Spent Every Day 

That is the price paid for raw materials used in the industries of Chicago every day in the year. The 
most important purchases are for foundry and macliine shop products; electrical machinery, apparatus and 
supplies; steam railroad cars; printing and publishing; copper, tin and sheet iron products; lumber and 
timber products; meat products; automobiles, including bodies and parts; paint and varnish, etc. 

Chicago business men representing the above industries are of course interested in their o«n business. 

But 7,735 leading Chicago busijiess men are sufficiently interested in business nationally to subscribe 
for and read Nation's Business ma'azine. 

They are the executives who control the spending of this six million dollars daily. They are the key 
men who must be consulted — ^whose favorable knowledge of your product is necessary before the final O.K. 
can be given. You can not sell the industrial market in Chicago until these leaders are on your side. Reach 
them monthly in Nation's Business. 

,: And just as certainly as Nation's Business covers the leaders In Chicago's industrial buying — it reaches 
the controlling buying executives the country over. 

Mora than 51,000 Prrsidents of Corporations read Nation's Business 

More than 23,000 y ice-Presidents of Corporations read Nations Business 

Mor:- than 22,000 Secretaries of Corporations read Nation's Business 

More than 10,000 Treasurers of Corporations read Nation's Business 

More than 16,000 Ceneral Managers of Corporations read Nation's Business 

More than 160,000 Major Executives in 120.091 Corporations read Nation's Business 

You will find a detailed analysis of our 205,000 subscribers of interest. Let us tell you how other adver- 
tisers are using this magazine to make their advertising expenditures more productive. Get an executive 
"yes" when the order hangs in the balance. 




November 4, 192S 


Hour AdvertisinglMlai'S Hb-e 
Divided TheFiKstNtiie Mraiffas 

There is no proof of an advertiser's preference as strong as his CHECK BOOK. Fig- 
uring the linage of the three Birmingham papers for the first nine months, at the na- 
tional rate, the advertiser's check book speaks in no uncertain terms, an overwhelm- 
ingly strong endorsement for The News. This preference is based, not on newspaper 
claims or theories, but on actual results, covering a long period of years. With apol- 
ogies to Chesterfield— "SUCH POPULARITY MUST BE DESERVED." 

Ontof £>«E)rf5:v S^nt 

2PCoes IntDllieNews 


Combine the totals of the second and third papers, then add 2 7% to get the enor- 
mous linage carried by The News. Three words fully explain this tremendous leader- 

News Age Herald Post 

Local 8,550,626 4,005,428 2,737,350 

Classified 1,492,400 1,123,396 

National 2,100,532 1,045,478 395,192 

Totals 12,143,558 6,182,302 



75,000 Daily 

87,000 Sunday 

©hf ©irmmgham Netw^ 



V York 




nPHERE is no note of econ- 
^ omy in our magazines. 

Obviously, there couldn't be. 

Our people are not interested 
in makeshift economies. But 
they are interested in buying 
the best, and replacing it when 
fashion changes, or it shows 
signs of wear. 

They are the only true pros- 
pects for quality merchandise 
— delivered by us in a solid 
group — without waste. 





All members of the Audit Bureau of Circulattorti 

November 4, 1925 




Ji>r ihe entertainment corner 

Owned entirely by the met 
who operate it. with a volum* 
of business placing it amon, 
the first ten agencies in thi 
country, the Campbell' Ewalc 
organization of over two hun 
dred people is at your servict 

counts. At any time, anywhere 

"Be it a cottage in the valley or a mansion on the hill, no 
home can be complete without an entertainment comer." 

That sentence from a recent Crosley advertisement outlines 
the sales objective of the Crosley Radio Corporation : a 
radio in every home — and preferably a Crosley. 

In an industry that has disregarded every precedent for 
growth, Crosley stands conspicuous among the leaders. 
Crosley radios have the habit of performing successfully. 
Crosley dealers have the habit of operating profitably. And 
Crosley advertising has the habit of getting itself read and 

— because Crosley advertising does more than sell Crosley 
radios. It is creating a new spot in the American home — 
the entertainment corner! 

The Crosley Radio Corporation is a Campbell-Ewald client. 


H. T. EwALD, Pr(s. 

E. St. Elmo Lewis, l^ice-Pres. 

Guy C. Brown, Vice-Pres. and Sec\\ 

J. Fred Woodruff, Treas. and Gen. Mgr. 

Genera/ Offices: DETROIT, MICHIGAN 


oAdvertising Well 'Directed 



STORY of a 

IF all the alluring packages that stand in neat, efficient 
rows on a pantry shelf could talk, what a tale they'd tell. 
It would read like a romance — yet what a wealth of fact, 
what a stimulating story of struggle and achievement it 
would present. 

Butterick has just published such a volume in "The Story 
of a Pantry Shelf." It contains the actual biographies of 
more than sixty grocery specialties, how they were originated, 
how they won their popularity and something, too, of the 
personalities back of them. 

Every manufacturer, every national advertiser, whether 
interested in foods or other merchandise for the home, will 
find in this book something informative and helpful — in 
readable, enjoyable form. 

A copy of this interesting book will be sent, free, to any 
national advertiser or agency. Address Advertising Depart- 
ment, The Butterick Publishing Company, Butterick Build- 
ing, New York, N. Y., asking for "The Story of a Pantry 
Shelf." And please mention Advertising Fortnightly. 

T T E R I C K 



November 4, 1925 


Buffalo the Wonder City of America 

Ask Department 

Store Buyers About 

AavertisinJ Buffalo Evening 

Dep^tment ^^^^ Pulling 


I; They Must 
Qet Action! 

GOOD Department Store Buyers fight for their merchandise. 
They battle with their Merchandise Manager for more "buy- 
ing" money. They battle with the Employment Office for more 
help. And in Buffalo they battle with the Advertising Manager 
for more space in the Buffalo Evening News. 

DEPARTMENT Store methods demand quick merchandise 
turnover. Sales figures must be made every day and inven- 
tories are never permitted to run high. Buyers are judged by their 
turnover and their inventories. One promotion failure leaves a 
department overbought. That is why buyers watch so closely 
the pulling power of Newspapers. 

THAT is why, when you ask a Buffalo Buyer to choose one of 
two or more Buffalo Newspapers he will invariably choose 
the Buffalo Evening News. 

Buffalo Evening News 

A.B.C. Mar. 31, 1925 

EDWARD H. BUTLER, Editor and Publisher 
KELLY-SMITH COMPANY, National Representatives 

Present Average 

Marbridge Bldg., New York 

Lytton Bldg., Chicago 



In Cities of Its Class 

(200,000 to 249,000 population) 


according to Editor and Publisher's, September 19th, 
Hneage tabulation, carried in six days a greater 
\olume of advertising than any other six-day news- 
paper in any city of its class. 

The Beacon Journal was first in local, classified, 
and radio lineage, being exceeded in National lineage 
by only a small margin by The Memphis Commercial 

The Beacon Journal — First with 6,988,649 lines 
January 1st, 1925— June 30th, 1925. 

Ifs First — Because It^s Best 


Akron is enjoying the greatest prosperity in its 
history. Work is plentiful — wages are high. 

The advertiser who wishes to try out a campaign 
in a real live, acti\ e city, will get excellent results in 

When Akron Is the Question 
The Beacon Journal Is the Answer 



COLLIER'S announces a new schedule of ad' 
vertising rates effective with the March 6, 
1926 issue. These are based on 1,150,000 net 
paid circulation, 200,000 more than the pres- 
ent rate basis. The new rates are as follows : 

Per agate line $ 5.50 

Quarter-page 875.00 

Half-page 1,750.00 

Full- page (Black and white) . 3,500.00 

Second Cover (2 colors) . . . 4,000.00 

Third Cover (2 colors) . . . 4,000.00 

Color page (2 colors) .... 4,000.00 

Back Cover (2 colors) .... 5,000.00 

Color page (4 colors) .... 5,750.00 

Center Spread (2 colors) . . . 8,000.00 

Center Spread (4 colors) . . . 11,500.00 

GUARANTEED ORDERS at the old rate will be accepted up 
to and including February 6, 1926 — the closing date of the 
March 6, 1926 issue. Such orders will cover space up to and 
including the last issue of February, 1927. All orders received 
after Febr'y 6, 1926 will be contingent on the new schedule. 



in more than 1^150^000 homes 


November 4. 1925 

Collins and Pierson had just teed up at the fourth hole at Merrivale the 
other day when old Fogg went by. Pierson waved to him. 

"Know Fogg?" Pierson asked. 

"I never met him personally. Know of him, of course. Had a letter 
from him recently, in fact." 

Collins came through with a nice two hundred and fifty yard drive. 

"Good thing he didn't try to make his money by direct mail selling," 
he commented, slipping his driver back into the bag. 

"Why.^" asked Pierson, somewhat curiously. ColHns had the reputation 
of being a wizard at selling by direct mail. 

"His letters are no good. They look cheap and hasty. The paper he 
uses makes no impression at all — or what is worse, a negative one. I, for 
example, can't even remember whether it was the product of a responsible 
manufacturer. It doesn't make any difference whether a man sells his prod- 
uct by mail or not; his letters are going to affect his sales. 

"Why in the world do people think that they can afford to run the 
risk of giving a cheap impression in their business correspondence? It's 
more than I can see! Every time I run across a man like Fogg I want to 
preach the gospel of fine business stationery to him." 

"Do you have a text?" asked Pierson. 

"Yes — Crane's Bond." 


. Kri>lM. \M 



Advertising and Sales Executive 
Should Answer These Questions 

Am I covering my markets intensively? 

Am I losing money in waste circulation? 

Am I overlooking important rural and small town markets, 
where I should advertise? 

Am I carefully checking my sales in tlic rural and small 
town markets? 

Am I developing the small town market to its fullest extent? 

Am I sure about my distribution in the small town market? 

Am I investing money in advertising space where it will pro- 
duce the greatest results in sales? 

Am I advertising in the mediums that the small town dealer 
would use to sell his own goods? 

Every salesmanager, every advertising director and every business executive, 
who is investing money in advertising space, owes it to himself to answer these 

If he is unable to give himself a satisfactory answer, we know it will be worth 
his while to discuss these questions with one of our representatives. 

r^*^ to Sell Your 

^ Merchandise 

The eountru nncspnp'TB 

213 Country newspapers-47'i Million Read< 

Covers i he COUNTRY Intensively 

225 West 39th Street 

New York City 


November 4, 192: 


LOOKIT— YoM 40'year oldsl 

Rememher this power demon of boyhood 
days . . . and how you got it for "One new 
subscriber and ten cents additional from 


Clare Briggs is right. Those were the days of real sport. 
And now they're coming back for the girls and boys of 
today. The Youth's Companion re-established this 
famous institution effective with its issue of October 22nd. 
That number carried a special 

8'page Premium Supplemient 

Picturing a galaxy of offerings to tempt the eye and energies of its quarter- 
million young readers, stirring them to go out and win radio sets, cameras, 
bicycles, air rifles, books, Boy Scout fixin's, personal accessories and a hun- 
dred other trinkets dear to the heart of youth. At the same time the sub- 
scription price was reduced to 

$2.00 per Year! 

Youth today greatly influences the purchases of its own household. The 
YOUTH'S' COMPANION, alert to the likes and wants of these eager 
young minds, will put your advertisement before an interested audience of 

225,000 Subscribers— ABC Rebate Backed— Guaranteed 

Short Closing Date — Immediate National Publicity 
Write now for data 


8 Arlington Street, Boston, Mass. 


Volume Six 
Number One 

Advertising & Selling 


The Farmer Is Changing His Mind 19 

Carl Williams 
No More Room at the Top 20 

Earnest Elmo Calkins 
Handling the Ten-to-Four-and-No-Saturdays Salesman 21 

V. V. Lawless 
The Open Mind in Advertising 22 

Robert D. Mansfield 
Using Education as an Aid to Advertising 23 

Frank Hough 

Advertising as an Incentive to Human Progress 25 

Bruce Barton 

Man and Super-Management 27 

Marsh K. Powers 
What's in the Mail 28 

S. H. V. 

The Editorial Page 29 

In Defense of Installment Selling 30 

William R. Basset 

We Make a Package Market for a Bulk Product 82 

N. S. Greensfelder 

The Street Merchants of London 34 

James M. Campbell 
Asking the Man in the Street 36 

Charles Austin Bates 
Making a "Story" Out of Advertising Copy 38 

De Leslie Jones 
The 8-Pt. Page by Odds Bodkins 42 

Institutional Advertising by Direct Mail 52 

Allan Brown 
Recently Published 64 

In Sharper Focus 68 

William D. McJunkin 

A. E. Greenleaf 
E. 0. W. 84 

AS editor of the Oklahoma 
^ Farmer-Stockman, Carl Wil- 
liams can and does speak with au- 
thority concerning the farm situa- 
tion. He is a keen observer and 
thoughtful student of economic 
conditions and tendencies, espe- 
cially in the field which constitutes 
his chosen sphere of action. 

In this issue Mr. Williams con- 
tributes an article, "The Farmer 
Is Chang-ing His Mind," which 
takes up the farm problem from a 
new angle which should be of in- 
terest to all advertisers who aim 
to reach this field. Many of our 
readers probably will not agree 
with everything that Mr. Williams 
says, but the article, based on 
sound common sense and painstak- 
ing observation, should prove in- 
teresting and valuable reading. 

New York ; 

M. C. R B B I N S , Publisher 

J. H. MOORE, General Manager 

Offices: 9 EAST 38th STREET, NEW YORK 

Telephone: Caledonia 9770 
San Francisco: n-^ir-^r.^- 

DOUGLASS, 320 Market St 
Garfield 2444 



New Orleans : 


Mandeville. Louisia 

Subscription Prices: U. S. A. 

Lk)ndon : 
and 67 Shoe Lane, E. C. 
Telephone Holborn 1900 

ough purchas 

agazine. The 


$3.00 a year. Canada $3.50 a year. Foreign $4.00 a year. 15 cents a copy 
"nulh^P^^Wn^llF "l"^. «""'■««'• this publication absorbed Profitable Advertising. Advertising News. Sellin 
Business World. Trade Journal Advertiser and The Publishers Guide. Industrial Selling absorbed 1925 
Audit Bureau of Circulations and Associated Business Papers. Inc. Copyright, 1925 




and BANK Advertising 

IF there is one type of advertising above 
all others in w^hich truthful copy is 
essential it is Financial Advertising. If 
there is a type in which it is most diffi- 
cult to make the Truth interesting it is 
Bank Advertising. In planning and ex- 
ecuting the advertising of the following 
nationally known financial institutions 
The H. K. McCann Company has always 
found unlimited inspiration in its motto 
-Truth Well Told. 

ANGLO -LONDON PARIS CO. .... San Francisco 
BANK OF CALIFORNIA N. A. .... San Francisco 






New York 


Los Angeles 

San Francisco 


NOVEMBER 4, 192- 

Advertising & Selling 



Contributincj Editors: Robert R. LIpdegraff Marsh K. Powers Charles Austin Bates 

Floyd W. Parsons Kenneth M. Goode G. Lynn Sumner R. Bigelow Lockwood 

John Lee Mahin James M. Campbell Frank Hough, Associate Editor 

The Farmer Is Changing His Mind 

By Carl Williams 


HEN a man changes his that the farm and the city are rela- 
mode of living that change tively even in the matter of food, 

affects the merchants with 
whom he does business. When the 
change applies to a third of the 
people who live in these United 
States that change is likely to affect 
the whole of American trade. 

clothing and health, and that the 
country folks are sadly subnormal 
concerning the five other so-called 
essentials of life. 

The comment contains much truth. 
The standard of counti-y living as couldn't have them and still be a 
There is a revolutionary change in expressed in the items named is un- farmer. The isolation of farm life, 
process in agriculture during these doubtedly low. It has always been the lack of opportunity for modern 

low. To a greater or less degree 
farmers have neglected shelter, edu- 
cation, religion, recreation and 
friendships. This is due entirely to 
natural circumstances. 

The farmer has neglected these 
things because he thought he 

days since the Great 
War, and those who 
directly or indirectly 
profit by agricultural 
trade may most prop- 
erly take stock of it. 

The American 
farmer is changing 
his mind. That change 
is certain to affect 
his own standard of 
living. It may ulti- 
mately have some- 
thing to do even with 
the course of history. 
Here is the situation : 

Somebody has said 
that the things for 
which man works are 
eight in number: 
Food, clothing, shel- 
ter, health, education, 
religion, recreation, 
friends. These com- 
pass the fundamental 
desires of mankind. 

The same some- 
body, measuring agri- 
culture by the stand- 
•a r d of living 
■expressed in these 
•eight things, finds 

SINCE the deflation of abnormal land prices in 1920 the 
farmer has begun to realize gradually that his profits will 
not be in the increase of land values, but in the acre value of 
crops grown. Money that was formerly invested in more land 
is now being used to purchase for the farmer and his family 
some of those comforts of life that were once thought to be 
limited entirely by natural conditions to town and city dwellers 

conveniences on 
farms, and the in- 
finitely long hours of 
hard work for the en- 
tire family which it 
has always seemed 
that agriculture must 
devote in order to 
keep its head above 
water, all combined 
to make the fai-mer 
think that a really 
decent standard of 
living could be had 
only in cities. 

The city, therefore, 
was his ultimate goal. 
For the city he edu- 
cated his children. 
For the sake of city 
conveniences, when 
he reached the point 
of material pros- 
perity which would 
make it possible, he 
moved to town and 
became a "retired 
farmer." Meanwhile 
he devoted his ener- 
gies and those of his 
family toward get- 
ting enough of this 


November i, 1925 

world's goods to make city or town 
life possible. 

That devotion expressed itself in 
a scramble for land. Land expressed 
riches. While farming accorded a 
bare living, land steadily increased 
in value. Investments in land were 
worth while. 

THOUGH the farmer in Iowa, for 
instance, had to be content with 
an average 3 per cent earned on cap- 
ital investment by farming opera- 
tions, land itself for the fifty years 
ending in 1920 increased in average 
annual value 8 per cent. 

Consciously o r unconsciously, 
farmers saw that the possession of 
land led to riches and that the pos- 
session of riches led to creature 
comforts. So the farmer scrambled 
for land and more or less uncon- 
sciously sacrificed for his family and 
himself the essentials of shelter, 
education, religion, recreation and 

At last a climax came to the price 
of land, ending in a mad speculative 
race for land profits without regard 
to land values. The land bubble ex- 
ploded in 1920. Within a year the 
farmers of America saw from 25 to 
50 per cent reduction in the sale 
value of the one thing which they 
had counted as unassailable wealth. 

There had been other land booms 
in the history of the United States 
and other periods of land deflation. 
There never had been one which 
involved all the people who live on 
farms or which involved such in- 

finite sums of money expressed in 

When this land boom broke, the 
farmers of the present generation 
saw for the first time that the pos- 
session of land is not equivalent to 
the possession of riches and that it 
does not necessarily lead to either a 
higher standard of living or to the 
gratification of desire for comfort 
and happiness. 

Farmers began to realize, too, that 
land values have long been above the 
point where a profitable return on 
the investment might be had by 
farming. They saw that to buy more 
land meant an actual reduction in 
their percentage of annual income. 
They came to believe that during the 
war years the bubble of land values 
had been blown to a size greater 
than one will ever be blown again, 
and that the prospect of future en- 
hancement in the value of land is rel- 
atively small. 

THEY began to understand, also, 
that increased land values are 
an actual handicap to an operating 
fanner and that they can be realized 
on only if and when he sells land and 
moves to town. Increased land values 
always mean increased assessed val- 
uations and higher taxes, and these 
increase farm operating expenses 
and reduce farm operating profits. 

As a result of these conclusions, 
gradually arrived at, the American 
farmer is changing his mind toward 
the possession of land, toward the 
possibility of agricultural profits and 

toward the manner of his own life 
and that of his family on his own 

That opinion, as I see it, is the 
most fundamentally important men- 
tal development of this generation on 
the part of people. It is one which 
aff'ects not only the fanner, but every 
citizen of the United States as well. 
It is one which will eventually change 
the conduct of many types of busi- 
ness, including those of the distribu- 
tion of agricultural products, and it 
will also create a new and relatively 
undeveloped market for every manu- 
facturer in America whose product 
can be used to make living conditions 
more comfortable and the lives of 
families more contented. 

The change in the farmer's mind 
is this: He is no longer looking to 
the increase of land values for his 
profits. He has begun to look for 
those profits in the price of farm 
products. He sees that the acre value 
of crops grown will hereafter deter- 
mine his prosperity. He sees that 
the possession of land is a guarantee 
of nothing except worry and loss. He 
has quit thinking in terms of land 
and has commenced to think in terms 
of farm homes and farm life. 

HE sees that something has hap- 
pened to his earlier hopes of a 
high standard of living as a retired 
farmer in town. He has come to the 
conclusion that if he ever gets that 
higher standard of living, he must 
get it on the farm where he now lives. 
[continued on page 51] 

No More Room at the Top 

By Earnest Elmo Calkins 

ALONG the Mohawk Trail is a characteristic 
exhibition of American business enterprise 
L. which is entirely lacking in Europe. Over 
there a view is a view, and you ai-e left to look 
at it as you please, but here you are not only urged 
to look at it by large and ugly signs, but you are 
urged to look at it only from one particular spot, 
which is the advertiser's hot dog emporium. All 
these signs east aspersions on all other spots. 
Each is the only genuine top; all others are imita- 
tions; each has the highest tower, the hottest 
dogs, the reddest red flannel pennants bearing the 
legend "The Mohawk Trail," and they manage be- 
tween them to spoil the pleasure of any mere lover 
of scenery by their signboard dispute as to what 
is the real top of the trail. You will remember 
that when Christ was taken up into the mountain 

by a certain personage, the view was spoiled for 
him because it was the devil that pointed it out 
to him. 

Let us hear no more from those civic uplift 
persons who are making war upon the baked 
beans, deviled ham and motor tires advertised 
along the roadside. Let them begin with the 
Mohawk Trail. Here is a bit of delightful scenery 
utterly ruined by the crowd of signboards stepping 
on each other's toes in their anxiety to point it 
out to the tourist, and incidentally sell him sou- 
venirs, banners, coca-cola, postcai-ds, Indian bas- 
kets, hot dogs, and sandwiches. In the entire 
five hundred miles of the Pyrenees Mountains I 
saw nothing like it. That may be because the 
French lack business instinct. Or it may be be- 
cause they love beauty. 

^ovember 4, 1925 


Bread and Butter Problems 
of a Sales Manager 

Handling the Ten-to-Four-and 
No-Saturdays Salesman 

By V. V. Lmvless 

/\ makes no dif- 
±\. ference on 
whom the salesman 
calls — professional 
buyer for a retailer, 
purchasing agent, 
proprietor or ultimate 
consumer — they are 
all busy reading their 
mail up to 10 o'clock 
in the morning and 
signing it after four 
in the afternoon. And 
all business men are 
gourmands who spend 
from twelve till two 
stuffing their gullets. 
No wonder that they 
are so busy on Satur- 
day making up for 
the time they have 
lost during the week 
that it is useless for 
a salesman to call on 
that day! 

Nearly every sales 
manager I talk to has 

the problem of how to 

make his men work 

full time. Most of them have theories Those who believe in the driving 
as to the best way to achieve the power of the dollar say that when a 
result, but strange to say some of man is on straight commission he 
the theories are exactly opposite. soon realizes that what he makes is 

IN order to be at a distant point in his territory on Monday 
he would have to leave home early Sunday afternoon. It 
seemed foolish to spend the night in some country hotel when 
home was so pleasant, so he stayed over until Monday morning 

about it except to fire 
the man, and that is 
usually not a great 
help. The moral effect 
on the rest of the 
force is slight because 
commission salesmen 
who handle specialties 
rather like to change 
employers frequently. 
A job gets too monot- 
onous for them in 

So we see that to 
put a man on a 
straight commission 
is, depending upon 
individual experience, 
both the most and the 
least effective way to 
get him to put in 
reasonable hours. 

The sales manager 
of a concern which 
covers the United 
States with several 
hundred men says 
that his men average 
from eight to ten 
hours a day, six days 
week in and week out. 
the job so attractive 

in the week. 

He makes 

that a man hates to contemplate los 

ing it, and he keeps in evidence all 

Most of them seem to rely upon directly dependent upon how hard he the time the sharp edged instrument 

works. It sounds reasonable, but with which to sever a loafer's con- 
as one sales manager for a concern nection with the payroll, 
marketing an office specialty points This company pays a straight 
out, it all depends on the man. He salary large enough to be attractive 
has found that the men he employs to even the salesmen. On top 
although they are as high grade of this a yearly bonus is paid for 
salesmen as he can find, set a certain exceeding the quota, which often 
goal — some high, some low — as to amounts to as much as fifty per cent 
trouble that my guess is that it will what their weekly earnings should of the salaiy. He merely applies the 
work as effectively for most concerns be. They base the goal upon what lesson learned by engineers who 
as it does for its originator. I will they have been accustomed to make have studied the psychology of wage 
describe it after telling of the more or upon their standard of living, payment methods in the shop — that 
usual plans. They don't seem to be interested in a bonus or any form of financial in- 
It is only fair to say that the getting much ahead of the game. centive, to be effective, must pay for 
divergence in views among thorough- Thus, whether the week is ex- extra effort at a high rate or it will 
ly capable sales managers is to a pected to produce $50, $100 or $200, not be attractive enough to make 
they quit work when the amount has most men work for it. 
been reached. Nothing can be done Having gathered detailed sales 


force — strong moral pressure backed 
up with the axe. Others believe that 
money — not exactly a bribe, but a 
financial incentive — gives the best 
results. Both of these plans work 
in some cases and fail to work in 
others. One theory is so simple and 
goes so directly to the root of the 

great extent due to the difference 
in the nature of the sales problems. 


November 4, 1925 

The Open Mind in Advertising 

By Robert D. Mansfield 

NOT long ago the American 
Magazine published an ar- 
ticle setting forth "The Ten 
Marks of an Educated Man," in 
which the author, Albert Edward 
Wiggam, sets down as his first 
"mark" the significant phrase: "He 
(the educated man) keeps his mind 
open on every question until the evi- 
dence is all in." It strikes me that 
this point would make a splendid 
text for a sermon to the advertising 
and allied professions. 

Of all the qualities necessary to a 
successful advertising man outside 
(if the pure mechanics and ability 
necessary to his trade, openminded- 
ness is the outstanding requisite. 
Every day we see about us advertis- 
ing and business executives so set in 
their ideas of what is right and what 
is wrong, what constitutes good ad- 
vertising and what constitutes poor 
advertising that no argument under 
ttie sun (moon, stars or heaven) can 
change them. When such a man is 
in an executive position he forms a 
stricture that limits the develop- 
ment of the unit under his control to 
his own pet preconceived notions. 

Looking over the outstanding 
business successes of the country, I 
am impressed with the fact that 
each is built upon an idea, or series 
of co-ordinated ideas, that, when 
first conceived, were absolutely new 
and startling — and usually so revo- 
lutionary in character as to startle 
the business world into predictions 
of failure. Someone had to origi- 
nate these ideas and someone had to 
be sufficiently open-minded to collect 
all the evidence, listen to the argu- 
ments and see their practicability. 

On the other hand, for every out- 
standing success there are thousands 
of concerns that are just getting by; 
doing a mediocre business by the 
"rule of thumb" methods estab- 
lished through years of standardized 
business practice. 

This second class usually attrib- 
utes the success of their contempo- 
r;iries to luck, unusual advantages, 
unlimited finance or super-salesman- 
ship; while I attribute it solely to 
the vision and openmindedness of 
the executives — vision to get new 
and original ideas; openmindedness 
to consider their own and the ideas 
of others after conception. 

The "just getting by" class usually 

is presided over by an executive who, 
possibly, is a good business man in 
the generally accepted sense of the 
word, but who is hampered by a lack 
of vision, a fear of the man higher 
up, or whose mind is a closed book 
on anything that smacks of the new 
and untried. Such a man is parent 
and nursemaid to such expressions 
as: "It can't be done." Such a meth- 
od might be "safe" business, but it 
is not conducive to any great success 
in this present day of bitter com- 

1ET us confine this discussion to 
J advertising and take as a typical 
example the advertising agency 
viewed in the light of a business en- 
terprise. This concern's products are 
ideas, and literature, which, when 
viewed in the light of "copy angle," 
is nothing more or less than "ideas." 
The great difficulty in selling ideas 
is that there is nothing tangible to 
work on. Anyone can say that an 
idea is good or bad, and it is impos- 
sible to prove either contention until 
the idea has actually been tried. The 
best selling argument an agency has 
is its success in building business for 
past customers with the assumption 
that it can do as well for the pres- 
ent prospect. Its success, then, is 
proportionate to its ability to origi- 
nate advertising ideas and advertis- 
ing campaigns that will get them- 
selves noticed, read and acted upon. 
Many times startling and revolution- 
ary treatment is necessary, espe- 
cially when several competitive 
products are extensively advertised. 

And here is why I say that an 
open mind is the greatest asset in 
advertising. The older a man be- 
comes in the advertising profession 
the more prone he is to think he has 
a corner on all the productive ideas. 
Unless he is very careful he gets into 
a rut. He gets certain foibles and 
fancies and, if he has veto powers, 
any idea that is brought to him for 
0. K. is liable to meet an untimely 
death if it does not fit into his 
scheme of things. 

Such men are prone to have a fixed 
set of rules in the back of their 
heads that either consciously or un- 
consciously color their judgment, 
and which they claim are natural 
developments of their years of ex- 
perience. Some of the following are 

typical examples of what I mean: 

"Make every layout symmetrical." 

"Always show a picture of the 

"Always show a picture of the 

"Every advertisement should have 
a border to hold it together." 

"Never use a border — it merely 
takes up valuable space." 

"Use no circular motives in the 

"Never use yellow as one of the 

"Never send direct mail second 

"Never fold a piece of direct mail 
larger than a No. 10 envelope." 

"Free publicity is not good adver- 

The reader probably can add many 
more that have come within his ex- 
perience. Some of them, generally 
speaking, may be good, but many 
notable exceptions can be found that 
have proven outstanding successes. 
Therefore all these rules should be 
thrown out and each case judged on 
its merits by individual facts in the 

SUPPOSE we have such a rule- 
bound man at the head of an 
agency, and all ideas must go over 
his desk before they go to the adver- 
tiser for approval. He acts as the 
neck of a funnel. If he is not open- 
minded, everything that goes across 
his desk will be revamped to conform 
to his ideas and will have the stamp 
of his personality. Such an agency, 
no matter how large a personnel it 
may carry and no matter how great 
a volume of business it may handle, 
is still a one-man agency. Imagine 
some of the radically different yet 
successful campaigns that are now 
appearing frequently in newspapers 
and periodicals going to this man for 
anproval. They would get "short 
shrift" if they happened to step on 
one of his particular "mental corns." 

On the other hand, take a look into 
the outstanding successful agencies 
of today. You will find at their 
head broad gaged, openminded men, 
and I believe that this quality rather 
than their individual advertising 
ability is responsible for their suc- 

Getting down to specific instances, 
I would like to have been present 


November I. 1<>2 


Using Education as an Aid to 

By Frank Hough 


N the September num- 
ber of the Ladiea' 

_Home Journal there 
appeared two separate 
advertisements for two 
distinct and non-compet- 
ing products which bore 
a marked similarity. The 
layout differed and the 
copy differed ; one was for 
a food and the other was 
for a soap. But common 
to them was their appeal 
to women as mothers and 
their aim of making this 
appeal through striving 
to be helpful in the every- 
day matters of the home 
which form the center of 
many a woman's life. 

The advertisements re- 
ferred to are those for 
Borden's Eagle Brand 
Condensed Milk and Life- 
buoy Health Soap. The 
latter, which appeared in 
color and was used on 
street car cards as well, is 
reproduced on this page. 

The psychology under- 
lying this appeal would 
seem to be thoroughly 
sound. Speaking in the 
broadest possible terms, 
there are three classes of 
human beings who will 
use any product we have 
to sell: men, women and 
children. In the case of 
food or soap the situation 
is almost identical; the ==;== 
woman will buy, the 
man will eat what is put before him 
— or wash with the soap he happens 
to find next to the basin — generally 
without complaint, and the child 
does what it is told, generally with 
complaint. In any case, the woman is 
the buyer and the one to be reached 
by the advertising. 



HH; currenl advertising of Lever Brothers Company 
aches the home by way of the schooL Building 
on the success of their "Wash Up" campaign in the 
schools and working on the theory that mothers should 
be fully as interested in their children's health as are 
the teachers. Lifebuoy Health Soap aims to reach the 
home by this unique appeal through the eliildren 

would not be altogether in keeping 
with the truth as concerns the prod- 
ucts themselves. So another great 
fundamental of feminine psychology 
was hit upon. That is that, while a 
woman may be vain, credulous and 
often foolish regarding herself and 
her appearance, she is calm, practical 
the appeal to women which and matter-of-fact in all matters per- 

is resorted to the most frequently 
the appeal to vanity, and the success 
of this is readily vouched for. But 
in the case of these two products the 
vanity element could only be forced 
in by strong artificial pressure and 

taining to her children. 

Of these health is the greatest 
problem and consequently the one 
most frequently discussed. This nar- 
rows down roughly to what children 
put inside of them and what they 

don't put inside of them. 
The former is obviously 
food and the latter 
germ s. And children 
sometimes show what 
amounts almost to a per- 
versity for not eating 
what they should and for 
getting mixed up with all 
sorts of things with 
which they should not. 
Since Eagle Brand Milk 
is one of the most nour- 
ishing and healthful foods 
that there is, and since 
Lifebuoy Soap possesses 
germicidal properties of 
no small effectiveness, 
they would appear to 
cover these two angles of 
the health appeal. 

Each of these adver- 
tisers has developed a 
health chart which is a 
featured part of their ad- 
vertising. It aims, as the 
Borden advertisement so 
aptly phrases it, to "Make 
health an interesting 
game." It lifts health in 
the child's mind from the 
status of a duty to be 
performed under pressure 
to the more congenial po- 
sition of a competitive 
responsibility which the 
child may carry out on its 
own initiative. The Life- 
buoy chart is purely a 
"wash-up chart," as its 
==; caption states. It con- 
tains illustrated direc- 
tions for washing effectively, a 
health pledge and a short illustrated 
dissertation on germs — their dan- 
ger, their prevalence and the best 
preventive measures with which to 
combat them. The actual chart con- 
tains blanks to be checked by the 
child. There is the general head: "I 
have washed with Lifebuoy Health 
Soap"; then successive columns for, 
"Before Dressing"; "Before Din- 
ner"; "After School"; "Before Sup- 
per"; "At Bedtime," and "Baths." 
The cross lines enumerate the days 
of the week, and each large square 


November 4, l')2 

formed by these intersections is sub- addition to the three booklets listed gested lessons, the general health 
divided into four small squares to above a more detailed and compre- chart previously referred to and a 

cover that number of weeks. 

The Borden chart is of a 
more general nature. Under 
the head of "Daily Health 
Habits" eleven items are 
listed which include playing, 
liathing, sleeping, washing, 
drinking, the toilet, brushing 
teeth, eating vegetables, eat- 
ing fruit, eating cereals, and 
finally drinking Eagle Brand 
Milk." The headline of the 
complete advertisement ap- 
peals to "A Careful Mother," 
while the coupon in the lower 
right hand corner invites the 
reader to send for a set of 
three little health books which 
the company issues under the 
titles of "Menus for Little 
People," "Keeping Your Child 
Fit," and "The Adolescent 

Both of these campaigns ^^ 
are outgrowths of similar 
campaigns which the companies have 
been carrying on by direct mail and 
in publications which reach school 
teachers. Borden has gone into this 



D.,U> H...TH HAB,TS 








1 IpUyrioo, of doors. 

2 llookabachoneachd>ych«kd. 

3 BlT^indows 'ope" "' "'* ' """ 

4 and wore clean cloih="' "'■'"' 

5'J[f """"""-" °'^"" 

6 ;,^f ■" '*" ■»''" " '" «e"i" 

7 1 brushed my tee.h at lease ..v.ce 
/ today. 

8 !,^-,K'^S^?^^-'^' 

9 [^:^J-,TX" ---'"■ 

10 i,'l\S'lLVw "■""'■ '"'■° 




THE Borden Health Chart, here reproduced, 
covers many phases of child well-beini;. It 
is featured in the advertising and sent upon re- 
quest to school teachers or mothers interested 

comprehensive weight and 
age chart. Lifebuoy has fea- 
tured its wash-up chart prin- 
cipally with very good suc- 

From the school it was only 
a short and perfectly logical 
step to the home. Certainly 
mothers should be no less in- 
terested in the welfare of 
children than teachers and 
might be reached by much 
the same type of copy, made 
more intimate and personal. 
Bordens have been carrying 
their malnutrition series in 
the general women's maga- 
zines for some time but only 
added the health chart in the 
September insertion under 
discussion. Lifebuoy ties up 
their present campaign more 
directly with their school 
success under the head, 
"Mothers can now carry on 

hensive work entitled "Nutrition in the home the Lifebuoy Clean 

and Health," by Helen Rich Baldwin. Hands Compaign started in 39,000 

This contains complete data for a schools." The copy dilates on dirt 

nutrition course to be given in the and Lifebuoy protection and carries 

on a more elaborate scale, using in schools, together with twenty sug- a couple of brief testimonials. 

Audit Bureau of Circulations Dinner 










^ ^^ 






^ */' f' gjl^l 

^dW' 1 

F I^V^^H^JhE^^^^I 

THE annual dinner of the Audit Bureau of Circulati ons, held in the Hotel LaSalle, Chicago, on the evening 
of October 16, brought to a formal close the Twelf th Annual Convention of that body. This was the high 
water mark of A. B. C. Week, during which were h eld several meetings of bodies allied with the Bureau 

November 4, 1925 


Advertising as an Incentive 
to Human Progress 

"fT^HE trade of advertis- 
I ing is now so near to 
A perfection that it is 
not easy to propose any im- 
provement." This optimistic 
estimate of advertising is not 
my own. It was said in Lon- 
don by Samuel Johnson, in 
1759. The fact is, however, 
that we do not entirely acce])t 
this very flattering judgment. 
We believe that advertisiiiK 
can be and ought to be a very 
much more efficient and eco- 
nomical servant of distribu- 
tion and of mankind in gen- 
eral. A short time ago I 
read an article in the New 
Republic, written by Stuart 
Chase, on the waste in adver- 
tising. Mr. Chase pointed out 
that more than half the print- 
ing presses of the United 
States are continuously en- 
gaged in turning out adver- 
tising, that if this tremendous 
Niagara of words were fil- 
tered down into a little stream 
of a single line of type that 
line would circumscribe the 
whole universe. He pointed 
out that this great cataract cannot 
of itself cause a single additional 
wheel to turn or bring forth out of 
the earth a single additional potato 
or pound of iron or lead, or any 
other form of natural wealth, and 
he bemoaned the fact that there are 
over six hundred thousand people 
engaged in advertising, who, if ad- 
vertising were made a state mo- 
nopoly, as he would like to have it, 
would be released, as he said, for 
productive labor. 

This line of reasoning is, of 
course, very, very old. The com- 
plaint and irritation of those who 
are engaged in purely production 
activities, as against those who make 
their livings in any other way, goes 
back, I suppose, to the very begin- 
ning of the human race. Adam had 
two sons; one was Cain and the 
other was Abel. Cain was a farmer ; 
Abel was a herdsman. It was be- 
cause Cain, whose back was tired 
from bending over his garden. 

By Bruce Barton 


Bruce Barton 
President, Barton, Durstine & Osborn, Inc. 

looked up across the valley and saw 
Abel sitting there on the side of the 
hill tending his flocks and watching 
them grow fat (and adding to his 
bank account by growing fat) that 
Cain was inflamed with anger 
against Abel and killed him, and be- 
came the first murderer. 

T T many 

we have lived a great 
centuries since then, 
and we have solved or are in the 
process of solving very rapidly the 
whole problem of production. There 
are great tasks yet to be done. But 
we have gone so far toward solving 
it that our progress is almost in- 
credible. When farmers are in 
trouble these days it isn't because 
they don't raise enough; it is be- 
cause they raise too much. 

Henry Ford said to me one day 
that he expected to make tractors 
and other machinery so cheap that a 
comparatively small number of peo- 
ple working a comparatively few 

number of weeks a year would 
be able to feed the whole 
human race. You know what 
has been going on in the fac- 
tories. One man working with 
electricity or steam with ma- 
chinery can do what ten men 
or twenty men, or even one 
hundred men used to do. The 
]ioint is that the other nine 
or nineteen or ninety-nine are 
released, not to loaf or to be 
a mere burden upon their fel- 
lows, but for the arts and the 
sciences, for literature, for ex- 
ploration ; to be doctors, musi- 
cians, teachers, preachers, to 
be advertising men; to em- 
broider and enrich this won- 
derful fabric which we call 
modern civilization. 

The cost of production, I 
take it, is going to become 
smaller and smaller relatively 
and the cost of distribution, 
so-called, is going to become 
larger and larger relatively. 
I never argue against that 
statement because on the 
ledger of distribution is 
charged not merely the proc- 
esses of handling goods but all of 
these other activities of the doctor 
and the musician and the artist and 
the teacher and the advertising man. 
Distribution is expensive and is 
going to grow more expensive, not 
because it is inefficient but because 
against it is charged all of the ac- 
tivities that made modern civiliza- 
tion most worth while and living 
most comfortable and worth having. 
This may not be sound economics, 
but it seems to me it is common 
sense, and I think we weaken our 
cause as advertising men and as 
salesmen when we try to argue that 
distribution is inexpensive or ever 
again will be inexpensive. Produc- 
tion will become cheaper and 
cheaper; distribution, against which 
all the other activities of the human 
race are charged, is going to be more 
and more expensive because life gets 
richer and richer as we live along. 
The second thing that I never at- 
tempt to argue against is that 



November 4, 1925 



THE famous Saint 
Gaudens' Di 
was so proportioned 
as to appear to ad- 
vantage only when 
viewed from far be- 
low. So the statue 
reproduced here, the 
work of Miss Anne 
Hyatt, was used in its 
place in the advertis- 
ing of the automobile. 



NOW I \1 W OMAN L W nRl\ E' 



,il. by (he MOON MOTOR CAR COMPANY, St. Louu 


Built by the MOON MOTOR CAR COMPANY, St. Louis 

t^li1^;^S1,'<.1,1,'4,'*,1,'<,M,'VM.1,H,1.-<,H, ---^'^-^-^-.--'^»g 

AN extraordinary visual experiment: two advertising men suggest a plan for a motor car to a manufacturer, 
L take their central graphic idea off the tower of Madison Square Garden just before it is destroyed, build 
the advertising and the car to the principles of "dynamic symmetry," and actually put a new car on a savage 
market. If consistency of thought and idea alone are rewarded with commercial success, Diana will sell. 

!\'ovember 4, 1925 


Man and Super-Management 

111 Which the Methods of Modern Management 
Are ReaKstically Dramatized 

By Marsh K. Poivers 


John E. Jones, aetat 60, a manufacturer 

J. Ellingsby Jones, Jr., aetat 28, obviously the old 
man's son 

Miss Effie Casey, the young man's secretary 

r/ME— 1925 

A comfortable, wholly unpretentious office equipped 
with golden oak furniture. The desk is a roll-top of 
early vintage, the chair seats — there are three vis- 
itors' chairs — are upholstered in shabby, black leather, 
unevenly rounded, and the long table is unburdened 
by a plate glass cover. A small, square safe in black 
and gilt and a coat-tree are the only additional items 
chargeable to "Furniture and Fixtures." Much work 
has been handled in the office and the office clearly 
shotvs it. Out of a window can be seen the smoking 
chimneys of a busy factory. As the curtain rises the 
Old Man is at his desk cleaning up the usual litter of 
perso-nal jnemorandums and mementos u-hich gather 
in such places. Through the door markt'd "['RES- 
IDENT" the younger man, J. Ellingsby Jones, 

J. Ellingsby. Well, Father, ready? I've got the 
roadster outside and we ought to be on our way to the 
dock in another minute or two. Do you begin to smell 
the fogs of London? 

Mr. Jones. Not yet, but soon. Seriously, though, 
Ellingsby, I'm beginning to get cold feet about leaving 
you here altogether on your lonesome to run the old 
place. It's going to be a pretty tough job for a young- 

J. Ellingsby. Nonsense, Dad. I know I'll rattle 
around in your shoes for the first week or two, but as 
soon as I get one or two systems I have in mind work- 
ing smoothly, nothing can happen that can possibly rock 
the boat. You've trained a mighty good organization 
and I'll be getting their very best thinking to guide me. 
So come along — and stop worrying. 

Same office, but the furniture is new. A swivel 
chair swings between two tables — there is no desk 
except the secretary's typewriter desk. A battery of 
indexes and filing cabinets fills one wall. The other 
is masked by an elaborately ruled blackboard, striped 
with vari-colored chalk — probably a production chart. 
The calendar shows that 90 days have elapsed since 
Scene I. As the curtain rises Miss Effie Casey 
is seen sorting cards into an index. The door imme- 
diately opens and discloses JOHN E. Jones, Sr. 

Mr. Jones. Good morning! (Surprised) Where's 
Hiss Olden? 

Miss Casey. (Startled) Miss Olden— Miss Olden— 
vhy, why, I think she's working over at The Excelsior 
Company. (Recovering her composure.) This is Mr. 
ones, isn't it? — your son told me to except you this 

Mr. J. Isn't Ellingsby here? Why isn't he here? 

Miss C. He is in Chicago, sir, — our October Sales- 
Strategy Conference is in .session there this week. 

Mr. J. Our what? Oh, I see, I guess. Well, then, 
tell Mr. Coyne I'd like to see him. 

Miss C. (Nervous and apologetic but firm) I'm 
sorry, but our rules prevent interrupting a committee 
meeting. As treasurer, he is chairman of the Econo- 
mies-and-Short-Cuts Committee which always meets 
Friday mornings. Is there anything that I can do? 

Mr. j. Humph! I'd better see Jim Steele, then — you 
can 'phone the shop and have him come over. 

Miss C. But Mr. Steele's addressing the Up-and- 
Comers Club — that's the new organization of our fore- 
men and promising workers out in the shop which is 
doing such wonderful work. 

Mr. j. And Mr. Scribner? 

Miss C. In conference, sir. As secretary, he is head 
of the special committee which arranges the schedules 
for the other committee conferences. 

Mr. j. (Helplessly) But how am I going to find out 
what's going on and how things are with the company? 

Miss C. (Glad to be able to make a pleasing answer) 
Oh, sir, you will find complete minutes of every confer- 
ence since you went away in one of the two cabinets 
beside your chair. In the other are the reports, analy- 
ses and forecasts of all committees and departments — 
Administration, Advertising. Credits and Collections, 
Education, Employment, Export, Finance, Inspection, 
Inter-Department Athletics, Maintenance, Own-your- 
home Movement, Production, Research, Sales, Self- 
Help, Shipping and Traffic, Statistical, Welfare, and all 
the others. You'll find reported in detail, in these two 
files every decision made while you were in Europe, as 
well as complete figures on anything you may want to 
know. I'm sure you'll find our new Statistical and 
Tabulating Department very thorough. 

Mr. Jones does not reply but approaches the 
nearer of the two tables. On it he catches sight of a 
corpulent black volume bound in limp leather. 

Mr. j. (Ironically) And what's that — a Bible? Are 
we opening our dictation nowadays with a reading from 
the Scriptures? 

Miss C. (Certain at last that she is on sure groimd 
and betraying it by a faintly patronizing tone) Oh, no 
— that is our Standard Practice Book — it tells exactly 
how each and every detail in this business must be 
handled. Every employee has a copy. It is so complete 
that the first nine pages are merely the Index. 

Mr. j. ( Weakly) I — I think I need a smoke. Is 
Felix still the office boy? 

Miss C. Oh, yes, indeed. 

Mr. j. I'll send him down to the store for a cigar. 

Miss C. (Sympathetically) Oh, can you wait just 
a few minutes? I happen to know that Felix is work- 
ing on his Report and Analysis of the number of 
errands he has run this week and he must have it ready 
[continued on page 58] 


November 4, 1921 

What's In the Mail? 

By S. H. V. 

WHEN we b u >• 
space in a general 
magazine or in a 
business paper, we know 
in advance almost exactly 
what competition our par- 
ticular advert isement 
must face. When we en- 
trust our mailing piece to 
Uncle Sam's mail, no one 
of us can foretell whether 
it will be delivered to a 
recipient singly or as just 
one item in a sizeable 
batch of mail matter, or 
whether it will reach him 
(or her) on a busy day 
or at a time when leisure 
will be in its favor.- 

At round table discus- 
sions I have heard voiced 
every varying phase of 
opinion as to the chances 
which a mailing piece has 
of getting the attention 
of the recipient. One man 

will assure his audience 

that it reaches its mark 
with the surety and ef- 
ficiency of a rifle bullet. The man in therefore, necessary as a preface, 
the next chair will confide that direct The V. household, consi.sting of 
mail is so overdone that the prover- Mr. and Mrs. V. and maid (no chil- 
bial snowball is a better risk. dren), occupies a home in the most 

Not one. however, has ever at- desirable suburb of one of the first 
tempted to tell me just what amount ten cities of the United States. The 
of advertising mail goes into a home V. budget maintains two cars in the 
in a month. $2,500-$3.000 class, provides two 

When the realization of this omis- club memberships (not including 
sion came to me, and I began to business organizations), and, in 
wonder just how much advertising general, permits its managers to live 
mail a household receives, it finally 

WHEN we entrust our mailing piece to Uncle Sam's 
mail no one of us can foretell whether it will be 
delivered singly or together with a sizable batch of 
other mail matter. The quantity of postal material 
handled by the Post Office Department is so formidable 
to view that our single item looks microscopic by com- 
parison with this seemingly overpowering competition 

occurred to me that there was at 
least one residence on which I could 
get exact data — my own — and I de- 
termined to find out. Therefore, I 
arranged that, through a whole 
month, no piece of incoming mail 
should be laid aside or destroyed 
until I had taken my daily census. 

After the record had been taken 
and the tabulations made, it seemed 
logical to suppose that others in the arrived. (Periodicals are omitted 
advertising world might like to have from this tabulation, but personal 

comfortable, well-filled life 
home, travel a fair amount and have 
financial leeway sufpcient to satisfy 
certain cultural desires in the pure 
luxury class. 

TO entice and direct the dollars to 
be spent out of the V. pocketbook 
came, in one month, the following 
pieces of mail matter. First, let us 
record them bv davs, iust as they 

even this single isolated gx-oup of 
facts to substitute for vague opinion 
or mere estimates. Hence this 

Obviously, the records are mean- 
ingless without some defining state- 
ments as to the home in question. 
The following brief description is. 

mail — i. e., letters, invitations, club 
notices, etc. — is included, since the 
latter is very definitely a competitor 
of advertising for the attention of 
the recipient because it almost in- 
variably secures first consideration. 
1st. — Bank statement; 3 bills; return 
postcard, advertising a novel ; form let- 

ter on insurance, stampei 
envelope enclosed. 

2nd. — Bank statement; 
bills; return postcarc 
honey; postcard, interio 
decorator ; engraved en 
nouncement, children' 
clothes; folder, book pub 
Usher; circular, women' 
health institute. 

3rd.— 1 bill ; illustrate 
postcard, personal; forr 
letter, mortgage bonds 
form letter, health insti 
tute (duplicate of letter o 
previous day) ; folder, va 
cation resoi't. 

4th.— 1 bill; form lettei 
magazine subscription de 
partment; form letter, de 
partment store; form let 
ter, department store (du 
plicate) ; 4-page printe 
letter, automobile ; engrave- 
announcement, women' 
clothes; 8 enclosing slip 
in 1 envelope, shoes. 

6th.— Note of thanks; 
bill; form letter, magazin 
subscription ; form lettei 
automobile route book. 

7th. — Postcard, charit; 

shop sale; form lettei 

- women's gowns, coats, etc. 

announcement of new ar 

chitectural firm. 

8th.^3 bills. 

9th. — Form letter, magazine subscrip 
tion; form letter, fur storage; sprini 
fashion book, department store; furni 
ture week book, department store. 

10th. — 1 personal letter; form lette 
with tickets, dance, patriotic associa 
tion; form letter, bonds; circulai 

11th. — 4 receipted bills; form lettei 
tailor; form letter, shoes. 

13th. — 1 receipted bill; folder, inte 
rior decoration; folder, interior fur 

14th. — Form letter and folder, fences 
folder, department store. 

15th. — Form letter, shoe manufac 
turer; circular in form of newspaper 
stock-selling scheme; ditto in duplicate 
16th. — Postcard, cleaner and dyer 
letter and booklet, fire wood and lawi 
food; form letter, circular enclosed 
water filter; folder, postcard enclosed 
ocean cruises; folder, organized char 
ity; booklet, rare books; jumbo letter 
folder, cleaner and dyer; one 4-pag 
and one single-page folder, bonds; dit 
to, duplicate of above. 

17th. — Club announcement; 1 re 
ceipted bill; publisher's catalog. 

20th. — Club announcement; folder 
dictionary; folder, spring water; fold 
er, trust department of bank; folde: 
and package of seeds. 

21st. — 2 personal letters; club an 
nouncement; form letter, ladies' gowns 
folder, exhibit of antiques; folder, ori 
ental rugs. 

22nd.— 1 personal letter; 4-page let 
ter, fences; card, ladies' gowns. 



Time the Truth Was Uncovered 

REGARDLESS of the future of Florida or of what 
our individual opinion may be concerning present- 
day conditions there, the fact remains that the adver- 
tising technique of some of its promoters constitutes 
iiiithing short of a scandal. This indictment does not 
imiude all Florida real estate promotion. There are 
sdine notable exceptions which are altogether reputable 
and as sound as might reasonably be expected in these 
times of unstability and soaring prices; but these ex- 
ceptions are greatly overshadowed by the rank and 
tile of ballyhoo shouters which are strangely reminis- 
cent of the fake oil stock advertisements of a less 
enlightened day. 

To say that the truth is being violated is to put the 
situation in its mildest and most polite terms. Beauti- 
fully illustrated and suavely worded advertisements 
beguile the reader with exotic pictures of life in Amer- 
ica's sub-tropics. All he need do is send his check to 
"L'et in on" such-and-such a marvelous development. 
Clnse analytical perusal may disclose the fact that the 
"developments" so charmingly described to the eye and 
the mind have as yet failed to develop and are merely 
proposals; that their sites are at present inhabited by 
alligators and are shielded from the burning rays of 
tile Southern sun by three or four feet of malaria in- 
tested water. Or, again, the most critical study of the 
advertisements may fail to uncover anything to this 
effect whatever. Motion picture scenery, trick photog- 
raphy, impressionistic art, distorted and unsealed maps 
— every twist and turn of the fake advertiser from the 
Year One appears in the Florida advertising of these 
unscrupulous promoters. Their publication advertising 
is l)ad enough, but their direct mail literature is several 
times worse. How any person above the category of a 
moron could accept at face value some of these state- 
ments passes our comprehension, but apparently the 
checks, properly made out and duly signed, keep pour- 
ing in as they have done for every campaign of a 
similar nature to which the public reacted in the same 
way. And there will be the same grand howl when the 
crash comes, just as there has always been. 

We presume that the National Better Business 
Bureau is already taking action in the more flagrant of 
these violations of the truth. It is to be hoped that 
their findings will soon be published for the illumina- 
tion of the public in general and the guidance of news- 
paper and periodical publishers in particular. 

The First Stir in a Slumbering Industry 

TO any creative mind in advertising, the canned 
goods field has long been something of an eyesore 
Millions upon millions of cans — the greater bulk 
rather low or independable in quality, and heavily 
streaked with the questionable blight of the private 
• brand — this is the picture the industry presented, de- 
spite the praiseworthy aims of the canners' associa- 
tions. The public distrust of canned goods has been 
stubborn and in part justified, even though there is 
high grade merchandise sold in tins. 

The merchandising brains behind canned vegetables 
has appeared, on the whole, to have been distinctly less 
gifted than that of the fruit growers, or the canners 
of soup, beans or spaghetti. Buying a can of peas is 
as distinctly a gamble in quality as spinning a roulette 
wheel — even if you pick the same brand that last month 
gave you satisfaction! In no other field of selling do 
brands mean so contemptibly little. 

The only new thing developed in canned vegetable 
selling or advertising in the last generation was intro- 
duced recently by a Chicago packer. In every case of 
canned corn sold the dealer there is one glass jar con- 
taining the identical pack contained in the accompany- 
ing tins. In his window display the dealer can show 
the glass jar and thus build up the housewife's con- 
fidence in the goods — which has always been "a pig in 
a poke" to her. "See it in glass — buy it in tin" is this | 
canner's slogan, and a good one it is, too. He does not 
stop here, but supplies folders for the housewife. If 
he should now also advertise his goods to women in 
modern advertising campaign he would win trade and 
gratitude as well. 

A Crow's-Nest 

AT Atlantic City recently President C. K. Woodbridge 
^of the A. A. C. of W. made the observation that 
every firm should have a crow's-nest on its business 
ship; that with so many changes going on in the 
world affecting business in so many ways, it should be 
somebody's job to keep above the business and study 
the possible or probable effects of these changes on the 
future of the business. 

This is a timely suggestion, rendered more pertinent 
by recent happenings in the business world. 

The Breadth of Modem National Advertising 

MERELY considered as a technical achievement, 
the "coverage" or bi-eadth of an up-to-date ad- 
vertising campaign strikes new high water marks of 
universality of appeal. 

Here is how a certain famous advertiser's 1925-1926 
campaign can be described in terms of breadth of ap- 
peal: Seven out of every ten city homes will be covered 
through seven national women's magazines, having 
a total circulation of 9,933,181 copies per month. 
Twenty-two other magazines in small town territory 
will take the advertiser's message into three out of 
every four homes, based on a combined circulation of 
1,518,630 copies per month. 

Then this advertiser's message will also be placed in 
30,000 street cars every day in the year. On top of 
this, 24-sheet posters will appear in fifty-three cities 
having a total population of 22,000,000. Three-sheet 
posters will go into thirteen cities with 8,000,000 popu- 
lation. The newspaper campaign is also very broad. 

The sales have been doubled in three years. Such is 
the astonishing breadth and resultfulness of modern 
advertising; and yet this advertiser is not one of the 
very largest. 


I\oiemb€r 4. 192. 

In Defense of Installment 

By William R. Basset 

Chaimian of the Board. Miller. Franklin. Basset & Company 

SUPPOSE that an oc- 
casional shipping 
clerk or salesman 
does get so tied up with 
installment payments on 
his flivver, talking ma- 
chine and electric toaster 
that he falls behind on 
the rent and has his 
credit cut off by the 
grocer. What of it? 

There have always 
been people who live be- 
yond their means an<l 
whose accounts ultimate- 
ly have had to be written 
off. All merchants, man- 
ufacturers and jobbers 
who sell on credit habit- 
ually set up reserves for 
bad debts. They face the 
fact that they will have 
credit losses and. by add- 
ing something to the 
price, they get these 
losses back from the peo- 
ple who do pay up. 

A credit loss is not an 
economic loss, for no 

wealth has been destroy- 

ed. In fact goods which 

are not paid for, whether sold on a 

@ CnJcrwnod & rnderw-ood 

CERTAIN persons will always live beyond their 
means, whether they are buying furs on the partial 
payment plan or paying for a new house by means of 
a mortgage. Considering the stimulated sales which 
this system has created and the general prosperity 
which has resulted, it would seem inconsistent, says 
Mr. Basset, to condemn the entire installment selling 
structure because about one-half of one per cent of 
the people who use it do not keep up their payments 

because the unit of sale i; 
small, do not lend them 
selves to installment sell 

And I doubt if banker; 
are wholly concerned ovei 
the financial solvency o: 
their individual fellov 
men. Most banks are no 
organized to handle in 
stallment sales paper anc 
they quite naturally an 
griped to see bankinj 
profits — which sometimes 
are large and juicj- — g( 
to upstart finance com 
panies which are organ 
ized to handle the busi 
ness. It is interesting 
however, to observe thai 
of late some of the wisei 
bankers have recognizee 
the trend and are now 
able to take the paper ol 
the finance companies se 
cured by thousands 
of individual installmeni 

The labor unions whic? 
inveigh against install- 
ment selling can probablj 

f prices would be reduced an iota, be given credit for a slightly less 
regular charge account or on the in- The average bad debt loss through- selfish interest in the welfare oj 
stallment plan, are just as definite out industry is less than a half of their members. However, the laboi 
an addition to the wealth of the one per cent. That would bring the leaders know that a man who is ir 
world as those which are paid for. selling price of a hundred dollar debt — especially if he faces the 
Making them has given employ- vacuum cleaner down to $99.50 — if hea%-j- penalty of losing his goods if 
ment, and hence purchasing power, we got the benefit of everybody sud- he fails to meet payments regularly 
to several workmen — in the shop denly taking it into their heads to 
where they were made and on the pay what they owe. A $2,000 auto- 
mines mobile would then sell for $1,990 

farms or in the forests 

which produced the raw materials not a particularly vital saving to a 

from which they were made, 
If Bill Jones, truck driver, bu 

man who buys that kind of a car. 
The loudest protests against in 
doodad and never pays for it, there stallment selling have come, in the or another for ages. With half of 
s no change in the wealth of the order of their volume, diminuendo, the installments on the piano to be 

kely to be a better worker, but 
he is bound to be a less obedient 
union man. 

To keep the worker in debt is a 
time-tried method of keeping him at 
work. It has been used in one guise 

world. Bill is richer in the owner 
ship of one doodad which presum- 
ably makes him happy, while you and 
I and a few thousand others who 
pay our bills are penalized in a 
purely money way to the extent of 
our pro rata share of Bill's defec- 
tion. We never notice it. In fact 

from manufacturers and retailers paid monthly or weekly for the ne.xt 

who do not use the plan, bankers year or so, a man is far more apt to 

and trades union leaders. give up his union card than to give 

No doubt those manufacturers and up his job in obedience to a strike 

retailers find that their sales are call. 

suffering. I can't weep much over Even though there be a measure 

their misfortunes for they are pay- of truth — which I do not admit — in 

ing the penalty of trailing the pro- the statement of labor leaders that 

f everybody always paid up I doubt cession or else are in lines which, buying on the installment plan tends 





Bruce Barton Roy S. Dlrstine AlexF. Osborn 


Bai*ton,Durstme ^ Osbom 


zyiii advertising agency of about one 

hundred and ninety people among whom are 

these account executives and department heads 

Mary L. Alexander 

Chester E. Haring 

Joseph Alger 

F. W. Hatch 


Clara S. Hawkins 

k. p. Bagg 

P. M. Hollister 

W.R.Baker, jr. 

F. G. Hubbard 

Frank Baldwin 

Matthew Hufnagel 


Bruce Barton 

S. P. Irvin 

Robert Barton 

Charles D. Kaiser 

G. Kane Campbell 

R. N. King 

H. G. Canda 

D. P. Kingston 

A. D. Chiquoine, jr. 

Charles J. Lumb 

Francis Corcoran 

Robert D. MacMiUen 

Margaret Crane 

Wm. C. Magee 

Thoreau Cronyn 

Carolyn T. March 

Webster David 

Allyn B. Mclntire 

C. L. Davis 

E.J. McLaughlin 

Rowland Davis 

Alex F. Osbom 


Leslie S. Pearl 


T. Arnold Rau 

Ernest Donohue 

Irene Smith 

B. C. DuiF^' 

John C. SterHng 

Roy S. Durstine 

J. Burton Stevens 


G. G. Rory 

WilHam M. Strong 

R. C. Gellert 

A. A. Trenchard 

B. E. Giffen 

Charles Wadsworth 


Geo. F. Gouge 

D. B. WTieeler 

Gilson B. Gray 

C. S. WooUey 

Mabel P. Hantbrd 

T. H. Wright 





Member American Association of Advertising Agencies 

Member Audit Bureau of Circulations 

Member T^ational Outdoor Advertising Bureau 




We Make a Package Market 
for a Bulk Product 

By N. S. Greensfelder 

Advertising Manager, Hercules Powder Company, Wilmington, Del. 

THE methods used by the 
Hercules Powder Com- 
pany in introducing 
guaranteed turpentine in con- 
venient containers to dealers 
and consumers differ little 
from those which many suc- 
cessful merchandisers in 
other lines are employing. 
However, it is claiming too 
much for advertising to call 
what we have accomplished 
an advertising success be- 
cause advertising, though an 
important factor, is only a 
part of the coordinated effort 
which has produced our pleas- 
ing sales picture. 

In studying our sales 
problem we secured the co- 
operation of one of the prin- 
cipal producers of mineral 
spirits and were also assisted 
by several government bu- 
reaus. From these sources 
we obtained statistics indi- 
cating that a total of approx- 
imately one hundred million 
gallons of vehicles and thin- 
ners were used in paint and 
varnish annually in the 
United States. Our estimate, 
checked by others interested, 
was that of this total twelve 
million gallons was turpen- 
tine and that only about three 
million gallons of this tur- 
pentine were bought^by man- 
ufacturers, the remaining 
nine million gallons being 


Tiny,wofs the difference between Her- 

cum Turpentine and a poor 



Shoot, Turpy, I give up! 


Well, or leaky roof, when we 

/oi we get. 

use Hek- 
e get, but 
the Last 

}iercuUi Turfenlint ii ,i gtnutne ipiriti of turptntint 

gu^r„.f„J fur,. 


A SPECIMEN of the advertising which is ad- 
dressed to master painters and journeymen 
painters, and which appears in publications 
reacliing these artisans. The two comic painters, 
"Turp" and "Tine," are stock figures in Her- 
cules advertising and are becoming familiar 
to the various classes of dealers in the trade 

to them by a responsible pr< 
ducer for which a consume 
demand was being create 
through advertising, and th£ 
this would enable them to se 
Hercules turpentine at a pric 
that would net a fair profi 
And finally we establishe 
schedules which have a ret 
sonable spread between th 
jobber's cost and the price h 
can obtain from the dealer. 
We also decided to mak 
the selling of turpentine on 
of the duties of 80 explosiv 
salesmen. It might seem tha 
the same man could not b 
expected to devote his tim 
to selling both dynamite an 
turpentine without slightin 
one or the other. Howevei 
we have always kept in clos 
touch with the hardwar 
trade because it is the prir 
cipal outlet for shotgun shell 
in which our sporting pow 
ders are loaded, and also be 
cause it is an important chan 
nel for the sale of explosive 
for agricultural purposes. 

Through a special invest: 
gation made at our reques 
by the Association of Na 
tional Advertisers, we foun^ 
that we could logically expec 
40 per cent of the turpentin 
bought by consumers to b 
sold by hardware stores, 2i 

per cent through exclusiv 

paint stores, 20 per cent b; 
lumber yards and drug stores, am 
the remainder by department store 
and all other outlets. This analysi 

sold at retail to painters and to the fered our turpentine for sale in five- 
public, gallon and one-gallon cans on which 

Further, we found that although are lithographed our name, trade- 

a few jobbers and paint manufac- mark, and a guarantee that the showed that we could well afford t 

turers were marketing turpentine package contains genuine spirits of increase our efforts with hardwar 

in small labeled containers this was turpentine and that our label com- dealers. Our entire sales force wa 

being done only in restricted locali- plies with the Federal Naval Stores informed of the problem confront 

ties; no producer had national dis- Act of March 3, 1923. We showed ing us and were told to push turpen 

tribution for branded turpentine. jobbers and dealers how this guar- tine as a part of their regular line 

In January of this year we began antee on the can helped to make A salesman was employed to visi 

to advertise in magazines reaching quick sales and prevented complaints dealers and master painters in thi 

dealers and painters. Then we of- from their customers. We pointed selected territory of our jobber t( 

out how, for the first time, they had determine whether the increasec 

Convention ^" opportunity to handle a brand of business would justify the cost o: 

guaranteed turpentine, sold direct employing special naval stores sales 

Portions of an atJdress before the Na 
tional Industrial Advertisers' 
Atlantic City, N. J. 

November 4, 1925 


/| ^^^ 

rhe Greatest Single Issue of Any 
Railway Magazine in the World! 

SHRVICE! the Annual Statis- 
tical Number of Railway Age is 
a service that is recognized and ap- 
preciated by railway officers and 
railway supply companies through- 
out the world. 

It is a compilation of statistics that 
are secured by months of painstaking 
and costly effort, but which when 
compiled in logical form make a 

record that is sought and used 
throughout the railway industry. 

It is this extraordinary service that 
makes the Annual Statistical Num- 
ber of Railivay Age the greatest 
single issue of any railway magazine 
in the world, and therefore, offers 
to the railway supply companies the 
greatest single opportunity to reach 
those railway officials who must ap- 
prove expenditures. 

Simmons-Boardman Publishing Co., 30 Church St., New York 

"The House of Transportation" 

Cleveland: 6700 Euclid Ave. New Orleans. Mandeville, La. 

nd H Sts., N. W. London: 34 Victoria St., S. W. i. 

Chicago : 608 S. Dearborn St. 
Washington : 17th : 

Railway Age — ^January 2, 1926 

Annual Statistical Number 


men in order to cover the country. 
Our advertising in publications 
reaching manufacturers was re- 
duced, and page insertions were 
scheduled monthly in magazines go- 
ing to master painters and journey- 
man painters. Copy with a special 
appeal to these groups were pre- 
pared. We were fortunate in se- 
curing the services of A. B. Chapin. 
a cartoonist of national reputation, 
who through years of newspaper ex- 

perience, and an unflagging interest 
in human beings, knows how to ap- 
peal to any group. 

As we established new jobbers or 
dealers we sent many thousands of 
letters in series, accompanied by ad- 
vertising material, to master paint- 
ers and other consumers in the ter- 

Securing a dealer mailing list cov- 
ering the entire country wasn't so 
simple as it sounds, but we bought, 

begged and borrowed names from 
many sources, and we think we have 
a good list; though we shall never 
be satisfied that it is complete. 

The principal use we are making 
of this list is for mailing The Her- 
cules Guarantee, a periodical we 
started soon after the general mer- 
chandising campaign had been 
decided upon. This, at present, is 
four-page folder which provides the 


The Street Merchants of London 

By James M. Campbell 

ROAD! Of a Satur- 
day night in June! 
At about nine o'clock! 

There is the best place and 
that is the best time to see 
the street merchants of Lon- 

Where they all come from. 
I have not the fainest idea. 
Nor can I tell you by what 
processes the hundreds of 
thousands of articles they 
offer are brought together. 
All I know is that as late as 
half past five in the afternoon 
— S a t u r d a y afternoon, I 
mean — Whitechapel Road is 
its normal self — a street of 
small and rather mean shops 
and homes. An hour or so 
later, the first of London't 
itinerant merchants arrives. 
He casts his eye this way and 
that, picks out what seems to 
be a choice location — the one 
he was euchered out of last 
Saturday night, perhaps — 
and on it erects his booth. A 
few minutes later, the second man 
appears. Others follow. Soon — by 
seven o'clock or thereabouts — White- 
chapel Road, for nearly two miles, is 
lined on both sides with as varied 
and motley an assortment of mer- 
chandise as can be found anywhere 
in the British Isles. 

Here is a list, far from complete, 
of the wares which these White- 
chapel street merchants offer: 

Alarm clocks — new and second- 
hand; "Attache" cases — new and sec- 
ond-hand; artificial flowers and 
feathers; baby carriages — mostly 
second (or third) hand; books; book- 
cases; brass beds; candies; candle- 
sticks; combs; cricket bats; dining- 
room furniture; dolls and doll car- 
riages; drums; embroidery; face 
powder; flower seeds; fruit — bana- 

nas, cherries, oranges and plums; 
garden hose; gas mantles; hardware 
of every conceivable kind; ice cream 
bricks; imitation pearls; lace cur- 
tains; live turtles; matches; min-ors; 
music; nail clippers; neckties; oil 
cloth; oil paintings; opera glasses; 
parasols and umbrellas; pastries; 
piece goods; "Pochettes"; potted 
plants; rubber heels; rugs; shirts; 
shoes, shoe laces and shoe polish; 
socks and stockings; suspenders; 
sweaters; Teddy bears; tennis 
rackets; toys; traveling bags; trav- 
eling caps; watches; wire mattresses. 

American products are well repre- 
sented. Many of the booths display 
Colgate's Dental Cream and Shaving 
Soap. Palm Olive Soap is offered at 
so much a "tab." At one booth a 
great pile of Brunswick Records is 
on sale. At least half a dozen second- 

hand Victrolas and an equa 
number of second-hand Singe: 
Sewing Machines are on view, 
Pepsodent is featured. S( 
are Prophylactic t o o t 1 
brushes and Gillette Safety 

Everything is sold "as is.' 
In most cases, the price is nc 
marked. A watch or a book- 
case or a chair — "Genuini 
Chippendale" — catches you: 
eye. You stop. "What's the' 
price?" you ask. The dealer 
looks you up and dovra. "An 
American," he says to himself. 
Then, to you, "Six pounds. 
And cheap at the price." To 
a Britisher, in answer to the 
same question, he would prob- 
ably have said, "T h r e e 
pounds." But having named 
his price, he sticks to it. 

"Young Alf, the Peanut 
King." does a thriving busi- 
ness, Saturday nights, down 
Whitechapel way. And 
"Young Tubby Isaacs — fried 
eels exclusively," has a booth 
alongside that of another man of the 
same name who also sells fried eels 
— "exclusively." One of the two is 
the "original" Tubby. Over his 
booth is a sign which reads : 

Young Tubby Isaacs— The 
Fried eels exclusively 
Has no connection with any 
individual of the same name 
in this thoroughfare, what- 

When trade slackens, the original 
Tubby enlivens things by hurling in- 
sults at his competitor, who, if he 
is not busy, hurls them back. 

It is all very interesting, very 
human and very "British." 

^ol■ember 4. 1925 


Whafs New in Advertising? 
Look at This Map 

To the National Advertiser whose product has only Regional 
Distribution — 

To the Agency representing such Accounts^- 

This nev^' plan of "Regional Advertising at Regional Rates" is 
well worth your early attention. 

Ask any Monitor Advertising Office 
for Full Information 

The Christian Science Monitor 










An International Daily Nczvspaper Publishing SELECTED ADVERTISING 


November 4. 1925 

Asking the Man in the Street 

By Charles Austin Bates 

THERE need be no 
more guesswork 
about copy. When- 
ever you are in doubt 
about the pulling power 
of a piece of copy, all you 
have to do is to submit it 
to sixty-nine possible con- 
sumers and get their 
opinions. After that the 
result of the advertising 
will be a cinch. Thus 
saith Mr. S. H. Giellerup 
in his article "Let's Stop 
Guessing About Copy." 
He supports his dictum 
by the story of an experi- 
ment in the case of "a 
famous toilet article, one 


ERE is a conflict in viewpoint between two adver- 
.tising men upon the subject of copy effectiveness 
and the means of testing the same. A short while ago 
in these columns Mr. S. H. Giellerup advocated the 
public as the ultimate and most reliable judge of the 
individual advertisement. Here Mr. Bates replies and 
states his ideas on the subject which are controversial 
to say the least. The interest of the Fortnightly in 
these discussions is purely academic. One may be en- 
tirely right or each may be partly right. But, believing 
firmly that no one can ever expect to know much about 
any subject unless it is considered from every angle, we 
are content to open our pages to the participants in this 
or any similar debate and to retire modestly into the 
background of a strict neutrality. 

It gives the exact mean- 
ing according to the lexi- 
cographers. But people 
seldom know the exact 
meaning of a woi-d. . . 
they understand words 
only approximately, and 
each person gives a word 
his own particular shade 
of meaning." 

Such being the case, as 
it probably is not, where 
do we get off with the 
opinion of these sixty- 
nine consumers, each of 
whom gives words his 
own particular shade of 
meaning? And Professor 

Starch is quoted as say- 

with which 92 magazine readers out logical theories, but to sell goods, ing that the idea itself is less of a 

of 100 ai-e familiar." and in the last analysis the only way factor than the words in which it is 

Now, it occurs to me that if so anybody can find out whether or not expressed. Migawd, if the idea 

great a proportion of the magazine 
readers are familiar with a product, 
it must previously have been gener- 

piece of copy is good is to circulate doesn't amount to anything and 

it and check the results. If it pro- 
duces sales at a profit it is good ad- 

ple don't understand the words, what 
chance has the advertiser? On this 

ally and widely advertised, and must vertising. If it doesn't, its cost is theory we would simply have to 

have pretty close to 100 per cent dis 
tribution among retail outlets. In 
such conditions it is absolutely im- 

throw up our hands and quit. 

Mr. Giellerup concludes by say- 
ing: "Does the advertisement which 
people say will most quickly get them 


In most of the discussions about 

copy and in the profound and pon- 
possible to check the power of any derous books written about the psy- 

single piece of copy, and it is next to chology of advertising, entirely too to buy actually make the most sales? 

impossible to determine positively much attention is given to unimpor- I have figures to show that it does, 

the exact effect of even a year's cam- tant details, and the underlying prin- Other people have figures that show 

paign. So many other things than ciple of the whole thing is forgotten, the same." 

copy enter into the sale of widely Without wishing to seem quarrel- 
distributed goods that unless both ll/TR- GIELLERUP says, among some or offensive or discourteous, or 
methods and results are revolution- iVX other things: "This new meth- anything, I am compelled to say that 
ary there is very much that we have od provides a more accurate test this reminds me that: "There are 
to take on faith. than either sales or inquiries. Many three kinds of liars — liars, damn 
Of course, different kinds of copy factors besides the copy enter into a liars and statisticians." Anybody 
produce varying percentages of re- sale. Publications differ in reader who has ever tried it, knows that he 
suits, and some copy is better and interest; towns differ in appreciation can present a proposition and frame 
stronger and more effective than of your product. Seasonal changes a questionnaire in such a manner as 
other kinds. But this idea that the occur. Dealers in some places are to produce any kind of answer he de- 
relative merit can be determined by aggressive; elsewhere indifferent, sires. He can build statistics to 
submitting the copy to a jury of pos- Some advertisements receive good prove nearly any side of any subject, 
sible consumers seems to me the position; others poor. . . When 

proofs are submitted to readers, 

however, all factors except the ad 

veriest nonsense. 

In the first place, a goodly per- 


. GIELLERUP believes that 
judgment of advertising 

centage of consumers will tell you vertisement itself are excluded. The men on the merit of copy is little 

ion on much of the copy that is being 

that they never read advertising and result becomes an exact measure of worth while, and if he bases his opin 
are never by any chance influenced comparative 
by it. Others are addicted to the 
use, for instance, of one particular 
kind of dentifrice, and if they an- 
swered truthfully the question, which 
of eight advertisements of another 
dentifrice would induce them to buy 
it, they would say, "None of them." 

A little further along he says of printed in high-priced space, we have 

the copywriter: "He talked with a to admit that there is ample justifi- 

great many people, probably, and i-e- cation for his opinion. But the prin- 

turned to his desk feeling thoroughly cipal thought that I get from most of 

familiar with the attitude of the pub- the discussions of advertising copy 

lie toward his product" — but when is that mountains are being made of 

he began to write he had to use mole hills, and that many armies are 

After all, advertising is done not words and — "the dictionary defines marched up the 

to establish any academic, psycho- 

only to be 

words as people ought to know them, marched down 


...r.mber 4, 1925 




because ^^ 

1. Its staff comprises experienced marketing authorities. 

2. It finds out all the facts before it spends the money. 

3. It handles no advertising of any objeaionable charaaer. 

4. It bases all recommendations on carefully considered plans with well 
defined objectives. 

3. Its retail accounts provide helpful trade and consumer contacts for 
national clients. 

6. It is willing to wait while advertising beginners grow into large 

7. Its copy and art departments are brilliant in performance and practi- 
cal in execution. 

8. It favors no particular form of media — using direct mail, trade- 
papers, magazines, newspapers, outdoor advertising— each according 
to the advertiser's needs. 

account its own 

9. It practices the Interrupting Idea which gives every 
individuality and carries through to the point of sale. 

10. It pays particular attention to the application of national advertising 
to the selling job— on the road, in the windows and behind the counter. 

11. It utilizes on each account the group experience of the entire Feder- 
ation with three continuous contacts— executive, creative and detail. 

12. Its organization is thorough and efficient to the smallest detail and 
concentrates united effort on every client's problems. 




November 4. 1025 

Making a Story Out of 
Advertising Copy 

By DeLeslie Jones 

gins to dawn 
that advertis- 
ing copy is traveling 
toward a renaissance 
• — that of more com- 
plete intermingling 
with the literary. 

Certainly the har- 
bingers ri such a ren- 
aissance are not 
missing. A whole 
flock of them flew 
into the sky the other 
day when a literary 
agent marshallofd 
Rex Beach, Gillette 
Burgess, Ellis Parker 
Butler, Irvin S. Cobb, 
Nina Wilcox Putnam, 
Carolyn Wells, Grant- 
land Rice, etc., into a 
group available for 
the writing of ads. It 
is true this event was 
foreshadowed by Irvin 
S. Cobb's "Sweet 
Caporal" copy and 
other stray evidences, 
such as Will Rogers' 
"Bull Durham" acro- 

But the matter is 
vastly more signifi-j — — 

cant than it would! 
appear on the surface. These 
literary geniuses above named are 
doubtless merely enlarging or seek- 
ing to enlarge their income in a field 
where, after all, the rate per word 
has for many years made ordinary 
literary work seem somewhat pica- 

The real significance is to be found 
in the tendencies among professional 
advertising men themselves. Take 
the copy for Ivory soap, in the new 
series, which aims to dramatize the 
story of Ivory in a fashion entirely 
strange to advertising history. Take can appreciate this. 

advertising is the 
closest of all to actual 
editorial material, as 
it follows the exact 
typography of articles 
in the magazine and 
is only distinguished 
from the advertise- 
ment by very small 
differences — differ- 
ences which, however, 
are far from inas- 
querading under false 
pretenses. These ar- 
ticles are written and 
signed in the usual 
way by authors of 
known i-eputation and 
follow the regular 
editorial standards of 
magazines in so far 
as style and presenta- 
tion is concerned. The 
advertising use of 
such article advertise- 
ment only begins af- 
ter it has appeared in 
the magazine, for it 
is then re-printed 
with the cover of the 
magazine on the front 
of the reprint, and 
thus carries some of 
^ the weight of the 
prestige of the maga- 
been the phenomenally successful zine in whatever further advertising 
ads for certain sets of books which use is made of it. It is true, of 
also have dramatized, quite in fiction course, that this type of advertise- 
fashion, the contents of sets of ment has a field only within a narrow 
books. Helen Woodward has made range of magazines known and re- 

THE above illustration for an advertisement of the famous 
Heinz "57" might well have appeared in the editorial sec- 
tion of the publication which carried it. There is no ostenta- 
tious picture of the product advertised, and the selling talk plays 
upon the romantic motif supplied by fifty years of development 

a snug fortune for herself and 
greatly enlarged the estates of a 
number of authors by the able use 
of this appeal. The demarkation 
between editorial and advertising 
pages is constantly lessening. Only 
one who has a thoroughly good per- 
spective of the general development 
of copy over a number of decades 

also the many examples in recent 
years of the introduction of the fic- 
tion touch into advertising copy — ■ 
such as has been used effectively by 
the Womans' Institute, by Listerine, 
by the correspondence schools, and 
others. Closely related to these have 

As a particularly important ex- 
ample of this may be cited an ex- 
tensive and successful use of what 
has come to be known as the article 
advertisement, particularly as de- 
veloped by the Review of Reviews, 
World's Work, etc. This type of 

spected for their articles; but it is 
not at all impossible to think of 
further extensiveness of this idea 
among other magazines. Even a 
humorous magazine or a smart 
society journal may have an article 
written by a well known author in 
the tone and temper of the magazine 
and get over the advertising point 
with deftness and skill. 

There is much to think about in 
the public state of mind which makes 
this possible. In the first place it 
may be said that advertising has at 
last come to an era of friendly 
fellowship with the public in the 
spirit of confidence when such things 


You reach executives thru THE IRON AGE 

Significant Figures 
to those whose 
product is sold 
in the 
Metal Trades Field 



November 4, V>2 

can be done without trouble. 

The severe cleansing pro- 
cess which publications have 
applied to outlaw unworthy 
advertising has been largely 
responsible for this, but quite 
in addition to this develop- 
ment has been the unconscious 
and gradual development of 
real interest by the public in 
advertisements, as advertise- 

Underlying the new ten- 
dency, and operating as the 
practical reason for it, is one 
of the oldest sound principles 
of American advertising — 
that of putting news and a 
story into advertising. 

At the last convention of 
the National Retail Dry Goods 
Association, Frank Black, 
publicity director of Filene's, 
strongly urged the introduc- 
tion of more news value into 
advertising; and was followed 
by Louis Wiley of the New 
York Times, who said that 
this tendency was very promi- 
nent in modern advertising 
and was bound to become 
more so. 

It will be remembered by 
those who know their history 
of advertising that Powers of 
Wanamakers, way back in the 
nineties, first modernized the 
advertising by the injection 
of this self-same principle. 
He made the John Wana- 
maker ads of those days an 
entertaining literary treat, 
while at the same time created 
business quite unmistakably 
for Wanamaker's. 

The pronounced success to- 
day of the Macy ads written 
by Harford Powel, Jr., former 
editor of Collier's and Har- 
per's Bazar, and the striking 
success of Frank Irving 
Fletcher in his retail copy are 
important items in the ten- 
dency I have under discussion. 

Frank Irving Fletcher, it will 

be remembered, has been a ^^~ 
contributor to the Saturday 
Evening Post, and his copy succeeds 
because it has literary wit and 

I am of the opinion that the next 
ten years will see a great many more 
literary artists and highly competent 
journalists get into advertising and 
make of it something rather fresh 
and new. It is quite true that the 
influx of literary talent in past years 
was something of a "flivver" and re- 
sulted in a very decided and prom- 
inent tendency toward research- 
based copy; but I believe that this 

' Mrndsm 

f-j. FULL FAS HI ONi " 


THE series for Windsor Silk Stockings, of 
which the above is one, presents the advan- 
tages of their product in story form. Text and 
illustration carry out the editorial impression 

attempt to rear a more literary 
structure failed because it had no 
solid foundation. Advertising copy 
in those days was much less solidly 
grounded. The foundation developed 
by the research idea has now made 
advertising far more solid and sub- 
stantial, and the super-structure is 
now to be embellished and made 
more effective by good literary 
talent. i 

After all it seems very easy to 
forget that appealing to the public 
through the written word is a very 

old art and that some mar- 
velous human genius has been 
perfected in this art, genius 
which quite obviously might 
just as easily have succeeded 
(and actually did frequently 
succeed) in turning such art 
toward advertising. 

Those who have studied the 
development of literature in 
the past few decades know 
that literary art itself has 
greatly changed; it has be- 
come far more realistic in its 
method and outlook; it has 
dropped the grandiose style 
for the more meticulously ac- 
curate depiction of life as it 
is. This certainly is a literary 
swing in the direction of 
sound advertising copy writ- 
ing, for — satirists to the con- 
trary — advertising is a down- 
to-the-earth process of writ- 
ing, of keeping close to the 
realistic facts of American 
family life. It is not at all 
the collection of booster ad- 
jectives which some ill-in- 
formed people think. 

On the whole, therefore, it 
seems to me that the lines of 
literature and advertising 
are converging; that their ob- 
jects are the same; that their 
methods are becoming con- 
stantly more the same; and 
that now even the writers are 
becoming the same. In old 
English days great artists 
like Holgarth and Correggio 
were advertising men without 
the slightest self-conscious- 
ness or shock; in fact with 
much pride. Today also, the 
art world is very closely in- 
tertwined with the advertis- 
ing world. Is it not, there- 
fore, time that advertising 
broaden still more to the 
practical use of powerful 
literary art and the use of 
more of the men who are 
known to reach and hold a 

= Advertisers are every day 

coming to realize that the 
nearer advertising copy approxi- 
mates real literary effort the better 
it is, providing, of course, it still ful- 
fills its original purpose. Advertis- 
ing reading like a statistical report 
or abounding in highly colored su- 
perlatives has but little place in 
these days of keen competition for 
the reader's attention. The time will 
come when we will find practically all 
copy, worthy of the name, being writ- 
ten by those capable, under any cir- 
cumstances, of exciting and holding 
the public interest. 



In four issues of October, 1923, TIME carried 56 
columns of advertising. In October, 1924, 119 columns. In 
October, 1925, 197 columns. 56— 119— 197— a 112% in- 
crease the first year, a 67% increase the second year. And 
rates always going up! 

It would be superfluous to describe the careful scrutiny 
to which our "first" advertisers have subjected TIME. 
You will agree that this advertising has been bought as 
strictly "on merit alone" as anything can be bought. 

But, Emerson to the contrary, the best things require 
salesmen. TIME's best salesman has been its "free list" 
— the few copies which go out each week to our customers 
and to our most logical prospects. Fortunately, TIME is 
not only a good advertising medium — it is a magazine 
which advertisers seem to like personally. Liking TIME 
themselves, advertisers can readily gauge the kind of 
people who make up its paid subscription list. 

time's free list is small — often we are told it is much 
too small. We like to feel that every free copy is going to 
someone who really wants it. 

Now, having explained how primly exclusive TIME's 
free list is, we hereby issue a blanket invitation to all 
readers of the Advertising Fortnightly to join the Free 

Tear out the coupon — we will send you the next three 
issues. After reading them you can decide whether you 
want to continue. 



The Weekly News- Magazine 



Western ISle'W England Southern 

Advertising Manager 

Advertising Manager of TIME 
25 West 45th Street 

New York, N. Y. 

Dear Sir: Send me the next three issues of 
TIME, free. 

38 South Dearborn St. 
Chicago, 111. 


1S02 Land Title BIdg. 
slon, Mass. Philadelphia, Pa. 

Facijic Coast 

der Bidg.. 155 Montgomery St., San Francisco, Ca!. 



November 4, 192 

THE 6-pi PAG 


mighty good talk on copy before 
the Engineering Advertisers 'As- 
sociation of Chicago recently, in the 
course of which he said something 
which I would might be burned into 
the mind of every person who writes 
advertising copy. 

He related that while he was adver- 
tising manager of the Maurice L. Roth- 
schild store a man from Ohio called 
on him, and between them ensued the 
following dialogue : 

"How many ads do you write?" 
"I write one ad a day, 365 days 
in the year." 

"How long have you been doing 

I said, "Seven years." 
"Do you ever repeat?" 

"Would Mr. Rothschild allow you 
to repeat?" 

"Yes, he wants me to repeat, he 
thinks some of the old stuff is better 
than what I am doing now." 

He said, "Why don't you repeat?" 
I said, "Because when I commence 
repeating I am through." 

He said, "I can't understand how 
it is possible for you to wiite J(o 
ads a year for seven years and not 
repeat and have them all any good " 
I said, "Some of them aren't \eiv 
good ; but that is what we are doing " 
He said, "I write the ads for my 
little business down there in Ohio 
and I run three ads a week, and 
by the end of the month I am all 
done. I haven't anything more to 
say. Can you explain that?" 

I said, "I'll tell you. You are 
writing about the wrong thing. 
Y'ou are writing about the store, 
aren't you?" 

"You are writing about the mer- 
chandise in the store, aren't you?" 

"I am not. I don't care anything 
about the store. The merchandise is 
the thing that we tell people about; 
we don't try to get them to buy it. 
We just tell them about it. The 
real subject of my advertising is a 
hufidred thousand men that walk by 
this door every day. I never coidd 
write that out." 

The italics are mine. 

— 8-pt.— 

A Chicago business man recently 

had an advertising writer prepare copy 

for a booklet for him. It was good 

copy, but lengthy as eternity. 

"This is fine," he said, "but we are 
dealing with busy men who haven't 

03fe Bodkins 

time to wade through so many words. 
You take this back and rewrite it as 
you would if you were sending me a 
cablegram from South Africa and had 
to tell me all this at cable rates." 

The result was a fine piece of copy — 
brief, breezy, and penetrating. 
— 8-pt.— 

Frank F. Lisiecki, Jr., New York, 
submits as his seven-word title to the 
railroad station picture of the two 
girls reading, word-painted on this 
page by A. M. Hammond in the Oct. 7 
issue, the following: 

Freshmen in the practical 
College of Life 

Not too bad, as the vulgar expres- 
sion of the day might characterize it. 
— 8-pt.— 

What could I say about this quaint 
removal announcement bv Moser & 

Cotins of Utica, N. Y., that it does not 
say more effectively for itself? 
— 8-pt.— 

"More blah about professional ad- 
vertising," said I to myself a few 
minutes ago upon opening a letter from 
Ray G. Hulburt, D. O., chairman of 
the publicity committee of the Ameri- 
can Osteopathic Association. The let- 
ter was accompanied by a sheaf of ad- 
vertisements for osteopathy which are 
sent to osteopathic physicians with the 
recommendation that they use them in 
■display space in their local papers. 

I turned a couple of pages hastily, 
to salve my conscience with the thought 
that I had at least looked at them be- 
fore throwing them in the waste basket. 

"Hold! This isn't at all bad," I de- 
clared to myself suddenly as I dipped 
into the copy. "Very simple, obvious 

stuff the publication of which would be 
very helpful to osteopathy — and to the 
public — and at the same time not de- 
rogatory to any other school of doctor- 
ing. I should like to see this kind of 
copy run in my local paper." Here is 
the advertisement that arrested me, 
and the others I found were in the same 


0.steopathy is a method of helping Nature 
to keep us or make us well. It has been 
doing- this for more than 50 years. 

Nature is a real doctor. Nature keeps 
the normal body well. We get sick only 
when, from abuse or misuse, the body gets 
into such condition that Nature doesn't 
have a chance. We get well only when 
the body is restored to such a state that 
Nature can do her work. 

Osteopathy puts the body bacik into 
shape. It works on the body framework, 
where that framework interferes with 
normal nerve impulses, and allows them 
to proceed normally. It removes obstruc- 
tion to blood supply and drainage, so that 
Nature can send in and take away what 
she will. 

The body does the rest. 

Osteopathy is the natural way to Insure 
and restore health. It follows in Nature's 
own footsteps. 

This educational advertising sponsored 
by John Doe. D. O. 


Office Hours 

After reading this I felt like sending 
it to Ray Giles and asking him to write 
one of his celebrated Open Letters to 
an osteopathically inclined millionaire, 
suggesting a fund of a quarter of a mil- 
lion dollars to be devoted to publishing 
a lot of such commonsense gospel as 

— 8-pt— 

In a letter to the editor, D. H. Bot- 
trill of "Canada Dry" says incidentally: 
"Odds Bodkins will appreciate this line 
from an English advertisement of an 
English car: 

" 'It achieves old age quietly.' " 

Speaking authoritatively for O. B., 
I can say that he does appreciate this, 
as well as many other equally pic- 
turesque lines from English advertise- 
ments. They surely can turn a phrase 
prettily across the Herring Pond! 
— 8-pt.— 

Mrs. Bodkins recently purchased a 
package of Lux toilet soap and was 
so delighted with the quaint and dainty 
cross-stitch pattern on the wrapper 
that she decided she liked the new 
soap before ever she had opened the 
package ! 

November 4, 1925 




A Farm Paper? 

A farm paper is a publi- 
cation whose major edito- 
rial content is agricultural, 
and appeals to people 
whose occupation is farm- 

The content of the cur- 
rent issue, and every pre- 
ceding issue, proves 
beyond any doubt that 
The Farm Journal is pub- 
lished for people whose 
occupation is farming. 

And The Farm Journal 
has the largest volume of 
R. F.D. circulation of any 
farm paper, which shows 
that the people in the 
business of agriculture 
buy it and profit by it. 

We will gladly give you 
complete information in 
regard to the character 
and distribution of The 
Farm Journal circulation. 


first JL ^^ ^^^ tJ ^^™^ ^^^^ 



November 4, 1925 

In Defense of Installment Selling 

to put workers in a state of economic 
bondage, it is still a more pleasant 
form of slavery by far than any they 
have experienced in the past. Until 
lately workers were wage slaves with- 
out any comforts or luxuries, for the 
simple reason that they received small 
wages and no credit. Today they may 
still be the slaves of the job with but 
little more money at the end of a life- 
time of work, but at least they are able 
to get considerable pleasure out of life 
as they go along. To a greater extent 
than is apparent installment selling by 
stimulating production insures steady 
jobs at high pay. 

MY point is that most of the propa- 
ganda against instalment selling is 
coming from those whom it is hurting 
in the pocket book — and I don't mean 
the buyer who, ostensibly, is the only 
one who is harmed. 

Buying present benefits from future 
earnings is not in itself nefarious and 
I have never been able to see why it is 
not as legitimate when used for one 
thing as for another. Most of us have 
done it in some form. When the sur- 
geon operates today to save a patient 
from dying of appendicitis, thousands 
of people have to pay the bill in in- 
stallments. When a man buys a house 
and places a mortgage on it which is 
to be paid in the future, the principle 
is the same as though he bought a fur 
coat on the installment plan. He 
wants to enjoy both right now. Fur- 
thermore, I see no difference between 
buying a necessity like a cook stove on 
that plan and buying a luxury like a 
fur coat, a piano or a car on the same 

Why should some people be consid- 
ered unfit to enjoy the good things of 
life? The $18 a week shop girl gets 
more real pleasure out of her $400 
imitation fur coat than the boss's wife 
gets out of her sable wrap. 

And is not the manufacture and dis- 
tribution of luxuries just as respect- 
able and as valuable a contribution to 
our economic welfare as the manufac- 
ture and distribution of staple food- 
stuffs and clothes? Those who are 
concerned business-wise with luxuries 
pay wages which become purchasing 
power, much of which benefits the pur- 
veyors of staples. Their shipments 
help make the railroads prosperous 
and their purchases of machinery and 
supplies stimulate many other indus- 
tries whose products cannot be stigma- 
tized as "luxuries." 

It would be ridiculous to assert that 
any of the industries which use the 
installment plan of distributing their 
products are not legitimate enterprises 
which add to our wealth and make im- 
portant contributions to our general 
prosperity. Run over a few of them. 


There are automobiles, musical instru- 
ments of all kinds, electric appliances, 
clothing, furniture, even jewelry. All 
of them have employees who make up a 
large part of the market for food, 
clothing and, indirectly, for the lum- 
ber, cement, bricks and so on of which 
their shelters are built. 

Which leads me to the really impor- 
tant economic — that is to say, business 
— aspect of the whole question of in- 
stallment plan selling. Without some 
plan by which the masses can buy 
those things which in the ordinary way 
they could never acquire, this country 
would be nearly as badly off in a busi- 
ness way as are most of the European 
nations. Without buying power busi- 
ness becomes stagnant. 

A LARGE part of business effort is 
concentrated on selling and adver- 
tising to the end that people will be in- 
duced to buy. But what good does it do 
to convince a man that he needs an 
automobile or a fur coat or anything 
else when he can't buy it? The man who 
first decided that his job of selling was 
only partly done until he made the sale 
financially possible deserves a vote of 
thanks from everyone — consumer, pro- 
ducer and distributor. It was he who 
made it possible for more people to 
prosper in business. 

The war left us in America with 
factory capacity far above our con- 
suming capacity. I can't quote figures 
for all industries, although the condi- 
tion was general, but I do happen to 
know that the entire requirements of 
knit underwear could be supplied by 
the factories in about four months. 
That doubtless was extreme. But try 
to estimate what would have happened 
to the automobile industry without the 
installment plan. 

It is probably true that 95 per cent 
of all automobiles are sold on time pay- 
ments. It is impossible to estimate 
accurately how many of those cars 
would have been sold had it been neces- 
sary to pay for them in full when they 
were delivered. But estimate for your- 
self how many of your acquaintances 
could have afforded to plank down the 
money all at once. Would you have 
bought your car when you did if you 
had had to pay for it in full? Most 
people would have had to wait a year 
or more before they bought. And in 
the meantime what would the automo- 
bile makers have done? 

Certainly it is safe to say that not 
half of those who have cars could have 
bought them for cash. That means, of 
course, that automobile sales and pro- 
duction would have been only half 
what they are. Only half as many 
workers would be employed in car 
and accessory plants. They would 
be idle and we would have considera- 

ble depression in many communities. 

To cut automobile production in half 
would acutely affect many other in- 
dustries such as rubber, steel and oil. 
Cut off the buying power of so many 
employees and the result would be felt 
quickly in every industry, including 
those which now feel that they are 
being hurt by installment selling. 

The same holds true in all industries 
which have found a way to increase 
their sales by making it possible for 
those who have hitherto been non-con- 
sumers to buy. 

It is a simple fact that it has never 
been possible for the masses who make 
up probably more than 90 per cent of 
the people in this country to buy all of 
the commodities they would like to 
have. Every concern which like Ford's 
has been able steadily to reduce its 
prices has found that each reduction 
tapped new market strata among peo- 
ple who had the desire but not the 
ability to buy. Easy payment plans 
have even a greater effect in making 
it possible for new customers to ma- 

TO protest that people are buying 
too much is a somewhat grotesque 
development in what passes for business 
thought. We build up staffs of high 
power salesmen whose one aim is to 
sell this, that and the other thing to 
people who neither want them nor can 
afford to pay for them. No criticism 
of that policy is heard so long as the 
goods are paid for in cash or on the 
time honored credit terms. Yet when 
a way is devised by which to make it 
possible for millions of people to af- 
ford things which they want and could 
never before buy, a storm breaks loose. 
Is it not merely a protest against the 
new by those who are not progressive 
enough to benefit by it? I think so. 

They are in the same position as 
those manufacturers who are still 
ranting about hand to mouth buying 
being an unmitigated evil, while more 
progressive manufacturers see in it 
a way to eliminate the tremendous 
wastes of seasonal production with its 
periods of hectic rush followed by a 
more or less complete shut-down — with 
overhead expense going merrily on. 

Grant that he who buys on payments 
pays more for the goods than he 
who pays cash. It is worth it to him. 

A recent article in Advertising and 
Selling Fortnightly stated that the 
premium which installment plan buy- 
ers pay for the privilege is about $800.- 
000,000 a year. The writer points out 
that this sum represents about as much 
as we spend on schools. He implies 
that this is an economic waste if not 
an outright loss. One might imagine 
that this sum in gold was sunk in the 
deepest depths of the Atlantic. Act- 

ymember 4, 1925 


An industry that moves a 

haystack to find a needle 

Picture an industry devoting 90% of 
its manufacturing effort to the handling 
and treating of a material it does not sell! 

Yet, that is exactly what the mining 
industry does. 

An average of ten tons of ore must be 
removed, then handled, crushed, and 
treated over and over again in order to 
extract a single ton of saleable metal. 

Each year great mountains of ore are 
thus processed and moved so that Ameri- 
ca's demand for metal may be satisfied. 

The handling and processing of the ore 
into metal is done almost entirely by ma- 
chinery. Mining has become a manufac- 
turing business on a mass production basis. 

The buying has become highly concen- 

trated. The yearly purchases per mining 
company average considerably higher than 
any other raw product producer, the 
capital invested per company is greater 
and the value of products produced per 
company is more. 

Thanks to high metal prices the industry 
is both able and in the mood to buy any- 
thing that w^ll aid production or reduce 
operating costs. 

Extended electrification, more and 
better production and material -handling 
equipment and machinery are the obvious 
answers to the pressing production prob- 
lems of this field. 

Manufacturers who are not now culti- 
vating this market are invited to discuss 
its possibilities. 

Engineering and Mining 

A. B.C. 


Tenth Avenue at 36th Street, New York, N. Y. 

a McQraw-Hill publication 



November 4, J '/I' 

ually, of course, it is not lost, nor 
withdrawn from industry. It is still 
in circulation. It is, in fact, nowhere 
nearly as large a sum — although 
equally as legitimate a toll — as is paid 
by manufacturers for the privilege of 
using the banks' money as working 
capital. Whoever wants to use any- 
thing — money or goods — today, and 
does not possess it, must pay toll. The 
premium on goods paid by him who 
buys on the installment plan is no 
more a loss than interest on money. 

In the same article the author sug- 
gests that many people are ruined by 
over-buying on time. He says: 

"There is a surprisingly large num- 
ber of people of supposed standing and 
position whose sudden choice of a dis- 
tant city to live in is directly trace- 

able to a hopeless installment debt 

I happen to know that the credit 
losses of one of the largest finance 
companies which handles the paper of 
concerns selling automobiles, radio, 
furniture and musical instruments on 
the installment plan are less than 
those of most merchants who sell in 
the ordinary way. So it seems that 
buying on installment payments is 
not so demoralizing as a few often re- 
peated horrible examples would indi- 

This should help to dispel the fear 
which has often been voiced that in- 
stallment selling is rearing an unstable 
pyramid of shaky and inflated credit 
which is going to collapse in time 
with disastrous results. 

In fact, this credit structure is un- 
usually safe and stable. For one 
thing, the loans which undoubtedly run 
up into hundreds of millions of dol- 
lars have as their basis a myriad of 
individually small loans. A great many 
consumers would have to default on 
their payments in order to have any 
appreciable effect on business gener- 
ally. A single big commercial failure, 
however, has been known to precipitate 
a panic. Like a row of dominoes, each 
one that falls knocks down the next 
and the effects of the first failure may 
reach back through several industries 
and cause many others. 

For another thing, the payments on 
an installment contract cannot be 
called for no reason, as can happen 
with so many of the old fashioned 

National Industrial Advertisers' 



kI 1 


--V ••« 







THE National Industrial Advertisers Association announces the election <i( the tullow inj; dllicirs at llieir 
aiuiual convention at Atlantic City: President, Bennett Chappie, American Rolling Mill Company; 
first vice-president, W. A. Wolff, Western Electric Company; second vice-president, J. R. Hopkins, Chi- 
cago Belting Company; secretary, W. S. Hays, National Slate Association; treasurer, George F. Climo, 
Brown Hoisting Machinery Company. The directors consist of E. P. Blanchard, J. N. McDonald, Ezra 
Clark, W. W. French, O. C. Dahlman, Julius S. Holl, N. S. Greensfelder, F. R. Davis and J. C. McQuiston. 
Above is a picture of the convention and two informal photographs of men prominent in its proceedings 


Mrs. North Norwood 

On the fringe of the old . ... the new 

Nestled into a corner, enriching its 
surroundings as a gem adorns its 
setting, is a warm-hued stucco bun- 
galow. This is the home of Mrs. 
North Norwood, a matron of the 
new school. She is as up-to-date 
in thought and habit as her home is 
modern in appearance and equip- 

For she is her mother's daughter — 
a home-maker par excellence, a wise 
expender of the family finances. From 
her old home to guide her in all the 
family purchasing, she has brought 
the authority that her mother used. 
She subscribes to The Enquirer, reads 
its advertising columns with implicit 

confidence and governs her shopping 
trips accordingly. 

Her children are young and grow- 
ing — her circle of acquaintances is 
widening. Here, Mr. Advertiser, 
where youth looks forward to fuller 
life, is a market for your merchandise. 
And here, in the columns of The 
Daily Enquirer, is the key to that 
abundant market. 

For in Mrs. North Norwood's com- 
munity are 1,009 residence buildings, 
housing well-to-do families that can 
afford to pay for what they want. 
And here, into these homes, every 
day of the week, are delivered 711 
copies of The Daily Enquirer. 

ITVT TJ This advertisement is one of a series ap->f| 
IN.O. pearing as a full page in The Enquirer. I 
Each advertisement personalizes a Cincmnati suburb I L 
by describing the type of woman characteristic of I T 
that suburb ; in each advertisement, too, The Enquirer's 11 
coverage of the district is shown. •^" 

New York Chicago 

San Francisco Los Angeles 


^^Goes to the home, stays in the home'''' 


November 4, 1925 

What do your dots 
indicate ? 

An advertising medium is no better than its 
circulation. When direct advertising is used as a 
medium, circulation is built to order. That is 
why, for certain purposes, direct advertising is 
the logical medium, for which there is no suit- 
able substitute. 

Those who are using direct advertising as a 
medium will find the above map, on which 
population is uniform at all points, of more 
than casual interest. Dots representing sales, 
branches or dealers will space themselves evenly 
if distribution follows population. In other ways 
dots may reveal territorial conditions that indi- 
cate a need for the specific circulation of direct 
advertising in one form or another. 

Copies of this map, large enough for charting 
purposes, are again available for a few sales and 
advertising executives. 

What is the story of yo//r dots ? 

822 Hancock Avenue West 

The Evans -Winter -Hebb organizatioi 

the planning and production of direct 

Plan ■ Copy • Design • Art ■ F 

Offset Printing ■ 

las within itself complete facilities for 
dvertising and other printing: Analysis 
5to-Engraving • Letterpress and 
linding • Mailing 

commercial loans. A nervous banker 
cannot, therefore, precipitate a crisis 
as easily as he can in ordinary trans- 
actions. I feel that the credit struc- 
ture based on installment sales is at 
least as sound as that based on the 
more usual type of loans. 

In many lines of manufacture in- 
stallment selling is having the effect 
of evening out the sales curve over the 
year with its resulting benefits on 
economy of production. The mere vol- 
ume of sales wrhich the easy payment 
plan makes possible also reduces costs, 
so that ultimately it is likely that lower 
prices will result. 

It is also likely that by evening out 
the purchasing ability of millions of 
people whose earnings are never what 
could be called high, sales will be less 
dependent upon the country being in 
a state of great business activity. In 
other words there is reason to believe 
that the installment plan wall have a 
notable effect in doing away with the 
violent ups and downs of business. 

But the important factor in the 
whole thing is that the installment 
plan actually provides a market much 
larger than could be created in any 
other way. It is a perfectly obvious, 
logical and ethical adjunct of selling 
and advertising. It enables the pros- 
pect who, by repeated and expensive 
effort, has been imbued with desire to 
take what evevff salesman knows is the 
final and all important step — decision. 

We are prosperous because our fac- 
tories are busy. They are busy because 
our masses of population are able to 
buy. To a large extent they are able 
to buy only because of the installment 

Under present conditions it is not 
possible for us to invade foreign mar- 
kets to any great extent and find there 
outlets for our excess capacity. But 
installment selling has enabled us to 
open up a large home market for goods 
among a class of people who in other 
countries are not heavy consumers. 

Class Group Publications, Inc. 

Chicago, recently organized by Jo- 
seph J. White and Associates, an- 
nounces the Motorist Class Group, a 
group of individual automobile club 
publications located in selected centers 
of the country. William Reedy, for- 
merly editor of Motor Life, will be 
managing editor of this group and 
Hal T. Boulden will be director of ad- 

American Photo Engravers 

Passed resolutions at the First Mis- 
sissippi Valley Photo-Engravers Con- 
ference by which all instances of un- 
fair and unethical practices in the 
photo-engraving industry will be re- 
ferred to the vigilance committee of 
the association for action. 

Russell A. Brown 

Formerly vice-president of The 
Standard Corporation, Chicago, has 
become associated with Montgomery 
Ward & Company. 

November 4, 1925 


What's ill the Mail? 


23rd. — 1 personal letter; 2 receipted 

24th. — Postcard, fur storage; return 
postcard, charity appeal. 

25th. — 3 receipted bills; form letter 
and folder, publisher; form letter and 
folder, department store; folder, fur 

27th. — Folder, silverware ; folder, 
jewelry and art wares; folder, depart- 
ment store. 

28th. — 2 personal letters; postcard, 
gas bill; mailing card, exhibit and sale 
of paintings. 

29th. — 1 receipted bill; form letter, 
charity appeal. 

30th. — Postcard, welfare association; 
monthly catalog, book store. 

Of the total number of pieces deliv- 
ered, advertising accounted for 68 out 
of 110, or 62 per cent. Bills and re- 
ceipts provided 25 per cent. Personal 
correspondence was limited to the sur- 
prisingly and perhaps abnormally low 
proportion of 13 per cent. 

Sixty-eight pieces of advertising 
mail delivered in a month means a 
daily average of 2% pieces. For prac- 
tical purposes, however, this average 
is of no significance. For planning 
purposes it is more advisable to keep 
in mind that the high day, the 16th, 
brought in 9 pieces and that any mail- 
ing you are considering should be pre- 
pared to battle for attention with eight 
rival efforts. 

In contrast with the 16th, three days, 
the 8th, 18th and 26th, were wholly free 
from advertising. The first ten days 
were responsible for 28 pieces, the sec- 
ond ten for 23 and the third ten for 
only 17. 

The types of direct mail employed by 
the advertisers analyze as follows : 

Form letters 18 or 26 ^4 per cent 

Form letters with 

printed enclosures. 5 

Folders or circulars. 22 or 32^^ percent 

Books 5 

Postcards 5 

Return postcards.. 3 

Engraved announce- 
ments 4 

Printed letters .... 2 

Folder with sample. 1 

Folder with return 

postcard 1 

Mailing card 1 

Enclosing slips .... 1 

Total 68 

Waste in mailing methods and in 
carelessness in the selection of pros- 
pects can certainly be alleged against 
four instances of duplication, against 
the advertiser of children's garments 
and (so your tabulator contends) 
against the concern which hoped that 
he would fall for the stock-selling. One 
or two other dubious cases are excus- 
able in that personal investigation 
would have been necessary on the ad- 
vertiser's part to discover the useless- 
ness of his effort. 

I might here add that I was distinctly 
surprised to find the waste in duplica- 

not wishing 
to be 

drawn into 
any of these 
wild "one 
paper covers the 
entire city" 
The Detroit Times 
restricts its 
claims to the 
coverage of 
230,000 families 
evenings and 
275,000 Sundays 
that covers a 
multitude of Sales 


November 4, J "J 

Sverj^ Dairjf 7arm ftas 

A DAIRY FARM is more than a business; it is also 
a prosperous home. Because of this dual character, 
the dairy farm offers an unusually broad market for 
advertised products. 

Mr. Dairylea may buy the binder, the milker and the 
gasoline engine, although he generally consults friend 
wife. When it comes to the kitchen cabinet, the range 
and the new furniture, Mrs. Dairylea takes the lead, often 
consulting her spouse before taking final action. 

You can reach both Mr. and Mrs. Dairylea through the 
advertising columns of their own paper — the Dairymen's 
League News. This paper covers the "New York City 
Milk Shed" like a blanket. No other paper or group of 
papers can really be depended upon to do the same work. 

The long winter evenings are just ahead when pens and 
pencils will be busy answering advertisements and plan- 
ning improvements. Purchasing power will be ample 
because of the higher prices received for milk under 
Dairymen's League contracts. 

A telephone call or a wire will reserve space for you 
in our next available issue. Forms close every Monday 
for issue of Friday of the week following. The line rate 
is 50c. — an exceptional buy, quality of circulation con- 

A request will bring you Sample Copy and Rate Card. 

F. M. TIbblns. 



10 S. La SaU. Street 

John D. Ross 

Phone State 3652 

"The Dairy Paper of the 
New YorkCityMilk'ShQd" 

tion as low as 6 per cent. My pre- 
vious impression had been that the 
total wastage due to carelessness in 
keeping mailing lists and comparing 
addresses and carelessness in address- 
ing from those lists was at least 10 per 
cent. Even a wastage of $60 per $1,000, 
however, is not a condition of which 
direct mail advertisers should be 
proud, in view of the fact that it can 
be so easily corrected. 

When we break the figures up ac- 
cording to the six days of the mail 
week, we find a considerable variation 
in the daily averages for each classifi- 
cation as well as in the daily totals, as 
follows : 

tl &t II 5 
OhO 03« <;g H 

Mondays 2 2 11 15 

Tuesdays 5 1 9 15 

Wednesdays ... 2 7 8 17 

Thursdays 2 8 20 30 

Fridays 3 2 9 14 

Saturdays 8 11 19 

Totals 14 28 68 110 

So much for the statistics in the case 
which serve to give an inclusive pic- 
ture of direct mail advertising to 

Perhaps any attempt to draw definite 
conclusions from a single observation 
or to codify from it any general recom- 
mendations is venturing needlessly into 
unproved ground. Nevertheless, the 
findings of this analysis would seem to 
indicate several safely definite facts, 
which can be listed as follows: 

(a) That a mailing sent to a list of 
home addresses at any time in the last 
ten days of the month stands a better 
chance of escaping severe competition 
than during the earlier weeks. 

(b) That, for the same reason, Mon- 
days and Fridays are the best days on 
w'hich to plan for delivery. 

(c) That Thursday, on the other 
hand, is the least promising day for de- 
livery to be made. Note, too, that, un- 
like the situation which exists in most 
business offices, Tuesday is not a light 
day for incoming residence mail, but is 
weighted by personal correspondence. 
(Perhaps this latter condition is due to 
the frequent convenience of Sunday as 
a day for writing personal rather than 
business letters.) 

(d) That a mailing should be planned 
with full recognition of the fact that it 
may be handicapped by arriving simul- 
taneously with eight other pieces and 
will almost never be fortunate enough 
to monopolize the day's attention alto- 

All of the above points are clearly 
indicated by the records here repro- 

Albert M. Sterling 

Formerly with Thomas F. Logan, 
Inc., has become associated with Lord 
& Thomas, Inc., New York, as an art 

\,n<'mber 4. 1925 


The Farmer Is 
Changing His Mind 

The fact that the average farmer has 
eglectcd the five essentials of shelter, 
feducation, religion, recreation and 
friends is no indication that he has not 
wanted these things. He has wanted 
them and he attempted to get them by 
a specific method. That method he 
now sees has failed. He still wants 
these essentials of life. He is discov- 
ering that many of the elements of a 
higher standard of living which he 
jonce thought were limited entirely to 
city dwellers can be obtained and used 
|on farms. He is going after those 
(:hings now. He is making a direct ap- 
jproach to the essentials of happiness 
nstead of an indirect approach. 

His profits, if any, are not likely to 
pe devoted in the future to the pur- 
(ihase of more land. They are much 
|-nore likely to be devoted to the pur- 
|;hase of electric lights, running water, 
liewage systems, bath tubs, radios, bet- 
ter farm houses, better farm furniture, 
ind a thousand other things which will 
faise the standard of farm living, 
>anish isolation and add directly to 
igricultural happiness. 

This means a new market for city 
nanufacturers, or rather an infinitely 
ieveloped one over any preconceived 
lossibility. It means that in the 
I'uture, anything that can be sold to 
iity men can also be sold to farmers 
n proportion to their relative ability 
o buy. It means that the market for 
nany manufactured products for home 
nd personal use will be extended one- 
hird or more. It means that the 
ountry standard of living will gradu- 
lly rise, and that the five essentials of 
ife in which the farmer has been de- 
cient will gradually come into their 
roper relation to agricultural life. 
If you don't believe that this new 
andency exists, go out and visit with 
he farm folks for a month or so. You 
'ill come back with new ideas about 
,^e future of the so-called "farm mar- 
,et" for manufactured goods. 

William S. Curdy 
Has been appointed Western man- 
ger of the Dowst Publishing Corpora- 
on, New York, with oflices in Chicago. 
Ir. Curdy will represent The National 
aundry Journal and The National 
leaner and Dyer. 

fartin Vllman Studios, Inc. 

New York, announce the addition of 
le following artists to their staflT: 
. Seaton Smith, Samuel Goldfarb and 
enneth Robinson. 

. Wesley Hevner 

: Formerly account executive for the 
onovan-Armstrong, Philadelphia, has 
«n appomted advertising manager of 
• B. & B. W. Fleisher, Inc., Philadel- 
|Ua, manufacturers of worsted yarns. 

As Station WHAD Provides 
the Best Programs / 
in Wisconsin 


Marquette University- 
Milwaukee Journal 


'Broadcasts frorr, 

Marquette University 

MilKaukee Athletic Club 

Milwaukee Public Parks 

Milwaukee Auditoriutn 

New Journal Building 

News, educalional (alks. enter- 
tainmcnt and musical proerams 

The Journal Provides the 
Best Means of Selling This 
Important Radio Market 

IN volume of potential radio 
sales, the Milwaukee -Wiscon- 
sin market ranks first among the 
few large centers which are still 
comparatively fresh for economi- 
cal selling effort. Milwaukee is 
the only one of the few best radio 
markets in which it is possible 
to advertise to the entire market 
in a single newspaper at one low 
rate. The Journal alone thorough- 
ly covers the Milwaukee-Wiscon- 
sin market and sells a maximum 
volume of goods in all lines at 
the lowest cost per sale. 

Complete News About Station 
WHAD Appears Only 

IZ Journal 

«-r FIKST- by Merit 

Sff^ Brar^XTry Ira 

Ships and Shoes and Sealing Wax 

Diversification — the main point 

ford has annual production to the 

300 invested in plants and equipi 

jsoline, kerosene, bricks, ice < 

There are wonderful possi 


November 4, 19 







—consistent advertising in 

^-^ C/SLSarmeni9^tM^ 

will help to eliminate 
the bare spots on their 
Dealer Selling Map 

Puhlhhti by 
1225 Broadway New York 

Institutional Advertising 
by Direct Mail 

By Allan Brown 

Advertising Manager, Bakelite Corporation, New York 

FOR a number of years the Bakelite 
Corporation has offered, through 
its advertising in class and trade 
journals, a service for the purpose of 
promoting the sale of its product — 
Bakelite. Although many manufactur- 
ers have received the benefits of our co- 
operative efforts and our advertising 
has brought results as reflected in the 
application of the product to thousands 
of uses, we have felt for some time 
that many new fields could be opened 
up if the prospect knew as much about 
the facilities we had to offer as we did 

The subject was so broad that we de- 
cided to tell our story by means of a 
direct-by-mail campaign to industry. 
In approaching this problem we have 
not thought of it as something distinct 
and different from our publication ad- 
vertising campaign. They are both a 
part of the same effort. 

In the industrial field, the "key" men 
to whom we wished to tell our story 
were comparatively few. These men 
represented the nucleus to whom per- 
sonal selling efforts could be directed. 
In this group were engineers, chemists, 
executives in charge of production and 
selling, etc. 

We realized that in this group were 
men who would have only accessory 
influence, and in some cases neither in- 
fluence nor interest. We, therefore, en- 
Portions of an address before the Na- 
tional Industrial Advertisers' Convention, 
Atlantic City, N. J. 

closed a return postal card in each o 
our letters, asking the recipient t 
check one of two paragraphs statini 
whether he did, or did not, wish to re 
ceive a series of folders descriptive o 
Bakelite and its service. 

By doing this, we eliminated a grea 
deal of waste circulation, and securei 
an interested audience of over 12,00i 
prospects. It also permitted us to seni 
these folders by third-class mail, witl 
the assurance that it would reach th 
interested party. 

The list was classified according t 
industries and their sales potentiality 
On the first of each month, we maile( 
a broadside to the entire list. 

Under the heading "What Bakeliti 
Service Means," we have illustrated thi 
actual machines and laboratory equip 
ment with which we carry on our ex 
perimental work for the benefit of oui 
customers. In another broadside, en 
titled "The Advertising Behind Bake 
lite," we have tried to convey some idei 
of the scope of our complete advertis 
ing campaign, covering national, class 
and trade journals, direct mail, motioi 
pictures, lectures, exhibitions and othei 
forms of publicity. These are onlj 
two examples out of a series of twelve 

A second series of broadsides dealing 
with special subjects that were of par- 
ticular interest to every industry were 
mailed at various intervals. Thesf 
mailings were carefully timed as to the 
seasonal activities in each industry 

November 4, 1925 


Photo-Engraving makes every town 
a Fashion Center 




Paul ad am defined fashion as "the art of bringing before 
the mind's eye on the body of a graceful woman — all the 
wealth of our planet; the precious stones of its mines; the 
wool of its flocks; the skins of its wild beasts; its silks, 
flax and cotton, the plumage of its birds and the pearls 
filom its seas." 

The rich and lovely stuffs of which style is made must 
be presented pictorially to bring them before the ever 
increasing audience of women with the inclination and 
means to dress supremely well. 

Photo-Engraving is the national shop window thru 
which women everywhere witness the fashion promenade 
— the mannequins parading across the printed page. 

Photo-Engraving has enabled the makers of women's wear 
to synchronize their production. A style makes its debut on 
both sea-boards and across country simultaneously. 

The American Photo-Engravers Association likewise has 
made it possible to secure a uniformly finequalityofengraving 
everywhere, thru the great educational program of the craft. 

The ideals of the Association are set forth in a booklet 
"The Relighted Lamp of Paul Revere" which will be sent 
you for the asking, either by your photo-engraver or the 
Association executive offices. 

■Vortrait of Prances uMcCann hy Arnold qenthe 




Capyriihl, 192}, Air. 


iber 4, 1925 

A Ne^v and Powerfu 

Not Just Three Papers 
Reaching Foreign Fields 

That idea is an old one. 
And when a publisher's re- 
sponsibility to his adver- 
tisers stops when his paper 
is wrapped and put in the 
mails, the real job is only 
begun. It is one thing to 
accept advertising, print it, 
and then wait for the kettle 
to boil. This is the easiest 
way. It is quite different 
for a publisher to follow 
through with the personal 
efforts of a widespread 
field force, organized to 
pave the way for the 
American manufacturer so 
that his advertising will 



:lie automotive InJustiy in Spanish 
reacliing distributor?, wliolesalers, 

ints, dealei^ and sub-dealers of 
automotive products thiroughout South and Central 
America, the West Indies and M 
Portugal, the Philippine Islands 

Caribbean, Spain, 

But Something Going Even 
Further Than Circulation 

Hand-picked circulation 
is essential, but it is not all. 
When it is supplemented 
and strengthened by the 
publisher's close, intimate 
contact between the manu- 
facturer and his customer 
abroad, the difficulties en- 
countered in foreign trade 
will be no greater than 
those in the domestic mar- 
ket. When specialized cir- 
culation is linked with spe- 
cialized personal staff effort 
in the field, a direct busi- 
ness liaison is established 
which opens up new and 
profitable foreign trade 

guide In more 

iiagazlne of the 

fifty countries of Africa, America, 
Asia. Europe and Oceania. THE AMERICAN 
AlTTOMOIlILPl (Overseas Edition) is the only busi- 
ness paper In English 
international progress ai 
motive Industry. 

Business Publishers Im 

Controlled by McGraw-Hill Company 

lis West 34th Street 


November 4. l')2 


i^orce for Export Sales 

Aji Intcnuttional Organiza- 
tion Pledged to Extend Your 

First, by accepting as 
subscribers to its three 
business papers only such 
readers as are influential 
factors in their field — men, 
who because of their posi- 
tions are vitally interested 
in keeping up-to-date on 
the news of their indus- 
tries. Second, by placing 
at your disposal a full-time, 
salaried field organization 
located in strategic busi- 
ness centers abroad, so as 
to bring buyer and seller 
closer together. Never be- 
fore has any publishing 
house so deeply concerned 
itself with the intimate 
business contact problems 
of American manufactur- 


dustrial iinrt technical progress. Acceptc 
read by men wlio are doing tilinps tl 
Spanisli-rcadins world, wherever vast tl 
taking place. TTie reference publication 

Wliai This Broad Service 
Means to You 

It means that you now 
have direct representation 
in the field by men who are 
able to point out and put 
you in touch with foreign 

It means that if you now 
have distribution, these 
men will analyze the sit- 
uation and tell you why 
your goods are not selling, 
should this be the condi- 
tion. They will tell you ex- 
actly where the fault lies: 
whether the trouble rests 
with your distributors, the 
goods or your prices. 

It means that these rep- 
resentatives, acting for the 
extension of your foreign 
trade, will make sales sur- 
veys in the markets you 
want to reach. 

It means that they will com- 
pile valuable statistics from 
which you can chart your sales 

It means that they will per- 
sonally supervise circulation in 
their ten-itories, so that the pa- 
pers which carrj' your sales mes- 
sage will be sure to reach the 
right type of reader — the men 
who buy or influence buying. 
No circulation is wasted. 

And finally, this powerful 
sales force, consisting of picked 
circulation and personal repre- 
sentation, is backed by the great 
publishing houses of the Mc- 
Graw-Hill Company, Inc., and 
the United Publishers Coi-pora- 
tion, the greatest business paper 
publishers in the world, who 
jointly control the Business Pub- 
lishers International Corpora- 
tion and combine the strength 
of their vast resources so that 
your foreign business may be 
expanded along the broadest 

irnational Corporation 

ic. and United Publishers Corporation 

Whickering 4484 ^-^ New York 


November 4, 1925 


Press -Tested 

The Test Ptoof Tells 

Our Special Test 
Presses have 
eliminated more 
than half the old 
plate troubles of 
our clients. 

The Test Proof Tells 


Electrotype Co. 

20g West 38th Street, New York 



it gets enthusiastic 

dealer co-operation 

it's an 


Folded Edge Duckine and Fibre Signs 

Cloth and Paraffine Signs 

Lithographed Outdoor and Indoor 

Ma«sillon, Ohio Good Sslesmen Wanled 

National dlller 

Establlshad I89S 

Monthly Business and Technical Journal < 

ering tho Flour. Feed and Cereal Mills. 1 

only A. B. C. and 


Sherwood Anderson 
Writes of Advertising 

EVERY copy chief is more or 
less familiar with the "genius" 
on his staff. You know, the 
poetic chap who would much rather 
be writing the Great American 
Novel than grinding out plebeian 
publicity; the man whose soul and 
attention have a habit of sailing 
away "over a Vesuvian bay," while 
a client is discussing Appropriation 
and Sales Quotas and the distribu- 
tion of clothes pins in the United 
States of America. 

Shei-wood Anderson gives us an 
amusing picture of the genius thus 
caught in the terrible tolls of com- 
merce. This is taken from Note VII 
of "A Story Teller's Story": 

I sat with some six or eight men by 
a large table in a room and some man 
was talking. He had been to Texas 
and knew things I would later have to 
know when I wrote advertisements for 
the plow company. I tried to appear 
attentive. There was a trick I had cul- 
tivated for just such occasions. I 
leaned a little forward and put my 
head in my hands, as though lost in 
deep thought. Some of the men in the 
room had heard that I wrote stories 
and had therefore concluded that I had 
a good brain. Americans have always 
a kind of tenderness for such cheats as 
I was being at that moment. Now they 
gave me credit for thinking deeply on 
the subject of plows, which was what 
I wanted. One of my employers — he 
was president of our company— tried to 
cover up my obvious inattention. Al- 
ready he had decided I would have to 
write the plow company's advei-tise- 
ments but later he would tell me all that 
had been said in the room. He would take 
me into his office and scold me gently, 
like a mother speaking to a badly be- 
haved child. "Of course you didn't 
hear a blamed word they said, but here 
is the gist of it. I had to tell that big 
man with a beard that you were a 
genius. My God, what lies do I not 
tell on your account? When the little 
man with the glasses was speaking of 
agricultural conditions in Texas I was 
afraid that at any moment you might 
begin to whistle or sing." 

George Batten Company, Inc. 

Chicago office, will direct advertising 
for the French Battery Company, Mad- 
ison, Wis., manufacturers of Ray-o-Vac 
drv cell batteries and Ray-o-lite flash- 

Thacher Nelson 

Boston, specialist in copy, typogra- 
phy and drawings, has removed to 12 
Pearl Street. 

Bethlehem (Pa.) "Globe" 

Has recently bought control of the 
Bethlehem (Pa.) Times. The two circu- 
lations have consolidated and the com- 
bined newspapers are being published 
under the t'Me of The Bethlehem Glob,^- 

November 4, 















I-eft — Farmers 
bringing their rnilk 
and cream to one of 
the many coopera- 
tive creameries in 

Relo.v —One of 
the thousands of 
registered cows to 
be found on Ver- 
mont farms. 

The Dairy Industry 
in Vermont^ 

One more of the many reasons why aggressive 
advertisers have an excellent opportunity here 

Vermont's Qreatest Industry 
Dairying is Vermont's greatest 
industry, and Vermont is the 
greatest dairying state in New 
England. It produces 57% of the 
butter, 80% of the cheese, and 
82% of the condensed milk out- 
put of these states. 

This is not surprising, for 
Vermont is ideally suited to 
achieve this supremacy. Climate 
and soil provide abundant natural 
pasturage. And at the same 
time, to the south and west lie 
great industrial centers demand- 
ing more and more dairy prod- 
ucts. New York, Boston, Spring- 
field, Worcester, New Haven and 
Hartford all consume Vermont 
Dairy products. 312,000 quarts of 
milk alone are shipped to these 
cities daily. 

Other Significant Facts 
Not counting products used 
directly on farms, Vermont's 
dairy business is valued at $30,- 
000,000 annually. From 65 to 
75% of all Vermont farm income 
is derived from dairying. 

Of interest also is the quality 
of the dairy animals to be found 
on Vermont farms. Vermont reg- 
isters approximately 3800 Ayr- 
shires, 2200 Guernseys, 13,400 
Holstein-Fresians, and 8450 

In July, 1922, there were 230 
dairies operating as creameries, 
cheese factories, condensed milk 
plants and milk and cream ship- 
ping plants. Of this business, 
one-quarter was done by coopera- 
tive creameries. The farmers of 
Vermont are alive to the oppor- 

tunities presented by cooperative 
movements and are quick to take 
advantage of them. 

Effect on the State 

Dairying is a year-round in- 
dustry with a constant demand. 
When we consider that dairy 
plants in Vermont are distributed 
throughout all sections of the 
state, the stabilizing effect of this 
industry on economic conditions 
is apparent. General prosperity 
is the order of things in Vermont. 
Shipping and Buying 

The six railroad centers from 
which the dairy products are 
shipped are Barre, Burlington, 
Brattleboro, Bennington, Rut- 
land, and St. Johnsbury. These 
towns logically form the buying 
centers of the state. 


Barre Times .'. Brattleboro Reformer .*. Bennington Banner 

Burlington Free Press .'. Rutland Herald .". St. Johnsbury Caledonian Record 


November 4, 1925 

The Great American Family 

Things They are Reading this Month 

Following are jtist a few outstanding features typical of the 
good reading which the November issue of CQLUnTB'A is 
affording K — C Families everywhere throughout the land: 

"As the Referee Sees It" 

By Dr. Edward J. O'Brien 

Nationally noted football official and member of the Advisory 
Committee Intercollegiate Football Rules, tells how the game 
looks to the man with the whistle. 

"It Can't Be Scotch" 

By Nick Flalley 

One man's answer to the great question: "Why don't the poor 
play golf?" 


By Samuel Scoville. Jr. 

One of those splendid animal stories tor which this writer is 
noted — illustrated by Charles Livingston Bull. 

Other fine fiction, articles, short stories, book reviews, juvenile fea- 
tures and departments round out a November issue of delightfully 
diversified content. 


The Largest Catholic Magazine in the World 

Net Paid 


25 West 4.5rd Stn 

New York Citv 


Member of 
A. B.C. 


lo4 South LaSalL 

Chicago, 111 



Send for Samp/es — Prices that are Interesting 

4161 North Kingshlghway ST. LOUIS 


^ J A t^ew JSoak by Flint McNauchton 

I U re ,s a book V OU need Filled «ith 
•-™"- 1 u result producing information 

; 1 ;i'7i"|^;;i;"nf ^^,,~^^^ 


ml Sent Direct for S2 SO 
elling Aid, 1304 Jackson Blvd., Chicagc. 

Man and Super- 


for the Statistical Department by 11:30 
or their schedule -will be all upset. I'm 
so sorry. 

Mr. Jones sinks flabbily into his 
chair and gazes unseeingly out of 
the window for a moment, then 
turns again to his informant. 
Mr. J. Miss — Miss — whatever your 

name is 

Miss C. Effie Casey, sir. 
Mr. J. Miss Casey, do you happen 
to know how many people we are 
employing? I understand there has 
been a general let-up in business since 
I've been away. We had 310 or there- 
abouts on the pay-roll when I went 

Miss C. {Prondly) . 314 were on the 
job yesterday. 

Mr. Jones looks relieved until his 
eyes, turning tonoard the window, 
note an astounding fact — no smoke 
is coming out of the chimneys. 
Mr. J. But — but — the shop seems to 
be shut down! 

Miss C. Yes — but isn't it wonderful? 
— as fast as business slowed down with 
us we were able to switch people over 
to new work — statistics and filing alone 
took care of nearly 200 of the shop- 
workers, and, besides, some of our other 
people have as high as three committee 
meetings to attend every day and that's 
helped a lot. Even with not a single 
wheel turning in the shop for over three 
weeks we haven't yet had to let a single 
person go — icp're had more than enough 
other work for all of them. Isn't mod- 
ern business simply mar-r-r-velous?!?! 

The Fred M. Randall Company- 
Chicago office, will direct advertising 
for the Hafner Manufacturing Com- 
pany, same city, manufacturers of hy- 

Retail Trade Publications. Inc. 

Cleveland, publishers of Variety 
Goods Magazine, announce the appoint- 
ment of Guy Whitcomb as Western 
manager with offices in Chicago; and 
of S. M. Goldberg as Eastern manager 
with offices in New York. 

Harry K. Dunn 

Formerly associated with the Scien- 
tific American, will represent Industrial 
Management and Industry Illustrated 
in Western Pennsylvania and New 
York State. 

Federal Trade Commission 

Announces the establishment of a 
branch office in Seattle, Washington. 
Attorney Ellis DeBruler of Seattle will 
be in charge. 

The Poivers-House Company 

Cleveland, Ohio, will direct advertis- 
ing for the Van Sweringen Company, 
same city. 

November 4. 1925 





"_If We Could Only 
Concentrate On That Market!" 

'Bond 'Department Sales iManager: 

"You know there are only some 600,000 people in the United 
States who return incomes of over S5,000; but their total income 
must be somewhere around $5,000,000,000. If we could only con- 
centrate on that list with our security offerings!" 

cAdvertising ^Manager: 

"We can! 84% of those high bracket returns are from active 
business men. Most of them are connected with the 237,000 con- 
cerns capitalized at over sS35,000, which handle about four-fifths 
of the business and banking in the United States. Am I right?" 

oAdyertising oAgent: 

"You are — and there is a magazine that blankets that field. It has 
the largest S-i-a-year monthly circulation in the world. And over 
80% of each issue goes among these 237,000 concerns you men- 
tioned—for securities and nearly everything else, a market, both 
personal and business, that has no equal anywhere." 


"What is this magazine? What does it cost? Why don't we make 
it our prime medium?" 
oAd'vertising cAgent: 

"SYSTEM, The Magazine of Business. It costs less than S5 per 
page per thousand; and the January number — just in time for 
your January investment period — is being widely advertised as 
marking the opening of a second quarter century — for American 
business and for SYSTEM. In the leading article Henry Ford tells 
'What I Have Learned About Management in the Last Quarter 
Century'; President Mitchell of the National City Bank of New 
York discusses 'How To Select Your Banker'; and the publishers 
are widely featuring an epic of American Business, 'The Story 
It Took 25 Years To Write'." 

1)0 you want to receive day by day our 1900-1926 series of desk 
cards (to be released shortly) tracing the developments of the 
past quarter century in business? You will be immensely inter- 
ested. Write on your letterhead and we will gladly put your name 
on the list. But especially — get your advertising in for January 
SYSTEM ; and read "The Storv It Took 2S-Years To Write." 





November 4, 192 

Just Published — 

in Advertising" 


Associate Professor of Psychology, Columbia Uni- 
versity; Lecturer on the Psychology of Advertising, 
>. School of Business, Columbia University 

HERE, at last, is a book which 
analyzes in an interesting, read- 
able manner the actual results 
of hundreds of tests and studies, and 
shows specifically the application of 
the simple, psychological principles 
that really strengthen the pulling power 
• of advertisements. Writing from a 
close study of these tests, the author 
fully explains the emotional effect of 
copy, color, illustration, type faces, 
typography, isolation, line, and form. 
Moreover, he brings out clearly the 
relation of these factors to the sex, age, 
occupation, social and financial position 
of the reader. You can readily imagine 
the significance of proved methods in 
handling these pivotal points. 

Suppose That One of These Prin- 
ciples Should Increase Returns 5% 

ISCUSSING the proper methods for gaug- 
? public opinion, the author builds up 
practical technique for sampling the 
probable reaction to a particular advertisement. 
He suggests, in addition, ways to utilize feeling 
as expressed by type-faces and their arrange- 
ment, and gives methods of measuring the 



of the long- 
Is you how 

wm the 
, and just 

t. he makes crystal- 
ndling almost every 
involves a psycho- 

AN . 

Sent on Approval 

lination will quickly ] 
book to you. Send 
Simply mail the handy coupon 

Send no 


, Chicago 

I. A. T. Pt>fTenhereer"F 
ertlslnc" flexible blnd- 
e days after it3 receipt 
nls for malllnE charKe. 

,<;treet & NO. 



riT\- & ST.^TE 





lories" and Colonic 

y prepaid, s 

ame terms; U. S. Terrl- 
" wUh" o7deV.) 

Using Color in Advertisin g 

By S. T. Scofield 

Fairbanks, Morse & Company, Inc. 

SPACE in a publication that has 
character and standing will pro- 
duce results in the long run, re- 
gardless of color or stunt. Therefore, 
when the use of color is contemplated it 
should be decided what we want to do 
with it — whether we are using it merely 
to dress up our advertising and cater to 
our personal pride in our business, or 
whether we have a specific job in which 
more power, or a greater concentra- 
tion of power in our current adver- 
tising, is desirable. That is what the 
use of color in advertising is, granted 
you have your basis contacts or cov- 
erage; it is the addition of more power. 
But if your advertising is not hitched 
up to its load through a wide coverage, 
then the addition of power is largely 
a waste. 

The following experience will serve 
as an interesting example of the ef- 
fective use of color in advertising: 

At one time my concern was con- 
fronted with a serious advertising 
problem. These were the main factors 
of the situation — we had a limited 
field to cover; we needed concentrated 
advertising power; we had to sell our- 
selves and our product to an industry 
in which we had practically no iden- 
tity, and we had to do all this in a 
period of from five to six months. 

We decided that we must distribute 
our advertising so that there would 
be a minimum chance of any of our 
prospects getting through the next few 
months without seeing our advertising 
one or more times in one or more pub- 
lications. The field was limited so the 
general publications were not consid- 
ered. By the same token we did not 
spend very much time theorizing on 
what business publications the auto- 
motive manufacturers, for they were 
the people we were trying to reach, 
would be likely to read. What we were 
after were the representative publica- 
tions that they would have thrust un- 
der their noses, and that meant practi- 
cally all the automotive papers. Ob- 
viously the use of such a multiplicity 
of publications made straight advertis- 
ing schedules impossible so we had to 
resort to some means that would take 
the place of the slow working out of 
repetition. We had to get the most 
power in the quickest time — and our 
answer to that was color inserts. 

We decided on this form of adver- 
tising because of its definite advan- 
tages. The insert involves one other 
factor of increased attention value in 
addition to the color. That is a dis- 
tinctive paper stock, differing from 
that used in the usual publication in 

Portions of an address before National 
Industrial Advertisers Convention. Atlantic 
City. N. J. 

texture and usually in weight. Inserts 
may be printed on a heavier paper 
stock than that used in the publication 
itself and from the extra weight derive 
the advantage of causing the book to 
open readily at the point at which the 
insert appears. By designing the in- 
sert with a bleed border, a border hav- 
ing color extending entirely over the 
edge of the sheet, an additional as- 
surance of the advertising being seen 
is obtained, since such an insert will 
expose its presence in the closed mag- 
azine. You will note that in making 
this plan we sacrificed something in 
the frequency of our contacts in fa- 
vor of the power of our appeal. In 
other words we depended on the power 
of the color inserts to make up for 
the disadvantage of checkered sched- 

In about ten days we got the first 
results. The gum-shoe brigade began 
to appear; the envoys from our newly 
made competitors, who came with bait 
in the shape of impractical mechanical 
patents to the production of which they 
suggested we divert our facilities on a 
cooperative basis with them. All this, 
of course, was designed to get us to 
talk and show our hands — our engi- 
neering sophistication and our produc- 
tion facilities. Then the job hunters 
descended. While this did not bring us 
any business, it did indicate that we 
were on the right track. We apparently 
were making enough of an impression 
to perturb the established competition 
and, from looking over some of the job 
hunters, we seemed to have struck 
nearly enough to the trade key-note to 
attract some very good men our way. 
Then, our salesmen began to get a 
hearing in engineering departments 
from which their cards heretofore had 
been none too respectfully returned. 

The results of this campaign were 
eminently satisfactory, but that does 
not necessarily mean that the same 
would be true of every advertising 
campaign. The use of color must be 
approached with the greatest caution, 
and in conclusion I would like to list 
a few don'ts in the use of this color 

Don't waste a small appropriation 
on color advertising at the expense of 
basic contacts through black and 
white; don't let the color complex 
cause you to "high hat" the good old 
black and white page with its story 
simply and attractively displayed, give 
it time and the black and white will 
do the same job as your color; don't 
use color — the brass band — when the 
lecture platform will tell your story 
better. Most advertising situations 
that require a brass band require the 
lecture platform afterwards. 


I /P 

ONVINCING copy is essential in sales literature. 
But shrewd creators of advertising recognize 
that impressions register as effectively as state- 
ments—often more so — in the sale of goods. 

A Cantine Coated Paper, as a background for 
your text and illustrative matter, will confirm 
and strengthen the impressions of quality and 
value you wish to build around your products. 

And the difference in cost, considering the 
printing job as a whole, is negligible. 

Book of sample Cantine papers and details of our 
monthly prize contests will be sent you upon re- 
quest. Address: The Martin Cantine Company, 
Dept.180, Saugerties, N. Y. Jobbers in principal 








November 4. 1925 


1918 1919 1920 1921 1922 1923 

The remarkable sales success 

of a producer of raw materials 

demonstrates the effectiveness of the 

McGraw-Hill Four Principles of Industrial Marketing 

At the close of the war a very large producer of non-ferrous 
alloy faced a serious situation. With a tremendous invest- 
ment and heavy overhead, and with war production volume 
gone, something had to be done. The following story graphic- 
ally relates how lost volume was recovered and sales devel- 
oped far in excess of those of the best war period. It is one 
of the romances of Industrial Marketing. 

THE first three chapters— 1919-1920-1921— 
would, if told, record a determined but un- 
successful effort to regain lost volume. In this 
period [A] the selling was not selective and the 
advertising not specific. The story becomes in- 
teresting when "Market Determination" entered 
and it was discovered which industries offered 
the greatest opportunity for sales. From then 
on things began to happen [B], 

A Development and Research Bureau was estab- 
lished to determine the adaptability of the alloy 
to different industrial uses. As sales oppor- 
tunities unfolded, salesmen were trained in the 
application of the alloy to the specific industries 

involved. Selling was placed on a basis of real 
service to the buyer and was highly specialized. 
With such sales support the advertising became 
decidedly productive. Like the selling, it had 
been highly specialized, both in the matter of 
publications and type of copy. 
This straight shooting in both sales and adver- 
tising produced such excellent results [C] that 
the advertising was increased in 1923 to double- 
page colored inserts, and more salesmen were 
trained and assigned to new industries. 

There was no promiscuous selling — no knock- 
ing at doors in the hope that prospects would 
be found within. Advertising and selling 
worked hand and glove together to accomplish 
definite objectives. By 1924 results were so 
outstanding [D] that manufacturers who were 
fabricating the alloy recognized the sales value 
to them of this promotion work. 


November 4, 1925 


keres the record! 

Appeals that Influence. Buyeio were classified 
according to their common interests and ap- 
peals which have the greatest influence with 
them were used. 

These McGraw-Hill Four Principles of Indus- 
trial Marketing can be applied successfully in 
any business which sells to industry. If you 
are interested in applying them to your busi- 
ness the McGraw-Hill Company may be able 
to help you. 

Their fifty years of intimate contact with in- 
dustry qualifies them to counsel with manu- 
facturers who sell to industry. 

The book "Industrial Marketing" will be sent 
upon request. It contains facts about selling 
to industry which every manufacturer should 

\ iThey readily accepted the opportunity to "ride 

; in on the crest of the wave" by joining in the 

I publication of a number of cooperative multi- 

I page colored inserts. These joint inserts, which 
I j ran from twenty-two to forty-eight pages in 
I a single issue, created a sensation. 
I History may not repeat itself, but it is good 

: tactics to repeat a successful sales plan — so this 

: insert program was expanded and successfully 
: [Used again this year. 

I The Sales Chart tells the Story 

t lit graphically visualizes the net results of 
'applying the McGraw-Hill Four Principles of 
Industrial Marketing. These principles, as 
applied, were 

Market Determination. Each industry was 
analyzed, and its relative value determined. 
Buying Habits. A study was made of the buy- 
ing habits of each industry, and the technique 
of selling each was highly developed. 
Channels of Approach. Publications were se- 
lected which were known to offer the most 
direct route to the buyers' interest. 




Electrical Indiislrial Oicrst-as 















November 4, 1<)25 

November at 
Chalfonte-Haddon Hall 

Wonderful weather 

Riding on the beach 




will make your holidays happy days^x. 
winter or summer, spring or fall. 

A number of persons have grown so enthusi- 
astic that they have made Chalfonte-Haddon 
Hall their permanent or semi-permanent home. 

On the Beach and the Boardwalk. In the 
very center of things. American Plan only; 
always open. Illustrated folder and rates on request. 




Research On Exclusive 
Distributor Systems 

Methods bv which many companies are 
now solving their distribution problems. 
Details and maps of the new plans. 
The newest and most significant de- 

ure between selling ' direct and selling 
through jobbers. Also variations of 
this Dlan. such as -Preferential Dealer 



15 West 37th St., New York City 

In London, represented by Business Research 
Ssrvlce. Aldwych House, Strand 

2.E e ETi^TLY 
lF(y ^ L D § IHl EB> 

By McGraw-Hill Book Company, 
New York. — "Chain Stores," By 
Walter S. Hayward and Percival 
White, with chapters by John S. Fleek 
and H, Maclntyre. A text on the 
management and operation of chain 
stores. Includes chapters on chain I 
store principles and the chain store I 
field, physical aspects, merchandising I 
problems, personnel, control and ex- I 
pansion, and varieties of stores. 
Price $4. 

By the Erie (Pa.) Chamber of 
Commerce. — "Erie." A description of 
the town as a manufacturing and 
shipping center and as a summer re- 
sort and residential town. Illustrated 
with views of the city, port, factories, 
amusement resorts, etc. 

By the New York University 
Bureau of Business Reseabch.— 
"Retail Outlet Analysis for New York 
City." A survey and analysis of retail 
outlets in the metropolis with statistics 
showing the number and kinds of 
stores in New York City, together with 
an analysis of some of the lines of mer- 
chandise carried by these stores. Data 
give figures for entire city, for each 
of the five boroughs and for various 
districts in each of the three main 

By Manufacturers Association of 
Connecticut, Inc., Hartford. — "New 
England Industry and the New Haven 
Railroad." Story with figures and edi- 
torial comments from various sources 
of the cooperation of manufacturers 
of Connecticut, Rhode Island and Mas- 
sachusetts for the re-financing of the 
N. Y., N. H. & H. 

By Milwaukee Journal. — "Greater 
Milwaukee Facts and Figures." A 
compilation of facts regarding Mil- 
waukee and the Milwaukee-Wisconsin 
market. Contains a brief history; re- 
view of industrial development for 
1924; statistics on building, finance, 
sales, population and port growth; and 
miscellaneous data relating to public 
utilities, state and municipal institu- 
tions, retail outlets, motor develop- 
ment, etc. 

By the Metropolitan Life Insur- 
ance Company, New York, — "Methods 
of Handling Salesmen's Expenses." A 
pamphlet outlining the practices of 
several concerns in handling salesmen's 
expense accounts. Considers usual trav- 
eling expenses and those which arise 
from the use of automobiles by sales- 
men. Deals, in each case, with methods 
of determining what should constitute 
legitimate expenses, as well as plans 
for their control and reduction. 

By the Associated Advertising 
Clubs of the World, New York.— 
"Facts Worth Knowing About Adver- 
tising Mediums." A pamphlet consid- 
ering the principal selling points of in- 
dividual advertising mediums. The 
thirteen principal mediums are covered 
exhaustively, and the work comprises 
the consensus of opinion of several spe- 
cialists in this field. Price 25c. 

November 4. 192 


Industrial Motion 

By George Atwell Richardson 

Manager Technical Publicity Department, 

Bethlehem Steel Company, Inc. 

THE value of the motion picture as 
a means of advertising industrial 
concerns and their products has been 
the cause of a great deal of discussion, 
but the success of the Bethlehem Steel 
Company in using the motion picture 
for educational work along industrial 
lines has, in my opinion, definitely es- 
tablished its position as an unexcelled 
n.edium for this type of work. 

In the Bethlehem organization our 
first problem is that of getting across 
to our customers and prospective cus- 
tomers some idea of the real size of 
our organization. When, in the course 
of a motion picture lecture, we show 
an iron mine that is two miles long 
by a quarter of a mile wide, and three 
to four hundred feet deep ; when we 
show the interior of a coal mine that 
has more than one hundred miles of 
track underground and is only one of 
a large number of coal mining proper- 
ties, or when we show the operation 
of gigantic presses, unusual pieces of 
machinery, etc., we are putting across 
a very definite and lasting idea. We 
can say that we use twelve million tons 
of coal a year, or that wheels are 
forged under presses that develop a 
maximum pressure of twelve thousand 
tons (not pounds), but such figures 
are not nearly as impressive as seeing 
with one's own eyes. 

Then, again, the average user or 
buyer of steel products is seldom famil- 
iar with manufacturing methods and 
conditions. Hence, when the salesmen 
make statements that are calculated to 
help the customer fully as much as our- 
selves, they are frequently looked upon 
as mere selling talk. With the aid of 
moving pictures, however, and a thor- 
ough description of manufacturing 
processes, the customer soon sees 
things in a very different light. He 
becomes aware of the number of de- 
tailed and careful inspections of ma- 
terials, of the time lost in changing 
rolls and dies and the cost of these, 
and many other things, all of which 
influence deliveries and selling price. 

Then, again, the motion picture per- 
mits us to do what might be describei 
as out-and-out selling and pioneer 
work. We may have a new type of 
engine which can be explained thor- 
oughly in no other way. For instance, 
we can show an engine in operation 
and performing its stated work, but 
in the case of big units, it is usually 
out of the question to take the equip- 
ment off load, shut it down and then 
take it apart in order to show the ac- 
cessibility of the various parts and the 
ease with which they can be removed. 
Here motion pictures are invaluable. 

Abstracted from an a _„., „^, 

before the Industrial Advertisers Ci 
tion, Atlantic City, N. J. 



November 4. 1925 

How to Cut Down 
Salesmen's Sick 
"Time Out" 
On the Road— 

You executives who have trusted 
family doctors at your beck and 
call when sick — give a thought to 
your men on the road. They face 
far more dangers of infection, poor 
food, strange waters, etc., than you 

They get in the hands of incom- 
petent doctors or quacks. 
They are overcharged. 
There is no continuity of treatment 
available. They delay going to a 
doctor because of these conditions 
— thus have more "low," "pepless" 
days — at the expense of sales. 
Give every man in your sales or- 

The Official 




(Listing reliable, moderate- 
fee doctors, dentists, etc., in 
every traveled city and town 
in the U. S.) 


Under the Auspices of the Na- 
tional Council of Traveling 
The Compiler, Dr. William Bier- 
mars is Medical Director of the 
National Council of Traveling Sales- 
men. The Guide is endorsed by 
leading medical authorities, and is 
compiled from careful investigation 
on strictly ethical lines. Nobody 
has paid to be listed, and no one 
gets commissions or fees. Continu- 
ity of treatment is arranged for by 
special plan. 

This book is a distinct public health 
service, and to give a copy to your 
salesmen is not only a profitable 
business move on your part, but is 
an act of humanity and tvelfare for 
your men. Be as up-to-date in your 
humane treatment of your salesmen 
as you are in treatment of factory 

Vest pocket size ; 
fabrikoid cover; spe- 
cial prices on quan- $1 

lilies; names im- 

printed if desired. P^r COpy 

An Ideal Christmas or New Year 
Presentation Gift for Your Men 

Travelers' Medical Guide, Inc. 

293 Central Parte West, New Yorlt City 


Handling Ten-to-Four 


statistics over a long period and studied 
them intelligently this company knows 
very closely how much business the 
average call should produce, and how 
many calls should be made in a day. 
It demands from the salesmen daily 
reports of calls. These are checked 
daily and if a man is found to be fall- 
ing below the number of calls he should 
make he is told so. If he persists, he 
is fired. This sales manager is not 
unduly impressed with the new-fangled 
theory that every salesman should be 
cherished and evei-y effort made to 
reform bad eggs. He believes that the 
cost of labor turnover is not nearly as 
expensive as a lazy or incompetent 

IN addition he makes it easy for his 
men to work long hours. Territories 
are small and he insists that the sales- 
man live in a small town close to the 
center of the territory. 

He instills into the salesman the 
idea that he — the salesman — is the boss 
of that territory, and that he is ex- 
pected to know more about conditions 
in it than anyone else in the company. 
He succeeds in giving the man the point 
of view of the management, which 
automatically makes him willing to 
work as hard as does a man who is 
running a business of his own. 

"I can cite dozens of instances," this 
sales manager says, "to prove that my 
plan makes salesmen work. But let 
me tell of what forcing a man to live 
in a small town accomplished. 

"To prevent identification of the man 
I'm going to juggle the geography a 
little. Let's say that the territory was 
northern Illinois and southern Wiscon- 
sin. The man — and his charming young 
wife — liked Chicago. They went to the 
theater a lot and usually visited a 
cabaret afterward. 

"Chicago is on the edge of the terri- 
tory. So in order to be home in time 
for a Saturday night celebration it was 
necessary to leave the territory early 
Saturday. That of course meant Fri- 
day night. 

"If, on Monday, he had to be at a 
distant point of the territory he would 
have to leave home early Sunday after- 
noon, for distances were not quite great 
enough to warrant a night trip. It 
seemed foolish to spend a night in a 
country hotel when home was so 
pleasant, so he stayed over until Mon- 
day morning. 

"Often during the week there would 
be a party in Chicago which he wanted 
to attend. That cut heavily into Wed- 
nesday afternoon and Thursday morn- 

"Considering the number of calls he 
made his sales were satisfactory. It 
was evident that he could sell and that 
the trade liked him. 

"I took what may seem to be a high- 
handed attitude when I told him that 
he could take his choice between quit- 
ting and moving his family out into 
some small town near the center of his 
territory. I did not waste any time 
pleading with him to spend more time 
among his customers for I knew by past 
experience it would do no good. 

"He was a good kid who liked the 
bright lights and had no idea how at- 
tractive living in a small town could 

"He put up a big roar about a fel- 
low's right to live his own life and that 
I had considerable nerve to butt into 
his private afi'airs. I made it clear to 
him that I didn't care what he thought 
about it — if he wanted to stay with us 
he would have to move. He did. 

"As I e.xpected, he began to make 
more calls and his sales went up in 
proportion. Within two years his sales 
doubled. The increase has gone on 
since, slightly more than in exact pro- 
portion to the number of calls made. 
That reflects the growing friendship 
of his customers. 

"He stays away from . Chicago and 
admits that he gets more fun out of 
life than the cabarets ever gave him. 
He has accumulated a good deal of 
property which, had he not moved, 
would have gone to head waiters and 

THAT is the method of the strict 
disciplinarian who wears a velvet 

The president of a good sized manu- 
facturing company, who has come up 
through the ranks of salesman and 
sales manager says that no matter what 
threats or inducements are invoked, a 
salesman won't work to his limit unless 
he has character. All wage payment 
plans that offer a bonus or by straight 
commissions put a salesman's earning 
power directly up to him are mere frills 
according to this man's experience. 
Sometimes they will work and some- 
times not. But — and he has proved 
his contention for more than forty 
years — if a salesman is earnest, con- 
scientious toward his employer, and 
reasonably ambitious, he will work. 

In choosing salesmen, therefore, this 
man first looks into the character of 
the man seeking a position and then 
into his selling ability. He has found 
that men who will not work conscien- 
tiously, even though they have ability, 
are poor assets to an organization. 

•I Not 

November 4, 1925 


The Cost of Crime 

A N official of the American Bankers' 
Zi Association whose business is to 
-L ^know what he is talking about, 
estimates the money losses from crime 
in the United States during 1924 at 
$4,000,000,000. Adding to this the cost 
of police protection, courts, prisons, 
members of the National Crime Com- 
mission pile up a grand total of $10,- 
000,000,000. This estimate is said to 
be too high by some authorities, but in 
the absence of definite statistics they 
admit that one figure is as good as 

Figures so long that they look like a 
Pennsylvania through freight mean 
little by themselves. The mind has to 
have something to measure them by. 
Consider the following: The estimated 
crime total is greater than the entire 
foreign trade of the United States for 
the same period; our imports and ex- 
ports for the fiscal year of 1924 came 
to $7,865,422,008. 

The ancient and honorable industry 
of farming attains the nearest ap- 
proach to that ten billion; listed in 
government statistics as "Food and 
Kindred Products," the total value for 
1923 was around nine and a half bil- 
lions. Textiles came next with $9,487,- 
000,000. Lumber and allied industries 
trailed far behind with an ignominious 

Dollars are one thing and human 
beings another. Therefore a recapitu- 
lation of persons gainfully employed 
in banditry and kindred pursuits ought 
to be even more entertaining. The 
number of prisoners in different insti- 
tutions throughout the country is said 
to be about 200,000. Our entire crimi- 
nal population is estimated at 1,000,- 
000. Then we have those aristocrats of 
crime who have — as the statistics so 
delicately put it — "unlawfully taken 
human life." Including professional 
grunmen with the winsome young girls 
who have shot their boy friends our 
murders are put at 135,000. 

If you got all our murderers together 
and made them live in one city that 
sinister municipality would have a 
greater population than Salt Lake City, 
Utah, or Nashville, Tenn. 

~ ' ' iness Maga- 

Advertising Calendar 

NovBUBBm 16-18 — Annual Meeting. 
Association of National Advertisers, 
Inc., Washington, D. C. 

November 22-24 — Seventh District 
Convention, Associated Advertising 
Clubs of the World, Oklahoma City, 

April 12-14, 1926— Fourth District 
Convention, Associated Advertising 
Clubs of the World, Orlando, Fla. 

June 19-24. 1926 — Twenty-second 
Annual Convention, Associated Ad- 
vertising Clubs of the World, Phila- 
delphia. Pa. 

The Editor will be glad to receive. 
In advance, for listing in the Adver- 
tising Calendar, dates of activities of 
national interest to advertisers. 


is the amount of advertising refused by Amer- 
ican Wool and Cotton Reporter and allied pub- 
lications during the past twelve months. 

We feel a certain moral obligation whenever we are 

offered any advertising to make sure as far as is humanly 
possible : 

First — That the textile industry offers a proper mar- 
ket for the commodity offered. 

Second — Is the firm offering the commodity of suf- 
ficient standing to justify our advising our subscribers 
to do business w^ith them? 

If you have something you would like to offer, which 

you believe w^ill meet these qualifications, and want to 
submit it to us for a frank opinion, we will tell you ex- 
actly what we believe. 

You cannot buy space in the American Wool and 

Cotton Reporter unless we are convinced that these two 
qualifications are satisfied. 
May we advise you? 

Wool and Cotton Reporter 


Recognized Organ of the Great Textile Manufacturing Industries of America 

The Oldest Textile Paper of Continuous Publication in the United Stales 

Largest Circulation in the United States of any Textile Publication 

530 Atlantic Avenue 

380 Bourse Bldg. 

518 Johnston Bldg. 
Charlotte, N. C. 

154 Nassau St., Room 902, 
New York 

Qet Our Samples Before Ordering 


your letters — a 

produ^ better results for 
price^pf good printing." 


Manu/actORii^ Lithographers 
30 Ferry Street^- New York, N. Y. 




This Letter Sold . 
^^^63.393 inlODays/ 

s/m TET postage magazine tell you 

''.^^^a J— i now to increase yoursales and decrease 

ostage Magazine 

8 East 18lh St. 


f^ovemh^T i, 1925 

AGENCIES and Adver- 
^~^ tisers who sell to the 
cabinet maker and wood 
working industry should be 
interested in killing two 
birds with one stone. 

We can tell you how you 
can do it economically. 
Just write asking us about 

Manufacturer & Artisan 


Ah! Welcome! 

This is a true picture of the reception 
^iven by an advertising man to "The 
Process and Practice of PhotoEngrav- 
ing." Justly so. When you realize how 
this book is going to save time, temper 
and monev for you. too, your greeting 
will be just as hearty. 

Note These Contents 

Basic principles of photo-engravinE, Making a 
rhoto-engravlnc, Principles of photography. 
Lenses and llj:ht. Tlie camera. Making a line 
nepallve, Maidnp a hnlftone negative. Negative 
turning and Inserting Photographic printing on 
metal. Etrhinn. Routing, Halftone finishing. 
LayinR tints, Cninr ivork. Photography of colors. 
Proofing ami presses. Blocking, Electrotyping 
stereotypes. Repairs and corrections. Preparation 
of copy. Special methods and other processes. 

The Process and Practice of 
Photo Engraving 

By Harry A. Groesbeck. Jr. 
260 Pafies-280 Illustrations-$7.50 

Doubleday, Page & Co. 

Garden City, New York 

Send me a copy of Harry A. Groesbeck. Jr.'s. 
authoritative work, ' The Process and Practice 
of Photo-Engraving." If, at the end of ten 
days. I find It unsatisfactory. I will return It 


City State 



In Sharper Focus 

William D. Mcjunkin 

HIS father was in Harrisburg at 
the time. As a legislator of 
Pennsylvania, he was immersed in 
putting through a bill of importance. 
But he came home posthaste when they 
wired him another Bill of importance 
had arrived in Franklin. Getting 
himself born in Franklin was really 
"Bill" McJunkin's first stride toward 

for the moment and hiked out to Hal- 
sted Street where merchandise men 
are merchandise men and women are 
shoppers. L. Klein, his employer, had 
seventeen windows to dress but this 
was before the days of conferences so 
Bill still had time to become advertis- 
ing manager. Then M. L. Rothschild's 
scouts caught his stuff and Bill was 
escorted to State Street. 

After two years with M. L. as ad- 
vertising manager. Bill moved up the 
street to the Fair and gathered more 
garlands there for five years in the 
same capacity. Then Mandel Bros, 
claimed him for their own until Bill 
went in on his own, in 1905. 

In the twenty years since then Bill 
and his clients have prospered. He 
has put his name on a real general 
advertising agency organization of 
seventy people and his position among 
advertising men is conceded. Among 
other honors he carries easily is the 
job of vice-president and director of 
the National Outdoor Advertising 
Bureau. His clubs include the Chicago 
Athletic, Chicago Yacht and Edge- 
water Golf. They call him "Bill" at 
all three and mean it. Right now his 
greatest interest in life is Bill Mc- 
junkin, Jr., »tat six. 

A. E. Greenleaf 

To A. E. Greenleaf, the name Ply- 
mouth is suggestive of pleasant 
things. Forty miles from his office 
there is a rock which has made a town 
of that name famous. 

success — it gave him a migratory mind. 
Two years later Butler, Pa., beckoned 
and Bill moved his family there. 

For an advertising man Bill evi- 
denced an early and eager taste for 
work. It bothered his folks who lived 
in a big house on the hill and wanted 
him to go into a profession ; but Bill 
went into a planing mill instead. For 
four years he took summer courses in 
hard work, coupled with exposure to 
higher education during the cold 
weather at Western University, now 
rechristened Pittsburgh U. 

Just after disfiguring his first ballot, 
Bill made a triumphant return to 
Franklin where his uncle was entre- 
preneur of the local emporium. It was 
there he broke into advertising through 
the window — trimming the restricted 
area of his uncle's fine old plate glass 
with a native knack that caused Cleve- 
land to call him to Wm. Taylor Son 
& Company. Here he postgraduated 
in the art of attracting passers-by 
until the World's Fair brought him to 
Chicago in 1893. 

Bill could have lingered in the Loop 
at the outset but he deferred his debut 

Then, in exactly the opposite direc- 
tion — up in the rugged hills of Ver- 
mont — there is another town by that 
;iame, which injected something into 

November 4, 1925 


*(i;iii Inusually Beautiful Car ol 
Excellent Perlormance 

Tlie New Ford Coupe-a liivii iie Willi Salesmen 
and Exceedingly Economical 

Do Motor Cars Pay? 

SALESMEN and sen-ice men have 
accepted the automobile as the most 
convenient and flexible commercial trans- 

Yet each executive must ask: Is auto- 
mobile transportation really prolitable for 
my particular business? 

Only two economic reasons justily the 
commercial use of passenger automobiles: 
[1] To reduce costs; and [2] to improve 
business. The latter includes better selling, 
more selling and quicker coverage. 

It is agreed the motor car does have real 
advantages — if they can be unscrambled 
from the disadvantages arid abuses. 

Company car ownership is the source of 
many disadvantages. To use no cars at all 
may be equally wasteful in time, oppor- 
tunity and actual cash. 

Built on 10 years experience with car costs 
and practices, Saunders Drive -It -Yourself 
System presents herein a work-a-day plan 
for the busy executive and sales manager. 

Saunders System in 
the Central States 

The development of Saunders System 
service as pictured above will Cover the 
needs of the average salesmen. Other sta- 
tions are being opened as fast as local needs 
can be determined. Smaller towns not yet 
developed by Saunders System usually have 
some local rental company wiiich gladly 
honors our Travelers' Identilication Cards. 

This booklet is a constructive study of costs and results of motorized selling based on actual practices 

^^Motor Car Advantages Unscrambled^^ 

Why Saunders Drive-It- Yourself Co. Urges Rail Travel and 
Renting Motor Cars for Use Only When a Sales "Asset" 

TH E difficulty concerning 
salesmen's automobiles is to 
unscramble the advantages 
from the disadvantages and abuses. 
To do this, one must realize that 
a motor car for traveling salesmen 
is, at times, an "asset." At other 
times it is a distinct liability. 

For most companies, the City 
and its Trade Area is the natural 
market unit. The best roads radi- 
ate from these sales centers and 
here a motor car is a real "asset." 
Metropolitan areas and adjacent 
rural centers can both be covered 
quickly and economically. 

"Driving through," however, is 
costly on long trips, slow and ex- 
hausting, while rail travel is 

Akron (2) 
Athens, Ga. 
Atlanta (2) 
Augusta. Ga. 
Baltimore (2) 
Bessemer. Ala. 
Birmingham (4) 
Chicago (2) 

Council Bluffs 

Dayton. O. (2) 

EvansviUe (2) 
Galesburg (2) 

cheaper — although not so flexible 
or so quick on short trips. Real 
sales economies, therefore, are 
effected by using rail service be- 
tween major towns and covering 
the adjacent trade territory in 
motor cars. 

At 85 stations in tvventy states 
Saunders Drive - It - Yourself Sys- 
tem rents gear-shift and Ford 
coupes, sedans, and touring cars 
on a mileage basis. Each salesman 
drives privately a new, clean, 
splendid-running car with standard 
insurance protecting you against 
liability, property damage, fire, 
theft and also collision above $15 
damage. A salesman can take a 
car Monday morning, keep it until 


Drive It Yourself] 


Saturday evening, and if he drives 
only one mile he pays for only one 
mile. No hour charge or mileage 
guarantee required. 

A new book, "Motor Car Advan- 
tages Unscrambled," analyzing this 
service, shows how a salesman 
may use a Saunders car for quick 
coverage of a given trade center, 
then discard the automobile, take 
rail, rest and plan his work, arrive 
refreshed at the next major town 
and rent another Saunders car. The 
book also contains a host of ideas 
for aggressive sales managers. A 
sample copy will be sent free at 
your request. Address the Saunders 
Drive -It -Yourself Co., Inc., 318 
Saunders Bldg., Kansas City, Mo. 



Montgomery (2) 
Nashville (2) 
New Albany, Ind. 
Oklahoma City 

Richmond, Va, 

Rockford, 111. 

Rock Island 

Sioux City 

Springfield, 111. 

Springfield, O. 

St. Joseph, Mo. (2) 

St. Louis 



Tuscaloosa, Ala. (2) 

Vincennes, Ind. 

Washingtor., D.C. (3) 

'WheMvcfi ^IJQu ^Ijfl^ 


November 4, 1925 

Get More Business 

through the use of sound sales 
and adve. tising psychology 


cut right into 
the heart of 
your distribu- 
tion costs by 
explaining the 
methods of ad 




461 pages, 5x8, illustrated, $4.00 

This book explains how people buy and how they 
can be sold. It analyzes the buying process com- 
pletely and expresses It in a formula covering every 
purchase at bedrock, around wliich every selling 

practical guide with which you can analye your own 
selling and advertising problems and follow the 

Buying habits analyzed for you 

The book digs deep down Into the roots of human 

solutions to these wants, how they make decisions 
and take action and explains the parts played by 
satisfaction, feeling, sentiment and good will. 

How can you improve your 
selling and advertising? 

I in buying, the book discusses the 
selling and advertising methods of 
using this lirformatlon — selling and advertisinp 
with least friction — selling and advertising methods 
that are quicker ai^ more lasting. It dlscuBsea 
motivation, suggestion and other methods of arous- 
ing Immediate desire for a product. It covers 
appeals, their relative values, and methods of using 
them. It gives you the key to your advertising 
and selling problems. And every chapter Is prac- 
tical and sound. It tells you how to put the "you- 
attitude" into your selling efforts. 

Examine this new book for 10 
days free 

No obligation to purchas* be sure to eee 




370 Seventh Ave., N. Y. 

You may send me for 10 days' free examin- 
.IND ADVERTISING. J4.00. I agree tii re- 
turn the book, postpaid, in 10 days or to remit 
for It then. 


the boyhood of Calvin Coolidge that 
started him on his way to the White 

Across the Connecticut river from 
silent Cal's birthplace, there is still an- 
other Plymouth, cosily nestled within 
the confines of the good old state of 
New Hampshire, and into this com- 
munity, on the 6th of October, 1874, 
there came by birth one A. E, Green- 

A present height of six feet four — 
with avoirdupois in proportion — bears 
testimony to the fact that the name 
"Plymouth" is synonymous with the 

At an early age the nomadic lust con- 
quered mother's apron strings and this 
personality started an inky career on 
the Laconia, New Hampshire News 
and Critic, for which paper he served 
as office boy, compositor, solicitor, ad- 
vertising manager and assistant editor. 

After a few years' experience tramp- 
ing around printing and newspaper of- 
fices in the Middle West, he landed in 
Norwich, Connecticut, in charge of the 
Job Printing Department of the Nor- 
wich Morning Post. 

Then he was caught by the lure of 
Beantown and migrated to Boston, 
there to hold positions with the Journal, 
Globe, Herald and finally the American. 
On the latter publication he admits 
that as superintendent of the com- 
posing room, he helped William Ran- 
dolph Hearst get his first start in 

Then back to Connecticut again — this 
time New Britain, that well-known 
home of good hardware — where he 
served as advertising manager for 
Landers, Prary and Clark, 

From that position he was carried by 
the natural process of evolution into 
the advertising agency business and 
founded The Greenleaf Company a few 
years later in 191.5, 

During his journey through life thus 
far his hobbies have been many and 
varied. In Masonry and Shrinedom 
he has been particularly active and he 
claims the world's championship in 
golf, for hitting the ball the hardest 
with the least results. As a swimmer 
he has changed the temperature of the 
water as well as the rising and falling 
of the tide on many and varied oc- 
casions — indoors and out. Also, it 
might be mentioned that he is an 
authority on dodging the tops of doors, 
chandeliers, awnings, etc, as well as 
adapting his length to beds and Pull- 
man berths. 

The Krichbaum-Liggett Company 

Cleveland, will direct advertising for 
The Hughes-Keenan Company, Mans- 
field, Ohio, manufacturers of ornamen- 
tal iron work, pressed steel stairs, and 
steel dump bodies, 

W. D. Sawler 

Formerly advertising manager of the 
Lehon Company, Chicago, has become 
associated with the Morgan Sash & 
Door Company, Chicago, as advertis- 
ing manager. 



It's the 


Our local advertis- 
ing rates are 10% 
higher than the 
second paper. 

We lead in local 

Member of A. B.C. 

Represented by 

Lorenzen & Thompson, Inc. 

New York 
Chicago San Francisco 

For Some Agency 
or Advertiser — 

I know a young lady who has 
a superlative knowledge of mer- 
chandise gained thru working 
in the merchandise comparison 
and control departments of one 
of America's largest stores. In 
addition, she has taste, the 
ability to write, and is a college 
graduate. For some agency or 
advertiser she would make an 
excellent research worker, or, 
with very little training she 
could write first class copy. 

To an organization that con- 
siders the future possibilities of 
those it employs, she will prove 
a real "find". Moderate 
starting salary. Further parti- 
culars may be had from 

P. L. Box j2} % Advertising and 
Selling Fortnightly 

November 4, 1925 


19 2 6 ll 










ome Observations on Planning 
the Industrial Campaign 

This is the open season for campaign 
planning. 1926 is just around the 

Naturally, each product has its own set 
of conditions, but in the case of prac- 
tically every article coming under the 
heading of "industrial products," the 
following basic questions must be con- 
sidered : 

The number of industries covered. 

It is now generally appreciated that 
there is a limit as to how thin a cam- 
paign can be spread out. It takes a 
certain amount of effort to make an 
impression on a prospective buyer. 
Anything less than that is waste. 

The relative size of the industries. 
Other things equal, the bigger the in- 
dustry, the bigger the market. (The 
textile industry ranks second.) 

The number of manufacturing 
units. This has an obvious influence 
on sales and advertising effort. (The 
textile industry leads all others in the 
number of large units. 95% of the 
total production of the industry is con- 
fined to about 6000 mills.) 

The business outlook. The average 
Advertising Manager prefers to "buy 
on a rising market." (The textile in- 
dustry has fully recovered from one of 
its worst slumps. It is now well on its 
way toward real prosperity.) 

The relative merits of publications 
serving the industries. The impor- 
tance of this question is obvious. It 
is completely discussed so far as Textile 
World is concerned in Section 4 of 
"How to Sell to Textile Mills." Sec- 
tions 1 , 2 and 3 of the same book will 
help you size up the textile industry as 
a market for your product. 

You may have a copy of "How to Sell 
to Textile Mills" for the asking. 





J %[l= 


November 4, 1923 

:-^^^^^^^^i^^g^ ^ 

*'I read," said the architect, "ALL 
of The Architectural Record. 
The text gives me the news of 
progress in architectural de- 
sign — plan and its expression. 
The advertising pages give the 
news of the new and standard 
products I use in my profession. 
The two things, like ham and 
eggs, are one and indivisible." 

Ask us for the latest statistics on building activity — and for data 
on the circulation and service of The Architectural Record. 

(Net Paid 6 months ending June, 1925—11,660) 

T/ie Architectural Record 

119 West Fortieth Street, New York, N. Y. 

Member A. B. C. Member A. B. P., Inc. 


Better Results from 
Your Direct Selling 

IT makes no difference whether you sell 
Shoes, Soap, Sealing Wax or Ships — 
Sales Results only — count! To get the 
best results you must sell on an economical 
basis at all times. Only Direct Mail enables 
you to accomplish this — but it must be used 
judiciously to make it pay. Our staff of 
experienced Merchandisers with a thoro 
knowledge of the Science of Marketing by 
Mail — and our ability to plan, prepare, pro- 
duce and mail successful Direct Mail Ad- 
vertising Campaigns, has made our service 
national in its scope. This should be suffi- 
cient proof that it will pay you to consult us 
before starting your next Direct Mail Cam- 
paign. We will arrange to have one of our 
Merchandisers call to suit your convenience. 

Buckley, Dement & Co. 

General Office and Plant 

1314 Jackson Blvd., CHICAGO 

for furni: 
Form Lei 
,11 under 

Eastern Sales Office 

247 Park Ave., NEW YORK 

ing — Merchandising Analysis. 
;rs, Mailing Lists, Addressing 

What Aie Unfair 
Business Practices? 

Recent Decisions of the Federal Trade 

Commission Condensed for Quick 


Cosmetics.— A New York manufac- 
turer of perfumes and face creams has 
been ordered to cease and desist from 
the unfair business practices of estab- 
lishing uniform prices at which retail 
dealers should resell such products to 
the consuming public; and from solicit- 
ing and receiving the support of job- 
bers and dealers in maintaining its 
price lists; and from refusing further 
shipments of its products to dealers 
who sold below the fixed price. 

Correspondence Schools — A Chi- 
cago corporation conducting a corres- 
pondence school purporting to teach 
mechanical and other forms of draft- 
ing and the trade of repairing auto- 
motive vehicles has been ordered to 
cease and desist from falsely adver- 
tising that pupils of a very limited ed- 
ucation will be qualified as experts 
for highly lucrative positions in the 
space of a year, and that it will place 
pupils in such positions when they have 
completed their courses. This con- 
cern was also ordered to discontinue 
advertising its courses at reduced rates 
when the rates were not reduced, and 
from advertising that certain valuable 
tools, etc., were given free when in 
reality their cost was included in the 
regular fees. This firm was also or- 
dered to cease using fictitious legal 
papers in attempting to make collec- 
tions from delinquent pupils. 

Butter. — A creamery company of 
Neosha, Mo., has agreed to accept the 
Commission's order requiring it to dis- 
continue the practice of selling butter 
in shapes, sizes and dress in imitation 
of recognized shapes, sizes and dress 
generally known to the purchasing pub- 
lic to contain certain standard weights. 
The packages sold by this concern, it 
has been found, ran from one-half to 
two full ounces below the recognized 
standard in defiance of a resolution 
passed in 1920 by the assembled butter 
manufacturers of Arkansas, Oklahoma 
and Texas. 

Feather Beds. — A Nashville, Tenn., 
concern, engaged in selling feather 
beds and allied products direct to users, 
is required to refrain from its practice 
of advertising and branding its mer- 
chandise as being made in its own fac- 
tory when the goods are not so made 
and also from the practice of branding 
similar goods with differing labels in 
order that varying prices may be 
charged for merchandise of a similar 

Varnish. — A Louisville, Ky., concern 
is required to desist from the practice 
of secretly offering and giving sums of 
money as rewards for foremen or other 
employees who persuade their employ- 
ers to use its varnish or as induce- 
ments to employees to recommend the 
use of the varnish. 

November 4, 1925 




for Executives 

ATTRACTIX'E sheepskin bound desk book with 200 pages devoted to vakiable material for daily 
reference and 200 pages for use in making memoranda for present and future plans, appointments, 
■" confidential sales records, quotas, daily activities and personal information. Especially valuable to sales 
executives. The useful tables and facts for personal use alone are worth more than the price of the 
book, if kept handy for immediate reference. Ruled pages and graphs for personal records make the 
desk book a daily aid in planning work and working plans, in addition to keeping engagements, record- 
ing sales accomplishments, watching income tax reductions, and dozens of other items which every 
executive must remember for his own personal needs. 

An exceptionally appropriate gift for executives, 
branch managers, distributors, convention guests, 
contest winners. 

Type of Data It Provides 

Mileage between important cities, express rates, 
telegraph, long distance, railroad, Pullman, etc. ; 
months when business is best in principal cities ; 
peak seasons and monthly sales in different lines ; 

best hotels in 300 cities ; table of selling prices based 
on costs to quickly determine net profit ; table of 
discount equivalents; chart showing influence of 
turnover on volume; chart showing how to buy 
stocks ; state counts ; publication circulations and 
rates ; population and buying power by counties ; 
and other valuable data, Ix-sides the ruled pages and 

Sent on Approval to Any Executive 


New York Offices, 19 W. 44th St. 


4666 RavenswooH Ave., Chicago 

In Special 

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more, $48 a dozen. Na 
stamped in gold on cover, 2 

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The Dartnell Corporation, Raveiiswood Ave., Chicago 

Enter our order for E.xccutivc's Personal Record Books for 1925 (with) (without) 

names stamped on covers in cold. 

Company . 
Address . . 

All bills rendered to company, unless otherwise instructed. 


November 4, 192S 


should have as good tools 
as these — 

GEM BINDERS are built right to 
hold Testimonial Letters. Sales 
Bulletins, Photographs, Price 
Sheets and similar material. 
GEM BINDERS aid the Sales- 
man in conveying that Good 
First Impression. 
GEM BINDERS are not just cov- 
ers, they are expanding loose leaf 
binders fitted with either our pat- 
ented flexible staples, binding screw 
posts or paper fasteners. 
They are easily operated, hold their 
contents neatly and compactly, fit 
nicely into a traveling man's brief 

GEM BINDERS in Style "GB" are cov- 
ered with heavy quahty Art Fabrikoid ; 
they can be washed, if necessary, for the 
removal of hand stains, without affecting 
the surface color or finish of the material. 


Advertising and 
Human Progress 


advertising itself is very expensive 
and often very wasteful. Contrast the 
conditions in the homes where you 
live with the conditions in the homes 
where you grew up. In my home as 
a boy we received one religious weekly, 
one country weekly, and the Century 
Magazine. In my home today — thanks 
to the gracious generosity of the pub- 
lishers — I don't know how many pub- 
lications I receive. In addition to this 
there are the motion picture and the 
billboard and the street car card and 
the radio and the theater, none of which 
played a part in the life of my parents. 

One day a prominent newspaper pub- 
lisher shut one of his editors up in a 
room alone to read through one daily 
edition of the New York Times. He 
was to read as fast as he could but 
was to read every word — headlines, 
news," editorials, display advertising, 
want advertising — skipping nothing. 
How long do you think it took him? 
Fourteen hours. There is fourteen 
hours of reading matter turned out to 
divide the attention of people who, on 
the average I presume, give not more 
than fourteen minutes to it. 

We are not in our minds a thousand 
times more able than our parents. We 
know that, and it stands to reason 
that with this tremendous pull and 
tug upon our interests no single page 
of printed matter, whether it be so- 
called literature or advertising, can 
possibly have the attention value that 
such a page had years ago. 

ADVERTISING is wasteful because 
all form of competitive activity is 
wasteful. Yet it is only because we 
have a competitive system that we make 
progress. Twenty years ago the Govern- 
ment broke up the Standard Oil Com- 
pany, and today as you drive up 
through New York or New England 
you pass a garage in front of which 
you find not one pump seeking to sell 
you gasoline but two pumps or three 
pumps, or even ten pumps — and that is 
very wasteful; your soul cries out 
against it. But suppose that the Gov- 
ernment had taken over the Standard 
Oil Company twenty years ago, as 
Mr. Chase and men like him would like 
to have it. I venture to say that at this 
very hour the people of the United 
States would be in the throes of a 
gasoline shortage. The only force 
under heaven which will drive men into 
the wilds of Mexico and into the wilds 
of Venezuela and into every other un- 
explored and untamed spot in the uni- 
verse in search of oil is the force of 
competition, the desire to go ahead, in 
comparison with those whom we are 
competing against. 

The same thing is true in advertis- 
ing. If the Government were to take 
over advertising as a national monop- 
oly, which Mr. Chase suggests, in- 
stantly the wheels of industry would 
slow down because the force that drives 
industry forward is the desire on the 
part of the manufacturer to have a 
larger share of the total volume of 
public good will and favor. That de- 
sire is what inspires him to establish 
the laboratory, is what makes him dis- 
contented with his production costs, is 
what makes him unwilling to shoulder 
unfair and unnecessary distribution 
costs and taxation costs. That eternal 
reaching out is the thing that builds 
progress, and advertising is the most 
powerful force in that direction. 

THIS brings me to a third thing, 
and that is, advertising, far from 
being non-productive, as Mr. Chase 
says, is actually the inspiring and 
driving force behind all production, 
and is the builder of civilization. 

You go in to a savage tribe, and 
what do you find? You find men who 
have no wants. You find that the 
savage is perfectly content if he has 
a skin to wrap around his loins, an- 
other skin to keep the rain off his head, 
a skin to lie on, and a little food and 
a fire. So a savage tribe continues for 
a thousand years and there will be 
no change. The great-great-grand- 
children will be living as their great- 
great-grandfathers lived. But suppose 
that out of an airplane an advertising 
man dropped into that tribe and 
brought with him pictures of red 
neckties and tan shoes, and underwear 
and new hats, and automobiles and 
bicycles, and feathers and strings of 
beads. Instantly there would begin 
in that tribe a transformation. Wants 
would be kindled, and the desire to 
satisfy those wants would overcome all 
other desires, and in obedience to them 
even a savage is willing to abandon 
his life of leisure and voluntarily en- 
list himself in servitude to the crea- 
tion of a civilization. 

John Ruskin said that "there is no 
wealth but life," and that, it seems to 
me, is the thing which economists of 
the type of Mr. Chase overlook. Wealth 
consists not in things but in people, in 
human energ-y, in human ambitions, 
hopes and achievements, and it is possi- 
ble by holding up before a man a pic- 
ture of things that he wants and a 
goal toward which he is striving to 
transform that man from a ten horse- 
power man to a thousand horse-power 
man. And there isn't anybody here, 
or anybody of intelligence anywhere, 
who hasn't in his own experience found 

November 4, 1925 


that under the impulse of a great 
desire he could do something which 
astonished himself. 

This, I say, is the real wealth of the 
nation : human life, the releasing of 
human energy, the multiplication of a 
man's own power by the heightening of 
his desires and the lifting of his am- 
bitions. And that, I take it, is the 
great service of advertising. Any man 
who says you can deduct that force 
from modern life and still have prog- 
•ress as rapid or life as rich speaks 
without any real knowledge of the fun- 
damentals of human nature. 

The proper attitude toward adver- 
tising should be the attitude of the 
scientist in the laboratory toward elec- 
tricity. You ask him what electricity 
is and he tells you frankly that he 
does not know. You ask him what elec- 
tricity does, and he will answer that 
by constant experiment, by study, by 
trial and failure, bit by bit, scientists 
are able to build up a record of ex- 
perience by which they can tell just 
a little about the laws governing this 
great force and the way in which it 
acts and can be used for human prog- 
ress. And that ought to be our at- 
titude toward advertising. We deal 
with something which is not concrete 
and visible, something which can not 
be weighed or measured or seen. We 
deal with human nature, with the fluc- 
tuating ambitions and tastes and desires 
of men and women, with the changing 
impulses and emotions to which they 
can be made to respond; and as long as 
human life continues and men and 
women of different types and per- 
sonalities are born into the world ad- 
vertising is going to be a constant 
growing, changing, and shifting thing. 
Nobody can claim to be an advertising 
expert; nobody can claim to be any- 
thing more than a servant of a force 
which is far greater than himself, the 
outer fringes of whose garments he 
can only just touch. 

LaPIace, the great astronomer, died 
at the age of seventy-eight, and his 
last words were wonderful. He said, 
"What we know is nothing; what we 
have to learn is immense." 

This, it seems to me, is the only safe 
attitude for a conscientious advertising 
man to take. Never have a feeling that 
we know it all; never assume the fool- 
ish and untenable position that we are 
wholly efficient or that bad advertising 
does not add to the cost of distribu- 
tion just as good advertising detracts 
from the cost of distribution. Never 
assume any such position as that, but 
take a position of humility in the 
presence of this great force, a feeling 
that we still have everything to learn, 
and yet a feeling of self-respect and 
of confidence in the knowledge that we 
are servants in a very great and a 
very worthy cause. 

Grafton B. Perkins 

Has been appointed advertising man- 
ager of the Lever Brothers Company, 
Cambridge, Mass., manufacturers of 
Lifebuoy, Lux, Rinso, etc. 

Safeguarding the lanes of speech 

The New York-Chicago telephone cable has been 
completed and is now in service. A triumph of American 
telephone engineering, the new cable is the result of years 
of research and cost $25,000,000 to construct. Its first 
reach extended along the Atlantic seaboard, then steadily 
westward until this last long section to Chicago was put 
into service. 

To the public, this cable means dependable service 
irrespective of weather conditions. It is now not likely 
that sleet storms, which at times interfere with the open 
wire type of construction with 40 to 50 wires on a pole, 
will again cut off the rest of the nation from New York 
or from the nation's capital as did the heavy sleet storm 
on the day of President Taft's inauguration. 

The new cable means speedier service, as it provides 
numerous additional telephone circuits and will carry a 
multitude of telephone and telegraph messages. It would 
take ten lines of poles, each heavily loaded with wires, 
to carry the circuits contained in this most modern artery 
of speech. 

This cable, important as it is, is only one of the Bell 
System projects that make up its national program for 
better telephone service to the subscriber. It is another 
illustration of the System's intention to provide the public 
with speedier and even more dependable service. 

AMERICAN Telephone and Telegraph Company 
N^%\ And AssociATfeD Companies 


\^fe£^^ One Policy, One System, Universal Service 

^Mailing Lists 

Will help you increase sales 

Bakers Weekly 



New York City 

45 West 4Sth St. 

S. Dearborn St. 



ng a complete 
rimenta! bakery 
ty of products 
Also a "Research 
furnishing statis 







mining the 
baking in- 
dising De- 
sales Inaly- 


November 4, 1925 

One Advertisement 

34 Pages 

The largest and finest radio trade advertisement 
that has ever been published by any trade paper 
appears in the OCTOBER I 5th issue of 

"The Big Book with the Orange Cover" 

This remarkable 34-page colored insert appearing 


and is sponsored by the Zenith Radio Corp., Chi- 
cago (Lee Robinson) in conjunction with 28 Zenith 
Distributors throughout the country. 

Send for a copy of this insert 
It is iielt north your attention 




Impressive Facts About the Gas Industry" 

With an investment of $4,000,000,000, the gas industry 
stands high among the country's leading industries. To 
familiarize advertisers with the enormous mar- 
ket which this business affords, we have pre- 
pared an attractive little booklet entitled "Im- 
pressive Facts about the Gas Industry." You 
are invited to send for a copy. 

Robbins Publishing Co., Inc. 

9 East 38th Street New York 

, €mkf EMOIMECRIMO >'»'» 

A Package Market for 
Bulk Product 


dealer with information on turpentine 
and how to sell it. 

The first number announced our new 
five-gallon and one-gallon cans, litho- 
graphed with our name, trademark, 
and guarantee, and it also told how 
Hercules Turpentine is produced in 
large plants with modern equipment 
under the direction of experienced 
technologists. The back page carried 
one of our cartoon advertisements 
from the series running in painters' 
magazines, accompanied by the 
thought that an advertised brand 
guaranteed by a responsible producer 
is easier to sell than is turpentine of 
unknown origin and questionable qual- 

IN the current issue we announce 
that Hercules Turpentine in five-gal- 
lon cans can now be obtained in a 
new one-can crate which serves for 
shipping, displaying and pouring. The 
special tilting crate is completely as- 
sembled before the can is placed in 
it. There are no nails to pull in un- 
packing. The top of the case when in- 
verted, forms the stand or holder for 
pouring the contents. Jobbers and 
dealers who were formerly compelled 
to saw a two-can case in half and then 
re-box single cans on five-gallon or- 
ders find this new method of crating a 
profitable convenience; and it enables 
the consumer to pour easily the con- 
tents of the can as needed. 

All of this work has helped us im- 
mensely with the jobbers. To inform 
their salesmen about our product we 
prepared folders specially designed to 
fit the large hardware catalogs. We 
told our story with pictures as far as 
possible, because these salesmen with 
thousands of items to sell will not as 
a rule read long descriptions. But they 
do use illustrations in their catalog 
very effectively in selling to dealers. 

Another medium for conveying our 
sales message is our motion picture. 
This is a two-reel Pathescope produc- 
tion which intersperses humor with 
instruction. The cooperation we re- 
ceived from various divisions of the 
Department of Agriculture in prepar- 
ing maps and statistics of pine forest 
resources and acreage of cut-over land, 
and the criticisms and final approval 
from officials of the department, be- 
fore the film was released, has added 
to its educational value and has brought 
it unquestioned recognition as an 
authoritative presentation of the sub- 
ject. Turp and Tine, the two painters 
in our cartoon advertisements are 
brought to life on the screen and their 
animated comedy blends well with 
the pictures portraying the source of 
all turpentine and the methods of pro- 
ducing it, both from the gum and from 
the wood. 

November 4, 1925 


I I I I 

126,000,000, OOP. Kw-Hr 

Electrical Energy 
Generated in Electric 
Li^ht and Power Plants. 

Qentlemen — here^s the record industry! 

The central station industry has made its 
unrivalled growth through increased ser- 
vice to the public and industry and 
through the continued reduction of rates 
against rising costs of living. 

The engineering, financial and commer- 
cial activities of the electrical industry are 
definitely tied in with this progress. 

And the outlook is just as encouraging 
as the "backlook." 

Expert observers and statisticians see 
nothing to prevent the doubling of this 
record in the next eight years — that is, 

an output of 126 billion Kw. hours in 
1933 against 59 billion this year. 
Their estimates are usually conservative, 
as in the case of the forecast made a few 
years ago which under-estimated the 
1925 output by two billion Kw. hours. 
Who will share the profits that will 
come with this increasing use of elec- 
tricity in industry, in the home and in 
its extension to the farm? 
You will find the answer to this question 
in the advertising pages of the engineer- 
ing and executive paper of the electrical 
industry — Electrical W orld, a paper that 
is older than the industry itself. 

A. B.C. 

Electrical World 

Tenth Avenue at 36th Street, New York 

— a McQraw-Hill publication 

A. B. P. 


November 4. 1925 

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24 25 









AH-Year-Round Value- 

An advertisement in the Yearbook of Industry — 
the Annual Number of Iron Trade Review — will 
be used and referred to every month throughout 
the year. Write for details. 

On the Executive's 
Five Foot Shelf 



Member A. B. C. and A. B. P. 

*^ YearbooW'Industry 


November 4, 1925 

House Organs 

We are the producers of some of the 
oldest and most successful house 
organs in the country. Write for copy 
ofTHEWiLLiAM Feather Magazine. 

The William Feather Company 

605 Caxton Building Cleveland, Ohio 

Agency Assistaoit 


Sales Promotion 

Young man with energy 

College graduate: experienced plan, copy 

109 Hampton St., Cranford, N. J. 


At the conclusion of 
each volume an in- 
dex will be published and mailed 
lo you. 


reports, blueprints. 

Jewish Daily Forward, New York 

Jewish Dally Fontard 1« the world's largest Jewish 
dally. A.B.C. circulation eaual to combined^ total 
circulation of all Je 

local and national advertising. 



"The Great National Shoe Weekly." The Indla- 
pensable adviser on shoe etrlos and shoe merchan-^ 

thl»"^c<^nt^.° ClrcSation'^'' f3.423 copies weekly. 
(Member A. B. C.) First choice of the adrerllser 
of shoes, leathers, hosiery or shoe-store goods. 
Member Associated Business Papers. Inc, 

The Open Mind 
in Advertising 


when the first advertising campaign of 
the Chrysler Motor Car Company was 
presented to Mr. Chrysler. Here was 
a radical idea. Readers of national 
media will remember the first few ad- 
vertisements of the campaign, wherein 
the following copy in ten-point type 
appeared in the center of an otherwise 
blank page of the paper: 

Walter P. Chrysler, 

Motor Car Manufacturer 

See Preceding Page 

Four marks at the corners of the- 
page completed the advertisement. 

Attention value plus! 

Did Mr. Chrysler say: "That's not 
an advertisement. An advertisement 
must attract attention, arouse interest, 
create a desire, stimulate action. Go 
back to your idea foundry and hammer 
me out an advertisement that has a 
picture of my new car, put the trade- 
mark at least two inches in diameter 
in a prominent place, and see that the 
name 'Chrysler' is spread clear across 
the page. If I am paying for this I 
want my money's worth!" 

Mr. Chrysler evidently was open- 
minded enough to ILsten to the argu- 
ments for the type of advertising used 
and had sufficient vision to see the re- 
sults. But for every man of the 
Chrysler type in the world there are 
thousands of business executives and 
agency "funnels" that would have 
"killed" the idea without consideration, 
giving as their reason a variation of 
the above typical argument that we 
have all heard hundreds of times. 

THE point does not actually hinge 
on the fact that such advertising 
i^ good or bad. I contend that the man 
who originated the idea as well as the 
man who accepted it for the Chrysler 
Company must have spent days and 
even months contemplating from all 
angles such a plan before adopting it. 
Who, then, is to say whether it is good 
or bad on five minutes' consideration 
without an inkling of the facts and 
conditions behind it? 

In my comparatively short advertis- 
ing career I have made some observa- 
tions that might prove interesting and 
enlightening to the advertising guild. 
In the first place, I find that I have un- 
consciously divided all advertising or- 
ganizations into two general classes, as 
noted in the early part of this article, 
namely, (1) the organization estab- 

lished and operated on the openminded 
principle where every idea is examined 
like a diamond in the rough for the 
best that is in it, and (2) the organi- 
zation that is enveloped in a bandage 
of petty rules and aversions that limits 
the usefulness of the organization to 
the scope of the controlling head. 

To work for the first type is to soar 
into the realm of fancy and bring back 
visions to be forged into new and 
effective business weapons. To work 
for the second type is to put one's initi- 
ative and creative ability into a prison 
cell of rules, fallacies and petty criti- 

WHEN a man joins an organization 
of the latter type he soon learns 
what will "get by" and what will "get 
the gate." Sometimes he has to revamp 
his entire notion of what is right and 
what is wrong in advertising. He can 
either elect to fall in with the scheme of 
things or battle for his own ideas artd 
methods which have proved successful 
with other organizations. If he chooses 
the latter course he picks a hard and 
rugged road. He gets a reputation 
among the "powers that be" for being 
a hard man to handle, temperamental, 
radical, or incompetent, and either gets 
"fired" or relegated to a menial, stere- 
otyped job. Selling an idea to a man 
who does not have an open mind is 
harder than building subways in a 
Hylan administration or getting an ap- 
propriation through Congress. 

If a man decides to train with the 
"Boss" he soon becomes a "yes man"; 
mediocre, uninterested, stereotyped, 
mechanical and an imitator. 

I know of a typical case that will 
illustrate this last point. The man I 
have in mind is the "star" advertise- 
ment writer in a group of eight or ten. 
He owes his reputation to his ability to 
turn out more advertisements than any 
of his co-workers and his ability to get 
the largest percentage of work O.K.'d. 
This man in his way is a phenomenon. 
I have seldom seen a man with a more 
versatile mind. His copy shifts from 
shoes, to ships, to sealing wax with 
perfect ease. 

However, most advertisements of his 
that have conie to my attention looked 
commonplace — some were absolutely de- 
void of a constructive idea. Not wish- 
ing to face my own conscience with the 
text of this article, I made an effort to 
discover the facts behind his success 
and I found that they uphold my con- 
tention. It is simply this: He writes 
advertisements primarily to please the 
man who is paying the bills — not to sell 
goods. He plays up to the idiosyn- 

I\'ovember 4, 192S 


'^ rise above nzcdiacrCti/ — rccjidres enthusiasm 
md a dttcrinLnatiOti not to bt satlsfid witk atujthui^ short 

of ones' ideals. " 

HA I T H F L L reproduction com- 
pletely subjugates the mechanical 
processes incident to engraving. 
They do not appear in the fin- 
ished work. Such preservation of the 
spirit and life of the original requires the 
deft sympathy in treatment of a highly 
skilled craftsman. 

the Cheney Brothers 

In the hands of our engraver-craftsmen, 
every plate becomes a virtual transposi- 
tion of the original subject — not a metal 
mockery. If you feel that your present 
engraving ser^dce betrays your illustra- 
tions, we shall be pleased to place our- 
selves and our facilities on trial. 

c-=^ 165-167 William Street. New Yorl^'-<=^ 


November 4. 1925 





n:— On September 

1 0th we 



chase on 

ic irons, and 

an, bet^^ 

een the 


meiits in 



The re 

obtained were 

surprising to e 

ren c 

17th of ' 

September 17th, 1925. 

ourselves. As stated ii 
September 30th, and although we figured o 
stocks' were ample to take care of the demand, we have had to re-order by wire 
that we would not have to disappoint anyone. 

These remarkable results can only be attributed to but one factor, the paramou 
value of your paper as an advertising medium, and we wish to express our hear 
appreciation to The Daily Herald for putting our sale over the top. 
You may, of course, use this letter in any manner you see fit. 
Again thanking you and with best personal regards, we beg to remain, 
\^ery truly yours, 

DGP:MD D. G. Pleasants, Sales Manag< 


nraiains th„ : 

The Daily Herald- 

The S Daily Herald 


Geo. W. WUkes' Sons. Publishers 


The STYLE of an advertise- 
ment is determined by the 
particular thing it is to do; 
the particular people to 
whom it must appeal; the 
particular environment in 
which it niakes its appear- 
ance; and by the particular 
article or service it has to sell. 
Pittsford typography em- 
braces all these things in 
determining style. 

Ben C. Pittsford Company 

431 South Dearborn St. 

Phone Harrison 7131 

is cu! or sol 

YourGaasnmer CampaUn 
with Trade Publicity 

forSample Copies address- 

93 Worth Street Ncu' York City 






nnial lilli-rv' an.l ^lrclo^s 


anJ Incr 


Vf.».^a!nilT»»j!<liMrl«ll»^™\MaiWllt---nm— ■nH;iT^ 

cracies of the advertiser. If he finds 
the advertiser has a desire to see his 
name splashed across a page, he 
splashes. If the advertiser doesn't 
like heavy art and engraving bills, he 
uses line cuts or "all type" ads. 

As for this man's production, his 
memory and a ready flow of words en- 
ables him to write copy of fair merit 
on any subject without particular prep- 
aration. So, where some men would 
take days and weeks to prepare them- 
selves to write a certain advertisement, 
he does the job in a couple of hours. 

He knows and admits that work he 
is doing is not good advertising. But, 
as he explained to me, to succeed in his 
present position it was necessary to 
adopt such methods. 

The greater part of this article has 
been devoted to discussing the adver- 
tising executive, department and or- 
ganization heads. It would not be 
complete without some mention of the 
individual advertisement writer and 
his place in the open-mind program. 

I HAVE seen many men who seem to 
think they develop ideas and write 
advertisements on inspiration direct 
from the Almighty, and that once an 
idea is placed on paper it is rank heresy 
to change it. It is not an exaggeration 
to say that if any one in an advertising 
organization should be openminded it 
is the man who conceives the ideas and 
prepares the original work. No one 
has a corner on all the ideas in the 
world and the old saying that two 
heads are better than one was never 
more true than in this case. The in- 
dividual writer is quite prone to be 
governed by his own likes and dislikes 
to the detriment of his work. He is 
likely to tend too much toward a cer- 
tain style of treatment. He should be 
openminded in viewing the work of 
others and on the constant lookout for 
new methods and new modes of ex- 
pression. I have found that the ideal 
way to develop an advertisement is to 
prepare a rough outline of the idea 
with accompanying copy. Show this 
"rough" to several people — the more 
the better — who are in a position to 
judge intelligently the problem in 
hand; discussing it from every angle. 
If the writer is openminded, he will go 
back to his desk, consider all of the 
facts, discard those that do not fit into 
the picture, and modify or adopt the 
others to his advertisement. The net 
result is the advertising brains of 
many people co-ordinated by one man 
into the best advertisement to be had. 
This scheme will not work, however, 
if any of the men to whom the writer 
shows his "rough" has veto powers 
and chooses to use them. Instead of 
giving suggestions, he says, "This is 
wrong, you should do it this way." 
He acts as the small end of a funnel, 
crowding all the many viewpoints and 
suggestions that might have to be 
focused into one powerful ad into 
the narrow rut which governs his own 
ideas. Fresh viewpoints from such 
procedure? New life in the organiza- 
tion? Broader vision? Never! 

November 4, 1925 



T school and college there are 
the regular courses, and then 
there are elective courses, 
chosen b}' the students themselves. 

The elective subjects, those which he 
himself has chosen, naturally hold a 
more intense intei-est for the student. 
He approaches them in a different 
frame of mind — prepared to enjoy 
them, rather than doggedly to en- 
dure a necessary hardship. 

The Fortnightly is an elective course, 
the preferred study of its readers. It 
entered the field not merely as an 
addition to the regular curriculum, 
so to speak, but as a special, un- 
usual, elective course in current opin- 
ion on advertising and merchandis- 
ing affairs. It opened its pages to 
controversies, to other than ortho- 
dox beliefs and ideas, to liberals as 
well as conservatives. 

Its pages ai-e not closed even to the 
parading of advertising skeletons 
and ghosts when such exposure may 
help permanently to bury those 
gloomy effigies and scatter the fears 
and suspicions that their hidden ex- 
istence fostered. 

In two years the Fortnightly has 
gained and held nearly eight thou- 
sand subscribers. It is constantly 
gaining more. They must be inter- 
ested in advertising, and in the Fort- 
nightly's treatment of advertising 
and merchandising opinion. We offer 
them absolutely nothing else. 

These readers are elective students. 
They have chosen the Fortnightly. 
And they are sticking to that choice. 

Are such readers good prospects for 
your advertising in the Fortnightly.-' 


November 4, 192S 



|T is entirely possible 
that you manufacture 
something which can 
profitably be advertised to 
dentists. Lily Cup, Phillips' 
Milk of Magnesia, Kondon's 
Catarrhal Jelly, McCaskey 
Register and other manufac- 
turers outside the strictly den- 
tal field have discovered this 
and use Oral Hygiene regu- 

Oral Hygiene 

Every dentist every month 
Pittsburgh, Pa. 

CHICAGO: \V. B. Conant. Peoples Gas 

Bldg., Harrison 844S. 
NEW YORK: Stuart M. Stanley, 53 

Park Place, Barclay 8547. 
ST. LOUIS: A. D. McKinney, Syndicate 

Trust Bldg., Olive 43. 
LOS ANGELES: E. G. Lenzneh, 922 

Chapman Bldg., Vandike 5238. 


Gives You This Service: 

\. The Standard Advertising 
Register listing 7.500 na- 
tional advertisers. 

2. The Monthly Supplements 
which keep it up to date. 

3. The Agency Lists. Names 
of 1300 advertising agen- 
cies, their personnel and 
accounts of 600 leading 

4. The Geographical Index, 
National advertisers ar- 
ranged by cities and 

5. Special Bulletins. Latest 
campaign nevirs, etc. 

6. Service Bureau. Other in- 
formation by mail and 

Write or Phone 

National Register Publishing Co., Inc. 

R. W. Ferrel, Mgr. 

15 Moore St. New York City 

Tel. Bowling Green 7966 

Of coiirsp not! 

Late in August and early in Septem- 
ber, the London Times published a 
series of articles, nine in all, under 
the general caption, "Future of the 

The author, Robert Nichols, is an 
Englishman, a poet and if he is to be 
judged by what he says and the way 
he says it, a man of rare intelligence. 
To equip himself for his self-imposed 
task, Nicholls spent a year and more 
in Hollywood. 

Metaphorically speaking, he takes 
the "movies" to pieces and indicates 
what is wrong with them — "dumb" 
producers, a "hick" public and scenario 
writers "who display an incredible 
want, not only of such culture as would 
not disgrace a schoolboy, but of any 
real knowledge of the world and of 
human nature." 

All in all, the articles are the most 
notable contribution to motion-picture 
criticism that have ever been printed. 
I brought five of them back with me 
and showed them to a man who has to 
do with motion-picture matters. 

A day or two ago, he handed the 
clippings back to me with the com- 
ment, "Very interesting. But they 
won't make a bit of difference to 
motion-picture producers." 

Of course not. No intelligent man 
ever supposed they would. 


High-class stores in American cities 
seem to be unwilling to stress price. 
In their display-windows, they place 
two or three or at most, half-a-dozen 
articles — none of them price-marked. 

I have often wondered why this 
should be. Is it because they want 
people to come in and ask the price? 
Or do they believe that if prices were 
plainly shown, buyers would be fright- 
ened away? 

London shops, quite as high-class as 
any in New York, are under no mis- 
apprehension as to the value of price- 
tags. They fill their windows, choc-a- 
bloc, and the price of everything is 
shown so clearly that even a blind man 
can see. There is nothing "artistic" 
about this way of doing business; but, 
judging by the effect it has on the 
buying public — of which, in summer, 
Americans are no small proportion — 

it is a success, for it brings people into 
the stores in droves. 

I should like to see one — only one — 
of New York's "high-class" depart- 
ment stores abandon the "artistic" and 
try the "practical." My belief is that 
it would never go back. 

"Made in Britain' 

"Made in Britain," "British goods 
are best," "Made by British workmen 
in British factories," "All British"— 
phrases such as these are, more and 
more, becoming a part of British ad- 
vertising. No reasonable man can ob- 
ject to that sort of thing. It is merely 
a variation of our phrase, "Patronize 
Home Industry." 

It is a question, though, if the Rolls- 
Royce advertisement, reproduced below, 
isn't a little bit more than "personal." 


Why do English motorists buy any but 
English cars? No Englishman who buys 
a foreign car, for pleasure or bu.siness, is 
driven by necessity or economy to do it ; 
and when he does, he takes the bread out 
of the mouth of one English family for 
about ten weeks. If he thought about 
that. I hope he would not do it. 

The best and most expensive motor car 
in the world is English ; and I believe the 
cheapest car, in the sense of real value, 
is also English. In this wide range of 
prices, say between £150 and £3.000, at 
every reasonable stage, there is an English 
car which is as good as, and perhaps better 
value at its price than, any foreign car. 
So the patriotic buyer makes no sacrifice. 

As a people we are not really skillful in 
succeeding with shams. We are still, thank 
God, beaten outright in the demoralizing 
business of making cheap things which ap- 
pear to be what they are not. Craftsman- 
ship with us is still more efficient than the 
salesmanship that can force rubbish on 
people as a conjuror forces a card. We 
have always excelled in honest workman- 
ship ; but we have not. until recently, ex- 
celled in the kind of organization that en- 
ables honest work to compete successfully 
with dishonest. The motor industry has 
done that and it ought to be supported. 

It rests, not with any Government, but 
with you and me. 


The Meekest of Men 

At St. Paul's Chapel, a few evenings 
ago, I heard the Columbia University 
Chapel Choir sing Horatio Parker's 
"Dream of Mary." It was beautifully 

I am not a religious man ; yet then 
and since, this thought has been with 
me: More than any other man who 
ever trod this earth, Jesus of Nazareth 
has been the inspiration of men of cre- 
ative mind. Because of Him, this 
world is infinitely richer than it would 
be if He had not lived. Poet, painter, 
musician — every man who is blessed 
with the ability to express himself— 
has done his noblest work when the 
Meekest of men was his inspiration. 

rmber 4, 1925 


i J/^ Every Agency Man knew wMt every hardware man 
I Iy knows^Hardware^ewould boon every hardware list. 

[f s Yours 
for the 

\ Handbook for Sales and Advertising Managers « 
and for Agency Executives* Just Out! 3 

.n unbiased and authoritative brochure on sales development through trade channels — with especial reference " 

) the hardware trade. ^ 



It correlates and explains the functions of the "Three 
Forms of Sales Promotion Activity." It gives a clear 
picture of the structure of the trade and of the workings 
of the sales producing leven among the three major 
factors in trade distribution. 

It enables you to check up your promotion work to make 
sure that it is following no "will o' the wisps" but that 

it follows the normal progress of the process of sales 


It strips its subject right down to fundamentals and 

points out how to set in motion the process of sales 

development that, when properly started, works all up 

and down the stream of distribution. 

'very man whose job it is to gain jobber and dealer distribution and greater sales per dealer needs this booklet. 
'" you are concerned with hardware distribution, no matter how remotely, send for your copy. You can 
Tofitably use it. 

I JSt tear off and mail us the lower part of this page with your name and address and your copy will be sent at 
Wee without the slightest obligation on your part. 

"A hush 
have an 
ing rf«e » 

ess publication whose service to its readers is thorough and sourxd can 
unperverted understanding of the trade or industry that it covers, 
alue of the sound publication readily becomes evident and the adverti: 

ask no more than that advertisers 
To one with such an understand- 

"The Most Influential Hardware Paper' 


239 West 39*" Street 

New York, City 


November 4, 1925 


"Dynamo of Dixie" 

All concerns contemplating 
new or enlarged develop- 
ments in the South are urged 
to closely consider the ad- 
vantages of Chattanooga as 
a sales and distributing center 
in the South. 

DISPLAY advertising 
forms of Advertis- 
ing and Selling Fortnight- 
ly close ten days preceding 
the date of issue. 

Classified advertising 
forms are held open until 
the Saturday before the 
publication date. 

Thus, space reservations 
and copy for display ad- 
vertisements to appear in 
the December 2nd issue 
must reach us not later 
than November 23rd. 
Classified advertisements 
will be accepted up to 
Saturday, November 28th. 

Asking the Man in 
the Street 


After all, the object of advertising 
copy is to tell the story of goods or ser- 
vices in a manner to be easily under- 
stood by the reader. In a recent talk 
Aithur Brisbane said: "A thought well 
conceived is easily expressed and the 
words come of themselves." A good 
many concocters of advertising copy 
are so bewildered with the cant phrases 
of the profession and by the mechani- 
cal details, that they lose sight of the 
fact that their real object is to tell 
a story — to tell facts — to tell why it 
will be to the advantage of the reader 
to buy the particular thing advertised. 
There need be no very great mystery 
about it. If the real facts are written 
in plain, understandable English, they 
will find acceptance in the minds of 
the readers. The advertising copy- 
writer is a reporter — a special writer, 
if you like — an advocate, if you like. 
The more adept he is in the use of 
words, of course the clearer will be his 

MR. GIELLERUP says the value 
of a writer's work is measured by 
how closely he comes to the words and 
phrases which millions of people ac- 
cept. That is at least half true, but 
more important still is the writer's 
understanding of the thoughts, hopes, 
aspirations and ambitions — the mode of 
life and the actuating motives — of the 
people to whom his words are ad- 
dressed. "A thought well-conceived is 
ecusily expressed." 

The works of Harold Bell Wright 
exceed in circulation those of any other 
flctionist. But it would not be diffi- 
cult to name a dozen writers whose 
English style is much superior to that 
of Mr. Wright. His popularity is due 
to his understanding of the ideals and 
emotions of the great mass of the 
people. His publisher doesn't have to 
submit one of his books to a jury of 
69 consumers to find out whether or 
not it will be profitable to publish it, 
and I do not believe that the number of 
editions would be greatly increased or 
decreased by the presence or absence 
of a bright red jacket, or by a differ- 
ence in size of type, or width of mar- 

The preparation of good advertising 
copy is, after all, a very simple matter. 
The recipe is, first, have something to 
say; second, say it; third, stop. Of 
course, some men know how to do this 
better than others, just as some men 
are better re])orters than others, and 
better lawyers and better salesmen of 
haberdashery. Their superior ability 
may be to some extent the result of 
heredity, but it is most largely a matter 
of clear thinking, an adequate knowl- 
edge of the tools of the trade — words— 
and prticfice. At the height of his 
success we are told that Paderewski 
practiced at the piano eight hours a 

Grerdfy place d -pexL 
in Jbis li&Msd. 3.tiS- 
■poitrf: your ■£orey,^''''\ 

ISoiomher 4, 1925 


"We have found the STAND- 
SERVICE especially useful. It 
has enabled us to do away with 
six rate-card files and two circu- 
lation data files, as your informa- 
tion is more up-to-date and 
correct than we can gather in 
any other way." 

The fi^elch Grape Juice Co. 

PUBLISHERS—Thh electro will be 
furnished to you free of charge. 
Use the symbol in your advertis- 
ments, direct-by-mail matter, letter- 
heads, etc. It's a business-produc- 
ing tie-up — links your promotional 
efforts with your listing in Stand- 
ard Ratk & Data Service. 




30-Day Approval 


536 Lake Shore Driv 
Chicago, Illinois. 

& data service, 

.... 192 

Gentlemen: You may send to us, prepaid, a 
letins issued since it was published for "30 
which is the cost of one year's subscription, 
copy on the tenth of each month. The Serv 

copy of the current number of Standard R 
days" use. Unless we return it at the end 
The issue we receive is to be considered the 

ate & Data Service, together with all bul- 
of thirty days you may bill us for $30.00, 
initial number to be followed by a revised 
s issued every other day. 

Firm Name 

Street Address 


Individual Signing Order 

Official Position 


November 4, 1925 

Advertisers' Index 



Ajax Photo Print Co 82 

Akron Beacon Journal 12 

Aldemian, Fairchild Co. 

Insert Between 66-67 

Allen Business Papers, Inc., The 52 

American Lumberman 82 

American Photo Engravers Ass'n 53 

American Press Association 15 

American Tel. & Tel 75 

American Wool & Cotton Reporter ... 67 

Architectural Record, The 72 


Bakers Weekly 75 

Barton, Dursline & Osbom, Inc 31 

Birmingham News, The 7 

Boot & Shoe Recorder 80 

Bradford Era 51 

Buffalo Evening News, The 11 

Buckley-Dement & Co 72 

Business Bourse. 64 

Business Publishers International Corp. 

Butterick Publishing Co 10 


Campbell-Ewald Co 9 

Cantine Paper Co., Martin 61 

Chalfonte Haddon Hall 64 

Chattanooga Clearing House Ass'n ... 86 
Chicago Daily News . . Inside Front Cover 

Christian Science Monitor 35 

Church Management 64 

Cincinnati Enquirer, The 47 

Colliers' Weekly 13 

Columbia 58 

Commerce Photo Print Co 80 

Conde Nast Group 8 

Crane & Co 14 


Dairynnen's League News, The 

Dartnell Corporation 

Denne & Co., Ltd., A. J 

Detroit Times, The 

Doubleday Page Co 


Einson & Freeman Co 56 

Electrical World 77 

Empire State Engraving Co 81 

Engineering & Mining Journal Press . . 45 

Evans-Winter Hebb. Inc 48 


Farm Journal, The 43 

Feather Co., The Wm 80 

Federal Advertising Agency 37 

French Line Inside Back Cover 

Furniture Manufacturer & Artisan .... 68 


Gas Age-Record 65 

Gray, Inc.. R. T 90 

Gulfport Daily Herald 82 


Hardware Age 85 

Hesse Envelope & Lithograph Co 58 

Higgins-Gollmar. Inc 67 

Huntting Co., H. R.. The 74 

Igelstroem Co., The John 56 

Indianapolis News, The 4 

Iron Age, The 39 

Iron Trade Review 78-79 


Jewish Daily Forward, The 80 


Knit Goods Pub. Co 82 


Market Place 89 

MeCann Co., H. K.. The 18 

McGraw-Hill Book Co 70 

McGraw-Hill Co., Inc 62-63 

Milwaukee Journal. The 51 


National Miller 56 

National Petroleum News Back Cover 

National Register Publishing Co., Inc. 84 
Nation's Business 6 


Oral Hygiene 84 


Penton Pub. Co., The 78-79 

Pittsford Co., Ben C 82 

Postage 67 


Reilly Electrotype Co 56 

Richards Co., Inc., Joseph 3 

Ross-Gould Adv. Agency 75 


Saunders Drive It Yourself System ... 69 

Selling Aid 58 

Shaw Co., A. W 60 

Simmons Boardman Publishing Co. ... 33 

South Bend News-Times 70 

Standard Rate & Data Service 87 

System 59 


Talking Machine World 76 

Textile World 77 

Time. Inc 41 

Travelers Medical Guide 66 


Vermont .Allied Dailies 57 

Victor Animalograph Co 82 


W. Virginia Pulp & Paper Co. 

Insert Bet. 50-51 


Youth's Companion 16 

day. In a suit for infringement of 
copyright, some years ago, Rudyard 
Kipling testified that by reason of 14 
years work he had developed a char- 
acteristic style of writing which had 
become distinctive and valuable. 

If we are to say that experienced ad- 
vertising men have not the ability to 
judge the merit of copy and that a 
better authority is a group of 30 or 69 
or 690 consumers we must, by the same 
line of reasoning, throw overboard all 
expert knowledge in all lines of work 
in the world. If we want to know 
whether a medical formula is good we 
must disregard the opinion of physi- 
cians and ask the man in the street. 

W illiam E. Cameron 

Formerly promotion manager of 
Good Housekeeping, has become asso- 
ciated with the Geyer-Dayton Advertis- 
ing Company, Dayton, Ohio, as a mem- 
ber of the service staff. 

Campbell-Eicald Company 

Detroit, will direct advertising for 
the Fireside Industries, Adrian, Mich., 
an organization of craftsmen engaged 
in the decoration of gifts and decora- 
tive specialties. 

E. A. Keenan 

Formerly associate editor of the Au- 
tomobile Trade Journal. Philadelphia, 
has been appointed publicity executive 
for Mitten Management, Inc., operator 
of the Philadelphia and Buffalo munici- 
pal and bus transportation lines. 

"The ISational Farm Mens" 

Is the name of a new newspaper for 
farmers published by The Independent 
Publishing Company of Washington, 
D. C, the first issue of which appeared 
Oct. 24, 1925. 

''Chain Store Age" 

Announces the establishment of 
Chicago office, with Bert M. Arrick 
charge; and also the appointment of 
H. R. Barnett as Western representa- 
tive, with offices in Los Angeles. 

Herbert C. Hoover 

Formerly with the Warren Clock 
Company, has succeeded Louis Marcus 
as representative in the Philadelphia 
territory for the Chilton Automobile 
Directory and the Automobile Trade 
Directory, published by the Chilton 
Class Journal Company. 

Pedlar and Ryan, Inc. 

New York, will direct advertising for 
The Tailored Woman, New York spe- 
cialty shop. 

Alfred E. Fountain, Jr. 

Has resigned as secretary of the Tut- 
hill Advertising Agency of New Yorl; 
and has become associated with the 
New York office of the Lyddon & Han- 
ford Company, advertising agency. 

Laivrence L. Shenfield 

Has resigned as president of W. !■ 
Tracy, Inc., New York advertising 
agency to join Pedlar & Ryan, Inc. 
same city, as an executive officer. 


llonard G. Marshall 

Has been appointed special editorial 
■ipifsentative in the Chicago territory 
or the Gulf Publishing Company, 
Houston, Tex. Mr. Marshall will be 
■oncerned principally with the Filliyi;; 
■itdtian Magazine, but will also do spe- 
•ial work for The Oil Weekly, The Re- 
iiii I- and the Xaiiiral Gasoline Manu- 

.. S. Goldsmith 

Xiw York, will direct advertising for 
loiUaK Brothers, Atlanta, Georgia, 
Kinufacturers of boxed writing papers. 

. C. Slokley 

Formerly merchandising counsel of 
ic Grand Rapids Show Case Corn- 
any, is now associated with George J. 

iikyasser & Company, Chicago ad- 
irtising agency. 

rank B. White 

.ARrieultural advertisers' service, 
hicago, will direct advertising for the 
(ird Seed Company, Ravenna, Ohio. 

'. Klrinhandler 

Fiirmerly with the New York office 
f Albert Frank & Company, has be- 
inic associated with Lyddon & Han- 
ii-.l Company, New Y'ork advertising 
it executive. 

he Business Bourse 

Svw York, has through the incor- 

aation of the Business Research 

ervices, Ltd., England, extended its 

il into Europe. Research work will 

ne for European manufacturers 

-ted in American markets, and 

nierican manufacturers interested 

:ort Worth Record 

\ A morning newspaper, was taken 
1/er from William Randolph Hearst on 
ietober 31, 1925, by Amos G. Carter, 
jablisher of the Fort Worth Star-Tele- 

The Practical Druggist" 

New York, has taken over The 
natiila. The two magazines have 
■en consolidated and henceforth will 
' published as The Practical Druggist 
id The Spatula. Irving P. Fox, ed- 
3r of The Spatula has retired. 

rhc Pacific Builder 
id Engineer" 

Seattle, Wash., announces the ap- 
>intment of Walter A. Averill, for- 
erly editor, as editor and manager; 
id also the appointment of I. E. Ste- 
nson as advertising manager. Ralph 

I Greiner has been appointed Eastern 

janager of the publication. 

'est Coast Lumbermen's 

Will conduct a national advertising 
mpaign for fir lumber for a period of 
ree years at a cost of .$475,000 a 
jar. _ Support for this advertising 
fmpaign is to be voluntary among the 
(mbermen of the Northwest. 

Rate for adv 

Business Opportunities 

Help Wanted 

An unusual mail order opportunity reaching 
40,000 of the best consumer buyers in the 
United States. The entire cost is only Ic. a 
name including postage direct to the consumer. 

{.t"sau«St.,^'"N?w ^^r^. ^™"- ''' 


Address : 

Salesman: One who is calling on advertising 
agencies, advertising and sales managers, manu- 
facturers ; who desires to increase his earning on 
part or full time ; with little effort ; the suggestion 
is all that is necessary. The proposition will not 
conflict with your present work — but will help' 
you to a closer contact with vour clients — com- 
mission and bonus. Give full details of your 
present work — territory you cover. Reference. 
Address Box 309, Adv. and Selling Fort., 9 
East 38th St., New York City. 

345 MADISON AVE., N. Y. C. 

Position W' anted 

Rehable Agency— Affiliation open for Active Man 
ControllinK Business. We have an attractive 
oi^er awaiting such a man of clean cut type, 
willine to associate with fuUv recognized Christian 
agency located uptown, well financed. Address 
in strictest Confidence, Box 318. care Adv. and 
Selling Fort.. 9 East 38th St., New York City. 

SALESMAN- lliil, .lass, well acquainted in 
Phil.i.l'li wishes to connect with 

hi'tiiVs : ■ I'ms'sion 'basis. Box No. 
324, A,l - :!.■ - F..rt., 9 East 38th St., 
New V..rk Civ. 

The Intercollegiate Sales Service wishes to 

secure exclusive connecti6ns with reliable firms 
dealing in the chief students' supplies, such as 
jewelry, pennants, pillowcases, blankets, golf 
apparel, athletic goods, etc.. on brokerage basis. 
Many small and middle size college town stores 
do not carry full "college" lines; therefore the 
opportunity to sell to the collegiate trade is ex- 
cellent. Write for further information, stating, 
withal, what you have to offer in the above 
lines. Intercollegiate Sales Service, Watertown, 
N. Y. 

Advertising Agency Associate— Successful sales- 
man, exceptional copywriter, thoroughly versed' 
in advertising and allied arts, seeks connection 
with progressive agency, highly qualified for 
both contact work and production. Box No. 313, 
Adv. and Selling Fort., 9 East 38th St., New 
York City. 

ADVERTISING MAN, high dass, seeks new 

connection; eighteen years with national maga- 
zines; experienced in every branch. Wide ac- 
quaintance. New York and Eastern accounts and 
agencies. Box No. 319. Adv. and Selling Fort., 


Advertising Salesman, Merchandiser, Ideas and 
Plans, Copywriter. Layouts. Have had long hard 
experience in all phases of agency work. Know 
my business thoroughly, have run my own small 
agency, and have worked on a number of large 
accounts. Can furnish unquestioned proof of 
ability. Can afford to start at $6,500 with some 
arrangement for participation after I demon- 

Everywhere. If you have suffered losses thru 
bad b'.Us. notes, stocks, partnership frauds or 
schemes, consult us. Civil, Criminal. 
difficulties confidentially investigated. Lawrence 
& Co., 303 Buckeye Bldg., Cleveland. O. 


strate. Address Box 320. c/o Adv. and Selling 
Fort.. 9 East 3Sth St., New York City. 

Work done in a manner to please the most 
exacting. Lists supplied, addressing, folding, 
inserting, sealing, stamping, mailing. Equipped 
for quantity production on a quality basis. 

222 West 18th Street Watkins 1408 


I know a young lady who has a superlative 

in the merchandise comparison and control de- 
partments of one of America's largest stores. 
In addition, she has taste, the ability to write, 
and is a college graduate. For some agency 
or advertiser she would make an excellent re- 
search worker. O,. uiil, .,-,, I „le training she 

that considers tin •;<., htu-s of those it 

employs, she will ii - i ■' Mi.l." Moderate 
starting salary. iMnth,, imi ti. .,l,,is may be had 

Desires few small accounts for spare time. Ex- 
perienced and with plenty of common sense, 
able to write attractive, effective copy. Box 
No. 326, Adv. and Selling Fort., 9 East 38th 
St., New York City. 

M ultigraphing 

Fort.. 9 East 3xth St.. New York City. 


Quality and Quantity Multigraphing. 

Addressing, Filling In, Folding, Etc. 


14 West 40th St., New York City. 

Telephone Penn. 3566. 

Now assistant advertising manager radio, auto 
accessory and financial fields. Booklets, sales 
letters, organs, layouts. Christian, University, 
26. Small agency or assistant manager. Future 
most important. Best references. Box No. 325, 
Adv. and Selling Fort., 9 East 38th St., New 
York City. 



November 4, 192S 

/^NLY the passing of time brings 
^^ experience. And it's industrial 
experience that's needed in industrial 
advertising. We've prepared the adver- 
tising for a hundred products selling 
only to the industrial field — and we've 
learned ! 

A story of industrial advertising is 
told in a booklet, "the advertising 
engineer." If you sell your product 
to the industrial field — and if you 
want the profitable business in that 
field — we'd like to send you a copy. 


Advertising Engineers 
128 North Wells Street 


Telephone Central 7750 




'^. ^ 


l/c ^Ms/le ^^j/d/id fil iDcsc/^ 

HOSriTABLE and gay Tozeur ... a city 
ot song on the edge of the desert! The 
craftsmen carve with a love song on their 
lips. The caravan leaders chant Oriental 

The 12 -wheeled, luxuriously equipped 
Renault car of the North African Tours 
rides the golden dunes of the desert to fan- 
tastic El Oued . . . "The City of a Thousand 
Domes." To Touggourt ... a land of fra- 
grance cooled by the sinuous swaying of 
myriad palms. Or far away to the Ahaggar 
... an earthly Paradise hemmed in by 
gleaming, snowclad mountains. 

Or do you require new world traveling ac- 

commodations with your old world mystery.' 
It so . . . there are two thousand miles of 
excellent macadam highway, and thirty-one 
famous Transatlantique hotels. 

Six perfect days on The Paris or The 
France, to Plymouth, England. Then to 
Havre, the Port of Paris. Or direct to Havre 
on any of the one cabin liners . . . down 
the gangplank to the covered pier ... a 
special boat train waiting . . . Paris in three 
hours. Overnight, the Riviera and Marseilles. 
Twenty-six hours across the Mediterranean 
. . . and a strange, exotic country at the 
other end of 'the longest gangplank in the 

Compagnie. Gefie'raZe Transatlantique, ig State Street, New York 
Offices and Agencies in Principal Cities of Europe, United States and Canada 




Bought in the Office^ 

Used in the Fields 

THE exact division of relative buying impor- 
tance between oil executives and so-called 
"field men" has long been a problem to adver- 
tisers seeking to sell the oil producer. It is 
answered and conclusively settled by the facts 
and figures of an exhaustive survey which a 
National Petroleum News representative will 
gladly bring you. Simply notify nearest office. 



XiC^Q'V^ ^_^ Service Offices: 

^i&^^^ ^^-"""^ TULSA, OKLAHOMA 608 Bank of Commerce Bldg. 

V*^ ^V^.,.---'^ ^A CHICAGO 360 North Michigan Ave. 

<•.' y^ \ ^^ NEW YORK 342 Madison Ave. 

^^'-'^Mfck. '''\lkJBk HOUSTON. TEXAS ..... 608 West BIdg. 

' * ^■t £,^*^B^ CMetnber A. B. C. C^ember A. B. P. 





Painted by X 



In this issue: 
ven and One-Half Years Is Average Lite of Retailer" By De Leslik 
'JEs; "How Much Have Advertisements Changed Since 1921^" Bv 
H. Giellerup; "Sales Control in Direct Mail Exporting" Bv H. H. 
Rse; "Frank Trufax's Letters to His Salesmen" By A. J. Newman 



Chicago s yearh purchase of automobiles, 
according to conser\ati\e business statis- 
ticians, is alread) more than 25,000 a year, 
and increasing faster than population. 

There is scarcely another automoti\ e market 
in the world, equal to this. Today there are 
330,200 automotive vehicles licensed in 
Chicago — and they use a vast number of tires 
and a staggering amount of other accessories. 

Chicago motorists, like other Chicago buyers, 
"shop" largely through The Chicago Daily 
News, the directory and guide of the great 
majority of financially competent Chicago 
buyers. The lineage figures tell the story. 

In the first 9 months of 1925, The Chicago 
Daily News published 532,957 agate lines of 
automoti\e ad\ertising, as against 392,231 
lines published by the daily newspaper hav- 
ing the next high record in this classification. 

The reason for this is that most Chicago buy- 
ers look, for ad\ertising information and 
guidance, to 


■" First in Chicago 

at New York under 

November 18, 1925 


Y Y Y 

with their backs to the wall ! 

How the X . . . Company 
turned red sales figures 
into black through an un- 
usual kind of advertising 

"That bad situation down in .... is not get- 
ting any better," said the X . • . . Company, one 
! of our clients, at a meeting one morning. "March 
■ sales showed a drop of 17%. April is worse. 
. What do you suggest?" 

A Richards representative left two days later. 
Spent two weeks in the field. Traveled 1,600 
miles. Interviewed scores of dealers, all sorts. 

We got the facts: Sales competition keen but 
dean. Advertising competition a campaign of 
innuendo, misleading dealers as well as con- 
sumers. Client's salesmen, as fine a bunch as 
any in the company, discouraged but not licked. 

We made our recommendations: They were 
accepted. The campaign that resulted was based 
lon local conditions. Frank talk. Nothing clever. 
Just a plain and balanced diet for an upset 

\ We folloived through: Reported the findings 
in the field at meetings with managers and men. 
Showed the local advertising manager ways to 
?et the most out of the advertising. 

, The first advertisements appeared. Sales right- 
ibout-faced. June, the month the advertising 
started, showed 52.5% gain over the same month 
n 1924. July a 46.5% gain. August a 46.4%o gain. 




Sales Loss 
over 1924 

March -17.6% 

April -24.5% 

May —19.0% 

Sales Gain 
over 1924 

*June +52.5% 

July +46.5% 

August +46.4% 

*The advertising started June 7 

An advertising campaign based on facts 
gathered first-hand caused the startling 
change in sales shown above. i0l^- 



And monthly records are still being broken! 

Knowing the market, telling the story skill- 
fully, helping sell the goods— this is Richards 
advertising service. This same Richards service., 
which goes further than thorough research, 
which goes further than excellent copy, which 
is these plus a skilled and genuine sales coopera- 
tion, can help you. 

Some facts about Richards service are in a 
booklet,"Coordinating Advertising with Sales," 
which we have recently published. If you are a 
business executive, we will gladly send a copy. 



An Advertising Agency, Established 1874 

Member American Association Advertising Agencies 




November 18, 1925 


^i/i ei'lisuii^ 



If you want to know about our work, 

watch the advertising of the following: 























What we've done for others we can do for you. 


Member of the American Association of Advertising Agencies 

Member of the Audit Bureau of Circulations 

Member of the National Outdoor Advertising Bureau 

lember 18, 192S 


Mitrtin I llniaii Sindios, Inc. 

New York, announce that Mai shall 
Kuland and R. von Siegl, artists, have 
joined their staff. 

Klau-Van Pietersom-Dindap- 
Y ounggreen. Inc. 

Milwaukee, will direct advertibins 
for The Modine Manufacturing Com 
pany, Racine, Wisconsin, manufactui 
ers of cellular and tubular radiatois 
for the automotive field, and buildeis 
of radiator equipment of all kinds for 
the industrial field. 

Hoyt Callin 

Has resigned his position as adver- 
tising manager of The Bryant Electric 
Company, Bridgeport, Conn., to join 
Edward T. T. Williams and Associates, 
New York advertising agency, as asso- 
ciate and production manager. Mr. 
Hoyt has also resigned as president of 
The Advertising Club of Bridgeport. 
He will be succeeded in this position by 
Alfred G. Guion, director of publicity 
of the Bridgeport Brass Company. 

Eastman, Scott & Company 

Atlanta, Ga., will direct the cam- 
paign of national advertising now be- 
ing undertaken by that city. 

E. M. Burke, Inc. 

Have been appointed national rep- 
resentatives for the Duluth Neivs 

Cole-McDonald-Wood, Inc. 

Detroit advertising agency, announces 
the establishment of a radio broadcast- 
ing advertisement department under 
the direction of Harold M. Hastings, 
space buyer for the company. 

West Virginia Pulp & 
Paper Company 

Announces the opening of a Pacific 
Coast sales office at 50.3 Market Street, 
San Francisco, Cal. This office is un- 
der the management of George L. 

Evans Associates, Inc. 

Chicago, will direct advertising for 
the Thomas W. Noble Company, manu- 
facturers of concrete block machinery 
and for the John C. Moninger Com- 
pany, manufacturers of commercial 
greenhouses and conservatories, both of 
the same city. 

Lord & Thomas 

Chicago, -will direct advertising for 
the Republic Brass & Manufacturing 
Company, makers of "Hush-flush 
Valves," and for the O. U. Dust Com- 
pany, manufacturers of a new dust 
mop. Both concerns are located in 
Los Angeles, Cal. 

'\\u' riiumbnail 
Business Review 

By Floyd W . Parsons 
I HE trend of busir 

ward increased activity. Many in- 
dustries are running near to capacity. 
Money is plentiful and rates show no 
signs of tightening. The curve of freight 
loadings has flattened out, but is continu- 
ing above the million mark. The index 
of commodity prices is tending slightly 
toward a lower level. 

C Manufacturing continues to show im- 
provement, the largest increase being in 
the textile industry. About the only in- 
dustry showing a decline in recent weeks 
has been manufactured foodstuffs. There 
is almost a unanimity of opinion that there 
will be no slackening in trade until after 
the first of the year. Tlie general belief 
is that the full benefit of the harvest will 
not be felt until we are into winter. 
C One of the hopeful signs of the times 
is the unwiUingness of business men to 
overbuy. This is tending to prevent an 
unhealthy inflation. Never has the feeling 
of optimism throughout the country been 
more widespread. The coal strike is con- 
tinuing and may prove to be a serious 
matter before it is settled. It is not at 
all impossible that the soft coal mines will 
become involved in the dispute. There is 
the further likelihood of a demand for 
higher wages by railroad employees. The 
situation in the building industry has its 
threatening side. 

C From the talk of many, one might be 
led to suppose that nothing could ever 
happen again in our country to give us a 
moment's worry. The fact is that the more 
we prepare for trouble, the longer it will 
be in coming and the better fortified we 
will be to meet it. There is every reason 
to believe in a purchasing policy that will 
cover requirements throughout the winter, 
but conservatism should be exercised. 

O. S. Tyson & Company, Inc. 

New York, will direct advertising 
for Thomas E. Murray, Inc., engineers, 
same city. 

George Batten Company, Inc. 

New York, will direct advertising 
for the Happiness Candy Stores, same 


nUliam M. Zintl 

Of the advertising sales department 
of the Curtis Publishing Company, has 
been appointed director of sales of the 
Paint and Varnish Division of the- 
Paint, Lacquer and Chemicals Depart- 
ment of E. 1. du Pont de Nemours & 
• ompany. 

"Fire and Water Engineering" 

New York, announce that they have 
consolidated Fire Engineer with their 
publication, and that they will estab- 
lish on Jan. 1, 1926, from the existing 
publications, two new publications to 
be known as Watei- Wm-ks Engineer- 
ing and Fire Engineering. 

E. T. Sadler Company 

Chicago advertising agency, an- 
nounces the appointment of Fred A. 
Koenig, formerly e.xtension director of 
The Holstein-Friesian Association of 
America, as agricultural account 
executive, and of David T. Golden, 
formerly of the Ernest J. Kruetgen 
Engraving Company, as space buyer 
and production manager. 

Franklin A. Wales 

Chicago, has been appointed West- 
ern advertising representative of the 
Daily Abendpnst, Rochester, N. Y. 

The Biichen Company 

Chicago, will direct advertising for" 
the Bucyrus Company of South Mil- 
waukee, manufacturers of steam- 
shovels, railway cranes, etc. 

Lucien M. Brouillette 

Chicago, will direct advertising for 
the Avalon Beach Company, Escambia 
Bay, Fla. 

Chicago "Tribune" 

Announces that Joseph R. Patterson, 
co-publisher of the Chicago Tribune, 
the New York Daily News and Liberty, 
will make his headquarters in New 
York during the coming year, where 
he will have direct charge of the Daily 
News and Liberty. Colonel Robert R. 
McCormick, the other co-publisher, will 
remain in Chicago, and manage the 
Tribune and the paper manufacturing 
industries of these publications. He 
will continue as president of the 
Tribune and as first vice-president and 
treasurer of the Daily Neivs and Lib- 
erty. Mr. Patterson will remain as 
president of the Daily News and Lib- 
erty, and as vice-president and secre- 
tary of the Tribune. The directorates 
of the companies remain the same with 
the exception of the addition of Wil- 
liam H. Field and Max Annenberg to 
that of Liberty. Mr. Annenberg be- 
comes second vice-president and gen- 
eral manager of the magazine. 



November 18, 1925 

Advertise to Telephone Subscribers 

Old methods of finding and measuring 
the market for concentrated advertising 
effort are superseded by the Telephone List. 

The Telephone List marks off from the 
total families in the United States the 
8,419,668 homes with telephones. 

These homes with telephones are some- 
thing more than homes which can afford 
telephones. They are homes of families that 
need telephones, because the wider demands 
of their daily lives require this labor-saving 
device. It is not the telephone, but what 
it stands for that makes these homes better 
markets. The telephone means greater 
social activity, greater buying power and 
a scale of living in which the telephone 
rent is negligible beside the help it affords. 
More than that, the telephone reveals a 
state of mind toward the community, a 
desire to keep in touch, a wish to know, 
which makes telephone subscribers recep- 
tive to sellers of worth while goods. 

Therefore, the families of telephone 
homes are magazine readers as well as 
better buyers. They can be reached by mag- 

azine advertising. The same open, curious 
state of mind that demands the telephone 
demands the magazine, and especially the 
magazine of information. 

That is what links The Digest so closely 
to the telephone home. Both are labor- 
saving devices. Both are means to an end. 
The telephone keeps one in touch with 
the world. The Digest brings the acts and 
thoughts of the world to the home. The 
telephone saves miles of traveling. The 
Digest saves hours of reading. 

Because of this close analogy between 
the telephone and The Digest, and because 
the presence of the telephone reveals the 
most worth while home to cultivate. The 
Digest has devoted its advertising cam- 
paigns primarily to the telephone homes, 
for ten years. 

In the ten years (1915-1924) The Digest 
has mailed more than fifty million circulars 
to telephone subscribers. It has increased 
its circulation to more than 1,300,000 copies 
per week and can make to the advertiser 
this definite statement : 

The lUerarj Digest 

\oiember 18, 1925 


L i f^e 


cM/ic^ Cc'^^^^^^^^^ 

Reproduced from a full page in LIFE 


IDONT want any soup factory 
making one can of soup for me. 
And I don't want my soap tmior 
made. I can't afford ic 

3 bet 

: of 1,000,0 

So, if you are a manufacturer, don't 
come around to me with a rape meas- 
ure and say that you would like to 
measure me for soup or soap. First 
go get 1,000,000 other guys like me, 
and then I'll listen. 


son for being so inexdusrve 
I 6gure that if you get 
00 other, customers, your 
: soap Is bound to be good. 
n afford to take pains with 

it. You can hire a lot of experts to 
experiment their heads off. You 
can put in the best soup or soap 
machinery in the world- Your soup 
will be SOME soup. Your soap 
If 1 place my order with you pcnon- 
ally for one can of soup or cake ot 
soap you might fuss around with it 
and it might be good, or it might 
NOT. And if I didn't Uke it and 
kicked, you should worry! 
But with 1.000,000 other birds to 
please, you will please or perish- 1 
should worry! 

The ordy way I know for you to get 
1,000.000 other buyers is for you 
ID advertise. 1 should worry! 





That national advertising really forms 
leagues — is the point of this squawk 

'to get off ( 

ition-wide cooperative 
qu<iwi^ ui Andy Consumer '- 
iving Andy space for a sei 

ve buying\ 

1 a recent | 

in which I 

his fellow f 

ANDY'S an arrogant little guy who 
feels the importance of his 

Many other consumers have had the 
impression that advertising wheedles 
them into buying things they don't 
want, at prices higher than they would 
be without the advertising added in. 

But Andy realizes that national adver- 
tising merely puts advertisers in his 
pow'wow-er — that it is a promise to 
him of quality — a bet — a bond — and 
that it actually makes louver prices 

So he lords it over you national adver- 
tisers in Life — laughs at you a little. 

We invented him and we give him the 
space for his advertising audacities, for 
the benefit of Life advertisers, present 
and future. Andy is roundabout, but 
he is throwing a new light on 

-i3. advertising are published in 
pamphlet form. If you can dis- 
tribute copies to salesmen, dealers 
or customers, LIFE will gladly fur- 
nish, at cost, reprints or plates of 
this series. 


127 Federal Street 

598 Madison Avenue 

360 N. Michigan Avenue 


FOR ANY quality product —tooth paste 
or motor car, confection or grand piano, 
food or fabric — the class market is of primary 

Class families demand by name and buy in 

Stores stock what they demand. 

The upper third of the mass families emulate, 
so far as possible, their purchases and habits. 

It costs very little to cover the class field 
thoroughly; far less than it costs to cover 
even a fair amount of the mass field. 

Vogue, Vanity Fair, House & Garden offer 
you 335,000 of the total 390,000 families with 
annual incomes of $6,000 or more. 

And we can start you advertising to these 
influential class families for as little as $ 1 5,000. 





All members of the Audit Bureau of Circulations 

November 18, 1925 



"The City of Diversified Industries" 
Home of the New $5,000,000 Linoleum Plant of the 


selling patterns. 

Rnthcr tlinii 

in the nmnufartiirf of lir 
also one itt the couulry'j 
leum mills and will §riv( 
very great number of emp 

This w number fifteen of 
inn the initmtriex of Tret 
prints of other aiirerlise 
envelope "P." 

Trenton Times 

Kelly-Smith Co. 

Marbridge BIdg. I Lytton Bldg, 


Oeneral View ofW.&fSIomj^^ 


November 18, 1925 

fHE map below shows the 
trading area of Lima, Ohio. It 
is interesting because of the in- 
fluence that this surrounding 
section has on the retail sales of Lima. 

This influence is evidenced by the fact 
that some months ago, the twenty leading 
merchants of Lima started a publication 
known as "Opportunity Days." It is 
published monthly in the form of a news- 
paper and contains, not only their various 
advertisements and the latest fashion 
hints, but also feature articles telling 
about the advantages of shopping in 

Thirty thousand copies are distributed 
without charge each month to women 
living outside of Lima and in this trading 
area. The effort and cost represented is 
an indication of the high regard that these 
Lima merchants have for the purchasing 
power of these surrounding small towns. 

Of course, no manufacturer can afford 
to cultivate all such trading areas with the 

same intensive methods that these Lima 
merchants are using. There are too many 
of them. However, a manufacturer can 
afford to use People's Home Journal 
as he will get not only a concentration of 
circulation in this and all similar trading 
areas, but he will have the added advan- 
tage of associating his advertising with 
practical service material appealing only 
to an alert audience. 

In passing it is interesting to note that 
a manufacturer by advertising in the 
PEOPLE'S Home Journal can reach 
5 ,b27 families in this Lima trading area, 
or nearly one-fifth of the 30,000 families 
which are so attractive to these Lima mer- 
chants, at a total cost of approximately 
$21.32 a month, and he can tell his story 
in full page space. 

YV7E are quoting from an advertisement 
^^ that recently appeared in a Chicago 
newspaper — 

"Scores of manufacturers are concen- 
trating their sales and advertising effort 
in metropolitan centers. There they en- 
counter the stiffest possible competition, 
which they may try to meet with de- 
structive price reductions. Result- — 
sometimes losses instead of profits. 

"But outside the cities, there are 
Eleven and a Half Million families living 
in towns of 2,500 population and on 
farms, offering an unusually prosperous 
and permanent market for much of the 
production of American Factories. ' 

We wish to take this opportunity of 
thanking the Mitchell-Faust Advertising 
Company for publishing this advertise- 
ment. We have been serving this small 
town market faithfully for forty years and 
we, too, know its possibilities. 


November 18, 1925 




ORCUIAT/O/^ iQis/e 

The Cincinnati Post's city and suburban circulation in October. 1925, was 19,600 greater than in October, 1924 

The Cincinnati Post 

A Scripps-Howard Newspaper 


Represented in the National Advertising Field by Allied Newspapers, Inc. 



November 18, 1925 

TSovember 18, 1925 


Poor Old Braddock 

Braddock looked at his troops and 
rubbed his hands. Their red coats 
would dominate any landscape, they 
had shiny guns, they brushed their hair 
neatly with military brushes. They 
always stepped out briskly with the left 
foot. It was "good-bye" to the enemy. 
He divided his score-card into spaces 
for "French" and "Indians" with plenty 
of room for the "Grand Total," and 
marched for Fort Duquesne. 

It is reported that his men hit a lot 
of trees — but the plagued enemy 
scattered and would no! draw up in 
columns to be shot at, as expected. 
However, his American Rangers, 
who knew the territory, brought 
back the nicest scalps of the season. 

It is eminently true of the South that 
advertising must be geared to local 
conditions. You can't cover the 
South with magazines alone. Mag- 
azine circulations are too scattered. 
In ten wealthy Southern States, even 
the greatest magazine has a circula- 
tion equal to only about 1% of the 
total population. But the local 
newspapers cover the territory eco- 
nomically and effectively. The 
South reads newspapers largely, be- 
lieves in them thoroughly — and 
newspaper advertisers prosper like the 
young Bay trees. Here's a vast market, 
newly alive to its own possibilities, 
showing enormous increases in wealth. 
Here are newspapers whose merchan- 
dising service is specialized to local 

For detailed information on the South 
as a market, write to the Southern News- 
paper Publishers' Association at Chat- 
tanooga, Tennessee, or to any of the 
newspapers listed below. 

The South Knows These Newspapers and These Newspapers Know the South 


lingham Age-Herald 

VIontgomery Advertisi 

Opelika News 

Fort Myers Press 

Jacksonville Journ; 
Jacksonville Times 

Orlando Reporter-Star 

Orlando Sentinel 

Palm Beach News 

Sanford Herald 

St. Augustine Record 

St. Petersburg Independent 

St. Petersburg Times 

Journal- Herald 

New Orleans Item-Tribune 
New Orleans Times-Picayun 

;ommon wealth 
irt & Biloxi Herald 


Lake Charles Am 

Charlotte News 
Charlotte Observer 
Concord Tribune 
Elizabeth City Advance 
Fayettevllle Observer 
Gastonia Gazette 
Greensboro News 
Henderson Dispatch 
Hickory Record 
KInston Free Press 
Raleigh News & Observer 
Raleigh Times 
Rocky Mt. Telegram 

Winston-Salem Sentii 

Charleston News & Courlei 
Columbia Record 
Columbia State 

Spartanburg s>un 

Chattanooga News 
Chattanooga Times 
Clarksville Leal 
Columbia Herald 

Memphis Press 
Nashville Banner 

Clifton Forge Review 


Seli it South TArouaA Newspapers 


November 18, 1925 

Another Big Month for 

The New York Sun 

In October this year The New York Sun carried 1,642,102 lines of 
advertising, against 1,382,630 lines in October last year — a gain of 259,472 

This lineage leads everything in the New York evening field and beats 
the nearest evening paper by 41,278 lines. Indeed, for four consecutive 
months — July, August, September and October — The Sun has carried more 
advertising each month than any other New York evening newspaper. 

The Sun's gain of 259,472 lines in October this year over October last 
year lacks only 10,000 lines of beating the combined gains for this same 
period of the Evening Journal, the Evening World and the Evening Post 
- — the individual gains of all three of these newspapers added together. 

A better understanding of what advertising building of this sort means is 
found in the fact that these great gains in The Sun's advertising volume are 
all made from advertising of the very first quality. The Sun stands rigidly 
for character and quality in its advertising columns, precisely the same as it 
stands for character and quality in its reading columns, and the readers of 
The Sun understand this. 

The advertisers and advertising agents of the country, shrewd, keen men 
who know their business, are not putting advertising in The Sun as a com- 
pliment to The Sun or to its owner. They are putting advertising in The Sun 
because it is good business to put it there — because The Sun has a clientele of 
men and women who have money to spend and who spend it freely alike for 
their necessities and their pleasures — a larger concentrated audience of char- 
acter and substance in the metropolis of the nation than advertisers can reach 
through any other newspaper. It is this audience that the sound business 
man wants to meet and does meet through his advertising in The Sun. 

Incidentally, The Sun might add that in this day, advertising is every- 
where measured by the agate line — not by the column. The agate line is a 
standard that never varies; newspaper columns may and do differ greatly in 

280 Broadway 


New York 


Munsey Building Old South Building 


49 Avenue de I'Opera First National Bank Building 

208 La Salle St. 

Van Nuys BuUding 
40-43 Fleet St. 

November 18, 1925 



Cover their markets intensively. 

Secure direct benefit of entire circulation. 

Change dead distribution into active sales. 

Speed up turn-over for dealers. 

Advertise in counties w^here goods are on sale. 

Direct advertising to spots where it is needed. 

Get 100% out of every advertising dollar. 

Increase as vi^ell as stimulate distribution. 

Reach a vast buying power. 

Appeal to a class of friendly readers. 

Advertise where local news has greatest reader interest. 

Secure maximum editorial appeal. 

Advertising never buried or lost. 

Get full position — next to reading. 

Reach both village and rural markets. 

Interest people willing to buy good products. 

Our story will interest all advertising and sales execu- 
tives, who want to get the greatest possible value out 
of every advertising dollar. 

The country news- 
papers represented by 
the American Press 
Association present 
the only intensive 
coverage of the larg- 
est single population 
group in the United 
States— the only 1007o 
coverage of 60% of 
the entire National 

Country newspapers 
can be selected in- 
dividually or in any 
combination; in any 
market, group of 
Stales, counties, or 
towns. This plan of 
buying fits in with 
the program of Gov- 
ernmental Simplifica- 
tion, designed to elim- 
inate waste. 



Covers the COUNTRY Intensively 

225 West 39th Street 

New York City 


It came from Alaska! 

A pathetic little letter tilled with trouble and asking help. 

She was a young wife and expecting her first baby. Her husband was sta' 
tioned in the extreme northern part of Alaska. The nearest doctor was a hundred 
miles away. It was thirty miles to the nearest white woman. 

If she left her husband and returned to civili2;ation she could not rejoin him for 
many months — and this was her first baby. 

Both she and her husband were inexperienced. There was no one to whom 
she could turn. What should she do? How could she meet the situation? 

This was the desperate appeal that came to The Delineator's Happy Child 
Department. It went direct to Dr. L. Emmett Holt, founder of the Happy Child 
Department and, up to his death, its editorial adviser. 

It was too late to send books. Even a letter by fastest post from New York 
could not reach Seattle in time to catch the boat for Alaska — the last steamer sailing 
that season. 

But he could telegraph — and over the wires flashed a message to a medical 
friend in Seattle. Thus the books were collected and sent — on that last steamer. 


The young wife had written that they had a radio — their only link with civili- 
7;ation during the long bitter months. 

So Governor Scott Bone, of Alaska, learning of this through the Editor of The 
Delineator, arranged for a series of talks on the care of the baby — helpful, expert 
advice on what to do and, much more important, how to do it. These were broad- 
cast over the radio for all mothers in that region — but especially for that far-away 
and isolated mother. 


Who can say it did not save her life and that of the baby? Do you wonder she 
was deeply grateful to The Delineator for the service rendered by Dr. Holt and the 
Happy Child Department? 

This is Delineator service — personal, helpful, friendly. This is the service 
given by Dr. Henry L. K. Shaw, now editorial adviser of the Happy Child De- 
partment. This is the service you find in all departments: Beauty, Health, Home- 
Making, House Decoration, Home-Building, Etiquette. Back of each article, on 
every page, in the heart of each editor is this same spirit of service. 

What better place to advertise your service — your products, than in the mag- 
azine of service. The Delineator. 


Butterick Building 
New York 

1/ you are interested send for list of service material The Delineator offers its 
readers. Address H. S. Lines, Butterick Building, New York, N.Y. No obligation. 

Volume Six 
Number Two 

Advertising & Selling 


Seven and One-Half Years Is the Average Life of a 

Retailer 19 

De Leslie Jones 
How Farm Women Are Modernizing Their Kitchens 21 

Bess M. Rowe 
How Much Have Advertisements Changed Since 


I Want to Break Into the Advertising Game 
Straight Line Sales Control in Direct Mail Export- 

Henry H. Morse 
Frank Trufax's Letters to His Salesmen 

A. J. Newman 

Seriousness of Coal Situation Becoming Appai'ent 

Floyd W. Parsons 
The Editorial Page 

An Englishman Talks About Cooperative Market- 

James M. Campbell 
Yes, the French Are Different 

George Burnham 
Are Propagandists Putting Advertising on the De- 

Elmer T. Wible 
Mailing Dates That Bring the Best Results 

Ralph K. Wadsworth 
A Goulash Avenue Grocer Talks to Sales Managers 

Louis Brewer 
Advertisers Take Aggressive in Price Maintenance 

J. George Frederick 

Speeding Up Turnover to Increase Profits 

General Brice P. Disque 
The 8-Pt. Page by Odds Bodkins 

In Sharper Focus 

Arthur Capper 

R. N. Fellows 
E. 0. W. 

HELD in the Mayflower Hotel, 
Washington, D. C, on Mon- 
day, Tuesday and Wednesday of 
this week is the annual meeting of 
the Association of National Adver- 
tisers. The keynote of the meeting 
was announced as "Tying up Ad- 
vertising with Sales," in keeping 
with the Association's policy of 
striving for greater effectiveness 
and economy in advertising, selling 
and distribution. 

The program takes in morning 
and afternoon sessions on two of 
the three days and a morning ses- 
sion only on the last. Evening en- 
tertainment includes a dinner 
dance and entertainment on Mon- 
day and the annual banquet of the 
Association on Tuesday. Also 
scheduled are special group meet- 
ings on more specialized subjects. 

New York : 

M. C. ROBBINS, Publisher 

J. H. MOORE, General Manager 

Offices: 9 EAST 38th STREET, NEW YORK 

Telephone : Caledonia 9770 

San Francisco : 
DOUGLASS. 320 Market St. 
Garfield 2444 

Clen-eland : 
405 Swetland Bidg " 

ior 1817 

Chicago : 
Peoples Gas Bldg. ; Wabash 4000 
London : 
66 and 67 Shoe Lane, E. C. 
Telephone Holborn 1900 

Netw Orlbians : 


Mandeville, Louisiana 

Subscription Prices: U. S. A. $3.00 a year. Canada $3.50 a year. Foreign $4.00 a year. 15 cents a copy 

'^^^■^^''"Th^r^^.i^i'''"^^'^/ i.'^^Sellmg. this publication absorbed Profitable Advertising. Advertising News Selling 

Magamne. The Business World. Trade Journal Advertiser and The Publishers Guide. Industrial Selling absorbed 1925 

Member Audit Bureau of Circulations and Associated Business Papers, Inc. Copyright, 1925 


November 18, 1925 



^Making a Great Product 


COSMOPOLITAN has for years been the magazine 
through which great fiction writers of our time have given 
the world the first glimpses of their work. For years, too, 
Cosmopolitan has been the magazine that has developed and 
given to the public the art of the world's great illustrators. 

Persistency in such a policy generously 
carried out as to volume and quality made 
Cosmopolitan one of the great magazine 
institutions of the American home. So 
much so, that, even at 35c a copy, more 
people bought it monthly than purchased 
any other publication of its kind. And 
its circulation went to well over a million 
copies, an unheard of thing at such a price. 
A few short months ago, a new and 
higher standard was set. With Cosmopoli- 
tan was combined Hearst's International 
and into one single magazine came, as 
though on one great stage, a grouping of 
authors, writers, and artists such as never 
before had been assembled. 

The results have been not only gratifying 
but startling. Also they are important to 
every manufacturer interested in a policy 
of constant betterment of an already fine 
product. Actually hundreds of thousands 
of new purchasers have been added to the 
number that not long ago was considered 
an astonishing attainment. 

A magazine is an institution. A great 
magazine is a great institution. A maga- 
zine like Cosmopolitan, sought out each 
month by the American people at a price 
clearly proving its position, and staying 
for thirty days as a part of their every- 
day life, is a unique institution as well as 
a great one. 

TODAY on the counter of the little general store in the frontier 
towns of Alaska — in the hotels at Palm Beach and "on the corner" 
in every city in this country, December COSMOPOLITAN is being 
purchased by people who wish to stimulate their lives and their 
living by reading the work of the really great writers of the hour. 

Get a copy and see why this announcement holds such 
interest and significance for you 


To Advertisers: 

Cosmopolitan has just announced an 
increase in its advertising rates. 


NOVEMBER 18, 1925 

Advertising & Selling 



Contributing Editors: Robert R. Updegraff Marsh K. Powers Charles Austin Bates 

Floyd W. Parsons Kenneth M. Goode G. Lynn Sumner R. Bigelow Lockwood 

John Lee Mahin James M. Campbell Frank Hough, Associate Editor 

Seven and One-Half Years Is the 
Average Life of a Retailer! 

By De Leslie Jones 

THIS is a day when 
the retailer is under 
more minute exami- 
nation than ever before, 
not only by himself, but 
by others interested in 
his fate and in his func- 

Rarely before has any- 
one troubled to analyze 
the retailer from the 
more fundamental statis- 
tical points of view, pin h 
as, for instance, his avn- 
age length of life. Paul 
Findlay, a short while 
ago, made such a calcula- 
tion, and in covering ttn 
types of retail trades 
found that the average 
life of each was 7.57 
years, and that the in- 
individual length of aver- 
age life was as follows: 
hardware, 7.9 years; 
shoes, 7.4 years; drugs, 
7.4 years; jewelry, 7.2 
years; groceries, 7.1 
years; dry goods, 6.9 
years; books and station- =^^= 
ery, 6.9 years; furniture, 
6.8 years; wall paper, 6.7 years; 
clothing, 6.4 years. 

Like so many other newly analyzed 
points of view, this one is full of 
surprises. The grocery trade is not, 
as many have always believed, the 
lowest in the scale. It maintains its 
general average surprisingly well. 

THE short life of the retail store is proverbial al- 
though we have very few definite facts to which we 
may attribute this condition directly. Possibly, as has 
often been claimed, there are too many retailers in 
proportion to the population, but more likely the rea- 
son for the frequent selling out sales with which we 
come in contact are caused by inadequate capital and 
short-sighted buying policies which result in dead or 
slowly moving stocks which accumulate only to rot on 
the shelves to the detriment of the dealer's business 

especially in view of its numerical 
preponderance. There are 400,000 
grocers in the country and no other 
type of retailer in this group comes 
within hailing distance of such a 
total number. The greatest surprise 
of all, however, lies in the fact that 
retailers of all types have so nearly cent report of the Harvard Bureau 

an equally short life! It 
appears to be no more 
than a cycle of time long 
enough for dissipating 
the initial capital and 
then descending to the in- 
evitable failure. So short 
a hold on life suggests a 
waste in distribution 
which has hardly been 
mentioned; the waste of 
forced sales, bank- 
ruptcies, losses of invest- 
ments, etc. 

If the country's million 
retailers all fail or go out 
of business, for one rea- 
son or another, every 
seven years (speaking in 
averages), it is certainly 
cause for serious reflec- 
tion on the part of manu- 
facturers who use the re- 
tailer as an outlet. The 
delicate balance and nar- 
row margins deciding the 
differences between fail- 
ure and success are per- 
haps most perfectly illus- 
== trated in the fact that 
although the hardware 
retailer has the longest life of all, 
nevertheless, according to a speaker 
at a recent convention of the Na- 
tional Hardware Association, the 
average retail hardware dealer's 
profit on sales in 1924 was only 0.44 
of one per cent. According to a re- 


ISovemher 18, 192 

of Business Research the average 
net profit showing of 545 individual 
independent retail grocery stores 
was one-ninth of one per cent, which 
is even worse than the hardware 

To approach the subject from still 
smother angle, according to the com- 
pilation of data from retail investi- 
gations by universities, govern- 
ments, etc., the manufacturer or 
producer gets 67.5 cents and the dis- 
tributors 32.5 cents out of each dol- 
lar that the consumer spends with 
retailers. The highest is the shoe 
distributor, who gets 44.8 cents. The 
furniture distributor is next, with 
43.6 cents, and the jeweler gets 40 
cents. It would, therefore, seem to 
be demonstrated that the rate of re- 
turn to the distributor bears no rela- 
tion to average success and length 
of life. 

If we look at it from the point of 
view of turnover the statistics are 

equally baffling, for the hardware 
dealer's rate of turnover is only 2.1, 
which is lower than the grocer's, the 
druggist's, or the clothing dealer's. 
Only shoes have a lower turnover 
(1.9). There is, if anything, a con- 
trary relationship, since the trades 
having the lowest turnover (hard- 
ware and shoes) have nevertheless 
the longest life. The following are 
the turnover rates for various retail 


five classes 3.1 4.1 3.S 1.3 

A clue is perhaps to be found in 
the fact that there is universal com- 
plaint against dead stocks. Mr. H. 
D. Keim, salesmanager of E. R. 
Squibb & Son, reported recently that 
a survey among 1223 dealers indi- 

cated that a maximum number of 
brands of dentifrice found on one 
dealer's shelves was 70 and the aver- 
age was 43. Only seven brands of 
these 43 were really nationally adver- 
tised, actually moving brands. Every 
purchaser of bankrupt stocks knows 
the appalling number of non-moving 
brands which such stocks invariably 
include. The inability to turn over 
such dead stocks has usually been 
the millstone which dragged down 
the retailer to his grave. Such dead 
stocks have an accumulative deadli- 
ness. The dealer just starting in 
business may have only one per cent 
of ill advised merchandise, but year 
by year this one per cent increases 
until, like a swimmer with lead in 
his pockets, he can no longer keep 

It is this situation which drastic 
modern methods are apparently de- 
termined to cure. The chain store 


Humanizing the Bank 

THE advertisement re- 
produced here, removed 
bodily from a recent 
issue of a New York news- 
paper, illustrates admirably a 
new idea which is becoming 
popular in bank advertising. 
It is one of a series, the ob- 
ject of which, stated in its 
simplest terms, is to "human- 
ize the bank." 

The Seaboard National 
Bank in furnishing publicity 
for its trust department, 
features wills. Realizing 
how few men, even alert, ac- 
tive business men, under- 
stand the multitude of tech- 
nicalities, complications and 
responsibilities which are in- 
volved in the death of a per- 
son of property, this bank 
has collected data from pro- 
bate court records regarding 
some of the more unusual 
cases which have come to 
light in recent years. 

Every man is urged to 
make his will and to avoid 
freak provisions and legal 
loopholes through which the 
cream of his estate may be 
dissipated. The great impor- 
tance of the will itself is 
emphasized, as well as the 
helplessness of the bene- 
ficiaries if the utmost care is 
not taken to provide for every 












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contingency. That the bank 
will furnish expert advice 
and that its trust department 
is trained to a high degree of 
efficiency constitute the prin- 
cipal selling points. 

In conjunction with this 
campaign the bank has pub- 
lished a booklet, five by eight 
inches, entitled "Seven Ways 
to Protect Your Family and 
Property," which is sent free 
upon request. In it are out- 
lined several emergencies 
which may arise after death 
which would have serious 
effects upon the family and 
property of the deceased; 
contingencies which his de- 
pendents, lacking experience 
and prostrated by grief, are 
ill prepared to meet. Seven 
separate plans for overcom- 
ing such difficulties by Sea- 
board National Bank service 
are detailed. 

Each advertisement of the 
series headlines some unusual 
incident in will probation 
which is admirably illustrated 
in pen and ink at the top of 
the layout. There follows a 
short description of the inci- 
dent which brings it graphi- 
cally before the re.ider's 
mind and awakens him to its 
implications as applied to his 
own case. 

November 18, 1925 


^*^-ir - 

THE "before and after" of one farm wife's kitchen. The photograph on the left, above, shows a 
kitchen which might be taken as typical in many ways of the old school of rural cuisine. But the 
housewife was eager for improvement, and under the impetus of a "Kitchen Improvement Contest" and 
with the aid of a Home Furnishing Specialist, she achieved the result shown on the right. 

How Farm Women Are 
Modernizing Their Kitchens 

An Organized Movement for Rural Home Betterment Which Is of 
Vast Importance to Manufacturers 

By Bess M. Rowe 

PERHAPS no single lemon pie ing a lemon pie, she decided that she the whole community was focussed 

has ever gained so much fame would enter the contest and find on her kitchen and the changes made 

as one baked in Yellowstone some way to cut down her mileage, in it. Probably no single pie has 

County, Montana. Plans for a Not only this, but the attention of ever been productive of such definite 

Kitchen Improvement 
Contest were under way 
in the county and in one 
community there was a 
farm woman who was 
willing to cooperate. 

In the community, her 
kitchen had been consid- 
ered very satisfactory. It 
was not too large and 
was fairly well equipped, 
but the work in it seemed 
to be never-ending. In- 
stead of telling the owner 
that her daily kitchen 
marathon was due to the 
poor arrangement of her 
equipment, the wise 
Home Demonstration 
Agent asked her to wear 
a pedometer for a few 
days and check up on the 
distance she walked do- 
ing different tasks. When 
she found that she walked 
a quarter of a mile mak- 

A PRIZE-WINNING model kitchen on an Indiana 
farm. Here is indeed a long step ahead from the 
old well, the water bucket and the lemon pie which re- 
quired a quarter of a mile of footwork in its construction 

and tangible results! 

Just what is a Kitchen 
Improvement Contest? 
Exactly what its name 
implies. The farm women 
of a given county become 
intei-ested in making 
their kitchens pleasanter 
and more efficient work- 
shops. In many cases 
local merchants cooper- 
ate by offering prizes — 
from stainless steel par- 
ing' knives to ranges and 
kitchen cabinets. 

The kitchens entered 
are usually scattered 
through the various com- 
munities in the county 
and become real demon- 
stration centers to the 
entire community. 

At the beginning of 
the contest the kitchens 
are scored and definite 
suggestions for improve- 



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ALMOST every advertisement so far printed falls into one of five lay-out classifications. Forty-seven 
.1921 advertisements and one hundred and eleven 1925 advertisements were distributed among these 
classifications, as shown above. Examples and detailed descriptions are given in the following article 

How Much Have Advertisements 
Changed Since 1921? 

A Study of Ten Featiu*es of Each of 158 Advertisements 
Reveals the Trend of the Last Four Years 

By S. H, Giellerup 

IT Z HAT changes have occurred 
W in lay-out styles? 

Is today's copy longer or shorter? 

Are drawings still as far ahead 
of photographs in the race for popu- 

Hmu have the fashions in type- 
faces changed? 

Is the advertisement toithout a 
headline gaining in favor or losing? 

Are advertisers giving more, or 
less, space to their headlines? 

To what extent are hand-lettered 
headlines supplanting those set in 

Is there a tendency to leave out 
the logotype? 

Is it occupying more or less space 
than it used to? 

Are the coupon and keyed offer 
decreasing or increasing in popu- 

The image of the past is, in our 
business, indelibly preserved. Time 
and the wrecking gang bring to 
earth most of the architect's work. 
Lawyers win their cases in the 
minds of judges and juries; doc- 
tors record their failures and suc- 
cesses on the short-lived body. En- 
gineers, chemists, farmers, build 
the present on the ruins of the past. 

But the work of the artist, and the 
work of the writer is preserved. 
The work of the advertising man, 
modern hybrid, composed of mer- 
chant, writer, artist, is not only 
preserved, but in the pages of for- 
gotten issues remains in the form 
and in the place where once it 
swayed men's thoughts. 

Here I stood in the autumn of 
1925; what kind of advertisements 
did I see in the autumn of 1921? 
Memory might play me false, but the 
bound volume of back issues never. 
I chose The Saturday Evening Post. 
I compared the second issue in Octo- 
ber, 1925, with the second issue in 
October, 1921. I found, as I had 
anticipated, that some of the cur- 
rents of progress had run swiftly 
and others sluggishly. I found, as 
I had not anticipated, that some of 
the things I thought had changed 
remained the same; that others had 
changed surprisingly much. 

The last four years have been a 
triumph for the artist. The old ad- 
vertisements, even though only four 
years old, look crude. In other 
ways, too, the artist's genius has 
been felt. The one great change in 
lay-out styles is the direct result of 
his struggle for the beautiful. His 

influence on type-face fashions in 
these four years has been marked. 

The 1921 issue contained forty- 
seven one and two-page advertise- 
ments; the 1925 — business being 
better — one hundred and eleven. A 
careful study of these one hundred 
and fifty-eight revealed much that 
casual observation overlooked. So I 
determined to be thorough, even to 
the fault of being statistical. I 
checked up more than fifteen hun- 
dred and eighty items, made more 
than five hundred measurements, 
and counted close to 40,000 words. 

Only one important change is evi- 
dent in lay-out styles. The Semi- 
Editorial Lay-out, described and 
pictured on another page, did not 
exist in 1921. Today it claims one 
advertisement in nine. From the 
ranks of the Conventional Lay-out 
have come the converts. Surpris- 
ingly, the improvement in art has 
not brought with it an increase in 
Poster Lay-outs, the percentage of 
these having remained the same. 

Today's copy is a trifle shorter. 
Reading advertisements averaged 
315 words then; 280 now. Poster 
advertisements, on the other hand, 
today use more text than formerly, 
88 words where 54 were once suffi- 

November 18, 1925 


cient. The general average for 
1921 was 250 words, and for 1925, 

The camera is not making rapid 
progress in its competition with 
brush, crayon and pen. While 32 
per cent of the 1921 advertisements 
used photographs, only 25 per cent 
included them in 1925. 

This particular magazine does not 
accept advertisements which contain 
type faces not on its list. This list, 
however, includes all of the most 
popular faces and it is interesting 
to note how advertising taste has 
changed with respect to these. 

Three faces are no longer used to 
the same extent, two are used more 
frequently, and one new face ap- 
pears today which was not present 
in 1921. The following table shows 
the changes. No effort has been 
made to differentiate between light 

face and bold face, the type family 
being the sole classification. 

Percentage of ad- 
vertisers using 

' it in ^ 

Type Family 1921 1925 

Caslon 39 28 

Bookman 23 8.5 

Cheltenham 18 4.5 

Garamond 11 

Goudy 6.5 30 

Kennerley 10 12.5 

The trend seems to be in the 
nature of "glorifying the American 
headline." From three standpoints 
it has grown in prominence since 
1921. In the first place, while 23 
per cent of the old advertisements 
got along without hide or hair of it, 
only 12 per cent dispense with it 
today. Secondly, advertisers today 

devote more space to it; headlines 
today are larger. Four years ago 
they averaged 6 inches by 1 inch. 
Now they are 7% inches by 1^4 
inches. Then, only 45 per cent of 
them were deemed worth the artist's 
time for lettering. But 56 per cent 
of this year's headlines never saw 
the type-box. 

Just the opposite trend is evident 
in the treatment of the logotype, or 
name slug. Once the name Camp- 
bell's Soups appeared not only in 
the pictured can, but was spread 
across the bottom sixth of the ad- 
vertisement. In 1921, only 10.5 per 
cent dared to leave it out; in 1925, 
13.5 per cent. Once occupying 10.25 
per cent of each page, it has now 
shrunk to the point where it occu- 
shrunk to occupy 7.25 per cent. Com- 
pare it with the headline: 

[continued on page 54] 

They wear holes in 

your pocketbook when 

they wear holes 

n their shoes 


Advertisement A 

Advertisement B 

Endicott -Johnson 

Advertisement C 

A New Radio Principle! 

Four essential improvements result 

Advertisement D 

A— The CONVENTIONAL style. Fairly 
short text set en bloc, this text being 
part of a design. The illustration is 
then set at the top or sweeps down 
around the right or left flank. 

B— The POSTER style. No description 

C— The SEMI-EDITORIAL style. Fairly 
long text, set so as to be extremely read- 
able, and not as part of a design. An 
obvious effort is made to make the page 
elegant and simple. 

D— The FULL EDITORIAL style. Gives 
the text the place of honor. Contains 
subheads. Has news appearance. Illus- 
trations are let into the text rather than 
the text being poured into the space left 
after the illustrations have been placed. 

E— The ECCENTRIC style. In these an 
effort is made. Sometimes this effort 
extends to the elements themselves, the 
pictures, the headlines, the type, but 
usually it stops with the arrangement 
of the elements. Often this unusual ar- 
rangement hinders reading. 

Advertisement E 


November 18, 1925 

I Want to Break Into the 
Advertising Game 

I HAVE counted as 
many as fourteen in 
a single week. Eager, 
bright-eyed youngsters, 
each armed with an en- 
gaging smile and an 
earnest desire to "break 
into the advertising 

I used to be mildly 
amused by that term 
"breaking in." It savors, 
somehow, of safe-crack- 
ing, or storming an 
ancient citadel. Some- 
thing like that, anyhow. 
But here of late I have 
come to the conclusion 
that the expression may 
be an exceedingly apt 
one. Probably these ap- 
plicants are finding that 
it is literally a case of 
"breaking in." 

What to do about these 
struggling young folks 
has always been a prob- 
lem in our office. I 
imagine a good many 
other advertising organ- 
izations have encountered 
the same situation. 

We could not possibly 
employ all of the appli- 
cants even though we 
had a heart — and an ex- 
chequer — as spacious as 
a bank vault. And yet I 
feel — just as every estab- 
lished advertising man 
must feel — a very definite 
sense of responsibility 

for an on-coming genera- ^ 


We have been over the road, and broad highway, and was duly in- 
we are supposed to know something formed that he would break my so- 
at least about getting through the and-so neck if I didn't desist. I 
tangled traffic and off on the right desisted. 

ADVERTISING owes an obligation to itself, to the 
men who have raised it to its present place, and 
to the public which has been educated to believe in 
it. Its social position is now well up among the elite 
of the business world, but its future rests with the 
new generation, these "breakers-in" who swarm to it 
every day. From these ranks will come the advertis- 
ing men of 1945, and it is up to the advertising men 
of today to use a little discretion in their selection 


And I am still faced with the advertising. 

is mysteriously filled with 

When a man of this 
type gets the facts — and 
gets them straight — 
when he learns that the 
charlatan hasn't a chance, 
he gracefully fades from 
the scene. 

There's another type of 
applicant we don't waste 
much time with. I'm re- 
ferring to the chap who 
doesn't know what it is 
all about. He is willing 
to work hard, and he has 
no unreasonable ideas as 
to salary. He is eager to 
"start in just anywhere 
and work up." 

Well, personally, I'm 
not overly optimistic 
about the chap who is 
ready to start in wher- 
ever fate happens to drop 
him and "work up." My 
experience is that more 
often than not he doesn't 
"work up," he works in — 
a rut. And it takes a 
charge of dynamite to 
get him a notch higher. 

Somebody once asked 
Elbert Hubbard the ques- 
tion, "Are you an adver- 
tising man?" Hubbard 
smiled, "No, but I know 
the lingo." 

Well, when a young 
man comes along looking 
for a job in the advertis- 
ing business I want him 
=^^ to "know the lingo." I 
am not, I believe, un- 
reasonable in my insistence that an 
applicant should be versed in the 
fundamental processes of creating 
and disseminating various forms of 

The question is, "How can we help problem of how to counsel my 

these beginners to begin?" 

Once upon a time I used to make 
a practice of sending all of the job- 
hunters to the secretary of our 
local Advertising Club, thinking 
that perhaps he might know of a 
likely opening. I abandoned the 


A goodly number of the appli- 
cants we can dismiss with mighty 
little effort — drifters, floaters, for- 
tune-hunters. They have heard that 
all advertising men are millionaires; 
that they know no sorrow and are 

practice rather abruptly one bright unacquainted with grief. These 
sunshiny morning when I chanced to gentlemen have a notion that we 
encounter the said secretary on the simply hold out our plate, and, lo, it 

Moreover, he should have a pretty 
clear idea of the niche he can best 
fill in the advertising business, pro- 
fession, or whatever it is being 
called this season. He should know 
whether he is most likely to suc- 
ceed in mechanical production, in 
creative work, or in the sales di- 

I hold that unless your job hunter 
knows at least that much about ad- 


November 18, 1925 


Coordinating Sales Control 
in Direct Mail Exporting 

By Henry H. Morse 

STRAIGHT line sales control 
means that newspaper and mag- 
azine advertising, direct mail 
and salesmen are not permitted to 
work wastefully by trying to do 
alone that which they can do better 
in connection with one another. 
Straight line sales control means 
that the work of these three sales 
forces or as many as are used shall 
be timed together so the effect of 
one blow will not pass before the 
second blow is struck. 

It means that one captain is in 
command of all forces, and an at- 
tack is supported by a barrage or a 
cavalry charge as the need dictates. 
It means that the different instru- 
ments in the orchestra are in tune, 
are keeping time and are rendering 
the same symphony. Beyond this it 
means that the same executive is 
using the forces in a manner that 
will produce the maximum net profit 
over a long term of years. 

Portions of an addres.s before the Dir 
Mail Advertising Association Conventi 
Boston. Mass. 

The export department of that big 
mail order house, Montgomery Ward, 
under the leadership of Maynard 
Howell (now dead), and later under 
Carl Wynne (now conducting an ex- 
port business of his own) has done 
direct mail selling abroad in a way 
that commands respect. But it is cer- 
tain that the best results are obtain- 
ed from a balanced compaign where 
as many tools as are available are 
used and each is used to accomplish 
the purpose for which it is adapted. 

For a fairly complete 
campaign we need the fol- 
lowing instruments : ( 1 ) 
Direct mail; (2) newspa- 
per and magazine adver- 
tising; (3) salesmen. To- 
gether these tools can be 
successfully used for the 
purpose of persuading the 
prospective customer in 
a foreign country to ex- 
change his gold for Amer- 
ican goods, and each one 
of these tools taken by it- 
self is adapted to some 

particular part of that task. If be- 
cause of circumstances all three tools 
are not available, the remaining two 
can be made to serve, but the re- 
sults will not be so satisfactory. 

It would be well to run over an 
export campaign of the Regal Shoe 
Company, not because it has any 
claim to excellence but because it il- 
lustrates how through straight line 
sales control, each instrument is 
made to prepare the way for the 


(c) Ewing Galloway 

SELLING shoes in South 
America is a task which re- 
quires more than a little finesse. 
The language is different, the 
customers and business methods 
are different, and the American 
product is thrown in direct com- 
petition with native competi- 
tors. To overcome these many 
obstacles and to produce the 
greatest possible business, it is 
advisable to coordinate the sell- 
ing efforts under a single head 


November 18, 1925 


r-„u„:e/.:/ P/,.„:A,„ 




THEY didn't have to use a tableau by Ben Ali Haggin to produce just about the pleasantest bathroom 
advertisements imaginable. They didn't have to list the specifications of every spigot. All they did 
was to show children putting a bathroom on the blink as only children can. And all they are accom- 
plishing is to sell good bathrooms to everyone in this Nearer-to-Godliness Repubhc — whether the pur- 
chasers happen to think of the children as kids or "kiddies." Copy writers and others will please note 
that the word quality appears only once in the above advertisements. 

November 18, 1925 


Frank Truf ax's Letters to 
His Salesmen 

A Fictitious Cigar Jobber Discourses ou Sales Problems for the Benefit 
of a Real Company and Its Real Distributors 

By A. J, Newman 

Who Is the Star 

To My Salesmen: 

Before I get going on 
this sales letter, I want 
to thank all of you boys 
for the close attention 
you gave my letter on 
Distribution. You didn't 
merely read it but you 
have given evidence of 
having studied it, and 
what's the consequence? 

Our last month's busi- 
ness showed an increase 
of 24 per cent over same 
month last year and 38 
per cent over best month 
this year, of which 19 
per cent is attributable 
to increased distribution. 

Boys, my hat is off to 
you — I knew it could be 

The keen satisfaction I 
enjoyed at having my 
confidence in your ability 
confirmed is just a little 
lessened by a remark of 
one of the boys to me. 
He said, "Mr. Trufax, I 
now have what might be 
called a perfect distribu- 
tion on Bayuk Brands — 
that's about all I can do. 
If they don't sell, it isn't 
up to me." WOW! 

Now, boys, listen — 

these sales letters are 

just between ourselves so 
you must not heat up under the col- 
lar when I use regular man-to-man 
he words in expressing myself to 
that salesman as well as to any of 
the rest of us who feel the same way 
he does. 

He's got DISTRIBUTION and 
says that's all he can do. Why, man 
alive, he's merely started. Building 
business on a brand is like building 
a house. Distribution of brand is 

AS general sales manager of Bayuk Cigars, Inc., Mr. 
. Newman makes use of this novel method of helping 
out the company's distributors with their everyday sales 
problems. The fictitious distributor, Frank 'Trufax 
(self-explanatory name), is a fabrication of Mr. New- 
man's but the problems about which he writes his 
imaginary salesmen are all too real. A portion of one 
of these letters is reproduced above. So popular did 
they become with the trade that Mr. Newman acceded 
to popular demand and had the series compiled into a 
booklet which was distributed gratis upon request 

similar to the foundation of a house 
but you don't cash in on your brand 
until you build on your distribution, 
any more so than you make use of 
the foundation until you build on it 
your house. 

When you do all you can on Dis- 
tribution, then you commence to do 
all you can with Distribution, and 
then, boys, is when you start to 

Distribution virtually 
means that the dealers 
have been caused to BUY 
— now it is up to you to 
get them to SELL. A 
SALES-MAN can do the 
former but it takes a 
SALES-MAN to do the 
latter ! There's a heap of 
difference between selling 
cigars and making cigars 
sell — if we make 'em sell, 
we don't have to sell 'em, 
and that's not intended 
for a pun either. 

All right, then, what 
spark of activity on your 
part will serve to kindle 
a fire on Bayuk Brands 
l)y the smoker? 

Get this answer — your 
own personal advertising. 
Advertising by means of 
the attractive window 
posters that Bayuk fur- 
nish; by case strips, by 
transparencies, etc. 

Think of the enthusi- 
asm in Bayuk Brands you 
engender in the dealer's 
mind when he sees you 
really trying to get him 
customers on your cigars. 
Don't you think he will 
be more interested in 
your brands when you 
display such striking evi- 
dence of your own in- 

I don't expect you to go 
up the streets loaded 
down like a truck-horse with adver- 
tising matter, but let me tell you 
something — the more you want to 
increase your sales, the more you 
should like to advertise, because just 
as sure as three and three are six, 
advertising makes selling easier. 

I remember a few years ago visit- 
ing my old friend, Mr. Gogetem of 
Up & Doing, one of the most pro- 
gressive cigar distributors in the 


November 18, 1925 

Seriousness of Coal Situation 
Is Becoming Apparent 

By Floyd W. Parsons 

THE public is beginning 
to show an interest in 
the fuel situation. I 
have watched a lot of strikes, 
but never can I remember a 
time when the average citi- 
zen evidenced so little concern 
over a shut-down of the 
mines. This condition has 
probably been more astonish- 
ing to me because at no time 
in the past have I felt so ap- 
prehensive about our national 
fuel supply as I have in re- 
cent weeks. 

Recently I have had several 
talks with John Lewis, Presi- 
dent of the United Mine 
Worker.s of America. These 
little chats have strengthened 
the belief in my mind that 
the present fight will stir the 
country as no strike has done 
in many years. Lewis says, 
"We'll win in a walk." He is 
not banking much on public 
sympathy. He does not ex- 
pect to win by employing ar- 
bitration or by compromise. 
The miners' president does not en- 
tertain the notion that wage ad- 
vances will come to his followers 
through the workings of faith, loy- 
alty or justice. He is a practicalist 
— not a moralist. His policy is 
founded on the belief that the public 
cares very little about the trials and 
tribulations of the miner. His 
methods of persuasion are through 
blasting rather than coaxing. 

Notwith.standing the immense 
amount of discussion that has taken 
place concerning coal, the "man on 
the street" is poorly informed on 
the subject. He has a ridiculous 
notion concerning the importance of 
substitute fuel. He believes that 
the miners' strike is based on pure 
greed, and that they have started 
their fight at a time when victory is 

The operators deny that recent 
changes in preparation methods will 
net them millions. They call atten- 
tion to the large earnings of 19,000 
miners who receive from $2,151 up 
to $3,947 for a year's work. Mr. 

Floyd W. Parsons 

Lewis answers that these are con- 
tract miners, representing the real 
aristocracy of coal-mining labor. He 
says that "two-thirds of the anthra- 
cite miners receive less than $5.60 
a day," and asks, "What chance has 
a man to live decently and raise a 
family on such an income?" 

LET no one assume that I am here 
i setting forth a brief to support 
the case of the miner. As a matter of 
fact, I am entirely out of sympathy 
with some of the policies of Mr. 
Lewis and his union. I see no solu- 
tion except through federal regula- 
tion of the industry. Coal mining 
will always be a menace to the gen- 
eral business of our country so long 
as one man, or group of men, can 
stop the normal flow of coal to mar- 
ket and thereby create a fuel famine. 
Not once in the long history of coal 
mining has the American public, or 
its representatives in the govern- 
ment made a single move that was 
calculated to serve as more than a 
mere palliative in the treatment of 

this serious national evil. 
Mr. Lewis is opposed to ar- 
bitration, which is a princi- 
ple that would necessarily be 
a cornerstone for any pro- 
gram of federal control. 
The miners' president in- 
sists that no action shall 
be taken which will curtail 
the power of the union to 
shut down the mines and 
bring about a fuel famine. 
He has learned from experi- 
ence that about the only way 
to make the public listen to 
his story is to develop a situ- 
ation that actually touches 
peoples' lives and puts fef,r 
into their hearts. It is for 
this reason that the strike 
may spread to the bituminous 
field. The miners' trump 
card is their power to cut off 
a large part of the production 
of soft coal. When this will 
happen, and if at all, depends 
on the nature of developments 
in the next few weeks. 

If the anthracite strike 
should take a turn threatening the 
life of the union, the immediate re- 
sults would be an extension of the 
fight to the soft-coal fields. When 
Congress convenes in December, if 
not before, there will be plenty of 
meddling with the situation, and the 
outcome may be very serious. To 
those who say that the miners in 
the bituminous fields are bound by 
the Jacksonville agreement, Mr. 
Lewis can reply that the largest 
soft-coal companies immediately 
scrapped this contract as soon as 
they found it inexpedient to observe 
its terms. The strikes already in 
force in West Virginia and in West- 
ern Pennsylvania appear to be quite 
effective, notwithstanding reports to 
the contrary. 

The entire situation is filled with 
pallor. Lewis runs his union just 
as he would manage a great business 
corporation. His first, and practi- 
cally his only consideration, is the 
welfare of the union miners. He is 
autocratic, confident and fearless. I 
have not observed that he feels any 


The Starting Point for Expansion 

IN his new book, The Phantom Public, Walter Lipp- 
mann makes the point that there is no fixed public, 
but rather many publics varying in their composition 
in the presence of any specific issue. What applies to 
issues applies also to products. There is a Jello public, 
a Wrigley public, a Cantilever Shoe public, a Statler 
public, a Valspar public, a Pro-phy-lac-tic public, a Lux 
public, and so on. 

The mistake many manufacturers make is in think- 
ing that their publics are fixed. With a dozen or a 
score or a hundred competitors trying to secure those 
publics for themselves, and creating fresh competitive 
"issues," how can they be fixed? Like Alice in Through 
the Looking Glass, who had to go "that fast" just to 
keep up, it takes a certain definite advertising expendi- 
ture "just to keep up." It would be well for every ad- 
vertiser to give some thought to this factor and come as 
near as possible to an estimate of how large an ex- 
penditure that is, so that he can start from that point 
in planning to expand his market. 

Sealing a Trade Name 

THE Tide Water Oil Sales Corporation, distressed 
over the problem of "bootleg gasoline," which it 
describes as "cheap, third-rate stuff being sold in New 
York through gasoline pumps which bear the names of 
well known high-grade gasoline," has finally worked out 
a method of protecting itself from this ruinous sub- 

Upon the intake pipe of every underground tank 
which feeds a Tydol pump in New York City a seal has 
been placed, controlled entirely by this company. Each 
time the tank is filled the intake pipe is reseated. As 
set forth by the company, this virtually amounts to 
buying gasoline from a sealed container, just as one 
buys crackers or breakfast food or tobacco. 

It will be interesting to watch the working out of 
this idea, for if it is successful it may suggest the 
solution to a number of other serious substitution prob- 

Add: Benefits House- to-House Selling 

THERE was much sound sense in the talk delivered 
by F. S. Beveridge, vice-president of the Fuller 
Brush Company, at the recent Babson Business Con- 
ference. His subject was "The Future of Direct Sell- 

In addition to bringing out clearly the points that 
house-to-house selling on a large scale is a compara- 
tively new venture and should still be considered in an 
experimental stage, and that the buying public, not 
competitors or legislators, must ultimately judge as to 
whether it shall succeed or not, he advanced the argu- 
ment that such selling supplements, and even actually 
assists, the retailer in the case of ai-ticles which require 
demonstration and educational work. 

Looking at the matter still more broadly, it begins 
to be evident that the success of some companies doing 

house-to-house selling has assisted retailers to a real- 
ization of the need for more aggressive sales and edu- 
cational effort on their own part. 

When a crew of trained men can come into a store's 
territory and stir up a large volume of new business, 
as the house-to-house canvassers frequently do, it be- 
gins to be apparent that retail selling is still too static. 
If direct selling does nothing more than arouse the 
retailers of America from their inertia it will have 
done a big thing for business. 

A Significant Marketing Trend 

ACCORDING to a chart published in the Nov. 7 issue 
x\.of The Neiv York Evening Post, 1925 sales of 4 
mail order houses which in 1919 were at an index figure 
of 100, reached 120; sales of 359 department stores 
reached 130; sales of five 5-and-lO-cent chains reached 
205 ; sales of 27 grocery chain stores reached the aston- 
ishing figure of 255. 

"Adventures in Redesign" 

THAT there is frequently a fresh, interesting angle 
from which to approach the marketing to industry 
of a normally uninspiring technical product is brought 
out strikingly by the current advertising of the Youngs- 
town Pressed Steel Co., of Warren, Ohio. 

This enterprising company is offering a booklet which 
it calls "Adventures in Redesign," which is aimed to 
interest manufacturers of products now made up of 
cast-metal parts in the idea of pressing them from steel 

We mention this case not because the idea of sub- 
stituting one metal or process for another is new; but 
because this company has shown ingenuity and adver- 
tising acumen in the selection of a sales approach which 
vitalizes the whole idea : "Adventures in Redesign." 

Where Big Businesses Comes from 

IF any small manufactui-er is discouraged or doubtful 
for the future, let him read The Story of The Pantry 
Shelf by Butterick: 

Charles Williams Post made the first Postum in a bam. 

Messrs. Loose and Wiles were retail bakers and confec- 

J. L. Kraft was a grocery clerk who started with a cap- 
ital of $65.00 to peddle cheese from a one-horse wagon. 

Charles Hires ran a drug store in Philadelphia. 

In 1869 H. J. Heinz planted a small plot in horseradish. 
He and two women and a boy grated and bottled the root. 

Mr. Gorton worked in a cotton mill. He had a liking for 
fish and packed salt mackerel in his cellar after working 

Coca-Cola was first made in the kitchen of an old home 
adjoining Dr. Pemberton's drug store. 

E. A. Stuart, president of Carnation Milk Products Com- 
pany, drove a team of mules in a construction gang on the 
Santa Fe. Later he ran a grocery store and in 1899 bought 
a bankrupt condensery in Kent, Washington. 

From such humble beginnings sprang most of Amer- 
ica's large and prosperous corporations of 1925. From 
similar humble beginnings will probably spring many 
of the large and prosperous corporations of 1950. 


An Englishman Writes About 
Cooperative Marketing 

By James M. Campbell 

m ^ THAT is, in my opinion, the 
\U best book about large scale 
▼ ▼ cooperative marketing in the 
United States was written, not as 
you might suppose, by an American, 
but by an Englishman — R. B. For- 
rester, M. A., Cassel Lecturer in 
Commerce in the University of Lon- 
don. It was published a few months 
ago by His Majesty's Stationery 
Office, and sells for Is. 6d.— about 
37 cents in American money. It 
deals with: 

The Economic Background (of the Co- 
operative Movement) ; 
its extent, magnitude and localization; 
types of large-scale cooperative organi- 
membership contracts and membership 

organization and management prob- 
lems — pooling and orderly market- 
forms of financial organization; 
cooperative marketing associations in 

relation to state and federal law; 
the economic significance of large scale 
cooperative marketing associations, 

As every reader of the Fort- 
nightly knows, several of the large 
scale cooperative marketing associa- 
tions are "large scale" advertisers 
who have made themselves and their 
products known from coast to coast. 
What Professor Forrester has to say 
about two of these associations is 
worth reading. Here are his com- 
ments : 

The California Fruit Growers' 

l| T^HE California Fruit Growers Ex- 
I 1 change has at present (1924) 10,500 
members, 218 local packing units, 20 
' district exchanges, and a central sales 
organization. The whole system is held 
together by a series of contracts; the 
grower signs a contract with the local 
association, from which he may with- 
draw by filing a notice with the secre- 
tary of the association during a speci- 
fied period or before a certain date of 
any year. Most associations have five- 
year contracts, although a few under- 
take an obligation for one or three 
years. A twenty-year contract, revok- 
able at the end of any year, upon no- 
tice, is made between the districts and 
the locals; each district has a similar 
contract with the California Fruit 
Growers Exchange central. The as- 
sociation is built up upon the locals, 
and authority travels through from 

grower to local, local to district, and 
district to central. 

The Economic Services of the 

1. The California Fruit Growers Ex- 
change markets 70 per cent of the cit- 
rus fruit of California. 

2. It has standardized production by 
unifying grade standards for oranges 
and lemons; it has improved handling 

3. It has created a comprehensive 
system of salaried agencies, which is 
an innovation in the marketing of per- 
ishable products, and has attempted to 
reduce hazard to a minimum in distri- 

4. Stimulation of the demand of con- 
sumers has been attained by advertise- 
ment, a study of retailer's requirements, 
and the introduction of juice extractors. 
Further, the marketing season for or- 
anges has been expanded by planting 
the Valencia orange. 

5. The association has been active in 
procuring favorable freight rates, re- 
frigerator service, and in dealing with 
questions of damage in transit. 

6. The use of by-products reducing 
waste is a notable achievement, al- 
though such enterprises operate under 
the handicap of a fluctuating supply. 

Surely not even the severest critic 
of advertising can find fault with a 
program such as this. 

The Neiv York Dairymen's League 

THE present organization which dates 
from 1921 is a non-stock, non-profit, 
pooling association, which bargains 
with dealers as to prices and accepts 
responsibility for the surplus of its 
members; its membership has varied 
considerably but is now (1924) roughly 
65,000 with a cow constituency of 
750,000; it works 126 plants of which it 
owns 93 and leases the remainder; its 
employees number almost 3000 includ- 
ing salesmen and its receiving stations 
are over 950. The turnover for the 
year ending 31st March, 1923, was $82- 
000,000 and the pounds of milk handled 
was 3,359,000,000. 

The area covered by the association 
stretches in the form of a triangle to 
Buffalo and Niagara in the West, to 
the St. Lawrence in the North, and to 
Pennsylvania in the South, covering 
parts of four other States besides New 
York, an outside distance being roughly 
400 miles from the city market where 
90 per cent of the association's sales 
are made. The League supplied direct- 
ly and through dealers 40 to 42 per 
cent of the milk receipts of New York 
in 1923, the actual percentages being 
association 11 per cent, association 
dealers 29, outsiders 60; for the first 7 
months of 1924, the figures were as- 
sociation 12 per cent, dealers 28, out- 
siders 60. 

The League is the largest milk pro- 
ducers' association in the world and its 
present departmental organization is 
elaborate; it includes a production de- 
partment including all forms of pro- 
cessing, a veterinary division, sections 
dealing with research, laboratory work, 
sales and advertisement, export, en- 
gineering for the operating and main- 
taining of 38 refrigeration plants, a 
bureau of nutrition, traffic, warehous- 
ing and purchasing divisions as well as 
the general accounting and statistical 
control departments and an important 
membership service branch covering 




Bruce Barton Roy S. Durstine Ai.ex F. Osborn 

BartDn,Durstine ^ Osborn 


(L/TN advertising agency of about one 

hundred and ninety people among whom are 

these account executives and department heads 

Mary L. Alexander 

Chester E. Haring 

Joseph Alger 

F. W. Hatch 

J.A. Archbaldj'r. 

Roland H inter meister 

R. P. Bagg 

P. M. Hollister 

W.R.Baker, jr. 

F. G. Hubbard 

Frank Baldwin 

Matthew Hufnagel 

Bruce Barton 

S. P. Irvin 

Robert Barton 

Charles D. Kaiser 

G. Kane Campbell 
H. G. Canda 

R. N. King 
D. P. Kingston 

A. D. Chiquoine, jr. 
Francis Corcoran 
Margaret Crane 
Thoreau Cronyn 

Charles J. Lumb 
Robert D. MacMillen 
Wm. C. Magee 
Carolyn T. March 
Elmer Mason 

Webster David 

Allyn B. Mclntire 

C. L. Davis 
Rowland Davis 

E.J. McLaughlin. 
Alex F. Osborn 

Ernest Donohue 

Leslie S. Pearl 

B. C. Duffy 

T. Arnold Rau 

Roy S. Durstine 

Irene Smith 

George O. Everett 

John C. Sterhng 

G. G. Flory 

J. Burton Stevens 

R. C. Gellert 

WiUiam M. Strong 

B. E. Giffen 

A. A. Trenchard 

Geo. F. Gouge 

Charles Wadsworth 

Gilson B. Gray 

Don. B. Wheeler 

Dorothy Greig 

C. S. WooUey 

Mabel P. Hanford 

J. H. Wright 


' V3/ ' 



Member American Association of Aduertismg Agencies 

Member Audit Bureau of Circulations 

Member 7<lational Outdoor Advertising Bureau 



November 18, 1925 

THE Frenchman does not advertise the 
same way we do. His methods are 
probably more effective — with the French. 

Yes, the French Are Different 

By George Burnham 

THE French seldom do things 
exactly as we do them. For in- 
stance, they are accustomed to 
fight with their feet, a practice 
which is frowned upon in the best 
sporting circles of Third Avenue and 
Shelby, Montana. But for the mo- 
ment we are not concerned with the 
pugilistic propensities — or home life 
— of that noble race which covered 
itself with glory at Verdun in a 
matter of a few thousand lives and 
later with criticism in the American 
press in a matter of a few million 
francs. What does interest us is a 
few bits of advertising matter, 
typically if not indigenously French, 
which have survived the censor, the 
Atlantic Ocean and the American 
postal authorities to trickle through 
to us. 

These take the form of direct-by- 
mail pieces; little folders, circulars 
or what-not, which owe their distinc- 
tion to their cover designs. From 
a somewhat rusty knowledge of la 
Jangue Francaii^e which dates back 
to our sophomore days and to a some- 
what intimate association with the 
late guerre, it is not difficult to de- 
duce that most of these at hand 
emanate from shops which cater to 
the ladies of the heaxi moude. This 
conviction is strengthened by one in 
particular, from "Chez Edith," 
which, entering wholeheartedly the 
great French industry of "doing the 
Americans," has printed the text in 
so-called English as well as the more 

comme il faut French. Edith, it 
seems, specializes in high grade 
shoes for ladies and carries a special 
side line of bas fiyis et houcles riches. 
Unfortunately her circular appears 
in too many and too vivid colors, and 

her chaussvres de haut luxe ap- 
proach the bizarre too closely to be 
here reproduced in prosaic halftone. 
The informally clothed gentleman 
emerging from the well illustrates 
the sales message of the Theatre de 
Paris (Direction Leon Volterra) 
which, we are given to understand. 

is presenting "La Verite Toute 
Nue," Piece en 3 Actes. Tons les 
soirs — Matinees: Jeudis et Diman- 
ches, a 2 heures 1/2. That this un- 
conventional gentleman and the 
somewhat involved title just quoted 
should be in any way related to our 
own old classic "Nothing But the 
Truth" would seem to be stretching 
a point pretty far, but such is the 
case according to the claims of the 
producer. Possibly this is a tribute 
.supreme to the Gallic imagination, 
but if such is the case we should 
hate to see the French conception of 
such an epigrammatic drama as 
"Cradle Snatchers," for instance. 

The example from "Milon" — 
Bonnetier as the technique and 
dress styles indicate, dates back to 
the gay days when the ancien regime 
was in its prime. This illustration 
was taken bodily from a print of the 
seventeenth or eighteenth century — 
a type familiar today to all special- 
ists in period furnishing. Typically 
French in conception, execution and 
slant, it might be called the piquant 
progenitor of the Vie Parisienne 
school for glorifying the feminine 
anatomy. One gathers that "Milon's" 
is a hosiery emporium, and the 
folder conveys the additional infor- 
mation that they carry an exclusive 
line of Paletots, Boleros, Combi- 
naisons, Chemises, Culottes, Gen- 
ouilleres, Chaussons, Ceintures, etc. 
— words alien to the French depart- 
ments of our best universities and 


November 18, 1925 


Leadership in the Marine Industry 

The leadership of Marine Engineering and 
Shipping Age stands pre-eminent in the 
marine industry regardless of the yardstick 
you may use. 

It is the only publication devoted exclusively 
to the Engineering side of Ship Building, 
Ship Repair and Ship Operation and its in- 
fluence among those with purchasing power 
in the marine industry is evidenced by the 
classification of its subscribers in the Audit 
Bureau of Circulations report. 

Ask for sample copy of our Weekly 
Bulletin of Advance information which 
is mailed to advertisers every Friday. 

Simmons-Boardman Publishing Company 

"The House oj Tr 

30 Church Street 
Dearborn St., Chicago 

Mandeville, La 

San Fr, 


New York, N. Y. 

6007 Euclid Ave., Cleveland 

SCO Washington. D. C. London 

Marine Engineering 

and Shipping Age 


l\ovember 18, 1925 

Are Propagandists Putting 
Advertising on the Defensive? 

By Elmer T. Wible 

Advertising Manager, Pittsburgh Steel Company 

DURING recent months we have 
heard a great deal of propa- 
ganda about advertising, pro- 
claiming to the public its wonders, 
its benefits and its merchandising 
economies. On the whole I believe 
that advertising is a public bene- 
faction. I believe in a great many 
cases that it is instrumental in re- 
ducing the cost and also the retail 
selling price of commodities; and 
that in other cases where it per- 
haps does not reduce the cost and 
possibly increases the cost, it is yet 
desirable because the result is of 
benefit to the public. 

At the same time I am convinced 
that it is a great mistake for those 
interested in the work of advertis- 
ing to undertake to point out to the 
general public the value or economy 
of advertising. Such advertising 
propaganda has some justification in 
theory, but I have not yet seen a 
single instance where in practice it 
did not, in my opinion, defeat its 
own purpose. 

In the first place, the public should 
not be made conscious of advertis- 
ing. If a member of the public 
looks at an advertisement, brings it 
to the attention of his companion 
and says, "That's a fine ad," the 
value of that advertisement is very 
close to zero; the advertisement has 
been seen as an advertisement and 
in all probability the message has 
not registered. If, on the other 
hand, the reader, upon seeing the 
advertisement, reads it and says, 
"By George, that's just what I 
want," the advertisement has served 
its purpose 100 per cent and the 
reader is scarcely, if at all, aware 
that he has read an advertisement. 

It seems to me that all the propa- 
ganda concerning advertising which 
we have seen and heard in recent 
months and years has tended to in- 
crease the public's consciousness of 
advertising as such and just to this 
extent has lessened its value as a 
means of transmitting a message. 
The seriousness of this is further 
complicated by a great deal of loose 

talk about the cost of advertising. 
Advertising men seem to take a 
great delight in astounding the fire- 
side group by the comment that 
"Do you know that advertisement 
cost $12,000?" followed, of course, 
by the explanation that that price is 
only for one insertion. 

We who work and deal with ad- 
vertising only get in still deeper 
water when we undertake to con- 
vince any part of the consuming 
public that the money spent for ad- 
vertising is justified and reduces the 
cost of merchandise. Immediately 
we are on the defensive in undertak- 
ing such exoneration of advertising. 

Personal salesmanship is an ac- 
cepted factor in the matter of mer- 
chandise distribution. Each year a 
tremendous amount of money is ex- 
pended for salesmen's salaries, trav- 
eling expenses, etc. I have never 
heard the public object to this great 
expenditure. When a man buys a 
suit of clothes or a plow, it never 
occurs to him to wonder whether 
several dollars of his expenditure is 
due to the traveling salesman "evil." 

BUT suppose the sales managers 
of the United States as a group 
begin to endeavor to justify personal 
selling; issue propaganda pointing 
out that personal selling is an essen- 
tial factor in distribution; that even 
though some millions or billions of 
dollars are expended in this way, 
the larger sales bring about econ- 
omies which actually effect reduc- 
tions in the selling prices of 
products. What would be the result? 

Very soon the public would begin 
to talk about the great economic 
waste of personal selling; would be- 
gin to wonder how many dollars of 
personal selling cost are represented 
in a suit of clothes; would even be- 
gin to look upon the luxurious and 
comfortable hotel lobbies as expen- 
sive lairs maintained for the com- 
fort of these parasites of commerce. 

Aren't we doing a similarly fool- 
ish thing in endeavoring to justify 
advertising? The very fact that we 

try to justify it is indicative to the 
public that it needs justification, and 
implants in the public mind the 
doubt as to whether it has any right- 
ful place in the present scheme of 

The automobile is probably our 
most outstanding example of the 
benefits to the public of lower prices 
brought about by extensive use and 
attendant large volume production 
in which advertising claims a lot of 
credit. Although the automobile has 
been its own best advertisement, 
the kind of advertising we are now 
thinking about has been a factor in 
giving us wonderful automobiles at 
prices within reach of millions. 

AT least one automobile manufac- 
x\. turer, however, and one of the 
largest advertisers in the industry, 
is contributing to the general belief 
that advertising increases the cost 
of automobiles. This manufacturer 
imposes an advertising charge upon 
his dealers and the dealers add this 
to their delivered prices, apparently 
upon the advice of the manufacturer. 
Upon one model in this line I hap- 
pen to know this advertising charge 
is $10. The dealer's delivered price 
is f.o.b. factory, plus tax, plus 
freight, plus $10 advertising, plus 
sales certificate; I don't know why 
the dealer does not plus his rent, 
plus salesmen's commission, plus a 
new spring hat, and other expenses. 
In this case it is apparent that the 
manufacturer's own representatives, 
his distributors, dealers, and a great 
many ultimate consumers, in all 
numbering many thousands, are 
shown by this very concrete and 
(to them) conclusive example that 
advertising does increase the price. 
Agricultural interests are getting 
more and more into advertising. 
The best known instances of this 
are the California growers. As I 
understand it, and probably as it is 
understood by these growers, the 
primary purpose of such coopera- 
tive agricultural advertising is to 
increase the selling price of the 


\ovember 18, 1925 


10 Years 

of New York newspaper 
circulation history told 

in 3 lines 

Consider the chart: in the last ten 
years in New York City the total 
volume of standard size MORNING 
newspaper circulation has decreased 
3.3% — the total circulation of all stand- 
ard size EVENING papers has shrunken 
25.6% ■« "8? The total circulation of ALL 
standard size papers, morning and 
evening, has decreased 16.2% in ten 
years — despite the fact that New York's 
population has had an increase of about 
a milHon people in that time. 

But the tabloid News, starting from 
nothing in 1919, has gained almost a 
million circulation in the past six years ! 
The national advertiser has a tremen- 
dous new vital growing force in The 
News. With the largest circulation in 
America, morning, evening or Sunday, 
it is the first medium available that 
covers the whole city market ^ With 
the small page in the small paper, 
advertising is made more efficient, more 
easily seen and read, and suflfers less 
from competition ■« And the cost is 
much lower ! -» -» Get the facts ! 

TotaJ circulations of all standard size New York 
Morning newspapers, according to Government 
statements, for six months' period 

ending Oct. i, 1915 . 1,411,718 
ending Oct. i, 19x5 . 1,375,181 

Decrease 47,fi7 ■ 3-3% 

Total circulations of all New York Evening 
newspapers, according to Government state- 
ments, for six months' period 

ending Oct. i, 191 5 . 1,931,440 
ending Oct. i, 1915 . 1,435,953 

Decrease 41)6,487 . 2;. 2% 

Total circulations of All standard size] New 
York papers, morning and evening, according to 
Government statements, for six months' period 

ending Oct. 
ending Oct. 

1915 • 3.355.i5« 
192.5 . 1,811,134 

Decrease } 44,024 . 



!Mw Yoj-k's Ticture J^wspaper 

25 Park Place, NEW YORK 
Tribune Tower, Chicago 



November 18, 1925 

Mailing Dates That Bring 
the Best Results 

By Ralph K, Wadsworth 

A VARIATION of a few days or 
weeks in the mailing dates of 
i.your catalog or direct mail 
literature will often produce sur- 
lirising results. For that matter, the 
same thing is true of publication ad- 
vertisements. You may not be try- 
ing to sell the public refrigerators 
in January or heaters in July, but 
,vou may easily overlook an oppor- 
tunity of obtaining more sales or 
inquiries by delaying or advancing 
your mailings a few days or weeks. 

Disregard of this principle was 
largely responsible for the failure 
of a mail campaign by an Eastern 
premium house. This firm decided 
to go into the mail order business, 
and at great expense laid out a 
typical mail order fall and winter 
catalog with a line of shoes, coats, 
dresses and underwear. At the end 
of the season when the figures were 
all in, they discovered, to their sur- 
prise, that the catalog did not pro- 
duce anywhere near the sales re- 

An investigation revealed the fact 
that they had literally cut their sales 
season in half by mailing too late. 
Guided by retail store experience, 
the proprietor did not send out his 
catalog until the end of October. As 
mail order customers practically 
stop ordering from a fall catalog 
ten days before Christmas, his cata- 
log had a life of only six weeks ! 
In contrast to this, Bellas Hess and 
other established mail order houses 
send out their catalog by the first 
of September, giving it a life of 
fifteen or sixteen weeks. Better 
]ilanning of this man's mailing date 
would have given him a season two 
and one-half times as long as he 
actually experienced. 

The importance of the right mail- 
ing date is fully appreciated by such 
firms as Montgomery Ward & Com- 
pany. Let the big catalog come out 
a day behind schedule and someone 
has to do some pretty tall explain- 
ing to the officers of the company. 

Such houses maintain a special 
(irganization to study weather re- 
ports, crop statistics and similar 
data. There is little use sending 

AS an executive in the Sales De- 
^ partment of Montgomery Ward 
& Company Mr. Wadsworth gained 
a wide knowledge of mail order 
merchandising. He is now vice- 
president, of Grant & Wadsworth 

their customers a catalog before 
they have harvested their crops and 
received the money for them. If, 
for example, in the State of Kansas 
the harvest season is ten days late, 
they will delay the mailing accord- 
ingly in that territory, but adhere 
to the regular mailing schedule in 
the other states. Or if the season is 
earlier than usual, the mailing dates 
for catalogs are advanced accord- 
ingly. This principle, of course, 
can be applied to any line of busi- 

Holidays have a bad effect on 
mailings. It seems that people are 
too taken up with merrymaking and 
vacation plans to give serious atten- 
tion to any literature then received. 
This is confirmed by the experience 
of advertisers running keyed copy 
in magazines and newspapers on 
such holidays as Labor Day, Thanks- 
giving or Christmas. They do not 
receive nearly the return they can 
expect from a normal day or month. 

The Christmas season is the big- 
gest of the year for department 
stores, and people buy right up to 

the preceding day. With the mail 
order houses, on the contrary, orders 
start to drop off very fast ten days 
before Christmas, and three days 
previous the volume becomes com- 
paratively small. This is largely 
due to the fact that mail order cus- 
tomers are apprehensive lest they 
will not receive their merchandise in 
time for Christmas unless ordered 
sufficiently in advance. 

Often the question is raised as to 
the probable life of a catalog or 
direct mailing piece. Such a prob- 
lem came up a while ago with regard 
to a manufacturer I know. At 
present their catalog is small enough 
to put into the pocket. This catalog 
is printed twice a year, but each 
edition is mailed twice during the 
season to each customer. And the 
surprising thing is that they secure 
almost as much business from the 
second mailing to the same cus- 
tomers as they do from the first! 

Due to its small size the life of 
this catalog is comparatively short; 
in a few weeks it becomes lost. The 
question was raised whether it 
would be better for them to print 
a larger catalog that would pre- 
sumably have a longer life and make 
it do for the whole season. 

The life of each type of catalog 
is carefully worked out by such 
houses as Montgomery Ward & 
Company. There are two large cata- 
logs of approximately 900 pages 
printed annually, each with a season 
of about six months. One, the 
spring and summer book, is mailed 
in January and continues in effect 
until July; the second, the fall and 
winter catalog, goes out from Aug. 
1 to September and continues in 
effect until Jan. 1. 

Thus it will be seen that, gener- 
ally, the larger and bulkier your 
catalog, the longer its life will be. 

The life of your mailing pieces 
has an important bearing on your 
selection of mailing dates. If your 
catalog has only a short life, you 
will naturally want to mail it at the 
peak of the season when your cus- 
tomers have the most money and are 
in a buying mood for your product. 



"]Mrs. Astorbilt" denumds that a gown or wriip have a Fifth Avenue label, that 
her silverware have a noted hallmark, and that the furnishings of her homes, 
in city or country, possess the undeniable impress of Quality. 

"Mr. Astorbilt" desires an address of distinction, a motor of established repu- 
tation, a banking connection of widely known reliability. 

These People Want the Best. They Can Afford It. And They Read 


Its Pages Mirror the Lives of Men and Women of Means 

Indicative of the Qiialitij of The SPUR are these noteworthy 
messages, found among the advertisements in the November 1 issue: 

"Versions of The Black Decolette, Sponsored by Drecoll." — B. Altman & Co. 

"Jewelers for 115 Years." — Black, Stakr & Frost. 

Reproducing Pipe Organs and Reproducing Pianos (4 pages). — Duo-Art. 

Whole Floor Apartments, $14,000 and up. — 817 Fifth Avenue. 

"Dual Valve Six" at $5,250 and $7,000.— Pierce-Arrow. 

"Offices in More Tiian 50 Leading Cities." — National City Company. 

And there are more than 300 other appeal-to-quality advertisements, bearing such names 
as: Abercrombie & Fitcli, Beechnut Bacon, Brooks Bros., Clicquot, E. P. Dutton, Fisher 
Bodies, Gar Wood Boats, Gruen Watches, Guaranty Trust, Houbigant, Kelly Cords, Knox 
Hats, Lincoln Motors, Listerine, Miaini-Biltmore, Packard, Pathex, Revillon, Russwin, 
Southern Pacific, Studebaker, White Star, Winton Engines, Wurlitzer Grand Pianos, Etc. 

The Two November Issues carry a total of 103,836 Lines of Advertising 

For a comprehensive information book felling all about The SPUR, write to 




Burton R. Freer LONDON PARIS Travers D. Carman 

122 So. Michigan Blvd. 194 Boylston Street 


November 18, 1925 

A Goulash Avenue Grocer Talks 
to Sales Managers 

By Louis Brewer 

A S pointed out in my previous 
/\ article, the retail store where 
_Lm.I gathered the material for 
these articles is located on Avenue 
"B," formerly known as Goulash 
Avenue because of the large percent- 
age of Hungarian population, and 
the inevitable Hungarian restaurants 
dotting both sides of the avenue. 
Competition is keen among the in- 
dependent groceries on Goulash Ave- 
nue. Some of them open at five a. m. 
I opened mine at six a. m. One of 
the reasons for the early opening 
hour is that the grocer is obliged to 
count about 400 rolls and 75 loaves 
of bread, and if there is a discrep- 
ancy on the first count it has to be 
done over again. I kept the store 
open until nine p. m. ; therefore, I 
know what the grocer is up against 
at all hours of the day. If more ad- 
vertising and sales managers would 
see the retailer at work during the 
rush hours instead of during the few 
hours of lull in the store — or per- 
haps never see him at all — there 
would be fewer advertising failures. 

It is quite true that the foreign- 
born retailer, schooled in European 
shopkeeping, is not a merchant as 
judged by American standards. And 
the reason is this: Very few of the 
European makers of manufactured 
articles do their own selling. In al- 
most all cases the manufacturer re- 
lies for his distribution on a peculiar 
type of intermediary, which is a 
cross between what is known in this 
country as a jobber and a manufac- 
turers' selling agent. This agent has 
no interest beyond the immediate 
profit that can be realized, and 
doesn't give a tinker's dam about the 
ultimate consumer. Such things as 
scientific merchandising as we know 
it in the U. S., decent profits, hon- 
esty, are only abstract thoughts to 
him, whereas it is a matter of com- 
mon knowledge with us that these 
things are indispensable to any last- 
ing success in marketing on a large 
scale in this country. Moreover, a 
highly organized sales and advertis- 
ing department, in the charge of 
men who are getting more pay in 
American dollars than the entire 

cabinet in most of the European 
countries, and who concentrate all 
their energies to create a demand 
for a single article, is practically un- 
known in Europe. 

Those of us who lived in Europe 
have learned from observation that 
in almost every country the prevail- 
ing conception of the ultimate con- 
sumer is that a pair of sox is a pair 
of SOX and nothing more, and that 
the idea of asking for them by a 
trade mark is absurd. There is only 
one consideration: i.e. — price, and 
price only. They know little of the 
power of identified merchandise, and 
are not yet convinced that the av- 
erage man will pay more for an ar- 
ticle after it has proved itself to 
possess unusual merit. This mental 
attitude is responsible for the com- 
paratively low standard of business 
practices. This condition is also re- 
sponsible for the fact that the Euro- 
pean trained shopkeeper is a natural 
born bargainer. Production costs in 
general have very little to do with 
selling prices. 'The custom is to 
"charge all the traffic can bear," 
hence there are no fixed prices, and 

every transaction is a catch-as-catch- 
can battle and a compromise between 
what the shopkeeper asks and what 
the customer can and will pay. The 
following anecdote is illuminating of 
the commercial candor as it prevails 
in Central and Eastern Europe: 

Customer: "How much for this suit 

of clothes?" 

Merchant: "Forty gulden." 
Customer: "I'll give you ten gulden." 
Merchant: "All right, take it, I have 

only one price." 

Failure to take into account this 
lack of familiarity of the foreign- 
horn retailer with the selling methods 
which are as much a part of an 
American business man's equipment 
as golf score comparisons at im- 
portant conferences, is responsible 
for many advertising campaigns in 
the foreign-language papers that bat 
around 200. 

Notwithstanding the fact that, 
measured by American standards, 
these Goulash Avenue grocers can- 
not be considered merchants, they 
are, nevertheless, better entrenched, 
and have less to fear from the ever- 
growing menace of chain-store com- 
petition than the grocers in the 
American neighborhood. The Ameri- 
can retailer in an American com- 
munity is usually looked down upon 
by most of his patrons. Just the 
opposite condition exists in the for- 
eign section, where he is looked up 
to and is classed as a capitalist. He 
is somewhat higher in the social 
scale than his customers, who are 
mainly working people, and is often 
called upon to act as their legal ad- 
visor. He is very often called upon 
to write letters to the gas company, 
to the school teacher, and to make 
important telephone calls, as many 
of his immigrant housewife custom- 
ers have only a distant acquaintance 
with the English language. There- 
fore, if he keeps his store fairly 
clean — clean enough to satisfy the 
not-too-high standard required by his 
trade — he has not much to worry 
about from chain-store competition. 

"Caveman" salesmanship tactics 
will antagonize the European-trained 
dealer more quickly than anything 


November 18, 1925 


Tell and sell the merchant — and Tl 
he'll tell and sell the millions j,l 

r* OU have never seen an archi- 
tect, or an engineer, or a .builder 
who was any less than certain 
that his work would stand up. 

Advertising is a form of building 
— and while it probably never can be 
as exact a science as the steel-and- 
stone school, it can and must stick 
close to commonsense at 
every step. It must be 
as sound and as strong 
and as everlastingly safe 
as experience and judg- 
ment can make it. 

In our field of dry goods and de- 
partment store merchandising, the 
advertising framework is dealer 
interest, dealer confidence, dealer 
enthusiasm — because this dealer is a 
super-dealer, his store a super-store, 
his influence for the success of your 
product paramount. Without his ac- 
tive interest, no product can succeed. 

In this field, The Economist Group 
is an inevitable element of the frame- 
work — because of its unique contacts 
with all the half-million and over de- 

^ ^ ^ SO IN 

^ ^ LET THE 

partment stores and with thousands 
more on down the line — and because 
of its unique every-week service to 
its market. 

If you have anything to do with 
the advertising of dry goods and de- 
partment store lines, build enough 
framework and build it strong 
enough. Use The Economist Group 
and use it rightly. There is no other 
way to get the same safety and the 
same strength. . . .and, before it is too 
late, let us help with the planning. 


239 West 39th St., N. Y. 
DRY GOODS ECONOMIST— National, Weekly MERCHANT-ECONOMIST— Zoned, Fortnightly 


000 stores in more than 10,000 centers — stores 
the country's retail business in dry goods and 

that do over 75% 71 
dept. store lines. JJ 


i\'ovember 18, 192 

Advertisers Take Aggressive in 
Price Maintenance Battle 

By J. George Frederick 

THE apparently never-ending 
battle for price maintenance is 
becoming more bold and deter- 
mined. Advertisers are taking the 
aggressive after having been cowed 
for years by the advice of attorneys 
who found the situation too full of 
legal complications to see clearly 
through it. 

Not long ago THE Fortnightly 
described the especially bold chal- 
lenge of "Cream of Wheat," which 
laid down with great bluntness the 
decision as to its course, and its de- 
termination to cut off from its lists 
all price cutters. 

The most recent advertiser to 
take the aggressive is Coty, Inc., 
New York, (perfumers) who, for 
several years, has been the victim of 
one of the most shameless exhibi- 
tions of price piracy ever known by 
an advertiser. Coty, Inc., has now 
worked out a price maintenance 
policy which is well considered, de- 
termined and practical. It has di- 
vided the country into 275 sales 
districts. In these districts dealers 
who wish to buy through distrib- 
utors can do so through the ex- 
clusive distributor appointed by 
Coty for this purpose. These local 

exclusive distributors carry com- 
plete stocks, and are at all times in 
a position to supply dealers. 

It will be seen readily that this 
new Coty plan has the merit of being 
in line with the marked general 
trend in the merchandising field 
toward exclusive zone distributors, 
and is, also, high strategy in the 
war on price cutting. It puts Coty 
distribution entirely in the hands of 
especially selected distributors who 
are entirely won over to price main- 
tenance, and makes it difficult for 
price cutters to get any Coty goods. 


The Squiiab Sales Policy 


Squibb's Drugs and Medicinal Products that are used by the 
professional druggist and tlie physician, or by the public upon 
physicians' prescriptions, are sold only through the professional 
retail druggists, who alone are qualified to dispense them. 

Squibb's Household Products, such as Milk of Magnesia, 
Liquid Petrolatum, Bicarbonate of Soda. Epsom Salt, Castor Oil 
and Cod-Liver Oil, which products the Medical Profession con- 
siders to be entirely safe for the public to use without prescrip- 
tion, are distributed primarily through the professional retail 
druggists, but may also be handled by such department stores as 
have a drug department in charge of a registered pharmacist. 
We do not advocate or encourage the establishment of drug de- 
partments in department stores, but we cannot refuse to execute 
orders for household products, if such drug departments are 
conducted by registered pharmacists. 

Squibb's Toilet Preparations, such as Talcum Powder, Nursery 
Powder, Zinc Stearale, Cold Cream, Benzoinated Cream and 
Dental Cream, are distributed primarily through the professional 
retail druggists, but are also handled by department stores in 
their toilet goods department. This is in accordance with well- 
established trade practice, which is recognized by every manu- 
facturer of toilet articles. 


Aggressive price-cutting is to be condemned as destructive of 
every interest involved. It means the sacrifice on the part of the 
retailer of necessary profits — of profits without which he can- 
not render the service to the Medical Profession and to the 
public, which is expected from him. 

Every transaction that does not earn at least the overhead 
expenses represents a definite loss. The theory that such loss is 
made good by profit on articles sold at regular prices is fal- 
lacious. Aggressive price-cutting permanently injures the earn- 
ing power of the store, as it tends to establish selling prices that 
spell ruin to the dealer. Aggressive price-cutting demoralizes 
customers, for it reduces them to mere bargain hunters and in- 

evitably destroys their confidence in the integrity and honesty 
of the store. 

The only safe practice is — to earn your overhead and reason- 
able profit on every sale. The retailer who disregards this fun- 
damental rule of sound business places himself upon the slippery 
road to disappointment and failure. 

We are not unmindful of the causes that lead to ruinous price- 
cutting, and we sympathize with the retailer who knows that he 
is not making the profits that his service requires, and yet feels 
compelled to follow the path of self-destruction because other 
retailers do the same. 

We also recognize that modern merchandising requires of the 
retailer that he arrange special sales from time to time, in order 
to stimulate business and increase the volume of sales. Such 
special sales, however, must not depend on ruinous price-cutting 
on popular products with the intent to use them as bait to at- 
tract patronage, in the hope of selling also other, and often 
inferior, products. 

We are firmly opposed to such unsound and unfair trade- 
practices, which tend to destroy legitimate retailing. Some 
method must be found to stem the tide which threatens to 
overwhelm the professional retail druggist. He is an absolutely 
necessary factor in our economic life. 

While the laws do not permit us to dictate to any customer at 
what prices he is to sell the goods bought from us, and while 
we will have no agreement or understanding with any customer 
regarding the re-sale of our products, we nevertheless wish it 
distinctly understood that we disapprove of the sale at retail of 
any Squibb product at a price that does not leave the retailer 
a reasonable profit after covering his overhead expenses. If 
any retailer sells any Squibb product at a price which does not 
leave such reasonable profit, we must consider his action as un- 
friendly toward us and detrimental to our business. 

Under our Sales Policy thus outlined we reserve our legal 
right to refuse to sell our products to any distributor who de- 
structively cuts prices and demoralizes our market. 


How one large company outlines its i 
of it.s customers through the medium of 
printed from The :i!emoranda. published 

es for the benefit 
louse organ. Re- 
R. Squibb & Sons. 

November 18, 1925 






y v-: .,. / 



WAYNE ! 1 r^T-A-or^ 1 •U 

The True Cleveland Market— 

Everybody Says So! 

The Cleveland Press says so, the 22 leading Cleveland mer- 
chants say so, A.B.C. says so, the Cleveland Bell Telephone 
Company says so, Editor and Publisher's "Space 
Buyers Guide" says so. Ask anybody in Cleve- 
land — and they'll say so too. 

The Press is the First Advertising Buy in 
Cleveland because it has the largest city — lar- 
gest city and surburban — largest True Cleve- 
land Market — largest total daily circulation in 
Cleveland, or Ohio, and publishes advertising 
at Cleveland's low^est milline rate. 

A folder just off the press tells all about the newspaper 
situation in Cleveland and the True Cleveland Market. 

Write for your copy. 

The Cleveland Press 





250 Park Ave., New York City 410 N. Michigan Blvd., Chicago 



November 18, 1925 

Speeding Up the Turnover to 
Increase the Profits 

By General Brice P. Disque 


GENERAL DISQUE, veteran of many years of peace- 
ful army life as well as of the late war, is now presi- 
dent of Johnson-Cowdin-Emmerich, Inc., manufacturers 
of ribbons. Because of long and colorful line of ex- 
periences which embraced control of army supply de- 
pots, government manufacturing, and a period of 
service as warden of the Michigan State Penitentiary, 
he was selected by the War Department to supervise 
the obtaining of wood for use in the manufacture of air- 
planes during the Great War. For his organizing and 
executive ability he was awarded the rank of general. 
Now he has turned his remarkable ability into the 
field of merchandising, where, in the handling of a 
difficult line, he has evolved the plan which is outhned 
here. Its great spur to turnover and consequent en- 
larged profit to dealers, its lowered cost to manufac- 
turer and consumer, all justify the importance attached 
to it by the Marketing and Distribution Council of the 
New York Advertising Club, before whom this address 
was delivered. 

IT is my purpose 
show you that by in- 
creasing the turnover 

of a given stock of goods 

from two to eight times 

a year, assuming a uni- 
form volume of business 

is maintained, gross 

profit is also increased on 

the investment from 

about 33 per cent to 133 

per cent. If that can be 

done, a man with a 20 

per cent investment can 

turn over his money five 

times, if he handles it 


Once I went into a 

store in Detroit and in 

the course of twenty 

minutes I saw three 

women ask for black 

ribbon and be told that it 

was not in stock. Black 

is the biggest selling color in rib- ate. Through that necessity, sys- search, we arranged a set of 

bons. The year before I joined our terns were developed, which are The items are divided into 150 

company, it failed to ship $400,000 applicable to industry, and I have colors and 16 widths. 

worth of business, because the goods applied them here. There are about thirty different 

were not in stock. These things My problem is not a question of patterns which belong in a depart- 

impressed me with the necessity of speeding turnover. It is more vital ment store. We discovered that the 

finding some way to maintain the that the man in business recognize satin taffeta, size five, color black, 
the return he can get on the money was a big selling item. White, blue, 
he has to invest. If a man has pink were also big sellers, so all 
$1,000,000 and runs a department tables were constructed in accord- 
the way the average department ance with our researches. We went 

black and white and a great deal of store runs its ribbon department, he into an intricate method of determin- 

business was lost because of this. makes no more money than a man ing requirements, and then set up 
It wasn't a simple matter to find who has $400,000 and uses it intel- standards for different stocks. We 

a method, since there are necessarily ligently. arrived at a standard of stock for 

every store, which standard, assum- 
,UR aim is to supply stores with ing that store had a demand similar 
'several dozen different items in to the country at large, consisted of 
quantities just large enough to the most saleable articles, 
meet current demands. We have We then set up a standard for the 
stores carrying merchandise inven- 
tories of $1,000 up to $60,000. The 

This leaves $30,000 which 
the store will pay for 
staple merchandise. We 
assume a four time turn- 
over, which leaves $7,500 
that the store should 
have invested in stock. 

We have 125 stores on 
our records, and we have 
an intimate picture of 
what they are doing. 
Their average turnover 
had been two times per 
year, so we adopted the 
plan of four times per 
year. Assuming it was 
too high and was doubling 
the average, we arrived 
at a figure of $7,500. The 
problem was as to the 
number of these 8000 
items which should be 
carried in their stock. 
After several months' re- 

stocks of merchandise in a reason- 
able fashion. We had about $2,000,- 
000 worth of goods, and we were 
con.stantly out of such colors as pink. 


something like 8000 different items 
made by ribbon manufacturers. I 
say necessarily, because the trade 
demands it. Of those items, some 
■'lOOO are regarded as necessary to 
complete a department in a store. 
Any department store manager or 
)uyer can think of 5000 different first problem is to determine how 

kinds and never have too many. 

While I was with the Army Sup- 
ply Depot in Manila we had to sup- 
ply an army of 65,000 men. Seems 
:' great number, but when you think 

many of these items we can hon- 
estly recommend for a given volume 

store and started it off by taking 
inventory _of its stock, and slashing 
it wherever expedient so that it 
could not be replenished or increased 
until the store had reduced its stock 

of the various departments, you can of it at 40 per cent mark-up, it 
realize that the army — six months leaves $60,000 for those goods. We 
from its base as far as supplies assume that one-half are fancies, in 
were concerned — had to have sup- which we are only casually inter- 
plies in stock or they couldn't oper- ested, as there is no profit in them. 

of business. Accordingly we decide below the standard we had set. We 
that if a store is doing $100,000 built forms for record-keeping and 
ribbon business per year and most gave each store a set showing the 
quantity of each ribbon of each dif- 

ferent width, which they should have 
in stock at all times. Once a week 
the store counts stock and fills out 
the forms, automatically ordering 


November 18, 1925 


The 69c 
that means $517,000,000 

TF YOU SELL ANYTHING that passes over the elec- 
1 trical shop's counter \ou ought to look long and 
thoughtfully at the tall pile of pennies on the left. Out 
of every dollar the electrical retailer gets he spends 69 
cents for merchandise. 

Sixty-nine cents in itself is not an exciting sum of money. 
Butthe electrical retailers of the country last year took 
in so many dollars that they bought $517,000,000 worth 
of electrical appliances, portable lamps, lighting equip- 
ment, novelties, wiring devices and allied products from 

Now the significant thing is that these electrical retailers 

electric light companies selling merchandise 

electrical dealers 

electrical contractor-dealers 

electrical contractors 

electrical specialty shops 

department stores with electrical departments 

hardware stores with electrical departments, 


are readers of Electrical Merchandising, the business mag- 
azine of the electrical trade. 

So if you or your client have a claim on the $517,000,000 
n the electrical retailer's pocketbook you had better 
tell him your story in Electrical Merchandising. 

68.9 Cents 7.4 Cents 3.3 Cents 9.4 Cents 

Paid Out for 


P. S. — An interesting booklet, 
"The M.\n Who Has the 
Biggest Electrical Job in 
America," by Howard A. 
Lewis, will be sent to electrical 
manufacturers and their adver- 
tising counselors upon request. 

2.7 Cents 

Paid Out for 



Windows, etc. 

4.2 Cents 

Paid Out for 

Other Expenses 


What Happens to the Dollar 
You Spend in an Electrical Shop 

4.1 Cents 


Electrical Merchandising 

Tenth Avenue at 36th Street 

New York City 



November 18, 1925 

THE 6-pt lAG 


WHILE in Detroit recently I was 
interested to study the adver- 
tisements being run in the news- 
papers by the Detroit Convention and 
Tourists' Bureau in a campaign to 
raise a fund of $150,000 to be used in 
bringing conventions to that city. 

Whereas most city-booming copy is 
made up of a lot of Babbitty literary 
bombast, whoever wrote this Detroit 
copy marshalled an array of facts and 
figures that would have wrung a sub- 
scription from Sinclair Lewis himself! 
Under a heading reading, "Will you 
invest one dollar to get $909 next 
year?" the advertisement states: 

Actual figures show that every conven- 
tion delegate who comes to Detroit spends 
an average of $20.00 a day. 

For the Real Estate convention it was 
$50.00 daily for four days ; for the Railway 
Firemen and Engineers it was $15.00 every 
dav for thirty davs. 

Careful investigation shows that 412,000 
delegates in 1925 spent $32,960,000. 

2,000.000 tourists (or more) add another 
$18,000,000 (or more). 

This tremendous sum was distributed on 
the "first turn" as follows: 

Merchandise, 26.0 per cent; restaurants, 
23.5 ; hotels and rooms, 20.3 ; automobiles, 
accessories, garages, gas and oil, 11.5 ; 
transportation. 7.0 : taxicabs. jitneys, mo- 
tor buses, street railways. 3.3 ; theaters, 
amusements, 2.5 : confectionery, cigars and 
miscellaneous. 5.9. 

On the "second turn" alone these mil- 
lions of dollars passed through thousands 
of other hands. 

Every citizen of Detroit was benefited. 

For the average dollar passes through 
31 hands in the course of a year — and 
every one of the 31 profits accordingly. 

Tou can triple these dollars next year 
by a very small investment — bring your- 
self greater returns than you have ever 
before obtained. 

Every dollar spent to bring out-of-town 
money to Detroit in 1925 brought back 

The cost was .0011 — eleven one-hun- 
dredths of 1 per cent. 

Invest a few dollars now and get returns 
of 909 to 1 within fifteen months. 

Not content with this impressive 
presentation of the value of conven- 
tions, the advertisement goes on to 
state: "A house-to-house survey on 
both sides of the street in eight blocks 
scattered throughout the city shows 
that one in every twenty families came 
to Detroit as the direct result of a 

Does not this array of specific facts 
and figures shame the average copy 
writer, content to sit at his desk day 
after day grinding out the same old 
generalities in lieu of salesmanship? 
— 8-pt.— 

I've talked with several agency copy 
writers about this and they say, "Yes, 
but at our ofiice they don't encourage 
us to go out in the field to hunt for 
facts and figures and actual cases. 
They think we ought to be right at 
our desks every hour of every day." 

"Well, then," I counter, "how about 

spending a few evenings, or half a 
dozen Saturday afternoons, (and some 
dollars, too, if necessary) to do the 
job on your own hook? Why not ferret 
out facts and figures and specific in- 
stances and use-experiences and all 
that sort of thing for yourself, and 
make your copy so amazing in its 
effectiveness that the boss will begin 
to ask you how such and such a thing 
should be advertised, and how you 
want to go about working out the cam- 
paign, and will a 50-per cent increase 
in salary for next year be satisfac- 

It's a rather long question, and 
strongly reminiscent of Horatio Alger 
(my secretary says), and perhaps that 
is why most of the men I have asked 
have not given a satisfactory answer. 
And then again, perhaps — oh, well, as 
someone remarked to me the other day, 
human beings are very quick to seek 
their level and remarkably content to 
stay there! 

— 8-pt.— 

"To give you an idea how we value 
windows," says David Meyer, super- 
intendent of windows of the United 
Cigar Stores Company, "only recently 
an official of our company said that in 
his opinion the store rented by us for 
$10,000 per year meant that we were 
paying $7,000 per year rent for the 
windows and only $3,000 a year for the 
balance of the store." 

Rather startling statement, that. But 
why not? 


Prom my local weekly paper I clip 
this advertisement, which occupied a 
space six inches d. c, as being a rather 
unique bit of copy display. Twelve 

points, each given equal prominence 
without confusion. 

And how the advertisement stood 
out on the page by virtue of its design ! 
— 8-pt.— 
Now develops a contest as concern- 
ing who sent the first advertisement 
across the country by the telephoto- 
graphic process. In the July 15 issue 
of the Fortnightly appeared the an- 
nouncement of an advertisement of the 
California Pear Growers' Association 
which was telephotographed from San 
Francisco to New York. The date of 
this transmission, which was claimed 
to be the first ever flashed across the 
country by this new process, was July 
5, 1925, at 1.45 p. m. 

It seems, however, that this was not 
the first telephotographic advertise- 
ment, for Ray D. Lillibridge, Incorpo- 
rated, submits an advertisement for 
Wagner Electric Corporation, of St. 
Louis, which occupied the front cover 
of the June 15, 1925, issue of Journal 
of Electricity, which was telephoto- 
graphed on June 7, 1925. 

Can anybody establish a prior claim ? 

Judging by the figures compiled by 
The Meredith publications and pub- 
lished recently in a booklet entitled 
What Farmers Eat, the farmer has not 
been properly introduced to grape 
fruit, nor to ginger ale. For only 22 
per cent of the farm families ques- 
tioned bought fresh grape fruit, and 
only 4 per cent confessed to purchas- 
ing ginger ale. Both of these products 
had to be advertised into general use, 
and apparently the farm hasn't been 
won over yet. 

I rise to ask: Are there too many 

Are we all spending too much time, 
money and energy in attending these 

Is it not possible that the journals 
of the various trades and professions 
are weekly or fortnightly or monthly 
conventions, in which the problems of 
the trade or profession are discussed, 
ideas are interchanged, trends are 
charted, and most of the other really 
important convention ends served? 

ISlovember 18, 1925 





Munsey Combination 





Sold in combination only, effective November 1, 1925 

Circulation 475,000 

Page Rate $630 

Member All Fiction Field— A. B. C. 

All previous rate card!: for Miuisey's Magazine and for the Argosy 
Combination are hereby withdrawn. 



GILBERT T. HODGES, Advertising Director 

280 Broadway, New York 



How Farm Women Are Modernizing 
Their Kitchens 


ment are made. The owner, however, 
really works out her own problem, the 
Home Demonstration Agent and the 
State Home Management Specialist 
acting only in an advisory capacity. 
At the end of a given time — usually 
three or four months — the kitchens are 
scored again and the prize awarded to 
the woman who has made the greatest 
improvement in proportion to the time 
and money she has expended. 

Meanwhile, the farm women of the 
county have been meeting in community 
groups for a definite study of the prin- 
ciples of kitchen planning — size; wall 
and floor finishes; grouping equipment 
for efficiency; height of working sur- 
faces; selection and care of equipment 
of all kinds. 

The thought and originality shown 
by the women who really make a study 
of their kitchens is amazing. Mrs. Lee 
Blevins lives in a two-room "home- 
stead shack" in Platte County, Wy- 
oming — a dry farming county. In spite 
of the limited funds at her disposal 
(their contest came at the close of sev- 
eral years of drought) Mrs. Blevins 
listed sixty separate and distinct 
changes which she made in her kitchen 
during the contest. 

These ranged from putting up a 
holder for the ball of twine, to putting 
down a new floor, painting all the wood- 
work, and refinishing her chairs and 
table. Here, as in most other places 
where this work has been done, it was 
carried over the next year into a gen- 
eral project for improving other parts 
of the house. 

WHETHER the work is done on the 
basis of a "contest" or just because 
the women are interested to save their 
time and energy for home-keeping in- 
stead of expending it all in housekeep- 
ing, the plan of doing the work is 
much the same. 

A sufficient number of communities 
in the county are interested in the 
work to secure the services of the State 
Home Management Specialist; groups 
in these communities are organized by 
the Home Demonstration Agent or the 
County Agricultural Agent; each com- 
munity chooses from its group one or 
two "community project leaders"; 
these project leaders meet once a month 
with the State Home Management Spe- 
cialist at some central point in the 
county; here they receive definite in- 
struction, supplemented by mimeo- 
graphed or printed material to take 
back home with them ; following this 
"Leader Training School" each com- 
munity group meets and receives this 

same instruction from its project lead- 
ers; at the close of the series the 
project leaders secure reports from the 
women in their groups telling in detail 
of the work which has been done by 
the individual members as a result of 
the project work. As a grand finale 
there is a county-wide "Achievement 
Day" meeting at which the women from 
the diff'erent .communities come to- 
gether for an all-day meeting. 

This plan has been worked out be- 
cause it would be absolutely impossible 
for the Home Demonstration Agents 
and State Specialists to meet directly 
with all of the community groups 
which are demanding the work. Prob- 
ably the average number of women 
reached by each project leader can be 
fairly estimated at ten, though one 
woman in Ohio definitely passed on to 
1.33 other women the instruction she 
received in the health project. 

SOME very interesting results have 
been reported in the home manage- 
ment project. Tennessee decided last 
spring that they would tie up their 
kitchen improvement work with their 
Better Homes Week. They started in 
February and by the middle of May 
more than 4000 kitchens in Tennessee 
had been improved in one or more ways. 
In Wyandot County, Ohio, 375 women 
carried on the work; in Valley County, 
Montana, 75 kitchens, were entered in 
the contest. 

From Richland and Yellowstone 
Counties, Montana, we have some 
equally interesting figures. During the 
contests in those two sparsely settled 
counties, 729 pieces of equipment were 
added; light and ventilation were im- 
proved in 70 kitchens; in 37 kitchens 
water was brought into the house and 
sinks and drains added; storage space 
was increased in 40 homes; ceilings 
and walls were refinished in 82 homes 
and floors in 47; linoleum was added in 
38 homes and old linoleum was either 
waxed or varnished in 13 more; 60 
kitchens had changes made to add to 
their attractiveness as well as to their 

The work in home improvement does 
not stop in the kitchen, although it is 
apt to start there because on the farm 
the kitchen is the center of the farm 
business as well as the home activities. 
In almost every case the work has car- 
ried over from the kitchen into the 
other parts of the house. In some cases 
it has started with a general Home 
Furnishing Project. 

The figures from one Home Furnish- 
ing Specialist in Iowa, for the period 

from Jan. 1 to June 30, 1925, show 
how the work of one person was made 
to count through the "local leader" sys- 
tem. This project included color and 
design in the home; floor coverings; 
curtains and draperies; pictures for the 
home; selection and arrangement of 
furniture; and refinishing furniture. 

IN this six months period the State 
Specialist held 244 meetings at which 
she trained 523 local leaders. These 
leaders, in turn, held 1205 meetings at 
which they passed on the information 
to 12,333 women. Definite reports show 
that 15,205 people in 1771 Iowa com- 
munities received direct help in this 
project in this six months. As a result 
62 demonstrations were established; 
328 rooms were redecorated ; 524 win- 
dows had new draperies; 459 unattrac- 
tive pictures were discarded and many 
pictures were reframed and rehung; 
334 pieces of furniture were refinished. 
A total of 4026 definite suggestions 
were adopted. 

These are just a few scattering fig- 
ures chosen as typical of the project in 
various parts of the country. 

Home Demonstration agents as a 
group worked with farm girls carrying 
on 273,481 demonstrations related to 
the farm home, training the farm home- 
makers of the future. These figures 
are significant as indicating the pres- 
ent trend in the thoughts and interests 
of farm women. With new means of 
communication the farm home is be- 
coming a larger and larger factor in 
the general market. Farm women have 
always been thoughtful buyers; work 
such as is outlined above is fast making 
them well informed and discriminating 

A man from one of our great uni- 
versities was in a rural community talk- 
ing on rural community organization. 
Finally an old farmer said, "I'm not 
just sure of all the things you'Ve been 
talking about, but if by your ideas of 
community organization you mean to 
go and stand at the crossroads where 
the procession is going to pass instead of 
hanging around by the side of the road 
where it's already gone by, I'm for yon." 

Large manufacturers and distrib- 
utors are in somewhat the same posi- 
tion today. Are you going to stand 
by the side of the road where the town 
and city trade alone have passed or 
are you going to move on to the cross- 
roads where the trade of the farm 
home meets that of the home in the 
town or city? This is the challenge 
informed, up-to-date farm women buy- 
ers are offering you today. 

IVovember 18, 1925 


At Mrs^ Terrace Parkas 

where the world is always young 

This winter, when the snow whirls over the tennis courts and fairways, 
chestnuts will be popping on the hearth of Mrs Terrace Park's, and happy 
couples will be dancing to the music of the radio. The world will still be 

And so it is, always. Two of Mrs. Terrace Park's children are at the Uni- 
versity, but to her friends— and they are legion— she is just as young as 
ever. Because she has learned how to live. Three seasons of the year she 
hears and answers the call of out-of-doors. And for those days when the 
weather frowns on sports, there are books and music, bridge and literary 
clubs, parties and visits with her friends. Yet while living her "country 
home" life, Mrs. Terrace Park is very much a part of Cincinnati. The 
theatres and symphony see her regularly; the shops value her patronage. 
But these are not the only Cincinnati institutions that Mrs. Terrace Park 
knows. The Daily Enquirer she counts as one of her best friends. Doesn t 
it bring all the news to her breakfast table:" Doesn't she depend upon it 
for her shopping information? 

Perhaps Mr Advertiser, you are one of the many merchants who are 
using The Daily Enquirer to link their stores with Mrs. Terrace Park s 
community. Perhaps you are reaching 83 of the 136 residence buildings 
through this medium. If you are not. it will pay you— in dollars— to in- 
vestigate the advertising opportunity which The Daily Enquirer offers. 



describing the type^ 
suburb; in each 
coverage of the 



"Goes to the home, 

San Francisco Los Angeles 


stays tn 

the hi 



November 18, 1925 

The New Easy 

Cutting Oster 

Die Stock 

Is Ready 

Prepared by The Powers-House Co. 

Two '^N^vember 

'^r. 1912 ^3l single office, a 
single desk, a hopeful young 
man and a contract from a 
•new client ' ' < 

'ISlpv. 1925^2. fully departmen- 
talized agency of thirty 'five 
workers, the same young man, 
now thirteen years older, at 
one of the desks and the same 
contract that was brand new 
in November 1912 still in 
force in November 1925 »■ 


Powers ^ House 

oAdvertising Co. 

HANNA BLDG. Esi. .9.:. 

Marsh K. Powers Frank E. House, Jr. 
President V. Pres. & Gen. Mgr 


Gordon Rieley 





Putting Advertising on 
the Defensive 


products advertised. Pretty difHcult 
here to convince the persons concerned 
that advertising reduces prices. 

Please remember that I am not try- 
ing to discredit advertising. I said be- 
fore, I believe for the most part that 
it is entirely justified. I do not believe 
that we can gain anything by propa- 
ganda in its behalf. 

A LOCAL department store sells 
under its own private brand a line 
of shoes at a standard price of $8.50. 
These shoes are made by one of the 
prominent shoe manufacturers of the 
country, and I have every reason to be- 
lieve these private brand shoes are of 
the same brand and quality sold else- 
where under this manufacturer's name. 
The manufacturer advertises his shoes 
(under his own name) to sell at $10 and 
|12. In many instances you can lift 
the private brand label in the shoe and 
find the manufacturer's label under- 
neath, indicating that these shoes are 
from the manufacturer's regular 
stocks. Now, as a consumer am I to 
conclude that I would profit by buying 
these shoes under the manufacturer's 
label and pay $10 or $12 for them? 

By certain comments above I have 
implied that I do not consider advertis- 
ing is 100 per cent of benefit to the 
public. Because advertising is a young 
giant and not a great deal known about 
it as yet, there is a great deal of waste, 
and waste in advertising is an economic 
tax upon the public. A great deal of 
proprietary medicine advertising can 
hardly be considered as public benefac- 
tion. A certain nationally advertised 
tooth brush, I understand, is made in 
Japan at a cost of approximately 5c., 
advertised at a cost of 14c., and sold 
to the public at 50c. (except at cut rate 
stores). Perhaps even this expenditure 
is justified, but I cannot believe that 
it reduces the cost of the tooth brushes. 
I do not consider it beyond possi- 
bility that vendors, in their mad com- 
petition for markets, cannot, at some 
stage of their ever increasing intense 
sales and advertising efforts, pass the 
point where this merchandising ex- 
pense ceases to be a factor in more 
economical merchandising, and because 
of the operation of the law of dimin- 
ishing returns, becomes an expense 
adding to the cost of the merchandise, 
and, consequently, an economic tax 
upon the public. 

As advertising men let us keep our 
feet on the ground. Let us not idolize 
advertising, and in the spirit of the old 
monarchial subjects in their belief that 
"the king can do no wrong," blindly be- 
lieve that advertising, regardless of 
how it is practised, or to what extreme 
it is carried, is inherently so pure and 
sweet and wholesome that it can do no 
wrong. "If this be heresy, then make 
the most of it!" 


Control of Sales Costs^based on 
e^c^ct information 

In the face of a rising wage scale, improved meth- 
ods and machines have kept production and admin- 
istrative costs within control, while sales costs 
have constantly been rising. 

High sales costs add nothing to values. They 
merely increase prices or decrease profits. To con- 
trol sales costs, to bring them to a point where a 
fair price includes a fair profit, requires a planned 
sales program based on an accurate knowledge of 
markets and buying habits. 

Hundreds of trained men representing the Business 
Paper publishers are spread out over the country; 
are constantly in touch with the latest develop- 
ments and the current needs of all industries and 
professions. These Business Paper publishers can 
give you facts and figures about your markets and 
their cultivation that will make a sound foundation 
for planned selling. 

Business men who are concerned about the in- 
creased cost of selling are invited to enlist the co- 
operation of the member papers of the A. B. P. 
through the Executive Office. 


Executive Offices: 220 West 42nd Street, New York, N. Y. 
Over no Papers Reaching 54 Fields of Trade and Industry 



November 18, 1925 

A few of the many . representative 

garment manufacturers who find 





Published by 

The Allen Business Papers, Inc. 

1225 Broadway 

New York City 

Advertising Associations 
Merge at Convention 

ADVERTISING history was made at 
Kansas City during the last week 
^ in October, when there emerged 
from the thirty-fifth annual convention 
of the Poster Advertising Association 
of the United States and Canada the 
Outdoor Advertising Association of 
America. This immeasurably more po- 
tent organization was the result of the 
merger of the Poster association with 
the Painted Outdoor Advertising Asso- 

As a definite means of intrenching 
the medium in the industrial fabric of 
the nation for all time the ethical and 
business standards of advertising prac- 
tice which had prevailed for many 
years were written into the constitu- 
tion and bylaws, and a five-year pro- 
gram was entered upon which will have 
the eff^ect of making all outdoor struc- 
tures controlled by the members of the 
new association throughout the United 
States and Canada uniform in construc- 
tion, and placed in accordance with the 
wishes of the public. 

The first president of the consoli- 
dated association, which now takes in 
the lithographed poster and painted 
display industries, is Harry F. O'Mealia, 
head of the O'Mealia Outdoor Advei-- 
tising Company of Jersey City, N. J. 
Kerwin H. Fulton, president of the 
General Outdoor Advertising Company, 
of New York, is chairman of the board 
of directors. The action of the Kansas 
City convention in enlarging the scope 
of the new organization is of special 
interest to all classes of advertisers, 
because it means tremendously effective 
work in outdoor publicity in their be- 
half in the year which will elapse be- 
fore the next annual convention at At- 
lanta, Ga. It marks the opening of 
a new era in outdoor advertising on 
the American continent. 

The standards of practice, which 
were reaffirmed, provide the following: 
First, that no structures are to be 
erected by any member of the associa- 
tion which will be considered a hazard 
to traffic; second, no structures are to 
be erected on purely residential streets: 
third, no structures are to be erected 
which will mar or impair natural 
scenic beauty; fourth, no structures to 
be erected within the limits of State or 
municipal highways; fifth, structures 
to be erected only upon land owned or 
leased by member companies. 

With regard to the advertising copy 
which shall appear on po.ster panels or 
in painted display, the association rules 
provide: First, that no copy is to of- 
fend the moral sense of the public, and. 
second, that no copy shall be permitted 
which infringes upon or induces viola- 
tion of the Constitution of the United 

States or any laws or ordinances 

The adoption of the five-year pro- 
gram, which carries with it the re- 
quirement that one-fifth of the wort 
shall have been accomplished at the enc 
of each year, means an expenditure ol 
millions of dollars in relocating and re- 
building all over the country of postei 
panels and painted bulletins which dc 
not at present conform to the regula 
tions. But the increase in good wil 
from the public is expected amply tc 
compensate for the outlay. 

John W. O'Leary, president of th( 
United States Chamber of Commerce 
told the convention that its action ii 
adopting stringent standards governing 
outdoor advertising structures and th( 
advertising copy appearing on then 
marked a tremendous step ahead in th( 
field of advertising. Lou Holland, for 
mer president of the Associated Adver 
tising Clubs of the World, commendec 
both the merger and the five-year pro 
gram, and added, "Outdoor advertis 
ing is effective in a wonderful way 
Posters today are works of art." 

THE keynote of the convention was 
struck by Mr. Fulton when, in com- 
menting upon the steps which had lee 
to the consolidation of the associationi 
into the Outdoor Advertising Associa 
tion of America, he declared : "In ever; 
step we have taken the public interes 
has been carefully considered. Wi 
realize that our medium is peculiarly £ 
public medium, and it is our responsi 
bility to see that it pleases the public 
in every way." 

In pleasing the public, of course, thi 
advertiser must first be pleased. It i: 
in this respect that the consolidated or 
ganization will be most effective. Th 
new constitution and program place; 
particular emphasis upon service. Witl 
the various phases of the outdoor me 
dium now under uniform regulation 
promulgated by a single group, the ad 
vertiser can place either poster o: 
painted display with association mem 
bers and know that the same high 
grade service will be maintained in th 
smallest towns as well as in the larg 
est cities. Vast improvement in adver 
tising values is thus obtained, which 
in turn, means that there will be in 
creased sales value. 

The recent convention, wherein th 
utmost harmony prevailed, was tb 
best possible evidence that nearly tw( 
thousand plant owners who are op 
erating in over 14,000 cities and town 
in the United States and Canada an 
bending all their efforts to make out 
door advertising more efficient, mor 
scientific and more artistic." 

i ^1 
sponi i 





Consumer Contact 

Your dealer s store — multiplied — is your business. 
Is ifs proprietor waiting for trade to come to him — 
as the majorit)^ of dealers traditionally do — or is 
he as'gressivel) going out after business? 
Tne dealer •> store is the neck of the bottle" of distribution. 
If it is clogged with antiquated merchandising methods 
the flow of your product is either dammed or retarded. 
A big part of the responsibility of the dealer's ability as a 
tradesman is justly the manufacturer's. He needs your 
Jcg«.)<^^ leadership, your suggestions and your active cooperation. 
Appeal to his potential market in your name and his. To 
the consumer your name and that of your product mean 
infinately more when it is tied up with his local merchant. 
Electrograph specializes in this tie-up — by its exclusive 
system of dealer-to-consumer direct mail. It is now oper- 
ating — for both manufacturers and their dealers — cam- 
paigns, which have been functioning with increased sales 
success year after year. 

Electrograph clients have found that consumer demand 
comes only after consumer contact . . . and that the ^ 
more intensified and localized that contact the more it 
magnifies itself in dealer sales and factory dominance. 
Look into Electrograph dealer-to-consumer direct mail. 
Learn more about how this sales tested plan operates 
nationally and with all the detail work taken off the 
shoulders of both the manufacturer and the dealer. 
Investigate . . . before you appropriate for 1926. 


725 'West Grand Boule 

Detroit, Mich 

November 18, 1925 


The Coal Situation Is 
Becoming Serious 


heavy obligation to the public and I 
am sure he could be ruthless if oc- 
casion demanded. He is the sort of 
fellow who either wins a great vic- 
tory with the odds hopelessly against 
him, or who, in defeat, leaves wreck- 
age on all sides. 

The public's srnug assurance that no 
danger threatens because of the plenti- 
ful supply of substitutes, indicates how 
easy it is for people to pin their faith 
to a fallacy. The anthracite operators 
are not worried about substitutes, nor 
are the miners. The attempts of some 
of our people to frighten the belliger- 
ents by threatening a loss of anthracite 
markets, has done nothing more than 
delude the public. Anthracite is almost 
entirely a domestic fuel, and to burn 
soft coal in its place will mean that 
clean cities will be enveloped in a cloud 
of smoke rendering great injury to 
health and destruction to property. Soft 
coal cannot be burned in household fur- 
naces without the production of smoke 
clouds shutting off sunlight, increasing 
pulmonary ailments, blackening our 
buildings and causing the people in our 
so-called hard-coal cities staggering 
losses that will far exceed the original 
cost of the coal itself. 

THE real truth about substitutes is 
that they can relieve the situation 
only to a very limited extent even if no 
bituminous strike develops and an ade- 
quate supply of soft coal continues to 
be available. The gas industry, with 
its present facilities, by extending it- 
self might furnish additional quantities 
of gas to take the place of 2,000,000 
tons of coal. That would mean nearly 
a 20 per cent increase in the country's 
production of gas this winter. Our 
coke plants might give us substitutes 
for 5,000,000 tons. Natural gas will 
help us very little, if any at all, and as 
for oil, I would say that if reserves 
could be drawn upon to the extent of 
40,000,000 barrels of fuel oil, we would 
have achieved something well-nigh im- 
possible. Since it requires upward of 
four barrels of oil to take the place of 
a ton of coal, it is evident that our total 
effort along the line of providing sub- 
stitutes for raw coal this winter would 
net us fuel of one kind and another 
equal to about 17,000,000 tons of coal. 
That is less than two months' produc- 
tion of anthracite or two weeks' pro- 
duction of bituminous coal. 

Aurora Advertising Club 

Has been revived and the final or- 
ganization effected. The following 
officers have been elected: president, 
C. W. Hoefer, the Aurora Beacon- 
News; vice-president, W. F. Hitchcock, 
the Aurora Letter Company; secretary, 
J. M. Strotz, the Advertising Bureau; 
treasurer, C. H. Curtis, F. O. Peterson 
&. Sons. 

no one 

newspaper can 
"cover" a market 
as big as 
Greater Detroit 
—but the 
Detroit Times 
reaches 230,000 

each evening and 
275,000 Sundays; 
which is 
a big sHce of 
a rich sales field 




Effective Simplicity 

1HAVE just read with a great deal 
of interest the inscription over the 
grave of the Unknown Soldier in West- 
minster Abbey as printed in E. O. W. 
I find that you have omitted the line 
"Greater Love Hath No Man Than 
This," a line that impressed me greatly 
when I read it last April. I find, too, 
in your quotation of the inscription on 
Edith Cavell's monument that you 
omitted the quotation from what, I be- 
lieve, was her last letter, something to 
the effect that it was not enough to 
die, that it must be without hate or 
rancor. It struck me so peculiarly 
apropos because the simple inscription 
"Dawn, Brussels. October 12, 1915" 
seemed so in keeping with the senti- 
ment she expressed. 

The reference to these inscriptions 
in your column is the first time I have 
even seen them called to the attention 
of advertising men or writers. The in- 
scription on the grave of the Unknown 
Soldier impressed me as a wonderfully 
effective bit of writing. It might well 
be studied by copy writers who strive 
so feverishly to get away from the sim- 
plicity that sometimes proves so tre- 
mendously effective. 

David R. Erwin, Advertising 


Burroughs Adding Machine Co., 

Detroit, Mich. 

Dangers of Over-Expansion 

IT seems' to me that altogether too 
few manufacturers — big manufac- 
turers or would-be-big manufacturers — 
allow themselves to be governed by 
rules of ordinary common sense and 
good judgment when it comes to the 
question of expanding their businesses. 
In the face of the numerous failures 
directly traceable to this cause, the 
tendency to ignore natural and econo- 
mic laws continues in force. 

Consider the case of the typical 
small manufacturer who, by the over- 
zealousness of an inspired sales force, 
is suddenly confronted by orders such 
as he had fondly dreamed of in his 
more balmy moments. Reality having 
stood between him and his dreams over 
a long period of the past, he is totally 
unprepared to handle anything like this 
volume of business. In order to do 
so he would require capital, and to ac- 
quire this capital he would be obliged 
either to relinquish his control of the 
i business or to go heavily into debt. But 
i the temptation is great and he is apt to 
be only too prone to gamble on the 

The stability of many a company 
is threatened by such over-selling, reck- 
less campaigning and desperate efforts 
to hold the unconsolidated ground thus 
gained. A few succeed by the grace 
of God and an efficient production staff. 
But the majority fall by the wayside, 
victims of their own eagerness. And 
it is all so foolish and unnecessary. 
B. V. De Wolf, 
Providence, R. I. 

As Professional People Are 

TO the office of the big advertising 
executive of a great company come 
daily dozens of men on strictly business 
calls. There are representatives of the 
newspapers, of the magazines, of trade 
papers, of street car card companies; 
there are direct-by-mail men, outdoor 
advertising men, general agency men 
of various classifications, and so on ad 
infinitum. But to the layman they are 
all merely "advertising men," includ- 
ing the advertising executive of the 
company to whose office they all come. 
To call them "newspaper advertising 
men," "magazine advertising men," or 
"advertising agency men" does not 
mean much. 

I think that when the different ad- 
vertising men are known by names that 
classify them better, and when the 
whole group that actually produces the 
advertising is designated by some one 
word, you'll find that the whole ad- 
vertising business will be looked upon 
more as a profession than as something 
anyone can be. As things stand to- 
day professional people are divided 
among doctors, lawyers, architects, etc., 
and these designations are subdivided 
again among specialists, as doctors — 
surgeons, diagnosticians, occulists, etc. 

Of course, these classifications did 
not grow up over night, and I realize 
that no such mushroom growth would 
be possible in advertising. But this 
is something the men at the head of the 
advertising business might well think 

Just as a suggestion, how about 
"ad-ver-ti-sor"? This, it seems to me, 
would fit better than "advertisan" as 
used by Mr. Willard Myers' friend 
from Altruria in a recent issue of the 
Fortnightly. "Advertisan" implies the 
mechanical, and the profession is any- 
thing but that. But, as I say, this is a suggestion. I should be glad to 
hear any others. 

Red Bluff, Cal. 

More About "The Man in the 

WHAT Mr. Bates says in his article 
"Asking the Man in the Street" 
(Fortnightly, Nov. 4) is, I believe, 
true enough ; but he fails to point out 
the factor which as a rule makes con- 
sumer tests of copy entirely mislead- 

When you ask the consumer to select, 
from a magazine or newspaper, the ad- 
vertisements which most powerfully 
impel him to buy, the chances are he 
will do nothing of the kind. 

In spite of all your instructions, he 
will immediately transmogrify himself 
from a consumer into an advertising 
critic. Subconsciously he will say to 
himself, "Aha, begosh! Here's where I 
show 'em what a whale of a lot I know 
about advertising." And instead of 
evaluating an advertisement as you 
have instructed him to do, he judges 
illustrations by the standards of what 
he thinks he knows about art; exer- 
cises his personal judgment as to what 
is appropriate display and typography; 
gives preference to flashy, flamboyant 
copy which he regards as "clever," and 
ends up by giving you the benefit of his 
quite worthless judgment as to what is 
"a good ad." 

One of the most striking illustra- 
tions of this type of result which has 
come under my notice was the case of a 
lady — one of a "class" upon which a 
consumer test was being made — who 
checked and graded for selling value 
the advertisements in a magazine. 

She gave the "A" mark to a hand- 
some full page vacuum cleaner adver- 
tisement. Before she turned her maga- 
zine in, she was observed to make a 
memorandum in her note book, and in- 
quiry disclosed the fact that she had 
written down the name and manufac- 
turer's address of another vacuum 
cleaner, intending to write for further 
information concerning it. The adver- 
tisement was a quarter-page affair, 
none too attractive in appearance. The 
lady naively stated that the cleaner it 
advertised "sounded just like what she 
needed," and she wanted to find out all 
about it. 

I have participated in, or closely ob- 
served, quite a number of tests and 
questionnaires, some of which elicited 
information of much value; but con- 
sumer tests on the selling value of copy 
failed to impress me with anything ex- 
cept their utter futility. 

Leroy Fairman, 
Charles C. Green Advertising 
Agency, Inc., 
New York, N. Y. 

\i)\krtisim; and selling fortnightly 




A copy of 
CjARDtNS IS yours for the asking 

|N more than 700,000 homes in cities, 
towns and suburbs, BETTER HOMES 
and GARDENS serves as a friend and 
counsellor in planning that better home of to- 

It brings fresh inspiration each month to encour- 
age this great family to get that dreaDi home. It 
stirs the interest of those who own their homes 
to a greater appreciation of home ownership. It 
creates an active army of folks constantly doing 
something to improve their homes. 

These home-minded people read BETTER 
HOMES and GARDENS because it supplies 
their need for practical guidance in home build- 
ing. Truly, this is their magazine because it is 
edited for them. 

And because they are interested in actively im- 
proving their homes and surroundings, they are 
the people you want to sell. In BETTER 
HOMES and GARDENS they get your mes- 
sage at a time when they are thinking about 
their homes. 

This is the reason so many advertisers find thev 
get results from BETTER HOMES and GAR- 
DENS at half the average cost. Be sure to get the 
facts on this market before vou close vournext list. 

7 0,000 




and Gardens 


New York Chicago 

St. Louis Minneapolis 


San Francisco 

Kansas City 


November 18, 1925 


YES, by all means, build up con- 
sumer demand. Shout to the 
four winds of heaven your message. 
You know your goods are right so 
tell the world, but don't forget to 
tell the names of the dealers who 
carry your goods, also prevent these 
same dealers from selling another 
line "just as good." 

This can best be done by Caxton 
Applied Direct Advertising which 
is built around the dealer, sells him 
and his store to his community and 
makes him talk your own language 
to each and everyone of your poten- 
tial prospects; and if your product 
is one selling for $50.00 or more he 
will pay for your advertising, by the 
Caxton method. 



lA«l»\\»\V\\i\'l| ->*J"^'"^'-^V>^ 

Advertisements Have 
Changed Since 1921 









6 xl% 

Some magazines carry much adver- 
tising of products which do not lend 
themselves to coupon or keyed offers. 
The magazine I studied was one of 
them. In 1921, 17 per cent of the ad- 
vertisements carried coupons, or keyed 
offers, and in 1925, 18 per cent. This 
comparison would have greater sig- 
nificance, I felt, if it were made be- 
tween two issues of a magazine that 
normally contained a larger percent- 
age of keyed advertisements, so on 
this one point I made a comparison of 
the September, 1925 and 1921, issues 
of a leading monthly. Of the 71 ad- 
vertisements appearing in 1921, 38 per 
cent contained coupons or keyed offers, 
whereas, of the 101 advertisements in 
1925, the percentage was 44. Thus, 
there seems to be a slight trend in 
favor of keyed response. 

The H. H. Reber Company 

Publishers' representatives. New 
York, has been appointed Eastern 
representative for the Diesel & Oil 
Engine Journal, published by the Tech- 
nical Publishing Company, Los An- 
geles, Gal. 

J. W . Ferguson 

Formerly associated with Editor & 
PiibUsher, has been appointed associate 
manager of the Canandaigua, New 
York, Daily Messenger. 

The Penton Publishing Company 

Cleveland, announces the election of 
the following officers: Charles J. 
Stark, president; H. Cole Estep, first 
vice-president; John D. Pease, second 
vice-president; F. V. Cole, secretary. 
John A. Penton has again become 
chairman of the board. Mr. Stark re- 
mains editor of Iron Trade Review; 
Mr. Estep has charge of The Foundry 
and the monthly publications of the 
company; Mr. Pease is director of ad- 
vertising sales; Mr. Cole is circulation 
manager. Earl L. Shaner is now man- 
aging editor of Iron Trade Review and 
Daily Metal Trade, and J. F. Froggett 
has been appointed senior editor of the 
Penton publications. 

C. C. W inningham 

Detroit, will direct advertising for 
the General Necessities Corporation, 
same city, manufacturers of Absopure 
Frigerators, electric refrigeration. 

James T. Heed 

Publishers' representative, formerly 
assistant advertising manager of the 
Western Newspaper Union, has been 
appointed to represent The Messenger 
of the Sacred Heart in the Chicago 

November 18, 1925 


The Average Life of a 


is a drastic cure, but the newest cure 
among independent retailers is co 
operative buying and its natural corol- 
lary — cooperative working off of dead 

Such cooperative buying or coopera- 
tive advertising groups, at their weekly 
meetings, examine the individual deal- 
ers' stocks, and if some dealers are un- 
fortunate in having too much dead- 
weight, the burden is distributed or a 
drive is planned. Thus the deadly, 
stagnating poisons of the retail trade 
are flushed off; and it is very likely 
that the mortality rate among dealers 
will steadily decrease as cooperative 
buying, chain store selling and more 
scientific retailing increases. It is 
very significant that within the past 
year at least a dozen "retail institutes" 
and schools have been opened in various 
parts of the country, some by retailers 
in cooperation, and others by univer- 
sities aided by retailers. 

IT is also asserted that there are too 
many stores, it having been calculated 
recently that there is a retail store of 
some sort for every 24 families in the 
United States. There is a grocer at 
present for about every 61 families, 
and a drug store for every 435 families. 

Theoretically it is undoubtedly true 
that there are too many retailers. The 
nub of the situation seems to be that 
nothing can be done about it, so long 
as people are willing to risk an inade- 
quate amount of capital, to work for 
an inadequate return on their capital, 
and to live in false hopes of succeeding. 
That these hopes of succeeding in the 
retail business are, to an appalling de- 
gree false, is illustrated by this simple 
fact of the seven-year average length 
of life. If some omnipotent power 
could rearrange retail outlets, lessen- 
ing the number and increasing the in- 
dividual retailer's efficiency and facil- 
ities, undoubtedly it would be an im- 
provement, but it would, no doubt, be at 
the cost of that American initiative and 
"the right to fail" (or to suceeed) 
which is our prize possession. 

That such improvement of the indi- 
vidual retailer is definitely needed is 
proved by comparing the retail store 
with the chain store. For instance, the 
volume of business of a representative 
group of chain stores, 326 in number, 
operating 1751 unit stores, averages a 
yearly volume of $69,000 per store. On 
the other hand, 50,290 independently 
owned drug stores average only about 
$24,000 annual volume. The vital ele- 
ment of success, therefore, is shown to 
be the need for greater volume per indi- 
vidual store, in order that a more ade- 
quate return may be available per deal- 
er investment and per man employed. 

Researches made by universities, 
while somewhat more obscurely the- 
oretical, also indicate certain directions 

Intensity of reader interest is the funda- 
mental element of advertising value. 

It is this all-powerful, irrepressible ele- 
ment that makes Needlecraft Magazine 
the great advertising medium it is 

It is reflected on the sales sheets of many 
of America's shrewdest merchandisers, 
who advertise their good goods in Needle- 
craft year in and year out. 

It is shown unmistakably in Needlecraft's 
own subscription list of 1.000,000 repre- 
sentative American women, a recent 
analysis of which revealed that 16.5% 
have subscribed for 1 year; 9.9'^( for 2 
years; 10.9*:^ 3 years, 18.4% 4 to 5 years; 
19.9% 6 to 10 years, and 24.4% 10 years 
and longer. 

Fortunate the advertiser who can direct 
such loyalty to his product. 


Advertising Manager 

Fill in, tear out and mail this coupon 

Robert B. Johnston, Adverti.iirjg Manager 

Needlecraft Magazine 

50 E. 42nd St., New York. N. Y. 

Send complete analysis of Needlecraft Magarine's < 
lation and reason why it can increase the sale of 

Name of fir 
Individual . 
Member A. B. C. Address 


November 18, 1925 


Under the Title 

"The Remaining Build- 
ing Shortage and 
Probable 1926 


We have published the 
results of a country-wide 
survey made through 
Chambers of Commerce. 

The data includes a list 
of the kinds of structures 
needed, how many need-'' 
ed and where needed, 
with analysis and deduc- 
tions, charts and graphs 
of vital import to every- 
one interested in the 
building field. 

A copy will be sent, 
without charge, to any 
manufacturer of build- 
ing products or to any 
j advertising agency han- 
dling building accounts. 


Building Age and 
National Builder 

239 West 39th Street 
New York 

Chicafio First National Bank Bldg. 

Cleveland— Hippodrome Building 

Detroit Dime Bank Building 

San Franciyeo 320 Market St. 

Member A. B. C. and A. B. P. 

in which the efficiency of retailing can 
be increased and the cost of distribution 
lessened. These researches indicate: 
(1) that a reduced and better controlled 
inventory will increase the rate of turn- 
over, the profit and the average capital 
invested; (2) that the improvement of 
buying and selling so as to stabilize 
production and minimize fluctuations 
will also add greatly to the efficiency 
of retailing. 

The more alert manufacturers com- 
plain that retailers are far behind in- 
dustrial purchasers in ordering suffi- 
ciently in advance to allow stabilized 
production and thus provide lower costs 
and make possible both lower prices to 
the consumer and better profit to re- 

It seems to appear that retail sales- 
manship in the United States is at a 
considerably lower level than the retail 
salesmanship of European shops. A 
considerable part of the hope for longer 
life for retailers lies in improving this 
salesmanship, and only within a com- 
paratively few years past has there 
been any organized attempt through- 
out the country in this direction. 

The manufacturers' and advertisers' 
interest in increasing the length of 
life of retailers is very decisive and defi- 
nite. Not only are there expensive 
credit losses due to failures, but much 
of the price disorganization comes from 
distress merchandise bought in at bank- 
ruptcy sales or sold out under duress 
by retailers with the pressure of cred- 
itors behind them. 

' A longer life to retailers will do 
much to obviate the price cutting evil 
and to remove the job lot and bank- 
ruptcy stocks which, like the second- 
hand cars in the automobile field, are 
seriously hurting sound merchandising. 

The manufacturer and advertiser, in 
particular, can afford to lend aid and 
effort to the struggle to put the length 
of life of the retailer above the 7-year 
average now prevailing, for they have 
the most at stake. 

The Atlas Publishing Corporation 

St. Louis, Mo., publishers of Photo- 
j)lay Neivs, announce the appointment 
of the following representatives: New 
York, Michael Altschuler, 503 Fifth 
Ave. ; Chicago, E. H. Moran, 307 North 
Michigan Ave.; Kansas City, J. H. 
Miller, Interstate Building. 

Joseph J. Hartigan 

Formerly with Critchfield & Com- 
pany, Chicago advertising agency, has 
become associated with Campbell- 
Ewald Company, Detroit advertising 
agency, as a space buyer. 

L. Barth & Company, Inc. 

Is the new name of L. Barth & Son, 
Inc., hotel and restaurant furnishings 
and equipment, which has recently ef- 
fected a merger wdth Albert Pick & 
Company. The latter organization will 
retain its original name. The concerns 
will Immediately consolidate operations 
and purchasing. 

October the Greatest 

Month in the History 

of the DISPATCH 


Lines of Paid Adverti»ing 
Published in October 

The Greatest Volume of Any 
Month in the Half Century His- 
tory of The Columbus Dispatch. 

A Gain of 191.858 Lines Over 
October. 1924 

Largest Circulation Daily 103.526 


DISPLAY advertising 
forms of Advertis- 
ing and Selling Fortnight- 
ly close ten days preceding 
the date of issue. 

Classified advertising 
forms are held open until 
the Saturday before the 
publication date. 

Thus, space reservations 
and copy for display ad- 
vertisements to appear in 
the December 16th issue 
must reach us not later 
than December 7th. 
Classified advertisements 
will be accepted up to 
Saturdav. December 12th. 

November 18, 1925 



We are glad to announce that on January 1st the consolidation 
of fir*' and Water Engiiwering ( I ) (Established 1877, Member A. B. C. 
and A. B. P.) with Tlio Firr Engiiipor (2) (Established 1912, Member 
A. B. C. ) will make immediately possible a division that has long 
awaited the psychological moment — the split into separate magazines 
covering the two fundamental fields of Water Supply and Fire Protec- 
tion, — "W ater Works Engineering" (3) and "Fire Engineering" (4). 


will be published 24 times a year, the 1st and 15th of each month, embodying all of the tremendously 
popular water works features of Fire and Water Engineering, a paper that enjoys the fullest confidence 
and cooperation of the American Water Works Association and other leading water work bodies. It 
has long been regarded as the outstanding water works publication. New features of great practical 
value are being added. Water Works Engineering will reach more Water Works Superintendents, Water 
Commissioners, Water Companies, Managers and Engineers than any other paper of the field. An Edi- 
torial Advisory Board comprising six of the foremost water engineering authorities of the country will 
supervise the editorial development of Water Works Engineering. (Fire and Water Engineering's Mem- 
bership in both the A. B. C. and the A. B. P. will be retained.) 

Fire Engineering 

will be published 24 times a year, th« I 0th and 25th of each month. A consolidation of Fire and Water 
Engineering and The Fire Engineer, long recognized as the leading fire weekly and the leading monthly, 
respectively. The consolidated publication will reach more Fire Chiefs, Fire Commissioners, Industrial 
Fire Marshals, Fire Underwriters and Fire Officials generally than all other tire publications combined. 
Both publishing organizations will remain intact enabling Fire Engineering to cover even more effec- 
tively than heretofore the current news and the technical phases of the fire field. An Editorial Advisory 
Board composed of leaders in the field is being added, together with other editorial improvements of 
great value. (A. B. C. and A. B. P. Membership will be retained ) 

Write fo 
At your serv 

riple copii 



I. H. Case 

Fred Shepperd 

Karl M. Mann 


225 West 34th St., N. Y. C. 


Notice the Diversity of Problems. 

Here is a list of our clients and each firm a leader in its line. 

Leadership springs from other causes than advertising 
but leadership once attained, places a responsibility on advertis- 
ing that cannot be measured. 

Often a prospective client will call on us to inspect our 
facilities, to get an impression of the personnel and to discuss 
his problem. Usually his first question is: What experience have 
you had in my line? 

Inasmuch as we have been in this business more than 
twenty years it is altogether likely that we have had a good deal 
of experience in his line, but we always wish we could honestly 
say none. 

For no two problems, even in the same line, are similar 
and experience with one rarely proves helpful to the other. 

For instance : Seventeen years with The Sherwin-Williams 
Company gave us some, but not much advantage, when we en- 
countered the very different problems of the Murphy Varnish 

November 18. 1925 



Company, with which we are just starting a relationship. 

No — our claims to youi 

- consideration are based almost 

entirely on such skill as we may have in our own line, which is 

advertising, rather than in an intimate knowledge of yours. 

Black, Starr o Frost 

Hartford Fire Insurance Co. 



Cheney Brothers 

H. J. Heinz Company 



Cluett, Peabody d> Co. 

Murphy Varnish Company 



Crane &■ Company 

The New Jersey Zinc Co. 



Eaton, Crane e> Pike Co. 

N orris, Inc. 



Estey Organ Company 

Southern Cotton Oil Trading Co. 


WESSON OIL and snowdrift 






November 18, 1925 

In Use By 

— Advertising Agencies 

— National Advertisers 

— Printers 

— Engravers 

— Lithographers, Etc 


The Earhart Color Plan 
is in daily use in many 
concerns doing the finest 
Printing, Engraving and 
Advertising in America, 
and is of inestimable value 
to buyers of printing. 

It is a practical instru- 
ment representing the 
summed up study and 
experience of 40 years by 
a recognized authority on 

Nearly a million impres- 
sions were required to 
produce 4,000 copies. 

It does not require the 
exact matching of colors. 
Harmonious combinations 
can be selected without 
waste of time. 

It is very easily under- 
stood and workable. 

Sells for $12.50 and is 
worth many times its cost. 

Order your copy today. 

The Feicke Printing Co. 

426-36 Pioneer Street 

Cincinnati, Ohio 

Frank Truf ax's Letters 
to His Salesmen 


West. It was on a Saturday morning. 
Coming out of the shipping room, I saw 
a man with advertising material of all 
description. I asked, "Mr. Gogetem, 
who is that fellow? Is he your adver- 
tising man?" 

He replied, "No, that's our Star 

I remarked, "Gee-whiz, he looks like 
an advertising man to me." To which 
the reply came, "That's why he's our 
Star Salesman." 

A world of thought for you, boys, in 
that incident, which is built on fact, 
not fiction. 

Don't get into your head that adver- 
tising lowers your dignity as a sales- 
man — the dignity of any position is de- 
pendent upon what you actually AC- 
COMPLISH— not on what you TTIY to 
do. You can get dignity all right by 
putting emphasis on the D-I-G. 

Now, boys, let's apply our selling 
efforts to get the initial order; then 
let's make our advertising efforts guar- 
antee the duplicate order. Let's look 
upon intelligent advertising as the 
second vrind of our selling endeavors; 
consider Advertising as your publicity 
partner and make it work to Sell the 
Goods like you work to Sell the Man. 

With all best wishes. 

Yours, for more publicity, 
Frank Truf ax. 

I Never Had a Call 

To My Salesmen: 

One of our boys, who has only been 
with us three or four weeks, came up 
to me the other day and in a rather 
apologetic manner said, "Mr. Trufax, 
would you mind using as a topic for 
one of your sales letters 'The dealer 
who says "I never had a call — Will 
wait until a demand is created" '?" 

Mighty glad to oblige him but before 
I get up steam on this subject, let me 
say this to all of you. Never apologize 
for bringing your troubles to me. I 
want to know your handicaps. Who 
knows but that the very problem you 
are battling over today was solved yes- 
terday by or for one of your fellow 
salesmen; so why not get the benefit 
of our clearing-house for bum checks 
on business? 

Now to get to work on the fellow 
who tries to throw you out of your 
selling-stride by slipping you the "I 
never had a call" alibi. 

I am not going to couch my remarks 
in categorical form — that is: if the 
dealer says so and so, you should reply 
so and so, but instead will do my dog- 
gondest to make you acquainted with 
this type of dealer and the ridiculous- 
ness and inconsistency of his stall. 

If I can only get you to see him as 
he really is, you will be able to handle 
him when you meet up with him again. 

To start off with, this excuse orig- 
inated in 1200 B. C. and is pulled in 
every city and hamlet in the country 
by certain dealers every time a brand 
makes its initial bow to them. 

Give an ear to a legitimate reason 
why a dealer can't buy, but go deaf, 
but not dumb, when this "Wait for a 
demand" excuse is handed out to you. 

Now, just consider this dealer for a 
minute. When he decided to go into 
business, he selected his tovni and the 
location of his store. Then he waited 
until the "citizens of our fair city" pe- 
titioned him to start his "Merchandise 
Emporium." In other words, he 
"waited for a call" from the inhabi- 
tants before he opened up. He did all 
this, didn't he? He did not! He opened 
up with the belief that he would have 
salable goods for them when they did 
visit his store, and if he is still awake 
to the selling game of today, he knows 
he must occasionally stock a new brand 
to keep pace with the consumer in his 
quest for a change or something new. 

Don't you see that adding a new 
brand now and then without a call is 
the same thing in principle, as opening 
up his store at the start without a call? 

From another angle, let's try to fig- 
ure out how this dealer obtained his 
original stock of brands. With his 
four bare walls and an empty show- 
case, did he wait until the folks came 
in and specified their brand and then 
make purchase and so, at the end of 
288 or 289 days, have a fairly complete 
assortment of brands? Did he do this? 
I ask you. Not on your life! 

All brands were new to him then and 
not one mite older than your brand is 
to him today. Your brands may be 
new to HIM. but can he say it is new 
and unwanted by his customers? 

And, how about the smoker who 
casually drifts into his store, who could 
be made a customer — he buys and likes 
Bayuk's "Ripe Tobacco Cigars" and 
wants some more. He doesn't find 
them in this "wait-for-a-call" dealer's 
store. Yes, maybe he takes something 
else but does he go back again? 100 to 
1 he doesn't — why should he? And, 
does he think that dealer is a live one 
or a dead one? 

If that dealer was building a hotel 
of 200 rooms, how many rooms would 
he equip with a bath? Would he wait 
"for a call" for a room and bath before 
he equipped so many rooms with baths 
or would he stock his hotel with so 
many rooms and baths before "he had a 

Say, for example, he has from 20 to 

November 18, 1925 



That is the Combined 

$20,000,000,000 ^ Purchasing Power 

of the 



Three Monthly Issues Published Regularly Since 1899 



Insurance Companies (practically all) 

Insurance Agents and Brokers 

Mercantile and Business Concerns 

Banks and Trust Companies 


Hardie-Tynes Manufacturing Co., Birmingham, 

Union Oil Company of California, Los Angeles, 

San Diego Con. Gas & Elec. Co., San Diego, 

Fruit Growers Supply Co., San Francisco, Cal. 
Canadian Pacific Railway Co.. Montreal, Canada 
Great Western Sugar Co., Denver. Colo. 
Warner Bros. Co.. Bridgeport Conn. 
Winchester Repeating Arms Co., Xew Haven, 

Denver Dry Goods Company. Denver, Colo. 
International Harvester Co., Chicago, HI. 
Marshall Field & Co., Chicago. HI 
Montgomery. Ward & Co.. Chicago. III. 
Quaker Oats Co.. Chicago, HI. 


^1! • ' ! • , Chicago. 111. 

A- ii.ago, 111. 

Ai ! r I ' - .,., Chicago, III. 

I'lJii \^i ■ W.lch Co., Chicago. 111. 

Hibbcn llollw,^. ^ Co.. Indianapolis. Ind. 

General Motors Corp., Detroit. Mich. 

Kokomo Rubber Co., Kokomo, Ind. 

Indiana Truck Corp., Marion. Ind. 

O. J. Moore Grocery Co., Sioux Citv. Iowa 

Elmer F. Eagley Investment Co.. Topeka, Kan 

Mengel Co., Louisville, Ky. 
Otis Manufacturing Co., New Orleans, La. 
Bemis Bros. Bag Co., Boston, Mass. 
Fred T. Ley & Co., Inc., Springfield, Mass. 
Detroit Edison Co., Detroit, Mich. 
Dodge Bros. Inc., Detroit, Mich. 
S. S. Kresge Co., Detroit, Mich. 
Pillsbury Flour Mills. Minneapolis. Minn. 
Northern Pacific Railroad Co., St. Paul, Minn. 
Thrcefoot Bros. Co.. Meridian, Miss. 
Baltimore & Ohio Railroad Co., Baltimore, Md. 
Wyeth Hardware Manufacturing Co., St. Joseph, 

lesser Goldman Cotton Co., St. Louis, Mc 
American Tobacco Co., New York, N. Y. 
Scullin Steel Co., St. Louis, Mo. 
Missoula Mercantile Co., Missoula, Mont. 
Union Iron Works, Bangor. Me. 
Iten Biscuit Co., Omaha, Nebraska 
Famous Co.. New York, N. 
General Cigar Co., Inc., New York, N. Y 
International Paper Co., New York, N. Y 
Kelly Spri«gfield Tire Co., New York, N. 
McCrory Stores Corp.. New York. N. Y. 
National Biscuit Co., New York, N. Y. 
.American Car & Foundry Co., New York. '. 
American Linseed Co.. New York, N. Y. 

Arbuckle Bros.. New York, N. Y. 
Borden Co., New York, N. Y. 
Continental Can Co., New York, N. Y. 
Cosmopolitan Shipping Co., Inc., New York, 

Henr'J'u'Doherty & Co., New York, N. Y. 

Bankers Trust Company, New York, N. Y. 

Erie Railroad Co., New York, N. Y. 

I. P. Morgan & Co., New York, N. Y. 

Ford Motor Co.. Detroit. Mich. 

Otis Elevator Co., New York, N. Y. 

J. C. Penney Co., Inc., New York, N. Y. 

Abraham &■ Straus, Inc., Brooklyn, N. Y. 

Eiidicott-Johnson Corp., Endicott, N. Y. 

R. J. Reynolds Tobacco Co., Winston-Salem, 

N. C. 
Diebold Safe & Lock Co., Canton. Ohio 
Proctor & Gamble Co.. Cincinnati, Ohio 
Chesapeake & Ohio Railroad Co., Cleveland, 

Grasselli Chemical Co., Cleveland. Ohio 
Sherwin-Williams Co., Cleveland, Ohio 
F. & R. Lazarus Co., Columbus, Ohio 
National Cash Register Co., Dayton, Ohio 
Virginia Carolina Chemical Co., Richmond, Va. 
Pacific Steamship Co.. Seattle, Wash. 
R. N. Pitcher Shoe Co., Milwaukee. Wis. 
Ilorlick's Malted Milk Co., Racine, Wis. 
Co., Ardmore, Pa. 

A Brand New Advertising Medium 


26 Year Old Publication 

Advertising Rates For Each Edition As Folloivs: 


;-2 Page 

Ileduced Kates fur ni 
2 3 

ore than one 

nsertion of sa 


Back cover 









Inside back cover . 






75 Fulton Street, New York 


November 18. 1925 

The Great American Family 

Arthur Brisbane Sees 
an Opportunity 

Arthur Brisbane, that shrewd public psychologist, clearly di- 
vined the opportunity which rOLUnTBH otfers the advertiser 
when he said: 

"There is a field in Catholic publications for every really 
high-grade advertiser, for everything, especially, that appeals 
to the American family, as a family — from the most high 
priced automobile to the ingenious present for the soldier nr 
sailor. This truthful statement we seek here to impress upon 
the able advertising agents of the country, constantly on the 
alert for neiv avenues of distribution. Through the Catholic 
publications, as in no other mediuvi, you can reach directly and 
surely millions of tvell-to-do Catholic families. And your ad- 
vertisement will appear in publications that are not read and 
tossed aside, but kept and cherished from month to month." 

The Largest Catholic Magazine in the World 

Circulation 757 j44 3 

Member of 
A. B.C. 


25 West 4Jrd Stre. 

New York City 

JENKINS, Western Manager 
134 South LaSalle Street 
Chicago, 111. 

National (llller 


Topeka Daily Capital 

The only Kansas dallv with circulation 
thruout the state. Thoroughly ccrera 
Topeka, a midwest primary market. Gives 
real co-operation. An Arthur Capper 

Topeka, Kansas 

Better Direct-Mail Results! 

^^y^f Catch the eye with Selling 
i|R| 1 Aid CutsI Picture sales 

Wjj^^^O lOc today for proofs and. ad- 


Folded Edge Duckine and Fibre Signs 

Cloth and Paraffine Signs 

Lithographed Outdoor and Indoor 


Massillon, Ohio Good Silesmen Wanted 

100 customers coming into his store 
each day. How does he know that none 
would buy a so-called new brand "on 
sight" and yet hesitate to make a call 
if the brand was not seen? 

Did you ever stop to think why you 
go to the Post Office for stamps? Funny 
question, isn't it? But, listen, you go 
to the Post Office for stamps because 
you know you can get them there! 
That's why, too, a lot of trade doesn't go 
to some store for up-to-date merchan- 
dise, because they doubt if it can be 
purchased in the "wait-for-a-call" store. 

How many calls did Henry Ford 
have for an automobile before he made 
his first famous "flivver"? 

How many calls did Alexander Gra- 
ham Bell have for a telephone before 
he put over his wonderful invention? 

How did Ford know people would 
buy his car until he gave them a chance 
to do so? 

How did Bell know folks would buy 
a 'phone until he first gave them the 

How does a dealer know whether a 
"Never-had-a-call" product will sell 
unless he first BUYS it so as to be able 
to SELL it? 

Doesn't just a mere display of a 
product frequently sell it? Did you 
ever go into a haberdasher store for a 
couple of collars and come out with a 
couple collars and a $2 scarf? Why? 

Then, again, the dealer may harp on 
being satisfied with the old brands — 
they suit his trade — why make a 
change? How can he tell whether or 
not your "Never-had-a-call" brand 
might not please his customers better 
unless he affords a chance to make a 

The simile may be a little far-fetched 
but it seems to me that waiting for a 
call before making a purchase is just 
like waiting for Old Man Winter to 
"make a call" before stocking up the 

A Peace Treaty would last about one 
minute with these "wait for a demand" 
style of dealers were you to infer that 
they can't sell goods, and yet when 
they only hand out that which is actual- 
ly demanded, what are they — salesmen 
or automatons? And, boys, if we can't 
overcome this silly stall of "I never had 
a call," what are we — salesmen or 
order takers? 

We are SALESMEN! Let's make 
good our honorable title. 

Yours, from A to Z, 
Frank Trufax. 

E. D. Ring 

Formerly associated with Marquis 
Regan Inc., New York, has purchased 
an interest in the St. Paul Advertising 
Company, St. Paul, Minn., and is now 
connected with the latter company as 

Tracy Parry Company, Inc. 

Philadelphia advertising agency, has 
moved its offices from the Lafayette 
Building, Fifth and Chestnut Streets, 
to the new Public Ledger Building on 
Independence Square. 

November IS, 1925 


A Grocer Talks to 
Sales Manager 


«lse. Some of these human dynamo- 
type specialty salesmen breeze into the 
store and, without asking permission, 
hegin to tack signs all over the door 
and walls. By bulldozing the polite 
foreigner they often get an order, not 
Icnowing that the wily storekeeper 
signed on the dotted line merely to get 
rid of the pest. Consequently the goods 
are refused on delivery, and the signs 
are ripped off two minutes after the 
salesman leaves the store. Goulash 
Avenue grocers insist upon being 
treated with courtesy, and are no "easy 
pickings" for window display hogs. 

ANOTHER thing to be borne in mind 
is that just because some of these 
grocers are not as alert as Americans 
and are not perfect English conversa- 
tionalists, they are not "dumb," and 
there is no occasion for showing any 
■condescension nor of yelling at them as 
though they were hard of hearing. 

Now I'm going to make a confession, 
for which I expect to be blackballed 
■by the Retail Grocers' Association. 
Most of the goods given to the foreign 
language dealers to be distributed as 
■"free" samples never reach the public. 
They are considered as "velvet" for the 
family and immediate relations. 

An ex-grocer of my acquaintance 
now makes a good living by purchasing 
canned goods with soiled labels at auc- 
tions, then fitting them with new labels 
obtained from "bootleg" sources. He 
threw some interesting light on the re- 
sults of loading down the dealers' 
shelves with trade marked merchan- 
dise in the foreign section. This boot- 
legger in canned goods is also an ex- 
pert appraiser of grocery stocks and is 
often engaged to take stock of stores 
by prospective purchasers. One store 
he knows of has changed owners four 
times during the past six years — not 
at all unusual on the East Side of New 
York — and he claims he found the orig- 
inal lot of cans purchased in 1921 at 
the last stock taking in 1924. Accord- 
ing to this expert appraiser, most 
■dealers are inclined to look upon the 
various nationally advertised canned 
and package goods as something with 
which to decorate shelves, and think it 
would be a crime to spoil a row by tak- 
ing one dovm! 

The Department of Commerce under 
the guidance of Mr. Hoover is doing 
admirable work toward eliminating 
some of the flagrant abuses in retail 
circles. It issued a most educational 
and informative Bulletin. But the 
problem is how will the 2100 Italian 
grocers in New York who do not even 
have a distant acquaintance with the 
English language, derive any benefit 
from it? Perhaps it may be advisable 
to issue extracts from it in the impor- 
tant foreign tongues, say Italian, Ger- 
man and Yiddish. 


is the amount of advertising refused by Amer- 
ican Wool and Cotton Reporter and allied pub- 
lications during the past tw^elve months. 

We feel a certain moral obligation whenever we are 

offered any advertising to make sure as far as is humanly 

First — That the textile industry offers a proper mau-- 
ket for the commodity offered. 

Second — Is the firm offering the commodity of suf- 
ficient standing to justify our advising our subscribers 
to do business with them? 

If you have something you would like to offer, which 

you believe will meet these qualifications, and want to 
submit it to us for a frank opinion, we will tell you ex- 
actly what we believe. 

You cannot buy space in the American Wool and 

Cotton Reporter unless we are convinced that these two 
qualifications are satisfied. 


we advise you' 

Wool and Cotton Reporter 

Recognized Organ of 
The Oldest Textile 

530 Atlantic Avenue 

380 Bourse Bldg. 


Great Textile Manufacturing Industries of America 
•r of Continuous Publication in the United States 
n the United States of anv Textile Publication 

518 Johnston Bldg. 
Charlotte, N. C. 

154 Nassau St., Room 902, 
New York 


December 1925 

Our Thirtieth 

is marked by 

One MilHon Circulation 

December is the first month of our million 
net paid circulation. 

Change of Page Size 

From 760 to 680 lines. 

Bought More Land and Equipment 
35% More Advertising 

is ordered for 1926 than at this time last 
year for 1925. 


Most of our departments are home depart- 
ments mainly of interest to the woman — 
the head of the home — but departments 
also of interest to men and children. 

People's Popular Monthly 

Des Moines, Iowa 

CARL C. PROPER, Publisher GRAHAM STEWART, Adv. Director 

1,000,000 Circulation 

Live Data On Selling 
Goods In England 


incorporation of the Busines 
iervices. Ltd. — Aldwych Hous^ 
London, (A. L. McCredi. 


15 West 37lh St., New York City 

In London, represented by Business Research 
Service. Aldwych House. Strand 

Speeding Up Turnover 
to Increase Profits 


enough material to bring their stock 
up to par. 

These forms are sent to each store 
and the maximum amount for that store 
is filled in on them when they leave 
our office. There is a sufficient supply 
for three months. If the allotment is 
ten and there are six in stock, four are 
shipped immediately, etc. Stock is 
provided for one-quarter of the year 
on these blanks. 

OUR forms are made so that one can 
be used every day. It takes a girl 
twenty minutes to count the stock of 
one pattern and once each week she 
comes back to the same pattern and 
in that way we get 52 checks a year 
and replenish stocks that often if 
necessary. The maximum turnover is 
24. We endeavor to keep it below that. 

Our office, from our control sheet, 
sees that the store maintains a reason- 
able stock in a department, and also 
uses this control sheet to determine 
what we must manufacture for the 
next year. We carry a control sheet 
for every width of every pattern for 
every customer. 

An interesting thing happened when 
we first started our scheme. One store 
had a stock of $20,000 worth of staple 
ribbons; our standard for them was 
something like $12,000. We made up 
the first assortment about the first of 
October and they were astounded at 
the small stock we were providing. 
This was two years ago. To make sure 
to protect them we sent them $6,000 
worth of staple goods to keep in their 
store unopened, merely to play safe. 
They were at liberty to use them if re- 
quired. They did not even open the 
boxes. Everybody expected the holiday 
business to swell demand. They went 
through the holiday season without 
opening the reserve stock, and the 
goods were recently sent back to our 
San Francisco plant. This proves that 
our system provides ample stock at a 
lower total volume of stock carried 
than has generally been supposed to be 

The next time we adjusted the rec- 
ords we standardized their stock to 
$9,000. This was based on the ex- 
perience of each quarter of a year's 

An average store started this plan 
in 1923 and had, let us say, a stock of 
$18,980. On June .30 of this year 
$6,900 was the average for the year. 
Sales were running $6,200 per quarter 
and are $6,100 average for the last 
year; so that in spite of the fact that 
the average department store has lost 
some 16 per cent in sales in ribbons, 
this store has maintained its average 
on an inventory that has gone down 
practically from $19,000 to an average 
of $6,900. The turnover, originally, 
was H4. On June 30 it was 3.55. It 


will be over four by the end of this 
year. You can readily see the effect 
on profits. The earnings of this branch 
of the business annually were $3, GOO. 
The earnings June 30 were $6,669, or 
an increase from 19 per cent of their 
investment to 97 per cent. No doubt 
net earnings will be 133 per cent on 
their investment. This plan obviates 
the necessity of our sending dozens of 
salesmen tramping about the country. 
It makes for better salesmen and for 
better distribution, as the salesmen are 
passing along sound ideas to the giils. 
managers, etc., of these departments. 
Every time a salesman goes to a city 
today he has something definite to do 
and his expenditures are thoroughly 
justified. This plan eliminates the 
necessity for salesmen spending ridicu- 
lous sums in entertaining buyers. In 
some places they may make friends by 
the latter method, but we don't want 
that sort of friends. Our arrange- 
ments are made with the heads of 
stores. We don't put our plan in until 
they see that they need it. We .set up 
a standard stock, and they must keep 
it up. Our arrangements are made 
with merchandise men, managers and 
presidents, and with the concurrence 
of the department manager. 

Reorders are automatic. We take 
care of adjusting their stocks on hand. 
Keep this in mind, however. The manu- 
facturer operating this plan, after he 
has set it up, is restricted entirely to 
replacing goods that have already been 

Yankee Salesmen on the Job 

GOOD intentions still go astray. The 
Wembly exhibition in England is 
meant to show what the British Empire 
can do in the way of supplying goods. 
It is part of a great propaganda de- 
signed to increase in the parts of the 
world under the British flag the use of 
goods which have their origin under 
the same flag. 

In June of this year the exhibitors of 
last year who had obtained the favor of 
the judges received their diplomas of 
merit. They evoked a great deal of ad- 
miration, until one of the lucky exhib- 
itors happened to hold his diploma to 
the light. A very distinct undermark 
stood out. It read "Made in U. S. A." 

In the midst of the ensuing riot of 
denunciation for officials of the exhibi- 
tion a bitter Scotchman wanted to 
know if the medals which had been dis- 
tributed had been struck in Germany. 

Reprinted from Nation's Business Maga- 

The Strobridge Lithographing 

Cincinnati, has recently purchased 
The Henderson Lithographing Com- 
pany of Norwood, Ohio, which will be 
operated by a new corporation under 
the same name. Its entire capital stock 
is owned by The Strobridge Litho- 
graphing Company and the directors 
of the two companies are substantially 


^: C 

i ' 1. 


A Modern dry goods 
store in a small town 
doing most of its busi- 
ness with the farmer— 
Beitman. Wolt & Co.. 
Wabash, Indiana. 

^^ Dependent on the 

Farmer^s Wife^^ 

Beitman, Wolf & Co., 
established in 1863, is 
the largest store in 
Wabash, Indiana 
(population 9,872). It 
has a complete gro- 
cery department, dry 
goods, shoes, ready- 
to-wear, millinery, 
men's clothing and 
luggage. Ready-to- 
wear dress up to $85 
and hosiery up to $5 
per pair is indicative 
of the range of mer- 

Fifty per cent of its 
trade is farm trade. 

"The farmer and his 
wife are our most sta- 
ble customers," says 
Mr. Beitman. "He 
has more means to 

tide himself over a 
period of depression 
than the wage earner. 

"His credit is always 
good. He seeks a 
comfortable living, 
attractive clothes and 
all the luxuries that 
the average person 
craves. He furnishes 
a market for our best 
merchandise which in- 
cludes many adver- 
tised lines." 

The farmer's wife of 1925, 
prosperous with a good 
harvest, is a market 
worth catering to. You 
can reach this market ef- 
fectively and economically 
through the advertising 
pages of The Farmer's 


St. Paul Minnesota 


November 18, 192. 








Printed salesmanship is entirely different 
from any other method of contact between 
manufacturer and the buying public. 

And no manufacturer can get maximum re- 
sults from advertising selling without expert 
help in its preparation. 

We are specialists in producing printed sales- 
manship for technical advertisers. 

Our booklet "Technical Advertising" will 
be cheerfully mailed to you upon request. 

Arthur Henry Co. 

INC. '^ 

1481 BROADVMW ^ 
Telephone BRYANT 8078 




will guide the buying 

done by 

more than 23,000 

Power Plant Men 




537 So. Dearborn 


Chicago, III. 

A. B. P. 

power plant 
ever before, l 
nual Review Number" of I 
Plant Engineering will sumn 
engineering progress during 
and will furnish the basis fo 
1926 plans of the 
leading plants. 

Advance information on the exhibits 
at the Chicago Power Show will be 

ment Number of this show and the 
February 1. "Chicago Power Show" 
Number will give the program of 
important engineering meetings. 

To hav 


It is bee, 

methods and equipment i 
in the boiler plant that 
uary 1. 1926. Reference and T\ 
book Number of Power Plant 
gineering will be made a con 
treatise on "Boiler Plant Operai 


ig authority will have in these 
Feature Numbers, reserve 

Copy and cuts should reach l 
later than November 25. to 
proofs of advertisements to be 
lished in the December 15 A 

Sales Control in 
Mail Exporting 


following effort, and profit from the ef 
fort previously made. 

First, three letters were drafted an< 
mailed to a carefully selected list o: 
dealers in the six Central Americai 
countries, Panama and the north coas 
cities of Colombia. Enclosures for th< 
second and third letters were specialb 

The first letter expressed an interes 
in the dealer, his city and his countrj 
(this was immediately after the wai 
when national feeling was very high] 
and also stated that a representative o: 
the Regal Shoe Co. was planning t< 
visit the country, and if possible wouk 
call on the dealer. The second lettei 
treated more of business, telling some 
thing of conditions in the United States 
and especially the situation in the sho< 
industry, on the supposition that everj 
live merchant is interested in anything 
connected with his industry. The thirc 
letter explained that the representative 
would have with him samples of some 
of the latest Regal creations, anc 
would be empowered to appoint exclu- 
sive sales representatives in some oi 
the cities visited, if the size and tast« 
of the city and the standing of the 
merchant warranted it. Also that the 
representative would write later giving 
the exact date he would be in the citj 
(a thing the export manager could nol 
tell in advance because of the difflcultj 
of securing passage on boats at thai 
time). New samples were made up foi 
this salesman, the lasts and patterns 
were put into the factory and every 
precaution was taken to insure the fac- 
tory being able to get all the fancy 
leathers shown in the samples. There 
was to be no chance of orders being 
different from samples. 

TWO half-page advertisements were 
run in two export magazines. They 
were as much as possible on the order 
of reading notices featuring the sales- 
man's trip. In every instance as far 
as I know the salesman was received 
like an expected guest when he pre- 
sented his card. He had no difficulty in 
introducing the topic of shoes and dis- 
playing his samples as illustrations of 
his shoe talk. The possibility of an ex- 
clusive selling arrangement was fre- 
quently broached by the dealer, and the 
results of the trip were far more satis- 
factory than if the direct mail, ad- 
vertising and salesman had not been 
tied together. 

Let us for a moment consider an 
ideal campaign for dealer orders in 
Argentina. Ideals are not difficult to 
attain in export work, and dreaming is 
the first step in accomplishment. Sup- 
pose we have investigated and tested 
the market, and have stocked our ware- 
house, or our distributor's, with an ade- 
quate supply of salable merchandise. 
There are two widely read dailies in 

November 18, 1925 


Argentina. We shall take space in both 
of these for a short while, say eight 
insertions covering a period of four 
■weeks. This is primarily consumer ad- 
vertising, and is timed to appear after 
the dealers have ordered and received 
their merchandise but, although this is 
consumer advertising, we are interested 
in its effect on the dealer, so we have 
copies of the advertisement prepared 
in advance, bound in a simple but at- 
tractive portfolio, and given to the 
salesman, for this advertising with ac- 
tual dates of insertion is thoroughly 

WHILE the distributor is schooling 
his salesman in our product, which 
may be new to them, and working out 
selling tactics, we in the home office mail 
letters to each prospect on his list. There 
is something interesting in an envelope 
bearing a foreign stamp, a letter from 
a foreign manufacturer telling about a 
local distributor shows that distributor 
in a new light, a letter from the fac- 
tory seems to give more authentic in- 
formation regarding the merchandise 
than the same letter signed by the 
local distributor. 

The salesman refers to the letters, 
refreshes the prospect's memory in re- 
gard to their message, and starts his 
real selling talk where the last letter 
dropped it. Perfect coordination, no 
tiring of the prospect, no wasted time. 
It is like the .second installment in a 
serial story. The order is taken, the 
merchandise shovm by the salesman is 
that featured in the newspaper adver- 
tising and that stocked in the ware- 
house. The distributor ships the order 
promptly, the newspaper advertising 
appears, and just as the promise of the 
advertising helped sell the merchandise 
to the dealer, so the advertisements 
help him sell it to the consumer, and 
the dealer is ready to re-order. 

All three of the essentials in a sell- 
ing campaign (direct mail, salesman, 
and newspaper and magazine advertis- 
ing) are strong sales weapons, but 
their effectiveness is more than doubled 
if they are used in connection with one 
another in a carefully planned, coordi- 
nated campaign, such as is only pos- 
sible under straight line sales control. 

The Clark Collard Company 

Chicago, will direct advertising for 
the Diamond Vacuum Products Com- 
pany, same city, manufacturers of 
Diatron radio tubes. 

Peter P. Carney 

Head of the sales promotion depart- 
ment of the Winchester Repeating 
Arms Company, will retire from that 
firm at the end of this year. 

Klau-Van Pietersom-Dunlap- 
Younggreen. Inc. 

Milwaukee, will direct advertising for 
the Hoberg Paper & Fibre Company, 
Green Bay, Wisconsin. 

The Point of 

IN opening an oyster there is just one 
point where the old knife slips in — 
and the oyster slides out. 

The retail shoe market of the United 
States is like that — just one point of 
penetration where advertising most 
easily and quickly catches the respect- 
ful attention of the most merchants, 
and breaks ground for the salesman. 

It is the Boot and Shoe Recorder — 
paid circulation 13,865. 



207 South Street 

New York 

Impressive Facts About the Gas Industry" 

With an investment of $4,000,000,000, the gas industry 
stands high among the country's leading industries. To 
familiarize advertisers with the enormous mar- 
ket which this bu.-iness affords, we have pre- 
pared an attractive little booklet entitled "Im- 
pressive Facts about the Gas Industry." You 
are invited to send for a copy. 

Robbins Publishing Co., Inc. 

9 East 38th Street New York 

_ €mM^ EWOimEEKTNO ano 


November 18, 1925 

*The Process and Practice 
of 'Photo-Engraving" 

By Harry A. Groesbeck, Jr. 

General Mpr., Walker Engraving Company 

260 Pages— 280 Illustrations 
$7.50—10 Days Free Examination 

Clear, Concise and Informative] 

The volume is a veritable source book 

have seen engraving grow from in 
fancy to its present state. To have 
it on your desk is to have the benefit 
of the forty years' experience of 
the country's luthorities ou mwlern 

Like an Extended Trip Through 
an Engraving Plant 

A trip Uirough the most modern en 
graving plant could not be moie in 
formative than a reading of this 
volume. Starting with basic pnn 
ciples, the book takes you through 
the entire range of engraving. And 
the 2S0 specially prepared illustra- 

Here Are the Contents 

Baiic principles of photo engiaving ■ 


U t irr il Len 

s and lirh 

line negative 

tive Negat V 

r nfr an 1 n rl (, 

rk Ph togrripl T f 


potvpes Repa r 

,' ' 

Preparat on of copy »- 


a other processes 

Free Examination' 

The Proop-s"! and PraPt rr. nf Photo 

Doubleday, Page & Co., 

Garden City, >e«r York 

In Sharper Focus 


Arthur Capper 

HEN Senator Capper makes a 
political campaign he drives 
overland in a motor car. Fre- 
quently he calls a halt, climbs out of 
the car, straddles a barbed wire fence 
and wades through the soft dirt of the 
field out to where a farmer is working. 
Then they have a talk. That is how 
he finds out what is going on. It is 

characteristic of him He always has 
demanded exact knowledge of what the 
man he is attempting to serve thinks 
and feels. He does it both as a pub- 
lisher and as a United States Senator. 
It was a part of his procedure during 
his two terms as governor of Kansas. 
It explains his amazing popularity 
among farm folks, not only in Kansas 
but throughout the United States. 

Capper started in the publishing 
business as a printer and quit that job 
to take one as a reporter at half his 
former salary, because he wanted to 
learn the publishing business. He re- 
signed as city editor of the Topeka 
Daily Capital to become a reporter on 
a New York daily for the same reason. 

With $1,000 he had saved and $1,200 
he borrowed, Senator Capper entered 
the publishing field by buying the 
North Topeka Mail. Later he bought 
the Kansas Breeze and combined the 
two. He paid $1,000 in cash and as- 
sumed $54,000 in notes to buy the 
Topeka Daily Capital, on which he had 
started as a typesetter. 

Since then he has built up the big- 
gest publishing business west of the 
Mississippi River. Today he publishes 
two daily newspapers, The Topeka 
Daily Capital and the Daily Kansas, 
Kansas City, Kan.; three monthly 
papers, Capper's Farmer, The Hoiise- 
hold and Capper's Magazine; a weekly 
newspaper, Capper's Weekly, and five 

state farm papers, Kansas Farmer, 
Missom-i Ruralist, Ohio Farmer, Mich- 
igan Farmer and Pennsylvania Farmer. 
He employs more than 700 persons in 
Topeka, in addition to scores of others 
in branch offices throughout the United 

Senator Capper is serving his second 
term as United States Senator, having 
been re-elected by the largest majority 
ever given a candidate for this office 
in Kansas. He takes an active part in 
the management of his publishing busi- 
ness and reads every paper carefully. 
That insistence on knowing and having 
the facts on which to base his action 
along any line is the chief characteris- 
tic of the man, and the most significant. 

R. N. Fellows 

By Himself 

Born in Wisconsin — on a farm, like 
many other advertising and sales ex- 
ecutives in New York, Chicago and 
Peoria. Sixty days later my proud 
(?) parents disqualified me as a "dirt 
farmer" Congressman by moving to 
the nearest "city" of 600 — and later 
to Madison, seat of the University 
made famous by such illustrious 
"grads" as "Ned" Jordan of "Playboy" 

A checkered public school career, 
coupled with extensive newspaper ex- 




perience (as a carrier) found me ready 
for my first great marketing oppor- 
tunity — offered me by the local drug- 
gist, "jerking" soda and selling a 
stamp now and then. 

But as Destiny would not be denied, 
"Prexy" Van Hise called me to assist 
him in running the University of Wis- 
consin, as office boy. Here at last, 
learning HOW LITTLE I knew (and 
having never forgotten since) I finally 
responded to the call of "higher edu- 
cation" and attended the University of 
Wisconsin — selling supplies to District 
Schools during vacations — until finan- 

November 18, 1925 


LJNIT coverage 

or quantity —ti^KicK ? 

Power aims to put its advertisers in touch with the buyers in the worthwhile 
power plants of the country no matter where they may be located or what 
kind of a product power is being used to produce. 

To accomplish this Pi)Ht>r's circulation department seeks to add units rather 
than individuals. Regardless of cost it must find, sell and satisfy the men 
responsible for power plant design, power generation and power utilization. 
Which is why you will find Poiver wherever there are worthwhile power 
plants, the circulation being heaviest where there are the most plants. 

The above map illustrates at once the power distribution of the country and 
the circulation distribution of Power. 

Does not this method of subscription building appeal to you as the method 
of greatest value in sales development? 

A. B. C. 


Tenth Avenue at 36th Street, New York 
A McGraw-Hill Publication 

A. B. P. 


November 18, 1925 

Rico Tomaso comes from Chicago with a notable record 
in the ilkistrative field. In the New York advertising mar- 
ket, the quick recognition of his ability has been most grat- 
ifying to us. Mr. Tomaso is exclusively identified with 
Van Name i^ Hills, Inc Eleven East Thirty Eighth 
Street, New York — an organization of creative artists to 
the advertising profession. 

C J L E D O N 1 J Q 716 — 0717-0718 

New York, has for many years pub- 
lished more advertising than have 
seven other jewelry journals com- 



At the conclusion of 
each volume an in- 
dex will be published and mailed 
to vou. 

cial stress made a Chicago $10 a week 
rent-collecting job look like a boot- 
legger's bank account. 

Six weeks later Chicago Real Estate 
deflated (so far as the particular rent- 
ing office was concerned) and without 
undue urging, I accepted, without his 
knowing about it, J. Ogden Armour's 
call for a bookkeeper at his glue works 
"back 0' the yards." 

As figures and I had never been on 
speaking terms, I soon admitted that 
Mr. Armour's requirements could be 
more accurately and painlessly filled 
by a comptometer, whereupon the ob- 
ject under discussion took up adver- 
tising — with H. Channon Co., the Chi- 
cago machinery house. 

After a hectic 8 months' career, dur- 
ing which I soared from copy man to 
"Advertising Manager for a day" — I 
joined the Addressograph Company in 
1910 — where the happiest 15 years of 
my life have flitted away, as the poets 
say — and where I hope to spend at 
least the next 100 years as Advertising 
Manager in Charge of Sales. 

Have written no books, but lots of 
booklets. Have made no public ad- 
dresses, but countless sleep-producing 
talks — 400 good Englishmen slept 
through one at London Convention last 
summer. The Americans were wise — 
they stayed away. 

For reasons unknown, elected three 
times as Vice-President of Association 
of National Advertisers — and now a 

Hobbies: Wife, home, talking Ad- 
dressograph when anyone will listen. 
Don't play golf, bridge or Mah Jong — 
but among other insanity symptoms, 
I am guilty of dialling for DX on 
radio — helping speed cops keep their 
jobs; accepting printers' and en- 
gravers' promises, etc. 

Achievements: Special, or what will 
you: Keeping same wife for 12 years; 
same job 15 years; many friends, many 
years — and always seeing everyone 
and anyone who calls as quickly as 
possible, because as a salesman for 20 
years, I know what the "too busy" ex- 
ecutive loses more than he gains. 

Photo shows me (third from left) 
at a recent Addressograph Sales Con- 
vention "Keeping in Step" with threa 
members of the "World's Finest Sales 

Thomas M. Hollingshpad 

Business manager of the St. Louis 
Globe-Democrat, died Nov. 10 at the 
age of sixty-six. 

T. D. Harman 

President of the National Stockman 
and Farmer Publishing Company, 
Pittsburgh, died Nov. 10 at his home. 
Mr. Harman was president of the or- 
ganization for twenty-five years. 

R. D. Mansfield 

Formerly with the McGraw-Hill 
Company, has become associated with 
the Blackman Company, Inc., New 
York advertising agency. 

Charlps Henry Herman 

Treasurer of the Elevator Supplies 
Company, Inc., Hoboken, N. J., died 
on Nov. 1, 1925, at his home in Maple- 
wood, N. J. Mr. Herman had been 
connected with the elevator industry 
for fifteen years. 


Trade Organizations 
in Pnblic Favor 

By Gilbert H. Montague 

THE courts, the Administration 
and the public are today more 
friendly toward trade associa- 
tions, business combinations and busi- 
ness generally, than they have been at 
any time since the first anti-trust laws 
were enacted, nearly a generation ago. 
Largely this situation, with all the 
opportunities and responsibilities that 
attend it, has resulted from the liberal 
interpretation of the anti-trust laws 
expressed by the Supreme Court last 
June in the Cement and Maple Floor- 
ing decisions. 

Intelligence, the Supreme Court de- 
clared, is not necessarily a crime. 

Business men who, in the exercise 
of their sound independent judgment, 
avoid the accumulation of surplus 
stocks, and abstain from ruining one 
another by cut-throat competition, and 
intelligently seek to produce, to dis- 
tribute, and to sell, with some rational 
conformity to the state of the market, 
should not, the Supreme Court held, be 
treated as criminals. 

Intelligent, rational business conduct, 
the Supreme Court said, does not be- 
come a crime, even though it be based 
upon trade information and trade sta- 
tistics that are gathered and dissemi- 
nated by a trade association, and even 
though such information and statistics 
tend to stabilize industry, and to bring 
about fairer price levels. 

If trade associations, business com- 
binations, and business men, big and 
little, will continue, during the next few 
years, to give signal demonstration to 
the courts, the Administration, and the 
public that the confidence reposed in 
them by the Supreme Court has not 
been misplaced, the present sympathetic 
attitude toward business may, eventu- 
ally, become a national habit. 

This prospect presents enormous op- 
portunities to trade associations and 
business men in every branch of Amer- 
ican industry. 

These opportunities will all be for- 
feited, however, unless the cautions and 
the warnings which the Supreme Court 
in its recent decisions reiterated and 
emphasized are conscientiously ob- 
served, according to the essential spirit 
and purpose that really underlie our 
anti-trust laws. 

Unless these responsibilities are 
frankly recognized, and punctiliously 
met, they may result in emphatic re- 
versal of the present favorable attitude 
of the courts, the Administration, and 
the public, and a renewal of the former 
unsympathetic attitude of the Govern- 
ment toward trade associations, busi- 
ness combinations, and business gener- 
ally, and perhaps a recrudescence of 
popular and political anti-trust agita- 
tion, with the possibility of new drastic 
legislation by Congress. 

One Advertisement 

34 Pages 

The largest and finest radio trade advertisement 
that has ever been published by any trade paper 
appears in the OCTOBER 15th issue of 



pmanufachum I ^ ^-^^ ,_ ,^__^ 

"The Big Book with the Orange Cover" 

This remarkable 34-page colored insert appearing 

and is sponsored by the Zenith Radio Corp., Chi- 
cago, in conjunction with 28 Zenith Distributors 
throughout the country. 

Send jor a copy of this insert 
It is ttelt worth your attention 





traclore. builders, architects, etc., of known 

responsibility. Published monthly for 4 6 years. 

Member A. B. C. and A. B. P. 

239 W«st 39th St.. New York; First National Bank 

Building Chicaoo; 320 Market St.. San Francisco. 

The American Architect 

ress of archltectun 

Full details comirning ti, 

243" West "seth St. 

Bakers Weekly ft^^-^-t-^if; 

NEW YORK OFFICE — 45 West 45th St. 
CHICAGO OFFICE— 343 S. Dearborn St. 

Maintaining a complete research laboratory 
and e-\perimental bakery for determining the 
adaptability of products to the baking in- 
dustry. Also a Research Merchandising De- 
partment, furnishing statistics and sales analy- 
sis data. 

T-. I Lumber Manufacturers, 

* " J Woodworking Plants 

P^ooh ) ^"'^ Bui'ding Material 

I\eacn ( Dealers use the 




ISovember 18, 192 


"Dynamo of Dixie" 

Strategic location, within 
easy access of all principal 
southern points, is one of 
Chattanooga's advantages as 
a distributing center in the 

Write luday for informa- 
tion about Chattanooga^s 
adiantages as applied to 
voiir parlicntar business. 

Clearing House Association 


^f^^ "Commtrcial Engraving and Printing," by 
rharles W. Hacklemaii (Second Printing 
Revised I. tells liow to choose an. process of 
reproduction, plates, paper, color, etc. A mine 
of information for tlie advertising man. artist, 
printer, salesman or student. 840 pages, over 
ISOO illustrations, 33 related subjects. Sent 

.'^^ free prospectus showing sajnple pages. 

tents, terms and other information, 
ciat Engraving Pub. Co., Dept. TY, Indiampolis, 

Hound Copies of Volume IV are 
now ready. The volume is cross- 
liled under title of article and name 
of author, making it valuable for 
reference purposes. Price .S5.flO 
t'ach. including postage. 

A few copies of T. II and III avail- 
able at the same price. 

I, May 9. 1923, to Oct. 24. 1923. 

II, Nov, 7, 1923, l« Apr, 23, 1924. 
II!. May 7. 1924. to Ocl. 22, 1924. 
IV. Nov, 5, 1924. to .\pr. 8, 1925. 

Editor's Responsibility 
to the Advertiser 

By E. J. Mehren 

swering the 
q u e s t i o n 
posed in the title 
of this article, we 
need to under- 
stand the editor's 
responsi b i 1 i t y 
broadly. It is his 
job to provide 
the reading mat- 
ter. His task is, 
first, to cover the 
field adequately 
so that all infor- 
mation of first 
importance gets 
into his pages, 
and, second, to 
build up such a 
reputation for 
integrity that the 
reader will per- 
sistently turn to 
his paper for in- 
tormation and 
guidance. That 
is the sum and 

substance of the responsibility of the 

Strictly interpreted, therefore, he 
has no responsibility to the advertiser. 
It is with the reader, not the advertiser, 
that he makes a covenant to render 
comprehensive and disinterested service. 

But the matter cannot be so simply 
dismissed. Although the editor has no 
responsibility to the advertiser as such, 
he does have a responsibility to the 
manufacturer, for the manufacturer 
is as much a part of industry as is the 

advertiser every 
day by interpret- 
ing to the adver- 
tising manager 
and the advertis- 
ing salesmen of 
his papers the 
conditions in the 
field, the methods 
of buying goods, 
the changing 
practices and 
changing de- 
m a n d s of con- 
sumers, etc. 

Then again the 
nianufa c t u r e r 
has a certain re- 
.s p o n s ibility to 
the editor. He 
senses news 
values, the ad- 
vertising values 
of developments 
made by his or- 
ganization. What 
more natural, 
therefore, than 
that he should want to put news 
and data about these developments 
into the hands of the editor as quickly 
as possible. If the editor has any re- 
sponsibility to the manufacturer, then 
the manufacturer, in turn, has this 
reciprocal responsibility to the editor. 
Harking back to my own days as an 
editor, I can recall many stories that 
came to me because of the initiative of 
an advertising man. Sensing the news 
value of the development, he persuaded 
his own organization to release the 

E. J. Mehren 
President. McGraw-Hill Compan 


consumer; without him industry could material and place it in my hands while 

not exist. What he does for the im- 
provement of materials, machines, 
processes and services is vital to in- 
dustry, and, therefore, to the workers, 
the readers, whom the editor serves. It 
follows, then, that the editor is bound, 
to keep close to the manufacturers and 
to record the progress they are making. 

But that responsibility is to the 
manufacturers as a whole. This does 
not imply that the editor cares little 
whether people advertise in his paper 
or not. In taking that position the 
editor protects and preserves the very 
value that is bought when advertising 
space is taken in his paper. What is 
bought is the confidence of the reader. 

All this must in no sense be con- 
strued as an indication of any lack of 
sympathy between the editor and the 
advertiser. Editors are helping the 

Portions of an address before t 
tional Industrial Advertisers Con 
Atlantic City, N, J. 

it was fresh, while the field would "get 
a kick" out of it. He did a good turn 
for his own organization. He did a 
good turn for me, because he enabled 
me better to serve my readers. 

The manufacturer, in turn, has the 
responsibility of seeing that he is 
promptly supplied with worthwhile 
material, of trying to meet the stand- 
ards he has set up for the benefit of 
his readers, and of strenuously sup- 
porting him in his insistence upon the 
maintenance of these standards. 

These standards consistently main- 
tained in reader confidence, and reader 
confidence is the forerunner and creator 
of an effective advertising medium. If 
this sequence — high editorial stand- 
ards, creating reader confidence, and 
reader confidence creating advertising 
value — be understood, the unity of in- 
terest between editor and advertiser 
will be appreciated and there will be 
no misunderstanding between them. 

November 111. 1925 


Advertisers in Price 
Maintenance Battle 

[continued from page 40 1 

Coty, Inc., has frankly stated that 
it believes every merchant should have 
the right to run his own business, and 
that it looks upon price cutting as a 
trade evil; and that it will exercise, if 
need be, its legal right to refuse to sell 
anyone who does not sell at the sug- 
gested prices. 

The Coty leak-hole in the past was 
that a sliding scale of quantity dis- 
counts was operated. This, as is well 
known, has tempted jobbers to give 
away some or all of their quantity 
discount; or has tempted the retailer 
buying in larger quantity to give it 
away to the public. It is this "giving 
it away to the public" which has pulled 
the wool over the eyes of legislators 
and others who want the public to get 
any such free gifts offered. But the 
trouble is that they are not free gifts 
at all — they are expertly calculated 
baits, and are about as "free" as the 
hook that a fisherman gives free to 
the fish. It is a paying proposition 
for the store that can get away with 
it, as long as others don't do it — ^to 
sell a recognized dollar's worth for 90 
cents, and charge to advertising the 
10 cents "lost." 

BUT for the first time since the price 
maintenance horizon became clouded 
with legislation ten or a dozen years 
ago, advertisers are today taking ag- 
gressive steps to see that retailers who 
practise such guerilla warfare are shut 
off from their supply. It can't be done, 
as was once the case, by injunctions 
and legal procedure, but the right to 
sell to whom you please, with or with- 
out a reason, is now "safe for sound 
business"— O.K.'d. by the Supreme 

Meanwhile there is still some oppo- 
sition and lack of understanding of 
this great issue by the Federal Trade 
Commission. In September The Ar- 
mand Company, as well as 15 whole- 
sale druggists and the Fair in Chicago, 
were cited in a complaint charging not 
only "conspiracy to restrain trade," 
but "monopoly" on account of its resale 
price maintenance plan. It is alleged 
that the exclusive distributors are aids 
in the price maintaining system. 

None of these Federal Trade Com- 
mission buzzings have in the slightest 
degree deterred the new group of 
aggressive advei'tisers who are, con- 
fidently and with deliberate emphasis, 
announcing their unshakable deter- 
mination to sell only to those who will 
maintain the suggested retail prices. 

We shall see, in a few years, a far 
more general courageous stand on this 
question, the fundamental economics of 
which is gradually clearing up in the 
view even of legislators and courts, 
who so long have had only a very 
amateurish grasp of this, one of the 
crucial friction points of economics. 

Suppose YOU Figure 

the Percentages! 

We have moved FAST, haven't we? 



\"tws Company for 


1, 1925 



15, 1925 



1, 1925 



15, 1925 



1, 1925 



15, 1925 



1, 1925 



15, 1925 



1, 1925 


We advanced the rate 


$300 to 

$3S0 per page 


But believe it will be necessary to 
announce another advance soon. 

1925 .... 306,234 
1924 .... 226,814 
Increase . . . 79,420 

You ain't seen nothin* yet — WATCH USl 


WALTER DREY. Vice-President 

120 Fifth Avenue, New York 

ll'cstcrn Adi- 

Tower Buil 

mcM Adrertisinn Manager 


rn Advertising Manager 

Edwin V. Dannenberg 

Frank H. Burns 

Little Building 

New York 


Advertising and Selling Fortnightly 

They have stiff, cloth-covered covers and are 
die stamped in gold lettering. Each binder 
will hold one volume (thirteen issues). 
The price is $1.85, which includes postage. 


9 East 38th St., New York City 


November 18, 1925 


1. 1926, we %vill stamp 
a friend's name, in pold 
>ver of any McGraw-HUl 
tlitional charge. Orders 
hould be accompanied by 

Strong — 


461 pages. 5x8, Uluslraied, S4.00 

This book presents a sound discussion of the 
practical application of psychological princi- 
ples to sales and advertising methods. 
This book explains how people buy and how 
they can be sold. It analyzes the buying 
process completely and expresses it in a for- 
mula covering every purchase at bedrock 
around which every selling effort centers. It 
practical guide with which you 

Lamed — 


319 pages. 6x9, 212 illustralions. $4.00 

This book gives a thoroughly constructive 

effectiveness of Advertising. 

It considers advertising illustrations in 
their relation to the copy, to the product, 
to the market and to the psychology of the 
consuming public. Practically every illus- 
trative treatment is given detailed attention. 
Methods, effects and requirements are ex- 
plained definitely. 

Pratt — 





Niw second Edition, 438 pages, SVj x 8, 79 
charts and diagrams, $4.00 

A thorough revision of this pioneer book on 




■^ market research, industrial and c 
^\ surveys and newspaper surveys. 



370 Seventh Avenue. N. Y. 

nsend me the books checked with 
stamped In gold on front cover. I 
proper remittance and understand that st 
Looks are not returnable. 


::::'-::•!■"-" ii 

■ '■Miiiiiii^ I aeree to return the 

...I>ratt— SelllnB by Mall. $4.00. 
...White — Market Analysis. $4.00. 



An Englishman Writes of 
Cooperative Marketing 

[continued from page 30J 

the matter of contracts, field work and 
local organization. 

Two departments deserve attention; 
(1) the sales and advertising branch 
which has as its objects to improve the 
marketing of fluid milk and to sell 
favorably all by-products; the trade 
brand adopted is Dairy Lea and over 
358,000 dollars were spent in advertis- 
ing in the year 1922-23. Drives and 
campaigns are organized and the coun- 
try is worked systematically by means 
of newspapers, magazines, trade pa- 
pers, electric signs, posters, window 
and counter displays. In the fluid milk 
business the League took over two 
large distributing plants in New York 
and New Jersey and entered the direct- 
to-the-consumer business; the tendency 
is to develop this side of the work. Ex- 
port sales are also pushed by special 
representatives in London, Singapore, 
South Africa, East Africa, and West 
Africa; (2) the membership service 
branch which makes the business con- 
tact of each farmer with the associa- 
tion. This includes a contract section 
which deals with withdrawals, new 
members, breach of contract, distribu- 
tion of members by districts and so on. 
The figures provided by this section 
show the reasons for the difference be- 
tween the total number of members 
and the number who pool their millt; 
all checking of dealers' milk sheets is 
carried out and the detailed character 
of the work done along with the ac- 
countants' task of writing monthly 
cheques illustrates the view often ex- 
pressed that calculating machines have 
made the giant cooperative feasible. 

From the standpoint of the adver- 
tiser, the most interesting portions 
of Professor Forrester's report are 
those which have to do with Dis- 
tribution, Selling, Advertisement 
and the Sale of Surpluses. They 
are as follows: 

Distribution and Selling 

THE question of how far cooperative 
associations control the distribution 
and sale of their produce depends 
upon the character of the produce. A 
useful generalization from which to 
start, however, is that commonly they 
sell through the intermediary links, 
wholesale jobber and retail, more rare- 
ly they may strike through to the re- 
tail trade; in other words, the coopera- 
tives organize marketing services to 
the wholesale stage and after that ex- 
ercise indirect control over their prod- 
uct by advertisement, checking consum- 
ers' prices, and by negotiation with 
dealers and jobbers. In general they 
trade in the central and terminal mar- 
kets, deal writh key positions such as 
the existence and sale of surpluses, but 
do not usually send their salesmen into 
the consumers' markets. In the case of 
milk societies in smaller centers direct 
sales to consumers may be undertaken, 

and even the large organizations such 
as the Twin City Milk I*roducers of 
Minneapolis and St. Paul and the New- 
York Dairymen's League venture into 
this field, but in these two latter cases 
the entry into the retail trade is partly 
of the nature of a strategic move. In 
general they stop at the wholesaling 
functions and the management of sur- 
plus. The large fruit organizations may 
sell through the ordinary wholesale and 
brokerage channels, and some of them 
employ staff's of salaried agents to push 
their products and try to establish their 
connection through the widespread ad- 
vertisement of trade brands. Egg as- 
sociations push through to the terminal 
markets, and in the case of the Cali- 
fornian group employ an overhead 
selling agency. Wheat, livestock, cot- 
ton, tobacco, and wool are commonly 
carried to the terminal market stage 
by the large associations. 

A SELLING plan necessitates prep- 
aration and organization along two 
lines, (1) some agency must be set up or 
employed to collect information about 
markets, the probable demand in differ- 
ent centers, to find customers, and 
build up a regular good-will; (2) on the 
information furnished, some other de- 
partment must direct shipments at the 
right time. A large cooperative may 
set up its own news service through its 
ovvTi officers or in alliance with a large 
commercial agency; the Federal De- 
partment of Agriculture has entered 
this field and provides day to day in- 
formation as to the state of certain 
markets; one advantage of an official 
news service is that it can be used for 
different articles having different sea- 
sons, and a reporting service can be 
maintained at moderate cost which is 
better than any one group of producers 
could maintain for themselves. The 
association may choose to employ a 
commercial agency with a nation wide 
organization to collect information, and 
to direct shipments. Movement of the 
commodity to market is most regular 
when controlled by a central body. It 
must be noted that in case of some 
federal types, authority over accept- 
ance of orders and dispatch to market 
is handed over to district or local units 
and the central unit is an agency. 

It is frequently said that the coopera- 
tive marketing enterprises get for the 
producers the prices yielded by supply 
and demand at the point of consump- 
tion rather than at the point of pro- 
duction. All that is meant by this is, 
however, that if the cooperative under 
takings are feeding the market they 
must accept responsibility for storage, 
finance, and surplus, in place of the 
middleman, and therefore producers' 
prices and consumers' prices will be 
more strictly parallel, since the risks 
of the wholesaler and retailer are stand- 
ardized or shifted on to the shoulders 
of the association. 

Some account has already been given 

November 18. 1925 


of the sales departments of certain 
large marketing undertaliings ; the 
plans commonly aim at eliminating risk 
and guesswork in moving the commod- 
ity to market, stimulating consumers' 
demand, extending the marketing sea- 
son, improving the transportation ser- 
vice and utilizing by-products. The 
example of the citrus fruit growers 
shows these features; there is the sys- 
tem of market and production reports 
and the planning of distribution of sup- 
plies; new markets are developed and 
the consuming capacity of old ones in- 
creased; consumers' requirements are 
studied and attempts are made to im- 
prove retailing methods, such as dis- 
play and the advantage of quick turn- 
over on a small margin; new channels 
of consumption may be opened up such 
as orangeade, the use of fountain juice 
extractors; the marketing season has 
been extended by planting new types 
of oranges, and by-products have 
been utilized. Advertisement has been 
widely used in newspaper, magazine, 
poster and street cars; dealer-service 
men have been employed to secure the 
attention and interest of retailers in 
citrus fruits, and trade brands have 
been the subject of special campaigns. 

Advertisement and Sale of Surplitses 

THE position and use of advertise- 
ment have been greatly extended of 
recent years and a special feature is 
the employment of advertisement to 
dispose of large crops. The public, it 
has been pointed out, is never fully 
aware of the existence of a large crop 
and low prices. A low price well ad- 
vertised will, it is found, pay muck bet- 
ter than a still louver price left unad- 
vertised. In dealing with gluts at the 
period of the season when supply is at 
its maximum, it has been found that 
selling campaigns move the product 
quickly into consumption and the view 
is held that, if advertisement were con- 
fined to times of peakload marketing, 
and to the pushing of well-known trade 
brands, it would achieve more than if 
used' in a miscellaneous manner. It 
must be kept in mind, however, that 
much advertisement is competitive in 
its effect; it is not producing to any 
great extent a genuine all-round ex- 
pansion in the consumption of food 
products. This is recognized by cer- 
tain fruit organizations which do their 
best to oust other fruits from consump- 
tion in order to expand their own mar- 
ket. It is seen in the relation of the 
consumption of milk to the consump- 
tion of butter and cheese. The demand 
for all food products is not seriously 
expanded by simultaneous advertise- 
ment campaigns of special commodities. 
Again, in times of prosperity, it is rel- 
atively easy to increase sales by adver- 
tisement, but in times of depression the 
task is one of great difficulty. 

The widespread tendency to create 
specialties and trade brands is of con- 
siderable interest both in the home and 
international trade of the U. S. A. It 
rests upon the view that the public can 
be persuaded to buy a high-grade ar- 
ticle at a relatively high price provided 
it is branded and well advertised in- 
stead of a lower quality at a lower 
price; this is already put into operation 
with certain fruits, vegetables and but- 

Note the Italics. Yet, some people, 
say, "college professors don't know 
anything about business," Huh! 

WANTED: An Opportunity 
to Help Build a Few 
Conspicuous Successes 

There are good reasons why \vc can be exceptionally 
helpful to: 

A Food Account that will not conflict with 


A Toilet Goods account that will not conflict with the 

products of 


A Household Utensil account that will not conflict 



A Musical Instrument account that will not conflict 



A Tool Account that will not conflict with 


.\ Sporting Goods Account that will not conflict 



/f LI. the advertisers mentioned above are conspicuous successes 
tVl We do not claim that we made them so. They would have suc- 
ceeded without us — but they are kind enough to say that our 
assistance has been of unusual value because in each instance we 
were al^le to supply the close and constant services of a man ex- 
perienced in handling their special problems. 

Our clients have helped us as much as we have helped them. The 
knowledge we have absorbed and the experience we have gained in 
our contact with them is at your disposal. 

A word from you will put you in touch with the man in our or- 
ganization who speaks the language of your business most fluently. 
He will not weary you with many words, but what he says will 
have meat in it. 

^ ~\ Charles C. 


Advertising Agency Inc 

450 Fourth Avenue Estey Building 




and Selling VD 

Markets. Mercluiiuli!.inr Cf Media 

fffyou dortt receive the 
Tlhrtnightly regularly 

Advertising and Selling Fortnightly 

9 EasI 38th St., NVw York City 


November 18. 292 

THERE IS unly one industrial journal, 
ha\ing ABC. circulation, devoted en- 
tirely to the interests of the furniture 
manufacturing industry. That is The Fur- 
niture Manufacturer & Artisan. 
You will find this journal in practically 
ever>' worth-while furniture factory in the 
United States, and it reaches a number of 
the large plants in foreign countries. 
For considerably less than $1,000 it will 
carry your sales message to these manu- 
facturers on a full page basis each month 
for a year. We'd like to tell you more about 
it and show you a copy. May we? 

Manufacturer & Artisan 




It's the 


Our local advertis- 
ing rates are 10% 
higher than the 
second paper. 

We lead in local 

Member of A.B.C. 

Represented by 

Lorenzen & Thompson, Inc. 

New York 
Chicago San Francisco 

The Point of Contact 

Every student of business knows 
that it is advertising — of one kind or 
another — which has made Big Business 

A department store — to cite only 
one example — may have the most 
varied stock of goods that can be 
brought together; but if it does not 
advertise, it simply does not exist, in 
so far as a large percentage of the 
buying public is concerned. 

No longer is there any doubt in the 
minds of business men as to whether 
or not they should advertise. What 
disturbs them is what happens at the 
Point of Contact with buyers. That 
is the link in the chain of business 
which needs more attention than any 

There Would Be a Howl! 

Why is it that fruit-stores, almost 
without exception, "hog" a hundred or 
it may be, two hundred square feet of 

Is it necessary, in order to sell fruit, 
that it be exposed to dirt, dust and the 
inspection of errant canines? 

If any big down-town department 
store dared to do what every Levantine 
fruit-dealer does as a matter of course 
— pile fifty boxes of fruit and vege- 
tables on the sidewalk in front of his 
place of business — there would be a 

W hat's W rong tvith This Business? 

Experience has taught me two 

(1) If you want to get in line for 
promotion, go to the Boss with a con- 
structive suggestion for its betterment, 
every time you see anything wrong in 
the business with which you are con- 

(2) If you want to get fired, tell 
your associates and subordinates 
"what's wrong with this business," 
every time you have an opportunity 
to do so. 

Advertising Moves Houses 

The most interesting Adventure in 
Advertising I've ever had? This one, 
beyond a doubt. 

The vice-president of a company 
with which I was connected, some 

years ago, came to me one day and 
asked me if I could help him solve a 
problem which was bothering him not 

a little. The factory at L , he 

told me, was outside the city limits — 
three quarters of a mile from a car- 
line, a mile and a half from the center 
of town and considerably further than 

that from those parts of L 

where houses could be rented at mod- 
erate prices. 

The result was that the company 
was having trouble in holding its men 
— they did not like the idea of spending 
two hours or more a day getting to 
and from work. 

What had I to suggest? 

"Why not put up a couple of hun- 
dred houses near the factory?" I 

"Building costs are very high, at 
present," said Mr. T. "Seems too bad," 
he continued, "that we did not locate 
the factory near So-and-So"^naming 
a suburb on the western edge of 

L . "Thei-e are plenty of 

houses there, most of them empty." 

Then it was the Idea came to me. 

"How many?" I asked. "Fifty?" 

"More than that. A hundred at 
least," Mr. T. replied. 

"Good!" said I. "Here is my sug- 
gestion — that we insert a 'blind' ad. 

in the L Journal to about this 

effect: Wanted, for removal purposes, 
twelve frame houses in good condition. 
Will pay cash." 

"Twelve! We want a hundred," said 
Mr. T. 

"Yes," I answered. "But don't let 
sellers know that. If you do, up go 

Mr. T. thought a moment or two. 
"Go ahead," said he. The advertise- 
ment — two inches, single column — was 
inserted. Total cost $6.00. 

A month later, I passed through 

L on a westbound train. The 

first thing I saw, as I approached the 
town, was a good-looking frame house 
being moved along the road leading to 
the factory. In the course of the next 
ten minutes, I saw twenty-two others. 

Advertising did it. 


What splendid ear-filling names 
many of the towns and cities in Mary- 
land, Virginia and North and South 
Carolina bear! Westminster, Oxford, 
Cambridge, Salisbury, Raleigh, Wil- 
mington, Lancaster, Chester, Norfolk, 
Richmond, Hampton, Portsmouth — no 
question about where the men who set- 
tled those places came from. 

Reread the names! Every one of 
them is historic. 

November IH. )92.5 


T/^ Every Agency Man knew what every hardware man 

The Human Side 

of a 

Great Business 

Back of every great enterprise is 
a human element contributed by 
those men whose experiences 
and personalities are reflected 
in that enterprise. 

This is the element that molds 
opinion, creates good ivill and 
makes or mars its success. 

ated into the HARDWARE 
AGE editorial staff from the 
trade associations. For eight 
years he was field secretary of 
the Minnesota and South Dakota Retail 
Hardware Associations; his job was to 
travel continuously among the members of 
those associations, helping them in matters 
of store arrangement, buying and selling, 
as well as advising them in the conduct of 
their business. 

He has installed accounting systems in a 
great many stores, and was instrumental in 
organizing permanent credit bureaus for the 
interchange of credit information in over 
fifty towns and cities. 

As Western Editor of HARDWARE AGE, 
with headquarters in Chicago, Mr. Andrews 
continues to offer the benefit of his wide 

M. Andrews, Western Editor 

experience personally to merchants of the 
Central Western States, and through his 
articles, to the entire hardware trade. His 
market reports, analyses and forecasts for 
the Central West form a very important fea- 
ture of the service HARDWARE AGE 
renders its readers. 

The securing of Mr. Andrews for this important 
editorial post is but another example of that 
enterprise, which, through, the creation of an or- 
ganization of able business writers and counsellors, 
has earned for HARDWARE AGE the respect and 

in ever increasing measure the outstanding me- 
dium of merchandising and sales development for 
the entire hardware field. 

Advertising Managers 


Spud for your copy of " 

crmse My Sales Through 

Fioidr " 

and Agency 

How Can I In- 
the Hardware 

'The Most Influential Hardware Paper' 

259 West 39*" Street 

New York. City 


November 18, 191 

Your Story in PICTURE leaves 
Nothing Untold 

HEN all is said that can be 
said — there is much left to 
say that can't be said. 
It may be quality, better im- 
plied than stated. It may be 
an urge for immediate ac- 
tion — more powerful when 
subtly implied than when 
badly suggested. 
Tell your complete story in 
picture. And let your pic- 
ture tell its complete story 
through good engravings. 


C. A. Stinson, fres. CT) 7 n 

rhoto-tngr avers 

W. Washington Sq. 230 South 7th St. 



DUE to the remarkable growth in circulation of 
the Forum in 1915, a new schedule of advertising 
rates will become effective January i, 192.6, based on 
a guaranteed circulation of forty thousand net paid. 

General $150 per page 

Publishers $100 per page 

Back Covers $200 per page 

Inside Covers $175 per page 

Advertisers paying the above rates will be guaranteed 
an average circulation for the first six months of 
1916 of forty thousand net paid A. B. C. and will be 
rebated pro rata if the circulation falls below this 

Advertisers placing contracts for 1916 business prior to the closing 

of the January issue, /. f., November 2.5, can hold 

the present rates. 

Member Audit Bureau of Circulations 


America's Quality Magax.ine of Discussion 

147 Park Avenue New York City 

I Want to Break Into 


vertising he can't be certain that h 
really ivants to "break into the advei 
tising game." 

And it isn't so much to ask. Yoi 
can get a fairly intelligent survey o 
the field by reading a few consecutivi 
issues of the leading advertising jour 
nals. Someone has probably swiped thi 
current numbers from the readinj 
room of the public library. But ther( 
are newsdealers. 

I CAN never quite understand the at 
titude of the young man who walki 
into an oflice seeking an advertising jol 
with no preparation for the work. 

Wouldn't it be just as sensible foi 
you or me to seek out some legal light 
and say, "I understand lawyering is 
a good, steady, genteel business. How 
do you break into it? What are youi 
hours? How much do you pay, and 
when do I start?" 

Or we might say to the corner 
grocer, "I want to do some groc-ing, 
I never heard of a grocer completely 
starving to death, so I've decided to 
give the business a whirl. Where do 
you acquire your prunes and potatoes? 
And how much sugar shall I give for 
a pound?" 

But let's assume, for a moment or 
so, that our applicant is neither a 
drifter nor a dunce. 

Perhaps he took an advertising 
course in college — (and they have some 
pretty good courses nowadays.) May- 
be he studied in night school, or took 
correspondence instruction. The main 
thing is that he has tackled advertising 
in all sincerity. 

Now, when such a youngster asks — 
as he usually does — "How do you get 
a start in advertising, anyway?" I'm 
blamed if I know what to tell him! 

"But there must be a way," he in- 
sists, "How did you get started?" 

Well, how did I get started? The- 
whole thing is a bit hazy, but as near 
as I can figure out, I'm in the advertis- 
ing business today because old Colonel 
Matthews bought a pair of tight shoes. 
The Colonel was my boss. He edited 
a small-town weekly paper and wrote 
most of the ads for our local merchants. 
As I have said, the Colonel bought a 
pair of shoes (come to think of it, I 
believe he took them on back sub- 
scription.) The shoes were too small. 
Or maybe the Colonel's feet were too 
big. I have a very poor memory for 
details. .Anyhow, the Colonel was in 
no mood to stride Pegasus. So I got 
a job as jockey. I wrote and set an 
ad for our leading hardware merchant. 
Contrary to expectations, the adver- 
tising contract was not cancelled. 
This was, no doubt, due to the fact 
that the hardware dealer never read 
the paper. He was a Republican. Our 
household journal was, as he termed it, 
"of the opposite sex." 

Encouraged, I next lent my pen to. 

fiovrmb-r 18. 1925 


the Second National Bank. After that 
experience I took it over to a haber- 
dashery and traded sundry seductive 
sentences for a Sunday suit. The suit 
did not wear nearly as well as the ads. 
The latter were inserted on a t. f. con- 
tract and promptly forgotten. For all 
I know they're running yet! 

In the fullness of time, I moved on to 
a city paper, and continued to do a 
bit of ad writing on the side. 

One day I talked a certain manufac- 
turing concern, which shall 'be name- 
less and blameless, into the conviction 
that the small sum invested in my 
■weekly wage for advertising service, 
might not be a total loss. 

And then — well, I was "in!" 

But the ways of advertising have 
changed in these time of research, ques- 
tionnaires and trade investigations. The 
■"profession" has become complicated 
and highly organized, and the break- 
ing-in process lacks the sweet simplici- 
ty and directness of other days. And 
here is where advertising faces the 
■challenge of time. 

Advertising owes an obligation to 
itself, to the men who have raised it 
to its present plane, and to the public 
which has been educated to believe in 
it. It has attracted and is attracting 
■brains, education and good taste. Its 
social position is well up among the 
€lite of the business world, but its fu- 
ture rests with the new generation, 
these "breakers-in" who swarm to it 
•every day. From these ranks will 
come the advertising men of 19.35 and 
1945, and it is up to the advertising 
•men of 1925 to work their vaunted 
trains more than casually in the selec- 
tion of these, their successors. 

Advertising's success entails an 
obligation and a duty which the future 
is challenging. What will be adver- 
tising's answer? 

The Syracuse Newspapers, Inc. 

Is the name of the new corporation 
"which will publish The Syracuse Jour- 
nal, which was recently consolidated 
■with The Syracuse Telegram and The 
Syracuse Sunday Avierican. The 
officers of the corporation are : Presi- 
dent, Harvey D. Burrill; vice-president, 
Stewart F. Hancock; treasurer, M. M. 
Andrews; secretary, Louis D. Burrill. 
The directors are: William Randolph 
Hearst, Harvey D. Burrill and Stewart 
r. Hancock. 

American Bottlers of 
Carbonated Beverages 

Announce that a foui--year national 
advertising campaign will be inaugu- 
rated shortly. The campaign will be 
financed by an equitable prorating of 
contributions from the bottlers and 
their supply houses. 

Cone, Rothenberg & Noee, Inc. 

Is the new name of Cone, Hunton & 
Woodman, Inc. Mr. George Noee has 
been secretary and in charge of the 
Chicago office for the past two years. 
Mr. G. V. Rothenberg came into the 
organization Nov. 1, 1925, as vice- 
president and will be located in the 
New York office. 

Market Information 

When you want it 
In a form convenient to use 

In the 1925-1926 edition of Grain's Market Data Book 
and Directory of Industrial. Trade and Class Publi- 
cations, you can find statistics and vital facts con- 
cerning a hundred markets of trade and industry. 

This is the sort of information upon ■which intelligent, 
effective advertising must be based — figures on the 
size of industries, their requirements of power and 
machinery and equipment — figures on their buying 
habits and buying peculiarities. The essential facts 
upon which to plan specialized advertising to these 
specialized markets. 

And — classified according to markets, and listed imme- 
diately following the material on each market are 
lists of the business papers covering the various 
fields, giving essential information of frequency of 
publication, rates, page size, circulation, etc. 

The whole adequately indexed for easy and quick refer- 
ence. Contains the only published list of foreign 
business papers. 

So sure are we that you will find this just the sort of 
source book of market information you have always 
wanted, or that you will want this new and revised 
edition if you have had preceding editions that we 
will send a copy on approval for ten days — at the end 
of which you can either send your check for $5.00, 
or you may return the book without any obligation. 

Crain^s Market Data Book 
and Directory 

G. D. GRAIN, Jr., Publisher 
537 South Dearborn Street, CHICAGO 


dealers like it — 
and use it- 
it's an 


■327 E. 29th St 
New York C 

The Standard Advertising Register 

Is the best in Ita fleld. Ask any user. Suiulieg 
valuable iiif.nmation on more than 8.0U0 ad- 
vertisers. Write for data ajid prices. 

National Register Publishing Co. 

15 Moore St., New York City 

Shoe and Leather Reporter 


The outstantding publication of the shoe, 
leather and allied industries. Practically 

the bu 




November 18, 1925 

Advertisers' Index 


Allen Business Papers, Inc., The 50 

American Architect, The 71 

American Liunberman 71 

American Press Association 15 

American Wool & Cotton Reporter . . 63 

Animated Products Corp 64 

Associated Business Papers, Inc 49 


Bakers' Weekly 71 

Barton, Durstine & Osborne, Inc 31 

Best Co.. Alfred M 61 

Better Homes & Gardens 53 

Boot and Shoe Recorder 67 

Building Age and National Journal . . 56 

Business Bourse, The 64 

Butterick Publishing Co 16 


Calkins & Holden, Inc 58-59 

Caxton Co., The 54 

Chattanooga Community Adv. Assn. . . 72 
Chicago Daily News, The 

Inside Front Cover 

Chicago Tribune, The Back Cover 

Cincinnati Enquirer, The 47 

Cincinnati Post 11 

Cleveland Press, The 41 

Columbia 62 

Columbus Dispatch 56 

Conde Nast Group 8 

Cosmopolitan, The 18 

Crain's Market Data Book 79 


Delineator, The 16 

Denne & Co., Ltd., A. J 70 

Detroit Times 51 

Doubleday Page & Co 68 


Economist Group 39 

Einson & Freeman Co 79 

Electrical Merchandising 43 

Electrograph Co., The . . Insert Facing 51 
Erickson Co., The 4 


Fanner's Wife, The 65 

Feicke Printing Co 60 

Fire & Water Engineering 57 

Forbes Magazine 73 

Fort Worth Star-Telegram 82 

Forum, The 78 

Furniture Manufacturer & Artisan, The 76 


Gatchel & Manning, Inc 78 

General Outdoor Adv. Co., Inc. 

Insert Facing 50 

Good Housekeeping 12 

Green Adv. Agency, C. C 75 


Hardware Age 77 

Henry Co, Inc., A 66 

Igelstroem Co., The J 62 


Jewelers' Circular, The 70 


Life 7 

Literary Digest, The 6 


Market Place 81 

McGraw-Hill Book Co 74 

Munsey Co., Frank A 45 

National Miller 62 

National Register Publishing Co 79 

Needlecraft Pub. Co 55 

New York Daily News 35 

New York Sun 14 


Peoples Home Journal 10 

Peoples Popular Monthly 64 

Power 69 

Power Boating Inside Back Cover 

Power Plant Engineering 66 

Powers-House Co., The 48 


Richards Co., Inc., Joseph 3 


Selling Aid 62 

Shoe & Leather Reporter 79 

Simmons-Boardman Pub. Co 33 

South Bend News-Times 76 

Southern Newspaper PublisTiers Assn.. 13 

Spur, The 37 


Talking Machine World 71 

Topeka Daily Capital 62 

Trenton Times, Tlie 9 


United Publishers Corp 39 


Van Name & Hills, Inc 70 


Womans Press, The 63 

Yes, the French Are 


practically unknown to Americans in 
the late war, at least in the Vin Blanc 
sector where the heaviest fighting took 

Typical of a totally different French 
technique is the announcement of 
"Deux Claiidine," the bobbed-haired 
Diana reproduced in this article. The 
lithe grace of the figure, its fragile 
daintiness and the exquisite delicacy of 
the ensemble make for a high degree 
of subtle effectiveness. It is printed 
in on white stock in three colors; gold 
— the firm name, dress, hair and feet of 
the figure; red — the face, arms and legs 
of the figure, the bow, and the smaller 
lettering at the bottom of the piece; 
and gray ^ the slanting, bold -line 
shadow effects in the background. In- 
side the folder is a simple announce- 
ment addressed to Madame, printed in 
attractive lettering in the same gray. 
LiiKjerie de luxe and vetements de sport 
are featured. 

The fourth of the reproduced exam- 
ples, the futuristic statue effect in 
solid black and white, invites you to 
look over "sa collection de Robes et 
Manteaux . . . a des prix trcs raison- 
nables." So much is clear, and since 
the advent of Michael Arlen pour le 
sport has become a household word, but 
the rest of the text floors me. For 
further information phone Seine 66-19 
and ask for M. Marthepinchart. 

Advertising Calendar 

No\'EMBEE 19-20 — Tenth District 
Convention. Associated Advertising 
Clubs of the World. Port Worth, 

November 22-24 — Seventh District 
Convention. Associated Advertising 
Clubs of the World, Oklahoma City, 

January 21-24, 1926 — Sixth Dis- 
trint Convention, Associated Adver- 
tising Clubs of the World, Chicago. 

April .5-6, 1926 — First formal ses- 
sion of Insurance .Advertising Men 
of the Pacific Coast, Los Angeles, 

Apeii- 7-9, 1926— Direct Mail Ad- 
vertising Association Convention, Los 
Angeles, Cal. 

April 12-14, 1926 — Fourth District 
Convention, .Associated Advertising 
Clubs of the World, Orlando, Fla. 

Mat 1-5, 1926^Fourteenth District 
Convention, .Associated Advertising 
Clubs of the World, Blackpool, Eng- 

June 19-21, 1926 — Fourth .Annual 
Convention, Insurance Advertising 
Conference, Philadelphia. 

June 19-24, 1926 — Twenty-second 
Annual Convention, Associated Ad- 
vertising Clubs of the World, Phila- 

July 5-8, 1926 — Twelfth District 
Convention, As.<^ociated Advertising 
Clubs of the World, San Francisco. 

The Editor will be glad to receive, 
in advance, for listing in the Adver- 
tising Calendar, dates of activities of 
national Interest to advertisers. 

November 18, 1925 



Tlie Cliurch That m 

Advertising Built 

By E. P. Beebe 

IN April, 1924, a young lawyer re- 
siding in Flushing, Long Island, felt 
that there was need of an English 
Lutheran Church in his neighborhood. 
He decide<l that if it were to come into 
existence he must resort to modern 
methods of publicity and advertising. 
His first move was to insert an ad in 
the Flushing papers requesting all those 
who were interested in his project to 
meet at his residence. Several people 
did so and thus the nucleus of the or- 
ganization was formed. This first step 
was followed by having two theological 
students make a survey of the Flushing 
territory. These two made a house-to- 
house canvass and obtained a mailing 
list of over three hundred families not 
affiliated with any church. This list 
was used as a basis for an intensive 
direct mail campaign which was supple- 
mented by newspaper advertisements 
with regard to hours of services, the 
work of the church, etc. The campaign 
was so successful that in short time 
a desirable residence for the church 
was secured. 

About this time one of the above- 
mentioned divinity students assumed 
charge as pastor. He carried out the 
policy of advertising the church and 
never neglected an opportunity to gain 
publicity for it. A direct mail cam- 
paign was and is still being conducted, 
and in addition to this there is a follow- 
up system of invitations and reminders 
to absentees which has built up a Sun- 
day school. In April. 1925, a perma- 
nent pastor was installed. As time 
went on the expenses of the church 
naturally increased, but at the same 
time its income increased more than 
proportionately until it is now nearly 
six thousand dollars a year. 

One day as the pastor was going 
from house to house a little girl asked 
him what he was selling. "Seats in 
Sunday school," he replied. "Well, I 
want two. My brother and I want to 
go." That explains it. He has been 
selling the people the idea of his church 
and what it stands for. No wonder 
church executives in Manhattan cry 
out — A miracle of missions! A self- 
supporting church originated by lay- 
men through an advertisement — un- 
heard of in church annals. An index 
of what is to come when business 
methods are applied to church work. 

George B. Norton 

Advertising manager of Coppes 
Brothers & Zook, Nappanee, Ind., 
manufacturers of Nappanee Dutch 
Kitchenets, has been appointed general 
sales manager in charge of sales and 
advertising. He succeeds F. S. Fen- 
ton, Jr., who has become general sales 
manager of the household appliance 
divisions of the Wayne Tank & Pump 
Company, Fort Wayne, Ind. 

Business Opportunities 

The Intercollegi: 

Sales Service wishes to 

ections with reliable firms 
dealing in the chief students' supplies, such as 
jewelry, pennants, pillowcases, blankets, g:olf 

athletic goods, etc., on brokerage basis. 

nail and middle size college town stores 
do not carry full "college" lines ; therefore the 
opportunity to sell to the collegiate trade is ex- 
cellent. Write for further information, stating, 
withal, what you have to offer in the above 
lines. Intercollegiate Sales Service, Watertown, 
N. Y. 


Work done in a manner to please the most 
!xacting. Lists supplied, addressing, folding, 
nserting, sealing, stamping, mailing. Equipped 

product- — — - '-*- ' — -'- 

222 West 18th Str 


Quality and Quantity Multigraphing, 

Addressing, Filling In, Folding, Etc. 


14 West 40th St.. New York City. 

Telephone Penn. 3566. 

Position Wanted 

of experience with good sales record, personality 
and appearance, wislies new connection with higli 
grade publication. College graduate. 33 years. 
Box No. 329, Adv. and Selling Fort.. 9 East 
3Sth St., New York City. 

md allied arts, seeks 
with progressive agency, highly qualified for 
both cont.ict work and production. Box No. 313, 
.\dv. and Selling Fort.. 9 East 38th St., New 
York City. 


capable director of art and production depart- 
ments, has thorough agency and business ex- 
perience. Creative typographer and visualizer. 
Box No. 327, Adv. and Selling Fort., 9 East 
38th St., New York City. 

SALESMAN— High class, weU acquainted ir 
Philadelphia and vicinity, wishes to connect will- 
reliable concern that wants active representatior 
in this territory. Commission basis. Box No 
324, Adv. and Selling Fort., 9 East 38th St. 
New York City. 

Desires few small accounts for spare time. Ex- 
perienced and with plenty of common sense 
able to write attractive. eiTective copy. Box 
No. 326, Adv. and Selling Fort., 9 East 38th 
St.. New York City. 

Position Wanted 

A real subscription getter ; with fine past record 
on technical, trade and business publications. 
Knows all branches of subscription work. Sys- 
tems, Records, Mail Campaigns, Sales Force. 
\'aiuable man for publisher who wishes to in- 
crease his circulation. Let him tell you about 
ox No. 330. Adv. and Selling 
East 38th St., New York City. 


I know a young lady who has a superlative 
knowledge of merchandise gained thru working 
in the merchandise comparison and control de- 
partments of one of America's largest stores. 
In addition, she has taste, the ability to write, 
and is a college graduate. For some agency 
or advertiser she would make an excellent re- 
search worker. Or, with very little training she 
could write first class copy. To an organization 
that considers the future possiblities of those it 
employs, she will prove a real "find." Moderate 
starting salary. Further particulars mav be had 
L., Box No. 323, Adv. and Selling 
- ■ - -" York City. 

Help Wanted 

SALESMEN of the highest caUbre, used to 
earning upwards of $10,000 yearly. Advance 
commission, full co-operation. Outdoor Adver- 
tising Associates, 631 Singer Building, New York 

facturcr. Must know DET.MLS of printing, en- 
graving, artwork, layouts, campaigns, schedules, 
etc. Engineering graduate preferred. Will be 
held responsible for department routine, mechani- 
cal production and some graphic creative work 
Box No. 388. Adv. and Selling Fort., 9 East 
38th St., New York City. 

Salesman; One who is calling on advertising 
agencies, advertising and sales managers, manu- 
facturers ; who desires to increase his earning on 
part or full time ; with little effort ; the suggestion 

mission and bonus. Give full details of your 
present work — territory you cover. Reference. 
Address Box 309. Adv. and Selling Fort., 9 
East 38th St., New York City. 


A bound volume of Advertising and Selling 
Fortnightly makes a handsome and valuable 
addition to your library. They are bound in 
black cloth and die-stamped in gold lettering. 
Each volume is complete with index, cross-filed 
under title of article and name of author making 
it valuable for reference purposes. The cost 
(which includes postage) is $5.00 per volume. 
Send your check to Adv. and Selling Fort., 9 
East 38th St., New York City. 

Use a binder to preserve your file of Fortnightly 
copies for reference. Stiff cloth covered covers, 
and die-stamped in gold lettering, each holding 
one rolume (13 issues) $1.85 including postage. 
Send your check to Adv. and Selling Fort., 9 
East 38th St., New York City. 



Effective November 1, 1925 

Fort Worth Star-Telegram Announces 

the Purchase of the 

Fort Worth Record 

The Publishers of the Star'Telegram will in future publish 

Fort Worth Star'Telegram Fdct Worth Record'Telegram 

Evenings except Sunday Mornings except Sunday 

Fort Worth Star-Telegram and Sunday Record 

Sunday Mornings 

'Vr ATIONAL ADVERTISERS will find these mediums unex- 
•^^ celled for full coverage of Fort Worth and its trade territory, 
West Texas, one of the richest sections of the entire South in per 
capita wealth and buying power. Over 1,000 cities and towns will 
be served, 95 per cent in West Texas. 


Daily Combination Sunday Morning 

120,000 125,000 

RATES (Flat) 
Daily Combination 25c per agate line Sunday Morning 25c per agate line 

The best features of both papers will be retained and the morning 
Record-Telegram will be a complete, high class medium in every 

Market investigations made for National 
Advertisers. Merchandise Service ren- 
dered in accordance with established 
newspaper Standards of Practice. 

Fort Wolth Star-Telegram Fort Worth Record-Telegram 

Fort Worth Star-Telegram and Sunday Record 


Member Audit Bureau of Circulations 


President and Publisher Vice-Pres. and Adv. Mgr 

"^mlNovember 18, 1925 


...JVhere Romance a 
Holds Rendezvous | 
with Reality 

GLEAMING mahogany hulls and polished fittings. . . 
towering masts and taut, white sails. . .bright 
lights and laughter. . .splendid looking men and 
women. . .warmth and music. . .that's the national 
power boat show. 

On the streets the whirling snow, but here. . .at Grand 
Central Palace. . .visions of glorious sun-filled days to 
come. . .lazy days of drifting on land locked lakes or 
rivers. . .soul-filling cruises on the seven seas in the 
dream ship found here. 

Romance holds rendezvous with reality when the Power 
Boat Show fills Grand Central Palace. That's why you 
find it thronged with thousands upon thousands of 
visitors each year. Young and old, rich and poor, their 
interest in boats and boating holds them all. 

This year the date is Jan. 22-30. February, of course, is 
the Show number of Power Boating. It will, as for many 
years in the past, be distributed to hundreds of visitors 
at the show. It will, in even greater measure than ever 
before, carry the entire story of the show to thousands 
who can't attend in person. 

Forms close the 5th of January. Send your space 
reservation now or let us give you any further infor- 
mation you may wish. 

New York 

Penton Building 


of the Penton Publico 



Studebaker uses 
pages in The 
Chicago Tribune 



Big Space Brings Sales 
Increase of $1,126,000 
in 60 days and bridges 
years of time in put' 
ting over a new story 

STUDEBAKER has alwajs been noted ;s a newspaper ad- 
vertiser. It has kept its schedules going year in and year 
out in from 1,000 to 2,000 newspapers. 

Success has rewarded the confident reliance of Studebaker 
on this powerful sales building agent. Sales have grown 
steadily. Hundreds of other makes have gone out of existence 
while Studebaker has flourished. 

Recently the $10,000,000 body plants at South Bend wen- 
completed — the climax of the dream of President A. R. 
Erskine, who for years has been investing millions in plall^^ 
and equipment designed to create a complete manutaci llrln^ 

And Studebaker no\\ had a story to tell — the story of "One 
Profit" Cars. 1 he problem was to convert this great manu- 
facturing story into sales; to capitalize quickly and efficiently 
the millions invested in plants. 

btudebaker had always been a consistent newspaper advei- 
tiser. Ainety per cent ot the total advertising appropriation 
Had gone tor tne purchase of newspaper space. 

lo put over tne new story no radical change was made in 
the policy which had proved so successful for Studebaker. 
But it was decided to use bigger space in big newspapers. 

A campaign of full pages in metropolitan newspapers was 
inaugurated. In Chicago one or more full pages appeared in 
The Tribune each week. 

The results have been astonishing. 

During the first two months of this campaign the business 
of the Studebaker Sales Company of Chicago increased $1,126,- 
UOO over the same period of 1924. 

Henry R. Levy, president of The Studebaker Sales Com- 
pany of Chicago, gives full credit to Tribune advertising. 

"The effect of the page advertisements in The Chicago 
'IVibune has been amazing," he writes. "At a period of the 
year when the Summer slump should have begun, our sales- 
rooms were filled with buyers. 

"They were familiar with the arguments ami facts pre- 
sented in the body of these Tribune pages. The big space had 
attracted them and impressed them as no small copy could 
have done. They had read and studied the ads, which con- 
tained vital facts bearing upon the large expenditures the\ 
contemplated. Then they came in to see the cars, half sdld 
when they entered the salesroom. 

"Our merchandise lived up to the expectations aroused by 
the advertisements. As a result we registered a gain in sales 
in Chicago amounting to $1,126,000 during the two months 
when the first full pages appeared in The Chicago Tribune. 

"Our story, which might have taken \ears to establish in 
the public mind if we had used small space, is now quite 
generally understood by automobile buyers after less than 
three months of full page copy." 

Studebaker's experience is but one of many similar achieve 
ments by manufacturers who have used dominating space in 
this dominating medium. A Tribune man whose experience 
may be invaluable to your future growth will be glad to call 
at your request. 

^]£^ Ttte ^Worldrs Greatest Kewjpaper "^) 
Cirrulalion More Than 670,000 Daily: More Than 1,000,000 Sumlay 


Public Libr. 
Kansas Cit- 


In this issue: 

"Interesting the Salesman in New Additions to the Line" By James P.Morton; 
"What Plan tor Paying Our Salesmen?" By Will Hunter Morgan; "Two 
Approaches to Literature" By Earnest Elmo Calkins; "Keeping That Ten 
Per Cent Margin" By A. L. White; "Vanishing Markets" By M. K. Powers 


December 2, 102 

The Radio Buyer Doesn't 
"Stay Sold*' 

he is always in the market for new hook-ups, devices, 
equipment. Every radio fan is something of a tech- 
nician, as well as a zealot in behalf of his favorite enter- 
tainment. He makes con\erts all about him. 

Therefore, the best market for radio products is in 
concentrated areas of great population, where radio is 
firmly intrenched. 

One of the greatest of these markets is Chicago. 
There are approximately 100,000 radio sets in Chicago, 
according to recent estimates — and there are 686,000 

What to do? 

Reach the radio fans and prospective buyers through 
the medium to which the great majority of Chicag'o 
people look for buying information and guidance — 
The Chicago Daily News. Besides its interesting and 
authoritative daily radio departments, and Saturday 
radio section, which are closely followed by radio 
enthusiasts. The Daily News maintains close profes- 
sional touch with the radio public by means of its own 
broadcasting station, WMAQ. The Daily News is the 
only newspaper in Chicago that owns and operates its 
own radio broadcasting station. 

Radio advertisers in The Daily News are assured the 
attention of the great majority of buyers and prospective 
buyers in the Chicago market. 


First in Chicago 

b.scription pr 

December 2, 1925 


/ / / 

with their backs to the wall ! 

How the X . . . Company 
turned red sales figures 
into black through an un- 
usual kind of advertising 

"That bad situation down in ... is not get- 
ting any better," said the X . . . Company, one 
of our clients, at a meeting one morning. "March 
sales showed a drop of 17*^ • April is worse. 
What do you suggest?" 

A Richards representative left two days later. 
Spent two weeks in the field. Traveled 1,600 
miles. Interviewed scores of dealers, all sorts. 

We got the facts: Sales competition keen but 
clean. Advertising competition a campaign of 
innuendo, misleading dealers as well as con- 
sumers. Client's salesmen, as fine a bunch as 
any in the company, discouraged but not licked. 

We made our recommendations: They were 
accepted. The campaign that resulted was based 
on local conditions. Frank talk. Nothing clever. 
Just a plain and balanced diet for an 
upset situation. 

We followed through: Reported the 
findings in the field at meetings with 
managers and men. Showed the local 
advertising manager ways to get the 
most out of the advertising. 




Sales Loss 
over 1924 

March -17.6% 

April -24.5% 

May —19.0% 

Sales Gain 
over 1924 

*June +52.5% 

July +46.5% 

August +46.4% 

*The advertising started June 7 

An advertising campaign based on facts 
gathered first-hand caused the startling 
change in sales shown above. 

The first advertiseynents appeared. 
Sales right'a bout-faced. June, the month 
the advertising started, showed 52.5% 
gain over the same month in 1924. July 
a 46.5% gain. August a 46.4% gain. 

And monthly records are still being broken! 

Knowing the market, telling the story skill- 
fully, helping sell the goods — this is Richards 
advertising service. This same Richards service, 
which goes further than thorough research, 
which goes further than excellent copy, which 
is these plus a skilled and genuine sales coopera- 
tion, can help you. 

Some facts about Richards service 
are in a booklet, "Coordinating Adver- 
tising with Sales," which we have re- 
cently published. If you are a business 
e.xecutive, we will gladly send a copy. 


Fight Tuberculosis 253 PARK .AVENUE, NEW YORK 

Buy Christmas Seals a„ Advertising Agency, Established 1874 

Member American Association Advertising Agencies 




December 2, 2925 


Indiana representative 
by Invitation, The 
100,000 Group of 

Eleven Important States came into the Union after 
The Indianapolis News was established as a news- 
paper. The News was born in 1869. 

In these fifty-six years, since the first copy of The 
News first saw the light of day, many excellent news- 
papers have come and gone in Indianapolis. The 
News has remained, always Indiana's greatest news- 
paper, always first in the character and value of its 
service to the community, climbing each year to 
greater heights of achievement. 

No other Indianapolis newspaper has ever even 
approached the tremendous advertising endorsement 
of the Indianapolis News. News results are so 
overwhelmingly superior. 



Advertising Director 

Tower Bldg., Chicago 

December 2, 1925 


Page 5— The News Digest 

I'aslcrn Catholic iSrtcspapers 

Is the name of a combination of eight 
Catholic newspapers foi'med for the 
purpose of securing national advertis- 
ing as a group and offered at a com- 
bination rate. The group consists of 
The Catholic News, New York; The 
Tablet, Brooklyn; The Union & Times, 
Buffalo; The Transcript, Hartford, 
Conn.; The Visitor, Providence, R. I.; 
Standard & Times, Philadelphia; The 
Ohnerver, Pittsburgh; The Catholic Re- 
riew, Baltimore. Joseph V Dorgan has 
been appointed national advertising 
representative with office? in New 

Lester Marcelis 

Formerly with the trade division of 
the Butterick Publishing Company, 
has become associated with the local 
advertising staff of The News, New 

M. J. C.ohn 

Has severed his connection as as- 
sociate director of Artemas Ward, Inc., 
New York, after having been with 
that concern for twenty-five years. 

Roger L. Wensley 

Was elected president and director 
of the G. M. Basford Company, New 
York, to fill the vacancy caused lay the 
death of Mr. G. M. Basford. Mr. 
Wensley has been associated with the 
G. M. Basford Company for the past 
eight years. 

Walter R. Hine 

Has been elected president of Frank 
Seaman, Inc., New York advertising 
agency, to succeed Frank Seaman who 
has been become chairman of the board. 
Mr. Hine has been vice-president and 
general manager of the company for 
the past twenty years. 

John Craig Healy 

Recently associated with the Smith- 
Paulson organization, McCutcheon-Ger- 
son Service and Albert Frank & Co., 
has established himself independently 
as a copywi-iter, plan and merchandise 
man and counsellor to advertising 
agencies and service corporations. 

Birch-Field & Company, Inc. 

Rochester office, will direct advertis- 
ing for the Nye & Wait-Kilmarnock 
Corporation, rug manufacturers, Au- 
burn, N. Y., and for the Seneca Knit- 
ting Mills, Seneca Falls, N. Y. 

II. R. Coleman 

Formerly associated with Eastman 
& Company, has joined the executive 
staff of the Advertising Producers-As- 
sociated. Mr. Coleman will specialize 
in the handling of industrial advertis- 
ing to the oil trade. 

The Thumbnail 
Business Revdew 

By Floyd W . Parsons 

THE last week has disclosed a noticea- 
ble slackening of activity in several 
lines of business. There has been a 
let-up in building contracts and automobile 
production, while freight loadings show a 
decline. The slump in the stock market 
has aroused some apprehension and is 
tending to restrict the exercise of excessive 
optimism. All of this should occasion no 
worry in the minds of careful and con- 
servative business men. 
C There is a satisfactory seasonal rise in 
factory employment and encouraging de- 
velopments in the steel industry. Railroad 
buying is commencing to look up and the 
prospects are good for constructive action 
by Congress with respect to taxation. An 
increase in forward buying shows that 
confidence extends some months ahead. 
Building construction in the first 10 
months of this year was 8 per cent greater 
than the total value of contracts for the 
entire 12 months of last year. A slowing 
down at the end of the year is not only 
to be expected but is to be desired. 
C Let no one close his eyes to the un- 
favorable factors now looming on the 
horizon. The chief of these is the evident 
determination of labor generally to de- 
mand higher wages as its share in the 
general prosperity. It is not at all impos- 
sible that from a day of industrial calm, 
we will soon be entering a time of serious 
strikes. Also it is being disclosed that pro- 
duction in several lines has overtaken 
consumption. For these and other good 
reasons it is essential that we do not de- 
part from a policy of caution. 

Ila-ard Advertising Corporation 

New York, will direct advertising 
for the Snia-Viscosa Company, manu- 
facturers of Rayon and artificial wool 

Paul P. Hiiffard 

Formerly in charge of production of 
the National Carbon Company plants, 
has been elected vice-president and 
general manager of the company. 

Robert R. ipdegraff. 

Will join Ray D. Lillibridge, InC,- 
Xew York advertising agency, as a 
partner on .January 1, 1926. 

Hal T. Bonlden & Associates, Inc. 

Publishers' representatives. New 
York, announce the establishment of 
a branch office in Cincinnati. James 
H. Kennedy has been appointed an as- 
sociate and manager in charge of thi.'i' 

Ilhert Frank & Company 

Chicago, will direct advertising foi' 
the Colorado Springs Chamber of 
Commerce which is inaugurating a 
campaign featuring the ideal all-year 
climate for those afflicted with tuber- 

Kelly-Smith Company 

Newspaper representatives, New 
York, announce the opening of their 
Boston oflSce at 44 School Street. Mr. 
Joseph W. Cummings is manager of 
this office. 

J. Walter Thompson, Inc. 

New Y'ork, will direct advertising 
for the Bishopric Manufacturing Com- 
pany, Cincinnati, manufacturers of 
Bishopric base. Bishop stucco and 
Bishopric sunfast finish. 

Retail Trade Publications, Inc. 

Cleveland, announce that the Five 
and Ten Cent Merchandising Magazine 
has been purchased from the Lightner 
Publishing Corporation, Chicago, and 
that it will be consolidated with Var- 
iety Goods Magazine. 

Tracy-Parry Company, Inc. 

Philadelphia, will direct an adver- 
tising campaign to be undertaken by 
the Real Estate Board of Camden, 
New Jersey. 


M. By 

Cleveland, will direct advertising for 
the Conneaut Packing Company, mak- 
ers of Conneaut and Metallic packing, 
Conneaut, Ohio. 

Cantilever Corporation 

Will be the new name, after Dec. 10, 
1925, of Morse & Burt Company, Inc., 
Brooklyn, N. Y., manufacturers of 
the Cantilever shoe. The change in 
name involves no change in ovmership 
or in the personnel of the organization, 

California Fruit Growers Exchange- 
Announce the appointment of Paul 
S. Armstrong, advertising manager of 
the Exchange, as general manager of 
the organization; W. B. Geissinger, 
assistant advertising manager of the 
Exchange, succeeds Mr. Armstrong as 
advertising manager, and J. 0. Cook, 
manager of the dealer service depart- 
ment, becomes assistant advertising; 



December 2, 1925 



.^ ':45^^ 


- —5 








A Rich Industrial Market 
$1,700,000 Spent Every Day 

That is the price paid for raw materials used in the industries of Cleveland every day in the year. The 
most important purchases are for foundry and machine shop products; automobiles, including bodies and 
parts; meat products; iron and steel, steel works and rolling mill products; printing and publishing; 
clothing; electrical machinery, apparatus and supplies, etc. 

Cleveland business executives representing the above industries are, of course, interested in their own 

But 2,470 leading Cleveland business men are sufficiently interested in business nationally to subscribe 
for and read Nation's Business magazine. 

They are the executives who control tlie spending of this million and seven hundred thousand dollars 
daily. They are the key men who must be sold — whose favorable knowledge of your product is necessary 
before the final O.K. can be given. You cannot sell the industrial market in Cleveland until these leaders 
are on your side. Reach them monthly in Nation's Business. 

And just as certainly as Nation's Business covers the key men in Cleveland's industrial buying — it reaches 
the controlling buying executives the country over. 

000 Presidents of Corporations read Nalion^s Business 

000 Vice-Presidents of Corporations read Nation's Business 

,000 Secretaries of Corporations read Nation's Business 
Treasurers of Corporations read Nation's Business 
General Manaf;ers of Corporations read Nation's Business 
Major Executives in 121,095 Corporations read Nation's Business 

You will find a detailed analysis of our 207,000 subscribers of interest. Let us tell you how other adver- 
tisers are using this magazine to make their advertising expenditures more productive. Get an executive 
"yes" when the order hangs in the balance. 





"The Proof Of The Pudding 
Is The Eating" 

In October, 1925, The Birmingham News carried the largest volume 
of paid advertising ever printed in a single month in the paper's history 

During October, The News, in addition to carrying the largest 
volume of paid advertising in the history of Alabama news- 
papers, broke all records for local advertising, all records for 
national advertising since 1920, and twice during the month 
broke the all-time record for total advertising carried in a 
regular week-day issue. The following figures tell the story, 
and prove beyond doubt, that The News produces results for 
its advertisers at minimum cost : 


1925 OCTOBER 1924 1925 OCTOBER 1924 1925 OCTOBER 1924 

Lines Lines Lines Lines Lines Lines 

Local 1,194,102 1,133,132 501,578 541,044 436,590 272,230 

Classified 166,152 154,266 136,892 137,032 29,260 21,364 

National 288,918 236,936 114,380 122,514 59,640 45,388 

Total 1,649,172 1,524,334 752,850 800,590 525,490 338,982 

Gain 124,838 Loss 47,740 Gain 186,508 

Widening the Margin of 
Advertising Supremacy 

The progress of The News has been steady and consistent. 
For five years, however, October, 1920, stood as its banner 
month. The figures below serve only to widen the margin of 
supremacy between The News and its competitors. The 
Birmingham Post was not established until January, 1921, 
hence no figures are shown on it. 


1925 OCTOBER 1920 1925 OCTOBER 1920 

Lines Lines Lines Lines 

Local 1,194,102 1,076,404 501,578 611,254 

Classified 166,152 160,202 136,892 134,540 

National . 288,918 363,580 114,380 173,516 

Total 1,649,172 1,600,186 752,850 919,310 

Gain 48,986 Loss 166,460 

Net Paid Circulation now Qreater Than 

75,000 Daily 87,000 Sunday 




New York Atlanta Chicago 


UCH has been said of the 
mental attitude of the 
magazine reader. 

Most of it is speculation. 

Our people have only one atti- 
tude of mind in reading the 
Conde Nast Publications: the 
buying attitude. 

They read the editorial pages to 
learn what is smart. They read 
the advertising pages to learn 
where they can buy it. 

The Conde Nast Group Dis- 
plays, the classes demand, the 
merchant stocks, the masses 
buy, the advertiser profits. 

Simple, isn't it? Like most 





^// members of the Audit Bureau of Circulations 

!,|)s I December 2, 1925 





Speaking always with dignity, sim- 
plicity, and sincerity, enjoying always a 
refreshing individuality of appearance, 
Oakland advertising has made a pro- 
found impression on the public. 

As the following excerpt from a recent 
Oakland advertisement indicates, 
Oakland is now reaping the rewards of 
a sound product, soundly merchandised, 
and soundly advertised: 

"With sales of the new Oakland Six 
mounting daily to new high levels, 
Oakland pauses to reaffirm this pledge 

Under no circumstances will 

Oakland depart from the ideals and 
policies which are winning and holding 
nation-wide good will." 

The Campbell-Ewald Company is 
proud of its association with the 
Oakland Motor Car Company which 
began more than four years ago. 

OK'ned entirely by the men who operate it, with a volume of business 
placing it among the first ten agencies in the country, the Campbell-Ewald 
organization of over two hundred people is at your service to handle large 
or small accounts. At any time, anywhere, we'll be glad to talk with you ' 


H. T. EWALD, President 

E. St.Elmo Lewis, Vice-Pres. 

Guy C. Brown, Vice-Pres. and Secy 

J. Fred Woodruff, Treas. and Gen. Mgr. 

oAdvertising Well directed 




December 2, 1925 


Built by a 

From a 




Founder of Better Homes in America 

Butterick Building, New York 

December 2, 1925 


Buffalo — The Wonder City of America 

Figures of Record Guide You to the 

Buffalo Evening News 


New York State Census for 1925 shows 538,016 persons in 
the city of Buffalo. 

The Federal Census of 1920 shows 4.4 persons to the family. 
On this' basis there are now 122,276 families in Buffalo. 

Deduct 12,228 flO%) for non-English reading families and 
you have — 

110,048 Families in Buffalo 

91,002 Buffalo Families 
read the NEWS 

Greatest Circulation in New York 

State Outside of New York City 

A. B. C. September 30, 1925, 128,455 

Present Average, 135,470 

Buffalo Evening News 

EDWARD H. BUTLER, Editor and Publisher 
KELLY-SMITH CO., National Representatives 

Marbridge Bldg., New York, N. Y. 
Atlantic Bldg., Philadelphia, Pa. 

Tribune Tower, Chicago, 111. 
Waterman Bldg., Boston, Mass. 



December 2, 1925 


Pictures Your Business 

A YEAR ago the 
Spencer Auto- 
matic Delinea- 
scope was an- 
nounced. It was 
instantly recog- 
nized as a definite 
contribution to 
economical sell- 
ing. It offered a 
means of com- 
plete, accurate 
and economical 
picturization of a 
product or service 
for lecture and 
display purposes. 

It has demonstrated that good pictures and a few 
words will tell any business story that human 
beings care to know. 

The Spencer Automatic Delineascope tells a busi- 
ness sales story better than an individual can tell 
it. It attracts its own audience — and holds it. 

Business clearly needed the service of the Auto- 
matic Delineascope. It assembles, for logical and 
consistent display, a carload of material on a 
roll of film that will fit snugly into your vest 
pocket. It projects this material in an interesting 

panorama by use of a niachine scarcely larger than 
a portable typewriter. 

The adaptability of the Spencer Automatic Delin- 
eascope to business has created an unprecedented 
demand in three great fields of business and public 

First ; As an accessory to the lecturer, speaker, 
sales manager or teacher in public work or in 
business group meetings, the Automatic Delin- 
eascope projects all charts, diagrams and photo 
material, giving as much or little of the lecture 
as the speaker wishes. It is at all times under 
control of the speaker himself, and can be 
started or stopped at will. It is entirely auto- 
matic and no operator is required. 

Second : As a floor demonstrator at public exhi- 
bitions or in mercantile houses, it tells the story 
of the product or device accurately and enter- 
tainingly. It never gets tired — it leaves nothing 
untold and it attracts its own audience. Thou- 
sands of exhibitors at business shows tell it all 
and show it all with the Automatic Delinea- 

Third ; As a window display fixture at night it 
is a crowd magnet during those hours when 
passing crowds are easiest to reach — easiest to 
influence and easiest to instruct. The Spencer 
Automatic Delineascope needs no rest — it tells 
and sells with pictures every hour of every day. a 

A glance at an abbreviated list of a few nationally known organizations 

who are already using the Spencer Automatic Delineascope 

will indicate the value of its service. 

New York Times 

Aetna Life Insurance Co. 

Associated Tile Manufacturers 

U. S. Department of Agriculture 

U. S. Department of Public Health 

Ford Motor Company 

General Electric Company 

National Dairy Council 

Onondaga Health Association 

Board of Missions, M. E. 

Luray Caverns 

International General Electric Company 

A. P. W. Paper Company 

American Institute of Baking 

Baltimore Dairy Council 

Corona Typewriter Company 

Condit Electrical Manufacturing Company 

Creo-Dipt Company 

Flintkote Company 

Garlock Packing Company 

General Electric Co. (Edison Lamp Division) 

Geo. H. Gibson Co. (De Laval Steam Turbine) 

Hammermill Paper Company 

Jewett Refrigerator Company 

Kardex-Rand Company 

C. D. Kime (Agricultural Extension Agent) 

The Lamson Company, Inc. 

Arthur Little, Inc. 

Chas. Tenny Company 

Durant Motor Company 

Chamber of Commerce of Los Angeles 

Metropolitan Life Insurance Company 

New Departure Manufacturing Company 

E. L. Patch Company (Cod Liver Oil) 

Simonds Saw &. Steel Company 

Edward H. Baker Corp. (Motor Cars) 

Northeast Electric Company 

American Optical Company 

Cambridge Gas Light Company 

Park &. Pollard 

Philadelphia Inter-State Dairy Council 

Safe Cabinet Company 

International Business Machines Corp. 

Morris Plan Banks 

Hathaway Baking Company 

iii-cember 2, 1925 


R Automatic Delineascope 

'^ Story Where the Business Is 

It can. be used alone or put inside a special dis- 
play cabinet of any size, thus converting it 
into a handsome displa 
in booth of 

It projects still pictur 

heavy, fragile glass slides. Uisplavs ZO to 300 
pictures in sequence at less cost than a dozen 
good window cards. A carload of display 
" ' ' ■ ' " pocket. 

understandable sh 

to any r.umber of pcopli 

Creo-Dipt Company.) 


It can be hiJvkn in a backg 
displav or booth and used to projec 

t become a part of the display, i Tra\ 
display booth of Metropolitan Life Insi 

T5UT these are only a few of the hundred uses to which 
^ this versatile display unit may be put. The imagina- 
tions of sales and advertising directors America over, have 
devised a score of varied applications for this display system 
and fitted it into selling programs. It is moving merchan- 
dise for them. 

The stories of some of these merchandise successes are 
available to sales executives on request. Write us. 


For Half a Century, Makers of America's Finest Optical Instruments 


Display uniti 
during the d: 
able window 
at work for Kardex-Rand Co. 

used as floor dem. 

are quickly turned into valu- 

at night. (Delineascope 

" " ' cooperative 


Buffalo, N. Y. 

Gentlemen : We would be glad to have 

suggestions for the Use of the Automatic 

Delineascope in our organization. 


Nature of business 

Street City 

Address Mr 


More Readers 
+ Pulling Power 
+ Real Service 

The Baltimore News, strongly 
Intrenched in the afternoon field 
of Baltimore (with its small 
factor of duplication taking the 
American), PLUS the Baltimore 
American, with its steadily grow- 
ing circulation in the morning 
field, reaches several thousand 
more readers than any other com- 
bination in Baltimore with the 
heavy duplication of circulation. 

TTie News and the American are 
NOT sold in circulation combina- 
tion. The other two papers are 
so sold and featured. The com- 
bination national rate of TTie 
News and the American is 35 
cents per line, and the combina- 
tion is optional. The combina- 
tion covers two fields once, and 

The only thing any manufacturer is 
any market — is the sale of more goods 

reaches a greater number of 

The service of The News and the 
American is not a gesture. It is 
the putting into practice the be- 
lief that, being a sales expense as 
an advertising medium, it has a 
common problem with the sales 
departments of manufacturers of 
national products. Probably that 
is why, with circulation leader- 
ship of readers reached with 
duplications eliminated, jobbers 
and retailers find their products 
better served and faster moving 
— and the chain of merchandis- 
ing from the manufacturer to the 
consumer is complete, eager and 
functions smoothly and profit- 

interested in — and this is true of 
and a Idver sales expense investment. 




St. Louis — Los Angeles 

Chicago — Detroit 


New York — Boston 


Dpcember 2, 1925 


"The Biggest i 

Dollar's Worth*" 

Says a 70-Store Chain 

An executive of the company writes: 

"After reading through the copies of 
Women's Wear Magazine you sent us, the 
girls in my ready-to-wear department were 
very much enthused and each paid for a 
subscription. They all feel that it is the 
biggest dollar's worth they ever received. 
"I am herewith enclosing check and ad- 
dresses where Women's JVear Magazine is 
to be sent. 

"I will arrange so that every girl in our 
70-store chain will be a subscriber cheer- 

"I have been in the habit of having a little 
talk with the girls every week on merchan- 
dise and salesmanship. 

"Women's Wear Magazine, while it may 
not entirely supplant those talks, can give 
my saleswomen more complete and more 
authentic information than I can possibly 
hope to. 

"Your magazine is so written that it is a 
pleasure to read it." 

TT/'OMEN'S WEAR MAGAZINE gives a compact, authoritative, and up-to-the- 
^r minute fashion service which fits exactly the needs of the smaller merchants. In 
it they can see, in sketches and in photographs, just what New York and Chicago are 
buying and wearing. They can follow the market and pick out from tested merchandise 
the articles that will sell in their communities. And that is just what they are doing, as 
is proved by the flood of letters we get from them, after every issue, asking where they 
can buy the garments and accessories we illustrate. 

Because Women's Wear Magazine is a pleasure to read, it is profitable to advertise in for 
wideawake sellers of women's apparel and accessories who wish to reach the undersold 
merchants in the thriving small communities throughout this broad land. 

Investigate. Don't take aii\hod\'s 
word for it. INVESTIG.4TE. 

Advertising Department 




8 East Thirteenth Street, New York. 

Please send me a sample copy of Women's 
Wear Magazine and information. 



Citv State 


December 2, 192S 



















' 45000 




1 / 



















Particularly the "Higher Brackets"— that imposing array of "Who's Who" 
in finance, commerce and trade— reads Uke THE ATLANTIC subscription 
Hst. Moreover, this character of circulation holds good in whatever city, 
town or state might be selected. To visualize THE ATLANTIC, think of 
the unlimited buying power and tremendous influence of a circulation of over 
110,000 comprising the upper parts of the income tax lists from coast to coast. 

The plain fact is that the average financial rating of the individual Atlantic 
subscriber is as high or higher than that of any other publication in the class 
field. The volume and character of advertising carried in each issue "proves 
the pudding" and a steadily increasing circulation portrays the growing esteem 
in which the publication is held by the truly representative citizens who 
comprise its readers. 

If your market is in this class. The Atlantic offers you a direct contact and at 
an advertising rate w^hich includes a liberal circulation bonus. Shall we wire 
you further facts now? Circulation 110,000 net paid, A. B. C, rebate-backed, 
guaranteed, plus a substantial bonus. (See Graph.) 


"A Quality Group Magazine" 


Volume Six 
Number Three 

Advertising & Selling 


Interesting the Salesman in New Additions to the 
James P. Morton 

Why Won't Advertisers Talk Sense to Their Readers? 


Profit and Loss in Salaries "Straight" 
Will Hunter Morgan 

Vanishing Markets 
Marsh K. Powers 

Frank Trufax's Letters to His Salesmen 
A. J. Newman 

Harvard Announces Judges for Advertising Awards 

Local vs. National Rates 
Marcellus Murdoch 

Two Approaches to Literature 
Earnest Elmo Calkins 

The Editorial Page 

Picturizing the Impossible to Emphasize a Sales 
Frank Hough 

The Open Forum 

Goodrich Launches Drive to Sell Bad Weather Mer- 
George Burnham 

The Health of Salesmen on the Road 
Dr. William Bierman 

How Advertising Is Building a New Church for Us 
H. J. Sherman 

Keeping That Ten Per Cent Margin 
A. L. White 

The 8-Pt. Page by Odds Bodkins 

and Now Concerning Copy 

In Sharper Focus 
Charles W. Hoyt 
Paul Kendall 

E. 0. W. 









© Underwoc<d & Underwood 

EDWARD T. HALL, for the 
past year a vice-president of 
the Association of National Adver- 
tisers, was elected to the presi- 
dency of that organization at the 
annual meeting held at the May- 
flower Hotel, Washington, D. C. 
He succeeds Carl J. Shuman, who 
held the position following the 
resignation of G. Lynn Sumner a 
few months ago. 

Mr. Hall is vice-president of 
the Ralston Purina Company of 
St. Louis and has been active in 
the Association for a number of 
years. He has long favored a pol- 
icy of cooperation in the advertis- 
ing field, and this stand was 
stressed in his address to the con- 

More detailed news of the meet- 
ing will be found elsewhere in this 

New York : 

M. C. ROBBINS, Publisher 

J. H. MOORE, GeneraZ Manager 

Offices: 9 EAST 38th STREET, NEW YORK 

Telephone : Caledonia 9770 

San Francisco : 
DOUGLASS. .320 Market St. 
Garfield 2444 

Cleveland : 


405 Swetland Bldg. ; Superior 1817 

Chicago : 


Peoples Gas Bldg. ; Wabash 4000 

London : 
66 and 67 Shoe Lane, E. C. 
Telephone Holborn 1900 

New Orleans : 


MandeviUe, Louisia 

Subscription Prices: U. S. A. $3.00 a year. Canada $3.50 a year. Foreign $4.00 a year. 15 cents a copy 
Through purchase of Advertising and Selling, this publication absorbed Profitable „ 
Magazine, The Business World. Trade Journal Advertiser and The Publishers Guide. 

Member Audit Bureau of Circulations and Associated Business Papers, Inc. Copyright, 1925 



phoenix ^^< 

The Safest Quide To 
(Community cAdvertising Success 

ADVERTISING brought people to San Diego at a cost 
/iLof $56.12 per family. To El Paso for "$19.52. To 
Tucson for a few cents less. Yosemite National Park al- 
most doubled its number of visitors as a result of one 
season's advertising. Hawaii had to build new hotels 
and a new steamer to accommodate the increased traffic. 
Advertising sent tourists flocking to the state of Maine 
this summer. 

These are a few of the Community Advertising Campaigns 
planned and executed by The H. K. McCann Company. 
It is a specialized form of advertising in which we were 
pioneers, and in which we have probablv had more experi- 
ence than any other agency. To you who have the responsi- 
bility of seeing that your community fund is spent to the 
best advantage we offer this experience as your safest guide 
to success. We can show detailed figures on results and costs 
of attracting tourists, home makers or business interests. 


New York Cleveland San Francisco Denver 

Chicago Los Angeles Montreal Toronto 

DECEMBER 2, 192i 

Advertising & Selling 




Coutrihntiiui Editors: Robert R. Updegraff Marsh K. Powers Charles Austin Bates 

Floyd \V. Parsons Kenneth M. Goode G. Lynn Sumner R. Bigelow Lockwood 

John Lee Mahin James M. Campbell Frank Hough, Associate Editor 

Interesting the Salesman in New 
Additions To the Line 

By James P. Morton 


VERY sales man- 
ager and every ad- 
vertising manager 
knows that the merchan- 
dising expenses of • his 
enterprise are too high. 
Certainly if there is a 
rare advertising manager 
or sales manager who 
does not fully appreciate 
this fact, it is because 
the reigning management 
officials of his enterprise 
are both dumb and un- 
able to write. For "Keep 
Down Sales Overhead" 
:has been the moral of 
every management 
preachment since 1921. 

That there is sound 
wisdom behind this em- 
phasis, is unquestioned. 
Merchandising overhead, 
easily absorbed in the 
boom war and immediate 
post-war years, assumed 
by necessity a height 
from which, also by ne- 
cessity, it must be re- 

AN attempt to decrease merchandising overhead by 
^ additions to a well-established Hne generally in- 
volves, what is to the sales force of an old organization, 
a new type of sales resistance. How several promi- 
nent concerns have overcome this resistance is 
explained in this practical article by Mr. Morton 

The next logical step 
was to add products to 
the original line. If 
these were obvious and 
logical additions, so much 
the better — but if no 
thoroughly logical addi- 
tion could be found some 
added products were, 
nevertheless, needed, in 
so many cases as to make 
this presentation o f 
methods of outstanding 
general interest. 

In Philadelphia there 
is a nationally known 
and nationally advertis- 
ing manufacturer. For 
three generations his 
lines of household neces- 
sities have been the 
standards in many parts 
of the United States, and 
at least many of "Six 
Best Sellers" in every 
geographical section of 
the United States. The 
products were four in 
number and closely allied 
in nature. 

Naturally, the first thought of year, even paring merchandising to During the war years only one ad- 

both management officials and mer- the bone was not the only element vance in prices was made — a flat 

lihandising executives was to reduce needed to a successful solution. twenty per cent up and down the 

merchandising overhead by policies For the sad fact was discovered line. When sales slumped in early 

involving rigid economies. But it that it costs more to sell than the 1921, even though costs were at that 

was soon found that, essential as margin of profit can stand, except time at the highest peak in the his- 

;hese were to the producing of evi- with the most fortunate of manu- tory of this enterprise, it was de- 

lence at the end of the calendar facturers. cided to reduce prices ten per cent 


December 2, 192i 

in order to stimulate stock move- 
ment, both from the manufacturers' 
warehouses and from wholesalers 
and retailers. At the end of the 
year it was found that the sales 
volume was only forty-six per cent 
of 1920, and only eighty per cent of 
1913 — the best year in the com- 
pany's history prior to the World 

Careful analysis proved that this 
was due to the fact that they had in 
1920 been subjected to the not un- 
common "dealer stimulation," and 
that they had really sold at least a 
full eighteen months' avei'age stock 
of merchandise to their customers. 

While there were still evidences 
of over-long stocks on the part of 
both wholesalers and retailers, this 
Philadelphia enterprise decided to 
keep the factory going — and at a 
faster pace than in 1921. So they 
embarked upon extensive national 
and local advertising campaigns. 
The net increase in sales was less 
than the added merchandising cost 
— a fact apparent so early in the 
summer of 1922 that new plans were 
at once formulated for 1923 execu- 

Since this enterprise had tried to 
stimulate their sales, both by an 

unwarranted price reduction and by 
heavy national advertising, and 
without success from the standpoint 
of the profit-column, the obvious 
next step was the addition of one or 
more products. 

The latter half of 1922 was given 
over to the consideration of several 
scores of suggestions along this line. 
Finally three new products were 
chosen. It was decided to "stagger" 
the introduction of these — present- 
ing one new item to the trade in 
each of the three seasonal buying 

The first of these products was 
closely allied to the four which had 
become household words from coast 
to coast. It was chosen because, 
while products of this nature were 
already on the market, not one of 
the dozen brands had more than sec- 
tional appeal, and not one was manu- 
factured by a maker with large 
capital resources. In January. 1923, 
the first of these products was 
launched, accompanied by full-page 
advertisements in leading weekly 
and monthly publications. This was 
supplemented in seven "style cen- 
ters" by newspaper advertising. 

The product itself was not only 
better than anything previously of- 

fered for the purpose. It was alsc 
far more attractively and conveni- 
ently packed. It offered both whole 
saler and retailer definite advan- 
tages and a slightly more pleasing 
profit margin than any one of th« 
original four lines. 

But even in the face of thes« 
efforts and these advantages, sales 
were disappointingly slow — only one 
quarter of the quota set, after mosi 
careful market investigations. 

The reason for the semi-failun 
was quickly traced to the sales force 
The city salesmen, under the vigilam 
eye of branch managers, were sue 
cessful in building up their quotJ 
volume. This was unquestionablj 
due to the fact that these same 
vigilant branch managers were als( 
directly under the eye of the sales 
manager and the advertising man 

But the field salesmen, with a fev 
sterling exceptions, were failures oi 
near failures. Consequently, th( 
introduction of further new prod 
ucts was delayed, while new plan: 
were made for the development o: 
sales on this item. So much of ai 
investment was represented in it: 
launching that it was obviously nee 


Speaking in (and of) Parables 

By Earnest Elmo Calkins 

IN spite of the efforts of Bruce Barton, adver- 
tising men of the present are not very fa- 
miliar with the Bible, either as a religious 
document or as a source book for advertising ma- 

Some years ago I made a speech on Copy be- 
fore the Advertising Club of New York, in the 
course of which I pointed out that the parable 
was a very effective method of teaching not only 
a moral lesson but also an economic lesson. I 
cited ^sop and his fables and Christ and his 
parables, and in order to give point to my analogy, 
I told the stoiy of King David and his affair with 
Bathsheba — how he gave orders that Uriah her 
husband should be put in the front of the battle, 
where the arrows flew thickest, and then when 
the dispatches reported that Uriah had died for 
his country, he took the charming young widow 
over to the palace. I also told how God picked 
out Nathan to administer the rebuke which David 
so richly deserved. Nathan, it seems, had re- 
course to the parable, and told his story of the 
rich man, who took the poor man's one ewe lamb, 
with such eloquence that David cried out, "Who 
is this man? I'll fix him." To which Nathan 
replied, "Thou art the man." 

I told the story in some detail, and with a few 
modern touches. I had not gone far before I 
realized that the whole room was listening, not 
with that air of recognition of a familiar anec- 
dote, but with genuine interest in the plot of the 
story. It suddenly dawned on me that most of 
them were hearing it for the first time. Up till 
then I had thought that those veiy human stories 
that make up the historical part of the Old Testa- 
ment were as familiar to everybody as they were 
to me. 

So impressed was I with this experience that 
some weeks later, while lunching with a group of 
advertising men, I related the incident with all 
the gusto it deserved, assuming, of course, that 
this picked group would appreciate the point. 
After I had finished, there was a tense silence for 
a few moments, and finally one of the men spoke 
up with an apologetic and deprecating smile. "I 
don't know how it is with the rest of you fellows," 
he said, "but I am willing to admit that I never 
heard that story before." 

If it happens that my confidence is again mis- 
placed, you will find the whole story in II Samuel, 
xi, 2-27, xii, 1-14. 


Why Won't Advertisers Talk 
Sense to Their Readers? 

By W. R. Hotchkin 

IF it were not for the pictures in 
most advertising half of the ex- 
penditure, at least, would be a 
total loss. 

I dare any man or woman to take 
up any magazine or newspaper car- 
rying a good volume of advertising 
and try to read it all. It simply can't 
be done — it would nauseate anyone 
who tried it. Reading the diction- 
ai-y would be a joy compared with it. 
But the biggest comedy that I can 
imagine would be to see the presi- 
dent of some big manufacturing con- 
cern standing up and reading the ad- 
vertising copy about his product to 
a group of people who might want to 
buy that commodity. Why, his hear- 
ers would think he was crazy. 

I am one of the two million hoi 
polloi who read the Saturday Eve- 
ning Post, and I read it right thor- 
oughly — taking pains against the 
stout protest of my eyes, to learn 
what is intended by most of the 
"facing pages" ads. (How folks 
do struggle to make them readable 
and plausible!) But it is one of the 
hardships of an advertising man's 
life — a duty, in fact, to read all ad- 
vertising — especially the costly kind. 

I recently bought a new automo- 
bile. For six months I have been 
studying car.s — getting all the infor- 
mation possible, before making my 
decision. But with that open chance 
to hammer home to me the merits of 
their cars, at that very great ex- 
pense, advertising had nothing to do 
with my decision or selection. I had 
to go and pick out a car without any 
idea of what car I wanted to buv ! 


Because most advertisers have one 
or two pet ideas about what will lead 
a man to buy a car, and they fiddle 
on these strings forever and ever. 

The common plan for writing 
automobile copy seems to be to think 
of an ideal car and then write the 
ideal story, regardless of the quali- 
fications of the car that is to be ad- 
vertised. So we read great screams 
about more power — usually in a 
cheap car that really lacks power. 
Then we read a lot about glittering 
finish and rich upholstery, which 

MANY advertisers have a ten- 
dency to endow their product 
with all the cjualitics of one of a 
much liigher price. Mr. Hotchkin 
believes that if the actual merits 
and value at the price asked were 
stressed so much costly advertising 
space would not be wholly wasted 

practically all cars possess today. 
Then about tire luxury — now com- 
mon to all cars. There are delight- 
ful stories about the great open 
spaces and the right girl. Splendid 
copy, too. Lot of quite thrilling 
stories; but not on my wire. 

Now a lot of this copy is good, if 
true; but only as one chapter of the 
story — and most of the copy will sell 
one car as well as another. Why 
does not the advertiser try to sell his 
own car, on its individual merits? 

Perhaps some of them don't have 
any, you say? 

I don't believe there is one such 
car — certainly not a half dozen. If 
there is any car made that does not 
have about it a number of very 
definite qualities of which its design- 
ers and makers are very proud, then 
my premise is wrong. But I don't 
believe there is such a car. 

Wherever there exists an adver- 
tismg writer, or a sales manager, 
or a manufacturer, who does not 
have faith and pride in his product 
as it actually is, at its price, a piti- 
ful and hazardous condition exists. 
Any manufacturer who is not capable 
of producing a commodity that de- 
serves to sell among its competitors, 
at its price, is certainly in a danger- 
ous game; for there is sure to be a 
disastrous tumble some time. 

There must be varying grades of 
most commodities, and the price 
lange corrects the deficiencies of 
quality in most cases. Disaster im- 
pends when the maker of the com- 
modity of lower quality is unable 
profitably to produce it at a com- 
paratively lower price. 

So, it would seem that successful 
advertising should be wi-itten by 
men and women who live close to the 
engineers who design and build the 
cars, or other such products, that 
they attempt to advertise. They 
should discover all the qualities 
about the car that gave a thrill of 
satisfaction to the makers. 

It is sheer weakness on the part 
of any copy writer to have to resort 
to writing an ideal story about any 
commodity. This is not an argu- 
ment for truth in advertising. It is 
merely a statement about the kind 
of copy that will interest and sell the 
prospect. Who wants to be told that 
somebody said that a certain thou- 
sand-dollar car was the best car made 
for less than three thousand dollars? 
How can one escape the lie because 
it was quoted? But whether such a 
statement was a lie or the truth, it 
isn't believable, hence it casts doubt 
on every other statement made. 

There is perhaps no question that 
that car was splendid value — had 
many splendid qualities for its price. 
Why not stick to that strong story, 
without throwing in the slime that 
discredited the whole advertisement? 

The best advertising in the world 
is to let the goods talk ! 

Show the goods in the copy and 
picture. Let the maker of the goods 
fill the copy writer full of the strong 
actual facts, so that you can not only 



December 2, J925 

What Plan for Paying 
Our Salesmen? 

Profit and Loss in Salaries 



Will Hunter Morgan 

THE sales manager for one of 
New England's numerous con- 
fectionery manufacturers was 
talking. "If I have my way," he 
said, "we will never again make the 
salary in our salesman's remunera- 
tion plan so important a factor." 
This sentence was the conclusion to 
his explanation as to why he was 
letting out several of his old sales- 
men. His problem was one which 
frequently comes sooner or later to 
the manufacturer who pays straight 
salary to his men. 

The old timers had been put on 
the force many years before. Start- 
ing with modest salaries each one 
had made good. As individuals each 
had inevitably won laurels deserv- 
ing of recognition. One had done 
wonders with chain stores. Another 
had barehanded and by spectacular 
selling turned the tide of impend- 
ing defeat in an off year into vic- 
tory. A third had developed a knack 
at taking over hopeless prospective 
lists of customers and converting a 
high percentage of them into active, 
permanent accounts. 

Naturally these feats deserved 
recognition. Naturally also the house 
desired to reward loyalty from year 
to year. Loyalty alone is worth 
something. It costs good money to 
break in new salesmen or replace old 
ones. So to the best of his ability 
this manufacturer increased the sal- 
aries of his salesmen from year to 
year. But the day of reckoning, 
though postponed, came ultimately. 
Last fall the manufacturer had to 
shut off the telephone, shoo out call- 
ers and sit down alone with his 
selling costs and analyze them until 
he could find a way to make them 
definitely lower. 

He made a discovery which others 
who pay salesmen's salaries 
"straight" have made before him. 
He found that the percentages of 
his profits which were paid for both 
his manufacturing and his adver- 
tising had been constant. But the 

selling cost per dollar's worth of 
goods was 50 per cent higher than 
it had been in 1918. It was plain 
that he could not go on in this man- 
ner, and yet the way out of the 
predicament involved moves about 
which he felt most unhappy. Here 
was the situation in its simplest 
terms : 

(1) In point of loyalty and term 
of service the old-time salesmen 
were not ovei-paid. 

(2) In point of sales results per 
dollar of salary, they were. 

(3) In justice to manufacturing 
expense and advertising expense the 
high sales expense could not con- 

(4) To retain the high-salaried 
men imposed injustice on the other 
departments of the business; to dis- 
charge them was unfortunate in 
view of their loyalty, their standing 
among the trade, and the general 
effect of letting several good men 
out at one time. 

(5) On the other hand the com- 
ing in of new, younger and cheaper 
men who had the world before them 
might mean a great deal to the com- 
pany in the way of new business as 
well as a lowered sales department 
pay roll. 

THE foregoing presents in part 
the dark side to paying salesmen 
salaries straight. It explains why 
so many companies work out some 
other plan of remuneration. It 
shows too why many houses paying 
salaries are reconciled to rapid turn- 
over in their sales forces. And it 
accounts for the fact that many of 
the big companies, particularly those 
whose products are sold largely on 
an order-taking basis, say quite 
frankly to applicants for sales posi- 
tions, "We do not pay much to our 
salesmen. It is not hard to get 
orders for our goods. You can get 
only a moderate salary with us and 
our fixed salary limit for salesmen 
is so-and-so. That is all we can offer 

you. But if you want to come ir 
and regard the job as good training 
for two or three years you will fine 
us good people to work for. It is 
possible that we may be able to use 
you later in some bigger way in 
another department of the business 
If we can't you will find that it is s 
real asset in getting located else- 
where to be able to say that you 
have made good with us." 

AT the present time straight sal- 
. ary seems to be used mostly ir 
the case of well-known, well-adver- 
tised articles which are staples. 

Since we have approached the 
matter of straight salaries from the 
negative viewpoint, we might as wel 
finish up with the other negatives 
before turning to the positive side 
of the matter. 

There is a type of salesman tc 
whom an assured steady salary is s 
sort of over-stuffed sofa on which he 
is tempted to snooze. Away frorr 
direct supervision and not being 
under the eye of a boss he must rel> 
on his own self-created incentive tc 
make him a hustler. Now nothing 
makes hustlers so much as the gam- 
bling chance to win — in the sales- 
man's case, commission or othei 
profit-sharing arrangement. Con- 
trariwise, nothing may dull this in- 
centive to hustle so much as the safe 
berth of a fixed salary. 

Allied to this difficulty is thai 
presented by the visity, gossipj 
salesman who just naturally loves tc 
string out his calls if given half £ 
chance. If on salary he may easilj 
convince himself that his major re- 
sponsibility is the mere act of ac- 
counting for his time- He may spenc 
every possible moment with custom- 
ers but not see enough of them ir 
his average day. A different method 
of payment would have awakenec 
him to the cash value of making 
more calls per week. 

Straight salary has been found ar 
encourager of alibis. If it doesn'1 


December 2, 192 


Vanishing Markets 

Modern Inventive Genius Adds to the Hazards 
of Manufacturing 

By Marsh K, Powers 

THE man who made wooden In- 
dians for cigar stores woke up 
one morning to find his market 
a thing of the past. 

That is one of the disconcerting 
things about markets — they are not 
static and permanent, they refuse to 
"stay put," and — on occasion — they 
vanish into thin air. 

Does anyone still make hansom 
cabs? New York City, by itself, 
once provided a considerable market 
for them. 

A skirt binding was once one of 
the best known of advertised names. 
Then Dame Fashion lifted skirts up 
from the floor and the pavement, and 
the raisoii d'etre of skii't binding 
was gone, apparently forever. 

The coachman's high hat, once a 
familiar sight, is now the chauffeur's 
visored cap. The long, be-tasseled 
whip is now an insignificant ignition 
key — or, perhaps more accurately, 
an accelerator button. If there were 
ever specialists in the manufacture 

Old C'.KiAR Sjori 

Imir- Condition 

of hitching posts and stepping 
stones, their skill is valueless today, 
having no market. 

There was a time when virtually 
every adult male owned a strop. 
Then the safety razor came along 
and played its own particular havoc 
with the strop market. 

Mr. Volstead dealt a body-blow to 
a certain well-known, elongated 
product of the brass fabricator's 
shop. Store windows, however, fail 
to show that he was equally success- 
ful in quashing the sale of certain 
articles of silver and glass which, 
according to the letter of the law, 
should by now be almost equally ob- 

The incinerator invades the realm 
once set aside exclusively in fee to 
the garbage can and curtails the 
latter's market. On some modern 
blocks the garbage disposal truck 
finds no welcome — its usefulness is 
past so far as that particular neigh- 
borhood is concerned. 

Each week the 

brawny ice-man loses a 

Indian few of his former cus- 

Pticf ?-; tomers to the central 

station, the latter de- 

livering the ice through a copper 

The casement window is a silent 
antagonist of the window shade, par- 
ing a thin slice from a market that 
once seemed immune from competi- 

The gas furnace and the oil 
burner are stealing away customers 
from the coal shovel and the ash 

Think how the market of home 
illumination has jumped around, 
throwing business first to one indus- 
try and then to another. Once the 
wax plant nearly monopolized it. 
Then the weavers of lamp wicks and 
the refiners of coal oil enjoyed their 
era of active business. Then the de- 
mand jumped over and paid profits 
to gas companies and to those fac- 
tories which could produce gas jet 
tips. And today it centers in great 
factories which can combine glass 
and thin metallic filaments into in- 
candescent lamps. 

Like a vast kaleidoscope, markets 
are continuously changing, kept in 
constant revolution by the force of 
changing tastes, changing habits, 
changing demands and new inven- 

THE cigar store Indian 
began to disappear a 
decade ago. It has already 
found its way info the an- 
tique shop. Bicycling parties, 
once so popular, are now as 
obsolete as the blunderbuss. 
Their market has vanished, 
even as those of today are 
changing and disappearing. 
The manufacturer must fol- 
low the trend of the times 
or sink surely into oblivion 


December 2, 1925 

tions. No manufacturer can in- 
disputably assei-t that there will still 
be a ready market for his particular 
commodity twenty years hence. 

Only the producers of food and 
food stuffs seem completely unassail- 
able. Theirs are the commodities 
which have suffered the least change 
in the two huiylred and fifty years 
of this nation's history. Oddly 
enough, it is the materials utilized 
in and the products of the decorative 
arts which probably rank second in 
their assurance of permanence of 
demand. That luxuries should out- 
rank basic staples in this regard is 
a fact of compelling interest. 

From week to week newspapers 
print brief items telling of the sale 
of properties or of the actual bank- 
ruptcy of some once-famous, en- 
viably prosperous manufacturing 
institution. To the older inhabitants 
of the locality the news seems almost 
beyond belief, so vividly do they re- 

© Brown Bros. 

member the days when the very 
name of the concern was a symbol 
of entrenched, unassailable pros- 
perity. With casual, unconcerned 

eyes the rest of us read the colorless 
business obituary and turn the page 
to find news of greater moment. 

Yet, behind the majority of these 
curt paragraphs, are stories that run 
the whole gamut of business ro- 
mance — the small beginnings, the 
painful, early struggles, the grow- 
ing pains, the period of prosperity 
at its flood, the first faint signs of 
shrinkage, the fight, growing steadi- 
ly more hopeless, against inexorably 
changing conditions, the melting 
away of former assets, and — finally 
— the end. The institution that 
was once the pride and envy of its 
neighborhood, once the bulwark and 
support of thousands of households, 
goes into receiver's hands or its 
tangible property, at a pitifully low 
figure, is turned over to new owners 
to salvage as best they may. 

No manufacturer looks forward to 
such an outcome for his efforts. Few 


Frank Truf ax's Letters to 
His Salesmen 

To My Salesmen: 

The more a man THINKS about 
his job, the better he tackles his job. 
He may THINK wrongly and then 
do the job wrongly, but if he 
THINKS long enough, he'll realize 
where he is in wrong and switch 
signals and get on the right track 
and be all the better man because of 
his experience. 

The more you THINK, the more 
you accomplish. The better you 
THINK, the better you accomplish. 

We may have KNOWLEDGE but 
if we don't THINK, our knowledge 
is excess baggage. 

One of you boys turned in orders 
last week for two accounts which he 
KNEW could not be filled because of 
past due bills still unpaid. 

"Jones," says I. "didn't you 
KNOW these two accounts owe us 
money long overdue?" 

"Yes," said, he. ' 

"And, Jones, didn't you KNOW 
that we can't fill those orders until 
the bills are paid?" 

"Sure, I KNOW that, Mr. Tru- 
fax," he replied. 

"Well, why did you solicit the or- 
der before getting the money?" 

By A, J. Newman 

And here are his exact words: 
"I'm sorry Mr. Trufax, but I didn't 

Yes, that was his answer, but it 
wasn't altogether the right one. He 
said he "didn't THINK"— what he 
meant was he "didn't WANT to 
think" because, boys, you CAN think 
if you WANT to THINK and if you 
can't think when you want to 
THINK, tell 'em to have the pads 
soft and thick in the looney-lodge 
when you land there. 

"You can lead a man to KNOWL- 
EDGE but you cannot make him 
THINK" — never did Longfellow or 
Ring Lardner, whoever it was, sound 
a truer axiom. 

Knowledge comes from without; 
from study-books — from contact 
with fellow beings — from actual do- 
ings, but THINKING comes from 
within; from the miracle-made 
mechanism of your mind — from your 
thought-tank — from your old top- 
piece, if you wish to call it that. 

You can't enlarge your mental 
power by pouring in through the 
ears a thousand dollars or a million 
dollars worth of brain cells. All the 
brains you need or all you're ever 

going to get you have right now, but 
a lot of cells will get dusty and rusty 
— some will get lazy and hazy and 
some will go deader than a mackerel 
if you don't keep 'em working by 

Nurmi, the Flying Finn, runs 
with his feet but WINS with his 
head. He is a THINKER— he 
thinks fast and, oh boy, but he runs 

Let a man be earless, let him be 
tongueless, let him be eyeless — yes, 
let him be feetless, too, and still he 
can defy defeat so long as he isn't 
HEADLESS ! It's the old Bean that 
puts it over, boys ! ! 

So, my men, let's get THINKING 
— I don't mean unconsciously think- 
ing or thinking unconsciously, but 
real constructive, conscious THINK- 
ING. I mean let's think about 
THINKING and actually all-by-our- 
selves THINK! 

Think, I said, and then DO. 

From our neck down, we're pretty 
much automatic — from our neck up, 
let's be thinkomatic. 

What do you say? 

Yours, heading ahead, 

Frank Trufax. 

December 2, 1925 



Malcolm Muir 

Vice - President. McGraw- 
Hill Company. Inc.. New 

Tim Thrift 

Advertising Director. 
American Multigraph 
Sales Company, Cleveland 

Stanley Resor 

C. K. Woodbridge 

President, Associated Ad 
sing Clubs ot th< 

Business School 

Dr. M. T. Copeland 

Professor of Marketing, 
Harvard Business School 

Mac Martin 

President, Mac Martin Ad- 
vertising Agency, Min- 

Harvard Announces Judges for 
Advertising Awards 

As this issue of the Fortnightly 
goes to press there comes the 
.announcement of the selection 
of judges for the Harvard University 
Advertising Awards. This year's 
jury will consist of nine men, rep- 
resenting the various fields of adver- 
tising and the university itself. 
Their photographs are shown above. 
Heni-y J. Allen, one-time Governor 
of Kansas and the present publisher 
of the Wichita Beacon, has also ac- 
cepted a place on the jury, but no 
photograph is available at present. 
This award was founded and en- 
dowed by Edward Bok two years ago 
with the aim to encourage merit and 
stimulate improvement in advertis- 

ing. The Harvard Business School 
administers the annual awarding of 
the prizes, and the jury is appointed 
each year by Dean Wallace B. Don- 

The method of administering the 
awards and the nature of the awards 
themselves will be the same this year 
as last, except that under a new pro- 
vision approved during the past few 
months business paper advertising 
will be eligible to compete on the 
same basis which pertains with the 
advertising in general publications 
and newspapers. 

The Bok endowment provides for 
three types of award. First, a gold 
medal will be given to the individual 

who is considered by the jury tc 
have done most to raise the stand- 
ards of advertising during the year 

Second, three prizes of $1,500 each 
for the national campaign most con- 
spicuous for the excellence of its 
planning and execution, for the bes1 
local campaign and for the mosi 
noteworthy advertising research oi 
the year. 

Third, there will be four prizes 
of $1,000 each for the advertisement 
most effective in its use of English, 
for the one which accomplishes its 
purpose most effectively in a few 
words, for the one most effective in 
its typography, and for the one most 
effective in its use of illustration. 


December 2, 1925 

Will your family be in the 

clutch of cold 

again next winter? 

I Johns-Manville 

Improved AsbCStOCel sa^^es coal 

'-^2 "^^ more family shivers 

Johns -Ma^lle |f 

Improved AsbeStOCCl saves coal 

comes the deluge v^^mKL 




Se„J for ,,: 


Johns -Manville 



Save it/ 

Johns-Man villeA^ 


IF you remember the winter when there wasn't any coal at all. and you had to go down and stand in front 
of the smoking fireplace of the chib because there was only room for your wife in front of the door of the 
gas stove — then you will "react" to the shivers of these Johns-Manville pages. The chances are that you will 
react anyway, if you have a pocketbook which is now concerned with coal. Incidentally, the Messieurs Johns- 
Manville have made good use of the camera to produce a cartoon of cold — the best use since that shock- 
absorber series in which the car stuttered over grade crossings and ruts with an effect which was similar 

December 2, 1925 


Local vs. National Rates 

A Justification of Higher Rates for National Newspaper Copy 

By Marcellus Murdoch 

Publisher, Wichita (Kan.) Eagle 

WE all know what simple 
logic is. Yes, and we all 
know what the Volstead Act 
is. But how many practise it? 
How many find it applicable to their 
needs and desires? 

The practical — the workable — and 
logic in its fascinating theories have 
a close relationship; are intertwined, 
interdependent and joined together 
inseparably. But in their surface 
appearance they are not facsimiles 
of each other; at least not in every- 
day life in any line of business I 
know of ; not in advertising, and not 
in the newspaper business. 

With a modest disclaimer of the 
plain simple and lucid logic of per- 
fection I proceed to give you what 
enlightenment I can on the reasons 
for the national advertiser being 
charged a little higher rate for his 
advertising than the local man. Of 
course there is a lot of simple logic 
in the difference for what, after all, 
is not logic but reason. 

All of America's great industries 
bear a relation of obligation and 
responsibility to the public, whose 
welfare, whose progress and almost 
whose salvation depends on them. 
Far be it from me to belittle by 
comparison or otherwise the great 
industrial commercial spirit of this 
age. With all its faults, I respect 
it as one of the greatest, if not the 
greatest, agent and force in ad- 
vancing civilization that as yet has 
appeared in the history of the world. 
But the newspaper business is 
different. I would not immodestly 
claim that it was superior to other 
industry — it may be much lower in 
.scale, but all must concede that it 
is different, particularly in its rela- 
tionship to the public. Its very 
foundation predetermined this fact. 
That founding forecast a future role 
for the newspaper in human affairs, 
which holds good today, individual 
instances to the contrary not with- 
The newspaper is not just a 

Portions of an address before the Con- 
' vention of the Association of National 
Advertisers. Washington, D. C. 

counting house. It is not just a 
manufacturing concern. It is not 
just a business institution. It can- 
not be standardized like some busi- 
nesses to a predominating extent, if 
newspapers are to retain their char- 
acter and proper and effective place 
in the woi-ld's affairs. If they could 
be standardized to the nth degree, 
or ever are, as great a calamity 
would result as would were you to 
standardize the character, initiative 
and genius of the world's highest 
types of men. 

Each newspaper is an exception 
to the rule. That fact is emphasized 
by the lack of uniformity in national 
and local advertising rates and the 
differentials existing between those 
rates; in circulations, subscription 
prices, and by a score of other dif- 
ferences to which I will later call 
your attention. 

EACH newspaper is an exception 
to the rule of the newspaper 
business itself and by that very 
token a greater exception to the rule 
of general industry. Each newspaper 
is a part and parcel of the city in 
which it is published. It is bone of 
that bone, blood of that blood, flesh 
of the flesh of its home city and 
that city's population and suburban 

But however exceptional news- 
papers may be, there is one funda- 
mental that must enter into all 
institutions that survive and is 
therefore equally applicable to the 
newspapers. Newspapers must se- 
cure a price for that which they 
have to sell which will net them a 

Many of the factors of cost are 
the same in all lines of industry. 
Be these what they may, let me tell 
you some of the additional factors 
that do enter into the cost and re- 
sulting selling price of advertising 
in a newspaper. 

There are all those expenses, such 
as raw material, labor and sales 
overhead which are common to us 
all. Then weigh in these factors: 
The size of the city of publication; 

the size of that city in comparison 
with the neighboring territory de- 
pendent on that newspaper; the 
obligation of the newspaper to its 
home city and to the neighbors in 
that dependent territory; the very 
foundations and avowed purpose of 
its existence to build its home city; 
its volume of circulation; the selling 
price of that circulation; the volume 
of local advei-tising and its poten- 
tiality for; the importance 
of preponderant local lineage as a 
selling factor, both locally and na- 
tionally; the volume of national 
advertising and its ever increasing 
cost to the publisher. 

But why charge one price to the 
national advertiser and another to 
the local merchant? What have all 
these things got to do with the dif- 
ference in national and local adver- 
tising rates? How do they prove 
or justify the difference in selling 
prices ? 

This is my answer. Every one of 
them has very much — as 
much as the price of newsprint or 
the wages of a compositor — to do 
with the determination of the adver- 
tising rates charged to the national 
and local advertiser. Every one 
enters into the justification or logic 
of the difference between the na- 
tional and local rate. 

WE might take the Wichita Eagle 
as the example. We might take 
any paper, for any one of them 
would be typical in the main and in 
principle, only varying in minor de- 
tail and processes of determination. 
With the building of a city and 
the development of commerce, ad- 
vertising comes to play an important 
part in the revenues of a publisher's 
business. Then comes the problem 
of determining rates for advertis- 
ing. He has two general classes of 
display advertising: That from local 
merchants, and that from national 
advertisers. The advertising rates 
he started using in the beginning, 
with modifications as the years went 
by, were of the barter and trade 

[continued on page 56] 


December 2, 


"Come you back to Mandalay" ! •*-*-****-5i--M>«****-«^*-*^>-$^<>*-4-**-i-*-*.^^*^4-^^.$-$.<^<.<; 

PuhlisJicd October Second 

All^slllX\\s universal writer 
at a price for all 

Diiubled.iy,Pai!e& U. 
Garden City, New York 

A ComplLte and Authorized 

S '\: E V E N S O N 


Kipling's 8,000 Pages 

at a sensational bargain! 

Two Approaches to Literature 

Which Is Right?— Or Is Either of Them Right? 

By Earnest Elmo Calkins 

HERE are two advertisements 
which appeared almost side 
by side in a recent issue of 
Harper's Magazine. The author ad- 
vertised in each instance writes what 
is vaguely known as literature. Each 
set covers a wide range, novels, short 
stories, poems and essays, and it may 
be assumed they are practically 
equal in literary rank. It may be 
safely assumed that the books ap- 
peal to the same people. The only 
difference is a merchandising one. 
The Kipling set is being sold direct, 
the Stevenson through the retail 

The advertisements are curiously 
similar in purpose, and astoundingly 
different in character. They might 
be said to represent the zenith and 
nadir of book advertising. 

Which is right? Or is either of 
them right? Does the truth lie 
somewhere between? Is there any 
more reason for advertising the 
works of Kipling in circus style than 

the works of Stevenson? Is the dif- 
ference due to differences in the 
temperaments of the publishers 
rather than in the character of the 
books advertised? Certainly these 
two advertisements, though appear- 
ing in the same medium, are ad- 
dressed to different audiences. 

To an advertising man who ad- 
mires both writers it seems terrible 
that it should be necessary to pre- 
sent Kipling in such a guise as this 
page shows. He feels that this ad- 
vertisement could not possibly ap- 
peal to anyone of sufficient taste and 
intelligence to like Kipling. 

The language is not that of Kip- 
ling. It is the language of the mail 
order advertisement. To describe 
the edition as a "miracle," the oppor- 
tunity to buy it as a sensational 
bargain, reveals a poverty of ex- 
pression of which Kipling would 
never have been guilty. There is 
no miracle in using the plates of 
the de luxe edition to print another 

on cheaper paper. One wond 
what those who paid ten dollar: 
volume for the original edition 1 
think of this announcement. I 
isn't there something like a ca 
in the expression "twenty-six i 
umes bound two-in-one"? Does 
purchaser who sends in the couj 
realize that he is going to rece 
but thirteen volumes? 

The Scribner announcement of 
new set of Stevenson is attract 
in typography and dignified in sta 
ment. It says all that anyone wo 
care to know who was likely to 1: 
Stevenson for its own sake. It ci 
tains nothing to make anyone buj 
set of Stevenson under any wro 
impression. It is apparently 
tended only to sell Stevenson to 1 
kind of people who would li 

Is it too cold? Too dignifie 
Must one in advertising books adc 
a standard of taste lower than tl- 
of the books so advertised? Will 




Magazines versus Newspapers 

SINCE advertising first began to thrive in America, 
we have had magazine and newspaper "camps" — in 
the past often rather sharply opposed, but in recent 
years very much more liberal in their attitude toward 
each other. 

The attitude of the magazine "camp" used to be that 
newspapers were purely local and therefore were not 
"national" mediums; while the attitude of the news- 
paper "camp" was that the magazines were not local 
and therefore not so immediately effective. 

Gradually the two "camps" have come to a realization 
that both classes of mediums are "national," one in 
the sense of extensiveness and the other in the sense of 
intensiveness ; while both are "local" in the sense that 
each carries the advertiser's message directly into peo- 
ple's homes. 

In short, magazine men and newspaper men have dis- 
covered that they have a common interest in serving 
the national advertiser, and that they can walk in step 
with each other without treading upon one another's 

This is shifting the selling effort from the destruc- 
tive practice of unselling the advertiser on the com- 
peting medium, to the constructive practice of helping 
the opposing "camp" to sell the idea of true national 
advertising — extensive for breadth of market, intensive 
for depth of cultivation of that market: both focused 
on sales. 

A Keynote for the Philadelphia Convention 

THE preliminary announcement of the plans for the 
Philadelphia Convention of the Associated Adver- 
tising Clubs of the World, to be held June 19-24, 1926, 
contains this paragraph: 

"The entire convention atmosphere will be a Ben 
Franklin atmosphere. And just as the illustrious Ben 
was able to crowd more achievement and services into 
his lifetime than almost any other American, so will 
the convention in six days crowd a multitude of ideas 
for service and achievement into yours." 

The Philadelphia convention can be made the most 
helpful convention ever held by the A. A. C. of W. if 
those responsible for its planning will actually make it 
a Ben Franklin type of convention from start to finish 
— sound, practical, useful — with this key-note question 
dominating the planning of every feature : "How would 
Franklin have planned this?" 

Such a convention would commend itself not only to 
professional advertising men but to the business men 
of America. 

wodIs [ 
ition «i ' 
Et. Alt 

a caltf 

Does 4 ( 



A Corn Belt Prophesy 

,j,„,:.i TAST month a representative of the National Corn 
'tifji L/Growers' Association walked into the office of the 
":,tli Des Moines Register, put down $739.20 in cash, and 
copy for a well-prepared full-page advertisement ad- 
vising the farmers of the Corn Belt not to sell their 
corn until prices bettered. 

The Fortnightly believes that in years to come all 
sections of society will learn to use advertising just as 
naturally as an expression of their needs and aspira- 


Eat More or Eat Less ? 

THE American public has become familiar to the 
point of satiation with the "Eat More" campaigns. 
(One of the latest is a campaign to eat more cold 
storage eggs!) 

Therefore it comes as a refreshing bit of irony to 
hear that in Japan there is now in full tilt in the 
Nipponese newspapers a campaign on "Eat Less Rice." 
It seems there is a rice shortage. As America consumes 
a greater amount of calories of food per person than 
any nation except pre-war Germany, it would seem de- 
lightful to import from Japan this seemingly topsy- 
turvy idea and make practical use of it. Unfoi-tunately 
every purveyor of a food is interested in feeding us 
more rather than less; and it would seem as if we 
were headed for the pre-war German standard. We 
may reach even the Strassburg goose standard if the 
"eat mores" prevail and no "eat less" campaigns are 
introduced as antidotes. 

There is unquestionably value from a practical edu- 
cative point of view in talking "eat less." We eat too 
much fried food, we eat too much poor food, and we 
eat too much generally. Many of the greatest names 
in advertising have been built up on the idea of wean- 
ing the public away from old and bad food habits (like 
Postum, Shredded Wheat, etc.). There is plenty of 
room for similar successes, for despite cautions as to 
the use of the negative appeal in advertising, there is 
no gainsaying the fact that to make room for modern 
ideas, old ideas must first be dynamited from the pub- 
lic's psychology. 

The Badge of the Amateur 

WE mentioned recently that in four of the adver- 
tisements of Kohler bathtubs the word quality 
appeared but once. Now comes the National Better 
Business Bureau with the report that in a single ad- 
vertisement of a middle Western retail store the fol- 
lowing words appeared: 

Times Time-^ 

Beautiful 4 

Charming 1 

Exquisite 1 

Extraordinary 1 

Fascinating 2 

Exceptional 1 

Gorgeous 5 

Luxurious 1 

Marvelous 1 

Magnificent 2 

Miraculous 1 

Phenomenal 2 

Sensational 2 

Splendid 1 

Tremendous 1 

The Kohler advertisements were designed and writ- 
ten by experts. Evidently the retail advertisement 
referred to was written by an amateur. If evei-y copy- 
writer realized that the extravagant use of superlatives 
was a badge of the amateur he would be less anxious to 
parade it in public. 


December 2, 19: 

Optical Cnmpany 

Picturizing the Impossible to 
Emphasize a Sales Point 

By Frank Hough 

EXAGGERATION in advertis- 
ing is a dangerous thing. Too 
easily may it mislead the 
reader, falsify the product and vio- 
late the spirit if not the letter of 
the "Truth in Advertising" move- 
ment. But its proved attention- 
getting value is too great an at- 
tribute to be easily overlooked or 
set aside, and as a result many ad- 
vertisers have attempted it with 
results of varying nature. That it 
may be used effectively and at the 
same time remain well within the 
bounds of the best advertising 
ethics is amply demonstrated by a 
certain school of exaggeration which 
has attained a degree of popularity 
within the past year. 

In these advertisements the ex- 
aggeration is confined to the illus- 
tration, and even here has little to do 
with the actual service of the prod- 
uct. No supernatural powers are 
attributed to it; neither is the 
reader misled in any way. But 
there is no doubt that his attention 
is caught and held most effectively. 
That he will read the copy and 
think about the product is nearly a 
foregone conclusion. 

There is a certain element of im- 
pressionism about this type of ad- 
vertising. Not impressionism in the 

artistic sense of bold-line dashes or 
futuristic monstrosities whose sig- 
nificance — if any — is entirely eso- 
teric, but rather impressionism 
which will appeal to the mass mind 
with far more forcefulness than 
subtlety. It visualizes something 
which no words, no matter how cun- 
ningly they are strung together, 
can adequately picture, and it brings 
to the reader's mind with a new 
slant, a stimulating freshness, a 
subject which may have become 
hackneyed and threadbare through 
constant association. 

FOR instance, when the American 
Optical Company wishes to call 
the public's attention to the fact that 
many persons are, consciously or 
unconsciously, abusing their eye- 
sight, it does not go into detailed 
statistics regarding the prevalence 
of blindness during the past twenty 
years with curved lines to show the 
exact ratio of astigmatism to con- 
junctivitis. Instead the picture at 
the top of this page on the left is 
used with the simple caption, "This 
may be you — lashing your eyes 
without knowing it." Could a copy- 
writer or a corps of copywriters 
duplicate or even approach the tre- 
mendous effect produced here, with 

seven, seven hundred or seven tho 
sand words? And who would cai 
to read such a gruesome descriptio 
even if it could be effectively po 
trayed ? 

HERE there is no need to reai 
The illustration strikes the ej 
instantly and with a power whi( 
there is no denying. And it striki 
home. The more one looks at i 
the more powerful its effect become 
And its implication to the individu 
is nothing which may be lightly S' 
aside. Even those of us who hai 
been under the observation ( 
opticians for years may well feel 
qualm upon first glance. 

The other photograph at the tt 
of the page represents one hundrt 
and fifty pounds of butter, it havir 
been estimated that this is tl 
amount used by the average fami! 
of four people in the course of 
year. This is not, however, adve 
tising any butter producer or ar 
such cooperative group. It is 
member of a series of similar adve 
tising illustrations of a campai? 
for Gibson refrigerators. Oth( 
members of the series feature egg 
milk and such products which r 
quire good refrigeration in the 
keeping. The function of the pi 

December 2, 1925 





Bruce Barton Roy S. Durstine AlexF. Osborn 

Barton,Durstine ^ Osborn 


ey^ advertising agency of about one 

hundred and ninety people among whom are 

these account executives and department heads 

Mary L. Alexander 

Chester E. Haring 

Joseph Alger 

F. W. Hatch 


Roland H inter meister 

R. P. Bagg 

P. M. HoUister 

W.R.Baker, jr. 

F. G. Hubbard 

Frank Baldwin 

Matthew Hufnagel 

Bruce Barton 

S. P. Irvin 

Robert Barton 

Charles D. Kaiser 

G. Kane Campbell 

R. N. King 

H. G. Canda 

D. P. Kingston 

A. D. Chiquoine, jr. 
Francis Corcoran 
Margaret Crane 
Thoreau Cronyn 

Charles J. Lumb 
Robert D. MacMiUen 
Wm. C. Magee 
Carolyn T. March 
Elmer Mason 

Webster David 

AllynB. Mclntire 

C. L. Davis 
Rowland Davis 

E.J. McLaughlin 
Alex F. Osborn 

Ernest Donohue 

Leslie S. Pearl 

B. C. DufFy 

T. Arnold Rau 

Roy S. Durstine 

Irene Smith 

George O. Everett 

John C. Sterling 

G. G. Flory 

J. Burton Stevens 

R. C. Gellert 

WilHam M. Strong 

B. E. GifFen 

A. A. Trenchard 

Geo. F. Gouge 

Charles Wadsworth 

Gilson B. Gray 

Don. B. Wheeler 

Dorothy Greig 

C. S. Woolley 

Mabel P. Hanford 

J. H. Wright 





Member American Association of Advertising Agencies 

Member Audit Bureau of Circulations 

Member J<iational Outdoor Advertising Bureau 




December 2, J< 

ture is simply to attract the reader's 
attention by the visualization of 
some little known facts. The copy 
is devoted to selling the refriger- 
ators, and the tie-up between the 
two is much closer than one might 
imagine at first glance. Of especial 
interest in this series is the 
photographer's conception of one 
hundred and twenty-five dozen eggs, 
represented by four gigantic speci- 
mens which tower above the figure 
of the contemplative housewife like 
the domes of an Ottoman mosque. 

In the reproduced advertisement 
of the National Paving Brick Manu- 
facturers' Association the actual 
product appears in the illustration, 
magnified to dominate a town land- 
scape in the background. But even 
here the huge vitrified brick is not 
the center of interest. Instead the 
reader notices first a strange looking 
beetle-like creature, humorously re- 
ferred to in the headline as a "Tax- 
Bug," which is attacking one side of 
the brick. After all, it is not the 
size of the product but its durability 
which is the big selling point. 

"It takes a long time for the Tax- 
Bug to eat through a Vitrified 

Brick," says the headline, " — and in 
the meantime the bonds are paid 
off." The copy goes on to state that 
"Scores of brick pavements laid 
twenty to thirty j^ears ago are in use 
today — the bonds which built them 
long ago retired." 

This, it might be said, is not 
exaggeration. At one time before 
acquiring a white collar and a 
typewriter the author had a hand 
in building several miles of brick- 
paved road. That is, he. together 
with five colored gentlemen and 
a fellow named Burns, carried 
the paving blocks for one "Hand- 
some" Brown (also colored), who 
laid them in place — "dropped," I be- 
lieve, is the technical term. Hand- 
some once took said author on a 
personally conducted tour and 
pointed out with justifiable pride 
certain other roads which those same 
able hands had "dropped" at a time 
when I was receiving nourishment 
from a glass receptacle with a rub- 
ber top. Handsome, it seemed, 
claimed a record for dropping forty- 
five thousand bricks in one ten-hour 

day But that is another story. 

The fact remains that the bricks long 

outlasted the bonds and it is only 
question of whether they will oi 
last Handsome. 

Johns-Manville makes use of 
slightly different form of exagger 
tion in advertising Improved A 
bestocel. This is humorous 
"amiable" as the case may be, but 
is undoubtedly exaggeration of 
sort. Hurling epithets at our fu 
naces is something most of us ha 
tried at one time or another, b 
certainly we never pictured t 
action exactly in this manner. The 
lies its charm; there is where it 
different ; and by being differei 
exaggerated and possessed of a c« 
tain whimsical quality it attracts i 
tention and sells Asbestocel. T 
copy is terse, forceful and sparklir 
Once the page gets the necessa 
attention, it is almost a forego 
conclusion that it will be read a: 
the reader sold. Here the illusti 
tion certainly does not feature t 
product, but rather the negative a 
peal. However, in catching t 
reader's attention and putting hi 
at once in a receptive frame of mir 
this amiable whimsey constitutes : 
ideal approach. 



To people who hurl epithets 
at their furnaces 





Improved AsbCStOCel saves coal 

ime for the Tax-Bu^ 
I a Vitrified Brick- 

■ and in the meantimi 
the bonds are paid qfy 

WHEN an advertising illustration can catch the reader's attention instantly and cause him to read tl 
text, it serves as an ideal selling approach and may be said to justify its existence. The above advertis 
ment of the National Paving Brick Manufacturers' Association accomplishes this by exaggeration and at tl 
same time emphasizes one of the strongest sales points of their product. The Johns-Manville advertisemei 
us?s exaggeration of a different sort and features the negative rather than the positive appeal of their produc 
There is little doubt in either case but that the layout will be noticed and the copy read with interei 


A New High Record Predicted 
for 1925 Railway Earnings 

PREDICTIONS based on earnings so far this 
year place the net railway operating income 
for 1925 at a new high record, and every indica- 
tion points to larger railway purchases in 1926. 

In selling to the railways, the five departmental 
publications in the Railway Service Unit can aid 
you effectively. They select the railway men you 
want to reach — for each publication is devoted 
exclusively to the interests of one of the five 
branches of railway service. 

Simmons-Boardman Publishing Company 

"The House of Transportation" 

30 Church Street New York, N. Y. 

All five publications 

are members of 
A. B. C. and A. B. P. 

608 S. Dearborn St., Chicago 

New Orleans, Mandeville, La. San 

6007 Euclid Ave., Cleveland 
isco Washington, D. C. London 

The Railway Service Unit 

Five Departmental Publications serving each of the departments in the 
railway industry individually, effectively, and without waste. 



Agency Invoices 

A CAUSE of constant trouble and 
time consumption, to us at least, is 
the failure of publishers uniformly to 
figure either gross or net on their 
agency invoices. 

I wish you could stir up something on 
this. Most of the big papers figure 
net; some show gross and net. It is a 
pleasure to handle the invoices of the 
New York Herald or the New York 
American, for instance, for the lineage, 
gross amount and net amount for each 
ad is shown, as well as the net and 
gross totals. Everything is plain and 
easy to check. 

Why can't more papers and maga- 
zines follow this custom of showing 
gross and net? 

Marvin Small, President, 

New York Advertising Agency, 

New York City. 

The Problem of An Industry 

WE in the upper leather industry 
have a perennial problem on our 
hands which I think will be of interest 
to advertising men. If there are any 
among the readers of this publication 
who have even encountered something 
similar or who have any ideas on the 
subject, I should be glad to hear from 

Believing that efficient selling should 
be coupled with efficient advertising, 
we have attempted this feat with re- 
sults which, while fairly gratifying, 
are in no way spectacular. At every 
turn we run up against this stumbling 
block: Upper leather is not subject to 
identification, and the tanner who 
creates the market has no protection. 

Many ideas have been advanced but 
all have proved impractical. Marking 
of the back is insufficient, as this side 
is covered by a lining. The supplying 
of labels, stickers or similar tags has 
been rejected because the manufac- 
turer holds that the cost of applying 
these in a highly competitive market 
increases his cost of production and, 
further, restricts his field. The outer 
surface cannot be marked since this 
would injure the grain, which is the 
most valuable thing there is to sell. 
Colors and finishes can be and are 
copied. In fact, every conceivable 
method of identification is copied 
readily, and the tanner who sets out 
to create a national market is subject 
to the competition of inferior articles 
of identical appearance. 

This is our problem. I wonder if 
anyone else in the advertising frater- 
nity has ever encountered a similar 

situation in connection with their own 

F. X. Wholley, 

Barnet Leather Company. Inc., 

New York 

"Great Rewards — and Bitter 

I READ with interest your article in 
your November 18 issue on "I want 
to break into the Advertising Game." 

How to handle and help the raw 
material from which we must draw for 
the future is certainly a real problem. 

There is one question that I always 
put up to such an applicant — "Have 
you an itch to sell?" If he says "No," 
then I explain to him that advertising 
in any of its phases is only selling and 
that unless he likes the idea of moving 
merchandise he cannot hope to succeed 
in advertising and that he had better 
try something else. 

If he says "Yes," I feel around to 
find if he has any special bent, whether 
it is acquisitiveness, which might de- 
velop into making him useful for 
research, imagination, which might 
help in planning, or a desire to write 
or a pleasing personality which would 
make him rub elbows well with cus- 
tomers. If he has come from college, 
I try to find out if he has been a leader 
either in class or fraternity or sport. 

Sometimes all this leads to an out- 
standing trait which can be used effec- 
tively in some branch of the advertis- 
ing business other than the agency. I 
then "pass him on" in a direction that 
I think may lead to a connection. 

Sometimes it is hard to get such a 
fellow to tell you what you want to 
know. One young man who called on 
me told me all about his success in 
college, of the number of business 
courses he had taken, and the degrees 
he had acquired on the way. It was 
only by hard pumping that I learned 
that his father was the proprietor of a 
large grocery store and this young 
man knew all the details of the grocery 
business. This made further procedure 
less difficult. 

When any young man wants to break 
into the advertising "game" seriously, 
I think a desire to sell, or experience 
in selling should be the starting point 
of the discussion. If he has the itch 
to sell but not the experience, I usually 
counsel the youngster to join some or- 
ganization where he can dispose of 
goods either on the road or in the shop. 

And when one of these kids mentions 
the advertising "game," I always think 
of what my friend Bill Corman says — 
"Advertising is a business of great 
rewards — and bitter penalties." 

In talking with these people I use t 
word "profession," not to be snobbis 
but because advertising is too strenuo 
an occupation to be called a "gam( 
More than mere "playing" is necessa 
if one would succeed in breaking in 
it. Very truly yours, 

M. L. Wilson, Vice-President, 

The Blackman Company, Inc. 

New York. 

Mr. Hustace Disagrees 

"■^^OU certainly have a valual 
X magazine. At times I disagr 
violently with some of your artich 
but they are always productive of m 

A. M. Hustace, Advertising Managt 

Edison Storage Battery Compai 

Orange, New Jers< 

Too Busy to Fight 

WHEN problems, even to t 
greatest differences which m. 
arise between the greatest nations 
the world, can be decided in a mann 
that is fair, equitable and satisfacto 
by an amicable and frank meeting 
the interested parties, it is my opini 
that the most vexing problems of t 
business world can be settled in mu 
the same way. 

The Association of National Adv« 
tisers is too busy to fight. We are co 
stantly growing in membership ai 
spreading out in our activities. Tl 
year promises to be the biggest a; 
most prosperous we have ever enjoye 
and we do not wish to have it marr« 
to have our progress impeded, by en 
less controversies which in the loi 
run net neither of the contestar 

Such fruitless struggles constitu 
one of the greatest sources of was 
in advertising. I feel, and the whc 
association which I represent feels, t 
need for a little study, a little more 
the "get together" spirit among t' 
organizations which represent the o 
posite and often opposed parties to t 

Such a study must be constructi 
and not destructive and can only be 
be realized when all of the parties co 
cerned are working toward the san 
end with a minimum of lost motio 
Obviously this calls for clear mutu 
understanding and confidence. It 
toward the attaining of this conditie 
that we are aiming, and as a proof < 
our good faith we will take the initi 
steps, confident that we shall be ra 
half way by every truly broad-mind( 
and unselfish man in advertising. 
E. T. Hall, President, 
Association of National Advertisei 

December 2, 1925 


Whafs Regional Advertising? 
Look at This Map 


To the National Advertiser whose product has only Regional 
Distribution — 

To the Agency representing such Accounts — 

The Christian Science Monitor's plan of "Regional Advertising 
at Regional Rates" is well worth your early attention. 

For Regional Rates See the Map 
Ask Any JSIonitor Advertising Office for Full Information 

The Christian Science Monitor 










An International Daily Nezvspapcr Publishing SELECTED ADVERTISING 


December 2. 1925 

Goodrich Launches Drive to | 
Sell Bad Weather Merchandise 

By George Burnham 

is the manufacturer 
who has a whole 
year in which to market 
his product. There is 
scarcely any single line 
which does not have its 
sales peaks and valleys. 
Much can be done by edu- 
cational effort to promote 
the use of the product 
during seasons previously 
considered impossible, but 
there is a limit to the 
commodities to which 
this remedy may be ap- 

Thus it is that manu- 
facturers are faced with 
the problem of a swift, 
intensive drive over a 
period which is strictly 
limited by the laws of na- 
ture. During this period 
they must make or break 
their product; on one 
short, hectic drive they 
must stand or fall for an 
entire year. 

To the manufacturer 
who finds himself con- 
fronted by such a situ- 
ation, nothing can prove 
of greater value than the 
experiences of others. So 
herewith is presented a 
digest of the steps of a 
campaign of national 
scope, designed to sell a 
bad weather product — 

rubbers and galoshes — the single possible type and most of the in- 
peak period for which must neces- dividuals who might find logical use 
sarily come before Christmas and for it. In all it is estimated that up- 
which, experience had taught, will ward of 25,000,000 will be reached 
only last appi-oximately thirty days, by circulation alone. 


^mart Jashion Says Xippers 

lines of the foot, can es under the arch 

and obeys the dictum of the fashion- 

footwear attice for wel and slushy 


vides a quick, convenient method of 

fastening and superfine quality but 

grace and youth in foot line -love- 

liness from slipper to frock hem. 

a part of your season's wardrobe 

Observe how it follows the natural 



PANY, E,.atfch.d 1870. AKRON, OHJO 

Thunday. 10 to U P. M. (Eastenx Standard Time) ^^^W .J^ ,JL 

When The B. F. Goodrich Rubber 
Company decided to put on the cur- 
rent campaign for their "Zippers," 
they planned to make it nation-wide. 
Their schedule of insertions not only 
called for newspapers, national 
magazines, farm papers and posters, 
but was extended to take in college 
papers and radio broadcasting as 

By far the most elaborately mer- 
chandised of these media were the 
newspapers. Long before the sched- 
uled date of the initial insertion this 
field was thoroughly investigated 
and the individual newspapers made 
acquainted with the proposition. 
Their cooperation was sought to 
merchandise the product and the 

well. In fact, it was estimated that campaign with the dealers in the 
this program would bring their territories that these publications 
product to the attention of every covered. In the 

cases the papers were 
sold fully on the plan and 
promised complete sup- 

The nature and aim of 
the campaign are best de- 
scribed in a letter to deal- 
ers from the headquar- 
ters of the Goodrich 
company in Akron, Ohio. 
Here it is described as a 
"high-powered, quick-act- 
ing, concentrated sales 
force." The dealers' sup- 
port is then urged: "This 
campaign, built for you, 
planned to bring business 
to your store, is as much 
yours as you make it — no 
more. Capitalize it to the 
fullest — display Zippers 
— advertise them in your 
own way — tie up with 
our major effort and your 
sales will mount." 

The newspaper sched- 
ule calls for thirteen in- 
sertions — three full pages 
together with ten smaller 
single advertisements. All 
of these are planned to 
appear coincident with 
the coming of bad 
weather and to appear in 
quick succession within 
the space of a month. 

Before the first inser- 
tion, the cooperating 
newspapers will have 
paved the way in their 
territories, and on the day that the 
first full page advertisement breaks, 
the service men from these publica- 
tions will have window stickers 
posted. They will make every effort 
to see that all merchandising in- 
structions are carried out, and as 
the campaign progresses will have 
proofs of the actual advertisements 
posted in the store windows where- 
ever practical. In the towns where 
newspaper service is lacking, the 
company will attempt to carry out 
the work through the mail. 

A number of the newspapers pub- 
lish smaller monthly or weekly mer- 
majority of chandising papers which they send 




'because ^ 

1. Its staff comprises experienced marketing authorities. 

2. It finds out all the facts before it spends the money. 

3. It handles no advertising of any objectionable character. 

4. It bases all recommendations on carefully considered plans with well 
defined objeaives. 

5. Its retail accounts provide helpful trade and consumer contacts for 
national clients. 

6. It is willing to wait while advertising beginners grow into large 

7. Its copy and an departments are brilliant in performance and practi- 
cal in execution. 

8. It favors no particular form of media — using direct mail, trade- 
papers, magazines, newspapers, outdoor advertising— each according 
to the advertiser's needs. 

9. It practices the Interrupting Idea which gives every account its own 
individuality and carries through to the point of sale. 

10. It pays particular attention to the application of national advertising 
to the selling job— on the road, in the windows and behind the counter. 

11. It utilizes on each account the group experience of the entire Feder- 
ation with three continuous contacts— executive, creative and detail. 

12. Its organization is thorough and efficient to the smallest detail and 
concentrates united effort on every client's problems. 




December 2. 1925 

The Health of Salesmen on 
the Road 

By Dr. William Bierman 

Medical Director, National Council of Traveling Salesmen 

WHAT happens when a sales- 
man out on the road gets any 
of the minor ailments to 
which flesh is heir? 

I find that there has been a curi- 
ous negligence of this subject. Large 
companies have elaborate parapher- 
nalia for the welfare of factory and 
office employees, but the salesman is 
"out of the picture" entirely. 

What does happen to the sales- 
man on the road? I have made it 
my business to find out, and I have 
uncovered the reasons behind what 
sales managers call "weather re- 
ports," "grouches," "lack of pep" 
and "soldiering." I have discovered 
that the salesman has not had quite 
a fair deal at the hands of the medi- 
cal profession (due to circum- 
stances), and that the salesman's 
health is a matter which should con- 
cern us a great deal more than it 

Here is a typical picture of what 
happens on the road: Jack Smith, 
salesman, travels in a stuffy Pull- 
man train one early winter night. 
A fellow passenger sneezes continu- 
ously, and the air is filled with 
coryza germs. The next morning, 
on arriving at Peoria, 111., Jack 
Smith feels rather minus in energy, 
but as he gets a letter from the sales- 
manager sternly abjuring him to put 
"pep" into his job, he steps lively, 
but his sales work has not the full 
quota of "go" in it. By evening he 
feels worse. 

"If I were home." he says to him- 
self, a bit soui-ly, "I would go to a 
doctor, or the wife would fix me up 
some of her home remedies. But 
what can I expect, leading this dog's 
life on the road? The doctors are a 
bunch of robbers. If I went to any 
of 'em here they'd size me up at 
once for a transient and soak me the 
limit. I've got to hang on to my 
coin. I'll fight this sickness down." 

But you can't fight a cold down. 
Treatment is very necessary and ad- 
visable; the general public has a lot 
to learn about these supposedly 
innocent and insignificant colds. So 
Jack, to take his mind off his sick 

Dr. William Bierman 

feeling, goes to a movie theater — 
another germ-laden, airless place, 
which only brings him "down" all 
the sooner. The next morning he 
feels definitely worse. He now de- 
velops a "neurosis"; he is baffled, 
angry, grouchy. He berates his 
house, after reading his mail; he 
goes out to sell and does it badly. 
His mental state that night as he 
makes out a poor report is worse 
than ever. He knows he will hear 
from his chief, but he "doesn't give 
a darn." He foolishly takes a "shot" 
of liquor that night with some false 
notion that it will cure him. 

THE next day in Springfield, he 
goes doggedly to the hotel doctor 
and gets some sort of treatment. The 
hotel doctor is — well, often a hotel 
doctor. Need more be said? Jack 
scarcely realizes the distinctions be- 
tween doctors; and even if he did. 
what means has he for making dis- 
tinctions? He remembers a time 
when he got into the hands of a 
quack for treatment, and he is very 
shy of strange doctors — quite justi- 

When he arrives at Bloomington, 
he is pretty well licked. He wires 
the house, goes to bed in the hotel, 

and — having asked the corner drug- 
gist, in pleading tones, "Tip me off 
to a good doctor, will you?" — one 
arrives and tells him something 
quite different from what the Spring- 
field doctor told him. 

Now this is not an exaggerated 
story — it is startlingly usual. The 
same story is repeated as to teeth, 
indigestion, etc. The salesman's 
mode of life has placed his health 
at the mercy of a disorganized and 
disconnected medical system. He 
has not been able to select medical 
advisers intelligently, to keep with- 
in moderate fees or to secure con- 
tinuity of treatment from town to 
town and avoid duplication of effort 
and cost. Some salesmen I know^ 
and some who could ill afford it — 
have paid two and three times over 
for X-ray photographs, examina- 
tions, tests, etc., all because they had 
been made for these salesmen in 
different towns. 

Perhaps you will by this time see 
why the National Council of Travel- 
ing Salesmen appointed a medical 
director with the plea that he work 
out a solution to the problem which 
salesmen have felt very deeply 
about. The Council has encouraged 
me to endeavor to secure the cooper- 
ation of medical authorities in mak- 
ing available an authenticated list of 
high grade, moderate fee doctors in 
all traveled cities and towns, and 
also to develop a plan for continuity 
of treatment from town to town. 

Both of these ends have now been 
accomplished. The country's medi- 
cal authorities have willingly aided, 
and a national list of doctors and 
specialists has been developed, the 
selected doctors agreeing to give the 
salesmen their best attention at 
moderate fees; and to provide for 
continuity of treatment where advis- 
able by using a history form which 
the salesman can carry with him to 
the next town and give the doctor 
there his authentic basis of continu- 

Knowing the interested feeling 
which good sales managers have for 
their men, I believe that this de- 


December 2, 192 


The Iron A^e 


Significant Figures for Industrial 
Advertisers Who Would Reach the 
Largest Market at the Smallest Cost 

U. IIU.....iiin,i||||||||,|„„„„„„„ |||||||,i„„„„||,|,||||„„„„„„, 7TT7T7i7Ti 

A. B.C. A. B.JP. 

iiiiiiiiiiiiiriiii iiiiiiiiiiiiiiiiii iiiiiiiiiriiiiiiiiiiiiiiiiriiiiiiii 


December 2, 1925 

How Advertising Is Building 
a New Church for Us 

And How It Is Paying Our Expenses 

By H. /. Sherman 

Toledo Scale Company, Toledo, Ohio 

MOST of the church 
advertising has 
been to increase 
attendance. But we are 
convinced that advertis- 
ing can accomplish one 
other great task for the 
church, and that is to 
furnish it with the neces- 
sary financial support. 
We have tried advertis- 
ing in our own congrega- 
tion to this end, and it is 
because of our experience 
that we are moved to 
make this statement. 

We first turned to ad- 
vertising in an emer- 
gency. We wanted and 
needed a new church au- 
ditorium. We had talked 
of it for a long time. But ^^:=^= 
our talk had led to no 
particular action. Finally we put 
the matter up to the general board 
of our denomination, from whom we 
had received certain assistance since 
the time of our organization, and 
under whose jurisdiction we were. 
At their direction their architect 
studied our situation 
prepare plans 

C^lll l!< HI '^ ail (oniini; to ii.ili/f that advertising is 
i invaluable in aiding them to carry on their work. 
A direct mail campaign enabled Grace Church, in 
Toledo, to raise $25,000 on short notice, and its annual 
budget is regularly oversubscribed as a result of 
the use of similar methods of direct mail advertising 

But we have always had; 
the most careful manage- 
ment for our church bus-; 
iness. Up until this year, 
the only mention made of! 
finances to our member- 
ship was an annual every-; 
member canvass. Our; 
budget for the year was 
announced, explained, and 
discussed at the annual 
congregational meeting 
preceding the canvass. 
Then, at a time appointed 
and previously announced, 
two-men teams called at 
the homes of our mem- 
bers, and collected the 
signed pledge cards. 
There was no pressure on 
anyone to sign, and the 
amount of the pledge was 
left entirely to the indi- 
The remarkable fact was 

and advertising did the job. Just 
why we chose this means, and why 
it was so successful may be under- 
stood better, perhaps, in the light 
of a little of the history of our par- 
ticular congregation. 

We have a relatively small con- 

and began to gregation, our membership number- 

The ti-easurer of the ing about 295. When we built our 

board called on us to discuss ways first building we went into debt of $25,000 for our new building. To 

and means. heavily. When we rebuilt 12 years call a congregational meeting re- 

Our completed plant would cost ago we were still in debt on our quired two weeks' advance notice. 

approximately $85,000. We had original building. But our people To organize canvassers seemed like 


this — we usually oversubscribed our 


You will understand, therefore, 
the willingness of our people to give, 
without urging and without pres- 

Remember we had scarcely three 
months in which to secure pledges 

about $15,000 in cash available. We prospered, and we wiped the entire 
could borrow $30,000 from the bank, debt out without any special effort. 

The board expected to be able to 
give us $15,000. We would have to 
raise the remaining $25,000 our- 
selves. The meeting of the general 
board at which our proposition 
would receive consideration was 
scarcely three months away. If we 
were ready then, the board, in all 
likelihood, would give its approval. 
If we were not ready, our project 
probably would be deferred another 

We turned to advertising to raise aware that this 
the necessary $25,000 in pledges, usual situation 

Then, still without special effort, we 
began to accumulate a new building 
fund, laying aside small amounts 
from the surplus in our current ex- 
pense funds, and certain oi-ganiza- 
tions begain designating their treas- 
uries as building funds. 

Perhaps you may have experi- 
enced a slight feeling of surprise at 
the casual way we referred to a sur- 
plus in our current expense fund 
which could be laid aside. We are 
a somewhat un- 
church finances. 

a considerable task, and we were 
afraid that the personal canvass 
would lead to high pressure methods 
in some cases. This we wanted to 
avoid. We had faith in our people, 
and we felt the sacredness of our 
task. So we decided to use a direct 
appeal, without personal solicitation, 
and to make the plan one of volun- 
tary subscription. 

We printed a four-page an- 
nouncement. On the first or cover 
page we printed a picture of our 
proposed new building. Beneath 
the picture we printed the following 


December 2, 192S 


No sales plan on a radio pro' 
duct can he 100% productive 
without a space schedule in 

Through the effective character of its circulation, 
through alert and reliable service to the reader, and 
because of its direct appeal, THE RADIO DEALER, 
published monthly for the Radio Businessman, leads 
all publications in Radio Advertising and in results 
to Radio Advertisers. 

The only semi-monthly in 
its field, the leading au- 
thority since 1904 and the 
publication of greatest 
influence in its field. 


The weekly trade journal 
of the tobacco, cigar, cigar- 
ette, snuff and allied indus- 

Established 1872 
Published weekly. The 
technical authority of the 
paper and pulp industries. 



OFFICE Outfitter 

The weekly trade journal 
of the stationery, office out- 
fitting and kindred fields. 

Rates, Circulation Data, etc., upon request 

10 East 39th Street New York, N. Y. 

Telephone — Caledonia 0560 


December 2, 1925 

Keeping That Ten Per Cent 

IN its national expansion, the 
United States has passed from 
the agricultural stage into the 
industrial, and now is gradually 
turning to the commercial. With 
the development of industries, it is 
natural that manufacturers should 
look abroad for new fields into 
which to extend their sales, and as 
they have done this, the foreign 
trade of the country has grown rap- 
idly. The exports of the United 
States in 1924 amounted to four and 
one-half billions of dollars, and the 
1925 figures are even greater. 

Exporting, taking an average, ab- 
sorbs ten per cent of the production 
of the United States, and this ten 
per cent is an important factor in 
taking care of the country's surplus 
farm products and in keeping mills, 
packing houses and factories run- 
ning fifty-two weeks in the year, 
year in and year out, and every 
man on the job. Foreign trade, 
moreover, helps to keep an even flow 
of production, inasmuch as, except 
in abnormal times, depressions are 
seldom international but are usually 
due to local causes. While the wheat 
crop in the Dakotas may fail, bring- 

By A. L. White 

ing on a slump in buying there, 
Australia and Argentina may have 
bumper crops which will cause good 
business in those countries. 

For these reasons, foreign trade 
is important to the United States. 
To the European countries, it is 
vital. Their industries depend for 
their life upon exporting a large 
proportion of their output. Un- 
doubtedly, as the European nations 
again build up their industries, in 
their struggle for life they will put 
up keen competition with American 
firms in foreign fields, particularly 
in the undeveloped fields such as 
Latin America. 

In fact, Latin America has for 
many years been a bone of conten- 
tion among the industrial nations. 
Before the war the European coun- 
tries had a big trade there, and since 
the war they have been exerting 
strenuous efforts to regain their 
foothold. The United States, how- 
ever, has a good share of business 
with its southern neighbors. It has 
the preponderance of trade with 
Cuba and Mexico, and runs neck to 
neck with Great Britain in Brazil 
and Uruguay. Argentina is the 
most important market in South 
America and there at present Great 
Britain leads. The British, Ger- 
mans, French. Italians and Japanese 
all are becoming active in the South 
American field. 

No reason exists for any fear on 
the part of American firms that they 
cannot do business in face of this 
competition. They have many fac- 
tors in their favor, and with a 
thorough knowledge of the markets, 
which may easily be acquired, they 
should be able not only to hold what 
they have, but to work up new busi- 
ness. It is, of course, natural to 
devote most effort to the larger 
countries and to those which appear 
to have the best purchasing power, 
but while doing this, some of the 
possibilities offered for sales in the 
smaller markets may be ignored. 

A market should not always be 
judged by its size. From its size 
and its four hundred million inhabi- 
tants, China might be believed to be 

an excellent market, and its great 
numbers do have something to dc 
with making it a market worthy of 
consideration, but at the present 
time it does not rank as high as a 
purchaser of exports from the 
United States as the little island of 
Cuba, and its per capita trade is 
only a small fraction of that of New 
Zealand with its 1,300,000 people. 
In 1924 China had a per capita 
trade, import and export, of about 
$4 against New Zealand's $390. 

One should not jump to the con- 
clusion, either, that because a field 
has not at present a very good pur- 
chasing power, it cannot be de- 
veloped into a good market. There 
was a time when Cuba was not con- 
sidered a good market. But 
through the opening up of its nat- 
ural resources and the education of 
its people, Cuba has been developed 
into the sixth largest market in the 
world for goods from the United 

Other small countries in Latin 
America, some of which are now 
much further advanced than Cuba 
was when Americans first entered 
it, are well worth consideration and 



December 2, 1925 


There's still time to **make it/" 

December 23r<l — that's the 
closing date for the Annual 
Statistical and Progress 
Number of Electrical 

The Copy Appeal 

most effective fur advertising in the Janu- 
ary 2nd issue is obviously that which 
ties up definitely with the editorial theme 
of this Statistical number. The progress 
of a manufacturer's business: its develop- 
ment along certain definite lines: statisti- 
cal information concerning the manufac- 
turer's contribution to this basic industry 
— these can be used to make effective 
copy for this important number. With 
the use of this issue as a reference 
number, advertising copy should also in- 
clude an index of products manufactured. 

At the right are shown the ten sections 
under which the advertising pages will 
be classified. Manufacturers and readers 
alike have endorsed this idea as a de- 
cided help in both the selling and pur- 
chasing of equipment. 

Consult us freely. Possibly tee can help 
in the preparation of copy. 

January 2nd — that's the date for the Annual 
Statistical Number of Electrical JVorld. You 
still have time to "make it." 

There's valuable market data in this annual 
issue. Much time has been spent by Electrical 
World in gathering statistics and data of value 
to the financial, executive, manufacturing and 
sales branches of the electrical industry. Confi- 
dence built up over a period of years makes it 
possible for the Electrical World alone to secure 
confidential statistical data as presented in each 
statistical issue. 

That there is a great demand for this issue (out- 
side regular subscription list) at $1 per copy, 
is ample testimony of its value as a reference 
number. It has become a "necessity" with 
executives in the field. 

— The Ten Advertising Sections — 

1. Engineering and Financial 5. Wiring Supplies 

„ . . .. -ij- 6. Materials and Parts 

2. Load Building ^ Transmission and Distri- 

3. Illumination bulion 

4. Searchlight 8. Motors— Control— Drive 

9. Generating Station Equipment (tlectricaU 
lo! Generating Station Equipment (Mechanical) 

For 51 years Electrical World has been serving 
the electrical industry as its "weekly news- 

Forms close Dec. 23rd. 
Reserve space now! 


Tenth Avenue at 36th Street, New York 



A McGran-Hill Pnhlication 

^^^CKV. J WO^V\3 



, 0%\\W XXti**-* \«*»»«» -«KVMyx«rwl«M« 



December 2, 192S 

THE 6-pt PAG 

G& Bodkins 

A RECENT experience with an artist 
of note, in which happily I was 
able to prevent the floundering 
of a costly art commission, reminded 
me of the advice a very successful 
agency art director gave me several 
years ago which has proved invaluable. 
Said he, "When you go to an artist's 
studio to see the picture he has done 
for you, leave the picture you have in 
your mind outside his door. Go in to 
see what the artist has done, not what 
you thought he was going to do. No 
two minds ever think the same picture, 
and it isn't humanly possible for the 
artist to paint or draw the picture 
that is in your mind. Therefore leave 
your mental picture entirely out of the 
consideration, as though it had never 
existed. Judge the picture he — or it 
may be she — has done entirely from the 
standpoint of: 'Will this picture serve 
to tell the story or bring out the point 
I am aiming at?' 

"Generally you will find that it will 
do just as well as the picture you had 
in your mind; and often it will prove 
much more effective. In any event, 
if revision is required the picture will 
revise much more successfully if you 
start with his picture instead of with 
your own." 


The morning mail brings me a yel- 
lowed newspaper clipping of uncertain 
date, and from what paper I know not 
(else I should give credit in printing 
it) , which relates an incident concern- 
ing the time when the B. B. & R. 
Knight mills, which make the well- 
known "Fruit of the Loom" sheeting, 
were owned by the Knight brothers. 

The Knights were perhaps the ablest 
textile makers in the country, says 
this clipping, but their conservatism 
was notable even in New England. 

They never used traveling salesmen. 
Their sales manager, who had been 
with them fifty-nine years, once hired 
a star salesman. As the two were 
sitting out in front of the oflSces, as 
was the old custom, the salesman spied 
one of his customers. He ran after 
him, stopped him and sold him a bill 
of goods straightaway. When he re- 
turned, the sales manager discharged 

"When this company has to run after 
its customers to sell them goods," he 
announced, "it will stop doing busi- 


Perhaps the idea is old, but I hap- 
pen never to have seen it worked out 

until this week: Daggett & Ramsdell, 
in sending out a beauty booklet, inclose 
a form letter which is folded to fit 
into the booklet and tipped in on the 
first page so that when you open the 
book you can't miss the letter, and it 
can't lose out. 


"I understand that along the Nile 
River laborers work all day drawing 
water from the river by hand and pour- 
ing it into the irrigation ditches, while 
all along the river's bank are stationed 
pumps for doing the same thing more 
cheaply and efficiently. However, the 
Egyptians do not know how to operate 
or care for these machines. Some con- 
cern had sent out salesmen, who sold 
the pumps, but did not take the time 
to see that they were being put to use, 
apparently feeling that their responsi- 
bility stopped with the sale of the ma- 
chines. If we wrill think of our own 
experience in buying and look around 
a bit, we will realize that such mis- 
taken ideas regarding selling are not 
confined to Egypt." 

This, by F. H. Beveridge of the 
Fuller Brush Company, contains a 
whole flock of germs of thought for 
industrial sales manager, as well as 
for the sales managers of household 
specialties of many kinds. 

I contend that Smith Brothers have 
discovered how to use farm papers. 
Witness a reduced facsimile of their 

October farm paper copy. To the man 
on the farm an almanac is always hard j 
to resist, and this particular almanac 
has a delightful whimsicality which 
makes it particularly irresistible. 


Very interesting, some figures re- 
cently issued by the Chamber of Com- 
merce of the United States, based on 
a survey made by the Department of 

It seems that to approximate the 
buying power of a city or community 
in dollars you have only to multiply 
the population by the magic number 

If you would know the amount spent 
on foods, take 30.8 per cent of this; 
wearing apparel, 15.4 per cent; furni- 
ture, 5.5 per cent; fuel and light, 6.7 
per cent. 

A fine fresh scent, this, for the "data 
hounds" to follow up ! 


COUCH DROPS Sft.'£,°,V£ 

W. Arthur Cole, vice-president of 
The Corman Company, writes a letter 
which interests me greatly. 

"Another theme," says he, "is the 
question as to whether or not the 
'mass' audience is always to be con- 
sidered moron — lacking imagination — 
by sophisticated advertising men. 

"For instance, haven't the movies 
had a tremendous influence in enkind- 
ling the imaginations of this class 
labeled moron? Does copy have to be 
prosaic in presentation of facts for 
this audience? 

"While I am opposed to the wholly 
fairyland style, I do feel that there is 
a place for enlivening facts with im- 
agination, even when the audience i» 
what has been labeled moron. 

"Have we not reappraised the use 
of words since Christ and Lincoln and 
his famous simple-word speech, and 
the Psalmists? 

"Have not the common people grown 
in their appreciation of word symbols? 
Has any one made a recent survey of 
the vocabulary of the common pee-pul? 
Let's do it— "as of date 1926 — or get 
the Russell Sage Foundation or some 
other monied group of students to do 
it for us!" 

^ December 2, 1925 


The Farm Journal 

Has Alway s Had 


Small Page 

To have originated ideas 
that have lived for half 
a century and still remain 
as sound as ever is the 
achievement of The Farm 

Among these ideas, ger* 
minated back in 1877, 
was the small (4504ine) 
page farm paper. With 
this small, compact, easily- 
held page. The Farm 
Journal stood alone in its 
field for over 25 years. 

Then other farm papers 
saw the merits of The 
Farmjournal's unique size 
and form, and endorsed it 
by their imitation. 

The 4504ine page is of 
obvious convenience to 
the reader. To the adver- 
tiser, it has meant lower 
rates for page units and 
greater visibility for less 
than page units — more 
profit per dollar invested 
in advertising space. 

The Farm Journal has always been a monthly, always 
been brief, always had a small page, always maintained a 
low subscription price, always sold multiple subscriptions. 

Ik l^rm journal 

first J_ in the ^ farm field 



December 2, 1925 

Interesting the Salesman in New 
Additions to the Line 

essary to build volume on it before 
complicating matters still further by 
any launching of any other addition 
to the line. 

It soon became clear that the prob- 
lem did not involve this newly added 
product itself, its put-up or its price. 
The very salesmen who could not "put 
it across" with their trade seldom hid 
behind any flimsy attacks against any 
one of these three major elements. 

But in their letters, and particularly 
between the lines of their letters, it 
was clear that the difficulty came in 
a type of sales resistance so new to 
these particular salesmen that they 
were unable to advance. 

The only problem which these men 
had faced in their entire history 
with their company was with the vol- 
ume of sales. Three generations of 
successful selling had made their prod- 
ucts better-known to every dealer than 
the birthdays of his own children. 
Two generations of consistent national 
advertising had made them known in 
every hamlet, as well as in every city 
and town of these United States. 

CONSEQUENTLY, the sales force 
of this organization had been con- 
cerned only with the task of added vol- 
ume on these four products. They had 
never known the burden of introducing 
a new article to their customers. They 
had grown tremendously skillful in 
showing a dealer how to sell more of 
their four articles through adroit use 
of mailing lists, window, counter, aisle 
and shelf displays, and in interesting 
dealers' salespeople to offer them over 
the counter, with an explanation of 
newly discovered uses. 

Consequently, it was a novel and de- 
cidedly surprising experience when 
dealers bluntly told them that they 
"were not putting in any new lines"; 
"would stock when they had calls for 
it"; "were more interested in cutting 
out slow movers than in anything 
else," and the host of cut-and-dried ob- 
jections which every retailer, for his 
own protection, springs on the sales- 
man who offers a new product. 

Today that company is still strug- 
gling to gain more than a precarious 
foothold for this added product. For 
so good were these salesmen in build- 
ing volume on the four original prod- 
ucts that their services were too valu- 
able to lose, even when they were found 
all but wanting after a hurried sales 
convention had told them precisely 
what to do — and how to do it. 

In the three years which have 
elapsed, this company has been forced 
to put on specialty men to introduce 
their product and to back local dealer 

[continued from page 

campaigns to secure demand from the 
buying public. This cost has increased 
rather than decreased merchandising 
overhead, and though the top of the 
peak has been reached and the ten- 
dency is marked towards lower selling 
costs of this new product, it will be 
at least another year before it will be 
fully self-supporting. 

NOW let us look at the silver-lining 
side of the cloud. Literally hun- 
dreds upon hundreds of American man- 
ufacturers have successfuly added prod- 
ucts to their lines, and have been 
equally successful in making these ad- 
ditions reduce merchandising overhead. 

The mechanical side of the introduc- 
tion of new products is by far the 
easiest. The use of magazines, news- 
papers, billboards, street car advertis- 
ing, illuminated signs, direct mail 
advertising — the whole range of "head- 
quarters selling" has been well charted. 
The veteran sales executive or the vet- 
eran advertising executive knows how 
to use these compelling merchandising 
forces. He knows when to use them 
singly and when to use them in com- 
bination. By experiment he has 
worked out the forces and the com- 
bination of forces which yield the 
greatest return per dollar of invest- 

But the average sales manager is 
dealing, not with a field in which the 
technique has for long years been a 
matter of careful and open considera- 
tion. He is dealing with human sales 
forces and not with white space to 
be filled, rates and media. 

One of the soundest sales and ad- 
vertising executives in the East faced 
a most perplexing problem. Not only 
did his company make but the slight- 
est of advances in prices during the 
war and post-war years, but it met 
with stubborn resistance on the part 
of every cost factor when it endeavored 
to reduce its costs so that it could re- 
duce its selling prices in 1921. 

At the same time the subsidiary of 
a large New England enterprise, in 
facing the same problem of decreas- 
ing overhead through added products, 
deliberately invaded the field which 
this Eastern manufacturers' one prod- 
uct had long dominated. 

This newcomer had plants laying 
idle on its hands. It had splendid new 
mechanical equipment which would 
rust if not used. The ingredients which 
cost the ordinary manufacturer the 
most could be secured by the newcomer 
almost without cost, as they were the 
by-product of one of its mills. 

To cap the climax, the newcomer 
brought out this competing product in 

an eight-ounce convenient and attrac- 
tive package at the same retail price 
at which the original manufacturer 
had marketed a six-ounce package. 

Instead of becoming panic-stricken, 
this eminent sales and advertising ex- 
ecutive and his ranking officials did 
themselves credit by facing the situa- 
tion squarely. Investigation showed 
them that this newcomer could manu- 
facture and sell his eight-ounce article 
at a slightly lower price than their own 
six-ounce package, and still make at 
least the same profit. So they wisely 
decided that an addition to the line 
was imperative. They felt that it 
would be several years before the new- 
comer could become the dominating 
factor in the industry. But they felt 
that it was entirely possible that ex- 
actly that situation might result with- 
in a few years' time. 

They selected a product which could 
be made to advantage with their exist- 
ing equipment. They selected a prod- 
uct which at the same time could be 
marketed through the same wholesale 
and retail outlets as their original 
product — and by their own sales force. 

A sales convention was called at a 
time which took advantage of the an- 
nual seasonal sales depression. At that 
conference the sales and advertising 
executive took the situation to pieces 
and showed each man in individual con- 
ferences exactly what this new com- 
petition meant on the old line, and 
pointed out exactly why the new prod- 
uct had been selected. 

THEN in a general session the pres- 
ident made it clear that each man's 
earnings in the future inevitably must 
depend upon his ability to resist to the 
utmost the inroads of this new com- 
petitor, and on each salesman's ability 
to build up volume sales on the new 
product. While these salesmen were 
still at the factory each was given 
carefully prepared memoranda en- 
abling each to write individually dic- 
tated letters to each of his customers, 
announcing the new line. Each letter 
was accompanied by a demonstrator 
sample. In these letters, and in their 
own language, each salesman told each 
customer how to test the new item, 
and told him exactly when he would 
call upon him. 

When the salesman called, he had 
with him specimens of all sales helps 
and sales promotion plans, even down 
to copy for local advertisements. 
While the company had never partici- 
pated in the cost of dealer advertise- 
ments in local newspapers, a sliding 
scale of cooperation, based on two 
elements, was offered. The salesman 

December 2. 1925 

AI)\ F.RTISING AM) SKLI.INi; F( ) RTM ' ; M f I. Y 

"Beyond the horizon" 

with Mrs. North College Hill 

UNTIL a few years ago, the land along 
Hamilton Pike beyond College Hill 
was mostly woods and waving fields. 
It was then that a young couple, weary of 
apartment "cliff dwelling," looked "beyond 
the horizon" and found this beauty spot. 

Here they built a home that fairly sparkles 
with smartness. And inside, Mrs. North 
College Hill conducts her housekeeping just 
as smartly. She has looked "beyond the 
horizon" for every possible housekeeping 
aid; mechanical servants save her time at 
ever turn. 

And she dearly needs this time. Her com- 
munity is growing rapidly; there are con- 
stantly new activities to take part in. Not 
to mention the demands of the city proper. 

with its dinners and dances, its theatres and 
concerts, its blocks of inviting shops. 

But in regard to this last — the shops — Mrs. 
North College Hill has found another way to 
save time. Every morning, The Enquirer 
is delivered to her home, as well as to 273 
more of the 354 residence buildings in her 
community. Over the breakfast coffee, she 
scans the columns of this paper, seeking "be- 
yond the horizon" for the new, the stylish, 
the efficient. When she finds what she wants 
— which is very often — it is only a few min- 
utes by bus or motor car to the store whose 
announcement she has read. 

Chances are, Mr. Advertiser, that your an- 
nouncements are among those she reads and 
heeds. If not — they should be! 

tT^ TJ This advertisement is one of a series _ap-^^ 
1>*D* pearing as a full page in The Enquirer. II 
Each advertisement personalizes a Cincinnati suburb II 
b.v describing the type of woman characteristic of I r 
that suburb ; in each advertisement, too, The Enquirer's Jj 
coverage of the district is shown. ^* 

New York Chicago 

San Francisco Los Angeles 


^'Goes to the home, stays in the home'''' 


December 2, 1925 

A book for those who use 
direct advertising 

Are you spending enough 
money or too much money for 
direct advertising ? 

Here is a book that may help 
you to answer that question. If 
you hope to receive adequate 
returns for the money you in- 
vest in advertising, this book 
merits your serious attention. 

To executives who use, or who are in a posi- 
tion to use, direct advertising as a definite 
advertisingmedium,"The Direct Advertis- 
ing Budget' ' will be gladly sent free upon 
request. To others the price is one dollar. 

Evans -Winter-Hebb Inc. Detroit 

822 Hancock Avenue West 

The Evans -Winter-Hebb organization has within itself complete facilities for 

the planning and production of direct advertising and other printing: Analysis 

Plan - Copy - Design - Art - Photo-Engraving - Letterpress and 

Offset Printing - Binding - Mailing 

pointed out that, if the dealer would 
agree to give so many days' full win- 
dow display and so many days' part 
window display, coupling this with 
other displays and sending out letters 
on his own letterhead which would 
be multigraphed without charge, his 
company would stand 25 per cent of 
the local advertising, provided mutual- 
ly acceptable copy were decided upon. 
If the dealer would stock specified 
quantities, a further advertising con- 
tribution would be made, bearing from 
5 to 25 per cent of the total local 
newspaper advertising cost. 

From the very start this campaign 
was successful, because it enlisted the 
salesmen's cooperation and the deal- 
ers' cooperation. The added fact of 
two prize contests for dealers — one 
based on window and store displays 
and the other based on over-the-counter 
sales, was needed only to make the in- 
troduction of this new article a greater 
success than this veteran sales and ad- 
vertising executive had dared hope. 

A MISSOURI manufacturer, faced 
with the necessity for taking over 
a new product, discovered that his ma- 
chinery was hopeless for any use other 
than the manufacture of his highly 
specialized, highly standardized single 
article which he had been manufac- 
turing for years. But the necessity 
was urgent, and he met it by buying 
out an entirely different line — one as 
far removed from his old one as bed 
linen from portable heating equipment. 

The education of the sales force was 
accomplished by a two weeks' conven- 
tion held at the plant which this Mis- 
souri company had purchased. The 
company which it bought out had op- 
erated solely through jobbers, and 
"traveled" only five salesmen, all of 
whom were retained. It was rightly 
the belief of the general manager of 
the Missouri corporation that these 
men's services would be invaluable 
from the standpoint of coaching the 
sales force in the field, and that by 
using these men later as technical 
salesmen, calling only on the largest 
type of consumers in behalf of the 
largest of retailers, sales expenses 
would be lowered per dollar of sales, 
rather than increased. Again it is 
pleasing to be able to say that this 
plan worked out decidedly successfully. 

A novel feature of the merchandis- 
ing of the newly added line by the sales 
force of the original product was a 
"Ranking Sheet" sent to each sales- 
man each month, showing his compara- 
tive standing with every other sales- 
man. A personal letter supplemented 
this "Ranking Sheet," telling each 
salesman how far he was behind the 
two men ahead of him, and how far 
ahead of the two behind. 

These examples bring to light the fact 
that the greatest problem in success- 
fully adding new products to a line is 
the salesman, himself. By taking him 
into your confidence, by showing him 
the problem, and his part in the solu- 
tion, the battle is more than three- 
quarters won! 



Two Approaches to 


literate advertisements sell litera- 
ture to literate people? And if so, 
why should books differ in this re- 
spect so greatly from beans, or face 
powder, or stockings? Why use ty- 
pography and art and literate copy 
for foods and cosmetics, and adver- 
tise Kipling as if it were a brand of 
mental chewing gum? 

It may be proved that the Kipling 
advertisement will sell most books. 
What of it? Is that all there is to 
advertising? Is that all there is 
to publishing? Does it make no 
difference to a publisher how he sells 
his books, or to whom he sells them? 
One cannot escape the inference that 
this Kipling advertisement is not in- 
tended to sell Kipling to people who 
want to read Kipling, but merely 
those who want a set of books to 
furnish the parlor and have heard 
Kipling as a good name to conjure 

It is quite possible the Kipling ad- 
vertisement will sell more books than 
the Stevenson advertisement, but 
equally possible that the Stevenson 
advertisement will sell all that it is 
possible to sell legitimately. 

Drpartment of Commerce 

Has called a conference of direc- 
tory publishers, prominent statistical 
bureaus, advertising agencies, and 
trade associations generally, embracing 
practically all commercial lines, to 
consider the standardization of business 
classifications. The meeting is called 
for Dec. 14, 1925, in Washington, D. 
C. The purpose of this conference is 
to give added momentum to a move- 
ment, already under way, to reduce 
business and professional classifica- 
tions, as far as possible, to their 
simplest elements. 

Dick Jemison 

Formerly associated with the United 
States Advertising Corporation, Toledo, 
Ohio, has purchased an interest in the 
firm of Hal T. Boulden & Associates, 
Inc., publishers' representatives. New 
York, and has been elected vice-presi- 
dent. Mr. Jemison has opened an office 
in Cleveland to direct the company's 
activities in the West. 

Business Publishers 
International Corporation 

Announces that the three men who 
will represent the organization in 
Argentina, Mexico and Cuba have 
sailed for their posts. The represen- 
tatives are James F. Downey, A. R. 
Cota and Paul Malenchini. They will 
establish their offices in Buenos Aires, 
Mexico City and Havana, respectively. 

When you come 
to analyze a big 
market, you 
realize that no 
one newspaper 
can cover it alone — 
but there's a lot 
of resultfulness in a 
medium like 
the Detroit Times 
which, in addition to 
big circulation 
is also the especial 
choice of the 
population between 
the ages of 17 
and 45 


December 2, 1925 

The consistent volume oi 
constantly to be found in 


is the most reliable indica' 
tion that it commands 

Reader Interest 



PMhheJ by 

1225 Broadway New York 

— and Now 

Concerning Copy 

Why can't all headlines be as good 
as Prophylactic's — 

"Is your toothbrush hitting on all 

There was an apt and cheerful 
thought in Columbia Mills' idea of call- 
ing window shades the "lampshades of 
the finest light of all." Until we read 
that, we always thought of window 
shades as things that flop just before a 

Colgate is doing the magazine-read- 
ing public a favor worthy of the best 
editors in using Arthur Rackham's ex- 
quisite color drawings for Cashmere 
Bouquet soap. 

Thcre was once a famous ad man 
who said : "The man that pays the bills 
knows better than anybody else how 
the copy ought to be written." 

"Many a tradition of honored dignity 
has been shattered by a frivolous 
phrase. Many a cherished business 
policy has been a martyr to fuzzy- 
thinking cleverness," says an agency 
advertisement to the cherished, honored 
and dignified readers of the Harvard 
Business Review. 

As, for instance, exactly what, when 
and how? Or in this an attempt to 
rouse the skittish fear on the part of 
the corporate personality that to run 
any copy but a "card" is undignified. 

When is someone going to sell the 
modern bathroom for the exquisite 
laboratory, hospital, barber-shop, Ro- 
man bath, and laundry that it is, in- 
stead of a Jake-and-Lee idea of a 
glimpse into the star dressing-room? 

If there must be slogans, let them 
be as good as "next to myself I like 
B V D best." 

If makers of carbureters, acces- 
sories, axles and other intestines real- 
ized that the average motor car owner 
holds firmly to a policy of "live and let 
live" with respect to his car-engine, 
there wouldn't be so many cross-sec- 
tional disembowelments in advertise- 

There is some good sense and calm 
pleading in the Phoenix hosiery adver- 
tisements, but it is getting harder and 
harder for these old eyes to extract it 
from the Schubert-Serenade border 

The Provident Mutual Life Insur- 
ance Company, venturing into zoology, 
announces that "there are two kinds 
of wolves"; one that symbolizes 
POVERTY, and one that "howls on 
the trail of the widow for the get-rich- 
quick investment of funds." There are 
two more kinds: one is the American 
Radiator's "wolf of winter" which is 
advertised every winter, and the other 
is the naughty-naughty wolf who eats 
up copy writers who ride other people's 

Victor paid $4,800 to say, in one 
magazine, this: 

"This general property of sound 
has been understood, but the tech- 
nique of designing a high quality 
sound transmission which would not 
interfere with the evenness of the 
flow, and which would not obviate 
deflection, has not been understood." 
And another thing that has not been 
understood is the paragraph just 
quoted — at least by one humble reader. 

"930 representative New York state 
doctors" prescribe one kind of baking 
powder; "352 stars at Hollywood" 
wash with so-and-so; "Mrs. William E. 
Borah believes" in something; "Wis- 
consin says to New Mexico" that both 
buy the same brand ; the "expert who 
revolutionized the manicuring habits 
of the world perfected" a new one ; and 
Roger W. Specific is back with his 
statistics and testimonials. Summer 
is over. 

But it is a relief to know that 
"BEAUTY ... in a gun-metal petti- 
coat" is still a lipstick. Summer is not 
wholly dead, after all. 

The poor nut thinks that copy has 
some control over the impression made 
by the advertisement. He lays down 
the Digest and says: 

"I have just tried, once more, to 
read the copy in the upside-down 
keystone of a Mimeograph advertise- 
ment, and I can't do it, and I've 
never read it yet, any more than I 
have a Hupmobile page, and I think 
it's a typographical aff'ectation, and 
if they don't like it they can send 
me a Mimeographed letter about it." 

There is a legend still loose on the 
town that in order to write plain 
United States to them it is necessary 
to use the word "like" as a conjunction. 
Like is not a conjunction and it will 
take more than lazy writing to make 
it one. 


Why Won't Advertisers 
Talk Sense? 


(11 your own goods, but make the con- 
nimer happy in getting the goods for 
what they are; and not expecting 
something that will never be found — 
thus killing the hope of repeat sales. 

Of course, the big cause of poor ad- 
vertising is usually the fact that the 
presideijt of the company, or the vice- 
president in charge of sales, doesn't be- 
lieve that the truth will sell his prod- 
uct. He admits his lack of faith in his 
production department; yet doesn't im- 
prove it. So when the able advertisers 
present layouts and copy that really 
tell the strong story of the product, 
I hat dignitary frowns on the campaign 
as planned — tears out a magazine page 
I xploiting a car of much higher value 
arui wants his advertising like that. 

Then the advertising agent hires the 
same artist who pictured the higher- 
priced car, to make an illustration as 
nearly like the other as details of con- 
struction will permit. Then the copy 
wTiter must follow the wTiting style 
nf the fine advertisement, with much 
the same story. The result is a costly 
advertisement that doesn't advertise 
that car at all, and about which the 
intelligent reader says: "That's the 
bunk. Why don't they tell us some- 
thing about the car as it is, instead of 
telling us what they wish it was?" 

If a car is not as good and powerful 
ind as well finished as cars at double 
the price, why not write honest copy 
about it, and show some enthusiasm 
for what the car really is ? Why not 
make the reader say: "Well, that con- 
cern isn't afraid of its car. It must 
be worth its price." 
Why not say it something like this: 
Here's a Car to Give You Real Joy 
FOR $800! 
Designed for the man who wants a 
good car at a moderate price. 
No reasonable man will ever com- 
plain about the speed and power of 
the Oakmont engine. It won't 
climb Schooley Mountain on high 
— that's why it has a second speed. 
But it will spin you and your fam- 
ily over the road as fast as any 
law-abiding man who values his 
life will want to go. 
The wife will be delighted to own 
a car so good-looking and comfort- 
able. The Sedan body is modern 
in every way; handsomely finished 
and nicely upholstered. Who would 
think that $800 could buy so good 
a car? 

Not an exaggei-ation in that copy; 
)ut a lot of genuine enthusiasm for 
vhat the car really is. 
But vastly better copy than that may 
■* ')e written, if the writer will interview 
he designers and makers. Not to get 
1 lot of hot air; but to learn facts that 
he writer can see are true, and then 

TDinier Dime 
'iOiit be JfeadiH^Uime 

THE luiit; winter evenings are just ahead. The nuts, apples 
and cider still find a place on the farm living table, also a 
good reading lamp. By it lies the Dairymen's League Neva's — 
best loved and most read of farm papers. 

Every member of the family scans its pages with interest. Dad, 
of course, reads the market reports, the Savage Feed Service and 
the dairy articles. Mother dotes on the Home and Poultry Depart- 
ments. The children viratch for the Kiddies' Korner. And then, 
there's I leorge Duff's side-splitter which is read aloud, punctuated 
with laughter. 

The Dairymen's League News has a firm hold upon the dairy 
families of the New York City Milk Shed because it is their own 
paper, published for them and by them. Its advertising columns 
are the gateway to one of the most prosperous farm markets in 
.\inerica — a market you can be sure of reaching in no other way. 

Every month throughout the winter, the milk checks continue to 
come, supplemented by the liberal earnings of the farm poultry flock. 
The income never stops on the dairy farm and Dairymen's League 
members are protected by favorable marketing contracts. 

Get your sales message before these farm folks this winter when 
there's time for reading, discussion and planning. If the Dairymen's 
League News is not already on your schedule, it will pay you to 
put it there. Let us submit the evidence. 

A request zi'ill bring yon Sample Copy and Rate Card 

W. 42nd Street 
. TIbbltts. But. Mor 
. Everetl. Adv. Mor. 
ma WlKonsin 6081 



10 S. La SaUe Street 

John D. Ross 

Phone State 3652 

The Dairy Paper of the 
New York City Mi/k'Shed" 


December 2, 192i 


Is the Most Successful 
Shoe Factory Paper 

/ 9/S 























Jo, .CO 


^ — 1 



The above chart illustrates graphically the advertising 
growth of American Shoemaking for ten years. The fol- 
lowing facts are evident: t 

At the end of the decade extending from 1915 to 1925, 
American Shoemaking now indicates a healthy gain, 

Four times the advertising volume of 1915 

Were the two war profit years eliminated, namely, 1919 
and 1920, and an imaginary line drawn from 1918 to 1921, 
a steady, upward trend would be recorded. 

Not a single other trade paper in the field can approach 
this record. 

Most firms like to do business with a successful trade 
publication. For this reason, we ask an opportunity to 
prove all our claims of superiority as a shoe factory 


683 Atlantic Avenue Boston, Mass. 




Send for Samples — Prices that are Interesting 

4161 North Kingshighw.y ST. LOUIS 

House Organs 

We are the producers of some of the 
oldest and most successful house 
organs in the country. Write for copy 
of The William Feather Magazine. 

The William Feather Company 

606 Caxton Building Cleveland, Ohio 

Goodrich Launches 


out to dealers. In many cases thesi 
have agreed to cooperate with th( 
Goodrich Company by carrying write 
ups of the campaign, while some wil 
do even better and reproduce one oi| 
more of the advertisements. In thii 
way it is assured that each dealer oi 
these lists will have the entire cam 
paign brought home to him in a de 
tailed way, thus assuring a better tie 
up. In many eases the newspaper; 
have agreed to follow this up with i 
letter prepared by them to the dealer 
in their territories, urging that thi 
latter cash in on his excellent oppor 
tunity. Frequently this is being doni 
without charge, while some of the pub 
Ushers bill the company only for post 

ALL in all, the campaign is admir! 
/\ably calculated to strike swiftl; 
and with full impetus at the center o 
the target. Practically every phase o 
aggressive merchandising has been util! 
ized and perfectly coordinated, and ii 
addition arrangements have been madi 
to keep a complete and up to the minut 
check upon every step attempted. Onl; 
a big, farsighted national advertiser 
working hand in hand with the ful 
power of the newspapers, could eve 
attempt it. 

A direct tie-up with the newspape 
work is the radio broadcasting whicl 
the company is undertaking. Her 
again they are prepared. The Good 
rich Silvertown Cord Orchestra ha 
long been known to radio fans far an( 
wide and has won for itself and it 
company a very high esteem. So popu 
lar has it become, in fact, that th 
company saw fit to release it until Jan 
uary first to fill concert engagements 
As a result their program time, ever; 
Thursday night from ten to eleven a 
station WEAF, New York, has beei 
turned over to a new Goodrich organ 
ization known as the "Zippers." Thi 
troupe is made up of a group of stag 
stars and will broadcast origina 
musical comedy at the time specifiec 
Thus the campaign is brought direetl; 
to the attention of the customers. 

This radio program is featured i 
the newspaper advertisements, att 
every effort is being made to coordinat 
the two. WEAF is connected with sta 
tions in Providence. Philadelphia, Bo; 
ton, Pittsburgh, Detroit, St. Pau 
Minneapolis, Davenport, Cincinnat 
Buffalo, Worcester, St. Louis an 
Akron, and the program is relayed o 
from these at the specified time. Thi 
falls in admirably with the plan of th 
Goodrich Company to center the cair 
paign in the five key cities of Nei 
York, Chicago, Cleveland, Detroit an 
Boston, which are judged to be a 
strategical points and from whic 
greater concentration and more intens 
effort may spread profitably for a cor 
siderable distance around each. 


Are You With Us? 

|INCE TRUE STORY has shattered so many 
precedents — let^s shatter a few more! 

Let us no longer talk of "buying power^^ — 
but only of "buying desire," The wealth of the 
world is every year becoming more and more 
equally distributed, so that the words "buying 
power" must be changed to "buying desire." Ask 
us about TRUE STORY^S standing in groups two 
and three. 

Let us hear the last of "reader 
interest." These words never 
really meant anything. Unless 
a person is interested in a 
magazine, he never would buy 
it. Let us suggest "reader par- 
ticipation," and use TRUE 
STORY as an example, 
because the readers of this 
magazine actually share in 
and shape its editorial policy. 

Let's throw out the word 
"duplication" and in its place 
speak of "over-lapping" circu- 
lation. The advertiser's dollar 
shows diminishing returns 
when one circulation over- 

laps another. Instead of pro- 
gressing in his advertising 
policy, he finds himself on a 
merry-go-round and not on a 
limited train. TRUE STORY 
reaches an original market! 

We make these suggestions 
in all sincerity, as a contri- 
bution to the progress of 
advertising as a science. 

And when we speak of TRUE 
STORY as "The Necessary 
Two Million+", we do so 
because TRUE STORY 
shows buying desire among 
readers who participate in the 
shaping of its policy — and the 
market is original. 

True Story 

I "The Necessary Two M.illion + 



December 2, 1925 





DISPLAYOLOGIST— One who designs and executes display materials that 
exhibit goods in a manner that compels attention and causes the beholder to buy 

December 2, 1923 



"D EDUCED to its simplest terms, Dis- 
-'-^ playology is merely the science of 
displaying goods in such a way that 
prospects will buy them. 

The Alderman-Fairchild Company is 
an organization of specialists in this par- 
ticular science. From belts and buckles to 
towel sets and wigs, Alderman-Fairchild 
displays have sold goods over dealers' 

Alderman-Fairchild display con- 
tainers have made the names of many 
products household by-words. 

Alderman-Fairchild containers in- 
clude both set-up boxes and folding 
boxes — a policy in keeping with our 
procedure of always producing the type 
of container best suited to our client's 
particular problem. 

At your convenience, an Alderman-Fair- 
child displayologist will gladly call at 
your office, study your line and suggest 
ways and means of displaying 
it for you. There is no obliga- 
tion on your part, unless vvc 
hit the nail on the head and 
you give us the word "go". 







DISPLAYOLOGIST— One who designs and executes display materials that 
exhibit goods in a manner that compels attention and causes the beholder to buy 


December 2, 1925 

Two million Newsstand 
Group magazines are on 
the newsstands today — 
1,200.000 Men's magazines 
and 800,000 Women's 

Men's List— 1,200,000 

Members A. B. C. 
Page rate $600 Line rate $3 

Ace High Lariat Stories 

Action Stories North West Stories 

Black Mask Ranch Romances 

Cowboy Stories Wit of the World 

Women's List— 800,000 

Members A. B. C. 
Page rate $400 Line rate $2 

Breezy Stories Love Romances 
Droll Stories Snappy Stories 

Young's Magazine 

Both Lists— 2,000,000 

Page rate $1000 Line rate $5 

Where else, *while these rates 
last, can you talk to so many 
people — men, women, or men 
and women — at anywhere near 
so low a cost? 

Sell your advertising and 
your goods on the same 
counter — read alike by 
clerk and customer. 

Of the 52.800 newsstands in the United 
States 48,800 are in stores; 26,400 in drug 

Why not put some, at least, of 
your advertising money into 
the kind of magazine most 
shopkeepers, as well as most 
of their customers, actually 


Management of 
E. R. Crowe & Company, Inc. 

New York Established 19Z2 Chicago 

Local vs. National Rates 


He has recourse to his costs. Cir- 
culation receipts, the subscription 
prices varying during the years as 
mainly determined by competition, are 
subtracted from the gross expense. He 
must have so much money to meet his 
costs and enough above it to net some 
returns on the capital invested. Find- 
ing such figures, shall he apply them 
to all advertising, regardless of all the 
differences of conditions, differences of 
volume of each classification of adver- 
tising, differences in value of classes 
of advertising to circulation, and to 
other departments of the newspaper? 
No; it would be neither logical, prac- 
tical nor fair. 

HE decides to establish different 
rates for national and local adver- 
tising. He has been brought to this 
conclusion by many factors, mathe- 
matical .and unmathematical. He has 
consulted whatever national advertis- 
ing costs he has and he reconsults 
them year after year for possible 
adjustments. He has found that these 
are high. They include 15 per cent 
to a general agency, whose services 
in the main can be legitimately counted 
as a part of the newspaper selling 
expense only by the wildest stretch of 
imagination or tradition. He has paid 
10 or 15 per cent to special repre- 
sentatives to work at selling the 
national advertiser. He has spent 
thousands of dollars of expense for 
work from his own office direct. And 
to all this he has added the merchan- 
dising department, which is costing 
him fifteen or twenty thousand dollars 
a year. He has found that the total 
lineage of national advertising has 
been one fourth or one fifth of his 
total volume, one third or one fourth 
of his local advertising, and because 
of this volume and despite his local 
rates being lower in 1924 his national 
advertising has cost him a greater per 
cent than his local. In one instance, 
disclosed by my survey, the cost of 
national amounted to more than the 
total cost of the local advertising 
department, salaries and expenses 
combined — yet the local advertising 
amounted to three times the national 
in volume. 

Not only does volume of national 
advertising enter into the finding of 
cost, but so must all other considera- 
tions. The national advertiser is not 
an all year round advertiser. He is 
seasonal — in the paper a few weeks 
or a few months out of each year. 
He does not carry the load like the 
local advertisers. He does not provide 
the potentiality of continuity nor the 
potentiality of ever increasing patron- 
age to the newspaper. Whether it be 
a 1,000 line contract or a 20,000 line 
contract, the national advertiser must 
be taken care of. The newspaper must 

stand ready to give him service when 
he wants it and how he wants it. 

The national advertiser's copy — with 
all its requirements and demands — 
does contriWte to the stabilization of 
the newspaper business and to the 
raising of that newspaper into a higher 
class medium and institution, but not 
to any such degree as do the local 
advertisers with their voluminous 
space and their constant perennial 
patronage. Indeed the national adver- 
tiser owes much to the local advertiser 
for furnishing the former with such 
an effective local medium for the dis- 
tribution of his goods. Aside from the 
desirability of a local newspaper car- 
rying such a representation of local 
copy as will add its pulling power for 
the national advertiser, a factor which 
none of you underestimate, the local 
advertiser by his greater ever constant 
patronage helps keep national adver- 
tising rates as low as they are. 

The Wichita publisher or the Des 
Moines publisher or any other pub- 
lisher takes these facts into his 

BUT over and above them all he is 
controlled by one irresistible fact. 
He knows that practically all national 
advertisers receive value from his 
newspaper's total circulation. There is 
no waste. The national advertiser's 
producing and selling power is not de- 
termined by the size and trade volume 
of that newspaper's home city as is 
the buying, selling and merchandising 
power of the local or retail merchant. 
His position is unlike the retail mer- 
chant in other vital particulars. The 
national advertiser does not depend on 
special prices and sales days. His 
obligation to the public is not the of- 
fering of special bargains that must 
be viewed personally and purchased at 
certain hours. The local advertiser 
has but one outlet for his merchandise. 
The local merchant's outside territory 
is determined by the size of adjacent 
towns, hard surfaced roads, transpor- 
tation facilities as well as his own 

After all and in conclusion, is the 
fairness or logic of the national adver- 
tising rate dependent on comparison 
with the local advertising rate, even 
though the differential is justified by 
these many factors? Is there any 
question of the national advertiser not 
being satisfied with an advertising rate 
that constitutes a fair price for the 
goods he buys, when such fairness is 
based on costs, proved by comparison 
with other advertising media and jus- 
tified by sales results obtained? 

That the price is thus fairly de- 
termined there is no doubt. The na- 
tional advertiser can rest assured of 
this. Costs cannot be loaded to his 
disadvantage in determining a fair 

lecember 2. 1^23 


"—but our field is 
different, we sell gears" 

{...or greasCy or gas producers) 

YOUR highly technical product selling to a 
specialized industrial field cannot stump an 
organization that for almost ten years has special- 
ized in advertising and selling to industry. 

During this time we have found the profitable mar- 
kets for many manufacturers with new industrial 
products to sell. For others, we have increased 
their sale on old established products by uncover- 
ing neiv methods of selling and advertising. Our 
industrial sales surveys form the backbone of many 
of today's successful conquests of industrial mar- 

This is an advertising agency — and more. We 
handle only those accounts that sell to the indus- 
trial field. Because of that specialization, we have 
been able to develop unusual methods of advertis- 
ing and selling which have produced unusual re- 
sults for our clients. 

Your copy of the booklet, "the 
advertising engineer," will tell 
you more about this organiza- 
tion. It will tell you an inter- 
esting story about the advertis- 
ing of machinery, tools, building 

materials, electrical equipment, 
railroad supplies, and other prod- 
ucts selling to various industrial 
fields. It will pave your way to 
a profitable acquaintance, if you 


Advertising Engineers 

1500 Peoples Life Building 


Telephone Central 7750 



December 2, 1925 


should have as good tools 
as these — 

GEM BINDERS are built right to 
hold Testimonial Letters. Sales 
Bulletins, Photographs, Price 
Sheets and similar material. 
GEM BINDERS aid the Sales- 
man in conveying that Good 
First Impression. 
(jEM binders are not just cov- 
ers, they are expanding loose leaf 
binders fitted with either our pat- 
ented flexible staples, binding screw 
posts or paper fasteners. 
They are easily operated, hold their 
contents neatly and compactly, fit 
nicely into a traveling man's brief 

GEM BINDERS in Style "GB" are cov- 
ered with heavy quahty Art Fabrikoid ; 
they can be washed, if necessary, for the 
removal of hand stains, without affecting 
the surface color or finish of the material 


price. He is not paying an exor- 
bitant price. If in the instances of 
some newspapers local retailers with 
four or five hundred thousand line 
contracts are paying too little, the dif- 
ferential is coming out of the profits 
of the publisher, who thus sees fit to 
contribute further to the development 
and welfare of his own home town 
through its retail merchants. 

You might as justifiably contest his 
right to make a direct donation or 
bequest to his city as to question his 
right to do this. The natural adver- 
tiser has the right to refuse to carry 
such of his burdens, and the assurance 
that he is not doing so is in these 
factors I have mentioned and the in- 
evitable processes of economic law. 

E. J. Smythe 

Formerly advertising and sales pro- 
motion manager for the Fuller & John- 
son Manufacturing Company, Madison. 
Wis., has been elected vice-president 
of The F. W. Bond Company, Chicago. 

L. S. Gillham Company. Inc. 

Los Angeles, will direct advertising 
for the following organizations: Great- 
er San Fernando Valley Association, 
California; Los Angeles Paper Com- 
pany, manufacturers of roofing; South- 
ern California Editorial Association: 
Kierluff & Ravenscroft, distributors of 
radio sets and equipment; Pacific 
Wholesale Radio, Inc.. Pacific Coast 
distributor for Freed-Eisemann radio 
sets. Albert C. Essig, a free lance 
artist for the past eight years, has been 
appointed art director of the company. 

The Poor Richard Club 

Philadelphia's advertising organiza- 
tion, announces that the annual dinner 
will be held on Jan. 18, 1926. The 
Poor Richard Players, an organization 
within the club, will take a prominent 
part in the entertainment of the guests. 
The formal opening of the club will 
take place from Nov. .30 to Dec. 5, 1925. 

Leasue of Advertising Women 
of Neic York 

Held their regular November dinner 
meeting at the Advertising Club, New 
Y'ork. on Nov. 17, 192.5. Among the 
speakers were Miss Mae Shortle, Miss 
Norah H. Golden, Myers-Beeson- 
Golden, Inc.; George O. Hays, Penton 
Publishing Company: Jesse H. Neal, 
Associated Business Papers, Inc. 

Hichs Advertising Agency 

New Y'ork, will direct advertising 
for Jomark, Inc., dress manufacturers; 
J. Heit & Sons, Inc.. manufacturers 
of women's coats: Dorothy Junior 
Frocks, and Burndept Wireless Cor- 
poration of America, all of New York 

FraiiJi Presbrey 

President and treasurer of the 
Frank Presbrey Company, Inc., New 
Y'ork advertising agency, has been 
elected a director of the White Rock 
Mineral Springs Company. 

YourGmmmer I 

with Trade Publicity 

forJample Copies address: 

93 Worth Street Neur York City 


Sent Direct for $2.S0 
Selling Aid, 1304 Jackson Blvd., Chicago 

Bakers Weekly ^•^^%-:ulfty 

NEW YORK OFFICE — 45 West 45th St. 
CHICAGO OFFICE— 343 S. Dearborn St. 

Maintaining a complete research laboratory 
and experimental bakery for determining the 
adaptability of products to the baking in- 
dustry. Also a Research Merchandising De- 
partment, furnishing statistics and sales analy- 

'CO Promotion 

Folded Edge Duckine and Fibre Signs 

Cloth and Parafjine Signs 

Lithographed Outdoor and Indoor 

MassUlon, Ohio Good Silesmen Wanted 






How the 

Toilet Goods ^Jylanufacturers 

Illustrate their Story 

Recorded by JAMES WALLEN 

become gospel to the Amer- 
ican people. Toilet preparations 
which enhance charm are on 
every household list as only- 
groceries used to be. 

The makers of fine soaps, 
dentifrices, bath salts, powders, 
perfumes, creams, lotions and a 
score of other cosmetics pic- 
turize their winsome appeal. 

To portray the well-groomed 
at work or at play as does the 
tooth paste photograph here 
shown is to set an eloquent ex- 
ample for the thousands eager 
to follow. 

The trades which use photo- 
engraving most prosper best. 
"Your Story in Picture Leaves 
Nothing Untold." 

The American Photo-En- 
gravers Association has made 
the good engraving the rule 
everywhere. Its membership 
composes a great industrial 





ofyright 1925, American Photo-Engravers As 


December 2, 192.i 

THERE IS only one industrial journal, 
having ABC. circulation, devoted en- 
tirely to the interests of the furniture 
manufacturing industry TTiat is The Fur- 
niture .Manufacturer C Artisan. 
You will find this journal in practically 
every worth-while furniture factory in the 
United States, and it reaches a number of 
the large plants in foreign countries. 
For considerably less than $1,000 it will 
carry your sales message to these manu- 
facturers on a full page basis eacn month 
for a year. We'd like to tell you more about 
it and show you a copy. May we' 

Manufacturer & Artisan 



Gives You This Service : 

1. The Standard Advertising 
Register listing 7,500 na- 

2. The Monthly Supplements 
which keep it up to date. 

3. The Agency Lists. Names 
of 1500 advertising agen- 
cies, their personnel and 
accounts of 600 leading 


The Geographi< 

al Index. 

National adver 
ranged by c 

tisers ar- 


Special Bulletin 
campaign news. 

s. Latest 


Service Bureau, 
formation by 

Other in- 

Write or Phone 

National Register Publishing Co., Inc. 

R. W. Ferrel, Mgr. 

15 Moore St. New York City 

Tel. Bowling Green 7966 

Successful Convention 
Held by A. N. A. 

NEARLY two hundred delegates, 
members of the Association of 
National Advertisers, assembled 
in the Mayflower Hotel in Washington, 

D. C, for the annual convention of 
that body. The meeting lasted for 
three days, November 16-18, and had 
as its keynote "Tying up advertising 
with sales." 

Among the subjects which came up 
for more than usually detailed discus- 
sion was the perennial problem of 
newspaper advertising rates. Just as 
at last year's meeting the magazine 
representatives were invited to speak 
upon their side of a circulation contro- 
versy, so at this convention many prom- 
inent newspaper advertising men were 
invited for the discussion. Prominent 
among the speakers on this subject 
were L. E. McGivena of the Daily News 
(New York) ; Don Bridge, Indianapo- 
lis News; J. Thomas Lyons, formerly 
of the Baltimore Evening News; Don 
Seitz, New York Evening World, and 
Marcellus Murdock, Wichita (Kan.) 
Eagle. The greater part of Mr. Mur- 
dock's address is reproduced elsewhere 
in this issue. 

Strongly manifested throughout the 
convention discussions was a spirit of 
cooperative, constructive striving to 
overcome difficulties and misunder- 
standings with as little friction as pos- 
sible. This spirit was clearly brought 
out in the address of Edward T. Hall 
of the Ralston Purina Company, the 
newly elected president of the associa- 
tion who succeeds Acting President 
Carl J. Shuman, incumbent of the of- 
fice since the resignation of G. Lynn 
Sumner. Mr. Hall was outspoken in his 
desire for progress along this line and 
announced that advertising coopera- 
tion with the other groups in the field 
has now become a fixed policy with the 
A. N. A. 

Also elected at the convention were 
three vice-presidents: W. K. Burlen, 
New England Confectionery Company; 
S. E. Conybeare, Armstrong Cork Com- 
pany, and A. D. Welton, Continental 
and Commercial National Bank of Chi- 
cago. The new directors of the asso- 
ciation are: Carl Gazley, Yawman & 
Erbe Manufacturing Company; Ber- 
nard Lichtenberg, Alexander Hamilton 
Institute; E. E. A. Stone, Standard Oil 
Company of New Jersey; P. B. Zim- 
merman, National Lamp Works, Gen- 
eral Electric Company; W. A. Hart, 

E. I. duPont de Nemours, and G. R. 
Dickinson, Hupp Motor Car Corpora- 

The full texts of some of the resolu- 
tions passed by the convention were: 

Whereas, the Association of National 
Advertisers has found among news- 
papers no consistent practice in the 

establishment of rates as between local 
and national advertisers, be it 

Resolved, that this convention recom- 
mend to the association's directors that 
they continue their efforts by and with 
the cooperation of the A. N. P. A., the 
A. A. A. A., and other organizations 
interested to bring about a more logi- 
cal and equitable newspaper advertis- 
ing rate structure to the end that this 
valuable medium may be utilized by 
national advertisers in larger measures 
as a factor in more economical selling 
and distribution. 

■ Whereas, the members of the Asso- 
ciation of National Advertisers are ex- 
tensive users of newspaper advertising 
space, and 

Whereas, their use of such space 
should be determined by scientific study 
and be limited by economic considera- 
tions with interest to eliminate waste, 

Therefore, be it resolved that the 
A. N. A. by vote of its membership in 
annual convention assembled expresses 
itself as unalterably opposed to the 
practice of newspaper publishers of 
both evening and morning papers of 
selling these two separate and distinct 
publications to national advertisers 
only as one unit; and be it further 

Resolved, that it seriously objects 
to the discrimination shown by pub- 
lishers of such combinations in selling 
local advertisers either unit of their 
combination separately, while refusing 
to sell them to national advertisers. 

Another resolution was passed with 
regard to the postal situation. Citing 
the fact that the Post Office Depart- 
ment is producing a substantial profit 
above the cost of carrying the mails, 
and that the recent increase acts as an 
unjust tax upon those businesses which 
are the most frequent users of this ser- 
vice, the association advocates a return 
of second class rates to those in effect 
in 1920 when the department derived 
the greatest volume of revenue from 
this class of mail, and the return of 
third and fourth class rates to the 
standard of those in effect in 1924. 

In full, it reads: 

Be It Resolved, that the Association 
of National Advertisers composed of 
leading manufacturers of American in- 
dustry, by vote of its membership in 
annual convention assembled, protest 
the increases as adopted, and 

Resolved, that we advocate the re- 
turn of second class rates to those in 
effect in 1920 for the reason that the 
1920 rates produced the greatest vol- 
ume of revenue from that class of mail 
for the department, and 

Resolved, that we advocate the re- 
turn of first, third and fourth class 
rates to those in effect in 1924 for the 
reason that those rates, long in effect, 
were scientifically arrived at by the 
Post Office Department from the stand- 
point of the cost of carrying the mail, 
the proper balance of the mail and the 
service the Post Office Department 
should render to American business. 

— ■ December 2. 19 


"Which Paper?" 

Here is a Reliable Foot Rule 

"Yes, we have decided to go into 
that field, but — which paper?" 

There are many bases on which 
to make comparisons. Here is 
just one — but it is a very impor- 
tant one, as every advertising 
man knows — "classified adver- 

Take the textile field. One paper 
— Textile World — contains more 
classified advertising than all 
other textile papers combined. 

Most of these advertisements 
are inserted by textile men who 
want to buy or sell used machin- 
ery, equipment, etc. They place 
these advertisements where they 
know the best results will be 

With most products advertised 
to industry it is difficult to 
measure results because, due to 

the nature of the product and the 
conditions under which it is sold, 
the "results"' seldom appear im- 
mediately in tangible form. 

The advertiser, however, wants 
some proof that the paper reaches 
the field — that its advertising 
pages are actually read — and the 
size of the "classified" section is 
a reliable foot rule. 

Have You a Copy of "How 
to Sell to Textile Mills?" 


Largest net paid circulation 






December 2. i*> 


"I don't know," said the architect, 

*'why some people suppose 
architects have certain *off' 
months in the year, in which 
months advertising to the pro- 
fession may safely be omitted. 
Off Jays, perhaps— but that' s an- 
other story. The average archi- 
tect is as busy in midsummer 
or midwinter as any other 
time, and frequently more so." 

Ask us for the latest statistics on building activity — and for data 
OH the circulation and service of The Architectural Record. 

(Net Paid 6 months ending June, 1925—11,660) 

T/ie Architectural Record 

119 West Fortieth Street, New York, N. Y 

Member A. B. C. Member A. 



IP ly P (I. D § C^ E IB 


Est. 1873 A. B. C. CHICAGO 

With over lOO paid correspondents in 
the largest producing and marketing 
centers the American Lumberman- 
published weekly— effectively 


DISPLAY advertising 
forms of Advertis- 
ing and Selling Fortnight- 
ly close ten days preceding 
the date of issue. 

Classified advertising 
forms are held open until 
the Saturday before the 
publication date. 

Thus, space reservations 
and copy for display ad- 
vertisements to appear in 
the December 16th issue 
must reach us not later 
than December 7th. 
Classified advertisements 
will be accepted up to 
Saturday, December 12tli. 

By Henry Holt and Company, New 
York. — "Modern Salesmanship." By 
J. George Frederick. A scientific anal- 
ysis of modern selling written to be of 
everyday help to the salesman. The 
book acquaints him with modern sell- 
ing methods and conditions and gives 
him the advantage of years of accumu- 
lated experience in selling fields. 

By The Ronald Press Company. 
New York. — "The Principles of Adver- 
tising." By Harry Tipper, H. L. Hol- 
lingworth, G. B. Hotchkiss and F. A. 
Parsons. A revised and enlarged edi- 
tion of a text previously published by 
this company. Discusses the various 
arts and sciences that enter into adver- 
tising, explains the fundamentals of 
each and their relation to each other. 
Includes the essential principles of ar- 
tistic arrangement as applied to the 
construction of the advertisement. 
Price $4.50. 

By a. W. Shaw Company, Chicago. 
— "Principles of Personal Selling." By 
Harry R. Tosdal, Ph.D., Professor of 
Marketing, Graduate School of Business 
Administration, Harvard University. 
A work undertaken from the viewpoint 
of attempting to reconcile sound econo- 
mies with practical business procedure. 
Discusses economic wants and their na- 
ture and the efforts of buyers and sell- 
ers to satisfy these wants through per- 
sonal selling effort. Contains a detailed 
analysis of personal selling processes 
as applied to buyers in general, and 
deals with the problems and relation- 
ships of the salesman and his employer ' 
in the direction of personal selling as a 
business activity. Price $G. 

By The Butterick Publishing 
Company, New York. — "The Story of a 
Pantry Shelf." An outline history of 
some of the better known sealed pack- 
age grocery specialties. Dea4s with the 
various aspects of the business enter- 
prise that has built these great com- . 
mercial successes and the part adver- 
tising has played in their development. 
Free upon request. 

By The Saunders Drive-It- Your- 
self System, Kansas City. — "Motor 
Car Advantages Unscrambled." A con- 
sideration of the advantages and dis- 
advantages of the use of automobiles 
for covering sales territories. Dis- 
cusses the various features of the drive- 
it-yourself system and the ownership 
of automobiles by private concerns. 

By "Goodhousekeeping," New York. 
— "Where to Find Goodhousekeeping 
Homes." An analysis of the distribu- 
tion of Goodhousekeeping by States, 
counties and cities and towns of more 
than one thousand population. Figures 
are based on an actual count of the dis- 
tribution of the issue of March, 1025. 
Is of interest to advertising executives, 
sales executives, and salesmen in mak- 
ing sales plans or in establishing sales 
quotas. Distributed free upon request. 



DVERTISING literature is often sent 
out into the great arena of competition 
^1 handicapped by the unimpressiveness 
of mediocre paper. You can protect 
^u and capitalize to the limit every cent 
of your investment in expensive art work, 
splendid engravings and convincingly written 
text by specifying a Cantine coated paper. 

Nothing less than Cantine quality can give the 
finished job the impressiveness and sales value 
it needs— today. 

For details of monthly contests and book of sam- 
ples, address your nearest jobber or The Martin 
Cantine Company, Dept. 181, Saugerties, N. Y. 
Since 1888, producers of fine coated paper 


Canfold Ashokan Esppus Velvetone UthoCIS 


December 2, 192i 

A Big 1925 for 
Oral Hygiene 

vertising sales for 1925 
have exceeded any in the 15- 
year history of the magazine. 
No funny rates — no nothing 
— except real value in 
exchange for the dollar of 
the advertiser who wants to 
reach every dentist every 


Every dentist every month 

. B. CoNANT. Peoples Gas Bldg., Harrl- 

Stuart M. Stanlbt, 53 Park Place, 

Syndicate Trust Bide., 
ve 43. 
ANGELiES: E. G. Lbnznbr. 922 Chapman Bldg., 


Barclay 8 54 7 



It's the 


Our local advertis- 
ing rates are 10% 
higher than the 
second paper. 

We lead in local 

Member of A.B.C. 

Represented by 

Lorenzen & Thompson, Inc. 

New York 
Chicago Sao Francisco 

In Sharper Focus 

Charles W. Hoyt 

CHARLES W. HOYT first itiade his 
presence known to the world 
back in 1872. His advent oc- 
curred in New Haven, Connecticut, 
which city also saw him through his 
school days and off on his business 

After graduating from high school 
Mr. Hoyt spent two years on the road 

ranking agencies of the United States 
Mr. Hoyt is the author of "Scientific 
Sales Management," a book which has 
been widely read by sales and adver- 
tising executives throughout the coun- 
try, and also "Training for the Busi- 
ness of Advertising." He is a cleai 
thinker and analyst, and a speakei 
par excellence. His talks are always 
characterized by a wealth of practi- 
cal examples and illustrations gleaneo 
from his own wide experience in meet- 
ing and solving selling and marketing 

The photograph shows him in a not 
altogether conventional array at the 
Winter Golf League Tournament at 
Pinehurst last year, where his imper- 
sonation of Will Rogers (anothei 
advertising man) called forth more 
praise than abuse. 

Paul E. Kendall 

I WAS born in Lansing, Iowa, and 
divided my education between Wis- 
consin, Missouri and Arkansas. Aftei 
this rather cosmopolitan beginning, I 
reverted, in the natural course of 
events, into the lumber business. 
I say "in the natural course of 
events," because I come from a family 


in the employ of a wholesale concern 
selling to grocery stores, general stores 
and meat markets. But in 1891 he 
barkened again to the call of the 
higher erudition and entered Yale, 
from which he was turned loose on 
the eagerly waiting world with the 
coveted sheepskin in 1894. 

At this time his father was inter- 
ested in a large wholesale concern, and 
in this natural channel were turned the 
talents of young Charles W. So well 
did these talents function here that he 
was made secretary and treasurer in 
1899 when his father bought out the 
company. By this time his advertising 
instinct was well developed and he was 
eager to go into this sort of work. 

Opportunity, however, was slow in 
coming and he turned to sales work 
in the meanwhile, gaining invaluable 
experience over a number of years as 
sales manager in the New England 
territory for Armour & Company, 
where he developed some highly effec- 
tive and successful methods for train- 
ing and directing salesmen. Then, 
sixteen years ago, came his Big Oppor- 
tunity. He organized the Charles W. 
Hoyt Company, Inc., of which he is 
still the president and active head, and 
starting from scratch has succeeded 
in building it up to its present ex- 
alted position among the ten highest 

of lumbermen and have followed that 
business in capacities which have 
given me experiences that range 
from the surveying of timberland to 
the actual manufacturing, retailing 
and advertising of the finished lumber. 
A one man lumber yard in Oklahoma 
furnished the advertising experience 
and started me off firmly in that direc- 

a^ December 2, 1925 



dt's happened 

Up! Up! goes the price of metals as in- 
dustry continues to buy in ever increasing 

All over the world metal mines are tak- 
ing on new life. Operating mines are 
looking to new processes and new equip- 
ment to speed production and reduce 
costs. Old mines are being reopened and 
equipped with modern machinery. The 
metal mining industry is reflecting the 
buying mood of its consumers. 

What has happened to mining, and what 
may be expected to happen in the light 
of the last year's activities, will be 
fully covered in 

The 57th 

Annual Review Number of 



The editorial pages of this special issue will re- 
view and forecast the trend, the needs and the 
opportunities of the mining industry— will place 
in the hands of mining executives essential facts 
and figures months in advance of their availabil- 
itv from other authoritative sources. 
The mining man will find the advertising pages 
of this number of equal value in the purchase of 
his operating equipment. It is the year's biggest 
opportunity for manufacturers in this field to 
interest men who are faced with the necessity for 
investing in new equipment. 

The date of issue is January 16th. A special 
color rate of $15 a page is offered for red. orange 
or blue. Early reservations will ensure good 

>i 1st 




Tenth Avenue at 36th Street. New York 
A McGraw-Hill publication 



December 2, 1925 


he told stories 
of direct-mail 
campaigns he 
has created 


Lightning strikes twice 
in the same place 

Several weeks ago, this column 
told of unusual results obtained for 
Repetti, Inc., of Long Island City, 
N. Y., in a Direct-Mail Campaign 
exploiting their 
well known cara- 
mels in new ter- 

Today another 
story can be told 
which even excels 
in results the re- 
cord of the for- 
mer merchandising effort. 

Repetti is just now making known 
to the public its new product, 
"Orange-juice Crystals," a delight- 
ful combination of pure orange 
juice and sugar in crystal form. 

Although several mailing pieces 
are being prepared on this product 
to be mailed to jobbers and dealers 
— but one piece, so far, has been 
placed in the mail. For a new 
product, yet un- 
heard of, a 2% re- 
turn would prob- 
ably be considered 
good — but this 
mailing piece has 
up to the present 
exceeded 6% in 
inquiries from job- 
bers interested in the product. 

If your product is right — and your method 
of selling is right, you can secure business 
profitably through Direct-Mail Advertising. 
If you will tell us something of your prob- 
lems, we shall befglad to make recommenda- 
tions as to'a campaign for your own business. 

Watch for the story of Sweetiand Sel-o- 



25 WEST 43rd ST. 


tion. Now a one man lumber yard has 
a way of keeping the one man pretty 
well occupied during the working 
hours, but I bought myself a mimeo- 
graph machine and turned to in the 
evenings, literally bombarding the town 
and farm customers with letters on 
building subjects. It was while run- 
ning this same yard that I contributed 
some articles to the lumber journals 
which they were good enough to con- 
sider worth the printing. 

Some of these articles came to the 
attention of the Ferry-Hanly Adver- 
tising Company which was then about 
to inaugurate the national advertising 
campaign of the Southern Pine Asso- 
ciation. They wanted somebody with 
lumber experience, and as I happened 
to turn up about that time, I was hired. 
That was in 1915. I spent three and 
one-half years with that company, 
writing much literature for the above- 
mentioned association, including their 
first Saturday Evening Post insertion 
— so far as I can discover the first page 
the lumber industry ever occupied in 
that respected medium. 

During this period I also handled the 
trade paper advertising of the Long- 
Bell Lumber Company, a concern which 
had been in existence for nearly fifty 
years but which had never progressed 
beyond this medium in their advertis- 
ing. In 1918, however, I learned that 
they were cooperating with an inven- 
tor who was experimenting with a 
machine which would successfully and 
economically trade-mark lumber. I im- 
mediately obtained permission from 
the agency to spend a few hundred dol- 
lars on research anent the possibilities 
for advertising this commodity nation- 
ally. Three volumes of this research 
material were submitted to the Long- 
Bell Company, together with another 
volume which presented the apparent 
practicability of their entering the na- 
tional field now that they had perfected 
their trade-marking device. 

They saw the light and in January, 
1919, appeared the first insertion of 
their national campaign. They had no 
advertising department and had never 
had an advertising man in their em- 
ploy up to that time, but in March of 
that year I was offered the opportunity 
of establishing such a department for 
them. I accepted and automatically 
became advertising manager, which 
position I still hold. 

Robert Woljers 

Formerly associated with The Auto- 
mobile Trade Directory and the Chilton 
Automobile Directory, has joined the 
McGraw-Hill Company and will be in 
charge of directories, lists and the di- 
rect mail department. 

Direct Mail Departmental 

Of the San Francisco Advertising 
Club, held its regular monthly meeting 
on Nov. 12, 1925. Among the speakers 
were C. King Woodbridge, President of 
the Associated Advertising Clubs of 
the World; William A. Hersey, the 
Hersey Agency, New York; James E. 
Holbrook, advertising manager of the 
Paraffine Companies, Inc. 


"Dynamo of Dixie" 

Good location with excellent 
railroad and motor highway 
connections to all principal 
Southern points makes Chat- 
tanooga an ideal sales and 
distributing center in the 

Write today for informa- 
tion about Chattanooga's 
advantages as applied to 
particular business. 


Advertising ^Q Typographe 

One of our business 
friends gave us copy for a 
series of advertisements, 
the other day. He was 
leaving town that day for 
three weeks. "Just set these 
as good as you did the last 
bunch and shoot 'em right 
on to the publications." 
Blind trust? Not much! 
Confidence born of experi- 

Ben C. Pittsford Company 

431 South Dearborn St. 

Phone Harrison 7131 


Speaking of testii 

have been turned 

?ree Photo-Print Torpor 

^■^ December 2. 1925 


Keeping That Ten Per 
Cent Margin 

i an attempt to develop trade relations. 
, The axiom of trade, of course, is that 
sales depend upon the desire to buy 
together with the wherewithal with 
which to do so. In all markets, and 
particularly in those which have not 
reached a high degree of cultivation, 
the desire to buy is affected primarily 
, by certain natural factors. Since these 
I factors interlock, they cannot be con- 
[ sidered entirely separately. 

CLIMATE is the most important 
and the most unchanging natural 
I factor. But even its influence cannot be 
considered alone. A manufacturer of 
zinc roofing who was attempting to 
build up a market for his product in 
: Nicaragua carefully reasoned out his 
, field from the standpoint of climate. He 
: found that on account of the salt laden 
air from the sea and constant rains, 
the climate of Nicaragua is particular- 
ly hard on roofs. The roofing general- 
ly used in Central America is cor- 
rugated galvanized iron, which deteri- 
orates rapidly and has to be painted 
about every year or eighteen months 
because it rusts around the nail holes 
so that the roof leaks. Consequently, 
a roofing, such as zinc, which has last- 
ing qualities, should find a good market 
in Nicaragua once the merchants can 
be convinced of its durability. But its 
durability would have to be emphasized 
in a sales campaign, because on ac- 
count of the low purchasing power of 
the people, the cheaper galvanized iron 
would be preferred unless it could be 
shown that in the long run the zinc 
roofing would be more economical. 

Because of the low purchasing power 
in Venezuela, the attempt of a manu- 
facturer of curry combs to sell his 
goods there was wasted effort. The 
manufacturer reasoned with some cor- 
rectness that Venezuela would be a 
good market for his product, since 
plenty of horses are bred and used 
there. But he did not take into con- 
sideration that the people of the coun- 
try, in general, have only a low buying 
power and can hardly afford to give 
itheir horses the careful attention and 
grooming given horses in the United 
States. To an impecunious owner a 
curry comb would seem an unnecessary 
expense, when with a corncob he can 
get sufficiently good results to suit his 
taste and the prevalent style among 
his associates. 

But purchasing power is the least 
fixed quantity of any of the natural 
factors affecting trade. Again Cuba 
is a clear exponent of the possibility of 
changing the buying power of a people. 
Through the cultivation of sugar, its 
purchasing power was wonderfully in- 
creased in just a few years. Sugar 
has made the country and everything 
there revolves around the sale of the 
sugar crop. If an exporter wishes to 
know whether or not he is going to 
have a good market in Cuba in a cer- 


is the 2unount of advertising refused by Amer- 
ican Wool and Cotton Reporter and allied pub- 
lications during the past tw^elve months. 

We feel a certain moral obligation whenever we are 

offered any advertising to make sure as far as is humanly 
possible : 

First — That the textile industry offers a proper mar- 
ket for the commodity offered. 

Second — Is the firm offering the commodity of suf- 
ficient standing to justify our advising our subscribers 
to do business with them? 

If you have something you would like to offer, which 
you believe will meet these qualifications, and want to 
submit it to us for a frank opinion, we will tell you ex- 
actly what we believe. 

You cannot buy space in the American Wool zmd 
Cotton Reporter unless we are convinced that these two 
qualifications are satisfied. 



Wool and Cotton Reporter 


^lecognized Organ o( the Great Textile Manufacturii 

The Oldest Textile Paper of Continuous Publicatli 

Largest Circulation in the United States of 

530 Atlantic Avenue 

380 Bourse BIdg. 

iring Industries of America 
itlon in the United States 
any Textile Publication 

518 Johnston BIdg. 
Charlotte, N. C. 

154 Nassau St., Room 902, 
New York 

Sffi0 Bm3Jjcrrff |m 

There's Dealer Interest in Our Advertising Pages 

nly th 

pages reach not 
but inspire deal 
:d as well. We 

nsumers in this hli,hb 
interest and confidence ii 
have always claimed this. A 
3 recent letter, vouches for the 

Our advertisir 
desirable marke 
product advert 

well-known advertising agency 
truth of our statement. 

The Era covers Bradford, the city in which 2,000 work 
receive more than $3,500,000 in wages each year. Wri 
for a detailed survey of the Bradford market. 


Bradford, Pa 


December 2, 192$ 

!«2& JANv \^ 

FEUm. X^\ ^^^\ 

3 From , 

to II 1> t? .^ J ||>|i4 IS 16 1-7 it^ 
17 18 I^AKl^^ 23pi 22 23 2% 2B 



l<? O IS l«> aiH 
•>3 24 A^ 26 27 1 



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k «, 

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AIlYear'Round Value 

An advertisement in the Yearbook of Industry — 
the Annual Number of Iron Trade Review — will 
be used and referred to every month throughout 
the year. Write for details. 


Member A. B. C. and A. B. P. 

On the Executive's 
Five Foot Shelf 

mill II I nil II II in ' 

December 2, 1925 



II nil 1 1 iiiiiiii I iiiiiiiiiiiin iiiiiiiiiiiiiiiiiiii 



December 2, 192S 

Gas Age -Record 

" The Spokesman of the Gas Industry 

tain year ill he needs to do is to study 
the sugar .narket. When there is a 
good crop in Cuba and prices of sugar 
are high, it vvlll follow, in all prob- 
ability, that the Cubans will be ready 
to buy all sorts of mar"^- ^ured goods, 
even luxuries. But . •, with its 

greater general prosp ba has 

a fluctuating purchasLi^ po^ from 
year to year according to tli'_ --ndi- 
tions of the crop and the sugar 'i Vet. 

THE natural production of a 
try not only affects the purcha 
power, but it also has a decided in .- 
enee on the kind of articles for which a 
demand will exist. As a general state- 
ment, it is obvious that a mining coun- 
try will need mining implements and 
tools, an agricultural country, agricul- 
tural machinery. But in an agricul- 
tural country, the demand for tools 
depends very greatly upon what the 
product is. In the cultivation of coffee, 
the usual agricultural implements are 
not required, and no implements are 
used in harvesting, but a "trillador" is 
used for husking and cleaning. 

In addition to the direct demands for 
tools and implements needed for cul- 
tivation of crops, natural production 
leads to a secondary demand such as 
the demand in Salvador for jute and 
burlap bags. The principal products 
of Salvador are coffee, sugar, cotton, 
rice, corn and beans, and coffee and 
sugar are sold abroad. For exporting 
these commodities, jute and burlap 
bags are required, and these bags com- 
prise one of the largest items in the 
imports of Salvador. 

For the manufacturer who wishes 
to keep an even flow of .production in 
his factory by extending his sales into 
foreign fields, the Latin American 
countries are well worth study and 
consideration, both on account of their 
present needs and because of their 
potentialities. Just as many factors 
affect sales in the domestic market, so 
do they in the foreign markets, but 
the three great natural factors to be 
considered in dealing with the Latin 
American markets are climate, pur- 
chasing power, and the natural produc- 
tion in each country, and of these the 
greatest is climate, which is the one 
unchanging influence. 

Direct Mail Advertising Association 
Has announced a special Western 
Convention and Exposition April 7, 8 
and 9 in Los Angeles. Charles W. 
Collier, field secretary and convention 
manager of the association, will man- 
age the convention in cooperation with 
the Los Angeles committee and will 
establish headquarters in that city on 
or about Dec. 1, 1925. 

David R. Enciii 

Has resigned his position as head of 
the expansion division of the Bur- 
roughs Adding Machine Company and 
has become associated with the adver- 
tising department of the Cadillac 
Motor Car Company. 

"i pecember 2. 1925 


'Qo rise above mcdmcrLbj -^-^ - rajLures enthusiasm 
md a ddcrnunation not to be satisfied wiik atytkum short 
ofone^ ideab. " -Teo^.aipdeg roff 



QOOR reproduction robs an illus- 
tration of its vitality. New trends 
in advertising art — sweeping 
planes and swerving curves; 
ragged, jagged background blacks — dis- 
tinctive in the original, have been en- 
feebled by poor engravdng — have been 
lost while being launched. 

Good engraving is our fetish. When we 
serve it, we serve you. In the hands of 
our engraver-craftsmen your work is at- 
tended with skill and intelligence. And 
the result is not to be shamed by the 

We shall be glad to place ourselves and 
our facilities on trial. 

c^s-^ 165-167 William Street. New YorK,'-^" 


December 2, 192S 



the appointment 



"Vice 'President 

Hal T. 'Botdden & Associates 


Finance 'building 

Cleveland, Ohio 


for the 




The Largest paid circulation of 
any financial or banking publi- 
cation in the 'world. 

Picfure of a Surprised 
AdveHisin^ Man 

He never knew how much he ciidii't 
know about engraving. Neither will 
you until you read "The Process and 
Practice of Photo-Engraving." And 
then you'll be surprised to learn how 
much in time, money and temper 
this book will save you. 

Note These Contents 

negative, makine 

photography. Lenses 
camera. Making 

a halftone negative. Negative turning , 
inserting. Photographic printing on metal. 
Etching. Routing, Halftone finishing. 
' ■ " " " " Photography of 

jssee. Blocking, 
Blectrotyping. Sterentypes. Repairs and 

The Process and Practice of 
Photo- Engraving 

260 Pafie8-280 Illu 

Doubleday, Page & Co. 

Garden City, New York. 

Send me a copy of Harry A. Groesbeck, 
Jr.'s. authoritative work, "The Process and 
Practice of Photo- Kngraving." If, at the 
end of ten days, I find it unsatiaractory. 
I win return it to you. If not, you may 
bill me for J7.50. 

City State 

Advertising Is Building 
a New Church 




"Being a call made to the Members 
and Friends of Grace Reformed Church 
for Voluntary Subscriptions of $25,000 
toward the Building Fund for the erec- 
tion of a new Church Building. 

"Sent oilt during Thanksgiving week, 
in the year of our Lord, one thousand 
nine hundred and twenty-four, with a 
fervent prayer for a generous and 
prompt response." 

On the inside pages we stated our 
case and made our appeal. We quote 
the text from these pages: 

"Members and Friends of Grace Church: 

"The opportunity is now presented to 
you to perform a splendid Christian 

"The Consistory, proceeding under 
the direction of the Congregation, as 
voiced at a congregational meeting 
October 28th last, have determined upon 
taking steps toward the erection of a 
new building. To do this adequately 
will involve the expenditure of ?85,000 
— $25,000 of which must be pledged at 
once in order to present our proposi- 
tion to the Mission Board at its Janu- 
ary meeting. 

"How is this $25,000 to be secured? 


"Without Active Campaign — ^^Can- 
vassing — Personal Solicitation. 

"We simply present the plan pro- 
posed in this statement to all Members 
and Friends of Grace Church, and, with 
the creating of the right spirit and loy- 
alty, rely fully upon the voluntary 

phatically, yes! The psychological mo- 
ment has arrived. For years we have 
hoped and talked. Now the longed-for 
time has come. 

Church is a vital necessity. I ought to 
make a contribution as a loyal Member 
and interested Friend of the Congre- 
gation. And I, myself, am not in the 
habit of passing up an invitation to 
me to do my share. For the sake of 
children, young people, men and 
women, who need the influences of 
Christianity; for my own sake, and for 
the sake of Grace Church and for God's 
Glory, I want to be counted in on this. 
I want to give according to my means. 
I want to give liberally, to make a 
pledge that will satisfy my conscience. 
I want to please Almighty God." 
the Consistory is confident that pledges 
covering a three-year period will be 

made somewhat in the following way: 

1 of $3,000 $3,000 

1 of 2,000 2,000 

1 of 1,500 1,500 

10 of 1,000 10,000 

7 of 500 3,500 

5 of 300 1,500 

6 of 250 1,500 

10 of 200 2,000 

18 of 150 2,700 

20 of 100 2,000 

20 of 75 1,500 

20 of 50 1,000 

40 of 25 1,000 

159 pledges Amount. .$33,200 

We have already received several 
voluntary subscriptions of substantia! 
amounts. We sincerely believe that 
with the help of each and every one 
the above amount can be realized. We 
feel that all our Members and Friends 
will be glad to DO THEIR BEST. 

It is hoped that pledges will be 
mailed promptly. The Subscription 
List will remain open until Christmas 
Day, when the total amount pledged 
will be announced. 

This is a great and glorious oppor- 
tunity for us to show our gratitude to 
Almighty God for His Goodness to us. 
It will also evidence our love and loy- 
alty for the Church which cannot do its 
full duty in the Community until it is 
fully equipped to do so. 

So we simply place this plan before 
you, confidently trusting that when you 
make your subscription, you will not 
fail Almighty God and our beloved 
Grace Church. 

Make your pledge on the enclosed 
numbered blank and mail at once in the 
stamped, self-addressed envelope also 

The opportunity is now before you, 
because YOU with all the others will 
loyally, lovingly and self-sacrificingly 
do your part. 

Manifest and Spirit and inspire oth- 
ers to act. 

The Consistory of Grace Reformedi 

Church. i 

The folder was well printed, in twoi 
colors, on good stock. The illustration 
of the building was a halftone tip-on- 
Special envelopes were printed to carry 
our message. Included with the four- 
page folder were a subscription blank 
and a stamped, self-addressed return 
envelope. The subscription blank was 
printed in the same colors as the folder 

December 2, 192S 


Come Along With A Dominant Newspaper 
In A Growing City 


First in Advertising, First in Circulation in 
Akron, America's First City in the Man- 
ufacture of Tires and Rubber Products 

^Akron Facts 

Akron is the home of 166 fac- 

25 rubber factories with a pay- 
roll in 1924 of $83,000,000. 

14th industrial city in the 
United States. 

32nd in population. 

Population, 1920 census, 208,- 

Largest tire, cereal, fishing 
tackle, clay products plants in 
the United Stales. 

Akron grew 201 per cent be- 
tween 1910 and 1920. 

Ten banks with combined de- 
posits $77,000,000. 

44 per cent of families own their 

Eight thriving suburban cities 
and towns in radius of 17?4 
miles reached bv the AKRON 

City, second in nation in postal 
receipts gain during October. 
Cain was 31.05 per cent. 

Grow With Akron! 





43,489-TODAY 49,057 

(October Daily Average) 


You Too, Can Grow With 
Akron's Prosperity 


Reach the Prosperous Manufacturers and 

Workers in Akron and Vicinity Through 


STORY, BROOKS & FINLEY, Representatives 

Pershing Square Bldg., New York City 
Colonial Trust Bldg., Philadelphia 

London Guarantee & Accident Bldg., Chicago, IIL 
305 Higgins Bldg., Los Angeles, CaL 


December 2, 1925 

Press 'Tested 

The Test Proof Tells 

It's no longer nec- 
essary for you to 
hope your plates 
will print. 

With the Reilly 
Test Proof you 
know it. 

The Test Proof Tells 


Electrotype Co. 

209 West 38th Street, New York 



it really ties up 
with a campaign— 


Advertising Copy 

We are now prepared to provide 
vertising copy which has been 
through the test of field research, 
that its drawing power is calculated i 
tried out in advance. This is aire, 
a well-proved method and will be he 
future. It increa 





15 West 37lh St., New York City 

In London, represented by Business Research 

and its message was carefully worded 
so as to be in the same spirit as the 
folder. This material was mailed to 
our list the last week in November. 

Two weeks later we sent out our first 
follow-up bulletin, with a report of 
almost $16,000 voluntary subscriptions 
already received. In this bulletin we 
printed the names of those from whom 
subscriptions had been received, al- 
though we most emphatically did not 
print the amount of each individual 
subscription. These we divided into 
Honor Groups. The first Honor Group 
comprised the smallest contributions 
and under it was this statement: 

"Subscriptions received less than $25 
are placed in the highest Honor Group 
for the reason that, as a rule, the 
smaller the amount given, the greater 
the sacrifice." 

The last Honor Group comprised the 
largest contributions and under it was 
this statement: 

"Lowest in Honor Grouping but 
highest in amounts, and placed last, 
because large givers dislike promi- 

AT the close of this bulletin we re- 
minded our people that this was a 
plan for voluntary giving. Those who 
intended to subscribe, but had not yet 
done so, were urged not to delay, be- 
cause of the great amount of detail 
work to be done by the Trustee, before 
he could make his final report. 

Two weeks later we issued our second 
follow-up bulletin, which carried an 
announcement of a little more than 
$19,000 in pledges. Frankly, some of 
us were anxious as to the success of 
the plan right at that point. The first 
report had exceeded our hopes; the 
second fell somewhat short, but we 
stuck to our original plan, and the sec- 
ond bulletin again carried the promise 
that there would be no personal solici- 
tation, all giving was to be voluntary. 

The detail work delayed the publica- 
tion of our last bulletin until about 
three weeks after the publication of 
the second follow-up bulletin. But when 
our work was completed, and all 
subscriptions had been checked and 
acknowledged, we had pledges totaling 
more than $26,800. And we had asked 
for $25,000! 

When we took up the subject of 
our annual budget, we decided to use 
the same kind of a plan to secure 
pledges. We sent a letter to our mem- 
bership, with pledge cards enclosed. 
We had a budget of $4,500 for the year. 
We received in response pledges for 
more than $4,700 — and remember we 
are in the habit of overpaying our 
pledges. Of course we had to send a 
follow-up letter to a few, but even then, 
not a single person was solicited, or 
was asked to give, and no one, by the 
most remote suggestion, could feel that 
he was being told how much to give, 
or even that he was expected to give. 

We know what advertising has done 
for us. We believe it will work equally 
well for others. Although we are not 
Methodists, we are ready to stand up 
in meeting and offer our testimony. 

December 2, 1925 




Robert R. Updegraff 





Ray D. LlLLIBRIDGE Incorporated 



•^W ^^h not a 
""'ai^i,.. Safety Zone 



The Peace Pact 
at Locarno — 

forever bans war by setting up a safety zone 
between two traditional enemies. Neither 
can cross the "dead line" without bringing 
to the other's aid the arms of great neutral 

Why not a safety zone in industry beyond 
which the seller may know he cannot go with- 
out penalty of loss? 

If every manufacturer who sells to industry 
would set up a safety zone which would 
clearly mark the border between profitable 
and unprofitable selling, he would take a step 

as momentous to his own business as Locarno 
is to world peace. 

The McGraw-Hill Four Principles of Indus- 
trial Marketing are industry's safety zone. 
They safeguard profits as surely as the new 
Rhine barrier insures peace. 
1926 is approaching. Some manufacturers will 
enter it with sales plans based on hunches. 
Others will enter with markets determined 
and programs outlined that will produce sales 
at the lowest cost. 

Which plan will you follow? 

December 2, 1''2 


IF YOU ELECT to apply the McGraw-Hill 
Four Principles of Industrial Marketing, 
here are the steps to take: 

1. Market Determination. Study each mar- 
ket for your product. Weigh its poten- 
tial. Determine which industries are the 
profitable ones to cultivate. The place to 
start is with your own books. Classify 
your sales by natural buying groups. 
Then compile data on each industry in 
which your product can be used. Com- 
pare the two and you will see clearly 
where your biggest opportunity lies. 

2. Buying Habits. Study the buying habits 
of the industries you decide to sell. Find 
out who are the buyers and how they 
buy. This will save the expense and 
wasted effort of "barking up the wrong 

3. Channels of Approach. Having located 
the real buyers direct your selling on 
them. Support your sales effort with 
advertising in the publications which 
have the greatest influence with these 
buyers — the ones they look to for in- 

4. Appeals that Influence. Don't talk gen- 
eralities in your advertising. Talk shop 

in the buyers' own language. Tell them 
how your product will increase the pro- 
ductiveness of their plants or will reduce 
costs. Performance facts are what in- 
terest them most. 
Here you have a plan for successful selling 
which is simplicity itself. There is no patent 
on it, for the McGraw-Hill Four Principles 
of Industrial Marketing are plain common 
sense, coded and applied to the job of selling 
to industry. 

1926 is approaching. If you want to apply 
the McGraw-Hill Four Principles of Indus- 
trial Marketing to your 1926 program, follow 
the above formula. If you need guidance, the 
McGraw-Hill Company may be able to help 
you. Obviously we cannot develop sales 
plans for many, but we can supply informa- 
tion and suggest methods which will make 
simpler a manufacturer's own plan building. 
Fifty years of intimate contact with industry 
have given us a knowledge of markets and 
buying habits which is proving of great value 
to many manufacturers. 

1926 is approaching. If we can be of service 
to you, please feel free to call on us. Our 
book "Industrial Marketing" will give you a 
good start. It will be sent gratis to any 
manufacturer who sells to the industries 
covered by the McGraw-Hill publications. 

5 advertisement is tlie seventh of 
series which is appearing in the 

V York Times. I'hUiidrh'hia Public 

Selling Fortnightly. Class. Sales Man- 
agement, and in the McGraw-Hill Pub- 
lications. The purpose of these ad- 
vertisements is to arouse a national 
appreciation of the need for improving 
industrial sales efficiency, and to 
awalien a Iteener interest in the cor- 
rect principles of industrial selling. 




I Mining Electrical Industrial Overseas Construction ff Civil Engineerim 


Rod. JOURNAL OF ELECTRICITY CHEMICAL & METALLURGICAL ieukopeak edition, Transportalion 




December 2, 1925 

Regular Price, $20.00; 
Special Price for Set, $17.50 

Small Monthly Payments 

// advertising and selling 
are your business — 
these are your books 

This is the indispensable advertising and sell- 
ing reference and home-study set. Hundreds 

selves ahead. Hundreds of experts in all 
branches of marketing have it handy for refer- 
ence. Agencies throughout the country have 
these books in their libraries. Colleges and 
universities use the books as texts. If you're 
in advertising, or selling, or any branch of 
marketuig, don't be without the good this set 
can liruig you. 

S. Roland Hall's 
Library of 


1 iir A ,l,ini.s '<'!2I 


•iV X H 


inOO III.i 

Iriliun^ 11 >U 

di}-. 1 1 

-<2 00 1 

f r ,1.1 


Ovor 3000 pages of facts 

Rihle of the 
1 "Without 

Special Price, $17.50 


You may send me the HALL LIBR,\RY OP 

If the bookfi are satisfactory, I will send 
Sl-^'O in ten days and $2 a month until your 
-iKiial price of JI7.50 has been paid. If not 

Profit and Loss in 
Salaries "Straight" 


actually mean money out of the sales- 
man's pocket, why make such strenu- 
ous efforts to sell? 

Again, under the straight salary 
form of remuneration an increase in 
contents of the pay envelope is the only 
means of recognizing exceptional work. 
Several striking feats of salesmanship 
may easily seem to justify frequent 
raises in salary. But it occasionally 
happens that the salesman then gets 
an enlarged sense of his value and rests 
on his laurels, actually sagging in his 
selling ability. His salary is then dis- 
proportionately large. 

A major difficulty in the salary 
methods of paying salesmen entirely 
or largely by salary was encountered 
by many houses in the slump which 
followed the post-war inflation. The 
se'ling cost was entirely too high be- 
cause it was based upon favorable busi- 
ness conditions which no longer existed. 

And finally, among the main possible 
outs about salary for salesmen is the 
fact that the red-hot go-getter type of 
man is rarely a person who will be con- 
tent with a salary as all or the major 
item of his remuneration. It is too 
tame. He wants adventure. He aims 
to win big or lose big if need be. For 
this reason the "super-salesman" is 
more commonly found in such fields as 
life insurance and other fields where 
commission is the whole thing — or 
nearly so. 

FROM our survey of salaries so far 
we might think that the negative 
side was unanswerable. Such is not the 
case. From the management stand- 
point there are many almost priceless 
advantages in the salary method of 

For one thing, the salesman under 
salary is a soldier under orders. He 
cannot say, as straight commission men 
sometimes do, "I'll call on whom I 
please — and when I please. The busi- 
ness I don't get is more my loss than 
yours!" So the salary man can be more 
easily routed in a definite way and 
made to live up to his itinerary. He 
can be made to cover the small towns 
as well as the large cities. He can 
oflfer no reasonable objections to call- 
ing on every desirable customer or 
prospect — small as well as large. 

In the second place, regular and com- 
plete reports of all calls made may be 
more easily secured. 

Thirdly, the salesman is more apt 
to adhere to house policies. Being paid 
a salary like the other employes in the 
business he is more apt to feel that he 
is morallv obliged to share his em- 
ployer's outlook and measure up to it. 

Fourth, it is often desirable for a 
salesman to do work other than mere 
dispensing of merchandise. Where he 
is paid wholly or largely in salary it 
is usually easier to require that he 
secure credit information, make demon- 
strations, put in window trims, etc. 
Since his employer is paying him for 
his time the house has a more obvious 
right to make such demands. 

A FIFTH factor lies in thef act that 
under salary there is less tempta- 
tion to overload a dealer or jobber in 
order to augment a poor month's earn- 
ings. "Desperate" selling laden with 
overstatement need not be resorted to 
since the salary goes on as usual. 

Sixth, there is less resistance when 
the house decides that a shift to a new 
territory may be in order. Under the 
commission plan such a shift may 
threaten real loss in earning power 
and so be opposed by the salesman. 

Seventh, salesmen under commission 
often strenuously oppose any reduction 
in the size of their territory because of 
fear of lowered earnings. The salaried 
man has no such objection to offer. 

And, eighth, the salesmen may he 
called in from the road at any time 
for conference or instruction since their 
salaries go on as usual. 

The ninth advantage is often very 
important. It comes out of the fact 
that the sales expense for a year ahead 
may often be forecasted with a much 
greater degree of accuracy than where 
the commission plan is used. 

Ten, a known range of salaries often 
prevents trouble arising from jealousy 
among salesmen and otlier employees of 
the company. The salesman who by 
lucky stroke of business earns fabulous 
commissions and brags about them may 
encourage an "Oh, what's-the-use" at- 
titude on the part of his fellows. 

Probably one of the greatest advan- 
tages of salary has been reserved for 
this closing paragraph of our considera- 
tion of salary. With a fixed, known 
salary the salesman, particularly the 
one who has family responsibility, does 
not have to worry over his ability to 
provide during dull periods or from 
week to week. While worry may some- 
times add to a salesman's incentive a 
chronically worried sales force is no as- 
set at all to a business. The coming 
of dull business periods has often dis- 
rupted sales forces which were paid by 
commission. The men felt the need to 
be off at once to greener fields. 

the fii-st of 

December 2, 1925 


(■ Wlimi 
' in salaij 
liie that i 

ftriffls, a 

less tempi 
or jobber i 

I lata « 
« resorted 

r. Under if 
a « 

to offer. 

is often t 

J oi tbe 
■a year a 
with a I 

Another Pathescope 
Business Film 
is described here 





earns fabik 








dods or f« 

force is*^ 


"Lj/c is real, life is earnest." and folks take a 
lot more interest in the doings of live people, 
or those that fancy makes to live, than in 
any tedious treatise on "how to do it." 

The Hercules Powder Co. teaches painters, 
contractors, architects and home owners the 
advantages of a special product, "Wood 
Turpentine," by vitalizing its already well 
known trade characters. In a Pathescope- 
made motion picture "Turp" and "Tine" 
graphically enact the turpentine drama, and 
compel as much interest and conviction as 
the latest productions of Hollywood's most 
luminous stars. You cannot see this film 
through without learning a lot about tur- 
pentine, and retaining what you learn. 

Pathescope Industrial Motion Pictures are designed 
to fit the product advertised, to help solve its 
peculiar sales problems. They make every device 
of the motion picture art aid in portraying the 
main idea. Some of the leading concerns that have 
found in Pathescope Service something out of the 
beaten track and eminently successful are listed at 
the right. These names tell a conclusive story of 
the character of our work. 

We inxdte an opportunity to shotv, either at your office 
or the Pathescope Salon, what we have done for 
others in your industry, and what we can do for you. 

Some of the other client 
xve have served: 


Alpha Portland Cement Compan 

American Brass Company 

A. M. Byers Company 

General Electric Company 

Layne & Bowler Co. 

Linde Air Products Company 

Lock Joint Pipe Company 

rvlosler Safe Company 

National Slate Association 

National Tube Company 

Okonite Company 

Otis Elevator Company 

Plymouth Cordage Company 

Reading Iron " . , 

Robins Conveying Belt Compan 

John A. Roebling Company 

Chas. A. Schieren Company 

The Superheater Company 

Tide Water Oil Sal. 

U. S. Cast Iron Pipe & F'dry Co 

Westinghouse Lamp Company 

Franklin Baker Company (Ci 
E. F. Drew & Company (Spredit) 
Frontenac Breweries. Ltd.. Canada 
Hills Bros. ( 

C. F. Mueller Company (Macaroni) 
Comet Rice Company 

Bigelow-Hartford Carpet Company 
Boston Woven Hose & Rubber Co. 
The Standard Textile Products Co. 
U. S. Finishing Company 

American Gas & Electric Company 
Atlantic City Electric Company 
Commercial Cable Company 
International Mercantile Marine 
Ohio Power r 
Postal Telegraph Company 
Radio Corporation of , 
United Light & Power 
Chattanooga Gas Company 

Brooklyn Commercial Body C 
Foamite-Childs Corporation 
Kirkman & Sons 
McGraw-Hill Company 
Owens Bottle Company 
Charity, College and Commui 


of AMERICA, Inc. 

Suite 1829 Aeolian Building, 35 West 42nd St., New York 



of the Industry 

All but two of the important radio manufacturers sent 
specifications in time for the first issue of Radio Merchan- 
dising in which this data appeared. 

Powel Crosley, Lee De Forest, J. D. R. Freed, David Sarnofif, 
Walter Eckhardt, William Priess and many others of similar 
standing in the industry wrote us their opinions of our pro- 
posal to rate the operating characteristics of receiving sets. 

(See November ■ 

More than 500 newspapers have already agreed to run the 
ballot which is part of Radio Merchandising's National 
Referendum on Sunday Broadcasting. 


BECAUSE four years of conscientious service to the radio 
industry has brought to Radio Merchandising a reader 
confidence and regard which few trade papers enjoy. 

Every radio manufacturer, every radio jobber, every radio 
dealer to whom a well-rated jobber would care to sell reads 
Radio Merchandising — Spokesman of the Industry. 25,000 
controlled circulation, guaranteed by post office receipts, ac- 
complishes this. Radio Merchandising does not overstep its 



243 West 39th Street 
New York City 

A Member of the Trade Division 

Western Newspaper Union 

Offices in all principal cities 

National Miller 

Cereal Mills. The 
, 8. C. and A. B. P. paper In the field. 

Jewish Daily Forward, New York 

Jewish Dally Forward \t the world's larceat Jewish 
dally. A. B.C. circulation eaual to comblHcd total 
circulation of all Jewish .newspapers published. A 
leader In every Jewish comniunlty throughout the 
United States. A Home paper of distinction, 
result prodocer " '■ - - .. «. 

largest volume 

undisputed merit. Carries the 

local and national advertising. 

merchandising service. Ratea od 

I Write Books 

Successful and widely experienced author of 
business books and magazine articles will col- 
laborate with business man in writing bi- 
ography or any kind of business book. 

Box 3^2, care of oAdverhsing and Selling Fortnightly. 
9 East 38tb Street. ^e^York. 



" Prl 

process of 

of Information for the advertising man. artist, 
■. saleaman or student. 840 pages, over 
llustratlons. 35 related subjects. Sent 

Ing sample pages, con- 

HaclUeman (Second Printing 

Vanishing Markets 


believe siich an outcome possible. 
Fewer still take any precautions to 
avoid it. There is where the real trag- 
edy enters into such histories. 

When a market vanishes it virtually 
always finds some of the manufactur- 
ing concerns which once served it un- 
prepared for the emergency, left high 
and dry and futile like a fishing 
schooner aslant on a beach after the 
tide has gone out. 

There is a business history of a 
Cleveland company which aptly illus- 
trates both the uncertainty and change- 
ability of markets and the character of 
foresight and ready adaptability to 
changing conditions which is the only 
defense against change. 

IN the decade preceding the Civil 
War a young carriage maker, Jacob 
Ranch by name, came into Cleveland, 
then a town of forty-three thousand, 
and set up a shop for the manufacture 
of fine vehicles. As the city grew and 
expanded into the metropolis of Ohio, 
the company, now bearing a partner- 
ship name, grew and prospered vnth it. 
The finest carriages that graced that 
Euclid Avenue pictured in your school 
geography were from its shop. 

When the automobile appeared on 
the business horizon, these carriage 
builders did not pooh-pooh the threat- 
ened competition but went seriously to 
work to hold their patrons by giving 
them a modernized product. All of 
their carriage-making skill went into 
producing electric passenger cars, with 
luxury emphasized, at a time when the 
gasoline car was frankly not a safe 
place for dainty, feminine finery. The 
first closed car of any kind came from 
this shop. 

As time went on and conditions rap- 
idly changed in the automobile indus- 
try, the perfection and particularly the 
increasing cleanliness of the gas-driven 
car began to limit seriously the market 
for electric vehicles, by winning away 
feminine motorists. 

Then came the second step in the 
company's history which again proved 
the foresight and adaptability possible 
in emergencies. 

Instead of fighting a heroic but hope- 
less fight against a changing demand, 
the management, after a sufficient 
season of preparation, again made a 
radical revision of its activities. 

The carriage-building part of its or- 
ganization and equipment it set to 
work at making bodies for other auto- 
mobile manufacturers, especially for 
those which had long looked with 
envious eyes at the superior comfort 
and quality of body given to the pur- 
chaser of "the electric car. 

The electrical branch of its organ- 
ization and plant then announced its 
entry into the field of electrical indus- 
trial tractors and trucks for shop use. 

In seventy-five years that company 
has seen its market vanish "twice, yet 

December 2, 192S 



* maniifiiti 
served it 
My, left n 
Ike a m 
saok after t 

Kstory o! 
I aptly 
ty and til 

has not allowed either disappearance 
to wreck its future. Either change in 
market could have proved disastrous 
had the management, even for a year 
or two, marked time and permitted a 
costly delay to dissipate its assets. In 
instance it took time by the 

The day of changes is not past — in 
fact, it is more than probable that the 
next twenty years will see more fre- 
quent and more radical changes affect- 
ing more lines of business than the 
preceding fifty have contributed. 

Invention is moving faster than at 
ny previous time. 

ch is tie 1 

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' maker, Ja) 
ito Cieveli 

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EOPLE have become accustomed to 
the prompt acceptance of new 
ideas, new methods, new habits and 

Purchasers are less conservative in 
their suspicions of new things offered 
for sale. 

Markets can be changed more rapidly 
than ever before, because the force 
and power of advertising is more 
widely understood and is used more 
promptly and effectively to hasten the 
f^"! introduction of new articles. 
ipolisoftll j^ jg g ^^y when it behooves manu- 
''_^'/^I5'acturers to be ready for surprising 
market changes — some limiting or wip- 
ing out an established demand, others 
multiplying existing sales-opportuni- 
ties many times over. The manufac- 
turer who has something up his sleeve 
iese carni f^^. gy^j, ^j, emergency makes no 
"kt'ettel mistake. 

Some day the radio, hooked up with 
the moving picture, may make serious 
iaroads into the domain of the text- 
book publisher, particularly in the fields 
of history and geography. A single 
national speaker, selected for his art 

ly not a ! ^(j ability in making one or the other 
fary. ll| (,£ these topics absorbingly interesting 
juvenile minds, may broadcast his 
lecture from Kansas City while millions 
at school children from Maine to south- 
em California listen and watch the 
screen on which a synchronized film 
throws a visualization of the lecturer's 
talk. A nationally-standardized sched- 
ule of education may result ! 

Or take other fields. 

Will motor fuel and motor lubricants 
I again P»J always be derived from crude oil 
brought from beneath the earth's 
surface ? 

A lamp not connected to any wire, 
30 newspaper reports say, has been 
made to throw light by the use of radio 
waves. Will this lead some day to the 
iSlimination of electric cables and feed 

The man who made cigar store In- 

ans lost his market through a change 
in style. The maker of brass rails 
iost his through legislation. The maker 
rf fine carriages lost his through in- 
ventive genius applied to the internal 
lombustion engine. 

All three forces are still at work and 
the third today holds out more prom- 

jjttriul"" of far-reaching developments than 
5for>li''P I it any other time in the world's 


Halt This Shopping Frenzy! 

Wf JAT shall I give him . . . and him . . . and him ? Over 
and over again that eternal question that never seems to be 
answered quite satisfactorily. A last minute rush for a gift, 
distinctive and yet one that will not require an overdraft. 

DON'T you dread it all? Well, you needn't. What 
could be more appropriate than a subscription to the FORT- 
NIGHTLY for a fellow executive — a friend — a business 
associate. A gift that will be a happy reminder — twenty- 
six times during the year — of your friendship and 

USE the coupon now. Additional names can be attached 
on a separate sheet and each will receive a card inscribed 
with your name, announcing the gift. The cost — a mere 
^3.00 for each name. [Canadian Postage 50;^ and Foreign 
^i.oo extra yearly.] 

YOUR Christmas worries are over when you mail this 

9 East 38th Street, New York City 

Please enter the following 
check for ^3.00 is enclosed. 

receive the Fortnightly for the next year. My 



Cty and Sta 
tSVfy Name-- 


December 2, 1923 


THE state of being; oversold is 
rarely of any good to anyone. 
If the output of a factory is 
oversold, the customers are inconve- 
nienced, annoyed; sometimes serious- 
ly injured financially or physically. 

The manufacturer who permits his 
output to be oversold suffers in the 
long run. So, it isn't being done so 
much now-a-days. 

But, the kind of overselling I have 
particularly in mind at this writing 
is overselling the product or service 
itself — claiming too much; promising 
too much. 

That, indeed, is grave. For it not 
only hurts the buyer and the seller, 
but it hurts the whole group to which 
the seller belongs. 

Overselling is misrepresentation. 
Every business suffers from it. Right 
now, the real estate business seems to 
be "enjoying" a particularly severe 
attack of overselling. And, no doubt, 
there will be a painful morning after. 

Often, the indulgence in overselling 
is foolish because it is unnecessary. 
In their eagerness to clinch the busi- 
ness, or in their own lack of faith in 
their product, salesmen will claim the 
world. Whereas, the customer may 
not want or expect so much. Tlie 
simple truth about the product might 
easily answer. 

Publications are not immune from 
the scourge of overselling. If any- 
thing, they are more frequently than 
average the victims of this disease, 
because their value is so intangible. 

So, the salesman has more or less 
of a free rein to let his imagination 
run riot. And, the fear of competition 
certainly stimulates his imagination. 

Here, too, overselling is often fool- 
ishly unnecessary and the plain, un- 
adorned truth would serve to better 

A misrepresentation of one maga- 
zine hurts the whole group because 
it shakes the confidence of the cus- 
tomer or prospect. 

Overselling is almost universally 
done on behalf of weak or inferior 



440 So. Dearborn St. 
Chicago, III. 

All claims made for it a 
e.ract proof. 



Mediums of Expression 

A man whose contributions to high- 
class publications are read with wide 
interest, was scheduled to speak a few 
evenings ago, on a subject with which 
he is identified. He faced an audience 
of several hundred men and women, 
all or almost all of whom, I imagine, 
believed that an intellectual treat was 
ahead of them. 

They were mistaken. If X had a 
"message," which the chairman of the 
evening's proceedings assured us he 
had, he failed to deliver it. For more 
than an hour, he lost himself in a maze 
of words — so much so that when at 
last he finished, most of us breathed 
a long sigh of relief. "Thank Heaven, 
he's through," we said to ourselves. 

Yet this man, when he expresses 
himself on paper, does so with a 
clarity, a beauty, a vigor and a sense 
of order which arouse one's admiration. 

To most men has been given the 
ability to express themselves in one 
way or another — by tongue, by pen, 
or, it may be, by the skillful use of 
tools. Why, in the name of all that 
is holy, don't they stop there? Why do 
they employ a medium of expression 
which is foreign to them? 

The American Invasion 

Twelve or fifteen years ago, one 
heard a lot about the "American Inva- 
sion" of Europe; and if one had ac- 
cepted the statements then current, at 
half their face value, one would have 
believed that Europe's sun had set — 
that, thereafter, only goods made in 
America were in demand overseas. 

The fact is that, outside of food- 
stuffs, there was, until a very few 
years ago, no real American Invasion 
of Europe. 

Take my word for it, there is today. 
You don't hear much about it, but it 
is worrying these people more than a 

Ford automobiles are relatively — not 
actually, of course — as common in Brit- 
ain as in America. Dodges and Buicks 
are plentiful. American shaving soaps 
and lubricating oils and "tinned" meats 
and typewriters and dollar watches are 
on sale everywhere. The Ladies' Home 
Journal and The Saturday Evening 

Post are as prominently displayed on 
the railway station newsstands of Lon- 
don, Glasgow and Edinburgh — and, I 
have no doubt, many other cities — as 
in New York. In His Majesty's Sta- 
tionery Office in Edinburgh I saw a 
National Cash Register! I tell you, 
we're getting there. 

The Little De-ars! 

Didn't Shaw say, somewhere, that in 
the Ideal State, men who do the most 
disagreeable work — removing garbage, 
for example — ^will be paid the highest 

I am beginning to think he is right. 

Here is why: Recently I was asked 
to "keep an eye" on two children — a 
boy of five' and a girl of three — while 
their mother went downtown. When 
she got back I was a nervous wreck, 
for if there was anything those young- 
sters did not try to destroy, during 
their mother's absence, it was because 
they could not get at it. The little 

If I have anything to do with fixing 
the wage-scale which will prevail in 
the Ideal State, nurse-maids will have 
nothing to complain of. Their compen- 
sation will be considerably higher than 
that of bank presidents. 

What Would Become of Them? 

More than anything else, the thing 
which impresses the observant Ameri- 
can who visits Great Britain, these 
days, is the enormous wastage of man- 
power which is the rule in almost 
every department of human activity. 
Three or four or five men are employed 
to do what would be done by one man 
in America. 

The railways are perhaps the worst 
offenders. They seem to be tremen- 
dously overstaffed. At a railway sta- 
tion in a city of, say, 15,000, there will 
be four or five times as many em- 
ployees as at a station in a city of 
that size in the United States — a small 
army of porters, ticket sellers, ticket 
collectors and gatemen. These men, I 
need not say, are paid very low wages 
but the aggregate amount paid them 
runs into tens of millions of pounds 
yearly. Directly and indirectly, the 
public pays. 

To fellow-travelers, I have, more 
than once, commented on this matter 
of wasted effort. All I get, in reply, is 
a lifted eyebrow or the query, "What 
would become of these men if the sys- 
tem were changed?" 

What would become of them? 



December 2. 1'I25 


JTA) E\/ery Agency Man knew wMt every hardware man 
jr knows^HardwareAge would be on every hardware list. 

L // 

The Human Side 

of a 

Great Business 

Back of every great enterprise is 
a human element contributed by 
those men ivhose experiences 
and personalities are reflected 
in that enterprise. 

This is the element that molds 
opinion, creates good will and 
makes or mars its success. 

S steel goes, so goes the country. 
An old saying, but as true to- 
day as when first uttered. 
Coupled with agriculture, the 
steel industry is the basis of our 
industrial prosperity or poverty. Hardware 
manufacture and selling has a close 
affinity with this industry — hence the keen 
interest hardwaremen display in its chang- 
ing conditions. 

The subject of this sketch is George Tegan, 
the Pittsburgh editor of HARDWARE 
AGE. His comments on the iron and steel 
market, as reflected in his weekly report, 
are watched with close interest by our read- 
ers since in that territory many conditions 
that affect hardware prices have their 

For twenty-one years, Mr. Tegan has de- 
voted himself to market reporting, and has 

George F. Tegan, Pittsburgh Editor 

developed a high order of ability as a mar- 
ket analyst. He enjoys in an unusual de- 
gree the confidence of producer and con- 
sumer alike, and the prices he quotes in 
his reports are accepted as the basis of 
transfer from one to another. 
It is the devotion, the ideals, and the high sense 
of responsibility which animates not only Mr. 
Tegan but every member of the editorial staff of 
HARDWAt^ AGE which has given this publica- 
tion so outstanding an influence within its industry 
and has made it the unquestioned leader in all 
its seventy-five years of existence. From such 
loyal service and understanding springs READER 


Advertising Managers and Agency 

Send for your copy of "How Can I In- 
crease My Sales Through the Hardware 

259 West 39*" Street 

York, City 


December 2, J92j 

Send Us Your Catalog 

Help Us Solve the Collegiate Question 
"Where Do We Buy?" 

WE are endeavoring 
to answer the 
daily question of hun- 
dreds of colleges and 
prep schools which are 
themselves too small to 
be proper buying units 
and which are located 
in towns too small to 
afford proper buying 

The Intercollegiate 
Sales Service is organ- 
ized to help these schools 
and colleges get what 
they want with the 
least amount of trouble. 
We save them time, 
money and correspond- 
ence. They write to us 
and place all of their 
orders at once. Or they 
can write to us and get 
all the information they 
desire about a number 
of dififerent products at 
the same time. 

We do not handle the 
merchandise. The Inter- 
collegiate Sales Service 
acts only as a clearing 
house for information 
and orders, working on 
commission or accept 
wholesale prices when- 
ever our orders are large 
enough to justify the de- 
mand of wholesale prices. 

In order to make this 
service efficient, we must 
have the cooperation of 
those who make articles 
sold to the collegiate 
trade (male and fe- 
male). Send us your 
catalog — and also, tell 
us of your credit terms 
(C.O.D., etc.), price 
quotations, and mini- 
mum order accepted. 
This is absolutely neces- 
sary so that we can be 
in a position to answer 
any inquiry that a client 
may ask. 

In sending us this in- 
formation, you do not 
obligate yourself to do 
business with us. If you 
should still choose to 
attempt to do business 
direct, that is your affair. 
But we would like to 
have your sales infor- 
mation on hand because 
an essential part of our 
service is the rendering 
of information even 
should the organization, 
student, or faculty mem- 
ber decide to place the 
order directly. All in- 
formation will be held 

Cooperate by sending 
your data now — please! 

intercollcsiatc ^alesi ^erbice 

"T/ie Campus Clearing House^ 

P. O. Box 59 

Waterto\\Ti. N. Y. 

No Panacea for 
Business Ills 

By Marco Morrotv 
Assistant Publisher, Capper Publications 

I DO not know of any agricultural 
publisher who is so bigoted, so 
narrow-minded or so dishonest as 
to say that the farm paper is the only 
means of reaching tlie rural market. 
Undoubtedly the daily newspaper and 
the magazines reach some of these 
people, and undoubtedly the much criti- 
cized bill-boards and road-side signs 
are seen and are read by country folk. 
Farm paper publishers know that di- 
rect mail is an indispensable adjunct of 
the farm paper advertising of many 
of their best and largest customers. 
They know that men have made profit- 
able sales in the rural market by direct 
mail, without any farm paper adver- 
tising at all. And they realize that 
a frank acknowledgment of all this 
does not lessen the value of the medium 
they offer nor make it any the less 
necessary to the man or the house seek- 
ing to cultivate and expand its rural 

Frankly we have sometimes felt that 
the Direct Mail Advertising Associa- 
tion and many of its individual mem- 
bers have not always been as ready as 
we hope we are, to take a broad, cath- 
olic view of other media and other 
methods of advertising. We have some- 
times felt that the oldtime job-printer, 
who has evolved into a "publicity- ex- 
pert" — there are no more "job print- 
ers"; job-printing has become "adver- 
tising service" and the job printer an 
expert, ready, willing and professedly 
capable of managing and directing an 
advertising campaign of any sort, kind, 
nature and magnitude. Well, as I said, 
we have sometimes felt that these ser- 
vice experts, together with the men 
with calendars or rulers or fans or 
pocket-books or lists of names, or what- 
not, to sell, have a firm conviction that 
they have discovered and hold patent 
rights to the one certain way to success 
in advertising; and that the day of all 
other forms of advertising is nearing 
its close. We may be in error, but oc- 
casionally, at least, you indicate that 
you are ready to jump out of your 
bath-tub like the ancient Greek philos- 
opher and rush down the street in your 
shirt-tail crying "Eureka! Eureka!" 
or whatever the modern equivalent of 
that word. That is natural, for we 
all have our prejudices. 

And that's all right. Magnify your 
calling. Have faith in what you are 
doing. Put everything you have into 
your punch. But don't, I beg of you, 
lose sight of this: the elixir of life for 
business has not yet been discovered; 
there is no panacea for business ills; 
advertising is a mighty force and so 
far we know mighty little about how 
to employ it. 

Portions of an address before the Direct Advertising- Association Convention. 
Boston. Mass. 

)ecember 2, 1925 




^'il nail S 

one of til 
how tiai 
sing ot 01 
St cistm 
paper ali 
i of ali 
aoy tie 
'aid its n 


"We feel that we could hardly 
exist without the use of your 
publication and, therefore, do 
not want to miss a single issue." 

J. H. Wimberly, 
General Manager, 
Wimberly Advertising Agency, 
Fort Worth, Texas. 

PUBLISHERS—This electro will be 
furnished to you free of charge. 
Use the symbol in your advertise- 
ments, direct-by-mail matter, letter- 
heads, etc. It's a business-produc- 
ing tie-up — links your promotional 
efforts with your listing in Stand- 
ard Rate & Data Service. 



Special 30-Day Approval Order 



Gentlemen: You may send to us, prepaid, a copy of the current 
letins issued since it was published for "30 days'* use. Unless v 
which is the cost of one year's subscription. The issue we receive 
copy on the tenth of each month. The Service is to be maintain e 

nber of Standard Rate & Data Service, together with all bul- 
return it at the end of thirty days you may bill us for $30.00, 
be considered the initial number to be followed by a revised 
ccurately by bulletins issued every other day. 


Individual Signing Order. 

.Street Address 

. State 

.Official Position 


December 2, 1925 

Everybody is helped— 

everybody should help! 

Stamp Out Tuberadusis 

'with this 

Christmas Seal 

TUBERCULOSIS in this coun- 
try is a threat against your 
health and that of your family. 
There are more than a million cases 
in this country today. 

The germs from a single case of 
tuberculosis can infect whole fami- 
lies. No one is immune. The only 
sure escape is to stamp out the 
dread disease entirely. It can be 
stamped out. The organized work 
of the tuberculosis crusade has al- 
ready cut the tuberculosis death 
rate in half. This work is financed 
by the sale of Christmas Seals. 

Everybody is helped by this great 
work — and everybody should help 
in it. Let every member of your 
family stamp all Christmas parcels, 
letters and greeting cards with these 
able little warriors against disease. 
Everybody, everywhere, buy Christ- 
mas Seals — and buy as many as you 

Salesmen's Health on 
the Road 


velopment must be of interest to all 
sales executives. They have not only 
the humane interest in salesmen, but 
also the dollar and cents interest. The 
low-energy time, the sick-time, the pep- 
less time of a salesman on the road 
costs a house a great deal of money in 
a year. This time can definitely be 
cut by improving the medical facilities 
available to travelers, and thus the 
cost of selling generally, about which 
everybody complains, may be shaded by 
attention to this subject. 

The Clark Collard Company 

Chicago, will direct advertising for 
the American Chemical & Engineering 
Company, same city, manufacturers of 
"Full Speed" pulley covering. 

McGraiv-Hill Company, Inc. 

New York, announces the purchase 
of the E. M. F. Electrical Year Book, 
published by the Electrical Trade Pub- 
lishing Company, Chicago. Head- 
quarters for the Year Book will be at 
the offices of the Electrical Trade 
Publishing Company until the comple- 
tion of the 1926 edition. 

Paul Grant 

Formerly associated with the Chi- 
cago office of Ruthrauflf & Ryan, Inc., 
New York advertising agency, has been 
appointed to the staff of contact execu- 
tives of the Campbell-Ewald Company, 
Detroit advertising agency. 

George Batten Company. Inc. 

New York, will direct advertising 
for the Jones-Dabney Varnish Com- 
pany. Louisville, Ky., manufacturers 
of Twenty Minute Lacquer. 

Norman F. D'Evelyn 

San Francisco, will direct advertis- 
ing for the General Mortgage Company 
and the General Pacific Corporation, 
same city. 

E. M. Burke, Inc. 

Has been appointed by The Duluth 
News Tribune as special representative 
in the national field. 

Meridith & Company, Inc. 

Troy, New York, will direct adver- 
tising for the Harder Manufacturing 
Corporation, Cobleskill, N. Y., manu- 
facturers of Kleen-Kold refrigerators. 

Arthur Rosenberg Company, Inc. 

New York, will direct advertising for 
the Trinity Six Radio Receiver, made 
by the Beacon Radio Manufacturing 
Company, Brooklyn, N. Y. 

The H. H. Reber Company 

New York, has been appointed pub- 
lishers' representative for the Army 
and Navy Journal, Washington, D. C, 
in the Eastern territory. . 


)ecember 2, 1925 


,^elling 100% In Metropolitan Zones 
By Saunders "Asset" Mile Plan 

Wide metropolitan areas require motorized selling. Company cars are a dis- 
tinct liability to traveling salesmen. But they can rent "Drive- It-Yourself" 
cars when an "asset" only, covering each market quicker, cheaper, completely. 

Metropolitan markets are wide trade areas — not just 
;ities. The adjacent territory invariably has 50% to 
.75% of each in-city population. Newspaper circula- 
ion and jobbers' sales show the same picture; to sell a 
;ity 100% your men must cover its trade territory. 

You can do this now with one man or a crew — 
,)etter, faster, more economically — by using motor cars 
i-ented on the Drive -It-Yourself basis. 

For instance, consider the Baltimore — Washington 
—Richmond districts. For many businesses, these 
;ities and their trade territory is the most fertile mar- 
:et south of the Mason -Dixon line. At Saunders 
system Stations in each city your men can rent clean, 
lew cars, paying only for the exact mileage each 
irives. They work the city trade in these cars quickly 
ind thoroughly and spend more time in productive 
lelling and less time on sidewalks and street cars. The 
esult is more calls and more sales at less cost for each. 
Dutside the city, your men can profitably cover each 
narket completely in a driving radius of 50 miles. 

By combining rail and Saunders System service, 
«)u achieve the lowest possible sales and traveling 
;xpense and preserve the real advantages of motorized 
;elling. Company car investment, upkeep and super- 
/ision on your part is eliminated. Your men arrive by 
•ail at each sales center with planned routes and fresh 
iales vigor ard then discard the car for rail again 
vhen it ceases to be an "asset." 

most complete road systems in An 
n Washington and Baltimore thr 
out Maryland and Delaware, into rich sou 
Pennsylvania and northern Virginia. Road ( 

favorable to 
history is now being 
oldest of American markets. 

Three Saunders System stations are now serving 
Washington, one downtovra on D Street near the 
Post Office Dept. Bldg.. another on Irving Street 
in the North West residence district and another 
on Capitol Hill just back of Congressional Library 
—handy to Union Station and the South East 
residence district. The stations in Baltimore, 
Richmond and Philadelphia are also well located 
for covering grocery, drug and other trade factors 
scattered throughout the city. Saunders System 
cars, used for intensive metropolitan merchandis- 
ing, will give your newspaper and display adver- 

■'i effecti' 


The 81 Saunders System Stations cover the best 
jales centers of 20 states. Both Gear-Shift and Ford 
loupes, Sedans and Touring Cars are rented at low 
5er mile rates. Each salesman drives privately a 
:Iean, new, splendid running car with standard insurance protecting you against liability, fire, 
heft, collision and property damage. 

\1ay ive send our Traveler's Identification Cards for your Salesmen an 

al. "Motor Car Advanlafies i'ns 



nlilc, KAN.S1.\S CITY, MO. 

Atlanta (2) 
Augusta, Gi 

Cedar Rapids, la. 
Chattanoogi^ (2) 

Cin^n^nati (3) 
Colorado Springs 
Columbus, O. (3) 
Columbus, Ga. 

'10 Years of Practical Operation ' 







Nashville (2) 
New Albany, 
Oklahoma Cit 
Omaha (3) 


Richmond, Va, 


Rock Island 

Sioux City 

Springfield, III. 

Springfield, O. 

St. Joseph, Mo. ( 



Tuscaloosa, Ala. i 

Vincennes, Ind. 

Washington, D. C. 




December 2, 1925 

Advertisers' Index 



Ajax Photo Print Co 58 

Akron Beacon Journal 73 

Alderman, Fairchild Co 54-55 

Allen Business Papers, Inc., The .... 50 

American Limiberman 62 

American Photo Engravers Ass'n 59 

American Shoemaking 52 

American Wool & Cotton Reporter ... 67 

Architectural Record, The 62 

Atlantic Monthly, The 16 


Bakers Weekly 

Baltimore American 

Barton, Durstine & Osborn, Inc. 

Birmingham News, The 

Bradford Era 

Buffalo Evening News, The 

Business Bourse 

Butterick Publishing Co 


Campbell-Ewald Co 9 

Cantine Paper Co., Martin 63 

Chattanooga Community Advertising 

Ass'n 66 

Chicago Daily News . .Inside Front Cover 

Christian Science Monitor 35 

Church Management 62 

Cincinnati Enquirer, The 47 

Commerce Photo Print Co 66 

Commercial Engraving Pub. Co 80 

Conde Nast Group 8 

Crane & Co 90 

Crowe & Co., E. R 56 


Dairymen's League News, The 


Denne & Co., Ltd., A. J 

Detroit Times, The 

Doubleday Page Co 


Einson & Freeman Co 74 

Electrical World 43 

Empire State Engraving Co 71 

Engineering & Mining Journal Press . . 65 
Evans-Winter Hebb, Inc 48 


Fairchild Publication 15 

Farm Journal, The 45 

Feather Co., The Wm 52 

Federal Advertising Agency 37 

French Line Inside Back Cover 

Furniture Manufacturer & Artisan 60 


Gas Age-Record 
Gray. Inc., R. T. 


Hardware Age 83 

Hesse Envelope & Lithograph Co 52 

Hnntting Co., The H. R. . . . , 58 

Igelstroem Co., The John 58 

Indianapolis News, The 4 

Industrial Power 82 

Intercollegiate Sales Service, Inc 84 

Iron Age, The 39 

Iron Trade Review 68-69 


Jewish Daily Forward, The 80 

Knit Goods Pub. Co 58 


Lillihridge. Inc.. R. D 75 


Macfadden Publication 33 

Magazine of Wall Street 72 

Market Place 80 

McCann Co., The H. K 18 

McGraw Hill Book Co 78 

McGraw-Hill Co., Inc 76-77 


National Miller 80 

National Petroleum News . . . Back Cover 
National Register Publishing Co., Inc. 60 

Nation's Business 6 

N. Y. Tuberculosis Assn 86 


Oral Hygiene 64 


Pathescope Co. of Am 71 

Penton Pub. Co., The 68-60 

Pittsford Co., Ben C 66 

Radio Merchandising 80 

Radio Dealer 41 

Reilly Electrotype Co 74 

Richards Co.. Inc.. Joseph 3 

Saunders Drive It Yourself Svstem . . . R' 

Selling Aid ' 58 

Simmons Boardman Publishing Co. . . 33 

South Bend News-Times 64 

Spencer Lens Co 12-13 

Standard Rate & Data Service 85 

Sweetland Service, Inc 66 


Textile World 61 

Toycraft Rubber Co 58 


W. Virginia Pulp & Paper Co. 

Insert Bet. 50-51 
Women's Wear Magazine 15 

What Do Our Readers 
Think of This? 

The following letter has been sent to 
leading publishers by -Albert Russel 
Erskine, President of the Stndebaker 
Corporation of America. 

AS the publisher of a newspaper, 
you have doubtless read, listened 
-to, and possibly been the author 
of, denunciations of the "Free Public- 
ity Evil." In such discussions (among 
publishers, editors and advertising 
managers of newspapers) the automo- 
bile industry usually figures as chief 

This letter is to express the attitude 
of The Studebaker Corporation of 
America on this subject. 

Newspapers have done a splendid 
patriotic work in promoting good 
roads, improved traffic control, etc. 
Newspapers render great service to 
their readers by suggesting routes for 
pleasant tours, and by collecting and 
distributing road information. As long 
as this material is not associated with 
the boosting of any particular car, ac- 
cessory, manufacturer, or dealer it is 
not "free publicity." 

At times, of course, there are items 
of real news connected with a business 
institution the size of Studebaker. 
These should find a place in the main 
news or financial sections of every 
paper regardless of advertising sched- 
ules. But such genuine news can 
stand on its own feet with city editor 
and financial editor. It is not what we 
mean by "free publicity." 

"Free publicity" is the material 
which newspapers print about automo- 
biles, accessories, dealers, factory offi- 
cials, only because it is sent to them 
by the advertising department of an 
automotive advertiser. It is designed 
merely to get the name of an automo- 
bile, a man, or an accessory in the 
news columns. 

We are as much opposed to "free 
publicity" as any editor. We consider 
it an evil and would be glad to see it 
eliminated. There is no more reason 
why you should print pictures of auto- 
mobiles than of pianos and washing 
machines. Gossip of the automotive 
trade is no more entitled to space than 
gossip of the department stores. 

The practice of giving free publicity 
along with automobile advertising has 
been instrumental in increasing the 
rates for automobile advertising with- 
out proportionate return. It seems to 
us wasteful from the standpoint of ad- 
vertiser as well as publisher. 

Therefore, we assure you that we 
shall not discriminate against any 
newspaper which eliminates free pub- 
licity entirely, but we do intend to in- 
sist more strictly than ever on receiv- 
ing our full share of free publicity in 
those newspapers which give it. 

We do not believe that any automo- 
tive advertiser places such a large pro- 
portion of his total appropriation in 
newspapers as does Studebaker — last 
year exceeding 90 per cent. We are 

December 2, l')'2 


ssions (ll 
1 advertii 
') tie an 



!fa, Asl 

here are 9 
ions of I 
lie jew 
lift city 


aixnt aiti 
s, factory 
;sent ' 

of an 

posed tsl 
. We 
glad to « 
mie f 
, and ^ 
ie aiton* 
It stores. 

1. It 
, you »■ 
agaiJit ■ 

It any"* 


surely entitled to a square deal from 
newspapers. We are not receiving a 
square deal if competitors who buy a 
similar amount of advertising space 
are given a larger volume of space in 
the news columns. 

We, therefore, intend in the future 
to check this matter carefully and to 
discriminate against those papers 
which are discriminating against us. 

In other words, we are quite con- 
tent to receive no free publicity what- 
ever, if all competitors are treated in 
the same manner; but if publicity is 
being u-sed we believe that no com- 
petitor should receive a line more than 
Studebaker, except as he uses more ad- 
vertising space. 

Winter Golf League Tournament 

The annual tournament of the Win- 
ter Golf League of Advertising Inter- 
ests will be held this year in Bermuda, 
according to the announcement of W. R. 
Hotchkin, president of the League. The 
entire trip will occupy ten days' time, 
from January 8 to 18. 

The Furness-Bermuda Line has 
agreed to provide the party with a boat 
entirely to themselves, and it is esti- 
mated that three hundred will be num- 
bered among the voyagers. Already 
142 members have applied for reserva- 
tions, who, together with their families, 
make a total of 254 already accounted 
for. Since only thirty or forty more 
can be accommodated, delinquent mem- 
bers are being urged to make their ar- 
rangements as early as possible. The 
charge for the entire trip has been set 
at S175. This includes steamer passage 
both ways, hotel charges at the Bermu- 
diana, green fees at the Mid-Ocean 
Club, luncheon at the club each day, 
and carriage back and forth each day. 
For members of the family or guests 
who do not play golf the charge will 
be $155, and for" children from three to 
eleven years of age, S82. There are 
Itisdesij only a limited number of rooms with 
bath, and these will be drawn for by 
the ladies. 

Advertising Calendar 

January 21-24. 1926— Sixth Dis- 
trict Convention, Associated Adver- 
tising Clubs of the World. Chicago. 

April 5-6, 1926 — First formal ses- 
sion of Insurance Advertising Men 
nf the Pacific Coast, Los Angeles, 

APRrL 7-9, 1926— Direct Mail Ad- 
vertising Association Convention. Los 
Angeles, Cal. 

April 12-14. 1926 — Fourth District 
Convention, Associated Advertising 
Clubs of the World, Orlando, Fla. 

Mat 1-5. 1926 — Fourteenth District 
Convention, Associated Advertising 
Clubs of the World, Blackpool, Eng- 

June 19-21, 1926 — Fourth Annual 
Convention, Insurance Advertising 
Conference, Philadelphia. 

JUNB 19-24, 1926 — Twenty-second 
Annual Convention, Associated Ad- 
vertising Clubs of the World. Phila- 

July 5-8, 1926— Twelfth District 
Convention, Associated Advertising 
Clubs of the World, San Ftancisco. 

The Editor will be glad to receive, 
In advance, for listing in the Adver- 
tising Calendar, dates of activities of 
national interest to advertisers. 

charge $1.80. Forms close Saturday 


Work done in a manner to please the most 
exacting. Lists supplied, addressing, folding, 
inserting, sealing, stamping, mailing. Equipped 
for quantity production on a quality basis. 

222 West 18th Street Watkins 1408 


Quality and Quantity Multigraphing, 

Addressing, Filling In, Folding, Etc. 


14 West 40th St.. New York City. 

Telephone Penn. 3566. 

Position Wanted 


of experience with good sales record, personality 
and appearance, wishes new connection with high 
grade publication. College graduate. 3. 

Box No. 329, " 

38th St., New 

nd Sellii 




capable director of art and productiori depart- 
ments, has thorough agency and business ex- 
perience. Creative typographer and visualizer. 
Box No. 327, Adv. and Selling Fort., 9 East 
38th St., New York City. 

A real subscription getter ; with fine past record 
on technical, trade and business publications. 
Knows all branches of subscription work. Sys- 
tems, Records, Mail Campaigns, Sales Force. 
Valuable man for publisher who wishes to in- 
crease his circulation. Let him tell you about 
his experience. Box No. 330, Adv. and Selling 
Fort., 9 East 38th St.. New York City. 

Help Wanted 

A nationally recognized trade publishing house 

service department. Experience in actual wr 
Is not required as much as a knowledge oi 
,ing fundamentals and the ability to ! 

Age should 

man can turn to bigger things 
under 24, with a college educa 
mvalcnt. Location, New York 
imiiial. Box No. 332, Adv. ai 
East 38th St., New York Cit 

Help W anted 

SALESMEN of the highest calibre, used to 
earning upwards of $10,000 yearly. Advance 
commission, full co-operation. Outdoor Adver- 
tising Associates, 631 Singer Building, New York 

Large manufacturer wants exceptional man to 

assist in preparing advertising and sales literature 
for a technical product. Ability to write is neces- 
sary. Technical training and a knowledge of 
engines is highly desirable. Give complete ex- 

:e and references when writing. Box No. 

\dv. and Selling Fort., 9 East 38th St., 

York City. 




,^. g graduate preferred. Will be 

held responsible for department routine, mechani- 
cal production and some graphic creative vrork^ 
Box No. 328, Adv. and Sellmg Fort., 9 East 
38th St., New York City. 

Salesman: One who fe calUng on advertising 
agencies, advertising and sales managers, manu- 
facturers ; who desires to increase his earning on 
part or full time ; with little elTort ; the suggestion 
is all that is necessary. The proposition w'" ""' 
conflict with your present work— but will help 
vou to a closer contact with your clients — com- 
mission and bonus. Give full details of your 
present work— territory you cover. Reference 
Address Box 309, Adv. and Selling Fort., 9 
East 38th St., New York City. 


Wooden Multiplex Pliers, 
containing eleven pliers ; 
knife ; length, four inches ; 
curio, suitable for show w 
for $1.50. Address, Mus. 
A., Ingleside, Nebr. 

1 real and interesting 
ndow; sent post-paid 
jm of Wood, Dept. 

A bound volume of Advertising and Selling 
Fortnightly makes a handsome and valuable 
addition to your library. They are bound m 
black cloth and die-stamped in gold lettering 
Each volume is complete with index, cross-filed 
under title of article and name of author making 
it valuable for reference purposes. The cost 
(which includes postage) is $5.00 per volume. 
Send your check to Adv. and Selling Fort., 9 
East 38th St.. New York City. 

Use a binder to preserve your file of Fortnightly 
copies for reference. Stiff cloth covered covers, 
and die-stamped in gold lettering, each holding 
one volume (13 issues) $1.85 including postage. 
Send your check to Adv. and Selling Fort., 9 
East 38th St., New York City. 




December 2, 1925 


"By the way," remarked Edwards, as he sat down to luncheon with Trelease, 
"your personal stationery is quite impressive. That note you sent mc the 
other day was really very handsome." 

"Yes, I appreciate a nice sheet of paper," said Trelease. "It's too bad 
we can't do something really good for our business letterhead." 

"Well — why don't you?" 

"Oh — we couldn't. The business wouldn't stand a leak like that." 

Edwards smiled. 

" What do you mean by ' leak ' ? Why should you apply totally different 
reasoning to stationery just because it's for business?" 

This question could fairly be put to many executives who have lumped 
letterheads in their minds along with erasers, pencils, and typewriter ribbons. 

The paper used in business correspondence creates and fixes more im- 
pressions, and more definite ones, than does any other contact with the 
great public of dealers and customers. Fine stationery dresses a business 
up. It suggests the stability of the sender and the esteem in which the 
recipient is held. That is why so many of the most successful businesses 
regard fine stationery as an advertising and selling help. 



■cemher 2, 1925 


^^^^^ of Myriad Domes' 
and Minarets on the Desert's Edge 

CLOSE your eyes. Picture the Sahara. Insolent camels shamble slowly along; and 
swarthy Bedouins, aristocratic Tuaregs, swirl by in a cloud of fine golden sand. 
Far off. . . silhouetted against the brilliant sky . . . lies the gleaming, snow-crested 
Atlas where the Golden Apples of the Hesperides were sought. 

The spell of the Orient ... the musk and am- 
ber scent of Its bazaars; the madness of silent, 
starry nigh:s;the tiger-like languor of its people 
. . . holds you breathless. A spell that isn't 
broken by the luxurious 12 -wheeled cars of 
the North African Motor Tours ! 
Overthe shifting sands of the desert to lovely 
El Oued ... a thousand creamy domes in a 
jade setting. Curious, unfathomable city . . . 
different except for the graceful minarets that 
tower, spire-like, over the rounded roofs. 
Can you go on and on in a hum -drum exist- 
ence. . . while the Arabian Nights are a thing 
of the present as well as the past.' Open your 
eyes. And plan days of enchantment. Start at 
Tunis. When you can tear yourself away from 
her famous bazaars, go on to Tozeur, the mys- 
terious, the subtle, the ancient ... El Oued 
.... Touggourt of huddled caravans ready to 
brave the sand storms, the mirages of the 
desert. And northward through tawny Biskra, 

pearly Constamine ... to Algeria, the azure 
How can you get there? Why, its only a little 
more than a day from Marseilles across the 
blue Mediterranean to Tunis or Algiers. And 
Europe is but six days from the Statue of 
Liberty on a de Luxe French Liner or a lux- 
urious one-cabin boat . . . with its noted 
cuisine and service; with vivacious dances, 
deck games and interesting people. 
The de Luxe French Liners sail to Plymouth, 
England; then Havre. The one-cabin Liners 
go direct to Havre . . . where there is no 
transferring to tenders. Down the gangplank 
to thespecial boat trainwaiting. In three hours, 
Paris; overnight, Marseilles and the Riviera. 
Then, at the end of "the longest gangplank 
in the world" ... the mystery of North Africa, 
held together by thousands of miles of excel- 
lent macadam highway and thirty-one famous 
Transatlantique hotels! 

Write for descriptive booklet by Rodt^ Forbes 


Compagiiie Generale Transatlantique 
19 State Street, New York 

m Principal Cities of Europe, 
d States 

Ten Per Cent Produce Ninety -Two Per Cent 

quarter of 1925. 

THE great bulk of the equip- 
ment purchases made by oil 
producers are made by a rela- 
tively few companies which 
produce most of the oil. 

Reach the managing exec- 
utives of these companies 
effectively, and you reach every 
prospective customer in this 
field worth your time and effort. 

Give them your sales message 
through National Petroleum 
News, and you reach the men 
important to you through the 
paper they read each week with 
closest attention. 

Let us show you concretely 
what makes up the profitable 
type of producer circulation! 

Service Offices - 

»U Huron Road 

6(>8 Bank of 
Commerce Bldg. 

.160 North Michigai 



(^^^-^^ rary 

City. Mo, 

J Advertising 


CourKsy New Vork Edison Compiny 



In this issue: 

*[Vhat Industries Are Making a Profit'" Bv }. George Frederick; "We 

1 educed Our Cost of Inquiries" By B. H. Miller; "The What and How of 
ommission" By Will Hunter Morgan; "Taking the Ad Out of Advertis- 

iig" By Maurice Switzer; "The Small Shop Returns" By De Leslie Jones 

"I ' 


Readers— and 

Buying Readers 

The home reader is the buying reader, as a 
rule, and that is why The Chicago Daily 
News is the most productive ad\ertising 
medium among all the Chicago daily news- 

The Daily News is Chicago's home news- 
paper — more than 90 per cent of its 400,000 
daily average circulation is printed after 1:30 
p.m., and it goes into the hands of the home- 
ward bound and into the home. More than 
94 per cent of the Daily News circulation is 
concentrated in Chicago and its suburbs. 

Here is a combination of powerful appeal 
to the advertiser who looks upon advertising 
as an investment — one of the richest, most 
compact markets in the world, reached 
through a single medium — 


First in Chicago 

*In the first ten months of 1^)25 The Daily Neics published 
12,819,088 (Ujate lines of display advertising — a greater volume 
than iims ever before published in any Chicago daily paper in 
the same period. The next highest daily lineage record in 
Chicago for this period of 1925 icas 10,513,707 agate lines. 

December 16, 1925 


A book about your business 

by the folks 

who buy 
your goods 

In a long experience 
we have compiledmany 
"Books of Facts" for in- 
dividual manufacturers. 
They cover many indus- 
tries and many channels 
of trade: groceries, drugs, 
furniture, shoes, etc. 

XJTOW often have you tumbled hopefully 
^^ through books on marketing only to 
lay them aside because they did not apply 
to your particular problems? How often 
have you wished that somewhere you 
might turn to a volume and find answers to 
the intricate questions of your own busi- 

There is such a book. Its name is the 
Richards Book of Facts. Your copy of 
this book does not exist as yet, because, un- 
like any other book, a Richards Book of 
Facts is prepared for the individual manu- 
facturer. It presents a study of that manu- 
facturer's product and marketing methods 
as disclosed by a field survey in which hun- 
dreds, sometimes thousands, of consumers, 
retailers, and wholesalers are interviewed. 

When your Richards Book of Facts is 
made, you will find in it, not theory, not 

out-of-date accounts of someone's else 
business, but trustworthy information to 
guide you and us in the making of adver- 
tising and sales plans. 

As one manufacturer says about his 
Richards Book of Facts, "We feel that it 
insures our money will not be spent until 
results are certain." 

We will gladly tell you how a Richards 
Book of Facts may be prepared for your 
business and used as the basis of the adver- 
tising which we do for you. 

A copy of our new booklet entitled 
"Business Research," which describes the 
place of research in modern business, will 
be sent free on request. Address JOSEPH 
Richards Company, Inc., 251 Park 
Avenue, New York City. An Advertising 
Agency Established 1874. 


Facts jirst — then Advertising 


Steadily Gaining ^ader 

Interest in a City of 

Over 800,000 Souls 

— A tough proposition — but it is very easy when you give the public 
what they want. Always ahead of other papers in news, items of public 
interest, sports, politics, news of national importance, features that can' 
not be used by any other newspaper, and a service between the manu' 
facturer, retailer and consumer that helps to complete and perfect the 
chain of merchandising. 

Average Net Paid Circulation for November 


1925 - - - - 112,558 1925 - - ^ - 56,827 

1924 ^ ^ ' ^ 107,017 1924 - - - - 42,330 

GAINS ^ ' 5.541 GAINS ^ - 14,497 

The Big Sunday Baltimore American 

1925 ^ 151,067 

1924 - ' - - 117,900 

GAINS - - 33067 





S/. Louis — Los Angeles NeiO York — Boston 

Chicago — Detroit Atlanta 

cember 16. 1925 


Page 5— The News Digest 

/. H . Clarke 

Salesmanager of Coctl Age, has been 
[jpointed sales manager of Enyineet- 
ly and Miyiing Journal-Press. Mr 
larke will continue with Coal Age in 
is present capacity. 

he Lragui' oj Advertising Women 

New York, held a dinner meeting on 
lecembcr 15, 1925. Among the speak- 
rs were: Joseph W. Gannon, president. 
. W. Gannon & Company, Inc., Mis 
'. T. Radnor-Lewis, director ot pub- 
city, H. R. Mallinson & Conipan> , Mis 
lazel Bell Brown, manager. Bureau of 
nterior Decorations, Armstrong Cork 
:ompany ; Miss Marie Sellers, Home 
Economics editor, Pictorial Revioi 

antes Moore Couard 

Owner of the Coward Shoe Company, 
.ew York, died on December 9, 1925. 

'. S. Tyson & Company. Inc. 

New York, will direct advertising for 
ne Green Fuel Economizers Company, 
leacon, N. Y.. manufacturers of econo- 
lizers, air heaters, blowers, etc. 

/. P. Could Company 

New York, will direct advertising for 
I ne Saratoga State Waters Corporation, 
ole lessee of the bottling privileges at 
I aratoga Springs, N. Y. 

larrie Morrell Krugler 

Died suddenly on December 10, 1925. 

Ir. Krugler has been favorably known 

i nd highly respected in advertising and 

I ublishing circles for the past twenty- 

! ve years. He started his busniess ca- 

!er with the New York Press and later 

?came associated with the New York 

im. For the past sixteen years he had 

?en in the magazine field serving with 

'oderH Priscilla, Needlecraft and Gen- 

'.. R. If a.son 

Has resumed his position as director 
f merchandising with The Proctor & 
oilier Company, Cincinnati, advertis- 
ig agency. 

'ed field Advertising Agency. Inc. 

New York, announces the following 
iditions to its staff: Legrand L. 
edfield, formerly with the Talking 
'achine Journal, as assistant to the 
resident; Frank R. Famham, for- 
erly with the Frank Seaman Agency, 
! copy and plan chief to succeed Hor- 
;e Holley, recently resigned; Ralph 

. Meade, formerly advertising man- 
ner of the Adler Manufacturing Com- 
iny, as vice-president. Oliver Red- 
;ld will be in the mechanical depart- 

ussell Bogue 

' Has joined the staff of Wm. T. Mul- 
lly, Inc., New York advertising 
:ency. He will devote his attention to 
erchandising and sales promotion. 

The Thumbnail 
Business Review 

By Floyd W . Parsons 

A CAREFUL survey of trade indices 
fails to disclose any slowing down of 
commercial activities. Buying is go- 
ing on in a most gratifying way in prac- 
tically all important industries. Tlie fail- 
ure of prices to advance rapidly strength- 
ens the hope that we have not entered 
upon a foolish boom. Speculative ex- have so far been held in check. 
Even the stock market has given heed to 
the warning finger of business leadersliip. 
C Feverish activity in building in most 
parts of the country is subsiding, which is 
a most favorable development. Present 
structures should be completed and filled 
with tenants before any additional build- 
ing projects are started. Otherwise we 
will witness a drop in rents of such magni- 
tude that the effeiSs will be far reaching. 
Another point of danger has been the 
large amount of installment buying, and 
here also we discern an effort to place a 
reasonable check upon this growing move- 

C Unlike many other periods of trade 
activity in the past, our present prosperity 
appears to be distributed to practically 
every industry and to nearly every section 
of our country. Buying power in the 
West is the best balanced in years. The 
rate of business activity now prevailing in 
New England also compares favorably with 
the average for other regions. The final 
crop report for cotton indicates an in- 
crease of about 2,000,000 bales over last 
year. The November automobile total 
established a new record, making it cer- 
tain that the total for the complete year 
of 192.5 will be the largest in history. The 
final figures will show about 4,250,000 cars 
and trucks manufacturued this year. The 
large gains made by our life insurance 
companies in recent months is substantial 
jiroof of the general character of our pres- 
ent prosperity. 

Churchill-Hall. Inc. 

New York, will direct advertising for 
the Marlin Firearms Company, New 
Haven, Conn. 

51 Iluvlers. hu 

New York candy manufacturing con- 
cern, has been purchased by a Southern 
syndicate to which $7,500,000 has been 
subscribed, and will be taken over Jan. 
2, 1926. This subscription is sufficient 
to cover the purchase price and to pro- 
vide ample capital for expansion, which 
is planned on a large scale. Heading 
the syndicate are Rudolph S. Hecht, 
president of the Hibernia Bank & 
Trust Company, New Orleans; Fred W. 
Evans, president and general manager 
of the D. H. Holmes Company, New 
Orleans; Irvin Fuerst of New York; 
Percy H. Johnston, president of the 
Chemical National Bank of New York; 
II. B. Baruch of Henry Hentz & Com- 
pany, New York. 

Julius C. Fireman .1 

Artist and former head of the Ad- 
Art Engraving Company, died Dec. 11, 
1925. Mr. Fireman had been chairman 
of the Newspaper Club's art committee 
and active in the work of the club since 
its inception. 

Ferry-Hanly Advertising Comjmny 

Kansas City, will direct advertising 
through its New York office for the 
Beacon Milling Company, Cayuga, 
N. Y., manufacturers of poultry and 
dairy feeds; and for the Enzyme Prod- 
ucts Company, Montclair, N. J., distrib- 
utors of a feed supplement for poultry, 
live stock and pet stock. 

Ross H. Wilson 

Of the W. A. Sheaffer Pen Company, 
Fort Madison, Iowa, will be associated 
with Ansco Photoproducts, Inc., Bing- 
hamton, N. Y., as sales promotion man- 
ager after Jan. 1, 1926. 

Albert R. Buyer 

Formerly account executive of Wm. 
T. Mullaly, Inc., New York advertising 
agency, is now associated with The 
John C. Powers Company, Inc., New 
York printers and lithographers. 

Richard S. Paret 

Of the Biddle-Paret Press, Philadel- 
phia, has recently founded a scholar- 
ship at the Wharton School, University 
of Pennsylvania, for a graduate of the 
Charles Morris Price School of Adver- 
tising and Journalism of the Poor Rich- 
ard Club of Philadelphia. This scholar- 
ship is for the full three-year night 
course in advertising, merchandising 
and salesmanship, together with other 
subjects included in the curriculum. 

The Irwin L. Rosenberg Company 

Chicago, will direct advertising for 
the F. Mayer Boot & Shoe Company, 
manufacturers of men's, women's and 
children's shoes, Milwaukee, Wisconsin. 

Motorist Class Group 

Chicago, has combined its business 
and publication offices and is now at 
523 Plymouth Court, Chicago. 



December 16, 1921 

The telephone is a family affair 

Who uses the telephone in your house? 

Everyone in the family. 

As soon as a family has a telephone, 
they wonder how they ever got along 
without it. 

It is used to order groceries or to ar- 
range a party, to make a date or to break 
an engagement. It is used by the children just 
as much as by father and mother. It widens 
the community in which the family lives. 

The Digest is also a family affair and 
79' of its total circulation is by yearly sub- 
scription addressed to the home. 

A family subscribes for The Digest be- 
cause like the telephone it enlarges the 
family life, making its members sharers 
in the world news. Everybody reads it.* 

The Digest is frequently a text book for the 
children as well as chosen reading matter. 

Both the telephone and The Digest are 
labor-saving devices. One saves miles of 
walking. The other saves hours of reading. 
A subscription to the telephone, and a sub- 
scription to The Digest are evidences not 
merely of the family's desire to get on, but 
of the fact that they are getting on and have 
become an important part of the world in 
which they live. 

In the ten years (1915-1924) The 
Digest has continuously circularized tele- 
phone subscribers, it has increased its circu- 
lation to more than 1,300,000 copies per 
week and can make to the advertiser this 
definite statement: 

The JUerdrj Digest 

*c_x/ careful investigation has shown us that The Digest is read by 

1,919,592. • 469,333 • ^lA^'h^^ • 1,846,052. 



rcember 16. 1925 


D W» 


BtucB Bedford 

First Vice-President 


Second Vice-President 
Howard F. Tomlinson 

Walter O. Lochner 



Asst Secretary 
Gio. E- Mace 

Traffic Manager 



ucE Bedford S. E. 

A, K. BucBEE L. H. 
C. Carstarphen J. W. 

P. K. Emmon 

F. J. Eppele 
Adam Exton 

G. E. HoPFMj 


T A. Karno 

E. C. 



Novemoer 28, 1925. 

Mr. James Kerney, Editor, 
Trenton Times, 
Trenton, New Jersey. 

Dear Mr. Kerney: 

In the last meeting of the Trenton Chamber's Board of 
Directors recognition was paid to the fact that Trenton's ex- 
ceptionally good afternoon paper had crossed the 40,000 circula- 
tion mark. It was accordingly voted to congratulate the TRENTON 
TIMES upon reaching this milestone. 

With a circulation of 40,000 copies daily, it is very 
evident that the influence of the TRENTON TIMES daily reaches 
more than the entire population of the City of Trenton, there 
"being approximately 30,000 homes in Trenton at this time. 

The TRENTON TIMES is without doubt a newspaper of which 
any city of 200,000 population might be proud. It certainly com- 
pares very favorably with, and is regarded very highly by, the 
newspapers in the other leading cities throughout the country. 
Such a standing certainly is deserving of a 40,000 circulation. 

The Trenton Chamber of Commerce wishes the TRENTON TIMES 
continued success and growth, and we are now looking forward to 
the early day vrtien the 50,000 circulation mark will be crossed. 

Cordially yours, 

Trenton Chamber of Commerce, 




tlTrenton l^imes; 

DAILY 38,000 A. B. C. 

National Representatives 


Waterman Building Marbridge Building Tribune Tower Atlantic Building 



DOLLARS do not stretch. Suppose a man 
earns $5,000 a >ear, on which he is support- 
ing a family of four. 

He must set aside $1,910 (38.2%) for food, and this does not 
include luxuries of any kind. 

He must set aside $650 (13.0%) for rent, and more than this 
if he is to live in decent comfort in a city. 

He must set aside $830 (16.6%) for clothing, and it cannot be 
smart clothing. He must wear his suits threadbare and his 
wife must make most of her own and the children's clothes. 

He must set aside $260 (5.2%) for fuel and light. 

He must set aside $255 (5.1%) for furniture and furnishings. 

This leaves a balance of $1,095 (21.9%) for doctor 
and dentist, education and travel, amusements and 
investments, operating expenses, occasional servant- 
help, and everything else. As a matter of fact, part 
of this $1,095 also must go into clothing and rent, for 
the costs of these items have risen notably since these 
figures were compiled.* 

There are 8,467,157 families with annual incomes 
ranging from $1,000 to $5,999. They are the great 
mass market. Before you advertise luxuries to them, 
think over the figures quoted above. 

For dollars do not stretch, and even the best sales- 
man cannot sell goods when people have not got the 
money. Over-advertising to mass and under-adver- 
tising to class is one of the most outstanding fallacies 
in schedule-making today. 





^// members of the Audit Bureau of Circulations 

♦Figures from the U. S. Department of Labor. 

December 16, 1925 


•f Still Buildinlon 
Firm Foundattons 


December 16, 1925 

Dr. Allen A. Stockdale is one 

of this country's greatest preachers and 

Beginning with the November 1925 number and each month thereafter it is 
the privilege of the People's Home Journal readers to become a part of 
Dr. Stockdale's already nation-wide audience. Up to this time he has reached 
his other hearers by word of mouth only. Now his printed messages of comfort 
and spiritual well-being will be read each month in at least 950,000 People's 
Home Journal homes. 

Just as service to readers in all household problems is the underlying purpose 
of the People's Home Journal, so service to his fellowTnen in every spiritual 
problem has always been the guiding light of Dr. Stockdale's life and work. 

Our advertisers are most fortunate in being associated with such an additional 
background as Dr. Stockdale is building each month in our publication. 




Character, Substance, 
Courage, Quality 

That's the reason for The Sun's position in New York as a 
great newspaper — a home newspaper for home reading. 

That's the reason why The Sun leads all other evening news- 
papers in New York, both in the quality and quantity of its 

That's the reason why The Sun carried in November 1,541,154 
lines of advertising, leading all other evening newspapers in 
New York by 58,664 lines. 

That's the reason why The Sun for five months straight has 
carried more advertising than any other New York evening 

That's the reason why The Sun has made a larger gain in the 
last five months than all the other New York evening news- 
papers put together. 

That's the reason why The Sun's gain in advertising for No- 
vember this year is 334,424 lines over November last year. 

That's the reason why in the last five months The Sun has 
gained more in advertising in the six working days of the week 
than any other newspaper in New York, morning or evening, 
has gained. 

The Sun is building right, building with full apprecia- 
tion of a newspaper's responsibility to the community. 


t '^^kdm- J5ttn 

280 Broadway New York 


Mtmsey Building Old South Building 208 So. La Salle St. Van Nuys Building 


First National Bank Building 49 Avenue de I'Opera 40-43 Fleet St. 



AM proud to announce that with the current issue 
Earnest Elmo Calkins becomes a Contributing 
Editor to Advertising & Selling Fortnightly 



Direct Mail 

Budgets should include 

Postage — Distribution 

as well as Printing 

Printing is not and does not become Direct Mail until it is 
addressed to individuals and affixed with postage stamps. 
Appropriations have often been made for printing when 
the real intention was to provide funds for Direct Mail. 
Postage stamps and distribution were overlooked! 
This is like having a force of able travelling salesmen . . 
. . no expense money for them .... and no place 
for them to go. 

Distribution means starting where the printing leaves oflf. 
Imprinting for dealers, addressing to individuals, collating, 
inserting, sealing, stamping, shipping to dealers. All these 
transform Direct Advertising (printing) into Direct Mail. 
Electrograph handles each and every phase of Dealer-to- 
Consumer Direct Mail including analysis, plan, copy, art, 
printing and distribution. 

And moreover, Electrograph distribution is actually woven 
into the sales program, coordinated with it, made practical 
for personal sales follow-up and organized for traceable 
sales results. 

For 1926 make a definite appropriation for Direct Mail. Be 
sure you include all of its vital elements — printing . . . 
postage . . . distribution. 

For 1926 make an Electrograph appropriation for Direct 
Mail. You get economy, experience, quality and unsur- 
passed facilities. Complete Direct Mail! 


725 West Grand Boulevard • Detroit, Michigan 

QlBctxxyq roph 

Greater DIRECT^MAIL/^^/'^ 



December 16, 1925 

The Aip Mail 
Passetf It, By 


He had written a sales-letter that was 
100%. It meant the business. There 
was a Prospect with wide acres and 
plenty of cash. The quicker they got to- 
gether the better. Particularly as the 
Big Competitor was also on the job. 

So the 100% Letter went by air-mail 
and Our Friend sat back and waited for 
the order and the check to come to roost. 
The air-mail went in the right direction 
but it was 1,000 feet up as the R. F. D. 
man slipped the competitor's letter in 

the box and put up the Little Red 

You can't reach the South through 
magazines alone. Magazines don't 
"land" often enough. Study the 
circulation figures. Take any of the 
great magazines. In ten wealthy 
Southern States its circulation will 
equal only about 1% of the total 
population. But there are mighty 
few R. F. D. boxes or city homes 
that do not get their newspapers 

Newspapers cover the South eco- 
nomically, fully and effectively. 
For the South reads newspapers — 
reads them closely and regularly. 

The South's astounding develop- 
ment during the last decade, its enor- 
mous wealth, its assured future — make 
it the most attractive of markets. South- 
ern Newspaper rates are low. Through 
this Association they stand ready to give 
merchandising aid that knows local 

For detailed information on the South 
as a market, write to the Southern News- 
paper Publishers' Association at Chat- 
tanooga, Tennessee, or to any of the 
newspapers listed below. 

Tliese Newspapers Are the Sure Means of Reaching the Rich Southern Market 

Birmingham Age-H 
BIrmlngliam News 
Huntsvllte Times 
IVIobiie News- Item 

Montgomery Journal 
Opelika News 

De Land News 
Fort Myers Press 
Gainesville Sun 

Miami Herald 
Orlando Reporter-Star 

St. Petersburg Independent 
St. Petersburg Times 

1 Constitution 

Paducah Sun 


Baton Rouge State-Times 

La Fayette Advertiser 

Lake Charles American Press 

New Orleans bai'ly States 

Greenwood Comm 


Asheville Times 
Charlotte News 
Charlotte Observer 
Concord Tribune 
Elizabeth City Advance 
Fayettevllle Observer 
Gastonia Gazette 
Greensboro News 
Henderson Dispatch 

KInston Free Press 
Raleigh News &. Observer 
Raleigh Times 
Rocky Mt. Telegram 
Salisbury Post 

Winston-Salem Sentinel 


Spartanburg Sun 

Chattanooga News 
Chattanooga Times 
Clarksville Leaf-Chronlole 
Columbia Herald 
Greenevjile Democrat-Sun 

Danvillo Bee 
Danville News 
Danville Register 
Fredericksburg Dally i 

Roanoke World N 
Staunton Leader 
Staunton News-L( 
Winchester Star 



'Sell it Sout/i TArouaA Newsnapers 

Dirember 16, 1925 


In Cleveland and Northern Ohio 

The Plain Dealer 

"Cleveland's Three Million 
Market"— a book full of facts 
and figures about Nortlicru 
Ohio and ho-,.- / ' >- " ', . HI 
be mailed to v ,"' 

of a request on ' < , -v 

stationery. Adilmx \,;';'i;,l/ 
Advertising Dcpartnicnl. 

For years and years the Cleveland 
Plain Dealer has appealed to that 
great prosperous group of North- 
ern Ohio people who enjoy and be- 
lieve in a GOOD newspaper. 
With women taking the same keen 
interest in affairs that men do, in 
the buying news as well as the 
topical, they demand that this 
morning newspaper stay in the 

In Cleveland and Northern Ohio 
they read the Plain Dealer 
EVERY day. In fact, nine out of 
ten home-delivered Plain Dealers 
remain in the home all day for the 

has the BUYERS 

— the people with 
the money to spend 
and the inclina- 
tion to spend it. 

women to read. That should in- 
terest all national advertisers. 
It does interest many — over half 
the national advertisers using 
Cleveland newspapers restrict 
their messages to Northern Ohio 
buyers to the Plain Dealer 

Invariably these advertisers have 
obtained sufficient dealer-distribu- 
tion and aroused unusual reader- 
interest to justify their good judg- 
ment. For year after year the 
Plain Dealer carries more national 
advertising than ALL other 
Cleveland newspapers combined. 

In this great Northern Ohio area of manufacturing 
centers, prosperous farms, good roads and industrial 
activity are 3,000,000 prosperous people. They can 
be reached and sold through the Plain Dealer 
ALONE. No other medium taps this great market. 

Qk Cleveland Plain Dealer 

in Cleveland and Novthevn Oh/O'-OS^ SlediumALO'NE^One Cmt^illsellit 

10 E. 42nd St. 
New York 


350 N. Mich. Ave, 

Fine Arts BIdg., 


Times Building 
Los Angeles, Cal. 

742 Market Street 
San Francisco. Cal. 


This is a Delineator 

— Built by a Delineator 

— From a Delineator 
House Plan in 


Founder of Better Homes in America 


Volume Six 
Number Four 

Advertising & Selling 


What Industries Are Making a Profit? 

J. George Frederick 
The Small Shop Returns 

De Leslie Jones 
Who Approaches Literature? 

Carroll Rheinstrom 
We Reduced Our Cost of Inquiries From $40 to 

B. H. Miller 
Sales Resistance 

Strickland Gillilan 
The Organization of an Advertising Department 

S. E. Conybeake 
The "What" and "How" of Commission 

Will Hunter Morgan 
Taking the Ad Out of Advertising 

Maurice Switzer 
The Editorial Page 
The Costa Rican Market 

A. L. White 
Do Newspapers Understand Advertising? 

Earnest Elmo Calkins 
The Banana Makes Its Advertising Debut 
The Open Forum 

Significant Trends in Distribution Practices 
Another Famous Trademark Is Sold 

Joseph P. Madden 
Why Many Grocers Fail 

Louis Brewer 
The 8-Pt. Page by Odds Bodkins 
In Sharper Focus 

Harry Taylor 

William G. Snow 

E. 0. W. 












AT a time when friends are wish- 
ing one another greetings of 
the season, we would be remiss in- 
deed if we did not extend our 
hearty wishes for a Merry Christ- 
mas and a Prosperous New Year 
to our many friends and readers of 
the Fortnightly. 

New York: 

M. C. R B B I N S , Publisher 

J. H. MOORE, Oeneral Manager 


Telephone: Caledonia 9770 

San F'rancisco: 
DOUGLASS. 320 Market St. 
Garfield 2444 

Cleveland : 
405 Swetland BIdg. : Superior 

Chicago : 
Peoples Gas Bldg. ; Wabash 4000 
66 and 67 Shoe Lane, B. C. 
Telephone Holborn 1900 

Netw Oelbans : 


Mandeville, Louisiana 

Subscription Prices: U. S. A. $3.00 a year. Canada $3.50 a year. Foreign $4.00 a year. 15 cents a copy 

Through -purchase ot Advertising and Selling, this publication absorbed Profitable Advertisino Advertiidna New, Sellinn 

Magazine. The Bus>ness World. Trade Journal Advertiser and The Publishes otiie^d^frialS^ll^LsoVSid 1925 " 

Member Audit Bureau of Circulate 

and Associated Business Papers, Inc. 



Jj)wer Sales Cost 
Is n^emand of business World 

d. Practically every cost In business has been whipped Into line, 
but that of selling. The problem of distributing a product on 
an economical basis is the big problem of the day. 

d. Every sales and advertising manager has studied the problem, 
and many of them, armed with the knowledge that 73 7o of all 
business in America is done in 663 Trading Centers, have reached 
the conclusion that they must concentrate their greatest selling 
efforts upon this Primary Market. 

CI, As advertismg is one of the most important of all sales efforts, 
appropriations are being expended with a view to obtaining 
magazine circulation that is concentrated in the 663 key cities, 

CLSuch a policy clearly designates Cosmopolitan as a Primary 
medium, ioill'^o of its more than one and a half million pur- 
chasers live in homes concentrated where the chances of doing 
business are greatest — in the 663 Key Trading Centers of the 
United States. 

The Trading Center principle of marketing insures 
economical selling efforts. If you are interested in 
lower sales costs consult a Cosmopolitan representativt 

■es 1 
m I 

Hearst's International 

Combined ivith 


DECEMBER 16, 1925 

Advertising & Selling 



Contributing Editors: Earnest Elmo Calkins Robert R. Updegrafif Marsh K. Powers 

Charles Austin Bates Floyd W. Parsons Kenneth M. Goode G. Lynn Sumner 

R. Bigelow Lockwood James M. Campbell Frank Hough, Associate Editor 

What Industries Are Making 
a Profit? 

By J. 

George Frederick 

t^OME years ago the Federal 
^ Trade Commission worked out 
^statistics concerning the number 
corporations which do not make 
profit. These were quickly sup- 
essed for political reasons. Now, 
wever, we have figures in the 
wly compiled statistics of corpo- 
tion tax returns which can be 
amined, tabulated and compared 
iustry by industi'y. Thus it is 
V possible to get a bird's-eye view 
the relative efficiency of business 
magement in various specific lines 
trade and industry and also some 
aception as to both the amount of 
ofit per industry and the amount 

To any marketing executive such 
■ures are very illuminating, for 
permit a far more searching 
)k into the status of an industry 
an has heretofore been permitted. 

industry with a low record for 
ofit may be a dying industry, but 
may also be a mismanaged or a 
jorganized industry needing the 
Ivatlon of cooperative action such 
advertising men have been trying 
foster in the last few decades. 
Of course, the impractical manner 

which all Government depart- 
mts classify industry is rather an 
stacle. Even so, the figures are 
ry educative. Corporations very 
rely lie in their tax returns. Cor- 
lirations have attorneys to guide 
;m in making tax returns, and the 

years of experience of the Govern- 
ment in checking returns make it 
quite safe to take these returns as 
at least 95 or 98 per cent accurate. 
To be able to obtain such accuracy 
of corporation management results 
is in itself a revolutionary change. 
Heretofore only firms whose stocks 
were listed on the New York Stock 

Exchange, and a few others, pro- 
vided anybody with figures from 
their books. There are still plenty 
of corporations — some of them well 
known national advertisers too — 
who do not even supply their own 
banks, certainly not Dun's or Brad- 
street's, with any information as to 
their profits, or anything else. But 
they must give the Government this 
information; and while it isn't 
available here for any individual 
company, we are able to study the 
industry to which it belongs. 

More and more today industries 
as a whole, as entities in themselves, 
are being studied and analyzed. This 
study and analysis is being made in 
three separate places: (1) within 
the industry itself, among execu- 
tives, who are getting together co- 
operatively to lift their industry to 
new levels; (2) among the better 
types of labor leaders, who now 
realize that the welfare of the in- 
dustry as a whole is their real ob- 
jective; and (3) among advertising 
men, publishers, financial men, pub- 
licists, research men who grasp the 
vital fact that they can best aid an 
individual business man by under- 
standing the general trend, the basic 
position and the factors of resistance 
in his industry. We have arrived at 
a period in American industry when 
individualistic enterprise has got 
many firms about as far as it can 
get them. Further progress cannot 


December 16, 192. 

be made unless the larger boulders 
which lie across the path of the en- 
tire industry are blasted away by 
herculean effort, achievable only by 
united effort, or deep-lying analysis, 
or industrial consolidation. In any 
case advertising is sure to play a 
prominent part. 

For such purposes, therefore, the 
new figures are rich red meat for 
absorption and digestion. They 
bristle with significance and afford a 
multitude of comparisons. 

There are some enigmatical sur- 
prises in these figures, as well as 
some confirmations of what has been 
guessed. Take, for instance, the 
breakfast food field, which shows 
that 53 per cent of the firms in it 
failed to make a profit. More than 
half (95) of the firms selling break- 
fast foods lost money, to the tune of 
$10,000 on the average; while on the 
other hand 82 companies made an 
average of |183,000 profit. 

The automobile industry holds the 
prize as a speculative industry, for 
80 per cent of the tire and rubber 
companies and 55 per cent of the 
automobile and parts manufacturers 
lost money. This is a higher risk of 

doing business than in any other 

line here listed. 

Next in ratio of risk are : 
Rubber, boots and shoes. 52 9o 

Tobacco 50% 

Soaps 48% 

To those not familiar with the 
rubber boot and shoe industry it 
may be said that weather plays so 
hazardous a part in this industry 
that it has a high degree of risk. 
The tobacco situation is e.xplained 
by the fact that the large chains and 
large companies in the field alone 
make real profit, and also that it is 
very easy for anyone to enter the 
tobacco business with small capital. 

The soap industry's high specula- 
tive position is explained by the 
factors of the veiT small margin of 
profit and the heavy competition. 

OF particular interest to adver- 
vertising men is the classification 
of "Business Services," under which 
advertising agencies are classified. 
Here the mortality is considerable 
(37.6 per cent). It is about equal 
to the risk in the hosiery and knit 
goods field. 

The women's clothing field, where 

fashion rules, is often regarded as ; 
highly speculative industry, yet thi 
pei-centage of risk (41.2 per cent) is 
lower than in many other industries 
It is lower, surprising to say, thai, 
in the flour industry, which is i 
great staple. Lower, also, than ii 
fields of butter substitutes, coffee 
corsets, shoes, or department ston 
fields. The silk industry is some 
what more speculative still. 

The lowest records in this group 
and by inference the safest and mos 
pi-ofitable lines of business, art 
shirts and collars, and life insur 
ance. This is explained, of course 
by the notable concentration o 
these businesses into large units. 

The distributing business i 
rather speculative. Wholesalers shov 
31 per cent of loss, retail stores 3: 
per cent and department stores 
paradoxically, the highest, 42 pe 

The moving picture field has al 
ways been noted as highly specula 
tive, yet only 30 per cent of the com 
panies failed to make a profit. 

To attempt to show a relation be 

tween industries which do little ad 

[continued on page 52 


nf Firms 

Industry : Making 

Net Profit! 

Bread, bakery products, and retail sales 836 

Milling;, flour, meal, feed 84.'? 

rereal preparations, etc 82 

Butter substitutes ^11 

(^hocolate, confectionery, ice cream, etc 7.59 

Toffee and spices 77 

Soft drinks, etc SOS 

Tobacco 278 

Cotton goods, etc S6S 

Woolen and worsted goods, etc 293 

Silk goods, etc 368 

Carpet, rugs, mattings, etc 68 

.Artificial leather, oilcloth, linoleum, etc 28 

.Men's clothing, suits, overcoats 423 

Women's clothing, suits, coats, skirt.* 1,013 

Corsets 69 

Shirts, coUars, cuffs 181 

Hosiery and aU knit goods 762 

Boots, shoes, cut stock, and findings 6i0 

Gloves 27 

Trunks and valises =4 

Boots, shoes and garmerjts ( riibln i ) 12 

Belting, hose and tires 29 

Celluloid, ivory shell ami, 63 

Furniture, all classes 1.140 

Paints and varnishes 477 

Soaps 84 

Clay and earth products, brick, tile, terra cotta. 

firebrick, etc 1.121) 

Glass m'fr. plate or window t'lass. ,te 340 

-Agricultural m'ch'y., steam apiili.nH , -. ,,,n-iiu.- 

tion m'ch'y.. etc 1.041 

Motor vehicles, auto and truck 1. d:. - ind -li.ii-.- 

parts 431 

Metal furniture, ornamental ii.nwMiK. s. wini; 

machines, etc 1S4 

Firearms. hdWe., cutlery, hand and machine 

tools, gauges, etc 499 

Wholesalers and J'br.*.. including exporters and 

importers 12.S49 

Dept. stores, either wholesale or retail or both . . 26 

Retail stores, all other, etc 34.1 ^r, 

Moving pictures 1.195 

actuaries, etc 1.995 

Life ins., stock and mutual co.'s 358 

All other concerns, whose business cannot be 
identified with any main division : also com- 
binations of main divisions when the main 

(Compiled by The Business Bouri 




of Firms 





Total Amount 



of Profit 

Per Firm 

No Profit 

of Deficit 














































































































32.5 1 

2S. 257. 113 










34. S 









■ 77 









40.1 i 

,,., i^.,;, ,qn 





31.0 i 






42.2 ' 








New York Cil 

)ecember 16. 1925 


Brown Bros. 

ass which has the means 

''pHE small shop is favored by the nation-wide increase in number of tJiat clas 

X to favor shopping comfort, even at the expense of bargains which the larger enterprises may offer; 
bargains of which the public, through regrettable incidents in the past, is becoming wary. Other small 
shops promise to become the principal reliance of the manufacturer whose goods are refused 
by the chain store becauj^e it has room for only one or two of the fastest selling brands in that line 

The Small Shop Returns 

By DeLeslie Jones 

AS nearly everybody knows, it is 
IX scarcely more than half a cen- 
li.tury since the small retail shop 
ra began to change into a big store 
ra. The limelight has been playing 
Imost entirely on the big chain 
tores and the big department stores, 
nd we are inclined to lose sight of 
ie smaller competitor. 
But the fact of large consolida- 
ions is in itself evidence of the very 
jrious rise in costs which depart- 
lent stores have been experiencing, 
tlacing them in a position quite vul- 
nerable by the smaller store. It is 
|i remedy this vulnerability that 
Jnsolidations are talcing place, for 
le small shop is pressing on rapidly 
nd the phenomenon is actually 
orld-wide. In New York, people who 
ave watched the development of the 
ew shopping district in the Fifties 
lave been amazed at the multiplicity 
f small shops. In the entire dis- 
•ict between Thirty-fourth Street 
nd Fifty-ninth Street and between 
exington and Seventh Avenues, 
lis movement has spread. Special 
lops dealing exclusively in articles 
hich have never been dealt in ex- 
usively before are coming into 
cistence, and unique little places 
'alina: exclusively in evei-j-thing 
om hand-loom materials up to for- 
gn books or Russian refugee handi- 

work are now to be found all about. 
There are actually three main 
causes for this renaissance: 

(1) Increased number of prosperous 
people who like the personal 
service which has always been 
the chief characteristic " of the 
small shop; 

(2) The distaste for the hurly-burly, 
the lower standards of salesman- 
ship and often of management in 
department stores; 

(3) Actual lower cost of doing 
business and of investment. 

The personal service element has 
always kept the small shop alive. 
Even at the height of the craze for 
trading in department stores, large 
numbers of wealthy people have pre- 
ferred to shop at small specialty 
shops, not only for better personal 
service, but also for greater com- 
fort and exclusiveness. It must be 
remembered that the average de- 
partment store offers the output of 
mass production while the tendency 
of the well-to-do is to desire more 
exclusive designs and types of mer- 
chandise selected to suit their in- 
dividual tastes. Small shop keepers 
have cleverly catered to this in- 
dividualistic public. 

Thus, Franklin Simon in New 
York, Filene in Boston, and other 
similar establishments, although 
commonly regarded as department 

stores, are actually specialty shops, 
with a smaller number of depart- 
ments rather than true department 
stores of the type of Macy's, Gim- 
bel's, Wanamaker's. Some of these 
larger "specialty stores" are quite 
literally clusters of separately man- 
aged little shops under one roof. 

In addition to the reluctance to 
deal with the department store be- 
cause of its disadvantages, a great 
many people have been disillusioned 
with regard to the values which de- 
partment stores are presumably able 
to offer. The intelligent public of 
today is rather well educated in mer- 
chandise and has begun to realize 
that the usual variety of "special 
sales" and other price reduction 
methods are part of the hokus-pokus 
of retailing which is not altogether 
sound. It has some knowledge of 
"distress" merchandise stocks, sec- 
onds, "mill ends," price comparisons, 
and with the misrepresentation and 
price juggling at which the depart- 
ment store is past-master. It has 
found some real bargains in the de- 
partment stores, it is true, but it 
has also found a certain instability 
of quality of merchandise standards, 
and skillful and subtle misrepre- 
sentations in its lures, which have 
brought about a greater open-eyed- 
ness. The department store is 



December 16, 1925 

Who Approaches Literature? 

Why Limit Your Market to Your Circle of Acquaintanceship? 

By Carroll Rheinstrora 

vertisement and a 
"publicity" advertise- 
ment are compared by 
Earnest Elmo Calkins un- 
der the caption of "Two 
Approaches to Literature" 
in the Fortnightly for 
Dec. 2. Both ads were 
written to sell books — 
Kipling through the mail; 
Stevenson over the counter. 

With which powder, 
flares up the old smoulder- 
ing feud of mail order copy 
vs. "publicity" copy! 

Three years ago, Claude 
Hopkins, then of Lord and 
Thomas, wrote a little 
book. Ambitiously, he 
named it "Scientific Adver- 
tising." Modestly, he had 
intended it as a piece of 
agency promotion matter. 
Surprisingly, it started a 
war that brought nearly 
every advertising man 
under his standard — or his 
enemy's ! 

Glen Buck was immedi- 
ately hailed General of the ^^=^ 
opposing forces. From his 
sharp pen came the recognition of 
hostilities. His agency promotional 
book was accepted as sufficiently 
contradictory of "Scientific Adver- 
tising" to be worthy of that foe- 
man's ink! 

Briefly, the opposing theories 
were as follows: 

Editor's Note 

IN the last issue, we published an article by Earnest 
Elmo Calkins, "Two Approaches to Literature," in 
which he questioned the wisdom and ethics of much 
modern book advertising. Two pieces of copy were 
reproduced — one of Doubleday, Page and Company 
advertising the Mandalay Edition of Kipling and the 
other of Charles Scribner's Sons advertising the 
South Seas Edition of Stevenson — representing, in Mr. 
Calkins' estimation, the two extremes in approach to 
the subject. 

We publish herewith the views of Carroll Rhein- 
strom. Director, Advertising Service Bureau of Mac- 
fadden publications, which conflict sharply with 
those of Mr. Calkins, and under The Open Forum 
on page 34 present to our readers a few of the many 
letters we have received on the subject. 

As we have mentioned in previous discussions of this 
kind, neither the views of Mr. Calkins nor Mr. Rhein- 
strom nor other participants in the discussion are 
necessarily shared by the editor. We have, however, 
been glad to open our columns to such frank discus- 
sions because we believe that it is only through an 
honest examination of current practices that adver- 
tising can advance in efi'ectiveness and grow in pub- 
lic esteem. 

I sense that Mr. Calkins 
mentally sniffs at the 
words "scientific advertis- 

Of course Mr. Hopkins 
is not one hundred per 
cent right. Neither is Mr. 
Buck; nor any of the bril- 
liant pioneers chained to 
the title, genus homo. But 
they both offer ideas well 
worthy of impartial study. 

The Kipling advertise- 
ment to which Mr. Calkins 
objects might be consid- 
ered a Hopkins disciple. 
The Stevenson advertise- 
ment is worthy of a Buck. 

Writes Mr. Calkins: "It 
may be proved that the 
Kipling advertisement will 
sell most books. What ol 
it? Is that all there is tc 
advertising? Is that all 
there is to publishing^ 
Does it make no difference 
to a publisher how he sells' 
his books, or to whom h( 
sells them? One cannd 
escape the inference thai 
this Kipling advertisemem 
is not intended to sel 

it was tested with small circulations. Kipling to people who want to reac 

If it failed here, it was discarded, Kipling, but merely those who wan' 

and a brand new effort was made. a set of books to furnish the parloi 

If "publicity" advertisers would and have heard Kipling as a gooi 

not be frightened of long copy, of name to conjure with, 
telling their complete story in every "It is quite possible that the Kip 

advertisement — of telling it in terms ling advertisement will sell men 

of the reader's desires — instead of books than the Stevenson advertise 

Mr. Hopkins decried the waste of spending weeks on typography and ment, but equally possible that thi 

so-called "publicity" advertisements, eulogical description — they would 

He cited the efficiency of mail order win more business for their trouble, 

advertisements. The mail order ad- Mr. Hopkins' practice of his 

vertisement, he wrote, must sell. If preachments may be observed in 

each mail order ad does not bring Pepsodent, Palmolive Shaving 

back sales at a profit it is discarded Cream, Kotex, etc. 

as worthless. How many "publicity" 
ads could stand such an acid test? 

The mail order ad, he continued, 
is effective because it tells the com- 
plete selling story. It works. It 
struggles. It sweats. It says a lot 
— says it in terms of the reader's 
interest — and makes the reader read 

The copy writer has worked, 
struggled, sweated over that ad 
before it appeared in print. Then 

Thundered back Mr. Buck : "Pub- 
licity" advertising should not follow 
the mail order track. Atmosphere, 
impression, dignified offering, these 
are the aims for the publicity ad- 
vertiser to keep constantly in mind. 

Stevenson advertisement will sell 
that it is possible to sell legiti 

I am reminded of an old client o 
mine who demanded that the coupoi 
for information be removed fror 
his dancing school advertisements 
"Migod," he cried, "these damcou 
pons are flooding my office. I haven' 
time to write to so many people!" 

Mr. Calkins asks if all there is t 
advertising is "to sell"? If not thai 

Mr. Buck's most characteristic gentle reader, then what are they i 

expression of his theories is found business for who support the libera 

in Phoenix Hosiery. advertising budgets spent by Mi 

And so, the discussion has seethed. Calkins each year? 

Now Mr. Calkins starts the flames Have any of Mr. Calkins' em 

crackling again. nently successful clients lost sleep ( 


— - December 16, 1925 


One Shovel-ful ,j^^^^ i -^,. 

Out of Five IS Wasted " ^^t 

by the hardness and impunttes in the average boiler feed 
water One fifth of all the fuel bumed in boilers is destroyed 
thrown away consumed bv the scale sludge and mud that bad water ftrms 

Furthermore, boiler I 
cost thousands of dollars annually, that can be saved by properly treating your 
water supply before it enters the l>oilers. 

Permutit Water Softeners and Filters carry with them a guarantee to 
deliver water that is absolutely free from scale, sludge or mud forming materials. 
They have a low initial cost and almost negligible operating expense, are 

nalyze a sample of > 

1 give J 


r savings, without i 

The Oeramtit Company 

44o ]■ Fourth Ave. New"Vbrk 

Offices In all principal cities 





Why this engineer never has 
to clean boilers 

f\N the Schuylkill River. Penn.ylvan.a. l«-«' ■"-■ "1 our boiler tube,, .ix 

•anTtL^i'Th/l'e" wIteVlX'.S- '' ' ''" 
little avail-every M, . l.'.'dll'Jj^'u'l "«""!. 

finally eoniulted the Permutit Company, bg.'te^ai'rVelc ""'"* '" 
apeclali.u on water eondit.oning TI.ey You can do the .ame in your plant Ou, 
.tudicd the operation of h.. plant and ree- booklet. "Reducing Fuel and Boiler Pla.. 
..mmrn.lcd rwo Permutit water .ottener., Operating Cost.." goes into the .ubject (iiiry 
fuc l„. m delivering gal- I, i. full „| practical information, covering 

.' h'cr 3 v'crrT.u.r"'h7chiel'w"ro,e a, follow. wo'rk"""' ""''''""' ''°° ■""' '" '""' '"'^ 

™, plann't ';« ie:f,'.!l'ry'';™re'.'i*,he ™." todVy'fofa 'f!^ce"°py-tt'r°e" "''obTip^on' 

Qofce all He harjn^, „„1 „/ ^u> \ _.-;' 

This advertising didn't pay 

-This did 

We Reduced Our Cost of Inquiries 
From $40.00 to $5.00 Each 

By B. H. Miller 

Advertising Manager, The Permutit Company, New York 

ONE of the products we manu- 
jfcicture is apparatus for re- 
moving hardness from water. 
Among a great many fields for sales 
it is sold to boiler plants to soften 
the water used in the boilers. It 
prevents scale in the boiler tubes 
and thus improves boiler perform- 
ance, saves fuel and all that sort of 
thing. The average unit of sale is 
several thousand dollars, so it is 
nothing cheap that can be sold by 
mail — it requires salesmen, technical 
data, sales and engineering pressure 
on the engineering staffs and execu- 
tives of our prospects — in short, it 
is a typical industrial product that 
takes a lot of selling to put across. 
The boiler plant is the market. 

Portions of an address delivered before 
the Technical Advertisers Group of the 
New York Advertising Club. 

Before I could write an advertise- 
ment I had to know what type of 
person — whom among all the various 
employees in a manufacturing plant 
I should try to reach. Should I go 
after the men who actually operate 
the boilers, or the men higher up 
who direct them, or the executive 
officers of the plant? Each of these 
would probably have a different 
point of view, and obviously the 
same piece of copy would not inter- 
est all three. 

The boiler plant might belong to 
a shoe factory, for example, in which 
case the high executive officers would 
undoubtedly be experts on shoes, 
shoe manufacturing, marketing and 
the like. Their interest in the boiler 
plant would be a purely financial 
one, from the viewpoint of overhead 
costs, plant maintenance, etc. 

The managers, on the other hand, 
would have very little interest in the 
boiler plant so long as it supplied 
enough steam to keep their factory 
wheels turning. 

The chief engineer, however, 
would be vitally interested in every 
detail of boiler plant operation. He 
would lend a ready ear to my story 
because our product had its applica- 
tion to his daily problems. Further- 
more, it is far easier to get into a 
manufacturing plant through the 
side door used by the subordinates 
than it is through the front door of 
the executives. 

For this particular product the 
chief engineer seemed to be the man 
to go after with our advertising — 
so I decided to frame the advertise- 
ments especially for him. 

In order to find out just what the 



December 16, 1925 

chief engineer of a boiler plant 
should be told about our product I 
went out and talked to him myself. 
The plants I selected had our equip- 
ment, the operating men were all 
pleased with it, and they gave me 
a lot of material. I gathered a fine 
lot of local color and then went back 
to the office and wrote a beautiful 
series of advertisements. 

I brought out all the intimate 
points I had learned from talking 
to the engineers. I used high grade 
art work and good typography. 

Those advertisements came out in a 
burst of glory. We ran them in a 
big list of publications, and we 
received a lot of compliments from 
publishers and advertising men. 
But we didn't get any results that 
could be seen. Very few more in- 
quiries came in, and no special evi- 
dence of increased business was re- 
ceived from the field. The salesmen 
all liked the advertisements, many 
of them wrote in and told me so — 
but nevertheless there was nothing 
tangible that we could show as a re- 

sult of those same advertisements. 
At that time, I wouldn't admit tc 
myself that the advertising had 
failed. I fell back on that old line 
of bunk about hidden values, unseen 
influence — the great invisible powei 
of advertising and all that sort ol 
thing. But nevertheless I kept or 
looking for a better way to present 
our story — a better way to educate 
the buyers of our product. Then ]:i 
discovered something. I was bark- 1 
ing up the wrong tree. ' 


Sales Resistance 

The Grand Exalted Bugaboo of the Advertising Universe 

By Strickland Gillilan 

IF there is anything more unin- 
telligent than a panacea it is a 
bugaboo. Advertising is not a 
panacea. Good advertising is very 
close to being one, if the goods and 
the service do their shai-e of the 
teamwork. But not all advertising 
is good advertising. Some of the 
most expensive is the foolishest. 
The sort that tries to tie up senti- 
ment with dishrags is a little more 
than useless. Let the public laugh 
with you and it will buy. Let it 
laugh at you, and it will guy. Peo- 
ple don't do their buying and their 
guying at the same shop. 

But what I started out to say was 
that bugaboos are as silly as pana- 
ceas, if not sillier. And the prize 
bugaboo of the excited advertiser is 
"sales resistance." That is one of 
the catch expressions somebody un- 
fortunately dropped in his presence 
once, and he hasn't had a good 
night's sleep since. When his chil- 
dren misbehave he threatens them 
with sales resistance. He doesn't 
quite know what it is all about, and 
what causes it, but he knows it is 
horrible and that he isn't going to 
take any chances if he can help it. 

Gray, who elegied all over the 
country churchyard at Stoke-Poges, 
spoke of the human being generical- 
ly as "this pleasing, anxious being." 
Gray said a cemetery full when he 
emitted that crack. For we humans 
are pleasing to ourselves and anxious 
that others get just as favorable a 
slant on us. This is very true of ad- 
vertisers, for they are extremely 
human. It is not to their discredit 
to say that they have all the vanities 
of all people. It would be amazing 

to us were we to know just how far 
vanity enters into the display adver- 
tising business. The thrill a man 
gets from seeing his name in large 
type, cast on an engine, blown into 
a bottle, printed on a label, spread 
all over a double page in a nationally- 
circulated periodical, blazoned on the 
"hoardings" as we say in Britain 
(ahem!) — this thrill is a larger ele- 
ment in publicity than we have been 
figuring on. 

Ever try to convince John Smith, 
who makes the Portable Lima Bean 
Polisher, that his name should go in 
smaller type and that what people 
wanted, who had rough, crude lima 
beans in need of polishing, was 
something to polish them with? Did 
you ever have the hardihood to sug- 
gest to him that it was not he who 
was for sale, but a bean-polisher? 
Did you evei- — if you did you got 
kicked on the spur of the moment or 
some other tender place — have the 
temerity to remind him that there 
were oodles of Smiths in the world 
and that the sight of that name 
would not send crinkles up the spinal 
marrow of any normal person? 

Do these things once each, and 
you won't have to be told how largely 
vanity figures in the advertising 

He will scream like a fire siren if 
you want to use the word "aspire" 
or that perfect jawbreaker, under- 
stood by so few people, "infuse," but 
you can't mention the name of the 
manufacturer of this article too 
often to please him. Although he 
might be making the only bean- 
polisher or prune-wrinkler in the 
world and the mere mention of the 

article carried the mind of th« 
reader instantly to the only om' 
made, he must have Smith men 
tioned in connection therewith. 

This man is a bug on "sales resist 
ance" and yet doesn't know he i: 
laying deep and broad foundation; 
for it every time he clutters up ai 
advertisement with a huge mentioi 
of his name as the manufacturer- 
giving to it the prominence tha 
should be given to the name of thi 
manufactured article. The publi' 
isn't laying in a stock of Smiths 
They are perhaps overstocked al 
ready. Maybe somebody somewhere 
had a line-fence fight once with ; 
man named Smith and sees red ever; 
time he hears the name. "Sales re 
sistance" — all over the place! 

NO, Smith isn't afraid of an, 
sales resistance that may b 
created by featuring his name an^ 
catering to his own vanity. Bu 
it is the resistance that may com; 
from mentioning a nationality or ; 
religion or a political party, or thi 
use of a word above the kindergarte 
grade — that is what he knows a 
"sales resistance," especially if th 
thing said come somewhere nea 
treading on his own personal convii 
tions or strike a blow at his ow 
highly individual type of ignoranc 
of the English language. 

"Sales resistance" me eye! It 
one of the things one may well fo: 
get if one knows his goods, believ( 
in them and writes of them sincere! 
in as good English as he is capabj 
of wielding, or is financially able t 
brave enough to engage some one i| 
write for him. 

^cember 16, 1925 


'1 tlat old 


fe I keji 
way top, 
oduct, 1 
. Iwas 


The Organization of an 
Advertising Department 

By S. E. Conybeare 


niiii of 
tie only 


clutters ip 

. Theii 
odT somii 
it oDce 'il 
I sees red ei 
m. "» 

1 party, « 
ipecially I 
personal « 


me eys! 


~^1X years ago we started 

Dwith a real job on our 
hands — to build an ad- 
jrtising department organ- 
lation that would dovetail 
every point with our 
ipidly developing sales or- 
anization, and that would 
inction as an integral part 
fthat sales organization. As 

matter of fact my official 
tie is that of Assistant 
ales Manager in Charge of 
.dvertising, and I regard my- 
i;lf and the department of 
hich I am head just as much 

part of the Armstrong sales 
fr marketing organization as 
ny other part. We are all 
mesmen at Armstrong's — 
alesmen of ideas as well as 
plesmen of goods. 

Our genei-al sales or mar- 
eting organization, which 
(Derates under the direction 
f our General Sales Man- 
jger, comprises several im- 
jortant units, each in charge 
jf an Assistant Sales Man- 
tear, as follows: (a) Adver- 
•sing Department; (6) Con- 
■act Sales Department; (c) 
ales Promotion Department. Coa- 
led with these are three service de- 
artments, namely: (a) Physical 
esearch Department; (b) Statisti- 
il Department; (c) Order Depart- 
ment. All these units at Lancaster 
[inction through eleven branch of- 
ces in important cities the country 

Thus the advertising department 
1 an integral part of the organiza- 
on as a whole. Our functions are 
jveral in number, d) Handling 
le preparation of all the company's 
Torts to sell — using that word in 
le broadest sense — through the 
rinted word, and this includes 
ipervision of the work of our ad- 
irtising agencies in the prepara- 
on of all space advertising. (2) 

r idling the actual preparation of 
our trade and architectural ad- 
Portions of an address delivered before 
■e advertising class of the Advertising 
lub of New York. 

S. E. Cnnyheare 
Armstrong Cork Comi>an\. Ldiiciisifr, I'd. 

vertising. This we have found we 
can do to better advantage ourselves 
in our own organization, because, 
after all, the company's messages to 
the trade must come out of an inti- 
mate knowledge of trade conditions. 
(3) Handling the preparation of all 
forms of direct mail advertising 
done either by our own staff or for 
us by our agencies. (4) Service to 
our customers, whether jobbers or 
retailers. (5) Service to the con- 
sumer who responds to our adver- 
tising. (6) Service to our sales 
organization, including all of our 
branch offices and sales representa- 

To sum up, our job is primarily 

1. Creative preparation of our 
company's selling messages via 
the printed word. 

2. Servicing our distributers, both 
wholesale and retail, our pros- 
pective consumer and our own 

branch offices with a vast 
array of material. 

As occasion arises members 
of our department spend time 
in the field. Some weeks ago 
we wanted to know better the 
needs of the small town mer- 
chant — what kind of selling 
aids he could best use. The 
man in charge of our dealer 
service work spent several 
days just calling on dealers. 

While each man or woman, 
as the case may be, has his or 
her own definite responsibil- 
ity — we do a great deal of the 
planning of our work in Com- 
mittee. Each Monday morn- 
ing we have our weekly de- 
partment conference. We talk 
over all the work that is go- 
ing through the shop. Each 
section head reports on the 
progress of the work over 
which he has charge. As 
problems arise we appoint a 
committee to consider them 
and to bring in written 
recommendations. I tell you, 
it simplifies the work of the 
advertising manager when he 
has about him a keen group 
of people who can take a prob- 
lem, think it through and come 
back with careful plans. In ad- 
vertising a half a dozen heads are 
much better than one, and I am 
proud of the way our advertising 
organization works together in har- 
mony to plan the jobs that need to 
be done. I know it's a lot more fun 
for each individual to feel that he 
or she is not a mere routine worker 
charged with doing work that may 
be assigned, but a constructive 
factor who is expected to contribute 
to the planning of the work — giving 
new ideas — helping to create adver- 
tising that is distinctly better than 
the creation of one person's imagina- 
tion of brain working all by him- 
self. Teamwork is just as essential 
in the advertising department as in 
any other phase of the business. 

There are certain phases of the 
work of an Advertising Department 
that I should like to emphasize. 



December 16, 192 

My paragon of punctuality keeping time as 
accurately as the Gray-Beard with the Scythe 

£lgin \ 

s of Iinic biographies of ned an opulent, turnip-shaped watch 
bequeathed to me by an ancestor— and 

tween the two. by checking one against 

' ' • the other and striking a happy mean. 1 

.makepicturesandbooks "f^"* '" """" ' fair approxunaoon 

and plays and such things for the diver- "' "« "•" 

dssement of their fellows, are not sup- But one day, it dawned on me that 

posed to work by the watch. it might not be economic wisdom to use 

Bur even an artist has appointments ™° '"P^"''"^ f°t the work of one So 

to keep, orders to fill, and the , I i to I secured an Elgin -which has since be- 

catch. And if he IS hibitually bte for «■»= "V P^"" of punctuahty- keep- 

dinner, the cook will not stay "^ .""i " remorselessly and accurately 
For many years, 1 might have b 

e Gtay-E 



I could not find a 
watch thai agreed 

with me until I 
secured anElgin 

luddenly lost its reputation 

One of a series of liitU bi- I served as coxswain of 

ograpfiies of Elgin Watches eight-oared shell, and in c 

. . . the Schuylkill, the boat « 

It was Oscar WJdc who swampedandthecrewmade for unerring accuracy, 

wrote that "a man will kJl * "^ost inglorious exit from With no little reluctance 

the thing he loves." and the water ! swam ashore, I discarded it. and purchased 

while 1 v^ould not care to but the watch that went an Elgin which, decade in 

confcsstobeingatime-kiUer. overboard with me - my and out. has never miv 

1 must admit that I have father's and a fine English counted a minute that I've 

submitted my watches, for make-was never quite the been aware of It has won 

which I had a real affection, same- my regard as a true friend, 

to many punishments, in- My second wai 

eluding the water test gift from my moti 

1 can rely almost 
b> John Dr£W 


i ^i "" "" 


I'd feel almost as lost without my right leg 
as without my trusty watch 

One of a icnes of little biographies of Elgin Wolclies 

r" o"" m ™' mn^"^''ob '" 'I"!"'"™"' "" «■•>"' ""' m »• 6rst Elnn 

.5 ^°,^",.7o7liricVhc oJiM 

QH-E LG I Nr^ 

When robbed of my Elgin I lost a friend 
that had to be replaced by another Elgin 

I of Utile biogTdphiej of Elgin 

h IS an indispensable part of rr 
; watch— the watch of watc 

t face in all the world. 

1 for about five years. 

secret of the high explosive 
I the United States Govern- 

ystal. right between me and ' ^ 
day. I had photographed the I like 

which has since ha 

when one day. in a crowded trolley car, dur- 
ing a savage February blizzard, some light- 
fingered fellow working that crowd took 
my watch, and when I next looked for the 
time, I found 1 had only the end of the 

: light-fingered gentry. 
:imc. Time is my keeper. 




Irs not tlie testimonial idea alone, nor the prominence of the witnesses, nor the clean layouts, nor the 
delightful ease of the text— none of these alone— but a happy balance of them all that makes Elgin 8 
ofifering an aU-star production. You feel that Messrs. Gibson, Drew, Wrigley and Maxim really said it. 

December 16, 1925 


What Plan for Paying Our Salesmen? 

The What and How of 


Will Hunter Morgan 

AT first blush it seems a simple 
matter to set a rate of com- 
,. mission which will provide an 
equable basis to both the manufac- 
turer and his salesmen. But the 
sales executive who jumps im- 
mediately to such a set figure is apt 
to find that it fails to satisfy the 
needs of the business in one or more 
particulars. Some of the problems 
which may bob up to bother him 
later on are these: 

(1) A flat rate of commission on 
every item in a line may result in 
unbalanced selling. It is inevitable 
that certain items will sell more 
easily than others. Discovering this, 
the salesmen are apt to make a drive 
on them and let up on other items. 

(2) A set commission may cause 
salesmen to work only the more con- 
gested territories where sales pos- 
sibilities are the greatest. 

(3) The production costs of mak- 
ing the goods may vary from time 
to time due to changing costs of 
raw materials or other factors. In 
the event of a sudden rise in manu- 
facturing costs, the commission may 
be too high. In a buyer's market it 
may be too low. 

For these reasons the commission 
paid to salesmen in different lines 
shows wide variation both as to the 
figure or figures set and the method 
of application. Some of the methods 
in vogue are: 

(1) A flat commission on the net 
profit resulting from the business 
secured by the individual salesman. 

(2) A flat commission on the 
gross profit resulting from the in- 
dividual salesman's efforts. 

(3) A flat commission on the in- 
dividual salesman's total volume of 

(4) A variable rate of commis- 
sion on the different items in the 

(5) A variation in the rate of com- 
mission which takes into considera- 
tion the variable possibilities of dif- 
ferent types of territories — prosper- 
ous territories or poor territories, 
city or country districts, easily- 

traveled territories or territories 
with poor railroad service and long 
jumps between stops. 

(6) A sliding scale in which either 
higher or lower commissions are 
paid as the volume increases during 
a given period of time. 

(7) A sliding scale in which either 
higher or lower commissions are 
given on large orders. 

(8) A uniform rate of commis- 
sion on all items regardless of the 
size of the sale or number of items 
disposed of. 

WHILE most salesmen's re- 
muneration plans are combina- 
tions of items such as salary and 
commission or drawing account and 
profit-sharing arrangement, it is 
true that in many lines and under 
certain circumstances straight com- 
mission is employed with great 
effectiveness. It lends itself par- 
ticularly well to the marketing of 
new products having novelty fea- 
tures, as many salesmen like to 
take chances with a product which 
is apparently going to be a big 
seller because of its individual 
talking points. Specialties are fre- 
auently sold on a commission basis. 
Personal service bureaus and high- 
priced articles such as motor trucks 
tend to reward salesmen in commis- 
sion rather than salary. 

Some of the typical lines where 
commission is the basis or main fac- 
tor in remuneration are: life insur- 
ance, wearing apparel, typewriters, 
adding machines, mechanical sup- 
plies, building material, investment 
securities, real estate, automobiles, 
washing machines, etc. 

The definite advantages to the 
manufacturer in the commission 
form of payment ai-e many. 

For one thing, commissions tend 
to attract that desirable type of 
salesman who has plenty of self- 
confidence. He is gambling on his 
sheer ability to dispose of goods. 
His willingness to be paid in com- 
mission argues that he has con- 
vinced himself that he is a salesman. 

It follows also that he believes in 
the product he has to dispose of. 
No man wants to sell on commission 
a product in which he has little or 
no faith. 

Since every sale means a definite 
piece of money in his pocket, the 
commission plan of sales remunera- 
tion provides a real incentive to keep 
hustling for orders. 

As we noted in our consideration 
of salaries, some executives prefer 
that method because they can fore- 
cast from the salary roll what the 
year's selling expense is going to be. 
Under the commission plan the 
year's selling expense is not so easy 
to foresee. But, on the other hand, 
it is still easier to tell what the 
cost per unit of sale is going to be, 
and that important item cannot be 
gaged at all from an inspection of 
a salary roll. 

In the case of new businesses, par- 
ticularly those which are offering 
new or novel types of products, and 
have no large cash surplus to start 
out with, the commission method is 
often a life saver. For it enables 
the company to put on a large num- 
ber of salesmen immediately with- 
out incurring the financial obligation 
of a big salary list to make good 
on each week — an important con- 
sidei-ation when setting out without 
a fixed and steady income. 

iNOTHER great advantage of 
iVpaying in commissions comes 
out of the obvious fact that it stimu- 
lates the salesman to work for large 

When the employer sets out to 
put down the possible disadvantages 
of paying his salesmen entirely with 
commissions, he finds that they out- 
number the advantages. This does 
not prove that the commission plan 
is all wrong. It merely serves to 
remind him that it will be well not 
to make commission the major con- 
sideration in his remuneration plan 
unless there are strong reasons for 
doing so. 

In general, the difficulties which 



December 16, 192S 

Taking the Ad Out of Advertising 

By Maurice Switzer 

Vice-President, Kelly-Springfield Tire Company 

THE other day there 
came to my desk a 
series of excerpts 
from printed articles and 
talks on copy by what a 
friend of mine would call 
the "Face Cards" of the 
advertising fraternity. 

The dominant note in 
all these reprints was a 
strong plea for original- 
ity. This appeal, so gen- 
erally voiced, brought 
back to my mind the day 
when I was confronted 
with the necessity of de- 
vising a series of tire ad- 
vertisements which had 
to be different. 

I emphasize "had" be- 
cause at the time — some 
eight years ago — • the 
Kelly-Springfield Tire 
Company was one of the 
smaller concerns strug- 
gling for a place in the 
sun. The field was highly 
competitive and Kelly's 
advertising appropriation 
was probably less than 
one-tenth the sum of 
many of its formidable 
competitors. We were 
covering a wide range of 
territory, and then, even 

more than now, all tire 

advertising was as stand- ~~^~~~ 
ardized as a Ford car. 
Everyone was printing the same 
story in slightly different phrase- 
ology, and, even if such advertising 
were effective (which, of course, it 
wasn't) we .should have been eclipsed 
by the mighty mass of competitive 

Something had to be done about 
this, and it was obvious that ordi- 
nary, even clever copy, was not the 
answer to the problem. 

I began to ask myself this ques- 
tion: Why is a magazine? 

Apparently there were two an- 
swers: instruction or amusement — 
and in some instances both; and if 
this were true, then long-winded dis- 
sertations in the form of advertise- 
ments were not being read by a 
large majority of magazine readers 
who bought the publications for 

thing round, with a hole 
in the middle, like a life- 
preserver or a doughnut, 
and to many of them in 
that day they were most- 
ly hole. 

I didn't believe that the 
average reader paid a 
great deal of attention to 
the sort of pretty typog- 
raphy and nicely phrased 
advertisements that were 
so generally (and still 
are) being run by tire 
makers; I felt that the 
only people who gave 
them one hundred per 
cent attention were com- 
petitors; and we didn't 
sell tires to each other — 
that is not enthusiastic- 
ally. We occasionally buy 
each other's tires, but 
only for autopsy purposes. 
Believing that this rea- 
soning was sound. I de- 
cided to take a radical 
step, and that was to 
make our copy conform if 
possible with the char- 
acter of the publication 
in which it was to appear. 
If the publication were 
industrial, relating, for 
instance, to the building 

or the lumber trade, then 

the advertisement would 
be orthodox in its treat- 
either instruction or amusement. ment. The readers of such maga- 
One might reason that an adver- zines subscribed to them for the in- 
tisement containing illuminating formation they contained, and we 
facts about tire construction was in- would present that information as 
structive. Possibly, but the average simply and as briefly as possible, 
reader wasn't buying The Literary Hence all our truck tire advertising 

WHEN KelJy-Springfield experimented with strict- 
ly pictorial copy there were loud and vigorous 
protests at the recklessness of their attempt to sell tires 
by such astonishing copy. But its advertising was suc- 
cessful because it applied the argument by gentle pres- 
sure rather than by the use of a word-stuffed bludgeon 

Digest or The World's Work to read 
about tire building; he would prob- 
ably be more interested in knowing 
what Congress was doing about 
Prohibition or the Income Tax. And 
those who bought the fiction publica- 
tions would find little to amuse them 

was conventional, but with this dif- 
ference : coal-hauling trucks equipped 
with Kellys were pictured in coal 
journals; lumber trucks in lumber 
journals; jobs in the oil fields in oil 
publications, and so on. 

We pursued the same policy 

in a long story, even though it were farm publications, proceeding on the 

well told, about the quality of fabric 
that entered into the construction of 
a cord tire. So a passing glance 
caught by a roving eye was about 
all one could expect from the aver- 
age reader. To him all tires gen- 
erally looked alike; they were some- 

theory that the farmer had plenty 
of leisure to read, especially in the 
winter, but we talked to him in the 
language of the agriculturist. 

We began the experiment of run- 
ning strictly pictorial copy first in 
the humorous weeklies and then in 




The Mire of Competition 

A WESTERN reader sends us a furniture advertise- 
ment clipped from a Chicago paper which starts 
out with this paragraph, under the heading "If You 
Only Knew": 

After all, advertising is much the same. After all is said 
and done, most everyone makes the same claim, professes 
the best values, and offers the lowest prices. All in all, 
advertising still remains advertising, and often the beauti- 
ful visions disappear with one glance at the merchandise. 

Our correspondent's comment is: :"This kind of ad- 
vertising makes all advertising less effective." 

We wonder when advertisers will learn this truth, 
and learn to devote their advertising space to the con- 
structive job of taking their wares out of competition, 
instead of dragging them through competitive mire of 
their own making. 

li the til 
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relatw j' 
tiie liiB 
jB its tn( 
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to bin" 



Price Cutting and Jobbing Failure 

THE truth is slowly coming out in the investigation 
of the Ferguson-McKinney failure in St. Louis. 
This large jobbing house (also "manufacturer"), it 
now appears, operated not only the time-honored private 
brand practice, but also the even more muddling and 
suicidal policy of price cutting. A maker of overalls 
showed how the Ferguson-McKinney price of $12.50 
a dozen for identical goods sold for S18, was below- 
cost of manufacture. Evidently the defunct jobber- 
manufacturer had been practising at a particularly 
hectic pace the same game which so many jobbers fool- 
ishly play — that of getting as many discounts as pos- 
sible from the manufacturer, ostensibly for creative 
sales services, and then passing them along to the 
dealer instead of keeping them and performing the 
creative services they were intended to cover. 

These jobbing policies have been the breeding sources 
/for much of the price disorganization existing; and 
have only helped to emphasize to live manufacturers 
the unsatisfactory condition of jobbing in the United 
States, generally speaking. 

In our own view, as expressed in the Fortnightly 
on several occasions, one of the great present-day dis- 
tribution needs is modernized wholesaling on a big 
business scale, purified as to function and equal to the 
big business developments in chains and buying groups 
on the one hand, and great manufacturing corporations 
on the other. The recent large-scale consolidations of 
jobbers in Canada, the Middle West and now in Boston, 
indicate that this is surely a trend of the times. With 
such consolidations will inevitably come sounder busi- 
iness policies, and abandonment of mixed functions, pri- 
Ivate brands and price juggling. 

The Development of Food Advertising 

IT is one of the significant tests of the success of ad- 
vertising that food, with its narrower margins of 
profit, outranks all other advertising in volume. A 
compilation recently made shows that in 1924 there 
was a total of $14,534,445 spent ; $5,647,883, or 40 per 

cent, was for canned foods; the next in rank being 
cereals, 25 per cent; deserts and jams, 11 per cent. 
Ham and bacon was only 6 per cent and fresh fruits 
2.8 per cent. 

The American housewife distinctly likes her foods 
trademarked and sponsored; and likes the standards 
and the convenience provided by large and responsible 
organizations, whether a manufacturer or a cooperative 
marketing organization. America consumes today a 
higher daily per capita number of food calories (about 
4000) than any other nation in the world; and the old- 
time nondescript foods such as salt pork, salt mackerel, 
and other foods out of barrels and boxes of unknown 
origin are distinctly passing. 

At the same time, fourteen million dollars is a rela- 
tively tiny item in the national food bill, which runs 
into many billions. It should be higher, and 5 or 10 
years from now it will be trebled and quadrupled. 
Hundreds of food products await the application of 
the national advertising, mass production, low price 
mechanism which is the modern servant of the house- 
wife's interest. 

More Profitable Sales Conventions 

SALES conventions would prove more profitable if 
the men who engineer them would worry less about 
filling the salesmen with enthusiasm and would work 
for months in advance developing facts and figures and 
experiences that would fill the men with stronger con- 
viction and give them new ideas, and fresh angles on 
the old ideas and arguments. 

Consumer Good Will vs. Tariff Protection 

ANEW note for "infant" American industry was 
struck the other day by the lace manufacturers 
(who are running a "Made in U.S.A." lace exposition 
in New York). 

"Millions of dollars are being lavished on an adver- 
tising campaign in America by the Federation of British 
Industries," said the lace manufacturers ; "but this can 
be met. While we stand in need of further tariff pro- 
tection against the violently fluctuating exchange and 
European wages scale, we regard as our chief essential 
for the successful growth of our industry the loyal and 
continuing support of American women consumers . . . 
extermination of foreign snobbery — the strange na- 
tional propensity to assume that American manufac- 
turers are inferior to British or French — ivHl be a more 
substantial protection than any tariff." 

Apparently textile interests are at last seeing the 
great truth that tariff walls are — all over the world — 
proving rather inadequate ; that reliance must be placed 
on expert quantity production and effective consumer 
education. Unfortunately such "consumer education" 
has been construed by many of the lace men as meaning 
back-door free publicity instead of a real, downright, 
true American style advertising. But it is a sign of 
progress when the fanatical reliance on the tariff is 
seen to be inadequate. 


December 16, 1925 

Selling in Costa 

By A. L. White 


COSTA RICA is interesting as 
a marltet for goods from the 
United States not only because 
of its own present ability to buy and 
its potentialities, but also because it 
is a sort of promise of things to 
come in the whole of Central Amer- 
ica. The history of the development 
of Costa Rica is one of the clearest 
exponents of the fact that purchas- 
ing power, as one of the natural 
factors affecting trade, is not a fixed 
quantity. Within the span of a life- 
time this little country has been 
developed by the energy and work 
of Minor C. Keith and the United 
Fruit Company from a fever in- 
fested jungle into a country of clean, 
sanitary towns, the people of which 
have a good per capita purchasing 
power and can buy even some lux- 
uries. Costa Rica has only about 
one-fourth the population of Guate- 
mala and one-third that of Salvador, 
yet its foreign trade very nearly 
equals the foreign trade of each of 
these two countries. 

Its pui-chasing power arises from 
its production of coffee and bananas, 
which together make up the bulk of 
the country's exports and give it a 
favorable trade balance. As the 
bananas are handled by large com- 
panies, the proceeds from them are 

not so widely distributed, except in 
wages, as are the proceeds from the 
coffee. The coffee crop is produced 
by many small farmers who receive 
their profits as fairly as the larger 
plantation holders. The money for 
the exportation of coffee thus seeps 
down through the masses of the 
people and gives them the where- 
withal to supply their wants. Of 
course Costa Rica has no such pur- 
chasing power as the United States 
and other highly developed indus- 
trial nations, but its people are able 
to buy most of the necessities and 
to indulge even in articles which 
might be classed as luxuries. 

Their choice of purchases is gov- 
erned to some extent by certain 
national traits and tastes. In their 
tastes, the Costa Ricans tend toward 
the sho\\y article, particularly for 
personal adornment and in house 
furnishings. Often a highly pol- 
ished or brightly colored article will 
sell more readily than a more ser- 
viceable one of plainer appearance. 

Ethnology has some effect upon 
all the Latin American races, and in 
Costa Rica there is a leaning toward 
the Spanish influence. A great deal 
of enthusiasm is always evinced at 
the "fiesta de la raza," which is a 
popular fete in celebration of the 

unity of the various Latin races. 

The Costa Ricans also are particu- 
larly hard to change when they once 
become accustomed to a certain arti- 
cle. They have for many years 
bought English textiles; therefore, 
in their opinion, English textiles are 
the best; in the same way, they pre- 
fer German cutlery and German 
dyes, French perfumes, and Italian 
umbrellas; and American tools and 
American automobiles. 

While ethnology and a natural ten- 
dency to stick to the old and tried 
have an influence on the customer 
in Costa Rica, still they are not in- 
surmountable obstacles to trade be- 
tween this country and Costa Rica, 
and probably do not affect trade to 
the exclusion of a consideration of 
either price or quality. To offset 
these influences, the United States 
has some decided advantages in the 
Costa Rican market. The proximity 
of the United States to Costa Rica 
enables the American manufac- 
turers to make comparatively quick 
deliveries. Consequently, the Costa 
Rican merchant can buy in small 
quantities and obviate the necessity 
of tying up large amounts of capi- 
tal in stock. This proximity, to- 
gether with the American system of 
standardization, also makes it pes- 

December 16, 1925 



BruceBarton Roy S.Durstine AiexF.Osborn 

Barton.Durstine ^ Osbom 


Q^ZN advertising agency of about one 

hundred and ninety people among whom are 

these account executives and depaiLiiient heads 

Mary L. Alexander 

Chester E. Haring 

Joseph Alger 

F. W. Hatch 


Roland H inter meister 

R. P. Bagg 

P. M. HoUister 

W.R.Baker, jr. 

F. G. Hubbard 

Frank Baldwin 

Matthew Hufnagel 

Bruce Barton 

S. P. Irvin 

Robert Barton 

Charles D. Kaiser 

G. Kane Campbell 
H. G. Canda 

R. N. King 
D. P. Kingston 

A. D. Chiquoine, jr. 
Francis Corcoran 
Margaret Crane 
Thoreau Cronyn 

Charles J. Lumb 
Robert D. MacMillen 
Wm. C. Magee 
Carolyn T. March 
Elmer M^ason 

Webster David 

Allyn B. Mclntire 

C. L. Davis 
Rowland Davis 

E. J. McLaughlin 
Alex F. Osborn 

Ernest Donohue 

Leslie S. Pearl 

B. C. Duffy 

T. Arnold Rau 

Roy S. Darstine 

Irene Smith 

George O. Everett 

John C. Sterling 

G. G. Flory 

J. Burton Stevens 

R. C. Gellert 

WilUam M. Strong 


A. A. Trenchard 

Geo. F. Gouge 

Charles Wadsworth 

Gilson B. Gray 

Don. B. Wheeler 

Dorothy Greig 

C. S. Woolley 

Mabel P. Hanford 

J. H. Wright 





Member American Association of Advertising Agencies 

Member Audit Bureau of Circulations 

Member T^ational Outdoor Advertising Bureau 



December 16, 1925 

sible to obtain repair parts of 
machines quickly and easily. 

One of the "invisible" factors 
which is having considerable weight 
in gradually swinging Costa Rican 
trade to the United States is that 
Costa Rica is establishing dollar 
credits in this country. Since the 
war American firms, principally in 
San Francisco, have entered into 
keen competition for Costa Rican 
coffee, which formerly was sold 
almost entirely on the London mar- 
ket. With increased importations 
of this coffee from Costa Rica, dollar 
credits are being created which are 
kept in this country and exchanged 
for merchandise from the United 
States. Other advantages lie in the 
fact that Costa Ricans are becoming 
educated to the use of American 
goods through travel between the 
two countries and through the edu- 
cation of many Costa Ricans in the 
United States. 

The really most important factor 
to be considered in attempting to 
work up a market in Costa Rica is 


© Pnbllshprs nioto Service 

climate. On the central plateau and 
the Pacific slope, where the greatest 
population is, the rainy season lasts 
from May until November, during 
which period, with the exception of 

possibly a couple of weeks, it may 
be depended upon to rain at least 
an hour every day. On the Atlantic 
slope there is rainfall throughout 
the year. An understanding of the 
climate will suggest what goods 
might find a ready market. 

The rain gathers very quickly and 
passes just as quickly, so that often 
there is a change from rain to 
bright sunshine, or vice versa, with- 
in five or ten minutes. On account 
of the abrupt changes, the women, 
instead of using parasols, as in the 
United States, buy small-sized um- 
brellas, often in colors, which they 
use in either rain or sunshine. 
Even allowing for the smallness of 
the country and the comparatively 
low purchasing power of the poorer 
people, these abrupt changes in 
weather lead to an excellent sale of 
umbrellas, particularly of the some- 
what cheaper grades. The Italian 
umbrellas seem to be the most popu- 
lar, and Italian manufacturers offer 
both a fancy umbrella and a cheaper 
[continued on page 66] 

Do Newspapers Understand 

By Earnest Elmo Calkins 

THE most amazing thing about this Red 
Grange furore is the obliviousness of the 
newspapers to their part in creating it. 
The newspaper advertising manager can talk elo- 
quently about the power of his medium, but the 
editor seems to think that the publicity created 
by newspapers is an act of God, or something. 
It is a pity the high-powered boys in the business 
oflSce do not go upstairs occasionally and sell the 
editorial staff. 

A month ago Red Grange was just a senior at 
the University of Illinois. Today he is surrounded 
by manufacturers raining checks on him in return 
for testimonials, endorsements and permission to 
use his name on sweaters, caps and cigarettes. 
What produced the transformation? Publicity, 
the publicity given free by thousands of news- 
papers. And now the newspapers are wondering 
naively and editorially at the spectacle. If you 
ask them why they have given all of this free 
advertising to one casual college student, they 
vdll tell you that it is news, that public interest 
demands it. Apparently they do not know that 
the public interest exists only because they 
created it, that what Red Grange is selling to 

football promoters, movie producers and adver- 
tisers of merchandise is not his ability to play 
football, but the publicity given him by the altru- 
istic press of the country. The newspapers go 
right on building up this asset for him and con- 
tinue to exclaim editorially over the interest en- 

And here is an instance of the peculiar work- 
ings of newspaper ethics. Not one of those 
products which is so earnestly seeking the magic 
of Red Grange's name is mentioned in the news- 
paper accounts. It is millions for Red Grange, 
and not one cent for the sweater, cap or cigarette. 
The newspapers' comment would be, let them buy 
space if they want advertising. A just and fair 
answer. Their attempts to tie their products to 
the tail of Red Grange's kite are pitiful. But 
why the discrimination? Why should they boom 
Red Grange when every boom adds thousands to 
his income, and refuse the same treatment to 
other commercial products? It is not Red 
Grange's ability or genius that has earned this 
tribute. It is the newspapers' generous gift of 
publicity. And why it is so not even a newspaper 
man can explain. 


f^he Railway Service Unit^ 



Direct Your Message to 
the Right Railway Men 

through the five departmental rail- 
way publications which constitute 
The Railway Service Unit. 

The departmental organization in 
the railway industry and the widely 
different railway activities make it 
necessary to gain, effectively, the 
interest and confidence of each de- 
partment individually. 

These five railway publications ac- 
complish this by each one being 
devoted exclusively to the interests 
of one branch of railway service — 
and their effectiveness is shown by 
the classified circulation statements 
and the high percentage of renewals. 

Oitr Research Department tvill 
f^ladly furnish analysis of the 
railnay market for your products. 

Simmons-Boardman Publishing Company 

" The House of Transportation " 

30 Chutch Street New York, N. Y. 

17lh and H Sis, N. W. 

London ; M Victoria St, S ' 


December 16, 1925 


The Body Builder The Body Builder ' The Body Builder 

In Nature's SeaJed Package 

A Healthy Habit 

The Banana Makes Its 
Advertisinff Debut 

AN extensive advertising cam- 
/\ paign which is of somewhat 
_/r~A.more than ordinary interest 
was inaugurated on the second of 
October this year. The campaign is 
being handled in the cooperative 
manner by three large concerns 
which deal in the same commodity; 
in this case the perennial banana, 
famous in story and more recently 
in song. 

There is nothing new in the ad- 
vertising of fresh fruit, either by 
individuals or cooperative groups, 
but so far as we can ascertain this 
is the first time the banana has ever 
entered the advertising field ; that is, 
on a scale such as to attract any 
widespread attention. There are 
good and sufficient reasons for this, 
but in these very reasons lies the 
justification of the present move. 

In the first place, bananas cannot 
be branded or trademarked in any 
way. They are not sold in crates to 
the consumer as are apples, peaches, 
grapes, etc. They cannot be wrapped 
in individual identified wrappers so 
that there will be no mistaking the 
grower or the company whose built- 
up good will stands behind them. 
They are not cultivated fruit which 
can be improved upon by grafting 
or any other horticultural means. 
And they are sold almost entirely 
through small fruit dealers whose 
interest in and knowledge of mer- 
chandising is practically negligible. 

But the banana has certain ad- 

vantages which no other fruit can 
claim. It reaches the market in 
perfect condition twelve consecutive 
months in the year. It has high nu- 
tritious and body-building qualities, 
it is always reliable no matter what 
the conditions under which it may 
be sold or handled, and it is rela- 
tively cheap. It has occupied for 
years a unique place in the lives and 
diets of the American public on its 
inherent virtues alone. To quote 
from a booklet regarding the cam- 
paign which is being sent out to the 
dealers, jobbers and distributors of 
the fruit: "Frankly, the banana 
business has grown to its present 
huge proportions chiefly because the 
fruit has been so delicious, so nutri- 
tious, so satisfying and economical, 
that it has really 'sold itself.' " 

THERE is plenty of good selling 
talk here and plenty of justifica- 
tion for a far-flung advertising cam- 
paign, which, naturally, would have 
to be cooperative. The lack of mer- 
chandising proclivities on the part 
of the dealers is i-ather obviated by 
the fact that bananas need very little 
merchandising. The American pub- 
lic has long been "banana conscious 
and banana loving." All that this 
campaign really does is to serve as 
a constant reminder. Plenty of 
bananas are sold, anyway, but it is 
a matter for speculation how many 
more will be sold to a public which 
is educated to think more of the 

fruit and which has been taught 
ways of utilizing it that are not in- 
stantly apparent. All that the dealer 
need do is tie up with the general 
advertising by means of attractive 
window and counter displays, sit 
back and punch the cash register. 

THESE are the main psychologi- 
cal aspects of the campaign. The 
physical aspects are just as obvious. 
Newspaper insertions and posters 
are being used, concentrated in five 
mid-Western States: Illinois, In- 
diana, Iowa, Missouri and Wiscon- 
sin. Fifty separate newspaper ad- 
vertisements illustrated with draw- 
ings in black and white and embel- 
lished with short, straight-from-the- 
shoulder copy will carry the banana 
message to a certified circulation of 
some three and one-half millions. 
1245 posters will repeat the message 
in ninety-seven cities throughout the 
same districts. Bananas are fea- 
tured as "the Body Builder," and an 
appeal is made to the thoughtful 
housewife through a book of re- 
cipes, "100 Ways to Enjoy Bananas." 
Here is an educational feature of no 
small importance. Another feature 
of possibly greater educational value 
is the very simple e.xpedient of teach- 
ing the general public to recognize 
a fully ripe banana. This has the 
double advantage of serving the pub- 
lic and of giving the banana every 
advantage of appearing to the con- 
sumer only at its best. 


■'cember 16, 1925 



10 Years 

of New York newspaper 
circulation history told 

in 3 lines 

Consider the chart : in the last ten 
years in New York City the total 
volume of standard size MORNING 
newspaper circulation has decreased 
d.Vc — the total circulation of all stand- 
ard size Evening papers has shrunken 
25.6'^7 *• "V The total circulation of ALL 
standard size papers, morning and 
evening, has decreased 16.2% in ten 
years — despite the fact that New York's 
population has had an increase of about 
a million people in that time. 

But the tabloid News, starting from 
nothing in 1919, has gained almost a 
million circulation in the past six years ! 
The national advertiser has a tremen- 
dous new vital growing force in The 
News. With the largest circulation in 
America, morning, evening or Sunday, 
it is the first medium available that 
covers the whole city market ■« With 
the small page in the small paper, 
advertising is made more efficient, more 
easily seen and read, and suffers less 
from competition -g? And the cost is 
much lower ! ■« ■«? Get the facts ! 






Total circulations of all standard size New York 
Morning newspapers, according to Government 
statements, for six months' period 

ending Oct. i, 1915 . 1,4x1,718 

ending Oct. i, 1915 . 1,375,181 

Decrease 47,^)7 . }.}% 

Total circulations of all New York Evening 
newspapers, according to Government state- 
ments, for six months' period 

ending Oct. i, 191 5 . 1,931,440 

ending Oct. 1, 1915 . 1,435,953 

Decrease 496,487 . 2} .2% 

Total circulations of All standard size New 
York papers, morning and evening, according to 
Government statements, for six months' period 

ending Oct. i, 1915 . 3,355,158 

ending Oct. i, 1915 . 2., 811, 134 

Decrease } 44,024 . 16.2% 


?^w York's Ticture Mwspaper 

2 5 Park Place. NEW YORK 
Tribune Tower, Chicago 




The Studebaker Free Space 

IN your Dec. 2, 1925, issue, on page 
88, I read with considerable interest 
the letter of Albert Russell Erskine as 
to "Free Space" given in newspapers 
regarding automobiles. 

Have often wondered how much of 
this we cigar manufacturers pay for, 
because it quite naturally follows that 
newspaper owners, like manufacturers 
of cigars, figure out the cost of pro- 
duction and fit the cost of the space 
in their columns accordingly. 

We could never understand why we 
weren't given "Free Space" showing 
the officials of the company smoking 
our brands of cigars, just the same as 
the officials of the automobile com- 
panies grace their respective automo- 
biles — trade notes, mentioning names 
of cars, etc. — all free — gratis for noth- 

We subscribe to the new Studebaker 
policy: "We are quite content to re- 
ceive no free publicity whatever, if all 
competitors are treated in the same 
manner. But if publicity is being 
used, we believe that no competitor 
should receive a line more than we do, 
except as he uses more advertising 
space." "A fair field, and no favor." 
Louis Cahn, Vice-President 
Consolidated Cigar Corporation, 
New York City. 

"Two Approaches to 

PERSONALLY, I am in full accord 
with Mr. Calkins' preference for 
the Stevenson advertisement, which is 
a most admirable example of restrained 
diction and typographic art. 

Professionally, I do not see any real 
basis for excited argument as to the 
"right or wrong" of the two advertise- 
ments, excepting the misapplication of 
the words in the Kipling advertisement 
which Mr. Calkins rightly criticises. 

Doubleday, Page & Company are sell- 
ing books to the mass; Scribner's are 
selling literature to a class. 

Please understand that this compar- 
ison refers to the method of selling, 
and does not extend to the reputation 
of the authors, nor to the quality of 
their works. 

I believe the point more in question 
would be — whether the manner of the 
Kipling advertisement is in keeping 
with the literary atmosphere of Har- 
per's Magazine, and will it make a 
stronger appeal to a majority of Har- 
per readers than the Stevenson adver- 

Perhaps Doubleday, Page & Com- 
pany will reply with the old story of 
the proud mother who said that every 
man in the parade was out of step ex- 
cepting her son. 

I cannot agree with Mr. Calkins' im- 
plication that it is illegitimate truth- 
fully to sell good books to those who 
may want them for only decorative 
purposes, any more than I believe it 
sacrilegious to sell Bibles to non-church 

It does not seem possible for such 

great works as those of Kipling or 

Stevenson to go into even an unliterary 

home without conveying a measure of 

benefit to some members of the family. 

J. J. Geisinger, Vice-President, 

Federal Advertising Agency, Inc., 

New York. 

Salesmen of Different Types 

VIEWED strictly from the advertis- 
ing side of the question, these two 
advertisements mentioned by Mr. E. E. 
Calkins are nothing more nor less than 
two salesmen, quite unlike each other 
in the methods employed for present- 
ing the merits of their goods, but each 
nevertheless probably selling plenty of 

Were I the publisher of either vol- 
ume I would have no qualms about try- 
ing to place the works of either Steven- 
son or Kipling in every home of aver- 
age intelligence. Works of authors of 
recognized ability are good influences 
around any home whether or not their 
first purpose is to "furnish the par- 
lor," as Mr. Calkins expresses it. And 
we cannot gainsay the fact that many 
an humble cottage occupied by families 
of only average means and intelligence 
has its occasional volume of Dickens 
and Thackeray, of Kipling and Steven- 
son and other such authors. And what 
is more, they are actually read and 

Granted that Kipling and Stevenson 
both have a rightful place in the aver- 
age home today, isn't it tiien merely a 
question of which advertisement will 
sell the most books? And it is my 
opinion that among all classes of maga- 
zine readers it would be the advertise- 
ment featuring the works of Kipling. 

My only qualification at this point is 
that I assume the advertisement is ap- 
pearing in other magazines besides 
Harper's Magazine, and publications of 
that general class. We advertising men 
can never lose sight of the mental 
make-up of the audience to whom our 
message is addressed. For Harper's 
Magazine readers I am of the opinion 
that the Kipling advertisement might 
well have been keyed along more con- 

servative lines, and to that extent 
may be said to be in agreement wi 

Mr. Calkins. 

H. L. Palmer, Vice-President, 
The H. K. McCann Company 

New York. 

Vanishing Markets? 

IN his article on "Vanishing Mar 
kets," Marsh K. Powers classes thi 
bicycle with the cigar store Indian. 

The facts are that the bicycle mar 
ket has not vanished — but, it ha; 
changed. In the early days the bicycl. 
was the sport of grown ups. Toda; 
ninety per cent of the annual outpu 
of 300,000 bicycles are ridden by chil 
dren. But even yet the bicycle is : 
society amusement in the winter re 
sorts. If Mr. Powers doubts it a visi 
to Palm Beach, where the society lead 
ers of the country are enthusiastii' 
bicycle riders, will convince him. 

If Mr. Powers had dropped in to th( 
new Madison Square Garden last weel 
during the Six Day Bicycle Race am 
seen 20,000 fans every night go wik 
over the exciting sprints he would havi 
had hard work to get them to agrei 
with him that the bicycle was in : 
class with the cigar store Indian. 

Or, if he would get out with tb 
members of the Amateur Bicycl 
League, which is a National organiza 
tion of bicycle clubs which holds local 
State and national championship roa( 
races every summer, he would realize 
that the bicycle market is a long wa;: 
from the vanishing, point. 

Since there is no system of regisj 
tration it is impossible to make mori 
than an estimate of the number c' 
bicycles in actual use in the Uniteii 
States, but it is safe to say that ther 
are in the neighborhood of 3,000,000. j 

W. H. Parsons, Managing Editor, \ 

American Motorcyclist & Bicydist\ 

New York. 

The Coal Strike 

FLOYD W. PARSONS in the Fori 
NIGHTLY of Nov. 18, draws a pic 
ture of John Lewis which is no doub 
true. It shows Lewis as an autocraH 
His power to freeze the women an 
children — and men of this countrj 
spreading misery and death by stopi 
ping a large part of the production o- 
bituminous coal as well as all the ar| 
thracite, is a dangerous power in th| 
hands of any man and particularly ij 
the hands of one who is "autocratic,i